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Pump Up the Some gas pump literature didn’t even come from factory-supplied
brochures. Between 1910 and 1920, many new gas pump companies
Advertising didn’t have the resources to support salesmen in every main city in the
Early on, the pump U.S. nor could they afford the cost of ads in the national petroleum
companies would purchase magazines, so they let either independent sales agents or hardware
quarter page ads, usually in supply companies add a gas pump line to their portfolio.
black and white, as a way to In 1910, the Western Pump Company placed its pumps in a few
introduce their product large St. Louis-based hardware companies’ catalogs. The Milwaukee
directly to the buyer. After Pump Company also was very active in this way. Sometimes you might
1920, almost all ads were full- find a new pump or two from a very small pump company in these
page and in color; most ads catalogs. Beginning in the late 1930s, Morrison Brothers and
were single page, but gas McDonald Manufacturing started selling gas pumps. These two
pump maker Gilbert & companies became the two of the largest sellers of service station and
Barker liked two-page ads. bulk plant equipment companies in the U.S.
The 1930s brought on the
Depression, a time when The Search for Air Meter Literature
many companies closed their
doors and only the large
companies could survive. The
companies that survived
Tokheim Stationliter Pump Bulletin from
the mid-1930s added a spotlight at the continued to introduce new
top of the pump. Today, the pumps sell for pumps, but they were not
$500-$4,900 depending upon condition selling that well. Their
advertising budgets dropped,
so it wasn’t until around 1937 that the sale of pumps increased again,
and so did the advertising.
If you were a possible buyer of a new pump, the idea was you saw
the ad in a publication and you would contact the company, and then
they sent you a Bulletin or Brochure.
After contacting the pump companies, a salesman might also show
up. The salesman was usually equipped with a pocket-size, multi-page
booklet. All in color, each page had a picture of the pump and some
information below the image or on the back of the page. Not only did
they show pumps, but everything else the company was selling at the
time. This included air meters, oil, grease and kerosene dispensers, or
even air compressors. Tokheim and Bennett were the most significant
users of these pocket booklets and marketed an extensive product lineup.
In the late 1930s, the Wayne, Bennett, and Erie companies began
sending out large poster-like advertisements. Most were sent to the
distributors of their pumps, but some went directly to anyone who ECO Tireflator Air
requested information about available pumps. Some were, as I said, Pump. A similar model
poster size, but some were large mailers. This type of literature is most sold for $1,200+ at Romort air and water station advertisement.
valued and hard to find. aarauctions.com Similar ads sell online for $10-$45.

Collecting petroliana literature is not just about gas pumps; the
It’s All About the Parts other large group is pictures of and information regarding air meters.
One last significant component of gas pump literature is the “Parts These are a little harder to find, and most are only found in ads.
Manuals.” Some companies called them “Repair Manuals,” but they Naturally, the ECO (originally known as Economy Air Meters) and the
were basically Parts Manuals, which started to appear around 1930. Gilbarco air meter literature are a bit easier. Still, finding literature on
I was told and had some of the 450 air meters I identified in my Air Meter Identification
evidence that a Parts Manual book sure took a lot of work!
was in the box with every I searched for pictures and literature on the Romort Air Meter
new pump. These were for Company. I went to Oakfield, WI. While I didn’t get much literature
use by the repairman as the while I was there, I did get some leads; one of those leads led me to a
manual shows every part on relative of Arno Ewald, the owner of the company, and I got copies of
the pump along with usually factory pictures of air meters – including some that were never made.
showing where it is on the There are many other assorted pictures and advertisements that are
pump. The manual would collectible today. These examples are helpful in learning the history of
also show all the options, many of the items collectors seek today. When we look at literature and
such as all the tops available vintage photography of these collectibles used around the station, we
for a Tokehim 36B. can better understand the gas pumps and air meters we collect today.
When first introduced, For collectors looking to restore or replace missing parts, looking back
the manuals were a very long at the company-produced bulletins and manuals can help determine
piece of paper, showing two how best to proceed.
pump drawings. This, too, I hope you have enjoyed this glimpse into the progression of gas
was used to determine the pump and air meter literature!
part numbers. Wayne used
these Parts Sheets from the Check the Oil magazine is the longest running publication of its kind
late-1920s until the mid- geared towards all things petroliana. Written and published by collectors for
1930s. After that time almost collectors it is dedicated to preserving the history of the gas and oil industry while
every pump company was celebrating everything found in and around the service stations since their
using the 8” x 11” manuals. National Hose Co. advertisment inception in the early 20th Century. Articles, photographs, and advertisements
found in the magazine are sure to relate to all petro enthusiasts.
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