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Jim Lager - Leica Historian Jim Lager is widely considered the best Leica historian ever, having authored arguably the best selection of Leica history books ever written. RFF is very fortunate to have access to his amazing Leica knowledge.

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Early Leica Literature 1925-1929
Old 09-04-2017   #1
Jim Lager
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Early Leica Literature 1925-1929

Leitz literature prepared between 1925-1929 traces the availability of the Leica A.

In January 1925 Leitz Literature proudly proclaimed the wonders of the LECA camera! WooHoo! So far, we have yet to find a LECA engraved camera.

By mid 1925 the name had been changed to Leica. The illustrations show a sampling of early advertising.

As Lindbergh flew the Atlantic in 1927 and the Graf Zeppelin completed a round the world trip in 1929, the Leica began to gain acceptance.

Pre 1930 literature can be considered rarer than the Leica itself. Many early cameras have survived but most advertising material has been lost over the past nine decades.


1925 LECA Camera


1926-1927


1927 Notice Leitz offices already in New York, San Francisco and Manila!


1927


November 1927



March 1928



December 1928


1928


1929


1929
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Old 09-04-2017   #2
CameraQuest
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folks,
notice the original 1925 LECA camera!
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Old 09-04-2017   #3
BillBingham2
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Quote:
Originally Posted by CameraQuest View Post
folks,
notice the original 1925 LECA camera!
I did, LOVE the periscope style rangefinder!

Way cool stuff Jim, thank you.

B2 (;->
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Old 09-04-2017   #4
rbiemer
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Interesting to see these!
Would those early cameras have had a dealer label or something identifying who sold them? How were they packed/boxed for sale?

Rob
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Old 09-04-2017   #5
Juan Valdenebro
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Very nice! Thanks for sharing!!!
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Old 09-04-2017   #6
spaceistheplace
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Very interesting to read, Jim!

I have a question somewhat related to this, a couple of months ago I visited an exhibition called 100 years of Leica photography, in Madrid, and there they showed some early documents with prints and a chart next to them indicating lens, film, developer, etc.

I found these very interesting and can't seem to find them online, do you know anything about them?

Thank you and welcome to RFF!
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Old 09-05-2017   #7
Richard G
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I have always loved the bald guy with his specs propped on his forehead squinting into his Leica.
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Old 09-05-2017   #8
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He was very stylish, the graphics guy who did that. I think he was one of the artists who fell out of favour with the regime after 1933...
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Old 09-05-2017   #9
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Very interesting! Here some information on Nicolas Haz (Martin Munkacsi) - second publication: http://broadway.cas.sc.edu/content/nicholas-haz
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Old 09-05-2017   #10
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And from what was then Palestine:

img019 by dralowid, on Flickr

FODIS, FOKUN or even FOCUX anyone?
leaflets4207 by dralowid, on Flickr

By 1929 the cover on the left had changed...Jim's is 1925. Now the name has settled on Leica and we have a Leica logo (which of course wasn't on the cameras.

leaf204 by dralowid, on Flickr

I enjoy this literature, particularly the bits of equipment that we never hear about these days, after all, if you are promoting 35mm you need to be able to supply everything related.

Michael
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Old 09-05-2017   #11
megido
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Quote:
Originally Posted by spaceistheplace View Post
Very interesting to read, Jim!

I have a question somewhat related to this, a couple of months ago I visited an exhibition called 100 years of Leica photography, in Madrid, and there they showed some early documents with prints and a chart next to them indicating lens, film, developer, etc.

I found these very interesting and can't seem to find them online, do you know anything about them?

Thank you and welcome to RFF!
I saw the same exhibition. The quality of the prints were outstanding!
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Old 09-06-2017   #12
Carey M
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Quote:
Originally Posted by Jim Lager View Post

1927
This looks familiar. I've been meaning to scan my copy and post it online, as it's very nicely done.

Didn't know these were that rare
Attached Images
File Type: jpg Leitz1927.jpg (29.3 KB, 10 views)
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Old 09-06-2017   #13
Erik van Straten
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AFAIK is the first time that the Leica was mentioned in a Dutch publication was in the fourth printing of Idzerda's "Handboekje der Praktische Fotografie", Amsterdam Sloterdijk 1928. Idzerda was wrong about the format of the negatives of the Leica however.

On the same page other interesting cameras are shown, such as the Krauss Eka, the first small camera of Cartier-Bresson.

Erik.

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Old 09-06-2017   #14
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Shows that Leica has kept the same core customer demographic from the start!

Quote:
Originally Posted by Richard G View Post
I have always loved the bald guy with his specs propped on his forehead squinting into his Leica.
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Old 09-28-2017   #15
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Welcome to the forum Jim - great to have you here!

Leica ad 1 by David Helmore, on Flickr

Leica Ad 2 by David Helmore, on Flickr

Leica Ad 3 by David Helmore, on Flickr

Leica Ad 4 by David Helmore, on Flickr
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