One reason why this change occurred was Gibson's effort to jumpstart what, oddly enough, had become a poor-selling model. There are numerous theories offered why, ranging from the undesirability of the darker-toned humbucking pickups amongst players who preferred the twangy Fender single-coil sounds, to declining ratings of Les and Mary's TV series, as rock and roll began its ascension.
For whatever reason though, from 1958 to 1960, sales of Les Pauls declined precipitously, to an average of about 600 per year. Eventually, its body style would be retired after the 1960 model year. It would take the rediscovery of the guitar as a blues and hard rock instrument by Eric Clapton in England, and Mike Bloomfield in the US, both in the mid-1960s, to revitalize interest, resulting in Gibson reintroducing the model in 1968, where its remained an iconic best-seller, since.
By then, McCarty had left Gibson, but his legacy remains secure: he not only spearheaded the design of the Les Paul, but also the ES-335 semi-sold body guitar. Hembree notes that the 335 was McCarty's personal favorite design, both because he virtually single-handedly spearheaded its design, and because its tone was mellower than the solidbody Les Pauls and (especially) Fender guitars.
McCarty's Unique, Diverse Product Line
But McCarty was far from only a designer. As a result of his business acumen, Gibson's ability to combine a diverse product line with extremely high quality craftsmanship was unique amongst guitar manufacturers. Fender made great electrics and amps, but mediocre acoustic guitars, and Martin was a manufacturer of magnificent acoustics, but not of solidbody electrics. As Hembree notes, Gibson produced not just landmark solidbody guitars, but beautiful acoustic instruments. And extremely serviceable amps. And banjos. And mandolins. That's a testament both the craftsmanship of his employees, but also their boss, who wouldn't allow poorly manufactured products to leave Gibson's Parsons Street Michigan assembly line.
Gil Hembree's Gibson Guitars: Ted McCarty's Golden Era is an extremely well-researched, heavily illustrated, and highly readable book, recommended to both musicians and fans, which goes far to restoring the name of a forgotten musical pioneer.
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