A Telegram and a Telecaster

Leo Fender was far ahead of his time more than once. But in 1950, nobody really noticed because at first the electric solid body he introduced to the market seemed to rather animate mockers than potential buyers. Snow shovel or canoe paddle were among the nicer names given to the probably most important instrument in the history of electric guitars: It was consequently reduced to its essentials and built with methods aiming at industrial mass production. Fender christened his baby "Broadcaster" and it is still very much alive today, although under a different name.

The renaming of the guitar did not happen voluntarily and took place on February 20th 1951. Fender might not have taken notice or might not have taken it seriously that Gretsch, a traditional instrument company and competitor in guitar production, had a drum set called "Broadkaster" (it was indeed written with a k) in its program. Gretsch on the other hand did take notice of what the newcomer in California was doing and sent him a telegram, which does not really read itself as a congratulation: "We demand immediate confirmation that name will be abandoned."

What sounded like the beginning of a long lasting legal dispute with uncertain ending only led to a short, almost friendly argumentation that was swiftly brought to an agreement without lawyers and courts. Fender reacted immediately acknowledging Gretsch's demand as just. The Broadcaster logo disappeared off the guitar's headstock and it remained nameless for four months. These guitars, which are called Nocasters, are very popular with collectors today.

That Fender was able to turn this rather awkward situation into something successful shows the new name he choose: Under the name Telecaster, it is known to everyone who has ever showed interest in electric guitars.

Thomas Kosche

(The telegram and answer of Fender's Manager Donald Randall are published by courtesy of Fred Gretsch, Savannah, Georgia, USA)