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1938 Leaflet - Save up to ½ on Pyrex Ovenware
A statement from Corning Glass Works on August 15 1938 signified a crucial turning point for Pyrex by announcing a price reduction of 30-50% on most items. Although major price cuts had occurred before, this time the product line was finally within the reach of the mass market. Prior to this, its high price tag made it a luxury item that was only affordable to households with higher incomes, and its sales figures had become stagnant.
It was the opening of the Pressware Plant in Corning NY that made the price reduction possible. Measuring 200,000 square feet, this huge modern factory was equipped with new technology and automated processes that could efficiently produce a massive volume of Pyrex that could not be achieved previously. Some of the improved manufacturing techniques originated with patents held by MacBeth-Evans, with which Corning had merged in late 1936. Acquiring this proprietary knowledge prompted Corning to invest in a brand new plant and construction began in 1937.
 Production commenced at Pressware on May 18 1938. Over the summer the main objective was accumulating a stockpile of inventory that would satisfy the anticipated increase in consumer demand once the price reduction took effect. Demand did rise dramatically and one year later the company was still celebrating. The first anniversary of the price reduction was marked with a "birthday party", and advertising in October 1939 stated: "Last year even the big new plant couldn't cope with the rush of orders. This year your dealer's ready!"
(Photo: Front cover, Pyrex leaflet.)
Dated October 1938, this leaflet aimed at consumers presents the new price schedule and provides details of Pyrex ovenware, tea & coffee pots, and Flameware cookware.
Many items had been discontinued a short time previously, some of them are: square casserole, shallow oval casseroles, oval utility lids, bean pots, 2-in-1 oval baker, mixing bowl, hexagonal pie plate, square cake pan, ramekins, double compartment dish. Oval platters are absent from the leaflet, but they were available again later.
The following images are a modified version of the leaflet, the layout has been altered to fit the width of this page.
How to use Pyrex, and the replacement offer.
Casseroles still have scalloped handles here, but they were about to change to plain tab handles. Individually-sized pie plates (205) & loaf pans (213) were no longer made.
Measuring cups had changed since 1934. Although this one still has a stubby spout, its handle is rounded near the top rather than flat. Re-designed cake pans (221) with tab handles and deeper sides appeared in 1939. It seems that 416 (6 oz, flared) custard cups and 452 (6 oz) individual pie dishes were recently discontinued.
Open bakers are uncovered casseroles. Only square refrigerator dishes remained at this point, and shallow rectangular 592s had been dropped. Since the two largest refrigerator dishes were really loaf pans, they were not discontinued, but their lids might have been.
The Matched Set was new in 1937, containing a casserole (123/723) and six custard cups (445) that were quite different from previous shapes. They were also part of the 11 piece Hostess Set. The other two sets came with 023/683 casseroles.
The funnel is marked "Pyrex 60°". The 597 graduate with red markings holds 1 Qt, so it must be very tall. It is made of thin blown Pyrex, like laboratory ware, and resembles a beaker. The 598 graduate is thick pressed Pyrex, with embossed markings.
How to use Flameware, and the replacement offer, plus the advantages of Pyrex tea & coffee makers.
In thin Flameware, 6733 & 6734 saucepans were replaced in 1939 by a new and improved series (6322, 6323, 6324) that had flatter bottoms and straighter sides. Double boilers were not updated until 1948 when they returned after a wartime absence.
In thick Flameware, a 2 Qt saucepan (834) was introduced in 1945. Model numbers for thick Flameware items are often stated as "68__", but for some reason, the leading "6" never appears on the backstamp. At this time, detachable handles had a little glass knob on the latch.
Tea-kettles (7125) were new in 1938. In 1939 a pointy bump was added to the top of the glass handle to make it easier to grip.
The upper bowl of the coffee maker (66) has a glass filter and is intended for the drip method.
The percolator (76) is Pyrex rather than Flameware, and in advertising it was sometimes called a Crystal Percolator. All of its internal parts are metal, and its price is $1.79. Flameware 6 cup percolators, debuting in 1939, always sold for $2.45, and used a combination of glass and metal parts. Otherwise the two types are very similar in appearance.
Whether decorated or not, chrome-handled teapots (44) were much more expensive than teapots with black bakelite handles (84).
Price list for engraved Pyrex, and extra lids for Visual Cooking. Regular casserole lids could be purchased separately to use with ordinary pots & pans on the stove. Eventually, these lids were supplied directly to various manufacturers of enamel ware, cast iron and aluminum cookware. During the 1940s & early 1950s these products boasted the benefits of "visible cooking" with transparent Pyrex lids.
Related Articles:
1918 Pyrex Leaflet
1920 Leaflet: Pyrex ... For Gifts
1922 Pyrex Leaflet
1924-1925 Pyrex Booklets: Part One, Part Two
1927 Pyrex Booklet
1931 Pyrex Booklet: Part One, Part Two
1934 Pyrex Calendar: Part One, Part Two
1937 Advertisement: Pyrex & Flameware
1943 Pyrex Order Form
1940s Flameware Use & Care
1946 Advertisement: Clear Pyrex Ware
1960 Pyrex Catalogue: Part One, Part Two
1961 Pyrex Leaflet: The Perfect Gift
Clear Pyrex 1915 - 1950, handles, lids & knobs
Extra Photos: Clear Pyrex (Older than 1950)
Extra Photos: Flameware
Pyrex Model Numbers
Which model numbers are duplicates?
What about MacBeth-Evans?
Sources:
Imagining Consumers: Design and Innovation from Wedgwood to Corning, Regina Lee Blaszczyk.
The Generations of Corning, Davis Dyer and Daniel Gross.
Newspaper archives, various.
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