Found: a Cross Publishing Company catalog

In my April 2021 blog post Cross Publishing Company motto trivets I share six different signed trivet designs released by this company.

Here’s an example of the typical signature on the reverse of a Cross cast iron product: CROSS PUBL. CO. ELIZABETH N.J. (New Jersey) and MADE IN U.S.A. Some items may also bear the copyright symbol ©.

The catalog

I’m always on the lookout for catalogs but only rarely find one. Recently I discovered this Cross catalog (my first for this company) on eBay. It’s in excellent vintage condition, measuring 8 1/2″ x 11″ in a stapled booklet format. I was hoping for some company information and/or history within, but there was none.

This contact information appears inside the back cover. Note that the company location is listed as Kenilworth, 5 miles from Elizabeth, NJ.

CROSS PUBLISHING COMPANY

(A Non-profit Corporation)

290 Monroe Ave., Kenilworth, N. J. 07033

PHONE: 201-272-6244

Inside the cardstock-weight covers are 38 pages of black and white product photographs. On page 2, labeled NEW TILE TRIVETWARE, are two tile napkin holders and four square tile trivets mounted in decorative cast iron bases “complete with rubber feet to protect table surface.”

Also on page 2 (catalog image below) is an ET-10 TRIVET EGG TIMER. Caption: “Not only decorative but very useful. Sand cylinder tips freely for each 3 minute egg desired. Imprint: REDEEM THE TIME. Boxed. (3/4 pound). Price $1.00.”

Curious as to whether this egg timer is actually a trivet, I checked on eBay and found one. Yes! It’s a small trivet, measuring 5″ x 3″ with three short feet. On the reverse: CROSS PUBL. CO. ELIZABETH N.J. © MADE IN U.S.A. and the stock number ET-10.

The remainder of the catalog contains miscellaneous giftware: Gifts for Baby; Metal Bookends; Desk Accessories; Leather & Vinyl Coin Purses & Wallets; Plaques (with inspirational themes); Framed images (with religious themes) & Scripture Texts; Christian Jewelry for Men & Women; Nativity Sets; Inspirational Bookmarks; Combs, Mirrors & Cutlery; and Toys, Puzzles & Games.

Dating this catalog

Information archived with the New Jersey Division of Revenue Business Registration documents that the Cross Publishing Company filed as a non-profit corporation on February 9, 1946 in Kenilworth, N.J.

The Elizabeth, N.J. City Directories have record of the Cross company in their town from 1947-1957.

Unfortunately there’s no publication date on this catalog, but there are clues. Since the company address includes a Zip Code, the catalog cannot be earlier than 1963 (the date Zip Codes were first introduced in the USA). The cover graphic “Our 25th Anniversary Est. 1941” suggests a publication date of 1966 or later.

Searching for an earlier catalog

I believe the cast iron motto trivets signed CROSS PUBL. CO. were most likely sold post WW2 into the early 1960s. An earlier catalog is crucial in order to learn more about them and to prove my hunch. I’d also like to discover the foundry where these items were cast.

As always, if anyone should have information to share, please Contact Me!