Big 326 page catalog from the General Merchandise Company, Milwaukee Wisconsin. I'd never even heard of this place till I found this catalog - it's much like Sears, Wards, Aldens, Penneys type and quality products inside with the promise that they will not be undersold.
This is complete, with order forms and other inserts. There's a little wear overall, especially to the cover. And it smells a little musty like old books do after being stored in an attic since 1959!