Yeah again, what one could do wasn't the general rule for how Ludwig sold drum sets. It was always an option for a customer to order what they wanted, but that was done in specific ways for specific customers and not as a general rule. Ludwig didn't advertise their configurations this way and neither did any major drum company of the time. The general rule was that people bought full drum sets and not shell packs.
That statement does not reflect my own experiences. As a kid I looked into buying a new drum set on a few occasions, despite having no hope of raising the required funds. In all cases, I was told that if I didn't want one of the sets they had in stock (which in these small storefront "Mom & Pop" stores typically amounted to just one display set) I could order whatever I wanted. If I wanted a particular outfit right off the catalog page that was fine, and somewhat encouraged as it no doubt made things easier for the dealer, but I was given the option to get whatever I wanted with a "that's no big deal, whatever you want (within reason)" attitude....as long as I had the money, which I didn't. With this option presented to me I can recall spending hours rifling through the catalog, pen in hand, writing down all the potential options I might want. I probably filled a whole spiral notebook with notions as to what the "perfect" drum set was to me.
This was in the early 1970's at the height of Ludwig's market domination. This was also at a tiny music store in a small town, not some specialty drum shop in a big city (like Franks Drum Shop, who, BTW, only stocked shell packs that they would mate up with whatever hardware the customer desired). Perhaps things were different in your neck of the woods but around here, or at least at the two or three of local Ludwig dealers I talked to about my dream set at various times, I was free to specify whatever little or big changes I might want to implement to make my "dream set" just that. Now I know that probably the vast majority of buyers opted to just order one of the off the shelf catalog outfits but certainly, if this option was being presented to a 14 year old kid ( who the dealer probably knew had no chance of following through on ordering the set) in a small town from a dealer that probably only sold a half dozen sets a year, then I don't think it's correct to rewrite history and say Ludwig wouldn't do that except for "specific customers".
The price lists, which actually should supersede the catalogs since they were printed and updated more often and contained the most current information about what was available, bear this out as well on the first page under the "How to Order" heading where they lay out that you need to specify the part numbers, color, size, and clearly state any special instructions in regards to any order (one of which might have been to request sequential badge numbers be applied). This would seem to contradict any notion of Ludwig only offering a "cookie cutter" selection of around ten drum outfits at any given time and you had to pick from just those.
I get that some people only care about the cataloged outfits for whatever reasons. I get that dealers generally only stocked catalog outfits on the showroom floor and that is what most buyers did buy, even when having to order their sets. But I would argue that the notion that this was the only option that Ludwig offered, except in special cases, is not accurate...or at least didn't apply to me, maybe I was just lucky.