MJ's pet wrote: ↑
20 Jan 2021 10:45
Another Boom Time cover. This one has a young lady bending over a chair in her underwear. All in the guise of "advertising" of course.
Stamp News, September 1978
Editor Bill Hornadge was quite a character and loved prodding the stodgy Establishment. Like me.
Not many tiny ads are remembered from over 40 years back.
Do not forget the most super powerful word in publishing - "FREE"
When I started out 40+ years or so back this above was my trick.
When I first booked this ad above in the 'ASM'
and 'Stamp News'
smaller than this size (literally half
this actual size in fact) in the magazines, as I was then as now, a very impoverished stamp dealer.
The owner of "Stamp News"
Bill Hornadge phoned me to say he loved the ad.
Bill himself was quite a rebel, and an entrepreneur, and had started the massive Seven Seas Stamps
and founded "Stamp News"
Then as now, I worked from home, with no staff, with no rent overhead, so I could, and still do manage to sell good items, at very low prices. EXPOSING my stock to buyers was (and still is!) the challenge.
I had come from a background in the Advertising and Marketing and Journalist businesses, so such an angle to get noticed, at small cost was nothing new to me. A tiny and cheap ad getting a lot of attention and comment was my aim. 8)
I had learnt working in those fields that the TWO words in the English language that ALWAYS get people's attention were FREE and SEX, so I figured using both together as "FREE SEX" would do the job.
Bill said something like: "Glen I wish a few other stamp dealers had the same kind of initiative, to help brighten up these stamp magazine pages a bit."
'Stamp News' was then 300 pages a month
an issue, (4 times thicker than today) all in dreary monocolour,
on really coarse yellowish newsprint paper, and almost no ads had ANY photos. As BORING as batsh!t
Two months later Bill phoned me a bit disheartened, and said he needed to prohibit
me from running these ads again, as -
1. A number of large established dealers hated that a tiny little ad offering to undercut the prices in their many full page ads being ran. ("The only way to get stamps cheaper than this is to steal them".)
2. He'd had quite a few Church ministers, little old ladies, and other wowser conservatives get in his ear threatening to cancel their subscriptions, if ads screaming "Free Sex"
were allowed in "nice clean family magazines like Stamp News".
My highbrow ads went downhill
from then on.
Luckily I somehow made a few modest bucks from selling stamps, and then for the next decades
took 2 facing full pages of super classy ads like this below, on pages 12 and 13, and spent more a month in both magazines than most other dealers - so no-one
else's complaints were listened to then.
I typed each page up on huge pieces of glossy paper, on an electric typewriter (remember them!?) and reduced the size of them down at local printer by 60% onto a gloss art paper bromide, to squeeze more items in.
And as you can see, I crammed as much as was humanly possible into 2 pages each month, so did not allow myself the luxury of photos, as back then it was near impossible to do that anyway. Scanners cost $10,000 each then, and digital cameras did not exist.
I wish I could buy lot #34 below today for $A125! (Cat 4500 quid
in 2021 cat - who says good stamps do not go up in value! Today I'd ask for, and get, 20 times
my 1980s advertised price.)
Took me a weekend to do it all, as all the typing needed to fill out each line EXACTLY! That is harder to do that it looks. No on-line editing .. all typed character by character onto gloss paper then. 8)