COLLECTING MAGAZINES
What to Look For and How to Determine
Value?
The hobby of
collecting magazines can be fun, educational, and rewarding. One needs to know which magazines are prime collectibles, which are presently very valuable and which have potentials to become
very valuable in the near future, and which are worthless and are just gathering
dust. Of course, some worthless magazines may have value depending on the kinks
and fixations of the collector.
My being a
magazine collector was brought about by circumstances. My dad bought and collected
magazines, from the 1950s up to his death in 1966, and the subscriptions
continued up to the 1970s. My dad, who was Chinese, learned how to speak
Tagalog and English through these media. I, on the other hand, was a freelance
writer and crossword puzzle contributor for different publications since I was
in fourth year high school.
Every time my
crossword puzzle or article was published, I would ask a complimetary copy of
the particular magazine, and also buy one, if I have the extra money, for a
duplicate. That was my sort of vainglorious fetish. As time passed, I realized
that I got literally tons of magazines filed up in my room.
We transfered
residence several times and, though I regret it, I need to leave much of my
collections of magazines (and comics) behind. Up until 2010, I still have about
three thousand magazines in my possession. Then came the Habagat flood. About
three large carton-boxful of magazines, those at the bottom of the pile, were
ruined beyond saving.
Bulaklak, Hiyas ng Tahanan (December 30, 1953), Liwayway (November 9, 1970) and Fotoplay (February 1969) |
I was
disheartened because they include most of the oldest magazines and some of my
priced favorites. I thought some of them, which include issues of foreign
magazines like Liberty, Life, Look, People Today and Time, and local magazines like Bulaklak, Liwayway and Fotoplay, were
really valuable. Until a collector-friend of mine told me they weren’t really
that valuable. Except for a couple of issues containing certain articles, none
of the ruined magazines was worth more than a hundred pesos each.
Since then I
started researching and learning about magazine collecting and set my own method of determining
value and collectibility.
Mabuhay, Aliwan(g) ng Bayan (May 15, 1933) |
Aside from
the premier issues and the really vintage ones, the value of a magazine is
determined by several factors: rarity, condition, contents, who’s on the cover,
and intrinsic factors such as historicity, cult status, thematic appeal,
background anecdote, etc.
Let’s dissect
these factors one by one, but I’ll try to concentrate on magazines that were printed, distributed and circulated in
the Philippines.
MAIDEN AND LAST ISSUES
First (December 1999) and last (September 2013) issues
of Atlas TV Guide (initially titled TV Star), showing both front and back covers |
The last
issue of a magazine can also be very valuable, especially when it has a cult
following. The value doubles when the printing is limited to a few hundreds or a couple of thousands,
and even more if it’s privilege print, which are given only to loyal followers.
VINTAGE
Vintage, in plain explanation, refers to the age of the magazine. As a general rule, the older the magazine, the greater the vintage value. This, however, doesn’t mean that all old magazines have high value. Again, it will depend of the other factors combined. What vintage does is multiply the value determined by the other factors combined.
Vintage, in plain explanation, refers to the age of the magazine. As a general rule, the older the magazine, the greater the vintage value. This, however, doesn’t mean that all old magazines have high value. Again, it will depend of the other factors combined. What vintage does is multiply the value determined by the other factors combined.
The practice
of recent publishing outfits, especially of the local adult men’s magazines, of
not putting dates on their pages so that they can reprint the issue any time
demands go up, is actually devaluing its vintage factor. There’s one local magazine
that I know of that had only one issue published and closed shop – a men’s
magazine titled Libertine. Being the
only issue, it would have started accumulating value by now, but it didn’t. The
reason – it doesn’t have a date tag, not even the year it was printed. The
exact date tag in a magazine is very important because it not only determines
vintage but also records historical significance.
Libertine Men’s Magazine,
the only issue that came off the press
(No date tag, probably circulated middle to third quarter of 2008). |
RARITY
Which first issue has a higher collectibility value? FHM Philippines (March 2000) or 18 (September 2000). |
Let’s put it
this way: You have the first issue of FHM
Philippines in yours possession, in mint condition, still inside its plastic
container. Do you think its worth your lunch money? No, it isn’t. Why? For the
simplest reason that it is not rare. The sheer number of copies printed and
circulated render its future value to almost zero percentage of increment.
Plus, it’s a well-known franchise title, and many people kept and save them,
and if ever they decide to resale them, there are too many in the market, no
rarity factor. A relatively unknown men’s magazine, say Playhouse, 18 or Gentlemen’s
Magazine (GM), with only around ten thousand printed copies or less will be
exceedingly more valuable to collect.
COVER
A magazine
also gets its value from its cover. What or who is in the cover. If it’s a
unique art work by a well-known artist, then you’ll have points on that. If it’s
a masterpiece never before shown except in that magazine cover, then your
points triples. If the artist had already passed away, it’ll be a highest
pointer.
Orig Showbiz Magazine (April 23, 1983). All the three celebrities on the cover, Fernando Poe Jr, Julie Vega and Claudia Zobel (inset), had already passed away. |
If it’s a
celebrity cover, a lot of factors are to be considered and weighed: Background
accounts and anecdotes, popularity, status, achievements, controversies,
scrupples, scandals, etc. This may sound unbelievable, but do you know that magazines
having Assunta de Rossi on the cover is more valuable than one with Marian
Rivera; one with Claudia Zobel more valuable than one with Alma Moreno; and one
with basketball player Bernard Fabiosa than one with boxer Manny Pacquiao? Without
talking about politics, a Philippine Free
Press issue having former President Ferdinand Marcos on the cover is
probably more than a thousand times more valuable than a Time magazine with former President Cory Aquino on the cover. This
is because of the combination of the magazine issue’s rarity and intrinsic
value.
Similarly, magazine with covers featuring celebrities that had already passed away are also sought after by collectors. Somehow, the value of these particular
magazine issues increase after the celebrity died. Some sort of “afterlife effect.”
CONTENTS AND INTERESTS
Collectors
hunt for magazines with pioneering and groundbreaking, as well as feisty and
nasty contents: New discoveries, historical accounts, stolen shots of
celebrities, tales of real-life adventures and scandals, first publication of a
celebrity’s life story, first publication of a celebrity’s baby pictures, first
publication of a novel or comics story that became a hit (especially those of
famous authors and illustrators), etc.
The idea of
incorporating vernacular comic (komiks) series inside the magazine pages is
very well founded. It increases the magazine’s potentials and sales, as well as
collectibility.
Darna magazine covers: Kislap (March 22, 1973), Sosyal! (December 23, 1986), True Horoscope Stories (December 19, 2003), and Inside Showbiz (May 2005). |
There are collectors with very specific picks and interests. I, for one, collects magazines both with covers and contents about Darna and about Angel Locsin. A collector-friend of mine looks for magazines that have different weird and unique print ads. Another one, collects anything and everything about Regine Velasquez. And still another is fond of collecting magazines with "look-alikes" on the covers.
Thematic
collectors amass magazines containing items and articles that interest them:
unique ads, recipes, health tips, sports items, animal pictures, car pictures, nude
pictures, eroticas, fashion displays, write-ups about their favorite movie
stars or sports heroes, environmental articles, and even caricatures, gossips,
jokes and bloopers.
Graphic (September 15, 1971), Modern Romances & True Confessions (July 5, 1977), Sports World (January 22-26, 1983), Toyz for the Boyz (June 2005), and Moviestar (August 27, 2007). |
There
are magazines that have double or triple features, showcasing sexy pictorials
and celebrity profile, illustrated romance stories with sports and fashion
sections, sports and celebrity news, cars and sexy girls, celebrity interviews
and gossips, etc., which has more followers.
SHORT RUNS
Some people
try to collect and complete short-run magazines: Libertine (only 1 issue), Playhouse
(only two legitimate issues and two retitled Playhouse Blue issues), Pinoy Erotica (only 3 issues), Good
Life (only 6 issues), Spiff (only
7 issues), Metro Timesweek (only 10
issues), Men’s Edge (only 12 issues),
Gintong Mariposa (only 20 issues), Men’s World (less than 30 issues), 10 Magazine (less than 50 issues), Moneysaver (less than 70 issues), Pinay Digest (less than 100 issues), MOD Girl, (less than 150 issues), Atlas TV Guide (only 165 issues), Savvy (less than 200 issues), etc. Endeavoring collecting the entire set, from first to last issue, is considered by collectors as an "achievement." Still
others collect only all the special issues of their favorite magazine, such as anniversary, Christmas, independence
Day, Lenten, New Year, etc.
First (January 2008), and seventh and last (February
2009) issues
of Spiff, showing
both front and back covers. |
CONDITION
Of course a
would-be collector also looks on the condition of the magazines. However, although
wears and tears, smudges and stains, cringes and cuts, and discolorations
diminish the value of any paper collectibles, the other factors come into play
to determine their overall collectivity and worth. For instance, a worn-out 1980s
already defunct sports magazines like Sports
World featuring on the cover a deceased celebrity, or like Sports Weekly featuring a picture of a
retired athlete, or a "For Adult Only" magazine, Dalaga, is worth more than a mint-condition Cosmopolitan Philippines or Playboy
Philippines first issue. Here, vintage, rarity, cover value and intrinsic
factors prevail over the bad condition of the magazine. Serious collectors know
how to discern and are not discourage in buying paper collectibles that may
seemed already worthless to newbie collectors.
CONDITION LEVELS OF
PRINTED PAPER COLLECTIBLES
10 – MINT
9 – NEAR-MINT
8 – EXCELLENT
7 – NEAR-EXCELLENT
6 – VERY GOOD
5 – GOOD
4 – VERY FINE
3 – FINE
2 – FAIR
1 – POOR
MINT – As the word suggest, it is of pristine condition,
both cover and inside pages.
One of two unique covers of the first issue of Playhouse (January 1, 2008), in MINT condition (Level 10). |
Mr. & Ms. (June 8, 2004), with Oyo Boy Sotto and Angel Locsin on the front cover, in NEAR-MINT condition (Level 9). |
NEAR-MINT – No stains or penmarks anywhere in the magazine.
May have very slight discoloration especially when it is more than 10 years
old. May have minor cringes on edges. All pages must be intact.
MOD Girl (August 2006), in EXCELLENT condition (Level 8). |
Babae (November 8, 1983), in NEAR-EXCELLENT condition (Level 7). |
Bulaklak at Paruparo (May 16, 1979), with Emma Henry and Dindo Fernando (both deceased) on the cover, in VERY GOOD condition (Level 6). |
Liwayway (February 5, 1944), Japanese Occupation Era issue, in GOOD condition (Level 5). |
Sports Weekly (October 23, 1981), in VERY FINE condition (Level 4). |
Sports World (February 13, 1982), with Maritess de Joya on the cover with Lydia de Vega (inset), in FINE condition (Level 3). |
Prime Weekly Edition (December 17, 1987), with Ynez Veneracion look-alike Aurora Reyes Sta. Ana on the cover, in FAIR condition (Level 2). |
MOD Filipina (October 16, 1987), Chinese Special issue, in POOR condition (Level 1). |
INTRINSIC VALUE
This is
something that only serious collectors take into consideration. Some collectors
value cover more than contents. To others, on the other hand, it doesn’t matter
how bad the condition of the magazine as long as all the contents are intact. In
a sense, the intrinsic value translates to collectibility. Each collector has his
own “gut feel” for a particular magazine. Each collector has his own interest,
his own thematic preference, his own quirks and fetishes. Thanks to this,
magazines transfer hands through selling and trading between collectors.
To better
understand what intrinsic value is, allow me to point some examples: Above, I
mentioned that a magazine having Assunta de Rossi on the cover is more valuable
than one with Marian Rivera. With due respect to Marian Rivera’s fans, this is
because rarity is more important than popularity in magazine collecting.
Furthermore, background accounts about the life of the celebrity on the cover
also add collectibility value. Assunta de Rossi used to play and pose “sexy” in
movies and magazine pictorials respectively. Suddenly during her rise to fame,
she decided to tie the not with an equally well-known personality, Congressman
Jules Ledesma. Then disappeared from the limelight. Similarly, that is also
what happened to Christina Gonzales. Such accounts and anecdotes make their
magazine covers much sought after by collectors. That is intrinsic value.
A Philippine Free Press issue having the
Marcos Family on the cover is a thousand times more valuable than a Time magazine with President Aquino on
the cover. Why? In the particular example shown above, it was well-established
that during those times, the Philippine
Free Press was known as “critical” of the Marcoses. Yet, the magazine
featured the entire Marcos family on the front cover. This was also the time
when coup d’etat attempts against the Cory regime persist. The public, and that
includes magazine collectors, are so intrigued. On the other side, the Cory
Aquino cover Time issue has almost
zero collectibility value because it was widely circulated and the information it
contain are already public knowledge through radio and TV broadcast, so it does
not have any intrinsic value at all. While both may have historical
significance, it is the combination of factors that determine the intrinsic
value of a magazine.
Works of arts
becomes more valuable when its artists passed away. The same holds true for things
connected to a celebrity, and that includes magazine with him or her on the
cover.
Typos and errors
noticeable on the cover, rare attributes about the featured cover,
coincidences, quirks, etc., are also considered intrinsic factors. The more
intrinsic factors a magazine has, the higher its value.
By the way, there seems to be no existing term for “a person who collects magazines,” so allow me to invent one – Periodicophilist, from the Greek words periodikos (periodicals) and philos (loving). The term would literally means “magazine lover.”
By the way, there seems to be no existing term for “a person who collects magazines,” so allow me to invent one – Periodicophilist, from the Greek words periodikos (periodicals) and philos (loving). The term would literally means “magazine lover.”