Buying and Selling Paper Collectables - 'EPHEMERA'




What is Ephemera?

In collecting terms, ephemera refers to items not
originally intended to have anything but a limited
lifespan.  Paper ephemera refers then to paper items,
sometimes called 'Printed Collectibles', expected to be
around for only a short time, for example, bus tickets
usually paid for and discarded once the trip is completed;
theatre programmes normally discarded once the production
is over; newspapers, fully expected to be relegated to the
dustbin, perhaps the chip shop, once today's headlines are
no longer news; magazines, invitations, greetings cards,
advertisements, and so on, all destined to be thrown out
once they no longer fulfil their intended usage.

Many items now fall within the collecting category
'ephemera', to name but a few:

Funeral Cards sent to advise friends and relatives of
someone's demise.

Postcards whether topographical, that is relating to some
particular geographical area, or relating to some specific
subject such as cats, dogs, famous artists, comedy,
disasters, ships, to name but a few of the many hundreds of
categories.

Tickets, whether for travel or admission to some event or
performance.

Bookmarks - a big collecting theme this, there are
bookmarks simply intended to keep one's place when reading,
whilst others seemed more concerned with advertising the
producer's services, professing undying love when produced
in the form of a Valentine gift and presented on the
appropriate day to the object of one's desire.  Bookmarks
also served to convey birthday greetings, house pressed
flowers to remind one forever of certain places or people,
whilst others served additional functions as measuring
tapes, calendars and needle cases.

Programmes for all types of events, including theatre and
cinema productions, Coronations and other royal happenings,
visits to famous establishments such as Madame Tussauds and
stately homes, Horse shows, Dog Shows, etc.

Public Notices, such as those notifying the public of
Parliamentary Elections, election of school governors,
auction sales, particulars of houses for sale, Rail and Bus
timetables, etc.

Autographs of notable and notorious personalities.

Advertising literature.

Illustrated letterheads and billheads.

Calendars and Diaries, particularly those advertising the
sender's services.

Menus.

ETC, ETC, ETC.

Some categories of ephemera have developed into specialised
collecting themes, no longer known simply as ephemera but
taking on some other title applicable to those collecting
one item exclusively.  So we have stamp collectors or
Philatelists, and Picture Postcard collectors engaged in
that interest known as 'Deltiology'.  In general those
divisions of ephemera collecting that have taken on
independent status have developed over many years, and
having many participants, it is felt that the activities
are sufficiently specialised to warrant independent status,
usually attracting clubs and societies aimed at promoting
the members' collecting interests flourishing on a
worldwide basis.

Collectors of paper ephemera in its most general form tend
therefore to concentrate on areas and themes, each with
insufficient collectors to justify the formation of clubs,
or else collectors are interested in a wide range of items
the only common denominator being that of paper!  Whatever
their interests, these collectors depend for their
existence upon a steady supply of highly generalised stock
to satisfy their almost insatiable demand.  Here therefore
lies a marketplace of perhaps unlimited potential, and yet
surprisingly few traders cater for these collectors' and
enthusiasts' needs.  An easy business to get into, and
build quickly into an extremely profitable venture, much of
the massive profit potential comes as a direct result of
the care and attention paid to the labelling and
presentation of items offered.

What Items does the term 'Ephemera' cover?

In this section we will look briefly at the very many items
that the term 'ephemera' encompasses.  I say 'briefly'
since so many obscure items exist that it is impossible to
compile a conclusive list of all items within the category
of paper or print ed collectibles.  The following will
serve to identify just a few of the better known, more
easily available items that will form your stock.
ADVERTISEMENTS                         PACKAGING
ADVERTISING INSERTS                    PAPERBACK BOOKS AND
COMICS
ADVERTISING NOVELTIES                  PERSONAL DOCUMENTS
AUTOGRAPHS                             PHOTOGRAPHS BANK NOTES
PLAYING CARDS BANKING MEMORABILIA      POSTAL ORDERS
BEER MATS                              POSTCARDS BREWERYANA
POSTERS BILLHEADS                      PRINTS BLOTTERS
PUBLIC NOTICES BONDS AND SHARE CERTIFICATES      RAILWAYANA
BOOKMARKS                              RAILWAY TICKETS
BUSINESS CARDS                         ROYALTY
BUS TICKETS                            SCRAPS
CALENDARS                              SHEET MUSIC
COMICS                                 SHIPPING ITEMS
CHEESE LABELS                          TRADE CATALOGUES
CHEQUES                                VALENTINE'S CARDS
CHILDREN'S BOOKS                       COMICS
ANNUALS                                VIEW ALBUMS
CIGAR BANDS AND BOX LABELS             WINE LABELS
CIGARETTE CARDS                        WOMEN'S MAGAZINES
CIGARETTE PACKETS                      COOKERY BOOKLETS
DIARIES                                KNITTING PATTERNS
FASHION PLATES                         FILM MEMORABILIA
FILM AND THEATRE PROGRAMMES            FUNERALIA GREETINGS CARDS
GAMES                                  GUIDEBOOKS
INSURANCE POLICIES                     INVITATIONS
JIGSAW PUZZLES                         LABELS
LETTERHEADS                            LICENCES
MAGAZINES                              MAPS
MATCH BOXES AND LABELS                 MOTORING MEMORABILIA
NEWSPAPERS


Why do people want it?

There are many reasons for people seeking to acquire paper
ephemera, not all of them concerned with collecting, in the
hobbyist sense.

Those who do simply collect ephemera, might collect many of
those items that fall within the category of 'paper
collectibles'; they may instead specialise and collect only
items from one category.  Their collections may be even
more specialised, perhaps they are interested in items
produced only before a certain date,  or else with a
special subject interest within the chosen category.  In
the latter case we might find someone collecting bookmarks
- but only those issued by insurance companies, or soap
manufacturers.

Some collectors maintain only a passing interest in paper
ephemera, usually as a side-line to their main interest; so
we find people who collect all manner of 'railwayana' -
anything concerned with railways, and produced in any
material.  So the y collect model trains, railway books,
tin plates and signs from engines and stations, station
staff uniforms, and as an interesting adjunct they also
include anything of railway interest which just happens to
be made from paper: tickets, timetables, posters,
postcards, and so on.

Amongst those hobbyists for whom the interest is
specialised and anything of whatever form will be included
in their collections, we find people interested in
thousands of different subjects, including: dogs,
topography, juvenalia, breweryana, smoking, Disney,
flowers, motoring, dolls, wars, militaria, gramophones,
social revolutions, theatre, funeralia, circus, and so on.

Sometimes the collecting interest is one relating to the
customer's profession; so we find doctors and dentists
collecting old medical and dental equipment, billheads and
letterheads from early medical and dental practices, early
magazines, copper doorplates, and so on.

There are also those whose prime interest in acquiring
ephemera, is one of decorating the home or office; perhaps
to create focal or talking points.  We find framed
documentation in doctors' offices, banks, insurance
offices, estate agents, to name but a few.  Usually the
item on display will have more than a slight bearing on the
actual business of the purchaser.  Perhaps the item is an
early photograph of the street the offices now stand in. 
Perhaps it is an old bill, framed and hung in a Veterinary
surgery; a talking point for pet owners as they patiently
await their turn in the queue.  Another customer makes his
day's purchases on the strength of the present contract of
his decorating firm; he refurbishes pubs in the
old-fashioned style.


The recent upsurge of interest in tracing one's family
history has led to a great demand for early billheads,
items of local history, legal documentation, and ephemera
of all types, as long of course as the family surname is an
integral part of the wording involved.  I've lost count of
the number of customer's who, with beaming smiles, inform
me that something they've picked up from my counter
emanated from some ancestor's business premises many years
before.

Sentimental though it may seem, I personally obtain great
satisfaction from serving such highly delighted customers;
satisfaction of a type that increased profits could never
provide.

Local historians too make their way to my stall every
weekend to locate the background material for the coming
week's research.

Writers are amongst my many customers; their purchases are
usually for reasons of adding to, or verifying, research
for their current projects.  Sometimes they are involved in
actually writing about ephemera for the various magazines
dedicated to the many categories of collecting interest.

Libraries and museums send their representatives to search
through my stock.  They always find something to add to
their archives, be it an old photograph of a nearby street,
an old wages book from the local colliery, an earlier
edition of a boo k still on the library shelves, perhaps a
ticket once used on the tram that now is housed at some
particular outdoor museum.

And teachers too buy from me, though very few of them
actually collect ephemera.  Instead they use these pieces,
steeped in history, to add a new dimension to the once
stale history lesson that consisted of nothing but dry text
book facts.  How much more interesting one of my customers,
a teacher in a local infants school, must have made her
lesson on hygiene, by the mere inclusion of a few 19th
century adverts for soaps that were 'guaranteed' to prevent
the diseases of the day.  Her history lesson must have
benefited greatly too, from the inclusion of picture
postcards and prints of the children's home town at the
beginning of the century, even a picture of their school,
ninety years ago, complete with ragamuffins and anything
but approachable teachers.

Some of my customers I may never see again.  They browse
through my stock, stop at an item that attracts their
attention before professing to the whole world, 'the
policeman on that photo is my grandad'.  Would they dare
leave my stall without that immensely personal item of
nostalgia?

Sometimes the reason for what will almost certainly prove a
once-off customer, is an event they attended, a famous
personality my customer once met, the church he or she was
married in, the hotel he or she spent the honeymoon in, and
all manner of reasons, usually very much personal, and
almost certainly unique.

There are those who purchase items relating to particular
years; calendars, newspapers, documentation relating to the
year of their own birth, or perhaps those of their
children.  And I have one very good customer who buys many
newspapers and other dated items from me, to sell to
customers purchasing unique gifts for friends and
relations.  He searches out and sells newspapers sold on
the exact date of the recipient's birth.  If the customer
prefers a calendar of the year concerned, that's available
too, courtesy him, in collusion with me.

Hopefully, by now you are fully aware of the vast number of
potential customers just waiting for the goods you can
provide.  Look around the fleamarkets, the antiques fairs,
collectors' shops in general.  I bet if you find one dealer
in ephemera , you'll only do so after a long and tiring
search.  No demand for such items?  Are you mad?  At the
time of writing I am the only one I know of in the North
East who deals exclusively in such stock.  Thank Goodness!
It isn't, you see, that the demand isn't there - the other
dealers simply haven't cottoned on yet.  Thank Heavens for
that too - their paper 'rubbish' has only my stall
whereupon to establish its new place of residence.


Is Age the most Important Indicator of price?

Surprisingly, not always!  Sometimes an extremely old piece
of ephemera has less value than a piece that originated
only last year.  Scarcity is the factor primarily to
determine the price.  Take old postcards for instance, and
consider the price differential between an early 1900s
birthday card and a 1945 photographic view of a war-time
bombing, perhaps  some railway or colliery disaster.  We
all, to state the obvious, have birthdays, if we are
fortunate lots of them.  And if we are popular, with large
families to boot, we'll receive masses of birthday cards
each and every year.  God willing, there will be very few
disasters of such magnitude that a photographer feels
inclined to rush to the scene to record the event for
posterity.  Even given an intervening period of some 40
plus years, there will be many more of those birthday cards
left in existence than there would be the macabre souvenirs
of horror and destruction such as once-in-a-lifetime
disasters would present.

Not to cause confusion, let us stay with the subject of
early picture postcards when considering the relationship
of age and price.  'Topography' is that area of postcard
collecting which deals specifically with geographical
areas, whether towns , cities, villages, moors or riverside
views.  Consider how often a particular view could be
reproduced, and you have a fair indication as to rarity,
and subsequently value.  A church in a huge city centre
would be there, hopefully, for many years, giving thousands
of opportunities for the photographer or artist to commit
it to card form for the enjoyment of future generations. 
But take that Coronation or Victory day procession
photographed outside of that very same church, on the one
and only day of its occurrence, and suddenly that familiar
old church features on a postcard now worth several pounds. 
The ease of capturing a particular view or scene therefore
is one of the major factors in determining price.

The situation is very little different with regard to
ephemera in general.  A bus ticket, even one over a hundred
years old, if for a line which enjoyed a long life, is
unlikely to be worth as much as a fairly recent ticket in
respect of the very last run of a particular tram line.

Autographs of a rich, famous recluse, particularly if no
longer living, have a much higher value than those of
notables who enjoy being in the public eye, as well as
handing out signatures by the dozen.  And if the latter
personality is still alive and still a prominent
individual, autographs are of course still potentially in
great supply, and therefore unlikely to be of much value in
anything but an intrinsic sense.

Condition of course will also play a large part in the
value of a particular item, and more so in the case of
fragile paper items not intended anyway to enjoy anything
but a limited life.


Principles of Buying and Selling

The list of collectable items given in an earlier section
is by no means a comprehensive collation of all that the
term 'ephemera' comprises.  An excellent book on the
subject 'Lyle's Price Guide to Printed Collectibles' will
guide you through most of the categories you will come into
contact with.  Prices too are given for the large number of
items illustrated.

As with most collectors' items, price is largely determined
by condition; don't surmise then that one piece of ephemera
is worth the same as an identical piece in the guidebook,
if yours is in an obviously different condition.

Personally, I sell anything in the line of ephemera that
comes my way, and I price in a way that suits me entirely. 
For many items there are no hard and fast pricing rules,
and so unless I deal regularly in some particular item and
therefore have a good idea what price I am likely to get
for it, I stick to a percentage mark-up for the items
concerned, usually one which doubles the buying figure.  I
don't always get that 100% profit; I will on occasion make
buying mistakes and find there is no ready market for the
item I buy, then I have to be content with either getting
my money back or even losing out a little by reducing the
price to an almost giveaway level.

Sometimes I buy huge boxes of items from postal or local
auctions, and even with modest prices placed on the items I
find myself greatly exceeding that 100% mark-up.  It's
largely a case of roundabouts and swings, and something you
can't allow for unless you are totally familiar with the
item being purchased, and the market for it.

Certainly at Fleamarkets and Collectors' Fairs, items will
be purchased by other members of the trade, who will
expect, many will ask for, 'trade discount'.  This means
they expect you to knock something from your price, usually
10%.  Whether you do so is entirely up to you; remember
though that unless they take advantage of your good nature
and never offer some mutual good deed, by giving discounts
you are likely to gain friends within the trade, who may go
on to become suppliers of stock to you.

Customers too, often ask for reductions in prices,
sometimes to the point of being offensive.  I have lost
count of the number of times I've been asked to reduce
something by more than half, often by an adult with a
youngster in tow.  By implication we are led to believe the
item is for the child's collection, and the pocket money of
the said individual simply doesn't stretch to such
luxuries.  Oddly the item is very often a piece of
breweryana, or something smoking related, sometimes an old
newspaper or motor museum catalogue.  Rarely is the
intended purchase of obvious use to the little child being
so manipulated.  If you think my attitude mercenary, let me
say that any child at my stall, buying what I know is for
him or her - stamps , greetings cards, cat and dog prints,
etc. - I always give a little extra back in change. 
Experience has taught me always to tell the child I have
given discount, ever since I felt like crawling under my
stall when faced with one of those 'which school did this
clown go to?' looks.

If customers buy items in bulk, I again give a discount,
stating that I am doing so, by reason of the purchase
comprising several items.  My reason for doing so is that
the customer almost invariably comes back to me for more
items, again at a r educed price, and more importantly in
establishing a rapport with my regular customers I find
myself almost always on the receiving end of their
cast-offs.  And when offered items by my customers I always
make a fair offer, usually based on what I would expect to
pay for similar items at auction.  Offer something derisory
and even if they don't 'cotton on' to you there and then,
they will do so at some future date, at which point you
lose both customer and supplier, and possibly a great deal
more if that person so 'fiddled' chooses to make your
actions known to fellow collectors.

In time, you will have some clear idea as to what prices to
ask for your stock, but in the beginning I recommend you
either price as I do when uncertain, or if you really think
something is valuable have it valued by some quality
auctioneer.  There are many auction catalogues which
contain items of ephemera, and many sales lists from people
specialising in the sale of paper collectibles.  All lists
of whatever type give a good indication of value,
especially when produced by one of the longer - established
firms.  Keep as many lists as space will allow and refer to
them for details of specific items; you won't be likely to
find an exact price but you will get somewhere near the
market value of the item concerned.


Should I specialise?

A difficult question to answer and obviously one which
depends much on the laws of demand and supply.  When I
first started dealing exclusively in old postcards, there
was so much stock to be found I had to refuse all but the
best.  And I didn't hang on to it long; my stall was always
crowded with eager buyers.  Ah Halcyon Days!  Where have
they gone?

About five years into my dealing, I noticed a drop in the
number of postcards available, and a corresponding and
drastic increase in the prices being offered by other
postcard dealers for the stock I would normally purchase
from them, for marking up and sale to my band of customers
in another part of the country.  Still I didn't worry too
much; things would soon change, wouldn't they?

But they didn't, and so, fortunately for me, I decided to
add other items of ephemera to my stock; at first greetings
cards, then prints, then all of the local (North Eastern
England) ephemera I could lay my hands on.

Lucky me, for the supply of cards continued to dry up even
further, and now prices at auction are all but prohibitive
to other than a dealer who travels the entire country,
looking for those customers desperate enough to pay the
massive prices now being asked for the postcards I once
turned down as inferior.

Now I carry a few local topographical postcards in my
stock, and I take all that are offered to me at a price
which allows me to make a reasonable profit.  The remainder
of my stock consists of all items of ephemera that I can
lay my hands on.  Never again will I lay myself at the
tender mercies of the laws of supply.

Unless you intend to travel to the bigger cities where
ephemera fairs are organised, I would advise you to deal in
all manner of paper collectibles, of whatever age.  At the
exclusive Ephemera Fairs you will find better, rarer,
older, and more expensive items of paper offered for sale;
one good sale a day might be all the stallholder requires
to make a substantial profit.  But I don't want to travel
far, though I know my profits would increase greatly if I
were to do so.

Happy to travel to a weekly fleamarket, on rare occasions
two each week, I stock anything, absolutely anything, I
know my customers will be interested in.  Whether the items
I display are priced at pence or pounds, is completely
irrelevant; by offering a vast selection of items I make
many sales in a day, usually lower priced sales I admit,
but still enough to yield a tidy little profit at the end
of the day.

A resurgence of interest in anything to do with local and
family history, has led a great many people to actively
search out pieces of ephemera relating to the locality in
which the fair you attend is held.  So in Gateshead, near
Newcastle-upon-Tyne, I am constantly asked for old views of
the area, billheads of local firms now long gone,
biographies of famous local families, historical accounts
of great events as happened in Gateshead, Newcastle and the
surrounding areas in years gone by.  No-one, except on the
rarest of occasions, will ask for anything outside of a
radius of some ten miles or so.  The lesson here is to
always keep a good selection of items relating to the
topographical areas within distance of the fairs you intend
to trade at.  Local topography probably accounts for at
least half of my takings.

As you increase in knowledge and experience you will
discover certain subjects your customers repeatedly ask you
for.  So in Darlington, the birthplace of the railways, I
am always asked for Railway Paperwork, postcards, tickets,
posters and so on.  In Darlington too, there is a great
interest in dogs, if the requests I get for doggy ephemera
is anything to go by.

And speaking of doggy ephemera, there are those who
specialise in nothing but items relating to one subject,
often animals.  The dealer usually however has a nationwide
clientele with access often being afforded by means of a
postal sales list. One woman I deal with sells books,
postcards and ephemera, by mail, approval, and by
pre-arranged visits to her home.  She sells many items, but
all with the common theme of animals.  There are others who
specialise in topographical items only, some deal
exclusively in Railwayana, others deal solely in items
issued before a certain date, touching nothing however
rare, if produced after that date.


Where to buy

Of course it's more than easy to talk about how and what to
sell, but we can sell nothing on a regular basis without
some means of achieving regular acquisitions of stock.  It
is not surprising to find certain  items disappearing
almost as suddenly as they are presented for sale. 
Collectors, aware of the falling standards of supply will
quite simply snap up all that you can offer in their line
of collecting.

As I write, the acquisition of ephemera presents no problem
to those seeking it for stock or private collections.  The
postcard, coming to specialist collecting status much
earlier than did ephemera in general, has seen its supplies
reduced to a level that has wiped out all but the larger,
national postcard dealers.  Ephemera, still in its infancy
as a collecting hobby, has many years to go before a
similar fate befalls it.

So where do we turn then to benefit ourselves of as many
stocks of ephemera as we are able, before the years turn
the tide of supply against us?  First and foremost, as for
all items now termed collectibles, must be private sources,
namely those individuals who are the original owners of the
items concerned.

So for old picture postcards we dealers turned to those
elderly citizens to whom the postcards were sent in the
first place, or to descendants of those people.  Postcards
have received a great deal of media publicity, and those
with collections have almost certainly disposed of the
items already, or else firmly decided to keep their
heritage within the family of its origin.

Ephemera though is a different matter, perhaps not least of
all because it consists of a wider area of items than does
the postcard or stamp.  A great deal of ephemera comes to
light when the owner dies; when a firm closes and its
documentation is ready for disposal; or simply when a
house-cleaning exercise relegates it as rubbish unworthy of
further space within the home.

Many antiques dealers are similarly ignorant of the value
of paper collectibles, as are dealers at the car boot sales
and fleamarkets.  You will often find their stocks of
unwanted ephemera plonked ready for disposal on the sides
of their stalls , whereupon are housed what they mistakenly
believe are historical items of greater value.  Grab what
you can from dealers who either expressly profess no
obvious interest in ephemera, or who simply don't know what
the pieces are worth.  If the items are uncovered,
unprotected, given easy access to all and sundry, you know
the dealers are either unaware or unconcerned about the
value of paper collectibles.  It isn't dishonest to take
all you can from such dealers; they will have taken their
profits from the remainder of the items accompanying the
ephemera when purchased.

When looking to increase our stock of topographical
ephemera, we need look no further than other dealers in
ephemera for a steady stream of supplies.  Dealers in
London will have little or no interest in items
specifically concerning the North East of England, much to
my delight!  And vice versa applies, when I acquire stock
for re-sale here in County Durham.


I set aside all items relating to topographical areas I do
not myself venture to when considering where to set my
stall.  Dealers with similar 'unsaleable' stock swap items
with fellow dealers from other parts of the country.   Of
course it takes time to build up a list of contacts
sufficient to allow us to be able to swap all items we
cannot use on our own stalls, but all such communications
systems emerge in due course; every week I find brings new
contacts for all manner of items surplus to my own
requirements; all I have to do is keep details of all
communications adequately recorded for future use.

I often have ephemera dealers in other parts of the country
ring me up to inform me of their requirements, and to offer
items of use to me, but surplus to their own stock
requirements.  Always consider swapping those items you
don't particularly want for those items you do; you'll
always get more, in monetary terms, for your surplus stock
than you would if sending such items to auction for
disposal.

Collectors too, find themselves with items surplus to their
collecting requirements.  Certainly for regular customers,
I offer to swap items of my stock for their collecting
surpluses, always of course remembering to take into
account the need t o make some profit by way of handling
charges.  So if the collector brings items I may be able to
sell for œ20, I offer him or her œ15 worth of my stock in
exchange.  I won't of course make my usual mark-up on the
items when offered for re-sale, but I acknowledge that my
profits have been achieved somewhere in the course of the
bartering process.


Like many other dealers, auctions I find are my happiest
hunting grounds; whether they are local auction houses or
those whose details I receive, and respond to, courtesy of
the postal services.

Some larger stamp auction houses have ephemera included in
their sales, if only because paper items tend to crop up in
profusion amongst items of philatelic interest.  Letters
bearing no stamp, obviously will be of little philatelic
interest, but may of course be of great interest to the
dealer or collector of ephemera.  So contact all philatelic
auction houses for details of their future sales; ask too
if they include ephemera; if they don't it's probably
because as yet they are unaware of this up - and - coming
area of collecting.

Look also in those magazines and newsletters serving the
interests of postcard collectors, again amongst whose
stocks and collections, ephemera will no doubt be in
existence.   Look to those auction firms specialising in
any types of collectors items which are represented to a
fair degree by paper items, and you will more than likely
find something to interest you as a dealer in ephemera in
general.

By keeping a watchful eye on collectors' magazines you will
discover those auction houses which offer ephemera within
their sales.  I usually find the most suitable firms are
advertised in 'Exchange and Mart'.

Of course, if located a distance away we are faced with
either a long journey to view and bid for potentially
unsuitable goods, with all of the expense and time such
visits involve, or we must content ourselves with learning
about the stock and placing our postal bids for it, without
ever seeing what is contained within the batch bearing the
appropriate lot number.

Again, some firms will emerge as detailing and describing
their items much better and explicitly than do the others;
when you find one stick with it; when you find one which
disappoints you on regular occasions consider dropping it
from your list of stock suppliers.

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