This morning, I was flipping through the pages of an early-90’s X-Men comic book. While getting into the storyline I was hit with not one but two different advertisements for baseball cards. The first was a 1992 Score full page ad in the middle of the book and the final was an Upper Deck glossy ad on the back cover.
Since my return to collecting, I have not seen a single ad for baseball cards in anything other than a Beckett magazine. While Beckett is a proven method of attracting collectors, one would think that by now the practice would be discontinued with the rise of the Internet and company websites.
Doing a little research on the topic I discovered that at least one company had spent some major advertising dollars promoting their brand in both ESPN Magazine and Sports Illustrated. Upper Deck has in the past spent major advertising dollars in those publications but has seen minimal return on investment.
No wonder Beckett and the card companies are so intertwined. A back cover ad in a Sports Illustrated magazine costs nearly $400,000 thousand. Full page ads in ESPN Magazine are cheaper but not by much despite the fact that those things are practically given away these days.
You can see what Beckett charges for advertising HERE.
(thumbnail leads to full-size scans)