How to Collect Magazine Ads

Choose a topic area that interests you, perhaps beginning broadly (beverage ads), then narrowing your collection as it grows (Coke or Pepsi ads). There are literally millions of ads available, and having a topic area will save you time and money. The choice of topics is almost limitless, but some popular areas to collect include cigarette ads; beauty products; kitchen,laundry, or bath products; car makes and models; train, plane or cruise ship ads; Hawaiiana; alcoholic beverage ads; Vargas girls; famous sports figures or celebrities; ads featuring animals; specific food brands or categories; ads created by famous artists (Norman Rockwell) or cartoonists (Chas Addams); black Americana advertising; and toy ads. If you have a vintage home, framed advertisements from the era in which it was built can create unique, decorative accents.

Decide on a budget. Collecting can easily become addictive and costly, so determine a reasonable amount you can spend on your hobby before you start . Ads can be obtained at no charge (from magazines being disposed of by the library) or for little cost, or they can become quite costly (rare ads designed by famous illustrators).

Educate yourself. A good place to start for an overview of magazine advertising collecting is at trade shows devoted to paper collectibles. A huge show held annually in September in Boxborough, Massachusetts, is called "Paper Town--The Vintage Paper, Book &Advertising Collectibles Show." There, you can talk to dealers, learn about the different types of advertising available, discover what to look for in an ad that determines its value or collectibility, and get a feel for prices. Paper advertising collectibles can usually be found at any similar show that emphasizes "used" or "antiquarian" books or "paper ephemera." These are advertised online and in the back of free magazines you can pick up in any antique shop (like Collector Magazine, Antique Trader).

Start the hunt. Old magazines can be found virtually anywhere. Search local garage sales, swap meets, thrift stores, antique shops, rummage or church sales, and library book sales. Sales are advertised in your local newspaper or online on sites like Craigslist (www.craigslist.com), while permanent shops can be found in the yellow pages or online under "antiques,'' "books, used and rare," or "thrift shops.'' Ask neighbors, as people may give you the old magazines that are cluttering up their garages.

Scour online auction sites or dealers like Paperboy News (paperboynews.com) which specialize in paper or advertising ephemera and collectibles.

Continue to expand your knowledge and your collection by subscribing to trade magazines like the Paper &Advertising Collectors' Marketplace, the longest-running, monthly publication devoted to both buyers &sellers. It costs between $19.95 and $30 per year.

Preserve your collection. Old magazine paper is fragile and will deteriorate over time if not protected from light and air, becoming yellowed, brittle, or flaking away to ash. If you mount your ads in a scrapbook, make sure to use acid-free, alkaline pages. You can also protect your collection in archival bags (available at comic book shops), archival boxes (available at craft or art stores), or by framing (choosing glass that protects against ultraviolet radiation). Store your collection in areas low in heat and humidity (not attics), and keep it away from dampness (basements).

Narrow or refine your collection as it expands. It will soon become obvious that you can't collect everything, and your tastes may change or grow more refined as you progress.