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[Oldtix]

Originally Posted by perezfan

Can someone define what is meant by premiums? After collecting this crap for so long, granted I should know the definition (but I am still fuzzy on it).

I'm not sure how Premiums differ from Advertising Displays, and perhaps the two are synonymous? Perhaps it just means "freebies" that were given away at the time, in exchange for the advertising benefit? I am sure I'll have some things to post, if someone can please just clarify the term...

Thanks, and sorry for the dumb question!

Hardly a dumb question! In non-sports collecting circles, the term "premium" generally applies to mailaway redemption offers. Jimmy's amazing Goudey All-Stars picture, for example, certainly meets that definition. You couldn't buy the item outright; proofs-of-purchase such as wrappers, boxtops, inner seals, etc. (and sometimes a nominal amount) were sent away and you'd get your premium back by mail. The Dizzy Dean Winners Club, Lou Gehrig's Huskies Club and Knothole Gang, and the Babe Ruth Champions all operated in this format, as did most of the children's radio programs and breakfast cereal companies. I think we collectors prize the mailing envelopes almost as much as the items inside...and a few of us seek the boxtops too!

Sometimes, retailers redeemed secondary premiums directly; for example, a premium might be given for a number of proofs of prior purchase (Dixie lid premiums come to mind). However, items distributed on the spot with the purchase of a product would more accurately be described as "giveaways". Otherwise, every T206 or Post Cereal baseball card would have to be considered a premium.

Many store display advertising signs of the era promoted some type of premium or giveaway offer..."call-to-action" marketing has always been effective! Promotional pieces like the beautiful Adams Hats and Benny Leonard movie herald fall outside my definition of a "premium", but are certainly highly collectible.

In sports cards, the term "premium" is more loosely applied. Baseball Magazine Player Posters were offered as subscription premiums, but were also offered for direct sale. In many cases, we don't yet know exactly how the items were distributed and the word "premium" seems to be a convenient catch-all phrase.

I'd love to hear others weigh in on this, and to see more photos!