The tradition of collecting baseball cards dates back to the late 19th century when cigarette and tobacco companies began including cards featuring baseball players in their products. These early cards were meant as promotional items to help sell more cigarettes and tobacco. They quickly grew into a beloved hobby for baseball fans everywhere. By the early 1900s, dedicated baseball card companies emerged and began mass producing sets of cards specifically meant for collecting.
One of the most iconic and popular brands was American Sports Monthly, known for its monthly baseball card releases from the 1930s through the 1960s. American Sports Monthly was founded in 1933 by Walter Sutton and issued its first set that same year. Each month, collectors could find a new rack pack of cards on store shelves with the latest photos and stats of their favorite players fresh from that month’s games. This gave the cards a sense of timeliness that added to their appeal.
The early American Sports Monthly cards featured simple black and white photo portraits on thin cardboard stock. The company quickly evolved and began experimenting with different designs and features. By the late 1930s, some sets included action shots, team logos, and colorful borders around the photos. The cards transitioned to thicker, higher quality paper stock as well. Each month’s release contained around 15-20 cards so collectors had to hunt to complete the whole set. Finding rare or valuable cards became part of the fun and challenge.
Through the 1940s and 50s, American Sports Monthly refined its production process and card design even further. Color photos became standard and some sets even included player autographs on the front of the cards. The backs featured each player’s stats and career highlights. Sets grew larger, sometimes containing 30 cards or more per month. Distribution also expanded as the hobby boomed in popularity after World War II. Fans could find the monthly releases at drug stores, candy shops, gas stations – virtually anywhere that sold packs of gum or cigarettes.
The late 1950s saw some of American Sports Monthly’s most iconic and collectible sets released. The 1957 and 1958 seasons are considered some of the “golden eras” as the company really hit its stride with photo and production quality. Sets from this time period regularly command high prices today when rare examples come on the market. Players featured included all the biggest stars like Willie Mays, Hank Aaron, and Sandy Koufax. The designs were also some of the most visually appealing with team logos prominently displayed and creative color schemes.
Through the 1960s, American Sports Monthly continued cranking out monthly baseball card sets but the trading card market was becoming more competitive. Topps had emerged as the dominant force beginning in the 1950s and was aggressively protecting its market share. Faced with stiffer competition, declining sales, and rising costs, American Sports Monthly released its final baseball card set covering the 1967 season and went out of business shortly after. By that point it had produced baseball cards for over 30 years and helped kickstart a national hobby.
While no longer in production, American Sports Monthly cards remain extremely popular with collectors today due to their historical significance and visual appeal. Complete sets from the 1950s routinely sell for thousands of dollars or more. Even single high-grade examples of stars from that era can fetch hundreds. Later 1960s issues have also seen renewed interest and appreciation from collectors. The monthly release model helped capture a true season of play and the company’s creative designs were always on the cutting edge. American Sports Monthly left an indelible mark on the baseball card industry and hobby it helped pioneer. Its iconic cards from the 1930s through 1960s remain cherished pieces of sports collectibles history.
