The year 1989 marked a high point for baseball card magazines as the hobby reached new levels of popularity. Several magazines served the growing collector base by providing news, prices, interviews and other content related to the baseball card industry.
Beckett Baseball Card Monthly was the dominant force, having launched in 1979. In 1989, Beckett BBBCM had a monthly circulation of around 250,000 copies according to publishing reports. Each issue was around 64 pages and offered features like rookie card reviews, set checklists, market reports and Q&A columns with industry insiders. Prices listed in Beckett’s “Price Guide” section were considered the hobby’s standard, as they were compiled from submissions by dealers across the country.
Another leader was Sports Collectors Digest, known as SCD. Launched in 1980, SCD had carved out its own niche with around 150,000 circulation by 1989. While it still covered baseball heavily, SCD differentiated itself by also profiling cards from other sports like football and basketball. Its “The Market” section gave collectors a sense of trends in different sports and players through dealer interviews and show reports.
The Sporting News Baseball Card Weekly was a relative newcomer, having debuted in 1987. By 1989, its circulation had grown to around 100,000 issues per month. One advantage TSN BCB had was natural synergy with its parent company The Sporting News magazine, allowing cross-promotion. Content focused heavily on stats and analysis to complement card checklists and values.
Smaller publications also served passionate niches. Collectors Universe Magazine catered to high-end vintage collectors with features on rare pre-war tobacco cards. Sports Collector’s Digest was a digest-sized monthly focusing on set checklists and rookie updates. And Showcase Magazine profiled the hobby’s large collector shows, conventions and auctions.
The boom in 1989 was fueled by skyrocketing rookie card prices of young stars like Ken Griffey Jr, Mark McGwire and Barry Bonds. Upperdeck’s innovative trading card design and technology was also a major storyline. The overproduction of some sets and signs of speculation worried some. Beckett warned collectors against irrational exuberance and preaching responsible collecting.
While magazines covered prices, another development was the rise of infomercials hawking investment potentials of cards. Shows like Sports Card Investments implied collecting was “like the stock market” and some cards were “better than gold.” The advertisements stirred controversy as more casual collectors took risks.
In terms of content, magazines showcased high-profile hobbyists and their massive collections. Features also profiled the memorabilia and autograph authentication process. Articles educated collectors on storage and preservation best practices to maintain card conditions.
Overall, 1989 marked a boom period as interest grew from both casual fans and investors. Magazines served an important role informing, guiding and keeping collectors connected to the dynamic industry landscape during its most popular year to date. Signs of excess also emerged that would contribute to challenges ahead when the market corrected.
