2. Keetz Updates Baseball Advertising Trade Cards

For more than 30 years, collectors of nineteenth-century baseball trade cards have considered Frank Keetz' Baseball Advertising Trade Cards as the "go-to" reference on these earliest of baseball cards. The reference was first distributed in 1980, with an updated Second Edition issued in 1997.

In a Third Edition released this Spring, Keetz has expanded the reference even further and now shows examples of each set cataloged in full color.

In the Introduction to this Third Edition, Keetz summarizes the thirty-plus-year evolution of the reference. "That initial checklist-booklet was a start," he explains. "Over 180 different baseball advertising trade cards were catalogued in that endeavor and 24 sets were identified. A second edition, published in 1997 almost doubled those numbers to 334 cards and 40 sets. With this 2011 third edition, the number of identified cards passes 400."

"It is inevitable that even more will turn up in the future," Keetz concedes, adding that he expects this will be his last official update.

Keetz continues to reflect that "The original 1980 checklist-booklet was a modest and very difficult start when there was not too much knowledge or interest among collectors of baseball advertising trade cards. The appearance of the second edition and this third edition illustrated the significant growth in interest by collectors of both baseball memorabilia as well as trade cards."

In addition to cataloging the trade cards and card sets, Keetz provides additional perspective in defining and categorizing a variety of cards.

In concluding remarks, Keetz reflects on the pricing of baseball trade cards today. Even with a much more fluid market today than in 1980, prices fluxuate widely, he states. Recent auctions have led to sometimes extremely inflated prices, he notes. "But is an 'auction price' necessarlily the future 'market price?'" Not necessarily, according to Keetz. "One bidder, for whatever reason, can outrageously outbid competition."

In one example, Keetz notes, "An item that usually sold in the $30-40 range is listed in an auction. Eight collectors bid in the $20-55 range. Ten collectors bid in the $60-100 range but two collectors bid over $200. Is a final winning bid of $235 the new 'market price' and should $235 be published in a price guide book?" he ponders. "Dealers exultantly hope so. Collectors wonder--and gulp! What happens if the same card goes at a much lower bid in two other auctions?"

The Third Edition of Baseball Advertising Trade Cards is 103 pages printed in 8-1/2 by 11-inch format (single sided) and sells for $45.00. It can be ordered directly from author Frank Keetz at 1556 Lexington Parkway, Schenectady, NY 12309.

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