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The Automotive Chronicles

Monthly newsletter published by McLellan's Automotive History. Dedicated to literature collectors, restorers, museums, publishers, manufacturers and investors who collect and preserve automotive literature
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November 2004 Issue
 
LITERATURE INVESTMENTS
 
By Robert McLellan
 

Back 50 years ago average literature collectors made their rounds to auto dealerships getting the latest brochures. In 1954 there were no swapmeets except for Hershey which, at that time, was quite small. Consequently, old literature was rare unless you found it in someone's attic.

The "Auto Maniacs" were the sole organization that devoted itself to literature. Reviewing the "Auto Maniacs Bulletins" for 1954, will open your eyes to what was available through their club store and advertiser.

Keep in mind that the DOW Jones Industrial Average Index, in September 1954, was at 350 and, in 50 years, has increased to 10,000 (an increase of 2,757%). How would automotive sales literature compare over the same period? The following items were found in 1954 issues of the "Auto Maniacs Bulletin":

 
BROCHURE
Click for larger view
STATISTICAL INFORMATION* GRAPH
Click for larger view
*1954 prices at Auto Maniacs; 2004 prices at McLellan's Automotive History


B28379
1927/28 Pierce Arrow
(Click for Description)
1954 Price: $2.50
2004 Price: $375.00

DJI Increase: 2,757%
Brochure Increase: 14,900%


B3551
1930 Hupmobile
(Click for Description)
1954 Price: $1.00
2004 Price: $75.00

DJI Increase: 2,757%
Brochure Increase: 7,400%


B27819
1930 Packard
(Click for Description)
1954 Price: $6.00
2004 Price: $1,500.00

DJI Increase: 2,757%
Brochure Increase: 24,900%


B27807
1931 Lincoln
(Click for Description)
1954 Price: $2.75
2004 Price: $475.00

DJI Increase: 2,757%
Brochure Increase: 17,173%


B15799
1933 Rolls-Royce
(Click for Description)
1954 Price: $4.00
2004 Price: $950.00

DJI Increase: 2,757%
Brochure Increase: 23,650%


B27813
1934 Lincoln
(Click for Description)
1954 Price: $0.75
2004 Price: $155.00

DJI Increase: 2,757%
Brochure Increase: 20,567%


B27816
1934 Packard
(Click for Description)
1954 Price: $2.00
2004 Price: $475.00

DJI Increase: 2,757%
Brochure Increase: 23,650%


B18798
1935 LaFayette
(Click for Description)
1954 Price: $0.75
2004 Price: $100.00

DJI Increase: 2,757%
Brochure Increase: 13,233%


B30490
1936 Oldsmobile
(Click for Description)
1954 Price: $0.50
2004 Price: $150.00

DJI Increase: 2,757%
Brochure Increase: 29,900%


B7290
1937 Chevrolet
(Click for Description)
1954 Price: $0.25
2004 Price: $85.00

DJI Increase: 2,757%
Brochure Increase: 33,900%


B25664
1937 Chrysler
(Click for Description)
1954 Price: $2.50
2004 Price: $300.00

DJI Increase: 2,757%
Brochure Increase: 11,900%


B7284
1937 Nash
(Click for Description)
1954 Price: $0.65
2004 Price: $70.00

DJI Increase: 2,757%
Brochure Increase: 10,669%


B30497
1937 Pontiac
(Click for Description)
1954 Price: $0.75
2004 Price: $125.00

DJI Increase: 2,757%
Brochure Increase: 16,567%


B6137
1938 Cadillac
(Click for Description)
1954 Price: $1.00
2004 Price: $175.00

DJI Increase: 2,757%
Brochure Increase: 17,400%


B18840
1938 Lincoln
(Click for Description)
1954 Price: $1.00
2004 Price: $225.00

DJI Increase: 2,757%
Brochure Increase: 22,400%


B16741
1939 Hudson
(Click for Description)
1954 Price: $0.75
2004 Price: $100.00

DJI Increase: 2,757%
Brochure Increase: 13,233%


B7289
1939 Hudson
(Click for Description)
1954 Price: $0.50
2004 Price: $70.00

DJI Increase: 2,757%
Brochure Increase: 13,900%


B1402
1940 Buick
(Click for Description)
1954 Price: $3.00
2004 Price: $285.00

DJI Increase: 2,757%
Brochure Increase: 9,400%


B18779
1940 Chrysler
(Click for Description)
1954 Price: $1.25
2004 Price: $155.00

DJI Increase: 2,757%
Brochure Increase: 12,300%


B4032
1940 Dodge
(Click for Description)
1954 Price: $0.50
2004 Price: $90.00

DJI Increase: 2,757%
Brochure Increase: 17,900%


B30453
1940 Ford
(Click for Description)
1954 Price: $0.35
2004 Price: $70.00

DJI Increase: 2,757%
Brochure Increase: 19,900%


B24530
1941 Ford
(Click for Description)
1954 Price: $0.50
2004 Price: $90.00

DJI Increase: 2,757%
Brochure Increase: 17,900%


B17335
1941 Nash
(Click for Description)
1954 Price: $0.50
2004 Price: $100.00

DJI Increase: 2,757%
Brochure Increase: 19,900%


B14837
1941 Plymouth
(Click for Description)
1954 Price: $0.25
2004 Price: $70.00

DJI Increase: 2,757%
Brochure Increase: 27,900%


B30461
1945 Chevrolet
(Click for Description)
1954 Price: $0.25
2004 Price: $145.00

DJI Increase: 2,757%
Brochure Increase: 57,900%


B30613
1947 Frazer
(Click for Description)
1954 Price: $0.20
2004 Price: $70.00

DJI Increase: 2,757%
Brochure Increase: 34,900%


B3953
1948 Oldsmobile
(Click for Description)
1954 Price: $0.50
2004 Price: $60.00

DJI Increase: 2,757%
Brochure Increase: 11,900%


B5425
1948 Packard
(Click for Description)
1954 Price: $0.40
2004 Price: $75.00

DJI Increase: 2,757%
Brochure Increase: 18,650%


B8350
1949 Kaiser
(Click for Description)
1954 Price: $0.10
2004 Price: $70.00

DJI Increase: 2,757%
Brochure Increase: 69,900%


B4001
1949 Plymouth
(Click for Description)
1954 Price: $0.15
2004 Price: $50.00

DJI Increase: 2,757%
Brochure Increase: 33,233%


B30619
1950 Ford
(Click for Description)
1954 Price: $0.10
2004 Price: $50.00

DJI Increase: 2,757%
Brochure Increase: 49,900%


B3827
1950 Lincoln
(Click for Description)
1954 Price: $0.25
2004 Price: $50.00

DJI Increase: 2,757%
Brochure Increase: 19,900%


B5393
1950 Pontiac
(Click for Description)
1954 Price: $0.25
2004 Price: $75.00

DJI Increase: 2,757%
Brochure Increase: 29,900%


B5390
1951 Chrysler
(Click for Description)
1954 Price: $0.25
2004 Price: $75.00

DJI Increase: 2,757%
Brochure Increase: 29,900%


B17753
1951 Ford
(Click for Description)
1954 Price: $0.10
2004 Price: $50.00

DJI Increase: 2,757%
Brochure Increase: 49,900%



B30871
1951 Hudson
(Click for Description)
1954 Price: $0.10
2004 Price: $50.00

DJI Increase: 2,757%
Brochure Increase: 49,900%


B4671
1952 DeSoto
(Click for Description)
1954 Price: $0.25
2004 Price: $60.00

DJI Increase: 2,757%
Brochure Increase: 23,900%


B30473
1952 Dodge
(Click for Description)
1954 Price: $0.10
2004 Price: $50.00

DJI Increase: 2,757%
Brochure Increase: 49,900%


B3557
1952 Kaiser
(Click for Description)
1954 Price: $0.15
2004 Price: $50.00

DJI Increase: 2,757%
Brochure Increase: 33,233%


B3934
1953 Buick
(Click for Description)
1954 Price: $0.10
2004 Price: $65.00

DJI Increase: 2,757%
Brochure Increase: 64,900%


B10104
1953 Chevrolet
(Click for Description)
1954 Price: $0.15
2004 Price: $50.00

DJI Increase: 2,757%
Brochure Increase: 33,233%
 
*1954 prices at Auto Maniacs; 2004 prices at McLellan's Automotive History
 
 

While sales literature has had a constant and even rise in value over the last 50 years, stocks cycle up and down, sometimes dramatically. Literature is, consequently, a predictable, desirable and risk-free investment. Good investment? It is a great investment!

 
 
 
LITERATURE INVESTMENTS
 
Literature Life
Looking Both Ways
Golden Eras
Good Investment? - Yes!
Buying For Tomorrow
Profitable Portfolio!
Unanticipated Investment
Today's Bargain Can Be Tomorrow's Treasure
What Is It Worth?
 
 
 

Disclaimer: The opinions expressed in the "Automotive Chronicles" are those of the writers' exclusively. Information contained in the articles has been obtained from sources believed to be reliable, but we do not guarantee the accuracy or completeness. When considering literature as an investment keep in mind that past performance is not a guarantee of future results. Some literature will not increase in value, and other literature varies in potential and results. Condition and desirability are important factors in considering any literature for investment.

 
 
 
The Automotive Chronicles, November 2004
 
 
 
 
 
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