Ever since the first car was made, manufacturers have been producing literature to promote their products.

One of the most interesting aspects of collecting auto brochures is that they provide a unique social history of the time they were produced in. For example, if you have a brochure for a Volkswagen Beetle from the 1960s you will find information about the time in which it was produced, like hairstyles, clothing and popular decor of the time. Add to this, the fact that most brochures can be bought inexpensively and take up little space to store (unless you get obsessed!) you have the basis for a popular and rewarding hobby.

However, as with all collecting there are many ways (especially as a beginner) that you can come "unstuck" and end up spending your hard-earned money on inferior, fake or incomplete brochures.

Click on thumbnail for description

Before starting your brochure collection, in my view it is best to have a very clear idea about what you want to achieve. The reason for collecting is not important, but knowing the reason is.

Are you interested in a particular period in history, a particular car, type of car or brochures from a particular country, for example? Once you have decided what the purpose of your collection is, write it down or print it out and keep it with all the items you collect. Why should you do this, you may ask? The reason is that this will keep you focused on what you are trying to achieve and stop you going off at tangents or pursuing avenues that are fruitless.

With the advent of the Internet, it is so easy to see random items on websites such as eBay. This will detract from your overall collection as there will be no theme to it and therefore it will be worthless both as a source of reference and value wise. Also, there are very few people who do not have a budget and every "off topic" brochure you buy will reduce the amount of money you could spend on building and completing your collection. The scattergun approach is simply a waste of effort. Do not do it!

Click on thumbnail for description

Understand this and very soon you will find yourself becoming expert at valuing and sourcing the brochures that interest you. You will also build a network of dealers or friends with a common interest who will become invaluable in helping you fill gaps in your collection by way of swaps or trade… a benefit that cannot be underestimated and as someone once said, "it is not what you know, but who you know".

As you are collecting second-hand items, the condition of an item you are after can vary dramatically. Also, it does not help that some sellers regularly either omit or miss-describe items. Therefore, it is paramount that you ask the right questions and look for what the seller hasn’t said as much as what he has, in the item descriptions.

Click on thumbnail for description

Having been disappointed on more than a few occasions when a "pristine" item has arrived through my letterbox, I have a checklist that I consult before committing to buying.

The list is as follows:

1. What is the size of the item? Pictures can be deceptive.

2. How many pages is it? Beware that on smaller brochures, there can be confusion between dealer and buyer with what represents a page. Some dealers use the term "pages" for items that are 6 pages or more. Otherwise, it is the number of "sides".

3. What is the reference number of the brochure? Most manufacturers have a code system for their brochures that you will become familiar with very quickly. By keeping a note of the references, you will avoid duplicates in your collection.

4. What is the condition of the brochure? Amazingly, very few sellers have a condition scale attached to the descriptions. One person's 'pristine' may be fit only for the bin in other collector's eyes! Has it any creases or tears and if so, how many and how bad? Any fading? Any foxing (a term used to describe stains, specks, spots and blotches in paper)? Any water or damp damage?

5. How will the item be delivered to you? On auction sites especially, it is natural to go for the cheapest posting method. However, if the item is being sent for the cost of the stamp, can you really expect anything more than for it to be delivered in a flimsy envelope? (Read here about how orders are packed and shipped at McLellan's Automotive History.)

If you get a satisfactory answer to the questions above, you can be certain that you will get the item and that it will be of a standard reflecting the price you have paid. The list sounds a bit daunting, but essentially it boils down to ensuring you know what you are getting and making sure it arrives in the same condition it left the seller in.

Click on thumbnail for description

Please remember that for older brochures especially, a bit of fading and foxing and the odd crease or small tear is perfectly acceptable. In fact, I prefer an item with a "patina" to an as new item as it seems to have more character.

Finally, unless it is extremely rare, I would avoid buying any incomplete, falling apart or badly damaged brochures. On the whole, they have little or no value and it is best to wait for a better one to be offered for sale.