Collecting World Series programs used to be fun. It was a scramble sending letters to league champs with a buck or two.
That changed in 1974 when Major League Baseball began producing World Series programs. Since then, the same program has been used in both cities and is available nationwide each year.
These so-called generic programs are considered as lacking character by many collectors.
More Top Picks How To Build Self Esteem In A Child With Dyslexia Or Adhd
Most pre-1974 World Series programs are quite attractive. It was enjoyable to see how teams would handle their program, especially an initial effort.
Now, the most a team can do is add an insert of from 12-48 pages with local information and ads. Since 1974, only 5 of the 30 World Series programs issued don`t have inserts: the 1978 Yankees, 1979 Pirates, 1983 Orioles, 1986 Red Sox and 1988 Athletics.
World Series programs with inserts are available only through participating teams. They usually become more valuable because fewer are made. Programs available by mail are the generic kind, with all four playoff teams included. These usually don`t appreciate much.
”Some teams chose not to take on the extra cost of an insert,” said Jim Small, MLB`s assistant public relations director. ”Our handling the program takes pressure off the clubs involved. It gives continuity to the World Series program having one that`s official, rather than each club doing its own. Those who do inserts send them to us, and the printers add them. We usually get the insert material by mid-September.”
According to Small, the only team sending such material this year was Toronto, which means that for the first time since World Series programs were made, neither team will have a special insert.
”Teams not doing an insert are probably losing about $250,000,” said former Dodgers publications director Bill Shumard, now USC`s assistant athletic director. ”I did inserts that were 50-60 percent ads, and we`d get around $10,000 for a full-page ad. We`d print 20,000 programs per game, and sell nearly all of them.”
But, says Steve Brenner, a former Dodger publicist who runs an advertising agency in Woodland Hills, Calif., there`s a risk.
”You`d have to have everything ready to go and, if you didn`t get into the Series, it wound up costing you,” Brenner said. ”In 1985, we did one and lost money because the Cardinals beat us in the playoffs. At least we set it up so we were able to use most of the pages in our next yearbook. Getting a Series insert ready can be a roll of the dice.”
Around a $100,000 roll, according to Shumard. ”But it`s worth the effort,” he said, ”especially if you make it to the World Series.”