Canadian Newsstand Edition, Direct Edition vs. Newsstand Edition Comic Books

CGC 9.8 Census Comparison: 1970’s Keys vs. 1980’s Keys

By Benjamin Nobel, December 9, 2017

summary-cgc-9.8-table

The #1 most frequently asked question I receive about 1980’s Type 1A Cover Price Variants is always some variation on the theme of: I need 9.8’s but can’t find them! Help!

Everyone who collects 1980’s comics appears to be “pre-conditioned” to expect an abundance of 9.8’s from that era — and who can blame them for that expectation in the context of what happened to comic book distribution during the 1980’s and what that meant for high grade survivorship?!

Direct Edition sales took over in the 1980’s to eventually become the dominant form of comic book distribution [read more about this]. And such copies were direct-sold to specialty comic shops on a discounted but non-returnable basis — those shops then handled the comics with great care because they were catering to a customer base heavily focused on the condition of the comics they took home.

The comic shop I frequented as a kid had a special program for repeat customers like me, where for any title we wanted to collect, a mint-condition copy of each new issue was bagged, boarded, tagged with our name, and set aside in boxes that lived behind the counter, ensuring that not a single mint condition collectible was missed.

Little did I realize at the time, that my friends and I were all taking home and preserving direct editions (the newsstand vs. direct edition difference wasn’t something we even thought about back then)!  Our comic shop proprietor would sometimes even talk up particular new issues judged to have great collectible appeal by sharing stories with us wide-eyed kids about the big-money customers who were buying 250+ copies at a time of the new issue for investment!  Who could resist such stories — each one of us in the crowd would scramble to buy a handful of copies of that new issue for ourselves, even if it wasn’t already on our list of set-aside titles!

So it is really no surprise that this mountain of well-preserved 1980’s (and onward) direct edition comics originally sold in specialty comic shops has led to a nice supply of CGC 9.8 graded copies all these decades later.  This situation creates quite an incredible juxtaposition between the number of copies known to exist in 9.8 on the CGC census for 1970’s keys, versus 1980’s keys…  And this situation also really highlights the incredible appeal of the Type 1A copies of the same 1980’s keys, as newsstand-exclusive cover price variants of the very same issues (below is an animated graphic and then the three individual slides are presented after it and can be clicked to enlarge; I selected ten of the top 1970’s keys, plus the top 10 issues from our 1980’s Type 1A price guide, for this comparison):

I selected 10 keys from the 1970's and 1980's, and looked up the number of CGC 9.8's known to exist to date, by checking the Census. I then looked up the numbers for the Type 1A Cover Price Variant for the same 1980's comics. This animated graphic shows a table and then bar charts of the numbers.

I selected 10 keys from the 1970’s and 1980’s, and looked up the number of CGC 9.8’s known to exist to date, by checking the Census. I then looked up the numbers for the Type 1A Cover Price Variant for the same 1980’s comics. This animated graphic shows a table and then bar charts of the numbers.

What a striking comparison!

Meanwhile, some collectors, ones who don’t really think about or care much about relative rarity between types, might look at a Type 1A variant newsstand comic from the 1980’s and think: “it is the same thing as the gorgeous CGC 9.8 direct edition copy I already own, only there’s a bar code on that one instead of the logo that’s on mine, and, that one has a different cover price… What’s really so appealing about a different cover price and a bar code?

But such collectors who would focus on the “appeal or lack of appeal” of the physical differences alone are missing what the rest of us are seeing — that the absolutely dramatic difference in rarity is itself the glaring appeal of the higher cover price variants among first-print copies of each issue. These Type 1A variants are an opportunity for us to collect the same 1980’s comics we know and love, but via a true first-print US-published cover price variant version that is dramatically more rare.

Those of us who collect these Type 1A variants aren’t suggesting that “75¢ is a ‘better’ cover price to have been charged than 60¢” or that “bar codes are intrinsically ‘better’ on comic book covers than logos” — instead we’re saying to look at the facts surrounding 1980’s Type 1A variant creation and distribution: the 75¢ type is demonstrably much more rare than the 60¢ type (or whatever the pair of cover prices happened to be issue by issue)! [Not to mention the fact that awareness of this type of variant still has plenty of runway left before it reaches “awareness maturity” (for a peer group, we can contrast to the maturity of awareness of 30¢ and 35¢ variants where there is widespread awareness in the hobby today of those 1970’s cover price variants… but once upon a time they too were under the radar!), and also, that the question of “what to call them” has presently been answered by CGC (as far as how they label the slabs) in such a way that there is still a lot of confusion out there about what these variants actually are, with these 1980’s Type 1A variants being conflated with the Canadian Editions of the 1940’s/1950’s that were published abroad by a different publisher, on different equipment, with different content, and at a different time (read more about this).]

Collectors who do care about relative rarity among first-print types (and there are huge numbers of us out there) will recognize the same pattern over and over again in the world of comic books through time: whether we’re talking about the relative rarity between a 35¢ cover price copy of Star Wars #1 vs. a 30¢ copy, or whether we’re talking about the relative rarity between a 75¢ cover price copy of Amazing Spider-Man #238 vs. a 60¢ copy… or whether we’re talking about the relative rarity between a $3.99 cover price copy of Amazing Spider-Man #607 vs. a $2.99 copy, etc.: Those of us who care about relative rarity and are offered the choice of a Near Mint copy of either type will like the dramatically-more-rare higher cover price type over the regular, lower cover priced type. To me, if I can get in at a similar cost basis, the choice is an absolute “no brainer” — I’d like the dramatically-more-rare higher cover price variant copy please!

Here’s a recent quote from another collector who gets it and who recently articulated the collectible appeal of the 1980’s Type 1A Cover Price Variants beautifully and succinctly:

“I do like them and there is a reason. I grew up on many of these comic books and stories. Some are my favorites, but there is the stigma of too many copies being too easily accessible for many of them.

I want an investment worthy copy of some of these keys. Do I disregard U.S. newsstands or direct market copies of the time? No, but as one who keeps the comic investment aspect in mind, ’80s Canadian Newsstand comics do appeal to the rarity factor that I have always yapped about since the beginning of this site.”

Vic J. of Total Comic Mayhem, on 11/24/2017

Rarity matters. And Type 1A 1980’s cover price variants have rarity in spades: Not only did they have restricted North American distribution, but they were newsstand exclusives that were therefore purchased mostly by readers — because the “real collectors” meanwhile understood that the condition of newsstand comics was going to be terrible since they were handled like magazines with no staff training to preserve condition, and so most collectors were over in comic shops taking home pristine-condition direct editions!

Either one of those two rarity factors for 1980’s Type 1A variants (restricted distribution area + newsstand exclusivity) would already have made them plenty attractive… But having both factors in play leads to extremely low odds of a given Type 1A copy from Marvel or DC surviving in 9.8 shape from the 1980’s through to today. Hopefully over time collectors will come to grasp this rarity, but for now, judging by how often people ask me about 9.8 Type 1A copies for issues where none are even on census yet, it apparently remains baffling to many collectors out there just why they cannot find the 9.8’s they are looking for… Perhaps the newsstand exclusivity aspect isn’t being appreciated (newsstand exclusivity for Marvel & DC’s 1980’s Type 1A comic books that is — Archie is meanwhile known to have done some Type 1A direct editions here and there, one example being Teenage Mutant Ninja Turtles Adventures #1, the first appearance of Krang in comics, which has both newsstand and direct edition $1.25 cover price types). As Overstreet Advisor Bill Alexander put it, “People just have no idea how ‘uncared for’ and mishandled newsstand copies were”:

“The chances of a Canadian cover price 75¢, 95¢, or $1.00 variant surviving in the top grades is very slim indeed. I can remember all too well how newsstand copies were not cared for, especially by the retailers who put them out on the spinner racks. I can remember how I would walk into a 7-11 store and see a shopping cart with string-bundled comics waiting to be unleashed onto the comic racks by store employees. The strings cut right into the spines on most of the comics in the bundle, leaving deep grooves and indentation marks. This lowered many of the NM copies down to FN/VF to VF grade even before they were crammed into the comic racks where they were then carelessly handled by kids. I believe the few comic rack newsstand copies that survived in NM grade were in the center portions of the bundled comics (protected in that way), or else the ‘string bundle effect’ would have surely gotten to them. People just have no idea how ‘uncared for’ and mishandled newsstand copies were.”

— Bill Alexander, Overstreet Advisor

And as Senior Overstreet Advisor Jon McClure noted in his recent market report:

“Most of the Newsstand editions were bought by non-collecting readers, with a much lower survival rate, and most are well read FA/G to FN/VF copies. Most VF/NM or better Type 1a Canadian Newsstand Cover Price Variants are 50 to 250 times Scarcer than their US Direct Market counterparts in high grade…”

— Jon McClure, Senior Overstreet Advisor

As more collectors come to further study newsstand comics vs. their prevalent direct edition counter-parts and read newsstand rarity discussions & estimates, and the drastic difference in high grade survivorship between the types eventually becomes common knowledge, perhaps “9.0 will be the new 9.8” when it comes to newsstand comics broadly (and 1980’s Type 1A variants in particular) — because for certain 1980’s keys, if you are going to be so discerning about grade that you demand a 9.8 for your Type 1A cover price variant copy then depending on the issue you might very well find your grade goal an impossibility! For a Type 1A copy to have survived from the 1980’s to present in 9.8 shape, it needed an incredible amount of good luck, plus it needed a collector to have taken it home instead of a reader.

“We have found that VF and NM newsstand editions are far scarcer as a percentage of issues that we purchase in collections. Simply put, newsstand readers (and the staff of newsstands) were far more likely to beat up their comics, and newsstand racks (such as metal spin racks) actually damage comics darn near the minute that they are racked. As a result, finding the few surviving NM newsstand editions is surprisingly difficult.

Aside from getting damaged, however, we have also discovered that comics purchased from newsstands are far more likely to have been destroyed. You would think that newsstand editions from 1980 would be relatively easy to find, and indeed, they are. But not nearly in the disproportiate ratios that the original distribution statistics would indicate. Our experience has shown that comics sold in comics shops had a 90% probability of being put into a plastic bag and preserved, while comics purchased from newsstands had a 90% probability of either being read to death, or thrown away.”

— Chuck Rozanski, Newsstand Editions History

So to all the collectors who keep asking a variation on the same common question about 1980’s Type 1A Variants — I need 9.8’s but can’t find them! Help! — my advice is to take that grade goal down at least several notches… Think about those tables/charts showing the 9.8 census counts, think about the explosion of Direct Edition sales in the 1980’s and how well preserved those direct editions are that you’ve become used to, and then re-calibrate your grade expectations for Type 1A 1980’s comics as newsstand exclusives. If it was a 1970’s key you were collecting, wouldn’t you be thrilled to own a 9.0 copy of any of the key issues I selected to list in that table?

Since the 1980’s Type 1A cover price variants were newsstand exclusives with very low distribution as a percentage of each issue, I think collectors of these variants need to set their grade bar according to the reality, rather than according to what we’re used to when it comes to the direct edition peers.

Personally, when I open the box from CGC and see the Type 1A variant key I sent in achieved a grade of 9.0, I break into a huge grin; and when I see a 9.4 or higher I shout for joy and do a happy dance! The very few times in all these many years of collecting type 1A’s that I’ve ever opened the box to see a 9.8, I’ve felt like I spotted a unicorn!

Happy Collecting Everyone! 🙂

– Ben

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