Our Average Magazine Reader (1950)

The Phillumenist magazine ‘s tenth anniversary edition in 1950 included an article entitled “Our Average Reader”. Here’s what it said, which makes fascinating reading and an interesting comparison to today :

Our average reader is 38, has 10,828 different labels, and has collected abroad. He picks up boxes fresh to him in the street, also collects mint and damaged labels, and keeps ancient boxes intact. He started the hobby on his own initiative, keeps his labels hinged in albums by paper hinges, and classified by countries of manufacture. He calls himself a phillumenist, corresponds with collectors at home and abroad (chiefly Czechoslovakia), will reply quickly. He spends 5½ hours a week on the hobby, keeps his “Phillumenist” magazines, started collecting in 1936, and reads the magazine from page one. He has Cruse’s book, and has entertained a fellow collector at home. He has this magazine as far back a 1944, specialises in Swedish brands, has most labels of Sweden and rarely any from Russia.

The Phillumenist magazine, 10th Birthday edition, 1950
The Phillumenist magazine, 10th Birthday edition, 1950

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