Monday, July 26, 2010

The Industry and Moving Forward at Half Strength

I love this part of the year, both for cards and for sports. Training camps are about to open, Baseball season is starting to heat up, and Football cards are finally entering into the meat of the season. Because I am such a huge football fan, I start to get revved up for everything that comes with the start of a new year. New players, new targets, and usually much more news and interesting tidbits to write about. The difference is that this year, at least on the card front, lots has changed, and Im pretty sure its not for the better.

For the first time in close to 20 years, Upper Deck will not be producing licensed football cards. Because they usually produce the best looking cards in football, period, its going to be a long card season having to put up with the monotony spawned by Panini's long line of clones, or Topps' terrible high end offerings. Although I have seen bright spots in Panini's line with some parts of Elite and Classics, they still don’t even hold a candle to what was taken away from the market when Upper Deck was forced into using their NCAA license. I said before that licensed Veteran on card autos went from multiple sets in multiple products to NOTHING this year, and its starting to look like that is going to really hurt my propencity to buy cards this year. I am not an NCAA fan, and I will not be buying any of Upper Deck's products due to that fact, so when I start to look at what is coming, boredom sets in.

Don’t get me wrong, I am very excited for Topps Chrome and their Flagship product this year, but those are two sets in a calendar of 30 plus. I recently continued my tradition of buying a few boxes of Classics, but I am only doing that because there is nothing else available. I wonder how much longer I can sustain my own interest in a industry that will support and produce some of the most BORING sets in recent memory. I mean, has anyone ever sat down and really looked over the calendar? It’s a complete snooze fest this year without the normal blockbuster products that Upper Deck brings to the table. Sure, SPA will most likely look great as it always does, but the wow factor escapes me because they cant produce cards showing NFL logos or uniforms. SPX looks great for the first time in a few years, yet I am left out in the cold because I don’t care which college Sam Bradford went to now that he puts on a Rams uniform for a living.

At least in the past, when Panini would put out set after set that looks exactly like the one before it, I could stand it because I always knew there was something better coming. I don’t have that luxury anymore. I am seriously debating whether or not to purchase a case of Topps Chrome and just open it slowly throughout the year. Its really the only bright spot on the entire calendar for me, and its not even scheduled until october. That’s a long time to wait, especially when you consider that there isnt anything in between to garner interest among the people like me.

With that, I want to list out a few things that Panini and Topps should consider now that there is a big hole left by Upper Deck's departure from the licensed game:

1. Enough With the Foil

I get it, there are a lot of collectors that gravitate towards shiny things like a baby to keys on a keychain. Does that mean that it has to go in every product? I think I counted once or twice that Upper Deck used foilboard last year and it was in subsets NOT THE WHOLE PRODUCT. They did fine, so that means that having good sales numbers is not contingent on the use of that horrid crap. Its amateurish, and looks like it is used to hide terrible design work. In most cases the designs are terrible, so maybe that says something.

2. Start Phasing out Stickers In Boxes That Cost More Than $75

Upper Deck made a name for themselves with more than 8 products last year that featured some sort of on card signatures. Most of those products featured an on card element from veteran and HOF players, usually with great success among collectors. Both Panini and Topps, despite the ridiculous price tags on some of their products, did not find a way to produce even one. Im not asking for the farm overnight, but they have to start somewhere. I would forgive some of the other egregious errors if they at least made an effort. So far, they have shown nothing but laziness.

3. Evaluate Content In Relation to Pricing

Panini is known for giving you 3 crap jerseys and a crap auto for 100 bucks. It’s the backbone of Prestige, Elite, Gridiron Gear, Classics, and just about every other product they sell. Topps isnt much better with their high end products, as Triple Threads gives you two shitty hits for a whopping 180 dollars. I don’t even know where to start on that. If they want to move to a different level of sales, they need to figure out ways to lower cost and raise content. Although that seems mutually exclusive, there are ways to do it as evidenced by a number of products from last year's calendar. I think a lot of people out there would be happy to give up their jersey cards if it were replaced with a patch card, or another auto, but even patch cards are becoming commonplace now.

4. Make High End Products Look High End

The reason Exquisite was Exquisite was because of the way it looked. Every card was hard signed. Every card was ornately designed. Every card had an element that differentiated itself from other Upper Deck products during the year. Last year there was not a single jersey card without an auto on it. It was either a patch or nothing. National Treasures is completely stickers with few exceptions on the rookie front, and the rest looked like an over priced version of Donruss Threads. Complete poop. Triple Threads is even worse in that department because of how terrible the cards look. A lot could be solved with a little bit of reimagining when it comes to the way the high end products are produced.

5. Less is More

Panini has become famous for using weird lines and oddly placed elements on a card front. Topps has become famous for trying to stuff 89 relic windows onto a card front. Why? Topps low end products are wildly successful because Topps never tries to do more than is needed. SPA was the best looking product because Upper Deck wasn’t afraid to use negative space to their advantage. You know that addage "KISS - Keep it simple stupid"? That most definitely applies here. There is nothing prettier than a field shot and a border. No need for a photoshop bonanza. Just give me the player and the field, and let the rest speak for itself. This is overkill. This is worse. This is makes my head hurt. This is more of what we need.

6. Parallels have no place in a mid to high end product

You know why Chrome can use parallels? Because for 50 bucks a box, its catering to a different audience. When you start getting up into the products like Limited and Platinum, there is not a need for 123 parallels of one card. Panini has a formula, and that formula makes me want to take a human life. You have the normal card, the numbered normal card with 10 parallels, the normal card with a jersey, the normal card with a patch, the normal card with an auto, the normal card with an auto and a jersey, the numbered card with a patch, and then ten parallels of that card. Is any of that necessary? Not at all. If the product cost nothing, then fine, parallel the shit out of it. But if that product is National Treasures then there is a MAJOR problem. Did someone see that any given player in Triple Threads can have have up to 3,500 cards? That is parallel hell. How about developing unique content instead of just stuffing parallel after parallel into the set? Interesting idea, no?

7. Use Player Pictures To Your Advantage

Cards look better when the subject of the card is the focus, not the jersey pieces. Panini has gotten MUCH better at this, but Topps is a complete EPIC FAIL. To the Topps design team, its more important to have 73 different relic pieces than it is to have a player picture bigger than a pinky nail. We collect cards for the players on them, relics are the add ons. Not the other way around. I actually avoid buying cards with crappy pictures, even if they feature everything else I am looking for. The picture can make or break a card, and its time for the companies to start considering that.

8. Re-evaluate Where Scrub Autos Fit In to the Industry

I get it. The best players charge out the ass for signatures. Even the rookies charge a ridiculous cost per card. That’s a given. But, when I pay a bunch of money for a box, and the box hit is an undrafted free agent, I swear off buying more of that product unless there is something else in the box to make up for it. The problem is that when the cost of obtaining autographs is rising at rapid rates, the need for cheap autos is essential. However, then you consider #3 on this list, you are taking even more out of the products than just star autos. Not every box can be a winner, but every box needs SOMETHING. Put the sweet patch cards in the boxes with the scrubs. Redo seeding in the products that feature scrub autos as box hits. If there is a scrub in the box, give it value SOME other way. That’s where the 1/1 parallels need to go. Panini has actually done a better job of seeding the boxes with the crap autos, but there is still a lot of untapped potential that could be used.

9. Offer a Loyalty Program That EVERYONE Can Participate In

I have no idea why this wasn’t done before, and I am not talking about the diamond club for UD where only the whales get the preferential treatment. Im talking about getting something in the works that rewards people who buy the cards that the companies want them to buy. If the companies showed appreciation to the customers on every level, it would give us another reason not to go to ebay for singles. For example, for every X number of packs or boxes, give me a shot at an exclusive unreleased card. Offer lotteries for good prizes. There is so much here and it is completely unexplored.

10. Find a Way For The Best Common Box Hit To Be Worth More Than the Price of a Box

If I can go on eBay and buy the best card in the set for less than the cost of a box, something is wrong. A lot of this is a result of the numbering on the card, the strength of the rookie class, or even the looks of the cards, so its time to make the best rookie hit worth enough for people to consider spending money on the unopened product. 1/1s only go so far in a product.

11. Speaking of 1/1s, Make Them Important Again

Triple Threads features over 4,000 1/1s in the product. Many of them being crap parallels or printing plates. That doesn’t give me any reason to want them. Upper Deck was notorioous for making most of their 1/1s worth the time of the collectors who bought their products. Especially high end. If companies want to create the chase element, learn from rule #6 and take the one of one in a brand new direction. If it says 1/1 on the card, it needs to bring something than no other card brings in the set.

12. Enough With The Lame Subset Names

In most Panini products, all of the autos are coming from the subsets in the set. But when the subsets have terrible names as well as terrible designs (like they usually do), the whole product suffers. It is paramount to create a theme for the set and build on it, not just throw words together and hope they make sense. Why do you even need a name? Cant you just throw different player pics with different designs on it and let us sort it out?

13. Hire Some Consultants

Products are conceived months, sometimes years in advance, which gives ample time to consult with people before heading to production. As I have said before, I can think of no less than 500 people who would do it for free, myself included. I honestly think that I could easily offer some valuable advice before something like this hits the production line.

That’s all I can think of right now, but im sure there is a lot more that the blog community can offer.


  1. I like #10, and it's the very reason I shy away from wax these days. I can buy any common hit (meaning not a rare 1/1, or 1/10 Strasburg red auto mini) for WAY less than a box.

    Take Allen & Ginter. I can go out and buy the three relics/autos that I want most that I'd have a legitimate shot at pulling and a complete base set and still have money left over when compared to the cost of a hobby box. I get that wax is about the big hit, a lottery ticket of sorts, but most of the time you'd have a better chance of winning something in an actual lottery.

    All it really means is that boxes are too expensive, but what's the sense in complaining if people are going to buy them anyway? Why should Topps lower Ginter box prices of shops can't keep 'em on the shelves as is?

  2. Decent list. I think the only thing I disagree with is making the box hit worth more than the box. My problem is, how you would put a price tag on that worth? Are you going with a BV or a SV? And how can you continually guarantee that card will be that much over time? Should every box give a Jeter auto that can easily sell for $100+? All you're going to do here is get a ton of "valuable" cards on ebay and the price will get driven down by having a huge supply thus negating the adding of a higher value into the box. I think card companies can sort things to give the customer a nice return in their box, but I don't think they should make every box MOJOz!!!!1!11!!!!.

  3. @Michael - you misread, Im saying the best COMMON box hit be worth more than the box price. Not EVERY box hit. So, for instance, if the best non-rare rookie auto you can pull is worth less than the cost of the box, why not just buy the best card instead of hoping for something good that has no chance of being worth your time.

    @priceless - More for football than baseball, in regards to your last paragraph. Baseball is a different animal.

  4. Gellman...gotcha, and thanks for the additional explanation. Let me play a little devil's advocate here....I still think it would be hard for the companies to guarantee anything like that because of how "value" is determined. It's a little like replacing a redemption with UD. If you pull something that they say is worth $50 but they don't have it, they could technically give you 50, $1 cards and say that you're square. If you buy a box for $100 the companies could say, well, based on the BV of all of those cards the box is worth $ win!

  5. Part-time consultant, sign me up and I'm there!!