While many have not heard of it, matchbook cover collecting is fun and exciting for collectors like Loren Moore of Roseville, who has been active in the field for more than 30 years.

“Sure, it doesn’t have the allure or popularity of collecting coins or baseball cards – stamps even,” Moore said. “But, as with any hobby like this, it’s like collecting history, a little bit at a time.”

Moore said he learned about the hobby in the ‘70s during an excursion to Denio’s in Roseville.

“I love going out there, because you’ll find something different out there every time,” he said. “On this trip, I did find something different and it changed me a bit,”

While perusing through a vendor’s wares, Moore found a matchbook cover collection that someone was trying to sell.

He remembers looking through the match covers and being amazed by some of the matchbooks’ artistic quality and detail.

“I was hooked from that point,” Moore said. “I bought the collection and have been collecting ever since.”

That was Moore’s introduction to phillumeny – the collection of matchbook covers. From the dozen or more matchbook covers he started out with, his collection has grown considerably.

“I’ve got a collection of 100,000 to 200,000 or more match covers,” Moore said.

According to the Web site www.matchcover.org, the matchcover was first patented in 1892 and by 1894 was used as an inexpensive form of advertising.

“It was cheap and efficient advertising,” Moore said. “For pennies, back then, one could buy a box of 100 matchbooks. Get a box and then just pass them out to customers or potential customers.”

Moore said that there are 3,000 different collecting categories.

“Political campaigns, bars, diners, gas stations, auto dealerships and motels,” he said. “From Vargas-style pinup girls to bears, there are many categories. I look for match covers with the old-style phone number system: 1 to 9999.”

Moore has also amassed a number of matchbook covers from Roseville businesses, some of them dating back several decades. He said that the Internet and phillumenists’ events such as swap fests and conventions have helped to expand his collection.

“All of us collectors work well together and help each other out in locating items,” he said. “The match covers aren’t that expensive, even old ones in really good shape. I’ve paid $5 for some collectibles in really great shape.”

Moore said from April 22 – 24, the Associated Matchcover Clubs of California will hold a convention here in Roseville.

“I think the last few years, it’s been in Fresno and a few other places,” he said. “Roseville, for some of my fellow collectors, will offer new territory to explore. The casinos, for example, will offer something new for some collectors.”

The convention will be held 9 a.m. to 5 p.m. Thursday through Sunday at the Heritage Inn.

“It doesn’t cost a cent to get in. We want people to stop by and see what we do,” Moore said. “Come in, look around and ask questions – that’s how many new collectors get started.”

Moore said the age of elaborate, detailed match cover art waned in the late 1950s. The advent of the Bic disposable lighter and anti-smoking campaigns caused a further decline.

“With some businesses, they’re using ‘retro-style’ match covers as part of marketing,” Moore said. “Will it revive the matchbook industry? Who knows?”

No matter what, Moore said he will keep collecting.

“These match covers give us a glimpse of what life was like back then,” he said.

“I’ve seen and collected some match covers I’m sure some would be considered politically incorrect. Well, that’s how things were back then – that’s how far we’ve come.”

History is one of the reasons why Moore has his collection.

“When I get a new addition to my collection, yeah, I’m very happy,” he said. “I love history. And, when I find a unique match cover about a historic place or event it’s like collecting history.”

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The Associated Matchcover Clubs of California will hold its annual convention the Heritage Inn. It will be open to the public from 9 a.m. to 5 p.m. Thursday through Sunday. Admission is free. For more information call Loren Moore at 916-783-6822.

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Brad Smith can be reached at brads@goldcountrymedia.com.