Matchbox Labels Roger Fennings Interview
Recently I spoke with Roger Fennings, the author of the Book of Matchbox Labels
ephemera: Why did you decide to write a book about matchboxes?
Fennings: I started collecting matchboxes as a child in the 1950s. At that time there was a huge variety, and it was a cheap and easy hobby to get into. The concept for the book really evolved from the enormous amount of color, information, and social history that could be found on such a small, cheap item that everybody used.
ephemera: Yes, they are the sort of everyday item that is quintessentially ephemeral. What challenges or obstacles did you encounter while putting this book together? How did you overcome them?
Fennings: I had wanted to do this book for years, and being able to computer scan the matchbox labels cut out the cumbersome and costly process of having to photograph what turned out to be well over 700 items, although there is some photography in the book. The main challenge was what to select from my collection of some 330,000 items, and how to present them. I chose a thematic approach, starting with the invention of the safety match, then branding and marketing, moving on through subjects which include transport, fashion, advertising, folklore, wildlife, sport, mythology, politics and so on.
ephemera: The matchboxes look truly wonderful. What did you learn while putting this book together?
Fennings: The invention of the safety match, which enabled us to create light, heat, fire, and a means to cook by in one simple strike, changed the world. I continue to be amazed by the variety and quality of design and information that can be crammed into such a small space - and make such a big impact.
ephemera: There does seem to be amazing variety in these objects. Who is your audience for this book?
Fennings: Of course collectors of matchboxes and match-related items and ephemera worldwide were prime targets, but there is much more to this. I also wanted to expand the social history, graphics, and marketing elements. The book is very attractive visually and everyone who sees it recognizes their favorite familiar brand. It has also appealed to graphic designers and ad agency people. What we learn from this is that this simple household item, used many times each day by millions of people all over the world, is a powerful and effective communications tool which is used by commercial organizations and governments alike to deliver their messages to huge numbers of people at minimal cost.
ephemera: Thanks, Roger. I know many of my readers will want to pick up a copy of your book. For their convenience, I've added a link to it below.
