FAMOUS FIRST ADS
There is no argument that advertisements are not recognized as first appearances. Instead, they are designated as the first published art for famous characters, and that is what makes these so collectible. Depending on how rare and whether or not the character is on the cover, these can bring high prices on the secondary market.
On that note, here are five characters with famous - and valuable - advertisements. To give credit where credit is due, much of the information in today’s post came from Key Collector Comics, from whom I received no gifts, incentives, or compensation of any kind.
For more on first published art in the comic catalogs, read, “Investing in Marvel Previews.”
CAPTAIN AMERICA
It is fitting to begin with one of Marvel’s oldest and most popular characters, Captain America. Did you know that the idea of Cap began with The Patriot? Although they are viewed as separate characters, the concept of what we know as Captain America started as The Patriot, and he was first seen as an advertisement in Human Torch #2.
As history shows, however, the more important ad ran in Mystic Comics #5. On that page, readers caught their first glimpse of Captain America ahead of his debut comic.
Few of us will ever have the chance of owning either of these comics, but they are easier to come by than Captain America Comics #1. Two copies of Mystic #5 have traded owners this year - a 5.5 and a 2.0. The 5.5 happened to bring an even $3k in November while the 2.0 sold for $1,260 the same month.
SPAWN
Considering the massive printing volume for Spawn #1, it is no surprise that Todd McFarlane and Image Comics heavily advertised that issue. Before the debut comic’s release, Spawn was in advertisements that circulated through numerous comics, catalogs, and other publications.
The most famous of those is Diamond Comics Distributors catalog, Previews #3, which featured the first full-color pictures of Spawn. Since this is not an actual comic, you won’t find any graded copies. On eBay, the most recent sales have mostly been for about $200.
Previews #3 might be the first time we saw Spawn in full color, but he was first seen in a print publication in Up ‘N Coming Magazine #15 from February 1992. This one is so hard to find that I could not find any listings on eBay. If you have a copy, hold onto it.
Another famous Spawn first is Malibu Sun #13 that saw Spawn in all his glory on the front and back covers. There are graded copies of this one floating across the auction sites. In November, a 9.8 brought a whopping $1,650. However, the real collectible is the edition with a printing error on the back cover, a 9.2 of which sold for nearly $2k in September.
WOLVERINE
Technically, the advertisements in Daredevil #115 and Thor #229 are not firsts, but they did feature advertisements for Wolverine’s first full appearance in Incredible Hulk #181.
As for the market, DD #115 is on the way up. At a 9.8, it has averaged $302 since last year, and the last sale was for $350 in October. If you are looking to save money, take a look at the 9.6. It last sold for $144 in October as well.
At the same time that DD #115 was making the rounds, Marvel ran an ad in Thor #229 in August 1974. This issue also featured the first appearance of the Dweller in Darkness, not that his keys are particularly collectible at the moment. A 9.8 last sold for $400 in 2019. There have been three sales of 9.4s, the last of which brought $150 in September.
MORE TO COME
There are too many collectible advertisements to hold in one post. First ads continue to offer nice returns. Keep an eye out for the TMNT ads and other famous firsts.
