by Charlie Wissel

(Editor's Note: Charter subscriber, Charlie Wissel (AMCC#0037) (now deceased), tackles another side of match cover collecting here. All too often we forget about the real pressures in the match industry.)

In a recent newsletter article, I read about the Diamond and Universal Match companies. The article told how these once mighty Giants of the industry had recently fallen on hard times. The article further mentioned that the larger companies had to start using the methods of the smaller companies or they would be forced to cut production.

The question posed is....why? Diamond and Universal are traditionally known as "big bucks" companies, worth millions...why cut down production? Company researches would readily admit that there are two factors to think about...first, national advertising campaigns to cut down on smoking habits and second, the cheap lighter which is found in every city and hamlet throughout the great nation.

It seems that the smaller companies have the answer. What about these small companies? Why do they seem to be winning the battle? You would think that the smaller companies would close up first....not true.

Today it's the Giant who is falling first. But Why? Small match companies will take small orders (i.e. one or two case orders). The big boys want large orders. Another reason is that the smaller companies get close to their customers as with the Giants, you were just a number on an order form.

So remember the next time you get any matches to check the manumark. You may be surprised to see something special or different and not the regular manumark that you expect.