Route 66 Full-Length Matchcovers

Some collectors favor a style of matchcover called a "full-length" or "full-view" matchcover. A full-length matchcover is one where a picture or message is printed continuously across the front cover, saddle, and rear cover. The whole of the artwork is a bit obscured in the original folded matchbook configuration but becomes obvious when the matchcover is lying flat. Most of these full-length matchbooks cost the business owner more money since an expense for preparing custom artwork was often involved. I'm not sure anyone has categorized full-length matchcovers so I grouped them into three types for this webpage display: printed text-only, black-and-white photo, and custom illustration.

I really appreciate the concept of the full-length matchbook but the thing that has always puzzled me about them is that when the smoker pulled the matchbook out to use it, the advertising message was camouflaged. And after all, the purpose of the matchbook was to advertise the business from which it came. Only if the matchbook was flattened did the advertising message and beauty of the matchbook become apparent.

A printed Text-Only Full-Length Matchcover has mostly text printed across the front cover, saddle, and rear cover. There is no substantial custom artwork preparation involved and my guess is that their cost to the business owner was not much more than a standard matchbook. (The AAA symbol seen in two of the matchcovers below would have been included in the matchbook manufacturers' catalogues of symbols so would cost no money to prepare.) This type of matchcover was usually printed in just two colors. Here are eight matchcover examples from businesses located from west to east on Route 66:

The Black-and-White Photo Full-Length Matchcover has a photo-like picture of the business printed across the entire matchcover. Sometimes there is a white frame with descriptive text printed around the image and sometimes the image is printed out to the edges of the cover. Some of these photo images are exactly the same as a companion postcard except that the upper and/or lower portions of the postcard images have been sliced off so that the remaining picture is able to fit the long form factor of a full-length matchcover. And, of course, the multi-color image of the postcard has been reduced to a single-color image. Although I refer to these matchcovers as "black and white" I really mean monochrome. Most of the time the ink color used to replicate the image is black but two examples below use green ink and one example below uses blue ink. An extra charge will be paid by the business owner because custom artwork must be prepared but the resulting matchbooks will certainly be unique advertisements. The fourteen matchcover examples below are from businesses arranged from west to east. There are (left-and-then-right in each row) matchcovers from the Orange Blossom Motel in San Bernardino, CA; Roy's in Amboy, CA; Brandin' Iron Motor Hotel in Kingman, AZ; Hill Top Motel in Kingman, AZ; Del Sue Motel in Williams, AZ; Red Bluff Gasoline and Court in Williams, AZ; Hopi House Indian Trading Post west of Winslow, AZ; Holbrook Motel in Holbrook, AZ; California Hotel in Grants, NM; Sahara Sands Motel in Tucumcari, NM; Town House Motel in Tucumcari, NM; Nu-Homa Motel in Oklahoma City, OK; Lake Shore Motel in Carthage, MO; and Brandtville Service in Bloomington, IL. (The Roy's in Amboy matchcover appears at first glance to be a photo matchcover but strictly speaking it is not. It was actually derived from a postcard which was manufactured from artist-drawn artwork.)

A Custom Illustration Full-Length Matchbook requires extra-cost artwork to be prepared as well. These matchcovers could be printed in just two colors but the matchcover image can be quite stunning if it is printed in many colors. Here are ten attractive matchcover examples from businesses located from west to east on Route 66:

Although all of the above examples are 20-strike matchcovers, full-length matchbooks could be implemented in other sizes too. And by the 1960s color photos, not just black-and-white, could be printed either on the front cover or rear cover or as full-length pictures on matchbooks.

Below are picture links to the other informational web pages and gallerys of Route 66 matchcovers and matchbooks.