From: Esther Heller

Steve asked:

                I am curious as to how Martin's catalog is so often
the reference found by those who are just getting into tools?  I have
noticed this on the Internet as well as local acquaintences.  People have
offered me tools for sale and will quote me a price.  I suppose the shock
on
my face prompts them to hold up a copy of Martin's catalog and explain they
got their "comperables" from it.  I make it a practice not to confront or
insult anyone for this because it is their tool and they may ask any darn
price they want.  But it does leave me wondering how they typically get
connected with that catalog and not, say, one of the other web based
vendors, or a prices realized list from the auction of a local tool
collectors association.


I suspect two things, we are still a secret society that is not
obvious to the outside world, and advertising.  How much advertising
does MJD do in the ww mags compared to everyone else?  How big
are the ads compared to everyone else?  (I don't buy them very often
so I really don't know the answers.)  If someone buys a mag or two
and looks at the ads to try to educate themselves, this could be
an easily predictable result.  To use a prices realised list you
have to: 1. realise such a thing exists  2. figure out who the
"appropriate" auctions are 3. Figure out the descriptions and
tool condition shorthand.  Keeping in mind we are a secret society
and they probably also have no idea of the existance of MWTCA and
friends, or the auction scene....

Some gentle explanation of MJD's clientele and tool condition
to the guy who doesn't realise might be a kindness if they don't
look like the type to be offended.  Few newcomers understand the
distinction between type 6 and type 16, or how clean "Fine+"
really is.