Joe Danon of The Match Group Quoted in NJ Monthly
The article “South Jersey Matchbook Collectors Won’t Let This Niche Hobby Flame Out,” published in New Jersey Monthly, explores the dedicated community of “phillumenists” (matchbook collectors) in New Jersey and their efforts to preserve a hobby that was once a staple of American advertising.
Article Summary
The piece centers on Richard L. Greene, a prolific collector from Collingswood with a massive collection of over 750,000 matchbooks. It highlights the Liberty Bell Matchcover Club, where members gather to trade, archive, and discuss the historical significance of matchcovers.
Key points include:
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Historical Value: Collectors view matchbooks as “mini-billboards” that document the history of businesses, ranging from Shore-side nudist resorts to defunct diners and even aerospace missions.
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The Decline: The hobby has seen a significant drop in membership (the national Rathkamp Matchcover Society has fallen from 5,000 members to about 1,000) as smoking becomes less common and digital advertising takes over.
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The New Wave: While traditional clubs are aging, there is a resurgence of interest driven by social media and “Etsy-type” home businesses that use custom matchbooks as high-end branding.
Joe Danon’s Quote
Joe Danon is the founder and president of The Match Group in North Caldwell and is described as the only independent match manufacturer’s representative left in New Jersey. His role is pivotal because he is bridging the gap between old-school collectors and a new generation of enthusiasts.
His primary quote regarding the evolution of the industry is:
“I’ve had a passion to keep this going. Now, we’re looking past every common business that advertised on matches and pushing into musicians, artists, candle companies, and other start-up Etsy-type at-home businesses to meet the social media explosion head-on.“
He further elaborates on the future of the hobby, stating:
“We’ve found we can make cool even cooler. All social media is blowing up with matchbook posts. The demand’s there, so a whole secondary market is blossoming… My company’s bringing in fresh blood and keeping the hobby alive.”
Danon’s perspective provides a hopeful counter-narrative to the idea that the hobby is dying, suggesting instead that it is simply being rebranded for a younger, more design-conscious audience.