40 years ago, one of the great corporate catastrophes of all time took place. It involved the then-wildly successful Osborne Computer. In 1983, the Osborne company had created one of the best-selling portable/personal computers of all time simply called, “The Osborne.”
Consumers loved it. Sales were robust – upwards of 10,000 units a month. Life was good. The company went from two employees to 3,000 in no time, churning out thousands of computers to fill endless orders. Warehouses were full....
Of course, progress waits for no one. Technology was advancing. So was Osborne. Their tech team created a new-and-improved computer – the Osborne II. It would far surpass the original. Unfortunately, with no consideration for measured marketing or timing, someone at the company announced to the press how exciting and more advanced the Osborne II would be. Major mistake.
En masse, customers cancelled orders for the original Osborne. Overnight, the company was stuck with innumerable computer models no one wanted. By September, Osborne filed for bankruptcy. Today, such corporate missteps and meltdowns are known as “The Osborne Effect.”
This all took place during a time when collectibles were booming – particularly US stamps. Sales of commemorative and definitive stamps at post offices and postal collector stores were huge. Often, lines snaked out post office doors as collectors clamored for new issues.
The Postal Service saw gold and greed took hold. They figured the public would buy anything.
The USPS began to create and produce double and triple the usual varieties of stamps released annually. Instead of 20 or 25 US stamps per year to fill album holes, collectors had to buy 60 or 70 stamps…or more. That, combined with rising postal rates, quickly took its toll. Worse, so many young collectors with limited disposable incomes saw their allowance or lawn-mowing money disappear while pursuing their hobby.
The end-result was the number of collectors dwindling – especially young ones. Sales went south. Patrons seeking modern postal collectibles faded along with the once-popular USPS stamp boutiques that had opened to much fanfare. Philatelists turned primarily to the attractive (and consistently valuable) stamps made before the 1960s.
I’d like to believe the USPS has recognized their own “Osborne Effect.” They appear to have made some effort to recapture a few of the lost customers. For instance, for this coming year, they’ve announced a sheet of stamps commemorating the 50th anniversary of the epic game, “Dungeons and Dragons.” Millions of fans have played the game so they might be drawn to the stamps.
Also, for 2024, the Black Heritage stamps remain a staple. Constance Baker Motley, the first black federal judge will become a part of the series. Showcasing more of the black experience, 10 stamps commemorating the Underground Railroad are on tap.
For readers, novelist Saul Bellow appears on a stamp in the Literary Arts series. Sports too remain a big focus. This year, a commemorative honoring Los Angeles Bruins basketball head coach John Wooden is slated.
A dichotomy of images appears on two sheets. One features a variety of black and white photos taken by iconic photographer Ansel Adams. Adams’ compelling landscape images introduced a generation to the magic of classic photography. In contrast, a pane of 20 showcases a color explosion of carnival rides, lights and games in full-color.
Add to those the usual array of stamps featuring blooming flowers; lovable animals such as manatees and sea turtles; annual stamps for Christmas, Kwanzaa, Eid, weddings, etc., and the year will again be full. Too full?
Beginning next week, postal rates for First Class mail under one-ounce will rise again – this time from 66-cents to 68-cents. I’ll wager another hike or two will be instituted later in the year. For the record, the total cost for collecting one of each single stamp in 2023 was $126.44. That’s compared to $108.80 in 2022. But wait! Because the USPS has required some stamps to be purchased in full sheets or complete rolls, the total actual cost in 2023 was over $667. That kills the chance of young kids collecting one of each.
Coin, currency and stamp collecting remain the most popular collecting hobbies. They continue to be fascinating – as are computers which are more ubiquitous than ever in our lives. Just ask the folks at Apple. It would just be reassuring if people in business or the US Postal Service could learn from past mistakes to avoid any future Osborne Effects – particularly for collectors. Time will tell.
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