Sportscar Quarterly/Sportscar Graphic

Clearing out space to make way for a new row of shelving, we came across a near complete set of the American monthly, Sportscar Graphic. This started in 1958 as Sportscar Quarterly, and was spun off the existing motoring monthly Motor Trend, which had started up in the late 40s.

Sportscar Graphic ran until 1971, and we have the final issue where they announce they’re closingup. A shame, because this was an impressive magazine, covering motor racing and road tests and having a clear Eurocentric editorial stance. In the 60s the magazine evidently had clout with advertisers and manufacturers, as they were able to source the likes of Lamborghinis and De Tomasos to drive and report on. The magazine’s style was certainly modern for the 60s, being irreverent if not cheeky – maybe this had something to do with its demise?

Amongst the set we have what we think is the first issue of Sportscar Quarterly (spring 1958) and were amazed to find it has no advertising whatsoever – it’s all editorial. Subsequent issues had advertising, as expected. We think this is because that first issue was used as a sampler, foradvertisers to take a look at and decide if it was worth paying for their adverts inside.

There were plenty of duplicates amongst our set, which means we can keep the best and cut up the rest for our advertising product files. They now have pride of place on our shelves.