Over the weekend I was reading through my weekly copy of The Economist magazine. Toward the back I came upon an ad that surprised me.
The product that was advertised was the Ultra High Relief Saint-Gaudens $20 gold piece that was introduced in January to much collector eagerness.
It was a rich looking color ad that showed the depth of design to its best advantage.
I am sure the ad was not cheap. If enough magazine readers order it, it will be money well spent. If not, it was a waste.
While I am not privy to being able to monitor the results of a single Mint ad in a individual issue of a magazine, as someone who follows the weekly sales numbers of the U.S. Mint I can perhaps make an educated guess about its effectiveness.
What I can surmise now is that this ad is probably another sign that the world’s coin blank fabricators are catching up with demand and the Mint can begin again to drum up extra gold coin business without fearing that it will fall behind demand as it did last year.
The great question, of course, is that once potential gold coin buyers realize that they can have all they want, will they want any at all?