1970 Topps Baseball Poster Set – Part 1: Production Tools and Tricks

Since 1990, I’ve worked at a major metropolitan newspaper, the Chicago Tribune.  I’ve held a variety of operational positions and have had a hand in creating the “Daily Miracle”, a term we use freely inside our facility’s walls to describe the process of making and distributing a comprehensive printed product each day the last 176 years and counting.  Over 34 years, I’ve firsthand seen tools required to produce a newspaper, such as aluminum press plates, ink, negatives, artwork, and of course, newsprint.

I’ve collected and studied Topps vintage baseball cards and their ancillary offerings, like stamps, booklets, decals, coins and posters, since 1969.  About a quarter of a century ago, the lightbulb went on in my head that Topps probably used similar processes producing their portfolio of products in various locations.  I shifted gears and started collecting original materials used to create these childhood gems in hopes of better understanding their production story.

There’s a campy, corny yet magical short film from the late 1960’s called The Hidden Treasure about a kid sneaking into the Wonka-esque Topps Chewing Gum factory in Duryea, PA.  Though Topps didn’t print inside that northeastern Pennsylvania plant during this period, they did collate, package and distribute trading cards within those walls, as well as make loads of gum and other sweet treats.  Screen shots from that YouTube video and the internet mimic scenes at my work facility:

In 1970, in addition to 10 cards for a dime, Topps threw kids a bone several times in wax packs, including 24 different cartoon story booklets, baseball scratch-off game cards, and, as I’m about to examine, All-Star posters:

Decades before today’s explosion of 24/7 media coverage, baseball cards and games on WGN-TV were the primary ways I saw pros.  But to see these heroes really, really up close, I had to attend a Chicago Cubs or White Sox game in person or, simply pull out my 1970 Topps baseball poster set (each unfolding to an expansive 8 3/4” x 9 5/8”) and study the king-sized player headshots.

Today, marrying my operations eye with my collecting interest, I’ll dissect the first 12 posters and provide production observations. In Part 2, I’ll knock out the second half.

1.  JOE HORLEN, CHICAGO WHITE SOX, PITCHER

Topps snagged a still photo of Joe Horlen from their larger-than-life (10” x 20”) 1969 Topps Chicago White Sox Team Poster #11 and planted it onto his 1970 Topps Poster #1.

The same can’t be said for hurlin’ Horlen’s follow through photo, however.  The pitcher’s face is shaded to protect the innocent, so is that really Hard Luck Horlen?  I think not, based on stirrups with 2 thin white stripes sandwiching a fat dark band.

The right-hander played for the White Sox from 1961-1971.  For these 1970-issued posters, let’s all agree Topps would have used images from 1969 or earlier.  If that’s the case, none of Joe’s socks match what the team wore over this period, thanks to nifty illustrations by National Baseball Hall of Fame graphics designer Marc Okkonen.

The White Sox stirrup most closely resembling the one shown on the 1970 poster is from 1961, but it doesn’t match.  To be 100% sure, the 1961 Sox team photo confirms the pattern is a no-go.It’s my opinion that the mystery poster pitcher is an imposter.

2.  PHIL NIEKRO, ATLANTA BRAVES, PITCHER

Major League Baseball celebrated its 100^th anniversary in 1969 with a way cool red, white & blue cloth patch on players’ right flannel sleeves.

That patch is evident on Phil Niekro’s 1970 Topps Poster #2 action shot.

Here’s a simliar photo of the knuckleballer from that same year with the patch in all its colorful splendor.

Back in the day, Topps photographers captured different poses of their subjects, like the classic headshot with and without a hat (in case a player got traded), or the typical posed “action” shot of a pitcher’s wind up or follow through, a batter’s stance or frozen swing or a fielder’s crouch or throw.  Rolls of film were developed and transparencies were filed in half-cut envelopes stamped with a tracking grid, like this early 1960’s Topps envelope for Minnesota Twins slugger Don Mincher.

Thanks to the poster’s enhanced detail, an observant eye notices Knucksie sportin’ a necklace (unlike modern baseball, relatively rare during that era) and a blemish on his nose, just like his 1966 Topps card #28. 

There’s a solid chance the 1970 poster snapshot was taken from the same photo session used for his 1966 card because 1) the chain is present in both, 2) he’s got an identical blemish on his nose in each photo, and 3) he’s got some hathead above his left ear on his 1966 card, implying the shooter followed marching orders and had Niekro remove his cap for that pic.  Did I mention the perspiration stain on his hat?  You don’t become a Hall of Famer without a lot of sweat equity.

3.  WILLIE DAVIS, LOS ANGELES DODGERS, OUTFIELD

Speaking of sweat, speedster Willie Davis must have been running ‘round the bases or performing some other aerobic workout like his poster action shot when the Topps photographer came a-calling.

Thanks to Topps super-sized close-ups, we see sweat streaking down 3-Dog’s cheek.   

4.  LOU BROCK, ST. LOUIS CARDINALS, OUTFIELD

In 1970, hot rod Lou Brock broke Ty Cobb’s record of 5 consecutive years of 50 or more stolen bases.  Topps used an attractive, smiling photo of Brock for the poster’s main feature.

That happy-go-lucky image also appeared a year earlier on his 1969 Topps Stamp and the vast and vibrant 1969 St. Louis Cardinals Team Poster #18.

Here’s the original artwork Topps used to create the 1970 poster action shot.  The artist painstakingly outlined the fleet-footed runner with white paint to conceal any background detail from the photograph.  Topps then covered the extended right arm and hand to make way for the tremendous Brock bust.

You can see here how much arm needed to be cropped to avoid interfering with the Cardinal’s profile.

It’s interesting to note that Topps stole the 1970 sliding Brock poster image and used it for his 1971 Topps Greatest Moments card #27 front and back.  But this time, collectors got to see the entire right arm and hand, as well as a flying helmet on the card front.

The image is from game 1 of the 1967 World Series between the Redbirds and the Boston Red Sox.  Brock got credited with a stolen base, but since it occurred in the World Series, it did not contribute to his record-setting 50 or more SB’s for 6 consecutive years.  A base stealing image from a regular season game would have been more fitting.

Brock led off the game with a bloop single, then stole second base off BoSox pitcher Jose Santiago and catcher Russ Gibson as shortstop Rico Petrocelli covered the bag over the watchful eye of 2B umpire Frank Umont, as shown in this game one video clip posted by Baseball Ruski and as pictured in the Getty Images photograph below.

5.  RON SANTO, CHICAGO CUBS, 3RD BASE

Topps recycled a Ron Santo action shot from the back of his 1964 Topps Giants card #58 and glued it to his 1970 Topps Poster #5, but this time we get treated to the 3^rd baseman’s full body. 

Regarding the origin of Santo’s hearty head, it’s not clear cut.  I found 2 sets of images that are nearly dead ringers, but something just doesn’t seem right.  Here are my 2 Topps candidates, but in my opinion, they are not exact matches.

SET ONE

Images from the 1968 Topps Plaks Checklist #2, 1968 Topps Plaks #21 and 1969 Chicago Cubs Team Poster #4:

SET TWO

Images from 1971 Topps card back #220, 1971 Topps Super card back #35, 1971 Topps Tattoo, 2004 Topps Retired Signature card #63:

Like Niekro earlier, Santo is wearing a chain in his 1969 poster in SET ONE, while there’s no chain present on the 1970 poster pose.  In SET TWO, there’s less cap showing to the left of the “C” compared to the 1970 poster hat.  Ron’s eyes seem to be gazing at different angles in all 3 photos below, so the jury’s out.  You be the judge.

6.  KEN HARRELSON, CLEVELAND INDIANS, OUTFIELD

You might not notice at first glance, but there are three number 40’s on Ken Harrelson’s 1970 Topps Poster #6.  The number on the back of the swinging star obviously stands out, but let me highlight the other two.

Printers at home or work uses four ink colors:  cyan (blue), magenta (red), yellow and black, or CMYK in printer-speak.  Topps used the same 4 colors at their printing locations, but in massive amounts compared to small personal cartridges.  At the Chicago Tribune, we also use these CMYK inks to produce a rainbow of colors in our paper.

Our four colors are stored in huge containers that feed to our presses.

Here are four actual aluminum press plates with CMYK ink used to create the 2016 Chicago Tribune Sports front page of the Chicago Cubs long-awaited World Series triumph.

Thanks to master collector Chris Shuchart, below are 4 progressive proofs of Hawk’s 1970 Topps poster that separate each of those colors for quality check purposes.

If you flip the actual poster, you’ll see under the bill of Harrelson’s cap a marking. 

The number 40 pops out when looking just at the magenta and black progressive proofs.  Hawk must have taken a marker and made sure no one grabbed his hat by mistake.

Now let’s inspect the original artwork used to create the poster’s swinging shot.  When the helmet is blown up, you’ll see Harrelson or a Cleveland Indians staffer took a piece of athletic tape and wrote 40 so Hawk could once again identify his hard hat before taking his cuts.   

Harrelson has a sawed-off bat and amputated right foot on his poster, but placing the artwork behind the insert brings Hawk whole again. 

7.  WILLIE McCOVEY, SAN FRANCISCO GIANTS, 1ST BASE

Willie McCovey’s 1970 Topps Poster #7 portrait was used on his 1971 Topps Super card back #46 and 1971 Topps Tattoo. 

Topps photographers clicked cameras multiple times at different angles when documenting the athletes, sometimes within seconds of each other.  That’s perhaps what was happening with the Santo versions above.  And it’s definitely what transpired below with McCovey’s Topps 1967 card #480 compared to his 1970 poster, each shot moments apart.

What’s even more interesting is Stretch’s black & white action shot.  Once again, Topps borrowed the image and mounted it on the front and back of his 1971 Topps Greatest Moments card #52.

That swinging shot is actually first seen in the First Annual Rookie All-Star Team Awards program that Topps produced in 1959, more than a decade before resurfacing in the early ‘70’s.

The Greatest Moments backside image has a backside image of a fan or vendor in the stands behind Willie.  Perhaps because this guy’s derriere in McCovey’s rearview mirror was front and center (or would that be back and center?) in the picture, Topps decided to wipe out Willie’s background on the card front.  

The Topps creative team also used white paint to precisely outline McCovey’s body on the original photo artwork.  The artist even enhanced Big Mac’s big bat with wood grain-like brush strokes. 

It was all for naught as the bat got chopped off the 1970 poster.  Laying the artwork behind the paper poster shows what was omitted.

8.  RICK WISE, PHILADELPHIA PHILLIES, PITCHER

For the 1970 Topps Rick Wise Poster #8, Topps went back a few years and pulled an outdated pitching pose from his 1967 Topps card #37.  That certainly was neither the first nor the last time Topps repurposed photos.

Unlike the 1967 card, we get to see Wise’s full uncropped body.  But there’s a bit of weirdness occurring on his left stirrup, sock and shoe.  It looks like they each have been touched-up by a Topps artist.

Without the original artwork to confirm, we’re left to wonder.  But I think we’ll find our answer, or at least a smoking gun clue, on Andy Messersmith’s 1970 Topps Poster #9.

9.  ANDY MESSERSMITH, CALIFORNIA ANGELS, PITCHER

Just as they did with Rick Wise’s 1967 card and 1970 poster, Topps shared Andy Messersmith’s 1970 Topps card #430 image with his 1970 Topps Poster #9 posed inset shot.

Topps cropped not only Andy’s feet from his 1970 card, but also his first name thanks to 15 letters in his full name (although Topps found room on 1970 card fronts for full first and last names of five players with 16 letters – go figure).  But they had plenty of room for the Angels ace’s full name and feet on the larger poster canvas.  Check out the 1970 original poster artwork.  The touch-up artist perfectly whitewashed Messersmith’s entire body outline to block the ballfield scenery behind him, and even painted the pitcher’s shoe, sock and stirrup to add detail.  I think that’s exactly what happened on Wise’s foot, too. 

Topps used Messersmith’s mug for both his 1970 poster and 1970 Topps Super #25 card.  His Super image includes more of his jersey than the poster shot.  Topps die cut those thick cardboard Super cards to create smooth, rounded corners (below left).  Topps printed blank-backed proof cards in advance to inspect output quality before mass production (below center).  Note in the last photo (below right) how the image on the proof is slightly larger than the finished product.  That extra geography is trimmed away to make rounded corners.

Courtesy of Goldin Auctions, here’s a 1970 Topps Super proof sheet with production notations before printing and die cutting.

Craving more 1970 Topps Super production details?   Check out these two articles by Dave Hornish (1970 Topps Super #1 & 1970 Topps Super #2) on his long-running and amazing site thetoppsarchives.com.  Hornish, whom I consider the authority on all things Topps, takes this topic to a whole new level.

10.  RON FAIRLY, MONTREAL EXPOS, 1ST BASE

Ready for déjà vu?  In my 1969 All-Star card article, I pointed out that the batter on Tony Oliva’s 1969 Topps All-Star card #427 is not the Minnesota Twins star but rather a New York Yankees left-handed batter from game #6 of the 1962 World Series against the San Francisco Giants. 

That same Yankees batter (Tony Kubek??) materializes on Ron Fairly’s 1970 Topps Poster #10. 

I’m more than fairly confident my cut and paste job confirms Topps trickery.

After 54 years, the secret is out.  That’s not Ron Fairly, and from the looks of his headshot expression, Ron knew something smelled foul.

11.  JOHNNY BENCH, CINCINNATI REDS, CATCHER

A youthful Johnny Bench greets us on his 1970 Topps Poster #11, just as he identically did on his 1969 Topps All-Star card #430 and 1969 Topps Cincinnati Reds Team Poster #20.

Topps is batting o-fer two with Bench action shots, though.  While Topps scores points for including a player in full catcher’s gear in the 1969 Topps All-Star card #430 and the 1970 Topps poster #11, the darkened faces scream posers.  I’m skeptical.    

12.  FRANK ROBINSON, BALTIMORE ORIOLES, OUTFIELD

Most posters up to this point have nice definition and registration.  Then there’s Frank Robinson’s 1970 Topps Poster #12.   Somehow this handsome yet out-of-focus image of Robinson passed the quality test.  Show of hands, how many think that’s an Orioles logo and not roadkill?

Frank’s pose looks like it was taken at the same session in Yankee Stadium used for his more in-focused 1970 Topps card #700 and 1970 Topps Candy Lid.

Thanks to the exceptional and comprehensive Trading Card Database website (tcdb.com), I discovered a 2001 SA League Legends Frank Robinson card #1 that shows the nearly identical 1970 poster pose. 

Despite the fuzzy bird logo being covered in black paint, the wider photo reveals Robinson’s jersey matches the 1970 card and lid, which therefore confirms all these pictures were taken moments apart in the House That Ruth Built.  And why the need to tie these images together?  I want to show that the Topps croppers gave Frank a haircut for his poster.  The other photos show more hair behind the ears.    

That wraps up the first half. Stay tuned for Part II, covering #13-#24.

In the meantime, if you liked this article, check out my other vintage baseball card articles.

About Roy Carlson

Roy has been a Topps collector since 1969, specializing in original production material. He lives near Chicago, IL and is a long-time operations employee at the Chicago Tribune.