Set Description:
For Spider-Man collectors, Mark Jeweler and National Diamond Sales (NDS) inserts are fascinating because they represent a completely different distribution channel from normal newsstand comics. They were not variant covers, price variants, or second printings—they were standard comics with additional advertising inserts bound into the center of the book and distributed primarily through military exchange systems. There are 238 issues from #96 to #349 in The Amazing Spider-Man Vol.1 run that had these inserts with some exceptions that did not for a variety of reasons.
Why were these inserts added?
The basic idea was marketing to U.S. servicemen. During the Vietnam era and afterward, comic books were sold through military PX/BX exchanges and other military retail outlets. Advertisers realized that many young servicemen stationed away from home were potential customers for jewelry, engagement rings, watches, and gifts for spouses or girlfriends. Publishers sold advertising space in the form of separate centerfold inserts rather than standard comic-book ad pages. The inserts were typically four-page glossy centerfolds stapled into the comic printed on heavier stock than the comic pages found only in a small percentage of the total newsstand print run associated with military distribution channels rather than ordinary newsstands. This is why collectors often view them as a type of distribution variant today.
National Diamond Sales came first but many collectors focus on Mark Jewelers although the earlier inserts had mostly National Diamond Sales (NDS) inserts. These appeared from May 1971 through April 1973 and and they were inserted into comics intended for military distribution. For Amazing Spider-Man collectors, this is important because some of the earliest military-distribution insert books are actually NDS books rather than Mark Jewelers books.
Published lists of confirmed NDS copies include:
ASM #96
ASM #97
ASM #100
ASM #101
ASM #106–113
ASM #116–119
That means some keys—especially ASM #101 (first Morbius)—exist with NDS inserts.
When did Mark Jeweler inserts begin?
Mark Jeweler inserts began with issue #114 in November 1972, after the NDS period. By the mid-1970s, Mark Jeweler became the dominant advertiser in these military-distribution books and remained active into the late 1980s and early 1990s.
Mark Jeweler inserts throughout the Amazing Spider-Man Vol. 1 run early Bronze Age (ASM #114–150) with the exception of #116 through #119 which had NDS inserts. This period contains some of the most desirable issues because it overlaps with major Spider-Man keys:
ASM #97–119 (NDS and/or early Mark Jeweler examples)
ASM #129 (first Punisher)
Collectors especially chase ASM #129 Mark Jeweler copies because they combine a major key issue with a scarce military-distribution variant.
ASM #134 (first Tarantula)
Late Bronze Age (ASM #150–250) Mark Jeweler inserts become more consistently available.
Popular keys include:
ASM #194 (first Black Cat)
ASM #198 (Mysterio cover)
ASM #210 (first Madame Web)
ASM #238 (first Hobgoblin)
ASM #238 is particularly famous because collectors already seek copies with the Tattooz insert, and the Mark Jeweler version adds another layer of rarity.
Copper Age (ASM #251–349)
Mark Jeweler inserts continue well into the late 1980s. Collectors have long noted that there are some issues exist without Mark Jeweler inserts either due to having an alternative insert, an extra thick double issue, square bound issues or other internal reasons unknown to the readers.
Issues that did not contain Mark Jeweler or National Diamond Sales inserts are:
#98, #99, #102, #103, #104, #105, #120, #121, #200, #234, #275, #289, #293, #298, #300 and #323.
****** you will notice below that issue #96 is missing from the registry. I know it exists because I have it in a CGC 5.0 cert# 3742400003. The registry also incorrectly identifies some issue from #97 - #349 as containing these inserts even though they don't (list of issues NOT containing inserts above). I've been collecting these for a long time and I have all 238 books with these inserts, they're just not all graded yet. I have met other longtime collectors, some that also have all 238 books as well and nobody I've met have never heard of or seen these books having inserts. I've contacted cgc with the detailed list of the existing issues but it has not been updated. I'm assuming from their perspective it's unconfirmed but with any luck they'll make an effort to confirm the information and correct their mistake soon. Let me be clear, I'm not saying this to shame CGC. I just want to offer to any collectors out there looking to complete their ASM NDS/MJ run, or start one from scratch, a little guidance so they don't waste their time looking for books that don't exist. Sorry about getting sidetracked, allow me to continue...
Why are they valuable today?
Several reasons:
Scarcity – Estimates often place Mark Jeweler copies at only about roughly 5% of the newsstand population.
Military distribution – These books were sold through a limited channel rather than the entire national newsstand network.
Condition rarity – Military personnel typically bought them to read, not preserve, making high-grade examples difficult to find.
CGC recognition – CGC identifies and labels Mark Jeweler copies on certification labels, which increased collector awareness and demand.
For an Amazing Spider-Man Vol. 1 collector If you're building a specialized ASM Vol. 1 collection, the most historically significant insert books are:
ASM #96–119 (National Diamond Sales period)
ASM #101 (1st Morbius with NDS interest)
ASM #122 (death of the Green Goblin)
ASM #124 (1st Man-Wolf)
ASM #129 (1st Punisher)
ASM #134 (1st Tarantula, 2nd Punisher)
ASM #135 (3rd Punisher)
ASM #194 (1st Black Cat)
ASM #210 (1st Madame Web)
ASM #238 (1st Hobgoblin)
ASM #252 (tied for first appearance of the black spider suit with Marvel team up 141) and of course the homage of Amazing Fantasy 15
ASM #265 (1st Silver Sable)
ASM #299 (heavily debated Venom appearance. The industry recognizes it as the 2nd cameo of venom but Todd McFarlane has publicly said this is the first full appearance of venom)
ASM #301 (McFarlane era)
ASM #316 (3rd Venom)
Many advanced Spider-Man collectors consider NDS and Mark Jeweler copies to be a separate subset within the ASM Vol. 1 run, similar to Canadian price variants or Whitman variants. The NDS books are often actually harder to find because they were produced for a shorter period and have only recently started receiving attention from collectors.
Happy Collecting,
Star-Lord
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