Just current hits then, classics now

Published June 09, 2012

I meant to publish this about a year ago, at the time of the release of Super Trouper Deluxe Edition, but never got around to doing it. Better late than never...

As Super Trouper Deluxe Edition was about to hit the shops, I got to thinking about how The Winner Takes It All and Super Trouper would have been presented in Smash Hits back in the day. In case you're unfamiliar with this British magazine, it was founded in 1978 and, after a few years, had become the biggest and most powerful pop publication in Great Britain. They published the lyrics to current hits or likely-to-be-hits, along with stories on pop stars, glossy pictures, gossip and whatever else you would expect from such a magazine. I bought the very first issue and started subscribing in 1979, and didn't give it up until 1986.

My Smash Hits collection is still intact (almost), so I dug up the issues with the two ABBA singles in them, and I was a bit shocked to see the not-very-glamorous presentation of The Winner Takes It All. It's hard to fathom today that when it was first released, it was simply regarded as the new ABBA single and one of many songs competing for record-buyers' attention. It wasn't even afforded a page of its own, but had to share space with Sheena Easton's 9 To 5 (subsequently re-christened Morning Train so as to avoid confusion with Dolly Parton's 9 To 5 - but that's another story). Today, of course, The Winner Takes It All is widely regarded as one of the most important ABBA songs, but back then it was just another ditty whose words were to be transcribed and pasted across an ugly blue-tinted picture of the group.

By the time Super Trouper was a released as a single, the glamour-factor had increased by a couple of hundred per cent. Full colour! An entire page devoted to this song only! Wow! This seems more appropriate, somehow - at least with the benefit of hindsight.