Match Books will usually have 20 - 30 matches in them; although it's not unusual to find some with 40 or only 10.

Matchbooks have been around since 1892, when Joshua Pusey patented the idea of paper matches, whose tips were dipped in a solution of sulphur and phosphorus and then stapled to a piece of cardboard. The Diamond Match Company promptly purchased Pusey’s patent (he remained Diamond’s attorney for the rest of his life), and in 1894, a company salesman named Henry Traute got his first order for 10 million matchbooks bearing ads for Pabst beer on their covers.