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In the auction description it states that this is a Valex promotional postcard. I'm not sure where the Parlophone reference came from in the OP.
I've said this before but I can never really understand why Beatles autographs on the back of postcards carry such a premium. They are certainly rarer than signed autograph book pages and arguably on better quality stock but unless the back of the postcard has something interesting on it - like forthcoming release or tour dates - I don't see a major display advantage.
I don't see a special attraction in autographs "on the back of things" either.
Pug: your assumption appears to be that the one-sided display factor is an overriding concern for the majority of collectors. That may be true, but it certainly doesn’t apply to everyone.
The two questions I get asked most by non-collectors are “What do you do with this stuff?” and “Are you going to frame it?”
For me, owning something special and/or unique is enough. I do have some framed items, but not everything I buy needs that treatment. I don’t have the wall space, for one thing. And, for another, my ego doesn’t demand that I show off all of my possessions to every visitor who comes into my home.
I couldn’t care less about Beatles anything, but, to me, this is a nice, clean item that presents well in its entirety. It’s how I would have had it signed, if I were a fan of the band.
I’m not sure how rare the postcard itself is, but it may be possible to buy an unsigned example at a reasonable price. One could then frame up the two cards together and display both sides at the same time.
I own a couple of handwritten postcards from Velvet Underground members where I’ve been able to buy identical blanks for just a few pounds. I’ve no intention of framing them, but this at least gives me options should I change my mind in the future.
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