Hey Dan,
Maybe $.50 or $1 or $2. It is a "front strike" Matchbook which is nice as some people only collect those. Front strikes are pre-early 70's. The striking area looks as if it has either been used or damaged which is usually not good. It would also matter if all the matches were there or not and from the pictures I can't tell. Collectors prefer matchbooks that are complete unless they are really rare or they are going to remove them anyway. There are alot of matchbook collectors who remove the staple and take the matches out so that they can lay them flat and put them in an album, but I am not one of those people. I prefer them to be intact. Sometimes matchbooks will have "features" such as when you open the book the matches themselves look like little people or cowboys or penguins or something unique and fun. This matchbook is somewhat common though. Hope that helps.
Happy Chipping!
Don