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The 2011 catalog value for the FDC of the Postal Service Emblem issue was $1.00 and an estimated 16,300,000 were produced. There is a note indicating that first day cancels from over 16,000 cities are known and that some are rare; unfortunately, it doesn't tell you which are the rare ones.
Here's a website that attempts to identify all of the various postmarks known for the USPS Emblem issue of 1971:
http://www.remcatalog.com/Default.aspxAlthough I don't know that I necessarily agree with the methodology of how they attached the stated values to these covers, it does at least give collectors a general idea of the common versus scarcer known postmarks. The Willows, CA postmark is said to be REM #051862 and is valued at $6.