History of postcards in the United States

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"Greetings from Chicago, Illinois" large-letter postcard produced by Curt Teich Greetings from Chicago, Illinois (63167).jpg
"Greetings from Chicago, Illinois" large-letter postcard produced by Curt Teich

The history of postcards is part of the cultural history of the United States. Especially after 1900, "the postcard was wildly successful both as correspondence and collectible" and thus postcards are valuable sources for cultural historians as both a form of epistolary literature and for the bank of cultural imagery included in the postcard illustrations reflecting historic popular culture norms and tropes. [1] Postcards are also valuable resources for scholars of architectural and regional history. [2]

Contents

Postcard eras

There are several common motifs present in American postcard design, most shaped by production practices and laws in place at the time of production. These have been identified by deltiologists and grouped together into what are commonly referred to as eras or periods which describe a postcard's style or method of production. While features of these eras, such as a divided back, are present in other countries as well, the dates of production may differ. For example, "divided back" postcards were introduced to Great Britain in 1902, five years before the United States. [3] The golden age of postcards is commonly defined in the United States as starting around 1905, peaking between 1907 and 1910, and ending by World War I. [4] [5] [6] Listed here are eras of production for specific types of postcards, as typically defined by deltiologists. Most of the dates are not fixed dates, but approximate points in time as there was a lot of overlap in production. [7] These will be further elaborated upon in the following sections.

Others styles of postcards have fairly established dates of production as well. These are not typically referred to as eras, as they were never the predominant type at any given time.

History

Pioneer era

Under an act passed by the U.S. Congress on February 27, 1861, privately printed cards (which weighed one ounce or less) were allowed to be sent by mail. [7] John P. Charlton copyrighted the first postcard in America that same year. [7] The rights to this card were later sold to Hymen L. Lipman, who began reissuing the cards under his name in 1870. [7] The U.S. Postmaster General John Creswell recommended to the U.S. Congress one-cent postal cards in November 1870. [5] Legislation was passed on June 8, 1872, which allowed the government to produce postal cards. [7]

By law, only government-issued postcards were allowed to say "Postal Card". [7] Privately printed postcards were still allowed but they were more expensive to mail (two-cent postage versus one-cent for government cards). [7] Backs of these private cards typically contained the words "Correspondence Card", "Mail Card" or "Souvenir Card" [23] [7] The Morgan Envelope Factory of Springfield, Massachusetts, claims to have produced the first American postcard in 1873. [24] [25]

Political hold-ups including concerns by future President James Garfield (the Representative), delayed issuance of the official government postal. [5] Finally, it was issued in May 1873, and first went on sale in Springfield, Massachusetts on May 12 of that year. [5] [7] According to The New York Times, postal clerks in the city sold 200,000 cards within 2.5 hours on May 14. [5] Nationwide, 31 million postal cards were sold by the end of June 1873, and more than 64 million by the end of September. [5] The numbers only continued to grow through 1910. [5]

World's fairs

There were many world's fairs and expositions held across the United States in the late 19th and early 20th centuries. The first to be depicted in an early advertising postcard was the Interstate Industrial Exposition that took place in Chicago in 1873. [26] As that exposition card was not intended to be a souvenir, the first postcard to be printed explicitly as a souvenir in the United States was created for the 1893 World's Columbian Exposition, also in Chicago. [26] [27] [28] There were 120 different images of the exposition printed on government postals by private distributors. [1] Among the most popular, was Charles W. Goldsmith's set of ten postcard designs (in full color) showing the exposition buildings. [1] [29] Governmental postal cards, and private souvenir cards featuring buildings and exposition grounds remained popular staples of future expositions. [5] [27]

One large mix-up occurred at the 1895 Cotton States and International Exposition in Atlanta. [5] All of the postcards there were printed on plain card stock, so most people assumed they were government-issued postals requiring one cent for postage instead of two. [5] The incident made the headlines. [5]

Golden age of postcards

Scenes of Toledo graphic, Toledo, Ohio - DPLA - 0ce167be199e77e548e0c78d05743ed0 (page 1).jpg
Scenes of Toledo graphic, Toledo, Ohio - DPLA - 0ce167be199e77e548e0c78d05743ed0 (page 2).jpg
A 1909 postcard from Toledo, Ohio

The U.S. Congress passed an act on May 19, 1898, which allowed private printers and publishers to officially produce postcards, and for them to be posted at the same rate as government-produced postals (one-cent, previously two). [7] [30] Until this time, privately printed cards bore the terms "Correspondence Card", "Mail Card" or "Souvenir Card". [1] [7] The act now required private cards to state "Private Mailing Card, Authorized by Act of Congress of May 19, 1898". [7] Hence, deltiologists have referred to this as the "Private Mailing Card Act".

This prohibition on verbiage was rescinded on December 24, 1901, by the Postmaster-General, who issued Post Office Order No. 1447. [7] It allowed private postcards to use the term "Post Card" on their backs. [7] The order also shortened the requirement and allowed private publishers to omit the citation to the 1898 act. [7] Still, correspondents could only write on the front of the postcard, the back was reserved for the recipient's address. [7] This has become known as the "undivided back" era of postcards. [7]

The Universal Postal Congress decreed that government-issued postcards in the United States could contain messages on the address side beginning March 1, 1907. [7] In line with these changes, the United States Congress passed an act on March 1, 1907, which extended this to privately produced cards. [7] [26] These laws were further tweaked by orders of the U.S. Postmaster-General that same year. [7] This ushered in the "divided back" era of postcards, which lasted until World War I. [7] On these cards the back is divided into two sections: the left section is used for the message and the right for the address. [7]

1905 postcard with 'undivided back' 1905DuPontMillpcardback.jpg
1905 postcard with 'undivided back'
Postcard with 1908 cancellation Ocean Grove Post Card.jpg
Postcard with 1908 cancellation

Thus began the "golden age" of American postcards, which roughly spanned from 1905 to the First World War. [5] Others define the "Golden Age" as aligning more closely with the "divided back" era. [7] Regardless, it peaked between 1907 and 1910, and started to decline with the introduction of tariffs on German-printed postcards in 1909. [31] [5] [7] [27] The postcard craze between 1907 and 1910 was particularly popular among rural and small-town women in Northern U.S. states. [6] Many social, economic, and governmental factors combined to create the postcard boom. [5] Demand for postcards increased, government restrictions on production loosened, and technological advances (in photography, printing, and mass production) made it possible. [5] [27] In addition, the expansion of Rural Free Delivery allowed mail to be delivered to more American households than ever before. [5] Other factors included shifts in artistic taste among the public, and the development of a sale and distribution network of jobbers and importers—connecting Main Street America with German printers. [27] Billions of postcards were posted during the golden age, with nearly 700 million postcards mailed during the year ending June 30, 1908, alone. [27]

American 'divided back' postcard, 1916 Freudenberg ArthurOscar 02.jpg
American 'divided back' postcard, 1916

The decline began with the Payne-Aldrich Tariff Act of 1909, which was mostly lobbied for by American publishers who did not wish to compete with German publishers. [27] [5] By some estimates, the new tariffs on postcards were an increase of 300 percent. [32] Many distributors imported large quantities of German-produced cards before the tariffs took effect, causing a glut in the market. [31] [27] German publishers began moving production to the United States shortly after the Payne-Aldrich Tariff Act to keep selling to the American market. [33] Ultimately, the tariffs contributed to the end of the "golden age" as publishing quality decreased (American technology lagged behind German), and as public interest in collecting waned. [27] [7] The National Postcard Association was formed to combat unfair practices, low prices, and an excessive amount of unsalable postcards. [27] Effects of the tariffs were reinforced by the British naval blockade of German merchant ships at the outbreak of World War I in 1914. [34] Postcard manufacturers called off their annual conventions that year, and many shifted to greeting card production. [27] The war cut off the importation of fine German-produced cards as well as dyes used for ink—which were largely produced by the German Empire. [34] [35] Production of some postcards would continue during the war, to support propaganda efforts and troop morale. [34]

Post-World War I

In response to the war-time shortages of ink, and the restrictions placed on importation, American publishers began producing larger quantities of postcards which featured a white border on the edges. [34] Although these were seen occasionally prior to the war, this design change allowed publishers to save ink and lowered the precision threshold for cutting the cards. [34] The "white border" era would last from about 1913 to 1930. [34] During this period, public tastes had changed and publishers began focusing more on scenic views, humor, fashion, and surrealism. [34]

Mid-century "linen" postcards were produced in great quantity from 1930 to 1945, although they continued to be produced more than a decade after the introduction of Photochrom cards. [7] Despite the name, "linen" postcards were not produced on a linen fabric, but used newer printing processes that used an inexpensive card stock with a high rag content, and were then finished with a pattern which resembled linen. [7] The face of the cards is distinguished by a textured cloth appearance which makes them easily recognizable. The reverse of the card is smooth, like earlier postcards. The rag content in the card stock allowed a much more colorful and vibrant image to be printed than the earlier "white border" style. Due to the inexpensive production and bright realistic images they became popular.

One of the better known "linen-era" postcard manufacturers was Curt Teich and Company, who first produced the immensely popular "large letter linen" postcards (among many others). The card design featured a large letter spelling of a state or place with smaller photos inside the letters. The design can still be found in many places today. Other manufacturers include Tichnor and Company, Haynes, Stanley Piltz, E.C. Kropp, and the Asheville Postcard Company. Cards printed by Curt Teich and Company typically included production numbers in the stamp box, which can be used for dating. [36]

The Great White Liner "South American," Chicago, Illinois, circa 1915-1930. Curt Teich & Co. postcard 103504. The Great White Liner "South American," Chicago, Illinois, circa 1915-1930.jpg
The Great White Liner "South American," Chicago, Illinois, circa 1915–1930. Curt Teich & Co. postcard 103504.

By the late 1920s new colorants had been developed that were very enticing to the printing industry. Though they were best used as dyes to show off their brightness, this proved to be problematic. Where traditional pigment based inks would lie on a paper's surface, these thinner watery dyes had a tendency to be absorbed into a paper's fibers, where it lost its advantage of higher color density, leaving behind a dull blurry finish. To experience the rich colors of dyes light must be able to pass through them to excite their electrons. A partial solution was to combine these dyes with petroleum distillates, leading to faster drying heatset inks. But it was Curt Teich who finally solved the problem by embossing paper with a linen texture before printing. The embossing created more surface area, which allowed the new heatset inks to dry even faster. The quicker drying time allowed these dyes to remain on the paper's surface, thus retaining their superior strength, which give Linens their telltale bright colors. In addition to printing with the usual CYMK colors, a lighter blue was sometimes used to give the images extra punch. Higher speed presses could also accommodate this method, leading to its widespread use. Although first introduced in 1931, their growing popularity was interrupted by the outbreak of war. They were not to be printed in numbers again until the later 1940s, when the war effort ceased consuming most of the country's resources. Even though the images on linen cards were based on photographs, they contained much handwork of the artists who brought them into production. There is of course nothing new in this; what it notable is that they were to be the last postcards to show any touch of the human hand on them. In their last days, many were published to look more like photo-based chrome cards that began to dominate the market. Textured papers for postcards had been manufactured ever since the turn of the century. But since this procedure was not then a necessary step in aiding card production, its added cost kept the process limited to a handful of publishers. Its original use most likely came from attempts to simulate the texture of canvas, thus relating the postcard to a painted work of fine art. [37]

A tinted (black-and-white image that has had colored tint added) souvenir card. Image of the Christopher Columbus taken circa 1896. Christopher Columbus whaleback white at Racine.jpg
A tinted (black-and-white image that has had colored tint added) souvenir card. Image of the Christopher Columbus taken circa 1896.

World War II to present

The last and current postcard era, which began about 1939, is the "chrome" era, a shortened version of Photochrom (without the 'e' in American English; with in British English). [7] However these types of cards did not begin to dominate until about 1950 (partially due to war shortages during WWII). [7] The images on these cards are generally based on colored photographs, and are readily identified by the glossy appearance given by the paper's coating. "These still photographs made the invisible visible, the unnoticed noticed, the complex simple and the simple complex. The power of the still photograph forms symbolic structures and make the image a reality", as Elizabeth Edwards wrote in her book, The Tourist Image: Myths and Myth Making in Tourism. [38]

See also

Related Research Articles

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A postcard or post card is a piece of thick paper or thin cardboard, typically rectangular, intended for writing and mailing without an envelope. Non-rectangular shapes may also be used but are rare. There are novelty exceptions, such as wooden postcards, copper postcards sold in the Copper Country of the U.S. state of Michigan, and coconut "postcards" from tropical islands.

<span class="mw-page-title-main">Postal card</span>

Postal cards are postal stationery with an imprinted stamp or indicium signifying the prepayment of postage. They are sold by postal authorities. On January 26, 1869, Dr. Emanuel Herrmann of Austria described the advantages of a Correspondenz Karte. By October 1, 1869 the world's first postal card was produced by Austria-Hungary. They caught on quickly. By the end of 1870, Great Britain, Finland, Switzerland and Württemberg joined the countries issuing postal cards. In the United States, they were first produced in 1873. Some of the forms taken by postal cards include the regular single card which may be commemorative or definitive, attached message-reply cards, airmail postal cards, and official postal cards used for official government business with a "penalty for private use".

<span class="mw-page-title-main">Postage stamps and postal history of the United States</span>

Postal service in the United States began with the delivery of stampless letters whose cost was borne by the receiving person, later encompassed pre-paid letters carried by private mail carriers and provisional post offices, and culminated in a system of universal prepayment that required all letters to bear nationally issued adhesive postage stamps.

<span class="mw-page-title-main">Greeting card</span> Piece of card with a picture and a message

A greeting card is a piece of card stock, usually with an illustration or photo, made of high quality paper featuring an expression of friendship or other sentiment. Although greeting cards are usually given on special occasions such as birthdays, Christmas or other holidays, such as Halloween, they are also sent to convey thanks or express other feelings.

<span class="mw-page-title-main">Deltiology</span> Study and collection of postcards

Deltiology is the study and collection of postcards. The word originated in 1945 from the collaboration of Professor Rendell Rhoades (1914-1976) of Ohio and colleagues at Ohio State University. A biographical sketch of Dr. Rhoades life by his wife Nancy, was provided to the Canadian Friends (Quaker) Historical Association in 1994. Dr. Rhoades had responded to a contest by Editor Bob Hendricks in Post Card Collectors Magazine to create a more scholarly name for the hobby of postcard collecting. 'Philocartist' was a term used in the early 1900s, possibly coined by the noted early philatelist Fred Melville in his 1903 publication The A.B.C. of Stamp Collecting

<span class="mw-page-title-main">Vinegar valentines</span> Type of cheeky postcard

Vinegar valentines were a type of cheeky postcard decorated with a caricature and insulting poem. A lampoon of Valentine's Day cards, the unflattering novelty items enjoyed a century of popularity beginning in the 1840s during the Victorian era.

<span class="mw-page-title-main">Advertising postcard</span>

An advertising postcard is a postcard used for advertising purposes. Postcards are used in advertising as an alternative to or to complement other print advertising such as catalogs, letters, and flyers. Advertising postcards may be mailed or distributed in other ways.

<span class="mw-page-title-main">Columbian Issue</span>

The Columbian Issue, also known as the Columbians, is a set of 16 postage stamps issued by the United States to commemorate the World's Columbian Exposition held in Chicago during 1893. The finely-engraved stamps were the first commemorative stamps issued by the United States, depicting various events during the career of Christopher Columbus and are presently much valued by collectors.

<span class="mw-page-title-main">Ellen Clapsaddle</span> American illustrator (1865–1934)

Ellen Hattie Clapsaddle was an American illustrator/commercial artist in the late 19th and early 20th centuries. She is recognized as the most prolific souvenir postcard and greeting card artist of her era.

<span class="mw-page-title-main">John P. Charlton</span>

John P. Charlton was an American printer and stationer from Philadelphia, Pennsylvania, who is often credited as the inventor of the private postal card, which he copyrighted in 1861 together with Hymen Lipman.

<span class="mw-page-title-main">Postage stamps and postal history of Bhutan</span>

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<span class="mw-page-title-main">Emanuel Herrmann</span>

Emanuel Alexander Herrmann was an Austrian national economist. He is considered the decisive last in an international line of inventors of the postal card.

Stanley A. Piltz was an American photographer and publisher of Mid-Century Modern graphic design and printed ephemera. Stanley A. Piltz Company, San Francisco, issued many Linen Type postcards from the 1930s to the 1950s, depicting scenes of California, especially of the San Francisco Bay Area and the 1939 Golden Gate International Exposition. They consisted primarily of scenic views, city, town, civil and military infrastructures and national monuments views. Linen Type postcards were produced on paper with a high rag content which gave the postcard a fabric type look and feel. At the time this was an inexpensive process. Along with advances in printing technique, linen type cards allowed for vibrant ink colors. Stanley Piltz pioneered the Linen Type postcards with his "Pictorial Wonderland Art Tone Series".

<span class="mw-page-title-main">Purger & Co.</span>

Purger & Co. was a German printing house, based at Mozartstraße 13, Munich, Germany. The founder of the company was most probably named Adolf Purger. The company was known for the coloured postcards it produced in the beginning of the 20th century. The postcards were printed in three colour chromolithography, a system called photochrome, with the indication Photochromiekarte. The company was printing not only postcards for their own account, but also for other companies, as was the case, for example, of the colour postcards of the Krikelli's series of Tinos, Greece.

<span class="mw-page-title-main">Burton Frasher</span> American photographer and publisher

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<span class="mw-page-title-main">Frederick Hartmann</span>

Frederick Hartmann was a London-based postcard publisher, active in the UK from about 1902 to 1909. He was a leading proponent of the "divided back" style, key to its success in England, and may have produced the first divided back card in the world.

<span class="mw-page-title-main">Halloween card</span> Greeting card genre (~1890-~1910)

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<span class="mw-page-title-main">Edward H. Mitchell</span> American businessman and publisher

Edward Henry Mitchell was an American businessman and postcard publisher of San Francisco. He was owner of the Edward H. Mitchell publishing company that was one of the most prolific post card publishers on the western coast of the United States. He was based in San Francisco from the late 1890s to the early 1920s.

<span class="mw-page-title-main">Newman Post Card Co.</span> American publishing company

Newman Post Card Co. (1904–1918) was founded by Oscar Newman. The Newman Post Card Company published post cards in hand colored collotype and tinted halftones, which were mostly holiday cards and views of Southern California.

<span class="mw-page-title-main">Large-letter postcard</span> North American picture postcard style

Large-letter postcards were a style of postcards popular in North America in the first half of the 20th century, especially the 1930s through the 1950s. The cards are so-called because the name of a tourist destination was printed in three-dimensional block letters, each of which were inset with images of local landmarks. Sometimes called big-letter postcards, many featured the stock phrase "Greetings from..." which was derived from cards in Germany that read Gruss Aus.

References

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