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Postcard collecting (deltiology) is probably one of the three most popular collecting hobbies in the world, along with coin collecting (numismatics) and stamp collecting (philately). From the beginning, postcards have been popular because of their wide range of subjects - over the course of time they’ve pictured just about everything imaginable and many fantasy subjects too. Postcards can be collected by topic, source (the place they were mailed from), date (the year they were published or posted), destination (the place they were mailed to) artist, and in many other ways. They can be invaluable aids in genealogical or historical research.
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The earliest known U.S. exposition card was issued in 1873, featuring the main building of the Inter-State Industrial Exposition in Chicago. This card, as well as other early advertising cards (usually bearing vignette designs), were not originally intended as souvenirs. The first cards printed intentionally as souvenirs were available at the 1893 Columbian Exposition in Chicago. During this period all privately printed cards required the regular two cent letter rate postage, but the government printed Postal Cards (“Postals”) - which began being produced in 1873 - required only one cent postage, which was already imprinted on the card when purchased.
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Until May 19, 1898, when the Private Mailing Card Act became effective, only the U.S. Post Office was allowed to print cards. After that date, private companies were allowed to produce cards. The private mailing cards (“PMCs”) cost only one cent to mail instead two cents, giving them an obvious advantage over letters. The term "Private Mailing Card" was required on cards that were not printed by the United States government, and only the government was allowed to print the word "Postcard" on the back of postcards. Private publishers used the terms Souvenir Card, Correspondence Card, or Mail Card.
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Most postcards up until 1898 are "Undivided Back" cards - there is no dividing line down the center of the back. Messages - even one word or name other than the address - were not allowed on the address side of any postcard until March 1, 1907. Messages were only permitted on the front side, either over white areas intentionally left blank for that purpose, or over the image on the card. If a postcard mailed during this period had anything written on the back other than the name and address of the intended recipient, it was considered to be a letter and two cents postage was required - any additional words on the back disqualified it from being entitled to the one cent postcard rate. If such a card was mailed using one cent postage it was either returned to the sender or delivered with one cent postage due.
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Private Mailing Card Era
1898 - December 24, 1901
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Beginning in 1898, American publishers could print postcards bearing the inscription "Private Mailing Card, Authorized by Act of Congress on May 19, 1898". PMCs could be posted with one cent stamps (the same rate as government postal cards) instead of two cents. Writing (other than the name & address of the recipient) was still only allowed on the front side of the card as with government postals and the early pioneer cards.
The first "Real Photo" postcards began appearing around 1900. These were actual photographs printed on photographic paper that was card stock in size & weight - typically heavier than postcard stock. Although most Real Photo postcards were advertising and tradecards, many were images of entertainers, portraits of family members or homes.
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Undivided Back Era
December 24, 1901 - March 1, 1907
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The U.S. Government began allowing the words "Post Card" or "Postcard" on the undivided back of privately printed cards on December 24th, 1901. The same law also allowed publishers to drop the authorization inscription previously required by law - the "Private Mailing Card, Authorized by Act of Congress on May 19, 1898" language. Writing was still only allowed by the U.S. on the front of the card, but at about this time, other countries began allowing divided backs, which let the front be primarily for the picture or artwork and the back for the address and any message. England was the first to allow divided back cards (1902). France followed in 1904, Germany in 1905 and finally the United States in 1907. These changes ushered in the "Golden Age" of postcards.
In 1906, Eastman Kodak began making an affordable camera called the "Folding Pocket Camera". The public could now easily take black & white photographs and have them printed right onto photographic paper with postcard backs. The photographer had a small tool that wrote directly on the image to provide a caption.
Postcard collecting became wildly popular, with a large percentage of the American population involved. European card publishers began opening offices in the United States and printed over 3/4 of all postcards sold in the U.S. German printers, whose printing methods were the best in the world. typically produced the highest quality cards, with fabulous colors and fine detail. Many were truly miniature works of art. Because of the high quality of German cards many American publishers contracted to have their cards physically printed in Germany.
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Divided Back Era
March 1, 1907 - 1915 ~ The Golden Age
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With the exception of a few small countries Divided Back cards were now used worldwide. The backs of postcards could be used for both the address and for any message, leaving the fronts of the cards unmarked and better able to show the artwork or pictures. Most postcards were printed in Europe, and Germany in particular. Some of the most prolific card artists moved to Germany. Postcard collecting became a public addiction.
Unfortunately, World War I caused a quick and abrupt end to the supply of postcards printed in Germany. Other countries produced lower quality postcards. Due to the war, influenza epidemics and the poor quality of cards that were then available, the American postcard hobby went into swift decline, and the “Golden Age” of Postcards ended. The telephone soon replaced the postcard as a quick and easy way to keep in touch.
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Early Modern Era - the White Border Period
1915 - 1930
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The German publishing industry never recovered after WWI. Many postcard publishing houses in England and Germany had been bombed and original artwork and equipment was destroyed. Other European publishers were forced out of the U.S. market by high import taxes.
After the supply of imported cards was depleted, postcards were primarily produced by printers in the U.S. Unfortunately, American companies produced cards that (with some very notable exceptions) were inferior to pre-war German-made postcards.
The higher costs of post -war publishing, combined with inexperience in printing cards, brought postcard quality down significantly. To save on the price of ink, "white borders" were left around the images on the postcards. The public soon lost interest in postcards and the market plummeted. Many postcard publishers went out of business.
But the view card market remained strong, and Real Photo postcard publishers were not affected by the decline. Roadside postcard racks began to spring up at tourist attractions.
Another exception to the decline were the "Hand Tinted" or “Hand Colored” postcards produced in France and Belgium. These were real photo postcards which were colored by hand, giving them a realistic look. Production of these cards was short-lived, however - they were soon discontinued because the process was labor intensive and dangerous for the health of workers.
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Linen Card Era
1930 - 1945
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Available technology now allowed publishers to print cards with vibrant colors on paper stock with a high rag content that had a linen-like texture - a huge improvement over the images on the earlier "white border" postcards. Many “Linen” postcards retained the white border, but eventually the image was printed all the way out to the edge of the card. View and comic cards were the most often published and they became even more popular when businesses found out that they were a cheap way to advertise.
The production of linen postcards began to slow around 1939 or 1940. It eventually stopped when color "chrome" postcards became popular, although a few linen publishers published well into the late 1950's. Real Photo publishers continued to be successful due to better equipment and lower cost. But once again a war interfered with the postcard industry - during World War II, manpower and supply shortages forced many postcard companies to merely reprint older views.
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Modern Photochrome Era
1939 - present
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A new type of postcard, the color Photochrome card (“Chrome”) appeared. Chrome postcards featured bright colors and realistic images, and they started to take over the market soon after the first ones were produced by the Union Oil Company as advertisements. Sold in their western service stations, they were easily produced, were of high quality and were in accurate, bright color. Although production and sales slowed down due to supply shortages during WWII, chrome cards made a quick comeback after the war and came to dominate the postcard market. By 1945 they replaced both linen and black & white postcards in roadside postcard racks. Most linen card publishers either converted to photochrome postcards or went out of business.
Postcard popularity continues to increase today, even with widespread and free use of email for short messages.
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dmhcollectibles -- your source for wonderful old postcards, postage stamps,
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stamp collecting supplies, and much much more!
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We look forward to serving you.
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