Furthermore, strong competition in a narrowing market caused many publishers to go out of business.Linen Era (1930-1945) New printing processes allowed printing on post cards with high rag content that caused a linen-like finish.The term “Post Card” was not widely used until the early 1900s (it was later contracted to “postcard” as a word-counting, cost-saving measure).
Most of the cards that made it to the post office were mailed within a year or two of being produced.
On a card that was not mailed, the first place to look is the stamp box.
To save ink, publishers left a border around the view, thus these post cards are referred to as “White Border” cards.
Due to the relatively high cost of labor, along with inexperience and changes in public taste, the quality of the mass produced cards in this era began to decline.
They provide a quality black and white photographic record of history in the making and they can usually be enlarged somewhat without losing image quality.
They may or may not have a white border, or a divided back, or other features of post cards, depending on the paper the photographer used.
Messages were not permitted on the address side of the cards; after attempting various forms of explaining that regulation, the U. Post Office adopted the printed message that states “This side is for the address only”. Congress on May 19, 1898 granted private printers permission to print and sell cards that bore the inscription “Private Mailing Card (“PMCs”). At this time, a dozen or more American printers began to focus on post card production.
Other backs from this pioneer era of the American post card are known today as “Souvenir Card” and “Mail Card.” This period ended July 1, 1898. Still, no message was permitted on the address side.
Trade cards became popular with the enterprising merchants who distributed them from the 1870s to the 1890s.
With the advent of the camera, which was developed in the mid-1800s, and later the post card, history would be forever immortalized in print.
With the advent of World War I, the production of post cards for American consumption switched from Germany to England and then to the United States.