Advertising CardsMost advertising cards are a thing of the past, but remain highly collectible...today! THIS is a great example of paper ephemera and antique paper!
The first card shown here is for the A. B. Chase Piano Co. Norwalk, OH
Gillett's Cream Tartar Baking Powder The third card shown is interesting! It is a blank sample card used to sell advertising cards to merchants. The terms are listed on the reverse side...50 cents per 100...$4.75 per 1,000...POSTAGE 5 cents per 100. The Union Card Co. in Montpelier, VT. There are basically three categories when it comes to these cards: souvenir, insert, and advertising, or trade. Though, all of them generally serve the purpose of advertising, they do it in different ways. The world of collecting advertising cards can be quite confusing. So, let's try and clarify these categories. Souvenir CardsEarly souvenir cards were intended to attract buyers in response to the subject matter. They were meant to be practical, yet appealing enough to purchase.Then came the addition of multi-colors, fantastic art, and newer printing methods. It didn't take very long, before these types of cards became more collectible than useful! Thus, the post card (which is the more common name for the souvenir card) evolved and exploded with popularity! We have dedicated a portion of our website to the postcard. Advertising Cards
Advertising cards, or trade cards, have been around since the start of our country in the late 1700's. They were, however, quite ordinary back then! Basic information only! No frills! Often, they were discarded without thought, and therefore became quite scarce to the modern day collector of paper ephemera.
(PLEASE NOTE: These two cards are not from the 1700's!) But, they do illustrate the point of the no frills, information only card...with a little extra information! These cards are from the early 1900's.
As the 1800's moved along, particularly the 2nd half, advertising cards became quite popular. They were normally given away by shop owners and the salesmen "hawking" their products. Sometimes, they were inserted into various packages, as well.
This card, advertising Bahrs Stove Works, (Toledo, OH) does just that! Not only were they advertising their "new" stoves, they were also using this card to solicit your "old" unwanted stove! "Regardless of condition...cash at once!" Not a bad idea! The postmark on the front of the card is dated May 12, 1939.
But, like everything else, these cards had a limited lifetime. Magazines and newspapers were becoming quite popular by the turn of the century. In some ways, advertising cards were a prelude to the vintage ads that were to follow in print. Most probably used these trade cards as a guideline for their "new" newspaper ad. And so, manufactures and shop owners alike, preferred this "new" method of advertising! The card on the left is labeled "Quick Meal" Gasoline stoves.
The "physical" advertising card can still be found in today's marketplace, often, near the entrance of a store, or the cash registers. However, a simple website address can provide so much more information, with the touch of a few buttons. We do live in a different world today, don't we? Insert CardsInsert cards are similar to advertising cards. The primary purpose of the insert card, however, was to sell the specific product, in which they were inserted. Make sense?In most cases, they were intended to be collected! "Buy this coffee and receive this (1 of 10) collector card!"
Here's three cards in a series from the Lion Coffee Co. (Toledo Ohio) that illustrate that point precisely! The pictures are colorful and charming; toned in a similar manner to remain consistent with the series! Of course, most of these cards, had the shopowners name, (etc.) on the back of the card. Thus, they also served as an advertising tool, as well. It was kind of like the best of both world's, so to speak! The insert card concept grew in popularity during the late 1800's. Many tobacco companies used them to sell their cigarettes. Soon, many food products used insert cards, specifically, the coffee and gum people! That's really how baseball cards got started. They were inserted into various tabacco, candy, and gum packages.
Unlike advertising cards, however, you had to buy the product to receive the insert card! They were intended to increase brand loyalty, and as such, demand for the product. They were not a free hand-out! This is another card advertising Lion Coffee. On the back, (hard to read) it says, "If you want a card like this, Buy a Package of LION COFFEE" Well, that kind of proves the idea behind the insert card, doesn't it? Insert cards are still used today! Oftentimes, bread, cereal, and snack companies use this, still, very successful technique. It's a great way to roll-out (introduce) a new product, or to spike sales in an older product! Store cardsStore cards are yet another form of advertising. The obvious difference in this type of card is they were intended for store use only!The size, and (later on) shape of these cards, varied greatly. They could be as simple as a "counter card" hanging off of a cash register, or small display. Or, they could be several feet in length, hanging from the ceiling, or perhaps, stretched across an aisle. To the collector, these types of store cards are very collectible. Why? Because they were never really meant to be collected. As a result, they were simply thrown into the trash and replaced with a newer version. Finding a vintage store card sign in excellent condition would truly be a treasured find! Store cards are still widely used today! We, consumers, hardly notice them, because we grew-up with them! But the next time you go grocery shopping, stop for a minute and take a look around the store! You will be amazed at the number of store cards (signs) that you will find. Count them!
Random Thoughts
Collecting advertising cards in any of the above mentioned forms, can really enhance your vintage paper collection! They seem to be always popular. Why? Possibly, because they cross over into several collectible paper categories, such as: age (time period), printing methods, paper quality, and of course, the product, itself!
Our Advice? These types of cards are still out there, in the marketplace, but, like most vintage paper, they are becoming increasingly harder to find! Go visit a reputable vintage paper dealer! They will surely have a nice stockpile of these cards to look over. Likewise, if you have a nice stockpile of these cards in your collection, go to a reputable vintage paper dealer! They will surely make you a fair offer for your collection! Of course, know your product and it's value, before you go. Have your collection appraised professionally, if you are not so sure! Return From Advertising Cards to Paper Examples |
