Before the 280-character tweet, there was the tiny blank space on the back of a postcard. Since the mid-19th century, postcards have allowed us to dash off a thoughtâno matter how deep or trivialâand send it directly to someoneâs doorstep.
We no longer send them by the billions, as we once did, but postcards have remained surprisingly durable. From their origins in postal law to their present-day status as kitschy gifts and valuable collectorsâ items, they continue to offer us a direct way to send a message. Letâs put a stamp on it.
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[Quartz Daily Obsession]
Postcards
May 15, 2020
The original social media
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Before the 280-character tweet, there was the tiny blank space on the back of a postcard. Since the mid-19th century, postcards have allowed us to dash off a thoughtâno matter how deep or trivialâand send it directly to someoneâs doorstep.
We no longer send them by the billions, as we once did, but postcards have remained surprisingly durable. From their origins in postal law to their present-day status as kitschy gifts and valuable collectorsâ items, they continue to offer us a direct way to send a message. Letâs put a stamp on it.
ð¦ [Tweet this!](
ð [View this email on the web](
By the digits
[>7 billion:]( Postcards sent worldwide in 1905
[35 cents:]( Postage for a US postcard in 2020
[3,000:]( Coconut postcardsâyes, an actual coconutâmailed from the Hawaiian island of Molokai each year
[$12-$20:]( Typical price to send a coconut postcard
[85,000:]( Twitter followers of Postcard from the Past (@PastPostcard)
[148 x 105 mm (5.8 x 4.1 inches):]( Dimensions of a standard international postcard
[0.4mm (.016 inches):]( Maximum thickness of a US postcard
[250,000:]( Postcards owned by Robert Drew, in one of the largest private collections in the world
REUTERS/Collection Charles Platiau
Origin story
Going postal
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Sending a paper rectangle through the mail doesnât seem like a big deal. Yet the advent of the postal card [required an act of Congress](. In 1861, the nationâs political body made it legal for citizens to mail privately-printed cards of less than one ounce to each other. Capitalizing on the new law, John P. Charlton and Hymen Lipman, printers in Philadelphia, moved to patent the first postal card in the countryâa mostly blank card with a decorative border.
But the âgolden ageâ of postcards didnât dawn for decades to come. For one, only government-issued postcards could be called postcards; companies like Lipmanâs had to label theirs âPrivate Mailing Card, Authorized by Act of Congress of May 19, 1898ââyes, in full. Private cards cost two cents to send, compared to just a penny for government cards. And cards [had to have âundivided backs,â]( meaning you couldnât write a message on the same side as the address.
These restrictions were eventually repealed in 1907, when the Universal Postal Union threw its weight behind divided backs. This allowed senders to put the address and the message on the same side, and the postcard exploded in popularity with a rapid succession of new styles, the evolution of casual communication (thereâs no space for formalities!), and billions of cards sent around the globe.
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Quotable
âFlick, flick, flick, flick â oh, fantasticâ¦â
â[@PastPostcard]( founder Tom Jackson [describing what itâs like to sort through a stack]( of vintage postcards
âPeople tended to want to make their vacations sound really good.â
âDonna Braden, curator at the Henry Ford Museum, [about the messages on twentieth century vacation postcards](
Million-dollar question
Does the postcard have a future?Â
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The number of postcards Americans send each year has been declining consistently for decades. In 2019, the [USPS delivered]( just 563 million personal and promotional cards, compared to 3.4 billion in 1950. With instant communication like email at our fingertips, and the ability to take our own high-quality photos when we travel, the appeal of sending a postcard has waned.
Of course, no one has totally forsaken the tactile for the digital world. Millennials have [revitalized the greeting card industry](. And the scant evidence on card sales suggests many people [continue to purchase postcards as keepsakes](. But for the millions of people who continue to [send postcards]( they offer something no other form of communication can. âItâs the actual physical feel of something,â Nancy Pope, head curator of the History Department at the National Postal Museum, [told The Washington Post](. â[T]hat trumps reading something electronically any day.â
Brief history
[1777:]( A French engraver creates a proto-postcard, but the idea falls flat because people donât want servants reading their mail.
[1840:]( Noted prankster Theodore Hook sends himself a hand-painted caricature of British postal workers on what many consider to be the first modern postcard. It sold for £31,750 at a 2002 auction in London, a record for a postcard.
[1869:]( The first government-issue postcards, called Korrespondenz Karte, debut in Austria.
[1874:]( The General Postal Union forms in Bern, Switzerland. Today, itâs known as the Universal Postal Union and is part of the United Nations, and sets the rules for international mail.
[1893:]( The first souvenir postcards, depicting the Worldâs Columbian Exposition in Chicago, go on sale at the fair.
[1907:]( The âGolden Ageâ of postcards begins, thanks in large part to the rise of the âdivided back.â It lasts until 1915, which ushers in the First World War and the rise of the telephone.
[1939:]( The Union Oil Company puts the first [photochrom postcards]( up for sale, and their vivid colors are immediately popular.
[1960:]( The âSilver Ageâ of postcards begins, as the post-war working class vacationsâand sends postcards homeâin droves.
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Fun fact!
The [opening sequence of the 1983 comedy National Lampoonâs Vacation]( directed by Harold Ramis, features a series of classic vacationland postcards from around the US.
REUTERS/Finbarr O'Reilly
Dept. of Jargon
Creative cardboard
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There are strict limits of the size and shape of a postcard. But even within these confines, designers have developed different styles. Here are some of the most important.
[White border:]( To save ink, printers in the 1910s and â20s left a white border around the image (and a small caption to describe what you were seeing) on the front of the card.
[Linen:]( found a way to add a high rag content to their paper products, giving the illusion of printing on linen. Curt Teich & Co., which developed the [world-famous âGreetings Fromâ]( cards, used this methodâand kept the white border for kicks.
[Photochrom:]( photochrom cardsâhyper-saturated photographic reproductionsâdominated the market after World War II and remained popular until the internet age.
[Lenticular:]( These are made by printing at least two different images on a lenticular lens to create a 3D image that changes according to the viewerâs perspective on it.
REUTERS/Eric Gaillard
Pop quiz!
What does a QSL card offer?Â
A written confirmation that your radio communication was received. A food safety card. Stands for âQuantum satis letter". A printed QR code sent through the mail.Â
Correct. Correct. Message received.
Incorrect. Nope!Â
If your inbox doesnât support this quiz, find the solution at bottom of email.
Historical context
In early twentieth century America, photographers created postcards of gruesome images from lynchings of black men and women. âThey served to bond the white community together in supremacy,â [James Allen told Fresh Air.]( âThey also were news events that were highly covered by the press. So these images were small newspapers that people posted through the mail and sent to their relatives to say, this is what happened in our hometown.â Allenâs book, [Without Sanctuary]( documents the way these horrific images [reinforced and normalized]( the routine terrorization of African Americans.
[In 1908 the US amended the Comstock Act]( to ban material âtending to incite arson, murder, or assassination,â in an indirect attempt to limit the sale and trade of these postcards. It was largely unsuccessful, and photographers continued to produce them for sale, and as promotional materials for their work.
How we ð¬now
International customs
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ð Reply-paid postcards: Determined to get a reply? In Japan, you can send a [return postcard]( which has room for your message and space for your recipient to send a reply. They cost twice as much as a regular card, but thatâs the price of connection.
ðChristmas cards: The first commercial Noel-themed cards were commissioned by Sir Henry Cole in 1843. They depicted an intergenerational family toasting to the recipientâa far cry from the increasingly-elaborate seasons greetings [families send today](.
ð New Yearâs postcards: Japanâs tradition of written New Yearâs greetings (nengajo) [dates back centuries](. When the government adopted postcards in 1871, the tradition translated to the new form easily. But be careful: cards should arrive by Jan. 3 at the latest, so send them on time!
ð® Postcard to your future self: [Postcard cafés]( have recently cropped up from the Netherlands to China. You can write a card and store it with them, to be delivered to you at a selected date months or years in the future.
[Read the Quartz Daily Obsession on holiday letters](
Watch this!
Priceless postcard
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Most postcards are worth a few bucks at mostâunless they were made by the artist Jean-Michel Basquiat. On this episode of Pawn Stars, you can see a few of Basquiatâs original postcard designs yourself. In 1978, the artist gifted his thrift store co-worker Norman Scherer 18 signed copies of his postcards, [according to the New York Times.]( One gallery valued the set at $12,000 per card.
take me down this ð°hole
The grand dame of deltiology
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Donna Braden is the curator of public life at the Henry Ford Museum in Dearborn, Michigan. Among her other duties, she has dedicated 40 years to âdeltiologyââthe technical term for postcard collection. In this [episode of the Ologies podcast]( Braden explains what these assorted slips of paper can show us about American culture in the 20th century.
giphy
Poll
When was the last time you sent a postcard?
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