Advertiques Foster Nostalgia

 

QUESTION: A few years ago, I visited one of those local historical museums which had a country store exhibit. I found the many containers with advertisements printed on them very interesting. I didn’t realize that advertising was so much in use in the 19th century. Since then, I’ve purchased a number of items sporting advertisements for the companies that made them. I’d really like to know the origin of advertising and the range of objects I have to chose from for my collection. 

ANSWER: “Advertiques,” or objects with some sort of advertising, are popular with collectors. It’s not unusual for collectors to pay big bucks for some of the larger and rarer items. And the variety of objects available is great, enabling collectors of every financial level to assemble a fine collection.

Manufacturers in the 19th century couldn’t resist employing useful items to promote their products, for at the time, promoting products was the key, unlike today where promoting the benefits to consumer is more the style. String holders, ashtrays, fans—all served as a promotional medium.

Advertising wasn’t limited to just trade cards, posters, and signs, originally used to advertise a business. Objects, like coffee mills, flour and coffee bins, and gum and candy machines, on the other hand, promoted a product. All were necessary to the functioning grocery or dry goods store of the late-19th and early 20th centuries. 

One reason collectors like these “advertiques” is that advertising is a vital part of doing business today. With other types of antiques, both the object and its function are now obsolete. But the advertising techniques used by business have changed very little since the late 19th century. Posters, free samples, and mass advertising are still in as much use today as they were over 125 years ago. 

One of the most widely collected form of promotion was the advertising poster. These first appeared in the late 18th century as black-and-white woodcuts. But the introduction of lithography in the 1850s led to a proliferation of brightly colored tin and paper posters.

While most people probably couldn’t recall any 19th-century advertising poster, there’s one that older people still remember from their childhood—the circus poster. Color lithography helped to spread the news of upcoming shows across the country.

Trade cards were miniature versions of advertising posters. Business owners paid small boys a few pennies to hand these out to passersby. These cards urged to recipient to a product, such as a cologne, or a patent medicine, or directed him or her to a specific store that sold the product.

Every grocery store had a least one coffee mill in which to ground roasted beans. Some of these cast-iron behemoths stood as tall as four feet, were handpainted in bright colors, and often bore the name of a particular brand of coffee. Today, the Coca Cola, vending machine, with the name “Coca Cola” emblazoned on its facade, does much the same sort of promotion.

And many store owners didn’t forget about their customer’s children. An array of gum, nut, and candy machines, with brand names such as Baby Grand and Delicious, gave the little ones something to do with their pennies. 

Wholesalers provided store owners with bins to hold flour, tea, and coffee—all featuring the brand name of a the product. One of the most popular with collectors were the sturdy oak cabinets that displayed Diamond Dyes and Coats Spool Thread. Coffee and tin bins, usually made of tin, featured colorful lithographed decoration, featuring everything from exotic locales to American warships. There were other dispensers, also. Wooden boxes with colorful lithographed labels held biscuits.

All of these objects bore an advertiser’s message. The blackboard that displayed the daily prices for eggs and butter came from a wholesaler, as did the string dispenser used to wrap meats at the meat counter. There were also match safes, calendars, and even thermometers—all with bearing an advertiser’s name. 

Some items had practical uses, such as serving and tip trays. Most brewers had metal trays made to serve beverages in taverns and soda fountains. Collectors today seek them out for their colorful graphics and sentimental renditions of popular scenes. 

To promote hair and beauty care products, manufacturers gave away tiny tin-and-glass mirrors, each bearing an advertiser’s message. They often featured the likenesses of famous stage actors and later movie stars. 

While not as common as tin or paper promotional items, pottery advertising memorabilia, such as stoneware jugs were also popular. Jugs bearing the name of a distiller or brewery or a soda like Hires Root Beer are favorites with collectors. Cereal bowls promoting Cream of Wheat feature images of the famous 20th-Century Limited train while sets of dishes promoted Buster Brown Shoes. 

No area of collecting is so passionate about condition as that of advertiques. Collectors shy away from rusted tine containers and water-stained paper goods. These collectibles need to be in pristine shape to be worth anything at all

To read more articles on antiques, please visit the Antiques Articles section of my Web site.  And to stay up to the minute on antiques and collectibles, please join the over 30,000 readers by following my free online magazine, #TheAntiquesAlmanac. Learn more about "folk art" in the 2023 Winter Edition, online now. And to read daily posts about unique objects from the past and their histories, like the #Antiques and More Collection on Facebook.

You Can Go Home Again

 

QUESTION: As with many people today, my husband and I have moved several times since graduating from college and now live over 1,000 miles from my parents. At times, I do get a bit homesick for my hometown, even though I try to visit when I can. Recently, while searching for some old postcards on the Internet, I came across several from my hometown. On a subsequent phone call, I mentioned my finds to my mother. She said she had several items, including a souvenir history booklet sold during our town’s sesquicentennial celebration. I’m interested in starting a collection of memorabilia from my hometown. How do I go about it, being that I live so far away?

ANSWER: Collecting hometown memorabilia is not only fun but can be very enlightening. Most people really don’t know all that much about where they were born. And in today’s mobile society, a lot of them move on to several other places during their lifetimes. So just where do you begin?

The first thing to do is investigate the history of your city, town, or village. This will give you clues to your community’s identity. Many places changed their names more than once during their lifetime.

Just as if you were compiling your family’s social history, so should you begin at your town’s county library and historical society. Both offer knowledgeable resources of information that will help you in your search. If you live a good distance away, you may find links to both on the Internet, but a direct phone call is your best method of making contact. Once you have your foot in the door, you can use Email or messaging to exchange questions and answers. 

As people move farther and farther away from home, there seems to be a need to possess artifacts of that place. Historical societies publish newsletters, plus you may even find someone in your town has published a local history. And knowing the history of your town is the key to finding its memorabilia.

As cities, towns, and villages celebrate their founding anniversaries, they often publish a history booklet that they sell to help pay for the celebration. Sometimes, it’s just a small booklet, but at other times, the town’s newspaper will comb through it’s archives for interesting stories and publish a book of them. This was very popular during the early to mid-20th century. 

If you haven't moved away from home yet, start saving items now that have significance to you. It’s possible that you may already have some items. The old screwdriver packed in an old toolbox sports a Bakelite handle and the telephone number and advertising logo of a local lumber yard. Decorative paper fans from the county fair grace a hall mirror. Search through old housewares, sewing boxes and tool chests. Advertising collectibles evolve from items that eventually become more sentimental than utilitarian. 

Rescuing an item that’s headed for the dump is one of the most exciting and economical ways to collect hometown memorabilia. Perhaps a grandparent or older relative has died and you volunteer to help sort out their belongings or the contents of their house. As you do so, keep a watchful eye out for memorabilia of your town. 

Souvenir glassware can often be found in cupboards, especially ruby-flashed little cups, glasses, and pitchers with the town’s name and date etched into the red coating. If your town is a tourist destination, you’ll find all sorts of items available with the its name imprinted on them. 

And don’t forget to spread the word to older relatives and friends. Both can be an excellent source of hometown collectibles. When people have to move to smaller quarters, they often look for a home for possessions that might have largely sentimental value. 

When all else fails, you can always buy that special hometown collectible. If your community ever contained any type of commercial, civic or church structure, there’s bound to be some advertising memorabilia or paper items connected to it. As you search, you may want to broaden your collection.

Another readily available item is postcards. They’re one of the most popular and plentiful hometown collectibles. Photography flourished in the first quarter of the 20th century and there was a big business in printing inexpensive postcards that would put tiny towns on the map—at least locally. Hometown pride was high and if its claim to fame was a grain elevator near the railroad tracks or a post office with the flag unfurled, some enterprising artist sketched or photographed it.

Most postcards of this type range from $1 to $20 with real photo postcards being at the high end. Where you buy the card also affects the price. Flea market and garage sale dealers often have a box of assorted old postcards on their tables. Since they don’t catalog them, they’ll most likely sell for less. Postcard and mid-range antique shows are another good source. And don’t forget eBay and other online auction sites.

And just with antiques, if you frequent a postcard dealer at a general, regularly scheduled antique show, let him know what town you’re interested in, and he or she may start putting cards back for you.

Churches and schools, the cornerstones of many small communities, also produced many mementos, including programs of special functions, graduation invitations, awards, meeting minutes and photographs of school groups and church confirmation classes. Granges and civic associations brought neighbors together for community improvement and fellowship and also left a rich reserve of paper items.

Like paper items, commonly referred to as ephemera, advertising collectibles can often be found at specialty shows as well as at general shows. With some brand name advertising collectibles, the addition of a small-town name on the item may actually make it more expensive because it is specialized and rarer Advertising collectibles are a hot field and the casual collector should do some homework before entering the market.

You may not be able to go home again, but you can certainly bring home some great hometown collectibles.

To read more articles on antiques, please visit the Antiques Articles section of my Web site.  And to stay up to the minute on antiques and collectibles, please join the over 30,000 readers by following my free online magazine, #TheAntiquesAlmanac. Learn more about militaria in the 2022 Fall Edition, with the theme "After-Battle Antiques," online now. And to read daily posts about unique objects from the past and their histories, like the #Antiques and More Collection on Facebook.

Buttering Up!

 

QUESTION: I first became introduced to little butter dishes, known as butter pats, while browsing tables at a local flea market. Most of the time, dealers place these in glass cases and unless antiquers look carefully, they can easily be missed. 

ANSWER: In the United States and many parts of Europe, wealthy people who had elaborate dinnerware sets for formal dining used butter pat plates primarily in the 1800s and into the early 1900. Each dinner guest was given his or her own butter pat plate on which to put a pat, or lump, of butter.

Butter pats, manufactured in a variety of designs and shapes by the finest porcelain manufacturies, first appeared in the 1850s and reached the height of popularity between 1880 and 1910, though some restaurants and railroads still used them into the 1950s and 1960s. Although also known as butter chips, butters, butter pat plates, or individual butters, they’re commonly referred to as butter pats.

And no proper Victorian table could be set without them. The Victorians loved excess and nowhere was this more evident than in their table settings. During this age of elegance, each kind of food had its own piece of china or silver, and butter wasn’t any different.

Victorians folded a serving a bread, often consumed without butter, hidden in the folds of a napkin at each place setting. If a meal course required bread to be buttered, servants placed individual miniature plates above and slightly to the left of center of the service plates. 

However, butter during the Victorian Age wasn’t commercially processed but made at home. Victorian ladies or their servants labored hard, creating butter in a wooden or stone churn, shaping it with a paddle and squeezing it to remove excess moisture. They then placed the newly churned butter into a mold or shaped it into a mound with wooden paddles. 

The molds typically held a pound of butter. Either the lady of the house or her servants cut the butter into smaller pieces  to serve for special dinners. Sometimes, they shaped the small pats of butter into unusual forms, such as rosettes. Very wealthy families often used decorative individual hand-carved butter stamps featuring the family crest or a special design. 

Made for holding an individual servings of butter, the butter pat reached its zenith during the Victorian era when ornate elegance dictated that every place setting at the dining table consist of several dishes for different foods. As a necessary part of a complete set of fine china, dinnerware manufacturers crafted butter pats with the same attention to detail, and by the turn of the 20th century, they produced them in an array of designs, patterns, and shapes—round, fan-shaped, shell-shaped, as well as the more common square. They often decorated with fish, fowl, and floral motifs, making them into miniature works of art.

Eventually, the extravagance of the Victorian Era gave way to more informal dining. This created a need for durable and practical everyday dishware. Potteries needed to destroy outdated molds and streamline production. This included butter pats, no longer required on the informal dinner table.

Butter itself was often molded or stamped to form patterns, such as flowers, on the butter’s surface. Each individual lump of butter was then placed on a butter pat plate belonging to a specific guest.

Butter pat plates produced in the 1800s and early 1900s were primarily made out of either porcelain or sterling silver, and some made of glass. They were produced as part of dinner service sets or to match existing dinner service sets. Each tiny plate was typically less than three inches square and held either one or two pats of butter at a time.

The colors and designs on the butter pat plates also got more elaborate as time went on. Floral designs were quite common. In some cases, the manufacturers shaped and colored the butter pats to resemble flowers. Square or round ones featured pictures of flowers in their centers or floral patterns around their edges. Other popular butter pat themes included animals and birds.

Butter pat patterns also changed as advertising methods evolved. Some later butter pats had pictures and slogans on them, advertising businesses, events, or advancements of some kind.

Many of the most popular butter pat producers were the “big name” porcelain producers which were historically popular for their dinnerware and decorative pieces. Haviland, Majolica, and Waverly were the most popular. Of Haviland’s up to 60,000 different patterns, most included butter pats as part of a place setting. However, there were many companies which each produced anywhere from a few to dozens of patterns made from many different materials.

Although butter pat manufacturers mass-produced them, some were more unusual. For example, several French and German butter pat manufacturers produced butter pats in the 1800s that artists hand-painted later with elaborate designs and patterns. Some of them even featured hand-painted portraits of people.

With the advent of the modern lifestyles of the 20th century. Butter pats, along with many other forms of formal Victorian dinnerware, lost their appeal. Bread and butter plates, averaging 6 inches in diameter, eventually replaced the butter pat.

Though Wedgwood and Royal Doulton still produce butter pats, they only do so for luxury hotels and First Class airline service. 

To read more articles on antiques, please visit the Antiques Articles section of my Web site.  And to stay up to the minute on antiques and collectibles, please join the over 30,000 readers by following my free online magazine, #TheAntiquesAlmanac. Learn more about art glass in the 2022 Summer Edition, with the theme "Splendor in the Glass," online now. And to read daily posts about unique objects from the past and their histories, like the #Antiques and More Collection on Facebook.

When It Comes to Coca Cola Collectibles—Buyer Beware

 

QUESTION: Several years ago, I began collecting advertising items made for Coca Cola. I have several calendars, stuffed animals, and matchbooks. They seem to be everywhere, so it wasn’t hard to begin collecting them. Recently, I purchased a serving  tray, supposedly dating from the 1930s, with a woman in a yellow swimsuit holding a bottle of Coca Cola at a local antique show which features mostly lower to middle priced late antiques and collectibles for sale. This was the most expensive Coca Cola piece I had yet purchased, so I was a bit hesitant at first. But the dealer assured me that it was authentic. Considering its age, I was surprised how bright and crisp the colors were, but I just assumed it had been used very little. How can I tell if the tray is authentic?

ANSWER: Because Coca Cola has been around for over 130 years, there’s a huge number of collectible items on the market. And with the launching of online auction and sales sites, the number has steadily grown. But this means there’s an even greater chance that some of these items are reproductions or outright fakes. 

John Pemberton, a pharmacist, created Coke syrup in 1886. He convinced a nearby soda fountain in Atlanta to add carbonated water and give it a try. At first the drink was only a modest success, Pemberton and his partner, Frank Robertson, came up with the  name Coca-Cola, scripted in a flowing hand by Robertson. That, plus a series of hand-painted banners encouraged passers-by to "Drink Coca-Cola," was the beginning of a successful marketing campaign that lives on to this day.

Coca-Cola has used its particular shade of red in its merchandising for more than a century, and its distinctive trademark has remained virtually unchanged from the original. 

Coca-Cola collectibles can be found at a variety of prices all over the Internet. EBay alone lists over 200,000 collectibles for sale, ranging from original 6.5-ounce glass bottles for 99 cents each to lifetime assortments well into six figures. Restored and working vending machines can cost $10,000 or more. Early porcelain signs and those with original neon enhancements frequently sell for thousands as well. And because of the huge variety of merchandise, many collectors tend to specialize by era, type or size.

Even though Pemberton and Robertson founded the company in the late 1890s, collecting Coca-Cola advertising items---beautiful models printed on trays, calendars, signs, and even tiny pocket mirrors—didn’t begin to get popular until the early 20th century. Coca-Cola print advertising onto just about anything and gave these items out at state fairs and schools in towns all across the country.

Coke’s advertising department placed many of the large, gorgeous cardboards and metal advertisements with store owners and gas stations as temporary promotional displays intended for seasonal use. Many ended in the trash just like those of today. People used signs to patch holes in roofs, line attic walls, or for target practice.

The overwhelming number of reproductions in this category makes it imperative that collectors learn as much as possible Coca-Cola items. Beginners can learn a lot from price guides and online forums.

Collectors typically like items produced from the late 1800s to the 1960s. But with so many items on the market, it’s only natural that some will be fake. The difference between a reproduction and a fake is that there never was an original item like the fake. At first, the Coca-Cola Company made it easy to make their reproductions look like the originals produced 50 to 100 years before. For example, the reproduction trays from 1974 had only a small written notice on the rim of the trays to say they were recently made. But savvy sellers could easily remove the notice by scraping it off with a pocket knife. 

Reproduction serving trays from the 1930s have a note on the back saying so. The original had sharper lithography with a dark-colored back while the reproduction trays had less-than-sharp lithography and a light colored back.

The location of the trademark notification has also varied throughout the years. Early on, the trademark appeared inside the long trailing C in “Coca.” Starting in the 1940s, The company moved it to a position under the entire word “Coca-Cola.” That happened because the Coca-Cola Company lost a court case. The result was the loss of the trademark control over of “Cola” since the trademark notification was only under “Coca,” not under both parts of the logo.

This change was great for collectors who want to date Coca-Cola items as being before 1940 but can lead to many problems for dating items made after 1940. Naturally many novice collectors don’t know the difference and end up paying way too much for items produced more recently.

It’s a good idea for beginning collectors to do research before making an expensive purchase and to consult more than one source for information.

To read more articles on antiques, please visit the Antiques Articles section of my Web site.  And to stay up to the minute on antiques and collectibles, please join the over 30,000 readers by following my free online magazine, #TheAntiquesAlmanac. Learn more about the "Pottery Through the Ages" in the 2022 Winter Edition, online now. And to read daily posts about unique objects from the past and their histories, like the #Antiques and More Collection on Facebook.

Symbols of Worldliness

 

QUESTION: Back in the late 1960s, I made a road trip across the United States, stopping at numerous national parks and monuments. Early on, I noticed that on the desk in the visitor centers was a display of travel stickers for various national parks. So I decided to purchase one for each park and monument I visited, as well as other places like cities and museums. By the time my trip was over I had amassed quite a collection. Are these travel stickers collectible? 

ANSWER: While you collected travel stickers, their original use was to affix to luggage as a way of telling the world where a traveler had been. During the Golden Age of Travel during the second half of the 19th century, sticker labels like these appeared on  steamer trunks. Colorful mementos of foreign locales, luggage labels can take us back to a time of grand hotels, luxury trains, and elegant ships.

Originally, they were a way of identifying a guest’s luggage when they arrived at one of those posh resorts. Forerunners of baggage tags, travel labels became the hallmark of a world traveler—a symbol of worldliness.

Often designed in the artistic style of the time, many of luggage labels are exquisite examples of the Art Nouveau and Art Deco styles. However, even the best artists didn’t take such work too seriously. Prominent poster and graphic artists who affixed their name to larger works frequently left their luggage label commissions unsigned, but those which had been signed by the artist are the most valuable. 

By the mid-19th century, the Industrial Revolution's creation of wealth and more reliable modes of transportation, such as steamships, railroads, and passenger planes inaugurated an explosion in travel. A growing middle class, with access to more leisure time, joined businessmen, diplomats, explorers, and the rich on their travels to locales around the globe.

The earliest examples of hotel luggage labels date to the 1860s when printers produced them in small batches. But production really took off by the end of the 19th century. By that time, many more people were traveling, making the need to identify the hotel that would serve as the final destination for luggage coming off ships and trains a necessity.

To encourage this increased traffic, hotels and transportation companies turned to advertising. Newspaper and magazine ads increased in size and number. Many companies commissioned posters and luggage labels by noted graphic artists. Steamship companies, railroads, airlines, and bellhops at hotels around the world affixed labels to all sorts of luggage from small cases to trunks, proclaiming to all that the luggage’s owner was an adventurer at a time when travel was still not that fast, easy, or inexpensive. In those days, suitcases were rigid, making it easy for bellboys or concierges to stick their labels on.

Besides hotels, other businesses and organizations also employed luggage labels to promote themselves. Airlines like Pan Am began using them as soon as air travel became accessible to travelers around the 1920s. Even restaurants and national parks used them. 

Many of these labels simulated small travel posters but weren’t meant to be permanently preserved. Affixed with gum, it was extremely difficult to remove labels without damaging them, so some travelers would ask for an extra label or two to be tucked into their wallet or journal as a memento of their trip, and it is these specimens that most often turn up in the collectibles markets today. In fact, a piece of antique or vintage luggage covered with labels is often worth more than a comparable piece without.

Regarded by many as miniature works of art, most early labels were actually lithographed, and many bear the printer's imprint. Some travel companies commissioned important illustrators to produce their luggage labels. Dan Sweeney for instance was an American illustrator who contributed illustrations for books, posters, magazines, and luggage labels for the Hong Kong & Shanghai Hotel Group. Italian graphic designer Mario Borgoni was also renowned for his Art Nouveau labels and posters.

Nostalgia is one reason collectors love luggage labels. But even more so because they’re small, easy to store and display, and relatively inexpensive. Collectors have such a variety of designs to choose from that most focus on a particular style like Art Nouveau or Art Deco; a country or transportation company, hotels, a printer like Richter & Company, or a designer like Mario Borgoni. Original luggage labels can be found at flea markets and antique shows, and of course, online. 

The majority of labels sell for under $25, and depending on their rarity, condition, style, and the renown of the illustrator or the hotel or airline, can sell for several hundred. But with such reasonable prices, it pays to be aware of reproductions. A good jeweler's loupe will help distinguish the solid colors of an original lithographed label from the dots of a four-color-process reproduction or the lines of a scanned image. 

Travel stickers slowly started to lose their popularity by the 1960s as soft suitcases began to replace hard luggage, making it harder to stick labels on them.

To read more articles on antiques, please visit the Antiques Articles section of my Web site.  And to stay up to the minute on antiques and collectibles, please join the over 30,000 readers by following my free online magazine, #TheAntiquesAlmanac. Learn more about railroad antiques in "All Aboard!" in the 2021 Summer Edition, online now. And to read daily posts about unique objects from the past and their histories, like the #Antiques and More Collection on Facebook.

Getting the Word Out Victorian Style

Trading card scrapbook.

QUESTION: I recently purchased a scrapbook full of brightly colored cards displaying advertisements for various products. Can you tell me about these types of cards and about how old they might be?

ANSWER: You seem to have stumbled on a scrapbook full of advertising trade cards. While
T.V.  commercials, as well as magazine and Internet ads  promote everything from cars and medicines to food products, during the latter part of the 19th century, trade cards did the selling.

In the 1890s, manufacturers focused their advertising efforts nationwide. Although the Industrial Revolution gave them the know-how to mass-produce consumer goods, they needed a way to show off their new products. At the time, magazines were just beginning to show ads. A new inexpensive method of color printing called chromolithography appeared in the 1870s and paved the way for trade cards. Reproduced by the millions, these colorful handouts flooded the country, becoming at once an effective business device, as well as folk art. Companies mailed them. Merchants gave them to their customers. Traveling salesmen distributed them door to door. And consumers saved them, often trading them with friends.

Chromolithographic trading card.

Although most were about the size of a playing card, others measured up to 3 x 5 inches. The typical card featured a colorful picture on one side and a sales pitch on the other. Frequently, the manufacturer left a blank space for a merchant to add his name and address.

Two-sided trading card

Die-cut trading card.

The most common trade cards are flat pieces of colorful cardboard, however even more popular are die-cut cards—those cut in the shapes of the objects they advertise. Particular favorites include such varied subjects as pickles or teacups. Some are two-sided, with a different scene on either side, each of which promotes one of the company's products. Others fold or have movable parts.

Metamorphic trading card.

Metamorphic cards have flaps that fold out to reveal pictures different from those seen when closed. Some cards encourage the viewer to open the flap to discover what happens next. One titillating card pictures a woman sitting in a bathtub with her knees visible. When opened, the card reveals her serving drinks to two bald men.

Cards with movable parts are fragile and often in poor condition. Unfortunately, few of these cards with all their parts intact have survived decades of wear and tear. Hold-to-light or see-through cards are even more fragile. The picture changes or words come into view when the card is held up to the light, completing the advertisement.

At the Philadelphia Exposition of 1876, manufacturers put thousands of these bright little pasteboard salesmen into the hands of a product hungry public. Grocers handed them out for every imaginable product, from soup to soap! Manufacturers inserted some cards right into packaging. People saved the cards with a passion, pasting them into scrapbooks.

Arbhuckle Brothers Coffee trading card.

As their popularity grew, trade cards evolved into trading cards which manufacturers frequently packaged as serialized premiums in products such as cigarettes and coffee. Arbuckles' Coffee, for example, offered  a 50-card series of states and territories.

Medicine trading card.

Some of the products most heavily advertised by trade cards, included those involving medicines, food, tobacco, clothing, household goods, sewing items, stoves, and farming tools. Two of the most popular categories were medicine and tobacco. In the late 19th century, claims made for patent medicines weren’t  regulated by law, and trade cards advertising these medicines often promised miraculous results.

Tobacco companies inserted trade cards into cigarette packs as stiffeners to protect the contents. Allen and Ginter in the U.S. in 1886, and British company W.D. & H.O. Wills in 1888, were the first tobacco companies to print advertisements. Several years later, colorful lithographic illustrations began to appear on these cards which featured a variety of topics ranging from sports to nature. By 1900, over 300 tobacco companies produced thousands of tobacco card sets. Children would often stand outside of stores to ask customers who bought cigarettes if they might give them the trade cards in their packs. By the 1950s, trading cards boy began to collect sports, military, and automobile cards contained in packs of bubble gum.

The popularity of trade cards peaked around 1890, and then almost completely faded by the early 1900s when other forms of advertising in color, such as magazines, became more cost effective. The more common antique trade cards sell for about $1 to $15, depending on quality and condition.

To read more articles on antiques, please visit the Antiques Articles section of my Web site.  And to stay up to the minute on antiques and collectibles, please join the over 30,000 readers by following my free online magazine, #TheAntiquesAlmanac. Learn more about  world's fairs in the 2020 Summer Edition, online now. And to read daily posts about unique objects from the past and their histories, like the #Antiques and More Collection on Facebook.