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.

Symbols of Tomorrow

QUESTION: Many years ago I purchased a snowglobe from the 1939 New York World’s Fair that contains a miniature Trylon and Perisphere. What’s unusual about this snowglobe is that the snow in it is black. Have you seen one like this?

ANSWER: I get almost as many questions about souvenir items from the 1939 New York World’s Fair as there were items sold or given away at the Fair. Well, not really, but pretty many.

This snowglobe, featuring the Trylon and Perisphere, is one of the rarer souvenirs from the Fair. Originally, the snow inside the snowglobe was blue and orange, the colors of the State of New York, but over time, they reacted to the water and turned black or brown.

The Trylon and Perisphere were two monumental modernistic structures designed by architects Wallace Harrison and J. Andre Fouilhoux that together were the Theme Center of the 1939 New York World's Fair. Harrison later went on to design the United Nations Headquarters.

After considering many different designs, the Fair Committee chose the Trylon and Perisphere to represent the Fair’s futuristic theme.

They chose the name "Perisphere," combining the Greek prefix peri-, meaning "all around", "about", or "enclosing" and the name "Trylon," coined from the phrase "triangular pylon." The simple structures could be seen from mid-town Manhattan as the Trylon was the tallest structure in Queens at the time.

Adjacent to it stood the Perisphere, a tremendous sphere 18 stories tall and 180 feet in diameter, connected to the 610-foot spire-shaped Trylon by what was at the time the world's longest escalator. The Perisphere housed a diorama by Henry Dreyfuss called Democracity which, in keeping with the fair's theme "The World of Tomorrow," depicted a utopian city-of-the-future.

The exhibit took up a space more than two-times the size of Radio City Music Hall. After paying 25 cents, visitors viewed the exhibit from two rotating balconies, dubbed “magic carpets,” that encircled the model while a multi-image slide presentation appeared on the dome of the sphere. Every six minutes a recorded narration extolled the wonders of this utopian city, and the lights dimmed to mimic nighttime as phosphorescent paint made the buildings look like they were lit from the inside. The theme song “Rising Tide” by William Grant Still accompanied the narration.

After exiting the Perisphere, visitors descended to ground level on the third element of the Theme Center, the Helicline, a 950-foot-long (290 m) spiral ramp that partially encircled the Perisphere. The 18-foot-wide Helicline had a mirrored underside.  Since it was one of the highest locations at the fair, the Helicline became a popular spot to take in views of the fairgrounds.

It took 2,000 cubic yards of concrete and reinforced steel, more than 7,000 individual pieces, to create the Trylon and Perisphere. Their combined weight came to approximately 10,000 tons. In order to test the durability of the design, models were subjected to 70-mile an hour winds in a test tunnel.

Originally, the designers planned for the Perisphere to be covered in a smooth and seamless layer of concrete. However, due to the high cost of that material, they decided to use gypsum instead. Unfortunately, despite the best efforts to smooth it out, the gypsum created an uneven texture and had visible seams. Also, surrounding fountains damaged the fragile coating and their arches of water had to be lowered.

The design for the Perisphere called for eight relatively small hidden support pylons,  giving the illusion that the sphere was floating. Strategically placed fountains and mirrors covering the supports enhanced the effect. At first, the fountains didn’t provide enough coverage, but the Fair engineers increased their pressure and added additional ones to create the desired effect.

At night, projectors with custom designed batteries and the largest long-focus lenses ever commercially made projected moving images of clouds and other things onto the Perisphere from nearby buildings using specially designed glass-mounted slides. Since the amount of light needed to project the images would have burned through regular film, the exhibit designers enclosed the slides in glass.

The Fair Committee licensed the image of the Trylon and Perisphere for use on an estimated 25,000 different products, including this snowglobe. In 1939, licensing was a  new concept, but it still earned the Fair $1 million in the first season alone.

Every visitor took home some sort of souvenir, from small toys to three-legged folding cane/seats to wallets, bracelets, woman’s compacts, and thousands of pins—all with the image of the Trylon and Perisphere on them.

Learn more about 1939 New York World's Fair souvenirs by reading "Souvenirs from the 1939 New York World's Fair Highly Collectible" in #TheAntiquesAlmanac.

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 Industrial Age n the 2020 Winter Edition, "The Wonders of the Industrial Age," online now. And to read daily posts about unique objects from the past and their histories, like the #Antiques and More Collection on Facebook.

It's All in the Cards

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.

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.

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 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.

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.

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.