1848-1872 1873-1897 1898-1913 1914-1945 1946-1990 1991-2008
Rack Cards
Rack cards, usually continental sized photochromes of 4 by 6 inches, started to be given away for free in the mid 1990’s. It is the revenue from the advertising on them that provides the publisher with profit rather than sales of the cards themselves. Advertising rates are determained by distrobution, and free cards stand the best chance of having the widest circulation. Unlike advertising cards that are mailed to every door, rack cards need to attract the attention of those passing by displays in order to get circulated. Some are very attractive being designed by artists or prominent ad houses; others are not. They are a carryover of the giveaway roadside postcards once freely available from service stations and motels in the 1950’s and 60’s. Though extremely popular today their monetary value as collectables are dubious in this age of media saturation. They do however provide some insight into our times, and are a cheap alternative to those unable to afford the ever-pricier antique cards. It must be noted that even though rack cards were published as giveaways they are sold for profit once in the hands of postcard dealers.
Use the link below for a more compleate history of this period.