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between about 1880 and 1920. Proponent William Morris’ flora and Finally came the popularity of collecting postcards. Trade cards
fauna patterns would ultimately influence many graphic designs of the were deemed passé. Postcards could be collected and placed in specially
period (see fig. 1). designed albums which, for many, replaced scrapbooks.
The Temperance Movement was a significant mass movement
during from 1860 to 1920, encouraging general abstinence from COLLECTING TODAY
alcohol (see fig. 10). It was spearheaded by the Women’s Christian Something about collecting trade cards that is different is that my
Temperance Union, an international temperance organization formed entire collection fits on four shelves in a closet and I never have to wash
in 1873. It was dedicated to many far-reaching reform programs or dust them. Also, there is no complete catalog or guide for trade cards
including Women’s Suffrage and Women’s Right to Vote. One of its like there is for stamps or coins. You really don’t know what you are
more colorful members was Carrie (Hatchet Mary) Nation. She made looking for – it shows itself to you and strikes a chord with the collector
her reputation by smashing up saloons all around Kansas.
in you. Collectors are continuously surprised by the next card they buy
as likely they have never seen it before. Or, in the case of stock
cards, you may have seen the trade card image often used for
other products but never for the product you collect. It is up to
the individual collectors to create checklists of known cards for
their special interest. These then are shared with other
collectors to act as a guide in what to look for.
The best place, by far, to find any type of advertising trade
card is online. In most cases, these cards range in price from $5
to $25. There are a few that are valued at $1,000 or more, but
nowhere else can you have access to such variety from the U.S.
and beyond as you can online. Other good sources for trade
cards are Advertising Shows, Post Card Shows, Bottle Shows,
Antique Shows, and Auctions. I also suggest that you join a
collectors’ organization and get to know the other members.
Many will have duplicates from their collections to trade or sell.
I highly recommend The Ephemera Society of America and
The Federation of Historical Bottle Collectors (FOHBC).

Figure 10: Chromolithograph. Purely Vegetable, Free From Alcohol. Dr.
About the Author:
Walker’s Vinegar Bitters TC. Joe Gourd Collection.
In 1970, Joe Gourd, along with several other
America’s passion for team sports began during the 19th century. collectors, formed the Metropolitan Detroit
The first recorded game of baseball in the United States was played in Antique Bottle Club where he served as its first
New York in 1845 between the New York Baseball Club and the president. Several years later, he moved to
Knickerbocker Baseball Club. Its inventor is popularly attributed to California and joined the San Jose Bottle
Abner Doubleday. American Football was first played in 1869 between Collectors Association, then two years after that he
two college teams, Rutgers and Princeton (see fig. 2), under rules drawn moved to Chicago, Illinois, where in 1976 he
up by Walter Camp. Basketball began with its invention in 1891 in became a member of the 1st Chicago Bottle Club.
Springfield, Massachusetts by Canadian James Naismith as a less Joe’s collection of Bitters trade cards numbers
injury-prone sport than football. around 3,300 items … and is still growing. It
contains some form of advertising for over 1,200
THE PINNACLE OF COLLECTING different Bitters. Joe has lectured on all aspects of antique bottle collecting,
The high-water mark for collecting trade cards occurred during the published magazine articles on bitters trade cards, and more recently
1893 Columbian World Exposition. Hundreds of thousands of cards collaborated with authors Bill Ham and Ferdinand Meyer in the writing
were handed out to visitors by the exhibitors as souvenirs and, of of the Bitters Bottles Supplement 2 reference book. Additionally, he is a
course, advertising. longtime member of the Ephemera Society of America. Joe still resides in the
The World’s Columbian Exposition held in Chicago, Illinois, Chicago area with his lovely wife, Edith.
commemorated the 400th anniversary of Christopher
Columbus’s arrival in the New World took place from
May 5, 1892, to October 31, 1893. Forty-six countries
exhibited and there were over 23 million visitors. Main
attractions included the very first Ferris Wheel – it
stood 80 feet high and had 36 cars, each of which could
hold 40 people. Buffalo Bill Cody held a “Wild West
Show” featuring Annie Oakley. Nikola Tesla demon-
strated alternate current electricity in the “City of
Light” showing the world the magic of electrically pow-
ered streetlights illuminating the Fair at night. An
Edison phonograph concealed in a 10-foot automaton
dressed as “Uncle Sam” was used to deliver 40,000
speeches during the Exposition (see fig. 11).

WITH MORE CHANGE, LESS CARDS
Soon after, trade card advertising declined rapidly.
This was due to several factors. First was the emergence
of magazine color advertising that reached larger and
larger audiences at more competitive rates.
Next was the “1906 Pure Food and Drug Act.” It required patent Figure 11: Chromolithograph. Uncle Sam Supplying The World With White
medicine makers to disclose drugs like cocaine and morphine and the Hard Oil Finish. Berry Brothers’ Architectural Finishes TC.
percentage of alcohol contained in their products. Chris and Juliet Pagel Collection.

24 Journal of Antiques and Collectibles