Postcards Role in Tourism and Labor
Advertisments
Advertising hit a heyday in the preceding decade of the 1920’s, driving consumer spending to new heights. As recreation became more and more vital in the midst of the Great Depression, advertisers honed in on promotion of place. With many locations competing for tourist dollars, an appeal to an attractive, exciting, yet relaxing atmosphere must shine through. A different lifestyle, an escape from humdrum work and mechanized urban life captured the imagination. Postcards became not only advertisement pieces, but also a promise of adventure. Whether swimming, boating, fishing, or sunbathing, pictures brought the imagination of excitement at the beach to life.
Between 1930 to 1945, linen printed, matte finished, community based images characterized postcard collections. These cards were a great value for collectors, advertisers, and local businesses alike. The purchaser received a quality product that lasted throughout decades, but the era's printing could be done affordably. Hotels, shops, attractions, and transportation commonly advertised through the 3"x5" cards.
Revenue for Local Businesses
Postcards as advertising pieces were all the rage. Local merchants followed the trend, offering racks of cards with several different choices of iconography.
Postcards were utilized by merchants and chamber of commerce facilities to showcase the area, but also proved to be a source of profit in their own right. Print makers received images along with orders for hundreds of cards at a time. Quite often these photos were sent overseas to Germany, where superior printing techniques were available. Foreign companies ensured local names would appear as the publisher. With guaranteed turnaround in ten days, merchants could purchase postcards for pennies, which provided significant profit margin. Typical prices for printing ranged from $4 for 500, to $6 for 1000, or 9 to 12 cents per item in today's exchange, depending on volume. As a small affordable keepsake, the postcard provided benefits for all: advertisers, merchants, and consumers.
Tourist Collectibles
Postcards reminded visitors of fond seaside memories. Recollection of places visited or activities participated in provided the family with images to accompany their stories. These idyllic scenes also encouraged friends to come cast aside their worries as well, evidenced by the popular phrase "wish you were here".
One such example can be discerned through the lovely sunbather postcard. The bathing beauty image resonated with the sender so deeply that she wrote “me” on the front. The image then made its way to her family or friend upstate, perhaps in an attempt to entice her loved one to join her for fun at Carolina Beach. Personal identification with local images and artwork ensured that merchants would continue to find a profitable return on postcard sales, while showcasing the best of the community.
