Collections consists of the records of both the Norcross Greeting Card Company founded in New York City in the 1920s and The Rust Craft Greeting Card Company, founded in Kansas City, Missouri, 1906. Both the Norcross and Rust Craft companies collected antique greeting cards. Also includes a small number of modern cards by other manufacturers, circa 1930-1980. Collection represents development of the greeting card industry, social trends in the United States and technology of the printing industry from 1924 through 1978.
Scope and Contents:
The Norcross Greeting Card Collection consists of cards and a few records of both the Norcross Greeting Card Company and the Rust Craft Greeting Card Company, circa 1911 1981; antique greeting cards, circa 1800 1930 (bulk 1880 1900) collected by both these companies and their executives; and a small number of modern cards by other manufacturers, circa 1939 1960. According to Norcross Company officials in 1978, this collection represents "not only a history of the development of the greeting card industry but also a history of social trends in the United States" and gives "an indication of the quality and technology of the [printing] industry from 1924 through 1978."
Arrangement:
The collection is divided into six series.
Series 1: Norcross Company Records, 1920-1981
Series 2: Antique Greeting Card Collection, circa 1800-1930 (bulk 1880-1990)
Series 3: Rust Craft Company Records, circa 1920-1980
Series 4: Greeting Cards by Other Manufacturers, 1939-1960
Series 5: Norcross Company Permanent Files, 1911-1981
Series 6: Rust Craft Company Permanent Files, 1927-1981
Biographical / Historical:
Arthur D. Norcross founded the Norcross Greeting Card Company in New York City in the nineteen twenties. From the start Norcross cards had a "look" which contributed to their selling success although, through the years, the company commanded only a small share of the greeting card market. In 1974 the company relocated to West Chester and Exton, Pennsylvania, where in 1981 Norcross and the Rust Craft Greeting Card Company merged to form divisions of a parent company.
At some point, Norcross executives realized the value of collecting and preserving antique greeting cards. The company built a large collection of antique cards, a number of which traveled in shows around the country bringing attention not only to the cards themselves but also to the Norcross Company.
Arthur Norcross died in 1968, and the company had four owners from then until 1982. One of the owners, the Ziff Corporation, a New York publisher, picked up the Norcross Company to augment the floundering Rust Craft Greeting Card Company that it had purchased primarily for its television holdings. Finally the Norcross and Rust Craft combination was acquired by Windsor Communications, Inc., a privately held company. In August 1981 Windsor entered into Chapter 11 proceedings under the Federal bankruptcy law and ceased producing greeting cards. Factors leading to bankruptcy included the expensive consolidation of Norcross and Rust Craft, a doubtful marketing strategy, and unsuccessful efforts to continue producing two distinct lines of greeting cards.
The Rust Craft Greeting Card Company, some of whose records are contained in this collection, was begun as a little bookshop by Fred Rust, (1877? 1949) in Kansas City in 1906. Later that year he created a plain Christmas folder which he called a "letter," perhaps a forerunner of the greeting card. These "letters" proved successful sellers prompting Rust to increase his publications over the years and expand his line to include post cards, greeting cards with envelopes, calendars, and blotters, in addition to lines of cards for New Year's and birthdays.
Donald Rust, his brother, soon joined him to take over manufacturing, and in 1908, Fred Rust, seeking to increase distribution, carried his line to Boston while Donald carried his to California. The original bookshop was retained until 1910 when all retailing was discontinued. After building a considerable volume of business, the firm was consolidated in Boston in 1914 and became known as Rust Craft Publishers.
Sales mounted as the company issued cards for various seasons. Many of the sentiments were written by Fred Rust himself. Around 1927 Ernest Dudley Chase joined the firm as an associate in charge of creation and advertising. In the 1950s the company relocated to Dedham, Massachusetts and finally in 1981 merged with the Norcross Company in West Chester and Exton, Pennsylvania.
A popular innovation of the Rust Craft Company was a card bearing the sentiment printed on the card itself with four or five extra sentiments tucked in as part of the message and design. This card was so popular that it was patented with the name Tukkin. The Rust Craft Company also collected some antique greeting cards.
Related Materials:
Materials in the Archives Center
AC0109 Division of Domestic Life Greeting Card Collection, circa 1854-1975
AC0126 Burris and Byrd Family Card Sample Case, circa 1920
AC0468Archives Center Scrapbook Collection, circa 1880-circa 1960
AC0579 Greeting Card Collection, 1920s-1970s
AC0886 Ernest Dudley Chase Papers, 1930s-1940s
AC1198 Beatrice Morgan Steyskal Collection of Greeting Cards, 1958-1970
AC0060 Warshaw Collection of Business Americana
AC1251 L.F. Pease Greeting Card Company Collection, circa 1908-1913
AC 1252 Sandford Greeting Card Company and Family Papers, circa 1840-1990
AC 0062 Hoffmania (or Hoffman Collection
AC0295 Rocky Herosian Collection, 1910-1943
AC0674 Jean Clairmook Radio Scrapbook, 1930-1932
AC0136 Celia K. Erskine Scrapbook of Valentines, Advertising Cards, and Postcards, circa 1882-1884
The Valentine & Expressions of Love [videocassette], 2000 within the
Archives Center Miscellaneous Film and Videotape Collection, (AC0358)
Provenance:
Norcross Greeting Card Company, West Chester, Pennsylvania, 1982-1985.
Restrictions:
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Viewing the film portion of the collection without reference copies requires special appointment, please inquire. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270. Viewing the film portion of the collection without reference copies requires special appointment, please inquire.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Genre/Form:
Lithographs
Business records -- 20th century
Chromolithographs -- 1880-1900
Color slides
Greeting cards -- ca. 1800-1980
Valentines
Trade cards
Postcards
Motion pictures (visual works) -- 1960-1980
Advertisements
Scrapbooks
Slides (photographs) -- 1950-2000
Citation:
Norcross Greeting Card Collection, Archives Center, National Museum of American History
Pittsburgh Motor Vehicle Co. ; White Motor Co. ; Autocar Sales & Service Co. ; Valentine & Co. (New York, NY) ; Autocar Service Co. Search this
Notes content:
Motor vehicles : military vehicles, gas and electric trucks, dump trucks, pick-up trucks, vans, buses, fire engines, ambulances, hurses, tanker trucks, delivery trucks, delivery cars. Military truck: 4- to 5-ton 4x4 Tractor Truck (U.S. War Dept. Technical Manual, 1944) ; Autocar commercial motor vehicle ; Autocar commercial cars ; Autocar motor truck ; Autocar pleasure motor vehicles ; Autocar motor delivery vehicles ; includes images of Autocar vehicles used in various businesses ; includes loose sheets of testimonials ; presentation booklet of Army-Navy E production award to Autocar Co., August 27, 1942 ; "Autocar Messenger" publication (scattered issues 1919-1921, 1926, 1927, 1929)...this comprises the uncataloged portion.
Includes:
Trade catalog, price lists, manual, samples and histories
Black and white images
Color images
Types of samples:
Standard Body Colors for Autocar Commercial Cars
Physical description:
152 pieces; 3 boxes
Language:
English
Type of material:
Trade catalogs
Trade literature
Place:
Ardmore, Pennsylvania, United States
Date:
1900s
Topic (Romaine term):
Automobiles and automotive equipment (including trucks and buses) Search this
Military equipment and supplies (including uniforms) Search this
Ray Johnson c/o edited and curated by Caitlin Haskell, with Jordan Carter ; with contributions by Jordan Carter, Colby Chamberlain, Jennifer R. Cohen, Johanna Gosse, Caitlin Haskell, Miriam Kienle, Brian T. Leahy, Ellen Levy, Solveig Nelson, Thea Liberty Nichols, and Michael von Uchtrup
Jay Leyda. Portrait of Louis Michel Eilshemius, 19--. Valentine Gallery records, circa 1890-circa 1960. Archives of American Art, Smithsonian Institution.
The collection consists of seven series, the largest, Series 1, being the postcards. The largest categories in this series are the geographic, both United States and foreign, and greeting cards. The most important and probably the most interesting of the geographic cards are from Maryland as they give us an historic view of the state. This is particularly true of the large number of cards depicting Baltimore and its buildings, parks, schools, etc. There are several cards showing the Great Fire of February 7, 1904 and postcards such as this are a valuable historic resource.
The greeting cards are primarily from the "golden age" of postcards and were sent or given on many occasions. There are large numbers of Christmas, Easter and Valentines Day cards, but there are also substantial numbers of cards for days that we no longer associate with card giving such as Decoration Day (now known as Memorial Day) and Washington's Birthday (though these cards are included under political figures in Box 8).
There are a number of postcards depicting various Popes and other religious themes such as the Lord's Prayer. Some of the postcards of Rome have cartouches of a Pope in the center of the pictures and were sent by a monsignor to someone in Baltimore.
Many cards show various means of transportation such as airplanes, boats and ships, and railroads and streetcars. Another interesting category is "novelty" with a number of postcards with pictures of women with real hair. Throughout the collection there are other novelty cards on wood and leather.
The other series are smaller, though all consist of ephemera collected by Mrs. Litzinger. Series 2, Oversize Postcards, and Series 3, Greeting Cards are the largest and those most directly related to the primary collection. These series are organized in the same manner as Series 1.
Series 4 consists of paper dolls, another popular collectible in the early part of the century. Series 5 consists of scraps which were chromolithographed pictures which were either cut out of printed sheets of pictures and designs or punched out of die cut sheets. The designs were then used to make early greeting cards or were placed in albums called scrap books. Sometimes scraps and postcards were included in the same album. Series 6 consists of trade cards which were used to advertise various businesses. Sometimes these were in the form of postcards and sometimes the designs were cut out to make scraps, so it is easy to see how these various types of ephemera are inter-related. Series 7 consists of a small number of miscellaneous items such as metal prints the size of postcards, religious cards, political birthday cards, magazine clippings, plastic cards, invitations and bicentennial souvenirs.
Arrangement:
Collection arranged into seven series.
Biographical / Historical:
This collection of postcards and other ephemera was assembled by Beatrice Litzinger who lived her entire life in and around Baltimore, Maryland. The collection is particularly rich in view cards from both Baltimore and Maryland.
The collection also has a large number of greeting cards from the "golden age." It was acquired by the Archives Center in February, 1997 from Joseph Litzinger, the widower of Beatrice Litzinger who died in 1995. We know little about Mrs. Litzinger or how she acquired her collection as it came to the Archives Center after she died by way of a nun with whom she had become friendly and was returning to Ireland. Her husband was quite elderly and had moved to California though he indicated that Mrs. Litzinger had wanted her collection to come to the Smithsonian. The collection was donated by him to the Smithsonian in memory of his wife.
It is believed that Mrs. Litzinger started to collect postcards when she was young. She continued to collect throughout her life. She purchased some of the postcards, and others were mailed to her or given to her by friends. A large portion of the modern geographic postcards came by way of an extended family of friends and neighbors who traveled extensively. Mrs. Litzinger was deeply religious and a devout Catholic and the collection has a substantial number of religious postcards including some sent to her by a writer we believe was her parish priest on trips to Rome.
General:
Picture postcards were immensely popular at the beginning of the twentieth century. They were a novelty at a time when large numbers of people of moderate means began to travel. They became souvenirs of trips and an easy way for travelers to communicate with friends and relatives left behind. At the same time, the low cost of stamps and postcards combined with colorful and imaginative pictures and greetings made them a convenient way to send greetings at holidays and for other special events such as birthdays.
Postal regulations did not allow private postcards until the 1890's. Though the dates varied from country to country, in the United States these were first allowed in 1898. The period 1901-1907 is known as the undivided back era. Until 1907 the picture or design was on the front and only the address was to appear on the back, forcing the message to be written on or around the image. On March 1, 1907 postcards with divided backs for address and message were allowed in the United States, though they had been permitted in England as early as 1902. This was the beginning of the divided back era and the "golden age" of postcards which continued until 1915.
During this period, collecting postcards and other ephemera became a very popular pastime. Often they were placed in scrapbooks and albums. The subject range of postcards is almost limitless and various categories, such as view cards, greeting cards, humor or novelties, were collected. Often the postcards were printed in sets or series and many were designed by famous artists. Postcard collecting in the United States was given the name deltiology and is still a popular hobby.
Most of the postcards during the "golden age" were printed in Europe, primarily in Germany, where the printing technology was considered the best. The start of World War I ended this importation and from 1915 printing was concentrated in England and the United States. White border cards were developed at this time and they were popular until 1930, though greeting card publication declined and only view cards remained popular. From 1930 until 1945 ( or, variously, 1955 or 1960) linen postcards were published, using a type of paper that had the look and uneven feel of linen. Photochrome postcards, which tend to be slick and glossy, were introduced in 1939 and are still in use today. During the entire period, starting around 1900, real photographs, which could be matte or glossy, color or black and white, or hand tinted, were used.
View cards have been the most popular type of card collected. In addition to being souvenirs of places traveled, they offer historic references to buildings and places which have changed or may no longer exist.
Related Materials:
Materials at the Archives Center
Warshaw Collection of Business Americana, ca. 1724-1977 (AC0060)
Lou Newman Collection of Baseball Memorabilia (AC0696)
Provenance:
Gift of Joseph Litzinger in memory of his wife, Beatrice Litzinger.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Collection Citation:
Beatrice Litzinger Postcard Collection, 1900-1990, Archives Center, National Museum of American History.
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Collection Citation:
Beatrice Litzinger Postcard Collection, 1900-1990, Archives Center, National Museum of American History.
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Collection Citation:
Beatrice Litzinger Postcard Collection, 1900-1990, Archives Center, National Museum of American History.
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Collection Citation:
Beatrice Litzinger Postcard Collection, 1900-1990, Archives Center, National Museum of American History.
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Collection Citation:
Beatrice Litzinger Postcard Collection, 1900-1990, Archives Center, National Museum of American History.
