by Larry Spilkin
This is the first in a series of articles about collecting postcards. Like other ephemera postcards were not intended for long term survival, but survive they did.
Today, they are little time capsules of the past and reminders of long gone eras.
Postcards generally fall into three categories: real photo, linen and chrome. Real photo postcards are actual photographs printed on photographic paper. They became popular in the late 1890’s and were in general use through the 1950’s. Linen cards are postcards printed on quality linen stock paper. They have an appealing texture and use vivid pastel colors. They came into use in the 1930’s and were very popular through the 1950’s. Chrome cards are glossy images, which are the familiar postcards of today. They first appeared in 1950 and continue to be popular.
Linen cards and Miami Beach Art Deco were made for one another. The colors utilized in these postcards capture the colors and Art Deco feel of South Beach as it was in its heyday. Just as South Beach was and still is a fantasyland, the images on many of the linen cards from Miami have been glamorized. The cards were produced from photos, which were then heavily airbrushed to idealize the feel and setting. Keep in mind the goal was to promote the hotel or restaurant by creating the most appealing image possible. Often adjoining buildings were airbrushed away and the ocean and beach were made to appear closer and larger than life.
Just about every South Beach Deco hotel and many of the restaurants had one or more postcards. Since hotels and restaurants came and went frequently, there are thousands of different views, which can keep any collector busy for years. These cards are relatively inexpensive and can be found for as little as a few dollars. These few dollars can provide endless hours of pleasure and a nostalgic stroll through this historic architectural area. Think how enjoyable it would be to walk the streets of South Beach and compare these postcard treasures with their painstakingly restored counterparts such as the Cavalier, Astor, Carlyle, Shoreham and Delano. For those interested in beginning a collection of postcards, they can be found in many antique shops and malls. There are also numerous postcard and paper ephemera shows both locally and nationally and, of course, there are also several Internet sites where postcards are auctioned or sold. Categories appealing to 20th century collectors are diners, drive-ins, roadside, art deco skyscrapers, art deco bus stations, movie theaters, streamline modern transportation and, of course, Route 66, which will be the subject of the next “greetings from” article.