Business Card History
II. Tradecards, 17th century
(England)
Tradecards, considered to precede business cards, were used in all parts
of England.
The earliest forms of tradecards were to be found at the beginning of
the 17th century in London. These were used as advertising and also as
maps, directing the public to merchant's stores, as there was no formal
street numbering system at the time.
The popularity of tradecards soared as they were most effective advertising
as newspapers of
the time were not well developed and tradecards by directing the reader
to a merchant played the similar role to today's online media. The earliest
forms of tradecards were printed by the woodcut or letterpress method.
By the 18th century, copperplate engraving became the most popular method.
Up to the 19th century, tradecards were still done in monotones, or with
simple tints. As businesses grew, so did the production and distribution
of tradecards. Around 1830, lithography using several colors became an
established method in Europe.
During the 19th century new technology and improved speed of communication
made the distribution of newspapers and periodicals more practical. Advertising
in these media became more affordable and more widespread.
The advent of the machinery that was so lavishly displayed and advertised,
was in itself responsible for the downfall of the tradecard industry.
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