History, politics, and patriotism are just a few of the many ingredients that combine to make up the political campaign postcard. Add a dash of artistry and satire into the mix, and the result is a very popular collectible. Such souvenir items are eagerly sought today by both deltiologists (postcard collectors) and political Americana enthusiasts. They are historic documents of the most important of all reoccurring events in the nation’s history - our presidential elections.
In 1900, souvenir postcards became another tool used to promote White House hopefuls. This advertising medium, relatively inexpensive and easy to distribute, allowed presidential hopefuls to reach large numbers of voters. Since the turn of the 20th century, no presidential campaign has failed to include them in its bid for votes.
Many years ago, presidential postcards were both printed to order for use by the candidates as propaganda and by commercial publishers for sale as novelty items to a curious public. Collectors today make no distinction between the two varieties, seeking each out with equal enthusiasm.
Because of the cost and scarcity of some campaign postcards (even those from mid- to late-20th century elections can be pricey), collectors tend to specialize. Possibilities include pre-1920, the modern era, a particular party, maverick third parties, one specific election, or a favorite candidate.
With the explosive growth of the primary system since the 1950s, cards have also been used by people seeking their party’s nomination. During these years, as primaries came to dominate the selection process, candidates began relying upon postcards as a cost-effective tool to mail out to voters or hand out at campaign headquarters.
Pre-1920 cards were usually in color, often embossed and decorated with fancy borders. Patriotic icons of all types filled the pictorials. Many were artist drawn, and a few incorporated pictorials and photography.
Others, including nearly all third-party cards, have either the candidate’s photo or use it as an inset against the White House. Often the presidential nominee is pictured with Abe Lincoln, George Washington, or JFK.
The 20th century’s first election was also the first to utilize souvenir postcards to help promote party nominees.
Five different are known from the 1900 election, which pitted incumbent William McKinley against previous loser William Jennings Bryan. All of these cards are quite rare.
Arthur Strauss issued a “Private Mailing Card” (PMC) picturing McKinley and vice-presidential candidate Theodore Roosevelt against a patriotic backdrop. Fred Braendle produced two PMCs - one of the democrats and one for the Republicans. A small photo of the nominee is inserted inside a flower, which is against a background crowded with the Statue of Liberty, the White House and other all-American motifs. Also in the background are the individual candidates’ three messages, such as “Liberty, Loyalty, Thrift, Liberality etc.” (McKinley). Less than a dozen copies of each variety of these treasured rarities are in private collections.
Finally, Franz Zorn published two different, one of each party. Similar in artistic style and layout as those by Braendle, they are equally scarce and hard to come by.
The campaign of 1904, in which Teddy Roosevelt sought the oval office in his own right, resulted in some fascinating postcards. Arguably the best was published by Photo-Type Post Card Co., Philadelphia. The format was a petition addressed to Roosevelt urging him to seek a second term and expressing the sender’s “entire satisfaction with your administration.”
Franz Huld was the printer of a set of four postcards individually numbered from 1905 to 1908, three of which picture Teddy Roosevelt, and one, his Democratic opponent, Alton Parker. The candidates’ portraits are in ovals with Uncle Sam and the American eagle also drawn into the design.
The election that followed pitted Bryan and Kern against Taft and Sherman. It marked the zenith for political campaign postcards. Never again would as many cards be produced for a presidential contest. So far, nearly 100 different items have been discovered by collectors. Some companies printed sets containing two, four or six cards each.
Another twist exploited by innovative and imaginative printers and illustrators was the fact that both Bryan’s and Taft’s first name was William. Enterprising businessmen of long ago came up with couplets and rhymes such as “Willie T. or Willie B. - It’s bound to be a Bill.”
In addition to a large number of regular cards, a few caricatures can be found. “Presidential Fight - 1908 - Democracy Knocked Out,” for example, illustrates the G.O.P. elephant, in boxing trunks, standing victorious over a K.O.’s Democratic donkey. Taft and Bryan are the seconds, and Uncle Sam is the referee.
The election of 1912 is notable in the history books because it was a three-way race involving a strong third party; so strong, as a matter of fact, that the Bull Mooses outdrew the regular Republicans from which they had split.
Among the best postcards to come out of the 1912 race were two novelty sets. One was a set of four wire-tails issued by Schmidt Brothers. Each postcard had an inset of a candidate, a background scene of the White House, and the political animal symbol dominating the illustration. Attached to each animal was a small piece of coiled wire spring as its tail.
The other set, marketed by an unidentified publisher, had real pincushions as its feature. The drum being beat by Teddy Roosevelt, Taft’s rotund stomach, and Bryan’s balloon were padded with a dark blue fabric, which was decorated with silver or white stars, to become pincushions. Consisting of at least six postcards, the most often used caption was “Presidential Timber.”
Postcards used from 1920 on, while interesting and historical, often lack the spark of ingenuity. But since the candidates, such as Wilkie and FDR or LBJ and Goldwater, are very familiar to many, this makes them quite collectable. Whether a century, or only a couple of decades old, political campaign postcards exert a strong appeal and interesting market.