The Statue of Liberty
By Barry Moreno
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The Statue of Liberty - Barry Moreno
publication.
INTRODUCTION
On May 19, 1898, Congress adopted the Private Mailing Card Act. The new law, approved by Pres. William McKinley, took effect on July 1 of that year. It allowed individuals to make and sell postcards so long as they adhered to certain requirements, such as size and quality of paper used. Prior to this, only the US Post Office could print and sell postcards. Thus, the modern American postcard industry was born in the Gilded Age, when grand monuments were built and tourism was already well-established in Europe and North America. Thousands of people had visited Auguste Bartholdi’s colossal Statue of Liberty that stood on Bedloe’s Island in New York Harbor prior to 1898. The island, reached by ferry at a cost of 25¢ per passenger, already had a refreshment and souvenir stand; after the act was passed, the humble postcard took its place among the statuettes, banners, and buttons sold there, and soon would outsell them all.
The postcard was invented in Europe. Austria was the very first nation to design and print them. The year was 1869. Soon, other European nations followed Vienna’s lead—Switzerland and Great Britain in 1870; Belgium and the Netherlands in 1871; Russia and France in 1872; Romania, Japan, Spain, and the United States (US Post Office–issued postcards only) in 1873; and Germany and Italy in 1874. In terms of quality printing, the Germans held the prize. At the Paris Universal Exposition of 1889, an image of the Eiffel Tower was included in commemorative postcards issued for that event. This led to the inclusion of small imagery on some postcards. In 1894, the first picture postcard was issued in Great Britain and Ireland. In 1898, the United States ended the government monopoly of printing and selling postcards. Soon, American postcard printing firms came into existence—the lucrative industry had finally come to the United States. Since the German lithographers in cities like Leipzig produced the best-quality postcards in the world, many of them were drawn to the virgin soil of the United States. It was not long before the best American postcards were being printed in Germany and shipped to the United States. In 1902, the earliest divided back
postcard began being printed in Great Britain. This card allowed a person to address the card to someone on one side of the divided line and write a message to them on the other side. France followed with one of its own in 1904, as did Germany in 1905 and the United States in 1907.
Annoyed at the foreign dominance in the US market, American postcard printers pressured Congress into imposing a tariff on all imported postcards. This was aimed at the German printers and was quite effective. Signed into law by Pres. William Howard Taft, the Payne-Aldrich Tariff of 1909 imposed a duty on all imported postcards, especially those with pictures of typical American scenes,
such as the Statue of Liberty. By 1912, these German-made American
postcards had lost their dominance in the trade. In 1915, the white border card
era began. The reason was to save the printers money on their ink bills. In 1931, Curt Teich’s linen postcards came on the market, causing a sensation. This American innovation enlivened images on postcards by giving them the semblance of reflecting light. Another design style, the photochrome postcard, was introduced in 1939. By 1945, its rich chrome colors would become the favorite in the postcard trade. Real-photo postcards
were introduced soon after the invention and marketing of Kodak’s 3A folding pocket camera in 1903. This type of card has gone in and out of fashion many times.
This book begins with a chapter on Liberty’s own story. It tells of how the idea for her first started in the inventive minds of two Frenchmen, Laboulaye and Bartholdi, and how they then joined together to make her a reality. The contributions from donors, architects, engineers, builders, politicians, and others are included in the pages that tell Miss Liberty’s story. It next traces Liberty’s imagery in the postcard trade decade after decade. A major change came to Liberty and the tourist business when she was made a national monument in 1924. However, a bigger change came nine years later.
In April 1933, the Statue of Liberty, after more than 30 years under military control, was finally handed over to the National Park Service. In the years that followed, that agency introduced professional educational programs including tours, public lectures, and special events. The landscaping of the island was changed drastically to create a parklike setting for the enjoyment and pleasure of tourists. These improvements