Postcrossing Blog

We can probably all agree receiving a postcard in the mail from an exotic faraway place is one of the more exciting things that might happen in a day… but did you know that some decades ago, a pharmaceutical company used this precise notion to come up with one of the most unique marketing schemes of all time? Read on – it’s a good story!

Between the years 1954 and 1968, Abbott Laboratories of Illinois sent out 240,000 postcards every couple of weeks to doctors, nurses, and health facilities all over the world. They manufactured, stamped, and postmarked over 170 unique postcards from 165 different towns in 85 countries. The postcards’ authenticity of origin intrigued the recipients, increasing their overall effectiveness.

Each card began with the salutation, “Dear Doctor, ” except for several versions sent to non-doctors that omitted this greeting and just had the message. The pictures on the cards displayed local scenes portraying the place, culture, or people of the particular country it was mailed from. The entertaining message on the back was written in a friendly tone, and never forgot to plug their prized product—an intravenous anesthetic by the name of Pentothal. This drug, by the way, is still used today not only for its anaesthetic effects, but also in some places for its truth serum properties!

It is a bit of a mystery how this novel idea originated. In an article by Daniel Friedman, one Abbott employee, Dean Carson, was quoted saying, “I just came up with this idea and they said it was fine.” Others speculate it was either the Abbott advertising executive, Tom Bird or Charless Hahn, the Chicago Sun Times stamp editor, who had previously collaborated on a magazine together advertising Abbott products to doctors in Latin America.

Whoever actually invented this genius marketing method back then probably didn’t fully realize the extent of popularity these postcards possess among present-day collectors. In September 2012, a bunch of Dear Doctor postcards were sold on eBay raking in hundreds of dollars for each card—the record price was $298!

Impressive, isn’t it?

By the way, the photos that illustrate this post come from the collection of Tom Fortunato, who graciously allowed us to use them. Tom runs deardoctorpostcards.com, a website for Dear Doctor postcard collectors – check it out!

Bonnie Jeanne (aka PostMuse) hails from Pittsburgh, Pennsylvania, and is passionate about snail mail, mailart… and postboxes! :) Come discover more about her on this Spotlight interview.

How did you come across Postcrossing? What got you hooked?

I discovered Postcrossing via Bookcrossing. I have been exchanging postcards most of my adult life, 30 plus years. When the Internet came about, I joined lots of online postcard groups, and that was fun, but often the exchanges were between the same group of people. I love the randomness of Postcrossing! I think that is the thing that most attracted me to the site.

Do you have any other interesting hobbies?

I sew, and I do a lot of mailart. I also love to travel and visit museums, especially little known museums, like the National Watch and Clock Museum in Columbia, Pennsylvania. I’m also a backyard birdwatcher and enjoy the constant chatter of the birds while I sit on my patio and write postcards and letters.

Show us your mailbox, your mailman/mailwoman, your postoffice or the place where you post or keep your postcards!

The mail chute is at work and I love using it. I only work three floors up, so I can actually hear the mail hit the bottom :)

The photo close-up (left) of my open mailbox at home is taken from the front. You can see how the back is also open so that in the winter I don’t have to go out on the snowy road to get my mail. A lot of people outside the US also don’t realize that we can leave our outgoing mail in our home mailbox for the mailman to take away. I leave LOTS of mail in my home mailbox.

The photo on the right shows my home mailbox in the spring. I do decorate my mailbox for seasons. In winter, I’ll string twinkling snowflakes on it and add a few other festive details. At Halloween it had a giant black spider with purple twinkling lights.

This photo shows postcards of my home mailbox inside the same postcard… very “meta”! :)

The metal mailbox is my post office box, where most of my incoming mail goes. I do get some mail at my home mailbox, but it is safer to have most of my mail go to my post office box … it is always dry, plus it is close to work, so I can get my mail before lunch and enjoy it while I eat.

Show and tell us about your favorite received postcard to date, and what makes it special.

My favorite postcards are pictures of the sender’s mailbox, even if it is only a mailslot. Some of the recent ones I’ve received are NL-1247688, DE-1267457, DE-1251668 and TW-455583.

Sometimes people write on the back of regular postcards that their mailboxes are not cute or interesting enough for a postcard. But, I think ALL mailboxes are beautiful. They are our connection to each other, even more so than email because you can hold snail mail in your hand.

Have you inspired anyone else to join Postcrossing or start collections of their own?

Oh yes! A former coworker is now quite involved. As are my two oldest grandchildren. I help them with the project because they are only 5 and 3, so too young to write postcards. And I ramble on to whoever will listen about Postcrossing, at any opportunity :)

What is it your favorite part of the Postcrossing process?

My very favorite part of the process is when I get an address of someone who welcomes mailart because I LOVE to make postcards.

Is there anything that you are passionate about?

I am passionate about snail mail. I send about 40 or so pieces of mail a week and I love the connecting with other people. Somehow political/cultural differences don’t matter when one is writing to another about some shared interest, like fountain pens, or beekeeping, or novels, or the cute little bird that sat on the back of my patio chair and sang me his life story.

Thank you so very much for listening to me my Postcrossing story! And thank you very much for this wonderful site.

Since picture postcards were first created, they have been instrumental in documenting a locality’s history. Dating from 1905–1950, exaggerated and tall-tale postcards originated from the pioneer bravado of the western expansion and were extremely popular in the Great Plains and rural communities hoping to form an identity for themselves as a place of agricultural wealth.

These postcards promoted agrarian and wildlife benefits to a public that was aware of the exaggerations, and were used to facetiously advertise the products and unique aspects of a region. The common theme among the postcards was immensity; fishing, hunting and riding oversized animals, harvesting gigantic fruits and vegetables, or wheeling in massive sheaves.

While exaggeration postcards illustrated an object of disproportionate size, the tall-tale postcard added a caption, bringing the whole scene to life with anecdotal referential humor. The most well-know creators of these cards were Alfred Stanley Johnson, Jr., and William H. Martin. They created their masterpieces using trick photography, usually taking two black and white pictures, one a wide shot and the other a close-up. The enlarged close-up image was then cut and glued over the wide shot to create the embellished result.

Titles such as “Great Sport Fishing Here” and “Harvesting a profitable crop of onions in Kansas” helped further the intent of the image. Other designers painted their unlikely scenes or used a combination of photography and painting (an early day exercise in Photoshopping!).

Larger than Life: The American Tall Tale Postcard, 1905–1915 by Morgan Williams is a great volume on the exaggeration postcard, capturing “many facets of life in turn-of-the-century, small-town America and vividly bears witness to a unique form of creativity.” To check out more of legend William H. Martin’s work, visit http://www.photographymuseum.com/talltale.html.

By the way, all the images illustrating this blog post come from Brenda’s wonderful collection – check out her website for many more!

Michelle (aka MichelleW) hails from Dallas in the state of Texas. She’s an advocate for children’s cancer research, and describes herself as the proverbial “cat lady” in her neighbourhood – with 4 cats and a cat-themed mailbox to prove it! :)

Here is what she had to say to our interview questions:

How did you come across Postcrossing? What got you hooked?

In 2010, I was recovering from cancer treatments and my good friend, Aurora, showed me this “new thing” she was doing. She explained the process and showed me how to set up a profile. She kept saying, “just be patient, ” when it seemed like forever for the first card to arrive. And then it come and when I got the first card and then the second…I was hooked – completely! It was only the start of what has been an unbelievable experience.

Do you have any other interesting hobbies?

Besides Postcrossing I enjoy some arts and crafts and like to find other members who like handmade cards. If I’m not writing cards, I’m reading a book, watering the plants or at the movies. I also try to support children’s cancer research hospitals by participating in walks or sending cards to kids in the hospital. I met far too many children during my time in treatment. I also have a small blog that I write mainly to show off the cards I send and receive every month!

Show us your mailbox, your mailman/mailwoman, your postoffice or the place where you post or keep your postcards!

I’m embarrassed to show you where I keep my cards-to-send! I have enough cards to send to the entire Northern Hemisphere. I started storing received cards in albums, but realized that was going to get too expensive – so I ended up with attractive boxes that are categorized by cards I get from the official Postcrossing site and those I get in Round Robins – my passion! The mailman was too shy for a picture.

I had fun finding different styles of letter drops during a trip to Canada this summer. And I was very happy to find my cat mailbox since I am without doubt, the cat lady of our neighborhood. My youngest cat loves to paw through the cards.

Show and tell us about your favorite received postcard to date, and what makes it special.

I have received literally thousands of cards through Postcrossing, but there is one that I will always remember and not for the front, but for the message, which said,

"Saturday, March 12, 2011
Hello from Yokohama, Japan! You probably heard about the big earthquake we had here yesterday. My husband I weren’t hurt but it was very scary and we were without power for 8 hours. I hope things go back to normal soon.

Have a great day!,
Lauren

Now Lauren is a Postcrosser. I’m not sure I’d be writing cards after a day after such a major catastrophe!

Have you inspired anyone else to join Postcrossing or start collections of their own?

I hope so – but I can’t prove it! I’ve found that you raise eyebrows in stores when you buy 30 cards or so in one transaction. I’ve had several people ask me what I do with them and many have written down the site’s address. I hope they joined. It’s amusing to have people ask, “You actually mail them…like with a stamp??”

What is it your favorite part of the Postcrossing process?

At first it was receiving, but now I love the process of reading profiles and trying to choose a card that really fits the addressee. I also print my labels with graphics for that person – whether it is their avatar or country’s flag. When it is registered, I get a truly warm feeling in my heart when someone replies, “It’s exactly what I love and that’s my picture!” I also have to admit that I get a certain twinge of satisfaction when my cards are marked as “favorite.”

Is there anything that you are passionate about?

I am passionate about children’s cancer and cancer research for “orphan” cancers. My experience with a rare form of the Big C made me realize how much is left to learn. To see a five-year-old with a shaved head, big scar and waiting for radiation will break your heart but also amaze you when you observe their determination and laughter through their pain. I still keep up with one young man who beat a very deadly brain tumor. They fight so hard and I try to give whatever I can to help researchers with their work.

This year, politics and environmental issues have been uppermost in my life. I’m a liberal tree-hugger, which is not common in a conservative state like Texas! My efforts are geared primarily in reduction of fossil fuel usage and saving native animals such as the grey wolf from total extinction in the US and Mexico by big-business ranchers and petroleum interests who destroy their habitats. I can get rather heated on the subject of conservation.

We’ve discovered Irwin Terry’s wonderful blog by accident, but were instantly captivated by his passion and dedication to illustrator Edward Gorey. As his works are featured in so many postcards, we invited Irwin to write a post about this famous American artist. :) So tell us Irwin, who was Edward Gorey?

Edward Gorey (1925 – 2000) was an American illustrator, writer and humorist who lived in New York City and Cape Cod, Massachusetts. Mr. Gorey wrote and illustrated over 100 books, illustrated hundreds of books for other authors, provided the animation for Mystery! on PBS, and won a Tony Award for the 1979 Broadway production of Dracula. He was also a postcard aficionado, promoter, and a postcard collector. From an early age, Mr. Gorey created and sent interesting correspondence to friends and family, much of which was embellished by hand.

In 1976 he created his first set of postcard images titled The Broken Spoke which appeared in Sports Illustrated and was also published in book form. He went on to create and publish sets of postcards with themes ranging from Neglected Murderesses to Scene de Ballet. From 1984 to 1996, Mr. Gorey created a special annual post card for National Post Card Week. When designing postcards, Edward Gorey took the nom de plume of Dogear Wyrde, one of the many anagram names he created.

Due to his signature style of drawing and amusing images, many of his illustrations have been used as postcard images. Today, the best place to find/purchase Edward Gorey – illustrated postcards is The Edward Gorey House museum in Yarmouthport, MA. The gift shop at the museum sells over 50 different postcard images as well as books of postcards created by Mr. Gorey.

For more information on Mr. Gorey, his postcard images and his work, you can visit my Edward Gorey collecting blog.