| Early Modern Era (white border) 1916-1930
During this period, American technology advanced allowing us to produce quality cards, although we often produced inferior ones in order to compete in the saturated market place. Public appeal changed and greeting card publication declined. However the view card market remained strong. The cards of this era were usually printed with white borders around the picture, thus the term 'white border cards'
Linen Card Era 1930-1945
Changing technology now enabled publishers to print cards on a linen type paper stock with very bright and vivid colors. View and comic cards were the most often published. Sets and series were few and far between and the greeting card was almost exclusively replaced with the new French-fold cards. Among the best cards of this era are the political humor cards of World War II.
Photochrome Era 1939- present
The Union Oil Series began in 1939, launching the new era of photochrome cards. Photochromes are commonly called 'Modern Chromes', are still the most popular cards today. Since the earlier days of fine printing craftsmanship, these are the best reproductions to come along in years. Collectors are expressing interest in these cards. Also despite the increase in postal rates for postcards from one cent to the current twenty-three cents, postcard popularity continues to rise. Even the greeting post card is making a big return, though usually seen as reproductions of old cards, more and more new original art is being produced.
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