Rochester Public Library Local History Division Vertical File Collection
The bulk of this collection consists of advertising and trade cards. The availability of inexpensive lithography and multi-color printing from the mid-19th century made these colorful cards into a popular marketing medium of the late 19th and early 20th centuries. Their creative and colorful nature also led to many people collecting the cards. While radio and television largely killed off advertising and trade cards by the middle of the 20th century, they remain a valuable insight into the businesses that operated during their heyday.
Scope of Collection
The Rochester Public Library Local History Division Vertical File Collection contains a selection of ephemeral items from the Local History’s vertical file. These include advertising cards, menus, pamphlets and souvenir items. Many items are undated, but those that are or can be dated range between 1865 and 1950.