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Showcards of the past demonstrate a dying art

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In 1906, when Signs of the Times began publication, a large part of the sign industry included the displays and showcards announcing movies, theater events and store specials. As such, every issue devoted a section to the design and craft of showcards. Similarly, in ST Publications' 1000 Practical Show Card Layouts . . . and Color Sketches, originally published in 1928, author H.C. Martin wrote, "The growth and development of card writing into a specialized craft . . . has been phenomenal . . . The horse and buggy age is past, and showcards, in step with other branches of advertising, are going forward."

Enter the 1990s — the computer age. Today, hand-lettered showcards are virtually a thing of the past, replaced by digitally printed posters and a move toward more modern graphic design and layout. Although showcards are still around, they've changed. Today's "showcards" are more likely to be digitally printed and classified as posters or p-o-p displays.

In speaking with several sign-makers well-versed in the art of showcard-making, the consensus is that few customers want traditional showcards anymore. Joel Denmead, A.C. Display Studios, Inc., Atlantic City, used to sweep the showcard category in ST's annual Commercial Sign Design Contest until the category was dropped in 1996. With an audible sigh, Joel tells us he's now lucky to get one call a year to make a hand-painted showcard.

So in some way, traditional showcards serve not only as a unique craft, but as a time marker in the changing world of signage. The following gallery takes you on a trip down memory lane, offering a historical, and at times humorous glimpse of showcards from the past.

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