The Trade

The great challenge for photographers in the latter half of the nineteenth century was not to attract customers, but to get them to return. Inexpensive and sold by the dozen, cabinet cards solved that problem, solidifying photography’s central place in middle-class life.

Most photographers, especially those in small towns, built their clienteles by offering an array of backdrops and the opportunity to select from a wide range of overlays. They emblazoned the bases of their card fronts with their names and studio locations and filled the card backs with self-promotion. Though some customers complained about this advertising, it effectively built and sustained businesses.