How to Value Postcards and Paper Ephemera

Shoeboxes of old postcards, letters, trade cards, menus, tickets and brochures turn up in nearly every estate. Most pieces are worth little on their own, but some are sought after by collectors and historians. This guide helps you sort paper items, recognize what tends to be valuable, and research and store them properly.

What counts as ephemera

Ephemera is printed or handwritten paper that was meant to be used and thrown away. It includes postcards, trade cards, advertising brochures, catalogs, labels, tickets, menus, matchbook covers, programs, broadsides, maps, valentines and greeting cards, and letters. Because most of it was discarded, the survivors can tell a lot about everyday life.

Sort before you research

Don't judge a box by the first few items. Go through every piece and sort into groups:

• Postcards, separated into real photos and printed cards.
• Advertising and trade items.
• Documents, letters and envelopes.
• Event items such as tickets, programs and posters.
• Everything else.

Check envelopes for stamps and postmarks, which may interest postal history collectors. Keep letters with their envelopes.

Recognize postcard types and eras

Postcards changed in recognizable ways, which helps date them.

• Undivided back cards: Older cards where the back was reserved for the address only, so messages were written on the front.
• Divided back cards: Cards with a line down the back separating message and address.
• White border cards: Printed cards with a white border around the image.
• Linen cards: Cards printed on textured, linen-like paper with bright colors.
• Chrome cards: Glossy, photographic-looking color cards that became common later and are generally the least valuable as a group.

Real photo postcards are actual photographs printed on postcard stock. Look under magnification: a real photo shows continuous tones, while printed cards show a dot pattern. The back often carries a photo paper maker's name or a stamp box design.

What drives value

• Subject: Small-town main streets, storefronts, railroad depots, early automobiles, occupations, disasters, events, and local people tend to be more desirable than scenic views and famous landmarks.
• Real photos: Real photo postcards of interesting local subjects are among the most collected.
• Artist-signed and holiday cards: Some illustrators and holiday designs have strong followings.
• Advertising: Colorful trade cards and ads for local businesses or recognizable brands.
• Historical content: Letters describing notable events, places or experiences can matter more than the paper itself.
• Condition: Creases, tears, stains, trimmed edges, pinholes and glue or album residue reduce value.

Common scenic views, chrome-era tourist cards and generic greeting cards are usually low in value individually, though they may sell as lots.

Research realistic values

Search sold listings for cards with the same town, subject and type. Note that collectors often search by place name, so a card's location matters. Postcard and ephemera clubs, shows and specialized dealers are good sources of knowledge. For a box with real local history, a local historical society may help you understand what you have, and might be interested in donations or purchases.

Store paper safely

• Use acid-free, archival sleeves, boxes and folders.
• Avoid rubber bands, paper clips, tape and the sticky pages of old photo albums.
• Keep paper cool, dry and out of light, away from basements and attics.
• Don't try to remove stains, mold or tape yourself; ask a paper conservator about important items.
• Flatten folded documents only if they open easily; don't force brittle paper.

Selling options

Ephemera dealers, postcard shows, auction houses and online sales all work. Pull out the strongest pieces, especially real photo cards and local subjects, and offer the rest in groups. Describe each item accurately, including any flaws.

Quick checklist

• Go through every item and sort by type.
• Separate real photo postcards from printed cards.
• Note subjects, towns, dates and postmarks.
• Check sold prices by place and subject.
• Store in acid-free sleeves away from light and damp.
• Sell standout pieces individually and the rest in lots.