the first Promenade photograph published in The Philadelphia Photographer, March 1875 by F.L. Stuber of Bethlehem, PA
Toronto. Once the CdV size of photos ran its course, entrepreneurs used larger size carded photos to spark sales, culminating in the very large ‘promenade’ photos.
An article by Bob Wilson highlights the history of carded photos starting with the CdV. Bob begins his story as follows. “The above title introduced an article on the second page of the January 1875 issue of The Philadelphia Photographer. The demand for portraiture had been varying through the years. In the early 1860s when the cartes de visite (2 1/2 x 4”) were first introduced, the demand was quite strong.
“The wet collodion process combined with the new size reduced the cost of portrait photography, bringing it within the budget of most people. But by the mid 1860s, sales began to wane, as most people had satisfied their initial needs and the post Civil War recession had depressed the economy.
“Photographers needed a new novelty to entice customers back to their studios. To do this, in late 1866, the cabinet card (4 1/4 x 6 1/2”) was introduced to North America and this stimulated sales again.
“But cabinet cards eventually became common and with the country in the midst of the enduring “Great Depression” of the [18]70s, photographers once again were looking for something fresh.
“In late 1874, Mr I. W. Taber, working in the studio of Mr G. D. Morse in San Francisco, developed what they called the Promenade Photograph. Edward L. Wilson, editor of The Philadelphia Photographer, displayed examples of Promenade photographs at the December 2, 1874 meeting of the Photographic Society of Philadelphia, where they ‘were examined and much admired by the members’.
“Wilson appreciated the artistic possibilities of the new format (4 x 7”), and in the January 1875 issue of The Philadelphia Photographer, ran the following article: A NEW SIZE – THE PROMENADE PHOTOGRAPH [.] This is a new style, noticed in our editorial columns, designed by Mr I. W. Taber, with Mr G. D. Morse, San Francisco.” …
Members read all of this article and saw more illustrations in the issue 26-2 pdf file on the free member-only DVD/thumb drive. See above/at right to join. Address any membership queries to member@phsc.ca.
Come on out to our 2026 events – many old photos likely available. Our first 2026 event will be the Jan 25, 2026 auction.
