Date of use : 1925 Italy

Emil Jaffe Photographic Studio and Supply Dealer

This postcard represents a notable example of early twentieth-century ephemera illustrating the commercial networks of the photographic supply trade in Europe. Printed on the left side of the card is a prominent red advertising panel promoting a business identified as Merané-Émile Joffe. The advertisement refers to photographic supplies such as plates, photographic paper, and chemical products. These materials constituted essential technical components of photographic practice during the late nineteenth and early twentieth centuries. The advertisement therefore indicates that the business operated as a supplier of photographic materials and equipment used in photographic production.

The individual associated with this advertisement, Merané-Émile Joffe, was an Italian photographer born in 1865. His activities appear to have extended beyond photographic practice into the commercial distribution of photographic materials. During the late nineteenth and early twentieth centuries it was common for photographers to combine studio work with the sale and distribution of photographic equipment and chemicals. In many cases photographic studios functioned not only as spaces for image production but also as points of supply for photographic materials.

Biographical information about Joffe remains limited. Available evidence indicates that he was born in 1865 and later emigrated to Switzerland, where he settled in 1939. The exact date of his death is not known. This absence of precise archival documentation is not unusual for individuals involved in the commercial side of the photographic industry, whose activities were often recorded only fragmentarily in surviving historical sources.

The postcard is addressed to Philipp Schinnerer, located in the city of Würzburg, Germany. The address written on the card is Glockengasse 10, Würzburg. Würzburg, situated in the Bavarian region, was known at the time as a city with active cultural and commercial life. The profession of the recipient is not specified on the card. However, the presence of a photographic supply advertisement suggests that the recipient may have been involved in photography or may have been a potential customer interested in photographic materials. This interpretation remains hypothetical but is consistent with the commercial communication practices of the period.

The postcard bears postage stamps issued by the Kingdom of Italy. These stamps display portraits associated with the Italian monarchy and are denominated in centesimi. The postal cancellation confirms that the card was mailed from Italy. By the late nineteenth century international postal exchange between European countries was facilitated by standardized regulations established through the Universal Postal Union. This system allowed postcards and letters to circulate efficiently between participating states.

The visual design of the postcard also deserves attention. The printed title "Cartolina Postale" identifies the item as an official Italian postal card format. At the center appears the heraldic emblem associated with the House of Savoy, the ruling dynasty of the Kingdom of Italy at the time. Such symbols frequently appeared on official postal stationery and visually emphasized the authority of the national postal system.

From a historical perspective, the postcard provides insight into the economic structure of the photographic industry during the early twentieth century. As photographic technology spread widely across Europe, the demand for photographic materials increased significantly. Glass negative plates, printing papers, and chemical processing substances became essential elements of photographic production. Firms involved in the manufacture and distribution of these materials therefore developed extensive commercial networks.

Advertising postcards played an important role within these networks. Companies used postcards not only for communication but also as vehicles for commercial promotion. Each card sent through the postal system carried advertising information that could reach potential clients in different regions. This strategy was widely used by firms engaged in the photographic supply trade.

This item is documented as part of the Photography in Postal History research project.
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