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Sometimes, trade cards were made to have a purpose beyond being glued in an album and reminding people about a company or product. This “Dakota” book store cleverly had these elongated cards printed to be used as bookmarks.
Clearly, the printing of the company’s information was an after-the-fact decision since it runs over the chromolithograph beneath, making the text somewhat unreadable with normal eyes. Over a scene of a happy bird family, the copy reads:
Place me in your book and when in need of
BOOKS
Buy them from
Max Fishel & Bro.
Deadwood, Dak.
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