For several years in the late 19th and early 20th century Haszard and Moore was a landmark in Charlottetown. The printing company and bookstore occupied a prime location on the north side of Grafton Street facing Queen Square, an area called “Sunnyside.” Besides books and magazines the firm handled what were referred to as “notions” and had a stock of toys, gifts and souvenirs. They also did plain and fancy printing and had a number of books to their credit. When the postcard fad hit at the turn of the century Haszard and Moore was well-positioned to extend their stock to cover the new souvenir item. But as a printing firm the company had a significant advantage over their local competitors. They could produce their own cards instead of relying on out-of-province printers such as Warwick & Rutter, McCoy Printing or W.G. MacFarlane.
One of the big differences between early post cards and those produced later is what is called the “undivided back.” In these cards the entire back of the card was devoted to the stamp and the address. No messages were allowed. They had to appear on the face of the card. If the image occupied the whole face there was no room for correspondence so many of the early publishers left all or a part of the face of the card blank, either by having a smaller image or by dedicating a strip at the bottom of the card for a very short message. In 1902 Great Britain began to allow “divided back” cards on which half of the space could be occupied by the message and the other half for the address. The move was quickly followed by France and Germany and in December 1903 the Canadian postal regulations were amended to allow for the divided back. It was not authorized in the United States until 1907. This division continues to this day. However, undivided back cards continued to be published after 1903 and it cannot entirely be relied on for dating. It is not known when the Haszard and Moore cards were published.
The Haszard and Moore cards appear to be unique in that they also included a second image on the address side of the card. In the case of all the cards I have seen this is a photo of the Colonial Building from the south-east.
The P.E.I. Public Archives and Records Office holds a collection of six un-posted Haszard and Moore cards. This may represent the entire series and I would welcome information about any similar cards. The cards have several interesting features. The scenes on the cards appear in different formats; an oval for Fairholm and rectangles of differing sizes for the other images. Unlike many card series there are a variety of type faces identifying the several views on the cards. On all of the cards save one the name of the publisher (Haszard and Moore Printers and Stationers, Charlottetown) appears on the lower right face of the card.
On the Haszard and Moore cards there is an additional element. As well as a scenic photograph there are vignettes on the upper right face each card. A wordmark, “Souvenir of Prince Edward Island” is used on the Fairholm and beach scene cards and a version in a different type face on the Post Office card. A stylized crest in green appears on both the Great George Street and Boer memorial card and a blue crest with supporters on the Queen Square card. This introduces an interesting cataloguing dilemma. One large thematic area in postcard collecting is the “patriotic postcard.” Mike Smith has written the standard text on the subject and he defines “patriotic postcards” as postcards containing one or more of the following attributes: – a Canadian serviceman, military theme or symbol – a patriotic verse or slogan – a prominently displayed Canadian symbol etc. – a Canadian or provincial flag etc. – a famous Canadian event (e.g. Québec’s tercentenary celebrations) – a prominent Canadian political figure. It is probable that not all of these vignettes would fit into the patriotic category and therefore what was clearly published as a single series is artificially divided. Click to enlarge.
The images themselves are not uncommon and several of them appear on P.E.I. cards from a number of publishers. A gallery of Haszard and Moore undivided back cards appears below. Click on any card for larger images.
These cards are of high quality but it seems that Haszard and Moore did not continue in the post card publishing business. Their imprint appears on a number of coloured cards but they appear identical with cards from larger off-Island publishers. Haszard and Moore continued in business until 1912 when they were succeeded by Maritime Stationers at the Grafton Street address.
The lack of publishing information makes attribution difficult for Canadian postcards. The problem is compounded for those publishers and printers from small communities which may have had a very limited selection and small press runs. These Haszard and Moore cards merely lift a small corner of the curtain.
All cards from the P.E.I. Public Archives and Records Office.