On December 24, 1901 the United States Postal Service approved the use of the words Post Card to be printed on the backs of privately printed postcards. This USPS change of 1901 allowed postcard publishers and printers to drop the message "Private Mailing Cards, Authorized by Act of Congress on May 19, 1898". Writing was still not permitted on the back and a 1 cent stamp was still required to mail a Post Card. By 1902, the postcard industry was off and running, and so was the hobby of collecting postcards.

One popular publisher in the early 1900s was The Albertype Company of Brooklyn, NY. The company was owned by Herman L. Wittemann and he published postcards from 1890 to 1952. Wittemann used a photo process invented by Austrian photographer Joseph Albert (1825-1886). His postcards used a special process. Photographs would be taken by Wittemanns representatives and he would arrange to use photographs taken by others.

Another popular publisher was The Rotograph Postcard Company located in New York City and Chicago. This company published as many as 60,000 postcards dealing with a variety of subjects ranging from scenic views of towns and cities to real photos.

Both The Rotograph Postcard Company and The Albertype Company made postcards during the early "Post Card" period. As mentioned above writing was not permitted on the backs. To make their postcards attractive and appealing photographs of towns views were on the front. A small space usually at the bottom of the photograph was available for a short message. If you wanted to write a longer message a USPS Postal Card was used.

Post Card users loved to send home postcards from far away places they visited or exchange postcards with friends and family. By 1907 the United States Postal Service began to permit the use of what is now called a "divided back".