Historical information

The nine postcards in this set were donated together and date to the early 1900s. All but one postcard in this set shows images of Warrnambool, in the Western District of Victoria; the other has a London image. The postcards were all printed in Great Britain according to that country’s postal regulations. The fronts of all cards have titles printed in red. Most of the images on the cards are attributed to photographer Joseph Jordan and belong to the Jordan Series. The back of these cards has an outline for a postage stamp, a vertical dividing line and a heading on each side of the line to separate the Correspondence from the Address.

However, this postcard is the 'odd one out' in that its location is London, it has no border, it has no reference to 'Jordan' or 'Jordan Series' no reference to the printer, no 'correspondence heading', it is slightly smaller than the others, and it has text in the stamp area that refers to 'inland' and 'foreign' postage, a half-penny inland and one-penny overseas..

Postcards or ‘correspondence cards’ appeared in Britain in 1894. They were plain cards with a space for the message on one side and an address on the other; regulations didn’t allow anything but the address to be written on the ‘address’ side. In 1902 the British regulations then allowed a picture to be printed on the front and the address on the back, so messages had to be written on the picture side. Soon, the regulations changed and the back was divided for a message and the address.

New Gaiety Theatre, Strand [London] -
The New Gaiety Theatre opened in 1903 on the corner of The Strand and Aldwych, London. The second show performed in the new theatre was “The Spring Chicken” in 1905. The third show followed in 1907.
The preprinted postage cost on the stamp outline is ½ d. or half penny; according to The Great Britain Philatelic Society, Great Britain Postcard Stamps were priced 1/2 d. or Half Penny from 1-Oct-1870 to 3-Jun-1916.

Significance

The postcard is significant for its inclusion with a set of nine postcards, eight of which are images of Warrnambool and its district and photographed by Joseph Jordan. It is also curious for is lack of connection to Jordan.

Physical description

Postcard, one of nine, portrait orientation, coloured print. The image shows a tall three-storey corner building with a statue on its domed tower and smaller towers on the sides. The top two storeys have balconies with columns, and overhang the ground floor, providing cover over the footpath. The foreground has horse-drawn carriages and coaches, and motorised vehicles including a bus. Figures wearing top hats and others in long dresses are in front of the building, which has a sign on the corner advertising the building and its current show. There is no correspondence written on the card. The front of the postcard has a printed red title and an inscription on the image. The reverse has inscriptions and outlines for a postage stamp. Made in Britain.

Inscriptions & markings

Sign on the image of the building: “GAIETY / SPRING CHICKEN / THEATRE”
On the front in red: “New Gaiety Theatre, Strand”
On the back in printed in green: Stamp box “INLAND / 1/2d.’ STAMP / FOREIGN 1d.” “POST CARD” “THE ADDRESS ONLY TO BE WRITTEN HERE”