1998 MAX RACKS FREECARDS

Description:
Calvin Klein underwear

Type: Continental Chrome
Size: 4.25" x 6" (11 x 15.25 cm)

History of Free Rack Advertising Postcards:
The idea for free rack advertising postcards in the United States was based on their earlier use in Europe. Assorted advertising postcards were displayed in wall racks in trendy big city establishments, where they could be freely acquired by patrons. The postcards in the racks were replenished and changed regularly.
The advertising on the postcards was targeted mainly at young single adults. The ads included nationally distributed products, social causes, cultural institutions, local events, and the sites where the racks were displayed. Places where the racks were placed included restaurants, bars, theaters, health clubs, bookstores, and music stores.
The postcards were approximately 4-1/4" X 6" and were made with heavier card stock than most other postcards. They had a smooth surface, but did not have a glossy coating. The card designs were usually high quality, often similar to glossy magazine advertising or posters. Movie ads and magazine covers, however, tended to look too cluttered when reduced to postcard size.
Most of the free rack advertising postcards were distributed by two companies, Max Racks and GoCard. Max Racks, which was founded in 1994, was initially the largest and best established company. GoCard was formed a little later when several entrepreneurs with similar businesses joined together to compete with Max Racks.
A third free card company, HotStamp, offered similar advertising postcards, but placed most of its racks on college campuses. HotStamp was acquired by GoCard in 2001. That acquisition almost doubled GoCARD's operations in 19 cities to over 4,000 indoor advertising displays, making GoCARD twice the size of Max Racks. (source: postcardy.com)