The Pioneering Vision of the Albertype Company
The story of the Albertype Company is not that of a single artist, but rather a fascinating chronicle of photographic reproduction and the democratization of imagery in America during the late 19th and early 20th centuries. Founded by brothers Adolph and Herman L. Wittemann in 1890, though rooted in their earlier venture, Wittemann Bros. established in 1879, the company quickly became synonymous with the vibrant postcard and “view book” industry that swept the nation. Their legacy lies not in individual artistic expression, but in their mastery of a groundbreaking printing process – the albertype – and their dedication to capturing and disseminating scenes of American life to an eager public.
From Wittemann Brothers to a New Era of Reproduction
The foundation for Albertype’s success was laid by Adolph Wittemann's early photographic endeavors. He emigrated from Baden, Germany in 1870, bringing with him a keen eye and technical skill. Initially operating as Wittemann Bros., the family business focused on general photography before recognizing the burgeoning demand for readily accessible visual representations of places and events. The shift towards mass reproduction was driven by Josef Albert’s invention of the albertype process itself in 1868, a technique that offered a compelling alternative to existing methods like collotype and heliotype. Albert's innovation—replacing cumbersome lithographic stones with glass plates coated in gelatin—allowed for greater efficiency and clarity in printing. The Wittemann brothers were quick to adopt this technology, establishing the Albertype Company as a leader in its application. This wasn’t merely about replicating images; it was about making them available to a wider audience than ever before.
The Albertype Process: A Technical Marvel
At the heart of Albertype's achievement lay their skillful implementation of Albert’s process. Unlike traditional photographic prints, albertypes were created using gelatin plates sensitized with silver salts and exposed through a negative. The resulting image was then developed and fixed directly onto the plate, creating a durable surface capable of producing numerous high-quality impressions. This method allowed for approximately two thousand prints per plate, significantly exceeding the output of earlier techniques. The process involved meticulous hand-rolling to ensure even pressure during printing, demanding both technical expertise and artistic sensitivity. The resulting images possessed a distinctive tonal range and sharpness that distinguished them from other forms of reproduction at the time. While not possessing the unique texture of a handmade print, albertypes offered an exceptional level of detail and consistency, making them ideal for postcards and viewbooks intended for widespread distribution.
Capturing America: View Books and Postcards as Cultural Artifacts
The Albertype Company’s output was prolific, amassing over 25,000 prints throughout its existence. Their focus centered on creating “American Views,” documenting cities, towns, landmarks, and everyday life across the United States. Their postcards and viewbooks weren't simply souvenirs; they were windows into a rapidly changing nation. The company’s business model involved collecting negatives from various sources—individual photographers, other companies—and skillfully reproducing them for mass consumption. This collaborative approach allowed them to offer an incredibly diverse range of subjects and perspectives. From bustling cityscapes of New York to serene landscapes of the countryside, Albertype's images captured a sense of place and time that resonates even today. The viewbooks, in particular, became popular mementos for travelers, offering a curated glimpse into destinations both near and far.
Legacy and Historical Significance
Though the Albertype Company ceased operations in 1952 when acquired by Art View Postcard Company, its impact on American visual culture remains significant. The company’s dedication to quality reproduction helped fuel the postcard craze of the early 20th century, transforming how Americans experienced and remembered places. Their images provide invaluable historical documentation, offering a glimpse into architectural styles, social customs, and everyday life during a period of rapid growth and change. Adolph Wittemann’s entrepreneurial spirit and technical acumen, combined with his brother Herman's business management skills, created a company that not only thrived commercially but also played a crucial role in shaping the visual landscape of America. Today, Albertype postcards and viewbooks are highly sought after by collectors, serving as tangible reminders of a bygone era and testaments to the power of photography to connect people with places and moments in time.
