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Postcard history is in part dictated by Federal law.  In the latter part of the 19th century the US legalized private mailing cards.  As legalized, the cards had to have one side reserved for address only.  Any message had to be on the front.  The law was changed effective 1907 to allow for the modern, split-back format.  

The Max Stein company issued a series of athlete and other celebrity postcards.  Their earliest efforts, ca. 1904, have two known subjects.  Hugo Kelly and Jack Beausholte.
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