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by ROBERT HARDMAN, Day by day Mail
Last refreshed at 14:43 26 Regal 2006
The sky, like the sea, is continuously a tasty blue. Shorelines are never swarmed what’s more, these pea green gardens have never persevered a hosepipe ban. This is the beautiful England which millions of holidaymakers seek after each year. Numerous of us will be chasing for it this Bank Occasion weekend.
We don’t continuously find it. In fact, we are just as likely to find a England of movement jams, rain-soaked esplanades, yob-filled arcades, microwaved swill what’s more, rip-off prices. On the off chance that as it were this nation could continuously look as it does at the point when it’s brought to us by the Salmon family. Check the racks of postcards in most traveler goals what’s more, pick a lovely scene of wherever are. Turn it over what’s more, it will most likely have the name ‘Salmon’ on the back.
What makes J. Salmon Ltd so amazing is not essentially that it is the greatest postcard maker in the land. It is moreover the oldest. More than a century after creating its to begin with postcard — a dark what’s more, white picture of Sevenoaks — the organization still has a place to the same family. It presently indeed has its possess fan club, a bundle of given deltiologists (as postcard authorities are known). What’s more, business is booming.
This perplexes forecasts that the computerized camera what’s more, portable telephone would hatchet old frames of correspondence like the dear old postcard.
So I have come to see the family whose aphorism should, surely, be: ‘Wish you were here.’ I find a workforce as bright as the scenes which pay their wages.
This year, the Salmons will offer 20 million postcards. A few will be diletantish shots of trees or, then again sunsets; a few will be sugary pictures of feathery kittens. Be that as it may the immense dominant part will be of resorts such as Penzance, Rhyl what’s more, Skegness.
‘The web is no substitute for sending a postcard what’s more, at the point when you need a postcard, you need the best nearby view,’ says Charles Salmon, 50, joint overseeing director, as we walk through the old production line where duplicates of a picturesque West Nation logbook are rattling off the generation line. Upstairs, a enormous store room contains around 6,000 unique sees of Britain what’s more, Wales, heaped high on racks in clusters of 100.
‘You begin in one corner with Northumberland what’s more, just move South until you hit Kent what’s more, Cornwall,’ says Mr Salmon.
I pick up a irregular batch. It’s a pack of 100 cards including ‘Historic Hexham’. The next heap is Hadrian’s Divider (in sunshine, of course).
The Salmons, I learn, do not wander over the wall. Mr Salmon’s great-grandfather once dispatched a dozen watercolours of Edinburgh be that as it may found that Scotland as of now had a flourishing postcard industry what’s more, chosen to take off it alone.
I wind ‘South’, past grouped cards of Windermere (looking more brilliant than I have ever seen it) what’s more, on to North Ribs — ‘a extremely enormous market,’ says Mr Salmon. ‘The Promenade, Llandudno’ flickers like the Croisette at Cannes on a midsummer’s afternoon. Norfolk what’s more, its Broads are too popular. ‘Twilight at Blakeney’ is enchanting.
Some places do not exist in the Salmon world. Not as it were is there no Scotland yet there is no abroad — just Britain what’s more, Wales. Such places are verified carefully. There are no postcards of Milton Keynes.
Cards come in numerous shapes be that as it may the pillar of the industry is the 20p standard, 4.5 by 5.5in. What’s more, wherever the location, the most famous picture is continuously a determination of pictures on one card — a beach, perhaps, in addition cliff, harbor what’s more, community garden.
Strictly sensible
At the far side of the warehouse, I reach Kent — ‘Greetings From Romney Marsh’ — yet the biggest market, by a brilliant sandy mile, is the West Country.
Interestingly, there are no ‘saucy’ postcards in the ‘Ooh, Missus!’ convention of craftsmen like Donald McGill. Nor are there any photos of enormous breasts, sand-covered bottoms or, on the other hand minute two-pieces — all colossally well known topics on the European postcard rack. ‘We just don’t do that sort of thing,’ says Mr Salmon, firmly.
The organization utilizes 72 people, counting 12 deals reps around the nation who screen their patches closely. ‘Rural sees don’t change much yet towns date rapidly since of the autos what’s more, the clothes,’ Mr Salmon explains. On the off chance that a new inn pops up on the front at Lyme Regis, at that point cards must change.
Scenes have to be authentic. The as it were altering allowed is the expulsion of a satellite dish from a covered house or, then again the erasure of a pylon.
These are the gems in the national scene as we would lean toward to see them. What’s more, the Salmons have been catching them for generations.
The idea of the summer occasion did not indeed exist at the point when this business to begin with took shape. The enormous
overseas goal that year — 1815 — was the Fight of Waterloo what’s more, no one purchased postcards of that.
At the same time, a certain George Harrison was opening a stationery what’s more, printing business in Sevenoaks, Kent. In 1880, it was sold to Joseph Salmon, a London bookseller, and, in 1898, it went to his son, too called Joseph, an art-lover with a pizazz for innovation.
The Post Office had just affirmed a new low-cost shape of mail called the postcard what’s more, Joseph junior begun to offer dark what’s more, white cards of the Sevenoaks area. Yet he admirably contributed in new hardware which could print postcards of watercolours what’s more, his clients cherished them.
In 1911, meandering down London’s Oxford Street, Joseph spotted a arrangement of beautiful provincial scenes by an artist called AR Quinton.
He purchased the part what’s more, concurred with Quinton to turn them into postcards. They were such a hit that Quinton was induced to visit the shires what’s more, the resorts catching scenes of a gentle, unhurried world of covered houses what’s more, horse-drawn carts.
After World War I, Quinton progressed toward becoming a national institution. A new mechanical age, scarred by the abhorrences of war, was drawn to this past Britain with its half-timbered houses what’s more, old maids. From Torquay to the Lakes, the as it were movement might be a trudging dray horse or, on the other hand a youngster in Sunday best.
The Salmons were occupied offering dark what’s more, white postcards of the genuine world be that as it may Quinton’s verdant idylls — for which he was paid five guineas each — were just as popular. By the time he passed on in 1934, he had created a walloping 2,300 scenes.
Come World War II, Joseph’s sons, Eric what’s more, Norman, were in charge. With paper in short supply, postcards could be printed as it were in the event that they conveyed enthusiastic messages. Norman’s son, Derek (now 80 what’s more, organization chairman), spent the war in the Illustrious Navy, joined the business in 1947 what’s more, made a difference steer it through a turbulent era.
Soon, shading photography arrived — the Salmons’ to begin with illustration was a postcard of the Norfolk Broads — while dark what’s more, white declined.
So, too, did the English summer holiday. As millions of punters vanished to the Costas, numerous postcard organizations vanished, too. The Salmons, however, stuck to their guns, enhanced into date-books what’s more, books, what’s more, bit by bit extended their share of the market.
Derek’s child Charles joined in 1980 what’s more, today he runs the business mutually with his more youthful brother, Harry, 45. With five children between them, the Salmon line of progression appears to be assured.
But one thing interests me. Given their broad information of each occasion resort from Whitby to St Ives, where do the Salmons like to take their claim cans what’s more, spades? ‘Actually, it’s pleasant to have a bit of a change,’ Charles admits. ‘We’ve just got back from the South of France.’ And, yes, he did send a card.

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