| Among the
many postcard publishers that appeared when illustrated postcards
first did around 1898 was the Austrian firm of Joseph Heim. They
published a series of "Artists Postcards" by the painter Joseph
Hoffmann in Vienna in April 1898. The advertisement [below] in Die
Illustrierte Postkarte, a new magazine in its second issue,
noted that the postcards were printed in the finest Aquarell. Three
of the postcards are of Benares, two are of Jaipur, and one each
of Gwalior, Bombay and Hyderabad.
Joseph Hoffmann (1831-1904), like many European artists in search
of inspiration, traveled to Persia and India in 1850. Hoffmann had
begun his career with an exhibition at the age of fifteen, and studied
briefly at the Viennese Academy. After returning from India at the
age of 20, he worked for a well-known Vienna studio. Hoffmann settled
down to a career exclusively as a historical landscape painter.
Die Illustrierte Postkarte