Before they became popular as souvenirs, postcards were used for advertising. This beautifully illustrated card advertises John L. Dickinson’s stable at 40 Main Street, Rockport. The address is right across from where Main St. and Beach St. intersect. A house is there now.

I am constantly amazed at the information I can find online. Such is the case here. I wondered whether I could find anything about John Dickinson or his stable. Sure enough, I found information about both, described in a 1908 book, Genealogical and Personal Memoirs Relating to the Families of Boston and Eastern Massachusetts, Volume I, and found via Google Books.

As it turns out, Dickinson had his stable in Rockport for a brief time in the late 1800s. He was married in Rockport in 1880 but left Rockport to return to his native Ipswich sometime in the 1880s when his father died. In 1890, he sold his property in Ipswich and moved to Salem, where he opened another stable. “He was one of the best known and most popular men in his line of business in Essex county,” the book says.

Here is an excerpt:

John Lewis Dickinson, son of Lewis Dickinson, was born at Ipswich, July 24, 1855. He was educated in the public schools of his native town, graduating from the high school, and was a student under Issachar Lefavour. He began early in life to work on his father’s farm. He was fond of horses and, after leaving school, engaged in buying, selling and trading horses. He understood the horse thoroughly and loved the animals. He kept a livery and sale stable in Rockport for a time. After the death of his father he removed to Ipswich, but soon afterward sold the homestead and moved to Salem, in 1890, and again became the proprietor of a livery stable. He continued in the stable and horse dealing business there the remainder of his days. He died at Salem, August 11, 1905. He was one of the best known and most popular men in his line of business in Essex county. He met many people and made many friends. He was kindly in his disposition, enjoying the fun and humor of life and always a cheerful influence among his associates. … He married, February 11, 1880, in Rockport, Josie A. Saunders, born April 8, 1856, daughter of Captain Edward Howard and Mary J. (Wilkins) Saunders, of Gloucester.

Read more here.