Timothy John "Tim" Keefe, Pitcher, New York, from the Old Judge series (N172) for Old Judge Cigarettes 1887

Editor: Here we have "Timothy John 'Tim' Keefe, Pitcher, New York, from the Old Judge series (N172) for Old Judge Cigarettes," dating to 1887. It's a photograph, a sepia-toned print on what looks like card stock. The image is striking because it depicts a moment of early sports celebrity—and the normalization of advertising alongside it. What do you see in this piece from your perspective? Curator: It's a fascinating example of the commercialization of sport and celebrity culture at the end of the 19th century. Produced by Goodwin & Company, this card wasn't just a portrait of a baseball player; it was an advertisement, inserted into packs of Old Judge Cigarettes. It represents a crucial moment in the evolution of celebrity endorsements and the way in which popular culture was becoming increasingly intertwined with consumerism. Do you think Keefe himself had much say in how his image was used? Editor: Probably not much! It makes me wonder about the ethics involved even then, using someone’s image to push a product. This card humanizes him and commodifies him simultaneously. Was baseball photography considered fine art at the time, or just ephemera? Curator: Initially, it was definitely viewed as ephemera – a marketing tool. But today, it’s highly valued as a historical document and as an early example of sports photography. This card reflects broader shifts, the burgeoning mass media and the construction of celebrity that continue to shape our society. And it begs questions: how are athletes' images controlled, consumed, and commodified now? Editor: It's amazing to think about how a simple cigarette card can open up so many questions about the development of both photography and sports marketing. I'll definitely look at advertising differently now. Curator: Indeed. It encourages us to consider the complex interplay of art, commerce, and celebrity that pervades our culture.