Augustus Peter "Gus" Alberts, Shortstop, Milwaukee, from the Old Judge series (N172) for Old Judge Cigarettes 1888

This albumen silver print of Augustus Peter "Gus" Alberts, a shortstop for Milwaukee, was produced around 1888 by Goodwin & Company as part of their "Old Judge Cigarettes" series. These cards were not conceived as art, but rather as promotional items included in cigarette packs. The image, with its sepia tones, provides insight into the cultural landscape of late 19th-century America, a period marked by the rise of consumer culture and the increasing popularity of baseball. By associating their product with a baseball player, Goodwin & Co. tapped into the emerging cult of celebrity and the growing enthusiasm for the sport. The institutional history here is key. The image's existence is tied to the marketing strategies of a tobacco company and the growth of professional sports. Understanding this context requires us to look at economic, social, and cultural forces beyond the realm of art. Further research into the history of baseball cards and tobacco advertising would shed more light on its cultural significance.