Also known as trade cards, these small, colorful pieces of advertising were highly valued by manufacturers’ as a way to connect personally with their consumers. Scrapbooking trade cards became a popular pastime, and advertisers took advantage of this in different ways. Products were given trademarks or easily recognizable brand images, ensuring that even after the cards were pasted into a scrapbook, the product they were selling was still readily apparent. Shopkeepers and grocers handed out trade cards and inserted them into packages. Cards became a medium for serialized stories, requiring customers to purchase more of the product in order to read the rest of the story.