NPG was a new photo publishing company, founded with a goal of achieving an actual worldwide network of offices, rather than just pretending as some other stereoview publishers claimed to have. In 1894, Arthur Schwartz (1862-1944) founded the Neue Photographische Gesellschaft, the New Photographic Company. The company was founded in Berlin-Schöneberg. The company moved to a larger factory in Berlin-Steglitz in 1904. By 1910, there were offices in London, New York, Paris, Vienna, Brussels and Milan. NPG had a true worldwide market for selling photographs, both post cards and stereoviews. They advertised that kilometer-long rolls of photographic paper were used, and their factories could crank out 40,000 images a day. All their images photographs on photo paper using a silver bromide printing process that gave their images a bright and reflective appearance. Most of their stereoviews are printed on heavy photo paper, although they did sell a higher quality stereoview mounted on card stock like Underwood and Keystone. NPG had a monopoly on images of the Kaiser and his family. The company was known for post cards of German Naval ships and scantily clad womern. NPG photos are typically are very well exposed and in focus. NPG also pioneered an early color photo process. Due to their mass-produced nature, they did not push the limits of photography as an artform, although their business model was very robust.
In August 1914 the outbreak of the war ended this publishing giant growth as their markets for selling images was reduced to Germany and Austria. After the end of the war, NPG was unable to rebuild its international network, and the company went out of business in 1921, although the trademark logo and post card department was acquired by E. A. Schwerdtfeger and relocated to Dresden. With the outbreak of another war, NPG closed in 1939.
[Text provided by Ralph Reiley, 10 April 2020]
| ||Premium content for those who want to understand photography|
References are available for subscribers.There is so much more to explore when you subscribe.
If you have a portrait of this photographer or know of the whereabouts of one we would be most grateful.
|Family history |
If you are related to this photographer and interested in tracking down your extended family we can place a note here for you to help. It is free and you would be amazed who gets in touch.