New Markets
The Kodak Challenge
In 1887 George Eastman
introduced a camera and film anyone could use. The Goodridges
responded by breaking ground for an addition to their studio. There
they offered a complete photography center with all of the old
professional services plus instruction in photography, purchase or
rental of the new personal cameras and necessary supplies.
Between 1885 and 1895, 21
of Saginaw's 33 photographic establishments closed. Even after William
died in 1890, Wallace's talent and his business sense maintained the
Goodridge Brothers Studio as the leader among the 12 survivors.
New Uses for Old Images
 Wallace
Goodridge paid attention to changing public passions. In 1902 he
contracted with the Albertype Company to print Goodridge's Art Souvenir of Saginaw, Michigan,
U.S.A. In it he used images of Saginaw the brothers had taken over
the years in new ways.
The 27-page Art Souvenir
celebrated the homes, civic buildings and businesses of a mature
community. On July 17, 1902, Wallace gave free copies to all patrons in
celebration of the 39th anniversary of his business career in Saginaw.
The Goodridges demonstrated good
business sense by reusing their photographs. By changing the image size,
color or placement in a booklet, they were able to sell the same
photograph over and over again.
Postcards
 Illustrated
commercially produced souvenir postal cards
were introduced at the 1893 Chicago Columbian Exposition. But they did
not become popular until 1898 federal legislation allowed them to be
mailed at the regular one-cent postcard rate.
When Americans began mailing picture
postcards, Wallace began selling his images to postcard publishers. A
1907 law allowed the back to be split for a message and an address.
Wallace created special postcard collections for Saginaw's 50th
anniversary the same year.
Panoramic Views
Some of the most dramatic pictures
produced by the Goodridge Brothers Studio came with its purchase of a
No. 10 Cirkut camera. The camera could expose a single panoramic
negative up to 12 feet long. This photograph features the Saginaw
Women's Club in April 1913.
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