'F. S.' Publishers

"London View Co. Ltd."

Provisional Company History


In the early 1900s the boom in the number of post cards being purchased and used was accompanied by very many companies trying to get on the band wagon, often encouraged by continental printing firms that large print runs worked out a lot cheaper per card. Many of these upstart companies soon failed because they didn't realize that the hardest part of making money was getting the cards into the shops - because of the need for a salesman to go from shop to shop. And once you got your salesman through the door the more different types of card you could sell the better. If you got things badly wrong - and Wrench is the prime large company example - you went out of business and some companies, such as Thridgould, did well selling large packs of assorted surplus (often bankruptcy stock) cards.


 The "London View Company" seems to have been a short-lived wholesaler who worked in association with an unnamed Saxony printer. The idea seemed to be that a company wanting to sell a wide variety of types of cards could get ready-made examples with their own company on. The best example relates to the "F S" cards where an artist produced many different sets of comic cards to attempt to compete with the excellent comic cards produced, for example, by Tom Browne for Davidson Bros. All "F S" cards were produced after the company had become the London View Company Limited in the first half of  1906.


It seems that the company started in 1905 (earliest posting date recorded 15 March 1905), apparently in Aldergate Street, London, became a limited company in 1906 and in August 1907 the London View Company Ltd failed. This raises a lot of questions - which are currently being researched.

  1. Did those running the company (unfortunately no names yet) switch their alliance to other companies. It is probably not a coincidence that the earliest know examples of the Brighton View Company are dated 1907. The fact that the first cards produced by the East London Publishing Co are dated 1908 is possibly a coincidence, but see It is very Breezy for why it might be relevant.

  2. Assuming "F S" is Fred Spurgin what did he do next? He would have had work in progress which he would want to complete and sell, and he needed a new regular publisher - something he achieved with Inter-Art in 1911 and even more successfully with Art and Humour between 1915 and 1925.

  3. A number of the companies which had been selling "F S" cards continued to sell comic cards. In some cases, such as Vertigen, some of these (unsigned) may be by "F S". In other cases they we selling cards by a new artist in 1908

  4. Who was responsible to the "F S" cards which appeared in the USA in 1907/8 after the London View Company had closed.

  5. Many green backed reprints of "F S" cards (unsigned) appeared between 1908 and 1916. In addition (with similar backs) there are unsigned cards in the "F S"" style and others which are clearly by other artists.


"F S" Comic Cards


"F S" Comic Cards

The "Early Saxony"  Group

17 sets of 6 cards

plus some extra singles



The "F S Comic" Series

6 sets of 6 cards



The "LVC Logo" Series

4 sets of 6 cards


"Pa's" Holiday Cards by  "F S"

At Brighton


At Hastings


At Southend on Sea

Other Comic Cards


Unsigned Comic Cards

(some may be "F S")




Signed Comic Cards

(not "F S")


Hints for Girls 

G. M. Payne


 Our Navy - Heave Ho

A. E. Hilton


Christmas Cards


Christmas Cards

for 1905

by London View Co.


  With Best Wishes


A Bright Xmas 


for 1906

by London View Co Ltd


  A Christmas Wait

Signed "F S"


Yule-tide Jollity 

Father buys the goose

Signed "Bob"


View Post Cards  London




View Post Cards - Key Towns with 1905 cards


The Palace Pier

LVC No 5 - 10 September 1905


Pa's Holiday at Brighton

by F S


The Aquarium, Brighton

Pub: H G Harwood


Lovers Seat, Hastings  

LVC No 18


Pa's Holiday at Hastings

by F S


East Hill Lifts, Hastings   No 5

Pub: Mossman & Co Hastings

Southend on Sea

Pleasure Gardens  -  LVC

No 35


Pa's Holiday at Southend

by F S

Greetings from Southend on Sea




The Park Gates (Glitter Card)


St Albans Road, Watford

St Albans Road



Greetings from Watford

Watford, Herts - many different views - earliest posted 1906

Cards also appear as "Watford Series" for J J Southwood, photographer,Watford



by Co Ltd - using earlier pictures

River Thames West of London (1905)

Caversham Lock, Reading




Other Views

Ascot. Entrance to Grandstand


The Docks, Boston


Anerley Parish Church, Croydon

Dover Castle


The Lift, Folkstone


Cottage Hospital, Leatherhead

The Clock Tower, Margate


Larch Avenue, Sunninghill


Warwick Castle







Other Types of Post Card

It was on the bridge at midnight


Unsigned Photo Comic Cards including the

"Life Modes Series"


Brotherly Love 




Do buy my Pretty Flowers.

13 January 1907


Children including the "Platino Series"



Series 503

18 June 1907

Painting by Spurlick

London View Co     Series No 229 





Two Little Orphans

London View Co Ltd

And there's nothing half as sweet in life, as loves young dream.


Series 526


Embossed Cards



He was my friend, faithful and just to me


|Series 526


Floral cards

with glitter


Forget Me Not

The London View Co. Ltd.


21 December 1905

It is finished

Michel Angelo



"Old Master Series"

and other Art Cards



The Coldstreamers

The Coldstream Guards