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Deltiology is the study and collection of postcards. Postcards (sometimes spelled out in two words as "post cards") became popular at the turn of the 20th Century, especially for sending short messages to friends and relatives. Postcards were collected right from the start, and are still sought after today by collectors of pop culture, photography, advertising, wartime memorabilia, local history, and many other categories. Worldwide, deltiology is the third largest collecting hobby after stamp collecting and coin/banknote collecting.