The 1904 St. Louis World's Fair
Memorabilia:  Daily Program


1904 W.F. Society

In 1904, a typical Fair visitor would come into St. Louis via train (arriving at Union Station). They may have read some literature about the Fair; the Palaces and exhibits, the State and Country buildings, and the Pike. They may have even procured a map of the Fairgrounds from a commercial company, or purchased a guidebook.

But when they went to the Fair, they had to find out "what was going on today", much as today's visitors to amusement parks are given a daily schedule of shows and attractions.

For 5 cents, the Fair visitor could purchase a Daily Official Program. The cover had an aerial view of "the main picture" of the Fair, and it contained all the information that Fair visitors needed to know about the events happening on that day. It provided valuable information for both first-time or veteran visitors to the Fair.

The covers were 'pre-printed' for Monday through Saturday (since the Fair was closed on Sunday). The inside of the front & back covers contained a letter from David R. Francis, the President of the Louisiana Purchase Exposition, and pictures of over 30 of the Fair's directors and officers.

The inner pages (typically 16 pages, sometimes more) contained the program's real information. The descriptions of the daily events and special advertisements would give the visitor a 'taste' of what was could be experienced.

A inside masthead contained the program number and date on each daily program. The "Order of the Day" contained the schedule of events (parades, drills, concerts, demonstrations, illuminations, etc.) Major events (such as shows, livestock competitions, conventions, etc.) could receive a page or two of detailed description about the event.

The many concerts and recitals had their program songs or music listed (and there were many). In the first month or two, the Pike's open attractions were also listed, with 'those opening this week' listed separately.

The center pages contained a two-page map of the Fair, with the major buildings numbered for reference. "Standard" articles were often printed, such as descriptions about the Life Saving Drills, Pike attractions, the Philippine Exhibit, or various attractions and exhibits at the many Intramural Railway stops. Shorter 'trivia' paragraphs about particular exhibits were also inserted.

Finally, promotional items (advertisements) were also present in the last several pages, such as for the Ferris Wheel, the Boer War, and various restaurants.

The back cover was also 'standard' for all programs, with pictures of Jefferson and Napoleon, with their flags, shields, and crests.

Of the millions of Daily Programs that must have been produced and purchased, I'm sure that most were used, folded, and discarded. The low 'survival' rate for these items has made them a 'good piece' for collectors. They are usually valued at more than the typical soft-cover 'souvenir' booklet from the Fair.

But for those who kept them (or find them), the Daily Programs provided the Fairgoer with a fond memory of their special "Day at the Fair". And for collectors and historians, they also provide the most detail of every day's events available anywhere.