Mapmaking giant Rand McNally, established in 1868, initially focused on railroad routes and timetables, but in 1904, the company published its first automobile map covering the New York City region. Other major mapmakers like General Drafting and H.M. Gousha published a variety of atlases and individual maps for states and cities across the U.S.

These three map companies grew to dominate the industry, each designing its own series of distinct maps along with smaller folding road maps tailored for oil companies and other businesses. By the early 1910s, road maps were being given away for free as advertising, and often included notable sights or historic facts to make them more appealing to travelers.

In 1918, Wisconsin’s state legislature debuted the numbered highway system as we know it today, which was eventually adopted throughout the United States in 1926. The new highway system gave us the names for legendary roads like Route 66 or California’s scenic Highway 1. Rand McNally became the first major publisher to adopt the system, which it also helped promote by installing numbered signs along these national roadways.

The depressed economy of the 1930s spurred a flood of flashy road map giveaways as companies attempted to stand out in the quickly expanding automobile industry. Oil producers like Socony-Vacuum (later known as Mobil), Esso, Standard, Chevron, Gulf, Shell, and Texaco all joined in the mapmaking game. In addition to oil-company handouts, road maps were provided free of charge by tourist agencies, banks, and auto clubs. During World War II, the production of free maps dropped significantly, and even state-issued maps were put on hold as resources were conserved for the war effort.

Beginning in the baby-boom years of the 1950s, road map production soared again, and advertising maps were given out by everyone from hotels to car dealerships. American dependency on the car led the U.S. federal government to develop the Interstate Highway System, which was officially authorized in 1956. However, the gas crisis of the 1970s forced many oil companies to stop distributing maps for free, and the production of paper road maps began its inevitable decline.

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