As handy as CarPlay, Google, and in-car navigation systems can be, there is still nothing that can compare to the tactile experience of charting a road trip’s progress on a paper map. I grew up witnessing the expansion of digital mapping. In fact, I remember printing MapQuest instructions in the late 1990s and early 2000s before setting off on some of my journeys.
Beginning in the 1920s, folding paper maps started showing up in gas stations — usually given away for free by oil companies to encourage travel and brand loyalty.
The strategy behind it was easy to understand: A map could serve as an inexpensive form of advertising, and it bridged the “learning curve” for drivers to make the experience less stressful for them. More driving, of course, meant increased fuel sales.
Maps were usually reprinted annually and usually contained a main state map, detailed city insets, and places of interest. A pocket-sized, foldable format made them easy to carry around or throw in a glove compartment (even though some of us could never seem to master the proper re-folding method).
Sometimes, maps had messages from political leaders. A 1958 Utah highway map had a message from George D. Clyde, then-governor of the state. It said, “Welcome to the Beehive State! This map of Utah will show you the way to some of the most beautiful scenery in the world, to points of great historic interest, and to a variety of recreational areas. We hope your stay with us will be a long and pleasant one, and we believe you will find Utah hospitality ranks with Utah scenery — as fine as can be found anywhere.”
The decline of printed maps seems to have coincided with the energy crises of the 1970s. During that time, gas stations needed to promote the conservation of fuel rather than the consumption of it. Printing costs rose, too, but I recall still being able to snag free maps at some stations in the 1990s.
Today, I wish maps like that were still around. The last thing I want to deal with on a relaxing road trip is fiddling with another touchscreen.
