Sun-bleached and bustling, the great market hall of Ciudad Juárez glows in the warm palette of a classic American linen postcard: vendors hawk produce from wheel-barrows, women in bright yellow and green dresses thread through the crowd, a lean dog trots across the dusty plaza, and a gleaming late-1920s automobile idles at the right while the grand Art Deco facade of El Mercado — with its sculpted parapet and twin upper-story windows — presides over all the commerce and color below. El Mercado in Juárez was a primary destination for American tourists crossing from El Paso throughout the Prohibition era and into the 1930s, and this card — published in El Paso, Texas, by Sandoval News Service — was clearly aimed at that tourist trade, its reverse printed as a "Tarjeta Postal" requiring Mexican postage only. The automobile style and linen printing process date this to approximately 1930–1938.