PHOTO: DIGITAL IMAGE COURTESY OF THE GETTY'S OPEN CONTENT PROGRAM

Held in Cleveland in 1870, the second National Photographic Association exhibition was marketed to its 400 attendees as "elevating … the art of photography" with, for example, Carleton Watkins' photographs of Yosemite Grant (now Yosemite Park) shown in the foreground. The expo also focused on combating cutthroat competitors who used the cheaper and inferior – but quicker – ambrotype photographic process. Despite industry challenges, the show reflected attendees' pride with an oversized banner that read, "America - Europe/Elevate Your Art and It Will Elevate Your Life."