The Post Directors’ FDCs

The Swedish Post Office’s advertising with first day covers probably began shortly after PFFS (The Post Office's philatelic service for collectors) was founded in December 1927. Uno Söderberg became head of PFFS and, in connection with the issue of the Gustaf V 70th birthday stamp on 16 June 1928, he created his first personal first day cover to specially selected recipients. We have found a number of first day cover issues that were signed by Uno, until the Pioneers’ Jubilee issue of 26 April in 1948,  several years after his retirement which were the 28 of February 1945.

When this was written, it is unclear exactly when these first day cover mailings from the Swedish Postal Director General actually began. The assumption is that it started in the early 1930s when Anders Örne was General Director. They may have started earlier, but no cover has been found before the “New Sweden Memorial” issue of 8 April 1938. Since then, the Post Office continued with Personal First Day Covers from the Director General for every new official stamp issue right until year of 2007. The Personal First Day Covers survived the Post Office’s reorganisations, its conversion into a limited company and, finally, the creation of PostNord, although the number of mailings appears to have decreased over the years.

The appearance of the covers and the contents has changed over the years. In the beginning, it was signed, typewritten letter enclosed in a traditional first day cover, with the text “Director General and Head of the Post Office” printed on the front of the envelope. The mailings looked like this up until the year of 1965, when Director General Nils Hörjel assumed after Erik Swartling.

The typewritten letter was replaced by a printed card with simple text and with the Director General’s signature. During certain periods, the envelope also carried text in English, German and French, and for a time the card itself was folded. This continued under Director General Ove Rainer until the end of year 1982, when he resigned.

Two issues in November 1982, have cards without any Director General’s signature. In 1983, Director General Bertil Zachrisson took over, and the previous cards continued to be used until 1984, when the Post Office switched to having a printed vignette on its first day covers. The difference on the Director General’s envelopes was that the PFA reference number in the lower left corner of the envelope was removed and the Director General’s name was printed on the front side of the cover. A signed card was still enclosed in the envelope.

When the Post Office was transformed into a limited company, the mailings continued, but the text on the front of the envelope was changed to “Group Chief Executive Officer and Managing Director” together with a signature, and the envelopes no longer contained any insert bearing, the Director General’s signature. This practice continued at least until 2007, which is the year of the last first day cover found from the head of Posten AB. No letters have yet been found after 8 November 2007, so it is not known what happened after the formation of PostNord on 24 June 2009. PostNord has confirmed that the so‑called “Royal Letters” are still created. Personal first day covers to the royal family from PostNord’s CEO.

Through contacts, it has essentially been confirmed that these letters must have been “produced” within the Director General’s administration/staff, which explains why so few people are aware of these advertising First Day Covers.