The Grogan Photo System Inc., publishers of this photographic picture postcard, operated between 1918 and 1950. The presence of the Cabrillo Bridge in the background near the horizon on the right helps orient the photograph as being more or less north to south from top to bottom. It also places the date of the photograph after 1914, when the bridge was built. The words "Bay City Market" can be seen on a building toward the bottom right. This building, where Charles Hardy's retail business was first established in 1886, was at 711 Fifth Avenue at Broadway, which makes the first street visible on the far right Sixth Avenue (with a Coca-Cola sign parly cut off on the far right near the middle), bordering Balboa Park. The next street starting at the bottom right is then Fifth Avenue, the next to the left Fourth Avenue, and the last street visible on the left at about the middle Third Avenue. This also makes Broadway the last street starting on the right before coming to the end of the block at bottom right.