You are bidding on a vintage/antique promotional / advertising RODEO card (a little bigger than a post card) - featuring California Joe, Montana Frank & Co - 1920s or maybe 1930s (or 1910s?)  - given when those guys were alive 

"California Joe, Montana Frank & Co. presenting their Wild West Rodeo Review - A full hour with Canada's premier western artists - presenting trick and fancy shooting - roping - Australian whip cracking - western songs - and featuring the famous Hollywood stunt horse "pinto" - great picture of everybody - cool item if you collect vintage old West / Wild West/ ranching / RODEO / horses / advertising ephemera / promo items - etc

Buffalo Bill (William F. Cody) and his Wild West shows, fueled the romanticized cowboy image central to the burgeoning rodeo sport, which evolved from ranch skills into spectacular entertainment in the late 1800s. While "Wild Ride" books often cover rodeo history and cowboy lore, California Joe and Montana Frank represent the authentic frontier figures who inspired the Wild West shows and, later, the modern rodeo's competitive events like bronc riding and roping. 

• California Joe (Moses E. Milner): A renowned scout, trapper, and Indian fighter known for his distinctive buckskin suit and grizzled appearance, operating from the 1860s through the 1880s across the Plains and Southwest.
• Montana Frank (Frank H. Maynard): A colorful frontiersman, scout, and writer who participated in many famous Indian skirmishes and later became a noted storyteller, writing about his adventures in the late 19th century. 

• The Rise of the Wild West & Rodeo

• From Ranch to Spectacle: The skills of cowboys (vaqueros) handling cattle for branding and roundup became formalized into competitions called "rodeo" or "frontier days".
• Buffalo Bill's Influence: William F. Cody's "Wild West" show, starting in 1883, popularized this cowboy life for urban audiences, featuring staged Indian attacks, sharpshooting, and bronc riding, cementing the West's image.
• Myth vs. Reality: Figures like Joe and Frank were real frontiersmen whose tough, independent image fit perfectly into the narratives spun by shows like Buffalo Bill's, creating the "cowboy mystique". 
• The Connection to Rodeo

• While Joe and Frank weren't professional rodeo cowboys, their lives embodied the ruggedness and skill that rodeo celebrated.
• Early rodeos featured ranch-based events, but the "Wild West" shows adapted these into entertainment, eventually leading to organized rodeo sports seen today, notes the National Cowboy & Western Heritage Museum.