COLUMBUS, Ohio (July 3, 2012)—Many of the more than 35 million Americans expected to travel by car over the Fourth of July holiday will probably reach for technology before they unfold or try to refold a paper road map and transportation agencies around the country have noticed.

They’re printing fewer maps to cut costs or just to acknowledge that demand is down.

But despite the rise of GPS devices and navigation apps on smart phones, there’s nostalgia for the paper maps.

At a recent collectors' association exposition, hundreds of old road maps were on sale to give customers a glimpse into an era of romanticized advertising promising sunny Florida or Chicago's famous skyline.

Mapping experts believe there's incredible potential in the industry, as more people want to know where they're going.