LARMAR (?) HURST - the penciled handwriting is a bit pale, but it certainly looks like Larmar is the first name. I cannot make a case for any other spelling. The full inscription on the back says " Larmar Hurst, Freelandville, IND. Mom's friend."
In the 1910 Census for Bicknell, Knox County, Indiana (less than five miles from Freelandville) there is a James L. Hurst, age 36 (born about 1874), divorced and living alone. His occupation is Miner, at a coalmine. Knox County is one of several Indiana counties, bordering Illinois, where coal production has been going on for more than a century. The census indicates he was born in West Virginia of West Virginia-born parents.