The photographer's display case or window should perform three important functions. It should mark the location of the photographer's studio, attract attention to the pictures which make up the display, and act as a salesman by creating a desire for photographs.

All display cases perform the first function and most of them the second, though the amount of continuous attention which they attract depends largely on the quality of the display and the frequency with which it is changed.

The third function is equally important hut is very often overlooked. The photographer may argue, and usually does, that he doesn't expect his display case to sell anything. "Let them come into the studio and my receptionist will sell them if they can be sold," he says. But what of the thousands who see the display but do not go into the studio?

Obviously the display case is not as efficient as it might be if it does not suggest in some way the desirability of photographs to those who would otherwise pass by without giving the matter a second thought.

A Display With A Sales Argument StudioLightMagazine1923 167

PORTRAIT FILM NEGATIVE, VITAVA PRINT

By Lee Saylor-Harris Studio Chicago, III.

A printed card or the duplicate of an advertisement that has appeared in a newspaper will usually be read if it is surrounded by attractive pictures. When the card suggests photographs to the reader you have accomplished something worth while. You have at least own your seed and some of it is sure to fall in more or less fertile soil.

Our illustration, page 10, shows the window of Roy N. Hirshburg of Richmond, Indiana. Mr. Hirshburg has clipped our advertisement which appeared in the June Pictorial Review and Vogue, placed his name below the text, mounted it on a card and made it the center of his display. The display itself represents a mantel or library table on which are grouped four pictures, three in frames and one in an open folder. Four other folders are closed but indicate variety and a small statue of a child adds charm to the group. Such an arrangement could be varied by the use of a vase or bowl of flowers - new frames could be introduced and the pictures changed frequently with the result that one who was accustomed to pass that way would invariably look for the new pictures and the new arrangement of the display.

In addition to the card in Mr. Hirshburg's display the same advertisement, with our signature omitted and his added, was used in a large double column space in his local paper, so his display case tied up with his newspaper advertising to boost the June sales of photographs.

Mr. Hirshburg is one of the very ambitious photographers of the younger set of professionals and his enthusiasm and love of his work combined with good advertising are building a substantial business for him.