Just when you begin to think that your winter is going to continue indefinitely and that another glacial period is imminent, the sun comes out, the mercury rises, a robin appears on the scene and pulls a half frozen worm out of your backyard and you know that Spring has really come.

There are many other signs, especially further South, but they all mark the passing of one season and the beginning of another with a resulting stimulus to business generally.

Naturally enough, every merchant makes the most of these transitions from one season to another. Even the styles of foods change, to say nothing of clothing and similar necessities.

It is natural to want a change - to celebrate the beginning of a new season - and one expects to see new styles and to get considerable pleasure in adopting them. All of which makes the progressive photographer wonder what he can do to keep up with the procession.

We have had several requests recently from photographers for suggestions as to the best way to conduct Spring Openings, the souvenirs to give away and other details, but it would seem to us that these are details that would depend greatly upon circumstances, local conditions and the class of patrons to be reached.

A formal invitation would require that there be something in the nature of a special exhibition of portraits, decoration of the studio, and possibly music. For such an affair, flowers could be distributed to the ladies who attended and it might not be out of place to serve some very light refreshment.

To one photographer who wished to celebrate the fortieth anniversary of his business, we suggested that he arrange an exhibition covering forty years of progress in photography, making the exhibit cover four distinct periods. Also, if possible, to show several pictures of the same people made forty years ago and today, as an interesting comparison both of the changes in photography and in the people themselves.

An Old Master Exhibit For Display Of Spring Styles StudioLightMagazine1923 91

PORTRAIT FILM NEGATIVE, VITAVA PRINT

By Francis J. Sipprell Buffalo, .N.Y.

An Old Master Exhibit For Display Of Spring Styles StudioLightMagazine1923 93

PORTRAIT FILM NEGATIVE, VITAVA PRINT

By Francis J Sipprell Buffalo, N. Y.

An Old Master Exhibit For Display Of Spring Styles StudioLightMagazine1923 95

PORTRAIT FILM NEGATIVE, VITAVA PRINT

By. Francis J. Sipprell Buffalo,. N.Y.

But whether or not you may think it worth while to have such a Spring celebration as we have suggested, it is certainly worth while to devise something new in samples and displays, Your customers and those who may become your customers expect it.

Give the studio a thorough overhauling, freshen it up with a change of rugs, curtains and other hangings and, most important of all, get rid of or make a thorough change of all of the pictures on your walls, make a liberal number of fresh and new samples, make new backgrounds and new prints for your display cases out-of-doors if you have such cases, and give a general impression of newness and change.

All of which costs money, we admit, but if it brings you business it is worth it. And the photographers who adopt such a plan tell us that it is worth while.

You have plenty of new negatives that may be used for sample prints and probably you made a list of those you thought would be specially suitable for this purpose when you made them.Then there are two new papers that will bear featuring. If you have not made a display of Vitava Athena in the Old Master surface, you have something that will interest old and new customers alike. Its canvas-like texture has none of the disadvantages of papers of a similar nature you may have tried in the past. It is different and pleasingly distinctive and its roughness does not materially affect the detail of the print.

In addition to the Vitava, Old Master, which is furnished both in a white and a buff stock, Eastman Portrait Bromide is now furnished in the Old Master surface and the results that may be secured on this new Bromide are really wonderful.

The beautiful surface at once recommends the paper for projected prints, but it has much more than a distinctive surface. The brilliance of the print is so unusual for a Bromide, the depth of tone and transparency of shadows are so great and the general effect is so pleasing that if you have not made and displayed and sold large projected prints you will immediately want to make them once you have tried this paper.

Here, then, is the foundation for an exhibit that will be wonderfully interesting and attractive and have real selling potentialities.

Large prints are always best for exhibition purposes. They lend themselves to the same treatment as contact prints but make a better show for the work you put on them.

Embossing, border printing, white margins with a tint around the print; all the stunts you have used to make a contact print attractive can be used on the enlargement that is made either for sale or exhibition purposes.

An Old Master Exhibit For Display Of Spring Styles StudioLightMagazine1923 97

PORTRAIT FILM NEGATIVE, VITAVA PRINT

By Francis J. Sipprell Buffalo, N. Y.

In fact an excellent exhibit of large prints made on such a new and distinctive paper as Old Master Portrait Bromide will sell the prints as well as serve its purpose as an exhibit, if you are careful in selecting the subjects from which the prints are made.

Newness should be the note for a Spring Opening exhibit. The public is looking everywhere for new styles and you can best attract by portraits that have something new to recommend them. Select the new things in lightings, new effects in posing and composition, and with a new style of print you will get your share of the patrons who expect Spring styles in the Spring.