Men in business advertise what they have to sell in either a negative or positive manner. Negative advertising does not necessarily mean publicity that will give the business a bad name, but an attempt at publicity that fails because it neither attracts nor convinces. The majority of professional photographers have show cases filled with examples of their work, and the purpose of these show cases is to sufficiently attract the passers-by so they will come in and spend money for photographs. The average person does not purchase photographs every day or every month, and unless some special occasion demands it, having his picture taken does not enter his mind. If your show case is like too many of the show cases he passes it by without even a thought, or if having a moment or so to idle, he casually inspects it and passes on, your name and your work having made absolutely no impression on his mind - and should occasion arise for having his picture taken, he asks his wife or some friend whom to patronize, and you take the chance with all your competitors of being the lucky one that gets his money. "Yes, I believe there is a photographer in this block - seems to me I've seen his show case somewhere along here - I couldn't say whether he does good work or not." That is what we mean by negative advertising. If your efforts at publicity do not differ from those of your competitors you are benefiting them equally well. Your show case can be made to do positive advertising, the kind that will bring people inside your studio.

You every day pass a dead wall with a sign on it - that sign has been painted there a year or more, you have seen it, read it, know it is there, yet if anyone should ask you off-hand whose sign it was or just what it said, ten to one you couldn't tell him. Yet let someone over night replace that sign with a new one, you would notice it the first thing and if they kept changing it every little while you would look to see what it said every time you passed. Your show case can do equally well for you. Make it attract, not only by the good work it contains, but by it or its contents being different from those of your competitors, and keep the interest up, by giving the passing public something new every little while - once a week at least every day if possible. Of course this means extra work and extra cost, but if it brings in more dollars - and it surely will - it is worth more than the labor and money it costs.

Positive advertising is the kind that helps you, that brings the public to your studio, instead of letting them wander hap-hazard into the first studio they come to. When they do stop to examine your show ease, give them aside from your good work some little argument to convince them that you are "it" in the picture making business, and whenever possible convince them of their need for photographs made by you.

The Canadian Card Company have prepared a set of twelve attractive and convincing show case cards that will help out wonderfully in a positive advertising campaign. These cards are four by six inches in size and printed on good heavy stock in two colors. Included in the set is also a large card eight and one-half by fourteen inches with a most convincing argument for you and your products. The price of the complete set is only 25 cents. In connection with the set the C. C. Co. have to say:

"These show cards should be changed at least twice or three times a week, so as to keep the interest of the public on photographs; in fact, we believe it would be policy to change your pictures, in other words, to make up enough sample prints to change your show case three times; that will enable you to keep changing the styles around: in other words, with enough sample prints to change your windows complete three times, will enable you to make 20 or 25 effective dressings by changing the styles around, and with the aid of these show cards, the attention of the public can be riveted effectively on your photographs in their different styles and finishes. The large card should be tacked up at intervals in your show window or show case so that the public may read it as they pass by. You will notice that it draws particular attention to the desirability of photographs as gifts, which will insure a large portion of the buying public leaving their money with you instead of with stores engaged in other lines of business."

From A Collodio Carbon Print By The Rose Studio Providence, R. I.

From A Collodio-Carbon Print By The Rose Studio Providence, R. I.