"Advertising will make anything good a success," states the editor of Geyer's Stationer. "Year after year lines of goods which it was formerly believed could not be sold through advertising have found their way into advertising columns, and have staid there, because it has paid to advertise them."

"To-day it is not too much to say that advertising, properly administered, is by far the greatest single factor in the promotion of many of our greatest enterprises. The principle of advertising has been tried, and it is true beyond all shadow of doubt. It pays."

If advertising pays the manufacturer of pianos, clothing or food products, it will pay the manufacturer of photographic portraits. But to successfully advertise any product you must keep everlastingly at it.

Studio advertising pays. Let us cite an instance that came under our personal observation some years ago:

In a certain city, then of about one hundred thousand inhabitants, one photographer had had for a number of years the reputation of "the leading photographer," and everybody who wanted pictures that were "the thing" went to him. He had prospered accordingly and moved into a fine new studio, with everything new, elevator opening right into the reception room, and all that. On another street, a block away, there was another studio, which had been just barely running along, doing "dollar a dozen" work, and never for a moment considered as a dangerous competitor by any studio in the city. This studio quietly changed hands, no one knew or cared anything about it, except perhaps the stock house men. The new proprietor quickly proceeded to to refurnish it, in keeping with his ideas. Next a big sign appeared, "-----.the Photographer," and a show case filled with pictures that were corkers. All the Sunday papers contained a double column ad of the new studio -"-----, the Photographer," being prominently displayed.

From A Collodio Carbon Print By Kandeler Bros. St. Louis, Mo.

From A Collodio-Carbon Print By Kandeler Bros. St. Louis, Mo.

Now this man did not make one splurge in the Sunday papers and then quit. Day in and day out, every paper in town carried his copy. and his show case backed up his newspaper copy.

"Doing things well, but doing them differently from the other fellow," appeared to be his motto, and it was not long before he was the leading "photographer" even if the people had to climb up the stairs to his studio, when they could ride up to the studio of the man he had deposed.

He made first-class work, and let the people know about it he kept himself in their minds all the time - and he got more money per dozen than the other fellow ever dreamed of.

Making it pay is a simple proposition.

Make good work - charge good prices, and keep your work and yourself constantly before the public.