The introductory chapter in "The Art of Decorating" has this to say:

"The show window display is an acknowledged attribute of trade winning. It is the merchant's closest connecting link with the public. Many a retail business stands or falls accordingly as the show window attracts or repels customers; for, by the show windows the public will judge the store. The supreme test of merit in a show window is that it will advertise and sell goods. The general public is composed entirely of possible customers, but only the pleased element thereof may be considered as probable customers."

If the public conceives a favorable impression of your studio by a passing glance at your show case they become probable customers because they have been brought to a condition of mind which must always precede a purchase.

Granted then, that the show case is a most important factor in the securing of business, do we make the most of it? Why, of course, our show case is always filled with pictures from our best negatives - but, wait a minute, how long have those same pictures been in that case?

Things that present the same front to us every day soon lose their identity and we pass them by with no more attention than we pay to the flagstones in the pavement. The old town pump might stand on the corner in its dingy grayness for months and you would never notice it, but some night let some one paint it red, and the next morning you and every one else would notice it, and then if next week it should be painted green, and a few nights later decorated with stripes, you would look for that pump every time you went by, to see what had been done to it.

This comparison with your show case may be a bit overdrawn, but it applies nevertheless, because if you do not educate your public to look for new and interesting things in your show case, they soon pass it by without even a glance, and it becomes a positive detriment to your business.

Now let us go about on the other tack for a moment. You are a live wire and change your show case frequently - and so does your competitor, so in order to attract the attention that will pull in the dollars we must do a few extra stunts. Suppose we try a few special displays. One for instance, of the seven ages of man, using the picture of a baby in his nurse's arms, then one of a child of three, then of a school boy, another of a young man of about twenty-one, then one of a man about thirty-five, and complete the series with the portrait of some fine looking old patriarch with snowy hair and beard. A neat little card with an appropriate quotation will strengthen this display. Next week let us try a show case full of young girls, all as attractive as possible, with a little card "Sweet Sixteen." Another week, give the young men a chance, fill your case with the chaps just turning twenty-one with a little card "First Voters" or something similar. For a June or October display, a collection of brides. Devote a week to prominent citizens, another week to society ladies, a week to the grandmothers, and with each display make use of the little card calling attention to the particular display. All this means work and thought, but if persistently carried out each week you will have your public looking for and at your show case every time they pass, and when they want pictures, they will come to you involuntarily. Make your show case pay dividends.

May. Our Illustrations

We are pleased to afford in this issue some examples of the excellent work from the studio of Mr. H. E. Gray, of Houston, Texas.

Mr. Gray is one of the leading photographers of the southwest, and presides over a handsome and well appointed studio.

Mr. Gray attributes much of his success to the continued use of good old Aristo.