This section is from the "Studio Light Incorporating The Aristo Eagle - The Artura Bulletin 1911" book, by Aristo Motto. Also see Amazon: Studio Light Incorporating The Aristo Eagle - The Artura Bulletin 1911.
Thousands of Canadian photographers use Seed plates. The plate of quality - there's a reason why.
Have you tried Artura Carbon Black for enlarging? Choose a negative or two and make or have made some Carbon Black enlargements. The rich, brilliant results will please you and help you to develop this profitable branch of your business.
Easter millinery creations for 1911 may or may not be works of art. In either case the desire to be photographed in the new Easter hat will be strong in the feminine heart. A few neatly printed cards exploiting your ability along this line will receive due attention and bring in business.
Every success is built upon system and the ideal system for studio use is the Eastman Studio Register System. It is simple, efficient and complete. A descriptive folder may be had from your dealer or we will be pleased to mail one to your address upon request. Now is the time to put this system into your studio.
The negatives you have set aside for use in making up your convention display may be effectively printed on platinum, developing, or printing out papers. If you have decided to make a platinum display use Eastman Etching Black, Eastman Etching Sepia or Angelo. If you intend to display on developing paper there is only one worthy of consideration - Artura. Use Artura Iris D or E. If you wish to display collodion quality and surface choose Aristo or Collodio-Carbon. Each of these papers is a leader in its class and will give your display a quality that will carry prestige and attract favorable attention to you and your studio.
In commenting upon the work that has been done through advertising in influencing public opinion to listen kindly to the somewhat strident notes of a Klaxon horn, William Allen Johnston writes as follows in Printer's Ink:
"The keynote of the periodical advertising was human interest.
"Offhand one would say that there could be little human interest appeal in an automobile accessory. As a matter of fact there is human interest in everything that human hands touch and that human brains conceive and that human minds want. All that is necessary is to dig it out and then humanly portray it.
"Photography is the best medium - if your product lends itself at all to photography - and what product does not?
"Photography is the reporter of life's realism - the real, intimate news and facts of life. It shows things as they are, and a photo carries an intimate human appeal such as no other representation does. Typographic and illustrative art create effects and are highly necessary to the best advertising display and suggestion, but your photo argues with a sweep and a conclusion. The distinction may, in a sense, be likened to the difference between facile, attractive - but superficial - writing, and that which digs underneath and tells things with the unmistakable ring of truth.
"Your editor knows the popular appeal of photographs, and would as soon think of excluding them from the reading pages as an illustrated weekly would consider portraying world events with an artist's brush and pen. Why not more photography in the advertising pages?
"The first pages of the new Klaxon advertising campaign were featured with photographs - real photographs taken in the crowded centers of New York city's traffic, and showing the effect of such a warning signal upon the pedestrian. Then the story was told - sharply, concisely and with a catchline of direct human appeal. It is my opinion, both from the standpoint of magazine writing and practical advertising experience, that few if any pages in the entire magazine were more generally read than this Klaxon page. That result can be accomplished; and I believe that in this instance it was accomplished.
"There is another point here: The preparation of this advertis-tising cost considerable money. Five expert photographers - one a war photographer of note - were employed. It took several weeks to obtain just the right kind of photo.
"Then much time and expense were also incurred in the preparation of copy and plates. Every detail was carefully considered. More money was expended in buying preferred position.
"The advertising idea here was simply this, that if you advertise at all it pays to do it in the best, even if most expensive, way. Largest obtainable space, best mediums, preferred position - these first of all, and then on top of this appropriation all the extra expense, however great, to make this costly space count for all it is possibly worth.
"This advertising paid. Though it was not directed at the motorist at all, though it made no direct effort to sell the product advertised, nevertheless in the advertiser's opinion, it sold enough Klaxons to pay for the space used. In other words, the editorial publicity was secured practically free."