Think of stepping into a studio so perfect in its appointments and equipment, and with a force of workmen so well trained, that it would be possible at the end of the day's work to have thousands of negatives in the drying racks, better negatives than you had ever made before.

The new Seed plate factory at Rochester, the "City Photographic," practically did this Nov. 28th, 1910.

On Nov. 27th the day's run of plates was turned out of the old factory as usual, and the next day the day's work was finished in the new factory, without a hitch, or the slipping of a single cog in the wonderfully perfect machinery. This will give you some idea of the careful and painstaking plans that were made, and the accuracy with which they were carried out.

To the layman, it may not seem a wonderful accomplishment, but to those versed in the intricacies of manufacturing goods in large quantities, where every known precaution must be used to safeguard the finished product, it is an accomplishment to look upon with pride.

This new plate factory is the largest single building in the world devoted to the manufacture of photographic goods. It is built of reinforced concrete faced with brick and is 357 feet long by 338 feet wide with a floor space of 229,000 square feet, or 5 1/4 acres. The capacity of the plant is 25,000 dozens, or 300,000 plates per day, and these plates are coated and dried under such perfect conditions that the possibility of faulty manufacture is reduced to a minimum.

Only the most perfect glass is used in the manufacture of our plates, and to avoid the possibility of being handicapped by a bad run of glass, enough is carried in our storeroom to run this factory for an entire year. The best Belgian, French and English glass is used, and the cars that bring the glass direct from the New York docks to our storerooms, carry away the finished product.

Plate Stock Room   160 x 82 ft.

Plate Stock Room - 160 x 82 ft.

Glass Stock Room   180 x 88 ft.

Glass Stock Room - 180 x 88 ft.

The cars are loaded with automatic carriers fitted with ballbearing rollers to obviate the jar and friction of handling, and even here, a careful superintendent inspects the loading.

The glass itself is inspected again and again before and after cleaning and all through the process, and then again before coating. The clean, fresh country air, free from the smoke and dirt of the city, is filtered before entering the building, and again before entering the work rooms and drying rooms.

The walls of the entire building are enameled to permit of washing, and no wood is used in the construction of the floors. Washing, however, is not enough for this perfect plate factory. Soap and water has its part, but the most perfect vacuum cleaners hunt out every particle of dust that may have escaped the other cleaners. Not once in a while, but every day these cleaners go over every inch of the work rooms and take away every particle of dust and dirt.

Another essential to the production of perfectly uniform plates, is the maintaining of uniform temperatures during the various operations, day and night, year in and year out.

The machinery regulating the ventilation, drying and chilling, and the thermostats controlling temperatures, are so arranged that they are always under lock and key and cannot be changed except by one in authority.

To preclude the possibility of an accident to any part of this plant, causing delay, and to facilitate the handling of the large force of employees, the plant is divided into three separate units, each working independently of the other and complete in itself. Each unit has its independent supply and output and is as nearly perfect as is possible for it to be.

If the run of an emulsion in one of the units is less than that of another, that one may be opened to the light of day and the cleaning process begun, preparatory to the coating of the next and, probably, different emulsion.

Such an enormous plant could never have been built were it not for the other units of our business. The expert knowledge could never have been acquired through the manufacture of plates alone. The expense of a refrigerating plant to maintain an absolutely even temperature summer and winter - a power plant for electric motive power, ventilating, lighting, heating, etc., would have been enormous.

For these, we draw on the surplus capacity of our large refrigerating, power and heating plants.

We are the largest purchasers of pure silver bullion in the United States and probably the world, and the largest consumers outside the mint. Seed plates are rich in silver, but the amount of silver used in sensitizing plates would not seem great if taken alone. It is the great volume of moving picture film and other sensitive goods that makes over a ton of silver bullion a week necessary to run our plant, and we nitrate this silver ourselves.

These are essentials that were necessary to the success of this paper and moving picture film business - the result of the most expert skill and expensive experimenting, made possible by the volume of this business.

Nothing has been omitted that might tend to make a finished product more perfect. No expense has been spared to accomplish this end.

It is a practical demonstration of our belief in obtaining quality at any cost. A proof of our contention that the best is always the cheapest.

The fact that we manufacture a variety of articles has made this ideal plate factory possible - and what does it all mean to you?

It means goods of quality, produced under the most perfect conditions of manufacture, surrounded by every safeguard known to science and our years of experience. It means dependable goods. Goods that are uniform and will produce perfect results when you want them. It means quality without additional cost to you. We believe your success is identical with our own.

Nailing Machines Used In Making Plate Cases.

Nailing Machines Used In Making Plate Cases.

Coincident with the firm establishing of Seed Plates in the new home, comes a new plate of quality, Seed 30 Gilt Edge. The first plate to combine extreme speed with all the qualities of the ideal portrait plate.

May. Our Illustrations

The work of Mr. Dudley Hoyt has become so well known that most of us can distinguish it on sight. The personality of the master workman is so plainly written in these wonderful portraits - their style is so distinctive and inimitable - that we scarce have to look for the name to be sure.

His method of lighting and beautiful and painstaking arrangement of draperies, has practically created a new style of expression and by holding fast to the one form of work, he has filled it with his individuality.

Mr. Hoyt, from his studio on Fifth avenue, New York, appeals to a clientele of the highest class. From the very opening of that studio he has used Artura exclusively, the paper that he finds best adapted to the expression of his artistic conceptions.