This section is from the "Studio Light Incorporating The Aristo Eagle - The Artura Bulletin 1912" book, by Aristo Motto. Also see Amazon: Studio Light Incorporating The Aristo Eagle - The Artura Bulletin 1912.
It will be of interest to Canadian photographers to know that the publications to be used in this campaign have a circulation in Canada of over 200,000 per issue.
More people should have their pictures taken more frequently.
There's a sentiment side to the family photograph that's being overlooked in this day of rush and bustle. If people can be brought to realize this, can be made to think of what they owe to others, it will mean more business for you and, we hope, for us. The heavy log of public indifference is lying across the path between the people and your studios. It must be moved. We are going to pick up the heavy end. If you will get hold of the other end, the path can be cleared. It can't be done in a day or a month - perhaps not in a whole year - but it can be done.
What the professional photographer's business needs is advertising - not the kind of advertising that says that John Smith makes better pictures than John Brown, nor yet the kind that says that he makes cheaper pictures than Richard Roe, but the kind that makes more people want their pictures taken. The photographic business is less advertised than any business we know of. There's a reason for this. not a sufficient reason in our opinion, but it exists - and we propose to remove it.
The photographer doesn't advertise his business as extensively as he should, because he has had no help from anybody in creating a sentiment favorable to him in the public mind. There's also a good reason why he hasn't had this help.
A manufacturer makes a good article: he trade marks and then advertises that article nationally and effectively. He creates a wide demand for that article. The local dealers all over the country realize that the article is popular and then they advertise that they sell it. They let the local public know. The two kinds of advertising dove-tail together and there's a profit for everybody.
No manufacturer has done this in photography. Why? Well, to be specific, the trade-mark doesn't get to the ultimate consumer. We can advertise Ar-tura paper and Seed plates to you, for instance, but not in an effective way to your customer. And every other photographic manufacturer is in the same boat as ourselves. Advertising to get people to have their pictures taken has seemed to them and to us to be a too intangible proposition to put good sound dollars into.
But that is just what we are now going to do. We are going to advertise in the general magazines and in the big weeklies in an endeavor to get more people to have their pictures taken more frequently. There's to be no talk about materials or anything of the sort. We shall appeal to reason and sentiment with the various arguments as to why the reader should have his or her picture taken, and in each case shall suggest: "There's a photographer in your town." This isn't to be a splurge! We don't want the plan to blow up with hot air. It's to be a carefully worked out and steady campaign. We shall use the leading magazines with full pages, but not all of them in any one month. We must have your help and we shall welcome advertising that will accomplish the same purpose (an increase in your business) put out over their own signatures by other manufacturers of photographic goods.
In our plan we are going a step further, we believe, than any manufacturer has gone before. We are advertising to increase the photographic business without being able to tie this advertising up to our own products. But you, through your local newspapers, can follow up the plan so that you will get a direct benefit. You can tie up our advertising to your studio. You can, if you like, use exactly the same "copy" in your newspaper that we use in a magazine, except that our name will be omitted and in place of the line in our advertisement which reads, "There's a photographer in your town," you will put your firm name and address. A little worth-while scheme that costs nothing is to cut out the magazine advertisement, passepartout it and hang it in your show case. But the newspaper should form the backbone of your advertising. Your copy therein need by no means be the same as ours, but it should contain the same idea - that of awakening the public sentiment to the portrait idea, showing people what they owe to friends and relatives and to posterity - with perhaps just a little tickling of their vanity.
From An Artura Iris Print By W. M. Stephenson.
You will now be in just the position of the merchant who advertises, so as to get the benefit locally, of the advertising that the manufacturer does nationally. If you seize the advantage you can work it to the dollars and cents benefit of your business. But don't expect that you and we are going to get people into the desired habits in a day. Good work on the part of all of us ought, however, to begin, in a small way, to bear fruit in the fall.
Compared with the past, the photographic business isn't in a bad way - but when we think of the people who can afford pictures, yet neglect year after year to have them taken, it looks like something should be done, and this plan of a magazine campaign on our part, backed by a newspaper campaign on your part, looks like that something.
On page 7 we show one of the advertisements that we propose to run in this campaign. For a starter we will use the April magazines with full pages in "Harper's," "Century."' "Everybody's," and "Ainslee's" and a quarter page in the "Saturday Evening Post." The next month we will drop out of these and use some of the other leaders. Later we will get back to these again and after interest has been awakened a little, will draw a long breath and go four thousand dollars worth at one crack in the "Saturday Evening Post" - that's a full page. And suppose now, just to see what this means to you, that you have a friendly and apparently disinterested interview with the newsdealers; try to find out how many copies of "Saturday Evening Post" are sold in your town.
You now know our plan. Of course, we hope to profit by it. We believe that with your cooperation we can get more people into your studio, and we expect to continue to make goods of a quality that will get your business. We have tried to help you in the making of pictures through our Schools and by sending representatives to you who are something more than mere order takers. We have done this because we believe that it is the part of wisdom for the manufacturer to supply good service as well as good goods. We hope that we may, by the new plan, help you in the selling as well as in the taking of pictures.
Our help will be worth while to those photographers who make the most of their opportunities.
Those old Daguerreotypes of grandfather and grandmother and Aunt Mary and then the quaint pictures of father and mother taken just after the war - money couldn't buy them from you.
Are you forgetful of the fact that future generations would cherish just such pictures of you?
There's a photographer in your town. Eastman Kodak Company, Rochester, N. Y.