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.
More people are having their pictures taken - many more.
There's a big increase in the professional portrait business. This isn't guess work. We know. Familiarity with exact conditions in the photographic world is part of our business.
Perhaps it's the big crops, perhaps it's because of the three-cornered presidential fight, perhaps it's on account of the war in the Balkans, but there is more photographic business. In our opinion this increase is largely due to the fact that in the last eight months we have told the people some fifteen million times that they ought to have then-pictures taken and have added the suggestion, "There's a photographer in your town."
People are beginning to take our suggestion seriously. So next month we are going to tell them again - in over five million different places.
But it isn't simply what we have done. Photographers are more of them telling the people the same thing, and telling it to them oftener and louder. Our newspaper clipping service has shown us this fact. And those photographers who do this most frequently, most cleverly, and back it up with good goods will get the most benefit from outadvertising.
Our December campaign is a strong one. Since April we have been conducting a steady, consistent, though moderate campaign . For December it' s Bang! Bang!! Bang!!!
On page 5 we show the advertisement that the December magazines will cany for you. And this is the list that will carry it: Ainslee's, Century, Everybody's, Harper's, American Magazine, McClure's, Munsey's, Review of Reviews, World's Work, Saturday Evening Post and Collier's. Wealthy people, well-to-do people, comfortably-off people all over the country will be reminded by the more than five million copies of our advertisement of the timeliness of photographs for Christmas. It's the logical follow-up of the work we have been doing for the past eight months.
Hitch up to it. Use our "copy" with your name. Rightnowtht-n-is more professional photographic business than there has ever been before. If you are not participating in this increased business look for the reason.
Increased business does not just happen; it is brought about. We have helped to bring about an increased business. You can still further increase it, each of you individually, by joining us in the work and benefit yourselves individually by steering the new business to your studio.
Right now is the time.
Royal S. E. R.
is your true friend because it has the speed you need so much when the light is poor. But speed is not its only recommendation.
It has highest quality too, and the price is but moderate.
The Eastman School of Professional Photography Will Be Held At TORONTO January 14, 15 and 16, And At MONTREAL January 21, 22 and 23.
1912 has been the School's best year from every standpoint- a better school, larger attendance, deeper appreciation by the photographers.
Remember The Dates.
Those cousins out west - or back east - you don't hear from them as often now. You each have new friends, new interests. But after all, blood is thicker than water and your picture and pictures of the other members of your family would be welcomed by them - especially for Christmas.
There's a photographer in your town. Eastman Kodak Company, Rochester, N. Y.
The composition of a photograph must be considered when the sitter is posed under the light, but very often a well posed sitting is destroyed by poor spacing when the print is made or trimmed.
In making negatives for cabinet prints 5x7 plates are generally used and the image of the sitter is usually at or near the center of the negative.
When a cabinet size sheet of paper is placed on a 5 x 7 negative there is considerable room for shifting the print paper to secure correct spacing or composition in the finished print, and here is where the printer must use good taste - otherwise the proper effect is partially or wholly destroyed.
We reproduce herewith several cabinet prints made from 5x7 negatives to illustrate the points we wish to make.
First we show the somewhat common mistake of placing the print paper too high on the negative. This leaves too much space above the head and causes the subject to appear as though it were falling from the picture, as shown in Illustration A. In Illustration B we show the effect produced by placing the print paper lower on the negative. This raises the head and the portrait at once assumes quality and dignity.
Another mistake in spacing is placing the print paper too far to one side as shown in Illustration C. This of course applies to profile or side views. In Illustration C there is too much space behind the head and not enough between the profile and the edge of the print. This produces a crowded effect and the subject appears to be leaving the picture instead of coming into it, as shown in Illustration D. Note that in Illustration D there is no crowded effect, although the same size paper is used in both cases.
Of course the pose and general composition of the picture enters into determining the correct location of the print paper on the negative, but as a rule the following suggestions may be observed:
When printing from a bust portrait negative place the head well up on the print paper.
When printing from a three-quarter figure the same rule will apply.
When printing from a full length portrait the space above the head should be slightly greater than the space below the feet.
When printing from a front or full face negative, either bust, three-quarter length or full length, it is, as a rule, safe to center the subject.
When the head is slightly turned the subject may usually be centered.
When printing from a profile or near profile the lesser amount of space should be behind the head.
These are general rules that may be used to advantage when spacing and trimming prints.
Photographic displays in general show much improvement over the displays of a few years ago, but here and there a set of prints, good technically - good artistically - well posed and properly lighted, are injured more or less by poor judgment in spacing and trimming.
The importance of this part of finishing photographs cannot be overestimated. It has more to do with the general appearance of the finished portrait than other details which seemingly receive better attention, and general appearance is the big factor in selling photographic portraits at top-notch prices.