Why is there so little money spent on photographs while such fabulous sums are spent on automobiles, pianos and graphophones every year in this country? You ■will find the answer in the advertising pages of any national popular magazine."

The above is the concluding paragraph of an article in Wilson's for April, wherein an extensive review is made of our plan to help the professional photographic business by magazine advertising.

Wilson's has hit the keynote. The photographic portraiture business has not been what it should have been because it has not had proper publicity. But from now on it is going to have.

Fortunately we have been advertisers long enough so that we appreciate the cumulative effect of advertising. We know that immediate effect is not to be expected. It takes time as well as money to make an impression on the public mind. Knowing these things, we are not looking for the impossible. We have started on a long fight - but already we are beginning to get help. The photographers are advertising - many of them individually, some of them in groups. On page 6 we reproduce an advertisement run in a daily paper by the members of the local section of Pennsylvania photographers in Erie. Whether or not they make an extra sitting as a direct result of that advertisement, they have made a good start. It's educational, will make people think - in time such a campaign will bring the business, because these photographers are not fighting among themselves for what business already exists, but are advertising to create new business. They are willing to let somebody else get some benefit from this publicity. Commenting on this very phase of our campaign, Printers' Ink had this to say:

"The advertiser of the old school would certainly look at this campaign as a piece of foolishness without parallel. Spending money for big space in the magazines, only to advertise the business of somebody else who may not use Eastman supplies at all!

"But the campaign is well founded, in spite of the old school, and is in line with the newer conception of service as the best road to profit."

Our June advertising will be interesting. It's a talk to and about "Father." Really he, of all the family, is the most careless about having his picture taken. He needs to be taken in hand - followed up by the photographers after we have reminded him of his thoughtlessness. (See page 5.) This advertisement will appear in June Century, Ainslee's, Everybody's, Harpers' and in July Cosmopolitan for full pages and for a quarter page in the Saturday Evening Post of June 1st. The total circulation of these mediums is more than four million copies for the one issue. It will remind many million people about father's carelessness in the matter of that photograph and of the fact that "There is a photographer in your town."

Co-operation on your part, ought to help your business.