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.
The ink was hardly dry on our first orders to the magazines for the copy to be used in our National Professional Photography Advertising Campaign when we began to hear from it.
News of what we were doing slipped around. Photographers began to ask what our plan of campaign was and write us of their successes.
Secretary Tyree of the National Association saw our advertisement in Ainslee's before hearing of it from any other source. He cut out the page, chopped the two lines off the bottom, inserted the one word "Tyree" in the particular style of type that be uses for his advertising, and slapped it into the Raleigh paper.
He saw the point of what we were trying to do, acted on it and then wrote us that he liked the scheme. We appreciated his letter of commendation, but we appreciated much more the fact that he did something to help make the scheme of value to his business.
The second in our series of advertisements is about The Boy, and is shown on page 5. It will run in the May numbers of American Magazine, McClure's, Mun-sey's, Review of Reviews, and World's Work for full pages, and for a quarter page in Collier's. The Cosmopolitan dated May, will contain - no, did contain -the same copy as that which we announced for the April magazines. (Cosmopolitan is going so fast a pace now-a-days that they issue it a month ahead of its date.)
This advertising is going to be successful because we have a real message. It isn't so much that we are using ten big magazines and two big weeklies. They help. But the real surety of success in this is that we have something to talk about, something that has human interest in it.
We believe our own story. Why, Mr. Photographer, four men out of five will blush for shame when asked (by anybody but a photographer) when last they had a picture taken for the family. Outside of your business and ours there's an honest need, for the happiness of many a family, of just the sort of advertising we are doing. People need to be reminded of their duty and persuaded that it's a pleasant, not a painful duty. You know and we know and the people themselves know that they ought to have more photographs. You and we must keep 'em thinking about it until their only relief is going to a studio (no, forget your studio) and having their pictures made.
Now. We have forgotten our competitors in this advertising. Some of 'em are going to sell goods to some of you on which pictures will be made as a result of our advertising - but we are willing to forget that - only we want you to forget your competitor. Just for a trial get out a series of advertisements suggesting the reasons why pictures should be made of this, that and the other member of the family. No, don't say you make 'em cheaper or better. Just say you make 'em or make 'em well - but no comparisons, please. Then in six months you'll tell us it's the best advertising you ever did.
Some people say there's psychology in advertising - some say there's nothing but horse sense. Doesn't it sound more like "horse sense" to increase the number of pictures taken rather than fight with your neighbor as to who shall take 'em?
But above all, don't expect results too quickly. There's been more foolish buncombe published about the Power of Printer's Ink than about most anything we know of. Printer's ink works - not with the explosive power of gasoline, but more as the sun's rays work - slowly, surely. It depends on cumulative effect.
We don't want you to buy a full page in your newspaper to try out our plan. We fear it wouldn't pay you - not now. Advertising, successful advertising, isn't a hundred yard dash - it's a Marathon. You' ve got to go distance to win. If you start too fast you can't hold out. The sprint must come at the finish, not at the start.
Interesting copy, attention to detail of make-up and position, regular insertions and change of copy with every issue - these are more important than the mere size of your advertisement.
How much our advertising does for you depends mostly on what you do to take advantage of it - and remember: Advertising is a Marathon - not a hundred yard dash.
That boy of yours - it seems like yesterday that mother mourned the transition from skirts to trousers - his rocking horse will soon give way to the baseball and the pigskin.
He's developing, changing every day, and you haven't had his picture taken in more than a year - yes, it's two years last Christmas.
There's a photographer in your town. Eastman Kodak Company, Rochester, N. Y pared and sent out to the press is by tender-feet v. ho' have gone near distant. Stewart, Va., the count. seat of Patrick county, is not so very.
Those old Daguerreotypes of grandfather and grandmother and Aunt Mary and then the quaint pictures of father find mothertaken just after the war - money couldn't buy them from YOU.
Arc you forgetful of the fart that future generations would cherish just such pictures of you?
The way Secretary Tyree of the National Photographers' Association connected our National Advertising with his studio. You can do the same thing to make this advertising of value to you in your business.