When an advertisement is strong enough to hold your attention while you read it, the chances are that you have a desire to buy the article advertised. You may not buy, but you at least have the desire. Now let's see where the above fact leads us.

You are a photographer with an established business - that is, you have a certain number of customers you have pleased and you feel they are loyal to you. Another photographer comes to town and begins to advertise, and you lose a number of your old customers and you wonder how it happened. If you have ever had this experience, hold up your hand.

I can see a lot of hands go up and I would like to know just how each one of you figured it out, but we can't all talk at once.

I know what a lot of you would do under the circumstances, but Printer's Ink says: "Before starting out to knock a competitor, it is wise to find out, if possible, just why he is getting the business," and this is the best of advice. If your competitor did some good advertising, you probably have the solution of jour loss of customers.

If advertising will get business fort the other fellow, advertising it-ill take business away from you, so you must not only advertise to get new business - you must advertise to hold the business you already have.

A lot of photographers are unable to see the advantages of advertising, because they don't get the right perspective. Let's take a look at the other man's business and possibly we can see a little clearer or at a better angle.

Suppose you have been trading at a certain furnishing goods store and you are counted as a steady customer. You pick up a magazine and see an attractive advertisement for a certain brand of shirts and you are reminded that you need a few new shirts, collars, etc. Later on you read your local paper and see an advertisement for the same brand of shirts, but the local advertiser is not the man you have been trading with.

You walk down town and see the same old window display that has been in your furnisher's window for a month, but in the window of the man who's advertisement you read, there is an attractive display of the advertised shirts that appealed to you.

Now what are you going to do? Will you go back to your furnisher and ask him if he has these same shirts at the same price-, or will you go in and buy of the man who has advertised for your business? You will do the latter of course, and this is a parallel case with that of the photographer who didn't advertise and the competitor who did.

Nine out of ten of your customers are yours only while they are in your studio. When they get out you may get them again in three or four years, but you ought to get them every year, and you can do it by advertising.

The average family spends about the same amount of money every year for luxuries, and the reason you only get your share once every four or five years is because you don't compete with the other merchants who sell luxuries.

We are trying to get the public to think and want photographs, just as the other magazine advertiser we spoke of was trying to get the reader to want shirts. We can only say "There's a photographer in your town," but you can say "I am the photographer," and if you say it loud enough and persistently enough, and make good work, you will get the business.

Don't worry about your competitor. If you are afraid he will get the benefit of your advertising, you had best not advertise, for no one ever made a success but what someone else got a little of the prosperity. Just remember what the little boy said when the teacher asked him to spell "horn," and he had forgotten; "You don't spell it, teacher; you blow it," was the boy's answer.

Keep your horn blowing long enough for everybody to hear it at the time they are in the mood for pictures, and keep your display case filled with new styles, new pictures and new ideas.

People don't want the same style of pictures they had made last year. Do as the automobile people do - get out new models each year and make people have a desire for the new things.

The advertisement on page 8 appears in full pages in November issues of American Magazine. McClure's, Munsey's, Review of Reviews, World's Work, and as a quarter page in Collier's. November Cosmopolitan, issued October 10th, carries the copyabout the picture Mother ought to have made, which appeared in a number of the October magazines. It's the kind of argument that makes one think pictures and want pictures, and it will help your Christmas business if you will make use of it.

Your customers are reading the magazines and newspapers in their search for appropriate Christmas remembrances. They will read our advertising and want photographs. If they read your advertisement, they will want your photographs. Hitch your local advertising to our magazine advertising and the two will pull together for you.