This is not a meaningless title, set in large type just to attract your attention. It is the slogan of a live photographer, and he lives up to it.

It means that he believes in quality and tries to give every customer the best that he can produce in each piece of work that is turned out of his studio. Probably some of his customers do not appreciate this quality, hut they get the best just the same, for who can tell to whom the photographs go after they leave the studios? Each is an advertisement, good or bad, and it pays to give every customer the best.

But this photographer has a still stronger belief in advertising. He not only puts quality into his work, but he goes down into his pocket for a quarter of a page in his local paper every week, to advertise it. He uses a Studio Light cut and very little but attractive copy with a selling argument that brings him business.

Photographs A Little Better Than Seems Necessary StudioLightMagazine1912 123

Hello! not going to the National after all? Thought we'd go along together. Can't afford the time, old man. What about next week's sittings? My dear man! The Philadelphia Convention is worth more than a week's sittings. I always get a lot of bully good ideas that put dollars into my pocket. Better come along.

From a pencil sketch by Will Owen.

From a pencil sketch by Will Owen.

If you have ever been in Lin-coln, III., you have probably met the man we speak of and whose Home Portraits it is our good fortune to reproduce in this issue of STUDIO LIGHT. Mr. C.L. Venard has been in business for himself only four years, but in that time has taken many Illinois medals, and has been made pres-ident of the Illinois Photogra pliers' Association by his fellow craftsmen.

This is a pretty good example of what an energetic young man can accomplish, and Mr. Venard is certainly a bundle of nervous energy. It is only recently that he has entered the Home Portrait field, and our illustrations are from his first efforis along this line, but we predict a successful career lor him as a Home Portrait photographer.

Mr. Venard was one of t he first of the many to congratulate us upon our plan of busincsscreative advertising for the professional photographer, and he predicts that the first year will bring a million dollars worth of new business to the photographers of the United Stales and Canada.

He says in part, "I for one am going to carry my end of the log. I feel sure that by using the same copy thai is used in the magazines, the photographer's advertising will work wonders for him."

This is the opinion of a man who is alive to his opportunities, and we in turn predict continued success for Mr. Venard and the Illinois Association, which was so wise in the choice of a president .

Disillusionment

It is certainly a long throw from the carefully posed and lighted studio pictures of those personages prominent in the publie eye, and pictures of these same exalted ones hurriedly snapped in unconventional pose by the press photographer, In the studio picture the best in line and expression is brought out, with perhaps a little subtle etching on the negative, to still further subdue some defect or to still further accentuate some Ho-garthian line of beauty.

In the press photograph, often snapped under seemingly impossible light conditions, and with contrasts exalted to the nth power, how do the mighty fall.

Under these conditions it is only our sense of humor that allows us to in any measure retain our sense of the proportions, and to still accord in our menial conception those beauties and dignities so ruthlessly destroyed. As a newswriter paragraphs it, "Think of Julius Caesar" bald headed and abdominal, his legs bent like unto a pair of calipers ah, lucky man, you lived before the days of the press photographer!

Let Alexander - who was not like great Goliath tall, his spear a hundred weight thank his stars he was probably like the young Greek who sells bananas on the corner) that he was off the earth before the camera came to shrink him to ordinary proportions. What would Alexander count tor today in a moving picture?

Had some one snap shotted the great ones of earth and were the records to be discovered today, much history would have to bo re-written.

Some of the well authenticated labors of Hercules and Jack the Giant Killer would shrink to nothingness under the camera test. and other myths and legends would vanish like snowflakes in the river,"