Impressions are the bumps received by the mind when a thing strikes it as being good or bad.

Making an impression is like driving a nail. If it is a good impression, it drives straight, holds tight and looks well.

If it's a bad impression, it drives crooked and must be pulled out and driven again to make it hold. Even then it never holds as strong, and there's always a hole to putty up with excuses.

Begin making good impressions in your show case, but don't stop there. You can't make an impression hold by putting all the nails in the same place.

If you are building a reputation, good impressions are a very important part of the building material. Put the nails close together. The display case is the first nail, the entrance or stairway the second nail, the reception room the third nail, the posing room the fourth, etc.

Drive home a good impression in each place and it will help hold your reputation together.

Some impressions are strongest and hold together best when plenty of very small nails are used. This comes very near being fancy work and should be left to a clever woman. A good receptionist will look after the little details that are so vital in making a good impression on a refined customer.

Don't forget, however, that good impressions will not stand alone. You must have a solid foundation and framework of quality materials to make your reputation hold together. Many a man has made a good impression to begin with but had nothing back of it, much as the young Roman architect who built a large but poorly constructed amphitheatre which, when filled with people, crumbled and fell. An inscription of three words was placed below his name over the doorway - "He was banished."

Changing A Nation's Habits By Advertising

"The housekeeper's pride was once her parlor, to-day it is the immaculate whiteness of her bath-room."

Such was the remark passed the other day by a wide awake business man in a discussion that embraced politics, the high cost of living, the present prosperity of the farmer, and general social conditions.

And the other party to the conversation came back: "Yes, and this has been brought about by the advertising of the Standard Sanitary Mfg. Co."

"You're right," said the wide awake business man.

There are still houses without bath rooms, and other houses without modern bath rooms, but tens of thousands of old houses have been modernized with white tile and sanitary plumbing, and in the architect's office the bath rooms to-day get early consideration in the making of every set of plans.

Hotels that were "modern" a few years ago had bath rooms only with their most luxurious suites. To-day they are built with a bath with nearly every, and in some cases with every, room. Old hotels have had to put in additional baths to keep up-to-date. Their guests being accustomed to the luxury of a well appointed bath at home, demand it also when they travel.

Advertising has changed the habits of a nation. Yes, in this respect at least, it has contributed to the high cost of living by encouraging extravagance in bath rooms. But likewise it has contributed to cleanliness and comfort and health - all worth while extravagances.

Advertising can likewise persuade people to have their pictures taken. Can appeal to their sense of duty, their vanity and can make them understand that "sitting for a picture" is no longer an ordeal to be dreaded. Our magazine copy for September is along this line. It's based on a personal incident, for it briefly tells of how the man who wrote it was once handled by a clever photographer. The result was a "natural" picture, free from all suggestion of "pose."

There's a thought in that advertisement for both your newspaper copy and your work under the light.

The advertisement reproduced on page 5 appears in full pages in the September issues of American Magazine, McClure's, Mun-sey's, Review of Reviews, World's Work and as a quarter page in Collier's. September Cosmopolitan, issued August 10th, carries the copy about the famous picture of Miss Draper, which was in the August issues of several other magazines, and really carries out the same idea - "clever photographers and fast plates and lenses have made having your picture taken a rather pleasant experience these days."

"Just make yourself comfortable. I'll be ready in a minute." That's the way a photographer spoke the other day after seating his subject in the studio.

A few seconds later he said: "I think those will be very good. Will mail proofs to-night."

Clever photographers and fast plates and lenses have made having your picture taken a rather pleasant experience these days.

There's a photographer in your town. Eastman Kodak Company, Rochester, N. Y.

September marks a settling into the harness for winter business. First you know, people will be contemplating their Christmas purchases. It's high time to begin influencing their minds as to what those purchases shall be - photographs, of course.

We shall continue to help, but we can't do it alone. Our advertising will be of the most help to those who co-operate with similar publicity.