There seems to be a question in the establishing of a new studio, as to the proper method or best method to use in advertising.

There are many forms of advertising that are effective and some few that are not, but for the average town or city supporting a daily newspaper with a good circulation, we rather lean towards newspaper advertising as being the most effective, providing the photographer can draw from the entire circulation of the paper for his business.

Of course it would not be reasonable to pay a high rate for space in a paper having a large circulation, if the greater part of the circulation was of a class the photographer would have no possible chance to draw on for business.

The display case is another of the most valuable kinds of advertising if properly taken care of; that is. if the pictures are changed often, the display made attractive and the case kept clean.

The photographer opening a new studio should always have enough of his own work to make his initial display, unless he is making his first business venture, in which case it is much better to make a few complimentary sittings for the purpose of securing samples, than to make a display of work which is not his own.

The display of one or two pictures of prominent or well known people is of much greater advertising value than a case full of beautiful pictures which are not the work of the photographer himself. Then there are many photographers who have an individual style that is not easily imitated, and it would not be reasonable to sell goods from one kind of samples and deliver something entirely different, even if it was just as good.

Imitation may be the most sincere form of flattery, but you are not in business to flatter anyone, unless it be the customer. It is much better to create a style or individuality of your own, than to imitate that of another. The sample print is. to the customer, a proof of your ability, an example of the work you are capable of producing, and any other than your work shown as samples, is not good advertising.

We are often requested to furnish sample prints for use in display cases of the new studio, and while we would be glad to be of assistance, we are compelled to refuse these requests. When we purchase negatives from a photographer for use in making sample prints, it is with the understanding that all prints which are sent out for this purpose will be marked with the grade of paper on which they are made, or otherwise lettered, so it may be readily seen that they are for advertising purposes only. Many photographers who sell negatives to the manufacturer would object to the use of prints for other purposes than those specified, so it is necessary for us to comply with their wishes in the matter.

There are other methods of advertising the new studio beside the show case and newspapers, the best of which is probably the announcement.

By this we do not mean the hand bill, for this form of advertising is not only of very little effect, but has a tendency to cheapen one's business. The announcement should be in the form of a letter or small pamphlet and must be well written and well printed to attract the attention of those who receive it. Mail it by all means, and under a two-cent stamp. It is an easy matter to secure a list that will place your advertising in the homes of the people you wish to reach, and it is certainly worth the amount you spend for postage to have your advertising read.

This form of advertising, if high grade in every respect, brings you in closer touch with the prospective customer than anything but a call at your studio - your other advertising should keep your name constantly in the mind of the public and present new arguments for having pictures made.

If you advertise at all, be persistent about it, keep it up, make your plans cover six months or a year. The results may not come in a week or a month, but they will come.