This section is from the "Studio Light Incorporating The Aristo Eagle - The Artura Bulletin 1913" book, by Aristo Motto. Also see Amazon: Studio Light Incorporating The Aristo Eagle - The Artura Bulletin 1913.
A live photographer has made the suggestion that there is an excellent opportunity for the use of lantern slides in studio advertising at the motion picture theatres - this advertising to be used as a follow-up of our "photographer in your town" campaign.
For the photographer this should be a simple matter - and he can combine his own individuality with our now well-known professional photographer publicity. It has been suggested that we furnish the slides at nominal cost, with space left on for the photographer's name. This plan, however, is hardly practical, as the lettering would then have to be done by hand and a combination of hand lettering and photography is far from attractive.
From An Artura Iris Print By Miss Reineke Kansas City, Mo.
No photographer should have any trouble in making up good slides for his own use. Let him simply cut out one of our advertisements from a magazine and mount it on a card. Then mount on it a suitable print from one of his own negatives, covering the half tone shown in the advertisement. Then let him have printed on a piece of paper of suitable size his own firm name and the line "The photographer in your town," pasting this over the address and the similar line on the magazine advertisement. The "photographer in your town" line should be in the same italic type face that we always use for same.) Any emblem of his studio, style of type for signature, or design that he regularly uses in his advertising can thus be made an effective part of this advertisement. This complete design is then set up and photographed down to the proper size and any number of lantern slides may be made by contact. Such work could be done at odd times with little trouble or expense and offers a forceful and inexpensive method of reaching a large number of people.
We especially urge that for the photograph you use your own work and that your firm name be always in the same style. If you have a design, an emblem, a particular style of signature, reproduce that. If you have not - adopt one. Make your advertisement distinctive, of a style all your own and thereby double its effectiveness.
"An ounce of prevention is worth a pound of cure," is particularly applicable to the care you exercise with regard to your sodas during the hot weather, which will soon be with us.
Make it a point, if possible, to store your sodas in a room that is absolutely dry and not subject to extreme changes of temperature. We know in some cases it is not possible to do this, and from lack of space, material of this kind must be kept in one of the work rooms, where the floor is often wet and the atmosphere is affected by the constant use of running water and moisture that generally prevails.
If you have no other space that can be utilized for storing sodas, be sure that your containers are kept tightly covered. If you buy in fairly large quantities, try and accumulate a number of 5 lb. bottles and when fresh stock is received, transfer it to these bottles and see that they are tightly stoppered. While Sodium Carbonate will be found to keep well even under trying conditions, it is, however, a well-known fact that Sodium Sulphite will not stand up in extremely hot, humid weather if kept in a damp room unless one is careful to see that it is not exposed to these conditions.
And, furthermore, don't save Sulphite that shows discoloration and which you know has deteriorated, for use in your fixing bath. There are two kinds of economy - the right and wrong kind. To avoid stains, yellow prints and endless other troubles, use fresh Sulphite at all times. It is the right kind of economy.