6,460,000 copies.

That is the accepted circulation per issue of the magazines that, beginning with April, will carry the "photographer-in-your-town" advertising.

It isn't a big list of magazines, but it is a list of big magazines.

It is a list of accepted leaders: Cosmopolitan, Everybody' s, Mc-Clure's, Munscy, Saturday Evening Post, Ladies' Home Journal and Woman's Home Companion. We shall not use all of them every month, but sometimes we shall, and it is to be big space right through, full pages in the standards and quarter pages in the Post and the women's papers.

We know that this advertising pulled last year. With the cumulative effect and the fact that we are adding about a million and a quarter circulation there will be bigger results this year. We are especially enthusiastic over what the women's papers should do. It's an expensive move. Those quarter pages in the Ladies' Home Journal will cost us $1,500.00 apiece. But we believe that the women pretty nearly control the family expenditures on such things as photographs - that you will get results worth while from this unique publicity.

There has been too much apathy on this question of family portraits. The apathy log must be moved out of the business path. We have taken a firm hold on the big end of the log. General publicity will get it clear off the ground. But we can't pull it off the path while the little end drags. Local publicity will lift the little end.

That's up to you.

Business is better. But then, we can all stand it if we get more. We can get more if you will help wake people up to the fact that duty, pleasure and family pride combine in demanding more visits to the photographer-in-your-town.

From A Demonstrator

In the November, 1912. issue of the Studio Light I read an article on the Post Card situation. You may be interested in the experience of one of my customers in that line.

A certain photographer in --------, doing a very fine quality of popular priced work, was forced to make post cards by competition. He decided to make the best of it by playing on every string in the harp.

He makes white ground Azo E cards for a dollar per dozen. He gives them a great deal of attention and makes them as good as he possibly can. He makes from two to four negatives and shows proof. He retouches the negatives with care. The result is that he sells cards from several negatives in most cases, charging for extra retouching. Very often he gets an order at once for two or three dozen cards. He makes an 8 x 10 enlargement on Iris paper and double mounts it. When the customer calls for the work, he shows the neatly made print and admires it himself as a pretty sample of his work. The price is asked and he makes it only a dollar with a chance at a frame sale. He sold forty-eight of the first fifty enlargements that he made.

This gentleman's books show that in December, 1912, he averaged $4.85 per order. The highest priced work that he makes will not run over $15.00 per dozen. The post cards do not seem to lower the average amount or price of the better work to any great extent. It's additional business. The cards are made good enough to uphold the high standard of quality for this "Bread and Butter and large slice of Cake Studio."