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.
It took hundreds of thousands of dollars' worth of advertising to get the public into the habit of buying crackers in original packages instead of from the grocer's cracker barrel, but the demand for the package goods was finally created, and to-day very few people buy crackers in any other way.
There is no question as to what brought about the change. The advertising was convincing and created a desire for the original package with its fresh, clean, wholesome contents.
And to-day, nothing is thought of spending a hundred thousand dollars in advertising a five-cent package of a certain brand of crackers.
Of course such advertising brings quicker results than the same amount of money spent in creating a desire for photographs. The desire for the package of crackers has been created and the advertising merely attracts attention to the particular brand. The grocers are quick to follow up such advertising and the sale of the goods is almost automatic.
But you say, "How does all this apply to the photographer?"
In just this way.
There is no longer any question as to the success of the "There's a photographer in your town" advertising. It's working - the results are being felt and its opportunities grasped by the keen ones who have believed in advertising and kept their fingers on the pulse of the buying public.
If you are not getting results from this advertising, it is because there is a link missing in the chain - and that link is your advertising.
We are creating the desire for the modern photograph as the cracker people did for the package goods.
Your advertising helps things along by furthering the desire and attracting attention to the particular photographs that you make. Then a sale is as easy for you as it is for the grocer, when a lady steps into your studio and says: "I have been intending to have my picture made for the last two or three years, and of late have been reminded of it so often by those magazine advertisements, that I decided to have a sitting to-day. I guess your advertisement in the Herald made me think of your studio."
This isn't what might happen to some one or two photographers - it's what is happening every day to many photographers, and we have yet to learn of any wideawake man who has not increased his business by his follow-up advertising.
The advantage to you will depend upon your own efforts. It takes your advertising to sell your photographs.
Our 1913 campaign is stronger than that of 1912. There are not so many magazines, but their circulation is larger and their prestige greater.
The advertisement on page 5 will appear in Cosmopolitan and McClure's for May, and the May 3rd issue of the Saturday Evening Post. The combined circulation of these three magazines for the one issue is more than three and a half million copies.
And it will get the business for you if you Mill follow it up - will make a pull for your share.
"Whereas, the trend of modern studio business is to enlarge sales by greater efficiency in salesmanship and more extensive advertising than ever heretofore attempted by the profession;
Whereas, the efforts of the photographers have been upheld and vastly augmented by the campaign of publicity that is being conducted by the Eastman Kodak Co.;
Therefore be it Resolved, that the P. P. S. of Pa. in convention assembled, do hereby transmit their expression of appreciation for their interest and help in the general advertising of Portrait Photography, and more especially for popularizing the phrase - 'There's a Photographer in Your Town.' And be it further resolved, that we invite all manufacturers to take up the further development of Portrait Photographic Publicity along these or similar lines."
(Signed) J. B. Schreiver, G. W. Harris.
While we are naturally very much gratified with the reports of increased business of photographers over the country, attributed to our general advertising campaign, we are more gratified by the enthusiasm of those photographers who have taken hold of the new idea and have profited by broad, individual publicity campaigns on their own accounts.
Not only has the individual learned the value of advertising, but Photographic Societies have come to realize that the lesson of advertising is of equal importance with the lesson of photography.
"Father grows younger every day." And his new photograph hits him to a "T".
The old portrait taken twenty years ago, made him look so serious and old-fashioned - not a bit like he really is.
We wouldn't part with it of course. But isn't it splendid to have a picture of him as we know him - just as he looks to-day.
And father says that he's glad he gave in and had it made - that having your picture taken is far from an unpleasant experience now-a-days.
There a a photographer in your town. Eastman Kodak Company, Rochester, N. Y.
We believe that the above resolution adopted by the Professional Photographers' Society of Pennsylvania expresses the feeling of the profession in general regarding the necessity for concentrated effort in exploiting photography to the public. The more advertising there is, the more business there will be, and with the increased business of the photographer will come increased business in all lines of photographic materials.