The Associated Advertising Clubs of America recently held a great convention in Baltimore, and the slogan of that convention was "TRUTH."

Advertising has come to be such a great factor in business that the two are inseparable, and the sooner the business man learns that advertising is necessary to his success and that truthful advertising is the only kind that will bring him lasting benefits, just that soon will his success be assured.

The public mind has become attuned to good advertising and it is not a hard matter to tell the false from the true. You may fool the public with a false statement, once in awhile, but it is cumulative advertising that counts, and it pays to be truthful.

The "There's a photographer in your town" advertisements are preaching a great truth that the public is beginning to heed. The family has been careless about keeping a photographic record of its members and the truth of our advertising arguments is reaching that family.

They are going to have pictures made, and your advertising should cause them to reach a decision and visit your studio, but your advertising must be truthful to get and hold that business.

If you say you make the best photographs for the least money, your advertising will not have the weight of your neighbor's, who merely says: "Father should be photographed as he looks today," and gives the name of his studio. Boost your own business but don't belittle your competitor. The public loves fairness, and truth and fairness in advertising go hand in hand, and win where selfishness fails.

Your advertising may bring a little business to some other photographer who does not advertise, but you can't have it all, and you will get the greater share; so why worry?

A photographer who is using our ads in his local paper, writes as follows : "Your ads are masterpieces and are like nuggets of gold to us photographers. For my part, I appreciate them more than I can tell you, and I trust that the bread that you are casting upon the photographic waters will return unto you greatly multiplied."

The photographer who feels as the man above, is getting his share of the increased business and we are not worrying about him. It is the man who is not going after business that we want to reach. We know there are plenty of people who want photographs and who are only waiting for a little local coaxing - waiting for the photographer to say, "I am the photographer in your town," "Bring in the family for a group picture," "Why not let us make a photograph of the children while they are still in rompers?"

From An Artura Iris Print By The Kidd Studio.

From An Artura Iris Print By The Kidd Studio. Roanoke, Va.

We don't just believe that our advertising will bring results - we know it and we are not worrying about our share. We are going at it stronger than ever in August, the copy on page 7 appearing as full pages in the August Everybody's and Munsey's, and as one-quarter page in the Satur-day Evening Post and Collier's. The same copy will appear in the September issue of the Ladies' Home Journal and Woman's Home Companion, besides a new advertisement which will appear in other September magazines. The circulation of the magazines above, for the one issue, is over five million copies.

It costs a lot of money, to be sure, but it is going to bring big returns. Pitch right in and get your share and you will be too busy to worry about what the other man is getting. There are some more good cuts on page 27 to use with our copy. Port. 11 goes with the ad: "How I shall miss you when you are grown." It's a good argument to mothers will make them want baby's picture taken. Make them think of you as the photographer, by truthful, unselfish advertising.

New England Convention - Boston, Mass., September 2, 3,4

The New England Convention was abandoned last year out of compliment to the National, which was held in Philadelphia, but as there will be many New England photographers who can hardly travel so far as Kansas City for the sake of attending the National, plans are being made for a rousing time at Boston in September.

The Executive Board of the New England Association is preparing a very practical program for this year's meeting, believing that the success of a convention depends entirely upon the benefits derived by each individual member attending.

Exhibits are asked for in Portraiture, Genre, Landscape, Marine, Autochrome and Animal Studies. The Board wishes the largest exhibit ever shown at a New England Convention.

All exhibits will be passed upon by a jury, and a Certificate of Honor will be given to those of acknowledged merit.

There will be a large loan exhibit from some of the best American photographers, the usual excellent exhibits of the manufacturers and a series of practical demonstrations, criticisms, talks and suggestions by prominent workers. All indications point to an interesting and successful 1913 New England Convention.

From An Artura Iris Print By The Kidd Studio Roanoke, Va.

From An Artura Iris Print By The Kidd Studio Roanoke, Va.