A great many men have a way of ignoring the very things that spell OPPORTUNITY in capital letters, deceiving themselves with the argument that this or that particular thing might help the other man's business, but that it doesn't fit their own case.

The principles of doing business that make one man successful will work equally well in your business, if you make them fit.

There's an old word that has come to occupy a most important place in the present vocabulary of business terms because it represents a new principle in modern business - that word is "Service."

Other things being equal, the man who offers his patrons the best service will get the most business. And photography offers all sorts of opportunity for making the word "service" mean the same to you in your business that it has to thousands of other successful business men.

In your advertising, talk service, provided, of course, that you live up to your advertising. "Appointments by telephone" are often advertised. When the appointment is made for a certain hour and the customer is compelled to wait half an hour while another sitting is being made, you have not given service. When you make an appointment, live up to it.

If for any reason a man is compelled to wait for a sitting, make him comfortable. The morning paper or a current magazine should be at hand to keep his mind employed and make the time seem shorter.

Dressing rooms should always be as neat, clean and well supplied with toilet articles and linen as the lady who sits for her portrait would find in her own home. And if she does not have a maid and needs some little help in making a change of costume or other preparation of her toilet, the receptionist in the studio which offers service will see that the lady has proper attention without its being necessary for her to ask for it.

Promptness is as great a service as courtesy. In fact most people will appreciate promptness more. Proofs at the exact time they are promised - delivered, mailed or at the studio - sittings made over promptly when not entirely satisfactory, without the necessity of an argument, work delivered promptly at the time promised; all of these things constitute the kind of service that is appreciated.

There are a thousand and one little things that come under the head of service, and you should impress it upon your employees and continually remind yourself that you are paid for the service

you give the customer. Competition is too keen for you to allow yourself or those about you to get the idea you are doing your customers a favor when you take their money and permit them to secure work from your studio. You must give value for value, and, in addition, a full measure of courtesy and attention, for which, in return, you will receive the good will, the good word and the continued business of those you serve.

Use the Eastman Plate Tank Spend less time in the dark room - secure the printing quality that only Pyro will give.

When a comparison is made, a tray developed negative often shows fog where the edges should be clear. That fog extends over the entire negative, degrading its half-tones - destroying its brilliancy.

The Tank developed negative has clean edges - is clean throughout. Print from the two and the quality of the Tank developed negative is still more apparent. Use the Eastman Plate Tank.

A Word With A New Meaning StudioLightMagazine1914 206

FROM AN ARTURA IRIS PRINT

By A. R. Lindstedt Los Angeles, Calif.

A Word With A New Meaning StudioLightMagazine1914 207

We make but one condition in our offer of cuts for the use of photographers.

It is obvious that two photographers in the same town would not care to use the same cut, and we are therefore obliged to limit this offer to one photographer in a town. It will be a case of first come first served. The first order from a city will be promptly filled. Succeeding orders (if any) will necessarily be turned down and the remittance, of course, will be returned. It is also obvious that we cannot, on account of the cost of the drawings, furnish any large variety of cuts at the nominal prices quoted, and therefore can offer no substitute cut. The thing to do is to get your order in first, as it would not be fair to give the man who happens to get in his order early one month, a permanent advantage; we shall book no orders in advance. They must always specify the number of cut wanted. These cuts consist of the illustrations only, thus making it possible for the printer to change the wording or the amount of space to be occupied by the wording if so desired.

E. K. Co.

A Word With A New Meaning StudioLightMagazine1914 208

Most natural, to be sure, are those portraits in which formality is cast aside and by our modern methods you are scarcely conscious of being photographed.

Such pictures are most pleasing to yourself and friends.

Make an appointment to-day.

The Pyro Studio

No. 206. Price, 30 cents.

bulletin: the eastman school of Professional Photography for 1914

Cincinnati, O.................. September 8, 9, 10

Syracuse, N. Y.................. September 16, 17, 18

Albany, N. Y.................. September 22, 23, 24

Washington, D. C................... Sept. 29, 30, Oct. 1

Knoxville, Tenn................... October 6, 7, 8

Atlanta, Georgia.................. October 13, 14, 15

New Orleans, La.................. October 20, 21, 22

OUR POLICY

Our business was established on a quality basis.

It has grown because we act on the belief that we can maintain our position in the trade just so long as we make better goods than our competitors - and no longer.

Our customers receive the benefit of the most advanced photographic thought of Europe and America. Our American and foreign factories are in constant touch with each other. Each has the benefit of the work and the discoveries of the other. The very breadth of our business enables us to give to each department absolutely the best that the world affords in technical skill and in producing facilities. The man with a new photographic idea turns to Rochester for a market just as he turns to Washington for his letters patent.

Our theory is that we can best serve ourselves by supplying our customers the best goods. Our acts have made this Theory a Policy, for we have not merely the desire to make the best goods but the means of converting that desire into a Reality.

In our thirty years in the photographic business there have been several revolutionary changes. Doubtless there will be many more. Whatever they may be our Policy shall be to furnish (without following every mere will-o'-the wisp) the very best of those goods which painstaking testing shall prove to be of benefit to our customers in the Simplification of Photographic Processes and the Advancement of the Art.

E. K. Co.

A Word With A New Meaning StudioLightMagazine1914 209

FROM AN ARTURA IRIS PRINT

By Melvin H. Sykes Chicago, Ill.

A Word With A New Meaning StudioLightMagazine1914 210

STUDIO LIGHT INCORPORATING THE ARISTO EAGLE ESTABLISHED 1901 THE ARTURA BULLETIN ESTABLISHED 1906 Vol. 6 OCTOBER 1914 No. 8