This section is from the "Studio light a magazine of information for the profession 1914" book, by Sara F. T. Price. Also see Amazon: Studio light a magazine of information for the profession 1914.
Mr. J. B. Schriever, President of the Professional Photographers' Society of Pennsylvania, advises us that on the day the big $1.00 Convention was thrown open to the public, 8472 enthusiastic Scranton people visited the picture exhibition.
What this means to you depends largely upon what you make it mean. To the writer, it indicates that the public has become more interested in photography in the last year or so than ever before, and that this public can be made to become interested in the work of every photographer who may be striving to make better photographs.It is not the fact that so many Scranton people turned out to see an exhibition of good photographs that you care about - but this fact is certainly very significant. If Scranton people will visit an exhibition of good photographic work, the same should be true of people in any other section of the country.
You may not be fortunate enough to live in a city where a photographic convention is to be held this year, but there are other ways to secure the benefit of such advertising.
First of all, you must not get the idea that you cannot benefit by such publicity unless such an exhibition is confined to your own work. You must interest people in photographs in a general way before you can interest them in any particular photographer's work.
Photographers in a number of cities have advertised in their local papers and have shared the expense of such advertising. The copy used put forth the arguments for having portraits made; the names of the photographers who were progressive enough to participate in the plan appearing below,
In one instance which we know about, every one of those photographers materially increased his business, and the result was not only satisfactory from a financial standpoint, but a broader and better feeling was created between every one of these men and his competitors. Singly they could not have afforded such advertising. They had to get together to accomplish results.
There is no question in our minds but that the other advertisers in other cities were equally successful. And if this sort of united advertising is profitable to all concerned - why not a joint exhibition of photographic work which could be advertised as open to the public?
And why not have this exhibition include loan exhibitions from photographers in adjoining cities? Get away from the selfish and narrow idea that some competitor may benefit equally with yourself.
Certainly he will benefit, and the more he benefits, the more will you. Ever stop to think that when Smith makes a dozen pictures, his customer is going to give them away, and that the dozen persons who receive those pictures are eventually going to return the compliment ? And that's where you get your share of the business. The more pictures your competitor makes, the more you will make, if your work compares favorably.
Did the public of your city or town ever have the opportunity
of visiting an exhibition of the work of several representative photographers? Give them such a chance and you will undoubtedly interest many people who would not come into your studio - many who would feel that by making such a visit they would be asked to buy and would not receive courteous attention unless they expressed a wish to have pictures made.
There are many people, especially men, who detest shopping, and an exhibition overcomes this obstacle, while accomplishing the same purpose as a casual visit to your studio.