"Added to these qualities is the fineness of grain of the emulsion, a matter of great importance when enlargements have to be made, or when contact prints are required on a smooth or even an enamel - surfaced paper. High speed, fine grain and great latitude are the qualities wanted for portraiture - and these are found in a most exceptional degree, in the emulsion with which the Eastman Portrait Film is coated.

"In addition to what I have already pointed out, the Eastman Portrait Film gives several incidental, yet none the less valuable advantages. For instance, as the film is coated on the one side with the emulsion, and on the other with a non-curling gelatine, both sides are available for retouching. It often happens that a plate must be varnished before sufficient pencil work can be built up. The necessity for this varnishing is removed when it becomes possible to use the pencil on both sides of the negative, the work on the back being sufficiently near to the printing paper to avoid any blurring or indefiniteness.

"Further, glass plates are heavy, bulky and brittle, whereas the film is light, compact and unbreakable. Think of the convenience of storage, of handling and of despatch to trade printers and enlargers.

"I have suggested that the professional worker should try these films before passing a verdict. Eastman Portrait Films may be used in any plate holder by using Eastman Film Sheaths or in the Eastman Film Holders." Specify Eastman Tested Chemicals and be sure of your results.

Better Prices StudioLightMagazine1914 147

ARTURA IRIS PRINT FROM A SEED NEGATIVE

By A. O. Titus Buffalo, N. Y.

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ARTURA IRIS PRINT FROM A SEED NEGATIVE

By A. O Titus Buffalo, N. Y.

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GETTING RESULTS Toledo, Ohio, May 21, 1914.

Eastman Kodak Co.,

Rochester, N. Y. Gentlemen:

At a recent meeting of the Professional Photographers' Club of Toledo, a committee was appointed to draft the following resolutions, which were unanimously adopted:

"Resolved, That the advertising campaign conducted by the Eastman Kodak Company, over the slogan, 'There is a photographer in your town' has proved a decided benefit and stimulus to portrait photography, therefore be it

"Resolved, That a letter of appreciation on the part of the members of this organization be forwarded to the Eastman Kodak Company.

Signed,

Professional Photographers' Club of Toledo. J. G. Reiser, Secretary."

It is a pleasure, gentlemen, to forward the foregoing and thereby discharge a very pleasant duty.

C L. Lewis, Chairman Com.

The above letter explains itself - is another tribute to the effectiveness of our national advertising.And if this advertising was not accomplishing its purpose, we would not receive so many voluntary indications of appreciation.

A national advertising campaign of this kind may be compared to a general rainfall which is a benefit to the whole country. But the man who wants water and gets it is the one who has the means of diverting the greatest number of drops into his individual rain barrel.

National advertising will create a general desire for an article and will prove a general stimulus to the business, but it takes individual effort to turn business to the individual.

The only way for you to do this is to advertise in one way or another to keep photographs fresh in the minds of those who have been influenced by the arguments of our magazine advertising, at the same time calling attention to yourself as the photographer in your town.

The advantage of using our copy in your local advertising lies in the fact that the second impression on the mind sinks deeper than the first, and the second reading of the argument for having a portrait made leaves a more definite impression because your advertisement suggests the place to have the portrait made.

You are getting results from our advertising as are thousands of others, but you will get greater results if you keep your name prominently before the public - if you make every man, woman and child think of you whenever they think of photographs.

Read the plan suggested on page 22 - send for the cut and advertise in the local paper which offers you the greatest and most effective publicity.

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ARTURA IRIS PRINT FROM A SEED NEGATIVE

By A. O. Titus Buffalo, N. Y.

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Port. No. 25, Price 30 cents

Portrait Series Of Cuts For Newspaper Advertising

"There's a photographer in your town"

This series of cuts is offered the photographer that he may use our copy with suitable illustrations for newspaper advertising.

The conditions governing our offer of these cuts are given on page 22. No orders are booked in advance and no cuts furnished until they appear on this page.

Port. No. 25 is the illustration for our ad, "Old fashioned bonnets and shawls add distinction to the portraits of a generation ago." The complete copy will be found on page 7.

This ad will appear as full pages in the July number of Everybody's and McClure's and in the August number of Cosmopolitan, which is issued July 12th.

It is attractive copy and your use of it in your local papers will bring results. Connect up with this advertising and make use of the cuts we are furnishing. The picture attracts attention to the copy and the copy makes one want a new portrait.

Your name and business address completes the chain from the advertising to your studio.

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ARTURA IRIS PRINT FROM A SEED NEGATIVE

By A. O. Titus Buffalo, N. Y.

Portrait Series Of Cuts For Newspaper Advertising StudioLightMagazine1914 155The Only Condition StudioLightMagazine1914 156

Every business man takes advantage of modern methods of communication because they are a necessity to him in his business.

Photography offers a personal voluntary means of communication that is appreciated by friends, family and posterity. To them your portrait will carry a message of thoughtfulness and regard.

Make an appointment for a portrait as you would make a business appointment. Modern methods of photography will make the experience a pleasant one.

The Pyro Studio

No. 204. Price, 30 cents.

bulletin: the eastman school of Professional Photography for 1914

Calgary, Alta....................July 14, 15, 16

Winnipeg, Man....................July 21, 22, 23

Minneapolis, Minn.....................July 28, 29, 30

Vacation

Vacation StudioLightMagazine1914 157