We have received a very handsome booklet, issued some time before the holidays by a progressive photographer, and can not refrain from telling how much we like it.There is no question in our minds but that this booklet accomplished the purpose for which it was intended.

A customer receiving such a handsome piece of advertising matter could not help being impressed the same as we were. And when you have issued a piece of advertising matter that forces attention by its very quality, you have won two-thirds of the battle. Of course, what you have to say and the way you say

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it counts for everything, and in this case the message the booklet conveys is as much to the point - is as forceful and dignified as the booklet itself.

We show in our illustration the cover, which is a high grade, rich brown cover stock, printed in a deeper shade of the same color, the book being bound with brown ribbon.

The title page is a soft Japanese Vellum paper and contains this simple paragraph:"This message from the Feld-man Studio, an El Paso institution that stands for the best in Portrait Photography.

December, Nineteen Thirteen."

The introduction on the following page is well written and to the point:

"Modern photography extends its influence into every home in the land, and there can be no question as to the pleasure it gives.

The pretty custom of giving one's photograph as a Yuletide remembrance has become national in its usage. A photograph of a friend or relative adds the personal touch to the Christmas-giving, which is all that is needed to make it perfect.

A photograph of one's self - if it be a Feldman Fotograph - carries with it this personal element so essential to Christmas giving.Twelve Feldman portraits solve a dozen Christmas gift problems."

This introduction is followed by the reproduction of twelve of the advertisements used in our national advertising campaign, one on each page, the type matter being well to the top of the page, the illustrations in the lower left or right hand corner. The half tones show the pictures in dainty gold frames.

These twelve pages are printed on a fine grade of cream paper, the engravings being exceptionally well produced in a sepia tone of ink. A narrow plain border tint surrounds two-thirds of each page, terminating in the Feldman monogram and being balanced in the corner where the border is omitted, by the illustration.

The booklet is interleaved with soft, transparent Japanese tissue.

Each illustration is so attractive that one cannot help reading the advertisement to get its significance. And this is the end the advertiser is striving to attain.

Each one of these twelve pages contains an argument that appeals to some member of the family - that will do much towards creating a desire for photographs. And each argument is made unusually strong by the introduction of the portrait of one of Mr. Feldman's own customers.

We wish that everyone of our readers might see this excellent example of how one man has turned our national advertising to his personal account.

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