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.
To our personal knowledge the photographers of four large cities are conducting organized advertising campaigns, and we have just received word that the professional photographers of Riverside, California, have organized for the purpose of co-operative advertising. There are probably other examples - but these we know about.
The advantages of organized effort of any kind are always apparent as far as strength goes, but with advertising it's a matter of economy. The greatest amount of effective advertising at the smallest expense, is the idea. And that is just what organization accomplishes.
The Associated Professional Photographers of Cleveland, some forty-five in number, raised over $600.00 at their first meeting. They have inaugurated an advertising campaign that will, without doubt, create a demand for Christmas photographs.
The greatest amount asked of any one man was $25.00 - the least, $10.00. Now try to imagine how far an appropriation of from ten to twenty-five dollars would go towards individual advertising in a city newspaper, and then consider what an interest could be stirred up with six or seven hundred dollars' worth of good advertising carefully placed.
The idea of all advertising is to create a demand for an article. When this demand is created, all who sell that article are benefitted. It isn't a matter of advertising John Doe, but of making a lot of people want photographs. John Doe will get his share of the results of co-operative advertising and it will be a much larger share, from the fact that the advertising will reach a greater number of people a greater number of times and create a greater demand.
You can't help benefitting your competitor when you advertise, if your advertising is effective, and you and your competitor will both profit to a greater extent if you pool your interests and advertise in a better and more efficient way.
The plan of most of the organized advertising is, first, to offer an argument for having photographs made. This is followed by the names of the photographers comprising the association, in alphabetical order.
The good arguments are all in favor of the co-operative plan. You can buy advertising cheaper by buying a greater amount - you can use a larger and more desirable space in a publication with a larger circulation by having a larger appropriation. It takes constant plugging away at the public to get the best results - and how are you going to do this effectively with a reasonably small expenditure in any other way ?
The Associated Photographers of Cleveland are getting collectively several hundred dollars' worth of Christmas advertising at very small individual expense. And it is impressive. In a smaller city, the same results may be accomplished by the co-operation of half a dozen photographers, the expense of a campaign being much less in the smaller place.There is also another advantage in co-operation. It makes a better feeling between you and your competitors, and when you become friendly there is less inclination to use methods which are destructive to business. A small local organization has many advantages besides that of advertising, and where you find cooperation, you usually find better business more than satisfactory the seed graflex plate is making good.
In the short time since their introduction we have received many favorable comments on the Seed Graflex Plates, and among these was a clipping from the Lynn Item, one of the leading newspapers of New England. As this article so clearly expresses the general favorable sentiment regarding the Seed Graflex Plate we quote it herewith:
AMERICAN MADE PLATES DELIGHT PHOTOGRAPHERS
Since the outbreak of the European war professional and especially newspaper photographers have been somewhat worried as to their supply of photographic plates. In the past, in order to catch swiftly moving objects, especially on a dull day, American photographers have had to depend on a foreign plate, the speed of which has been unequaled in this country.
FROM AN ARTURA IRIS PRINT
By E. E. Dexter McKeesport, Pa.
At the beginning of the war photographers and supply houses cleared the foreign plate market in order to have a few months' supply on hand. These plates, however, will last but a few months and the photographers began to worry as to methods for obtaining more should the war be prolonged. At the same time, however, the Eastman Kodak Company began a series of experiments.
As a result, several days ago, photograph supply houses and various newspapers throughout the country received samples of a new fast plate from this company for trial. It is the policy of the company not to place an article on the market until thoroughly tried by outside establishments, and then to await the results found.
The Item was fortunate to receive a sample lot of these new plates for trial and experiment and the photographers immediately started their experimenting, with results that are more than satisfactory. Not only are the new American plates about five per cent. faster but are devoid of several minor troubles found in the foreign plates.
In one detail the above article is incorrect. The Seed Graflex Plate is not the result of recent experiments. As a matter of fact the emulsion of the Seed Graflex Plate is the result of several years patient and thorough research, and of thousands of experiments. Its introduction just at this time is merely a happy coincidence.
It is, without question, the fastest plate manufactured, what is of equal importance is the fact that it can be forced in development without veiling or fogging. Fully timed exposures are the exception rather than the rule with the press photographer, and other speed camera Workers. The Seed Graflex Plate possesses every quality essential to success with short time exposures and harshly lighted subjects.