It is the right and privilege of every photographer to maintain a fair price for his portraits. He may even ask an exorbitant price if he chooses, but unless his ability is unusual, such policy will turn business to his competitors.

The price at which he can sell his pictures depends upon his ability to make good work; his profits depend upon his business judgment, his economies in production and his ability as a business getter.

In the fact that he can make and maintain his own prices, the photographer is fortunate. Whether they be high, moderate or low they should be invariable.

The manufacturers of cereals, automobiles and safety razors are fighting for the privileges which the photographer already enjoys. They are not fighting for the privilege of having their prices all alike, but simply of having them maintained. One manufacturer of automobiles wants to maintain his price at $5000, another at $3000, another $500. Their goods must be sold through the retail merchant, while with the photographer, every sale is a personal transaction with the customer, who is to receive his impression of the quality and worth of the purchase direct from the man who produces the article.

The manufacturer desires to maintain the price of his goods because price cutting destroys its worth in the mind of the purchaser. And the merchant who wants to cut the price on a staple article of merchandise generally does so to attract trade and sell an inferior article at a greater profit.

A cut price on your work has a tendency to cheapen it, to create doubt and uncertainty in the mind of your customer as to its quality.

Price maintenance builds up business, creates confidence, offers opportunity for improvement in the product, commands the respect of customers and insures credit and business standing.

Price cutting destroys all these things to a greater or less extent and should be looked upon with suspicion and disfavor by every photographer who has a reputation to maintain.

Increase your prices as often as you choose, if you can at the same time increase the quality and individuality of your work in like proportion, but think twice - yes, three times, before you take a backward step which is doubly hard to regain.

If price maintenance did not also mean quality maintenance, and if quality maintenance did not meet the approval of the public, the manufacturer would not strive to maintain his reputation for high quality products. And what is good for the manufacturer is equally good for you in your business.

Service

More and more, as they see its advantages, manufacturers are finding it practical to offer and exploit a service in connection with the sale of their goods.This service is the means used to create satisfaction in the goods sold. It is the interest which extends beyond the actual sale, which makes every purchaser a booster for the thing he has bought.

Automobile service keeps a machine in the pink of condition for a year and makes it and its owner the best advertisement the manufacturer can have. With the grocer, service probably means a call on the customer each morning for the day's order, with suggestions of the best things the market affords. With the photographic manufacturer, service usually means the employment of a force of demonstrators whose business it is to keep in touch with the photographers who use their papers and plates.

With us, service means even more than maintaining a large force of competent demonstrators at the command of the photographer who buys our goods. It is a service which goes even beyond the interest in the goods themselves, is so broad that it takes an interest in the man and his business, regardless of whether he is using our goods or not.Such is the service of the Eastman Professional School.

And while the goods exploited by this school are naturally confined to those of our own manufacture, this in no way detracts from the interest nor limits the benefit to any photographer.

Its teachings are on such broad lines and cover such a multitude of subjects that the service is more to the man and his business than to the goods he uses. It is a service to photography and photographers in general. And it is to have even a broader scope, more varied and interesting features for the coming year than it has had in the past.

However, Eastman service does not end when it has done what it can to make the photographer more proficient in his work, when it has tried to teach him easier and more profitable ways of working, when it has offered suggestions for the improvement of his work and his business. It goes beyond the photographer himself to the public in an effort to create a greater demand for photographs.And it has been successful.

Thousands of dollars' worth of advertising in the best and most popular magazines have told millions of readers why they should go to the photographer in their town to be photographed.And they have gone.Not all of them to be sure, but the advertising has increased business for photographers everywhere.

There has been no string to this advertising. Our business has only received its share in the prosperity from customers, using our goods, who have received their share in the additional business the advertising has created.

We know this advertising service has been successful and have arranged to continue it for the coming year.The number of letters we receive from time to time expressing appreciation of our efforts to make this little magazine helpful, almost tempts us to include Studio Light in the service list, but we refrain. We shall, however, continue to tell of the good things we have to offer, and shall, in other ways, endeavor to make Studio Light well worth the time it will take you to read its pages and study its illustrations.

We cordially invite every photographer to get all of the good of the Eastman Service during the coming year. Our demonstrators are anxious to help you. The Eastman Professional School will have many new ideas to offer you. We urge you to connect up with our advertising and get the business it will surely bring.