Cold facts, when they assume the form of dollars and cents, are readily appreciated by any business man because they give him something tangible to think about and reason over.And if they pertain to a subject with which he is not perfectly familiar or in which he does not thoroughly believe, the more reason that the argument should be clear and to the point.

We believe in advertising our goods directly. We also believe in our advertising - "There's a photographer in your town" - which is a direct benefit to the photographer, but a benefit to us, only as it increases the professional business and permits us to secure a share of this increased business.Do you believe in advertising? If not, please read the following letter before we go further with our argument.Waterville, Me.,April 22, 1914. Eastman Kodak Co., Dear Sirs:

"Those pictures of Father and Mother - quaint in their old-fashioned clothes, are all the more precious because they recall the father and mother of your childhood."

This finely worded advertisement which appeared recently in some of our leading periodicals, certainly did bring us some business. * In less than a week we received more than one hundred dollars worth of business, the combined orders of two customers alone.

We were careful to inquire, so we are certain that this business was the direct result of your ad. We feel very grateful to you and thought perhaps you would like to know about it.

Very truly yours,

S. L. Preble.

This is only one of the great number of similar letters we have received and which have given us the courage to continue a campaign of advertising so broad that we cannot well see its benefit to ourselves, except through an increase in your business and the business of thousands of other photographers throughout the country, many of whom are our customers.

We know this advertising is increasing the photographic business, and a great share of the increased business is going to those photographers who are advertising. Once a man has been influenced by a good argument to have pictures made, he is going to look about for a photographer, and, if your advertising has appealed to him, he will come to your studio. If another's advertising has impressed him more, he will go there, but he will not look for a photographer he has never heard of if he knows of you - that is almost certain.

Use our copy if you like - we know it is good - but don't refuse to advertise because someone has told you that advertising will not pay dividends on the money you invest in it.

Why And How You Should Advertise StudioLightMagazine1914 116

By E. B. Core New York, N. Y.

Why And How You Should Advertise StudioLightMagazine1914 117

It takes a difference of opinion to make horse races, and the difference of opinion regarding advertising has much to do with the fact that the energetic and wide awake advertiser in any good business nearly always out-distances the field.

However, if every photographer in the country were to start a persistent advertising campaign to-morrow, it would not follow that the same amount of business being done to-day would be divided among the same number of photographers to-morrow. If the advertising was of the constructive sort, there would be more business to divide.

The real aim of good advertising is not merely to get what business there is away from the other fellow, but to create new business, and get a share of it.

It is not possible to advertise photography and get the entire benefit of that advertising yourself, and you must not expect it. And because photographers are beginning to understand this underlying principle of good constructive advertising, there is coming to be a better feeling among photographers - a greater enthusiasm for good advertising and a more generous interest in all that pertains to publicity of a nature that will help the profession in general, as well as the individual.

If you have not advertised for fear your competitor might profit by your efforts, you had best not begin now. Your idea of advertising would not bring you the results you would expect. That is why many a man has begun an advertising campaign and given it up, but the fault was with the copy used.

Many a man has advertised, "John Doe makes the best portraits in town," without pausing to think that the man who reads the ad may question the truth of the statement and investigate for himself. Such advertising is destructive because it is aimed to hurt a competitor and will act as a boomerang on the man who paid for the advertising.

On the other hand, how much better it is to give the reader an incontrovertible argument for having pictures made that may cause him to think seriously of having a portrait of himself. Then follow the argument with a consistent statement such as - "Our modern methods and equipment and the courteous attention shown our patrons, have made it a real pleasure to sit for a portrait."

There should be nothing at all to even suggest that you have a competitor, in the advertisement we would advise you to use. Advertising must first of all be truthful, and even if you do make the best work, there may be a difference of opinion on that point among those who are not good judges of photography.

Why And How You Should Advertise StudioLightMagazine1914 118

By E. B. Core New York, N. Y.

Why And How You Should Advertise StudioLightMagazine1914 119

The public believes in fair play and will not take kindly to advertising that strikes a blow at another's business. Follow up our National advertising - play fair, give your patrons good work and good service, and see how soon you will begin to increase your business.

E. B. Core

A man who, without effort, wins the love and confidence of a little child - a man to whose innate kindliness, to whose gentleness of manner and of heart, the instinct of the child at once responds - such is the man who makes also lasting friendships. That very sincerity which captures, by instinct, the hearts of the children, warms too the older hearts - the hearts of grown men who believe that they make their judgments of other men only after calm deliberation.

Pop" Core has retired from business. In the city directory, to be sure, it has appeared for many years as E. B. Core, but in that larger directory, the hearts and minds of those who know him, it is written large, Pop Core - a sobriquet of love, a nom d'amour, if you please, that is known the length and breadth of the country.

After fifty years, E. B. Core,photographer of children, has retired from business. And in commemoration of that event, forty-two of those who love to call him "Pop" banqueted and toasted him at the Waldorf on the evening of April thirtieth. B. J. Falk was toastmaster, A. F. Bradley was speaker of the evening, and there were short talks from Pirie MacDonald, G. W. Harris, Col. Marceau,G. Cramer, Howard Beach, and J. E. Mock.

Pop Core has a long and successful career to look back upon. He has been for years one of the leaders in photography. Report says that he is retiring with even more than a comfortable competence," but in the years of well-earned rest that are to come, it is doubtful if he will look back upon these material successes with more satisfaction than was brought to him by this gathering of his friends.

The honor conferred upon him was an unusual one, but was an honor deserved. And fittingly, we think, we make this number of Studio Light pictorially commemorative of the man who has by his work added to the happiness in thousands of homes. The frontispiece, Pop Core himself, is by MacDonald, and the child studies are typical of the work in which he delighted. He loved children and his work. And therein was his success.

E B Core StudioLightMagazine1914 120

By E. B. Core New York, N. Y.

E B Core StudioLightMagazine1914 121

Eastman View Camera No. 1 Improved Model Empire State and Century View Cameras