We are doubling up on the November "There's a photographer in your town" advertising. It's November copy but it's getting near the holidays and we want to reach as many people as possible and get them to thinking about photographs whether they have them made in November or December.

The copy shown on page 6 will appear in the November numbers of the Ladies' Home Journal, Woman's Home Companion, Pictorial Revieiv and the Delineator. A better list of advertising mediums could not be found to reach the women of American homes. Practically every woman in your town who might be a prospective customer of your studio will see one or two of these November magazines. The copy will appeal to women - will set them to thinking of photographs.

The copy on page 7 will appear as a full page in the November numbers of Century, Harper's,Scribner's, Review of Reviews and World's Work. It's a good, strong argument for November pictures and will make a lot of people remember their promises to have a picture made for the family. Why shouldn't an exchange of photographs be just as timely at Thanksgiving as Christmas, New Year's or Easter?

Advertising will make business at any season. We are making people think of photographs. Connect up with this advertising and let it be known that you are the photographer in your town.

Why Pyro? The man who refused to use Pyro for developing his negatives, even after being convinced that the Pyro developed negative would give superior print quality, was very much like the poor woman who had been told by a teacher of dietetics just how to prepare the most wholesome food at very small cost. Her reply was "I don't want to eat what's good for me. I want to eat what I'd ruther."

Authorities concede the superiority of the Pyro developed negative, not for its looks but for the actual quality it imparts to the print. We have no other incentive in recommending Pyro than that of interest in seeing every professional worker produce the best finished product that his material will permit him to produce.

But there are other incentives for the photographer to use Pyro. Aside from the matter of quality, expense is an important consideration. Coal tar developers are much more expensive than Pyro and do not produce as good results. Coal tar developers are essential for developing-out papers and their scarcity has brought about an increase in their price.

It would seem natural then that were every photographer in the country to use Pyro exclusively for developing plates or films, be would have to pay less for his coal tar developers, because of the decreased demand that would result.

English photographers are having a greater lesson in economy than we may ever expect to have taught us - an economy born of necessity - but we may as well practice such an economy as is mentioned above, voluntarily, for the actual saving in dollars and cents and the conservation of the quality of our work.

Ask the successful business photographer how he keeps his cost of production low and his prices high. He will answer your first question by telling you he watches the little leaks and keeps them stopped up. And to the second question his reply will be that he keeps the quality up by using the material or process that will produce quality work, regardless of price or convenience of working.

A Double Header StudioLightMagazine1915 211

FROM AN EASTMAN PORTRAIT FILM NEGATIVE MADE WITHOUT FILTER

By Frank H. Nowell Seattle, Wash.

A Double Header StudioLightMagazine1915 213

FROM AN EASTMAN PORTRAIT FILM NEGATIVE MADE WITH K2 FILTER

By Frank H. Nowell Seattle, Wash.

A few Pyro stained fingers are not sufficient cause for using a developer that produces mediocre results. Pyro stains are easy to remove, but selling poor prints is a difficult matter, especially if your competitor is making better work than yourself.

Why, then, any developer other than Pyro?

If you imagine your results with the other developers are better than you can secure with Pyro, make a comparison - but make it fair. If your Pyro developer gives you too much color, increase the Sulphite of Soda. If your printer wants quick printing negatives, make a comparison and see if the slower printing negative doesn't give you more quality. A negative must have some body if you expect to secure a print with good gradation, roundness and brilliancy. And if it does take a few seconds more to print such a negative, the result is surely worth it. But the Pyro developed negative doesn't need to be an excessively slow printer. Regulate the color - make it gray, if you like, and it will still have better quality and your developer will cost you less.Artura Iris E Semi-Matte dries down with the brilliancy of a wet print.