Caveat Emptor - Let the buyer beware - was the recognized and generally accepted business motto of olden times. But as time passed the old order changed and a new motto, typifying higher ethical standards, is coming more and more to lead in the vanguards of commerce. This new standard, to which better business rallies, is Service. The idea of service is becoming central to the business builder. Less and less is it necessary for the buyer to beware. More and more

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By Herman Heyn Omaha, Neb.

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By Herman Heyn Omaha, Neb.

the seller undertakes to help and protect his customer, recognizing that in so doing his own larger interests are better served by the preservation and furtherance of the buyer's welfare.

In the more or less dim past a merchant was supposed to profit to the degree that he could prey upon the necessity of the public by getting his customers at a disadvantage. Price schedules were a sliding scale levied in accordance with the buyer's ability or willingness to pay, and only the shrewd and well informed received fair treatment. Trickery thrived and the unwary paid the price of it all. The word "reciprocity " hadn't yet been invented. But piracy is becoming obsolete and no longer are the old methods successful in any of the broader fields of enterprise.

A big success must have big ideas back of it and the biggest idea in the world to-day is the idea of service. It is winning the great successes. To-day any staple commodity commands a market, not merely because it is a plain necessity, but also because it is identified with service all along the line; it is the best of its kind. It is known for its quality and reliability. It is marketed in such a manner as to be most readily obtainable. In its manufacture the needs and peculiar requirements of the user are most intimately studied and provided for. In using it, too, the consumer finds that it assists him in obtaining the greatest efficiency - in turn aiding him in giving better service. And as the intelligent maker gets to understand better the ideas of the intelligent user of the apparatus or material in question, they both become capable of better working together and giving better service; thus promoting not only the best interests of each other and the public, but broadening their sphere of useful service.

As an illustration let us cite for instance that familiar commodity known as sensitized photographic paper and see what it has to do with the idea of service. In the "good old albumen days" the photographer went to his dealer and purchased a dozen sheets or a ream, as the case might be, of unsensitized paper. He then made sundry additional purchases of Silver Nitrate, etc., and proceeded to make up a "bath" - so called - for sensitizing. The cost of these raw materials was practically what he pays now for a finished product.

Of service there was none, save such as he himself provided, and there was no guarantee and no help from anyone else. To-day the photographer is provided with a superior product ready prepared and fully guaranteed, with the further services of an expert at his disposal to assist in overcoming difficulties when things go wrong.As a result the photographer is able to give his own customers better service, and, as he is able to do better work, his customers become more appreciative and they and their friends become better and more liberal patrons.

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By Herman Heyn Omaha, Neb.

But in the line of service the really big manufacturer doesn't stop with merely turning out a good article. He recognizes the importance of education, without which the best materials or tools ever made might not be understood correctly or used to the best advantage. So he goes into the educational field in a big way with technical schools and literature and advertising and exhibits and correspondence and information departments, all of which are in the line of service. The benefits of these the earnest photographer may reap every day in cash receipts over his own counter. While it is a part of and an added value to the commodity he uses, the cost to him is no more than he formerly paid for similar material without service.

Perhaps there are some few who thoughtlessly take it as a matter of course and are over exacting and critical, but in spite of this the service idea is growing, and direct and indirect benefits are being derived in the proportion that these helps are willingly received and thoughtfully used.

The motto of the biggest and best business is not now - Let the Buyer Beware, but I Serve.

Our Illustrations

Our illustrations from the studio of Mr. Herman Heyn, of Omaha, represent the practical work of a practical photographer. Mr. Heyn chooses to speak of his pictures as "practical work," and knowing him as we do, we add the "practical photographer," for above all things he is practical.

Only a short time ago Mr. Heyn secured one of the best locations in the heart of the Omaha business district and opened a new and thoroughly modern studio. Some men might have hesitated to shoulder the overhead expenses of such a studio, but his practical methods of securing business and conducting his studio, together with the increased business that naturally comes from a good location, more than offset the increased expense.

Mr. Heyn has built his reputation on quality all-the-way-through; Seed Plate negatives and Artura prints, that sell and bring more business, being the quality combination that has helped to make his success.

Mr. Heyn is known among photographers not only for his good work and business ability - but for his genial good nature as well, and to know him is to have made a friend worth while.

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By Herman Heyn Omaha, Neb.

Between friends, the true spirit of Easter is best expressed by some little remembrance conveying personal thoughtfulness and good will.

Your portrait - nothing could be more fitting.

Make the appointment to-day.


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No. 211. Price, 80 cents.

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From 1914 Kodak Advertising Contest

By H. E. Lawson New York, N. Y.

Artura Aegis

Here is a new paper worthy of its "Artura" title and giving prints of a new and pleasingly distinctive sepia tone.

Artura Aegis makes it not only possible but certain for you to secure most pleasing sepia tones of a uniform color, regardless, within reason, of variation in exposure or development of the black and white prints.

Any number of Aegis prints may be developed to the same depth with the assurance that the color will always be right, and that the same result may be duplicated at any future time.

The demonstration tells the story and the continued use of the paper in the studio confirms it. Those who have given Artura Aegis a trial are re-ordering and again re-ordering.

Artura Aegis is made in Double Weight, Smooth Matte surface No. 1, white stock; No. 2, buff stock.

Artura Aegis will be demonstrated at the Eastman Professional School, or will be shown to you by the demonstrator covering the territory in which you are located. Artura Aegis will be sold at the regular Artura Iris prices.

Easter - April Fourth

Easter Sunday marks the official opening of Spring to womankind.

New gowns and all the furbelows dear to the feminine heart make their first appearance on that date.

New gowns and new portraits will quickly associate if you start the train of thought.

Have you suggested - are you suggesting - an appointment at your studio?

In a number of the leading women's publications, and in other magazines of national circulation, we are suggesting portraits as a most fitting Easter gift. Connect this advertising direct with your studio - be "The photographer in your town."

Custom dictates that, as compared with Christmas, the Easter gift shall be but a trifle - yet it shall convey the true spirit of the season - the spirit of goodwill and friendship and kindliness. And when to these it adds the personal touch it conveys sentiment without sentimentality. Between friends - a photograph.There s a photographer in your town.Eastman Kodak Company, Rochester, N. Y.Reduced reproduction of one of our current advertisements.