In no other country in the world are the opportunities for the use of photographs in advertising so great as in the United States.

Most people do not realize that from the point of numbers, circulation, quantity of advertising and the real quality of the material used in their make-up, Amer-rican magazines lead the world.

And you have but to look carefully over the pages of any of our popular magazines to see what an important part the photograph plays in the enormous amount of advertising that these magazines carry and for which the advertisers pay a large fortune each month.

Our Kodak Advertising Contests have helped many photographers to get the advertiser's point of view, and, by so doing, to turn their ideas into money.

And, on the other hand, we have secured a great deal of good material from our contests for which we have paid well in prize money. But we have also bought many of the pictures that did not win prizes, and we have paid for these in proportion to their value to us.

It is the idea that sells the goods, not the quality of the photograph, and this is one of the points it is difficult for the photographer to see and equally hard for the advertiser to understand why the photographer cannot see it.

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By Albert E. Snyder Utica, N. Y.

The advertiser wants a picture that tells his story at a glance - more simply than words - and to do this the picture must be simple, attractive and capable of suggesting the desirability of the goods it is used to advertise.

And as no one knows the goods so well as the manufacturer who is doing his own advertising, no one is in a better position to select the particular pictures that will tell his story most convincingly to a certain class of magazine readers whom he wishes to reach.

In our own case, take for example the picture of the young mother photographing her baby. Could any mother who reads a woman's magazine see that picture without wishing she had a Kodak? And surely no one could pass so attractive a picture without giving it a glance, and in that glance being impressed with the desirability of owning a Kodak.

The illustration on page 5 is of an entirely different type and shows conclusively that a pretty picture is not the only means of expressing an idea. It also shows that the amateur photographer often has clever ideas, as this is one of the pictures from the amateur class.

"Take a Kodak with you" is all that is needed to make this one of the best pulling advertisements we could use. It immediately suggests a Kodak to those who travel and is especially appropriate for vacation advertising.

The pictures on pages 7 and 9 suggest Kodaks for the children and not only appeal to boys and girls but mothers and fathers as well. "Let the children Kodak" like "Take a Kodak with you" is all that is needed to suggest the healthy out-door pleasure of picture making as an ideal pastime for children.

There are also the pictures that appeal to the sportsman, the young folks and those at home who can enjoy the pictures that tell, better than words, the story of the good times enjoyed by those who own a Kodak. (Our cover illustration is by Wm. Shewell Ellis, Philadelphia, Pa.)

And one of the classes of pictures most important to the advertiser is that in which the picture shows the simplicity of a process, the use of an article or its particular advantage. An invention, for instance, which marks an advance in amateur photography, such as has been made by the Autographic Kodaks, must be widely exploited.

Two of our pictures illustrate, in a very convincing way, the simplicity and usefulness of the Autographic Kodak in making notes on the film for later identification of the pictures. One would look at these pictures and say, quite naturally, "Why use a note book when it is so easy to write it on the film?

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By Wm. Berger, Jr. Germantown, Philadelphia, Pa.

We are only one of the great army of advertisers, and cameras are only one of the lines of nationally advertised goods. There is a great field for the photographer who has ideas and makes a study of how to express them in pictures, for such pictures are worth good money to any advertiser.Advertisers often employ photographers to express their ideas, but if you have the ideas and can also express them, you have a talent that is worth developing.