"As to the distinctiveness of our copy, we began using picturelike copy such as is here illustrated, a little over a year ago, in the trade papers.

"And now we think nothing of selling several hundred coats from such ads. For instance, a recent ad from the Dry Goods Economist with this type of copy sold over 600 coats.

"It must be the picture-like illustrations that did the trick, as formerly we did not secure any such results when we used only the style cut of the coat.

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By Frank Scott Clark Detroit, Mich.

"In view of the success of this kind of copy in trade papers, we began this year using similar copy in the national magazines, and I was not at all surprised at the splendid results obtained, the best we have ever known, not only as to the publicity to the dealer, but in actual dollars and cents derived from paid sales to dealers.

"We have never before succeeded to any extent in getting the consumer to tear out the ad, take it to the dealer, and get him to order a coat just like that.' The number of such coats sold to dealers since we have used this picture-like copy has really surprised and gratified me.

"Photography enables me to make an illustration true to life. There is nothing about it suggestive of an advertisement. The mind gets the pretty picture and immediately proceeds to forget that it is looking at an advertisement.

"In other words, the consumer is sold before she knows it.

"Our list of national consumer mediums includes, The Ladies' Home Journal, Saturday Evening Post, Woman's Home Companion, Delineator, Literary Digest and Vogue."

You may not have a coat making concern in your town, but the majority of towns have manufacturing industries and many of them are advertisers.Do they use photographic copy? If not, there may be the opportunity for you to develop this line of work in your town.

Look over the big national magazines and see the great amount of photographic copy that is being used. Note how much more realistic it is than the work of the best artists, and then cast about you for prospective customers.

W. A. Taprell

"Tap" has gone.

Among men there are a few who have a breadth of character and an uprightness that is felt rather than seen, who have dignity, the natural, unassumed dignity that comes from being born that way, and who are at the same time so likable, so unassuming, so full of human sympathy that a nickname never seems a breach of courtesy, never seems an undue familiarity. Such a man was "Tap."

Among the younger men in photography, none was more widely known. As a boy he worked in a photographic stock house in Chicago, and later went into the card mount business. As the head of Taprell, Loomis & Co., W. A. Taprell was known to, if not by, everybody in the photographic trade. He had a clear knowledge of the business and his dealings were such as to make and retain friendships.

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By Frank Scott Clark Detroit, Mich.

Although but few people knew it, he had been ailing for a year. In September he underwent an operation and, from the reports received, his friends were delighted to learn that he was convalescing at his home. A return to the hospital became necessary, however, and the end came on the evening of November fourteenth.

W. A. Taprell has gone. But in thousands of hearts "Tap" will live as a happy memory.

Angelo Sepia Buff

We have added a new paper to the Angelo Sepia Platinum line which will be known as Angelo Sepia Buff. This is the regular Angelo emulsion coated on a buff stock, made in one surface, smooth.The additional warmth a buff stock lends to a sepia print will be especially appreciated in this new grade of Angelo.

The real advantage of is the additional quality it imparts to the negative - a quality which dominates all other film advantages.