Advertising And Lots Of It StudioLightMagazine1916 251


By G. E. Tingley Mystic, Conn.

We reproduce a good example of this kind of advertising that does not bear the name of any photographer. It occupied a half page in The Daily Province of Vancouver, B. C, October 6th, and, as will be seen, was intended to suggest that photographs be sent to the Canadian boys, "somewhere in France," for Christmas, and that sittings be made in October to insure delivery. It's fine.

Similar advertisements are being used with the names of the photographers sharing the expense placed in a row at the bottom so that one name does not have more prominence than another.

A different plan has been used by Seattle photographers. An entire page spread is made up of individual advertisements with a general heading, "Give Pictures for Christmas This Year." This is followed by a very good argument for photographs as Christmas gifts.

The page also contains a single column reader on the excellence of the photographic work produced by the Seattle studios. This is all good advertising, but probably not so effective as the one of the Vancouver photographers.

A dozen small ads scatter at tention while one large one centers it. There is also a tendency in the small individual advertisement to draw attention to the merits of one man's work as against that of another.

The better idea, we think, is to use the entire force of the argument to create a desire for photographs - to make the reader feel that a portrait is the most suitable gift - the one that will be most appreciated.

Once the reader decides to have a portrait made, the object of co-operative advertising has been accomplished. Some photographer is going to get the money that might have been spent for some other luxury. The various display cases or other means of attracting attention to the work of individual photographers will determine where the business goes, once it has been created.

Individual advertising should be along the same lines - a good argument for having portraits made and a photographer to make them. But never a knock at another photographer unless you want to send business his way.Long before Christmas, four and a quarter million magazines, all containing that best argument: "Christmas, 1916. Your friends can buy anything you can give them - except your photograph" will have been read by approximately twelve million people and most all of them will have a Christmas shopping list on their minds.It's worth while to connect up with this advertising in your town.

Advertising And Lots Of It StudioLightMagazine1916 253


By G. E. Tingley Mystic, Conn.