For several years we have been supplying the photographer with line cuts for newspaper advertising, as this is the only form of illustration that can satisfactorily be used on the coarse grade of newspaper stock.
We believe, however, that there is a very considerable amount of advertising used by the photographer in which illustrations of higher grade can be used to good advantage.
Half-tone Cut No. 232. Price, 60 cents. Booklets, folders, announcements and similar forms of advertising, which are mailed direct, are never used in a large quantity, so that the use of coated paper does not materially increase the cost. And it is an economy to use the best of paper for any such advertising.
The line cuts which we offer for newspaper advertising are reproduced from bold pen and ink sketches. The artist first submits to us his original pencil sketch which is so delicate that it can only be reproduced by the halftone process. If satisfactory, the sketch is redrawn in ink for line reproduction.
We are having half-tone engravings made from some of these original pencil sketches and will as a trial supply electrotypes of these half-tones each month, as shown above, at cost.
We will also continue to supply the line cuts for newspaper work, as the half-tones will not reproduce properly on newspaper stock, but we would advise the use of the more delicate halftone cuts for carefully printed advertising on good paper.Orders for these cuts will be subject to the same conditions that apply to line cuts. Instructions for ordering will be found on page 22.
THE Eastman Studio Scale banishes forever the bother of grain weights. There is no more guess work when you use it. It is so convenient that you just get in the habit of being accurate.
Service to-day has a new meaning - so new that you will not find it in the dictionary.
Yet it is very important that every owner of a business should know what service means because very few businesses can thrive without giving it.
The business man who lays himself out to give real service studies his customers' interests as carefully as a good host studies his guests' comfort.
A photographer received an urgent order to supply some framed enlargements for an exhibitor who had found, just before the exhibition opened, that he had some blank space on the wall of his stand. The enlargements were finished on time. More than that - the man who delivered them at the exhibition took a hammer with him and enough picture-wire and nails to hang the enlargements. The exhibitor was even more pleased with the thoughtfulness this showed than he was with the very quick time in which the enlargements had been made.
Service will not make up for bad photography. Good photography, however, is found so frequently nowadays that the man who gives good service as well is far more likely to succeed than the man who relies only on his work.
Your friends can buy anything you can give them - except your photograph.
Make the appointment to-day
THE PYRO STUDIO
Look for the local announcement of the new school program. There will be many new features - new demonstrations, lectures and practical work that will be interesting and instructive.
The 1917 Eastman School will be worth your while, especially if you will take advantage of the entire three days instructions. Bring your employees with you.