Extracts from the address of Mr. Tim Thrift, at the Cleveland Convention of the Photographers Association of America.

"You will recall that my questionnaire brought out the fact that the most effective appeal a photographer could make was a sentimental appeal.

"A number of the replies mentioned specifically the advertising of the Eastman Kodak Company as illustrative of what they meant by sentiment. This advertiser has done, and is doing, wonderfully effective work for you nationally. What you need to do is to cash in on that work to a greater extent locally by utilizing the same motif - applying it to the individual instead of the public. * * *

"Basically, all successful advertising is successful because it appeals to the emotions. The strength of this appeal varies ac-according to the product advertised. You are indeed fortunate that you have a product which is adapted to the highest form of emotional advertising, the appeal to the sacred sentiments of love - love of children, home, parents, sex.

"But while in this appeal to the sentiments lies your opportunity, in it also lies disaster. To write an appeal to the sentiments, without slopping over, is not an easy task. It is not a matter of fancy, flowery language either, but rather a simple, unaffected naturalness that strikes a responsive chord."

An Appeal To Senti Ment StudioLightMagazine1916 257

"SUMMER EVENING" FROM AN ARTURA IRIS PRINT

By G. E. Tingley Mystic, Conn.

Milwaukee, 1917

After carefully considering the five (5) cities and towns from which we received invitations, the official Board of the P. A. of A. for 1917 has decided that Milwaukee is the logical location for the next National Convention.

We, therefore, announce that the next Board meeting will be held in that city in January and if all the necessary requirements for housing the Convention are met in the same hearty spirit displayed in this city's proposals to us, we will hold the next annual Convention in Milwaukee.

The dates will not be decided upon until the Board Meeting.Executive Board of the P. A. of A. By Jno. I. Hoffman,Secretary.

Make better enlargements and more of them on

Artura Carbon Black Our Illustrations

There are many kinds of success, all of which are more or less gratifying, depending upon the desires and inclinations of the man who succeeds and the methods of winning.A big photographic success in a large city means a continuous struggle. There must be a steady flow of business, for there is a steady flow of expense, and the fight to keep the one fairly in excess of the other often assumes the proportions of a fair sized battle.

Some men enjoy this kind of excitement and are happiest when they are in the thick of the fight, while others do not.

Mr. Geo. E. Tingley of Mystic, Conn., is one of the latter. Although often advised to go to the city, where he might place his talents within the reach of a greater number of people, he has seen fit to enjoy his success in his own way. And who of the city can say he is not wise?

Mr. Tingley has an ideal New England country home, such as would cost the city dweller a fortune were it within the reach of his business. His time is his own to choose between business and pleasure, and he takes exceptional pleasure in his business.

He can make sittings by appointment, work among his flowers when he likes, and choose his time for making those delightful landscape studies for which he is famous over all of New England.

Artura Carbon Black Our Illustrations StudioLightMagazine1916 259

"TOIL" FROM AN ARTURA IRIS PRINT

By G. E. Tingley Mystic, Conn.

Artura Carbon Black Our Illustrations StudioLightMagazine1916 261

"DECLINE OF A PERFECT DAY IN JANUARY" FROM AN ARTURA IRIS PRINT

By G. E. Tingley Mystic, Conn.

So there is really much in the life of the successful small town photographer to compensate for the loss of so-called city advantages. His bank balance at the end of the year is often as large as that of the city man, he has lived as well or better and under more healthful conditions, and he can always go to the city when he likes.

While Mr. Tingley makes exceptionally fine portraits, he is best known to the profession by his landscapes, which are not only artistic but thoroughly typical of the New England country.At first it was a mere hobby - the love of the outdoors, the ability to see a picture and the desire to take it. In a short time there were sufficient negatives and a great enough demand for prints to turn the hobby into a very profitable business.

Mr. Tingley has never given up portraiture, however, and probably never will, for like his home and his flowers, it too is part of his pleasure.It is our privilege to reproduce a number of these landscapes for our December illustrations. The half-tone engravings are good, but they give only a fair idea of the quality of the prints from which they are made. Mr. Tingley uses Artura exclusively for all of his high grade work.