Why there should be a slack season in professional photography nobody knows, but it is certain that the idea of this recurrent period of stagnation has taken firm hold of a large number of photographers, who wait, grumbling but inactive, until the public wakes up and asks again for their services.There are in the photographic profession men who have come into it, not as photographers, but as business men; and it is noteworthy that complaints of bad trade come very seldom from photographers in this class. On the other hand, there are many in the profession who, although photographers first, have the same measure of business ability, and have avoided dropping into the "nothing doing" habit or tradition.

Both classes make a point of understanding the influences which lead people to the studio and those which keep them away.

The business man realizes that the expenses of his establishment are going on all the year round, and he is not satisfied to set against present inaction high pressure work, with overtime charges at another time. He knows that the business that pays best is the business that shows, each day and each week, a turnover that meets standing charges, and leaves the desired margin of profit.

Why A Slack Season StudioLightMagazine1916 73


By C. E. Arnold Dallas, Texas

The complaint that "nothing is doing" is not good enough for the photographic profession.

An Acknowledgement Your friends can buy anything you can give them - except your photograph.

In announcing the above slogan in February Studio Light we said:

"We claim no credit for this phrase - except that we recognized it as a selling power and lassoed it. We don't even know just where it originated."

The fact is that it was sent in by one of our demonstrators. He wrote to us about it on Christmas day, saying that he had seen it somewhere. He didn't mention it in his letter, but he was evidently making a Christmas present of the slogan to the entire fraternity. And it is a valuable gift.

Since that time we have noted the same idea elsewhere. The Cook Studio of Stevens Point, Wis., put out a very attractive little circular last Christmas en-tited "A Christmas Suggestion," in which three reasons were given why photographs make good Christmas gifts. One of these reasons was: "Because they are things your friends cannot buy."

It seems, however, that a similar slogan (originated by Mr. Clarence I. Browne) was used at an earlier date in an advertisement of Messers. Browne & Browne in the Dallas street cars. The idea as expressed by them read as follows: "Back home they can buy any gift you may send them except a photograph of you."

It is probable that the present slogan is an evolution from the one used by Mr. Browne. Anyway, it has the punch. We take off our hat to Mr. Browne and to Mr. Cook. When we find out, as we hope to, the name of the man who first said: "Your friends can buy anything you can give them - except your photograph," we shall take off our hat to him.Meantime let us all make the most of it.