As a people we have a reputation for being free and easy with our money - we are not naturally economical though there is gradually spreading across the country a wave of economy. We are beginning to realize that we are actually taking an active part in a great world war and that the purpose of that war is to make the world safe for our own and other democracies.

We are the richest nation in the world, but accustomed as we are to large figures the enormous sums already spent in waging the war stagger us. We have had our first opportunity to help finance this war in the Liberty Loan, and we have responded patriotically.

It is estimated that over two and a half million people have contributed to our first war loan. The psychological effect of such a wide participation in the first effort of our government to finance her allies will awaken many of us to our responsibilities as citizens. It may also temporarily tighten the purse strings of some of the more timid.

Practically all of the vast amount of money represented by this and future loans will be spent here at home for supplies which will be shipped abroad. The money will be put back into circulation - will be used to buy raw material which our workers will turn into finished products - will be put back into seed which the soil will again multiply, so that each succeeding loan will make us all the richer. Business is bound to be good.

Photographs have been classed as luxuries, but in a sense they are not. They are very important in keeping a record of all sorts of events, and especially in keeping a record of the family for posterity. Photography is playing an important part in the present war and its history will be most graphically written in pictures. But there will also be a very complete picture record of the individuals who are to make our history if the photographers of the country will give wide publicity to the importance of photographing our soldiers.

Photography may to a certain extent be a luxury in time of peace, but when we are sending an army to the front and are preparing other armies to back them up and take their place if need be - then it becomes the duty of every soldier to have a photograph made for the folks who must stay at home.

The photographers of Canada, of England and of France have had all and more than they could do to fill the demand for photographs of their soldiers. Business, and the photographic business in particular, will be better than usual with us though we may find some slight difficulty in securing the volume of help to which we have been accustomed.

Each individual may be required to increase his producing capacity, but this will be a lesson in efficiency that we all need. And it is not so much going without things as it is the eliminating of waste that will be necessary.

And finally, we are to be taught a great business lesson in helping our government to finance the war. The great army of bond holders, many of whom are buying on the savings plan, will learn the value of systematic savings. The small businessman will also learn the value of good business methods. When a fifty or one hundred dollar purchase is subject to two per cent. cash discount and that purchase is made every month, the photographer will more readily see how fifty or one hundred dollars turned over twelve times a year will yield a profit of twenty-four per cent., which is a greater return than can be expected on any other good investment.

The photographer will certainly be a lucky man if he is fully alive to his many opportunities. There will be photographs of the soldiers for the home folks and photographs of the home folks for the soldiers, and in many cases a cheerful word from the photographer will lighten a heavy heart. Be optimistic in all your dealing and most of all in your advertising. A person in search of sympathy doesn't go to a pessimist, and you can most effectually drive customers away from you by dwelling on the morbid arguments for having photographs made in time of war.

Business is good and business will be better.

Artura Iris Print, From Eastman Portrait Film Negative By Barnum Studio Cincinnati, O.

Artura Iris Print, From Eastman Portrait Film Negative By Barnum Studio Cincinnati, O.