This section is from the "Studio Light Incorporating The Aristo Eagle - The Artura Bulletin 1917" book, by Aristo Motto. Also see Amazon: Studio Light Incorporating The Aristo Eagle - The Artura Bulletin 1917.
There's nothing to be gained by mixing politics with your business. The Military Service Act, 1917, is the law of the land and will be enforced. Under its provisions there will be 100,000 more Canadian soldiers recruited. Your cue is to supply the greatest possible number of the new soldiers with the photographs that are so popular with the men who have already joined up. Some one has expressed the opinion that the drafted men will not be as fond of pictures as the others. This is a mere opinion and has nothing to back it up, other than theory. The new battalions will be as susceptible to the appeal of pictures as were the earlier ones.
When the Great War broke out there were not very many people connected with professional photography in Canada who could see even a dim vision of the business that did develop from the troops of the C. E. F. The Dominion was in the midst of the contraction that follows commercial over-expansion. The real-estate boom had fallen rather flat. The Western crops had been a bitter disappointment. Things looked sort of blue for the photographic fraternity, who got but little business out of the first 33,000 soldiers, for they sailed for England within six or seven weeks of the declaration of war.
By the time the Second Contingent was organized, the possibilities of the new market for photographs were being realized and ever since that time every photographer has had practically all the work he could do, from military and civilian customers alike. That large volume of business arose out of pure demand, for we have no recollection of any consistent scheme of promotion in the way of advertising.
Over in United States there's an army being raised, and the photographers and manufacturers are profiting by the experience of Canada.
You have seen in recent numbers of Studio Light mention of what the Eastman Kodak Company is doing to promote the popularity of photographs among soldiers and civilians, and the other manufacturers are also working on the same proposition, directly and indirectly. The photographers over there are doing their part to carry the message into every home in the States. The photographic business in United States is so good that manufacturers and dealers are literally swamped with orders, and long prices are being obtained for the pictures.
What has all this to do with the Canadian photographers? Well, you need not be told that the Saturday Evening Post and the Ladies* Home Journal have a huge circulation in Canada. The Eastman "Soldiers' Pictures" advertisements are appearing in these mediums as well as in scores of other publications that are widely circulated in the Dominion. The logical outcome of this advertising will be to promote the demand for photographs with us, and every Canadian photographer will benefit.
We have referred above to the wonderful photographic business that did develop by sheer demand from the C. E. F. That demand can be stimulated and largely increased by advertising.
The military business alone is worth the advertising you will do, but the civilian business that will go with it is by no means to be overlooked. Conditions are far different to-day than they were in the earlier days of the war, for prosperity is general and there are splendid prospects in the field of purely civilian business.
You have it in your power to create all the business you can handle for several months to come, and you are having most effective help. The outcome depends upon yourself.