This section is from the "Studio light a magazine of information for the profession 1918" book, by Sara F. T. Price. Also see Amazon: Studio light a magazine of information for the profession 1918.
The two "illustrating photographers" employ a scout who is sent out to the location where suitable models for the character required may be found, but most of the new models - and the large list is receiving constant increments - come through the good offices of those who have already posed and who spread the word that it is easy money for pleasant work. When a story deals with east side or rural types or some other specialized characters, the scout's duty is to find the nearest actual people for the parts, without depending on make-up. It is this that makes for greater realism than is usually found on the stage.
To quote the New York Times critic, "It may be all in the fact that experienced artists are working with the camera, as Mr. Fan-gel says. But to an outsider it seems to be in part at least due to the fact that these two artists also happen to be pretty good stage directors."
83,000.00 IN CASH OFFERED IN THE 1918 KODAK ADVERTISING COMPETITION
This is a competition in which pictures with advertising quality will win. We want good photographs, but the most perfect photograph may be the one with the least advertising value.
Just so sure as you look at the right kind of an advertising picture - even glance at it - that picture has delivered its selling message, for the point of a picture gets over instantly.
And then just so sure as your eye is caught by the illustration, there is a precious second in which you say to yourself "I'd like to do that," or "That looks like fun," and, without conscious effort on your part, you are reading the lines of type below.
The Lejaren a Hitter Studios Courtesy of Hearst's Magazine
The right kind of an advertising picture does all the work. It stops the eye, arouses the interest and, supplemented by the text, drives home the story.
We want pictures of the right kind to use in our magazine advertising - pictures that will make people enthusiastic over Kodaking, that will impress them with the pleasure of photography, that will convince them of the fact that Kodak took the bother out of picture making long ago. In short, we want pictures that will sell Kodaks.Such pictures are worth real money - the prize awards of the 1918 Advertising Competition make fourteen of them worth three thousand dollars.
In this competition, recognized professional photographers, including commercial and newspaper photographers, in short all persons depending upon the use of a camera for a livelihood, will compete in Class A. Class B is open to amateurs only.
Each picture is to contain a figure or figures and is to be suitable for use as an illustration in advertising the Kodak or Kodak system of amateur photography.
Each print in Class A must be from a negative 5x7 or larger. As pictures are often reproduced in large sizes in our advertising, large pictures will be given preference everything else being equal.
The winner of a first prize shall be awarded no other prizes and no competitor shall be awarded more than two prizes. A competitor, however, may enter as many pictures as he desires and at any time before the close of the contest, Nov. 1st, 1918.
Class A - Professional Photographers only:
First Prize . . . $600.00
Second Prize . . 400.00
Third Prize . . . 200.00
Fourth Prize. . . 200.00
Fifth Prize . . . 200.00
Sixth Prize . . . 200.00
Seventh Prize . . 200.00
Full particulars of the contest and rules governing same may be had from your dealer or will be mailed on request.
MORE BUSINESS FOR YOU
Pershing has asked that the families and friends of the soldiers in France send them fewer of the things they can buy in the Army canteens at cost and more letters and news from home. And we know of no better or more welcome news than pictures.
The home folks were mighty anxious to have pictures of the soldiers, but now that they are gone, the fact that the soldier also wants pictures of the home folks needs exploiting.
The Lejaren a Hiller Studios
Just to remind a few million of these same home folks of this fact we are using a full page in the April number of The Ladies' Home Journal. The circulation is over a million and a half, but several times that number read the magazine, and they are the class of people who are able to buy photographs.
A miniature reproduction of the advertisement is shown on this page. It is the kind of display that can not be overlooked, it is the kind of copy that will make one stop and think, and it will make business for you.
You can make it especially good copy for your studio by using the same copy in your local papers and in your display case. Don't be afraid of repetition. That same ad. in any size with the same proportion of type to white space will attract attention to your signature at the bottom.
We know from experience that this advertisement will influence a great many people to have photographs made. It's up to you to let them know that you are "the photographer in your town."
Unfortunately there has been no general or uniform system of apprenticeship in the photographic profession in this country, and as the needs of the army have materially depleted the ranks of photographic workers, the demand for assistants has been greater than the supply.
Trained help is hard to find because there has been very little method used in training assistants. The boy who leaves school for your Soldier Boy in camp or at the front; for your Sailor Lad patrolling the high seas; from you to him to make his heart light and to help keep tight the home ties - your photograph.and takes a position in a photographic studio too often sees no opportunity for advancement, drops out, and another boy takes his place.