In a recent number of the Editor and Publisher, a page devoted to the Editor's talks with the Ad-Man deals at length with reasons why the photographer should advertise in his local papers. We reprint a part of the dialogue.

"One line in this section has never been advertised."

"What's that?"

"Photography."

"Granted. I never thought of it."

"I did - this morning for the first. I happened to be at the Randolph Studios with my wife. We had brought our boy down for a sitting. It was the first photograph in about three years. And it frightened me when I thought that if the good Lord had taken him from us, we would not have had a good picture.

"Randolph is a wizard. He knows exactly how to handle children. I looked over his studies of youngsters and they are really remarkable. Yet we stumbled on this fact quite by accident. It is almost criminal that the studio is not advertising every day in the week - reminding careless parents not to neglect having pictures taken of their children. It's a rush age - I do not think that as many pictures of this sort are produced as in days gone by. We have grown out of the idea of sentimentally valuable portraits."

"I get your point - and it's true, too."

"Of course it is. Randolph could keep that shop of his busy every minute from sun-up to sundown, if he came out with a special campaign telling this town how necessary it is to keep a photographic record of the children in every family - step by step - as they grow to maturity. He could explain why he had been so successful at it - why he had made a substantial success. Then there is the mother and the babe appeal. I tell you - people need reminding - none of us are as MUCH photographed as in the good old days when I was a boy. I can remember some member of my family was forever having his picture taken.

"I thoroughly believe in photographs. They begin to get infernally valuable after the first or second generation - it's when folks are gone that we want something tangible to remember them by. The photographer has only himself to blame. He has permitted people to forget and gradually to lose interest. He has NEVER advertised consistently. Other lines DO. That's what keeps them alive."

"I'll nod approval to that. When you stop to figure it out you see that the photographer is an advertising slacker. He hangs out his shingle and waits for the trade to come in - he does very little to develop business, keep it alive or increase it."

Portrait Film Negative, Artura Print By Geo. C. Bell Madison, Wis.

Portrait Film Negative, Artura Print By Geo. C. Bell Madison, Wis.

Portrait Film Negative, Artura Print By Geo. C. Bell Madison, Wis.

Portrait Film Negative, Artura Print By Geo. C. Bell Madison, Wis.

"Right. Now I claim that Randolph stands in his own light when he doesn't awaken local interest in his shop. I venture the assertion that every family in this town would have photographs taken sooner or later if the appeal was put properly in printer's ink."

"Soldier stuff."

"Sure, I was coming to that. When a man has been across - or even into training camp - when he has answered the call of his country, he has done a big thing. Twenty years from now he will want to remind folks of it - he will even want to be tangibly reminded of it himself.

"Sweethearts want these pictures of men in uniform - mothers want them - fathers - friends. History has a way of richening as time advances. The photograph of to-day will, a few years from now, be a most precious human document. Yet I do not see that our home photographers are coming out in our paper with that story. They say: 'Well, if they want a photograph they will come and have it taken.' That's fine business logic, isn't it?"

"Typical though," retorted the Ad-Man. "Some day you'll learn that the merchant is about the same now as he was before the first ad appeared. He doesn't change. To make him advertise is a man's size job. Believe me - I know."