WE don't believe it is a very good idea to put all of your advertising eggs in one basket. We have always advocated newspaper advertising but we also advocate direct by mail advertising. And we think the very best plan is to use both.

For newspaper advertising we suggest short, snappy copy that is well arranged and sufficiently attractive to get attention. If it gets attention, it will be read, and if it is read it should be of such a nature that it will make the reader think of how he or she can use photographs. Good copy will make the reader want photographs.

As the first thing is to attract attention, whether it be newspaper or direct mail advertising, we suggest the use of an attractive picture.

The difficulty, however, is to get a picture that will reproduce well and still look like a photograph.

In the August Studio Light in the advertising suggestion on page 26, we reproduced a photograph in the technique which the commercial artist calls "stipple" and the effect was good. But there was something lacking. So we placed a frame around the illustration used in the September ad.

It was very attractive and our requests for this cut for use in advertising were doubled. The stipple drawings reproduce as well as line cuts in newspaper advertising if the workmen responsible for the printing are at all careful of their "make-ready," which is the term printers use to describe the mechanical means of regulating the strength of impression, the amount of ink used, etc.

But there are many other uses for these attractive cuts. They can be used on cards, envelopes, blotters, leaflets or in booklets or small circulars used for direct mail advertising.

We show one example of a four page folder that will make a very attractive piece of direct mail advertising. The expense of producing such a folder will depend upon the quality of the material on which you have it printed, aside from the printer's regular charge. But the expense should not be great even if an extra fine quality of paper is used. For such a folder we would suggest a firm uncoated paper, as the coated or enameled papers look too cold or contrasty and do not fold so well. The page size of this folder is 5 1/2 x 8 and this would have to be folded to 4 x 5 1/2 to go in an envelope of good proportions.

Such folders are often sent out with a small photograph tipped on, but this entails considerable expense and labor if a large mailing list is to be covered. It may also give the impression that photographs are rather cheap, when the advertising is put out by a photographer who commands a good price for his work.

A Suggestion For Direct Mail Advertising StudioLightMagazine1922 246

Here is an excellent means of supplementing your newspaper advertising by a direct mail tie-up with our ad. in November Vogue and December Woman's Home Companion.

But the folder will get attention, deliver a message and do a great deal towards creating a desire for portraits. And it can always be mailed to a selected list of good prospects.

This is only one example of how these cuts can be used, aside from newspaper advertising. They can be used anywhere you wish to attract attention and suggest photographs. And we want you to make use of them - that's why we furnish them at less than actual cost.

Watch page 26 every month and send us your order for the cuts you can use.