THE one thing which will prob-ably do more than all else to awaken photographers to the need for concentrated sales efforts is a realization of what constitutes the photographers' competition.

It is not the other photographer.

It is every other merchant who has any thing to sell that is no more of a necessity than photographs.

And the reason the other merchant is getting a fair amount of business - more business possibly than the photographer is getting - is because he is advertising to convince the public that of all the little refinements and luxuries of life, the thing he sells will be most satisfying and will give the greatest pleasure.

There is no use denying that there has been a slump following a long period of unusual prosperity. When the peak of prosperity was reached it found every man in every walk of life at least a little more able to enjoy some of the luxuries of life.

When the slump came it was felt most in districts where there was the greatest unemployment of labor. There was an immediate tightening of purse strings, however, among all classes and in all localities.

It became necessary to preach optimism - to talk business as usual in order to make business as usual. There is no question about the confidence that such advertising created. Some photographers kept everlastingly at it and were rewarded by almost normal business.

The point we want to bring out is that conditions are fast becoming normal in our business world. More men are being employed every day and the photographers' competition is exerting every effort to make up for a lean year by making 1922 a fat one.

The only thing that will meet this competition is advertising. If photographers can't do it singly they can do it it in groups. They are all in the same boat, not competing with one another but with every merchant who advertises anything but necessities. So let's advertise photographs.

The man who looked at your display, saw what he wanted and then walked away is probably still wondering: "How much do they cost."

Portrait Film Negative, Artura Print By Sidney Riley Sydney, Australia.

Portrait Film Negative, Artura Print By Sidney Riley Sydney, Australia.

The Memorial Day memorial - a photograph of Grandfather and Doris.

Photographs made at our studio are more than the ordinary run of pictures - they are intimate, personal portraits.

Know Your Competition And Advertise To Overcome It StudioLightMagazine1922 114Portrait Film Negative, Vitava Print.

Portrait Film Negative, Vitava Print. From the Kansas City National Convention Exhibit.