IT'S easier to get a person to listen to you by walking his way than by meeting him and trying to get him to go yours. You have no resistance to overcome then, and his interest is more readily obtained. Talk about his car, his baby, or his game of golf and you will be a welcome companion. It is the same in advertising. If you can direct your appeal to fit the prospect's interest you will have him in a receptive mood. You need spend no time on attention-getting devices nor waste words "educating" him up to seeing your point of view.

In the folder we suggest this month we have made an appeal to the interests of a definite class. The social season is at its height and in every town there are many whose interests are centered in its activities. An advertisement whose subject is pleasing to them has an excellent chance of being read.

The heading is designed to arouse just enough interest to cause the folder to be opened to see what it is all about. Then follows this copy: "In every activity of the social season - dances, teas, receptions, bridge - new faces appear, and old acquaintances become closer friends. Among these are many who want your photograph and who will appreciate the sentiment such a gift carries. When it pictures you as you really are, your photograph shows you at your best - is a true portrait.

Make Your Advertising Break Into Society StudioLightMagazine1923 11

EASTMAN FILM NEGATIVE, VITAVA PRINT

By R. W. Perkins Honolulu, Hawaii

Make Your Advertising Break Into Society StudioLightMagazine1923 13

But characteristic expression is necessary to keep the camera truthful and you can appear natural only when you are at ease. "Our ability to click the shutter when you are your real self, assures you of a portrait that will do you justice. "Call Main 245 today for an appointment."

The type used in this folder is Caslon Old Style, which is a simple face that almost any printer can supply. As the folder is to go to people of good taste, the paper should be of extra fine quality,perhaps folded double and with a deckled edge. With high grade ink and careful workmanship this should make an attractive direct mail piece.

The folders should be mailed in sealed envelopes, first class mail. The newspaper advertisement, shown on page 20. carries the same message and the folders should be especially effective if supported by this more general type of advertising.

The mailing list should be compiled carefully. A study of the society column of the newspapers should offer several names. The society editor could furnish more and as you have probably supplied him with photographs on request, you should have no difficulty in obtaining this co-operation in return.Your own customer list should be gone over and such people selected as you know from your experience could be interested.

Sittings from people of this class should result in orders that are decidedly worth while. The expense of printing such a folder is very low, a single order would more than cover it, and we supply the cut at considerably less than cost. (See page 26).

Limitation is a failing with society. Get a few of the more prominent members into your studio, their pictures in your display case, and your reception room will soon be the rendezvous of the "400" in your town.

Make Your Advertising Break Into Society StudioLightMagazine1923 14

EASTMAN FILM NEGATIVE, VITAVA PRINT

By R. W. Perkins Honolulu, Hawaii

Make Your Advertising Break Into Society StudioLightMagazine1923 16

EASTMAN FILM NEGATIVE, VITAVA PRINT

By R. W. Perkins

Honolulu, Hawaii

Make Your Advertising Break Into Society StudioLightMagazine1923 18

EASTMAN FILM NEGATIVE, VITAVA PRINT

By R. W. Perkins

Honolulu, Hawaii.

The Man Who Made The Pictures

Wherever one finds American photographers one will also find good photography. And American photographers are not at all confined to the United States. They may be found in almost every section of the globe, and in some way or other they keep in touch with everything that is new in photography and so we were not at all surprised to receive an excellent collection of photographs from the studio of R. W. Perkins of Honolulu. Hawaii, made from Portrait Film negatives on Vitava paper.

Mr. Perkins might be said to be the pioneer of the Island photographers as he has been in business in Honolulu for twenty-two years. During this time he has not only photographed almost everyone of any consequence who has lived in or visited the capitol city but has found time to gather a very fine collection of Hawaiian views, several of which we are reproducing, not alone for their interest as typical Hawaiian scenes, but because of the excellent quality of the photography as well.

Mr. Perkins' long residence in Honolulu has enabled him to determine just what the public desires in portraiture and he has been successful because he has filled that want - has kept in step with photographic progress and just a step or two in advance of his buying public.

As to materials, Mr. Perkins says - "I was one of the first to use your Portrait Films which I have found to give wonderful results, to say nothing of their convenience. Am also using your Vitava, Old Master paper and find it up to your high standard of manufacture. We are making our new display on this paper preparatory to returning to our remodeled studio where we occupy three floors."

The Perkins Studio does not confine itself to portraiture, however, as it is necessary in a city like Honolulu to take advantage of every possible business opportunity. A large part of the population is native and the industries are largely confined to the growing of sugar, pineapples and similar agricultural products. The tourist trade has come to be a large one as the climate is delightful the year round so there is a good sale for pictures of the many beauty spots of the islands, for commercial work and for a very high grade of portraiture.

We feel sure that our examples of Mr. Perkins' excellent work will be of much interest, coming as it does, from a photographer so far removed yet so close to us in his photographic ideals.

The Man Who Made The Pictures StudioLightMagazine1923 20

EASTMAN FILM NEGATIVE, VITAVA PRINT

By R. W. Perkins Honolulu, Hawaii