Any time is a good time to put system into the financial affairs of your studio but the best time is the present. If you do not have a satisfactory method of accounting - if you do not know your expenses, your inventory, your profits, ask your dealer for the booklet,

"System for the Photographic Studio."

System In Your Studio StudioLightMagazine1923 52

COMMERCIAL ORTHO FILM NEGATIVE, VITAVA PRINT One of Oregon's beautiful highways.

By E. F. Martin Eugene, Ore.

PUTTING BOTH NEGATIVE AND POSITIVE TO WORK

A great many photographers make lantern slides and use them as a means of advertising in motion picture theaters, but R. H.Wheldon of Goldendale, Wash., is the first man we have found who makes use of the negatives, as well as the positives he makes from them, for advertising.

It is his custom to use an advertisement, such as we show each month on page 26, for his lantern slide copy. He places his own signature below the text matter, cutting it from one of his letterheads, or other printed matter, and pasting it on his copy.

In this way he obtains a complete piece of copy without the expense of having an advertisement specially printed for the purpose.

If his signature is on white paper and the advertisement he wishes to copy is on a cream tinted paper, the patching is very noticeable to the eye, but this objection is overcome by using a Process Film and a contrast developer. All tone differences are eliminated and the negative shows transparent lettering against a solid black ground.

By this patching process it is possible to include line drawings, borders and any desired type matter that can be cut from magazines and make very attractive copy, since the patching does not show.

Of course the lantern slide made from such a negative produces a positive, showing black letters on a pure white ground. This Mr. Wheldon uses in the usual way for advertising between pictures on the screen in the theater.

The negative, however, is used in his studio display window at night. A piece of mounting board is cut to fit a 4 x 6 swing easel frame and an opening is cut in this cardboard to properly mask the negative. When the negative has been bound to this mask it is placed in the display window with a small electric light to illuminate it from behind.

Mr. Wheldon uses a small ruby lamp for this purpose and it has been his experience that such advertisements are read even when the lettering is quite small, and that the attention which is drawn to the illuminated advertisement is then naturally turned to the display.

We think the idea is a very good one and we would also suggest that when possible the same advertising message be used in the local newspapers. The best advertising is that in which all possible means of publicity pull together to attain one common result.

System In Your Studio StudioLightMagazine1923 54

COMMERCIAL ORTHO FILM NEGATIVE, VITAVA PRINT

Sunset on Crescent Lake, Oregon,

By E.F. Martin Eugene, Ore.

System In Your Studio StudioLightMagazine1923 55

For Easter

A greeting that will be as fresh, and welcome too, as the balmy air on that spring morning - your photograph.Phone Main 245 today for an appointment.

The photographer in your town

THE SMITH STUDIO

Line Cut No. 307. Price 30 Cents

System In Your Studio StudioLightMagazine1923 56

PORTRAIT FILM NEGATIVE, VITAVA PRINT

By Fernand de Gueldre Chicago, III.

STUDIO LIGHT INCORPORATING THE ARISTO EAGLE ESTABLISHED 1901 THE ARTURA BULLETIN ESTABLISHED 1906 Vol.15 MARCH 19 No. 1