Ov er a n d ov er I ’ve s a i d a n d r e pea t e d t h a t a l lw e ' r e i n b u s i n e s s fo r is t o p l e a s e pa t ron s .

Th a t ’ s b e c au s e p l e a s e d pa t ron s w i l l ma k e u s

( a nd k e ep u s ,w h a t ev e r h a pp en s ) s u c c e s s fu l .

Eve ry t im e w e fa i l t o p l e a s e a p a t ron ab so l u t e ly ,

w e mak e i t e a s i e r fo r t h e o th e r f e l l ow to t a k e on e ofou r cu s t ome r s , an d a s many o t h e r p eop l e a s t h a tcu s t ome r i nfl uen c e s . aw ay f rom u s .

‘

Eve ry t ime w e p l e a s e a cu s t ome r ab so l u t e ly,

w e c emen t h is pa t ron a ge a n d t h a t o f a l l t h e p eop l eh e i nfl u en c e s .Th e re is nob ody i n t h i s o rga n iza t i on t oo impo r t an t o r t oo b u sy or t oo in d iffe ren t t o t h e p a r t i e

u l a r c i rc ums t a n c e s o f a c a s e . t o get on t h e j ob o fh app ifyin g th a t cu s t ome r .

We ’ ve p rom i s e d t h a t man s a t i s f a c t i on , a n d he ’

s

got t o h av e i t if his c a s e ha s t o com e u p , t hrou ghev e ry st e p of t h e o rgan i za t i on , t o m e .

I wan t ou r p rom i s e s k e p t .Go t o th e l im i t o f you r au t ho r i ty— b u t don ’ ts t op t h e re . Yor r s u p e r i o r is a l so i n s t ru c t e d t o go

t o t h e l im i t o f h is a u tho r i ty— a nd h is s u pe r i o r a n dhis . h ave th e same p l a i n o rd e r s . Se e th a t t h i s mani s p l e a s e d if it ’ s h uman ly pos s ib l e t o p l e a s e h im .

‘

If you ’ r e i n doub t b e su re t o e r r on t h e s i d e ofdo i ng more ra th e r th a n l e s s .“ I ’m b eh i n d you , I

’

l l b a ck you u p . I wan t ou rp rom i s e s k e p t . I wan t th a t more th a n I wan t m or eb u s i n e s s o r mor e p rofi t . I w a n t th a t m ad e c e r t a in .

And I w on ’ t t o l e ra t e a n y n egl ec t of t h o s e in stru c

Th i s t h i ng is go i ng t o b e l ook ed a f t e r u n t i l w e

get i t ce r t a i n . an d I ’m not go i ng t o t h i n k any amoun t.of t roub l e I h ave t o t ak e t o g et i t t h a t w ay is toomu ch t roub l e . Th a t ’ s how m u ch i n e a rn e s t I am .

”

E . J] . Sta /le i :

Th e Sm ok e - Sta ck a t Kodak H e igh ts w i th bo i l e r room ad j o in ing .

T w o hundred fe e t h igh . D iam e ter a t top is n in e fe e t .R es ting on a th ick b ed o f co n cre te .

T116p id u re is f rom a Koda k neg a /rz'e .

Vo l . 2 JANUARY , 1917

An a id

to the man

behind the counterNo . 12

To You

we shou ld be gr i evou s ly l a ck ingi n the s en s e o f what i s r igh t w erewe to pa s s up th e opportun i ty o fexpre s s ing

,i n th i s th e fir s t number

o f 1917,ou r hear t i e s t good w i sh e s

for the happi n es s and good for tuneo f our r eader s du r i ng th e en su i ngyear . We sha l l no t bu rden youwi th p l at i tude s o f good adv ic e rel a t i ve to ch eck ing up th e pa s t andpl ann i ng you r fu tu re , bu t w i l l confine our s e lve s t o two s tra igh t bu s in e s s t i ps .T ip number one i s tha t youshou ld make every effor t to i n te re s t

your cu s tomers i n i ndoor work du ri ng the n ext two or th ree mon th s .You have two migh ty good auxi liaries i n “

At Home \\7i th the K0

dak" and ByF l a sh l igh t , " bu t thos ebooks can ’ t move th emse lve s nor

ye t ta l k , so you ough t to gi ve thepre l im i na ry ta lk for them and maketh em c i rcu l a te,i f you de s i r e th epe rsona l s at i s fac t i on o f do ing some

th i ng ou t o f th e ord in ary and do ingi t a t a profi t,financ i a l ly,

for th es tor e . Such an u nder tak i ng shou ldappea l to every s a l e sman .T ip number two i s i n r ega rdto th e farmer . Did you eve r figu rehow s trongly~photography shou ldappea l to th e fa rmer from th es tandpoi n t s both o f pl ea su re ando f profi t ? Th i nk i t ove r

,bea ri ng

i n m ind the l i t t l e boo kl e t— “

The

Kodak on th e Farm .

" knowtha t th er e a re t rad i t i ona l obs tac l e sto ove rcome . bu t a sa l e sman i s l i kean engin ee r

,w ho de l igh t s i n over

coming i n er t i a and maki ng th i ngsmove .

Betw een Us

I n a r ecen t i s su e w e i nvi t ed corre spondenc e from ou r reade rs a s toj u s t what sor t o f i n format i on th eymos t des i red so th at w e cou ld maketh e col umns o f TH E KODAK SALESMAN s e rve th e grea te s t number .I n re spon se to th i s w e have re

ce ived a grea t many l e tt e r s forwh ich w e thank you hear t i ly. becau s e it show s u s tha t you a re intere sted .

Some o f ou r corr e spondent s m i s

u nde r s tood u s i n th a t th ey i n te rpre ted ou r r emarks to mean tha tw e wou ld s end th em spec ia l ar t i c l e scove ri ng th e fea tu re s i n wh ich th eywere i nte re s ted .Th i s i s . o f cour se , impos s i b l e .though w e wou ld be glad to do i t i fw e cou ld .

We now know what ou r corresponden ts are mos t ly i n t e re s ted i nand w i l l try and give you th e in format ion a sked for i n our co lumns .

KODAK SALESMAN

The New Deve lopers

Kode lonThe cont i nu ed scarc i ty o f th ecoa l ta r d eve lope rs ha s brough tabou t a more or l e s s genera l u s eo f Pyro and Hyd roch i non . Butw i th th e s teady i nc r ea s e i n th ephotograph i c bu s i n e s s ha s comethe demand fo r more deve lope r s o fcer ta i n spec ific scope . The ou tcomei s th e n ew Kode lon Deve loper

.whi ch ha s been thorough ly tr i edand i s be i ng w ide ly u sed at th epre s en t t ime .Repea ted te s t s have shown cone lu s i ve ly tha t th e Kode lon D eve l~oper i s one o f th e be s t ava i l ab l ed eve lop i ng agen ts a t the pres en tt im e . The t ime o f expo su re anddeve lopment i s th e same a s w i thNepera So lu t i on .

Fo rm u l a fo r Am a te u r Wo rk

F or l'

e lor,Ag o a nd o ther dot '

r i’op

mg a nd B rom ide pape rs .

D i s s o lve th e ch em i ca l s i n th e orde rnamed :3 2 ounces

Kode l on 25 gra in sHydroch inon 90 gra in sC . K. C0 . Sod iumS’

u l phi te ’

i 330 gra in sC . K . Co . Sod ium Ca rbona te oun ce sPota ss ium Brom ide 4 gra ins

I'

se the fu l l strength .

The Pric e o f Ko de lon

Kodak T rim m ing Bo a rdsNo . 1—5 x 5 i n chesNo . 2— 7 x 7 inches

Sl id ing T ripoda 3

Sto ck So lu tio nDiss olve in 30 oz s . of hot w a ter in the

order named :

T he Price o f T 0 2 01

1 ou nce bott lepou nd bott l epound b ot t le

1 pound b ot t le

C om b in a t ion T ripod

Toz o l

A s impl ified deve l op i ng agen tw i th conven i en t and economi ca l f eatu re s . a s w e l l a s v igorou s ac t i on a sa r educe r o f s i lve r sa l t s . A s tockso lu t i on o f deve l oper i s made bys imply add i ng th e soda s . bromideand a lcohol to an ounce o f To z o l .and th i s s tock sol u t i on m ay i n tu rnbe read i ly var i ed to su i t th e var iou sb rand s o f d eve lop i ng paper s .Pr i n t s d eve loped w i th th e To z o ldeve l ope r have s tr ength and br i ll ia ncy wi th r i chn e s s and depth o fton e . I t i s spec i a l ly su i t ed to th evar iou s grade s o f A r tu ra and AZO

,bu t m ay r ead i lybe adap ted to Ve l oxand Brom ide papers . The fo l l owing formu lae are ve ry s impl e tocompound

02 . T02 01

o z s . C . K . Su lph i te of Soda‘ 1; oz s C . K . Ca rbon a te of Soda

g i s . Pota s s i um B rom ideoz s \Vood A lcoho l

For Ve lox . E a s tma n Brom ide a nd Ha rd

a nd Ha rd X A ZO . w hen use d for am a teu rn ega t ives . a dd tw o ounces of Ca rbona teof Soda to the Stock So lu t ion , a nd for

u se . tak e a n ou nce of Stock So lu t ion to

tw o oun ce s of w a ter for Ve lox,Ha rd

or Ha rd X A z o . or on e ounce of StockSolu t ion to s ix ounces of w a ter forBrom ide

f—JU

KO DAK SALESMAN

The Kodak M a skit Pr i n t i ngFrame ha s proved h igh ly popu l ar .and w i l l con t i nu e so . bu t w e have apecu l i ar h abi t i n th i s Company o fa lways t ryi ng to produce someth i ngs t i l l be t t e r

,so w e s to l e a l ea f f rom

th e book o f the Kodak Amateu rPri n t er and produced th e KodakAu to—M ask Pr i nt i ng Frame . A s

you w i l l n ot e from th e i l lu s trat i on .we u s e th e same s impl e ma ski ng d ev i c e a s employed o n th e KodakAmateu r Pr i nt er . Th i s n ew framei s adaptab l e to th e p ri n t i ng o f n egative s o f a ny o f th e amateu r s i z e sfrom 4 x 5. x and sma l l e r .The negat ive i s h e l d firm ly i n p l ac eby th e mask and i s a s r ead i ly re

ea s ed . when de s i r ed , by a s l igh tpr e s su re on th e thumb l eve r .

Becau s e c e rta i n th i ngs h ave zeen done i n a given w a y i s n or ea son w hy th ey shou ld a lw ays b e done tha t w a y . The man whokeeps abrea s t o f th e t ime s i s th e on e who i s con s tan t ly br eaki ngover th e l i n e and doi ng someth i ng new .

s ometh i ng d i ffer en t , someth i ng ou t o f th e ord i nary .

Tra de Jo u rna l .

Gradu ated sca l es a t tach ed to th es t at i on ary gu ide s a i d i n mak ing theopen i ngs exact .The pri c e i s on e do l l a r .The change i n fo rm o f the Au tograph i c ' Backs has n ec e s s i ta ted achange i n th e s tylu s . Herea f ter th eNo . I S tyl u s can be u sed on ly w i thth e Vest Pocke t Kodak . wh i l e th eNo . 2 i s for u s e w i th a l l th e oth e rAu tograph i c Kodaks and Brown i e sBrown i e Ve l ox Paper ha s beenfu rn i sh ed i n S ingl e Regul a r Ve lve t . bu t ow i ng to th e facttha t Regu l ar Ve l ox i n a l l th e ‘vari ou s grade s i s n ow suppl i ed a t th esame pr ic e a s B rowni e Ve lox

,w e

have d i s cont i nu ed packi ng Brown i eYe lox Pape r .“( hen you s e l l e i th e r an Eas tman

En l argi ng O utfi t or an e lectrica l lv

hea ted Kodak Dry M ount i ng Pr e s s .be su re and a scer ta i n th e vol tager equ i r ed .T h i s i s e sp ec i a l ly nece s s ary w i thth e En la rging O utfi t .The Kodak Dry M ount i ng Pre s scan no t be u sed to advan tage w i th

a ny cu rren t h eav i e r th an I 10 to 12 :vo l t s .

K SALESMAN

How Much ExposureShou ld We Give ?ByD r . C . E . K. M e e s

negat ive s ar e de fec t ive i ti s mor e o f ten due to i n cor rec t exposu re than to any oth er cau se .The exposu re to give depend s ontwo fac tor s : ( I ) th e s tr engt h o fth e l igh t

,and ( 2 ) th e s en s i t i vene s so f th e fi lm . S i nc e th e s en s i t i vene s s

o f th e fi lm a lways r ema in s th esame,we need on ly con s i der th el igh t wh i ch reache s th e fi lm th rough

th e l en s .To find ou t h ow much l i gh t i sreach i ng th e fi lm duri ng exposu rew e mu s t con s ider ( 1 ) how muchl i gh t th e re i s coming from th e sky.

( 2 ) what sor t o f sub j ec t w e arephotograph ing , s o tha t w e can knowhow much o f th e l igh t i t w i l lreflect, and ( 3 ) how b ig a l en sopen i ng i s be ing u sed .

The Lens Open ing

A s sume that th e exposu re i smade at f. 8—th e s top whi ch i smarked 4 i n th e Uni formSys t em . \Ve can th en ca l cu l ate th eexposu re for a ny oth e r s top , s i nc es top f. I I or US . 8 requ i r e s tw i c ethe t ime o f exposure th at s top 4doe s :f. 16 o r s top 16 requ i r e s fou rt imes

,and so on .Different Subjects

I f w e take a s the s tandard sub j e c tan ord i nary l and scape show i ng th esky. w i thou t any heavy for eground ,groups and s t ree t sc enes and l andscape s w i th dark foregrounds w i l ln eed tw i ce a s much exposu r e a s th i ss tanda rd subj ec t . and portra i t s andsc en e s i n the shade o f t r ee s orhou s e s w i l l w an t fou r t imes a sm u ch expo su re . whi l e s ea o r openbeach or snow scene s w i l l w an t on lyha l f th e exposu re o f the s tandardsubj ec t . Th i s ru l e . th en . w i l l en ab l e6

u s to dea l w i th d iffe rent k i nd s o fsub j ec t s .But th e re i s one sub j ec t for wh ichno ru l e i s r ea l ly sa t i s fac tory.

andtha t i s a photograph taken i n s id e aroom , wheth e r i t i s a photograph o fthe room i t s e l f or o f a pe rs on s i tt i ngi n th e room . O n ly exper i en ce ors ome method o f mea su r i ng th e l igh ti n s id e th e room w i l l enab l e th e exposu re under such circum stances tobe j udged accu rate ly,

bu t for a fir s tt r i a l abou t 400 t ime s th e exposu r eshou ld be given tha t wou ld be gi venon the s tanda rd landscape ou t—o fdoor s .The Light Fa l l ing on the Subje ctThe l i gh t fa l l i ng on th e sub j ec td epend s on what one m ay ca l l th el i gh t cond i t i on s at th e t ime

.andth es e depend on 3 fac tor s— th e t im eo f year . th e t ime o f day,

and on th ew eather .I f w e take a s our s tandard t imeth e midd le o f th e day 10 to 12— inth e l a te spr i ng and summer

,th en

du r i ng th e midd l e o f the day i n th efa l l and w in te r , or du r i ng the hour sbe tween , say, 8 and I 0 and 3 and 5i n spr i ng and summe r,tw i ce a s

much exposu re shou ld be gi ven,wh i l e du r i ng th e same hour s o f th e

morn i ng and a fte rn oo n i n th e fa l land w i nte r th e exposu re shou ld befour t imes a s l ong .Tu rn ing to th e weath er

,we m ayca l l b r igh t sun l igh t th e s tandard .

i t i s c l oudy br ight , tha t i swhen the re ar e l igh t c l ouds ove r th esun , doub l e th e exposu re w i l l b e requ i r ed . \\7li en i t i s c l oudy du l l w esha l l have to give fou r t ime s

,w hi l e

when th e c louds ar e ve ry dark andth e day i s gl oomy e igh t t ime s th eexposu re w i l l be needed .Now . hav ing c l a s s ifi ed th e t imeand th e weath er and th e sub j ect

,we

can be st pu t th e whol e matter i n th eform o f th e tab l e given ( page

KO DAK

I n o rde r to u se th i s tabl e find th efigu re given for the subj ec t , th e figu re given for th e t ime and th e figu regi ven for th e w eathe r and m u l t i j

‘

th em a l l toge th e r . The number ohta ined bymul ti p lyi ng th em togeth erw e can ca l l an i ndex number . andth en i f w e l ook a t th e exposu r e tab l eon the r igh t w e sha l l s e e gi ven ther eth e shu t te r speed to u s e and th es top numbe r a t wh i ch th e diaphragm shou ld be s e t . I t w i l l b eremembered that S top 4 mean s f. 8.Stop 8 means f. I I and Stop 16mean s f. 16.

From th i s tab l e i t w i l l be s e entha t when the i ndex numbe r i sgrea ter than 4 we cannot give ani n s tan taneou s exposu re and th e on lys a fe th i ng to do i s to u se a t r i podor r e s t th e camera aga i n s t' someth i ng r i gid . to hold i t s t i l l and th ens et th e shu tte r to B and pre s s th eshu t te r t r igger and re l ea s e i t a s

SALE SMAN

It wou ld pos s i b ly be a good i deato cu t ou t th e tab l e and pa st e i t ona p i ece o f cardboard .

EXPOSURE GUIDE

F i nd th e figu re s gi ven fo r theSub j ec t

,T ime o f Year and Day.and \Vea ther . M u l t i p ly a l l th re e .

Th i s give s an i nd ex number . Set

SUBJECT

Snow,Se a a nd Bea ch Scenes .

O rd ina ry La ndscapes show ing sky

th e shu tte r and d iaph ragm as i nd ica ted oppos i t e th i s number on exposu re tab l e .

EX PO SU RE T ABLE

Groups , Stree t Scene s . La ndscape , no sky .Portra i t ( ou tdoors ) Sha ded Scene sI nteriors

,Portra i ts indoors

,e tc

T IME or Ym AND DAY

Spri ng a nd Summer—M idd le of da y

Morn ing a nd la te a fte rnoonFa l l a nd W inter—M idd le of da v

Morn ing a nd a fternoon .

VV

EATHER

Sun nyL ight Clouds ove r Sun .

C loudy. du l l .Hea vv C louds . ve ry

F i G t‘

R E

Sa t’

rrm: DIAPHRAGM

1 16

2 32

400 - T 4 Secs .

4 800 l ' T 4 Secs

1

2 Above 800 g ive proport iona te4 e xtra t im e .

Use a tripod or res t the cam e ra a ga i n st som e th i ng to ho ld i t st i l l . pres s a nd

re le a se shu t ter qu ick ly ( 14 se cond ) .

- U se a tripod a n d give exposu re i nd i ca ted .

F or sha rp re su l ts ta ke ca re to j udge d i s ta nce corre ct ly .

qu i ck ly a s pos s i b l e . I n i ndoor photography i t i s e s s en t i a l to u s e a t r ipod and give a t ime exposu re .L e t u s t ake an exampl e o f th e u s eo f th i s tabl e : Suppose tha t we arephotograph i ng at th e beginn i ng o fj u ly and i n the m idd l e o f th e day,th en th e figur e for th e t ime w i l l beI . bu t i f th e w ea ther i s c l oudy anddu l l th e figur e fo r th e w eather w i l lbe fou r . and i f w e ar e taki ng ala ndscape th e i ndex number w i l l b eI x 4 x I , wh ich i s 4 . and w e mu s ts e t ou r d i aphragm a t S top 4 (f. 8 )and th e shu t te r a tBv u s i ng th i s l i t t l e ca l cu l at i ngtab l e . we sha l l be ab l e to ge t a mu chbett e r proport i on o f good exposu r esthan w e cou ld pos s ib ly get by gu es swork .

Cable Re lea ses

Be low w e show th e cab l e r e l eas e sw e can supp ly . Pl ea s e note th i s andre fe r to them by number .No . 2 - 7—i nch . Used on Nos . 1

and 2 B . B . Shu tter on No . 1A

Kodak j un i or , No . 2C Fold i ngAu tograph i c Brown i e

,No . 3A Fold

i ng Au tograph i c B rown i e and No .

3A Au tograph i c Kodak .No . 4— /V2 —i nch . Used on Kodak

Au to Shut te r on No . 3A F . P . K .

and No . 4 F . P . K .

No . 5— 6- i nch . Used on new

s tyl e Compound Shu tter . A t tach esto top o f shu tter .No . 6— 12—i nch . Used on n ew

s tyl e Compou nd Shutte r . A t tache sto top o f shu tter .No .

— lO—i n ch . Used on KodakAu to Shu tt e r on Premo Camera s .No . 8— 2V2—i n ch . Used on No . 1

Au tograph i c Kodak Spec i a l w i thO pt imo Shu tte r .No . lO— l O—i n ch . Used on olds tyl e Compound Shu tt er former lyfi t ted w i th bu lb .No . l l— 6V2 - i nch . Used on No .

I B . B . Shu tt er fi t t ed w i th bu lb onNo . 1A R . R . Type . and No . 3

F . P . K .

No . l 2— 9—i n ch . Used on o lds tyl e No . 2 B . B . Shu tt er fo rmer lyfit ted w i th bu lb on No . 3A F . P . K .

and No . 4 F . P . K .

No . 13— 3—i nch .

B . B . Shu tterj uni or .No . l S— 6- i n ch . Used on No . l A

O pt imo Shu t te r on No . 3A Au tograph i c Spec i a l Kodak .

No . l 6— 9—i n ch . Used on No . 2

B . B . Shu tter on No . 2C Au togra

phic Kodak Iun ior .

Used on No . 0

on No . 1 Kodak

Pri ce 25C . ea ch .

SALE SMAN

Don ’ t b e a fra id to show th eh ighe r pr i c ed good s .

4“

The w ay to keep i n the l ime l igh ti s to be con s tant ly do ing someth i ng .The w ay to pa s s i n to ec l i p s e i s t obe con s tan t ly t e l l i ng what vou ar ego ing to do .

f

The Kodak Port ra i t At tachmenti s a grea t a i d i n promoti ng amateu rphotography i ndoors .

The Un iversa l Tripod HeadThe Adju s ta ble Tripod H eads

(No s . 300,305 and 310) we havebeen s upplyi ng ar e now discon tinued . To r ep l ac e th em we are l i s t i ng

th e Un iversa l Tripod H ead shownabove .Th i s n ew I—Iead i s a s imp l e andeffec t i ve d ev i ce wh ich w i l l fi t a nyregu l a r T r i pod socket . Has ba l land socke t j o i n t pe rm i t t i ng thecamera to be t i l ted through an angl eo f 90 degr ee s

,and i s par t i cu l a r lyde s i rabl e for photograph i ng obj ec t s

a t c lo se quar te rs . The pr i c e i s ado l l ar a nd a qua rter .

we KODAK SALE SMAN

T im e ly In fo rm a t ion

CONTRAST VELVET VELOX w i l l g ivea good sn appy pr in t from any w e ak n ega

tive tha t is a t a l l pr in tab le . O ve r- exposu re

in snow sce n e s and under- deve lopm e n t through

low tempera ture of deve loper a re n ow produ c ingm any d ifficu l t prin ters , bu t Con tra s t w i l l em

abl e the photographe r to ge t good pr in ts .

T e l l yourcu stom ers abou t Con tra s t Ve l ve t

Ve lox— the paper for fl a t , w e ak,l ife l e s s fi lm s .

T e l l them a l so to u se a the rmom e te r con s i s ten t lyw hen deve lopin g fi lm s in the tank

,so a s to gu a rd

aga in s t under - de ve lo pm en t through too low a

tempera ture of the sol u t ion .

By th e w ay,the forthcom ing n um be r of

Koda ke r] w i l l h ave a re a l good a rt i cl e on pictur

ing sn ow s cen e s . Be su re to re ad th i s a rt i cl eyou rse lf, and be su re th a t you r cu stom ers do the

s am e th ing . Prope r u s e of th a t a rt ic l e by you

w i l l s ta rt m any a Kodaker a -

pi c tu r in g th e be a u t ifu l snow s ce n e s w h i ch w e a l l l i ke , eve n if w e h a te

the co ld .

OME years ago , neve r m ind j u s thow many, I hopped from as ide door Pu l lman on the o ld U . P .

and l anded w i th a thud i n th ef re igh t yards i n D enver .

“ I pos s e s s ed two dol lar s andth i r ty—five cen t s and an un l im i teds tock o f n erve

,and I wande red ou t

o f the yard s towards town and u l t imate ly fou nd mys e l f i n th e ‘r i ng ’o f th e old Bu l lshead Corra l

,a meet

i ng and marke t p l ac e for ca t t l emen .“ I s tro l l ed up to a pl ea s an t fac edman o f abou t th i rty and to l d h im Iwanted a j ob . He looked me overfo r a momen t

,and then a sked me

i f I kn ew anyth i ng abou t th e cowbu s i n e s s .“ I to ld h im I cou ld m i lk and hel e t a l augh ou t o f h im that cou ldhave been heard i n the Cap i to lbu i ld i ng i f th ere had been on e i nD enve r a t th e t ime

,fo r conden sed

m i lk from Ch i cago was abou t th eon ly k ind eve r s een on th e range i nthose days .

“He next i nqu i red i f I cou ld r i deI r ep l i ed i n the aff i rmat ive

,and

tru th fu l ly. Hadn ’ t I j u s t r iddenfrom Ch i cago to Denver w i thou tpayi ng a sou— and I cou ld r ide ahor s e .

“ He fixed me up w i th a bunk andbl anket s for th e n igh t

,and th e nex t

morn ing announced that he wou ldgive me a try—ou t on h i s ranch , andth en h e i ntroduced me to a s l eepyeyed broncho and sai d I cou ld r i d eh im ou t to th e ranch , som e

'

fortv

mi l e s d i stan t .10

The hor s e never moved from h i str acks wh i l e I was c inch ing the bigCa l i forn i a s add l e

,and took th e bit

w i thout a murmu r . j u s t as I w a sabou t tO '

m ount one o f the corr a lh e lpe rs happened a l ong and wantedto know i f tha t was th e bru te I w a s

“

going to r ide . I r ep l i ed ‘Yep,

’ so h easked me to wa i t a moment and hed i sappea red , r e tu rn i ng pr e s en t lywi th a pa i r o f heav i ly rowe l l edspur s and a l ead—‘bu tted qu i r t— ashor t hand l ed Ibra ided l ea th e r wh ip

.

“ I a sked h im what wa s the i dea,and h e to l d me I ’d find ou t j u s t a s

soon a s I l anded on tha t bronc ’ sdeck— I d id .“ Imagi ne a s torm at s ea

, anea r thquake,and fa l l i ng down a n

e l eva tor sha f t a l l c ombi ned .“

Cou ld tha t hor s e buck ? He

cou ld ; he had s tud i ed under a l l theo ld mas te rs and then taken a pos tgradu ate cou r s e

,be s i de s be i ng an

i nventor o f no mean ab i l i ty.

“ I p l aced my foot in th e s t i rrupand th en a l eg ove r h i s back ; synchron ising per fec t ly w i th me hea l s o ros e and came down w i th a l lfou r feet i n a bunch .

“ I l anded,not on h i s back

,bu t

on my face i n th e cor ra l yard .I t w as a cas e o f mi sp laced confidence ; I had been gros s ly be

trayed ,and I aros e w i th good Co l

orado so i l i n my mouth , fi re i n myeye and that l ead but ted qu i r t i nmy hand ; the hor s e hav i ng shakenme off a s h e wou ld a fly tha t hadgone to s l eep .

KODAK SALE SMANI tri ed the mount aga i n and th i st ime I l anded

,givi ng h im th e spur s

and a rap be tween th e eye s w i thth e end o f the qu i rt a t th e samet ime

.He was su rpr i s ed and an

noyed and showed i t p l a i n ly— andfanc i fu l ly.

He used h i s fu l l bag o f t r i ck sbu t I managed to s t i ck , thoughther e w ere moment s wh en I fa i nw ou ld have be en e l s ewh er e , andocca s i on s when I n ear ly was .

“ My new bos s and th e a s s embl edbunch o f punch e rs en j oyed our du e timmens e ly,and a p l ea san t t ime wa s

had 'by a l l .We fina l ly a rr i ved a t th e r anch ;I w asn ’ t much i n ter e s ted i n th e su rrou nd ings except a pl ace wher e Icou ld go to s l eep on my s tomach ,bu t I had l i cked tha t h ors e andlanded the j ob .

“

Now th i s l i t t l e expe r i enc e ha s ad i r ec t b ear ing on sa l e sman sh i p . Iw an ted a j ob a nd s a id th a t I cou ldr id e , and I had to make good— I

had to s e l l mys e l f to th a t ranchbos s .I kn ew I cou ld r i de th e sor t o fh ors e s I had se en i n th e Ea st , andwhen I s aw I was up agai n s t i t Ij u s t d i d th e be s t I cou ld to de l i verth e good s ; tha t I won ou t had, ane l emen t o f l uck i n i t I admi t , bu ti f you know enough to give youconfidence you can affo rd to takea chance . ”

The M ayor o f a tough bordertown was abou t to engage a pr eache r for th e n ew chu rch . Par son ,vou aren ' t by any chanc e a Bapt i s t ,are you ? '

Why,no , not nece s

sa rily. Why“We l l , I wa s j u s t

a - goi n ’ t o say we have to hau l ou rwate r twe l ve m i l e s ."11

Sundries

There w e re thou sands o f camera sgive n a s Chr i s tma s pr e s en t s , andyou shou ld pay par t i cu l a r a t te n t i onto th e s e new cu s tomer s

,tha t th ey

m ay ge t s tarted r ight and keepr igh t .Remembe r tha t th ey ar e new cu s

tom ers not on ly fo r fi lm and pape rbu t a l so fo r a l l th e su ndry a id s tobet te r w ork i n s e l l i ng wh ich voul ike to pr i d e you r s e l f .You ' l l soon have the opportun itvo f i n i t i a t i ng them in to th e mys te r i e so f fl ash l igh t work

,and you ’ l l findth e Kodak Fla sh Shee t Holder o f

th e u tmos t u s e fu l n e s s i n s impl i fyi ngth e work .

Fee l your w ay a long . Pi ck andchoos e among th e mas s o f argumen t s you have at you r command .and watch th e effec t o f each a s vousp r ing i t on h im .

T ry t o d i scove r the po i n t o f contac t a t wh ich h i s i n te r e s t can bemade to touch you r propos i t i on .Be qu i ck to ca tch th e look in h i seye tha t show s you have caught h i sc l o s er a t ten t i on . and i n s tan t ly throwth e whol e forc e o f you r batte r i e su pon the vu l n e rab l e poi n t tha t h eha s d i s c l o sed .

EMEMBER th e oth e r morn ing ,Sammy,when McCa l lum came

in and bor rowed th e on ly No . IA

Spec i a l w e had i n s tock to s e l l toa cu s tomer o f h i s ?

“ Fred j ohn son , th e youngs te r wehave j u s t pu t beh ind th e counte r,

w i th h i s eye s popp ing ou t w i thamazemen t , r emarked a s M ac wentou t : ‘

\Vhy he i s goi ng to s e l l i t toone o f h i s cu s tomer s . ’ He s implycou ldn ' t u nder st and w hy I shou ldbe w i l l i ng to h e lp ou t a compet i tor .“McCa l lum has been i n bu s in e s sh ere a good many yea r s l ongerth an I have . I w el l remember thefir s t day th i s s tor e opened . M cCa l l um came i n and i ntroducedh imse l f and sa id th a t as l ong a s w ew ere go ing to be compet i to rs w eough t to be fr i end s

.and I agr eedw i th h im . T ime ha s d emon s tr ated

th e w i sdom o f th i s move . He knewand I knew tha t there was roomenough for both o f u s . and thatn ei th e r one o f u s cou ld corra l a l l th ebu s in e s s , so w e both s ta rted i n tomake some bu s i n e s s for u s both .

“ I t m ay surpr i s e you , Sammy, toknow that I spend a good manyeven i ngs at M ac ' s hou se , and he atm i ne . maki ng plan s to boos t amateu r p ic tu re mak ing i n th i s bu rg .

“

\Ve know that th e more advertising we do to popu lar i z e p i ctur emaki ng the bet te r i t w i l l be for botho f u s

.and w e both have made a fa i r

s ucc e s s.a s you w i l l admi t

,and a

whol e l ot o f th i s succe s s h as beendu e t o our fr i end ly co - opera t i on .

12

" I happened to p i ck up a copy o fa br igh t l i t t l e t rad e paper,The Am

ba ssa dor,th e othe r day, and i n i tI found an accou nt o f a bu s i nes s

mee t i ng he ld i n on e o f the Eas t e rnc i t i e s

,whe re the fo l l ow ing qu es

t i on s w er e a sked :‘What par t o f your bu s i n e s s re

su lts from sa l e s to o l d cu s tomer s,and wha t pa rt o f i t comes from new

trade 3 ’“

The s econd que s t i on : ‘

Can amerchan t bu i ld up a permanen t lysucc e s s fu l bu s in e s s i f h e i s dependen t fo r vo lume upon new t rade

“ I gu es s those two quer i e s w ou lds et a ny bu s i ne s s man to th i nk i ng ,and I w as more than eage r to r eadth e an sw er s given by th e merchan tto whom the s e quer i e s w er e pu t .

“

Thi s merchant had been for ewarned so he wa s ab l e to an sw e r i ti nte l l igen t ly not on ly w i th th e fact sa s th ey ex i s t ed i n h i s own s tor e . bu the a l so had l e t t e r s f rom severa loth e r merchant s expre s s ing th e i ropnnon s .

“ Here i s what h e found : tha t themerchant s who kept a car e fu l r ecord admi t ted th a t on ly abou t twenty per c en t . o f the i r sa l e s w e re madeto peop l e w ho had bough t thr eet ime s or more . and tha t e ighty pe rcen t . were made to new cus tomers

,and th at merch ant s who d i d notke ep a car e fu l record w e re o f th eopi n i on tha t s i xty pe r c en t . o f th e i rs a l e s were made to regu lar cu s tomer s

,and forty per c ent . to trans i en t s .

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ginnerchino fi le Counter

1N comes a cu s tomer a nd remarks .

'

I have h eard o f ‘

orthochro

mati c ' p l a te s and o f th e orthochromat i c qua l i t i e s o f N . C . Fi lmwhat doe s ‘orthoch romat i c ’ mean ?Al l r igh t— her e you ar e . I n th eear l i e r days o f photography th ep l a te s u sed to gi ve very unt ru th fu lr ende ri ngs o f co lor va lu es . Yel l owand red . for i n s tance , photographedas b l ack . wh i l e vi ol e t , i nd igo andblu e photographed as wh i te .The ord i nary pla te i s h igh ly s en

s itive to v i o l e t . a tr ifl e l e s s s en s i t iveto i nd igo . and so on , unti l a s w e approach th e oth e r end o f th e spect rum , th e ye l l ow and orange raysaff ec t th e pl a te bu t l i tt l e

,and th e

r ed rays ha rdlv at a l l .An or thoch romat i c p l a te or fi lmi s one i n wh ich th es e er ror s havebeen so far cor rec t ed as to give atr'ue r color va lu e . i . e . , th e emu l s i oni s s en s i t ive to a w ide range o f colo rsi n an equa l or near ly equ a l d egre e .W i th a non—orthoch romat i c p l ate

you might be maki ng a p i ctur e w i thsay, a bed o f flowe rs i n th e for eground some l igh t ve l low andother s dark b luThe negat i ve . ' ow ing to i t s defi

c iencies , w ou ld yi e l d a pr i n t i nwh ich the l igh t ye l low flow er swou ld appear darker than th e darkb lu e on es

,th ough , to the eye ,th e ye l l ow flower s wou ld appea r

l igh ter . I n othe r words , i t wou ld14

not gi ve . i n th e re su l t i ng p i c tu re ,th e t ru e co lor va lu e sThe fu l ly orthochromat i c p l a te orfi lm correc t s th e s e error s and r end ers th e co lor va lu es ( th e depth so f co l or ) i n th e i r proper re l a t i on toeach oth er . I n th e same w ay th eor thoch romat i c fi lm he lp s pr e s ervec loud effec t s

,d iffer en t i a t i ng be

tw een th e c l oud s and th e su rrounding blu e sky.

The re i s n o d iff i cu l ty i n fac tor i e ssuch as our s,i n produc ing a ny des i red degree o f or thoch romat i sm .

We ma ke many brands o f or thochromat i c pl at e s . It wou ld not,however , be prac t i c a l to make thema l l or thochromat i c or co lor s en s i t i ve

i n the same degree . For i n s tanc e,

w e make one pl ate ca l l ed the “ Panch romat i c

,

” whi ch i s u s ed a grea td ea l by engraver s i n pr epar i ng forthr ee col or proc es s work

,and bycommerc i a l photographer s i n copyi ng pa i n t i ngs

,and photograph i ng

fu rn i tu r e .Th i s p la te i s so s ens i t ive to redtha t not even the u sua l ruby l ampcan be u sed i n the dark room . I tshou ld be l oaded and deve l oped ina bsolu t e darkne s s .I t i s qu i te ev id en t tha t su ch ap la te w ou ld not be p ract i ca l forord inary purpose s .Now j u s t a word i n par t i cu l arabou t Kodak fi lm : Kodak fi lm was

fi rs t made an orthoch romat i c fi lmi n 1903 . Up to that t ime w e hadsold hundred s o f thou sands o f

KODAK SALE SMANorange dark - room lamps i n ou r dev e loping ou tfit s . Immed i a te ly i t bec ame nec es s ary t o sub s t i tu te a d eepred for orange becau se th i s or thochromat i c fi lm was so s en s i t ive toye l l ow .

As th e l arges t manu facture r s o fdry p late s i n th e worl d . a s th e l a rge s t manu fac tu rer s o f orthochro

mati c dry p l a te s i n the wor ld , tosay noth i ng o f ou r be i ng the l arge s tfi lm manu factu rers i n th e wor ld .we have at our command every ad

van tage th at expe r i enc e and scien

t ific re s ea rch can gi ve . \Ve knowto wha t degree and for what co l or sth e fi lm shou ld b e orthochrom a tised

i n order to give th e be s t pos s ib l eaverage re su l t s i n th e hands o f th eKodaker .S i nc e 1903 , Kodak N . C . Fi lmhas been an orthochromat i c fi lm .

Wh at i s mor e importan t . i t i s prope rly orthochromat i c . and Koda k .V.

C . F ilm is the mos t perfec tly ba l

a nced film in the re ndering of co lo rv a lues .

We cou ld say a good dea l morer egard i ng or thoch romat i sm andc olo r va l u e s . bu t a t th i s s tage i tw ou l d on ly s e rve to con fu s e you .

Lat er w e w i l l take th i s up morefu l ly and exp la i n some o f th e morecommon co lor - s eparat i on p robl em

if

Not Interested

I me t h im on the tra i n .

\Ve w er e trave l i ng acros s an nuintere s t i ng s tr e tch o f fla t coun trya nd a s th e Pu l lman ro l l ed a long

,I

pu l l ed cont ented ly at my c iga r andwas ab sorbed i n Col l i n s n ew book ."The Camera M an .The s t ranger fidgeted a b i t . th rew

away th e remnant s o f h i s "smokea nd . gl anc ing at th e t i t l e o f th e bookI was read ing . accos ted me :

“ I n ter e s ted i n photography.

“ Yes, you r

Us ed to be— not a t al l now,h e

an swer ed .

Why d i d you drop pho togra

15

J

Los t i n ter e s t . I '

ve been th roughi t a l l . S tar ted w i th one o f thos eor igi na l Kodaks . Had th e fi rs t onei n ou r town . I t made a l i t t l e r oundpi c tu re . and loaded fo r a hund redexposu re s . Remember ’ em ? ‘

I nodded a s s en t .I made a lo t o f th e u sua l th i ngsand then I got th e d i s ea s e . Bu i l t adark—room , had thr e e or fou r type so f b ig cameras . batte r i e s o f l en se s .took a l l th e photograph i c magaz i n e s . was s ec re ta ry o f our l oc a lCamera C l ub . \Ven t i n fo r exhibit i on s . M ade l and scape s and s eas cape s and gen re s— some o f ' empret ty fu zzy.

" He smi l ed . “ Bu t Idon ' t make p ic tu re s any more .”I ask ed .Funny how some peop le ar e cons t i tu t ed . h e s a i d . I n bu s i n e s sha v e s tuck to on e l i n e a l l my l i f e .Have w orked hard— and . ve s , ha v ebeen succ es s fu l . M ade my p i l e anda l l that sor t o f th ing . But eve ryf ew yea r s h ave changed my hobbyr e s t s me

,I g ue s

\Vha t hav e you r oth er h obb i e sbe en .

”

“

There ha s c e rta i n ly been someva r i e ty: fi sh i ng . yach t i ng , farm ing .and a l l th e wh i l e . a s a sor t o f s i d ehobby— t rave l . Usua l ly I take a longthe fam i ly w hen I t rave l . The wi feand ch i ld ren are up ah ead i n thes ta t e - room now .

\Ve l l . sa i d I . ' thos e hobb i e s o fyou r s are a l l a l l u r i ng . e spec i a l ly to ar ed - blooded man . bu t i t doe sn ' ts e em to me tha t a ny o f th em cou ldw in me from photography .

\Ve l l . th ey hav e me . I don '

t

car e a rap fo r photography any

more ."Too bad . for thos e hobb i e s offe r

0 many opportun i t i e s for p i c tu r e

KODAK SALE SMANmaki ng . I sugge sted . j us t th i nko f th e p i c tur e s you cou ld h ave takenfi sh i ng and yacht i ng and farming

,and o f th e w i f e and ch i ldr en .

O h yes . I ha ve a l ot o f such p icture s— al bums fu l l . Tak e m y yach ti ng a lbum : I get i t ou t n ow andth en and l ook over th e Kodak p i ctu r e s tha t I took . and i t a lmos t give sme th e fever aga i n— yacht i ng feve rI mean . I t ’ s fu l l o f sc ene s i n th ecabi n and on deck ; th e re ar e hund red s o f pi c tu re s tak en a long theM a i n e coa st . some corki ng goodrac i ng pi c tu r e s . th e fl e et a t anchora t Newpor t . a s torm at sea thatcaugh t u s o ff Cape Cod and camen ear be i ng ou r fin i sh . Then I ha veanoth er a lbum o f my fish i ng tr i p sth a t i nc id en ta l ly prove s some o f m y

fi sh s tori e s .And you r t raye l s I a sked .I h ave one book on Eu rope andon e on Ameri ca . and when we getback I expect to h ave an a lbum fu l lo f j apan . O f cour se , th ere i s abook o f pi c tu re s t aken on th e fa rmand th ere ar e th r ee or four a lbumsfu l l o f pi c tu re s tha t w e have madeo f the ch i ld r en . Rea l ly I h ave hada l o t o f fu n ou t o f m y hobbi e s and Ibe l i eve tha t th e changi ng from oneto anoth e r ha s he lped me to keepyoung . I p l ay ha rd when I playand I work harde r ye t when I work .Photography was a good hob'bv

when I rode i t . a s much fu n a s a nyo f them— bu t I am no l onger i n tere sted i n i t ."j u s t th en th e tra i n pu l l ed n eare rto the mounta i n s wh ich had beenl ooming l arger and la rge r i n th e d i stanc e and th e Hobbyi s t remarked tome . a s h e pu l l ed a 2 C ou t o f h i spocke t and star ted for th e p la t formo f th e ob s e rva t i on car : ' I sn ’ t thata wonder fu l v i ew ? I mu s t get tha t— Do you know ,

I be l i eve I l i k et rave l bet te r th an any o f the hobb i e s I have d i sc arded .

”

16

Qu eriesa n l O l t s upply a pla te ba ck for

cus tomer s F i lm Pa ck P remo ?

Prem os manu fac tu red espec i a l lyfo r u s e w i th F i llm Packs can not b echanged so a s to accommodate drypl at e s .

( on you equ ip the No . Ju n io r[yoda k w ith Koda k A u t o m a t i cshu tter ?

No : th e j un i or s w i l l not aecomm oda te th a t s tyl e o f shu tte r

.

Ha s the tinfo il from ro l l film a n tr

comme rc ia l va l ue 9

Qu i te pos s i bly, bu t w e , our s e lve sar e not i n th e market for same.

Ca n Kode lon be us ed for deve loping films in a 40

-

ga l lon ta nk ?

\Ve do not recommend Kode lonfor n egat ive work . a s i t i s e spec i a l lyadapted for deve lop i ng—ou t pape rs

t a t is mea nt by the w o rd on

hydrous ?“

Th i s n ame i s appl i ed to a l l ch emi ca l sa l t s f rom wh i ch a l l water ha sbeen r emoved . De s i ccated” i s asynonym .

”h a t is a s a tura ted so l u tion ?

O n e i n wh i ch th e l i qu i d ha s takenup a l l th e sol i d wh ich i t c an .

Ca n you dev e lop tw o films a t oncein the Kodak F ilm Ta nk by pla cingthem back to ba ck a nd load ing them

in to the ta nk in the da rk—room ?

No . becau se th e under fi lm wou ldadher e t o th e apron and deve lopv ery u zi eve n ly i f a t a l l .

VO L . I".

PUBLISHED BY CANADIAN KODAK. CO . m m

TORONTO . CANADA

FEBRUARY 19 ] 7

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No . 1 o f Vo lum e 3 , tha t’

s this issu e .

“ T he Kodak Sa l e sm a n ha s be e n

t rie d a n d te s te d fo r tw o fu l l ye a rs . We ho pe to m a k e

i t e v en m o re u se fu l to yo u , w ho se l l

Kodak Produ c ts .

Vo l . 3 FEBRUA RY , 1917

An a id

to the man

behind the counterNo .

Betw een Us

The t ime ha s pas s ed when anypar t o f th e yea r can be ca l l ed “

off

s eason for amateur pho tograph i csuppl i e s . When you th i nk o f thethou sand s and thou sands o f Kodaks

,Brown i e s and Premos

,and

Graflex camera s tha t gree t ed the i rnew owne rs on Chr i s tmas morn i ngyou can se e what an enormou samoun t o f new bus iness th ey w i l ls tar t— have a l ready s tar ted— comi ng to you .

And i n th i nk i ng o f th e s e new custom ers you must bear i n mi nd onepecu l i a r i ty o f th e average human ,and that i s th i s : he w i l l not devoteth e same amoun t o f though t to th ema s ter i ng o f a prob l em concern i nga recreat i on a s he w i l l to one concern ing bu s i n e s s .

The manua l s accompanyi ng th ecamera s a re very c l e a r and exp l i c i ti f th e begi nner wou ld s tudy h i smanu a l care fu l ly and thorough lyhe wou ld exper i en c e l i t t l e or nod i ff i cu l ty i n s ecu r i ng good r e su l t s .The rever s e

,how eve r

,i s th e ru l e

—he or sh e gi ve s th e manua l a hu rr ied “ onc e over” and l e t s i t go a ttha tSo when one o f the s e n ew cu s tomer s come s to you and asks qu e st i on s th a t s eem foo l i sh to you ,makes m i s take s tha t a re absu rd ,bear th i s i n m i nd : an sw e r th e qu e st i on s fu l ly and pl ea san t ly. I t w i l lbe a s impl e matte r to pu t them onth e r igh t track and to keep th emther e— and keeping them there i swha t feed s th e ca sh r egi s t e r .

The Box Brow n ie TheoryBack o f eve ry oth er th i ng madeth ere ’ s a th eo ry,

and back o f th ehumbl e Box Brown i e s th e re ’ s oneo f wh ich you ,

a s a sa l e sman,shou ld

have a thorough apprec i a t i on i f youare to m ake th e mos t o f th e i r poss ibil ities .

Rid you r mi nd o f th e not i on th atBox Brown i e s w ere put on th e marke t to fi l l a d emand fo r ch eapcamera s

,pur e ly and s imply. The

pr i c e was ent i r e ly a s econda ry cons i dera t i on . The prime r ea son forthe ex i s t ence o f th e s e camera s i s toenabl e you t o ge t th e you ngs ter sgo i ng i n Kodakery ear ly— to s ta rtth em maki ng p ic tu re s wh en th eyar e young .

The i d ea l o f Box Brown i e manufactu r e i s s impl i c i ty o f u s e , hencei ts “ open and shu t” and

,so to speak ,fool—proo f s impl i c i ty— 110 d i s tanc e

to es t imate,ea sy l oad i ng , no chanceo f fog once th e camera i s l oaded

c l i ck th e shu tte r and get th e pi ctu r e . W i th su ch s impl i c i ty, comb in e th e low pr ic e s and you haveth e whol e th eory l a i d ba re .Bi r thdays come a l l yea r rou nd .and you can ’ t do a be tter tu rn forth e bos s than to convi n ce youngs t er sand the i r paren t s tha t Brown i e s ar e

the pr e s en t s fo r such happy occas ion s,th e reby s ta rt i ng them ear lyand maki ng i t ea sy to l and themi n a few year s fo r Kodaks .

l

( B ) O rthochrom a t ic P la te,

w i th F i l te rPa nchroma tic Resu ltsThe s a l e sman dea l i ng mos t lyw i thth e amateu r w i l l not o f te n be ca l l edupon to exp la in th e u se o f O r thoch romat i c or Panchromati c Pl ate s ,bu t an under s tandi ng o f th e subj ec tcan not he lp bu t be o f benefi t becau se it w i l l b roaden h i s know l edgeo f photograph i c pos s ibi l i t i e s .The matter th a t fol l ow s can beread w i th i n ter e s t by eve ry photograph i c sa l e sman

,as it expla i n s

ve ry c l ea r ly and i n non—te chn i ca lmanner the u s e o f co lor p l a te s andfi l ter s .There i s no rea son for u s i ng apanch romat i c p l ate when an orthoch romat i c w i l l an sw er the pu rpose .and on th e other hand i t i s u s e l e s sto u s e an or thochr omat i c p la te fora sub j ec t tha t i s en t i r e lybeyond th erange o f i t s capab i l i t i e s .O r thochromat i c p l ate s w i l l doc er ta i n th i ngs and do them we l l .Panch romati c p l a te s w i l l a l so docer ta i n th i ngs and do th em wel l

,th e

d iffer ence be i ng that th e panchromati c w i l l do eve ryth i ng that th e4

SALE SMAN

Wra tten Pa nchrom a tic,K3 F i lte r

to u se a ye l l ow fi l t e r wh i ch w i l l cu tou t a l l th e u l t ra - v io l e t and enougho f the b lu e and v iol e t l igh t to br i ngthe s e co lor s i n to proper re l at i on toth e other co lor s to wh ich thes ep l a te s a re s en s i t ive . T hes e ye l low

orthoch romati c w i l l do and a gr ea tdea l mo re .Becau s e a l l p l a te s ar e

,to a de

gree,s en s i t i ve to a l l l igh t

,ha s l ed

some photographer s t o be l i eve th a tw i th an extr eme ly l ong exposu re afa i r ly s at i s fac tory render i ng o f redobj ec ts c an be s ecu red on ordi naryorthoch romat i c p l a te s

,bu t su ch i s

no t th e ca s e . I f th e s ubj ec t conta i n s other co lo rs than r ed i t i s no tpos s i bl e to s ecu re even a pa s sabl er ender i ng .

The ord inary p l a te i s s en s i t ive toblu e,v io l e t and u l tra—vi o l e t . The

orthoch romat i c p l a te i s s ens i t ive toth e s e same co lor s

,and in a c er ta i n

degre e to gre en and ye l low , wh i l eth e panchromati c i s s en s i t i ve to a l lth e co lo rs o f th e spec trum .

A l l p la te s,however

,a re super

s ens i t i ve to b lu e . v io l e t and u l t ravi ol e t

,so it i s n ece s s arywi th or thochromat i c and panch romat i c p la tes

SMAN

(A ) PIROT RUG

O rtho chrom a tic P la te,w i th F i l ter

fi l te r s cou ld be don e away w i th i f Theymake an i ncr ea s e o f exposu repl a te s cou ld be made l es s s en s i t ive nec e s sa ry on ly becau se th ey cu t ou tto b lu es and v io l e ts— bu t th i s i s not th e gre a te r por t i on o f th e l igh t topos s ib l e . wh ich the pl at e i s mos t s en s i t i ve .

THE SAME RUG

Wra tten Pa n chrom a t ic,K3 F i lte r

Yel low fi l t e r s th en ar e u sed to cu t th e or thochromat i c p l a teou t th e su rp lu s o f b lu e l i gh t , bu t th i s a l l ow s br igh t green , ye l l owth ey i n no w ay i n cr eas e th e s en s i blu e and v i o l e t ob j ec t s to make antiveness o f th e pl at e t o oth er co lo rs . impre s s i on on the pl a te more n ear ly

KODAK SALE SMANin proport i on to th e impre s s i on th eymake upon the eye . so a K2 fi l t e rand or thochromat i c p late can besa id to give an approx imate ly corr ec t render i ng o f the s e co lor s .T hey are no mor e s en s i t i ve tor ed,how ever

,than an ord i na ryp l a te

,s o

,regard l e s s o f th e fi l t e r

u s ed , red obj ec t s w i l l photograph a sb l ack i n an or thoch romat i c p l a te . Apanchromat ic p l a te mus t be u sed tos ecu re a tru th fu l render i ng o f r ed ,orange or a ny co lor o f wh i ch r ed i sa par t .Exampl e s o f re su l t s s e cu red byu s i n g panchromat i c pl at e s ar eu su a l ly compared w i th re su l t s s ecured ou ord inary p l ate s , and wh i l eth e d iffer enc e doe s not exaggera teth e render i ng o f red obj ec t s i t m ays e em an exaggera t i on to those whou se orthochromat i c p l a te s and col orfi l t e rs . For th i s r eas on w e showtwo exampl e s o f th e be s t re su l t sth a t cou ld be s ecu red on orthochromati c p l at e s w i th a fi l t er and there su l t s on Wra tten Panchromat i cP l ate s w i th K3 fi l t er .I n th e fir s t exampl e ( A ) th e c ente r o f th e rug i s a br i l l i an t r ed

,th e

d e s ign show ing i n b l ack . O ne s e e sa t a glanc e that th e or thochromati cp l ate doe s no t show a ny cont ras tbe tw een th e red and bl ack

,th e d e~

s ign be ing en t i r e ly l o s t . The background o i the ou te r border i s buffand th i s i s r ende red verywel l by th eor thochromat i c p l a t e . W i th an ord ina ry p lat e th i s w ou ld a l so be dark .The var i ou s co lor ed figu re s i n th eou te r border are a l s o fa i r ly wel lr endered except th e red s .The r e su l t cou ld not be ca l l ed sa t

is fa ctory,however

,a s th e pr i n t s

wou ld no t give a good i dea o f th eappea rance o f th e rug

,and i f th e

p ri nt s were to be colored those f romth e panchromati c n egat ive wou ld bevery s at i s fac tory,

wh i l e thos e f rom(5

th e o rthochromat i c n egat i ve s wou ldbe impos s ib l e .The s econd exampl e ( B ) showsa rug w i th b l ack des i gn on a du l l

red'

grou nd , th e sma l l e r fig ur e s i nl igh te r co lo rs be i ng ou t l i n ed w ithblack . The orthochromati c p l at ep i cks ou t th e b lu e s

, ye l l ow s , green sand wh i te s , bu t the b l ack de s ign ,wh i ch i s o f grea te s t impor tance,i s

en t i r e ly l o s t . The panchromat i cp l a te give s a sa t i s fac tory r ender i ng ,th e re su l t b e i ng what the eye s ee sa s n ear ly as can be shown w i thoutco l o r i ng th e p ri n t .Corr ec t render i ng w i th panchromati c p l a te s requ i r e s on ly th e u seo f th e cor rec t ye l l ow fi l t e r (K3 )wh ich absorbs the su rpl u s o f bl u el igh t . There are i n s tanc es

,how

ever , where on ly a n i n cor rec t r ender i ng o f co lored ob j ec t s w i l l g ivea sat i s fac tory r e su l t i n a photograph . For example , a ca rpe t or

rug may have a da rk green grou nd

w ith a n ora nge or red figure tha t

is of the tone a s da rk a s the ground,

the on ly con tra s t be ing in the co lors .A perfec t ly cor rec t r enderi ng wou ldmake both co lor s appear i n th e photograph i n so near ly th e s ame shadeo f grey th a t the re wou ld be no cont ras t .I n such a ca s e on e o f th e co lor smu s t be over—cor rec ted o r madel i gh te r . A green fi l t e r w i l l absorbred , a l l ow ing th e green to photograph l igh ter and an orange fi l t e rw i l l abso rb green

,a l l ow i ng th e red

to photograph l igh ter , th e natur e o fth e subj ec t det erm in i ng wh ich o fthe color s shou ld be made l igh terto s ecu re th e mos t sa t i s fac tory re

su l t,bu t th e s e r e su l t s can on ly bes ecu red on a panchromat i c p l ate .

\\ 1th i n cer ta i n l im i t s orthochromati c p l ate s w i l l gi ve exce l l en t resu lts— beyond thos e l im i t s on lypanch romat i c p l ate s can give sa tisfa ctory r e su l t s .

I s o u r R eg i s t e re d a n d

comm on - l aw T rade -Ma rk

and cann ot be r ightfu l lyappl ied except to goods of

our m an ufa cture .

I f a d ea l e r t rie s t o se l l you ,

u n d e r t h e Ko d a k n am e,a

came ra or fi lms,or o th e r goods

n ot of ou rman u fac t u re,you

'

can

he s u re t h at h e h a s an i n fe r i o rart i c l e t h a t h e is t rying to m a r

k e t on the Kodak re p u t ation .

If it isn’

t a n Ea stma n , i t isn’

t a Koda k

CANADIAN KODAK CO .

LIMITEDT o ron to , C a n ada

If It Isn’

t An Ea stman , It

Isn’

t a Kodak

. We are for tunate i n be ing ab l eto te l l th e s to ry o f Kodak i n manyd iffer en t ways becau s e Kodak keysi n so comp l ete ly wi th eve ry othe rfo rm o f rec reat i on and ha s a mu l t itud e o f prac ti ca l u s e s a s w e l l .We ar e very proud o f th e p re st ige o f Kodak ; we ar e proud o f th efac t th a t th e Kodak has don e somuch i n th e w ayo f prov id i ng recrea t ion and i n s tru c t i on .The word “ Kodak i s ou r so l ep roper ty, a s i t i s ou r r egi s t er ed andcommon - l aw t rade mark and canno t be r igh t fu l ly appl i ed except t ogood s made by th e Kodak compan ic s .To protec t you and your cu s tomer s

,to i n su re the i r ge tt i ng th e

genu in e Kodak good s . and to impre s s u pon them th e n ece s s i ty o fl ook ing for th i s t rade mark w e frequent ly make u s e o f space i n th emagaz i n e s to i n form th e publ i c th at

SALE SMANKodak i s ou r r egi s t e red and common - l aw t rade mark .Such an adver t i s emen t ( i n re

duced form ) we show on th i s page ,wh i ch w e a re ru nn ing i n th e cu rr en tmagaz i n es .

Exclusive

I thank you very much forshow ing me you r d iffer en t camera s ,bu t I ’m j u s t l ooki ng ’ round to—dayand“ Ju s t a momen t

,p l ea s e ; I hadn ’ tqu i te fin i shed show ing you aboutth i s Kodak ; i n fac t , I h ave n ’ t expl a i ned one o f i t s mos t impor tan t

po i n ts , and tha t i s th e Au tograph i cFea tu re .”“

Au tograph i c Featur e w h a tdoe s tha t mean ?“ You s e e th i s l i t t l e s or t o f a tr apdoor i n th e back o f th e camera

,wel l a f te r you have made an exposu re you can wr i te a ny data ormemorandum you w i sh , and i t w i l lappear on th e margin o f the fi lma ft er i t h a s been deve loped andfixed , and r ema i n r igh t wher e youwant i t a s a pe rmanen t r ecord

.

“ I f you don ' t w an t to make anautograph i c r ecord on a ny o f th efi lm s you o f cou rs e don ’ t h ave to :and , i f n ece s sa ry, you can u s e nonau tograph i c fi lm i n th e Kodak ; bu twhen you do wan t to make th e a utographic record you w i l l have tou s e th e Au tograph i c Fi lm .

“We l l,I suppos e oth er cameras

have th i s Au tograph i c Fea tu r e .don ’ t th ey?“

No,s i r— th e Au tograph i c Fea

tu re i s an exc lu s ive Ea s tman dev i c e . ”

“

Oh,Um ! I d id n ' t know tha t

pret ty good th i ng , i s n ’ t i t ?'

A l l r igh t,s t i ck th i s NO . 3

—A i na car ry i ng ca s e and l e t me haveha l f a dozen ro l l s o f fi lm .

"

“

Thank you . s i r— come aga in .

F you wan t a good , hear ty l aughr ead Booth T ark ington ’ s s toryabou t th e boy who became in fa tua ted w i th th e man who pl ayed thebig horn i n th e band .To pos s e s s a horn became anobse s s ion wi th tha t boy; he w en taround w i th h i s cheeks puffedou t , sound ing ‘Um pa

’ —‘Um pa ,

’

‘Umph ’ i n h i s d eepe s t che s t n ote s .He t r i ed to manu fac tur e a horn ou to f an o ld s ec t i on o f ga rden hos e anda t i n funne l

,and h e fina l ly camei nto pos s e s s i on o f a horn th rough

the cup id i ty o f a boy acqua i n tanc ewho ‘borrowed ’ a very o ld Fr enchHun ti ng Horn from h i s unc l e ’ s co lle c t i on and sold i t to h im for a certa i n amoun t o f cash and a sundryco l l ec t i on o f art i c l e s d ear to th eh ear t o f th e average boy.

“

The s to ry has a l augh i n eve ryl i n e , and at th e same t ime po ints amora l to decora te th i s ta l e— andth i s i s ‘when a boy wants anyth i nghe w a n ts i t bad . ’

And when a boy r ea l ly wan tss ometh i ng he i s migh ty s e r i ou sabou t i t .How many boys do you suppose

h ave s tood ou t s i d e o f your d i sp l ayw i ndow s and j u s t gloated overs ome sh inyKodak or Brown i e . andin th e i r imagi na t i on , each fancyi ngh imse l f a great ar t i s t proud ly d i sp l ayi ng his p i c tu re s to a favoredf ew

,and when he pas s ed a long the

s tr ee t peop l e wou ld nudge eachoth e r and say,

‘

Tha t ’ s W i l l i e Smi th ,th e BoyA rt i s t . ’8

Such th i ngs a re very r ea l to a'

And suppos e some day the boyj u s t cou ldn ’ t s tand i t any l onger ,and that h e summoned al l h i s cou rage

,came in to. th e s to re and asked

you to show h im that camera , j u s tso h e cou ld hold i t i n h i s hand fora moment .

“

And suppos i ng that you j u s td idn ’ t l i ke boys much or had forgotte n tha t you u sed to be one , andtha t you answ ered h i s qu e s t i on sw i th i nd iffer ence and made no moveto take the camera from th e showcas e ; we l l , if you ca n remembe rwhen you wer e a boyyou w il l

'

know

th e fe e l i ng o f hot r e s en tmen t tha tspread a l l ove r h im

,and how i t

glowed and bu rn ed l ong a fte r youhad forgotten th e i n c iden t .“

And suppos ing some day,m aybe a week

,or a mon th , or s ixmonth s l a ter that boy’ s Grandpa or

Grandma or Unc l e or Aunt i e i s payi ng a vi s i t,and l ea rn s o f h i s on e

grea t a l l - con sumi ng des i r e,and he

i s given th e money that w i l l maketha t camera a l l h i s v e ry own .“W i l l h e come to you for i t ? I fthe re i s anoth er d ea l er i n town

,or

i f h e can ge t i t anywhere e l s e h ew i l l n o t.

How long ago was it J im ,that

w e made that campi ng tr ip ? Le t ’ ss ee— w hy tha t was five year s agoGoodnes s ! i t doe sn ’ t s eem ha l f tha tl ong . ’ And th er e you are— t imefl i e s

,and j u s t so w i th th e young

sters . Tha t boy o f four teen i s n i n e

https://www.forgottenbooks.com/join

KODAKt een now

,a lmos t a grown man w i th

probably a fa i r ly good j ob or acom fortab l e a l low anc e .“ I f h e came i nto th e s tore now hewou ld ge t a l l k i nds o f a t ten t ion .

“ You s ee I know ; when I was asmal l boy I w anted n i c e th i ngs j u s tth e same as th e o th er k id s , bu t contribu tion s from the fami ly pu r s efor luxur i e s w er e i n frequ en t andsma l l

,and I had to take a good dea l

o f i t ou t i n j u s t wan t i ng— so whenanyone i n a s tor e was n i c e to me ,even i f I was on ly ‘shopp ing

,

’

youcan gambl e tha t I appr ec i a ted itand when I w as snubbed I r emembered it— and w ere I to go back toth a t o l d tow n to - day the re wou ldbe some s tore s you cou ldn ’ t d ragme i n to .Ea rly impr e s s i on s a re s trong im

pre ssion s~so humor th e eager—eyed

youngs t er s a b i t— th eyw i l l r emember and come back to you whenthey have money to Spend . ”

You m ay be a j o l ly, good fe ll ow,

” w i th a so f t sm i l e to l i gh t enth e burden o f po in ted words spokenhu rri ed ly,

bu t when you reach for ate l ephone r ece iver and an swer as t ranger

,th e l a tte r i s a t a doub l e

d i s advan tage — he ’ s no t fami l ia rw i th you r mode o f speak ing and hecan ’ t s ee tha t sm i l e

,bo th g ood a s

s e t s . Cou rte sy,e spec i a l ly ove r th e

’phone , cos t s noth i ng and i s va luab le — Texa s a nd Pa cific Ra ilw a y

M agaz ine .

Pro fe s sor Fudge— What do youmean,M r . Jone s

, _

by speak ing o fD i ck Wagner

,Lud i e B ee thoven

,

Char l i e Gounod and Fred Hande l ?Jone s— We l l

, you to l d me to ge tfam i l i ar w i th th e grea t compos ers .I O

SALE SMANTw o Good Sugg estions

T hrough the c o u r t e s y o fSchramm—Johnson,Drugs

,o f Sal t

Lake C i ty, we ar e enab l ed , on page9 , to show a rep roduct i on o f a mos ti n te re s t i ng w i ndow d i sp lay they re

cen tly i n s ta l l ed .

As i s w e l l known,Sa l t Lake C i ty

is r i ch i n h i s tory and has manypo i n t s o f i n te re s t photograph i ca l ly.

T h i s h i s to r i ca l w i ndow was in~s ta l l ed du r i ng th e week o f th e S ta teFa i r , and at t rac ted th e a tten t ion o fthou sands o f v i s i tor s .The d i sp l ay i n c luded p i c tur e s o fear ly immigran ts ar r iv i ng by ox

t eam i n 1859 ; vi ew s o f the M ormonT empl e and T abe rnac l e i n cou r s e o fe rec ti on i n 1867 ; th e o ld Volu nteerFi r e Depar tment ; th e fi r s t b i cyc l ei n Utah i n 1872 ,

and many oth e rs .A number o f p ictu re s o f modernSal t Lake C i tywere shown as w e l l ,th e whol e formi ng a d i sp l ay o f remarkabl e va lu e and int er e s t .Every c i ty or town in th e coun tryhas s imi la r p ic tu r e s o f i n te r e s t

,and

su ch a d i sp l ay i n you r town wou ldatt rac t equ a l at t en t i on .I n maki ng w i ndow p ic tu re d i sp l ays the S chramm—John son Compa ny.pla ces th e p i c ture s on ord i narydr es s i ng room scre en s cove red w i thbr ow n bu r l ap . The s cr e en s a re s oar ranged i n th e w indow s th at th espec tators have the impres s i on o f ami ni atu re a rt ga l l ery be for e th em .

Here i s another good sugges t i onf rom th em : “When our men arechanging th e w i ndow s

,ra th e r than

plac e a canvas i n front o f th e w indows , we s implyp lace thes e s c re en sagai n s t th e i n s i de o f the gla ss , w itha tt rac t i ve amateu r photographs

.

We find that photograph s a re themos t a t trac t i ve d i sp l ay matte r w ehave f

’

AMM Y,I h ad a ta lk w i th th e ad

Svert is ing manager on the S tarth e oth e r day,and a s I am go i ng to

be unu sua l ly bu sy fo r a wh i l e I amgoi ng to tu rn our advert i s i ng overto you w i th th e as s i s tance o f th eman on th e S tar .I n th e S tar off i c e th ey r ec e i ve ahuge l o t o f papers f rom al l over ,and i t i s qu i t e i n te r e s t i ng to s tudyth e w ay some dea l er s adver t i s e orth i nk th ey ar e adver t i s i ng .A good manydea l e r s a re r egu l a radver t i s er s . tha t i s , i n th e townswher e ther e ar e da i ly paper s ;th e i r adver t i s ement s appear

,once

or tw i c e,and sometime s th r ee t ime s

every week .“ I n town s wher e th er e a re on lyweekly paper s th e i r adver t i s i ng appear s ia every i s su e , and i t s t r ikesme . Sam ,

th at th a t i s th e k i nd o fadver t i s i ng tha t pays be s t .

“

Now r emember th i s . Sammy, ifou r advert i s i ng i s wo rth doi ng a ta l l i t i s worth do ing we l l . You w i l lfind some pre t ty good sugge s t i on si n my fi l e s o f th e T rade C i rcu l arand i f you can no t a lways u s e thatcopyyou wi l l find th es e sampl e Adsmos t exce l l en t gu i de s as to th e w ayou r advert i s emen ts shou ld be s et upi n ou r loca l paper .

“

Now I don ’ t p re tend to know awhol e l o t abou t adver t i s i ng bu t Ican give you some po in t er s aboutte ch n i ca l i t i e s s o you can ta l k i tover more i nt e l l igen t lyw i th th e manfrom th e S ta r .

11

h e speaks o f th e ‘l ayou t 'o f an adver t i s emen t h e mean s i t sform or genera l appearance

,and

you shou ld p lan th i s l ayou t s o tha ti t wi l l a t t rac t favorab l e at t en t i on .Pl ea s e remember . Sammy, tha tI do no t approve o f h igh ly o rnamenta l ru l e s or bo rd er s ; tha t Idon ’ t l i ke humorou s i l lu s t rat i on s ortype face s tha t a re hard to r ead .

“ Use p la i n ru l e s,good ea s i ly r ead

type , and don ' t a l l ow th e pr in te r tos t i ck i n a samp l e f rom eve ry fon to f type h e ha s i n th e p l ac e .“

Con su l t th e Kodak and Premocu t sh ee t wh en you want i l l u s trat i on s—~you won ' t find a ny hal f sogood anywhere e l s e .

“

The u s e o f cu t s o f th e camera sth emse lve s i s a good i dea

,a s i t ge ts

r i gh t dow n to b ra s s tack s a s to whatw e have to offer . and a l so . th ey a regood eye ca tch er s .

‘

\Vhen you s end our own cu ts toth e pr i n t e r,have i t fu l ly unders tood tha t th ey are fo r ou r so l e u s e .oth e rw i s e you migh t find th em

be ing suppl i ed to dea l er s to i l lu st ra t e adver t i s emen ts o f i n fer i orgood s .Y ou can be fi rm abou t th i s becau s e a pape r ha s no r igh t to u s ecu t s fu rn i shed by u s to i l lu s tr ateadver t i s emen ts o f ou r compet i tor s .

The‘copy' or s tory tha t you radve rt i s emen t t e l l s shou ld be br i e f

and di rec t ly to th e poi n t . Do notmake too fre e u s e o f i ta l i c s or underscored ph ra s e s . and do not

fi e KODAKcrowd too much matte r i n to a l imited spac e .

“ I have u s ed very f requ en t ly th ephra s e s ‘

T ake a Kodak w i th you ,

‘

Every good t ime i s a time to Ko

dak,

’ ‘Get ou t i n th e open w i th aPremo

,

’ and other phra s e s takend i rec t ly from th e Eas tman adver

tising. becau s e i t connect s ou r adv ert is ing d i rec t ly w i th the i r na t i on a ladver t i s i ng .

“

Change our advert i s emen ts trequent ly,

Sam,becau se peop l e don ’ t

ca re to r ead th e s ame s tory overand over aga in .

" Be car e fu l a s to th e camera cu tsyou u s e ; do not u s e Premo orBrown i e cu ts when you a re advertising j u s t Kodaks or v i c e ve rsaand anoth er th i ng

,adver t i s e Ko

daks,and not Eas tma n Kodaks . be

cau s e th a t c rea te s th e fa l s e impr e ss i on tha t th er e are o ther Kodaks

th an thos e manu fac tu red by th eKodak Compan i e s , and that i s j u s tth e impres s i on w e do not w i sh tocr eat e .

“

Do not adver t i s e ‘Kodaks fromup

,

’ becau s e Brown i e camera sa re no t Kodaks

,and the cheape s t

Kodak camera i s th e Ves t Pocketa t s even dol l ar s .

“

Ask to s ee a ‘proo f ’ be fore th eadver t i s emen t i s ru n

,a s somet imes

cu t s w i l l be i n s e rted ups ide downor crooked ; word s w i l l s omet imesbe m i s - spe l l ed or l e ft ou t ; or th espac i ng and genera l ar rangemen tm ay be poor .

“Watch eve ry Ad , Sam ,and i f

th e re i s anyth i ng w rong , compl a i ns t re nuou s ly and make th e papermake i t r igh t .“ Good lu ck to you Sam .

Rem ind your cu s tomers o f Contra s t Ve lve t Ve lox— th e pape r formak ing snappy pr in t s f rom fl at .l i fe l e s s negat i ve s .12

Is the re a ny diffe re nce be tw een

a fe rrotype pla te a nd a squ eege e

pla te ?

No : s imply two d iffe ren t namesfor the same th i ng— th e or igi n ‘ o fth e word “ squ eegee i s obscu re .

t a t is m ea n t by the So la r

Spe ctrum ?”

The Solar Spectrum i s th e s evenco lor s produced by pas s i ng a rayo f wh i te l igh t th rough a pr i sm .

t a t is the la ten t image?

The image impre s sed upon a sens itive su r fac e by th e act i on o f l igh t ,and whi ch i s i nvi s ib l e u n t i l ch emica l ly t rea ted by th e proc es s knownas deve lopmen t .

SALE SMANQueries

Is it safe to pin tw o or more flashshee ts toge ther w hen you n eed

grea ter il lum ina tion ?

Under no c i r cumstance s shou ldth i s b e don e

,a s the ex t ra shee t or

sh ee ts m ight be b l own off and se tfir e to some th i ng i n the room .

Never ign i t e more than one fla shsh ee t i n th e s ame holde r a t on et ime , and u se th e Eas tman F l a shShee t Holde r .

Do you have to have a specia ll ens for enla rging?

No ; a ny l en s tha t w i l l make agood negat i ve w i l l do for en l argi ng .The proper s i z e ( foca l l ength ) o fth e l en s d epends en t i re ly upon th es i z e o f th e n egat i ve to be en l argedfrom

,and not at a l l upon th e s i z e

o f the en l argemen t to be made . Thel en s tha t made th e n egat ive w i l l besu i tab l e fo r en l arging from thatnegat i ve . I f th e l en s w i l l cover th en egat ive i t w i l l make an en l argemen t f rom i t o f any s i z e .

ERE comes’ a C . Q . D .

’ r igh tou t o f th e e th e r demand i ng

an in s tan t r e spon se : O n e o f ourreader s w r i t e s a s fol l ow s :

“ Pl ea s e te l l me how to s e l l a camera . I am at a l o s s j u s t what to savand do w hen a cu s tomer comes i n .

\Ve l l . now , how are you goi ng toan sw e r a qu e s t i on l i ke th at,bu t a s

th e wr i te r i s w i thou t doub t s in cer e,we mu s t do th e be s t w e can and

s tage an imaginary s a l e .All r igh t , l e t u s s e t th e s tage : an

up—to—date s tor e

,w i th sh e lves and

wa l l ca s e s w e l l fi l l ed w i th Kodakgood s .C l e rk : young man twen ty or so ,a l e rt and w e l l groomed .Ente r young l ady,

tw enty or so ,apparent ly prosperou s , bu t w i th alook o f i ndec i s i on i n h er eye s .“ I th i nk I w ant a camera .”The c l erk give s he r a qu i ck menta l appra i s a l— wel l d re s s ed

,l ooks

a s though sh e wa s u s ed to goodth i ngs— she won ' t shy at the be s tw e h ave . “ l ouder i f sh e wants tou se i t h er s e l f o r for a gi f t fo r som eon e e l s e .Hal f tu rn s toward show - ca s e andthen i nqu i re s : “ You w i sh to u seth e camera your s e l f ? “Yes

,sh e

re sponds .Qui ck th i nk i ng on par t o f c l e rk

— "Smal l , not very s t rong , w on ' tw an t a h eavy or bu lky i n s t rumen t “r each e s fo r a Number I Spec i a l .Here i s a Kodak that I am pre ttysur e w i l l su i t you . You s ee i t i sve ry sma l l and compac t ." (Doe s not

13

open camera . a s th i s wou ld ih amea su r e de s t roy th e effe c t o f smal l en es s and compactne s s ) .

“ Have youever taken p i c tu r e s inqu i r e s th eC l e rk .

No . I n ever h ave , ’ r ep l i e s th eyou ng lady,

“ and I am not a t a l lsu r e I cou ld l earn . ” ( Glance sa round the s tore i n a ve ry undecid

ed manne r . )(The c l erk qu i ckly open s th ec amer a and p lace s i t i n th e youngl ady’ s h ands . ) you j u s tcou ldn ’ t h e l p mak ing p i c tu re s w i thth i s l i t t l e c amera ; i t i s j u s t a s s impl e a s can be . ”

(Now i t w a s notth rough acc id en t tha t th e c l e rkopen ed the camera and plac ed i t i nth e cu s tomer ' s h and s wh en he sawher mi nd was no t fu l ly upon whath e w as sayi ng ,— he d i d i t to con

cen tra te he r a tte n tion,and you w i l l

find tha t th i s l i t t l e s tun t w i l l workevery t ime .O f cou r s e . i f vou we re s e l l i ng anau tomob i l e you cou ldn ’ t p l ac e i t i nth e cu s tome r ’ s h ands . bu t youcou ld , and wou ld . i f you were agood sa l e sman . get tha t cu s tomeri n th e ca r w i th he r hand s on th es tee r i ng w hee l ."Now j u s t s tep to th e door wi thme and I ' l l sh ow you how ea sy i ta l l i s : ho ld th e camera i n you rhands , s o . now poin t i t ou t - door sand look down i n th i s l i t t l e th i ngwe ca l l th e finder and you w i l l s e ea m in i atu re p ic tu r e o f j u s t w ha tth e l en s s ee s and wha t you r p i ctu rewou ld be i f you snapped th e shu t

t er . (He al low s th e cu s tomer tov i ew the changing sc ene i n th efinder for a few moments

,and then

tu rns the camera over and rever s e sth e finder for hor i zon ta l p i c tur e s . )“When you wan t to take p i c tur e sth i s w ay. you s e e a l l you have to doi s to tu rn the camera over and rever s e th e finder . ” ( Set s shu tter fors econd exposu re ) .

“

Now j u s tp re tend you are go ing to take ap i c tur e ; l ocat e your p i c tu re i n th efinder

,and the n pr es s th i s l i t t l e

meta l p lunger— tha t ’ s it— ea sy,i s n ’ t

i t ?”The sharp , pos i t i ve c l i ck o f th eshu tte r i s a lways an a l lu r i ng sound ,and the cu s tomer shou ld be pe rm i tted to operate i t a number o f t ime s— th i s l i t t l e s tun t has so ld many acamera .The c l erk n ext exp la i n s th e u s eo f the focu s i ng sca l e

,how to s e t th e

shu t ter , and how to l oad and un

l oad the Kodak,hav ing th e cu s to

me r repea t th e Oper at i on a fte rh im .

He does not go too deep ly i n toth e que s t i on o f the var i ou s exposu re s,making h i s ta l k a long the

l i ne o f eas e and s impl i c i ty.

The pr i c e ? O h, yes , fi fty

—fourdo l l ar s . (The c l e rk says th i s i nan ea symatter—o f—fac t tone , j u s t a sthough hundr ed do l l ar s a l e s w ereas common w i th h im as sugar i n agrocery s tor e . ) He then takes ou th i s s a l e s book and ent er s

,I No .

I Au tograph i c Spec i a l,

( M a tte r s hav i ng progre s s ed thu sfar sat i s fac tor i ly, and the cu s tomeri s op en i ng her pu rse

,he sugges ts a

carryi ng cas e and ha l f a dozen ro l l so f fi lm . )

“Why, yes , to be sur e ,”s o down goes th e add i t i ona l i t emson the sa l e s s l i p .

Oh, yes , j u s t a moment .

( Shows cu s tomer a copy o f Ko

dakery. ) The Kodak Company14

SALE SMAN

Se l l t h e B egi nne r a Copy of

“

How to Make

Good Pictures

It w i l l h e l p h im t o good resu l tsa nd s ave a l o t of you r time .

give s a year ' s s ubs cr ip t i on to th i sl i tt l e magaz in e fr ee w i th eve ryKo

dak , so j us t l e t me enter you r nameand addres s on th i s l it t l e b l ank i nthe manua l her e . I ’ l l mai l i t to th eCompany r igh t aw ay so you w i l lge t th e nex t i s su e . We ’ l l s end th i sfor you ? Yes . Thank you verymuch . Good morn i ng

.

”

“

Ah, ha !” exc l a ims s ome br ight

young man , glanc i ng at th e Kodakcata logu e . “Why d i d he s e l l herth e fi fty—four dol l ar ‘Speci a l ’ whenth ere i s one l i s ted a t fi fty- s i x do lLl ar s ?”Here i s th e reason : th e fi fty—s i xdol la r one has an f. l en s

,wh i l e

th e fi fty- fou r do l lar one i s equ ippedw i th one work i ng at f. An

f. l en s d emand s much more a ccu ra te focu s i ng than the f. andwe wan t the beg inner to obta in j u s ta s good r esu l t s as pos s i b l e r ightfrom th e s tar t

,a s we ar e s e l l i ng

sa tisfa ction as w e l l a s Kodaks .The for ego i ng imagi nary sa l ew i l l n a tu ra l ly have to be a l ter ed tofi t i nd iv i dua l ca s e s

,bu t i t affords

a poi n ter h er e and ther e tha t w i l lh e lp to pu t over th e sa l e .

KODAK SALE SMANThe Se l l ing Idea

Some fine morn ing the Bos s remarks

,J immi e

,I w i sh you wou ldfix up tha t f ront w i ndow .

”

“

Al l r i gh t,s i r

, you r emark , andth en br i sk ly proceed to r emove th eprev i ou s d i sp l ay and to s ee tha t th egla s s i n s i d e and ou t i s c l ean andsh in i ng .That par t i cu l ar w i ndow nevers eemed very l a rge to you be fore ,bu t now th at you have to fi l l i t w i tha d i sp l ay i t a s s ume s th e proport i on so f th e M ammoth Cave .

“Whew ! I wonde r what th e Bos sw i shed th i s j ob onto me fo r

, youmenta l ly exc l a im .

“We l l,he mus t have had some

idea tha t I cou ld pu t i n a good w i ndow or h e n ever wou ld h ave givenme the chance .”You menta l ly s i z e up th e s tockand th en you proceed to pu t i n alot o f Kodaks

,Brown i e s and Pre

mos , a tr ipod or so , and s t i ck in asundry her e and th er e to fi l l up th ech i nks .You arrange a l l th i s a s symm etri

ca l ly as pos s i b l e , and then s tep ou ts id e to vi ew th e eff ec t : “Wel l,th at

l ooks pre t ty good ,” and you giveyou rs e l f a menta l pat on the back .When you happen to be at thefron t o f the s tor e

,or go i ng ou t or

comi ng i n you l ook to s e e how manypeop l e ar e s topp ing to look i n yourw i ndow , bu t to your su rp r i s e abou tn i ne ty—n ine per cen t . keep ri gh t ongoing w i thou t more than a pas s i ngglance .“

Consa rn ’

em l Don ’ t th ey knowa good d i sp l ay when th ey s e e one ,and don ’ t th ey know that i t took alo t o f hard work on my part to fixup that w indow ?You know that th e Bos s pays th eb ig ren t tha t h e does becau se o f th el oca t i on , and becau se th e show w in

15

dow s and s to re fron t a re moderni n des ign .You puzz l e your h ead over th i scon s i d er ably,

and a fte r lun ch youtake a s tro l l and have a l ook at th eoth er d i sp l ayw indow s up and downth e s t re et .

You pas s a good many o f themby j u s t a s th e oth er peop l e havepa s s ed byyou r s . when al l o f a sudden you s top i n fron t o f on e andyou s ee someth i ng that i n te re s t syou .

“

By Jove ! th a t ’ s a goodth i ng , and be fore you know i t youhave en ter ed th e s tore and pu rcha s ed th e ar t i c l e d i sp l ayed in th ew indow .

Wh en you get back to you r ow n

s tor e you beg in to th ink some more ,and then i t comes to you ; i t w as th ew indow d i sp l ay th a t so ld you thatar t i c l e b ec au s e the goods w er e d i sp l ayed in s u ch a manne r a s to showyou how you cou ld u s e th em to youradvantage ; i n o th er word s , th e d i sp l ay con ta i ned a s e ll ing idea .

Now good s e l l i ng id ea s do notcome troop i ng to th e fron t a t you rcommand ; you have to d ig forth em

,and you begi n to re a l i z e tha tth e r e i s more to pu tt i ng i n a w in

dow d i sp l ay than you fir s t imagi ned.

Your fi rs t w indow d i sp l ay to l dth e pas s i ng publ i c j u s t on e th i ngtha t you r s tore dea l t i n photograph i c suppl i e s , and even that message wou ld perhaps not ge t ove r tothos e en tir e ly un fam i l i ar w i th photographic appara tu s .

'

A l l r igh t now . I 'm on th e r igh ttrack : I ’ l l show ’ em next t ime ." Sowhen you have a few l e i su re momen ts you s ta rt p l an n ing you r nextd i sp l ay.

\Vhy shou ld anybody buy a camera ? Becau se th ey can der i ve lot so f p l easu re from it— we l l wha t ?Le t ' s s e e . Fath er and moth e rwou ld en j oy tak i ng p i c tu r e s o f the

KODAKyoungs te r s . Ther e i s o ld M r . Smi thup on th e h i l l that ra i s e s su ch beaut i fu l flow er s ; h e ’ d en j oy photo~graph i ng them . The kid s wou ldl i ke to make pi c tu re s o f foot ba l lgames s l id i ng down h i l l ; I ’ l l b e tevery boy s cou t wou ld l i ke to h avea camer a as they a re ou t doors havi ng fun so much o f the t ime.

The re i s broth er B i l l and h i s bes tgi r l— gues s h e yvou ldn ’

t l i ke to takesome p i c tu re s o f he r ; th e mor e youth i nk th e more r ea son s for fo lkswant i ng camera s come to you . A l l

r i gh t,then w hy don ’ t you sugges tth es e th i ngs or some o f them i n

you r w i ndow d i sp l ays , a nd . m ake

your w i ndow s e l l goods ?

Plan your w i ndow be fore you ias ta l l it ; s tep outs i d e and note j u s twhe re i n you r w indow the averagenormal l i n e o f v i s i on w i l l f a l l andconcen tra te th e mos t impor tan t featu r e o f you r di sp l ay a t th i s h e igh t .Some w indow fl oors ar e c lo s e toth e ground ; oth er s a re qu i t e h ighup , and i f your d i sp lay i s too farbe low or too h igh above th i s l i n e o fv i s i on i t w i l l not so r ead i ly catchthe eye .

M ake, you r d i sp l ays a s s imp l e a spos s ib l e— t e l l your s tory and th en

s top— for you want th e pa s s e rby togra sp you r s e l l i ng story qu i ck ly.

Good p i c tu re s h e lp a lot,bu t tryand have th em per ta i n to you r s e l li ng a rgumen t - and whatever youdo , do not c lu t te r up your d i sp laysw i th a s ampl e o f everyth ing youhave i n s tock .

Re so lved : To fi l l ou t th e Koda k

ery subscr i pt i on b l ank w i th the s al eo f eve ry amateu r camera .16

SALE SMANThink It Over

M r . Smi th w a lked to th e w 1ndow ,and a ft er a coup l e o f minu te s h etur ned to George

,one o f h i s c l erks

,and sa i d : “ George,th e re i s a l ot o f

smoke ou t ther e on th e s tr ee t ; Iw i sh you wou ld find ou t what i t i sa l l about . ”“

A l l r igh t,s i r .

I n a few minu te s h e was back .That smoke i s cau s ed by contrac tor ’ s workmen .”“What ar e th ey do ing ?I don ’ t know

,s i r .”

W i l l you find ou t ?Ye s

,s i r .”

I n a few mi nu tes,aga in

,Theya re me l t i ng ta r for th e pavemen ts .

“When a re th ey goi ng to fin i shthe job ?”I don ’ t know

,s i r .

W i l l you find ou t ?Yes

,s i r .”

A ft er an i n te rva l . Th ey arego ing to fin i sh the i r work to—n igh t . ”“

Thank you ,George . S i t down

a m inu te .”M r . Smi th pre s s ed a bu tton .Send James i n .” “ James

,ar e you

bu sy?”“

No t ve ry,s i r

,r ep l i ed th e sec

ond c l erk .I w i sh you wou ld find out whati s c au s i ng a l l th e sm oke i n th es tr ee t .”

“ Yes,s i r .

I n abou t five m inu te s James wasback .

“

T he re a re some workmenmak i ng repa i rs to the s t ree t

,and

smoke comes from th e fi re s wh i chme l t th e tar . The con trac tor saysth e job w i l l he fini shed to—n ight . ”And s ome peop l e w onder w hyGeorge r e ce i ve s t en dol l ar s a weekand James tw enty— B e l l Te l ephone

New s,Philade lphia .

https://www.forgottenbooks.com/join

llllllllllllllIIIIIIlIIIIIfllllllllllllllll llllHIllllllflHll [HI] lllllllllllIllIllIlIIlIIIIIIIIIIIIIJIIIIIIHIIIIIHIIllllllllllllllllllllllUllllllllllll HI Ifill!ll llllflllflIll Ill] I

Every s ingl e on e of your cu s tom e rs w ou ld

l ike to h ave l arge p ictu re s from h is sm a l l n ega

tive s . T h i s book l e t show s how he can m ake

them,s im ply and in expen s ive ly. You can

cre a te a de a l of h ighly profitabl e bu s in e s s du ring the n ext coupl e of m on ths by pu sh ing them ak ing of en l argem en ts w i th the he lp of the

bookl e t .

PUBLISHED BY CANADIAN KODAK CO .

TORONTO . CANADA LIMIT ED

Stee l Rails andWa tchSprings

The price of raw s te e l i sn ’t su ch a

v ita l fa ctor— it’s the va lu e of w ha t is

m ade ou t of it . A ton of raw s tee l

w orth a ce rta in amoun t is w orth m u ch

m ore w hen it is m ade in to stee l ra i l s,

and va s tlymore aga in w hen it is m ade

in to w a tch springs . The raw product

is the s am e in va l u e— bu t it grow s

through the sk i l l,l abor

,and en ergy

w hich a re added to it .

“Men a re the sam e . We’re a l l pretty

m u ch a l ike in v a lu e and raw m a teria l .

It’s w ha t w e m ak e of ou rs e l ve s th a t

coun ts . Are you ju s t raw m a teria l

or are you stee l ra il s — or are you

w a tch spr ings ? The raw m a ter i a l isthere . It

’s a m a tter of you r sk il l

, you r

l abor, you r en ergyin the m aking of the

fin i shed produ ct .

In la nd Storekeeper .

An a id

behind the counterVo l . 3 MARCH , 1917 No . 2

Bigger Business

Ahead

You can sa fe ly count on 1917be i ng anothe r boom yea r for th eKodak . The l a rge s a l e s throughou t1916 have proved c l e arly th atKodak t im e i s

,i ndeed

,a l l th e t ime .

Dea l e r s h ave s een tha t th e Kodaks e l ls a s read i ly i n war a s i n p eace .T hey now know what th e maker so f th e Kodak have known a l l a l ong— tha t i s

,th a t th e Kodak fi l l s a

w an t wh i ch i s a s deep as huma nna tu re i t s e l f .Everybody wants p i c tur e reco rd so f th e th i ngs i n wh ich he i s ke en lyi n t e re s ted . O rd i nary photographypart ly fi l l ed th a t wan t : Kodak photography

— s impl e . conven i en t . anddayl i gh t—a l l—th e—w ay— fi l ls i t c om

plete ly.

Thu s i t i s tha t Kodaks a re a lwaysi n demand— someth i ng i s happeni ng a l l th e t ime

,and peopl e wan t to

keep th ei r r ecord o f i t .Remember th a t Kodak pho togra

phy i nc rea s e s i n snowbal l fa sh i on .

The r ecord sa l e s i n 1916 have acteda s th e be s t pos s i b l e adver t i s emen tsfor s t i l l more sa l e s du ri ng 1917 .

Photograph s taken w i th th e Kodaksbough t i n the l a s t two yea r s h aveby now been d i s tr i bu ted fa r andw i de . Thou sand s and th ou sand s o fpeopl e have l earned th e w ea l th o fi n te re s t a f ew s imp l e snapshots m aypos se s s .Con sequen t ly, th e s a l e sman w ho n

p lan s and prepar es to s e l l Kodaksw i l l find h i s effort s e ven more succe ss fu l th an i n the pa s t

.

Anoth er boom year i s ahead .

Betw een Us

Thos e o f you who work i n th esm a l l er c i t i e s and town s w i l l s oonbe havi ng a l arge ly i nc rea s ed numbe r o f enqu i r i e s abou t Kodak good sf rom you r fa rmer cu s tomer s , becau s e w e a re on th e eve o f s tar ting a s tr ong adve rt i s i ng campa igni n a l l t he good pape rs and magaz i n e s th a t c i rcu l a te in fa rm homes .We have figur ed ca re fu l ly on th epr ob l em o f maki ng more Kodakersamong th e ru ra l popu la t i on o f th eDom i n i on

,and be l i eve tha t w e sha l l

a t ta i n su cce s s th rough ou r fa rmadver t i s i ng

,prov ided you

,who se l l

th e good s,co—opera te and fu r th e r

th e end i n v i ew .

For th e c lo s e work o f pe r sona lcontact w i th th e cu s tomer . youshou ld pr epar e your s e l f by s tudyi ng th e rea son s w hy fa rmer fo l kshou ld be Kodakers . I f you arethor ough ly c onv i nced o f th e po s it i ve s i d e o f th e a rgument . you cana ssu red lyh i t a h igh ave rage i n ove rcomi ng th e ob j ec t i on s and hes i tat i on s o f you r prospect s .The adve rt i s i ng w i l l pr e s en t r eason s i n abundance w hy fa rm - dwe ll er s shou ld h ave and u s e camera s .You w i l l find many i d ea s on th i st op i c w or thy o f a ttent i ve s tudy i ntha t bookl e t . “

The Kodak on th eFarm . Be prepar ed to make sa l esf rom th e enqu i r i e s tha t th e advert is ing w i l l s end you . A mos t fe r t i l efi e l d i s be i ng open ed for s e l l i ngcameras . and th e grea te s t succe::wi l l su re ly come to the sa l e smanwho prepare s h ims e l f and lays h ims e l f ou t to make th e u tmos t o f theOpportu n i ty.

K SALE SMANHook Up

I n th e magaz in e s r ecen t ly publ ished we are te l l i ng th e s tory o fth e n ew 2—C Kodak Juni o r .A r educed copy o f on e o f th es eadver t i s ement s i s sh own on page 5.

You w i l l find that i t a lw ays paysto connec t ou r nat i ona l adve rt i s i ngd i r ec t w i th you r s tore . The maj ority o f th e peopl e r ead th e adver t i sing s ec t i on s o f the magaz i n e s a lmos ta s tho rough ly a s the t ext matt er ,and th ey a re much i n ter e s ted i ns e e i ng th e ac tu a l good s p i c tu red o rd e sc r i bed i n th e adver t i s ement s .We offer above a sugges t i on fore i th er w i ndow or coun ter d i spl aypre fe rab ly both for conn ec t i ngou r nat i on a l adver t i s i ng w i th you rs to re .“( ha t i s th e impre s s i on ? “ Herei s a stor e tha t i s r igh t u p to themi nu te— tha t ' s th e Ko dak I saw ad

vertised in th e l a s t i s su e o f myfavor i te magaz i n e . Good i d ea,r igh t

a l ongs i de th e Kodak Company’ s ad .

Gues s I ' l l go i n and have th em exp la i n th e Kodak to me . ”The 2—C j u s t s l id e s i n to the co atpocke t l i ke a k i t t en i n to a s ew ingbaske t— and i t i s there fo r everypract i ca l r equ i rement .Ju s t try ou t th i s s impl e l i t t l ehook - up s tun t— it w i l l h e lp s e l l th egood s .

4

Proof PositiveThe w i tn es s w i l l aga i n p l eas etake th e s tand .

“ I show you th e s e photograph ssubm i t t ed a s ev id enc e i n th i s c as eand marked ‘

Exh ib i t B .

’

Do yo u r ecogn i z e th em ?I do . ”They w ere made byyouYes

,s i r .”

O n what da te and under wha tc i rcumstanc es w er e th ey made

“

T hey wer e made on May 26.

1916, at A . M .

,and ar e o f th e

br idge ove r Red Cr eek .“ How di d you come to take th e sephot ograph s“ I am an amateu r photographer :

on that dat e I w a s ou t on a l i tt l e pi ctu re tak i ng exped i t i on . and j u s t happened i n th e v i c in i ty o f th e br i dgeshor t ly a f ter th e p i e r gave w ay.

“ How can you be so pos i t i ve a st o th e dat e and t ime o f day— i s n ' tth er e a ch ance o f your w ri t i ng th ew rong dat e or t ime on th e p i c tu re 3 "“

No . s i r : becau se I w rote i t onthe fi lm s j u s t a s soon a s I had mad eth e exposu re .

“ You mean to t e l l me that youwrote th i s data on th e fi lm s whenth ey w er e s t i l l i n s i d e th e cameraand be for e th ey had even been deve loped

“ I do . You s ee I have a n Au tograph i c Kodak wh i ch pe rmi t s o fmy do ing j u s t th at th i ng . and I findi t i nva luab l e i n keep ing an accu ra t er eco rd o f a l l my exposure s . ”

“ Humph ! I w ou ld j u s t l i ke tos e e th e camera th a t permi t s o f doi ngth i ngs l ike tha t .”

“ I though t you migh t , S i r . so Ibrough t m in e i n w it h me as w e l la s th e or igi na l fi lm s f rom w h i chthe s e p r i n t s w e re made .”(D raw s Kodak from pocke t andexpl a i n s th e work ing o f th e Au tograph i c Fea tu re to the Cou rt . )The Cour t : “

Evi dence adm i tted .

https://www.forgottenbooks.com/join

NE o f the harde s t s a l e s I evermade w as to a l i t t l e o ld l adywho had j u s t s ta rted a sma l l s to re .

“ I was hand l i ng a l i n e o f hol idaygoods , and th e o ld l ady was muchtaken w i th th em,so much so tha t

sh e w an ted to order abou t thre et ime s a s mu ch as she cou ld pos s ib lys e l l .Now wh i l e i t w as mybu s i n e s s tos e l l goods

,and j u s t a s many o fth em as I cou ld

,I cou ld no t afford

to over - s e l l anyone and make thats ame te rr itory ove r aga in .“

O n my nex t t r ip I s aw th e o ldl ady aga i n , and sh e thanked me profu se ly for not over—s e l l i ng h er , a smy e s t imat e had been j u s t abou tr ight .

“ She had much over - bough t o nsome oth e r l i n e s

,thu s e i th e r t yi ngup qu i te a bi t o f h er s l ender cap i ta l

or forc i ng h er to s e l l a t a l o s s,s o

sh e w as grate fu l to me for pl ayi ngs quare w i th h e r .“ I once tr ave l ed w i th a man onthe road

,who gl e e fu l ly expl a i nedto me h i s sys tem for s tuff i ng orpadd ing order s a f ter th e orde r had

been s ign ed by th e buyer . He gotaway w i th i t f or a wh i l e , bu t i n afew yea r s h i s hou s e w ent ‘broke ’and he w en t i n to th e d i scard , becau se th e oth er t rave l i ng men knewthat both h i s hou s e and he were no ton th e l eve l .I t i s ve ry much o f a ‘bromide ’t o te l l you tha t i t pays to t rea t o th erpeop l e a s you wou ld have th emtrea t you ,

bu t w e a re ap t to forget6

i t s om e t imes wh en w e are a fterbu s i n e s s .

“ I r eca l l,however

,a d i sconcer t

i ng momen t o f my own when I wa ss e l l i ng a very wea l thy man an ou tfi t t o u s e on h i s e s ta te: He wantedto do a var i e ty o f work and though th e wou ld w an t abou t an e igh t byt en outfi t . I r emarked tha t s uch anou tfi t wo u ld ‘be rather heavy fo rh im to carry,

and h e c ame back a tme w i th ‘We l l , young man , youknow I don ’ t h ave to ca r ry i t . ’ Th i sd i s concer t i ng momen t had a p l ea san t a f ter effec t

,though

,a s h e sm i l ed

and to ld me,as I s e emed to know

what he wanted, to go ahead andge t up a compl ete ou tfi t for h im ,and when i t wa s r eady, to s end i tto h im

,w i th th e b i l l .

“ He got the ou tfi t and the b i l l toth e tu ne o f betw een s even and e igh thundr ed do l l a r s

,and I am gl ad to

say th e tr an sac t i on was s at i s fac toryto both o f u s .“ Speak ing o f th e l i t t l e th i ngs tha tgo to make ’ up s at i s factory s erv i c e ,d id you eve r on some daywhen youf e l t grou chy when th e phone r ang ,grab up th e rec e iv er and bark agruff ‘Hel l o ’ — and th en d i scovertha t i t wa s you r be s t gir l , or bes tcu s tomer a t th e oth er end o f thew i r e ? Did you

? And d idn ’ t youf ee l f ool i sh and wasn ’ t i t hard toge t th e co rd i a l tone back in to yourvo i ce ?

“ I know one very' bu sy man , Ih ave s e en h im s ign ing checks w i thone hand

,ho ld i ng on to a phone

KODAK SALE SMANtransm i tte r w i th th e oth e r hand , andw i th th re e or four peop l e wa i t i ng i nh i s off i c e to c on su l t w i th h im , andve t h e meet s th em a l l w i th a neverfa i l i ng cou rte sy. He has a big j oband maybe tha t i s on e o f th e reason s w hy he ha s th e b i g j ob .

“ Per sona l i ty,even wh en phys ic a l ly hand i capped , he lp s to succ e s s .I onc e knew a r e ta i l s a l e sman who

s tu tt er ed . bu t h e d id i t w i th su ch anengagi ng sm i l e tha t h i s s a l e s bookw a s u su a l lv th e l a rges t at th e endo f th e day.

‘ I know a col l ec to r for an i n s ta lmen t hou s e ; he w e igh s j u s t abou t ahundred pounds

,and h i s territorv

embrace s th e tough es t par t o f th etown . Hi s predece s sor . a two hundred pounder

,was scar ed off th e

job bu t th e ‘ban tam ’ weigh t make sth em come acros s ; when you l ookh im i n th e eye and he looks you i nyou r s you j u s t know h e mean s bu s in e s sI know a lawyer , hope l e s s ly

c ri pp l ed,who conduct s h i s ca s e s

f rom a whee l ed cha i r,bu t h e i s a

su cc e s s becau s e h e h as bra i n s andp e rsona l i ty.

“

There ar e,however

,two sor t s

o f pe rsona l i ty— agreeab l e and d i sa gre eab l e

,and i t i s th e former tha t

H

w m s .

Photographing WindowDisplays

I t i s a compara t i ve ly s impl e matt e r to obta i n a good photograph o fa d i sp l ay w indow i f th e exposu r ei s made a fter da rk : i f made i n th ed ayt ime th e r efl ec t i on s from bu i ldi ngs acros s th e s t ree t w i l l provemos t annoyi ng .The w indow shou ld be a s fu l lyi l l um inated a s po ss i b l e

,and th e

l i gh t s d i rec ted so a s to fa l l u ponth e di sp l ay. and so ar ranged o r

sc re ened a s to th row a s l i t t l e l igh ta s pos s ib l e i n th e d i r ec t i on o f th el en s .\7 . C . F i lm w i l l s e rve exce l l en t ly,a s i t i s non - ha l a t ion and orthochromat i c

,bu t i f th e photogr aph i s to

be u s ed for r eproduc t i on i t w i l l b ebet te r to u s e a l arge r s i z e than anyo f th e Kodaks

,s av five by s evenor e igh t by t en .

T h i s w i l l e n ta i l th e u s e o f p l ate s,and a non - ha la t i on p l a te shou l d b e

employed . The exposu r e w i l l o fcou r s e depen d upon th e amoun t o fthe i l lum i nat i on .S top No . 16 w i l l afford ampl esharpne s s for th e ave rage w indow

,and exposu re s w i l l r ange from thr eeto fi ft e en m inu te s accord ing to th ei l lum i nat i on .A s i n mos t oth er ca s e s a fu l lt imed exposu re i s to be pr e ferr ed toan under - exposu re

,a s

,i f th e nega

t i v e i s over - den se it can be read i lyreduced to good pr i n t i ng qua l i ty.

Peop l e pa s s i ng be twee n th e camera and th e w i ndow w il l n ot affec tth e exposur e

,and th e i r image s w i l l

no t record s o l ong as th ey ar e keptmovi ng . The opera to r shou ld . however . keep watch for s tr ee t ca r andau tomob i l e h ead l igh t s wh i ch wou ldsh i n e aga in s t th e w i ndow

,and c los e

th e shu t te r u nt i l th ey have pas s ed .A l s o w a tch ou t for anyon e a t

t empt i ng to l igh t a match for sm ok

i ng pu rpos e s i n fron t o f th e camera,a s the flash wou ld be qu i te apt to

r ecord .

Use a st rong . heavy t r i pod ands ee tha t the camera i s w e l l bal anc ed.a s th e v i bra t i on i s con s iderabl e du r

i ng th e pro longed exposu re .T ank d eve l opmen t w i l l a fford th ebes t r e su l t s . and w i th bu t few experim en ts on e sh ou ld be ab l e to produce fir s t c l a s s n egati ve s .

KODAK SALE SMANBe Sure

T oo much atten t i on cannot bepai d to th e impor tan t probl em o fs tar t ing th e beginn e r r igh t , and i nbe i ng su re tha t the camera i s i nworki ng order th roughou t

,and that

t h e cu s tome r i s pos t ed on i t s everyfea tu r e . T h i s i s exempl ified by th ef o l low i ng incid-

ent are la ted i n [th eO c tober , 1916,

i s su e o f th e Pho toM r s . X ,

a w e l l—known trave l e rand l ec tur er

,r e tu rn ed l a s t June

from a spec i a l v i s i t to J apan , wher eshe expos ed for ty rol l s o f fi lm , o ftwe lve exposu r e s each . She i sbooked to tou r i n th e Uni ted Sta te sdur i ng th e com ing w in ter , giv i ng as er i e s o f i l l u s t ra ted l ectu re s on th et empl e s o f Japan . Her fi r s t though t .a fte r h er r e tu rn to Bos ton , was th edeve l opmen t o f h er fi lm s

,wh ich im

portan t ta sk sh e entru s ted to an experienced pho to - fin isher and dea l e ri n tha t c i ty. The exper t appr ec i a t edth e re spon s ib i l i ty o f th e j ob and enj o i n ed h i s a s s i s t an t to be spec ia l lyc are fu l

,and to repor t t o h im as th e

work progre s s ed .“ Short ly a f te r th e work had beens tar ted the a s s i s tan t emerged fromth e ba sement l abora tory s omewhata l armed

,and hold i ng s i x long s t r i p s

o f deve l oped fi lm i n h i s h and . Theywere b l anks.on e and a l l !O f cour s e ,i t w as d ec ided a t once to s top r igh t

th e re and to i nve s t iga te th e cau s e .F i lm s o f oth er cu s tomer s w ere th endeve l oped and tu rned ou t sa tis fa ctorily,wh ich proved that th e s ol u

t i on s w er e not at fau l t . The film s

of Japa n had no t been expos ed .

T hat poi n t c ou ld not be d i spu t ed ;and i t was on ly fa i r to as sume tha tth e re s t o f th e fi lms wou ld prove tobe equa l ly d i s appoi n t i ng .The propr i e to r

,eager to l earn th e

cau s e o f th e troub l e,immed i ate lyte l ephoned M r s . X to b r i ng i n her

camera,j u s t a s i t w a s

,and on no

8

accoun t to open i t . Pres en t ly the

l ady appeared car ryi ng i n he r handth e fate fu l c amera . She w as requ es ted to man ipu la te i t j u s t a s sh ed i d when i n Japan . A s sh e d eta ched th e camera - back— t o showhow she removed the expos ed fi lmand i n s e rted a fr e sh on e— th e fi rs tth i ng that th e expe rt not i c ed was al ea th er cap cove ri ng the r ear - l en s .De s i r i ng to have a spec i a l ly eff i c i en tou tfi t

,M r s . X had a l l ow ed her

dea l e r to orde r an anas t igmat f romNew York . The l en s arr i ved fi t t edto a s tanda rd shu tter . each endbe i ng cove red w i th a l ea th e r cap .When her d ea l er a ttach ed th i s combi na t ion to th e camera h e fa i l ed tor emove the r ear—cap . I n demonstra ting th i s camera to h i s cu s tomer—who knew noth i ng wha teverabou t photograph i c equ i pmen tsth e sa l e sman natural ly u rged tha tthe cap on th e f ron t l en s be re

moved be fo re making an exposu re,bu t be for e c lo s ing th e camera for

a ny grea t l ength o f t ime i t be re

pl aced so a s to protec t th e l en s .Somehow i t n ever oc curr ed to h imto men t i on th e cap on th e r ea r l en s

,and h idde n from vi ew .

“

The owner had obeyed instruct i on s fai th fu l ly,a s sh e dem onstra t

ed to th e photo—fin isher,bu t know

i ng noth i ng abou t photography ,be

yond the mechan i ca l ope rat i on sn ec e s sary to make exposu re s and tol oad and un load h e r camera,sh e

had fa i l ed to not i c e th e cap tha tre s ted undi s turbed a l l th e wh i l e

,on

th e r ear end o f the l en s,thu s mak

ing exposu r es u t te r ly impos s ib l e .I n th i s w ay sh e l os t th e oppor tun i tyto br ing home ori gi na l p i c tu re s soe s se nt i a l to th e succ e s s o f h er comi ng l ec tu r e s . O f cou rs e , th e dea l e rmade good to h er th e pr i c e o f th ew as t ed fi lms

,bu t th i s r e s t i tu t ion d id

no t l e s s en h er b i t t er d i sappoi n tmen t .”

Tw o Good Idea sThe func t ion o f the d i sp l ay w i n

dow i s to s e l l good s ; we have sa i dth i s b e fo re s ever a l t ime s— and youknew i t b e for e w e eve r sa i d i t bu tl ot s o f d i sp l ays ar e be ing i n s ta l l edi n w indow s a l l over th e country tha tpos s e s s no se l l i ng sugge s t i on whats oever .Se l l i ng i dea s do no t grow

,

on

every bu sh ' and no on e know s th i sa ny bette r than tho s e o f u s h e rew ho have to do w i th ge tt i ng up thed i s p layw indow sugge s t i on s for th i spubl i cat i on .A good ly number o f ou r r eader sh ave been k ind i n s end ing i n photog raph s o f w indow di sp l ay s w h i chth ey have i n sta l l ed . and wh ich . wea s su r e you . a re ve ry much apprecrated . bu t i n some i n s tan ce s th eyhave not been photographed proper ly and w e cou ld not r eproduc ethem ( i n another co lumn w e offe ra few ‘ sugge s t i on s fo r th e correc tphotograph i ng o f w i ndow di sp l ays ) .

”O

have a sp l end i d ide a for th i smonth , and w e ar e i ndebted to Fa rra r

'

s, I n c . , o f Augus ta , Georgi a , forthe s ame ( s ee above ) .

The w indow te l l s i t s own s tory,and i n comment i ng on i t M r. Da

v ie z e, th e manager o f th e i r Kodak

Depa rtmen t , s ays : Th i s d i sp l ayw a s on e o f the mos t effec t i ve

,so fa r

a s r e su l t s w er e conce rn ed,tha t w e

have ever i n s ta l l ed : i t cau s ed agrea t dea l o f commen t

.and peopl e

w e re wa i t i ng i n fron t o f the w i ndow each a ft ernoon to s e e the p ictu r e s . The pr i n t s w er e pu t in th ew i ndow each day a t 5 o ’ c lock . be i ngmad e from rol l s r ec e i ved the previ ou s day.

"

Fo l low i ng th i s d i s pl ay w a s a d i sp l ay o f en la rgemen t s wh i ch re su l tedi n a grea t number o f order s . a goodly number from n egat ive s f romwh i ch d i s pl ay pr i n t s had beenshown th e previ ou s w eek .

T ry ou t th es e good idea s— th eyhave been te s ted and w i l l producer es u l t s .

AMMY,I 've got a ni c e s te e l eu

grav i ng her e tha t I w an t you t ohave a l ook at .

“

Now s top gr i nn ing,Sam : I

know tha t th i s engrav i ng i s on ly atwo—cen t s tamp bu t i t i s a fine bi to f w ork , and I f e e l su re tha t w ehaven ’ t fu l ly app rec i a ted i t s pos s ibilities o f u s e fu l ne s s to u s .

“We have be en goi ng a fter mor ebu sm ess , Sam , bu t w e haven ' t beengo i ng ha l f s trong enough .E d can fix up a good w i ndowd i sp l ay and you ar e doi ng w e l l fora beginn e r w i th ou r n ew spaper adv ertising,

bu t even a t tha t w e arem i s s i ng a l o t o f pos s ib i l i t i e s , part i eu la rly when you figu re tha t almos teve ryone i n town betwe en s ix ands ixty ar e good prospec t s for u s .

“ I am goi ng to pu t l i t t l e M r . Tw o

C en t S tamp t o work . I am go ing toga the r togeth er s evera l s e l ec t edl i s t s

,one o f h igh school boys andgi r l s

,on e o f young bu s in e s s men ,and on e o f mar r i ed women w i th a

youngs ter or two i n th e fam i ly.

T hen I am go ing to p r epa re or h aveprepar ed a s e r i e s o f l e t ter s j u s t a sor igina l a s I can make them foreach on e o f th es e c la s s ificat ion s

,s e tt i ng for th th e p l easu r e s o f p i ctu re mak ing .

“ I am going to have each l e tt e ri nd i v i dua l ly typewr i tt en , and s ign edper sona l ly by me .

“

A l l I w ant to do i s to ge t th e s epeopl e in to th e s tor e

,and th en I

sha l l expec t you boys to do th e r e st .10

I h ave anoth er l i t t l e s chemewhen Spr i ng open s up ; I am go ingto i nv i t e d iffer en t groups o f four orfive to a Kodak out i ng on var i ou sa f te rnoon s . I ’ l l prov i de each gue stw i th a camera a l l r eady to shoot ,p i l e th em i n to th e mach i n e and taketh em ou t i n to the count ry or to oneo f th e Parks

,and show them how

much fun they can h ave tak i ng p i ctu r e s ." I th i nk i t! wou ld be a goodsch eme to offer s ome l i t t l e th ing a sa pr i ze for the bes t p i c tu re mad eon the tr ip— and we won ’ t t a l k bu s in e s s w i th a ny o f th em whi l e onth e t ri p . When pos s ibl e

,I ’ l l goa long and ac t a s hos t and in s t ru c tor

,and when I find i t im pos s i b l e I ’ l ls end some one o f you boys a l ong tomake th i ngs p l easan t— gu es s you 'dl i ke tha t h igh schoo l gi r l ou t i ng

,

Sammv ?

We w i l l have to exerc i s e careand j udgmen t i n s e l ec t i ng congen i a lgroups

,and i f w e do I am sur e th i s

p l an w i l l be a w i nne r .I h ave been pas s i ng FrankJohn son ’ s spor t i ng good s s tor e foryea rs and have lo oked i n to h i s w i n~dow s a good many t ime s and havebough t a l l sor t s o f fi sh ing tack lefrom h im bu t h e n ever wou ld haveso l d me a sho t gun i f one o f hisboys h adn ’ t d ragged me ou t to th eGun C l ub on e a f ternoon a nd

showed me how much fun one cou ldhave trap - shoot i ng .

KODAK SALE SMANYou got i n to gol f i n ve rymuchthe same w ay,

Sam— I t e l l you youhave got to show ’ em to l and .

“ You know how s trong old JudgeThomas u sed to be for fine hor s e s .Au tomob i l e s ? He shou ld say not !Then on e day a dea ler f r i end goth im ou t on th e bou l evard beh i ndth e whee l and got h im to ‘open herup ’ a l i t t l e .We l l

, you know th e an sw er— th eJudge even fl avor s h i s coffe e w i thgaso l i n e now and owns th re e car s .

“ Sam,I j u s t can ’ t s i t a round and

wa i t for bu s i ne s s to come to u swhen I s e e so many pos s i b i l i t i e s o fleading i t to u s .

Fil l It OutA glanc e through the 1916 fi l e o f

Kodakery w i l l r evea l a t ru ly a s t onishing var i e ty o f ar t i c l e s t end i ng tothe be tt e r maki ng o f p i c tu re s .And th e i l lu s trat i on s— th e re i s insp i ra t i on i n everyone th e sort th atpu ts de termi nat i on i n th e s ou l o fth e amateu r to go and do l ikew i s e .Kodakery i s th e bu sy l i t t l e bu s in e s s bu i lder wo rk ing for you every

day i n th e year .Kodakery i s a wonde r fu l t imesave r for you a s i t an sw er s thousands o f que s t i on s th a t otherw i sewou ld be brough t to you and yourfe l l ow sa l e smen for s o lu t i on .I f you cou ld s ee the s tack o f ma i ltha t i s p i l ed on the d esks o f th e K0

da leery s t aff eve ry morn ing youwou ld more fu l ly r ea l i z e th e gr ea ti n te re s t taken in th i s l i t t l e pub l i cat i on by i t s r eaderKoda kery i s wor th th e amateu r ’ sw h i l e

,a good many t hou sand s oflt i m or h er ;Koda leery i s fr om every

s tandpo i n t wor th you r wh i l e so

don ’ t fa i l to fi l l ou t th e sub sc r i pt i onb lank w i th every camer a sa l e .

4

In ad j u s t ing compl a i n ts pa t i enceand a sm i l e h e l p a lot .

11

Show’

Em

The amateu r who s tar ted h i s photographic ca re e r on Chr i s tmas Dayhas by th i s t ime exposed , deve lopedand pr i n ted h i s fir s t ro l l s o f fi lm

,and i s now des i r ing to de l ve s t i l ldeeper i n to th e mys te r i e s o f p i c tur emak ing .M any o f h im ,

and her,m ay befound the s e even i ngs pou r i ng ove r

th e photograph i c ca ta logs,and p l an

n ing to ge t th i s and tha t acce s soryor conven i enc e .S ome o f th em w i l l come i n andas k for th i s and that and ask you t oexp la i n th e other th i ng— bu t th e rea re a whol e l o t o f peop l e who donot l i ke to expos e the i r ignorance

,and th es e fo lks w i l l no t a sk quest i on s or as k to be shown th e th ingsth ey wou ld l i ke and rea l ly ough t tohave .And be s id e s

,th er e ar e lo t s o f

su ndr i e s th a t are no t cata l ogu ed i nth e amateu r c ata logs tha t th ey don ’ tknow anyth i ng abou t .I t wi l l be very easy fo r you whena cu s tomer i s in th e s tor e

,to ca sua l

ly i nqu i r e i f th ey have eve r u s ed aKodak Port ra i t A t tachment,or i f

th ey had eve r exam in ed th e KodakAmateu r Pr i n ter or ob served theconven i enc e o f th e Au to - M a skPr i n t i ng Frame .Pr i n t Padd l e s

,The rmometer S t i r

r i ng Rods— a l l the su ndr i e s a re i ns ea son now i f you w i l l j u s t take th ei n i t i a t ive and show them .

F i n e t ime to s e l l How To M akeGood Pic tu r e s ” too . O n lv tw en tv

five c ent s . T hank you .

J

LONG abou t th i s t ime o f yearyou are l ike ly to h ave some cu s

tom ers come i n and a sk you abou thow to make en l argement s .T here i s noth ing mys t er iou swhatsoever abou t maki ng en la rgement s or en l arged n egat i ve s a s vouw i l l s ee from ’

w ha t fo l l ow s .I f th er e i s a fin i sh i ng depa rtmen tconnec t ed w i th you r s tore you canl ea rn the theory i n a ha l f hour v i s i t ,and i f no t you can study i t ou t

you r s e l f w i th ve ry l i t t l e d iff i cu l ty.

Perhaps th e s impl e s t w ay w i l l bet o pu t one o f the Brown i e En largi ng Camera s togethe r . a s a l l en largi ng camera s ar e th e same in pr i nciple .

W i th th e B rown i e En l a rgingCamera you wi l l s ee tha t th e n egat i ve i s p l ac ed at th e sma l l end o f th ec amera

.and th e sh eet o f Brom ide

paper a t th e l a rge end . At j u s t th er i gh t d i s tance be tw een negat ive andpaper to i n su re sharp focu s you w i l lfi nd th e l en s .The l igh t pa s s e s th rough th e neg

a t i ve and through the l en s , thu sth row ing an en larged pos i t ive image on th e su r face o f th e paper .W i th th e prope r expo su re to l igh tt h i s en l arged image w i l l b e imp r e s s ed upon th e su r fac e o f th e s ens itive pape r j u s t th e same a s i f i tw a s i n contac t w i th th e n egat i ve i na n ord i na ry pr i n t ing f rame anda fter exposur e th e paper i s deve lOped and fixed in prac t i ca l ly th esame manne r a s a .Velox pr i n t .12

ginnerehmt) the Counter

The Brown i e En largi ng Camera s,be i ng o f th e fixed focu s type , permi t o f en l a rgement s o f bu t one s i z e,so when i t i s d es i rabl e to en l arge

f rom bu t a sma l l port i on o f a n ega~t i ve . or to make an en l a rgemen tl arger or sma l l er than th e capac i tyo f th e Brown i e En larging Cameraa d i ffe ren t type o f en l argi ng cameraw i l l b e r equ i red .

You w i l l r ead i ly s e e th a t a camera pe rm i tt ing the movi ng o f thel en s to po i n t s n ea re r to or fur th erfrom th e n egat i ve i s e s s en t i a l ; i noth er wo rds

,a focu s ing camera

.

Genera l ly speaki ng , a ny camera o fthe be l l ow s type m ay be conve r tedi n to a n en la rging camera so l ong asi t h a s some mean s for l ock i ng th el en s a t var i ou s po in ts ( th e bVe stPocke t Kodaks

,and th e ea rl i er

mode l s o f th e No s . 1 and l—A F . P .Kodaks can not be u s ed a s th e l en si s ext ended to a defin i t e poi n t ands o are rea l lv

“ fixed focu s” camera s ) .

If you w i l l take a copy o f HowTo I\l ake Good Pi c tu re s ’ and tu rnto th e chapter on “

En la rging '

youwi l l s e e how easy i t i s to conver t afo ld i ng camera i n to an en l argi ngcamera .The Brown i e En la rgi ng Camera sbe i ng s e l f—conta i n ed

,do not r equ i r e

a da rk room for exposu re,bu t do

for l oad i ng,un l oad ing and deve lop

men t ; when Ve lox paper i s u s ed noda rk room w i l l be r equ i red,a s th e

Ve l ox paper can be hand l ed i n th eu sua l manner .

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Look,fo r examp l e

,at some o f

the cata logue s o f gl a s s , ch i n a ands i l verw are . You w i l l s e e th a t th es tandard i s ve ryh igh , but tha t th er ei s p l en ty o f wo rk for th e exper t . I ti s d i ffi cu l t work

,and to do i t su c

cess fu l ly you mus t have con s i de rab l e pract i c e . Ther e a re many l i tt l ed odges o f l igh t i ng that you can ‘ on lyp i ck up by ac tu a l ly doi ng the work .The mai n d i ff i cu l ty i n photograph ing a ny ob j ec t w i th a h igh lypol i shed su r face i s to avo i d unnecess a ry r efl ec t i on s . Photographer s ar es omet imes adv i s ed to du l l th e surfac e by dabb ing i t w i th pu t ty ors ome oth er o i ly s ubs tan ce , and ,.a f te r th e photograph has beentaken . to c l e an i t aga i n w i th ga sol i n e and a so f t b ru sh . A l l th i s adv i c e abou t du l l i ng su ch h igh ly bu rh i s h ed ar t i c l e s a s s i l ve rwar e shou ldb e taken w i th re s e rve . Ther e a re

,no doub t,i n s tance s when exped i

ent s o f th i s k i nd m ay be r e sor t edt o ; bu t they shou ld n eve r be tr i edw i thou t th e fu l l know l edge andcon s en t o f th e owner . The mostb r igh t ly po l i sh ed ar t i c l e s a re , o fcour s e the mos t d i ff i cu l t t o d ea lw ith

,and they a re j u s t th e one s tha tw i l l not s tand the rough t rea tmen t

r ecommended . Pol i sh ed s i lve r.for

i n s tanc e . has a mos t d e l i c at e su rfac e , and even th e s l igh te s t s cra tchw i l l ca l l for a con s ide rabl e amoun to f repol i sh i ng .Apart f rom th e r i sk o f do i ngs er i ou s damage

,the pract i c e o f

du l l i ng the su r fac e take s away fr omth es e ar t i c l e s what i s p robab ly th e i rgreate s t a ttrac t i on . I n fac t,th eyc ea s e to be po l i sh ed art i c l e s a t a l l .

A beaut i fu l p i ec e o f cu t gl a s s,for

exampl e,attrac ts at ten t ion by th e

w ay th e l igh t i s refl ec ted from thed i ffe r en t fac et s o r cu t t i ngs . A com~mon method o f ‘pr epar i ng ' cu t gla s sfor photograph ing i s to sp ray i t a l lover . by mean s o f th e a i r b ru sh ,14

SALESMANwith a m ixtu re o f deep b l u e or pa l eye l low a na line dye , gum and w ater .Th i s make s th e tak i ng o f th e photograph a ve ry s impl e matte r , bu tth e r e su l t can not show th e tr an spa rency o f th e gla s s or the spark l eo f th e fac e ts . I n fac t

,th e photo

graph w i l l convey an impre s s io n o fan a r t i c l e made o f some smoothch inaware

,fa i n t ly tran s lu cen t bu t

no l onger t ran sparen t .A t r an spar en t a rt i c l e shou ld lookt ran spar en t

,and a po l i s h ed ar t i c l e

shou ld lo ok po l i sh ed,i n the photo

graph . I t i s ch i efly by th e w ay anob j ec t reflects '

the l igh t th a t th e natu r e o f i t s su r fac e i s i nd i ca ted .Some mean s mu s t be found . th en .o f redu c i ng th e refl ec t i on s w i thou ta l te r i ng th e refl ec t i ng sur face . Re

flected l igh t mu s t be cu t down asfar as pos s ib l e by u s i ng a ye l l owl igh t fi l t er ; and o f cour s e , w i th thefi l t e r a panchromat i c or orthochromat i c p l at e mu s t be u sed . Then .refl ec t i on s o f su rround ing ob j ect smu s t be preven ted by s c r e en i ng thear t i c l e w i th t i s s u e paper or finemus l i n . Th i s i s be s t done by maki ng a tunne l o f wh i te mu s l i n . The

obj ec t to -be photographed shou lds tand i n s i d e th e tunn e l

,s o th a t a l l

the l igh t th at reache s i t wi l l b ed iffu sed .I t i s impos s i bl e to lay down agenera l ru le wh i ch w i l l apply t o a l lpo l i sh ed ar t i c l e s . The beau ty o fsome i s bes t brough t ou t by re

flected l igh t,whe rea s th e es s en t i a l

beau ty o f other s can on ly be shownby t ran smi tted l igh t . I n the s e cas e s ,wher e th e tran sparency o f th e ar t ic l e mu st be emphas i zed , i t i s o f tena good p lan to have the tunn e l runtoward s a w i ndow . f rom wh ich i two u ld be s epara ted by a p i ec e o fground gl as s or t rac i ng paper thatwou ld s e rve a s a background . Th i sar rangemen t ' br i ngs ou t a l l th espark li ng t ransparencyo f the obj ec t .

KODAK SALESMANC u t gl a s s shou ld be t rea ted i n aSl igh t ly d iffer en t w ay. The s amebackground m aybe used , bu t someth ing more i s w anted to show upthe fac et s to th e besr advantage . A

very good pl an i s to get a woodenbox abou t a foot deep ; take off th el i d and knock ou t th e bot tom,and

th en l i n e the i n s i d e w i th b l ack v e lvet or a ny oth e r smooth b lack o rred mate ri a l . Stand th i s on i t s s id ei n fron t o f the background

,and

p lace the cu t gl a s s ob j ec t i n s id e .Some o f th e facet s w i l l r eflec t th ed a rk mater i a l . other s w i l l r eflec t th ewh i te l igh t

,w i th th e r e su l t tha t th e

cu tt i ngs w i l l show up c l ea r ands ha rp .Gla s s ar t i c l e s w i th ve ry fine e u

g raved work m ay be “ pr epar ed .q u i t e l egi t imate ly. by rubb ing in toth e engraved l i n e s a l i t t l e powder .s uch a s rouge o r th e bl ack powde ru sed by j ew e l e r s , and a ft e rwardsw ipi ng and pol i sh ing th e p l a i n surfac e s . Th i s does no t d e s tr oy th et ran sparency o f the gl as s : i t s imp lymakes th e engravi ng s tand ou t be tt er .

Anothe r d iffi cu l t ob j ec t . on e tha trequ i re s th e great e s t car e i n l igh ting. i s a p i ec e o f pa i nted ch i n a w i tha gl azed ova l su r fac e— fo r in s tance .a cup and saucer or a ros e bow l . I nth e s e ca s e s

,o f cou r s e . th e re i s no

q ue s t i on o f t ran spar ency. The mu sl in tu nne l m ay be u s ed w i th a l igh tor dark background accord i ng toth e col or o f th e ch i na . The diffi

cu l ty i s to p reven t th e h igh l igh tf rom coming on an importan t parto f th e decorat i on . A top l i gh t i su su a l ly th e bes t . bu t somet imes as id e l igh t i s n ec e s sary. The drawi ng or per spec t ive can be great lyh el ped by l e t t i ng a s t rea k o f l i gh tfa l l on th e r im o f the bow l ; th i sa l so h e lps to gi ve l i f e and sparkl et o th e photograph .

Perhaps th e mos t d i ff i cu l t ob j ec t s

D on’

t be a fra id

to sho w

the highe r p riced goods .

I f yo u c a n’

t sa g

O n e hu nd red do l l a rs

w ithout qua ve ring

p ra c tice it .

15

o f a l l a re p i ece s o f bu rn i sh ed s i lve rw are . The i r su r face s ar e l i ke somany mi rror s , r efl ec t i ng w indow s ,fu rn i tu r e , camera— in fac t everyth i ng w i th i n range . You can notdo be tte r than s t i ck to th e mus l i ntunne l . Th i s w i l l do awayw i th th epa tchy appea rance bu t w i l l n ot robth e ar t i c l e o f i t s br i l l i anc e . The recan be n o obj ec t i on . o f cour s e , t odu s t i ng a l i t t l e b l ack o r red powderi nto th e l i n e s o f fine ly engravedpart s , a s a l r eady sugges t ed i n th eca s e o f engraved gla s s .Probably th e be s t w ay to photograph su ch ar t i c l e s a s kn i ve s , forksand spoon s i s to lay th em on a flatboa rd cover ed w i th ve lve t . paper orca rdboard . The co lo r can be var i eds o a s to giv e

_

any des i r ed background . The camera mu s t be fixedi n a ve rt i ca l pos i t i on so tha t i t l ook sdown upon th e cu t l e ry. W i th th i sar rangemen t you w i l l n e ed to d i ffu s e a l l th e l i gh t wh i ch fa l l s on th eob j ec t s ; and , fu r thermore , th e l igh tshou ld come from a very l ow po i n tso tha t i t s tr i ke s th em on the i r s id e s .The grea t advan tage o f th i s methodi s tha t i t enab l e s you to make qu i tea number o f n egat i ve s w i thout thed e l ay cau sed by fixi ng th e ob j ec t sto a w a l l o r uprigh t s c re en .

Wha t a re Aqua Fortis,Aqua

R egia a nd Aqua Vita e ?

Aqua Fort i s i s w eak n i t r i c ac i d .

Aqua Regi a i s so ca l l ed becau sei t w i l l d i s so lve go ld or pl a t i num . I ti s a m ixtu re o f th ree par t s o f n i t r i cac i d and on e par t o f hydroch lor i cac id .Aqua V i ta e i s a n o ld and l i t t l eu sed name fo r a l cohol .

Wha t is the difieren ce be tw e en a

Co l lin ea r l ens a nd a n A na s tigm a t

l ens ?

The Co l l i n ear l en s i s an Ana stigmat l en s,th e word “

Co l l i n ea r”be i ng s imp ly a trad e name .

l/ Vhen a formu la ca l ls for so

m a ny“

minims"does i t m ea n so

m a ny drops ?

A min im i s th e on e—s i xt i e th( 1—60) pa rt o f a dram ,

and th e on efou r hundred and e igh t i e th ( 1- 480)par t o f an ounce .The i d ea tha t d rop s and m in imsa re the same i s erroneou s

,a l though

when d rops are ment i oned m in im sa re o ften meant

.

l/Vha t sort of prin ts a re bes t to

se nd to the pho to - engraver, fromw hich to m a ke ca ta logu e cu ts ?

No t so ve ry many year s ago theave rage photo—engraver wou ld a c

c ept noth i ng bu t squ eegeed Sol i o16

pri n t s . Prac t i c a l ly a l l o f ou r ha l fton e cu t s ( and you w i l l admi t th eyar e o f pr e t ty fa i r qu a l i ty) are madefrom Vle lox pri n t s . e i th er S em iM atte or Glo s sy su r face , accord i ngto th e sub j ec t .Blu e pr i n t s . or p r in t s o f a pro

nou nced reddi sh ton e can not beu sed .

l l’

hy do you adt ' ise s ending c ns

ta mers lens to the fa ctory fo r fitting to a. Graflex Camera ?

3eca u se i t i s h igh ly n ec e s sa rytha t th e l en s be proper ly c en te r edand exact ly para l l e l w i th th e foca lpl an e . and th i s mean s more th ans imp ly cu t t i ng a hol e i n the l en s .boa rd and scr ew i ng on th e flange

Cus tom er does n o t be l ieve tha t

o ne ca n s ecure a s good or be tter re

s u l ts w ith the ta nk a s by ha nd de

t'

e lopmen t. How ca n I prov e tha t

the ta nk is be tter ?

Have h im expose two ro l l s o f

fi lm on th e same sub j ec t s . giv i ngth e s ame exposu re t ime for eachro l l

.Have h im expose on a va

riety o f sub j ec ts and w i th exposu res va ryi ng f rom under to ove rexposu re . T hen l e t h im deve l opon e ro l l by hand and you d eve l opth e othe r ro l l i n th e tank . Be su reth e t ime and temperatur e are r ightfor the tank and you needn ’ t worryabou t th e re su l t .

TO’

RONTO . CANADA

APRIL l 9 I7

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O n e You ng M an’

s C re ed

OT l ong ago a n ew ly- graduated engi n ee r found a j ob up north .He buckl ed down to h i s work earn e s t ly and was demon s tr a t i ng

th e good s tuff tha t wa s i n h im . when by acc iden t h e wa s k i l l ed . Hehad been rece1v1ng on ly th e modera te w ages wh i ch beginner s ge t i nth at occupat i on

,and i n ord er to be frugal and save someth i ng ' ou t

o f th e s e mo dera te wage s h e had h i r ed a bar e ly fu rn i sh ed room inwh ich to l ive . A f t er h i s d ea th

,when the f ew con ten t s o f h i s room

w ere l ooked ove r,h i s fr i end s fou nd a manu sc r ip t conta i n i ng th e

pr i nc i p l e s whi ch th i s young man had formu la ted for h i s gu idanceth rough l i fe . They ar e wo r th repr i n t ing , for th ey show that th i ss truggl ing engi n e er was a l so a human ph i l osoph er

,and th e c reed

wh ich h e formu l at ed shou ld be a who l e some gu i dance for every man .

My G u ide

To respect my coun try,my pro fe ss ion and myse l f . T o be hon e st a nd fa i r

w i th my fe l low m en , a s I e xpect them to be hon e st a nd squa re w i th m e .

T o be a l oya l c i tizen o f my n a tive la nd.

T o spe ak o f i t w i th pra i se a nd a ct a lw ays a s a tru stw o rthy cu stodia n o f

its good n am e . T o be a m an w ho se nam e ca rri e s w e ight w i th i t w he reve ri t goe s .

T o ba se my expecta tion s o f rew a rd on a so l id founda tion o f servicere nde red ; to be w i l l ing to pay the price o f succe ss in hone st e ffo rt . T olook upon my w ork a s an opportun ity . to be se ized w i th joy a nd m ade

the m o st o f and n o t a s a pa in fu l dru dgery to be re lu cta ntly endu red .

T o rem ember tha t su cce ss l i es w i thin myse l f , in my ow n bra in ,my ow n

ambi tion ,my ow n cou rage and de term ina tion . T o e xpect d i fficu l tie s , and

to force my w ay th rough them ; to tu rn ha rd expe ri ence into capi ta l fo rfu ture strugg les .

T o be l ieve in my propo s i t ion ,hea rt a nd sou l ; to ca rry an a ir o f optim ism

in the pre sen ce o f tho se I m e et ; to d i spe l i l l temper w i th che erfu ln e ss,k i l l doubts w i th a strong conviction , a nd reduce a ctive friction w i th an

agre eable persona l i ty.

T o m ake a study o f my bus in ess . to kn ow my pro fe ss i on in eve ry de ta i l ,to m ix bra ins w i th my e ffo rts . a nd to u se system a nd m ethod in m y w ork .

T o find tim e to do eve ry ne edfu l th ing by n eve r lett ing t im e find m e

do ing noth ing . T o ho a rd days a s a m i ser ho a rds do l l a rs ; to m ake everyhour bring d ividends . increa sed know ledge o r he a l thfu l recre a t ion .

T o ke ep my fu tu re unm o rtgaged w i th debts : to save a s w e l l a s ea rn . T ocu t o u t e xpen s ive am usem en ts un t i l I ca n a fford them . T o stee r c lea r o fd i ss ipa t ion a nd gua rd m v hea l th o f body a nd pea ce o f m ind a s a m o stprec iou s sto ck in tra de .F ina l ly, to take a good grip 011 the j oys o f l i fe . to play the gam e l ike a

m an ; to fight aga in st noth i ng so ha rd a s m v ow n w e akn e ss . a nd to growi n strength a gentl em a n . a Chri stia n .

“

So I m ay be cou rteou s to m en,fa i thfu l to fri ends

,true to mv God. a fragra n ce in the pa th I trod .

”

fl l Il l l l l l l l IIl l l l l l l l IIl l l l l l l l l IIIIIl l l l l l l IIl l l l l l l l l l l l l l l l l l l IIl l IIl l IIl l Il l l l l l IIl l l l l l l l l l Il l l l l l l l l l l Il l l l l l l l l Il l l l l l l l l l IIl l l l l l l Il l l l l l l l l IIl l Il l l l l l l l l l l l l l l l l l l l l l l l l l l l IIl l l l l‘l l l l Il l l l l l l Il l l l l l l l l l l l l l l l l l l lr‘

An a id

to the man

behind the counterVo l . 3 APRIL , 1917 No .

Betw een Us

The new c l e rk had rece ived ins tru ction s to be sur e th at a l l o rder sh e took over th e te l ephon e w er e exp l icit .

Soon th e phone rang and M r s .So and So order ed a dozen o f eggs .“Wha t k i nd o f eggs ?” i nqu i r ed th ec l e rk . “ Hens ’ eggs

,o f cou r s e

,re

sponded th e l ady.

“We l l you s ee Ihad to be su r e . mam ,

” h e rep l i ed,becau se w e have th re e k i nd s o f

eggs . eggs,f re sh eggs and duck

eggs .A l o t o f annoyance and con fu s i on

can be avo id ed i f w e are car e fu l i nth e en ter i ng o f orde r s

,fo l l ow i ng

the o ld adage , Be su re you ar er i gh t and th en go ah ead . ”Bu t j u s t to show th at care l e s s n e s s

a nd vagu en es s are not a l l on th ein s id e o f the coun ter w e gi ve youhe re a l et te r r ecen t ly r ec e ived by aKodak dea l er f rom one o f h i s cu stom ers :

“ Pl eas e deve l ope on e dozeo f th e s e fi lm s

,j u s t th e on e s th a t a re

good . I don t expec t one packagea re good as I took them and theywere th e fir s t I ever took bu t deve lope the

'

good ones and i f th e dogis good and one o f th e o th e r fi lm sa re bad take two o f h im and i f on eIIl l l l l l l l l l l l l l l l l l l l l IIIl Il l l Il Il l l l l l l l l l l l l l l l l l l l l l l l IIIIIIIIIIIIIIl l l l l l l l l l l l l l l l l l l l l l l l l l l l 'l l l l l l l l l l Il l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l IIIl l l l IIIIIIIIl l l l l l l l l l l l l l l l l l l l l l l l l l l Il l l l l l l l l l l l l l l l l l l l l l l l l L

‘

Spring is a t ha nd

See th a t you r cu s tom ers’cam e ra s a re a l l in good

repa ir and re ady for the firs t ou t- door days .

l

l

l

l

l

l

l

4

o f the ch i ld ren ar e bad take two o fth em

,ther e ar e two pos es o f them

and i f one o f the s e ar e bad take tw oo f th e oth er and i f non e o f onepackage i s good j u s t take 12 o f th eoth er package ec t and i t w i l l be a l lr igh t w i th me . ’

I n each i s su e o f tha t c l eve r l i t t l ehou s e organ

,The Sa lt Se l ler

,appear s a s ec t i on o f th e d i ary o f B igB i l l

,and in th e l a s t i s su e B i l l ’ s w i f e

d i s approved o f h i s a t t i r e .Bi l l togged ou t i n s ome newc lo the s and commen ts a s fo l l ow s :Ther e i s n o u s e ta l k i ng su ch th i ngscoun t . A s t r i ped po l e means a barbe r shop

,a r ed l amp mean s danger ,and a good su i t o f c l oth e s mean s a

gen t l eman,for none o f u s can j udge

a man except by ext erna l s and thati s a good s tar t —t o make a good impres s i on .

“

O f cou rs e c l o th es do not maketh e man bu t th eyge t h im in to pl ac e sw i th a good impres s i on wh i ch give sh im th e chance to show h i s good s ,th e goods he ha s i n h i s bra i n . th egood s h e carr i e s for h i s hou s e . and .be l i eve me

,tha t i s some he l p . ‘

And we subscr ibe to Big Bi l l ' sph i l os ophy.

Wil l You Team up w ith Us?

O n th i s page and on the one opposite w e reproduce two ad s . o f thes e r i e s we ar e runn i ng to he lp yous e l l Kodaks to you r farmer cu s tomer s . Th e se two ads . are s e t i nspace abou t 6 x 7 i nch e s— qu i t e acommand ing show ing

,and w e in

t end to keep hammering on th epl ea su re and profit o f Kodakerv

w i th space i n th e paper s and magaz in e s wh i ch exper i en c e has provedto be th e farmer ’ s favor i t e r ead ing .I t i s a gold en opportun i ty tha t

4

w i l l not be over l ooked by goodsa l e smen . O u r adv i ce i s th a t youteam up con s i s ten t ly.

at

Have it En la rgedSomeone ha s sa id tha t one - hal fo f s e l l i ng 15 i n know i ng you r goodsand th e oth er ha l f i n know i ng human natu re . T h i s i s c er ta i n ly tru ei n s e l l i ng en l a rgemen t s .O ne sa l e sman w i l l show an ama

teu r a spec imen and say,“ Here i s

a fine en l argement— wou ldn ’ t you

l i ke to h ave one l i ke i t ? \Ve l lth at ' s a l o t b et t er than l eav i ng th een l argemen t hanging on th e wa l lw i thou t draw i ng a ny a tten t i on to i t .I t ' s n ot n ear ly so good , how ever , a shav i ng on e o f the cu s tomer s ’ negative s and sayi ng . “

Th i s i s a magn ificent n egat i v e ! I t i s so good . indeed

, it s e ems a shame to have on lya contac t pr i n t f rom i t . You ough tto h ave i t en l a rged—o mi tt i ng tha tnarrow str ip o f roadway show ingon the l e f t— and then moun ted l ikean exh ib i t i on pi c tur e . Th i s s pec imen i sn ’ t anyth i ng l ike so good as

your subj ec t— bu t i t w i l l gi ve yous ome i dea o f th e trea tmen t I propo s e .

i s th e r e su l t ? The cu s tomer looks a t th e spec imen and , s ubcon sc i ou s ly, h e s e e s h i s sub j ec thangi ng i n i t s p lac e . Then , w henth e ord e r i s booked

,i t i s up to th e

sa l e sman to s ee tha t th e en l a rgem en t i s s ometh i ng o f w h i ch theamateu r m ay w e l l be proud .

A good en la rgemen t i s a va lu ab l eadver t i s emen t . equa l ly va luab l e fo ri nc rea s i ng en la rging as a branch o fa deve lop i ng and pr i n t i ng depart

KODAKment or for i ncr ea s i ng th e sa l e o fen l arger s .The l a s t 2% year s h ave s e en at remendou s sa l e o f Kodaks i n Ves tPocket and oth er sma l l s i z e s . M anyo f the negat i ve s taken w i th th emhave a l r eady been p r in ted , but hugenumbe rs have not bee n dea l t w i th .B ig bu s i n e s s i s there for e i n s tor eand i t w i l l be s t i l l b igger

,i f on lyth e owners o f the negat i ve s a re

shown how much better th e i r re

su lt s wi l l be i f th ey have en l argemen ts i n s tead o f con tac t pr i n t s .4

At the TimeSa id th e r ea l e s ta te man“ Here ’ s an aw fu l j ob ; my firmhas j u s t b een pu t i n charge o f abou ttw en ty hou se s h er e i n town be l ongi ng to a non - re s i den t

,and h e w ant s

a de ta i l ed r epor t a s to th e cond i t i ono f each one o f th em .

Some o f th e hou s e s are i n goodshap e

,bu t s eve ra l o f th em are pret tywe l l ru n down and w i l l n eed qu i te a

b i t o f r epa i r i ng be fore w e can r en tth em .

“ I know non - re s i d en t owner s w e l le nough to know that I have got tobe some word pa i n te r to make h imsee th e nece s s i ty fo r mak ing re

pa i r s .“

\Ve l l,w hy don ’ t you u s e an Au

tographic Kodak ? You can showh im th e ac tua l p i c tur e s o f eachbu i l d i ng

,or a nypa rt o f i t , s o h e c anprac t i ca l ly s e e fo r h imse l f j u s t wh ati s n eeded,and on th e margi n o f

each fi lm you can r ecord the hou senumber or locat i on,and the date

r i gh t a t th e t ime you make th e exposu re . You can have two se ts o fpr i n t s made

,on e to s end to you rc l i en t and on e to r eta i n fo r you rown fi l e s

,and th en when r epa i r s or

a l te ra t i on s a re made you can takesome more p i c tu re s and send to h imso h e w i l l be i n tou ch w ith ac tua lcond i t i ons a t a l l t ime s .6

I am goi ng to own an Au tograph i c Kodak be fore th e day i sove r— thanks m ight i ly for th e i1iforma t i on . ”

The Velox Book

cos t s th e bos s noth i ng,bu t w i l l do

h i s bu s i ne s s a whol e heap o f goodand w i l l s ave you r t ime , by th e fac ttha t i t expl a i n s in ampl e deta i l mos to f th e pr i n t i ng qu es t i on s tha t both erth e amateu r photographer .

SALE SMANThat sound s a l l r igh t

,bu t sup

pose I go ou t and make a hundr edp i c tur e s or so ; wh en I get the pr i n t sI am goi ng to ge t mi xed up on someo f th em j u s t as s u re a s fa te .”

“

Not w ith the Au tograph i c Featu re .”

“

Au tograph i c Featu re,what ’ s

tha t ?”“ Look , you s e e th i s l i t t l e trapdoor affa i r on th e back o f myKodak—wel l , j u s t a s s oon a s you havemade an exposur e you open th i s l i tt l e t rap - door

,and wr i t e wha t data

you want on the margi n o f the fi lm ,expose i t to th e l i gh t for a few s econds

, and then when your fi lm i s deve loped th i s da ta i s j u s t a s permanent a s th e negat i ve i t s e l f

,and right

on the nega tive, when you want i t .Wh en th e pr i n t s a re made th i s dataw i l l appear on th e margi n i f youwi sh i t to , s o you s e e you cou ldn ’ tgo w rong i f you wanted to .”

“ Great ! Ju s t th e th ing ; tha t w i l ls av e me a heap o f work and lo t s o fargumen t . Do ma ny peop l e u s ethe s e Au tograph i c Kodaks for bu s in e s s purpos e s ?”

“Yes , l o t s o f th em i n you r ownl i n e , and con tractor s , s tru c tura l engineers , ra i l r oad c l a im and traff i cagen ts , farme rs , s tockmen , i n fac t ,new bu s i ne s s u se s fo r th e Autograph i c Kodak ar e appear i ng everyday.

”

The Stunt Display

A Display Tha t Attra ctedCou r tes

ii'of The Ca m era S/zop. E z a ns tmz , [ I] .

A s tun t w indow di sp lay w i l la lmos t a lways at t rac t a t t ent i on

,bu t

very f requ en t ly i t w i l l fa i l to s e l lgood s becau s e the s tun t doe s n otconn ec t w i th th e goods th e s tor e ha sfor s a l e .A moth er h en w i th a brood o fch i c ken s w ou ld at tr ac t at t en t i on i nthe w i ndow o f a photograph i c supply s tore , bu t w ou ld h ave no effec ti n i nduc i ng peop l e to s t ep i n s id e th es tore ; th e same d i sp l ay i n th e w indow o f a pou l t ry supply s tore m igh ti nduc e cu s tomer s for th e l at e s t s tyl ei n i ncubator s

,brooder s or pou l t ryfood . However,wh en you can con

nect a d iff eren t" d i spl ay w i th th el i n e you are s e l l i ng , you a re a lmos ts u r e o f r e su l t s .La s t mon th we show ed a nove li dea for expl oi t i ng you r fin i sh i ngd epa rtmen t . and i n th i s i s su e w e aree nab l ed to show an equa l ly goodide a th rough th e court e sy o f TheC amera Shop o f Evan s ton . I l l i n oi s .The w indow was tr immed w i th

en l a rgemen ts made from negat ive staken i n va ri ou s par t s o f th e Un i tedStat e s and Canada . Th er e w er eth i r ty en l argement s i n a l l i n th ew indow . Each pi c tu r e wa s numbe red and an att rac t iv e s ign advert ised th e fact tha t th e per son w hocou ld t e l l w h ere a ny p ic tur e wasmade cou ld have i t .Tw en tv - tw o o f th e thirtv en l argement s w e re ca rr i ed away by succes u l gues s er s . and th e bu s in e s so f th e s tor e wa s mate ri a l ly i n c r ea s eddu ri ng th e l i fe o f th i s d i sp l ay.

T he Camera Sh op" s ays : w e

s ubm i t th i s a s a sugges t i on fo roth er supply dea l er s who are looking for an i dea wh i ch w i l l i nc r ea s eth e i r bu s i n e s s i n en l a rgements

,and

a l s o h e lp to advert i s e Kodaks andsuppl i e s .apprec i a t e very much th i ss pi r i t o f co - operat i on amongs t Kodak dea l e rs and hope you w i l l con

t inu e to l e t u s h ear f rom a l l o f vou.

KODAKM . Q . Powders RestoredEvery sa l e sman w i l l be gl ad tha t

w e have been ab l e to re s to re toth e marke t Ea s tman M .Q . Deve lopi ng Powders . The h igher cos t o fi ngred i en t s compe l s advance s i npr i c e a s s e t ou t :Eas tman M . Q . D eve lope r Powders— Paper w rappedCa rton o f 6 Pow ders , e a ch

Ca rton o f 12 Pow de rs , ea ch

Ea s tman M . Q . Deve loper Powder s i n tu 'be sCa rton o f 100 Tubes , e ach

Kodak Non - Abra s i on M . Q . De

ve loper Powder sCa rtons o f 3 T ube s , e a ch

4

X - RayDeve loper PowdersThe s a l e o f S eed X - Ray Pl ate si s grow i ng rapi d ly,

and there ha sar i s en a demand for pr epa red dev e lopers , wh i ch w e ar e meet ing w i ththe fo l low ing :6 Pow ders , enough to m ake 72

0 2 5. o f deve loping so lution a l lto ld is .90

Ca rton con ta in i ng enough deve loper to ma ke128 02 5. o f so lu tionPl ea s e note the d i ffer ence between the s e two new offer ings andbr i ng th em both to the not i c e o fyour X—ray cu s tomers .

4

New Siz e of Drimoun ts

a nd Ins l ips

For pr in t s 7 x 12— s i z e ou ts i del lVZ X 16V2 °

Pe r l OO Pe r VQ do z .

Insl ip LDrim oun t L .50

Discontinu ed

O u r s tock o f 3% x F i lmPl ate Premo s i s exhau s ted and th e i rmanu factu re h as been d i scont i nu ed .

SALE SMANFirst Aid

\Vith h i s very fi rs t ro l l o f fi lm theaverage begi nner a t tempts th e mostd iff i cu l t branch o f photographyportra i tu re .He e i th er t r i e s a sn ap - shot o f h i ssub j ec t o r sub j ec t s i ndoors

,or e l s e

l i ne s th em up agai n s t th e back fenc eor th e s id e o f th e hou s e w i th th esu n sh i n ing spang i n th e i r eye s ,and w i th absolu te ly no though t a sto pos e o r l i gh t i ng .A ft er a l l

,i t i s bu t natur a l that h e

shou ld make such mi s takes,s o i t i s

up to u s beh i nd th e cou n ter to s e th im right a s speed i ly a s pos s ib l e .When th e begi nn er proud ly show s

you h i s fir s t a t t empt i n de l i n ea t ingth e human featu re s,do not make

th e mi s take o f pok i ng fun at h imor h i s effor t s . Rath er te l l h im thatth ey a re mighty good fo r a beginne r

,a nd th en tac t fu l ly sugge s t howhe can m ake even be t ter p i c tu r e s

next t ime .I f you want the fi re o f enthu si

a -sm to burn don ’ t pu t on th edamper .Here i s Thompson ’ s fi rs t por tra i to f h i s w i fe— bad ly under t imed , th ehand s a s l a rge a s hams

,one s ide o f

the face cha l kywh i t e , and the otherlos t i n shadow .

“

By Jove ! o ld man , tha t ’ s pr et tygood . I 'd recogn i z e tha t a s a p i ctu re o f M r s . Thompson a ny-where .”

“

\Vha t exposu r e d i d you gi ve ?A tw enty—fi fth o f a s econd i n

your f ron t room ?”“W

' e l l , a l i t t l e more t ime wou ldhave given you an even bette r p i ctu re . You s ee w indow gla s s i smigh ty de c e iv ing . A room m ayl ook fu l ly a s l i gh t j u s t i n s i d e th ew i ndow pane a s i t doe s ou ts i d e o f i t

,bu t a s a matter o f fac t tha t deceivi ng pan e o f gl a s s ac tu a l ly absorb s at remendous quan t i ty o f that l igh t .O n a brigh t

,sunny a ft e rnoon ou t~

https://www.forgottenbooks.com/join

The Duotone Fo lderHere ' s someth ing eve ry s a l e smanhas l ong been anx iou s to ge t , becau s e h i s cu s tomer s have been a ski ng for i t r igh t a long .T he re ' s a r eady- made demandfor an amateu r fo l der moun t o f acharac te r d i s t i n c t from pro fes s i ona lfo lde rs

, yet pos s e s s i ng th e appearan ce and rea l i ty o f t ru e qua l i ty.

The Duoton e amply meets the requ irem ents . The s tock u s ed i s ap l ea s i ng shade o f buff

,wh ich goes

equa l ly we l l w i th pr i n t s i n S ep iaton e or B l ack and and thu sther e ' s no d i ff i cu l ty abou t s tocki ngad equate qu an t i t i e s o f two or moreco l or s .The pr i n t s are p l ac ed by s l i pp i ngth em under a re ta i n ing flap

,and as

th e i l l u s tra t i on above show s,th er e ’ s

a nea t s i l ken borde r a round th ep i c tu r e .Thes e folder s w i l l s e l l r i gh tspeed i ly, the re for e you shou ld se eabou t h avi ng them on hand . Re

mind th e bos s and t e l l h im you canse l l th em .

4

SundriesR igh t now you shou ld pr epar e al i t t l e s ch edu l e for your s e l f o f th esundr i e s you can pu sh to advan tageth i s Spr i ng . Por tra i t At tachment s

— one w i th every camera vou s e l l10

SALE SMAN

wil l pr ove a sp l end id s a l e s producerand a mai n s tay to th e amateu r s ’ enthu sia sm . Col or Sc reens

,too w i l l

make fo r be t t e r p i c tu r e s and mor eenthu s i asm . VVeek—end A lbums ar ei n s ea son . for th er e ’ s more trave ll i ng now than in th e pa s t fewmonth s .The s e a re bu t a few o f th e sundr i e s you can se l l , bu t you mu sthave them in mi nd .

4

New Contra sts of Az o F .

‘

As i s gen era l ly known , th e s tocko f A ZO C— Glos sy— has a b lu i sh orpen sé t i n t . wh ich r ende rs i t not s ode s i rab l e for c er ta i n k i nds o f workas a pape r w i th a natu ra l wh i t es tock .For some t ime w e have had Az o

F— Glos sy— on th e marke t in th eHa r d contra s t

,and we a re now

ready to fi l l order s for Az o F i nth e fu l l r ange o f con tra s t s— So ft ,Hard and Hard X . Th i s i s S i ngl eW

' e igh t s tock .The Doubl e We igh t o f AZO C

ha s a lways been on a wh i te s tock ,w i thou t th e t i n t o f A z o C S ingle\Ve ight , s o tha t i n r ea l ity th eDou bl e We igh t o f Az o C i s theDoubl e We igh t o f Az o F , bu t ' weshal l not a t th i s t ime rename theDoubl e We igh t

,a s shou ld i n s tr i c t

n e s s be done .

WAS once i n th e employ o f ar i ch man ’ s s on . He was a peoul i a r man . Hi s fathe r l e f t h im theso l e owner o f a l arge

,old - fa sh i on ed

succes s fu l depar tmen t s tor e,

a nd

fo l ks sa i d tha t h e wou ld go “ brokew i th i n a coupl e o f yea rs , becau s e h eknew noth i ng o f bu s i n e s s methods .

“

R i gh t a fte r th e young man tookpos s e s s i on o f th e s tor e h e begando ing th i ngs . He d i s cha rged tw o

old depa rtmen t h eads for u s i ng profan ity i n th e pre s enc e o f sa lesw om

em. Folks shook the i r h eads ; h owin th e wor ld w as he go ing to ge ta long w i thou t th es e tw o ski l l ed merchandise coun s e l l or s .

“

Nex t th ing h e d i d,he made the

mai n and s i de en tranc e s w ider becau se h e sa id th e cu s tomer s d idn ’ twan t to be need l e s s ly j o s t l ed goi ngi n to and com ing ou t o f th e s tor ethen h e pu t i n b igge r w indow s becau s e h e sa i d cu stomer s w an ted a smuch dayl i gh t a s pos s ib l e whens e l ec t i ng goods .Su ch extravagance— fo lks w e rej u s t get t i ng ready to say I to ld youso” and figur i ng on getting someba rga in s a t th e sher i ff’ s s a l e

,when

he shocked th em agai n . He pu t i na r e s t room for h i s women patron s

.and anoth er one for th e women employes , and th en h e pu t a l l th e cashboys in un i form ,

had th em dr i l l edby a mi l i ta ry i n s t ru c to r tw i c e aw eek , and pu t i n a sch oo l t each erand made th em go to s choo l fo r anhou r a day.

“ Somehow or anoth e r h e d idn ’ tl l

bu s t accord i ng to schedu l e . Peop l e began to find ou t that h i s n i cel igh t s tor e wi th i t s mode rn conv en ience s was a pr et tygood p lace i nwh i ch to t rade . They began to l i keth e ‘natty’ appearance o f the un iformed ca sh boys , and th e boysth emse lve s l i ked the n ew orde r o fth i ngs

,becau se i f th ey kep t th e i rshoes sh i n ed , th e i r co l l ar s c l ean , andwere po l i t e and effi c i en t th er e wa s

su re to be a bi gger j ob and morepay i n s igh t .

The‘Bos s ’ was pecu l i a r . bu t

somehow he s e emed to make h i specu l i a r i t i e s pay d i v idend s .“You cou ld have you r moneyback w i thou t que s t i on

,and he wou ld

ca sh a ny cu s tomer ’ s ch eck , wheth erth e cu s tomer cou l d b e iden t ifi ed o rnot

.becau s e h e s a id h e cou ld not

afford to have anyone exper i enc e ad i sagr e eabl e s en sa t i on i n h i s s to re .and that n in ety- five per c en t . o f th epeopl e w e re hone s t . so th e oth er fiveper cen t . di dn ’ t coun t .

“

And th i s i s n o fa i ry ta l e . Th i ss tore ex i s t s to - day,

l arger bymany.

many t ime s th an when th e youngman took hold . and i t i s a su cc e s s .“ I t i s a su cce s s becau s e i t ha s a lways given th e peop l e wha t theywanted

,becau se it ha s been made

pl ea san t for th em to t rad e th ere .and b ecau s e every employe i s j u s ta s much i n te re s ted i n th e succ e s s o fth e s tore a s th e propr i e to r .

“

The s ec re t— though i t i s no s ec re t— o f th i s succ e s s i s s e rvi c e andsat i s fac t i on .

AMMY , I am wonder i ng i f w ehave been over look ing a s a l e she lp . The o th e r day I d ropped in toa s tore down th e s tr e e t to buy ash i rt o r two

,and at th e conc lu s i on

o f th e sa l e th e sa l e sman asked mefor my name and addr e s s .

“

The s a l e sman exp la i n ed tha t i twas an i ron - c l ad ru l e o f th e s tor eto obta i n th e name and add re s s foreve ry s a l e s s l i p wheth e r th e cu s tome r took the good s w i th h im or hadth em de l ive red .

The rea son i s th i s : th e s tor ekeep s a card i ndex o f a l l i t s cu s tomer s

,and make s fr equ en t u s e o f i t

i n s end i ng ou t no t i c e s o f spec i a ls a l e s or o f new good s . and the phon ei s f requ en t lyu s ed for the same pu rpose w i th spec i a l cu s tomer s .

i t s e ems to me,Sam

,tha t

we can make u se o f tha t s ame p lanr igh t he re i n ou r own s tore . I knowwe have a so - ca l l ed l i s t o f ou r cu stom ers

,bu t i t i s m os t ly confined tothose hav i ng charge accoun t s

,so w e

r ea l ly have no d ir ec t conn ec t i onw i th ou r cash cu s tomer s and th e reare a l o t o f th em .

"Here i s anoth e r po in t,Sam : w e

do not keep in c lo s e enough touchw i th ou r new amateu r cu stome r s .Suppos i ng T homas come s i nand buys a No . Z—A Brown i e

,or

M r s . Sm i th becomes th e po ss e s soro f a No . S—A Spec i a l . They bothw i l l p robab ly commi t some o f th eer ror s common to th e beginn e r

,and

w e won ’ t b e i n a po s i t i on to h e lp12

th em un l e s s th ey come i n and asku s to pu t them on th e r igh t t rack .“

Now here i s my s impl e l i t t l ep l an,Sammy: when we make acamera sa l e and proceed to fi l l ou t

th e Koda kery s ubsc r ipt i on b l ank ,be fore doi ng so j u s t s l i p a sh ee t o fcarbon pape r and anoth er s l ip o fpaper under th e b lank

,and th en a s

w e fi l l ou t th e b l ank w e w i l l have adup l i cate s l i p for ou r own fi l e s foru s e i n fo l l ow i ng up every cu s tomer .I have t ri ed i t and i t works . Herevou se e i s the sub scr ip t i on b lankand th e dupl i ca te I expe rimen t edw i th . T he s e s l i p s w e can place i na smal l fi l e or t i ckl e r accord ing todate s

,and at th e end o f a w e ek or

a mon th a s w e m ay de termi n e . w e

can e i th er drop th em a l in e or phonethem and find ou t how th ey a re gett i ng a l ong .

“ I ment i on te l ephon i ng them .

Sammy. becau se th i s pu t s an addedper sona l touch to th e t ran s act i on .

“

Natu ra l ly we can on ly do th i sw i th cu s tomers l i v ing r igh t her e i ntown .

“

Each morn ing w e can havesomeone go over the Kodakerys l i p s o f th e day be fore , l ook up thet e l ephone number s i n the book andj ot th em down .I imagi n e tha t w e sha l l find agoodly number o f begi nne rs w howi l l w e l come ou r ca l l i ng them up .a s a good many th i ngs s eem inglyvery s impl e to u s w i l l puzz l e th em .

and I have an idea tha t w e can thu s

KODAKERYA mon th ly maga zm e tha t tea ches how to

make be tter pic ture s M 11 be sent FREE OFCHARGE to e very One w ho purcha ses one of

o ur amateur camera s from a dea ler in pho tographic goods , provided this blank is fil led outand sent to us w ithin 30 days of the da te the .

cam era w as purchased .Ea st manKODAK Co stm m ’

.

To 1m:Bu rsi ti s Ko'

m xCo Roc hester. N. Y.

In accordan ce w ith your offer. pleas e place my name

on the ma il ing l ist for"Koon t z “ (w ith the und er

‘su mding

‘

tba t the re is to be no cost to me ) [ havingg

41

purchased a

i

7

be abl e to tu rn many an impend ingfa i lu re i n to a succe s s .“ You see , Sam . a s each day’ scame ra sa l e s a re fi l ed toge th e r i twon ’ t be su ch a ter r ific j ob for anyone day, and I am mor e th an su reou r cu s tome rs w i l l appr ec i a t e our

SALE SMAN

The bos s e s dia ryas kept bghis $011

13

effor t s to keep i n touch w i th themand to give th em se rvi ce.

”

Th i s s imp l e l i t t l e p l an w i l l g iveu s an up - t o - th e—minut e l i s t and w i llp rove o f good se rvi c e i n many w ays .L i ke i t . Sammv ? I th ough t vou:wou ld .

”

Ja nua ry Z— My d ad s a i d th e

o the r day th a t h e wou ld gi ve $1000dol l a r s i f he had kept a da i ry whenh e wa s my age . He sa id tha t a t thed inner tabl e and moth er s a i d tha tth a t rem inded he r th a t sh e w an teda n ew coat and that i t w ou l d cos t$60 dol l ar s and mv dad sa i d thathe was l a te now and that h e ough tto have been back at th e s tor e a ha l fhou r ago . I di dn ’ t say anyth i ngbu t I am qui t e a th inke r and I gotth inki ng abou t i t and I fou nd ab lank book that you had to buy fors choo l and I am go ing to keep mydad ' s da i ry and s e l l i t t o h im for

dol l ar s .Here i s a descr i pt i on o f m y dad .

My dad i sn ' t ve ry good look i ng and‘h e i s n ' t bad l ook ing e i th e r and i s admi red and r e spec ted by a l l . He ha sa b ig mu sta sh and yet he hasn ’ t anyha i r on h i s h ead w h i ch i s a funnyth i ng becau s e i t w ou ld l ook be tteron h i s h ead . My dad knows praet ic ly everyth i ng and I w i l l be on thel ookou t and when h e get s off someth i ng pret ty good I w i l l pu t i t downhere . My dad owns th e s tore andth ey s e l l Kodaks and l ot s o f th i ngs

KODAKther e and i t i s one o f th e b igge s ts tore s i n town .Ja nuary 9—My dad to ld moth er

a bou t El ber t So rt s to - day and Iw a s s tudyi ng my a rithm etick pr e t tyhard bu t I '

m a naged to hear what h ew as sayi ng . El be rt i s th e son o f ano ld fr i end o f mydad ’ s and h e wante d a j ob i n th e s tor e and my dads a i d tha t El ber t was the k ind o f afe l l a tha t you can read l i ke a bookon lyyou ar en ’ t i n te re s t ed enough totu rn the pages . My dad sa id tha twhe nE l ber t was i n s choo l h e had tow r i t e ou t th e col l edge ye l l s and taketh e paper w i th h im to th e footba l lgames b ecau se h e cou ldn ’ t remember th em . My dad sa id tha t El be rtw as th e k ind o f a fe l l a tha t takes sol ong to make up h i s m i nd tha t whenhe finna ly doe s ge t arou nd to i t he ’ sforgott en what i t was h e was thinki ng abou t . Bu t my dad gave h im ajob j u s t th e s ame becau s e o l d FrankSort s i s th e be s t o l d man tha t everl i ved .Ja nua ry 9—My dad sa id to - daytha t mos t p eop l e wa s pr e t ty ea s i ly

s a tisfied— a l l they want i s more . Ithough t tha t was a p re t ty good oneand so I pu t i t down and

.

mothers a i d tha t somet ime s Frank you rbr i l l i anc e fai r ly s tun s me on lymoth e r was sa rca s tick becau s e mydad ha s n ’ t gi ve her tha t $60 do l la r sye t .

Ja nu a ry 11— A ft e r d i nn er ton ight my dad and I got to ta l k i nga nd I l i s tened p ret ty care fu l to s eei f h e wou ld ge t o ff a good on e andhe s a i d tha t th e r eason h e was bo s snow was becau se i n 1896 he wasp i cked fo r th e champeen de l iveryboy. He sa id tha t he wa s a verybr i teboyand that th e re was a nack abou tde l iver i ng package s tha t he got onto i n no t ime He sa id tha t peopl ed i dn ’ t l i ke to have you runn i ng upth e s tep s and r i ngi ng th e be l l l i keth e re was a fir e . He sa id th a t th ree14

SALE SMANpai rs o f s tock i ngs and an umbre l l arack hadn ’ t ough t to be the s ignalfor a porch ce l ebrat i on . And hesa id tha t h e a lways ca rr i ed h i s manner s r igh t w i th h im and that hewas not ed for h i s manne rs anywayeven when he wa s a l i t t l e chap andhe s a i d tha t h e a lways t ipped h i sha t wh en a woman came to th edoor . My dad says tha t you can ’ thave a succe s s fu l ca re er w i thou t asubsta nsha l fou nda shun and he s aystha t h e w i l l l eave i t to anymason inth e wor ld i f th e w ay to bu i ld afou nda shu n a i n ’ t fr om th e bottomup . He says th e on ly f e l l a w hotr i e s to ge t around th i s i s th e r i chman ’ s son and he says th at h e ha sf requ en t ly noti c ed tha t wh en a k idi s born w i th a s i l ve r spoon i n h i smou th i t i s th e spoon and not th ek id th at i s marked s ter l i ng .Februa ry 8

— My dad came hometo—n igh t and he wa s fee l ing pre t tyc ros s and he says Edward l e t m ese e you r report card and I sa i d th a twe don t get th em t i l l tomorrow andi t was ou t i n my coa t pocket a l l th et ime bu t pe rhaps my dad w i l l b e i na be tte r humor tomorrow . I h av el ea rned by exper iment s tha t th e be s tt ime to show h im my r eport card i sj u s t a ft e r h e ha s got off a good on eand i s fe e l i ng fine . M other s ayswhat i s the matte r Frank and mydad says tha t one o f th e f e l l a s downto th e s to re w an ted a ra i s e and he ' ssor e becau se I d i dn t gi ve i t to h imand I ’m sore becau s e I cou ldn ’ t . I fI bough t a hou se for dol l ar sand want ed to s e l l i t for do ll a rs

,my dad sa i d . I 'd see to i t tha ti t l ooked l ike dol l ar s . I d trv

to make i t worth tha t to the cu stomer . I f I w as a sa l e sman andwanted to s e l l my s ervi c e s fo r moremoney I ’d try to make those s e rvi c e s wor th more money. And ye tsome fe l l a s do j u s t two th i ngs to ge ta ra i s e — want i t and a sk for i t .

HE man beh i nd th e coun ter i sfr equ en t ly ca l l ed upon to pa s sj udgmen t upon th e negat i v e s andpr in t s o f h i s cu s tomer s

,and to a i d

th em in secu r ing good re su l t s .I t i s th e re for e h igh ly e s s en t i a lth a t th e sa l e sman be thorough ly fa r

mi l i a r w i th th e charac t e r i s t i c s o fn egat i ve s and pr i n ts norma l ando th erw i s e . and h e mu st be ab l e tod etermi ne defini t e ly th e rea son defects have occu rr ed . and how torem edy them .

Negat ive s m ay be lJroa tl ly c l a s s ihed a s fo l l ow s : norma l

,under - ex

posed,ove r—expos ed . under—de ve l

oped,over—deve loped .

A normal negat ive i s on e wh ichh a s had app rox imate ly cor rec t exposu re . and was c orr ec t ly deve loped . fixed ,

washed and dr i ed . Ex

am in ed by tr an sm i t ted l igh t i t w i l lshow fu l l gradat i on from h ighe stl i gh t s to deepe s t sh adow s : th e h i ghe s t l i gh t s w i l l be to some degr eet ran sparen t . and th e deepe s t sh adow s w i l l po s s e s s d eta i l .An under - expos ed negat i ve i s

o ne, a s i t s name ind i ca te s . w h i chha s rec e i ved in su ff i c i en t exposu re

,and w i l l be l ack i ng i n de ta i l th roughou t acco rd i ng to th e degree o f u nd er—exposu re . A bad ly under - expos ed n egat i ve i s h ope l e s s . a s noa f ter - proce s s can bu i l d i t up becau se vou have noth i ng to workupon .An under - deve l oped n egat i ve i son e wh i ch has been gi ven an ex

ginnerob ino the Counter

posur e w i th i n th e l imi t o f i t s l a t itud e . bu t i s w eak and th i n . thougho ften show i ng deta i l th roughou t .becau se i t ha s not been deve l opedfo r a su ff i c i en t l ength o f t ime

,or

b ecau se th e deve loper wa s improper ly compou nded . Such a n egat i vecan be brough t to good pr i n tingden s i ty by th e proc e s s known a si nt en s ifica t ion .

‘

T he re ar e two acc eptabl e method s for i n ten s ifica t i on : on e by re

d eve lopment . and th e other bym e a n s o f M ercu r i c B ich l or i de .Formu l a s fo r both proc e s s e s w i l l b efound i n n ear ly a l l came ra manu a l s .An over - deve loped n egat i ve i s on ewh i ch ha s been a l l ow ed to r emai ni n th e d eve lop i ng s olu t i on for tool ong a t ime . I n con sequ ence

,i t i s

far too den s e,d iffi cu l t to s e e th rough

by tr an sm i tt ed l igh t . and take s al ong time to pr i n t . Such a n egat i vecan be brough t back to th e properpri n t i ng d en s i ty by th e proc e s sknown as “ reduc t i onThere a re s eve ra l good methodsfor r educi ng a n egat i ve . w h i ch w i l lb e found i n the M anua l s .As i d e f rom the above gen era lc l a s s i ficat i on s . negat i ve s ou t o f th eord i na ry. th rough var i ou s de fec t sw i l l frequ ent lv pre s en t th emse lve s .O ne o f the most common de fec t si s fog . The mos t common cau s e o ffog i s exposu re to w h i t e l igh t e i th erwhen load ing or un l oad ing th e camera . du r i ng deve lopmen t . or th roughsome de fec t i n th e appa ra tu s . Fog

m aycover th e en t i r e su r fac e o f th efi lm,or on ly a por t i on or port i on s o fi t . th e foggi ng i s gen era l

th e n egat i ve w i l l be very den s e andsomet imes e‘n t i r e ly ob l i t er ated . orth e image w i l l b e du l l and hazy.

Genera l fogging m ay a l so be cau s edby an improper d eve lop i ng solut i on .one i n wh i ch the a l ka l i i s great ly i nexce s s .I n ro l l fi lm the edge s w i l l s omet imes be fogged or a s tr eak o f fogw i l l ru n through some o f th e expo su re s . Th i s i s u su a l ly du e to improper hand l i ng in a l l ow i ng th e fi lmto become more or l e s s unro l l edwhen exposed to w h i t e l igh t .An improper ly fi t t ed back

,p i n

hol e s or oth er sma l l ho l e s i n th e be ll ow s . or a shu tte r whos e l e ave s donot c l os e p roper ly wi l l a l so cau sefog . Th ere a re many oth er cau se so f fog . some qu i t e unu sua l . bu t th eforegoi ng are th e cau s e s most o ftenencountered .

Streaks i n negat i ve s ar e somet ime s encoun te red . The s e mos to ften appea r i n over - expos ed negat iv e s deve l oped i n th e Kodak F i lmTank and ar e cau s ed by th e fi lm andpaper w i nd i ng loos e ly i n s i d e theapron and fa i l u r e to rever s e th etank severa l t ime s du r i ng deve lopmen t .T en s i on shou ld be app l i ed to th ehand l e i n th e rea r o f the changingbox when w i ndi ng fi lm and paperi n s id e the apron . Th i s w i l l i n su rethe apron w i ndi ng t igh t ly on th er ee l and th e fi lm and paper be i ngd rawn t igh t ly over th e convex su rfac e o f th e ro l l .Undeve l oped s ec t i on s o f con s id

era bl e s i z e a re o f ten cau sed by

th e s en s i t i z ed s i de o f th e fi lm touching th e su r fac e o f th e apron ands t i ck i ng to s ame . Th i s pr even t sun i fo rm act i on o f th e deve loper .Applyi ng ten s i on a s above expl a i n edw i l l overcome th i s troub l e .16

SALE SMANFa i l u r e to fa s ten down th e endo f th e fi lm when deve l op i ng i n theKodak F i lm T ank o ften r e su l t s i nth e fi lm w ind ing i n s id e th e ap ronw i th i t s s en s i t i z ed s i de i n con tac tw i th the paper support .Rever s i ng th e spoo l i n th e spoo lcar r i e r i n th e f ron t o f changi ng boxw i l l br i ng th e fi lm fac e down on th eap ron .

e i th er o f th e above cond it i on s occur th e nega t i ve s w i l l becove red w i th i rr egu lar t ran sparen ts tr eaks and spot s

,show i ng onlyfa i n t t rac e s o f th e im age

‘

here andth er e

Con tra s t Ve lve t I’

e/or— th e paperfor w eak . l i f e l e s s n egat i ve s .

T ran spa ren t spot s a re u su a l lycau sed by a l low ing a i r—be l l s to co ll ec t and rema in on th e su r fac e o fthe fi lm at th e begi nn ing o f d eve lopm en t ; th e a i r be l l pr even t s th ed eve loper f rom do ing i t s work . sosu ch por ti on s o f th e image fix eu

tire ly ou t i n th e Hypo .Sma l l b l ack spot s or specks onth e sur face o f the n egat i ve u su a l lycome from du s t co l l e c t i ng on th esu r fac e

.and when th e fi lm i s im

m ersed i n th e so lu t i on th es e smal lpa rt i c l e s adhe re and s i nk more orl e s s deeply i n to the emu l s ion . anda re very d i ff i cu l t to r emove .Reve r sa l o f the image : a ca s ewh en a l l or port ion s o f th e negat i veshow a pos i t i ve i n s tead o f a n egat i ve image . T hi s d e fec t i s not soo ften found . and i s cau sed by th en egat ive b e i ng exposed to wh i tel igh t or an un sa fe dark room lampdu ri ng deve l opmen t .I n ou r n ext i s su e w e w i l l take upth e qu es t i on o f de fec t s i n pr i n t s

https://www.forgottenbooks.com/join

LOYALTY

Do you kn ow t a t Loya lty is v

.

2 Haveyou eve r an a lyz ed it

“

.

2 I’

m a gre a tst ickle r for Loya lty and l have myow n

n o t ions abou t i t . Loya lty mean s a gre a tde a l more than s imply n ot be tray.

”

More than a cq u iescen ce . Such thingsare n ega t ive Loya lty is a pos i t ive virtue .

It is more than pe rsona l a lso . Loya ltyaccepts the big idea , w ha teve r i t is and

accepts i t Whole - heartedly, once the thingis dec ided on . Loya ltym e ans full acco rdWi th the plan - absolu te harmonyw i th thepurpose s and proje c ts of the house . In

short Loya lty? is like playing a violin ;you ’ ve go t to get i t in tun e before you

can play.

Judge E . H . Ga ry.

MAY , 1917

An a id

to the man

behind the counterNo .

Betw een Us

Not so ve ry l ong ago the superint enden t o f a l a rge commerc i a l finishing hou s e , whi ch does the workfor a numbe r o f pho tograph i c supply dea le r s , was l ook ing over andcheck ing up th e order s r ece i ved fordeve l op i ng and pr i n t i ng tha t mor ni ng . Among the order s w as an o ldCyc lon e p lat e camer a o f th e magaz i n e typ e , wh ich had been s en t i n tohave th e p l ate s r emoved and deve loped .The supe r in tendent p i cked up th i scamera becau se he had not s e en onei n a l ong wh i l e

,and he wa s su r

pr i s ed a t i t s l igh tne s s for a camerasuppos ed to conta i n tw e lve gl a s sp l a te s .T ak i ng th e camera i nto th e da rkroom , h e open ed i t up and foundthe sheath s had been loaded w i thtwe lve sh ee t s o f So l i o paper i n s teado f p l ate s

,and l a ter a sc er ta i n ed tha t

the camera had been loaded for thecu s tome r by a c l erk i n on e o f th edown town s tor e s .Now th i s i s n ot fic t ion bu t anactu a l fac t and an appa l l i ng one .The maj or i ty o f you know yourl i n e and kn ow it wel l , and w i l lsca rce ly be l i eve such a b lunder poss ib l e , bu t h e re i s a l i t t l e t e s t th at

may p rove worth wh i l e .

When you have th e oppor tun i ty,take a gl anc e through th e s tock ands e e how many i t ems you can findthat you do not fu l ly unde rs t and ,and where you migh t fa l l down i na s e l l i ng argumen t .Le t u s take on e s imp l e i tem : suppos e a cu s tomer comes i n and inqu i r e s abou t meta l tr i pods . Youshow h im a Kodak M eta l T r i podand h e comes back a t you w i th th efac t tha t he can buy one tha t l ooksj u s t a s good to h im a t ano ther s tor efor a do l l ar l e s s . I f you know th egood s you come back a t

'

him w i thth i s : Ther e ar e meta l t r ipod s andmeta l t r ipods

,and lo t s o f good one s

,and th eywi l l give you good s e rv i c eu nt i l th rough acc iden t or w ear somepa rt give s ou t . With mos t o f th em ,owing to th e i r con s tru c t i on , youw i l l h ave th e “ d i cken s” o f a t imer epa i r ing i t

,bu t w i th th i s M e ta l

T r i pod,a ny s ec t i on can ea s i ly ber emoved for r epa i r s

,and th i s i s a

fea tu r e un i qu e among th e me ta l t r ipod fam i ly.

”

T ake a l ook through th e l i n e , andi f you ru n ac ros s s ome th ing youdon ’ t u nde rs tand,a sk s omeone e l s e

i n th e s tor e,and s o be ready fo r

any qu es t i on o r argumen t .l l l l l l l l l l l l l l l l l l l l l IIIl l IIl l Il l l IIl l l l l l l l l l l l l l l l l l l l l l l l l IIl l l l l l IOIIl l Il l l Il l l l Il l l l l l l l l l l l l Il l IIl l Il l IIl l IIIIIl l l l l l l l l l l l l i l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l i Il l Il l l l l l l IIl l l l l l l l l l i l l l l l l l l l l l l l IIQL

:

Fil l ou t the Kodakery subscription blank.

Fil l ou t the Koda kery subscription blank.

F il l ou t the Koda kery subscription blank .

Il l Il l l l l Il l i l l l l l l l l l l l l l l l l l l l l l Il l l l l l l l l l l l Il l l l l l l l l l l l l i l l l l l l l IIIl l l i l l l IIl l Il l l l l l IIl l Il l l l l l Il l IIIIIIIIIIIl l l l l l l l l Il l l i l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l Il l l l l l l l l l l l l l l l l l l l l Il l IIl Il l l l l l l l l l l l l l l l l

4

Make Your Sa les GrowLa rger

What a re you do ing to make yoursa l e s grow th i s Spr i ng ? O ne i sprone to ge t i n to a groove and makeno headway,

j u s t l ike th e p i tch erwho can ’ t ke ep the ba l l f rom cu t t i ngth e p la te r igh t th rough th e h eart ,w i th th e r e su l t tha t h i s averagelooks s i ck

,when th e figu re s ar e

compi l ed by th e dope s ter s a t th eend o f th e s ea son .You don ’ t wan t to ge t i n to agroove

,and i f you th i nk ther e ’ s

a ny danger o f your s l i pp i ng i n , i t4

i s t ime to tone up , for wh i ch th ere ’ sno be tte r th i ng than to s tudy upth e adve rt i s i ng that i s back ing th egood s you ar e s e l l i ng .La s t mon th

,we r eproduced two

o f th e adve rt i s ement s w e a re u s ingi n th e paper s th e farm folk l ik ebes t

,and aga i n w e gi ve you a persona l r em i nder o f ou r campa ign in

beha l f o f .your average a s a sa l e sman . O f cou r s e , we hope to s e l lmore cameras and that ’ s w hy w eare boos t ing for you r per sona ls a l e s—average .Hones t ly,

th e pos s i b i l i t i e s o f Ko

dakery on th e Fa rm are v irtua l lv

https://www.forgottenbooks.com/join

a . KODAK SALE SMAN

NCE upon a t ime , though th i si s no fa i ry t a l e , I h ad charge o fth e two upper floors o f a bu i l d i ng ,wh i ch w er e gi ven over to bach e lo rapar tmen t s .

“ I had for my ch i e f a s s i s tan t , aCh in a ‘

boy,’

Char l i e W ing . Char l i ew as a mos t indu s tr i ou s worker , a lways anx i ou s and w i l l i ng to pl eas e ,and w i th an inexhau s t i b l e supply o fgood natu r e . M ee t h im anywher e ,a ny t ime , and i nqu i r e ‘How are you ,

Cha r l i e , ’ and off wou ld come h i sround fe l t ha t

,and w i th a mos t ex

pansive gr i n h i s invar iab l e replywou ld be ‘Vel ly good , th ank youmuch . p l ea s e . ’“

Char l i e w as a lw ays w i l l i ng to goon an err and for anyone , and h i sagr eeab l e qua l i t i e s gen era l ly wer ea b ig a s s e t i n keep i ng thos e roomsfi l l ed .

“ I t r ea l ly take s s o l i t t l e to cr eateth e r igh t o r wrong fee l i ng .“

A fr i end o f m ine s ta rted a s tore,and fu rn i sh ed i t and s tocked i t

spl end id ly,and h e h i red as s a l e sman

a man who knew th e l i n e thoroughly,but wa s born t i r ed .Whenever you wen t i nto tha ts tor e you found h im s i t t i ng down ,or i f h e wa s wait i ng upon a cu s tomer h e wou ld l ean upon th e l edgebeh i nd th e coun ter a t every oppor

tun ity.

“ Peopl e soon b egan to fe e l tha t i tw a s a shame to d i s turb h im ; everymove was ev iden t ly su ch an effort ,and s o theywen t e l s ewhere to t radeand l e ft h im i n peace

,and i t was not

6

l ong be fo re th e s tor e w as c l os ed a san unp rofi tab l e ven tu re .

Th i s was i n a w ay an ext remeca s e , b ec au s e th i s s a l e sman r ea l lyknew h i s l i n e thorough ly, and waso f an agr ee ab l e per sona l i ty— bu t h ewas j u s t p l a i n lazy.

“ I am very fond o f sw imm ing , soone day l a s t Spr i ng I dropped i n toa sporting good s s tor e and asked for .a par t i cu l a r s tyl e o f ba th i ng su i t .‘

Nope— haven ’ t go t ’ em,

’ r esponded th e s a l e sman suppr es si ng a yawn , s o I pas sed ou t .I en ter ed anothe r spor t i ng good ss to re and made a s imi l a r enqu iry.

‘

No s i r , I am sorry to say tha tw e haven ’ t th at par t i cu lar s tyl e ins tock,bu t I ’ l l h ave one her e for you

from th e fac tory i n fo rty- e igh thour s , or i f I can find one anywher ei n town you ’ l l h ave i t to - day.

’

A l ong i n th e Fa l l s ome o f u s became in te re s ted i n t rap shoot i ng ,and i t w on ’ t take mor e than onegu e s s to pi ck th e s tor e I wen t to forammun i t i on .

“ I l i ve qu i t e a l i t t l e w ays f romthe c en tr e o f town , and our nei ghborhood i s a s or t o f a l i t t l e town byi t s e l f . We have a drug s tor e , acoupl e o f groc e ry s tore s , and a genera l n ot ion s tor e .

“When th e d rug s tor e w as fi rs top ened

,eve rybody s a i d ‘Hooray!’becau s e i t w a s rea l ly needed .

“ Soon,how ever

,we began to d i s

cove r tha t th e s tock l acked manyi t em s,and tha t th e employee s w er ei nd iffer en t

,s o th e s tor e ac tua l ly be

KODAKcame a j oke . I t changed hand s ; th en ew man had ‘th e sm i l e tha t w i n s ’and h e was determi ned to take th ecu r s e off th e s tor e , and h e has su cceeded i n mak ing i t one o f the be s tpayi ng i nves tmen ts i n town .Where fo rmer lywe on lypatroniz ed th e s tor e when w e had to , th erever s e i s now th e ru l e .

“ Hone s t ly,i t t ake s s o l i t t l e to

make or break a bu s in e s s ; j u s t a l i tt l e d i s cour te sy or i nd i ff e rence w i l ld r i ve cu s tomer s away, wh i l e j u s tp l a i n common—s en s e cou rt e sy anda tten t i on w i l l h ol d them .

“

A wh i l e ago I s topped over fora day to vi s i t a fr i end o f m in e whoruns a photograph i c supp ly s to re .He told me h e wa s fe e l i ng m i s erab l e

,had a sp l i t t i ng h eadach e and

r ea l ly ough t to be home i n bed . As

we were conver s ing,i n came a cu s

tome r , and w i th a sm i l e and ah earty ‘Good morn ing ’ my f r i endwen t up to wa i t upon h im .

“When we w er e aga in a l on e I inqu i red ‘How on ear th Can you act s och eer fu l and fu l l o f pep” when youfee l s o bad ly? ’

‘Gee wh i z ! They wou ldn ’ t bel i eve i t w as me i f I d idn ’ t smi l e andsa i l r igh t up to th em .

’

“

The sm i l e and th e appar en t w i l lingne ss to s erve coun t for s o ve rymuch i n bu s in e s s . We a l l know th i sand i t s e em s a lmos t a wa s t e o f paperand ink to r epea t i t . bu t l e t u s keepi t more fu l ly i n m ind for th e dayswh en we fe e l ou t o f sor t s .

4

Spring FeverI w i sh ' t I wa s a l i t t l e rockA s e tt i n ’ on a h i l l

,

And do in ’ noth i n ’ a l l day l ongBu t j e s t a s e t t i n ’ s t i l l .I wou ldn ’ t ea t . I wou ldn ’ t dr i nk .I wou ldn ' t even wash ;Bu t se t and se t a thou sand year sAnd r e s t mys e l f , begosh

SALE SMANThe 1917 Advert i smg

ContestYes s i r , we wan t more good p i ctu re s to i l lu s tra te more good adver

tising to s e l l mor e good Kodaks ,Brown i e s and Premos,s o w e ar e

goi ng to have anoth er Kodak Adv e rtising Con te s t .Th er e w i l l b e four te en ca shp r i zes ranging from to

a s fo l l ow s :Fir s t Pr i z eS econdTh i rdFour thFi f thS ixth

and e igh t pr i z e s o f each .We w i l l have r eady for distribut i on i n a very sho rt t ime c i r cu l ar safford ing th e d eta i l s o f th e Con te s ti n fu l l . M eanwh i l e; t e l l you r cu stom ers abou t th e Con te s t .The cond i t i on s a re prac t i ca l ly th es ame a s for our 1916 Conte s t

,and

,th e Con te st i s open to a l l photographers .

Pleas e r emember tha t wha t w ewan t i s n ot j u s t s imp ly pr et ty p i ctu r e s ; we wan t p i c tur e s th at w i l lt e l l a s tory o f th e p l ea su re s or th ep rac t i c a l u s e o f Kodaks or Browni e s ; i n oth e r wo rd s , th e p i c tur e mu s thave a s e l l i ng idea to be o f a nyva lu e to u s . and to be con s ide red i nth e mak ing o f th e award s .The ca sh award s ar e ampl e tomake i t w e l l w or th wh i l e for th ephotographer to pu t i n t ime and “e ffor t . s o te l l your cu s tomers abou tth e Con te s t and h e l p br i ng some o fth e pr i z e money to you r town .The Conte s t i s open to Canadaand th e Un i t ed S ta te s . i n fac ta Toronto man was on e o f th ep ri z e w i nn er s i n th e 1916 Conte s t .

SALE SMANGetting Our Pay Ra isedThe article be low is reprin ted

from a n excha nge be ca u se it

ha ndles so sa nely a nd he lpfu l ly a

topic tha t is often befogged bynarrow ness of v is ion

,based on a

fa ncied grieva nce :

Ther e i s no mor e v i ta l s ubj ec tth an that . And yet i t i s a sub j ec tabou t wh i ch many Stra thmorean s

do not u s e even enough though t tobe fa i r . I t take s a c er ta i n amounto f r ea son i ng to s i z e up th e s i tuat i on

,and then a c e rta i n amount

more to shape affa i r s and even t sto br i ng ou t th e des i red r e su l t s .We know we wan t more , and weth i nk w e ough t to have i t

,bu t do

w e ac tu a l ly conv i nce ou r s e lve s tha twe des erve i t ? I f w e do w e w i l lget i t . I f S t ra thmore i s not i n th emarket for ou r s erv i c e s a t th e in~cr eas ed va lua t i on a l i t t l e commonse ns e at ten t i on to th e l aw s o f supply and demand w i l l s e e th a t w ear e proper ly t ran sp l an ted . ButS t ra thmore i s i n th e marke t fo ri ncr eas ed va lu at i on s . I f ou r s i s o fsuch a characte r tha t i t doe sn ’ t fi t

,th e chance s ar e w e w i l l b e to l dfired

,i n o ther word s

,hones t ly andhonorab ly. And to be fired ' under

such c ircum lsta ndes i s a n act o ffr i endsh ip .We a re qu ot ing be low a l e tt erw ri t ten to th e Amer i can M agaz i n ewh i ch w e be l i eve shou ld be he lp fu li n sh ak i ng u s ou t o f ou r sk i n o fcommonplac ene s s i n to a rea l i za t i ono f the fac t tha t w e shou ld th i nkdefin i t e ly to defini t e end s i f w e areever go ing~to be worth a hu rrah .

“ I h ave r ec e i ved such a l argenumber o f l e tt er s wh i ch s eem toimply tha t employe rs pre t ty gen e ra l ly fa i l to r ecogn i z e and adequat ely r eward work w e l l don e th at Iam tempted to re l a te a b i t o f myown ear ly exper i ence ‘c l e rk i ng i t . ’I t may,

perhaps,he lp ’ to c l ea r th e

8

atmosphere on th i s much - d i scu s s eds ubj ec t .

A t th e age o f twenty I wen t towork in th e off i c e o f a mi l l i ondo l l ar firm at the pr i nce ly s a l a ryo f tw e lve do l l a rs a w eek . I s tayedthr e e yea rs , d i d my work fa i th fu l lyand w e l l , bu t n ever had my payra i s ed . The concern made money,were a lways k i nd and cou rteou s ,bu t never men t i on ed that

,to me

,a l l—impor tan t sub j ec t o f an increa sed s a l ary. I fina l ly l e f t in d i sgu s t ;bu t a s I l ook back on i t now

,i n th e

l igh t o f grea ter expe ri enc e,I am

no t a t a l l s urpr i s ed tha t i t w as so .I s imp ly p er formed a r egu lar s e rv i c e and was wor th no mor e to thema t th e end o f th re e yea rs than Iwas a ft e r I had been ther e s ixmonth s .

“ I f th ey had ra i s ed my pay i twou ld s imply have come under th eh ead o f generos i ty or ph i l an th ropyon the i r par t .The po in t

.

i s h er e All I everwas ab l e to pe rc e i ve wh i l e I he lddown th i s job was my own l i t t l edu-t i e s . I had absolu te ly no gra sp ,except i n th e mos t gen e ra l supe rficia l w ay, o f what tha t firm wastrying to accompl i sh , or what thos efundamenta l th i ngs w ere uponwhi ch the i r su cc e s s depended

,and

,a s I now look back on i t,I s e em

neve r to have even cared or tr i edto find ou t . M os t o f th e oth e r c l erk sev iden t ly f e l t th e s ame w ay I d id .We were j u s t cogs

,and fu nct ion ed

da i ly i n a pu re ly mechan i ca l manner . I f th e th r ee membe rs o f th atfirm had sudden ly d i ed on the s ameday,not one o f u s wou ld have

known,except i n a very gen e ra l

w ay,where th e bu s i ne s s came from

or w hy i t came a t a l l . We knewnext to no th i ng abou t th e raw materia l market s wh i ch suppl i ed u sor how th e goods w ere m a nu fac

tu red or so ld . O u r mind s w er e entire ly t aken up w i th figur i ng cos t s .

mak ing ou t i nvo i ce s and oth er off i c edeta i l s . and i f w e ta l ked toge th eri n l e i sur e momen ts . i t wa s abou tgi rl s

,th ea tr e s and town gos s i p .

Any one o f ou r plac e s cou ld havebeen equa l ly w e l l fi l l ed i n a f ewmonth s by n ew ‘ta l en t . ’ and nodoubt a t a s av i ng on th e pay ro l li n many i ns tanc e s . The member so f th e fi rm mus t o f te n have s ighedwh en th ey obs erved u s and notedth e l im i t ed orb i t o f our v i s i on s . I fth e above ‘con fe s s ion ’ o f my s ta teo f mi nd be fore I woke up i s apprecia ted by my read er s , I be l i eve i tw i l l do much to h e lp them in to th ea tmosphere o f b igge r th i ngs

,and

a t l ea s t s tart th em th i nk i ng aboutth e very r ea l road wh i ch i s so ea s i lydefined and w h i ch l ead s ever on toa be tte r and grea ter commerc i a ls ucc e s s . ”—Stra tlznzorea n .

Our Advert ising

Some cu s tomer s w i l l drop in to adea l er ' s s tor e know i ng exac t lywhatthey wan t , and w i th th e m on ev

readv i n th e i r hand .The grea t maj o r i ty though haveto be approach ed from var i ou s a ngl e s . T hey mus t h ave th e i r appetites whetted at d iff eren t t imes andi n d i ffer en t ways , and mu s t occasiona l lv be a l l ow ed a gl imps e o f th eadver t i sed produc t to s t imu l at eth em to th e buy i ng poi nt .You w i l l find th i s p l an car ri ed ou ti n th e Kodak adve rt i s i ng . I n manyo f our adver t i s ement s w e employi l l u s trat i on and tex t to br i ng ou tsome one en j oyabl e f ea tu re i n th eu s e o f th e Kodak : th en , aga in . wew i l l i l l u s t rat e and de s c r ibe somepa rt i cu l ar mode l to br i ng to a focu sthe des i re c r eated by our pr evi ou ss t imul at i ve adver t i s i ng .

I n our recen t ads . we te l l th es tory o f th e No . 2 - C Kodak Iun i or .

SALE SMAN

4

Try to r emembe r th e names o fyour cu s tomer s : “ Good morn i ng .M r . Jone s ; cr ea t e s a bet te r f ee l i ngthan j u s t ” Good morn i ng .a l l l i ke to fe e l th a t w e are

w o rth remember i ng . you know4

Did you eve r lo s e you r temperw i th a cu s tome r ?—And how d idyou fe e l a f te r vou had t ime to th inki t over ?

9

A r educed copy o f th i s adver t i s emen t appear s on page 5“

The camera fi t s th e pocke t,th e

p i c tu r e fi t s th e v i ew .

“

T ha t sound s reasonabl e . ‘ s aysM r . Cu s tomer to h ims e l f,and then

h e gl ance s a t th e cu t o f the da in tvl i t t l e c amera . and reads j u s t howsma l l and compac t and s imp l e i t i s .and says to h imse l f some mor e :"I ' ve been th i nk i ng abou t buyi ng aKodak a l l w i n t er l ong

,

— g ue s s I ’ l ld rop i n to a s tore and l ook th i s Z—CJun i or ove r . ' — and fr om th en oni t i s up to vou .

Kodakery for May

Con ta ins i n s t ru ct ive ar t i c l e s on :Accuracy i n Pr i nt i ng Ve l ox , TheRange o f Contra s t from High l igh tto Shadow

,The R igh t Lengt h o f

T ime to Pri n t,Ru l e for Conver t i ng

f. S top Number s to Numbe rs i nUn i form Sys t em . F i l t e r Factor s .

I

T ifi any finds cu s tomer s fo r hundred—thou s and—do l l a r n eck l ace sdon ' t be a f ra i d to show and ta l k th eh igh er pr i c ed good s .

4

“h en a cu s tomer hand s you ab i l l . announce i t s denom inat i on befor e you make hhange— it o ft ens ave s an a rgumen t .

AM,I h appened ou t i n th e sh i p

ping room la st even i ng j u s t a sthe ‘boys w er e l e av i ng, and saw oneo f them l igh t a c igar and th en carel e s s ly fl ip th e match i n to a corne rw i thou t a gl ance to s e e where i tl anded .

“ Sam,do you know tha t

,on e o f

the grea te s t cau s e s o f lo s s i n th i scountry i s fir e ?

“ For th e year 1916 th e fir e l o s samoun ted to over orabou t fo r eve ry man , womanand ch i ld i n th e Dom i n i on , a nd

th i s ra te i s many t ime s h igh e r th ani n a ny othe r c iv i li z ed country.

“ I be l i eve th a t s i n ce th e ‘Sa fe tyFi rst ’ movemen t ha s become so gene ra l

,th i s figu re h as be en somewha t

r educed,bu t I have not th e ac tu a l

figu res a t hand .“

The tota l l o s s by fi re i n th i scountry du r i ng a per i od o f th i rtythr e e year s i s n ear ly a s much ' a sw as expended fo r a l l k i nd s o fschoo l s and edu cat i on i n th e country fo r th e same per i od .Here are s ome o f the more common cau se s o f fi re s :

“ M atche s car e l e s s ly th rown awaywh i l e l i ght ed,

“ M a tch e s u s ed by ch i ld ren ,M a tches gnaw ed byrat s or m ice ,M a tch e s expl oded by we igh tsfa l l i ng upon them,M atch e s ign i t ed by f r i ct i on i npocket

“ Star t i ng fire s w i th keros en e orgasol i n e

,

10

Fi l l i ng gaso l i n e s tove s wh i l e .l igh ted

,

“ M i s tak i ng gasol i n e fo r keros en e,Us ing gaso l i ne ca re l e s s ly inc l ean i ng c l oth i ng

,

“

Ca re l e s s l eav i ng o f rubb i sh andsweep i ngs

,and o i ly and oth er wa st emater i a l

,

“ Spon taneou s combu s t ion,Smok ing

,

Def ect ive e l ect r i c w i r ing,

Ash-es in or nea r wooden orothe r i nflammabl e mater i a l .The Por t land

, O r egon , Bus in e s sM en ’ s As soc i a t i on ha s formu la t edth i s s l ogan : ‘When you s t r i ke amatch you s tar t a fi re ; s ee th a t youpu t i t out .

’

I th i nk,Sam

,th at i t w ou ld be a

pret ty good i d ea to s t ic k up somecop i e s o f tha t s l ogan around th i sp l ace .

“ Here i s s ome pre t tygood adv i c efrom a fi re mar sha l :“ ‘

Infiamm able good s and substances shou ld be s tor ed i n p l ace sab so lu te ly s ecu re from fir e .

‘Hot a i r p i pe s,though hardlyeve r the s ource o f a fir e u n l e s s a

flame get s i n to th em“

,shou ld be pro

tect ed .

‘I n s tore s tha t h ave hot a i r h ea ti ng sys t ems w i th floor regi s ter s ,paper or r e fu s e i s fr equ en t lydropped down th e r egi s t e r s i n to th ep ipes

,and th ence t o the top o f th e

fu rnac e some day when th e furnac e becomes h eated red—hot , th i sr e fu s e i s set a fire,and th e smoke

KODAKand flame s shoot up th rough th even t i l a t i on sys tem .

‘Gas and e l ec t r i c l igh t p endantsshou ld be kept fr e e from hangings ,and no good s shou ld be s tored w i thi n thr e e fee t o f a gas flame .

‘

Every n igh t be for e c l os ing, i tshou ld be th e du ty o f some respons i b l e p er son to l ook th rough th e ent i r e s tor e to s e e th a t everyth i ng i ss a fe .

‘ M any a fi r e ha s be en cau sed bysmou lde r i ng c iga r s tumps,burn i ng

lamps,e tc . ’

“

It know w e ar e pre tty ca re fu lh ere,Sammy, i n l ooki ng a f te r ou ri nflammab l e s tock

,keep ing our fla sh

good s i n a meta l s to rage box,and

ou r ac id s and varn i sh e s on th el ow er she lves and a l l th at

,and w e

have n ever had a fir e,bu t when I

th i nk o f “tha t c are l e s s ly tos s ed matchi t make s me shudder .“You s ee , Sam ,

no matte r howmuch i nsu rance w e car ry,i t wou ld

n’

t protec t u s from al l l os s ; w emigh t be re imbu r s ed for lo s t s tockand fixtur es

,but i t w ou ldn ’ t cover

l os t t ime and t rad e .“ I f a fir e shou l d w ipe u s com

plete ly ou t , j u s t s e e wha t a fix wewou ld be i n . I t wou ld take w eeks,perhaps month s

,to pu t th e bu i l d i ng

i n shape or er ec t a n ew on e . Perhaps we wou ld have to se ek a n ewlocat ion , and have to pu t up w i th '

a

much less ‘

favorable on e,or pay ah ighe r renta l ; and i n th e mean t imeou r work ing forc e wou ld be id l e

and our compet i tor s gobbl i ng ou rt rad e .

“ I th i nk tha t w e ough t to ta lkth i s over w i th th e r e s t o f th e boys ,Sammy—you know abou t tha t l i tt l eo l d ounce o f preven t i on .

I

Fi lm Negat i ve A l bums ar e a necessity to th e ac t ive amateu r .

' How many have you so l d th i syea r ?

11

SALE SMANThe Ca l l for GraflexWhen that Graflex cu s tome r face s

you from acro s s th e coun te r are youpr epared to give h im th e s e rv i c e h eha s a r igh t to expec t ?Have you th e confidence i n yourknow l edge tha t w i l l en ab l e you tounh e s i ta t i ngly p l ace a Graflex be

for e th i s cu s tomer and comprehensive ly expl a i n i t s advantage s . in

compar i son w i th any oth er type o fcamera s ?Are you suff i c i en t ly fam i l i a r w i thth e man ipu l at i on o f th e Graflex toc l ea r ly demon s tra te th e s impl i c i tyo f i t s ope ra t i on ?M any s a l e smen ar e p repar ed ; i f

you ar e not , th er e cou l d be no be tte r t ime fo r th e cu l t ivat i on o f aconv i nc i ng s e l l i ng p lan .The prospec t ive Graflex purcha s er i s a t trac ted and h e l d by s erv i c e Wh i ch ind i ca te s r ea l i n ter e s t i nh i s want s and wh i ch fina l ly prove sa va luab l e a id i n th e s e l e c t i on o f th eGraflex be s t su i ted to h i s r equ i rement s . The Graflex owne r w i l l apprecia te a ny a s s i s tance you can giveh im toward th e a tta i nmen t o f p erfect Graflex r e su l t s .I t h a s been sa i d tha t en thu s i a smi s con tagiou s ;” s o a l so i s a sa l e sman ’ s be l i e f and confidenc e in th emer i t o f th e good s h e se l l s

,and es

pecia l ly so when accompan i ed by athorough know l edge o f each ar t i c l eexh ib i t ed .The Graflex i s extr emely s impl ei n ope ra t i on : an image o f th e sub

ject be ing photographed i s v i ewedi n it s na tu ra l co l o r and de ta i l r igh ts i d e up upon a ground gla s s focu si ng scr e en th e fu l l s i z e o f th e finished pi ctu re .Exac t focu s ing o f th i s image and .

th e de s i red compos i t i on o f th e subject ar e under absol u te con tro l o fth e opera tor up to . th e i n s tan t th eexposu r e i s mad e . T her e i s n o u n

KODAKc e rta i n ty; focu s and compos i t i onar e qu i ck ly s ecu red , and th e exposu r e can be made w i th confidence i nth e r e su l t .W i th th e grea te r eff i c i ency o f th e

Graflex Foca l Plane Shut te r , i n connection wi th th e r egu la r l en s equ ipmen t

,i t i s pos s ib l e to obta i n fu l lyt imed negat i ve s u nder very adver s econd i t i on s o f l igh t i ng . Exposur e s

made i n th e Spr i ng and Fa l l whenthe sun i s l ow

,or dur i ng th e ear lyand la te hou rs o f the daywhen th el igh t i ng i s poor ; on r a i ny or m i s tydays , or whe re exposu re s ar e madeunde r condi t i on s requ i r ing h igh

shu t ter sp eed s,w i l l r e su l t i n nega

tives unobta i nab l e w i th any oth ertype o f camera .The shu tt er speeds ranging fromt ime exposu re s to o f a s econd . ava i l ab l e w i th th e Graflex ,

a f

ford a great l a t i tude i n th e cho ic eo f exposu r e . The sw i f t ly movi ngae rop lan e

,motor car or pa s s enge r

t ra i n ; th e r ac i ng . j ump ing or bucki ng hor s e,baseba l l and footba l l

games,t enn i s

,fi e l d even t s

,d iv i ng .

e tc . , i n fac t , wher ever ar r e s tedac t i on i s requ i r ed th e Graflex w i l lbe found r emarkably eff i c i en t .The Graflex i s equa l ly effi c i en t inth e h ands o f those i n t e r e s ted onlyi n por t ra i tu re

,ch i ldr en at p l ay; th ec l ose s tudy o f b i rd s and i n s ec t s ;s ub j ec t s p re s en t i ng unusu a l and

d iffi cu l t cond i t i on s ; l and scape s ,mari n e v i ew s,moun ta i n s

,a rchitec

tu r e . mach in ery e tc .The fac i l i ty for qu i ck ly composi ng th e subj ec t

,and the v i s ib l e effec t

o f s top man ipu l at i on i n i t s r e l a t i onto depth o f focu s and i l l um i nat i ono f image , ar e fac tor s worthy of

con s id er a t ion by thos e who h ave experienced d iff i cu l ty i n th i s r e spec t .The opera t i on o f th e Graflex Foca l Pl an e Shu tte r con s i s t s o f w indi ng or r e l ea s i ng th e shu tte r cu r ta i n ;wi nd ing or r e l ea s ing th e ten s i on onthe cur ta i n unt i l a c er ta i n cu rta in12

SALE SMANapertu re and ten s i on number i s v isibly r egi s te r ed i n pos i t i on , th e comb ina t ion i nd icat i ng th e chos en exposu re upon th e shu t te r speed pl ate .I t i s ou r w i s h to he lp you s o fa ra s pos s i b l e

,i n th e s a l e and u s e o f

Graflex Camera s . We w i l l,th er e

for e,be gl ad to r ec e ive your qu er i e sand an swer th em i n the s e co lumns .

Sel l ing Color Fi ltersTho s e o f you who have read ands tud i ed the ar t i c l e . “

The Funct iono f Co l o r F i l ter s

,

” i n th e Apr i l,

1917,i s su e o f Koda ke ry, and “ F i l

ter Factor s i n th e May i s su e o fth e s ame publ i cat ion,w i l l h ave a

pre t ty cl ea r i d ea o f th e u s e o f co lorfi l t er s by th e amateu r .I n s e l l i ng and d i s cu s s i ng th e u seo f co lor fi l t e r s w i th you r cu stomer s ,do not over l ook th e importan t poi n to f th e mu l t ip lyi ng factor .Th i s fac tor may be figu red e i th ero f two’ ways : i t m ay be figur ed forthe render i ng o f c loud s and sky andw i thou t r e f er ence to deta i l i n n earby ob j ec t s or deta i l i n dark co loredob j ect s . or th e fac tor m ay be ca lcul a ted for exposu re s tha t w i l l r ecordshadow deta i l .\Vhen figur ed the fi r s t w ay for th eKodak Col or Fi l t e r , a fac tor o fth re e wou ld be ampl e

,bu t a s th e

amateu r i n pract i ca l ly eve ry in

s t ance d e s i r e s de ta i l i n th e shadow sth e fac tor o f th re e wou l d be m i sl e ad i ng for such r e su l t s

,s o w i th

th a t end in v i ew th e Kodak ColorF i l t e r i s gi ven th e factor o f t en .I f you wi sh on ly c louds and sky,w i th s ac r ific e o f oth er deta i l , th efac tor o f th re e w i th th e Kodak

Co lor F i l t e r w i l l be ampl e , bu t i fyou w i sh shadow deta i l o r th e corr ec t r end er i ng o f flower s or oth erco l ored ob j ec ts a t shor t range , th efactor ten shou ld be u s ed .

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KODAKth e n egat ive i s too den s e for Regular Ve lox ; i n su ch cas e try Spec ia l ,Velve t or Spec i a l Por tra i t Ve l ox .

When grayi s h wh i te s pr eva i lth roughou t th e en t i re pr i n t th ecau s e m ay u sua l ly be traced toch em ica l or l igh t fog . I n suff i c i e n tPotas s ium Brom ide i n th e deve lope rw i l l s omet imes be found to b e th ecau s e

,or th e paper m ay be too o ld .

A lw ays lay sp ec i a l s tr es s upon theimpor tance o f pur e ch emica l s , andsugge s t th e u se o f Kodak T e s tedChemi ca l s , a s th ey ar e a lways r igh tfor photograph i c u s e .The fo l low ing de fec t s w i l l b efound

,bu t not s o f requ en t ly a s th eforego ing :

Pr i nt s show a grayi s h mo t t l ed orgranu l a ted appearance o f edge s o fen t i r e pr i n t . Cau s e s : u nder - exposu re and forced deve lopment , o ldpaper or paper kept i n a damp pl ac e ,moi s tu re

,o r exposu re to chemi ca lfumes or gas .

O cca s i on a l ly you w i l l s e e pr i n tsw i th gr eeni sh or brown i sh ton es,somet imes mot t l ed ; su ch effect s ar ecau sed by a n o ld or too weak de

ve loper, too much Brom ide o f P0ta ss ium i n th e deve lope r , or overexposu re . B rown or r ed s ta ins ar eu sua l ly cau s ed by u s i ng an old or

ox id i zed deve lop er ; advi s e th e amafeu r n eve r to us e a bad ly d i s co loredor muddydeve loper . Imper fec t fixing w i l l produc e th i s e ffec t whe rethe fix ing bath i s defic i en t i n ac i dor wher e the pr i n t s w e re not keptmovmg.

Cana ry ye l l ow s ta i n s can u sua l lybe traced to the u s e o f Non—Abras i on Ve l ox Deve lope r . Th i s ye l lowcol or d i s appea rs en t i re ly i n a correctlyprepar ed ac i d hypo bath . Thepres enc e o f th is ye l l ow s ta i n i sproo f pos i t ive o f i n suffi c i en t fixi ng .L i gh t ye l l ow i sh wh i te s or a l igh t

ye l l ow s ta in a l l ove r the pr i nt i sth e resu l t o f u nder - exposu r e andforced deve lopment ; pr in t s no t kept14

SALE SMANmoving for th e fir s t f ew moment si n fixi ng bath ; too weak a deve lop e r ; i n s uff i c i en t wash ing and fixi ng , or i ron i n th e w ash water (m aycome fr om ru s ty p ipes ) .

O nce i n a grea t wh i l e you w i l ls e e Ve lox pr in ts w i th pu rp l e d i sco lor at i on s . Th i s i s somet imescau s ed ‘

by i n compl e te fix i ng,bu t

mos t us ua l ly come s f rom attempti ng to u s e Ve lox as a pr i nt i ng—outpa per .O th er d e fec ts w i l l b e met w i th onocca s i ons , bu t re fe rence t o th e Ve

l ox Book w i l l h e lp you so lve su chprobl ems .A lways u rge th e n ece s s i ty o f fo ll ow i ng d i r ec t i on s c l os e ly, and th e

us e o f pu re ch emica l s .4

There ar e s ome few Kodakers

who do not u s e the i r camera s duri ng th e w in t er

,s o ju st '

abou t now i ti s not a ha l f bad pl an

,when a cu s

tomer br i ngs i n a camera to have i tl oaded , to exami n e th e camera tos ee i f i t i s i n good work ing orde r .T e s t ou t th e shu tt e r fo r th e d ifferen t speeds ; s e e that th e d i aphragmi s i n w ork i ng order ; exam ine th el en s to s e e i f i t i s c l ean

,and i f n ot

,c l ean i t ; examin e th e be l l ow s forp i n—ho l e s and s e e i f th e back fi t s ongood and s nug .Th i s w i l l on ly r equ i re a few moments o f your t ime , and the cu s tomer w i l l apprec i a t e th e a tt en t i on .

When a woman comes i n w i th acompl a i n t

,l e t h er t e l l you a l l about

i t be fore you say anyth ing— th ensm i l e and th e re s t .w i l l b e ea sy.

I

I f a cu s tomer comes in w i th acamera w i thou t a carryi ng cas e ,sugges t th e protec t i on and conven ience th e cas e aff ord s ; th e re m ightbe one w ho d id not know carryi ngcase s ex i s t ed .

Alw ays Pra ctica lI th ink I ’ l l t ake th i s 1- A Au tograph i c Spec i a l ; put i t i n a carryi ngca s e and l e t me have a ha l f dozenro l l s o f fi lm .

.Rea l ly,

though,I don ’ t s e e j u s t

w hyyou had so much to say aboutth e Au tograph i c Featu r e . I gues si t ’ s a l l r i gh t i n i t s w ay,

bu t I don ' tbe l i ev e I ’ l l ev er w ant to u s e i t .

“

Now t e l l me someth i ng abou t exposures

— j u s t how much t ime I ’ l lh ave to give for d i ff e ren t sub j ec t s .

“

we l l, you s e e , M r . T hompson ,th e re ar e r ea l ly no actua l ha rd andfa s t ru l e s tha t can be l a i d down

govern i ng exposu re s under a l l cond itions .

“

The Kodak Company has provided a fi lm w i th tru ly r emarkab l espeed and l a ti tude

,and you r l en sw i l l r 'ecord th e image under ex

ceedingly adve rs e l igh t cond i t i on s .“

The M anua l afford s you ru l e sgove rn i ng exposu r e i n gen era l,bu t

you can on ly l e a r n exposu re sth rough exper i enc e,and keep ing a

‘record o f you r exposu r e s for compar i s on .”“ I suppos e then I ’ l l h ave to ca rrya round a note book and make amemorandum o f each exposu r e

,and

then number my nega t ive s acco rdingly.

”

“Why,ce rta i n ly, you can i f youw i sh to

,bu t w hy not make u s e o fthe Autograph i c Featu re for tha t

very pu rpos e ?“ Your data r egard ing th e exposu re w i l l t ake up bu t l i t t l e roomfor i n s tance , you make an exposu reon May 22nd ,

a t 10 A . M . ,br igh t

l i gh t,S top s i xt een . A l l you ne edfor you r reco rd w i l l be 5—22 ,

10 B .

L . 16. O th er l i gh t cond i t i on s canb e abb rev i at ed i n a s im i l ar manne r :C l oudy l i gh t , ‘

C . L .

’ Very dark .‘V . and so for th

,and th e be s t

par t o f i t i s th a t you w i l l n ot h aveto l ook up anyth i ng in your note

SALE SMANbook . a s you w i l l h ave a l l th e datar igh t on the margi n o f each n egat i ve .

“

\Ve‘ l l I shou ld say th a t w a s th ep l an— now show me over aga i n j u s thow to make th e Au tograph i c r eco rd .

‘

Perma nent Prints

15

The troub l e w i th you r p r i n t s i sdu e to in su ff i c i en t w ash ing a fterfixi ng i n th e hypo ba th .”

“Wel l,how am I go i ng to te l l

when a l l th e hypo ha s been wa shedou t ? ’

The s impl es t and su re s t w ay i sto employ th e Permangana te o f Pota s h te s t ; t ake e igh t (8) gra i n s o fPermangana te o f Pota sh,s even ( 7 )gra i n s o f Cau s t i c Soda

,and d i s

s o lve in e igh t (8) ounc e s o f d i st i l l ed w ater .“

To u s e : fi l l a gl a s s w i th pu rewa te r , to wh i ch you have addedth r e e o r four d rop s o f th e aboveso l u t ion . The mixtu r e w i l l be o f av io l e t co l o r .

“

Th en take two or thr e e p r i n t sfr om th e wash w ater and al l owth em to dr ip i n to th e gl a s s o f pota shso l u t ion .

“ I f any hypo s t i l l rema in s i n th epr i n t s th e v i ol e t co lor i n th e gl a s sw i l l ch ange to a l igh t gr e en i s h t in t .I n such ca s e s th e pr i n t s shou ldb e rep l aced i n the wa sh ing tray ortank . and a l l ow ed to rema i n u nt i lfu r th e r t es t p roves tha t th e hypoh as been e l im in a ted .

“

Th i s i s th e s tandard te s t employed by th e Kodak Company. anda l l up - to—date fini sh ing depar tment s .and I advi s e you to u s e i t to i n su r eth e permanency o f you r pr in t s .”

Ca n M agn es ium R ibbon be used

for fla shlight w ork the same a s

M agnes ium Pow der ?

No : M agne s ium R i bbon i s int end ed for u s e i n pr i n t i ng on ly,

a sth e l igh t i s confined to too sma l l anarea to be u s ed i n mak ing n egat ive s .Is an Ana s tigma t Lens fa s ter tha n

a R ectil in ea r w hen s topped dow n ?

No : pract i ca l ly speak i ng , a l ll en se s ar e o f th e s ame speed w i thth e s ame s top . An as t igma t l en s e sa re fas ter than th e Rec t i l i n ear typebecau s e they can be u s ed w i th al a rger open i ng and on ly wh en sou s ed are they o f h i ghe r spee d .The Anas t igmat l en s e s be ingmor e h igh ly correc ted than the Rec

tilinea r, w i l l u sua l ly produ ce a morebr i l l i an t image than th e l e s s e xpens i ve type s , bu t s top for s top th e exposures a re prac t i ca l ly th e same .Wha t is s ilk bo l ting clo th us ed

for, a nd can you supply it ?

S i l k bol t i ng c l oth i s u s ed for producing so ft or d iffu s ed effec t s i nen l argements . The c l oth i s mos tconven i en t ly u sed by s tr e tch ing ona s tra i n er br frame .The scr een may be u s ed i n d i r ec tcon tac t w i th th e pape r

,i n wh i ch

cas e the en l argemen t ha s the effec to f be ing made on fine mesh ed canva s .

The fu rthe r th e sc reen i s r emovedfrom the paper th e gr ea ter th e d i ffu s i on .16

il l Il l l l l l l l l l l Il l l l l Il l IIIIIl l l l l l Il l Il l l l l l Il l Il l l l l l l l l l Il l Il l l l l l Il l l l l l l l l l l l l l l l l l l l l l l l l l l i l l l l l l t

K DAK

If it isn’

t a n E a stm a n,i t isn

’

t a

t l l l l l l l l l IIIIl l l l l l l l l l l l l l l l l l l l l l l l l l l l l IIIIl l IIl IIIIIIIIIIl l l l l l l l l l l l l l Il l l l l l l l l l l l l l Il l l l l l l l l l l l :

The u s e o f the scr een incr ea s e sth e exposur e abou t one - th i rd .We can supp ly s i lk bol t i ng c lothi n fine

,medi um or coar s e me sh . For

ave rage work we recommend th emed ium mesh .The c loth comes for ty i nche sw ide , or we w i l l s upply i t i n sh eet se igh te en by tw en ty i nch e s .D oes the Ra nge Finder take the

pla ce of the regu la r Finder ?

No . The Range Fi nder i s for u s ei n accu ra te ly det erm i n i ng th e corr ec t focu s on ly,

and the r egu la rF i nder shou ld be u sed to a scer ta i nth e v i ew inc l uded .

is ou r reg is te red a nd comm o n - l aw

Trad e M a rk a nd ca n no t b e r igh tfu l ly appl ied e xcept to goods o f

ou r m a nu fa cture . Wh e n a de a l e r

trie s to se l l you u nde r th e Koda k

n am e‘

a cam e ra or fi lm s or o thergoods n ot o f our m a nu fa c ture youca n b e su re th a t h e h a s a n in fe riora rtic l e th a t h e is trying to m a rk e ton th e Kodak repu ta tion .

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An a id

to the man

behind the counterVo l . 3 JUNE , 1917 No . 5

Between Us

O n th e subj ec t o f s e l l i ng goods :Some sa l e smen de l igh t fu l ly ta l kth e i r cu s tomer s i n to a sa l e . and th enta l k them ou t aga i n .T her e i s s ometh i ng in know i ngj u s t wh en to s top . You can genera l ly t e l l when th e cu s tomer ha sr eached th e “

I’

l l take i t” s tage,and

i f you proceed beyo nd tha t you maybr i ng ou t some poi n t wh i ch he cancon s tru e i nto an ob j ec t i on and dec i de aga i n s t th e purcha s e .A very su cc e s s fu l l i f e i n su ranc eagen t finds a camera o f grea t ben e

fi t i n w r i t i ng bu s i n e s s . Be low wequote h i s remarks

,wh ich po i n t

c l ear ly to a fi e ld o f u s e fu ln e s s th a tyou m ay not have fu l ly apprec i a ted .

“ I f i n ten s ive work i s done andca l l back s made

,a camera i s an

effec t i ve a i d to you r succ e s s . Evergo down in th e feed l ot to s e eFarmer Hawki n s ’ new col t ? Can ’ tyou s e e Hawk i n s ’ eye s spark l e whenyou drop i n a few days l a t er andpre s en t h im w i th a photo o f tha tfamou s co l t ?A pract i ca l ly un l im i ted fi e l d o fendeavour i s off e red you her e— th en ew baby— a fam i ly group—th eh e rd o f Je rs eys , and a pen o f fa thogs—a l l th e appl e o f you r p rospect

’

s eye .

Sa les ChancesI t w as a mi s erab l e

,ra i ny even ingin a Sa skatch ewan C i ty,j u s t th e

sor t o f w eath e r tha t— some peop l eth i nk— r ender s i t advi sab l e and pro

fitab le to sw i tch ou t th e l igh ts i n th eKodak Show Ca s e .To e scape from th e wet

,a gen t l e

man en ter s th e br i gh te s t s tor e onth e s tr e e t— a Druggi s t

,w ho s e l l s

Kodaks,and a lways om i t s da rkeni ng h i s show ca s e s .

The newcomer ha s on h i s m i ndth e p rocu ri ng o f someth i ng sma l land neat yet s e rv i c eab l e , for a pre sen tat i on . He ha l f apo logi z e s forh i s p re s enc e

,bu t makes known to

th e young l ady beh i nd th e countertha t h e i s on th e t rack o f a u s e fu lpre s en t

,s ta t ing th e requ i r emen ts i n

a gen era l and hazy w ay.

She h es i ta t e s not a momen t,bu t

proc e eds to show h im , thorough ly.th e Ves t Pocke t Au tograph i c Ko

dak , dw e l l i ng on i t s n eatn e s s . i t sl ac k o f bu l k and i t s effic i ency,wh ich l a tt er sh e i l lu s tra te s by p i ctu r e s sh e keep s ready at hand fo rth e pu rpos e . The prospec t l o s e s a l lh i s i nd i ffe renc e and haz i ne s s . andman i fe s ts h i s convi c t i on by buyi ngand tak ing w i th h im two Ves tPocket Kodaks a t and on eatNow

, rea l ly,does n ' t i t pay to ke ep

you r sh ow cas e s a lways w e l l i l l um ina ted and . rea l ly,

doe s i t pay toove r look the l eas t prom i s i ng opportun ity for s e l l i ng Kodaks ? Rea l lyand t ru ly. we know tha t w ere everyoppor tun i ty hand l ed a s i t shou ld be .we shou ld have to work n igh t andda y to keep abrea s t o f orde rs

.

4

Your s tor e can buy merchand i s ebu t i t can not buy serv ice : you andyour fe l l ow sa l e smen w i l l have to(g z

'

t'

e tha t.

KO DAK

Da te It

You never can te l l .M emory has a mos t aggravat ing

w ay o f s tor i ng up deta i l s for wh i chwe don ’ t car e a crooked s ixpenceand o f dropp i ng out o f. s i gh t forever th i ngs tha t w e rea l ly want toknow— e spec i a l ly date s .You never can t e l l when a dat e i sgo ing to become importan t . Everyt ime you l ook over a col l ec t i on o fo ld p i c tu re s you r ea l i z e th i s . Fromp i c tur e s o f th e ch i ldr en (was M aryfou r or w as sh e five when I tookth i s ? ) th rough the whol e gamut o fp i c tu r e s i n th e garden

,a t th e coun

try c lub , at th e s eashor e , i n th emounta i n s, to th e yea r you caugh tth e b ig trou t th er e ar e p i c tu re s that

you w i sh w e re dat ed .

Wé/ / 7 .

fo r in s tanc e,on th e

margin o f th e n egat ive . show i ng th e s t ree t you r s torei s on a mas s o f flags ! Even that i sa date that i t m ay be hard to r eca l la f ew yea rs from now though i tmean s a gr ea t dea l to you to—day.

L i f e i s fi l l ed w i th even t s tha t s eemat th e t ime so impor tan t th a t w e fe e lw e can never forge-t th e dat e or s ot r iv i a l tha t w e th i nk w e w i l l not car eto remember . Bu t you n eve r cante l l .The re ar e two th i ngs to do :Dat eevery negat ive tha t you your s e l fmake , th i s for your own sa tisfa c

t i on . And adv i s e your customer s ,too , to make th i s a hab i t . A dat eand t i t l e a re good bu t wher e th esubj ec t i s s o fam i l i ar a s to make at i t l e superfl uou s— a t l e a s t a date .The on ly p i c tu re th a t i s not be t terfor an au tograph i c record o f th edat e i s a photogr aph o f a ca l endarc lock .

I n maki ng a sa l e don ’ t monopol i z e th e conversat i on .4

SALE SMANOn The Verge

Kodaks ar e so popu lar,th eyappea l to so many d iffer en t c la s s e so f p eop l e

,th ey ar e u s e fu l i n somany d iffe ren t ways , tha t th ey a l

mos t s e l l th emse lve s . Almos t— bu tnot qu i t e . I t i s i n su rmoun t ing th i sa lmos t that th e en erge t i c s a l e smanfinds h i s oppor tun i ty.

You have on ly to rea l i z e th e a ttra ctiven ess o f the Kodak i n orderto s e e th e enormou s pos s ib i l i t i estha t l i e a t h and . Kodak p i c tu remaki ng appea l s to eve ryon e becau s ei t s a t i sfi e s one o f th e de s i r e s o fhuman natu re i t s e l f . From t imeimmemor i a l man has wanted to dep i c t h i s do ings . The want r ema ins :on ly th e method o f gra t i fying i th a s changed .Why, th en , you a sk , does no teverybody buy a Kodak ? Wel l ,hundreds o f thou s ands have a l readybough t th em ; i n fac t , Kodak Fi lmi s now acknow l edged to be the mos tw i de ly d i s t r ibu ted manu factu r edp roduct i n th e worl d . M oreover ,i t i s s a f e to say th a t for eve ry person who buys a Kodak th er e ar e adoz en who ar e on th e verge o f buyi ng . They ar e fu l ly conv in ced thata Kodak i s a good thing to have .They wou ld l i ke on e . T hey haveeven gone s o far a s to say,

“Yes ,I mus t s e e abou t get t i ng a Kodak .”Bu t— somehow th ey don ’ t ge t i t .They keep on the verge o f buyi ng .I f you ar e anyth i ng l i ke th e ave rage man

, you do th i ngs— or ratheryou pu t off do ing them— l i ke th atyour s e l f . Even thos e th i ngs wh i chyou know have to be done , are putoff i n th e same w ay.

Hes i ta t i on i s eas i ly changed intoact i on . O nly a remi nder i s n e eded .A n ewspaper advert i s emen t , a goodw indow—d i sp l ay,a two—minu te ta lk

when th e cu s tomer comes into th es tor e— a ny one o f the s e w i l l beenough .

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fi e KODAK SALE SMAN

AS i t occu rr ed to you tha t everyt ime you en te r a s tor e to makea pu rcha s e , th at th e per son whowa i t s upon you ha s to s e l l you j u s tth e s ame as you have to s e l l o th e rpeop l e when you ar e i n vou r ow ns tore ?“

And th at every t ime you go topu rchas e s ometh i ng i s ‘ a good t imeto s tudy s a l e smansh ip— or th e l acko f it ?

“ How many s a l e speop l e can your eca l l tha t measur e up to yours tandard,and how many can youth i nk o f tha t i n your own hear t youf ee l are better sa l e smen than youare ?

“ I f you have gone i n to a s tor e toexami ne some art i c l e w i th a V i ew topu rcha s i ng i t and th en fa i l ed to buy,what wa s th e reason ?

“ I f you have purcha sed someth i ng yo u prev iou s ly f e l t th a t youd i d not n eed or w as too h igh i npr i c e for your pur s e , what l ed youto change you r m ind ?

“

Every t ime you buy, someone o rsom e th i ng ha s so ld you . I f you fa i lto pu rchas e i t i s becau s e you havenot been s o ld .

When you drop i nto the barbe r ’ sch a i r for a shave and you w ind upw i th a l so a ha i r—cu t and a shampoo,and perhaps a ha i r ton i c

, you havebeen so ld the s e add i t i on s .“When your be s t gi r l l ooks sou lfu l ly i nto you r eye s , ad j u s t s you rn eckt i e and r emove s an i nvi s i b l eth read from th e l ape l o f you r coat ,6

sh e— bu t tha t ' s ano th e r s tory,a s

a d i s t i ngu i shed nove l i s t onc e re

marked .“

In th e r eg ion wher e I l i ve ar e anumbe r o f beau t i fu l s tr eams andl ake s , and as I have ‘

fi ivvered' pas t

o r a long th em,I have thought what

good fun i t m igh t ’ be to explor ethem and i n a hazy sor t o f a w aytho ugh t o f one o f those de tachab l er ow - boa t motor s a s an a id .

“ Pas s i ng a s tore not l ong ago,I

s aw one o f thos e motors i n th e w i ndow

,and s tro l l ed i n to enqu i r e

abou t i t .“ Fata l move— I ran up aga in s t area l s a l esman . Wou ld he l e t mehave a look at an ou t - board motor—w hy 0 . B . M . were h i s i n i t i a l s

,and he made me fee l tha t noth i nge l s e on earth wou ld afford h im ha l fso much pl ea sur e .

“.He knew moto rs ups ide down

,and backward,and h e expl a i n ed

every featu r e so c l e ar ly tha t hone s tly I be l i eve I cou ld have so ld onemys e l f a fte r h e had fin i sh ed .

“ He pa i nted word p i c ture s o fcoo l morn i ngs

,sunny a f te rnoonsand moon l igh t n ight s on th e w ater ;he packed th e motor i n to a ca rryi ngca s e and had me h e ft i t to s ee how

easy i t w a s t o t ran spor t,and then

h e went out to’

the curb and figuredou t j u s t how I Co u ld car ry it on th erunn ing board o f mymach i n e— andhe got a hundred dol l a r s o f mygoodmoney.

KODAKThe w i fe o f a fr i end o f m in eadmi red a sma l l l ocke t I wear onon e end o f my watch cha i n , w i thth e youngster ’ s p i c tu re i n i t , andsh e w anted to obta i n on e l i k e i t topr e s ent to h er hu sband fo rChr i s tmas .I gave h er th e name o f th e j ewe l er from whom i t was purcha s ed ,s o sh e w ent i n to h i s s to re soon a f terto obta i n one l ik e i t .

“

No,h e d i dn ’ t h ave on e i n s tock ,and th ey wer e not in styl e anyhow .

Cou ldn ’ t h e order on e for h er ? We l lh e d i dn ' t k now and d idn ’ t ev i ncemuch w i l l i ngn e s s to try, so sh e depa r-t ed .

“ She d ropped in to anoth er j ew e ler ’ s fu r th er up th e s tr e et . Theydi dn ’ t h ave on e i n s tock bu t hu s t l eda boy over to th e w hol e s a l ers andi n a very short wh i l e sh e wa s afforded s eve ra l to s e l e c t f rom— and sh espen t over two hundr ed do l l a r s i ntha t s tore for othe r gi f t s .

“

Th i nk over th e t imes a sa lesperson ha s p l ea sed or d i sp l ea s ed you ,and figu r e out th e r ea son s w hy,and

th en apply you r conc l u s i on s to th es e l l i ng o f you r ow n l i n e .When you pu t over an unu su a l

ly good sa l e , make a menta l note a sto j u s t what h e lped you th e mos t ;when you fa i l to make a sa l e thatyou though t wou ld go through , ana lyz e th e c ond i t i on s so a s t o bedoub ly fort ified for th e n ex t on e .

I wanted j u s t two long w ire na i l sand I apol ogi z ed to the s a l e smanfor t roubl i ng h im for such a sma l lpu r ch as e .He laughed and sa i d

,If youn eed those two na i l s a s much a s I

d id a p in the o th e r n igh t . you need' em bad

,

"— and w e both f e l t comfortable .

SALE SMANBehind the Gla ss FrontAt l u nch th e oth er day w e weredi scu s s i ng w indow di sp l ays , andon e o f th e men a t th e tab l e affordedth e fo l l ow i ng exper i en ce :

“

The o th er day I bumped in to mys i st er - in - l aw on th e s tr ee t,and sh e

sugges ted tha t i t w a s up to m e tobuy her lu nch . A f t er lu nch

,hav ing

a l i t t l e t im e to spar e,we s tro l l ed up

th e s t re e t,when sudden ly sh estopped shor t i n fron t o f a w i ndow

and exc l a imed : ‘

The re i s s ometh ingI want !’The w indow was given over to adevi ce for s t ropp i ng s a fety' razorbl ades , and bymean s o f ea s i ly readd i sp l ay card s th e u s e o f th e dev i c ewa s fu l ly exp l a i n ed .

“ Sh e sa id,

‘J im i s a lw ays comp l a i n i ng that h e i s ou t o f a sharpb lade j u st when h e n eeds on e mos-t ’—and sh e en ter ed th e s tor e andmade the pur chas e ; th e w indow d i sp l ay had so l d h er .

“ Be i ng somewha t i n t er e s t ed i namateu r photography I s topped i nf ron t o f a photograph i c supplydea l er ’ s w indow ; i t w a s th e u su a ld i sp l ay—a bi t o f eve ryth ing— ands i s ter - in - l aw ev i n ced no i n ter e s twhat soeve r . becau se sh e d idn ’ tknow anyth i ng about th e good s orpi c tu re - maki ng .

“

A s we rounded a corne r sh e sudden ly gr a sped my arm and exc l a imed

.

‘

O h . \Vi l l ! Ju s t l ook a tthos e l ove ly p i c tu re s . and th er e wew er e i n fron t o f anoth er photograph i c supplydea l e r ' s w i ndow th ew i ndow was devoted to p i c tu re s o fyoungs te rs— no t t oo many a goods i zed en l argemen t . and pe rhaps ha l fa dozen sma l l p i ctu r e s . T here w ereon ly two came ra s i n th e w i ndow .

bu t th e re w e re a number o f d i sp l ayca rd s te l l i ng how anyon e cou ldmake such p i c tu r e s .

“ I t wa s pr e t ty hard to get s i s t er

in - l aw away from that w i ndow . Shep l i ed me w i th qu es t i on s and fina l lyd ragged me i n to the

'

store , and then ext day my brothe r had to maketh e s ame t ri p and purcha se her anou tfi t , so she cou ld take p ic tu re s o fthe i r youngs t e r .”Another man a t the tab l e re l at edh i s exper i ence . Sa id h e : “ I hadbeen buyi ng my shoe s a t on e particu la r s tore for a good manyyear s ,and had a lways r ec e i ved good treatment , bu t the othe r day I happenedto glanc e i nt o a good s i z ed w i ndowwh i ch con ta ined j u s t five pa i r s o fmen ’ s shoes .Thos e five pa i r s o f shoes s tu ckou t l i ke a bunch o f finger s

.and back

8

—Courte sy o f Sch ramm -Joh n son . Sa l t La k e C ity

o f th e d i sp l ay was a card ca l l i ngatten t i on t o the fac t tha t th es e we reth e ve ry l at e s t f rom on e o f th e b igfac tor i e s .

“

O the r card s to ld o f the pa rticul ar advantage s o f each s tyl e , andthe pr i c e . O ne pa i r took my fancy,and i n I w ent and inves ted,and i n

a s tor e wh ich I had n ever enter edbe fo re—th e w i ndow so ld me .”Sch ramm - Jo‘hnson o f S a l t Lake

C i ty,Utah

,are firm be l i ever s i n

maki ng th e i r w i ndow s s e l l th egood s . In th e January i s su e theyfavored u s w i th a photograph o fthe i r Hi s tor i ca l D i sp l ay W i ndow ,and i n th i s i s su e w e a re pr ivi l egedto r eproduce anothe r mos t i n ter e s ti ng se l l i ng di sp l ay.

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DAKPrice Changes in the KodakCa ta logueI t i s p rope r tha t w e shou ld r em ind

you o f some importan t changes i nth e 1917 Kodak cata logue . No

changes h ave been made i n th epr i c e s o f th e more importan t number s o f th e l i n e

,su ch a s th e Kodaks

and Brown i e s . F i lm and Paper . bu tther e are cons i derab l e changes i nCarry Ca s e s and a good many o fth e sundry i t em s .advance ha s been forced by fac tor sbeyond ou r contro l s uch as the everri s i ng pr i c e o f l ea th er

,whi ch affec t s

Ca rry Cas e s .O u r advi ce i s tha t you take a fewm inu t es and compar e th e pr i c e s asgiven i n th e 1916 and 1917 Kodakcata l ogu es a s w el l a s i n cor r e spondi ng Pr emo cata logu e s , becau s e one ’ smemory i s ap t to p l ay h im fa l s eand s e l l i ng pu re ly by unre f r e sh edmemory a s to p ri c e s m ay l ead youin to l os ing money for the s tor e , th eve ry th i ng you are emp l oyed toavo i d and preven t .

F . S . Finger Print CameraThe F . S . F i nger Pr i nt Camera ha s been crea ted to m ee t th edemand fo r a conven i en t andeffic i en t mean s for obta i n i ng a c

cu ra t e . photograph i c r eco rds o ffinger p ri n t s i n th e i r connect i onw i th cr imi na l i d en t ificat ion .

The F i nger Pr i n t Camera i sr ead i ly adapted for u se whe re oc10

I n every cas e th e .

The man who wants th e ear th i sapt to ge t h i s shar e — if th e mudth rowe rs ar e on th e j ob .

SALE SMANcasi on demands an accu rat e

,fu l l

s i zed re cord o f a de s ign,t extu re

,s igna tu re,formu la . l ab e l , e tc . ,w i th i n an a rea o f 2% x inch e s .

The camera i s equ ipped w i th ani ndepend ent l igh t ing sys t em wh i chb ri l l i an t ly i l l um i nate s th e sub j ec tdur ing exposur e . I t s smal l s i z e .x 6x 6) ’ and w e igh t

, 5 lb s . 8ozs . . makes i t exc ept i ona l ly conv en

ient for genera l u s e,e spec i a l lywhenus ed i n l ocat ion s i nacce s s ib l e to thebu lky appara tu s prev i ou s ly employed . such appara tu s r equ i r i ng th e u s eo f a t r i pod a s w e l l a s mean s . o ft end ifficu l t to procu re

,for ar t ific i a l lyi l l um i nat i ng th e sub j ec t .

The camera ha s th e r egu la rGraflex back and w i l l a ccom

moda te a l l Grafiex attachment sGra flex Pla t e Holder

,Grafiex Pla te

M agaz i n e , Gra flex Rol l Holde r andGrafi ex F i lm Pack Adapter .F . S. F ing e r P rin t Cam e racom p l e te wi th l ens shu t te r,tw o ba t te rie s , ten lam p s a n d

o n e 2% x 3% dou b l e p l a teho lde rEx tra M a zda M in ia tu re L am p s ,

e a ch

Ex tra \ Ia z da Min i a tu re Lam p s ,p e r ca rton o f te n

Ex tra B a t te rie s No . 789, e a ch

( s e t o f 4 ce l l s )4

I t i s t o ld o f Co lon e l Roo s eve l ttha t i n h i s schoo ldays h e wa s onceca l l ed upon to rec i t e a poem . Bravely he began : “

At midn igh t,i n h i s

guarded ten t,th e Turk lay dreami ng o f th e hou r when Greec e

,her

knee The re h e fa l t e red . Tw iceh e r epeated “ Greece

,her knee .”th en qu i t dead . The o ld pro fe s sor

l ooked at th e fu tu re Pre s i den t ove rth e top o f h i s spec tac l e s , th en re

marked : "Greec e her knee oncemore . T heodore . Pe rhaps sh e ’ l l goea s i er th en .

KODAK SALE SMANThe Camera Man ’

s Reviva l

Below i s a n ew spaper ’ s descript i on o f one o f th e j oys o f sp ri ngand ea rly summer , whi ch i s t e r s eand to the po i n t . even i f i t i s at r i fl e pro fu s e . \Ve reproduce i t a san i l l u s tra t i on o f th e appea l o fKodakery.

“

The days h ave come when Apr i lshower s and gloom are undergoi ngth e i r magi c t ran s format i on i nt oMay fl ower s and sun sh in e . The

doors o f natu re ar e abou t to openw ide and th rough th e por ta l w i l lwa lk th e camera fan . A l l ha i l t oh im '

Soon th e office of th e a rt ed i torw i l l be de luged w i th p i c tu r e s o f th ematron ly cow and her fr i sk i ng ca l f ,o f th e father o f th e fam i ly i n th ebackya rd a—pos i ng w i th a rake ando f th e n ext - door n e ighbor ’ s younghope fu l dr e s sed in overa l l s b end ingove r a pl ot o f spaded - up d i rt i nwh ich he ha s p l ant ed pebb l e s

,con

fident th ey w i l l sprou t .And some o f the s e w ork s o f artw i l l b e accompan i ed w i th th e u su a leffu s i on o f th e sp r i ng—poet

,r e e l ed

ou t i n ya rd s o f expl anatory rhyme .Th i s i s no t a l l . For th e appl etr ee s i n fu l l b l oom

,th e o l d s 'wim

mi n ’ hol e and b roth e r s i tt i ng upvery s t ra igh t b eh i nd th e whee l o fh i s n ew au to . a l l w i l l b e r ecordedi n a conglomera ted en thu s i a sm o fsp ri ng - t im e a rt .But l e t u s r emember th i s . tha ta l l th e s e pi c tu re s are r ea l p i c tu re s .th at

,good or bad . th ey have se rvedth e i r purpos e i n gi v ing th e operato r

o f th e camera a momen t o f i n t en s ei n t e r e s t i n a sub j ec t ou t s i d e o f h imse l f and h i s own concern s . Le t u sremember . too . that er e th ey wer elos t or b een dumped by moth eri n to th e wa s teba sket du r i ngth e t op - sh e l f c l o s e t c l ean i ng o fsome fu tu re spr i ng . th ey w i l l h ave

I

The a rt o f ta lk i ng i s grea t : th ea r t o f l i s t en i ng is greater : the arto f s a ying s ometh i ng i s great e s t .

4

The mai n t roub l e w i th th e grands tand p lay is tha t th e world s i t s i nth e b l each er s

11

made on some mind at l eas t on eimpre s s i on tha t cannot be e ra s ed .

“

Good luck to you , you amateurphotographe r s ! And th i s m ay fitt i ngly be sugge s ted to you : As

th e s e a re sad days for mos t o f th ew or l d , t ake happy p i c tu r e s . ‘

4

One - Legged So ldier’

s Fea tC l imbed P o l e to Ge t Snapsho t of

Ve te ra ns ’ P a rade .

The c rowds l eav i ng th e M emori a lServi c e a t S t . Pau l ' s Angl i canChu rch ye s terday a f ternoon w er ea s tounded to s e e a r eturn ed sold i erw i th on ly on e l eg c l imbi ng th e t e l egraph pol e i n fron t o f th e Chu rch .For a momen t th ey w er e a t a l o s st o make out what w as th e youngman ' s pu rpos e . He was th en s eento r each down fo r a Kodak . bu tapparen t ly h e d id n ot th i nk h i sem in ence wa s h igh enough . fo rgra sp ing th e Kodak betw e en h i st e eth h e c l imbed up anoth er r ung .S evera l o f th e offic er s l e ad i ng th etroops who w er e march i ng pas tsa l u t ed th e dar i ng you th , who snapped th em i n retu rn . I t w as incredul ou s how he had managed to r eachth e h e igh t he di d . and th e c rowdsw a i t ed w i th bated brea th to s e e h immake th e de scen t . th es l i gh te s t h e s i tancy h e s l i d down th epol e wh i l e w i l l i ng hand s h e lped h imto l and sa f e ly on h i s sou nd r ightfoot . The young man was Pte .”

Wi l fr i d Hal l i day,who los t h i s l eg

i n th e Somme batt l e — Toron to

Da ilySta r .

KODAK SALE SMANTempera ture

You can ' t very wel l emphas i z eto o heav i ly th e import ance o f gett i ng th e tempe ra tur e r igh t wh en dev e loping Fi lm s i n the Fi lm T ank .M os t amateu r s fa l l down when th eyat tempt to gu e s s a t t emper a tu re orto s en s e i t w i th the finger

,and i n

tryi ng to ge t th e so lu t i on down topr oper degre e they fr equ en t ly succeed i n ge t t i ng i t too co l d , r esu l t i ngi n u nder—deve l opment . Preach a ccu racy and tes t i ng w i th a th erm om et er— e i t h e r t h e Ea s tman(Tan-k ) Thermometer or th e Therm om eter St i rr i ng Rod .

‘

They Do the Work the

Ea syWay

D id you eve r l oad a Premo Fi lmPack camer a ? D id you ever unl oad one ? Did you eve r make exposures w i th one ? Near ly everyon e engaged in th e photograph i cbu s i ne s s ha s , bu t i f by any chanceyou have no t, do so at once or youwon ’ t be ab l e to thoroughly u nders tand the apt ne s s o f th e n ew PremoS logan :

“

Theydo th e work th e easyw ay.

Load i ng,un lo ad ing

,changing fi lms

for each exposu re— th es e are bu tth e work o f an in s tan t w i th a PremoFi lm Pack camera . And th en th ere ’ sth e eas e o f r em ov ing on e or morefi lms fo r deve l opmen t a t a ny t ime ,th e l igh t w e ight and compac tne s sand s impl i c i ty o f th e Prem oette

Jun io r s and S en io rs,to say noth i ngo f th e u se o f th e ada pte r w i th pl ate

came ra s .Pu t your s e l f in the cu s tomer ’ sp lac e . I f you wen t i nto a photograph i c e s tab l i s hmen t and thes e ad

12

vantages w er e ca re fu l ly exp la i n edto yo u by a cour teou s and en thu sia stic s a l e sman or s-a lesw om an l i keyour s e l f , you cou ldn ’ t fa i l to be i n ;terested— cou ld you ? Then boos tyou r ow n record by back ing up ouradver t i s i ng w i th your bes t s e l l i ngeffo rt s

,bas ed upon a fu l l know l

edge o f th e mer i t s o f th e camera swh i ch do the work th e ea syw ay.

”

You know that th es e goods a re goodgood s . Premo s r ece ive th e s amete s t s for r e l i ab i l i ty a s a l l o ther camera s from th e Eas tman fac tor ies .Ther e ar e no be tte r l en s e s and shutt e rs made than those fu rn i sh ed w i thPr emo came ras

,and Premo Fi lm

Pack Fi lm i s from th e s ame s tocka s N . C . Fi lm . And th ey oper atep e r fec t ly. The cau s es for th etroub l e s tha t on occas i on s croppedou t i n pas t year s h ave been e l imina ted . La s t year , though w e so ldmore packs th an ever b e for e

,th eyran un i formly fin e . They are j u s t

a s dependab l e,t h ey m ay be recom

mended and u s ed w i th th e s am econfidenc e a s a ny oth e r s en s i t i z edp roduc tAmong pl at e camera s

,we ask youto espec i a l ly con s ider th e pos s ibi l it i e s o f t he Premo No . 12 . I t i s s o

sma l l bu t h as su ch unu sua l cababil it i e s t ha t i t c an b e so l d no t on ly ton ew cu s tomer s

,bu t to many whoa lr eady have oth e r cameras . Show

a ny on e th i s r i ch ly fin i sh ed camera .Expl a i n tha t i n sp i t e o f i t s rea l lyremarkab l e compactne s s

,i t i s both

a fi lm and a p la t e camera , that onemethod m ay be employed w i th i t a sea s i ly a s th e oth er , tha t i t ha s aground gl as s fo r sharp ' focu s i ng ,wh ich m ay be u s ed at any t ime , andtha t w i th i t s h igh spe ed l ens andshu tte r equ ipment s , i t.

offe rs th e extr eme l im i t o f photograph i c eth

ciency i n a pocke t camera . Thenshow th e s i z e o f the p i c ture i t makesand exp l a i n that th e qua l i ty o f thenega t ive s i s s uch that enl argements

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The View s of J. Ogden Armour, head of Armour

Co . , Chicago , 111.Any man who i s mas ter o f oneth i ng i s a succe s s . Given a groupo f men

,each mas ter o f on e th i ng ,and you have a succ e s s fu l organ i zat i on . Such organ i zat i on s a re s e l dom

a galaxy o f s c i n t i l l an t s ta rs . I t i steam work that coun ts . I n ba sebal lth e s tar s econd baseman who fa i l sto cover fir s t when h e shou ld

,i s

l i k e ly to d raw a fine ; i f h e make sthat negl igen ce a hab i t , h e probab ly w i l l be r e l ea s ed . Ch ampi onba l l c lubs— th os e wh i ch sha re inworld s er i es pur s e s— are u su a l lymade up o f fa i r

,r e l i ab l e s trong

hear t ed p laye rs who work toge th e rl i ke a mach in e .The troub l e w i th many br i l l i an tmen i s tha t th ey “ won ’ t s tay h i tched,

” a s my f ath er u s ed to say. We

don ’ t w an t fe l l ow s who have to pl aya so l o . We pu t a man on h i s ownr espon s i b i l i ty a s far a s h i s own j obi s concerned ; w e encourage h im topu sh on

,bu t h e mu s t have o rgan i za

t ion s ens e and l oya l ty, or~even br i l

l iancy m ay be a handi cap . A bu s in e s s o rgan i z at i on shou ld be a sw el l coordinated a s a sym phonyorch es t ra .Succe s s fu l men show many contra st i ng charact er i s t i c s— bu t th e onequal i ty wh i ch th ey never l ack i sthor oughnes s . Bus in e s s i s fu l l o fmen who wou ld be a t th e top i fth ey had on ly l earn ed to th i nk the i rthough ts ou t to a conc lu s i on . Th eyknow that 2 and 2 make 4

,but

they never s top to th i nk 4 w ha t .

M any o f the s e h a l f—w ay fo lks ge tby, bu t th ey n eve r ge t fa r . Therei s a lw ays a pr em ium i n bus in e s s o nth e man w ho doe s h i s work pa in staki ngly, wi th comp le ten es s andfina l i ty; he i s th e man who w i l l betru s ted w i th more and more respons ibility, up to th e l im i t o f h i s capac14

.Ca n Ve lox paper be printed bydaylight

?

Yes . but w e r ecommend th e u s eo f ar t ific i a l l igh t , becau s e dayl i gh tfluc tu a t e s s o i n i n t en s i ty; a pas s i ngc loud wou ld a l t er th e pr inti ng t ime .

SALE SMANity. The man who i n fo rms h ims e l fadequ at e ly abo u t h i s firm ,

i t s meth‘ods , i t s pol i c i e s and i ts produc ts ,who doe s h i s work so we l l th at noone n eed fo l l ow h im up to patchth e ragged edge s

,i s on th e s a fe s t

,sur e s t and shor t e s t road to ach i evement .

QueriesWha t is the sma l les t siz e Film

Pa ck Camera you m a nufa cture ?

The No . 1 Premo j un ior and th eNo . 1 Prem oette Jun i or

,and No . 1

Premoette Jun i or Spec i a l . The se1n

'

slt rum 'en ts u s e the 2% xPremo Fi lm Pack .The No . 0 Premo Juni o r , u s ingthe NA x 2 3 8 Premo Fi lm Packs ,has been d i scon t i nu ed , though w es t i l l supp ly th e Fi lm Packs i n th atS i z e .

Wha t is m ea nt by the la titude offilms or pla tes ?

Lat i tude i s tha t qua l i ty in a fi lmor p la te wh i ch a l l ow s o f var i a t ionsi n exposu re w i thou t detr imen t toth e qua l i ty o f the n egat i ve . Eas tman N . C . Fi lm has th i s qua l i ty i nthe h igh es t degre e .

4

A Good Sel ler

The We ek End A l bum i s mos tap t ly named and i s sur e to prove agood s e l l er i n th e vaca t i on s eason

,when th e world and h i s w i f e a re atr ipp i ng

,week—end a fter w eek—e nd .

The a lbums have noth i ng shoddyabou t them and w i l l s a t i s fy th e mos tpart i cu l ar cu s tomer .

Stopping Motion With a

Graflex

I t i s n ot adv i sab l e to operat e th eGrafiex Foca l Pl an e Shu tte r a t ah igh e r speed than i s n ec e s sary tos top th e act i on o f th e sub j ec t i n th enegat i ve . th ereby ga in i ng th e ad

van tage o f bette r ex posu re s and th eab i l i ty to fr equ en t ly u s e sma l l erl en s aper tu r e s . wh i ch w i l l r e su l t i nin cr ea s ed depth o f focu s .Ther e are fou r facto rs wh i chhave a d i rec t eff ec t upon th e shu t te rspeed and w h i ch mu s t be i n c ludedi n th e compu ta t i on o f th e cor rec texposur e for ar re s t ing th e ac t i on o fany sub j ec t :1. Foca l l ength o f l en s u s ed ;2 . D i s tanc e o f ob j ec t from th ecamera ;3 . Speed o f th e ob j ec t per hour :4 . D i r e ct i on o f movement .The foca l l ength o f l en s and th ed i s tanc e o f th e ob j ec t from th e camera . dete rm ine the s i z e o f th e subject image pro j ec ted upon th e p l a t eor fi lm .

W i t h th e camera i n th e same pos it i on . th e image proj ec t ed by a l en so f foca l l ength w i l l b e considerably l a rger than th e imagepro j ec t ed by a l en s o f 472 ” foca ll ength . The s ame ho ld s t ru e w i thl en s e s o f oth er foca l l ength s .Approach ing or reced ing from th esubj ec t , w i th a l en s o f a ny foca ll ength . w i l l r e su l t i n r e l a t ive en

l a rgemen t . - or reduc t i on i n th e s i z eo f th e image pro j ec t ed upon th efocu s i ng scre en .I nc rea s e i n s i z e o f th e refl ec tedimage , du e to i n cr ea s e i n th e foca llength o f th e l en s u sed . or clos e rapproa ch to th e sub j ec t . requ i r e s are la tive increa s e i n th e shu tterspeed . i f th e movemen t o f th e subject i s to be arr e s ted i n th e n egat ive : i nvers e ly. a re l at i ve ly l ow er

SALE SMAN

0 0 0 0 0

shu tte r speed w i l l s t op the movemen t o f th e smal l e r image

,pro

duced by a l en s o f shorte r foca ll ength,or by rec ed ing from th e sub

j ect .

The ac t i on o f an ob j ec t,50 fe e t

from th e came ra . mov ing 30 mi l e sp er hour

,at r igh t angl e s to th e l en s ,can be s topped w i th s econd

exposu re . u s i ng a l en s ; w h erea s . s econd exposu r e w i l l b esuffi c i ent ly h igh w i th a l en s .I f th e d i s tanc e o f th e same sub j ec tw a s i n c rea s ed to 100 f ee t . th e r e l at iv e exp osu re s for th e same l en se s ,w ou l d be and s econdr espect i ve ly

,afford ing an opportu n

ity to u s e smal l e r l en s s tops . th e rebyga i n i ng add i t i ona l d epth o f focu s .The spe ed at w h i ch th e sub j ec t i smov ing— 5. 10. 15. 20. 30, or moremi l e s per h ou r . mus t be e s t imatedw i th r ea sonab l e car e .The d i r ec t i on o f th e movemen t toth e camera i s a very importan t fa ctor . \Vhen the sub j ec t i s movi ngd ir ec t ly a t r igh t angl e s to th e ins t rumen t

,th e shu tte r i s s e t a t th e

speed det erm i n ed by th e movemen to f th e sub j ec t pe r hou r,i t s d i s t anc e

f rom th e camera and th e foca ll ength o f l en s u s ed— bu t , i f th e subject i s movi ng a t an angl e o f 45 degr ee s to th e camera . th e shu t terspeed can be reduced ONE THIRD .

I f th e movemen t i s d i r ec t ly towardor aw ay from th e camera . th e shu tte r speed can be r educed T i l/ OTHIRDS. afford ing an opportun i tyto u s e a smal l e r l en s s top . i f d e s i rabl e .Exampl e :Sub j ec t . . . M otor BoatD i s tanc e . 50 fe e tSpeed . 30 mi l e sFoca l l engt h o f l en sExposu re r igh t angl es .

45 degr ee s le - l—lO

T oward camera l es s .

KODAK SALE SMANIf Grafiex u s er s w ere ob l iged to

figur e ou t th e exposu r e to mee t th econ s tan t ly varyi ng cond i t i ons , l e s sp l ea su re wou ld be der ived frommaki ng i n te re s t i ng p i c tu re s w i th aGrafiex . Ther e for e

,a l l th e com

bina tions o f th es e importan t factor shave been r educed to the i r s impl e s tform in th e new Graflex Exposur eTab l e s supp l i ed w i th Graflex Camer a s when th ey l e ave th e facto ry.

The Gra flex opera tor can de te rmi ne,at a glance , th e app rox imate ly correc t exposu re for a w ide va r i ety o fsubj ec ts , u nder d i ff er en t cond i t i on so f sp eed , d i s tance , d i r ec t i on o fmovemen t and l ens u s ed .

The shu t te r speed s given on th eGraflex T ab l e s are bas ed upon th efour fa ctor s enumerated and arenece s sary to stop th e mot i on o f th esubj ec t . The l en s stop mus t be ba lanced wi th th e shu tter speed andl i gh t i ng cond i t i on s . Depth o f focu smu s t fr equen t ly be sac r ificed i nsp eed work . For br igh t days i t i ss ugges ted that s top f.8 be u s ed w i thexposur e to f.

w i th exposur es to f.

for to O n_

'

ha zyor du l l days , w i th the s ame exposu r e , proport i ona te ly l a rge r l en sop en i ngs shou ld be u s ed .Advance focu s i ng i s an exce l l en tprac t i c e when photograph ing m ov

i ng ob j ec t s . Focu s th e l en s uponth e po in t wh er e th e obj ect w i l l pa s sand perm i t th e obj ect to move intoth e p l ane o f focu s

,at wh ich i n s tan t

th e exposu re i s made . For instancin hu rd l i ng i t i s known that th ehurd l e r mu s t r i s e over th e bar

,and

i f th e i n s trumen t i s focu s ed andhe l d s tead i ly upon that poi n t , th eope ra tor ’ s a tt en t ion w i l l be l im i tedto re l eas i ng th e shu tter a t th e ins tan t when the hu rd l er r i s e s i n to th epl an e o f focu s .16

Advance focu s i ng can be succe s sfu l ly app l i ed to a l arge maj or i ty o fsub j ec t s i n spe ed work .

a!

T - o - z - o - l

The s tr i ngency i n th e supp ly o fEl on i s no t s o far re l i eved that th i simpor tan t deve lop i ng agen t can bere s tored to th e marke t . As th e s eason o f gr ea te s t pho tograph i c ac t iv i tyi s r ight he re , we wan t to po i n t ou ttha t you can s at i s fy th e requ i r emen ts o f th e mos t exact i ng photographer

,amateu r - or pro fe s s iona l ,

by gett i ng h im to u s e To z o l , thanwh i ch th e re ’ s none bet ter for u s ew i th Kodak produc ts . The l abe l son bot tl e s o f th i s d eve loper give a ccu ra te formu l ae for u s i ng Toz o lon a l l th e Ko dak pape rs .The u s e o f Toz o l doe s awayw i tha l ot o f compound ing i n prepar i ng

you r deve l oper , and th e so lu t iondoe s a grea t dea l o f work be for e i tbecomes exhau sted— fur ther , th ere ’ sno ri sk o f s ta i n i ng whe re ord in arycar e i s u s ed .To z o l i s s impl e , economi ca l andeffec t i v e— it fi ts r igh t i n to you r or

dinary pract i c e o f work i ng .4

I f,pe r chance , I w as a rock ,A s e t t i n ’ on th e h i l l ,I ’ d want s omeone to shove me off,A r o l l i n ’ down l i ke J i l l .I ’ d lo s e my mos s , I ’d ge t a moveI ’d h i t th e creek kersplosh :Fo r once I ’d move a l ong a b i t

And b low mys e l f , by gosh !a

In Minia tureThe Un iver s a l C l amp i s th e be s ts ubs t i tu te ever where l a ck o f spac ep roh ib i t s carryi ng a T r i pod . Sosma l l tha t i t c an be car r i ed in th epocke t

,i t i s qu ick ly pu t i nto u s ewhen r equ i r ed . We migh t a l so sayth e C l amp i s a m in i a tu r e T r ipod .

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Are You Dependable ?

l l l fl l l l l l l l l l l l l l l lfl l l l l IIIIIIU

RE you dependable? Tha t is the q ue s

t ion big bu s iness m e n are asking the iremploye e s . When you are give n a

task to pe rform , can you be depended upon to

do i t as it shou ld be done :2Dependabil itybreeds confidence , and confi

dence m e ans mo re and grea te r re spon s ibi li t ies .

The rew ard ofdependabili ty is in cre ased pay.

Whe n the”

boss te lls m e to do a thing, isi t necessa ry for him to check m e up , or can he

fo rge t i t , hav ing confiden ce tha t the task w illbe perfo rm ed as he w ou ld w an t m e to do i t ?The q ua lity of be ing dependable is w ha t

employe rs are wi lling to payla rge sa larie s for.

N C . R . News .

An a id

to the man

behind the counterVo l . 3 JULY , 1917 No . 6

Betw een Us

Becau s e you have to keep on th ehu s t l e to cope w i th the d emand forfi lms and camera s

, you shou ld notbe so much ab so rbed i n pa s s i ng ou twhat you are a sked for a s to fo rge ta l l about oth e r good s wh i ch youcan se l l to mos t a l l o f thos e whocome to buy fi lm s and camera s .For in s tanc e

,th e Kodak Am a

teur Pr i n ter n eeds bu t a br i e f demons tra t i on o f the grea t advantage si t offe r s. to make an impre s s i on onthe amateu r w ho doe s or wou ld l i keto do h i s own pr i n t i ng

,and such

impres s i on s re su l t,soon er or l a te r ,i n th e maki ng o f sa l e s .

Under s tand,o f cour s e , tha t w ea re fa r from r ecommend ing tha t

you shou ld hold up ha l f a dozenpeopl e who a re i n a ru sh to buysome fi lm s on the w ay to th e tra i nor boat,wh i l e you ho ld for th onthe mer i t s o f th e Pri n ter . Bu t , youknow that w e a l l h ave a tendency.

to be conten t w i th mere ly fi l l i ngorde rs

,when bu s i n e s s i s good

,to

th e pre j ud i ce o f ge tt i ng n ew bu s ine s s .Granted that you h ave to hu s t l eto fi l l immed i a te order s

, you w i l la l so gran t th at . even i n th e bu s i e s tw eeks . th e re are days .and hou rswhen you can advantageou s lymakean effor t to se l l goods a s d i s t i ngu ished from fi l l i ng orde rs . Youknow th e old sayi ng , tha t succ e s si s at ta i n ed by keepi ng eve r l a s t i nglya fte r bu s i n e s s . and th i s t endency o feveryon e to re l ax effor t wh en everyth ing i s go ing a long sw immi ngly.

i s

a c l ea r - cu t man i fe s tat i on o f how no tto keep ever l a s t i ngly on th e tra i l o fsu cc e s s .No concern o f a nyde scr i p t i on hasever yet been so overwhe lmed w i thbu s i n e s s bu t tha t i t cou ld have donemore , had th e crea t ion o f n ew bu s in e s s b een

.

a s p re - em inen t ly i n vi ew—it a lw ays shou ld be— a s th e fi l l i ngo f order s .You are a sa l e sman

,on e who

cre ate s bu s i n e s s—you ar e not anordertaker or an au tomati c dev i cefor hand ing ou t what ’ s r equ i r ed .

Sa les ChancesI n to th e d rug s tor e i n a sma l l

O ntar io town ther e came the l oca lco l l a r smash e r and bu t ton r emove r— Char l i e W i ng . H i s w an ts w er enot gr ea t and qu i t e sa t i sfied by th eexpend i tu re o f tw en ty- s i x c en t s .The in scru tible sm i l e o f th e Ce l e st i a l mu s t h ave tempted the sa l e sman ,for h e p roce eded to take a r i se ou to f Char l i e by i nv i t i ng h i s a tt en t ionto th e fou nta i n pen s ar ranged onthe d i sp l ay c as e . Cha rl i e wa s notso s l ow . for h e cou ld wr i te Engl i shw i th a l egi b i l i ty more than r easonabl e . even if h e d id v io l enc e to th espoken word . A th re e dol l a r \Vaterm an changed owner sh i p .The mora l i s . tha t you neve r cante l l for a dead su re th i ng who i s o ri s n ot a l ik e ly pu rcha s er o f th ea r t i c l e s you a re s e l l i ng . T ac t fu lqu e s t i on s and sugge s t i on s w i l l d i scover s a l e s chances . and i n s e l l i ng

KODAKgood s

,a s i n eve ryth i ng e l s e , i t paysto be a good l i s ten er a s much as agood ta lker . I t i s u nw i s e t o bounce

aga i n s t prospect s,a s i n Char l i e ’ s

ca s e,becau s e i n th e reco i l you are

a lmos t cer ta i n to lo s e your hold .

An Al l ied So ldier Speaks

I h ave a col l ec t i on o f photograph s taken du ri ng th e Span i shAmer i can war

,and th ey a re m ightyi n t er e s t i ng to l ook over a f te r th e

year s tha t have i nt erven ed .“

The date s upon wh i ch th e p i ctu re s w er e take n— j u s t impos s i bl eto r emember

,and for tha t on e rea

son my p i c tur e s l o s e so ve ry muchi n va l u e in th e record i ng o f h i s to ry.

“ M emory p l ays o th er s t rangetr i cks ; somehow or ano th er I j u s tc an ’ t remember wheth e r th i s one i sa p i c tu re o f T roop C or T roop A,and whe th er th i s g roup on sh i p

board wa s made outward bound oron the r etu rn from M an i l a .Her e are p i c tu re s o f Agu i na l doand o f Funs ton— ea sy to r ememberth em o f cour s e , bu t oh , s o many o fth e l i t t l e photograph s fa i l u t t er ly tol ocat e th emse lve s w i th on ly mym emory to d epend upon .

“ Yes th e negat ive s we re number ed and a record made i n a not ebook , bu t the note book h as vanished

,— goodne s s know s wher e

,dur i ng mywand er ings .“

Events far more importa n t thanour l i t t l e squabb l e w i th Spa i n ar enow happen i ng

,and h i s tory i s be i ngmade every day; h i s tory,

much o fwh ich w i l l be recorded by th e came ra , and o f equa l importance w i l l b eth e ‘who

,when and where . ’

For tunat e ly I w i l l not now haveto depend so l e lyupon my note book ,for w i th my Au tograph i c Kodak Ican make th e ‘who,when and wher e ’

a par t o f eve ry negat ive , and a rec4

SALE-

SMAN“ord j u s t a s permanent a s the negat ive i t s e l f .

“

Every negat ive I make now m aybe o f impor tanc e i n the fu tu r e,and

I wou ld j u s t a s s oon th i nk o f go ingto th e f ron t w i th a muzz l e~l oad i nggun a s w i th a came ra w i thou t th eAu tograph i c Fea tur e . ”

A Ma tter of Experience

M any a good prospec t ive sa l e ha sn ever “ been r ecorded on th e Ca shRegi s ter

,becau se you and I s l i ppedup on some deta i l on wh i ch w e

shou ld have been pos ted .I am sur e I had lo s t a l o t o f sa l e si n my car e e r becau s e I had a conv iction tha t I cou ldn ’ t ge t awayfrom my fat e , and I u s ed to condo l e w i th mys e l f on the ground th atto b lunde r and er r wa s on ly human .A t l a s t , I l os t th e sa l e o f a No . 3A

Spec i a l Kodak becau s e I cou ld notu s e language p l a i n enough to makec l ea r th e advantage o f an f.6.3 An

a s t igmat Len s over th e R . R . l e n s .I fou nd mys e l f fl ounder i ng andb lunder i ng round abou t the speedo f th e Lens

,and I j u s t natu ra l lycou ldn ’ t make th e cu s tomer grasp

th e id ea I d i dn ’ t have by r epea t i ng“ i t ’ s fa s ter and wav ing my hand .I l os t th e sa l e a l l r igh t

,bu t I

l ea rn t my l e s son , for I s tud i ed upth e Lens dope i n “

How T o M akeGood P ic tu re s

,and to—day I am

pos ted w e l l e nough to convey th ei dea I have— th e rea l id ea— a s tothe advantage s o f a fa s t l en s .Fu rthermor e

,I pos ted mys e l f o nthe th eory o f a good many otherth i ngs from tha t l i t t l e book

,and

worked them ou t i n p ract i c e,so tha t

I can gi ve a pret ty good accoun to f mys e l f i n ta lk i ng to a cu s tomer ,though I s t i l l w ea r the s ame s i z eo f hat

,and don ' t know i t a l l .

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WHILE ago I was wa i t i ng tos e e a cu s tomer who was in

spec t i ng th e l i n e car r i ed by anothe rsa l e sman .“

Th i s s a l e sman,a s a l l good sa l e s

men do,was expat i a t i ng upon th e

mer i t s o f h i s goods,th e i r qua l i tyand pr i c e

,and as a c l i nch i ng argu

ment sa i d th at the rea son h i s firmcou ld give s o much for" th e moneywas becau s e h i s firm spent nomoney fo r adver t i s i ng , and so cou ldpu t a l l tha t extra money i n to thegood s themse lve s .

“

The man he was tryi ng to s e l lw as , however , no nov i c e i n the a rto f merchand i s i ng

,and he r emarked

tha t tha t was a l l v ery wel l , bu t i th ad been h i s exper i enc e that i t tookmor e tha n tw i ce a s l ong to s e l l anu nadver t i s ed p roduct a s an advertised one , becau s e no demand hadbeen cr ea ted for i t

,and becau se h i s

pat ron s w er e u n fami l i ar w i th itanyhow he cou ldn ’ t s ee whe re i t w asa l l up to h im to do th e demandc reat i ng

, and fu rth ermore th a t h ed idn ’ t be l i eve th at advert i s i ng addedto the cos t o f th e goods .

“

The dea l e r was r igh t ; every nowand then some manu factu re r ad

vanc es th e c la im that he can s e l l h i sgood s ch eaper becau s e he doe s notadver t i s e .

“

Everyone who know s th e A ,B

C o f bu s i n e s s know s that th i s c l a imi s impos s ib l e on i t s face ; yet i ts ou nds p l au s i b l e

,and such ta l k ha s

d ec e i ved a good many peop l e .(5

Now j u s t l e t u s figur e i t ou t i n

th e product i on and marke t i ng o fgood s th e re are two i n ev i tab l e cos t s ;one i s th e manu fac tur i ng cos t ; th eother i s th e s e l l i ng cos t

,—and no

w ay has eve r ye t been found - bywh i ch e i th e r o f the s e cos ts can bee l imina ted .

“Whatever you buy,wher ever

you buy, be su r e o f o n e th i ng : th epr i c e i nc lude s th e s e l l i ng cos t,—it

mu s t,oth erw i s e th e manu factu rer ,th e r eta i l e r and th e sa l e sman cou ld

no t l i ve .And j u s t a s sur e ly a s th ere ar ea lways two i t ems o f cos t , th e manu

fa cturing and th e s e l l i ng , j u s t sos u re ly ar e th e re on ly two ways i nwh i ch the pr i ce o f goods can everbe r edu ced . O ne i s by economi esi n manu fac tu r i ng cos t , th e other i sby economi e s i n s e l l i ng cos t .Now i t i s not easy to cu t ma nu

fa cturing cos t w i thou t cu tt i ng quality,—lbu t a w ay has been found tocu t s e l ling cos t

,

— a nd i t s name i s‘

Advertising .

’

“

Adver t i s i ng i s l i ke a s t ra igh t l i n ethe shor te s t d i s t anc e be tw een twopoi n t s— th e p roducer and the consumer . I t cu t s ou t th e grades ,cu rves and angl e-s . I t make s a d ropo f i nk do th e work o f a sa l e sman .

“ Bear i n m ind that goods cannever be so l d u n l e s s th er e i s a d emand

,and adver t i s i ng c rea te s th i s

demand i n th e s impl e s t , mos t d i r ectand l ea s t expen s iv e w ay.

No othe r sa l e s method can equ al

KODAKi t i n magn i tude o f r etu rn for a mi nimum o f cos t .

“

The big r e tu rn s f rom adver t i si ng a l so cu t down th e manu factur

i ng cos t— tha t ' s anoth er sav i ng .“ Incr ea s ed vol ume o f produc t i ona lways mean s a decr eas e i n th e un i tco s t o f product ion

,through be t te r

and mor e effi c i en t manu fac tur i ngmethods .Some remarkab l e fact s and figu r e s have rec en t ly been gath ered byth e A s soc i a t i on o f Na t i ona l Adver

tisers on th i s subj ec t .“

They show how one a fter anoth er o f th e big adver t i s e r s o f th ecountry have been ab l e to reduceth e pr i c e o f th e i r produ ct s

,or e l s e

improve th e qua l i ty at no incr ea s ei n pr i c e .“

Coun tl e s s c au s e s a re work i ng today to forc e pr i c e s up . Agai n s t a l lth e s e forc e s on e force on ly i s working to keep pr i c e s down— and i t sn ame i s ‘

Adve rt i s ing . ’“

Now j us t h ow does i ncr ea sedproduc t i on du e to adver t i s ing cu tth e co s t o f produc t ion ?

“ Fi r s t o f a l l i t wou ld appear tha tth e more you manu fac tu red th emore i t w ou l d cos t . T ru e enough i tco s t s more for mater i a l fo r on ethou sand a rt i c l e s than for on e hundred . bu t you mus t take th e fo l l owing i nto con s i dera t i on :

“

O ne s a l e sman can take an orderfor one hundr ed i t ems at no increa s e over h i s expen s e s for se l l i ngon e i t em . The en te r i ng o f an orde rfor on e hundred o f a c er ta i n ar t i c l ecos t s no mor e than th e bookkeep i ngnece s sa ry for on e art i c l e . I n o therword s . th e fixed overh ead charge sdo no t i nc rea s e i n proport ion a s thebu s i n e s s incr ea s e s .Tncrea sed product i on perm i t s o fmany manu fac tu r i ng and s el l i ngeconomi e s . The l a rge manu fac tu rercan buy mater i a l t o bet te r adva ntage becau s e h e can take advan tageo f th e quan t i ty pri c e .

Importa nt Price Cha ng esYou are da i ly s e l l i ng Thermom

e ters . both th e Ea s tman ( T ank )The rmometer and th e S t i rr ing RodTh ermomete r . Not i c e tha t th epr i c e s have been ra i s ed to 75 c ent sand res pec t i ve ly .

7

SALE SMAN“

The sma l l manu factu rer can notgo to the expen se o f spec i a l mach inery becau s e h i s sma l l ou tpu t wou ldnot a l l ow h i s p ro duc t ion to absorbth e cos t o f su ch spec i a l mach i nery.

“ I n propor t i on i t co s ts th e sma l lmanu fac tu r e r ve ry much mor e forl i gh t

,heat

,power

,manu factu r i ng

and s e l l i ng expen s e than i t doe s th elarge manu fac tu re r .

“

The i d ea tha t advert i s ing add sto th e pr i c e o f th e good s i s a fa l l acythr ough and th ro ugh

,and one tha t

can be con trovert ed from everypoi n t .“ He who manu factu r e s a t alow er cos t can s e l l a t a l ow er p ri c e .Good adver t i s i ng i s th e econom i ca lmethod o f i nc rea s i ng ou tpu t

,th er e

by l owe r ing cos t th rough incr ea s edproduc t i on .4

A Defin ition

A pr i e s t wa s show ing off h i s c l a s s,and proceed-ed to a sk one l i tt l e boy,i n th e pre s en ce o f the archb i shop :

“What i s matr imony?”The l i t t l e boy’ s eye s bu lged ou t a tth e suddenn e s s w i th wh i ch th e qu e st i on w a s pu t

,and th en he sa id

,mechan i ca l ly: “ M atr imony i s as ta te o f pun i shmen t to wh i ch somesou l s ar e condemned to su ffer fo r aw h i l e be for e th ey ar e con s i deredgood enough to go to h eaven .”

“

Tu t , tu t s a i d th e pr i e s t . “

Thati s th e defin i t i on o f pu rgatory .

“ Le t h im a l on e,

’ s a i d the archbi shop . “ He m ay be r igh t ' what doyou and I know abou t i t . anyway ?"

Maki ng the DisplayWindowSe l l

Patr i o t i c and mi l i ta ry w indowd i sp l ays ar e ve rymuch i n evi dence .\Vhere such a d i spl ay i s i n tendedso l e ly to arou s e patr i ot i sm th e quest i on o f i t s ab i l i ty to s e l l good s n eedno t be con s id ered .

O n th e oth e r hand the maj or i tyo f w i ndow di sp l ays ar e ins ta l l ed forthe purpos e o f s e l l i ng good s,and

most me rchants are keen to take advantage o f cu rren t ev ent s : or thepopu la r tr end o f though t a s th e ideabeh i nd the d i sp l ay.

At th e pre s en t t i me w i th th i ngsmart i a l so much i n m ind a w i ndowd i spl ay embodyi ng th i s sp i r i t w i l lhave much compet i t i on

,a nd to be

effec t ive , mus t be ou t o f th e ord in a ry.

The s e l l i ng powe r o f a w i ndowdi sp l ay can not a lways be j udged byth e number o f peopl e i t a t trac t s , a sth e i d l e and th e cu r i ou s ar e a lwaysw i th u s .A deal er i n photograph i c suppl i e smigh t fi l l h is w indow w i th a co l lect i on o f m i li tary he lmets from thebatt l efie ld s o f Europe , i n t e rsper s edw i th bombs

,sh e l ls and oth er th i ngs

,and a good manypeop l e wou ld s topa nd l ook

,bu t migh ty f ew o f themwou ld a s soc i a t e such a d i sp laywi thth e peac e fu l ar t o f Kodakery,

andso be l ed i n to th e s tore a s pos s i b l epu rcha s er s .O n th e oth er hand

,a dea l er i n

men ’ s h a ts cou ld hook up a d i spl ayo f mi l i tary helmet s w i th h i s l i ne, a sh e cou ld contras t th e l i gh tne s s andcom fort o f th e l a te s t Spr i ng s tyl e si n he adgear w i th the h eavy meta laffa i r s i n vogu e at th e f ron t

,and so

pre s ent a genu ine s e l l i ng argument.

Th i ngs m i l i ta ry can,however

,be

keyed i n mos t advan tageou s ly w i thphotography.

Every man en l i s t i ng fo r s erv i c ew i l l want a camera to take w i th h im8

zl l l l l l l l l IIl l Il l l l l l l l l l l l l l l i l l l l l l l l l l l l l Il l i l l l l l l l l Il l l l l l l l l l l l l l l l l l l l Il l l l l l l l l l l l l l l l l l l l l l l l l

cl l l l l l l l l III1IIIl l Il l IIl l IIl l Il l l Il l l IIl l l l l l l Il l Il l Il l l l l l l l Il l IIl l Il l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l

SALE SMANto record th e many s t i r r ing and interesting even ts ; he w i l l wan t p i ctu re s and p i c tu re s— th e s cene s i n th etra in i ng and concen trat i on ‘ camps

,

the i nc i d en t s and pl ace s en rou te to“ somewhe re”— in no w ay can he sograph i ca l ly and compl e te ly pre s e rveh i s impres s i on s as w i th the camera .And th e fo lks a t home— th eyw i l lw an t p i c tu re s o f h im i n th e newun i form , and pi c tu r e s o f the homea nd home i nc i den t s for h im to takew i th h im , and to s end to h im fromtime to t ime .M i l i tary r egu l at ions w i l l n atu ra l

ly preven t the taking and forwarding o f a cer ta i n c la s s o f p i c ture s,bu t

the re w i l l be thou sand s o f p i c tu re sth e c en sor w i l l pa s s w i th an indu lgen t sm i l e .Snap sho ts o f th e loca l boys ingroups o r on pa rade ; p ictu r e s o fl oc a l pa tr i ot i c d i sp l ays , fl ag ra i s i ngsand th e l i ke w i l l a lways a t trac t a tten t i on i n you r w indow ,

and can bemade th e bas i s for a r ea l s e l l i ng argume n t for th e Ves t Pocke t Kodak—th e so ld i e r ’ s Kodak

,and you roth er s tyl e s a s w e l l .You can and shou ld take advan

tage o f th e pre s en t t rend o f affa i r sa s rega rds you r w indow d i sp l ays ,as you r goods and s e l l i ng a rgumen tsw i l l mos t l ogica l ly fi t i n .

I mpo rta n t

Do no t forge t to

fill ou t the Kodak

e ry Subscription

Bla nk s .

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AM,I wonder how many o f ou r

employe s he r e ever gi ve athought as to what i t cos t s th i s s tor eto do bu s i n e s s .

“ I f you w i l l r eca l l , you figur edw i th me some t ime ago j u s t howmuch each cu s tomer cos t u s for thei t em o f r en t a lone .

“ Fred comes down to th e s to re i nthe morn i ng w i l l ing to s e l l a l l th egood s h e can ; J immy and the oth e rboys ou t i n th e sh ipp i ng room aregood hu s tl e r s

,and Jerry,

th e por t er ,take s pri de i n keep i ng th i ngs l ooking s l i ck and c lean .Bu t I v en tur e to say that not oneo f th em ever give s a though t a s toth i s cos t o f do i ng bu s i ne s s or howa reduc ti on in s e l l i ng cos ts m igh twork to the i r advantage .

“

No,th ey a l l pu t th e cos t o f do ingbu s i ne s s up to th e ‘

O ld M an,

’— i t ’ sh i s pa rt i cu l ar prob l em a nyhow .

“ Fred s ays , ‘

I’

m hi r ed to s e l lgood s

,

’ and Jimmy h i redto hu s t l e good s i n and ou t o f thep la ce

,

’ andJerry s ays , ‘I t ’ s my j obto“ keep th i ngs c l ean,

’ none o f themsee i ng ou ts id e th e c i rc l e o f th e i rown part i cu l ar job , and some noteven se e i ng to th e edge o f th e i r ownc i rc l e .

“

I1 suppose,i n a w ay,

th i s is bu tnatura l

,as w e are a l l ap t to become

se l f - c en tere d i f w e don ’ t w a tch ou t .The cos t o f doi ng bu s i ne s s ent e rs equa l ly i n to every depar tmento f th i s bu s i ne s s . and i t i s a whol e l o teas i er to shove th i s cos t up a notcho r so than i t i s to b r ing i t down .

M os t r e ta i l s a l e smen d i s l i ke‘l ooker s

,

’ and they frequent ly l o s ea l l i n ter e s t and l e t th e cus tomer fee li t when th ey d i scove r th e pro spec ti s on ly a ‘l ooker . ’

“

O f cou r s e I know,Sam ,th a t th e

boys l i ke to se e th e tota l s mount upi n the i r s a l e s books,bu t they shou ldno t forge t tha t a good n i n e ty perc ent . o f a l l cu s tomers are ‘l ooker s ’

be fo re th ey actua l ly pu rcha se .“ I t s e ems to me tha t th e be s t w ayto tr ea t th e cu s tomer who a n

nounces‘I am j u s t l ook ing to—day,

’

i s to doub l e up on cour te sy andat tent i on,not w i th the idea o f forc

i ng an immed i a te s a l e,bu t to have

the cu s tomer s o w e l l pl ea s ed w i ththe s tor e tha t a s ense o f p l ea san tob l igat i on rema i ns

,s o tha t when he

does ar r i ve a t th e purcha s i ng poi n t‘he w i l l r e turn to our s tor e .“ I f the ‘l ooke r ’ has been shopp ing e l s ewhe re

,and ha s been

s nubbed , th e good imp re s s ion madeby th e tac t fu l s a l e sman w i l l be a l lth e s tronger .

“

T urn ing th e pre s en t ‘l ooker ’ i n toa fu tu r e cu s tome r i s one w ay o flow er i ng th e cos t o f do i ng bu s i nes s .

“

The boys ou t i n the s tock andsh ippi ng rooms m ay say:‘We don ’ t

s e l l good s,so what have we to do

w i th th e cos t o f do ing bu s i n e s s ? ’“ I t w on ’t take mor e than a m inu te

,Sammy,

to conv i nc e th em thatth ey p l ay an equal ly i mpor tan t par ti n cos t re duc t i on . The car e fu lhand l i ng o f s tock

,economy i n th eu s e o f pack i ng mate r i a l s

,th e exer

SALE SMANci s e o f vigi lanc e i n th e co rr ec t andprompt fi l l i ng and sh ipp ing o f orde rs

,a l l p l ay an importan t pa r t i nr educ i ng the cos t o f doi ng bu s i n e s s .

“ I f c ard and oth er paper s tock i scare l e s s ly hand l ed and l e f t unprotected on th e coun ter s or she lve s

,or

rep l aced i n a s l oven ly manner . th elos s f rom so i l,bent corner s and th e

l i ke w i l l mount up to a t i dy sum ina yea r .The other day I ca re l e s s ly a l

l ow ed a Por tra i t A t tachmen t to s l i pth rough my finger s

,and w i th th e

u sua l perve rs i ty o f i n an imate oh

jects i t ro l l ed w ay unde r on e o f thew a l l fixtur e s whe re I cou ldn ’ t ge ta t i t .

O n ly fi f ty cen t s , bu t th ere w en tth e profi t on the sa l e o f s eve ra l o fthe A t tachmen ts

,and I added to th e

cos t o f do ing bu s i n e s s j u s t th a tmuch .

“

O f cou r s e,I know

,Sammy, tha tacc ident s w i l l h appen ; gla s swarew i l l ge t broken

,and den t s and mar s

w i l l mys t er i ou s ly appear , and thatonce i n a wh i l e w e w i l l ge t an ad'

dre s s w rong or fa i l to i nc lude some

SUMMER AT KODAK H E IG HT S.

T h e fa vora b l e w ea th e r is ca rpe tin g o ur l a w n s n ice ly. a n d th e gro u nd s a re good to s e e . T h e p ic tu res how s th e o ffi ce 0 11 th e l e ft a n d o n th e righ t th e m a n u fa c tu ring b u i ld i ng .

i tem i n a sh ipmen t or make an er rori n addi t i on .

“ I h ave don e every on e o f th e s eth i ngs mys e l f , Sam ,some t ime or

another,and th at i s p e rhap s w hy Iam so keen i n r educ i ng such occu r

rences to the mi n imum to ke ep downth at ‘bugaboo

,

’ th e cos t o f doi ngbu s i n e s s .”

4

Not Much to AskThe l and lady bu s t l ed up to hern ew lodger a s h e came down tobreak fa s t th e fi rs t morn i ng .

“ Good m o r n i n g,s i r

,she

wheezed .

"Good morn ing sa i d th e lodge r .I hop e you ’ ve had a good n igh t ’ sr e s t

,

" sa i d th e l and lady.

“

No, s a i d th e m i ld - mannered

l i t t l e man . You r ca t kep t meawake . ”

“

O h, s a i d th e l and lady,

to s s i ngher h ead

,

“ I suppos e you ’ r e goi ngto a sk me to have th e poor th i ngk i l l ed .

’

“

No—no,not exac t ly,

s a id thegen t l e l odger . Bu t wou ld you ve rymuch m ind hav ing i t tuned

ginnerehino the Counter

UPPOSE some day i n comes acu s tomer who te l l s you th a t h ei s expec t i ng soon to take a t r i p w ayup into th e woods wher e i t w i l l notbe conven i en t for h im to s end i nfi lm s for deve lopmen t .You sugge s t tha t he take a KodakFi lm T ank w i th h im

,and te l l h im

that th e pr oce s s w i th th e tank i sprac t i ca l ly au tomati c , and tha t i tdoes away w i th th e dark - room en

tire ly.

Th i s par t you can demon s tra te toh im i n a few moment s . But suppos i ng he i s s cept i ca l r egard ing th eab i l i ty o f th e tank to take ca re o fvaryi ng exposu re s a l l on th e samero l l . You can t e l l h im tha t youknow i t w i l l do i t b ecau se you haves e en i t done

,and you can even de

ve lop a ro l l o f w i de ly varyi ng exposures fo r h im ,

bu t even th en h ew i l l not be fu l ly conv i nced u nl e s syou can exp l a i n to h im th e “

w hy”

o f i t .Now h er e i s th e th eory: th e cont ras t o f th e negat ive i s determ i nedlarge ly by th e t ime ( du rat i on ) o fexposu re

,and no ma n i pu la t i on nor

spec i a l t rea tmen t dur ing deve l opment can alt e r i t .Error s i n exposu re , w i th i n theaverage range

,and a w ide average

at th a t,have been prov i ded for byth e grea t l a t i tude o f Kodak Fi lm

,and o f the modern dry p lat e .Con s iderabl e var i a t ion e i th er w ayfrom th e no rma l exposu r e w i l l on lyr e su l t i n d i ff e ren t d egre es o f d en

12

sity,not contr a s t

,and pr i n t s f rom

nega t ive s o f d iffe r en t den s ity c anbe made equa l i n qua l i ty by s implyvarying~th e pr i n t ing t ime .Here i s th e fou ndat i on o f th etank sys t em : deve lopment i n a solut i on o f known s tr ength

,for a given

l ength o f t ime,and a t a st andard

tempera tu re .The re ar e th re e genera l c l a s se s o fexposu re s

,— norma l exp osu re , un

de r - exposu re and over - exposu re .The tank sys tem u se s a d i lu te de

ve loper, as compa red w i th deve loper s u s ed for tr ay deve lopmen t , s otha t a longe r t ime o f deve lopmenti s n ec e s sary,

Th i s t ime h as beendefin i t e ly d e te rmi ned by sc i en t ificm ethod s

,so tha t th e tank deve lope r

act s w i th such un i form i ty a s tobu i ld up a l l th e re m ay be i n an under - exposed negativ e , to pe r fec tlydeve lop a normal ly exposed n egat i ve,and to ma i n ta i n th e proper

ba l anc e betwe en h igh l ight s,hal f

tone s and sh adow s i n an over - exposed negat i ve . Wh i l e th e d en s i tyo f

’

nega tive s o f d iff eren t t imes o fexposu r e m ay va ry,th e contra s t

wh i ch det erm in e s th e r ea l pr i n t ingqua l i tyw i l l be correc t i n each ca se .You can not produce a‘ good negat i ve by a ny m e th od from a bad lyunder—expos ed fi lm

,nor from a

hopel e s s over - exposu re . bu t th e tankw i l l p roduce the h igh e st average o fgood - pri n t i ng n egat i ve s from a nyand a l l e xposu r es w i th i n th e l im i t so f th e l a t i tude o f th e fi lm or plat e .

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KODAKfocu s i ng a l en s upon a ce r

ta i n ' po in t i n th e compos i t i on,th e

ar ea o f sharpne s s cu t s ba ck towardth e camera abou t from the po in t

of focu s , and cu ts about beyondth e poi n t o f focu s . A l en s shou ld .th e re for e

,be focu sed upon a po in t

l oca ted be tw een the neare s t andfar th e s t ob j ec t s wh i ch are to be r 'endered w i th equa l sh arpn es s . \Vi ththe l en s focu sed upon the properpoi nt i n th e compos i t i on . th e d i ameter o f t h e s top shou ld be gradua l lydecrea s ed un t i l th e r equ i red deptho f focu s i s obta i n ed .The v i s ib l e eff ec t o f s top m an ipul a t i on upon th e Grafiex Focu s i ngScr e en makes i t ea s i ly pos s i b l e toaccu ra te ly contro l Depth o f Focu s .I t i s eas i ly pos s ib l e . when de s i rab l e . to obta i n “ fixed focu s” r e su lt sby sh i f t i ng th e po in t o f focu s toapprox imate ly 35 f e e t from th ecamera . and s topp ing th e l en s downto an apertu re tha t w i l l rende r ar e la ti ve ar ea o f sharp defin i t i on

.wit h l en s e s o f varyi ng foca l l ength .Len s

, f. 11,20 ft .

— l 48 f t .Len s

, f. 16. 19V; ft .

— 17 1 f t .Len s

,.f. 22

,19 ft .

— 196 ft .St i l l fu rth er r educ t ion o f the l en saper tu r e w i l l r e su l t i n grea ter inc rea s e in th e d i s tanc e be tw een th eneare s t and fa rth es t ob j ec t i n focu s .Focu s i ng upon a poi n t ve ry c l os eto th e camera re su l t s i n a grea t l os si n D epth o f Focu s . A l en s o ffoca l l ength . s topped down to f. 8,and focu s ed upon an obj ec t abou t 6f ee t from th e camera . wi l l r endervery sha l l ow depth o f focu s— approximate ly 65 to 79 i nch e s . Th i sa rea o f sha rpnes s can be i ncr eas edi n two ways : by s toppi ng the l en sdown as pr ev iou s ly exp l a i n ed , or byrec ed i ng from th e sub j ec t . I n suchca s e s a s l igh t reduc t i on i n th e d iamete r o f the l en s s top . and a s i ngl ebackwa rd s tep

,might ea s i lyproduce

14

SALE SMANthe requ i r ed r esu l t upon the focu sing s cr een .I t i s i nadv i sab l e . under ave ragecond i t i on s . to u s e a smal l er l en s s toptha n nece s sa ry to r ender th e re

qu i red Depth o f Focu s ; th erebyga in i ng th e advantage o f bette r i l l um i nat i on o f th e shaded port ion s o fth e compos i t i on

,and the ab i l i ty tou s e norma l Foca l P l an e Shu tte r

speed s .

O nc e upon a t ime a t iger wasbu s i ly engaged in sharpen ing h i sc l aw s on th e tru nk o f a t r e e . A

par rot l i t on a l imb o f th e tr ee andi nqu i r ed j u s t what wa s th e b ig idea

,a s th er e w er e no hun te rs i n th evi c in i ty and he cou ldn ’ t s ee anyoth e r danger lu rk ing a round .

“

That ’ s al l r igh t , r ep l i ed th et iger,

“ bu t anymoment my l i fe may

be i n danger and I won ’ t have t imefor a ny sh arpen i ng th en .A fter eve ry one o f the Kodak

Adve r t i s ing Conte s t s you w i l l findsome photographe r who had an i deafor a pi c tu r e tha t su re lywou ld havepu l l ed down one o f th e b ig awards .bu t h e d i dn ’ t ge t to work on i t i nt ime .When you s top and th i nk tha t l a s t

Ch r i s tmas Day s eems on ly a fewweeks back you w i l l rea l i z e howt ime fl i e s,and though th e 1917 K0

dak Adver t i s i ng Con te s t doe s notc l os e un t i l O ct obe r tw ent i e th

,that

dat e w i l l be h er e be for e you know i t .Ju ly i s an i dea l mon th for p i ctur e maki ng . Natu r e has on h ernew Spr i ng c loth e s and th e s tages et t i ngs for p ri ze w inn er s ar e evervw her e to b e found .See that you r cu s tomer s ar e remi’nded o f th e Contes t ; arou s e andsu s ta i n the i r i n ter e s t i n i t and se e i f

you can not b ri ng some o f th eaward s to your town .

KODAKLetters Tha t Win

It m ayor m ay not be a par t o fyou r work to w r i te th e l e t t er s inr ep ly to i nqu i r i e s rece i ved by yours tor e . bu t a s so many pro spec t ives a l e s ar e l o s t th rough care l e s sn e s si n rep lyi ng to su ch i nqu i r i e s th esub j ec t demand s a tten t i on .

Th i s i s brough t to m ind by anart i c l e i n a r ecen t i s su e o f Sa lesm a-nship where in was quoted a l ett er from a l ady to th ree hote l s i nNew York C i ty,

and th e i r r ep l i e s .The l ady i n ant i c ipat ion o f a shor tvi s i t to New York wrote th e l e t t e ras fol low s :

“W i l l you p l ea s e quote me yourlow est pr i c e s by th e week . for a s i ngl e room w i thou t ba th . I expec t toreach New York about th e m iddl eo f Apr il fo r a two month s ’ shopp ingexcu rs i on and shou l d l i ke to findsu i tab l e quar t er s both cen tra l ly l oca ted and moderate ly pr i c ed .The hote l o f th e l ady’ s pre fe renc es en t th i s r ep ly:

“ I n re spon s e to your s o f th e 15thi n st . , I beg to say tha t our ra te s runfrom per day on up . ”The s econd h o t e l add res s edwrote :

“ You rs to ha nd . We sha l l bevery gl ad i nde ed to r e serve a roomfor you . and i f you w i l l ment i on th edat e o f you r arr i va l ou r au to - bu sw i l l mee t you a t th e st at i on . ”The th i rd h ote l man w ro t e :“

Our l owe s t pr i c e by the weekfor a room w i thou t bath i sI n con s ide ra t ion o f the conven i enc e sw e afford gu es t s

,th i s i s not exorbi

tan t . We ar e s i tuated on 29thS tre e t n ear M ad i son Avenu e,r igh t

i n the cen te r o f the shopping di str i e t . and de s i r e to ca te r e spec i a l lyto l ad i e s . Each room i s s team heated . i s supp l i ed w i th hot and co ldru nn ing water , t e l ephon e and e l ectricity. There a re ten bath s on eachfloor for th e u s e o f gue s t s ; mi l l i

15

SALE SMANnery,ha i r—dr es s ing shops

,and an

i n formati on bu reau m ay be foundon ou r ma i n fl oor a s w e l l a s manyother conven i enc e s wh i ch w i l l besu re to appea l to a l l womentr ave l e r s .

“ Hop ing that w e m ay have thep l ea su re o f enro l l i ng you amongour gu e s ts,I am .

”

T h i s w as the th i rd cho ic e hot e lbu t th e v i s i tor w ent th er e and th er ea son i s not fa r to s e ek .I n th e photograph i c supp ly bu s in e s s a good many t e chn i ca l qu e st ion s ar e ap t to be encounter ed i nth e s tor e ’ s co rre spondenc e

,and such

qu e s t i on s shou ld be tho rough ly andcar e fu l ly an sw e red .L i k ew i s e requ e s t s for spec ific ihforma ti on regard ing proper equ ipmen t and p ri c e s shou ld be fu l ly answ ered .

Suppos ing a l et t e r was r ece ivedsome th ing l i ke th i s :

“ I d es i re to pu rcha s e a su i tab l ecamera for my s on , fi fte en year s o fage , th e cos t to be i n the ne ighborhood o f t en do l l a rs .”I f you rep l i ed thu s wou ld you expeet to make th e s a l e ?“We are send ing you our cameraca ta l og , wher e you w i l l find pr ic edand des cr i bed our var i ou s camera s .ranging i n p r ic e from toHopi ng to be favored w i th you rorder

,we are

,

O r l i k e th i s :“We apprec i a te you r rec en t inqu i ry and ar e s end i ng you a copyo f th e l a te s t Kodak cata l og . . O n

page 31 you w i l l find th e descript i on o f th e No . 2—A Fold i ng Au tograph i c Brown i e . Thi s c amera w i l lb e fou nd w el l adapted to the want so f a boy o f fi f t een . I t i s s imp l e tounder s tand and ope rat e and w i l lw i th s t and ha rd u sage . The pr i c e

,equ ipped w i th Rap id Rec t i l i n earl e ns . i s t en do l l a rs . I t m ay be had

KODAK SALE SMANequ ipped w i th a s i ngl e l en s for e igh tdo l l a r s , bu t w e wou ld recommendth e t en dol l a r equ i pmen t .

“

O n page 10 you wi l l find descr i bed th e No . 1 Au tograph i c Ko

dak Jun i or . Th i s came ra take s as omewhat sma l l e r p i c tu r e than th eone above ment i oned

,bu t i t pos

s e s s e s some r efinemen t s not foundon the Brown i e camera . Th i s camera . wi th Rap id Rec t i l i n ear l en s .s e l l s fo rWe ar e su re tha t e i th er o f the s ei n s t rumen t s w i l l prove i n eve ry re

spec t s a ti s factory. I f you de s i refu r ther i n format io n j u s t l e t u sknow , a s w e ar e equa l ly anx iou sw i th you i n s ecu r i ng th e propers e l ec t i on .

“We w i sh to pa rt i cu l a r ly ca l lyou r a ttent ion to th e fac t tha t bo tho f th e s e came ra s have th e Au tograph i c fea tu re

,w h i ch th e youngman w i l l su r e lyapprec i a t e , a s i t provi de s th e mean s for dat ing a l l h i sn egat ive s . T h i s fea tur e i s fu l ly descr i bed on page 5 o f th e ca ta logu e . ”

A l e t t er m ay be co ld , i n adequateand i nd iffe r en t . or i t m ay conta i na l l th e i n format i on th e pro spect i vecu s tomer des i r e s , and s o worded a sto make th e rec i p i en t f ee l th a t youand yo u r s tore are tak i ng a per s ona li n t er e s t i n se rv i ng cu s tomer s to thebe s t pos s i b l e advantage .Which sor t o f l e t te r do you prefer , and whi ch on e wou ld be m os tapt to i nfl u enc e you to pu rcha s e ?We though t so .

Kodakery for August

Th ere i s a su sp i c i on tha t th e K0

dakery staff mu st be tr oubl ed w i thi n somn i a , for we don ’ t s ee how th eycan ge t so much good mater i a l toge th er mon th a ft e r mon th w i th i nthe l im i ts o f th e ord inary work ingday.

[6

Is the Ra nge Finder ea sy to 1m

a’

ers ta ud a nd opera te ?

T ry i t , and you w i l l find that youw i l l expe r i enc e no d iff i cu l ty.

Th i s par t i cu l a r i s su e i s r ep l e te( we don ’ t exact ly l i ke tha t wordbu t can ’ t find a bette r one ) wi thgood prac t i ca l s tuff and i n te re s ti ng . too , a s w e l l .The i n i t i a l a r t i c l e

, C l imb ing w i thth e Kodak

,

” ha s som e remarkab lygood moun ta i n p ic tur e s to ’ i l l u stra te i t .

“

At th e S ea Shor e ’ t e l l s how totake p i c tu re s a t th e shor e and on thew ate r . and exac t ly how to ach i evesucc e s s when worki ng under suchunu sua l cond i t i ons .T here a re l ot s o f amateu r s towhom the fir e a larm hold s a l l u rem ent s and “

An swe r i ng th e F i r eCa l l ’ w i l l h e lp them a lot i n picturi ng fi re s e i th er by day or n igh t .

“

The Fla sh l igh t i n Photographycan be r ead w i th profi t by every am

a teur,a s i t t e l l s j u s t how to avoi d

th e pi t fa l l s and tu r n fa i lu r e i n tosucce s s .

“ Photograph i ng Panoramas w i l lboos t Panoram sa l e s ; r ead i t ca r efu l ly a s it has some “ h eap good”s e l l i ng poi n ter s .Dr . M e e s te l l s how to make S ep i atoned pr i n t s

,and th en fo l l ow s an

ar t i c l e on how to make good negatives— both o f th es e ar t i c l e s rea l lyt e l l how and w hy,

so you s e e th a tKoda kery i s w e l l wor th wh i l e f romcover to cove r .

Qu eriesW711a ha lf turn on the tension of

the No . 0 Graphic afiord a dififeren t

speed tha n the spe eds ma rked bythe regu la r tens ion numbers ?

Yes,bu t i t i s not worth wh i l e figu r ing out

,as the speeds marked a re

ampl e for eve ry prac t i ca l pu rpos e .

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Strive for Repeats

The trade th at every merchantshou ld z 'a lne mos t, th e t rade h e sho u ldw ork ha rdes t for, I S THE ‘

REPEATTRADE— th e t rade tha t comes aga inand aga i n unt i l h i s cu stomers ’ mindsa u toma tica l ly, uncon sc i ou s ly tu rn tothat par t i cu l ar s tor e when i n need o fanyt h i ng that s tor e s e l l s .

“ How can yo u win ‘r epeat s ’— tha t i s,

CU S T O M ER SAT I SFACT IONThrough ca rrying the s ta nda rd

,trade

ma rked,sa tisfying, Na tiona l ly adz '

er

tis ed goods— through per s i s t en t loca l

adver tis ing and th rough r ea l s tor eServ ice !

'

Ther e ’ s pos i t i ve ly NO OTHERWAY under th e sh i n i ng canopy~o fheaven .” Team Work .

An a id

to the man

behind the counterVo l . 3 AUGUST , 1917 No . 7

Betw een Us

Accord i ng to a l l r epor t s , th i s fa i rDomi n ion i s goi ng to have r ea l lygood c rops th i s year . I n O n tar i o ,th e cry i s not abou t the s ta te o f th ec rops

,bu t ra ther

,th er e 5 a loud and

per s i s t en t shou t ing from th e farmerfor h e lp i n gath e r ing what h e ha sproduced . The new spaper repor t sare tha t crop prospec t s on th ePrai r i e h ave been vas t ly impro vedby th e t ime ly ra i n s . I n fact , th es to ri e s o f crop fa i lu r e s a re conspicnou s by th e i r ab senc e . And whathave c rop prospect s to do w i th Kodaks ? We l l

, you know we havebeen doi ng a good dea l o f work tope rsu ade th e farmer tha t h e n eed sand can u s e a Kodak fo r pl ea sur eand for profi t . For mon th s backwe have been hammer ing home themess age o f Kodak on th e Farm

,and wh i l e w e fu l ly apprec i at e tha tRome was not bu i l t i n a day,

ourexper i enc e i n adve rt i s i ng promptsu s to pred i c t th at a s .s oon a s th eha rves t i ng i s don e you ’ l l b e mee ti ng enqu i r i e s ap l en ty from you rfa rmer cu s tomers . When th r e shi ng is th rough you ’ l l h ave s t i l l mor eenqu i r i e s , and th ey’ l l keep on coming . The rol e o f prophe t i s not a lways a pl easan t one . bu t our prophecy in th i s i n s t ance i s fou nd ed onthe expendi tu re o f s evera l th ou sand dol l ar s

,and w e a re not much

appreh en s ive o f a ny unp l ea san t surpr i s e on th is poi n t . i n fac t . i f youdo your pa rt . th er e ’ l l not be anyve s ti ge o f app reh en s i on .You know that you can hardlymeet an enquiry f rom a farmer

more effec tua l ly than by pr e s en t i ngh im w i th a copy o f “ The Kodak onthe Farm .

” I t ’ s grea t a t overcomi ng th e farmer s ’ he s i tancy. Howmany can you u se to advan tage ?Le t u s h ea r from you a t once , sotha t you r r equ i s i t i on w i l l not comei n w i th thos e tha t ar e bet te r l a teth an n ever .

4

Sa les Cha ncesHe mus t ‘have been a member o fth e tr i be o f Ben j ami n

,for no on e

knew tha t h e had ever had ano th ern ame — Benn i e wa s a l l~su fficient .

Hi s w eek—day occupat i on s e emedto be on e cont i nuou s thr i l l o f adventu r e in a maz e o f s t re e t ca rs

,au to s and r igs . a s h e hu s t l ed paper sa t th e bu sy C i ty corn er , and th et raffi c offic er had been h ea rd to

expr e s s th e opi n io n tha t Be -

nn ie'

s

unkempt cond i t i on made th e s tr e e tca rs sorry for h im ,

oth erw i s e h e ’ dsur e ly have be en ki l l ed a thou sandtimes a week .A l i t t l e above th e corn e r was ab ig Drug Stor e . and th e Kodak d i sp l ays a lways got B enn i e ’ s a tt en t ion ,t i l l on e day th e No . 2 Fold i ng Cartr i dge Premo actu a l ly pu l l ed h im ihs i d e . wher e h e tr i ed to get th esa l e sman to give h im pre fer en t i a lt r ea tmen t . becau se he d i d bu s i n e s si n th e loca l i ty. Benn i e ’ s tongueneve r fa i l ed h im . and th e abruptan swer o f Sa l e sman No . 1 s t i r redsa i d tongu e i n to an argumen t . w h i chwa s s et t l ed by Sal e sman No . 2

a rea l human bei ng— who in i t i at edthe hu s t l er" i n to th e worki ng o f

KODAKth e Premo . At th e w eek - end Benn i e got h i s Premo

,and S undayfou nd h im escor t ing Ro s i e on th e

ferry to the Pa rk wher e he madep i c tu re s ap l en ty o f and w ith her .Sa l e sman No . I d i dn ’ t know anyth ing abou t Ros i e— o f cour s e, younever can t e l l who i s

,nor yet. w hyhe i s , a p ro spec tive Kodaker .

WhenThe fam i ly co l l e c t i on o f Kodakn egat ive s i s a pre t ty l a rge one andwas s tar ted a good manyyear s ago .The other even i ng I go t to ponderi ng over . th e advantage s o f th eAu tograph i c Fe atu r e and wondered as a s a l e s argumen t wh i ch o fw hen

,

” “ wher e” or “ who” wou ldhave th e ca l l i n a maj or i ty o f ca s e s .So I got ou t a bunch o f th e o lde rnega t ive s and ca l l ed my w i fe i n tocon su l tat i on

,w i thou t however l e t

t ing her know my ob j ec t . I n p raet i ca l ly a l l ca s e s w e cou ld r ememberthe where” and the who” bu t“ when” p roved th e b ig s t i cker . We

a lmo s t came to b low s,figurat ive lysp eak ing , ove r when some o f ou r

youngs te r s ’ pi c tu r e s w er e taken andfor ma ny o f our ou t i ng p i c tu re s th eyear cou ld not be defin i t e ly s e t t l ed .La s t Fa l l one o f my fr i end ’ s a utomob i l e had an argumen t w i th as tr ee t ca r w i th a cons equ ent argumen t w i th th e ca r company i n prospect . The co l l i s i on h appen i ng nea rmy home enab l ed me to gr ab my 3Aand make a few negat i ve s au tographed w i th the when” andwhe re .”The r e su l t i ng pr i nt s w e re submi t

t ed to th e ca r company and a s e t t l em en t fo l lowed and I was given tound er s tand tha t th e “ when” and“ where ” on th e margi n s had con s iderable to do w i th i t .I n pre s en t i ng the s e pr in ts I pu r

pose ly p r i n ted the margi n ou ts i deo f th e p i c tur e s o a s to i nc lude th e4

SALESMANAutograph i c recor d wh i ch o f cour s eI wou ld not do wi th my regu l ar p ictu r e s .Use the Autograph i c Featur eeve ry t ime you make an exposu r e i fon ly to r ecord th e “ when .” The

record i ng takes bu t an i n s tan t andyou neve r can te l l wh en th e dat e o fa s e em ingly un impor tan t pr i n t w i l lpr ove o f con s ide rab l e momen t .

4

Recent Kodak Advertrsmg

Back o f every succ e s s fu l adv ert ising campa ign the re mus t be awe l l - defined and though t ou t p l an .The fea tur i ng o f the Ves t Pocke tKodak i n our adver t i s i ng i s no t th ere su l t o f chance

,nor th e haphazard

s e l ec t i on o f an i n s t rumen t from theKodak l i n e

,bu t becau s e unde r pre s

en t cond i t i on s i t i s th e logi ca l c amera upon wh i ch to lay spec i a l s tre s s .The Ves t Pocke t Kodak i s th ei dea l camera fo r th e so ld i e r becau s ei t i s o f Kodak qua l i ty and effi c i encya l l th rough

,and becau s e i t i s so

sma l l an d compac t tha t i t can bew orn l i ke a watch

,i n s tead o f car

ried,t o say noth i ng o f th e many ad

vantages— “ when,who

,where

,

” o fth e Au tograph i c Featur e .I t w i l l be a lways on th e j ob andneve r i n th e w ay.

By th e same token th i s po i n tho l d s equa l ly good fo r u s e by th ec iv i l i an . No matter how many othercameras th e amateu r m ay pos s e s sth e re w i l l a lways be t ime s when th el a rger i n s trumen ts prove burdensome

,and h er e th e l i t t l e Ves t

Pocke t Camera comes i n to i t s own .We have ta lked

,and w i l l con

tinu e to ta lk th e Ves t Pocket Kodakas the i dea l camera for th e so ld i er ,bu t i n add i t i on

,th i s .month w e are

featu r i ng i t a s “you r oth er camera .”We th i nk our adver t i s ement te l l sth i s s tory pa rt i cu l ar ly wel l , and onpage 5 you may s e e a r educed copyo f i t and j udge fo r your s e l f .

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HAD be en the buye r for a s tor efor qu i t e s ome t ime,and had so ld

goods over the coun ter and f e l t tha tI cou ld sur e ly qua l i fy a s a s a l e sman .

“

An oppor tu ni ty pres ente d i t s e l fwhereby I cou ld become a roads a l e sman— a t rave l i ng man ."My experi e nc e w i th t rave l i ngmen had l ed me to b e l i eve tha t th eywere a j o l ly car e—f re e l ot , and hada pr et ty good t ime gen era l ly, so Iw en t a f te r tha t road j ob and got i t .“ I w as a s s igned a good terr i toryand s tar ted out on my rou te . and Id idn ’ t s e l l enough goods to pay myexpen s e s .My l i n e was w e l l known to th etrad e and to mys e l f . bu t somehowor another I j u s t cou ldn ’ t pu t th es tu ff acro s s .

“

A t th e end o f my fir s t t r ip th es a l e s manage r and I had a ‘

c on ference . ’ He d id n i n ety- n ine per cent .o f th e tal k i ng and wh en h e gotth rough I knew I wa s i n th e ‘

000

M i nu s ’ c l a s s .“ He sa id tha t h e d i dn ’ t know j u s twha t w a s wrong w i t h me , bu t tha th e was go ing to find ou t .

“ He to ok my n i c e , fa t t err i to ryand my s a l a ry and expen s e accoun taway fr om me , gave me a l i s t o fSmal l er tow n s , to ld me th e firmwou ld advance me fi fty dol la r s andwou ld pay me a commi s s i on on mysa l e s .

“

The new propos i t i on was somed iffer en t f rom th e fir s t on e,and I

had to s e l l goods to eat r egu l a r ly.

I t w as remarkab l e how soon I6

found my voi c e and my c onfidenc e ,and how fa s t I cou ld t rave l .Se l l th e goods ? You bet I so ld

’ em . No hote l lobby saw me be for e6 p . m .

,nor a fte r 8 a . m .

,and when

I was through I w a s too t i red towa lk around a poo l tab l e or s i t i n al i t t l e game .I made l ate tra i n s and ea r lyt ra i n s . and knew th e i n teru rbantro l l ey t ime tab l e s by hear t .I l anded in th e off i c e o fth e bos s a t th e end o f th i s t r i p h ed id n ’ t te l l th e fo rc e to take th e re s to f th e day off to c e l ebra te my re

tu rn . o r offer to make me a partn eri n th e firm,bu t he d id give me a

qu i ck hard gr i p o f h i s hand and aqu i z z i ca l smi l e— and th en went onw i th h i s w ork .

“ I te l l you i t i s worth a l o t to findyou r s e l f even i f somebody has togi ve you an a lm igh ty j o l t to w akeyou up .

" I f th e go ing s e ems a b i t rough ,don ’ t get off i n a corn e r and p i tyyou r s e l f .

“ I n my town th er e is a m anw i thbu t two s tumps for l egs

,and he s i t s

on th e s i d ewa lk day a f ter day tu rni ng th e crank o f a l i t t l e o rgan . It i sa good th i ng for me that I have topa s s th i s man a lmos t every day,

be

cau s e when I s e e him I haven ’ t as i ngl e excu se fo r a grouch .

“ I have a f r i end who u sed to be ara i l road conduc tor ; an open sw i tchd i tched h i s t ra i n one n igh t and hec ame ou t o f th e wreck mi nu s h i sr igh t hand .

KODAKTha t pu t h im ou t o f th e ra i l roadbu s i n e s s

,and tha t w a s th e on lybu s in e s s he knew

,bu t you cou ldn ’ t d i scourage B i ll .

He s ta r ted i n to l earn to w r i t ew i th h i s l e f t hand . He can wr i t erap id ly and l egib ly and can l ac e h i sshoes o r t i e a fou r—in - hand scar fw i th h i s on e hand a s qu i ck ly orqu ic ke r than th e mos t o f u s can w i thou r two good hands

,and he i s to

day a succ e s s fu l bu s ine s s man .Ther e i s a lo t o f fun in ou r bu s i~ne s s o f s e l l i ng photograph i c supp l i e s . becau s e the re i s so much onecan l earn .

WVhe n I was a s choo l boy Icou ldn ' t s ee a ny u s e i n s tudyi ngLat i n and Gr eek— dead l anguage s '“h en cou ld I ever u se ’ em ? ButI am migh ty glad that my t eache rsw ere abl e to pound a t l e as t a smatter i ng o f th em in to my sku l l , becau s e I do find u se for tha t know ledge every day.

“ Ju s t so in_you r bus i n e s s .i f a who l e l ot o f you r cu s tomerson ly w i sh to pu rcha s e a ro l l o f fi lm

or a gro s s o f pape r . or a Brown i ecamera— sa l e s th a t requ i r e no t echn ica l know l edge on you r par t . Howdo you know bu t wha t th e verynextone may be i n s earch o f techn i ca li n format i on . or o f appa ra tu s tha tw i l l d emand thorough know l edgeto s e l l ?

“

And when such a cu s tomer doe scome i n and vou know tha t you cansupply the i n format i on or have th eknow l edge to succ e s s fu l ly make th esa l e . i sn ’ t th e t ime you pu t i n s tudyi ng and pos t ing you r s e l f worthw h i l e ? You bet i t i s . ’

Ever sugges t en la rgemen ts froma cu stomer ’ s n egat i v e ?Try i t w i th th e n ext l ot o f goodn egat ive s vou hand ou t .

SALE SMANUnsuspected ProspectsThe en terpr i s ing s a l e sman i sn eve r con ten t to s imp ly take whatm ay come to h im ,

and i s ever s eeking n ew market s and find i ng n ewu s e s for h i s produc t .The spec i a l ty s a l e sman , such a sthe men who s e l l add ing mach i n e s .ch eck prot ec to rs l igh t ing sys t emsand th e l i ke

,wou ld have s l im p i ck

i ng i ndeed i f th ey on ly so l i c i t edo rd er s from the obvi ou s prospect s .The Kodak

,pr imari ly an ad j unc tto recr eat i on . i s mor e and more

find i ng i t s w ay to succ e s s fu l praet i ca l u s e i n bu s i n e s s and new u s esi n su ch fie ld s a re be i ng uncover edevery day.

We have to l d you how th e Au togr aph i c Kodak i s b e i ng u sed by th ec la ims agent o f one o f th e la rge ra i lroad sys t ems . and w e h ave i n pr eparat i on a s tory,

and a tru e on e .show i ng th e u s e o f th e Kodak i ns t i l l anothe r fi e l d .have j u s t r ece i ved a l e t t e r

from th e adver t i s i ng manager o fth e orld F i lm Corpora t i on . i nwh i ch h e says : “

\Ve have rou ted aNo . 3 Au tograph i c Kodak fo r a touro f the Uni t ed S tate s . we w i l l l e avei t i n each o f our off i c e s for a week .and fo rw ard i t a t th e end o f tha tt ime to the n ext off i c e . and be l i eveme w e w i l l s e cu re a w onder fu l co ll ec t i on o f pi c tu re s . A s a mean s o fc ement i ng th e sa l e s force togethe r .th i s wou ld s e em to have enormou sva l u e ."In th e i r hou se o rgan . l l

'

orld

l l’

orle s . th ey i n troduce th e pl an i nth e fo l l ow i ng mann er :W orld W ork s Repre senta tive W i l l

T our C ountry”Leaving New Yo rk on Monday. May

14. a pe rsona l repre sen ta tive o fw i l l sta rt a na t iona l tou r . It isintended tha t thi s represen ta tiv e spend

a we ek in e a ch o ff ice— 23 o ffice s in 23

w eeks . He wi l l fo rwa rd u s fo r reproduct ion in \Vo rld in fo rm a t ion

'tha t w i l l be o f in tere st and benefit toeve ry World employee .

“

Th i s repre sen ta t ive en j oys the editor’ s fu l l est con fiden ce , and w i l l com e

to you open—m inded ,

and w i thou t instruction ,

bu t capab l e and an x iou s to‘

prope rly pre sen t to the readers o f

World Works the a ccomp l i shm en ts and

e ff ic i ency o f you r organ iza tion . We requ e st tha t he be w e lcom ed and tre a tedw i th the utm o st cou rtesy.

“W i th a na tiona l repu ta t ion for ex

ce l len t w ork and speed in his pa rticu la rendeavo rs , l ikab le , ea sy to get a longw i th ,

w e a re su re he w i l l w in friends ineve ry o ffi ce .

“

REMEMBER tha t 22 branches w i l lbe the j udges a s to how you have re

ce iv ed him— they w i l l see his report inWo rld Works .

“

SO—let every m an ager sta rt his plan sn ow fo r his reception and en terta inm ent .

“We a re pl ea sed to introduce M r. A .

KODAK, Specia l Repre sen ta tive o f

Wo rld Works—first stop,Bo ston .

Now we do not know wheth e rth i s pl an w a s evo l ved by th e Wor ldFi lm Corporat i on o r whe th e r someen te rpr i s i ng Kodak sa l e sman sugges ted th e i dea

,bu t the re are s im i l ar

u s e s everywher e , and many s a l e scan be made by th e man who th i nk sa bi t and th en fo l l ow s up h i s i d ea .There ar e un su spec ted unu sua lpro spect s i n everytown for th e u s eo f th e Kodak i n a bu s in e s s w ay.

Dig th em o u t i n you r town .a,

To Se l l Goods(From U . 5 . Edition . )

The Ameri can F l ag i s ve ry c lo s eto th e hear t s o f th e peop l e th e s et ime s

,and i t s u s e i n a ny commer

cia l w ay shoul d not be con s i der ed .

So we wou ld sugge s t that i n iiis ta l l i ng w i ndow d i sp l ays th e F l agb e om i t ted u n l e s s th e d i sp l ay i s o f apur ely pat r i ot i c natu re and not conta i n i ng ar t i c l e s o f merch and i s e .Under no c i rcumstance s shou ld

any ar t i cl e o f merchandi s e b e pl ac edupon th e Flag , nor shou ld i t b e u s eda s a floo r cover i ng i n a w i ndow ori n any w ay to de t rac t from i t s d ign ity and what i t s tands for .8

SALE SMANBus i n e s s ha s been and i s remarkab ly good . Thou sand s and thou sands o f Ves t Po cke t Kodaks arenow i n u s e by th e boys a t th e tra i ni ng camps and oth er po in t s o f m i l it ary act iv i ty.

The fo lks . at home are a l so muchi n ter e s ted i n p i c tur e mak ing , as th eKodak can so spl end i d ly prov i d eth e mean s for te l l i ng th e boys a t th ef ron t wh at i s goi ng on at home .By a l l means l e t your d i sp l ayw indow s t e l l th e happ i n e s s th e K0

dak w i l l affo rd th e so ld i er , and i t sva lu e i n record i ng h i s tory, bu t a tth e same time do no t over look th efac t th a t to many oth e r thou sandsl i f e i s proc e ed i ng a l ong r egu l archann e l s ; vacat i on s and oth e r ou ti ngs ar e be i ng pl anned i n wh ich th eKodak shou ld h ave par t , and w i l l i fyou make your w i ndow s speak foryou .

Whe n an adve rt i s i ng exper ts tar t s to p l an a n a dvertisem ent fora magaz i n e or n ew spape r , th e firs tth i ng h e s e eks i s a s e l l i ng i dea .Having s ecu red th i s h e proce ed s topr e s en t i t in th e mos t a t tra ct ive w aypos s ib l e ; i f h e u s e s an i l lus t ra t i on i tmu s t b e compe l l i ng enough to a t

t rac t and hold th e at tent i on , and h i stype mes sage mus t b e harmon i ou slyarranged so tha t i t w i l l b e ea s i lyr ead . and th e Who l e adve rt i s emen tproduce a p l ea s i ng and convi nc i ngimpre s s i on upon th e reade r .You w i l l n eve r find an adver t i si ng exper t fi l l i ng h i s space w i th p i ctu re s o f a l l th e goods h e ha s to s e l l ,and w i thou t r e f er enc e to the ben efi t s or p l ea sur e s th ey w i l l afford .The d i sp l ayw indow i s one o f th emos t

,i f not th e mos t

,pow er fu l ad

v ertising med i ums pos s e s sed by th eme rchan t,and he shou ld exerc i s e

th e same car e and though t i n prepar i ng a window d i sp l ay tha t hewou ld u s e i n prepar i ng an a dve r

tisem en t for th e l oca l pape rs .Good adver t i s i ng w i l l s e l l good s .

https://www.forgottenbooks.com/join

AMMY . I have been s e l l i nggoods at r e ta i l for a good manyyear s , and a l l tha t t ime I have beent ryi ng to get a l i n e on how bes t tohand l e women cu s tomer s .

“ I h ave n ever been ab l e to form u

l a t e a defin i te s e t o f ru l e s for gu idance

,ow ing to th e menta l compl ex

i t i e s o f th e s ex . bu t my obs ervat i on shave taught me tha t cer ta i n methodsw i l l w ork i n th e maj or i ty o f ca s e s .

'

I have j u s t been watch i ng F ranktryi ng to s e l l a Kodak to a woman .She was l arge . over—p lump and we l ldre s s ed . Fr ank i s a good sa l e sman .and not i ng that th e w as w e l lgroomed

,natu ra l ly a s sumed thatthe bes t w e had wou ld be wha t sh e

wou ld w ant . and so placed a No .

3—A Spec ia l be for e her .Now I not i c ed th e fir s t th ing sh ed i d wa s to “ he f t th e Kodak ‘i n herhand

,and r ight th ere l o s e i n te re s t .

“

Now here i s a th i ng I have not i c ed : th e l a rge woman l i ke s th i ngssma l l and da in ty,

so i f I had beenwai t i ng upon he r I wou ld hav es ta rted w i th a No . 1- A Spec i a l oreven a Ve s t Pocke t Spec i a l

,and

not i ng tha t she was fl e shy and verywel l d re s s ed . wou ld as sume that sh ewas not u s ed to much phys i ca l exertion . and wou ld have t r i ed for th esa l e o f one o f th e smal l er in struments

,not even show ing the No .

3—A ,un l e s s sh e asked i f w e had

larger s i z e s .“

Next t ime you ar e ou t on th eBou l evard . Sammy, j u s t not i c e th ewomen who a re dr iv i ng ca rs , and

you wi l l find ve ry f ew o f the l argefieshy one s beh ind the w hee l ; th ema j o r i ty wi l l be back i n th e tonn eau

,w her e so f t cu sh i on s and l ong

spr i ngs “ar e mos t effec t i ve .“

The re goe s a b ig ‘road hound ’at for ty per . wi th a l i t t l e s l i p o f awoman at th e whee l . and she hand l e s th e car to per fec t i on .

“ I f on e o f the s e l i t t l e w omen,th e

k ind that i s fu l l o f ‘pep,

’ came i n .Sammy. I w ou ldn ’ t h e s i ta te to showher a Pres s Grafiex . and I th i nk Iwou ld show her fi r s t a No . 3—A F .

P . K .

“

Now,mind you ,

Sammy,I don ’ t

for a moment s e t what I have j us ts a i d a s an ab so lu te ru l e,for youwou ld gu e s s w rong a good manyt imes . bu t i t doe s pay to l e t the s eth i ngs go th rough your mind whenfir s t a ttempt i ng th e sa l e to a woman .

Very o ften the woman cu s tomerw i l l a t th e s tar t s tat e h er pre fe rence ; sh e w i l l i nqu i re fo r a sma l l ,l i gh t camera

,or ment ion j u s t th e

sor t o f work sh e w i sh e s to do ; th eno f cou rs e the ta sk i s ea s i er .I n mos t cas e s women are harderto s e l l to than men

,becau s e th eyhave

,or th i nk th ey have , more t imeto shop than men do . M os t women

l i k e to shop wh i l e th e reve rs e i s tru eo f men .

“

To quote an au thor i ty on econom ics . Sam ‘Women as a ru l e r e lymore on th e i r own s en s e s

,and l e s s

on brand names than men do i n buyi ng , and they a l so read des cr ipt i on sand note deta i l s w i th grea t er car e . ’

KODAKI nfl uence and sugge s t i on ar e

more poten t than argumen t W i thwomen .

’

"

El der ly l ad i e s a re qu i te apt to beta lka t ive . wh i l e o ld men a re o f tengluni and tac i tu rn . so you s ee , Sammy,th e fa i r s ex pre s en t s spec i a l

p rob l ems .The average man w i l l qu i ck lygrasp mechan i ca l and t echn i ca l deta i l s . and you can s e l l h im on shu tte r and l en s con s tru ct i on and theoth er fea tu r e s o f refinement andconven i enc e i n a t echn i ca l w ay.

Expl a i n th i ngs techn ica l ly to th eaverage woman and sh e w i l l smi l eand exc l a im

,

‘Yes—ye s , ’ and won ' tcompr eh end a word you are s ayi ng .

“

T a l k i n a genera l w ay o f ea s eand s impl i c i ty,at th e same t ime ca s

ua l ly open ing th e camera , ad j u s t i ngth e focu s and pr e s s i ng the shu tte rr e l ea s e and so fo rth

,and she w i l l

get you r mean i ng ; t a l k foca l l ength .th e ‘

F' sys tem and Anas t igmat ve rsu s Rapi d Rec t i l i n ea r

,and sh e w i l l

b e qu i t e apt to r etr ea t i n a pan i c .and once ou t s i d e . shudde r ing a t h ernarrow escape,w i l l n eve r re tu rn .

“ For th i s same rea son,when youhave mad e th e sa l e o f th e camera .be a bi t c au t i ou s i n pre s s ing th e sa l e

o f acc e s sor i e s .“ You can s e l l acc e s sor i e s to awoman eas i ly enough a f ter sh e h a smas t e red the fundamenta l s o f p i ctu re maki ng . O ne ac ce s sory you

can sugge s t w i th th e i n i t i a l s a l e i s acarryi ng ca s e to protec t th e camera .a s the ave rage woman i s more particu la r regard ing appearance s th anth e ave rage man .

“

A good manymen l i k e to figu reth i ngs ou t for th emse lve s . Sam .bu t

th e woman cu s tomer w i l l take mos tki nd ly to you r offer o f fu tu re a ss istance . so a lw ays impr e s s upon h e rm ind that you and every one conn ected wi th the s tor e w i l l be on lytoo glad to afford sugge s t i on s and

i t b

Sea sonable GoodsYou can do a good dea l w i th A lbums now becau s e vaca t io n i s t s r ecently r e tu rned ar e i n th e p ropermood to a s s embl e th e p i c tur e s o fspec i a l i n ter e s t s and a co l l ec t i on o fvaca t ion p i c tu r e s n ea t ly “ a lbumiz ed

" w i l l s erve a s a compe l l i ngexampl e .

11

SALE SMANadvic e . and to h e l p h er i n eve ryw ayto good r esu l t s .T he woman cu s tomer . Sammy, i sp ecu l i a r : sh e i s u su a l ly more s en s i~t i ve and more apprec i at i ve than aman— and th e ve ry nex t woman youw a i t upon m ay l ead you to th e conc lu sion tha t I am a l l w ro ng .

“ I n any even t . Sammy, s tudyeach woman car e fu l ly,fo r i f yousu cce ed i n pl ea s i ng h e r and i n secur

i ng h e r confidenc e you w i l l u sua l lyfind that vou have made a l a s t ingcu s tomer .

Show ing is Se l l ing

Hunt ing for a n eed l e i n a havs tack i s an ea s i e r and l e s s d i s tr e s si ng ta sk than chas i ng a n egat i v ethrough a l l th e d rawer s and oddco rner s o f a hou s e . not to speak o ftryi ng to d i scover th e on e book o fa l l b etween whose l eave s you pu ta spec i a l ly va lu ed n egat i ve . fo rsa fe keepi ng .Ea s tman F i lm Nega t ive A l bumsw i l l ke ep n egat ive s s a fe and soundin pocke t s o f tran spa ren t pape r .wh ich makes i t u nn ece s sa ry to pu l lth e ne gat i ve ou t o f th e pocket fo rexaminat i on . Fu rthe r

.th e packet s

ar e numbe red . and at th e fron t o fthe A l bum th ere ' s an i nd ex form .

Thu s . you can find a ny nega t i vewhen i t ' s wanted . Your cu s tomersn eed Negat i ve A l bums . and to showthem i s to s e l l th em .

HERE app ear s to be a grea tth i r s t among th e men beh ind th ecounter for i n format i on r egard i ngl en s e s .I n d i s cu s s i ng a top i c s o exceed

ingly e la s t i c , i t i s s omewhat d iff i cu l tto s epara te th e e s s en t i a l f rom th eno n—e s s en t i a l , and to avo i d con fu si ng th e m ind w i th abs tru s e probl ems and sc i en t i fic nomenc l atu re .I n r ea l i ty th e know l edge r equ i redi s s l i gh t compar ed w i th th e amoun to f da ta a t h and , and the s a l e sman.shou ld be ab l e

,wi th bu t a sm al l

amount o f s tudy on h i s par t , to correctly answ er qu e s t i on s r egard i ngl en s e s

,and to s e l ec t th e proper typeo f l en s for a given pu rpos e .

I n the s e l l i ng o f B rown i e s , Ko

daks and Premo camera s the s a l e sman w i l l be asked what i s th e d i ffe renc e be tw een th e s i ngl e l en s e s ,th e Rap id Rec t i l i n ea r and Ana stigmat Len se s

,and th e po ints o f d iffer

ence and super i or i ty.

I n s e l l i ng Graflex camera s , andthe l arger camera s o f th e Vi ewtype , wh i ch ar e to be u sed for sp ecia l pu rpos es

,h e w i l l be reque s t ed

to s e l ec t th e proper l en s equ i pmen tand to give c l ear ly th e rea son s forh i s c ho i c e .The con s t ruct i on and d i ffer enc ebe tw een th e s i ngl e and doub l e l en s e si s very c l ear ly s e t for th i n “HowTo M ake Good Pi c tu re s

,

” wh i chevery dea l er carr i e s i n s tock , so w en eed not devot e spac e to tha t i n th i sar t i c l e .12

A cu s tome r i s exami n ing on e o fth e Kodaks

,and ask s w hy th e on ew i th th e Anas t igmat l ens i s pr i c ed

so much h igher .To t e l l h im tha t the Anas t i gmatl en s i s b et t er w i l l not suff i c e .The Ana s t igmat l en s i s super i ori n speed becau s e i t i s so con s tr uc teda s to admi t a gr ea te r amoun t o fl i gh t i n any given t ime w i th gooddefin i t i on .Le t u s t ake two l ens e s o f 6—i n chfoca l l e ngth

,

— one an Anast igma tand th e other a Rap i d Rec t i l i n ear .Focu s on an ord i nary l and scape ,w i th n oth i ng n ear e r than fi f ty f ee t ,and make one exposu r e w i th th eAnas t i gmat work i ng at i ts fu l l ape rtu re

,— sayf. th en “make th e s ec

ond exposur e u s i ng the Rec t i l i n earw i th s top f. 22

,giv i ng

,o f cou rs e

,th e proport iona te exposur e approximate ly tw elv e t imes a s l ong . O n

deve lopment the negat i ve s w i l l appear th e same,th e on e taken w i th

the Rec t i l i n ea r be i ng as cr i sp r igh tup to the edges a s th e one produ cedby th e Anas t igmat ; so i f we ar ework ing on sub j ec t s admi t t i ng o fl engthy exposu r es , u s i ng a t ri pod ,th e Rec ti l i n ea r w i l l s erve th e pu rpos e

,bu t the Anas t igmat w i l l pro

du ce th e same re su l t i n one—tw e l f tho f the t im e .For th i s s ame r eason th e Ana stigmat w i l l yi e ld pa s sabl e negat i ve s umde r l igh t cond i t i on s wher e th e Rec

tilin ear cou ld on ly show hope l e s sunder—exposur e .

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KODAK SALE SMANBe Posted

I f you do not know how to correctly and in te l l igen t ly an sw er aqu e s t i on r ega rd ing some ar t i c l e i ns tock i t w i l l r a re ly payyou to gue s sa t th e an sw er and expec t to ge taw ay w i th i t .Here a re a coupl e o f cas e s thathave come re cent lv to hand :A woman went i n to a s tor e n earon e o f our l arger c i t i e s to look atth e rmometer s . The c l e rk showedh er some pr i c ed at th i r ty—five c ent s .“ Haven ’ t you anyth i ng b et te r thanth i s ?” th e l ady i nqu i red . The r ep lywas

,

“Why,madam

,thos e are

Fahr enh e i t s ; nobodymakes a b ett e rth ermometer than th e Fah r enh e i tp eop l e .I t m ay be tha t i n vour s tor e pho

tographic supp l i e s _ ar e bu t one o f adoz en or mor e d iffe rent l i n e s carr i ed and sol d . and so fo r tha t r ea sonyou find i t d i ff i cu l t to conc ent ra teand spec i a l i z e on any one l i n e .W i th photograph i c suppl i e s th i s i snot . however , a par t i cu l ar ly va l i dexcu s e

,becau s e th e i n format i on

con ta i n ed i n th e cata logs and manu a ls i s u nu sua l ly compr eh en s i ve andexp l i c i t

,and a l i t t l e thought fu l perusa l o f th em w i l l pos t you i n goodshape .

For th e great maj or i ty o f a l l t ech~n ica l qu e st i on s a sked by th e amateu r th e an sw er w i l l b e found

,s im

ply to ld i n the book “ How to M akeGood Pi ctu re s . to be found w hereve r Kodak supp l i e s a re so ld .We are tak i ng up

,a s rapi d ly a sposs ib l e

,i n th e s e pages

,th e var iou s

prob l ems that ar e apt to p erp l ex th eman beh i nd th e coun ter

,bu t mean

whi l e th e ed i tor o f The Kodak

Sa lesma n wi l l b e more than p l eas edto an sw er a ny in d iv i dua l i nqu i r i e sto th e bes t o f h i s abil itv and w i ththe as s i s tanc e o f ou r l a rge s taff o fsc i en t ific and techn i ca l experts you14

I under s tand that M r s . F l ubdubenter t a i ned some o f her ne ighborsi n fo rma l ly ye s t e rday.

”

“Yes,sh e and h er cook had a

quarr e l on the fron t porch .— Lonisz 'il le Conrier—f onrna l

can r es t a s sur ed o f auth en t i c in formati on .The ed i to r w i l l an sw e r a l l l e t t e r spromptly,

and w i l l w e lcome al l suchi nqu i r i e s . becau s e i n many i n s tan ce sth ey can be ‘made th e ba s i s for ar t ic l e s i n TH E KODA K SALES M AN , andso a s s i s t th e gr ea te s t number .Le t u s h ear from you .

Best

Photograph i c chemi ca l proce s s e sa re de l i cat e

,and th e fina l re su l t de

pends to a grea t ext en t upon thephotograph i c qua l i ty o f th e ch emica ls emp loyed .Th e ordi nary commerc i a l ’ gradeo f ch emi ca l s m ay,

and u sua l ly doe s ,con ta i n a numbe r o f impur i t ie s ,some act i v e . and some i n ert , wh i chde tract f rom proper funct ion i ng .The act ive impur i t i e s ar e boundto work aga i n s t good r e su l t s

,and

th e i n er t impur i t i e s a l so,though i n

a l e s se r degre e .A fo rmu la ca l l s for so manygrai n s or ounce s o f a ce rta i n chemi ca l

,and any i n er t matter w i l l th rowth e formu la ou t o f ba l an ce , becau s e

you can not de term in e the amounto f su ch i ner t mat ter .Expl a i n to you r cu stomer s th es efew fundamenta l r eason s for th e i ru s i ng ch emi ca l s te s ted by those w homus t adhere to th e h ighe s t s tandardfor the p rotec t i on o f a l l th e oth erproduc ts th ey manu factu r e , andth erea f ter th ey w i l l s e ek th e C . K .

T -e sted S ea l o f th e i r own vo l i t i on .C . K . T e s ted Chem ica l s ar e be s tfor pho tograph i c u s e becau s e th eyhave t o b e .

KODAKThey Want

’

Em La rgerKodakery ha s become th e mo s tpopu l a r o f a l l pa st imes for th e goodr eason

,among many. tha t you can

a lw a v s take a Kodak w i th you . andin maki ng Kodaks . bu lk i n e s s i s aso rt o f B lack Bea s t a lway s to beshunn ed .You r cu stomer s ar e no d iffe ren tfr om Brown ' s and l on e s ’ andSmi th ’ s and Rob i nson ’ s cu s tomer s—they a l l want la rge pi c tu re s f romth e i r good negat i ve s . whi ch n ece s

s ar i ly were sma l l b ecau s e a bu lkycamera find s favor w i th bu t fewamateu r photogr aphe rs .You can he lp you r cu s tomer s toget th e l arger pi c tu r e s th ey want . byd emons trat i ng the Brown i e En la rgi ng Camera s , wh i ch work i n s impl es t ra ightaway fash i on . B rom ideEn largi ng w i th a Kodak w i l l s uppl emen t you r i n tr oducto ry demonstra tion

,and you can have a ny r easonab l e quant i ty i f you mer e ly dropu s a l i n e r igh t now .

Ther e ar e thou sand s o f vacat i onist s re tu rn i ng w i th n egat i ve s thatw i l l make good en largement s . andyou ’ l l su rpr i s e you rs e l f by th e extrabu s i ne s s you can br i ng i n bv pu shi ng en la rging camera s .An en l arged pi c tu re o f s ome we l lknown loca l subj ec t or s c en e moun ted on th e same ca rd a s a contactpr i n t , from th e same negat ive , i s aproven and effec tua l t rade - pu l l e r i nth i s l i n e . ea s i ly prepared . and w i l ldo more good than s imi l a r card sbea ri ng p i c tu re s th a t ar e u n fami l i a rto th e cu s tomer and th e re for e l ackth e i n t imate touch o f pe rs ona lknow l edge .

O bs ervan t Ki ddy: O h . l ook attha t funny man . moth e r . He ’ s s i tt i ng O i i th e s i dewalk ta lk i n ’ to abanana pee l !—Judge .

15

SALE SMANA Pow erfu l Force

The su cc e s s fu l r eta i l e r makeseve ry pos s i b l e poi n t cou nt i n h i sfavor : he exer t s th e u tmos t l eve rage from eve ry forc e tha t w i l l induce th e cu s tome r to en ter h i s s toreand pu rcha se th e good s h e ha s forsa l e .Tw o o f th e mo s t power fu l forc e sh e h as a t h i s command a re n ew 3

paper adver t i s i ng and h i s d i sp l ayw i ndow s . and th ey ar e abou t equa li n importanc e .Un for tunate ly many o f thos e reta i l er s who have become exper t s i nth e u s e o f th e i r l oca l n ew spapershave fa i l ed to r ea l i z e th e importanc eo f th e d i sp l ay w i ndow as a s e l l i ngforce .have h ad a good dea l to say

i n pr ev i ou s i s su e s on th i s s ub j ec tand you m ay have b ecome w ea r i edw i th our pe rsona l v i ew s . s o l e t u sfor th e once hav e th e opi n i on s andadvi c e o f anoth e r i n ter e s t ed i n th esame sub j ec t .The N . A . R . D . Journa l

,devoted

to th e i nt e re s t s o f th e r eta i l d ruggi s t . w ri te s a s fo l l ow s : The d i sp l ayw indow mus t a t t rac t at t en t i on :i t mu s t cr eat e a de s i r e

,and i t mu s t

conv in ce . \Vhen on e ana lyz e s th es eth re e funct i on s very c lo s e ly h e s e e “very c l ea rly tha t th e w i ndow a sa sa l e sman . i s no d i ffe ren t froma good new spaper adver t i s emen t . agood fo l l ow - up l e t t e r sys t em . or agood . l i ve sa l esman .

“

Th er e ar e s i x p rime requ i s i t e stha t shou ld have a tten t ion i f a w indow d i spl ay i s to at t rac t th e max imum amount o f a t ten t i on . non e o fwh i ch m a y be n egl ec ted . Th eya re : fir s t

.c l ean w i ndows . i nc lud i ng

eve ryth i ng i n th em : s econd . harmony o f co lo rs : th i rd . on e ar t i c l efo r d i s play on ly : fou r th . proper a rrangemen t : fi fth . nec e s sary ca rd sand pr i c e t i cket s : and . s i xth . s omeat trac ting obj ec t i n th e w indow .

KODAKT h i s compar e s v ery c lo s e lyw i ththe pr i n ted adver t i s ement i n th enewspaper i n wh ich th e i l l u s t ra t i onr ep l ac e s th e at trac ti ng obj ec t .

“

The mos t common and mos t expen s ive m i s take i s made when toomany th i ngs a re pu t i n the w indowat on e t ime .

”

The eye can be s t p er c e i ve bu ton e th i ng at a t ime ; any more immedi a te ly cau se s con fu s i on and ac t sa s a r epe l l an t .

“ I t i s a t ru th tha t th e a tt rac t iv eforc e o f a w i ndow inc reas e s imm en se ly a s one cu t s dow n th e number o f ar t i c l e s u nt i l bu t a s ingl e ar t ic l e i s shown ; th en th e a tt rac t i on i sgrea te s t and the impre s s i on madeth e deepes t . for th en a l l th e powero f th e eye i s focu sed on the on e art ic l e . ’

R igh t her e th e qu es t i on m ay bera i s ed tha t i f th e for egoi ng be t ru e,

w hy do th e h igh ly su cce s s fu l F i v eand T en Cen t S to re s c rowd th e i rw i ndow s from fl oor to ce i l i ng w i tha l l k i nds o f good s ?The answ er i s th i s : th e F i v e and

T en Cen t S tor e can show a lmos tany co l l ec t i on o f merchandi s e i n i t sw i ndow for the s impl e r ea son thatthe whol e d i sp l ay i s domi nated byth e s i ngl e i dea tha t every a rt i c l e i nth e w i ndow can be purcha sed e i th e rfor five or t en c en ts .No smal l pa rt o f th e succ e s s o fth i s c l a s s o f s tor e s i s ba sed on th efact tha t th i s one c entr a l pr i c e i d easo compl e te ly dom inate s a l l o f th emerchand i s e and a l l o f th e d i sp l aysa s to make th em extremely effec t ivew i thou t s o much rega rd fo r the d eta i l s o f good d i sp l ay as wou ld benece s sary i f th e a rt i c l e s shown w er efo r s a l e a t d iff er ent pr i c e s .Gett i ng back to the remarks o fthe wr i ter i n th e N . A . R . D . Jou rna l :

" Goods shou ld no t be plac ed toon ear th e gla s s . for such an a rrangement de s troys much o f the eff ec t o f16

QueriesD oes the us e of the P o rtra it A t

ta chmen t increa s e the dura tion of

the expos ure ?

Ca n a n ama te ur s uccessfu l ly pre

pa re his ot t'u fla sh po

'

zt'der ?

Poss ib ly,bu t i t wou ld be w e l l for

h im to make h i s \Yi l l fir s t .F l a sh l igh t compounds a re ex

ceedingly dangerou s to m anu fa c

tur e,and no on e not an exper t

shou ld eve r at tempt i t .

IVha t is the

for f.

Approximate ly 7 a

U . S.

"

des igna tion

SALE SMANthe di sp l ay. T hey shou ld be s e tback qu i t e a d i s tance so a s to prov id e for a prope r per sp ect ive .

“

Ilf a rranged i n a concave ors em i - c i r cu l ar fo rm th e re su l t w i l lbe mos t p l ea s i ng to th e eye , more soth an i f th e d i sp l ay i s angu l ar or fu l lo f corn er s

,and th e impr e s s i on s cr e

ated w i l l b e s tronge r .“ I n th e matter o f show cards andpr i c e t i cke t s

,many do not rea l i ze’tha t th e i r ab s ence i s a f ata l m i s take .

I n the maj or i ty o f ca s e s , i f everyth ing e l s e i s j u s t r igh t so fa r a s a tt rac t i ve power i s con cer n ed , th epr i c e t i cke t i s th e c l inch i ng argumen t . and i t n e ed not b e a low pr i cee i th er . A fa i r pr i c e

,w i th a legitimate p rofi t

,i s fa s t ge tt i ng th e r ight

o f w ay w i th a l l qua l i ty p roduc t s ,and i n every r eta i l e s tab l i shment ."

The fina l fu nc t ion o f the w indow d i sp l ay i s to p roduce s a l e s . andi f th e exh ib i t ha s been car e fu l lymade . i t pr ac t i ca l ly ta lks to the obs erver

,i nv i t e s h im in . and make s

th e s a l e .”

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An a id

to the man

behind the counterVo l . 3 SEPTEMBER , 1917 No . 8

Betw een Us

I t may be th a t you have not been long engaged i n s e l l ingphotograph i c supp l i e s : pos s ib ly you have s tepped i n to take th ep l ac e o f someone who has gon e to do h i s b i t .I n su ch c as e an occa s i ona l t echn i ca l o r s e l l i ng prob l em m ay

puzz l e you a l i t t l e .Pract i ca l ly every qu es t i on per ta i n ing to amateu r p i c tur e mak

ing w i l l be found c l ear ly an sw e red i n “ How To M ake GoodPi c tu r e s , wh i ch you w i l l find i n your s tock .I n each i s su e o f th e KODA K SALES M AN we are tak i ng up th e

prob l em s con front i ng th e b eginn e r i n s e l l i ng supp l i e s . and w etru s t even tua l ly to cover th e ground tho rough ly.

Bu t meanwh i l e,i f a prob l em pre s en t s it s e l f tha t you ar e

unab l e to so lve . drop th e ed i tor a l i ne . and u sua l ly you m a y expec tan an sw e r by r e turn ma i l .Somet ime s

,o f cou r s e

,we m ay need a l i t t l e more t ime . i f w e

h ave to make an exper imen t or s o . bu t w e w i l l get th e i n format i onto you j u s t a s soon a s pos s ib l e .Wh en you have a few moment s . p ick up a M anua l and

s tudy i t .Amateu r photography ha s been so s impl ified tha t i t s prob l em s

are ea s i ly so lved onc e you have mas ter ed the rud imen ts : meanwh i l e w e ar e h ere to h e l p you ou t .

KODAKTo Get Returns .

Why do you keep on ta lk i ng to u sabou t w i ndow d i sp l ays— gue s s weknow how to fix up ou r w indow s ,don ’ t w e ?Wel l

, yes , bu t you do not a lwaysmake th e mos t o f your oppor tu n it i e s .Wel l

,bu s i n e s s i s good j u s t th e

same,i s n ’ t i t ?

Yes,bu t you cou ld make you rbu s i n e s s s t i l l b e tte r i f you wou ld putthe p roper s e l l ing punch i nto yourw indow s .

Eve ry once in a wh i l e w e rece ivea pho tograph o f a cork i ng goodw i ndow d i sp l ay,

wh i ch we prompt lyr eproduce and pas s on for th e genera l good .We l ikew i s e r ece i ve photograph so f good s e l l i ng d i sp l ays th at w e cannot r eproduc e ow i ng to th e d i ff i cu l tyi n maki ng a good photograph .W i thou t doubt th er e are manyexce l l ent s e l l i ng d i sp l ays i n s ta l l edtha t w e n ever s ee nor h ear abou tbu t w e get ar ound the coun try qu i t ea bi t and so have a good genera li d ea o f how th e ave rage d i sp l ayw indow i s u t i l i z ed .Photograph i c supply dea l er s arenot a lone i n the qu es t i on o f in adequa te r eturn s from w indow d i sp l ays bu t merchant s gen era l lyar e awaken ing to th e s e l l i ng pow ero f good w i ndow d i sp l ays , and ares tudyi ng th e prob l em i n te l l igen t ly,and w e do not want you to l ag beh i nd .We have so o ft en s e t fort h th efundamenta l s o f succ e s s fu l d i sp l aytha t r ep et i t i on h er e wou ld s e em su

perfiuou s .

We w i l l admi t tha t good id ea s fors e l l i ng d i s pl ays ‘

d o not grow onevery bu sh—bu t such bu sh es ar e tobe found i f you look '

for th em longenough , and th e fru i t i s w e l l wor ththe p icking .A good many t ime s

,when some

4

SALE SMANone o f you do not come ac ros s w i tha p i c tur e o f a good w indow , wes tar t to p l an ou t a sugge s t i on forone ; we squ i rm around i n ou r ch a ir— w e walk the floor— l ook ou t th ew i ndow— s i t dow n agai n— ge t upaga i n—”

go ta lk w i th some o f th eoth er fe l low s— l ook through th emagaz i n e adver t i s i ng s ec t i on s

,and

then maybe put on ou r hat and s tro l lthrough th e shoppi ng s ect i on s e eki ng tha t wh i ch w e m ay devour .Somet ime s w e s tr i ke an i dea tha tworks ou t w e l l

,and a good manyo f you make u s e o f i t ; aga i n w e donot su cc e ed so we l l— bu t th e i dea

ge t s pas t the Chi e f , and w e reproduce i t h op i ng th at you w i l l find agerm tha t w i l l make i t wor th wh i l e .You do not s top to l ook a t everyw indow d i sp l ay, bu t when you findone that doe s ar re st you r at t en t i on .and pos s i bly i nduce you to pu rcha s e

,s tudy out w hy i t a t trac ted

you r at ten t i on ; by so do i ng you w i l ls ecu r e some va lu ab l e po i n ter s foru s e i n p l ann ing you r ow n d i sp l ays .

a

The “ GoodMorn ing Habit .

Le t every man or woman beh i ndth e counter ge t th e “ good morn i nghab i t . M ake s no d iffer ence who thecu s tomer i s . A l l th e be t te r i f i t ’ s aboy or a gi r l you greet . All th e be tt er . too , i f you say i t , even i f you ’ r eno t wai t i ng on th e cu s tomer thu sgr eeted . P eople like to be noticed

there’

s no ge tting aw ay from it.

When you go in to a s tore to buy aneckt i e and two or thre e o f the fe ll ow s s i ng out “ Good morn i ng

,or

“ Good a fte rnoon,

”

you f e e l j u s t al i t t l e mor e com fortab l e— jus t a littlemore a t ea s e on account o f th i s s impl e sa lu ta t i on . Yes

,and th e p roba

bil ity i s that you ’

d sw ing in there

aga in when you want someth i nge l s e . Now, figure

”

your cus tomers,M r . Bos s , M r . Sa l e sman— jus t the

same w a y- l

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I M AGINE tha t mos t a l l o f u s ,some t ime i n ou r pas t,have b een

‘s tung ’ good and p l en ty in a bu s in e s s dea l by someon e i n whom w ehad a good dea l o f confid ence .The smart from such a s t ingl as t s a good long wh i l e and affec t sou r r e l a t i on s w ith everyone .

wi thwhom w e come i n cont ac t .

“ Some peopl e appa ren t ly su cce edby d i shon e s t me thods , bu t I verymuc’h doubt i f such su cc e s s i s everpermanent

,and I be lieve th at even

‘foo l h on es ty’ w i l l w in ou t i n th el ong ru n eve ry t ime .

“ Lor in F . De l and i s a very ins truct ive and enter ta i n i ng wr i t e r,and in a r ec en t i s su e o f Harper

’

s

M agaz ine he te l l s th e fo l l ow ings tory o f ‘foo l hon estyz’‘I once compla i n ed to a hor s e

dea l e r tha t h e had l i ed abou t a hor s eh e had so ld . To make my wordsdoub‘ly offens ive I added “ You l i edunnecessarily.

”At th i s h e w as o ff

i n a fla sh . Never !” h e c ri ed ou t ;“ I never l i e u nnece s sar i ly.

”

‘We had some words abou t th i sand i t ended in my wager i ng th at Icou ld s e l l a hor s e prompt ly,

at a fa i rva l uat i on

,and w i thou t a s i ngl e l i e .

‘

The hors e a s s igned to me to s e l lwas a ta l l

,r aw—boned an imal w i th a

Roman nos e and a vi c iou s eye . Ap

pa rently th er e w a s noth i ng to h imbu t bon e s and bad temper . I refu s ed to s e l l h im un t i l I kn ew someth i ng a bou t "h im .

‘

The dea l er a g r e e d tha t I

cou ldn t s e l l h im acco rd i ng to mypr e sc r i bed s tandard o f “ foo l hone s ty,

” u n l e s s I had pe rs ona l know ledge o f h im

,s o I' t ook h im away t o

try h im . The fir s t day I h ad a ve ter i n ary l ook h im over ; he sa id h ecou ldn ’ t l i ve more than a month ;th a t h i s extr eme th i nne s s wa s du eto chron i c “ s cou r i ng

,

” cau s ed bys ome d i s ea s e o f the s tomach .‘I w ent back to the hors e dea l e r

and to ld h im the s tory; I d i dn ’ t a skh im to gi ve me anoth e r hor s e,bu t I

d i d demand t ime i n wh ich to d i scover whe th er th e ve te r i nary wasr igh t .

‘

The dea l e r con fe s s ed tha t h ewa s a l i t t l e shyon t ime ; he had non eo f i t to spar e in th i s ca s e ; h e r ea liz ed tha t a s t h e old covenan t r ead

,

“ t ime i s o f th e es sence o f th i s contrac t ;” o r i n oth e r w ords

,he had sus

pected th e hors e cou ldn ’ t l i ve,and

mu s t be so ld qu i ck ly,so h e cou ldn ’ t

gran t me any ex ten s i on o f t im e .‘I to ld that dea l er wh at I

though t o f h im . I offe red to buyth e hor s e and take my chance s o fs e l l i ng h im i f h e had the cou rage tomake h i s be t w i thou t a t ime l im i t .I even offer ed to doubl e th e st ake .I u s ed every argumen t and eve ryep i the t

,and at la s t he acc epted th i s

r evi s ed be t .‘I t w as agreed that I wa s to buyth e hor s e

,and have a s long a t ime

to s tudy and en j oy h im as Iw anted .

‘

A f te rward I w as to s e l l h im

KODAK SALE SMANfrom the dea l er ' s s tab l e , i n th ed ea l e r ' s pre s enc e

,to te l l on ly th et ru th abou t h im

,and to s e l l h im a t

a fa i r pr i c e w i th i n one month a f te roffer i ng h im .

I pa id for th e an ima l and tookh im. away. He was a marve l o f u nsoundne s s . He had spav in s on bothh i nd l egs

,and sp l int s on bo th f ron t

l egs . He was affec ted at so manypo int s tha t th ey mus t have neu tr a liz ed one another , for s t range lyenough . h e d i dn ’ t go l ame .

‘

T her e was on ly one name poss i b l e for h im,s o I chr i s t ened h im

Bone s . ”‘I tr i ed dr i v ing h im

,bu t th e re

was too much bony s tru ctu re ; h es e emed to rat t l e a t every j o i n t ; i tr ea l lyneeded a shoe horn to s l i p h imi nto th e sha ft s o f a buggy.

‘

Then I t r i ed r i d i ng h im,and

her e I was de l i gh t fu l ly d i sappoi nted ; wi th h i s l ong , spr i ngy pas t ern sh e w as a s easy a s a rock i ng cha i r ,wh i l e de sp i t e h i s ev i l eye and gene ra l l ook o f vi c i ou sn e s s,h e s eemed

to be gen t l e .‘But on tha t eye he cou ld havebrought a l i be l s u i t aga i n s t h i s fac e

and w on a verd i c t f rom any r i d er .Stand ing fu l ly s i x te en and a ha l fhands . and l ooki ng l i k e the s l aughter i ng war - charger o f A t t i l a,i t rea l

ly needed John L . Su l l i van on h i sback to make th e en s emb l e complete .

‘He never w ent exact ly a s h eaded . He was a lways r evi ew i ng imagina ry troops on h i s r i gh t o r l e fts i d e . W i th h i s h ead tu rn ed at anangl e o f n i n e ty d egree s h e wou ldgaz e a t the s et t i ng sun and ga l l opfeve r i sh ly north or sou th champ ingh i s bi t and ac t i ng a s i f th e greattroubl e w a s s ch edu l ed to break ou ta t a nymomen t . But h e w a s a finehumor i s t ; i t w a s h i s one l i t t l e j oketh e troub l e never came .

‘

At the end o f a mon th h e w a s

s t i l l a l i ve . I n th re e mon th s h e had

grown so fa t th a t I changed h i sname to Jone s . ”

‘

Tw o month s more o f u nadu ltera ted joy i n h i s soc i e ty,

and th enI l ed h im to th e dea l e r ’ s s tab l eand plac ed ‘h im on sa l e .

" I adver t i s ed h im tw i ce i n theda i ly pape rs , and at l a s t a buyer appea red i n th e per son o f a m idd l eaged . ki nd ly,

t ru s t i ng gent l eman,who looked a s i f h e m igh t be a sma l l

manu factu re r i n a coun try town .

‘

The dea l e r l ooked on w i th al eery eye . He wan ted to h ear mede scr i be tha t hor s e w i thou t te l l i ng al i e . Bu t , i n s t ead o f sayi ng any-th i nggood abou t h im

,I began by ca l l i ngat ten t i on to h i s de fec t s .

‘I to ld th e man that fir s t o f a l l Iw an te d to speak o f t he va r i ou s“ out s” abou t th e hor s e

,for fea r tha t

h e m igh t over l ook some o f them .

Then I po i n ted ou t the spav in s andth e sp l i n t s

,and the v i c iou s eye ; Ien larged upon th e ve te r i nary’ s dea th

warn ing,and th e “ s cour s .”

“ But ,” i n t e rrup ted th e man ,he didn ’

t di e i n a month !“

No .

” I sa id,

“ h e di dn ’ t and heha sn ’ t d i ed s i nc e

,and he doe sn ’ t

s cou r anymor e , and he hasn ’ t st omach di s ea s e,and he i s n ’ t l ame

,and

h e i s n ’ t i n th e s l i gh te s t d egre e v ic iou s ; h e ’ s j u s t abou t the k i nd e s t ,sa fe s t

,mos t de l igh t fu l hor s e I eve r

rode . Bu t I won ’ t s e l l th e hor s e toa nyone w i th ou t poi nt i ng ou t everyde fec t tha t I know abou t h im .

”

‘

Then I tol d h im what I though to f th e w ay i n wh i ch hor s e s w er eu su a l ly sol d by lyi ng hors e dea l er s .

‘

The effec t wa s l ike magi c . Theman began by immed i a te ly shak i nghand s w i th me . Th en he s a id . Idon ’ t know anyth i ng abou t hor s e s .bu t tha t ' s th e hor s e I wan t .

‘He bough t and pai d for h imw i th a lmos t i ndec en t ha s t e .I t t ran sp i red tha t h e was a

somewhat t imi d doc tor i n a n e i ghbor ing c i ty. w ho knew l i t t l e abou t

r i d i ng a hor s e,bu t had j u s t b een

appo in ted on th e Governo r ’ s s taff .

‘

The dea l er l ooked very chagrin ed when he s aw th e moneypa s s .I was gett i ng an advance o f th i r typer c en t . over the pr i c e I pa id . ’

“

A pr et ty good l i t t l e s to ry w i th agood sa l e sman sh ip mora l back o f i t,don ’ t you th i nk ?”

For Certa inty a nd Speed

You ar e par t i cu l ar ly i nvi t ed toge t ho ld o f and make u se o f theS chedu l e s w e s en t th e bo s s r ec en t lyshow ing i n down r igh t p l a i n s tyl eth e prope r Portr a i t A t tachmen ts .Co lor F i l t er s and Sky F i l t er s th atfi t th e re sp ect i ve camera s . The

Por t ra i t A t tachmen ts and F i l t er sa re numbered

,a s you know . and

the Schedu l e i s so made up a s toshow you a t a gl anc e what numberi s r equ i red when a cu s tomer a sk s

Thi s p ictu re is no t e xa c tly o f a decora tive style bu t i t show s a pa rt o f the

\Yorks tha t ha s a ttra cted a tten tion from eve ry vi s i to r. The ca rs a re brought onthe tre stle and co a l dumped in to bunke rs above the bo i lers . O ur re se rve stock isa ccum u la ted be low the tre stl e

,from wh ich coa l is dumped in ca rloads .

8

SALE SMANfor a Sky Fi l t e r for No . 3A Autogr aph i c Kodak '

or any othe r Kodak ,Brown i e or Pr emo,fo r wh i ch s uch

acce s sor i e s are ava i l ab l e . T h i sSch edu l e was p repar ed to s ave you rt ime by enab l i ng you to mee t anenqu i ry w i th c er ta i n ty and qu i ckn es s .Anoth er m igh ty u s e fu l Sch edu l e

is tha t show ing th e numbe r sys t emo f ro l l fi lm . You w i l l do we l l to fixthe s e i n a pos i t i on that w i l l e nab l eyou to con su l t th em read i ly,

for th eyafford i n format i on th a t i s a lw aysbe i ng sough t o f you .

O n e pr i nc i p l e i n wh ich w e be l i evewas expre s s ed by Char l e s Brangw yn who sa id : " In genera l th e r igh tw ork m igra te s w i th u nerr ing d i r ec tn es s to th e man who know s how todo i t

,and who i s w i l l i ng to give to

i t th e be s t o f wh ich h e i s capabl e .—E- rcha nge .

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Koda k F i lm

C abin e t Re a dy fo r U se .

A s k t h e B O S S

I t poor pract i c e fo r a manufac tu r er to do anyth i ng that s avor so f i nduc i ng a dea l e r ' s emp loye e s tobr ing pre s su re to bear on the bos s .bu t th e re ar e except i ona l ca se s

,a s

i s th i s one .Has th e bo s s equ i pped h i s Kodak

Depar tment w i th a Kodak Fi lmCab in et

,i l l u s t rated above ? I f h e

ha sn ’ t,he has su re ly ove r looked agood th i ng .

The r e ’ s no be tter s i l en t—sa l e smanthan th e Cab i n e t

,becau se th e va r i ed

col or s on th e ends o f th e fi lm carton s make an eye

- compe l l ing d i sp l ay aga i n s t th e w a lnu t backgroundtha t w i l l r emi nd casu a l cu s tomer so f th e i r fi lm needs and th er eby iiicrea s e the s a l e o f th i s p rofi tab l ephotograph i c s tap l e .The Cab i n e t i s a l so an au tomat i cs tock keeper

,one . tha t ab so lu t e lyprevent s th e sa l e o f n ew ly—rec e i vedfi lm be fore th e older s tock i s so ld .

Then there ' s th e featu re o f c erta i n ty and speed i n mak ing sa l e s for10

th e number s are a lways and unm istakably v i s i b l e and ther e ’ s no chanc eo f a mi xed up mas s o f spoo l s

,wh i ch

has to be cu l l ed over to find th e on eyou wan t .The Cab in e t i s i nch e s w ide

,i nch e s h igh and 6 i nch e s deep .The i n ter i o r i s d i v ided by meta lpar t i t i on s i n to 15 d iffe ren t compar tm ents accommodati ng the fo l l owi ng s tock o f fi lm s :14 ca rton s No .127 (Ve st pocke t )26ca rton s No .120

12 116 6e xpo su re s12 116

12 130 6

12 130 10

12 118 6

12 118 12

12 124 6

12 124 12

12 122 6

12 122 10

12 101 6

12 101 12

Fu l l e s t part i cu l a rs are gi ven i nth e May i s su e o f th e Bos s e s ’ Spec i a l— Koda k Trade Circu la r.

AMMY,I am wonder i ng i f a nyo f th e boys here i n the s tor eever try to menta l ly pu t th emse lve si n my p l ace and try and th i nk ou tand so l ve th e p rob l em s I have to

so lve .“ I know tha t when I fir s t s tar t edin to work that I gave no though t toanyth i ng beyond that wh i ch d i rec t lyconcerned me

,and I doubt i f I even

knew tha t oth er prob l em s ex i s t ed .“ So many c l e rks l i kew i s e f ee l nore spon s i b i l i ty towards th e s tor e i ngen era l

,and th i nk that a l l th ey haveto do i s to wa i t upon such cu stomer s

a s pr e sen t th emse lve s and l e t i t goa t that .Poss i bly i n a w ay th ey are r i ght .a s th ey were h i r ed pr imar i ly to s e l lgood s . bu t ther e ar e so many l i t t l eth ings th ey cou ld do—o r not dothat wou ld l i gh ten my bu rden s materia l ly.

"Now th i s i s n o t a ‘peeve

,

’

Sam

my. becau s e I know we have amigh ty good s tore organ i zat i on , bu tj u s t th e same a l i t t l e mor e though ton th e par t o f th e boys wou ld he lpa lot .

“ For i n s tanc e : I h ave been ch ecki ng up ou r sundry sa l e s and I findth ey have not gon e ahead a s th eyshou ld . and th en I gl anc e a l ong thecounte rs and s ee Frank or J immys imply hand th e cu s tomer w ha t h ea sk s for w i thou t t ryi ng to in t er e s th im in anyth i ng e l s e .

"I ge t th e mon th ly b i l l from th el igh t ing company. and th en th e n ex tt ime I go th rough th e s tock rooms

I find unneces sary l i gh t s l e f t bu rni ngHere i s a s ect i on o f sh e lv i ngw i th th e s tock mor e o r l e s s a skew .

and th er e i s s tand ing r igh ti n fron t o f i t do i ng noth i ng .

“ You w i l l r ec a l l a wh i l e ago,Sam .

tha t w e ‘ though t w e we re ou t o fsome book l e t s w e need ed . and wroteto th e factory fo r a supply. and theywrote u s tha t th ey had s en t u s sometwo w eeks prev i ou s ly. and th en w efound ou t tha t th ey had arr i ved a l lr igh t , on ly M a t forgo t to open upth e package and i t fina l ly got shu nted back o f a sh e l f i n th e s tock room .

“

At another t ime when I pu t i ntha t b i d for a b ig lot o f supp l i e sfor one o f th e i n s t i tu t i on s and th eboy carr i ed i t i n h i s pocke t for th re edays b ecau s e h e forgot to ma i l i tand w e lo s t th e cont ract .Some one o f th e boys i s car e l e s si n check ing a sh i pmen t wh en un

packi ng i t and an Anas t i gmat l en sgoe s i n to th e wa s teb i n .

Someone an swer s M r s . Fus syra th er abrupt ly ove r th e ’ phone . andsh e immed i at e ly tran s fer s he r t radeto anothe r s tor e,and hand s ou r

s tore a n i c e l i t t l e knock a t eve ryopportun i ty.

Some o f th e s e th i ngs have occu rred bu t once . bu t th e oth e rs i nfr equ en t ly. thanks be . bu t th ey a l ld i s t rac t my at t en t i on from more impor tant mat ter s and subt rac t f romth e profi t s o f th e bu s i ne s s

.

And when you come down to i t.

Sammv . it i s th e bu s i n e s s o f th e bos s

KODAKto make the s tor e pay a profit— noprofi t no bu s in e s s

,and no bus i n e s s

no j obs for a ny o f u s .“

A s tor e o rgan i zat i on i s in terdependent ; w -e a l l h ave to d ependupon each oth er and work in te l ligent ly for and w i th each o th e r toa tta i n succe s s .

“

A po in t somet imes ove r l ookedby th e emp loye i s th i s : th e bos s canu sua l ly obta i n a new employe ea s i e rthan th e employe can ge t a newbos s .

“

The absolu te ly i n effic i en t orhope l e s s ly car e l e s s emp loye n everl a s t s l ong,and he ha s n eve r been

much o f a fly i n my oi ntmen t . Sammy,becau s e I am too car e fu l i n

s e l ec t i ng my emp loye s .“ M os t o f th e error s w e have h e rear e made i n momen ts o f car e l e s sn es s by thos e who r ea l ly a re w i l l i ngand anx iou s to do the i r bes t

,s o I

fo rgi ve th em and hope tha t sucherror s w i l l h e lp th em to s top

,l ook

and l i s t en be for e th e n ext one s ta r tsto happen .

“ I f th e boys wou ld on ly ge t i tfirm ly fixed i n th e i r m inds tha tevery i nd iv i du a l e r ror aff ec t s th ewhol e organ i zat i on

,i nc l ud ing them

s e lves,and thu s l igh ten mybu rden s ,i t wou ld h e lp u s a l l a who l e l o t .

”

Repa irs

Every day excep t Sunday we rece ive camera s and other a rt i c l e s forr epa i r s .T hes e a re very o fte n accompan i ed by r epa i r tags made ou t by th e

dea ler,bea ring h i s s er i a l o rde r number , the cu s tomer ’ s name , instruct i on s conce rn i ng work to be done

,and fina l ly th e r equ es t tha t th e tagbe r e tu rned w it h th e a rt i c l e forprope r i den t ificat i on .Very o fte n no other i n s truc t i onsthan thos e con ta i n ed on the s e tagscome to u s , and i n such ca s e s i t i s12

A sa l e sman i s known by th e cu stom ers h e keeps .”—S. Ro la nd Ha ll .

When a d i sgrun tl ed cu s tomerra i s e s h i s voi c e— low er your s .

Be w i l l i ng and a ct w i l l i ng to showgoods .

SALE SMANneces sary for u s to r e ta i n th e tagsfor ou r fi l e s .So p l eas e bea r i n m ind that i f youwan t you r s to re tag r etur ned w i ththe repa i red ar t i c l e

, you shou ld forward a l e t te r o f i n s tru ct i on whenthe goods ar e s en t to u s .The bes t p l an i s for you to keepa r epa i r book record show ing cu s

tom er’

s name and addre s s,s er i a l

number o f camera and s tyl e , re

pa i r s n e eded,dat e r ec e ived and date

s en t to u s .

Snap Shots from HomeThe Kodak , and par t i cu l ar ly th echummy l i t t l e Ves t Pocke t Kodak ,has p l ayed , and w i l l con t i nue to p l ayan impor tan t par t i n th i s w or ld ’ swar

,not on ly i n th e record ing o fh i s to ry, but i n th e rea l ly more importan t ro l e o f afford i ng happi n e s s

and conten tmen t to bo th thos e i n th et ra i n ing camps or a t th e fron t

,and

th e fo lks a t home .The i n t e rchange o f p i c tur e s : howeager ly each lo t w i l l be l ooked for ,and looked at over and over aga i n

,and cher i sh ed fo r a l l t ime .We a re glad to 'be i n bu s ines s , andto be succe s s fu l . and to have tha tfor wh i ch th er e i s a l arge demand

,bu t back o f a l l th i s w e ar e doublyglad to be the producer s o f tha twh i ch br i ngs happi n e s s i n the s e tryi ng t imes .

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KODAKThe shu tte r s on sma l l er box camera s

,su ch a s th e No . 0 B rown i e ,have bu t on e s top—open i ng for a l l

exposu re s,a s oth er open i ngs are not

nece s sary wi th l en s e s o f su ch shor tfocu s .The shu tte r s on th e othe r boxcamera s a re equ i pped w i th th re es top—open ings whos e func t i on s ar eth e same as th e d i aphragm or s topopen i ngs i n any type o f shu tte r andwhos e u se ha s b een pr evi ou s ly d i scu s s ed in th i s co lumn .Shu t ter s equ i pped w i th th e Au tot ime Sca l e pract i ca l ly t e l l th e i r owns tory,s o w e need not go in to deta i l s

h e re .The mark i ngs T .

” “ B ” and “ I ”on a shu tte r i nd i ca te “

T im e ;“ Bu lb and “ I n s tan taneou s exposu re s .O n some oth e r make s o f shu tt e r s

you w i l l find the l e t t er “ M ” substi

tu ted for “ I ." “M ' s tand i ng for“ M i nu t e” o r very sho rt exposu r e s .th e figu re si nd i ca t i ng frac t i on a l s econd exposu res .When th e shu tte r i s s e t fo rT ime ,” on e pre s su re o f the fingerr e l ea s e , “bu lb or cabl e r e l ease w i l lop en th e shu tte r

,and i t w i l l r ema i n

open un t i l c l os ed by a s eco nd pre ssur e . When s e t for “ Bu lb, th eshu tte r w i l l open on pres su re o f th ere l ea s e

,and c lo s e i n s tan t ly upon remova l o f th e pre s su r e ; Bu lb” i su s ed mos t ly for ve ry short “ T i me”exposu r es .

When th e shu tte r i s s e t for theoth er ma rk ings the exposu r e w i l l befor th e exposu re i nd i ca ted

,th e shu t

ter c lo s i ng au tomat i ca l ly at th e endo f th e exposu re .As be fo re s ta ted

,th e shu tte r s on

the box form Browni e s and Premocameras a re au tomat i c i n a ction . andr equi r e no se t t i ng for “ In s tantan eou s” exposur e s .14

Ve lox Water Col or S tamps w i l ls e l l more read i ly th an vou th in ktry i t !

SALE SMANThe shu t te r on th e Ves t Po cke tKodak th e Kodak and Brown i eBa l l B ear i ng Shu t ter s . and th e K0dak Au tomat ic Shu tte r s r equ ir e nos et t i ng . The O pt imo and Compound Shu tte rs mu s t be s e t bymean s o f a sma l l l ev er for each exposure .

A numbe r o f the o ld e r type s o fth e “ be tw een - th e—l e n s ’ shu t ter s a l sorequ i r e s e t t i ng ; a momen t ’ s examina tion w i l l d emon s tr ate wh eth e rth e shu tte r i s o f th e au tomat i c typeor no t .The foca l p l an e shu t ter i s o f anen t i re ly d iffe ren t type from th eoth e r shu tte r s

,a s i t i s p l aced at th e

back o f th e camera d ir ec t ly i n f ron to f the pl at e or fi lm .

The exposu r e s ar e contro l l ed bymean s o f open i ngs o f va r i ou sw id th s i n the shu tter cu r ta in . i n conj u nc t ion w i th a t en s i on spr ing , s oth a t exposu re s ranging from asbr i e f a s o f a s econd down toT ime” exposu re s o f a ny du rat ionm ay be made .A s tudy o f th e M anua l a ccompanying any on e o f th e Graflexcamera s w i l l pos t you rega rd i ng th eu se and man i pu la t i on o f th i s type o fshu t ter .Ther e a re o f nece s s i ty somepo i nt s r egard i ng shu tte rs tha t canno t be cover ed i n th i s art i c l e

,bu t

th e forego i ng w i l l a t l ea s t pu t youon th e r igh t track so th at you caneas i ly so lve th e oth er shu tte r probl ems by you rs e l f . Bu t above a l l .you s hou ld re ad care fu l ly th e M anu a l for each type o f camera , andmake your s e l f fu l ly conversan t w i thth e operat i on o f th e shu tter .

KODAKAnother New Fie ld

There i s a d epar tmen t i n Sys tem.

magaz i ne h eaded “

\Vha t I Wou ldDo and th i s depar tment offer s sugges t i on s for get t i ng more bu s i n e s si n vari ou s l i n e s .Fo l l ow ing th i s though t w e wou ldsugge s t tha t “ I f I w ere a l iv e w i recamera sa l e sman I wou ld procu re acopy o f th e Ju ly. 1917 . Sys tem andr ead th e a rt i c l e ‘How TheyD id I t .’car e fu l ly, and th en ge t ou t and geta f te r th e big rea l e s ta te dea l er s i nmy town . ’

Th i s a rt i c l e te l l s how a youngman has bu i l t up a l arge rea l e s ta tebu s i n e s s on or igi na l l i n e s

,and

wher e i n th e s e l l i ng o f rea l e s tateth e camera plavs an impor tan t pa rt .I n hand l i ng re s id enc e pr opertyth i s man has a map sys tem cover i ngth e en t i r e c i ty. Var i ou s col or edtacks show at a glanc e th e proper tyh e own s or contro l s .A number near each tack r e fe rsh im to framed pi c tu re s h angi ng onth e wa l l n ea rby. Each proper ty h ehas on h i s l i s t i s photographed andframed to be plac ed i n th i s ga l l ery.

Fi r s t obta i n a l i s t o f th e progre ss ive r ea l ty dea l e r s . and th en ca l l onth em one by on e ; i n t roduce yours e l f and show th em th e a rt i c l e i nSys tem . T en t o one th eyw i l l thankyou for ca l l i ng th e i r at t en t i on to i t .a s th ey w i l l be su re to find a number o f good poi n t er s . and th en i t i su p to you to s e l l th em an ou tfi t w i thwh ich to make the ph otograph sI t wou ld s e em that th e No . 3 - A

Autograph i c Kodak wou ld fi l l th eb i l l admi ra bly.

Here i s an opportun i ty to open upsome more n ew bu s i n e s s . and youw i l l find your prospect s i n a r ecept i ve mood becau s e you s ta r t by A pl ea san t sm i l e h a s he l ped todo ing th em a favo r . many a sa l e .

15

SALE SMANAfter the Sa l e

To rea l i z e more on your i nves tmen t i n your s e l f you w i l l have tomake your s e l f worth more to yourempl oyer . Her e ar e a few goodpoi n te rs from Playthings .

“ I t i s pos s ib l e dur i ng th e i n terva la ft e r th e sa l e i s made . to e s tab l i shi n th e mi nd s o f you r patron s as t rong fe e l i ng o f good w i l l fo r th es tore .

“

By th e term ‘i n te rva l a fte r th esa l e ’ we mean th e t ime b e tw eenw hen th e cu s tomer ha s a s s en ted tothe pu rcha s e o f th e good s and whensh e r ec e i ved h er change or package .

“

Th i s i s th e opportun i ty for th ei n trodu c tion o f n ew merchand i s eand i t i s impor tan t tha t th i s oppo rtun ity be taken advantage o f .

“

The i n t roduc t i on o f n ew me rchandise shou ld be don e w i th th ei dea th a t you ar e tak i ng advan tageo f a momen t or two o f a wa i t i ngper i od to show you r cu s tomer someth i ng w i th wh i ch perhaps sh e i s notfam i l i ar . Never be in s i s t en t abouti t ; u se you r be s t manner , you r pol i te s t and m os t grac i ou s ton e s .

‘Your cu s tome r w i l l l i s ten to youand w i l l l ook a t you r good s i f youbr ing th em be fore h e r i n the r igh tw ay,and i t i s you r duty to s tudy ou tth e r igh t w ay fo r you t o pre s en t th emerchand i s e i n your s ec t i on .

A f t e r compl e t i ng a sa l e n ever goaway and l eave a cu s tome r . un l e s si t i s t o wa i t upon anoth er who i sth e re and need i ng att en t i on . andth en excu s e you r s e l f pol i te ly andt e l l you r cu s tomer w hy you ar el eavi ng he r . ”

The bos s e s dia ryas kept bghis son

Ju ly I O— My dad sa i d to - n igh tth a t th e re w ere two k i nds o f p eop l e— thos e who wan t th e ear th w i tha fence a round i t and th os e whoai n ' t so bl amed part i cu l ar abou tth e fenc e . My dad se emed to th i nktha t th i s w as a good one and soI show ed h im my r epor t ca rd becaus e I got to do i t some t ime soth a t h e can s ign i t and he sa i d Edward when I w as your age I u s ed toge t 90 i n eve ryth i ng except a rithm e

t i ck and I u s ed to ge t 100 i n ar i thm e tick and her e i s a son o f mi n ew i th noth i ng h igher than 70 on h i sc a rd . I d idn ’ t say anyth i ng bu t Iam qu i te a th i nker and I got toth i nki ng abou t i t a nd I don ’ t bel i eve my dad u sed to ge t 100 i na rithm e tick on ly you c an ' t te l l becau s e every t im e I go to h im w i than exampl e h e says to a sk moth e rbecau s e h i s h ead“ ache s . And motherdon ' t s eem to be no s ta r e i th e r bu tyou can ’ t t e l l abou t her e i th er becau s e sh e a lways s ays th a t sh e cou lddo it by a lgebra ea sy enough bu ttha t a lgebra a i n ’ t a rithm e tick andthat she can ’ t s ee w hy a s impl e l i t t l eprob lem l i ke tha t ought to botherme anyway. But th ey don ’ t foo lme th e t ime .Ju ly 2 8—My dad says tha t h eha s a fe l l a wo rk ing for h im whohas a chron i c ca s e o f mea s l e s w i thth e acc en t on the me . Th i s f e l l as tays up la te n igh t s so h e can havemor e t ime toge th e r . My dad sa i dtha t s e l f confidence i s a good th i ngbu t tha t conce i t and se l f confidenc eare two en t i re ly d iffer en t an ima l s .He says for th e s e l f confiden t man16

; fl l l l | Il l l l l l l l l l l l l l l l l l l l l Il l l l l l l l l l Il IIl l Il l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l i l l l l l l l l l l ’

You r Sile n t

He lpe r

‘Koda ltery

B e sure tofi l l ou t the

Subscription

B la nk

after every camera sa le

. l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l Il l l l l l l l l l Il l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l lrr

SALE SMANthat ther e a i n ’ t n o such word a scan ’ t i n th e d i c t ionary bu t tha t forth e conce i t ed man th er e a i n ’ t n ow ord s ther e a t a l l exc ept th e pe rsona l pronoun . He sa i d th a t a conce ited man n eve r s tops to read th ed i rec t i on s and so h e ’ s a lways rubb ing peopl e th e wrong w ay. And

h e says th at abou t th e on ly t ime youcan ge t t eam work w i th a man l i keth at around i s when a l l th e re s t o fth e peopl e ge t togeth er and cu s s th econce i ted fe l l a ou t .At su ch t imes , h e sa i d , th e har

mon iou s w orki ngs i s a b eau t i fu lth i ng to s e e . He sa id tha t a conce ited s a l e sman a i n ’ t so good a s h eough t to be becau se he ’ s too bu syth i nki ng abou t h ims e l f and th e r e s to f th e sa l e smen a i n ’ t so good a sth ey ought to be becau se they aretaki ng up so much t ime r em ind ingeach other tha t on e o f the s e daysth ey' r e goi ng to te l l tha t sw e l l h eadj u s t wha t th ey th i nk o f h im .

My dad sa i d tha t conce i t i s th egi f t o f fool i ng nobody bu t you rs e l f .

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PUBLISHED BY CANADIAN KODAK CO .

TORONTO , CANADA LIMITED

II III II II Hllll

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Food for Tbought

Ther e ar e two c l a s s e s o f employee s : thos ew ho keep one eye on th e c l ock and both ear spr i cked up to h ear the fir s t toot o f th e c l os ingt ime wh i s t l e ; th os e in th e othe r c l a s s ke ep th e i reye s on th e Bos s ’ j ob , figur i ng some day to makei t th e i r j ob .

And th e Bos s ha s s ome j ob— don ’ t you eve rforge t tha t . And anoth er th i ng : th e Bos s know sj u s t to wh ich o f the above two c l a s s e s each o f h i semployee s be longs— and don ’ t you forge t tha t ,e i th er . He somet imes fee l s tha t h e ha s to pu tup w i th some o f thos e i n th e fi rs t c l a s s

,bu t i t

i s n eve r permanen t , tha t f ee l i ng i s n ’ t . And whenh e note s h e re and th er e a chap tha t i s s tudyi ngfor th e b igger j ob— th e fe l l ow s tha t are earnes t lytrying to h e lp h im so lve h i s prob l ems , and to h e l pl igh ten h i s bu rden s ; and to be ready to s tep i n toh i s shoes

,fu l ly. prepar ed

,shou ld occa s ion ar i s e

,

i t gi ve s h im r enewed s tr ength and courage .D id you ever s top to th i nk tha t th e Bos s h a sto ca rry al l you r bu s i n e s s burden s a s w e l l a s h i sown

,and that he mu s t make good to make you r

j ob pos s i b l e ?Give a though t to th e Bos s ; i t w i l l pay d iv i

( l ends .

An a id

to the man

behind the counterVo l . 3 O CTO BER , 1917 No . 9

Between Us

K . Sa l e sman ! ar e count i ngon you r per sona l a s s i s tance i n maki ng a new record for the two—monthper i od—“ November and December .Each year s e e s a s i z eab l e i nc rea s ei n the number o f amateur photographers , due to the comb i na t i on o f Ko

dak advert i s i ng w i th your pe rsona leffort i n th e face - to - face mee t ingsac ros s th e coun ter

,and w e a im to

make th e two l a st mon th s o f 1917bet ter i n camera s a l e s than a ny oth ercor re spondi ng pe ri od .

M aybe you ar e l oca ted i n a smal lc i ty or i n a ru ra l commun i ty andfigure that you r pe rsona l effor ts w i l lnot ava i l much i n the aggregat e .Such figur i ng i s a l togeth er o ff

,be

cau s e we n eed ha rd ly t e l l you th atth e suc ce s s o f th e Kodak Companyi s l a rge ly t o be a ttr i bu ted to the d i stribu tion o f i t s produc t s i n s tor e “j u s t l i ke th e one i n wh i ch you work .Big s tore or l i t t l e s to re . ea ch l playsa part i n th e Kodak sch eme o fth i ngs .

a re th e pos s ib i l i t i e s o f a tta i n i ng th e mark we w i sh t o r each ?Here ' s th e gene ra l an swer : L’ uenip loyni ent is a th ing u nknown i n th eb igger pl ace s and th e sma l l e r town sand vi l l ages have unh eard o f prospec ts becau se o f th e tr emendou s lyvalu abl e c rops w i th wh i ch th e Do

min ion has been bl e s s ed . Thew i l l ge t treo hundred m il l ion dol l a rsmore for i t s 19 17 gra i n c rop thani t d id for 19 16. In O ntar i o andEa s te rn Canada gene ra l ly. th e fa rmer s have l e s s to compl a in o f than

'

I!I

eyer be for e . So much for th e possibil itie s .

The rea son w hy you shou ld u seeyery effor t to make Noyember andDec ember n ex t break a l l r ecord s forcamera sa l e s i n you r s tore i s th et ime - honor ed bu t eyerla stingly t ru ebecau s e . " Eyerycamera sa l e mean sth e c reat i on o f a hea l th i ly increa ‘

i ng demand for fi lm s and papersand genera l photograph i c suppl i e s .A camera so ld mean s a decen t immedi ate profi t . th en profi t s in s e r i e sThe Boss . natu ra l ly. l i ke s you to s e l lth e good s th a t w i l l pu l l th e l arges tt ra i n o f profi t s .I t ' s h ard lyproper for u s to i ndu lgei n compa ri son s

,bu t you j u s t th i nk

i t oye r and s ee i f th ere 5 any l i n e i nth e s tor e tha t ' s more deserying o fpu sh i ng on th i s s core .Th i s i s th e opportun e t ime to pr epare for th e grand driye you a rego ing to execu te i n th e s eyen weeksimmed i at e ly prec ed i ng Ch r i s tma s— i t ' s not a b i t too s oon for youto be layi ng th e pl an s yo u wi l l th enbe work i ng .

For theDoctors a nd Dent ists

Seed X—Ra y Pla te s a ffo rd an oppo rtun ity for con s i d erabl e bu s i n e “Th ey a re u nexc e l l ed for speed .

gradat i on and un i formi ty . w h i l e th eemu l s i on rema in s firm eyen undermo s t t ryi ng condi t i on s o f u s e .Ea stman Denta l X - Ra y F i lms a rethe l eade rs i n th i s fi e ld .

It is wel l worth your wh i l e tofind ou t who ar e th e u s e rs o f th es e.good s and to ge t th e i r bu s i n e s s .

A Picture w ith a PurposeBack o f every p i c tu re th er e ’ s apu rpos e

,bu t i t qu i t e o ft en happen s

tha t what appear s a t fir s t s igh t tobe th e mai n purpos e i s i n r ea l i ty o fsubord inat e impor tanc e .The purpos e o f th e p i c tu re abovei s at fir s t s igh t to show you th e interior o f th e Kodak Booth a t th erec en t ly h e ld T oronto Fa ir . bu t i nr ea l i ty we ar e prompted to showtha t p i c tu r e becau se th e d i sp l ay o fen l argements confirmed u s— if w eneeded any confirm a tion— ih th e bel i e f tha t the gr ea te s t u nsa t i sfiedwan t among amateu r photographer si s for l arge p i c tur e s f rom thei rsma l l n egat i ve s .Had you been ab le to l i s t en forha l f an hou r to the comment s o fv i s i tor s a t th e Booth

, you ’d havegon e home fir ed w i th th e de term inat i on to prov id e for you r cu s tomer s4

th e l arge p i c tu re s th ey s o much des i re f rom th e i r sma l l fi lms .And be not u nmind fu l o f th eh igh ly impor tan t fac t tha t youreffor t s to sa t i s fy you r cu s tomer s ’de s i r e s i n th i s d i r ect i on w i l l b eamply r ew ard ed by a hos t o f h ighly profi tab l e sa l e s . I n mos t ca s e s ,l i t t l e effor t i s n eeded s ave a tac t fu lr em i nde r to each cu s tomer f romt ime to t ime . The be s t o f u s forge tonce i n a wh i l e

,bu t you shou ldcu l t iva t e th e hab i t o f br i ng ing eu

la rgem en ts to th e fore a t every poss i b l e oppor tun i ty i n you r com ersa

t i on s w i th cu s tomer s .Some o f you r cu s tomer s w i l l w i shto do th e i r own work

,and you canmeet th e i r w i she s fu l ly by a demon

stra t ion o f th e s impl i c i ty and effectivene ss o f the B rown i e En l argingCamera s . I f you are no t qu i t e a sfami l i a r w i th th es e En la rge r s a s you

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upon a t ime a fi sh taugh tme a , good l e s son i n Sa l e sman

sh i p . You s ee i t w as th i s w ay: Iwas w ork i ng for a man who was amos t en thu s i a s t i c trou t fi sherman ,and he had be en a f ter one par t i cu l aro l d sockdo lager ” o f a trou t i n an earby mounta i n s t ream for s eve ra ls ea son s

,w i th no re su l t s oth er th an

an occa s iona l scorn fu l fl i ck o f theta i l f rom fri end trou t .My bos s had tenac i ty,

t ime andmoney, and he d id want tha t trou t ,s o h e s e t about h i s captu r e i n athorough ly bu s i n e s s l i ke manner .He had tr i ed and tr i ed aga i n everyth i ng he had in h i s tack l e box ; hehad t ri ed to s e l l th a t t rou t th e be s tth e marke t afforded

,bu t M r . T rou t

was s e emi ngly s at i a ted , though h ec er ta i n ly d id e at and mu s t have apre fer enc e for some part i cu l arprovende r .So th e bos s kep t on tryi ng , andon e day l a t e i n th e a fternoon heh ea rd a migh ty sp l a sh , and saw M r .

T rou t j u s t m i s s a p ecu l i a r l ook ingi n s ec t ; he cou ld not captu r e the bugnor find anoth e r one l i ke i t

,bu t h e

had had a fai r ly good l ook at i t , s oh e s e t h i s w i t s to work . He pondered over th e matt e r tha t even i ng

,and the n ex t morn i ng ca l l ed me i n toh i s offi c e and asked me to find andpu rchase for h im a cer ta i n type o fgame cock .I' wa s u s ed to u nu sua l r equ es tsand so s e t ou t to find th e roos ter .I fou nd h im a fter a con s i de rabl e6

s earch and brough t h im to th e bos s .He took th e roos ter under h i s a rm

,pu l l ed ou t a few fea ther s from hi sbrea s t and w ings

,and then sa id I

cou ld have th e b i rd .

No t i c i ng th e p ecu l i ar expre s s i onon my face h e to ld me o f th e t rou tand how h e p lanned to t i e a pa rt icul a r fly tha t wou ld land h im— nowth i s i s a s tr i c t ly tru e and mora l ta l e— he made th e fly and .he caughtth a t tr ou t .Now h ere IS wher e my l e s soncame in : an exceed ingly good cu stomer o f th e hou s e w as bu i l d ing anew home and I wa s mos t anx iou sto l and th e orde r for th e fu rn i shi ngs . I h ad had s evera l con fer ence sand had shown th e l ady and he rhu sband through our s tocks s eve ra lt ime s w i thou t arou s i ng much en

thu sia sm on th e i r par t .I had u sed eve ryth i ng i n mytack l e box and hadn ’ t l and ed

,bu t

th e bos s and h i s t rou t s e t me th inking— if th e bos s had made h i s ca tchw i th someth i ng d iffer en t i t s eemedlogi ca l tha t I cou ld su cce ed i n th es ame w ay. I worded s evera l l ongand expen s ive t e l egrams to fr i endso f m i ne i n deco rat i ng shops i n New

York and Ch i c ago,and shor t ly re

ce ived a bund l e o f ske tch e s,co lo r

s ch emes and sampl e s o f new wal land upho l s t e ry fabr i c s— r ea l delu xe s tu ff.

I prompt ly got i n touch w i th myprospect s and th i s t ime got a s t rongn i bb l e a s th ey were natu ra l ly much

impr es sed w i th the unu sua l i n ter e s tw e d i sp l ayed , and I fina l ly l andedth e ord e r .The re was a buyer for a b ig conc er n wh i ch u s ed a l o t o f photograph i c mater i a l s

,and w e wan ted

tha t hou s e for a cu s tome r bad ly.

Some w ay or anoth e r w e n evercou ld make an impr e s s ion on M r .Buye r

,and anoth er hou se tha t cou ld

not begin to gi ve th e se rv i c e ou rhou s e cou ld wa s ge tt ing th e bu s in e s s .I had ca l l ed on h im doz en s o ft imes and had a lway s found h imch i l ly and non - comm i t t a l .O ne day wh i l e i n h i s off i ce Ir each ed in my pocke t for a handkerch i e f

,and upon r emov ing i t , ou tpopped a go l f ba l l wh i ch ro l l ed c l a t

te r i ng ove r th e floor .At th e sound h e pr icked up h i sear s l ike a hors e who had heard o foat s bu t had n ever s een a ny, and asI r ecover ed the ba l l h e took i t ou to f my hand , and soon we wer ed eep ly immer s ed i n gol f l o r e . At

l a s t h ere wa s a po in t o f con tac tby acc i den t— I made an engagemen tto pl ay over on e o f th e l oca l cou r s e sw i th h im and w e soon became ve rygood fri ends .I made i t a po i n t not to ta l k bu s in e s s w i th h im . bu t w as not su rpr i sed some month s l a te r to find agood fa t orde r from h im i n a morni ng ' s mai l .Th er e i s a grea t s im i la r i ty i n th eca tch i ng o f t rou t and cu s tomer s .

Th ere ar e t ime s w h en th e trou t a rehungry and when th ey w i l l r i s e toa lmos t any l u re : agai n th ey w i l l bemos t fa s t i d i ou s and pos s ib ly scorne yerything you m ay offer .I t IS j u s t so w i th human be i ngsand you can l ea rn many a good l esson in th e a r t o f s e l l i ng w i th at rou t rod and tackl e .Every s tor e wan t s more bu s i n e s s .

a nd eve ry s tor e know s o f cu s tomer s

SALE SMANit shou ld have who go e l s ewhere topu rcha s e .T hey can be made to come to

your s tore i f you s tudy th e i r ind ivi dua l n eed s and pecu l iar i t i e s andth en go a fter th em sc i en t ifica l ly.

Da te Them Al l

A numbe r o f year s ago , wh i l e res i d i ng i n anoth e r c i ty,I made a

number o f photograph s fo r a ra i lroad company in conn ec t i on w i thc e rta i n r igh t o f w ay proceed ings ,r ec e i ved my pay fo r th e work andprompt ly proceeded to forge t abou tth e mat t er . No t l ong ago I wa sback in th i s s ame c i ty and ran in toth e l awye r for th e r a i l road . He

s a i d h e wa s mighty gl ad to s e e meand a sked me i f I r emember ed taki ng th e r igh t o f w ay photograph s .I rep l i ed th a t I d id . I t s e ems tha ti n subs equ en t proceed i ngs the s ephotograph s w ou ld pl ay qu i t e animportan t par t i f I cou ld rememberth e dat e upon wh i ch th e n ega t ive swer e made

,and make an aff idav i t

acco rd ingly. \Vel l,I cou ldn ’ t even

r eca l l th e year , a s i t wa s one o fmany s imi l ar j obs . and so th e company was depr ived o f a va l uab l epo i n t for th e wan t o f th e exac t da te .You n eve r can t e l l when th e da teupon w h i ch some se em ingly un impor tan t n egat ive w as made . w i l lprove o f importanc e . \Vith th e Au

tographic f eatu re th e r ecord i ng o fth e dat e i s su ch a s impl e mat ter . andas i de from th e sa t i s fac t i on o f knowi ng w hen your n egat ive s w e re made ,i t m ay a t any t ime be o f r ea l s e rvi c e .Ge t th e hab i t o f dat ing every negat ive you make .

The Meridia n Ca lenda rThe Bos s ' bu s i n e s s take s grea ters t r i de s forward when you t eam upw i th each o f h i s o th er employe e sth an when you r e s t conten t w i thpu sh i ng your spec i a l end a l one .M er i d i an Ca l enda rs offer a goodopportun i ty for br i ngi ng i n to playth e d e s i rab l e team—work . i n asmucha s good sa l e s ove r th e counter w i l lprov ide equa l ly a s good bu s in e s s forth e F i n i sh ing Dept

,apar t f rom th e

i ncr ea s ed demand that w i l l en sue8

for paper s and pr i nt ing suppl i e s genera l ly from thos e amateu r s who doth e i r ow n work .Remind th e B os s to give you anear ly s ta r t i n th i s Ca lendar bu s i n e s sand pu sh them cons i s te nt ly.

J

For enl a rgements th er e a re nobe tter mount s than th e 1115111) andthe Drimoun f. Your cu s tomer sapprec i a te qua l i ty and you have bu tto show th e goods .

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KODAK'Here ar e a few more th i ngs to

remember,Sam : Proper ty i n su r edi n our s tor e i s n ot i n su r ed i f i t i s

moved to anoth er . I f i t i s i n s u reda s l oca ted on th e ground floor

,and

it i s i n a lo ft , or upper s tory o f abu i ld i ng,i t i s no t i n su red . You can

not even move i t n ext door w i thou tvo id i ng the i n su rance

,un l e s s youget th e con s en t o f th e i s su i ng in sur

ance compan i e s .“

The u sua l fi re i n su rance pol i cy i sw r i tt en for a term begi nn i ng on acer ta i n day a t noon , and exp i r i ng atnoon o f th e day at th e end o f th eper i od .

“

Now,Sammy,

i f I have a fir es ta rt i ng five m inu te s a f ter noon o fth e day when my po l i cy exp i re s , Iam not protec t ed no matt er howgood my i n t en t ion s vyer e to r en ewmy i n su r ance , or i f I h ad l e f t i t upto the agen t and he had negl ec ted i t .Wh i l e mos t i n suran ce agen c i e sar e very part i cu l a r i n keep i ng tracko f the exp i ra t i on o f po l i c i e s and i ns e e i ng to i t tha t th ey ar e r enewed , Itake n o chance s . I keep a record o fa l l my po l i c i e s , and p l ace a card i nth e da i ly t i ck l e r on my de sk , wh i chcome s to the fron t one w eek be foreth e expi ra t i on o f each pol i cy.

,M any i n su ranc e pol i c i e s , Sam .have a number o f c l au s e s pr i n ted i nve ry sma l l type , and th es e a re th ec l au se s you want to r ead w i th extr acar e .

“ I do not mean to i n fer,Sam

,tha t

anyr epu tab l e i n su r i ng companywi l ltake u n fa i r advan tage,bu t they a l lw i l l protec t th ems e lve s to th e l im i t .

I f you do not r ead your po l i cycar e fu l ly, and have fu l ly exp la in edto you a ny c l au s e s you do not u ndersta nd . you have no on e to b lamebu t your s e l f i f you suffer l os s andfind you r i n su rance doe s not protec tvou .

“

A f r i end o f m in e took ou t somei n su ranc e on h i s au tomob i l e a wh i l e

SALE SMANago , cover i ng fir e

,th e f t and acc i

dent s . He backed i n to a tree r a th erv io l en t ly, and when he put i n adamage c l a im w i th h i s i n su rancecompany, he was much su rpr i s ed tofi nd tha t his pol i cy di d not cove rsu ch damage .

“ I n su rance i s natura l ly a somewhat comp l ex propos i t i on

,a s i t cove rs su ch a w ide fi e ld

,and manypo l

icies cove r i ng a number o f d iffer entfeatu r e s a re w r i t t en .“ I have a lways fou nd i t adv i sab l ewhen contemp la t i ng new i n su ranc eor the renewa l o f expira tio

-

n s,t o

ta l k the matter over mos t thoroughlyw i th my agent , so a s to be sur e o fs ecu r i ng th e gr ea te s t p rotec t i on a tthe m i n imum cos t

,and I have a l

ways found the agents mos t w i l l i ngto rend er me such s e rv ic e.

’

Kodakery for November

The fi rs t ar t i c l e,

“

The \Yonde rYear

,

” dea ls w i th th e wonder fu lphotograph i c pos s i b i l i t i e s o f th epr e s en t t im e . and i s sp l end i d ly i l l u stra ted .

The amateu r i s ever fa sc ina tedby r efl ect i on .

p i c tu re s,and “

Reflec

t i on s i n Wate r ’ i n form h im conc ise ly how bes t to s ecu r e r e su l t s .

“

A F l a sh l igh t S tory” t e l l s howand w hy; th e i l l u s t ra t i on s and d i agrams show c l ea rly th e w ay.

“Wat e r M arks on Negat ive ste l l s how to avo i d and remove the s ede tr iments to good negat i ve s .Dr . M e e s ha s a sp l end id lywri t te nand i l l u s tra ted ar t i c l e on “ Halat i on

,an en t i r e ly new pres en ta t i ono f th i s importan t sub j ec t .

“

Dryi ng Negat i ve s” in forms u sthe ea s i e s t and be s t methods .The i l l u s tr at i on s i n gen era l : upto Kodakery s tandards— an un

u su a l ly good number a l l through .

E M OVING the back from aKodak equ ipped w i th an R . R .

Len s and pl ac i ng a sh ee t o f groundgl a s s acro s s th e fi lm open i ng , youwi l l obs e rve upon focu s ing th e camera tha t th e image or V i ew cover sth e fu l l s i z e o f th e fi lm .

Le t u s suppos e tha t th e camera i son e u s i ng a x fi lm . Now

i f you shou ld take th i s s ame l en sand fi t i t to a l a rger camera , sayan 11 x 14 , you w i l l find upon focu sing sha rp ly th a t you wou ld h ave ac i rcu l ar image abou t s even o r e igh ti nche s i n d iameter ; beyond th i s c i rc l e th e image wou ld no t extend andth ere wou ld be n o l igh t ou ts i d e i t sl im i ts .Th i s c i r cu l ar image i nd i ca te s th e

cowering pow er o f th e l en s . I t w i l lcove r fu l ly th e x 4% p la te bu tnot an 11 x 14 .

I f you exami ne th i s image on[ th efocu s i ng sc reen you not e th a t th edefin i t i on i s much be tt e r i n th e c en

ter th an at th e edge s ; a l so , th a t th eimage i s br igh ter i n th e c en te r th ana t th e edge s . The defin i t i on fa l l soff tow a rds th e edge s o f th e image

,becau s e th e l en s i s n ot corr ec ted fora s t igmat i sm and curvatur e o f fi e l d .I f you s top th e l en s down to f. 16

or f. 22 ,a rea sonab l e amou nt o f

sh arpne s s w i l l be produced up toth e edge s o f th e image ; bu t no matter h ow much you m ay s top downyou can not inc rea s e th e s i z e o f th ed i sc

,or i n oth er w ords

,th e c i rc l e o f

i l l um i nat i on .

11

You w i l l a l s o find tha t w hens topped down th e br igh tne s s o f th eimage i s more grea t ly equa l i z ed betw een th e cen te r and the edge s .Now to find ou t w hy th i s i s s o , openth e l en s to i t s fu l l aper tu re

,and re

mov i ng th e ground gl as s,p l ac e you r

eye ( on e eye on ly, c l os i ng th eother ) oppos i t e th e l en s . You w i l ln o te th a t fr om th i s po s i t i on th e fu l lap er tu r e appears a s a c i rc l e . Now

move th e eve s l ow ly towards on ecorner,

o f th e camera back and youw i l l s e e th e c i r cu l ar sh ape gradu al lytu rn to an e l l i p s e,whi ch s oon

,ow s

i ng to th e ends o f th e l en s ba rr e l interfering,

become narrow e r andmore e longa ted

,unt i l be for e th e eyer each es th e corn er o f th e camera

back no d i r ec t l igh t can be s e en .

The qu an t i ty o f l igh t r ece ived byany por t ion o f th e fi lm i s o f cou r s ep roport i ona l to th e s i z e o f aper tur ea s s een from tha t pos i t i on .When th e eye can s e e no d i r ec tl igh t you have r each ed tha t pa rt o fth e fi lm on to wh i ch th e l en s pro j ec t sno image .Now rep ea t th e ope ra t i on w i thth e l en s s topped down to f. 22 . andi t w i l l be found tha t th e eye can bemoved a con s id erab l e d i s tance fromth e c en tr e towards th e corne r before a ny pa rt o f th e sma l l c i rc l e o fl i gh t s e en th rough th e f. 22 apertu re i s obs t ruc t ed by th e l en s moun t .R i gh t h er e i s afforded the oppor~

tu n ity to give a l i t t l e expl ana t i ona s to w ide angl e l en s e s .

DAK SALE SMANF rom th e foregoi ng exper imen ti t i s qu i t e c l ear tha t i f a l en s i s t oh ave grea t cover i ng power i t s bar re lo r mount ing mu s t be shor t . I noth er words

,th e two gl a s s e s

,th e

front a nd back comb i na t i on s , mus tb e mounted c los e togeth er .If you w i l l compar e an ord inary

R . R . Len s w i th a w i de angl e R . R .

Len s you w i l l s e e tha t th i s i s whatthe maker doe s .The c l os e moun t

,how eve r

,t ends

to i nc rea s e curva tu re o f th e fi e ld,s o

i n order to pr even t th e photograph er f rom u s i ng th e l en s a t too l argean aper tu r e and then b l am i ng i t forpoor margina l defin i t i on , S top f. 16

is u su a l ly th e l arge s t one prov ided .

Prac t i ca l ly a l l o f th e modern a na s t igmats have th e i r comb i na t i on smounted c l os e toge the r i n a shortb arr e l

,and con s equ en t ly have gr eatcover i ng pow e r ; bu t a s w i th them

both a s t igmat i sm and curvatu re o ffie ld are pract i ca l ly e l im i na ted , th el arger aper tu re s a re avai l ab l e evento f. 6.

A que s t i on so o f ten a sked : whats i z e p l a te w i l l th e l en s cove r ? Letu s go back to th e l en s from th e 3%x camera

,and aga i n mea su r e

i t s c i rc l e o f i l lum inat ion on th e 11 x14 ground gla s s . find th i s c i r c l et o be abou t e igh t i nch es i n d i ameter ,so w e draw a c i rc l e o f th i s s i z e ona sh e et o f paper .The l en s w i l l th en cover any p la te

w h i ch can be l a i d i n s i d e th i s c i rc l e .A a x plat e w i l l ex tend beyondi t a t each corner

,s o th e l en s w i l l not

c over a p l a te o f tha t s i z e .A 4 x 5 p la t e w i l l go i n s i d e thec i r c l e so you s ee th e l en s w i l l c ove ra ny s i z e pl at e up to and i nc lud i ngNow to make another po i n t c l ea r

,ra i s e th e fron t o f th e 11 x 14 camera and you w i l l note tha t th e c i rc l eo f i l l umi n a t i on i s ' ra i s ed a t th e samet ime .1 2

So you s ee tha t th er e mu s t be ancarcass o f cover i ng power i n orderto ad j u s t th e image on th e p la tewhen nec es sa ry to cu t ou t for eground or an exce s s o f sky l i n e .W

’ i thou t th i s r e s erve o f cove r i ngpow er when u s i ng th e r i s i ng fron tdark corn e r s wou ld appear i n th esky o f th e p i c tu r e .\Vi th th e ol der type s o f l en s e s th efoca l l ength had much to do w i th rel a t io n to cover ing power

,and i t i s

w i th th i s type o f l en s tha t th e foca ll eng th mus t not be l e s s than th ed i agona l o f th e pl ate .

V .P .K. En la rg in g Cam e ra .

No . 2 Brown ie P . C . En la rg ingC am e ra

No . 2 Brown i e En l a rg ing C am e ra .

No . 3 Brown i e En la rg ing C am e ra .

\TO . 4 Brow n i e En l a rg in g C am e ra .

Error in Kodakeryfor Augu st

O n page 31 o f th e number named .th e pr i c e s for th e Brown i e En la rgi ng Camera s w er e i ncorr ec t ly s ta ted .

Pl ea s e note and adv i s e you r cu s tomer s th a t th e fo l low i ng

,a s given on

page 47 o f th e Kodak Cata logu e .are th e r igh t pr i ce s :

QueryYou a dvis e aga ins t o il ing a shu f

fcr if it s ticks—i cky?

Photograph i c shu tte r s ar e so cons t ru ct ed a s to r equ i re no o i l .I f o i l ed

,a gum w i l l form i n a

shor t wh i l e and make th e shu tt ers t i ck wor s e than

,eve r . Shu tte rs

s t i ck u sua l ly f rom be ing j arr ed ou to f t ru e or e l s e fr om corros i on,and

s hou ld be en tru s ted to exper t s on lyfo r r epai r .

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KODAK SALE SMAN8. Don

’

t B e Ego tis tic . El im i n atethe pronoun I as much as pos s i b l efrom you r vocabu lary. T a lk abou tme , not you rs e l f . Don ’ t t i ck l e you rs e l f , t i ckl e me , I ’m the one you wan t.to w in .9 . Think Su cc ess . Succe s s begin s in th e m ind . Why th i nk fi ftyc en t s

,when i t i s j u s t a s ea sy toth i nk fi f ty dol l ar s ? T e l l su cc e s s

s tor i e s , not i nc i den t s o f fa i l ur e andh ard lu ck . Rad i a te prosp er i ty. Fe e lp rospe rou s . I t ’ s ca tch i ng . Keepyour ch i n up .

I O . B e Huma n . The r ea son youa re h i r ed to s e l l good s i s th a t youar e a human be i ng . O th e rw i s e you remploye r w ou ld have s en t a catalogue . So be a human be i ng l i keabl e , engagi ng , fu l l o f human e l ectricity. For I patron i z e a s a ru l eth e sa l e sman I l i ke .S e l l i ng goods i s th e grea te s t bu s in e s s i n th e world . I t take s a l l th er ei s i n a man . You need to knowpsycho logyh you need tac t , inte l ligence

,s e l f - cont ro l . courage , pers i s t enc e and i n exhau s t i b l e good hu

mor . I t i s no t a j ob for a s econdra ter . You s imply have to makegood or go under .I admi re a good sa l e sman becau s e I n eve r was abl e to s e l l a nyth i ng in my l i f e . But I ’m a goodbuyer—N ero York Globe . ( R e

prin ted by perm iss ion . )

l l l l l l l l l l l l l Il l l l l l l l Il l l l l l l l l l l l l l l l l l Il l Il l l l l l Il l Il l l l l l l l l l l l l l l l l l l l l l IIIIl l l l l l l l l l l l l l l l l l l l lL:

No

w e didn’

t forget it

F i l l ou t t h eKodake ry

’

Subscription B lankal l l l l l l l l l l l l l l l l l l l l l l IIIIIIl l l l l l l IIIIIIIIl l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l lsE

Not His Job“

I’

m n o t suppo sed to do tha t , sa id he ,

Wh e n a n e x tra ta sk h e cha n c ed to

s e e ,

Tha t ’ s n o t my jo b ,a nd it

’

s n o t my

ca re ,

So I’

l l p a s s i t by a nd l e ave i t the re .

An d the bo s s w ho g ave h im h is we ek lypayLo s t m o re tha n h is wa g e s - on h im tha tday.

“

I’

m n o t suppos ed to do tha t,h e s a id ,

T ha t du ty b e long s to Jim o r F red .

So a l i t t l e ta sk tha t w a s in his w ay,

T ha t he cou ld ha v e h and led w i tho u tde lay,l e ft u n fin ish e d

,

— the w ay w a s

pavedFo r a he a vy lo s s tha t he co u ld have

s aved .

An d t im e w en t o n a n d h e k ep t h isp l a c e

Bu t h e n eve r a l te red h is e a sv pa ce .

An d fo lk s rem a rked o n how we l l hekn ew

T h e l in e o f ta sk s h e w a s h i red to do ,

Fo r n eve r on c e w a s h e known to tu rnH is ha n d to th ing s n o t o f h is con ce rn .Bu t the re in h is foo l i sh ru t he s taye dAn d fo r a l l he d id h e w a s fa i rly pa id .

Bu t h e n eve r w a s worth a do l la r m oreT ha n he go t fo r h is to i l when the we ek

w a s o'

e r,For h e kn ew to o we l l whe n h is wo rk

w a s thro u ghAn d he

'

d don e a l l h e w a s h i re d to do .

If yo u w a n t to g row in th is wo rld ,

young m a n,

Yo u m u s t do eve ry day a l l th e wo rkyo u ca n

,

If yo u find a ta sk,tho ugh it ’ s n o t yo u r

b it .

A n d i t sho u ld b e do n e ,tak e ca re o f i t ,

An d yo u’ l l neve r co n qu e r o r ri se if yo u

Do o n ly the th ing s yo u’ re suppo sed

to do .

—By Edg a r A . Gu e s t in D e tro i t F re eP re ss .

KODAK SALE SMANWindow Pointers

How i n th e wor ld i s a chap w hoi s not an expe rt w i ndow dre s se rg o ing to pu t i n good w indow di sp lays ? we l l , th e chance s ar e somewha t aga in s t h im

,bu t h e can be

c ome an exper t by s tudy and praet i c e .To e s tab l i sh a work i ng ba s i s , l e tu s s e t dow n a few fundamen ta l s .

The purpos e o f a w i ndow di sp lay i sto a ttrac t th e favora ble att en t i on o fth e pa s s e rs—by and to i nduce th em toen ter you r s tor e and to purcha sewha t you have for sa l e From th i sw e deduce th a t th e p r imary th i ng tod o i s t o a tt rac t a t ten t i on . Now

,

w hat a t trac t s a tt en t i on ? Sound ,moti on,co lor

,form and odor .

c a n e l im i na te s ound and odor,l eav

i ng u s mot i on . co lor and form .

By mean s o f sma l l motor s , e l ect r i c fan s and other devi c e s,we can

,i n a good many i n s tanc e s , producem ot i on . bu t un l e s s such moti on ha ss ometh ing d i r ec t ly to do w i th th egood s on d i sp l ay,

i t ha s l i t t l e va lu ei n s e l l i ng effec t . S low ly r evo lv i ngs tand s conta i n i ng an a s sor tmen t o fme rchand i s e w i l l pe rhap s arr e s t a tt en t i on qu i cker than a mi sc e l l an eou sd i sp l ay w i thou t movemen t . bu t a sth e revol v i ng s tand pos s e s s e s no e l ement o f nove l ty,

th e i n te r e s t wi l l b ebu t momenta ry, and on ly i n rar e ins tanc e s w i l l it be wor th i t s co s t toi n s ta l l and opera te .can . how ever . i n many ways .produce th e s ens a tion o f mot i on .part i cu l a r ly i n d i sp l ay s wher e waxfigur e s ar e u sed to ca r ry ou t th e

s e l l i ng i d ea . Th i s i s accompl i sh edby po s i ng th e figur e s in a tt i tude ss ugge s t ing mot i on .

Ju s t a word o f warn i ng i n ca s e sw her e wax figu re s a re employedand where i t i s i n tended to ke y Kodakery i n w i th some other recreat i on . The warn i ng i s

.be su r e th at

you a re fami l i a r w i th th e other r ec

rea tion s o a s to avo i d i ncongruou sequ ipmen t o r a t t i re . For i n s tanc e ,i f you are sugge s t i ng th e as soc i a t i ono f th e Kodak w i th go l f

,make su r e

th e a s sortmen t o f c lub s i s th e properone ; i f you r d i spl ay i s to sugge s tb ig game hun t ing

,do not equ ip you rsport sman w i th a shot gun i n s tead

o f a r ifl e,and do not have your tenn i s gi r l w i th French h ee l ed shoe s .

Any depar tur e f rom the correc t w i l lcau s e a sm i l e o f der i s i on from thos ewho know

,and w i l l ab solu t e ly k i l lth e s e l l i ng i dea i n so far a s th ey ar econcern ed .

I n th e maj or i tyo f ca s e s , however ,we mus t con ten t our se lve s w i thcol or and form . Al l co l o r s andshade s o f co l o r a re agreeab l e to thehuman eye provi ded they harmoni z e

,s o i t w i l l b e w e l l to note a f ew

acc eptabl e co l or comb ina t i on s,so

here ar e some good two—co lo r combina tions : B lack and ye l l ow ; b lackand red :b lack and l i gh t b l u e ; bl ackand green ; b l ack and orange ; redand da rk b lu e ; r ed and green ; redand ye l l ow : l i gh t ye l l ow and da rkb lu e ; blu e and orange . The fo ll ow ing thre e—co lor effec t s ar e a l soacc eptab l e : B lack

,r ed and blu e :

black,r ed and ye l l ow : b lack , ye l l owand blu e : b lack . r ed and gr een :

bl ack . green and orange ; bl ack .orange and bl u e .For th e d i spl ay o f photograph i cgood s and equ i pment

,we adv i s e

aga i n s t compl i ca ted d i spl ays , e i th e r.in co l or o r form . and l ean s tronglytowards s impl i c i ty. For spec i a l occas i on s or d i sp l ays . i t i s w e l l , however . to know th e acc eptab l e co l orcombi na t i on s . and i t i s for tha t r eason w e ha ve given you thos e notedabove . Some s t rong con tra s t s w i l lagre eably att rac t th e eye . such a s aKodak placed on a smal l p edes ta lor oth e r e l eva t i on w h i ch ha s beendraped w i th wh i t e or i vory co loredve lve t or othe r r i ch fabr i c . Too

A T im e ly D isp l ay Sugge s tio nmuch co lor or too many co lor s

,part i cu l a r ly i n th e background

,wi l l w eaken your d i sp l ay,becau s e it d i s t rac t s th e

eye from th e ma i n obj ec t o fth e d i sp l ay. Th i s i s par ti eu la rly t ru e i n Kodak w indowd i spl ays , becau se mos t o f th egood s you d i sp l ay are subdu ed i n color and sma l l i n16

s i z e,and we wou ld sugge s t

th e u s e o f bu t on e col or a s abackground . Velve t l end s its e l f par t i cu l ar lywel l to Kodakw indow d i sp l ays , not on ly becau s e i t gi ve s th e touch o f

qu al i ty,bu t a l so becau s e i t i “

t o be had i n many appropria te co lo rs and can be u sedr epeated ly.

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Betw een Us

‘l l l l l l IIl l l l l l l l l l l l l l l l l l l Il l l l l l l l l l l l l l l l l l l l l"

It w a s in a m e n’

s fu rn i sh ing shop

Le t m e se e tha t n e ck sca rf. plea se ,

sa id the cu s t om e r .

Why the pr i ce o f tha t is tw o do l la rs

a nd a ha lf,

”repl i ed the c l e rk in a n a w ed

to n e .

I d idn ’ t a sk yo u th e pr i ce , d id I ? ” gen t lych ided the cu s tom e r .

A n d he pu rcha s ed s ix s ca rfs a t tha t pr i cea n d thre e ten do l la r sh i r t s

,a n d ha d som e

m on ey left ov e r a t tha t .

Mo ra l ' Neve r be a fra id to show the

h ighe r pr i ced go ods .

P . S. If th ere w a s n o t a m a rke t fo r h ighpr i ced goods the Bo ss w o u ldn

’

t ha v e themin s to ck .

Vo l . 3 NOVEMBER , 1917

An a id

behind the counterNo . 10

New List Prices , Effective November 1st , 1917

The Bos s h as probab ly i n formedyou o f th e new pri c e s . bu t w e r epea tth em bel ow for you r conven i e nce .

KODAKSVe s t Pocke t Au togra p h ic Koda kVe st Pocke t Au tOg ra p h ic Kodak , Sp e c ia l ,w ith K.A . f .7 .7 l e n sVe st Pocke t Au togra p h ic Koda k , Sp e cia l ,w it h K.A . f .6.9 l e n s

Do . , w it h B . L . Kodak A n a st igm a t

l en s . f .6.9

No . 1 Au togra p h ic Koda k Jr . ( FixedNo . 1 Au to gra p h ic Koda k Jr . (Focu s ingM ode l , w it h sca l e )No . 1 Au togra p h ic Koda k Jr . , w it h R .R .Len sNo . 1 Au togra p h ic Kodak Jr . , w it h K.A .

f .7 .7 l en s

No . 1A Au togra p h ic Koda k Jr . ( FixedFocu s )No . 1A Au togra p h ic Kodak Jr ( Fo cu sing M ode l , w ith sc a l e )

No . 1A Au to gra p h ic Koda k JrR .R . l ens

No . 1A Au togra p h ic Koda k Jr . ,

K.A . f .7 .7 l e n s

NO . 26 Au togra p h ic Koda k Jr .

No . 20 Au togra p h ic Koda k J r . , w it hR .R . l en s

No . 20 Au to gra p h ic Ko da k JrK.A . f .7 .7 l en s

No . 1A Au togra p h ic Koda kNo . 1A Au togra p h ic Koda k . w it h K.A .

f .7 .7 . l en s

No . 3 Au to gra p h ic Koda kNo . 3 Au togra p h ic Koda k , B . L . Au toShu tter a nd R .R . l en s

No . 3 Au togra ph ic Koda k , B .B . Shu tte ra nd K.A . f .7 .7 . len s

No . 3A Au togra p h ic Koda kNo . 3A Au togra p h ic Koda k w ith Koda kAu to Shu t te r a nd R .R . l en s

No . 3A Au tog ra p h ic Koda k , w ith BB .Shu tt er a nd K.A . f .7 .7 . l en s

No . 3A Au togra p h ic Kodak , w ith Koda kAu to Shu tt e r a nd K.A . f .7 .7 . l e n s

0 0 0 0 0 0 0 0 0 0 0 0 0

o o o o o o o o o o o o o o o o o o o o o o o

0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

w it hw it h

o o o o o o o o o o o o

0 0 0 0 0 0 0 0 0 0 0 0

3

NO . 1 AUTOGRAPHIC KODAK SPECIAL .W ith K.A . f .6. 3 l e n s a nd O p t imo Shu tWith B . L . Kodak A n a st igm a t f .6

l en s . O p tim o Shu tte rW ith B . L . Sp ec ia l A n a s t ig m a t f .6.3

le n s , O p t imo Shu tte rWith B . L . T e s sa r Ser ies I I I) , f .6.

l e ns , Op t im o Shu t te rWit h B . L . T essa r

l e n s . O p t imo Shu t te r Ser ie s 10.

o o o o o o

NO . 1A AUTOGRAPHIC KODAK SPECIAL .W ith Koda k A n a st igm a t f .6.3 l e n s ,

Com p u r Shu tte rW it h B . L . T e ssa r Se r ie s IIb , f .6.3len s , Com pu r Shu tt erW it h Co ok e Koda k A n a st igm a t f .6. 3

l en s , Com pou nd Shu tt erW ith B . L . Koda k A n a st igm a t f .6.3

l en s , Com pou nd Shu tte rNO . 3 AUTOGRAPHIC KODAK SPEC IAL .W it h Koda k A n a st igm a t f .6.3 le n s ,

Com pur Shu tte rW it h B . L . T e ssa r Se ries IIb f 6.3 .

l e n s , Com pu r Shu t te rW ith Cooke Kodak A n a st igm a t f .6.3

l e n s , Com p ou n d Shu t t e rW ith B . L . Koda k A n a st igm a t f .6.3 .

l en s , Compou n d Shu tt e rNO . 3A AUTOGRAPHIC KODAK SPECIAL .W it h Koda k An a st igm a t f .6. 3 .

Op t im o Shu tterW it h B . L . Koda k A n a st igm a t f .6.3

l e n s , Op t im o Shu tte rW it h B . L . T e s sa r Se rie s IIb , f .6. 3

l en s , O p t imo Shu t te r

l e n s

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KODAK SALE SMAN .

PREMOS.Premo Ju n ior No . 1Prem o Ju n io r No .Prem o Ju n ior No . 3

P remoette Jr . No . 1

P rem oe t te Jr . No . 1, P la n a tog ra p h l e n s

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len sFo ld in g Ca rtr idge Prem o No 2AFo l ding Ca rtr idge Premo No . 2A , R .R .

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Making New spaper Advertising Pay

Ju s t s uppos i ng the Bos s shou ldcome to you and say,

“

j im ( or Tom ,or perhaps M ary or Kate , as th eca s e migh t be ) , bu s i n e s s i s so everl a s ti ng good that I have got j u s t ab i t mo re work than I c an hand l e

,so

I w i sh you wou ld look a f ter ou rnew spape r advert i s i ng .”“

Tha t ’ s gr ea t !” you say to yours e l f,and s tra ightway have vi s i onso f more and more cu s tomer s p i l i ng

i n th rough the door s i nfluen ced byyou r advert i s i ng .Now i t m ay be pos s i b l e that yourexper i en c e i n pr epar ing advertisi ng ha s been extr eme ly l im i ted— or

pe rhaps bes t repre sen ted by th eS ignPe rhaps you m ay have had con

siderable exper i ence ; i f s o w e knowyou w i l l w e l come a f ew poi n ter s , sow e ar e go ing to r i sk i t .Fi r s t off

,bear i n m ind tha t everynewspape r o f a ny pre ten t i on ha s anadver t i s i ng manage r wh os e bu s i n e s s

i s j u s t a s much se e ing that h i spa tron s ge t good r esu l ts a s i t i s th es e l l ing o f space i n h i s paper , so donot h es i ta t e to con su l t w i th h imabou t a ny phas e o f th i s work .The fi rs t and l a s t m i s s i on o f as to r e adve rt i s emen t i s to s e ll goods ,or s e l l s tore service

,so your adver

tisem en ts,to be effec t i ve

,shou ld

con ta i n some on e or more good s e l li ng arg ument s .

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PON app lyi ng for a pos i t i on a ssa l e sman th e stor e managera sked me i f I cou ld s e l l goods

,and

natu ra l ly I rep l i ed i n th e affi rmat i ve ; th en h e came back a t me w i th :‘

Ca n you make wha t you s e l l stays o ld ? ’ T h i s qu e ry s tumped me fora momen t,and not ic ing th e pu zz l ed

expr es s i on on my face he fo l lowedw i th : ‘I mean how wou ld you dea lw i th d i s s at i sfi ed cu s tomer s andcranks ? ’

“ I though t a moment and then rep l i ed

,

‘

I’

d sm i l e p l ea san t ly and l i s t ento what they had to say.

’

“

Now ,be l i eve me

,ther e i s a

whol e l ot i n th i s prob l em o f maki ngwhat you s e l l s tay so ld . The sa l e sman who can do tha t no t on ly add sto th e n e t p rofi t s bu t make s fr i end sfo r the s tor e . The man beh ind th ecoun ter encoun te r s a l l sor t s o f cu stom ers and a l l so rt s o f pecu l i a r i t i e s ,and he mu st l ea rn to handl e th em a l lca lmly and succ es s fu l ly be fore h ecan ra te h ims e l f a s AI .

“ I reca l l ‘

on e cu s tomer who kepta record o f the emu l s i on number o fth e l a s t l ot o f pl a t e s h e pu rcha sed

,and the re wa s su re to be an explos i on i f you offe red h im pla t e s w i than emu l s i on number l ow er than h i sl a s t l ot .

“

A l ady cu s tomer was extremelyfu s sy abou t th e cond i t i on o f the conta in e rs and wou ld promptly r e tu rnany package tha t showed the s l igh te s t trac e o f so i l or w ear .

"

Anoth er man a lways i n s i s t ed on6

new b i l l s . and wou ld no t accep t o ldb i l l s i n change .

“When you know th e eccen tr ic it i e s such a s th e s e you a re for earmedand can get a long w i thou t a nyt roub l e bu t eve ry once i n a wh i l es omeon e spr i ngs a n ew one on youor you encounte r a cu s tomer w i th agenu i ne gr i evance wh i ch demand sa l l you pos se s s o f t ac t and d ip lomacy .

“ M ar sh a l l F i e ld i s accr ed i t edw i th be i ng th e or igi na tor o f th es tor e ru l e th a t ‘th e cu s tomer i s a lways r igh t , ’— and you w i l l find thatth i s i n mo s t ca s e s i s a pret ty goodfoundat i on upon whi ch to s ta rt .

“

O f cou r s e in many i n s tanc e s th ecu s tome r i s not i n the r igh t , and perhaps m ay be mad-e to see tha t h e i si n th e w rong,bu t

,be for e at tempt

ing any su ch conve rs i on , try andpu t your s e l f i n th e cu s tomer ’ s p l ace ,and l i s te n cour teou s ly and attentive ly and go i n to the matt er thorough ly— and never l os e your t emper .N ow suppose a ft e r a fu l l h ea ri ng you a re firm ly conv inced thatne i th er th e good s nor th e s tor e a rea t fa u l t .

“

The‘green ’ c l e rk wou ld then ,more or l e s s b lun t ly,

convey suchdec i s i on to the cu s tomer ; not so ,however . th e exper i enced sa l e sman .“He wou ld firs t cons ider i n h i sm i nd how va luab l e i s th e trade o fth i s cu s tome r to th e s tore , and w i l lth e actu a l l o s s occas i oned by re

plac emen t or r e tu rn o f th e good s i n

KODAKques t i on offs e t th e los s o f fu tu repa tronage

,or offse t th e bad adver

tising for th e s tor e sur e to be doneby a d i sgrunt l ed patron ?I n very many ca s e s w h er e thec l a im i s not j u s t ified a ca lm andp l ea san t d i s cu s s i on w i l l sh ow th ecu s tomer th a t h e i s i n th e w rong .and he w i l l r ead i ly adm i t i t andl eave th e s tor e i n a pl ea s an t frameo f mind be cau se you have so thorough l gone i n to the matt e r w i thh im .

“

\Vhere th e goods a re a t fau l t orth e s tor e s erv i c e ha s fa i l ed

,admi t

i t i n s tan t ly and pl ea san t ly ,and im

pre s s th e cu s tomer w i th th e fac t tha tyou and th e s tore back o f you areon ly too glad to r ec t i fy a l l er ror s ."Where you ar e conv inc ed thatth e cu s tomer i s i n th e w rong

,and

th e compla i nt no t j u s t ified,a lw aystake th e mat te r up w i th someone

h igh e r i n au thor i ty th an you r s e l fth i s w i l l a t l ea s t conv i nc e the cu stomer th a t you ar e do i ng everyth i ngi n you r power to effec t a sa tisfa ctory ad j u s tmen t . and s ome time stu rn th e sca l e i n you r favor .

“

And be for e tak i ng i t h igh erneve r by l ook or word l e t th e cu stome r fee l tha t yo ur dec i s i on i s advers e .

“ Smi l e p l ea san t ly and say.

‘I 'dl i ke to have M r . So and So pa s s onth i s

,

’ or some such r emark,and th en

w he n your super ior take s i t u p ret i r e grac e fu l ly.

“

Any c l e rk can l ea rn th e va ri ou ss e l l i ng po in t s o f h i s l i n e bu t i t take ?th e sa lesma n to s e l l the goods andmake th em s ta r so ld .

"

I n S ea son : The Kodak Amateu rPr in te r—Have on e on th e coun teror show cas e and expl a i n i t to yourcu s tomer s .

SALE SMANFirst Aid to the Store

Dol la rs

\f\'

ha t ar e you do i ng to he lp th es tor e dol l ar s ?Back o f you and th e s tor e organ

iz a tion— perh ap s i t w ou l d be mor efi t t i ng to say “ i n front o f you ,

’ andi n th e fir s t l i n e trenche s

,i s th e s tor e

ar ray o f dol l ar s .Du e to ex i s t i ng cond i t i on s theu ni t s o f th i s a rmy a re hav ing as truggl e a l ong th e en t i r e f ron t tokeep even w ith

,and try to overpow er th e en emy known a s “ R i s i ng

Cos t s .Every eff i c i en t a rmy ha s co - ope ra t ing w i th i t s l e ader s

,a Board o f

S tra tegy,and i n your s tor e organ i

z a tion you au tomat ica l ly become amembe r o f th i s boa rd .The Gene ra l i n command— th eBos s ha s the r igh t to expec t fromyou effi c i en t s erv i c e on th i s boa rd .You can incr eas e the eff i c i en cy o feve ry do l l a r i n th i s dol l ar armyfigh t i ng for you ,

on ly by incr ea s ingyou r ow n effi c i ency and r e sou rc efu l n e s s .The Gene ra l ha s many th i ngs tocon tend w i th— in many ca s e s someo f h i s bes t workers have been ca l l edfor du ty w i th th e l arge r army, andhe ha s been forc ed to employ thos enot fam i l i ar w i th th e l i n e and s e l li ng methods .I t i s you r du ty,

ou t o f you r l a rgerexper i en c e . to h e l p edu ca te thos e o fyou r organ i za t i on who n eed suchhe l p .I t i s you r duty to con s e rve andpu t to good u se eve ry m i nu t e o feve ry worki ng hou r .I t i s your du ty to be extra e ff ic i en t and extra cou rteou s and extr aec on om ica l i n th e hand l i ng o f eve rybu s i n e s s prob l em : oth erw i s e you donot des erve a place on th e Board o fSt rategy. nor i n th e s tor e organ i zat i on .

Do you r bi t .

Il lu s tra t ing the Ide a o f Ba la nc ing 3 D isp l ay

The DisplayWindowA crowd stood i n f ron t o f a c lothi ng s tore d i sp l ayw indow ; i n s i d e th ew indow was a man dre s s ed i n eveni ng c loth e s

,w i th h i s face pa in ted to

re s embl e tha t o f a wax figur e , anddo i ng h i s h i s tr i on i c be s t to im i tatean au tomaton .For t en m inu te s h e he ld the a tt en t i on o f the c rowd and then thecu r ta i n o f th e w i ndow was low er ed .How many o f tha t crowd ente redth e s tore to pu rcha se ? No t one .A round another w i ndow was agroup o f men and boys i d ly s tudyi ng a mu l t i - co lored war car toonpa s ted on th e gla s s . I n s i de th i s w i ndow was a d i sp l ay o f d i n i ng roomfurn i tu r e

,and on e i n tended to a t

trac t the hou s ew i fe .Eve ry woman pas s i ng gave th ats tore front a w ide ber th to avo i d th ecrowd o f i d l e r s .8

\\7e and ou r smal l daughter w er eon th e w ay to a movi e mat i n ee ;sudden ly we fe l t a tug a t ou r arm ,and an exc i t ed Oh ,

l ook,Daddy'”

\Ve were ha l ted i n fron t o f th ew indow o f a sma l l spec i a l ty shop .I ns i de th i s w indow was j u s t one b igdo l l da in t i’ly dr es s ed . and w i th anappropr i a te background . The dol lw as ho ld i ng ou t a smal l p l aca rdwh ich r ead : “ Pl ea s e come i n andget acqua i n ted w i th th e r e s t o f myfam i ly.

”

A f ter a few momen ts o f rapt contempla tion on th e part o f th e smal lone . we p roceeded on ou r w aydownth e b lock and ac ros s th e s tr e e t tothe thea tr e .A f t er th e per formance th e youngs te r w i th th e w el l known ingenu it}and cu nn ing o f ' the s ex manoeuvredu s acros s th e st r e et un t i l onc e morewe s tood i n fron t o f the dol l w indow . O h Ye s . we wen t i n and be

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AMMY ,we have had some pr e t

ty s t renuou s argumen t s ove rpr i c e cu tt ing,and I gu es s I h ave

you thorough ly conv i nc ed that th eon ly excu s e for cu tt i ng pr i c e s i swh en you . w i sh to move dead orshop—worn s tock .

“ I chanced upon a magaz i n e theoth er day ca l‘l ed Associa ted Ado ortising, the off i c i a l organ o f th e A s

soc ia ted Adve rt i s i ng C l ub s o f th eWor ld , and - I wan t to read youwhat the adver t i s i ng manager o fone o f the bi g manu fac tu ri ng concern s ha s to sav on th e sub j ec t o fp ri c e cu tt ing :

‘I f a merchan t con s tan t ly ad

vertises cu t pr i ce s , he e i th er l i e s orl o s e s,and i f h e l i e s

,h i s l o s s i s more

gradu al,bu t i t s cumu l at ive forc e i s

i n exorab l e in produc i ng th e re su l t stha t u su a l ly at tend unbu s in e s s—l i kemerch and i z i ng . I n e i th er c as e , h i smi s fort un e i s th e m i s fortun e o f themanu fac tu r e r whos e good s h e s e l l s .

‘

The tendency, a s we a l l know ,i s mor e toward what th e m anu fa c

ture r ha s been att empt ing— t o interest the pub l i c i n th e goods ra therthan the price .

‘We have sa id a good dea l to reta i l er s abou t the advan tage o f buyi ng s tandard goods— goods th e publ i c i s w i l l i ng to acc ept— and o f concen tra ting on s tandard i zed l i n e swh i ch s e l l read i ly, ra th er th an scatter ing the i r effort s .

‘I t i s a fac t s o t ru e tha t i t h a sbecome a commonplac e , th at a permanen t . profit

- pr eservi ng bu s i n e s s10

‘

Never wa s ther e su ch a m i stake

. The big s ucce s s e s , th e enduri ng and profit—mak ing in s t i tu t ion s ,have ever been bu i l t on qua l i ty— no t

pr i c e .‘

By focu s i ng th e cu s tome r ’ s a tten t ion on super i o r va lu e— bygivingh im re l i abl e,t ru th - t e l l i ng i n forma

t i on abou t the goods— by eff i c i en ts tor e methods , br igh t adver t i s ing ,a tt rac t ive w i ndow d i sp l ays , moreva l u abl e and more profitabl e bu s in e s s i s brough t i n to the s tor e th ancu t pr i c e s cou ld ever accompl i sh .

‘

The merchant who ach i evessu cc e s s i s th e on e who buys th egood s wh i ch s e l l read i e s t . becau se

ca n be bu i l t on ly on a qu a l i ty andva lu e ba s i s .‘ M erchants who adopt pr i ce

cu t t i ng as a bu s i n e s s - gett i ng expedien t ar e l arge ly dece i v i ng th emse lves .

‘

Cu t pr i c e s m ay be n ece s sa rywhen a marke t i s dormant,or the

merchand i s e be low par i n va lu e,bu t

th e bet ter th e marke t made by th emanu fac tu rer,th e le s s th e need for

cu t pr i c e s .‘

Even tua l ly,pr ic e—cu tte rs over

s tep themse l ves . C l a ims and s tatement s are made so ex travagan t tha tth e pub l i c c ea s e s to be l i eve th em .

“ ‘Pr i c e - cu tt i ng a s a pe rmanentmeans o f ge tt i ng bu s ine s s can beaccounted for on ly on th e ba s i s tha tth e merch an t know s no oth e r w ayto pu l l tr ade .

‘He as sume s th a t pr i c e a l on e

D K

th ey s e l l fa s t er . A do l l ar , w i th i t sadded profi t,come s back o ftener .

The o ftener the s e do l l ar s r e tu rn , th egreat er th e dea l e r ’ s annua l i n come .“

And a l i tt l e fu r ther a long i n th i ss ame magaz i n e

,Sam

,I find th i s

paragraph by anoth e r w r i ter : ‘

O ne

o f th e r ea l n eed s o f r e ta i l s e l l i ng i sto t each th e man or woman beh i ndthe coun ter tha t th e cu s tomer i sl i ke ly to be a good dea l more in terested i n othe r th i ngs than pr i c e . ’A nd th en th i s : ‘

There i s a wor l do f d iffe renc e be tw e en mak ing sa l e sa nd maki ng cu s tomer s . A s e l l ingpo l i cywh ich i n sp i re s confidence andbr i ngs th e peopl e i n to -

a s tor e becau s e th ey be l i eve in th e merchand i s e th e s tor e hand l e s

,w i l l bu i ld for

th e fu tu r e—wi l l w i n cu s tomer s whow i l l n ot go off to s ome oth er st oreth e moment i t qu ote s wha t s eem tobe lower pr i c e s . ’

All pre t ty sound argumen t , don ’ tyou th ink

,Sammy?

“

Th i s s tor e has been i n ex i s tencequ i t e a few yea rs , Sam , and you w i l lr eca l l tha t when you asked me for aj ob , th a t you s a id you wanted towork i n my s to re becau s e i t h ad ar epu ta t i on for qua l i ty

“ I have n ever fou nd i t n ec e s sa ryto cu t th e pr i c e on s tandard merchandise . except when shop - worn ordamaged . and my t rade ha s shown ah ea l thy i n c reas e year a f te r yea r becau s e th e peopl e know tha t w e hand l e on ly goods o f known qua l i ty ,and tha t th i s s tore i s a sa fe p l ace i nwh ich to t rade .Peop l e ar e begi nn i ng to find ou t

,Sam . th at i f a merchan t sac r i fic e sh i s profi t on some one ‘ l i n e h e mu s tmake i t up on some oth er on e . andthat h e i s qu i t e l i ke ly to more thanmake up th i s l o s s by tak i ng an exce s s profi t on some goods on wh i chth e con sumer can no t know th e fa i rpri c e . ”

11

SALE SMANAvoiding

“ Doubles’

Suppo s i ng w e make up ou r m indtha t a s a fe ty razo r wou ld add to ou rcom fort and happi n es s . and we ente r an empor i um where goods o fsuch i l k ar e to b e found .

Now w ha t w e do not know abou tsa fetv razor s— on e compared w i thanoth er—wou ld make qu i t e a book .A l l w e know i s tha t w e wan t th ebe s t on e th e marke t affo rd s

,so i t i s

up to th e sa l e sman to t e l l u s a l labou t th e r azo rs h e ha s to s e l l andeve ry advantage pos s e s s ed bv th eone h e r ecommends .I t i s j u s t th e same w ay w hen acu s tome r comes i n for h i s fir s t camera :we mu s t exp la i n every adva nt

age,and i n par t i cu l ar th e advan t

ages o f th e Autograph i c Fea tu r e becau s e th e Autograph i c Featu re i sexclus ive w i th Ea s tman camera s .The advantage s o f be i ng ab l e torecord . a s a pa rt o f every n ega t i ve .th e “ when . who and whe re” shou ldbe fu l ly gone i n to .Anoth er advantage i n connec t i onw i th th e Au tograph i c Featu re i sth i s : th e begi nne r somet ime s becomes so ab sorbed in maki ng the e \posu re tha t h e forget s to tu rn th efi lm to th e n ex t number . The verymaki ng o f the au tograph i c r ecordimpre s s e s u pon h i s m ind th e fac ttha t h e mu s t tu rn th e fi lm ah ead soa s to provi de a pl ac e fo r th e n extrecord and th e n ext exposu re

,and

s o from th e s ta rt h e l earn s to au toma tica l ly ( or au tographica l lyi avo idth e bugbea r o f doubl e exposu r e s .Furth ermore

.i f i n doubt a peep i n to

th e au tograph i c s l ot w i l l t e l l h impos itive lv wher e h e s tands . I f h i sau tograph i c record o f th e pr ev i ou sexposu re i s i n s igh t h e know s thath e ha s fai l ed to w ind th e n ext fi lmi n to pos i t i on— and h e w i nd s i t . Thech eck i s abso lu te .

ginnerehino the Counter

BOOK almos t a s l arge as th eS ta ndard D i c t i onary cou ld b ew r i t t en upon th e subj ec t o f l en s e s

,bu t i t w ou ld conta i n a grea t dea l o fi n format i on o f l i t t l e va l u e to th eaverage Kodak sa l e sman .As pract i ca l ly a l l vour s e l l i ng ex

perience w i l l b e confined to l ens e so f from betw een five to e igh t andon e - hal f i nch focu s l en s e s w e w i l lad j u s t our remarks to such l en s e s

,

and make no pre tent i on o f cover ingthe en t i re fie ld .M any oth erw i s e good sa l e smense em to be w eak i n s e l l i ng argumen ts wh en i t comes to s e l l i ng aspec i a l Kodak w i th Anas t igmatequ ipmen t aga in s t th e Kodak w i thR . R . or S ingl e l en s equ ipmen t . I nbu t few i n s tance s w i l l th e cu s tomerbe w i l l i ng to pay the l arge r pri c e onyou r bar e s ta t ement th a t th e Anast i gmat l ens i s supe r io r and w e l lwor th th e d iffer enc e i n ou t l ay.

In a pr evi ou s i s su e w e have expla ined some o f th e po in t s o f superiority o f th e Anas t i gmat , wh ichwe w i l l supp l emen t h ere w i th a fewmore s e l l i ng fact s .O n e th i ng to r emembe r and thati s

,when you ar e compar ing one l en s

w i th another the compa ri son s mus tbe made w i th s top open i ngs o f th esame re l a t i ve s i z e .Le t u s

,f or i n s tance

,take a Rec

til inea r l en s whos e l arge s t work ingaper tu r e i s f. 8

,and compar e i t w i th

an Ana st igm a t l en s w i th a worki ngaper tu re o f f. You te l l th e12

cu s tomer tha t th e Anas t igmat l en si s much fa s te r than th e Rec t i l i n ear

,and he wan ts to know how m uch

fa s te r . So you take you r penci land a sh ee t o f pape r,and you exp l a i n tha t th e “

f” va lu e o f a l en s

de not e s th e re l a t i on o f th e open i ngi n th e l en s to i t s foca l l ength .To make i t ea sy figu ri ng you w i l ls uppos e tha t each l en s i s o f fivei nch focu s . The Rec t i l i n ear ha s aspeed o f f. 8, and th e Ana s t igmat aspeed o f f. Now d i v ide thefoca l l ength ( 5 i nch e s ) i n each cas eby th e “

f” va lu e :

5 d iv i ded by 8 equa l s .625.

5 .793 .

The r e su l t p rove s tha t th e l arges topeni ng i n th e R . R . l en s i so f an i n ch

,and th e Anas t i gmat

o f an i nch .The amo un t o f l igh t admi tted i na given t im e w i th th es e two l en s e swou ld be in d i r ec t propor t i on t o th esquare o f the i r d iameter s

,so youfigu re th e re su l t

,whi ch om i t t i ng th e

frac t i on s w i l l b e :R . R . Lens .625 X .625 equ a l s .390

Ana s . Len s .793 X .793 equa l s .628

thu s show ing that th e speed o f th eAnas t igmat l en s i s 61 grea te r th anth e spe ed o f th e R . R . l e n s .And here a word o f warn ing : donot s tor e up fu tu re troubl e forou r s e l f or you r cu s tomer by al low

ing h im to depar t w i thou t unders tanding th e d iffer enc e be tw een afa s t l en s a nd a fas t shu t ter . Somany ge t th e i dea th a t becau se th ey

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matte r o f exposure i s reduced toth e p rac t i ca l s impl i c i ty o f con tac tpr i n t i ng . W i th a l OO—\Vatt Tungs te n Lamp ( equa l to 75—cand l epower ) , fu l ly t imed en l argement smav be made on Bromid e pape r i none to t en mi nu te s

,accord i ng to th e

den s i ty o f the n egat iv e .Us ing th e fu l l l igh t o f th e '

skyu nobs tru cted by sh adow s , dayl igh tw i l l gi ve fu l ly t imed en largemen t si n per i od s varyi ng from tw entys econds to five or t en m inu te s,accord i ng to the den s i tyo f th e n egat ive and th e s tr ength o f the l igh t .

I t i s to be c on s tan t ly born e i n mi ndthat th e d i rec t rays o f th e su nshou ld n ever be a l l ow ed to sh i n e onthe n egat i ve .

New Mode l of 1A Specia l .

I n eff i c i ency,beau ty o f de s ignand fini sh

,i n speed and accu racy,th i s n ew 1A Specia l i s typ i ca l o f th ebe s t tha t can be made i n h and cam

eras . The bes t mater i a l s a re u s edi n i t s con s t ruc t i on

,and i t i s beau t i

fu l ly fini sh ed thr oughou t.be i ng

‘covered w i th th e fines t qu a l i ty o flong—gra i n ca l f . An importan t andadvantageou s f ea tu re i s tha t thi sn ew Specia l i s equ ipped w i th theKodak Range F i nder . The camerahas r i s i ng fron t

.br i l l i an t

,r ever s i b l e

.co l l ap s i b l e finder,w i th ad j u s tab l e

mask , rack and p i n i on for focu s i ngand the u sua l focu s i ng sca l e . a s w e l la s th e Kodak Range Finder.

No . 1A Au tograph i c Kodak Specia l ,w i th Cooke Kodak An a st igma tL ens f .6.3

,Compou nd

No . 1A Au tograph i c Kodak Specw l ,w i th Kodak Ana st igm a t L en sf .6.3

,Compur Shu tter

No . 1A Au tograph ic Kodak Specia l ,w i th B . L . Kodak Ana st igma tL en s f.6.3

,Compound

No . 1A Au tograph ic Kodak Specia l ,w i th B . L . T ess a r Ser ies I IB

Ana s tigm a t L ens f .6.3,Compu t

Shu tter14

SALE SMAN

as kept bghis son

The Boss’

Favorite Tune

By“ The Ofi iee B oy.

”

Septem ber o—T hey get ou t a l i tt l e pape r down to the s tore every s oo ft en

,a hou se p i ano I th i nk i t i s

tha t my dad ca l l ed i t , and ther e ’ s afe l l ow by th e name o f Fred Wi lk i nsw ho wr i te s potry for i t every oncein a wh i l e and h e showed me a n ewpome he ’ s wr i t ten . Fred alwayss ign s th em “

The O ff i c e Boy andwhen I asked h im w hy he d idn ’ ts i gn h i s r igh t name he sa id tha t s e l fp re s ervat ion was a per fec t ly natura l instinck . The pome goe s l i k eth i s

The bos s a i n ’ t got no mu s i c ear,

Betwe en th e two o f u s I fea r,

He wou ldn ’ t know Beethoven i f h esaw h im i n th e s tor e

,

T o—day a hurdy-

gurdv

Star t ed p l ayi ng M i s t er Verd i .“ He shou ld o f warn ed u s

,

” s a i d thebos s . “ He shou ld o f ho l l e red‘Fore .

The bos s a i n ’ t ow in very muchTo M i s ter George M . Cohan— suchA h i t a s m igh t move mi l l—i- ons ,won ’ t s t r ike th e bos s as fine .

He don ’ t a t t empt to da i lyTh i rd—degree th e uke l e l e

,

VVh-

y,he doesn ’ t even know th et enor to “ Sweet Ade l i n e .

Bu t the re i s on e l i t t l e j ingl e,

That w i l l s e t th e bos s a—t i ngl e,

Where a march or swee t sonatawou ld be pre tty su re to fa i l ,

K D K

I t goe sCra shBangT i nk l eThat ’ s th e tune ; and Rip Van VVinkl eYou can be t a i n ’ t s l e ep i ng her ea'bou t s— it indica tes a sa le .

September ZO— M other got hern ew coat to - day,

th e one tha t was tocos t and I don ’ t be l i eve mydad knew anyth i ng abou t i t . Somedays mymoth er a i n ’ t s o very i n te re sted i n th e s tore and some days sh ei s bu t to - n igh t a t d i nn e r I n eve r se eh e r s o in tere s ted be fore i n my l i fe .She kept a sk i ng my dad que s t i on sand kept l ead i ng h im on and keptte l l i ng h im how i n ter e s t i ng i t a l l wa sand so my dad was talk i ng mos t o fth e t ime . Mydad l ike s to ta l k abou tth e s tor e becau se h e i s very proudo f i t bu t moth er u su a l ly want s tota l k abou t some th i ng e l s e . I l i st en ed to my dad pre t ty car e fu l lybu t a l l tha t I c an remembe r abou t i twa s th a t h e sa i d tha t wh en a sa l e sman w as buyi ng someth i ng in s teado f s e l l i ng it h e ough t to make th emost o f h i s oppor tun i ty. He ough tto s tudy othe r p eopl e s methods ands e e i f h e can ’ t ge t some new idea so f h i s own . “h en he buys a su i t o fc l o th e s or a a l a rm cl ock or a bu she l lo f c ranberr i e s h e ough t to make th emos t o f th e fac t tha t h e i s th e cu stomer and tha t th e off s i d e o f th ecoun te r i s j u s t th e r i gh t p l ace to ge tth e proper s l an t on s e l l i ng ta l k andmethods . My dad w a s fe e l i ng awfu l good by th i s t ime and I w i sh edI cou ld show h im my r epor t ca rdbecau s e i t ' s go ing to be th e wors tso far bu t th ey don ' t come ou t t i l ln ex t w eek and moth er sa i d Frank Igot myn ew coa t to—day. And be for emv dad though t h e s a i d tha t ' s fine .

SALE SMANYour Vocabu la ry

When expres s i ng you rs e l f effective ly and forc ib ly you mus t d i l igen t ly en l arge your vocabu lary. Le tno daygo by tha t you do not add atl ea s t on e word to your work i ng vocabu la ry. Begi n on your ad j ec t ive sand de sc ri p t i ve word s . A s you r eadbooks and newspaper ar t i c l e s have apenc i l and note book handy so th a tvou c an j o t dow n word s tha t youdon ’ t know . Rev i ew the s e pe r i od ic a l ly and pu t them i n to you r conversa tions . I w i sh I cou ld enro l la l l o f you i n th e soc i e tyfor the pr ev ention o f c ru e l ty to ad j ec t ive s .The B ib l e . Shake sp eare ’ s p l aysand th e w r i t i ngs o f Abraham L i nco l n shou ld be peru s ed w i th care byth os e de s i rou s o f i nc reas ing th e i reffi c i en cy i n the art o f expre s s i on .Don ’ t r egard l anguage a s a tech

n ica l th i ng— it i s th e b lood o f th esou l . “l ord s grow and ar e notmade . I n th e Engl i sh l anguagethe re ar e word s . The average i nd iv idu a l u s e s on ly from 600to a day.

I n increas i ng your vocabu l ary donot suffe r u nde r th e de lu s ion tha tb ig w ord s a re th e mos t expres s i ve .Three—fou r th s o f th e words i n L i nco l n ' s Gettys bu rg speech are monosy l l ab l e s .Speak w i th a d i s t i nc tn e s s o f u tte ranc e and a rt i cu l a t i on . I f you w i shto ta l k w e l l vou m u s t l earn tobreath e proper ly.

Peopl e do no t give th e att en t i onto expre s s i on th a t i t d e s e rve s .Everyon e shou ld s o tra i n h i s phys ica l o rgan i sm tha t h e m ay be ab l e toexpre s s h i s though ts and idea s forc ib ly and grac e fu l ly. Thought s mu s tbe expre s sed or th ey d i e . I t i s ac t i ontha t makes a man ’ s s ucce s s . A manmay th i nk many spl end id though ts .bu t un l e s s th ey r e su l t i n act i on theydo th e world no good — Sa l esma nsh ip.

A Picture w ith a PurposeI f you have r ead “ How to M ake Good Pi c tu re s youmus t have s e en th i s p i c tu re . We r eproduce i t to rem ind

you tha t eve ry one o f you r cu s tomer s wou ld l i ke to haves im i lar p i c tur e s o f h i s own,for p i c tu re s o f th e home l i f e

have a deepe r i n ter e s t bec au se th ey are so in tim a te lv

per sona l .O ur be l i e f i s th a t th e so l e reason w hy more o f th e s echarm ing fla sh—l igh t p i c tu re s are no t made i s th a t ama

teurs don ’ t under s tand how s imply su ch work can be done .F l a s h - l igh t work i s so much o f an unexp lored fi e ld tha ti n many ca s e s you ’ l l be i n i t i a t i ng your cu s tomer s i n to anen t i r e ly new l i ne o f work . I t i s w e l l worth th e doi ng .You w i l l have sp l endi d a s s i s tance f rom “ How to M akeGood Pic tu res and from “

By Fla sh l igh t ,” i n both o fw h i ch th e mos t expl i c i t i n format i on i s gi ven

, w i th d i agrams to i nd i ca te th e p l ac ing o f th e fla sh u s ed i n mak ingeach pi c tu re . Th i s i s th e s eason for fl a sh l igh t s .

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rs é ? ca ners

Som e m en shou lder the ir job ;o thers

“

so ldier”it . The first a re

lifters ; the second,lea ners

You’

ve seen a w agon' deep in a

m uddy ru t The leaner

stays up on the load, lashes the

horses,and shou ts and cu rses

while the whee ls on lysink deeperl

Bu t the lifter climbs dow n,com

bines the heave of his shou lder

w ith the pu ll of the team— and

ou t com es the w agon .

When you’

re stuck in a ru t,in

stead o f cra cking the whip a t

circum stances a n d cu rs ing fa te ,whyno t get dow n off the load,

pu t your shou lder to the wheel

and lift ?

Heed "well the eterna l Scene-Shifter,Whose w isdom no fa lse words besmirchThe 'w orld sta nds a sidefor a lifter,But the lea ner it leaves in a lurch!

”

Mack i sm s

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BETWEEN us.

l l l l l l l Il l Il l l l l l Il l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l l

O n ce upon a t im e the re w a s a s to re

ke epe r in so re n e ed o f extra ha nds,a nd

in his ex t rem i ty he a ske d B i l l Sm i th ,w ho

w a s a cco un ted the tow n s im pl'e ton ,if he

w o u l d he lp him ou t .

"

VVha t’

l l ye r’

pay a sked B i l l . “

I’

l l pay

you a l l yo u’

re w o rth ,re sponded the s to re

ke epe r .

B i l l scra tched h is po l l fo r a m om e n t

the n a nn ou n ced de c i s ive ly :“

I’

l l b e du rn ed

if I'

l l w o rk fo r t ha t .

”

Now the re is m o re tha n a good la ugh

beh ind th i s l i t t l e t a l e . A re w e tru ly l iv ingup to the op in i on the Bo ss ha s of u s

, o r

do w e a ckn ow ledge w he n w e ge t a lon e

by o u rse lve s tha t w e a re n o t g iv ing the

b e s t there is in u s ; tha t w e m ight g ive a

l i t t le m o re— a lo t m o re in e ffic i en cy a nd

in s e rv i ce 3

An a id

to the man

behind the counterVo l . 3 DEC EMBER , 1917 No . 11

Pira cy w ith G ood In te n tion s

T he hea d i ng sho u ld n o t m i s l e a d yo u in to th ink ing yo u a re

go ing to rea d a bo u t a Hu n U - Bo a t Ca pta in w ho sa nk h is v ic

t im s be ca u se he m e a n t them w e l l . T he p i ra cy o f w h i ch w e

sha l l t e l l v ou is l ite ra rv i n s t e a d o f n a va l .

T he o the r day a re a de r o f the Kodak Sa le sm a n in t im a t edtha t in ca se the Com pa ny shou ld eve r pu t on a co n t e st tose cu re a su i ta b le m o t t o

,h e w i shed u s n ow to no te h is sugge s

t ion . T he qu e s t ion o f c ha rg e w a sn’

t m en t ion ed a nd ou r

fri e nd w a s good e no ugh to a ffo rd a t ra n s la t ion of the La t inw o rd s—

“

L ike to a t re e w i th grow th o f ye a rs .

” W e,in tu rn .

i n t im a ted tha t su ch he ra ld i c tra pp ing s w e re de s i red n ow a

da v s o n ly by w a r - ba ro n s . Inv e s t iga t ion proved tha t hew a n t ed u s to a s sum e the m o t to o f the fam o u s Ca n a d i a nU n iv e rs i ty tha t ga v e him the r igh t to pla ce t .B . a ft e rhis n am e .

we ca n fo rg ive the p i ra cy be ca u se it w a s w e l l—m e a n t a n dthe m o t to is qu i t e a pt , though w e ha v e grow n .

re l-a t iv e lv . a

gre a t de a l m o re qu i ck ly tha n t re e s . Som e e igh t e en y ea rs a go

C a n a d i a n Koda k Co . , L im i t ed bega n bu s in e s s in prem i se stha t ha d floo r spa ce o f squ a re fe e t . In re cen t i s su e s , vo uha ve se en p i c t u re s o f o u r n ew pla n t a t Koda k H e igh ts , w he rew e ha ve flo o r spa ce o f squa re fe e t a pprox im a t e lyFew t re e s g row a s ra pid lv .

Ho w ( l id w e grow? Byhe lping o u r de a le rs to g ro w . Ho w

( l id w e he lp them to grow? Chiefiy by spa ring n o e ffo rt to

in cre a se the sa le o f cam e ra s,w h i ch ha v e cre a t ed the e x i s t ing

la rg e dem a nd fo r fi lm s, pa pe rs . chem i ca l s . e tc .

Yo u ca n be s t he lp the bo s s’

bu s in e ss to grow by yo u r o w n

un cea s ing e ffo r t s to s e l l cam e ra s . He is go ing to fe a tu recam e ra s fo r Chri s tm a s pre se n t s a nd w i l l a ppre c i a t e y ou r

fa i thfu l a nd u nw a ve r ing co—o pe ra t i on .

KODAKOverhea rd in the Smoker

Wh en I r ead abou t the t roub l e so f th e Ru s s i an s . I cannot h e lpth i nk ing o f th e d i ffi cu l t i e s s omeother p eop l e exper i ence i n mak ingup th e i r m inds . '

I have been s e l l i nggoods fo r more yea rs than I careto ment i on

,and I o f ten wonder what

wou ld happen to a good sa l e smanl ike mys e l f i f every cu s tomer knewj us t w ha t he wanted a nd cou ld makeh i s own dec i s i on . Se l l i ng wou ld bes o s impl e tha t I w ou ld gi ve i t up .

“ My boy for the l a s t coup l e o fyear s spen t h i s Chr i s tmas Hol i dayswork ing at a r e ta i l j ew e l ler ’ s i n th ec i ty,and qu i ckly d i scovered that

Chr i s tma s s hopper s a re the l im i twh en i t comes to fl i t t i ng from oneth i ng to anothe r . The youngs tertake s a l ot o f pl ea su r e ou t o f gett i ngthem to make up th e i r m inds anddec i d e on someth ing i n h i s depar tment .

'

It was a good opportun i ty for m eto dr i ve i t i n to h i s h ead that th ech i e f a im o f a s a l e sman i s to ge th i s cu s tomer s to dec ide i n favor o fh i s l i n e

,no mat te r wh eth er h e i s

s e l l i ng a t r eta i l or a t who l e sa l e ."

The s ame th i ng i s tru e o f s e l l i nga man ' s s e rvi c e s—the boy i s - goi ngthrough to be a doctor . The goodsa l esman conqu er s i nd ec i s i on andgets th e d ec i s i on for h i s goods .You w i l l have cou nt l es s i nqu i r i e sabou t cameras for Chr i s tmas gi f tsand vou can measur e you r ab i l i tya s a sa l e sman by th e number o fthe s e i nqu i r er s you conve rt from indec isi on to d ec i s i on .

Gift Suggestions

Your promi s e o f co—opera t ionw i th th e Bos s to make the 1917Ho l iday S ea son the be s t ever forh i s photograph i c depar tment n ece ssa rily pl edges you to con s i s t en t

SALE SMANpush i ng o f every ar t i c le i n th e depa rtm en t

'

tha t i s a t a l l su i tab l e a sa Ch ri s tmas pre s en t .T o he lp you ,

we give a l i s t— byno means exhau s t i ve— o f ar t i c l e sthat obv i ou s ly l end th emse lve s toth e occas i on .Ca rry Ca s es— protec t i on fo r th ecamera aga in s t du s t and th e fa l l sand bumps i t i s otherw i s e apt tomee t . The s a fe s t p l ac e for the camera when not i n u s e i s i n i t s ca s e .Ta nks — take th e bothe r ou t o fphotography by emanc ipa t ing th eama t eu r f rom dark - room drudge ry.

Koda /e Ama te ur P rinter— th ecounterpar t o f th e T anks . I t make spr i n t i ng dead s impl e and au tomat i ca l ly give s w h i t e bo rder s .

No . 2 Kodak B a r— a complet ephotograph i c equ i pmen t —th e i dea lpre s en t for a j uven i l e .

.fi

Wa sted Sa les Ta lk

A young man i n charge o f an ew ly p lo tted r ea l ty trac t uponwhi ch the on ly bu i ld i ng was th e o ifice o f the company, upon s e e i ng th efir s t per son to en ter th e door

,has t

ily took down th e te l ephone rece i verand commenced :Yes

,s i r

,I th i nk we can agr ee on

those t e rm s . T h i rty l ot s i n on e par~c e l and tw en ty i n another . Yes .s i r . th e pr i c e i s s a ti s fac tory $30.

000 at th e tran s fer and th e r ema inder i n s i xty days . Did vou say Icou ld mee t you i n th e morn ing a tn i n e o ' c l ock and rece ive vour ch eckfor a s the i n i t i a l payment ?Very wel l . s i r .Hangi ng up the rece i ver . th i sbusy person tu rned to the man whohad ente red the off i c e .

' I s th er e anyth i ng I can do foryou . s i r .

not a th i ng . re turned th ev i s i tor . '

I have j u s t come to conn ect up yer t e l ephon e , tha t ' s a l l .

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KODAK SALE SMANager spoke up and sa i d , ‘

O ld man , Ith i nk you ar e burn i ng too much coa lfor the s i z e o f your hou s e , and I amgoi ng to s end one o f ou r men ou t tos ee i f th er e i s anyth i ng wrong w ithyou r hea t i ng sys tem .

’

“

The idea o f a coa l d ea l e r s uggesting that a cu s tomer w as u s i ngtoo much o f h i s produc t s t ru ck ' meas a new one bu t I to ld h im to goto i t .

“

The man inve st iga ted , found ou ttha t s ometh i ng was w rong w i th th eco ld a i r i ntake ; gave my w i f e andth e ma id a f ew po i n ter s on runn inga furnace

,wh i ch re su l ted i n cu tt i ng

down my fu e l b i l l s abou t one - quart e r and g iv ing u s be tt er h eat .“ La te r on i n ta l k i ng i t ove r w i thth e coa l man he s ai d

,

‘I m ay se l l mycu s tomer s a b i t l e s s coa l bu t I ke epthem on my books year a fte r year . ’

“

And he cer ta i n ly has th e r igh ti dea— th er e n ever w i l l be enoughnew cu s tomer s to take the p l ac e o fth e o ld one s— it i s ke ep ing al l o fth em coming ba ck th at bu i ld s bu s in es s .

“ I know on e man i n a b ig photograph i c supp ly hou se who has a t remendon s per s onal fo l l ow i ng . Heha s s ecu red th i s b ig fo l l ow ing nota l on e becau s e o f h i s agre eab l e persona l ity

— not becau s e h e know s th el i n e up and down

,bu t becau se h e

pr i d e s h imse l f on giv i ng the cu s tom er exac t ly what he ough t to have .

“

A cu s tomer comes in and te l l sh im he i s th ink i ng o f purcha s i ng an ew l en s for h i s s tud i o . He ta lksover the s i ze o f th e room w i th thecu s tomer— th e w ay th e skyl igh t i sbu i l t . and many a t ime has h ehopped on a s tr ee t ca r in th e eve n i ngto pay t h e s tud io a pe rsona l Vi s i tj u s t to be sur e h i s cu s tomer w ou ldge t exactly th e r igh t l en s .

And he i s j u s t a s much o f a w i za rd w i th th e amateu r cu s tomer s ; h ehas a mos t sk i l l fu l w ay o f find i ng6

I

Don ’ t fo rget th at th er e are cu s tome rs for th e h igh e s t pr i c ed good s .

ou t j u s t how the amateu r i s pr ogr e s s i ng

,and manyand manya t imeh e can be s e en go ing over a bunch

o f n egat i ve s or pr i n ts,w i th a run

n i ng fir e o f adv ice and coun se l .“When M r . Amateu r makes uph i s m ind that h e need s a be t ter camera or some spec i a l equ ipmen t youdon ’ t h ave to l ook far to s ee who i sgo i ng to s e l l i t to h im .

“ You have got to s e l l more thanj u s t th e goods th e s e days to bu i l dup you r fo l l ow i ng .”

A Lesson on Sa lesman ship

He was th e mos t e l oqu en t ora torI ever l i s t en ed to . He pa in ted th eben igh ted cond i t i on o f th e h ea thenso c l ear ly tha t my deepe s t pas s ionw as arou s ed . I r e so lved to breaka l i f e—l ong hab i t and contr ibut e ado l l a r to teach the gospe l to my ben ighted bre th r en . As th e speakerproc e eded I dec i ded to make i t fivedo l l ar s

,and the n t en . Fin al ly Iknew i t to be my du ty t o g ive toth e cau s e a l l th e ca sh I had w i th me

—tw enty do l l ar s . The p l ead ings o fth e ora to r w rough t upon me s t i l lfu r th e r and I dec i d ed to not on lygive a l l th e ca sh I had w i th me butto borrow twen ty dol l a r s f rom myfr i end who sa t a t my s i de . That wasthe t ime to take up th e col l ec t i on .

How ever,th e speaker proce eded and

I los t i n t er e s t and fina l ly droppedoff i n to a sw ee t s l umbe r and whenth e u sher woke me up by prodd ingme i n th e r ib s w i th th e col l ec t i onpl at e I not on ly r e fu s ed to contr i bu te

,bu t ama shamed to s tate tha t

I s tol e 15 c en t s f rom the pl a te .Ma rk Tt t 'a in .

KODAKTips for the New C lerk“ Yes

,I know I am green—tr e

m endou sly gr een ( for w an t o f ab et ter ad j ec t iv e ) —in th e s e l l i ng o fcamera s and photograph i c supp l i e s ,bu t I do so wan t to make good .‘You s ee I had to s tep into th i sj ob i n a hurry becau se J immy, th eol d s ta ndby,

had to j o in up .”Though ts l ik e th e foregoi ng ar eagi tat i ng a good manym inds j u s t a tpres en t

,so you o ld regu l a rs” p l ea s eexcu s e u s i f w e devo te a f ew word s

to h e l p ou t our fr i ends n ew to th egame .The mos t fr equ en t ca l l s w i l l befor fi lm

,so w e w i l l w an t to l earn

the mos t popu l ar s i z e s and pr i ce s ,and how t o avo id m i s take s .Be for e the war th e No . 2 and 2ABrown i e fi lm s we re th e mos t ca l l edfo r and s ince th e war th e Ves tPocke t Kodak s i z e ha s had a b igi ncr eas e ow ing to the thou sand s o fthos e popu lar l i t tl e Kodaks aecompanyi ng th e boys on the i r w ayNow be for e w e take up s ize s and

pr i ce sF i r s t . a l l Ea s tman F i lm i s nowSpeed Fi lm :Second . Au tograph i c Fi lm can beu sed i n old s tyl e Kodaks andBrown i e s

,and o ld s tyl e fi lm

can be u s ed i n Au tograph i c Kodaksand Au tograph i c B rown i e s

,but to

ge t Au tograph i c re su l t s . Anto

graphic Film mus t be u sed i n Au tograph i c Kodaks and Au tograph i cBrown i e s ,The S ter eo Kodak . th e PanoramKodaks . and th e box form Brown i ecame ra s ar e not equ i pped w i th th eAu tograph i c Featu re .Hanging near th e Fi lm Cab i ne t .o r whereve r th e s tock o f fi lm i s kept

,

you s hou ld find an Ea s tman Fi lmSchedu l e .Th i s Sch edu l e g ive s th e s i z e o fth e fi lm . th e number bv wh ich each

SALE SMANfi lm i s de s ignated

,th e camera or

camera s i n wh i ch i t can be u sed,and

th e pr i c e for 2,6, 8, 10 and 12 - ex

posure r o l l s .\Vhen no pr i c e i s gi ven under a nyone o f th e exposur e co lumns youw i l l know tha t th e fi lm i s not

spoo l ed i n tha t par t i cu l a r number o fexposu res .You w i l l no te th a t a l l Au tograph i c F i lm number s ar e pr in tedi n r ed and pr efixed by th e l e t ter“

A"; a l l Nou - au tograph i c N . C .

Fi lm numbe r s a re pr in t ed i n b l ack .When th e cu s tomer a sks for a ro l lo f fi lm by number , or de s ignate s th ei n s trumen t i n wh i ch i t i s to be u sed .hand ing ou t the r igh t fi lm i s a s impl e mat ter .O n th e other hand

,suppose th e

cu s tomer s imply a sks for a ro l l o f .say x 4% fi lm . Upon con su l ti ng your fi lm s chedu l e you w i l l n ot etha t th e re a re four d iff e ren t number s fo r fi lm i n th i s s i z e

,i nd i ca t i ng

tha t x 4% fi lm i s spool ed i nfou r d iffer ent w ays .No . 118 i s th e Non - au togr aph i c

N . C . Fi lm,and w i l l fi t a l l No . 3

Au tograph i c Kodaks,a l l o ld s tyl e

No . 3 F . P . Kodaks , and th e No . 3

Fo ld i ng Hawkeye and No . 5 \VenoHawkeye camera , bu t i t w i l l not fi tth e No . 3 Brown i e s

,nor th e No . 3

Bu l l s eye Kodak .You w i l l a l s o note tha t x 4%fi lm i s spoo l ed on a 4% i n ch spoo lfor u s e in th e No . 3 Car t r idge Ko

dak . so w hen th e cu s tomer s implya sks for a ce rta i n s iz e o f fi lm . a l

ways i nqu i r e a s to th e camera i t i sto be u s ed i n

,otherw i s e you may

supply a fi lm tha t w i l l no t fi t h i scamera . and noth i ng i nc i te s a Ko

daker to gr ea ter wra th than to find .when he i s ou t o f r each o f suppl i e s .tha t h e ha s been given th e w rongfi lm .

Your n ext grea te s t c a l l w i l l p robably be for Ve l ox pape r . \Vh en a

KODAK SALE SMANcustomer a sks for th e s i z e on ly,

ori s shopp ing for someone e l s e

, youcan sa fe ly s e l l Spec i a l Ve lve t e lox,a s th a t grade i s w e l l adapted to th e

average amateu r n egat i ve .You w i l l find i t an ea symatter topos t your s e l f on a l l grade s o f Ve lox

by s tudyi ng th e Ve lox Book . a copyo f wh i ch you wi l l find among t hes to re ’ s adve rt i s i ng mater i a l .I f a cu s tomer a sks for some de

ve loper , i nqu ir e i f i t i s fo r u s e i nd eve lop ing fi lms or p l a te s,or for

u se i n deve l op i ng pr i n t s .D eve loper s fo r fi lm s and forpaper s d iffe r in th e i r chem ica l makeup

,and wh i l e th ere ar e some deve l

ope rs wh i ch m ay be u sed for e i th erpu rpos e,th ere a re deve lop er s . suchas Pyro . whi ch shou ld not be u s edfo r deve l op ing pr i n t s .

A glanc e a t th e l abe l w i l l,how

eve r,pu t you r igh t , once you haveasc er ta i ned th e pu rpos e for wh i ch

th e deve loper i s to be u s ed .

I n s e l l i ng Kodak Por tra i t A t tachment s

,and Kodak Sky and Co lorF i l t e r s . a lways find ou t the s i z e andname o f camera becau s e d iffer ence s

i n camera con s tru ct i on en ta i l d iffe rence s i n th e moun ti ngs o f th es e a tta chm en ts . and i t i s o f th e u tmos timportanc e tha t th e r igh t on e bes e l ec ted .

O bta in copi e s o f the var i ou s ca talogs . and s tudy th em car e fu l ly andthorough ly. so a s to fami l i ar i z eyou rs e l f w i th th e var i ou s s tyl e s ands i z e s o f i n s trument s

,and as to the

appearance and u se o f th e var i ou ssundr i e s . so you can read i ly l oca teth em in you r s tock and so expla inand s e l l th em i n te l l igen t ly.

Never gu e s s a t anyth ing ; i f youdon ’ t know,l ook i t up i n the Cata

l og . o r ask someon e i n th e s tore whodoe s know .

There i s noth i ng compl i ca ted nord i ffi cu l t i n s e l l i ng Kodak good s i fyou wi l l bu t spend a l i t t l e t ime in8

s tudyi ng ou r Cata l ogs , M anual s andoth er bookl e t s . wh i ch afford the informat i on in deta i l .4

Co lor in Display

Th er e i s a j ew e l e r i n one o f th eb ig—l ake c i t i e s who has a d i sp l aywindow o f rath er sma l l s i z e .Rec en t ly he i n s ta l l ed a d i sp l ay o fd i amond r ings : th e foundati on o fth e d i sp lay was a s er i e s o f sem ic i rcu l a r s tep s covered w i th orangeve lve t . and each r i ng was d i sp layedi n an orange ve lve t ca s e o f exa ctlvthe same shade a s th a t cover i ng thes t ep s .You cou ld n ’ t pa s s by tha t d i sp l ayi f you wan t ed to ; tha t v i v i d spot o fco l or wou ld yank you r h ead tha t

w ay i n sp i te o f everyth i ng .Checki ng th e peopl e pa s s ing for

fi fte en mi nu te s . a l i t t l e be fore 1 p me i gh ty- s even ou t o f th e fir s t hundred w ere ha l t ed by th e d i spl ay.

The r i ngs w e re to be so ld on anea sy paymen t pl an . and an i nqu i ryi n th e s tore d eve l oped th e fac t tha tth ey were s e l l i ng more r i ngs thanth ey had s ol d i n month s p rev i ou s .and that no adver t i s i ng , ou ts i d e o fth e w i ndow di sp lay,

was be i ng don e .Late r a s imi l ar d i sp l ay was u sedfor pear l s ; th e co l or i n th i s i n s tanc ebe i ng a so ft dove gray. and i t p rovedn ear ly a s effec t i ve as th e prev i ou sone .I n both i n s tance s i t wa s th e on edomi nan t spr ead o f col or th a t a ttrac ted the eye .

Tw o con tra s t i ng col or s i n harmony migh t have proved equa l lyeffec t ive . bu t i f more than two color s w er e u sed th e eye wou ld no thave been so ea s i ly a tt rac ted . a s w ea re more accu s tomed to s e e i ng anumber o f color s than on e color i na mas s .O range and bl ack harmon i ze per

fectlv . so i f you have a sma l l w i n

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KODAKdow try some t ime the eff ec t o f adrape o f orange ve lve t to act a s abackground for j u s t one No . 3 - A

Au tograph i c Spec i a l Kodak . P lacei n front o f th e Kodak a sma l l ca rdt e l l i ng w hat i t i s and the pr i c e

,and

then note how many peop l e th e d i sp l ay at t rac t s in a given t ime .O n e good sampl e pr in t to aecompany and bal ance th e card w i l l h e lpou t bu t do not add anyth i ng moreor e l s e th e eff ec t w i l l b e d es troyed .

A d i sp l ay a s s impl e a s th i s i s on lyeffe c t i ve i n a sma l l w i ndow,bu t no

mat ter how large your w i ndows tr i ve a lw ays for s imp l i c i ty.

I f you r di sp l ay i s to con s i s t o f anumber o f i t ems s e e tha t they a rer e l a ted i tems,and a rrange th e good s

so tha t th e pas s er sby can s e e howand w hv thev ar e to be u sed .M ake your d i sp l ay w indow s cr ea te a des ire f or th e goods— th i s don evou have th e peop l e l ook i ng for th ew ay i n to your s tor e— and tha t i swha t vou r d i s p l ay w i ndow s a re for .

4

How Much Are You Worth

to Yourse lf ?Somet imes i t doe s u s good to looka t th ings from a d i ffer en t angl e .D id you ever s top to figur e ou t j u s thow much vou are worth to vou rs e l f i n do l l ar s and cent s ? You cando i t r igh t to th e penny . Your b ra i n sa re j u s t a s much prope rty to youan d have j u s t th e s ame k i nd o f comm ercia l va lu e a s a pi ec e o f r ea le s tat e y i e l d i ng r en t .Your w eekly w age i s probab ly afa i r s tandard o f th e va lu e o f yourl abor . Do you ear n 810 a week ?That i s 8520 a yea r or 10 per c ent .on $3 700. 5 per cen t . onper c en t . on Do youea rn $20 a week ? That i s a

year . 10 pe r c ent . on 3 perc en t . on per c en t . on

Do vou earn S30 a week ?10

SALE SMANThat i s a year , 10 per cen t .on 5 per cen t . on 831 200.

2% per cen t . on

A nd ‘

Zt'lta l

‘

of a l l this ? Jus t one

po in t— tha t there is a n enorm ous

yie ld of inte res t on w ha t you know .

Kn ow ledge— the mos t eas ily a c

qu ired proper ty in the w orld,the in

v es tm en t yie lding the bigges t ra te

of in te res t, the m os t sa leable m er

cha ndis e in the univers e— there is

no price a n employer w ill no t pa y

for it.

I f some one handed youi nve s ted i n r ea l e s ta te or oth er propertyyi e l d i ng 5 per c ent ,

whi ch i s afa i r ra t e on a sound i nve s tmen t

, yo uwou ld fe e l pr et ty for tuna te—youwou ld fe e l l i ke a p re tty fa i r pr oper ty owner : and yet eve ry on e o f u sha s th e pos s i b i l i ty o f becom ing aproper ty owner , beyond h i s fondes tdreams . Your prope rty i s w ha t youknow ; no on e can take i t away f romyou

— it i s not affec ted by th e thou sand and one cond i t i on s w h ich incr ea s e or decr ea s e va lu es i n tangi bl e prope r ty.

Your on ly i nves tmen t i s you rearn e s t effor t— your de s i r e to l e a rn—to ava i l you rs e l f o f everv pos s ibility for advan cemen t wh i ch su rrou nds you . Wha t a re you do ing

ea ch day to be ‘

Zt 'O t‘

lh more to you r

s e lf ? For r emember you are fir s t .and i t i s on ly th rough your va lu e toyour s e l f tha t you a re o f any val u eto you r emp loyer . The whol e wor ldi s your fi e l d . All know l edge ga i n edfor c en tu r i e s i n th e pa s t

,i n s c i ence .

l i t er a tu re,and ar t

,i s an open book

fo r you to r ead .Th i s gene ra t i on i s prod iga l a s nooth er i n th e means fo r equ ipp ingyou to be wor th mor e to you rs e l f .more to your employe r . more to th ewor ld i n wh i ch you l i ve for th ea sk i ng .How m uch a re yo u inves ting in

\'

o u rs e lf ?— Store Topics .

NDER ord i nary cond i t i on s .Sam

,new cu s tomers do no t appear fa s t e nough to take the p l ac e o f

the old one s,and every progre s s iv e

merchant rea l i z e s th e impor tanc e o fmak ing eve ry cu s tomer a permanen tone .

I f you w i l l r eca l l . Sam ,some

t ime ago w e checked over th e l edgerfor d i scon t i nu ed accounts

,and when

I te l ephoned to such o f th e d i s cont i nn ed cu st omer s a s I cou ld reachI f ou nd some i n t er e s t i ng and somed i s conc er t i ng fac t s .

“

Another s tor e not l ong ago madea s imi lar i nve s t iga t ion on a somewhat l a rger sca l e . T h i s s tor e intervi ew ed 198 hou s eholde r s to a scer

t a i n w hy they had cea sed buyi ngfrom on e s tor e and had become pat ron s o f oth e r s tor es .A t th e conc lu s i on o f the i n t erv i ew s th e an sw er s w er e tabu l atedw i th th e fo l l ow ing find ings :In d iffe renc e o f sa l e speop l eA t temp t s a t sub s ti tu t ionErro rsT ricky m e thod sSl ow de l ive rie s .O ve r - in s i s t enc e o fIn sol enc e o f s a l e sp eop l e .Unne ce s sa ry de lays in s e rvi c e .

T a c t l e s s bu s in e s s po l ic i e s .Bad a rrang em e n t o f s toreIgno rance o f sa l e speop l e con c e rning goods

Re fu sed to e xchang e good sPoor qu a l i ty o f good sNow . Sammy. what i s tr u e i n

o ne s tor e progre s s i ve enough to pu rsu e such a n i n ves t i ga t i on . i s p re t ty

apt to fi t another s tore o f s imi l a rca l i b re . and tha t tabu l at i on made medo some pre t ty ta l l t h i nk ing .

'

It i s t ru e,Sam

,th a t th i s tabu la

t i on pr e s en t s a c en su s o f a numbero f s tor e s

,s ome o f h igh qual i ty,

andso on dow n th e s ca l e to those pu rsu i ng doub t fu l method s

,a s shown

by th e figu r e s oppos i t e ‘

A t tempts a tsubs t i tu t i on and ‘

T r i c ky method s . ’But what gave me th e hard es tj o l t , Sammy was tha t th e l arges tnumber o f p eop l e had tr an s fe rr edthe i r bu s i ne s s to other s tor e s becau se o f ind iff e renc e o f s a l e speop l e .

“ I know tha t more than once haveI l e f t a s tor e

,vow i ng n ever to en ter

i t aga i n becau s e I f e l t tha t I had notbe en proper ly s erved , and I pr esumeyou have had s im i l a r expe r i enc e s .

“ I have been watch i ng ou r peop l eher e pr e t ty - c los e ly s i nce I r ead thats ta tement

,and I am glad to sa y tha t

I h ave l i t t l e compl a in t to make— bu tj u s t th e same w e mus t have a p lac esomewher e i n tha t ‘

ind iif e rence’

co lumn .“ I have so ld good s l ong enough .Sammy. to rea l i z e tha t i t i s n ot a lways easy to su sta i n i n te re s t andgi ve one hundred pe r cen t . s e rvi c eto th e cu s tomer ."The per son i n fron t o f th ecounte r i s j u s t th e same i n make - upa s th e sa l e sman beh ind i t . and someo f th em are a b i t pecu l i a r and hardto ge t a long w i th . I ’ l l admi t .Bu t th e grea te r perc entage o fcu s tomer s is composed o f normal

.

i n te l l i gen t and good natur ed peop l e,who en ter th e s tore w i th a n open

m ind w i l l i ng to be agreeab l e and expecting i n t e l l igen t and cour teou s a tten t i on .

“We ar e a l l l i ab l e to phys i c a l derangements,and non e o f u s a re fu l lyfr ee f rom ou ts i d e ca re s or worr i e s ,and somet imes the s e pr e s s pr e t tyheav i ly upon u s , bu t w e have nor igh t to obtrude th e s e upon th e cu s

tomer,nor give h im or h er l e s s a t

ten t i on becau se o f th em .

“

The grea t t roub l e se ems to bethat s ome sa l e speop l e s e em to th i nktha t th ey ar e i n th e s tore on ly tohand ou t what th e cu s tomer a sk sfor

.and that tha t ends th e i r respon

sibil ity. Yet the s e very s ame peopl ewou ld be th e fir s t to ye l l ‘murder !’ i fth ey were tr eated w i th i nd i ffer encewhen th ey were i n fron t o f th ecounte r .Good sa l e smen ar e not j u s t borntha t w ay.

Sammy; th ey a re made .and made mos t ly by th emse lve s , becau s e they have the i n te l l igenc e tose e . and th e t en ac i ty o f pu rpose todo th e r igh t th i ngs a t th e r igh t t ime .

“ You know more than on e sa l e sman in other s tore s to whom youa lways go , and you u sua l ly find h imbu sy. and at tha t you ar e w i l l ing towa i t u n t i l h e can a t tend to yourath er than be s erved by someonee l s e .

“

And when he wa i t s upon you hedoe s s o w i th a sm i l e,and he make s

vou fe e l tha t he i s per s ona l ly andvi ta l ly i n t e r e s ted i n s ee i ng that youobta i n j u s t what you want— and thati s w hy you keep on go ing back toh im .

“

Al l th i s i s so obvi ou s . Sammy,tha t i t s eems fool i sh to ta l k i t ove rbu t w e both know that th i s indifferenc e upon th e par t o f sa l e speopl edoe s ex i s t

.and that i t ex i s t s becau s e

th ey do not u s e the i r th i nker s .12

SALE SMAN“

The othe r figu re s i n the tabu l at i on ar e a l l w e l l w orth th i nki ng overi n th e effor t s to improve our s tor econd i t i on s and to make our s e lve s .one hundred pe r c en t . eff i c i en t

,bu t .

doe sn ’ t i t s e em queer,Sam

,tha t th e

compl a i n t hav i ng the l arges t pe r~cen tage ch ecked aga in s t i t shou ld beth e ea s i e s t one to do away wi th .

"

Advertl smg Influence

The ave rage i nd iv idu a l i s s omet imes a b i t skept i ca l a s to th e s e l l i ngpower o f advert i s i ng ; he may event e l l vou tha t h e n ever r ead s advertisem en ts , yet some day shou ld h isw i fe or moth er say to h im . j im ,won ' t you p l ea s e ru n over to thes tor e and get me some soap an dsome c l ean i ng powder ? ”And when th e c l erk i nqu i r e sWha t k i nd i t ' s ten to on e h e ' l lsav “

Iv ory and O l d D u t c ‘nC l e an s e r .He not i c e s h i s sh av ing ki t get t i ngsho rt on suppl i e s

,so he d rops i n a t

th e drug s tore on th e w ay home a ndasks for a W i l l i ams or a Co lgateshav i ng s t i ck . a box o f M enn en ’ sT a l cum

,and a bot t l e o f Pin a ud '

s

Hai r Ton i c .He asks

,i n eve ry i n s tanc e , forth e s e spec ific brands becau s e the ir

names h ave become fam i l ia r to himthrough l ong and con t i nuou s adver~tising ,and he au tomat i ca l ly or sub~con sc i ou s ly a sks for th em becau s e

o f th i s i nflu ence .I f you happen to l i ve i n New

York C i ty and wan t to pu rch as e ac er ta i n book th e name “ Brentan o”comes to m ind . I f you th i nk o f

someth i ng extra fine i n j ewe l rywhatname comes fir s t to mind— “

T i ffany

”— and w hy? Becau s e o f advertis ing .

Yes,s i r ! peopl e do read

.and ar e:

so ld by advert i s i ng .

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ginnerehind the Counter

LONG abou t th i s t im e o f yearyou ar e qu i t e ap t to rec e ive aca l l f rom some cu s tomer to whom

vou sol d a camera l a s t Summer ,w ith a compl a in t tha t th e cameradoe sn ’ t take a s good p i c tu re s a s i td i d a t fir s t .The fir s t th i ng for you to do w i l lbe to exami ne the i n s trumen t to s eei f th e l en s i s c l e an .Carryi ng th e camera over du styroads . and u s i ng i t on damp daysw i l l

,even when th e camera i s pro

tected by a ca rryi ng ca s e , cau se afine fi lm to s et t l e on th e ou t er surfac e s o f th e l e ns . and th i s fi lm o fd i r t w i l l ma ter i a l ly affec t th e operat i on o f the l en s

,cu tt ing down th e

l i gh t and affec t i ng th e qual i ty o fboth defini t i on and br i l l i anc e .I n s truc t th e cu s tomer to exam in eh i s l ens f requent ly by l ook ingth rough i t

,w i th th e shu tter open

,and th e back o f th e camera re

moved .If th e l en s i s d i r ty i t s hou ld bew iped c l ean

,both fron t and back .

w i th a c l ean,so f t

,l i n en handker

ch i e f .Large spots o f du s t o r d i r t on th el en s w i l l cau s e de fec t s i n th e p i ctur e

,and i f th e l en s i s even ly coy

e red w i th a fi lm o f du s t or moi s tu rea grea t dea l o f l i gh t w i l l b e cu t offand make the nega t i ve under - t imed .Wh i l e w e are speak ing o f du s t i t

m ay be we l l to ment i on tha t de feet ive n egat i ve s a re o ften cau sed bypart i c l e s o f du s t wh i ch have col14

lected w i th i n the camera , and wh ichw i l l s e tt l e upon th e su r face o f th efi lm i n sma l l par ti c l e s

,and wh i ch

w i l l produ ce sma l l da rk spot s i n thepr i n t s .The i n s ide o f the camera and be ll ow s shoul d be w iped ou t occa s iona l ly w i th a s l igh t ly damp c lo th .

I n Summer . or a f ter th e cameraha s rema ined id l e fo r any l e ngth oft ime th i s shou ld h ave a tt en t i on .Bu t suppos i ng you find th e l en sbr igh t and c l ean— th en what ? The

cu s tomer te l ls you tha t i n th e Summer h e made snap shot s up to fou ro r five o ’ c lock

,or even l a ter . a nd

obta i ned fu l ly t imed negat ive s bu ttha t la te ly s o many o f h i s exposu re sdon ’ t show hard ly anyth ing i n th enegat i ve .He has s imply over looked the

fac t th a t th e sun ’ s rays have bee ngrow ing weaker and weaker w i thth e depar tur e o f Summer . From.

now on,un t i l th e re tu rn o f Spr ing

,fu l ly t imed snap shots can on ly bemade be tween th e hour s o f 10 am .

and p m . ( except i n t rop i ca land sub—trop i c a l l a t i tudes,and th en

on ly when th e sun i s sh i n ing ) .

There i s perhaps one more except i on,and tha t i s

,when th e ground

i s wh i te w i th s now when snap sho t scan be a ttempted a l i t t l e ea r l i e r andl a te r in the day.

Advi s e your ‘cu s tomer to u s e at ri pod and make “

T ime” exposu re swh enever the l i gh t i s not s trong andbri l l i an t .

KODAKAt

. fir s t h e w i l l be ap t to go to th eoth er extr eme

,and over - expose

,bu t

a l i t t l e exper imen t ing w i th the

sma l l e r s top—open i ngs,and “

T imeexposu re s rangi ng from to ones econd w i l l s oon gi ve h im th e fa i raverage exposu re .There ar e a numbe r o f exce l l en texposur e meter s and tab l e s i n th emarke t

,bu t the average amateu r

w i l l not take the t ime to u se th emthough th ey w ou ld be o f mate ri a la s s i s tanc e .For tuna te ly for the amateu r , hecan depar t qu i t e a ways f rom th eabsolu te ly cor rec t or norma l exposu re

,ow ing to th e remarkab l e l a t i

tude o f Ea s tman N . C . Fi lm,bu t

th i s o f cour s e doe s not mean tha t h ecan make an exposu r e w i thou t a nythough t wha tsoeve r and th en expec tth e fi lm to “ do th e re s t .Advi s e a lways towards a fu l lra th e r than an under - exposu re . I fth e nega t i ve i s somewha t over—t imedand too d en s e i t can be reduced togood pr in t i ng qu ali ty,

bu t a bad nuder - exposure can no t be i n ten s ifiedto goo d pr in t i ng qua l i ty becau s eth er e i s noth i ng to bu i ld upon

.

Bu t a norma l ly exposed and u nde r- deve loped negat ive can be su cce s s fu l ly bu i l t u p by i n t en s ifica t i on .

Anothe r po in t : a good many amafeu r s when u s i ng a co l or screen '

o r

ray fi l t e r fa i l to remembe r . or donot know tha t when th e scr e en i su sed th e exposu re mu s t be l engthened in accordan ce w i th th e s tr engtho r depth o f co l o r o f th e s c reen .At th i s sea son exam in e your cu s

tom ers' negat i ve s ca re fu l ly for evi

deuce s o f under—exposu re ; s e ek forthe cau se and th en pu t th em on th er igh t road .I n d i scu s s i ng and exp la i n i ng theu s e o f co l or sc re en s do not fa i l toexpla i n the importance o f th e mu ltiplying fa c to r ( tha t i s th e i nc rea s ei n exposu re w i th th e scr een i n u s e ) .

SALESMANTh i s fac tor m ay be figur ed e i the ro f two ways : i t m ay be figured fo rth e r ender i ng o f c louds and skv andw i th ou t r e fer enc e to de ta i l i n n ea rbvobj ec ts or de ta i l i n dark co lored objects , or the facto r may be ca lcul a ted for exposu r e s tha t w i l l r ecordshadow deta i l .“Then figured th e fir s t w ay forth e Kodak Co lor Fi l ter , a facto r o fth re e wou l d be amp l e , bu t a s th eamateu r i n p rac t i ca l ly every i n s tanc edes i re s deta i l i n th e shadow th e factor o f th re e wou l d be m i s l ead i ng forsuch r e su l t s

,so w i th tha t end in

vi ew th e Kodak Col or Fi l te r i s gi venthe fac to r o f ten .The i s s u e s for Apr i l and M avo f Koda kery for th i s year each conta i n va l uabl e ar t i c l e s on col or fi l t e r s

,and w e sugge s t you l ook up th e s ei s su e s and re—r ead both ar t i c l e s .

Kodakery for Janua ryYou are go ing to mi s s someth i ng

i f you fa i l to r ead the TanuarVKoda kery.

.

The l ead i ng ar t i c l e , Kodak W'

ar

Portra i t s,

” i s spl end id ly i l l u s t ra tedby

“ r ea l s tuff ' r igh t f rom th e f ron t .I f you wan t to l earn a l o t abou tmaki ng ou t - door s i lhou ette s . andm i gh ty at trac t i ve on e s . th e JanuaryKodakery wi l l pos t you fu l ly.

Ar t i c l e s on keepi ng an A lbum .

Photograph ing M ov ing O bj ec ts .C l oudyDay Snap Shots . and fina l lyan ar t i c l e by Dr. M ee s o f th e KodakRe s ea rch Labora torv . wr i t ten i n h i smos t en terta inmg ve i n .

Dr . M e e s i s on e o f the few scien

tists who can make th e l ayman fu l lyunde rs tand what h e i s w r i t i ng abou t ,and h i s s tory on “

The M os t VVonderfu l Sen s i t i ve M ater ia l” i s u p toar .A good ly bunch o f genera l i l l u s

tra tio n s h e l p to round ou t th e i s su e .

Query Column

”h a t is mea n t by the foca l pla ne :

The foca l p l ane i s th e p l an e onwh i ch the image made by th e l en s i sb rough t to th e sha rpe s t focu s . Thi si s th e pos i t i on at th e back o f thecamera occupi ed by th e focu s i ngscr een when p l aced i n pos i ti on forexposu re . I n rol l fi lm cameras th efi lm unro l l s acro s s th e foca l p l an e .

Ca n. yo u inte ns ify a la n tern s l ide

afte r it ha s be en co lo red ?

Not wi thou t fi rs t r emoving thecolor .

-Jre there tw o s i t e s of‘ la n tern

s l ides ?

Yes,th e s tanda rd Br i t i s h s i z e i s

354, x 35/ i nche s : i n th i s cou ntry3

1

14 x 4 i nch e s .

W’

ha t is the deriva tion of the

w ord lens ?

From th e l a t i n word l en s,a smal l

bean or l en ti l .

How do you c o nv ert Fa hrenhe it

tempe ra tures in to Centigrade ?

Subtrac t 32,mul t ip ly by five

,and

d i v ide by n i n e . _

T o conver t Cen t igrade i n to Fah renhe i t . mu lt ip ly byn i n e . d i v id e by five , and add 32 tothe re su l t .

To he lp bu ild future busin ess

Fil l out the Kodake rySubscription Blan ks .

Ca n good neg/a tit'

es be produced“

w ithou t a l e ns ?

Yes . I n p lac e o f th e l en s a th i nmeta l p l a te i s u s ed i n wh ich am inu te ho l e ha s been made w i th thepo in t o f a n eed l e . Th i s method i sca l l ed p in—hol e or "

ste i i opa ic"

pho tography. The exposu re i s nece ssa rily much l onger than when al en s i s employed .

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Vest Pocket Kodak Ca rried in Fra nceThrough 1916- 1917

U s e d in Ypre s s a l ie n t , Somm e,o n A rra s l in e ,

1916' Vim )R idg e . H i l l 70 ( L e n s ) . fi n a l ly sm a sh e d bv she l l sp l in te r n e a rP a s sche nd a e l e in Novem b e r . 1917 .

to the man

behind the counter

JANUARY , 1918

Be tw e e n U s

Concen tra tion is the key to su cce ss . Ju st coneen

tra te on tha t sta tem en t for a m om en t .

T he m en w ho a chieve su cce ss in a ny lin e a re‘

tho se

w ho a re abl e to bring to be a r every force they posse ss

on the problem to be so lv ed , a nd to hold those force s

in l ine to the exclu s ion of a l l e l se u n t i l the end de s iredis a tta in ed .

The pow e r of con cen tra t ion can be cu l t iva ted not

a lw ays to the highe st po in t , bu t it ca n be strengthen ed

to a su rpri s ing degre e , a nd e a ch degree is on e step

fu rther tow a rds the goa l of succe ss .

If you rea l ly w a n t a nything you ca n ge t it if vou

go a fter it ha rd enough .

D id you eve r stop to think tha t it is the fa i lu re s tha tm ake the succe sse s po ss ibl e ?T he fa i lu re s m ake the su cce sse s s t a nd ou t from the

comm on he rd— a nd m an v m en ha v e bee n fa i lu res u n t i lthev lea rned to concen tra te . a nd dig . a nd con cen tra te .

u n t i l the w a y w a s c le a r .

No . 12

NE bo i l i ng hot day l a s t summerI dec ided that I needed a n ewpa i r o f sh oes . I t w as th e sor t o f aday th a t made eve n brea th i ng s eeman effor t

,and I kn ew that the shoe

sa l e sman was in fo r i t b ecau se I amd iff i cu l t to fi t .He tack-l ed the j ob w i th i n ter e s tj u s t th e s ame ; he showed and t r i edon var i ou s s tyl e s , c l imbed ladder sup and down

,v i s i ted th e s tock room

tw i c e and th en shook h i s head sm i lingly:

‘

No s i r , w e haven ' t a shoe i ns tock that w i l l fi t you corr ec t ly,and

I am very s orry to have taken somuch o f your t ime . ’“ I i nqu i r ed i f th e re wa sn ’ t a pa i rtha t wou ld come pre t ty near doi ngi t and he rep l i ed th a t th er e w ere twos tyl e s that might do bu t th a t n e i th erh e nor th e s tor e cou ld afford

.to s e l l

anyth i ng bu t a per fect fi t .I sugges ted tha t he l e t me aga in

try on the two s tyl e s h e ment ioned ,bu t he shook h i s h ead once more

,and sa id tha t h e wou ld much ra th ernot

,becau s e the re wa s a chance o f

on e s tyl e p i nch i ng my toe s , and thatthe other migh t be too l oos e a fi tover the hee l a fte r I had worn thema few hour s .

“ He had pu t i n a good hou r ’ st ime , and was t i r ed and hot , and agood many s a l e smen wou ld say thath e wou ld have been j u s t ified i n fitt i ng me as near a s h e cou ld and lett i ng i t go at that .I l e f t the s tor e and wen t to anothe r d i r ec t ly acros s th e s tr ee t .4

Here th e s a l e sman d i s covered theexact dup l i ca te i n s i z e and s tyl e o fth e shoe s I ! w a s wear i ng in the veryfir s t pa i r he show ed me

,and I was

fi t t ed i n l e s s than t en mi nu te s .“ I to ld th i s s a l e sman o f my expe

rience i n th e other s tore,and he

asked me to descr ibe the fir s t s a l e sman . At th e conc l u s i on he gr i nn edand sa id ‘I though t so

,

’ and thensa i d tha t h e w i sh ed h e had on lyha l f o f h i s per s ona l fol l ow ing . Hesa i d th a t w i thou t a doubt th e manacro s s th e s tr e e t was th e h ighe stpa id sho e sa l esman i n the c i ty— becau s e h e had such a big fol low i ng .

“

Now when I wan t ano th e r pa i ro f shoe s

,to wh i ch sa l e sman am I

go i ng ?“ I n th i s part i cu lar ca s e I am freet o con fe s s th at the cho ic e wou ld notbe so ea sy, a s both s a le smen we recou rteou s and pa i ns taki ng — bu t Ith i nk I wou ld go to th e fi rs t onebecau s e he had proved h imse l fth rough and through .

“ Have you ever stopped to th i nka s to how the cu st omer i s s i z ing youup,j u s t a s you are men ta l ly s tudyi ng h im ?He i s

,o f cours e

,most i n te re s ted

i n wha t you have to s e l l bu t youw i l l r ece ive you r sha re o f sc ru t i nybecau se o f the w ayyou s e l l , and becau se o f you r pe rsona l appearance .“ Hi s op in i on o f you i s qu i te aptto be supe rfic i a l

,s o i t a lways paysto do your be s t to make a favorab l eimpres s i on ; then i f h e i s s at i sfiedw i th what you sold h im and the w ay

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KODAK SALE SMANTo Se l l the Street

”

hat i s th e fu nc t i on o f a s tor e'wi ndow ” was the qu e s t i on a sked o fth e d i sp l aymanager o f a large s tore .

"

To s e l l the s t re e t ,” he rep l i ed .‘

Do th ey?”About e igh t per cen t . o f themdo , and the r ema in i ng n i n ety—tw oper c en t . ar e negle c t i ng the gr ea t e s tl i tt l e s a l e sman they have . ”Everyon e i n ter e s ted i n re ta i l me r

chandising can read w i th i nt er e s tand profi t the ar ti c l e i n th e Sa turdayEven ing P os t, Novembe r 17 1917 ,ent i t l ed “ Se l l i ng the S t re e t , fr omwhi ch th e above quota t ion h a s beenl i ft ed .

Let u s once more quote from ther emarks o f th i s d i sp l ay manage r :

“ I t i s n ’t , a f ter a l l , th e number o fpeop l e who go by,bu t th e peop l e

who come i n tha t coun t .“ I cou ld pack the frontage fac i ngou r s tore s o th i ck w i th peop l e th atthey wou ld have to ca l l ou t th epol i ce r e s erve s

,and I shou ld never

make on e s a l e .“

Tw o c lowns h i t t i ng each o the rover th e h ead w i th a coupl e o f p igsk i n b l adder s w i l l a t tr ac t a thou sandp er c en t . more peop l e than twen tyfive—dol l ar wai st s a t tw en ty- five

c en t s ou ts id e the stor e . ”I n s ta l l i ng w indow di sp l ays tha tw i l l se l l th e good s i s j u s t a matt ero f p l a i n common se nse .A rt i c l e s o f everyday u se . w i thwh ich every one i s fam i l i a r , can bemade in to a s e l l i ng d i sp l ay s imply

by ar t i s t i c and harmon i ou s ar rangement . but when the goods you haveto s e l l ar e not known to a l l th e pas ser sby vou mus t a rrange your d i spl ay so a s to show what th e goods

fi l l ou t the Koda k e ry Su b scr ipt i on B l a nk s .

ar e for , and how th ey can be u s edto afford s erv i c e or p l ea su re to thepu rchas e r .A misc e l l an eou s as sor tmen t o fcameras , tr ipods and var iou s photograph i c acce s sor i e s w i l l mean nothi ng to many hu nd reds who pas syou r s tore .O n th e oth er hand

,j u s t on e cam

era,and an at tr ac t ive p i c tur e or so

toge the r w ith a ca rd te l l i ng th epr i c e o f the i n s trument

,and con

yeyi ng th e id ea tha t i t i s a s impl ema t t er to produce good p i c tu re s .and you have a s e l l i ng idea tha t w i l l“ get over” to eve ryon e w ho l ook si n your w i ndow .

To prove th i s. po i n t l e t u s ge taw ay fr om your ow n propos i t i on

for a moment :You s t rol l down the s t re e t pa s t aw i ndow fu l l o f va r i ou s s tyl e s o fth ermometer s ; you m ay pos s ib lygive th e w indow a has ty gl anc e andpas s on

,becau se you f ee l n o immed i a te n eed fo r such an i n s trument .

Shou ld,however

,th i s w i ndow in

c lude a numbe r o f card s t e l l i ng youo f th e impor tanc e o f a fever thermom e ter i n th e home ; how a ba ththermometer w i l l h e lp keep th e babyi n good hea l th

,and how th e gi r l s

can make be tte r candy i f th ey us e acandy the rmometer— then tha t w i ndow s tands a good chance o f ge t t ingyou i n to th e s tore and mak ing as a l e .O r igi na l ly s tore w i ndow s werep lann ed to ge t l i gh t i n to th e stor e .

bu t i t ha s been found that th ey canbe made fa r mor e u s e fu l a s a mean so f ge tti ng cus tom ers i n to the s tore— and you r ea l ly can not make sal e sw i thou t cu s tomer s

,can you .

The Koda k Se lf Timer

It p re sse s the bu t to n”th e Kodak S e l f - T im er

there ' s p len ty o f t ime for the on ewho i s taki ng th e p i c tur e,to get

i n to the group and s t r i ke th e r igh ta t t i tud e be fore th e s e l f - t imer c l i cksth e shu tt er . The t ime betwe en th ere lea se o f th e S e l f - T imer and th eac tua l c l i ck i ng o f the shu tter i s cont ro l l ed by th e a i r - l ock sc rew a t th ebot tom and de l ayed speeds o f approx imate ly one - ha l f s econd tothr e e m i nu te s m ay be had by tu r ni ng th e scr ew to th e l e f t o r r igh t .The T imer

,o f cour s e

,has no in

flu ence whatsoever on th e shu tt erspeed s . i t be i ng s imply a mean s o fre l ea s i ng the shu tter .There ha s been a very con s i derab l e demand for a dev i ce o f th i sk i nd and no doubt many o f yourcu s tomer s w i l l w an t them .

Kod a k Se l f T ime r,

4!

“Kodakery for Februa ryTh er e a re some morn ings wh enw e don ' t s e em to care much for th eau thor o f “ Beau t i fu l Snow ,

" butmost o f u s do apprec i a te snow pi ctur e s w h en succ es s fu l ly photograph ed . The fi r s t ar t i c l e in th eFebruary Koda kery gi ve s somevalu ab l e poi n ter s on th i s sub j ec t .Dr . M e e s te l l s o f th e u s e o f pho

tography i n A s tr onomy. and you

know tha t m e an s a good s tory .

The c l os i ng a rt i c l e on_

Focu s ingImage s i n M i rror s m ay su rpr i s evou . bu t i t s in format ion i s accu rat eand o f va lu e . and vou w i l l find i twel l wo rth r ead ing .

SALE SMANAt Kodak HeightsSevera l peop l e w ho ough t to knowhave to ld u s tha t w e have th e mostmodern and be s t equ ipped powe rpl ant i n O n tar i o and as engi n e s a ndmach i ne s i n te re s t n ear ly every person

,we show in th i s i s su e s ome o f

th e equ ipmen t th a t en abl e s u s t otu rn ou t th e good goods you s e l l .The p i c ture acros s page s 8 and 9show s th e engi n e s and genera tor sfrom whi ch i s d er i ved the e l ec t r i ca lpow er t o run th e whol e works . Thebig fe l l ow i n th e r igh t fo regroundi s proud o f h i s l l - ton fly- whee l anddr i ve s a 300 ki l owat t genera to r .To th e l e f t

,on e beh i nd th e oth er

,ar e engi n e s connected to gen e ra tor so f 150 and 62% k il owatt s capac i ty,giv ing u s a tota l o f 512% k i l owat ts .Th i s equ ipment supp l i e s l i gh t forthe p l an t a s w e l l a s the power todr i ve upward s o f 175 motor s rangi ng from 1—10 to 30 hor s e - power .Bet ween th e two engin e s i n thefor eground i s th e s ta i rw ay l ead ingto th e bo i l e r - room

,w i th i t s bat teryo f four bo i l er s each o f 300 h p .

M any o f ou r v i s i tors have beensurpr i s ed that w e shou ld have sucha l arge i c e—maki ng pl an t a s tha tsh own i n pa rt on page 10, bu t o fcour s e i n the manu fac tu r e o f s ens it iz ed ph otograph i c good s con tro lo f temperatu re i s d es i rab l e and th ei c e - mach ine s p l ay an importan t parti n th e product i on o f pl ate s

,paper s

and fi lm . T h ey ar e locat ed i n as epara te room adj o i n i ng th e engineroom proper

,each i ce - mach i n e be

i ng conn ec ted to it s own s team en

gin e . I n th e r igh t for egroundthe re ’ s th e l a rges t o f th e un i t s havi ng a capa c i ty o f 200 ton s i n 24hou rs .Not i c e th at everyth i ng i s kept i n

sh i p - shape ord er and w h en you vi s i tKodak He igh ts . a t r ip to th e PowerPl an t w i l l not be th e l ea s t i n te re s ti ng par t .

KODAK SALE SMAN

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AM,th e oth er day I overhe ardtwo o f th e boys compl a i n i ngthat th ere was too much ‘red tape ”

abou t our s tock - keep ing and a c

count i ng sys t ems , and tha t th eycou ldn ’ t s e e a ny u se i n i t .“ I con fe s s

,Sam , th at th ere w as

a l so a t ime when I cou ldn ’ t s e e muchu s e i n i t

,bu t exper i enc e teach e s u s

a whol e l o t o f th i ngs .“

Every bu s i n e s s man , no mat terhow succe s s fu l,mus t have dea l i ngs

w i th th e banker s . Succe s s fu l expa nsion or bu i ld i ng up o f a ny bu s in e s s depends not on ly on succ e s s fu lbuyi ng and se l l i ng methods , bu t onth e e stab l i shmen t o f cred i t .

“

Now . Sam . suppose th a t I find Ican u s e a few extra thou sand s togood advan tage

,and so go to th e

bank to arrange for a loan . The

fi rs t th i ng the bank w i l l w ant toknow i s how apt w i l l I' be to meetth e obl iga t i on prompt ly.

“

The bank w i l l want a s ta tementf rom me a s to my affai r s . I f I canon ly t e l l th em that I d id a bu s i n e s so f so much l a s t vear . and tha t my

s tock i s worth approx imate ly so

much and that m y s a l e s for th e cu rrent mon th s s eem to be l a rger th anl a s t yea r . and i f I can not show th emby my r eco rd s tha t m y s ta t ement sare fac ts i n s t ead o f gue s s e s th eym ay d i scoun t my sta tcm cnt a ve ryl a rge pe r c en t . and so cu t down my

borrow ing power .“

O n th e oth er hand , i f th e bankknow s m y accoun t s have been th or11

ough ly and car e fu l ly kept i t w i l lc on s i der them ca re fu l ly becau se i ti s anx iou s to have i t s money worki ng when i t i s worki ng for th e r igh tpeopl e .

” I know that by havi ng the r eputa tion for keep i ng an accu ra te andmodern bu s i n e s s record I have ihc rea s ed my cr ed i t s tand ing i n th ecommun i ty,

and w i th th e banks agood ly per cen t .

“

Now, Sam ,l e t me te l l you o f anac tu a l cas e tha t came to my attent i on . Th i s par t i cu l ar me rchan t kept

n o account s,and when a sked for a

s ta tem en t by a financ ia l agency h ej u s t w rote ac ros s th e face o f thebl ank s en t h im ,

‘S t i l l d oi ng bu s ine s s , ’ and so even th e banks i n h i sown home town w ere m igh ty carefu l and con s ervat ive r ega rd ing h i scr ed i t ra t i ngs .

“ Hi s su cc e s sor,a young man w i th

up—to - dat e i dea s . saw r ight awaytha t i t mean t many dol l a rs to h imto be ab l e to gi ve a compl e te andaccu ra te s ta temen t .He immed i a te ly h i red an exper tt o h e lp h im find ou t j u st wh ere thebu s i n e s s s tood . and to i n s ta l l a syst em th at wou ld avoi d a l l fu tu re nece ss ity for gu es s work .

“l i th h i s n ew sys t em in worki ng order h e found th e banks muchmore w i l l i ng to l i s t en to h im

,and

h i s c red i t ra t ing i ncr ea s ed mater i all v becau se h e cou ld sh ow th em exa ct lv whe re h e s tood .

KODAKTh e boys may not rea l i z e , Sam

my, th a t runn ing a stor e w i thoutaccu ra te know ledge o f every part i sj u s t a s foo l i sh as trying to nav iga tea sh i p w i thou t a char t and compas s .“

Now here i s wha t I h ave toknow and wha t my merchand i z ingsys t ems te l l m e

“What s tock and what l i ne w e s e l lth e most ; th e date a l l s tock i n thes tock r oom was pur cha sed ; theamount s owed the s tor e , and th eamounts th e s tor e ow es ; th e no t e sw e have taken

,and wh en th ey are

du e ,and note s d i s coun ted ; th e insu ran ce the s to re i s car ryi ng ; themonths o f th e year o f h eav i e s t demand ; th e var i at i on s from year to

year i n the s ea son s , and a. whol e l oto f other n ec ess a ry i n form at ion .You s ee

,Sam

,even i f i t w ere

never n ece s sary fo r me to affordth i s i n format i on to anyon e ou ts i d eo f th e bu s i n e s s I cou ldn ’ t afford tofoo l mys e l fI n th e i nven to ry I w an t to besur e that I am not l i s t i ng o ld s tock ,s hop—worn s tuff

,or goods u nfi t for

sa l e,a t figure s th a t ar e too h ighI! wan t to know j u s t wha t a ccount s a re unco l l ec tab l e so I cancharge th em off and not carry th ema s a pos s ib l e as se t .I w ant to know what goods arerap id s e l l er s and wh ich ones a res t i cke rs ; I wan t to know i f w e areovers tocked on any i tems , and Iwan t to know when to s tock h eavi erto an t i c ipat e a ri s ing marke t .I don ’ t l ike ‘r ed tape ’ a ny be tt e rth an you or the re s t o f th e boys do ,Sam , and i f you or th ey can showme how to pru ne ou t a nypa rt o f th e

s tor e sys t em and s t i l l gi ve me th ei n fo rmat i on I mu s t h ave for th ebenefit o f u s a l l— w hy go to i t andI ’ l l thank yo u for show ing me .”12

PR ICEVe s t Po ck e t Au to graph i c Kodak ,wi th Ra p id Re c t i l in e a rSpe ed U . S. 8,

l e n s

SALE SMANV. P. Kodak Fitted With

R. R. Lens

And now a Rap id Rect i linearl en s for th e l i t t l e Ve s t Pocke tKodak .Th i s fi l l s the gap be tw een th es i ngl e l en s equ ipmen t and that o fth e anas t i gma t s ; i t dr i ve s homeanoth er powe r fu l argumen t i n favoro f th e V . P . Kodak . I n every deta i lo f con s t ru c t i on except i n l e ns equ ipmen t , i t i s j u s t l i ke th e V . P .

K.

, hav ing th e same l ength o f focu sas th e s i ngl e l en s and th e body i sa l l - meta l w i th a b l ack ename l fin i sh .We fu l ly expec t to be overwhe lmed w i th order s for th i s equ ipment and j u s t a s soon a s w e canget th e ma ch i n ery under mot i on tol e t th e pub l i c know abou t i t th roughou r magaz i n e adver t i s i ng campa ign

,

you are go ing to be kept bu sy s e l li ng th em .

The ex igenc i e s o f war have i nt e rfered s ad lywi th the supplyo f l en se sfor th e popu l ar f.7 .7 model and w esugge s t th a t you make a dr i ve onth e R . R . Len s mode l wh i l e th e f.7 .7

l e n s mode l i s unava i l ab l e,for though

the former i s by no means the equa lo f th e l a t te r,th e new mode l sh ou ld

prove a s e rvi c eab l e subs t i tu te i nmee t i ng the demand for a V . P . K .

w ith be tte r l en s th an that fi t t ed toth e mode l .The spec i ficat ion s excep t th el en s ar e th e s ame a s fo r th eV . P . K .

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ginneronino the Counter

LONG abou t now you a re pr et tyapt to be qu e s t i oned r egard ingth e maki ng o f fl a sh l i gh t p i c tu r e s

,th e be s t ma te r i a l to u s e and how todoubt the s impl e s t and

s a fe s t method i s by th e u se o f Eas tman F l a sh Shee ts and th e KodakF l a sh Shee t Holder .A s th e i r name ind i c a t e s . th e fla shsh ee ts ar e sh ee t s o f paper cu t toconven i en t s i z e . and coated w i th acompound

,wh i ch when ign i t ed

,bu rn s w i th compa ra t i ve s l own es s .and produc e s a broad . s o ft l igh t .The Ea s tman Fla sh Sh eet s areidea l for photograph i ng one pe rsonor smal l groups

,or for a ny subj ec tor subj ec t s not demandi ng an abso

lu te ly i n s tan tan eou s fl a sh .

I n s e l l i ng fl a sh l igh t good s a lwayswarn th e cu s tomer tha t th ey iv il l behand l i ng someth i ng that burn s,and

pos t th em , i f n ew to th e work , wi thth e fo l low i ng p recau t i on s :“ l hen a ny fla sh l ight medi um i sign i t ed i t produce s qu i te a sh ee t o ffl ame , and car e shou ld be exerc i s edso th at th e flame w i l l not come i ncon tact w i th l ac e cu rta i n s or oth erea sy bu rn ing sub s tanc es .The Eas tman Fla sh Sheet Holderi s pro v ided w i th a r i ng o f s aw teet hfor fa s ten i ng th e fl a sh sh ee t

,and an

aper tu r e i n th e back perm i ts th el igh t i ng o f th e sh ee t from beh i nd .so th e ho ld e r i s a lways be tween th eu ser and th e fl ash sh ee t .The F l a sh Shee t Ho ld er m ay beh e ld i n the hand

,or fa s ten ed to a

14

tr ipod by mean s o f a socke t s cr eww i th wh ich i t i s p rov ided .F l a sh Sheet s shou ld n eve r bepl aced on e over th e oth er

,or w i th

corner s over l appi ng. a s the forc egene rat ed by the i gn i t i on m i gh t b l owthem off th e holde r and so cau s edamage .I f gr ea ter i l lum i nat i on i s r equ i redu s e a l arger s i z e F l a sh Sh ee t .The re ar e tw o d i s t i nc t c l a s s e s o f

fla sh l igh t powder s ; th e fir s t i s pu reM agnes ium,wh i ch i s i gn i ted bypas s i ng i t th rough a flame .

Th i s i s accomp l i sh ed bymeans o fa fla sh l amp espec i a l ly cons tru c tedfor th e pu rpos e,th e M agne s i um

be i ng s to red i n a r e s ervoi r or compa rtm ent , and mean s prov ided forbl ow ing i t in smal l con t i nuou s port i on s through th e fl a me .Bear th i s i n m i nd : i l l agnes

-iu nt is

the onlyfla shl ight m a teria l tha t ca n,

be us ed in a ny CLOSED fo rm of fla shlamp.

The wor s t fla sh l igh t acc i den tstha t h ave ever occur red have comethrough the er ro r o f u s i ng a s e l fbu rning flash powder bymi s take i na magne s i um lamp . Be sur e th atyou know what you are u s i ng andhow to u se i t .I t wou ld b e h igh ly dangerou s tou se a ny flash l i gh t compound i n a nyform o f c lo s ed or storage lamp .The co rre c t fla sh l igh t apparatu sfor u s i ng fla sh compounds i s so cons tru c ted th at th e flash powde r i sp l ac ed i n an open. pan or t rough andign i ted by proj ec t i ng a flame i n to i t .

KODAKT ake ou r book l e t . By F l a shl igh t

.

‘ and s tudy i t care fu l ly. You

wi l l find i t h i gh ly i n t ere s t ing, and .a l s o.th at i t w i l l cove r pract i ca l ly a l lpo i nt s i n th e making o f fl a sh l i gh t s

on wh i ch vou m ay be que s t i on ed .

Tw ice To ld Ta les

Never . under a uv c i rcums tance s .o i l any pa rt o f a came ra shu t ter u nl e s s vou want to pu t i t ou t o f comm i s s i on .I f a shu tte r fa i l s t o func t i on prope r ly. and wher e th e cau se can notbe ea s i ly a scer ta i n ed and remed i ed .s end i t to th e manu fac tu rer for repai r s .Do nOt t ran spos e l en s e s and sopu t two per fec t ly good Kodaks ou to f orde r

,and so make two dis sa tis

fied cu s tome rs . \Ve h aven ’ t thehear t to t e l l you o f a l l su ch e rror sbu t l en s e s shou ld on lybe changed bvan exper t . A l s o . and l i k ew i s e . nevertake a Kodak Anas t i gmat f. l en sfrom a Bal l Bear i ng Shut t er and fi ti t to a Kodak Au tomat i c Shu tt er .The s e a re n ot i n te rchangeab l e w i thou t spec i a l ad j u s tm en ts , wh ichshou ld be made a t th e factory.

A lways remember th a t PremoF i lm Pack F i lm s r equ i r e e i the rPremo deve lope r . or e l s e a l ongerd eve l opmen t than rol l fi lm .

Premo F i lm Pack Fi lm is fromth e same stock and coated w i thident i ca l ly th e same emu l s i on a s Ko

dak N . C . F i lm . bu t i t i s s pec i a l lytr eated to overcome scr a tch i ng w henpu l l i ng ou t t he tabs . Th i s t rea tmen tdoe s not affec t th e speed or th e qua lity o f th e fi lm , bu t i t doe s affect th edeve l opment .The P remo Tank Powde rs a r ecompounded from a d iffer en t formu l a than th e Kodak T ank Powder s

.and permi t th e d eve l op ing o f the

SALE SMAN

15

fi lm i n th e same l ength o f t ime a sth e Kodak fi lm .

The Kodak powder s can be u sed .bu t i n such ca s e s th e fi lm mu s t bel e f t i n th e so lu t i on fi fty ( 50) perc ent . l onger . The for egoi ng o fcou r s e appl i e s to tank deve lopmen t .“h en tray deve l oped . th e ope rator can de term i n e correc t d en s i ty i nth e u su a l manner .When you s end a camera to th ef ac tory for r epa i r s , s end at th e samet im e a l e t t er afford i ng fu l l pa rticul a r s .Frequ en t ly we rec e i ve a camerao r o th er ar t i c l e for repa i r s . aecompa n ied by th e d ea l er ' s r epa i r t ag .bea r ing h i s order numbe r . w hich h erequ es ts b e re tu rned to h im .

ou t other i n s tru ct i on s i t i s n ece s s aryfor u s to re ta i n th es e tags fo r ourfi l e s . s o be su r e to s end a l et t er o fad v i ce a s we l l .Cab l e r e l ea s e s w i l l k i nk i f th eyare ben t a t a sh arp angl e . or th eKodak i s fo rc i b ly c l os ed upon th em .

Th i s ha s happened i n some ins tanc e s and the dea l er ha s retu rnedth e Kodak , c l a imi ng tha t th e shu t te rwa s ou t o f order

,wherea s th e trou

bl e cou ld h ave been r emed i ed i n ani n s tan t by s tra igh t en i ng th e re l eas e .Neve r a l l ow a camera to l eave

you r s tor e w i thou t maki ng su re tha tth e l en s i s pe r fec t ly c l ean .

I f th e l en s i s d i r ty or h a s fingermarks on i t . i t can not p roduce br i ll i a nt n ega t i ve s .And l a s t . bu t not l ea s t . every t ime

yo u s e l l an amateu r camera . fi l l ou tth e lx' oda /e ery su bsc r i pt i on b lankand s end i t i n to u s .ly

'

oda hery keeps th e beg in ne r interested and enth u s ed . and i s a bigbu s i ne s s bu i ld er for you .

KODAK SALE SMAN

T hi s p ic tu re ,b e in g in o n e co lor , fa i l s e n t i re ly to do j u s t ic e

to th e cove r o f T he Kodak o n th e F a rm ”bo ok l e t . Theorig in a l is in fo u r co lors a n d th e 32 p a g e s in s ide a re pro fu se lyi l lu s tra te d wi th p ic tu re s tha t show how we l l Ko dak e ry fi ts

in wi th fa rm l i fe— both fo r p l e a su re a n d fo r profi t . W erep ro du c e the cove r a s a rem inde r to yo u tha t th i s bo ok l e tis a wo n d e rfu l ly e ffe c t ive he lp in in te re s t in g th e fa rm e r - fo lkin pho tog ra phy. T h e bo s s ca n g e t a ny re a so n a b l e Qua n t i tyo f th em wi th h is nam e im p rin te d , fo r the a sking ,

a nd yo u

ca n u s e th em to e xc e l l en t a dva n ta g e am o n g yo u r cu s tom e rs .

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PUBLISHED BY CANADI KODAK CO

TO , CANADA LIMITED

Illllllllllllllll ll ll Illllllll III I I lllllllllllllllllllllllllllllllllllllllllllll l llllll l lllllllllllllllllllllllfllllllllllllllflllIlllllllll

Illllllllllllllllllllllllll lllll‘lllll l Ill llll ll ll I ll Ill ll Ill ll lllllllll lllllllIIlIIIII|IllllllllIllIIIIlllllIIIII|IIIIIIIIIIIIllllllllllllllllllllllllllllllllllllllllllllll

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T o In te re s t the Beginn e r (Se e Page 6)

An a id

to the man

behind the counter

FEBRUARY , 1918

BETWEEN USl l l l l l l l l l l Il l l l l l l l l IIIIIIIIIIIIIIIIIIIII

t o you i s th e mos t inter e s t ing th ing in th e wor ld ?You can men ta l ly cata l ogu e al l th e anc i en t and modern

yvonders o f th e w orl d— and then w h en you have be taken you rs e l f to a qu i e t corn e r,and th ough t i t a l l ou t you w i l l b e forc edto adm i t tha t th e mos t inter e s t i ng th i ng from your v i ew po i n t

i s—your s e l f .Oh , pshayv ! l e t ’ s tu r n over th e page qu i ck— and you

smoth er a yawn , and l ook for s ome th ing i n l igh ter ve i n .Ju s t the s am e , i f you are t ru ly a l ive and have good r edb l ood i n you r ve i n s , you a re s e ek i ng to bet ter you rs e l f , and youcan on ly accomp l i sh th i s through your oyvn effor t s .The s t at ement th a t a l l men ar e born fr e e and equ a l doe s

no t in th e broad s en s e s e em to be born e out by fac t s .We do not a l l have the s ame phys i ca l and —menta l capac i tybu t th e mos t o f u s pos s e s s a good dea l mor e o f bo th than w e

have pu t t o th e be s t u s e o r deve lop ed to th e h ighe s t pow er .I f you a re d i s s at i sfied w i th your s e l f— and w e a l l a re a t

t ime s— get off s omewhere by you r s e l f and take i nven tory .

You and J immi e “ So and So" wer e toge the r i n th e samec l a s s a t s chool—you were abou t equa l i n you r s tudi e s , and infu tu r e prospect s ; i n fac t you had th e s eem ing advantage o f J imi n s ever a l ways . J im to—day i s fu rth es t on the road to ach i evemen t and succ e s s . Can you ch eck off a s ingl e ach i evemen t o fh i s th a t you cou ld no t hav e dup l i c ated had you been so minded ?

Now be fo re you begi n to hat e your s e l f j u s t t ake a peekinto J im ’ s m i nd , and you w i l l find h im j u s t a s d i s sa t i sfied w i thh imse l f a s you a re w i th your s e l f—wh ich i s good .

As l ong a s a man i s d i s s at i sfied the r e i s hope for h im .

Get your s e l f toge ther , prop u p th e w eak p lace s , and thens tr i ke ou t a fte r J im .

No . 1

LMOST every you th beh ind are ta i l coun ter i s fired w i th th eamb i t i on to some day become at rave l i ng s a l e sman .

” He s e e s th e t rave l e r come inw i th a chee ry sm i l e , and th i nks toh imse l f ‘pr et ty so f t— tr ave l s a l l overthe coun try— pr e tty much h i s ownbos s

,and can go and come when he

l ike s— tha t ’ s th e l i f e for me . ’"

Anyhow tha t i s abou t what Ithough t,and kep t pe s ter ing one o f

th e trave l i ng men I kn ew , who wasa par tn er i n h i s concern,for a j ob

on th e road .“ F ina l ly I l anded sa i d j ob . I' hadbeen s e l l i ng th i s l i n e r igh t a long andknew i t u p one s i de and down th eother , s o I s tar ted ou t w i th confi

denc e supr eme .“

The fir s t man I ca l l ed upon wasou t o f town ; th e s econd one had agrouch

,and th e th i rd one h ad had

s ome d i sagr eemen t w i th th e hou s e,and wou ldn ’ t even l e t me open mys amp l e ca s e .

“

And tha t s ampl e ca s e— it tookon we igh t w i th eve ry block , and asi t s w e igh t i ncrea sed mya i r o f j au ntiness van i sh ed , and I hea r t ilyw i shed tha t I was back o f the o ldfami l i ar cou nter .

“ I soon found ou t tha t i t w as ave ry di ffer en t p ropos i t i on f rom re

ta i l s e l l i ng . I n th e s tor e I was onmy own ground w i th th e cu s tomeri n a r ec ept ive mood

,wh i l e on th e

road everyth ing wa s j u s t the re

vers e .4

The buyer for a s tor e i s on thede fen s iv e a lways— he has to be ; hecan and doe s a s sume a ny att i tudetowards the trave l i ng sa l e sma n thath e choos e s

,and he u sua l ly s e l ec tson e l ea s t ca l cu l ated to make i t easyfor the trave l e r .

“

The man who was n i ce to youon your pr ev i ou s tr ip , and gave youa big fa t order , m ay tr eat you j u s tth e othe r w ay around th i s t ime .

“ You have to ca tch tr a i n s,ear lyand l a te

,spend a good many l on es ome even i ngs and Sundays , andpu t up w i th many i n conven i e nc e sn ever dreamed o f by th e man whol i ve s a t home .

“

Now th e for ego ing w a s not w ri tt e n to afford th e i dea tha t th e traye l i ng man l eads a dog ’ s l i f e

,bu t

s imply to show you tha t th e ‘so fts nap ’ i s not ex i s ten t i n any j obwor th wh i l e .

“

Not so very l ong ago , on one o fmy tr ips , a young man i n one o f th es tor e s on my rou t e asked me i f Icou ldn ’ t ge t h im a j ob on th e road .I a sked h im w hy h e wanted to geton th e road , a nd he rep l i ed tha t hewanted a broader fie ld i n wh i ch towork , and so I to l d h im I wou ld s e eabou t i t .

“

A l i t t l e l a te r I w as chatt i ng w i thh i s bos s

,and I remarked that Char

l i e s eemed to be a br igh t youngchap . He r epl i ed tha t Char l i e w a s

a n ic e young chap , and a l l r ight upto a c er ta i n po i n t ; tha t he was p l easan t and obl i ging,bu t th a t when h e

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Kodak

I f i t i sn ’ t an Eas tman i t i s n ’ t aKodak .A good many hu ndreds o f thou s

a nds o f do l l a r s have been spen t i nimpre s s i ng th i s fac t upon th e buyi ng publ i c .Kodak i s ou r r egi s ter ed andcommon—law trade mark , and s tand sfor a whol e lot ; i t i s mor e— muchmor e th an j u s t a trade name .Wh en a cu s tomer a sks for a Ko

dak,or Kodak fi lm

,or o ther Kodak

goods,i t mean s that wha t h e w ants

i s manu fac tu red by th e Kodak Compa n ie s and he i s en t i t l ed to r ece i v etha t for wh ich he a sks .The Kodak Compan i e s ow n andoperate th e large s t fac tor i es i n th ewor l d for the produc t ion o f camera sand photograph i c suppl i e s ; in conj unc t ion th ere i s the fin es t Re s earchLa bora tory in th e wo rl d devoted tophotograph i c i nve s t iga t ion .The Kodak Compan i e s h ave bu tone s tandard— th e bes t— and th eyhave supr eme fac i l i t i e s for ma i nta in i ng th i s s tandard .

To protec t th e cu s tomer - tomake su r e th a t he ge ts wha t hewan ts— to protec t you r s tor e— andto pnotect th e tr ade mark “ Kodak

,becau s e i t s tand s for th a t wh i ch i sworth wh i l e i s th e reason for publ ishing th e adver t i s emen t shown inr educed form on page 7 .

To do j u s t a l i tt l e mor e than i sexpec ted o f one

,whenever i t i s pos~

s ib l e i s abou t a l l tha t anyone cando toward get t ing ahead i n the gameo f l i fe — The Silen t Pa rtner .

SALE SMANThe Sa l esman Up in Fron t

The s ale sman up i n f ron t—yourd i sp l ay w indow can , to mo s t exce ll en t advan tage,i nvi t e a l l n ew cam

e ra owner s to come i n and takeadvantage o f yo ur deve l op ing andp r i nt i ng depar tmen t .Let your d i splay w indow demons tr ate th e exce l l en c e o f th e worktu rned ou t by you r fin i sh er s , andl i kew i s e h ave i t cord ia l ly i nv i te a l lKodak nov i ce s to come i n and bec ome acqua inted .M ake them fee l tha t they w i l l betruly we l come , and tha t th e en t i r es taff o f th e s tor e i s a t th e i r s e rv i c eto put th em on th e r ight road tor e su l t s .You can not have too many new

cu s tome rs , and a t no oth er s ea sono f the yea r w i l l you find so manyj u s t wa i t i ng to be taken i n to th efo ld .I nc i den ta l ly, th i s i s an exce l l e ntmonth for the s a l e o f su ndr i e sth e whol e l ineYou w i l l find the vari ou s acce s

sories a ll new and in ter e st i ng to th ebeginner , s o ar range you r sundryd isp lay cas e s a t trac t i ve ly, and makethe oppor tun i ty to show and exp la inth em , and s o s t i l l fu r th e r cash i n onth e pre l im i nary work you r di sp laywi ndow has don e .Page 2 affords a displa v sugge st i on for get t i ng th e beginner i n to

the s to re .

KODAK SALE SMAN

Se e p a ge 6

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ELL,what ar e you gr i nn i ng at ,

Sam ? Ju s t b ecau s e I d i dn ’ ts e l l tha t chap you th i nk you have i to n me

,don ’ t you ? You had h im aweek ago l ook ing at the same cam

era,and you exp la i n ed i t to h imthorough ly, and show ed h im mos teve ryth i ng e l s e in s tock ? Yes , Iknow you d id , and what i s more Is aw h im i n th e s tor e down the s tr ee t

l ook i ng a t camera s when I pas s edby on my w ay f rom lu nch ye s te rday.

“ I ’ l l adm i t,Sam

,that h e has a l l

th e ea r marks o f th e chron i c shopper bu t s t i l l you never can t e l l .

“ He m ay be one o f thos e chapswho has had to save the money fora camera— a five cen t p i ec e a t at ime

,and when each n i cke l s aved

mean t goi ng w i thou t some th i ng , andso h e j u s t n atu ra l lywants to ge t a l lh e c an for h i s money, and I don ’ tknow as w e can b lame h im .

I n a b ig s tor e wher e I once wa semp loyed w e had an a lmos t da i lyvi s i to r i n the per son o f a fu nny l i tt l e dried - up o ld woman i n shabbygentee l c l o th es ; she w as aecompa nied by a l i tt l e ch i ld , and wou ldwander f rom department to depar tment

,and fr om floor to floor w i th

ou t eve r,s o fa r a s I cou ld det er

m in e,mak ing a purcha se . Soon sh e

became sor t o f a s tore i n s t i tu t i on ,and the mos t o f u s humored her ,and when not too bu sy, an sw ered a l lhe r qu es t i on s and went through a l lth e moti on s o f a t tempti ng to make a10

s a l e . She u s ed to thank us a l l graciou sly and wou ld be par t i cu l ar lyp l ea s ed when w e pa id a t ten t ion to

th e youngs ter accompanying he r .“

No,Sammy, s h e d idn ’ t come in

some day w i th a bea rded gi an th er long m is s i ng son o r husband ,j u s t r e tu rn ed from th e Klond ikewi th ‘ood l es ’ o f go ld

,and buy ou t

hal f th e s tore,bu t a s u sua l ly happens

, sh e final ly d i sappear ed andwe saw he r no more .“

The po in t i s th i s,Sam :we cou ld

have a l low ed her to ge t on ou rne rves

,and s o h ave become a genu

ine pe s t,bu t ear ly in the game s omew i s e one i n th e s to re adopted the

pl an o f be ing ex tra cord ia l to her,and so i t was no t long be for e a l l the

r e s t o f u s s aw th e l igh t and fo ll owed su i t

,and s o sh e became more

o f a d i ver s i on than a pes t .“ You se e

,Sammy, we can not a lways fathom the other person ’ s mo

tive s ; n e i th er one o f u s know s j u s tw hy we di dn ’ t s e l l tha t came ra cu stome r ; th e on ly th i ng we do know .

i t w as no t becau se we d id not try.

“ I kn ew you were hav ing the

la ugh o n me,Sam , bu t I kn ew evenmore than you d id becau s e I hads een both th e former u nsucc e s s fu l

a ttempts ; knew tha t i n a l l probability he wou ldn ’ t buy, bu t j u s t ' thes ame I wa s w i l l i ng to take a chancet o s ee i f I wa sn ’ t th e bet te r sa l e sman .

“We both tr ea ted h im cou r teou sly, and gave h im a l l a t ten t i on , so w e

can s a fe ly a s sume tha t th i s s to rew i l l r ec e ive h i s con s i dera t ion i f h eeve r r each -es th e buying po i n t .What w ou ld I have don e i f th es tore h ad been crowded w i th cu s tomer s a nd some o f them wa i t ing ?Why tha t i s ea sy, Sam . I w ou ldh ave fou nd ou t wha t th e next wa i ting cu s tomer wan ted , and so manage to ke ep them both intere s tedunt i l I cou ld tur n ove r th e ‘shopper ’t o some one o f the l es s impor tan tsa l e smen

,and even th en I wou ld

have kept one eye on M r . Shopperand so be su re tha t h e l e f t th e s tor ei n a good humor .To my m ind , Sam ,

th e head o fevery o rgan i za t i on shou ld cu l t ivat eh i s s en s e o f humor ( i f on ly for pr iva te . consumption ) and th e ab i l i tyt o pres en t a s e ren e exte r ior .

“

You: know how i t i s i n bow l i ng,Sam , i f you h i t one p in j u s t r igh tdown go a l l th e re s t o f th em .

So suppos ing I w er e to comei n to th e s tor e some morn i ng w i th a’face l i ke a thunde r—c loud and snapou t a sur lygrun t t o th e ‘good morni ngs ’ o f su ch o f you a s I happenedto encounter .

'

R igh t away th at grou ch wou ldspread ; i f you happened to be oneo f those I s napped a t you wou ld fe e la b i t aggr i eved,and pa s s on the

grouch to some one o f th e re s t o fth e boys , and i n l e s s than an hou rth e whol e p l ac e wou ld be j u s t a sh appy a s a horne t ’ s n e s t recen t lys toned by a smal l boy.

I have a fr i end,th e head o f a

ve ry l arge organ i za t i on , and act i vely i n t er e s ted i n a number o f o th er s ,and the da i lydemands upon h im ares ometh i ng tremendou s , ye t I haven ever s e en h im exh ib i t a ny v i s ibl es i gn s o f be ing ou t o f humor .

11

SALE SMAN“

O u-e t ime we w ere engaged togeth e r i n qu i t e a l arge deal , and Ihad fa i l ed to rec e ive from h im amos t impor tan t documen t . I ca l l eda t h i s off i c e to s e e w hy h e had nots en t i t ove r to me

,and h e sa i d th at

h e had given i t t o on e o f h i s mess enger boys to be de l i ver ed to m e

th e pr ev i ous a f te rnoon .Us ing h i s ’ phone

,he summoned

W i l l i e,th e mes s enger

,and I looked

for a n e xplo s ion . W i l l i e came i n,and Mr . A s a i d

,

‘Good morn ing,W i l l i am— d id you take tha t l e t t er Igav e you ye s t e rday over to M r .

R—’

s off i c e ? ’ W i l l i e r ep l i ed,

‘

No

s i r,I forgo t i t . ’ M r . A sm i l e d

qu i e t ly and sa id , ‘Wi l l i e, you know

w e don ’ t pay boys for forge tt i nga rou nd her e , ’ and tha t wa s a l l th e‘ca l l ing down ’ Wil l i e got

,bu t I im

agin e i t w a s suff i c i en t .Th i s on e l i t t l e inc iden t gave me

a p re t ty good idea a s to on e o f th er ea son s w hy my fr i end cou ld bu i l dup and ma in ta i n a h igh ly eff i c i entorgan i za t ion .”

ginnerchind the Counter

OW is the t ime for you to makea lot o f good fr ie nds for yourse l f and your s tore . Ju s t th i nk o fth e thou s ands o f camera s tha t w er e

given as Chr i s tmas remembrance sto thos e w i thou t a ny pr ev i ou s experience .

Error s i n man i pu la t i on w i l l bemade

,and many s eem i ngly foo l i shqu e s t i on s w i l l be a sked , bu t i t w i l lb e up to you t o pu t a l l su ch begi nn er s as come to you on th e r igh tt rack .

M os t o f th e e rror s o f the begin nerare du e to a superfic i a l r ead ing o fthe M anual ac companying th e camera

,or a d i s r egard o f i ts mos t ex

plicit i n s truc t i on s .Imper fec t i on s i n begi nner s ’ nega

tive s c an u sua l lybe tr ac ed to one ormore o f th e fo l low i ng cau s es : u n

der - exposu re,over—exposu ’re , un

de r—deve lopment , over—deve lopmen t ,at tempt i ng snap shots in—door s orou t o f door s too ear ly or too l a te i nthe day,

attempt i ng T ime” exposur es w i th th e camera h e ld in th ehand

,camera improper ly focu sed ,mi sunder s tand i ng a s to how to u s e

th e shu t te r,a nd th e d i aphragm or

s top - open i ngs ; port i on o f image cu toff at e i th er top ,

bot tom or s ides,du e t o not l oca t i ng image i n finder

cor r ec t ly,and fi lm i ncorrec t lythr eaded i n th e camera .

W i th fi lm pa ck camera s , non—su cce s s i n add i t i on to some o f ’ th e foregoi ng cau se s

,m ay be due to i n s er t

i ng th e fi lm pack wrong s id e to i n12

th e camera,pu l l i ng two tabs a t once

,or expos i ng th e fi lm to wh i t e l igh tbe for e de vel opmen t .A s th e «begi nne r i s qu i t e apt tohave h i s fir s t exposur e s deve lopedbya pro fe ss i on a l fin i sher you w i l lnot perhaps b e much t roub l ed w i thdeve lopmen t prob lem s . But i f youdo come across a lot o f fi lms tha tappear to have b ee n improper ly deve loped a few que s t i ons and word so f adv i ce w i l l n ot come ami s s .Fi rs t

,however

,a s cer ta in i f th e

beg inne r has attempt ed the deve lopment h imsel f ; i f so , you can goah ead

,but i f h e i n forms you th at

th e work has been don e by a pro fess i oua l,

.

'be cau t i ou s a s to adv i ce , ore lse he m ay th i nk you are attem pti ng to “ knock” the work o f a compet i tor .Le t u s as sume tha t h e ha s deve loped h is fi rs t ro l l by th e traymethodi n the dark r oom , and tha t th e ro l lgi ve s evidence o f under—deve lopment . Expl a i n the neces s i ty fo r co rr ec t tempera tur e

,65

° Fahr enhe i t,and that th e fi lm shou ld

'

not be t emoved from th e deve loper a s soona s th e image shows good and strong ,bu t shou ld be a l low ed to rema i n i nthe s o lu t i on u n t i l th e image show swe l l through th e back o f the fi lmth e t ime ra nging from five to t enmi nut e s a ccord ing to th e s tr ength o fthe deve l ope r .I f a ll nega t i ve s i n the rol l appearover den s e th e ro l l has been a l l ow edto r ema in i n th e d evel ope r too long .

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Se l l ing HintsWhen a man wear ing a h eavy

o vercoat comes i n and asks t o beshown a camera

,sugges t tha t he re

m ove it s o tha t he w i l l f ee l mor ecom fortab l e .Do not sugge s t th i s to a woman

,un l e s s sh e ev i nce s s ign s o f discomfo rt

,becau s e many a long coa t cover s a has ty to i l e t t e .S i z e up th e cu s tomer— and un l e s s

a sp ec ific mode l i s r equ e s ted,or a

pr i c e l im i t g iven,sh ow th e h igh e r

pr i c ed goods , a s i t i s much eas i er tocome down th e l ine th an to go up .I f th e cu s tomer i s a s teady pu r~cha s er o f one grade o f pape r

,say

Velve t Ve lox,sugge s t h i s tryi ng afew pri n t s on Roya l Ve l ox , or Regu la r Ca rbon Ve lox . Th i s w i l l a t

l ea s t show your i n t er es t i n h im ,and

i t m ay i nc r ea s e h i s e nthu s i a sm andyou r fu tur e sal e s to h im .

I f a f te r you have so l d what th ecu stomer a sked for, you s e e himl ook i ng a t s ometh i ng e l s e i n th e

show—cas e , p lace i t i n h i s hands andexpl a i n i t .Pla c i ng an a r ti c l e i n the cu s tomer ’ s hand s i n sur e s h i s a t t ent i on

,and atten t i on i s th e fir s t s tep to _ as a l e .Never be a f ra id to sugges t oth ergoods i n th e s tor e ; you know a l labou t them , o f cou r s e , bu t th e cu stomer m ay not . and he m ay thankyou fo r sugge st ing someth i ng her eal ly needed bu t d id not know wasto be had .Here are a few m or e sugges t i onsfrom “ Fruhau f S erv i ce

,

” wh i ch keyi n exceed ingly wel l w i th th e fo rego ing :“When s e l l i ng any p i ec e o f mer

cha ndise t h i nk o f th e next sa l e . I tw i l l make you mor e con s ervat i ve i nyour s ta temen ts and w i l l make i teas i e r for you to br i ng the cu s tomerba ck n ex t t ime .14

Anyone can l ook pl eas an t . Youdo not have to sm -i rk . M os t peopl ew i l l l ook for a p l ea san t

,open coun

tena nce . Agre eab l ene s s can be a cqu i red . I t i s a lw ays pr e s en t i n ar ea l ly b ig man .”

SALE SMAN“

The average man .can be a n

chored to a s tor e be t ter when h e i ssol d s l ow ly. Haste make s w as te i nmany a s a l e .

“ Le t you r cu s tomer j oke a s muchas h e l i k es,bu t you s t i ck to the j obo f giving h im sel l i ng sugges t i on s .

Sooner or l ate r you a re j udged byj u s t what you ar e— a j oker o r a rea ls a l e sman . Which wou ld you ratherbe ?

Adverti smg

Do you l ook over and s tudy th eadverti s i ng i n the n ew spaper s andthe magaz i ne s ?I f you do not you ar e over l ooki nga gr ea t mean s o f educat ion i n th ear t o f s e ll i ng .We do not mean j u s t the adver

t ising tha t appl i e s to your part i cu l a rl i n e,bu t a l l adve rt i s i ng .Qui te pos s ib ly, h er e and th er e .

you wi l l find someth i ng to c r i t i c i s e :someth i ng tha t you do not l i ke , bu ttha t w i l l on ly s erve to sharpen you rfacu l t i e s and i ncrea s e your powe ro f ana lys i s .The adver t i s i ng man mu s t beh igh ly t ra i n ed and sk i l led in the ar to f s e l ling by th e pr i nt ed word , andso you w i l l find many argumen ts adva nced tha t you ca n app ly to you row n propos i t i on .Ju s t a s much thought , and some

time s a good dea l mor e , i s pu t i nt oth e adver t i s ement s a s i n to th e reg ul ar r ead ing mat ter .I t co s ts good money to adver t i s e .and so th e adve rt i s e r mus t ge t th i smoney back i n sa l e s to w in .

By Autographic Photography

The pra c t i ca l va l u e o f the Au tograph i c Fea tur e i s everydaybecomi ng mor e apparen t .Some t ime ago th e LackawannaRa i l road pu t a number o f Au tograph i c Kodaks i n to comm i s s i on foru s e i n connec t i on w i th th e work o fi t s f r e ight depar tmen t

,ment i on o f

wh i ch was made i n the s e co lumns .M a rt i n P . Kennedy o f the La ckawanna Road

,in a r ec en t a rt i c l e i n

th e Ra ilw ayAge Gaz e tte ( r epr i n tedin

' th e Litera ry D iges t) t e l l s howvery s a t i s fac tory th e u s e o f th e Au

tographic Kodak has be en and howmu ch i t s u s e fu ln e s s h a s ext endedbeyond the work a s or ig ina l lyp la nned . We quote th e fo l l ow i ngf rom M r . Kennedy’ s art i c l e s :

'

T he re su l ts have be e n e xc e ed ing lyg ra t i fying . Age n ts w ho h e re tofo rewe re inc l in ed to b e in d iffe ren t a s to

how the fre igh t w a s loa ded ,j u s t sothey g o t the doors s e a l ed a n d ca r

s ta rte d o n it s w ay, n ow e xe rc i se theu tm o s t ca re ,

fo r they know tha t cop ie so f the se p ic tu re s a re s e n t to the G e ne ra l Sup e rin tende n t ’ s office , w i th a re

po rt . wh ich o f co u rse d i sc l o se s th elo a d ing p o in t , a n d i t is on ly n a tu ra l toa ssum e tha t a re buke i s in s to re fo rM r. Age n t a t fa u l t .

“

Then , a g a in , the a g e n t w ho re ce ive sa ca r in b a d cond i t ion a nd photog raph si t . fe e l s tha t the a g ent re spons ib l e fo rthe poor loa d ing wi l l su re ly awa i t a nopportun i ty to ca tch a ca r com ingfrom the s ta t ion tha t ca ugh t h is ca r .

VVha t’

s the a n swe r ? T he g re a te s t ca repos s ib le b e ing e xe rc i sed by a l l ha ndsin loa d ing a n d s towing the i r fre igh t ,wi th the re su l t tha t the re i s con s ide ra b ly l e s s dam a g ed a n d b roke n sh ipm en ts . T he va lu e o f the c am e ra s soonb e c am e a pp a ren t a long m ore wide lye x te nded l in e s .

O n e o f the p rinc ipa l im provem entss e cu red by the se p i c tu re s we re s tronge r co n ta ine rs fo r ra i s in sh ipm e n t sfrom Ca l i forn ia to New York . Som e

o f the p ic tu re s taken a t New Yorkp ie rs of c a rs o f ra i s in s showed a lm o s te v e rv bo x in the c a rs b rok en a nd

SALE SMANra i s in s p i led o n the floor

,a n d th e s ewe re s ent to the orig in a t ing l in e . T he

o ffice rs o f tha t roa d p re sented the p ictu re s to m em b e rs o f th e Ca l i forn iaRa i s in A s soc ia t ion , w ho we re a sto un ded to s e e how the i r shipm en ts we rea rriving a t de s t ina t ion . No p e n

-

p ictu re s cou ld have fu rn i shed su ch - aforce fu l a rgum ent .“

The office rs o f on e conn e c ting l in erece n t ly d i spu ted tha t a ca r w a s del ivered in a p i l fe red cond i t ion , bu twhen they s aw a photog raph showinga l l the ca s e s in th e ca r b roken op e n .they threw up the i r hands a nd

a cknowl edg ed the corre c tne s s o f o u r

co n ten t ion . T he re spon s ib i l i ty fo r

dam a g e to a ca r - lo a d o f fl ou r in sa cksby m oi s tu re , o n a ccou n t o f de fe c t iveroof a n d s ide - boa rd s

,w a s re c en tly

p la ced wh e n a p ic tu re showin g a l l the

dam a g ed sa ck s w a s d i sp layed .

O n e ca r from the W e s t w i th 750

ca s e s o f ca n s o f condensed m i lk ha dso m a ny ca se s b roken a n d th e co nten ts so sca t te red tha t it w a s impo s

s ib le to ob ta in a n a ccu ra te che ck o f

the ca r.

“

In a dd i t ion to fu rn i sh ing a copy o fthe se p ic tu re s to the a g en t takingthem,a nd to th e re spon s ib le a g e n t .

su ffic ie n t cop ie s o f th e wors t ca se sa re d i s tribu ted a t va riou s a g ent s ’m e et ing s , wh ich a re he ld m onth ly.

T hey a re take n hom e by the a gen tsa n d shown to a l l the i r em p l oye e s e ng ag ed in hand l ing fre igh t. a n d th enece s s i ty fo r c a re fu l ha n d l ing i s empha s iz ed . T hey a re wa rne d a ga in s thavin g a p ic tu re o f o n e o f the i r ca rscom e ba ck to them ,

a n d th e im p rovem en t in th e se rvice in d ica te s tha t t li e va re paying he ed to the w a rn ing s .

“ P i c tu re s o f dam ag ed fre igh t du e tofra i l cra t ing a re fre qu en tly p re sen te dto sh ipp e rs , w ho a re b e g inn in g to b e

convin ce d o f the se rio u s los s th e ra i lroa ds a re pu t to o n th i s a ccoun t . a nd

a re taking s tep s to rem edy the evi l .T he ra i l roa d com pa ny i s deve lop ingth i s fe a tu re o f th e cam e ra , a n d i t i sb o und to b e com e in cre a s ing ly e ffe ct ive in i t s re su l t s .

“

T he cam e ra i s a l so u sed by th espec ia l a g e n t s in photog raph ing u nsa fe cond i t ion s a long th e l ine . tra inwreck s,a n d va riou s o ther irregu l a rit i e s , a n d i s b e com ing a n im portan t

a dj unc t to m ode rn ra i l roa d ing . T ha ti t i s he re to s tay i s a t te s ted by th enum b e r o f ra i l roa d s a dop t ing i t s u se “

PRIZE WINNERS1917 Kodak Advertising Contest

F irs t—George J . Botto , 16We s t 45th St .

,New York

C i tySecond—W i l l i am Shew e l l

El l i s , 1612 Che s tnu t St . ,Ph i lade lph i a , Pa .Third— W . B . S tage , 743Fi f th Ave

,New York

C i tyFourth—

‘

VVil l iam Berger,

Ir .,10 W . Che l ton Ave

,German town,P

'

a .

F ifth— Edw i n G . Dunn i ng,

25E. 65th St .

,New York

C i tySix th —Chas . Luedecke , Ir.

,

20 S . 52nd St .,Philade l

ph i a,Pa .

Seventh— Fash i on Camer aS tud io s

,243 Wes t 39 th

St .

,New York C i ty.

Eighth— W i l l i am Shew e l l

El l i s,Ph i lade lph i a

,

Nin th—Hobart V . Rober t s,

1602 Sunse t Ave .

,Uti ca

,

Ten th— Edwi n G . Dun

n i ng,New York

Eleven th—Hobar t V . Rob

er ts,Ut ica

, N . YTw e lfth— Holme s I . M e tte e

,229 M ondawmin

Ave .

,Ba l t imor e

,M d .

Thirte enth— Char l e s Lu edecke

, Jr.

,Ph i l ade lph i a

,PaFoa i' tee nth— M r s . A rthu rBaz i l l e , 605 Car ro l l St . ,St . Pau l, M i nn .

10000

When ma king snap sho ts in bright

s un light, mus t the camera be in the

shade ?

No,but you mus t avo id havi ngth e rays o f l igh t s t r i k i ng d i rec t lyi n to the l en s .

Ca n the Optim a Sha tter a nd. f.

lens be fitted to the NO .2 - C A i t

tographi c Kodak?

No .

SALE SMANQuery Column

Can you supply an Au tographic

Back for the NO . 0 Graphic camera ?

No t supp l i ed .

t a t is the bes t Koda /e to us e form aking nega tives for la ntern s lide

purposes ?

I t depends upon whether th e lanter n s l i d es ar e to be made bypro ject i on or c ontact . I f made byproject i on any s i z e n egat ive w i l l do , as theima ge

,o r a ny pa rt o f i t , ca n be eul arged or r educed t o fi t the confine s

o f the a re a o f the s l id e .I f th e s l i de s ar e to be made by.

c onta c t the 3% x 4% camera i s th el arge s t s i z e tha t can be u sed i fpr ac t ic a l ly t h e whol e image i s to beemployed , becau s e the s tandardAmer i can s i z e l an tern s l ide p la te i sx 4 i nche s .When mak ing n egat ive s w i th a

3% x 4% camera for con tac t l ante rn s l i d es th e camera shou ld beu sed hor i zonta l ly,

becau se tha t i s thepos i t i on i n wh i ch th e s l ide i s p lac edi n the l an te rn .The camer a can be u sed ver t i ca l

ly, bu t i n su ch ca se th e image wou ldh ave to be sma l l ers o as to ‘be w i th inthe confine s o f the short w ay o f thes l id e

,or a por t i on o f the image

wou ld have to be sacr ific ed .

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Be tw e e n U s

We happe n e d in to an ou tlying se ction

of a c ity not so lon g ago a t a poin t w he re

a numbe r of sm a l l n e ighborhood store s

w e re loca te d pre sum ably for the con

ve n ie n ce of a dja ce n t re siden ts .

O ne store had tw o doors,w ith a dis

play w indow be tw e en them . Ea ch doorhad on it a sign ,

in red l e tte rs a t l e a st

thre e in che s high ,on e rea d ing “

No

te lephon e s ,”and the othe r,

“

No cre d it .

”

Now w a sn’

t tha t a da in ty d ish to se t

be fore a king” ' —

ou ch l

The good w il l cre a ting fe e l ing tha t

those sign s w ou ld in du ce in the bre a st of

the prospe ctive cu stom er can be compare din amoun t w ith the ha ir on a frog .

Vo l . 4 MARCH , 1918 No .

An a id

behind the counter

M r . Pup Sa le sm a n

The o ther even i ng a bunch o f u sw er e s eat ed i n a hote l l obby,

andther e came wander ing i n to ou rm id s t a ha l f grown , and more th anha l f s ta rved pup . “

Hi s pedigre e w as a s m ixed asboard i ng - hou s e ha sh

,and an X - rayto d eterm i n e the l oca t ion o f h i s

sp ina l ver tebrae wou ld have beena l toge th er superfluou s .A be l l - hop prompt ly e scor ted h imto . and through , th e door . I n a fewmoment s h e wa s bac k aga in on ly tohave th e proce s s r epea ted .Short ly the rea ft e r h e came tro tt i ng in th rough anoth er door . Hehad a mos t i ngra t ia t ing manner andh e wou ld s top be fo re some one ! andanoth er o f u s w i th tha t l ook o f appea l i ng tru s t fu l n e s s tha t on ly ch i ldr en and pup dogs ca n succ e s s fu l lypu t over .Soon a hand was reach ed ou t togi ve h im a fr i end lypat , and th e w aytha t pup and the fe l low s warmed upto each othe r wa s remarkab l e : evenh i s natu ra l en emy, th e be l l - hop ,thaw ed o u t and s l i pped h im a hunko f r ea l mea t h e had pur l oi ned f romth e k i tch en .That pup succ eeded i n be ing a ll ow ed to remai n where i t w as warm .

2

to ge t some th i ng to ea t , and to makefr i end s

,becau s e h e was a sa lesma n .

He had noth i ng to s e l l bu t h ims e l f— and h i s v i s ib l e s tock i n tradewa s far from A - l

,bu t h e knew the

fundamen ta l s .He rea l i z ed tha t - he had a ha rdpropos i t i on to pu t ove r and tha t h ecou ld not s e l l u n l e s s h e cou ld ge t toth e buyer s , so he was per s i s ten t .Pu tt ing h im ou t once or tw i cemean t noth i ng i n h i s young l i f e , andI r ea l ly th i nk tha t he had a s en s e o fth e advert i s i ng va l u e— th e at ten t i oncreat i ng va lu e— h i s pu tt ings—ou t andreappea rance s wou ld cr ea te .Even i n th e moments o f s tr e s sdu r i ng th e pu t t i ng—ou t proc e s s e s h en eve r forgot to be a gen t l eman ; hedi d not r end the a i r w i th w i ld andun se emlyyappings , nor di d he ofi‘erv i o l ence to thos e s e ek i ng to depr iveh im o f h i s market .No— he w a s a w i s e dog : he depar ted each t ime qu i e t ly and ph i l osoph i ca l ly,

and r eappeared th e samew ay,w i th h i s ta i l w agging i n gen t l e

f r i end l in e s s,

a nd h i s brown eye ssearch i ng i n to th e face s o f the humans abou t h im , not bo ld lv. notc r i ngi ngly, bu t w i th qu i e t a s sur edn es s tha t commanded atten t i onand so h e pu t h i s propos i t i on acros s .

KODAK SALE SMANYour Duty

The other day a man wa s show ingw i th fu l ly pardonab l e pr i d e a co ll ec t i on o f p i c tu re s o f h i s son .

I t was a r emarkab l e s e r i e 5 .

s tra igh t through from the t i ny babvp i c tu re s to th e l a st one s i n th e un iform .

The en thu s i a sm o f on e o f h i sfr i ends wa s fir ed . He sa i d w e havego t s tacks o f negat ive s o f ouryoungs te r a t home and I am goi ngto make me a book j u s t l i ke v ours .

A few days l a ter h e came i n .gloom pervadi ng h i s cou nt enance .Sai d h e : “ I ’m up agai n s t i t :th e w i feand I j u s t can ’ t agree when a lo t o fthos e p i c tur e s w er e taken . and w ear e havi ng an aw fu l t ime regard ingth e order i n wh ich thev sh a l l bep l aced i n the a lbum .

’

He turned to th e man who hads hown h im hi s co l l ec t i on . and a skedh im how he had managed i t .The man laughed and sa i d : "

Oh,I am i n th e bu s i n e s s : a l l th e s e vea rs

I have kept tha t a lbum in mv desk,and every t ime we made a nv ex

posu res, on e o f my fini sh er s madei t a par t o f h i s j ob to s ee tha t pr i n t swer e made and p laced in - th e a lbum .

A few year s ago. un l e s s you wereu nu sua l ly sy s temat ic . or had someone to look a fter su ch th i ngs forvou . th e qu es t i on o f th e da te wasa lways more or l e s s prob l emati ca l ,bu t s i nc e the adven t o f the Au tograph i c F e a t u r e th e "when

,

”

where “ and " who” can be r eco rdedr igh t on the negat i ve i t s e l f .l us t now thou sands o f Kodaksand Brown i e s ar e tak ing p i c tur e stha t w i l l be t r ea sur ed for a l l t ime

,and th e date upon wh ich th ey w e retaken w i l l be mos t impor tan t

.

Every t im e you make a Kodak orBrown i e sa l e , expla i n th e u s e o f theAu tograph i c Featu r e thoroughly.

4

Do not do th i s mer e ly a s a ta lk i ngpo i n t,though i t i s a mos t va luab l e

one,bu t through a s en s e o f du ty,becau s e au th en t i c p i c tur e r ecords

mean much more j u s t now than theyd id a vear o r so ago .

The Display

.

WindowYou r d i sp l ay w indow can te l l awho l e lor abou t you r s tor e .I t can te l l th e fo lks ou ts i d e thatyou don ’ t c ar e much abou t them ,

a nd tha t th e s tore i n s i d e i s not up toda te

,and tha t th e s a l e speop l e ar e

care l es s or i nd iff er en t,or i t can be

made to se l l goods— and to s e l l

good s you have firs t got to ge t th ep eop l e i n to the s tore .Your w i ndow d i sp lay can te l l peop l e tha t you dea l i n a cer ta i n c la s s o fgoods

,or i t can be made to s e l l spe

cified ar t i c l e s o f merchand i s e .Amateur photographyhas taken ab ig j ump dur i ng th e pa s t year , andw i th good r ea son .Thou sands o f fi lm ro l l s have beenexpos ed a t th e t ra i n ing camps , andm anv th ou sands more have been expos ed by th e fo l ks a t home to keepth e boys i n touch w i th th em .

O u t o f a l l th e s e thou sands o f fi lmsw i l l be found many o f unu sua l exce l lence . or o f un iver sa l i n ter e s t tothe po s s e s sor . and i t i s bu t na tura lto suppos e tha t th eywou ld appreciate en l argements from th em .

Page 5 affords a sugges t i on fora w i ndow d i sp l aywh i ch w i l l f ea turenot on ly th e work tu rned ou t byv o u r en l argi ng depar tment , bu tshow ing how s imp l e i s th e makingo f en l argemen ts th e Kodak w ay i fthe amateur w i sh es to do the w orkh ims el f .Now i s th e t ime to ca sh in .

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KNOW an in surance man — a

su cce s s fu l on e— and he se ems tos e l l abou t a ll th e var i e t i e s o f insura nce ther e ar e .

“ He i s a ve ry bu sy ma n, ye twhen-eve r there i s a member sh ip

campaign on for th e Board o fT rade

,or for the Red Cro s s

,th e

Y . M . C . A .

,or th e flotat i on o f a

Vi cto ry Loan , you w i l l find h im i nthe th i ck o f i t .“You do not find h im s ervi ng onth e commi tte e s o f th e s e va ri ou s ou ts i d e i n te r es ts bec aus e he force s h i sw ay on them for bu s in e s s r ea son s ,bu t

,on the con trary,

he i s prac t i ca lly forc ed to s erve on them becau seh e ha s a record for p roduc ing re

su lts .

He se l l s membersh i p s i n th e Y .

M . C . A . ,and i n the Red Cros s

,and

h e s e l l s Vic to ry Bonds i n exac t lyth e s ame w ay tha t h e s e l l s insurance .“ He s tud i e s h i s market un t i l h eknow s i t thorough ly ; he comes i nto s e l l you au tomob i l e i n su rance ,and when he ar ri ves he know s th em ake and s tyl e o f your car , abou thow long you ha ve owned i t , andhas suff i c i en t oth er in format ion toenab l e h im to pre s en t a p ropos i t ionadapted to your par t i cu lar needs ,and so to make you fee l th at he i si n pos i t ion to render you rea l s e rvi c e . By app lyi ng th e s e same methods h e suc c e ed s i n thes e oth er ventu re s equa l ly we l l .

“

Every t ime you ru n acros s a6

good sa l e sma n you find that heknows his l i n e a l l th e w ay through .

“ I w en t i n to a s tor e th e o ther day‘

to purchas e a few sh i r ts . The s a l e sman l a i d ou t an a s so rtment for myi nspec t i on

,a nd I asked h im how

th ey compared w i th another br andw i th wh i ch I w a s fami l i a r .“ He didn ’ t dea l i n genera l i t i e s ;h e fi rs t s a id tha t th e brand I men

tion ed w a s a good one,and sa id

tha t in al l probab i l i ty th e qua l i ty o fth e fabr i c s wa s abou t equa l . Heth en proceeded to show me afew di ffer ence s i n manu fac tu re— a

doub ly r e i n forced s eam ,he re a spe

cia l w ayo f s e tt i ng i n the neck band ,and an i nch or s o o f added l engthto th e body.

“When he got through I kn ew awhol e l ot more abou t sh i r t s than Iever d id be for e

,and I had a lo t of

r e spec t for,a nd confidence i n th at

s a l esman be cau s e he knew h i s bu s in ess .

“

The w i s e sa l e sman i s a lw aysl ook ing ahead to the ma king o f thes eco nd sa l e to a cu s tomer .

“ I t may be j u s t chance , or i t m aybe an a tt ra ct i ve w indow di sp lay, ora n ewspaper adver t i semen t , tha tbr i ngs th e cu s tomer i n to th e s toreth e fir s t t ime

,bu t i t i s up to you tomake h im want to come aga in .

“ I n th e November i s s u e o f theD e Lava l Mon thly, whi ch i s devotedto th e s a l e o f cr eam separa tor s . appears some migh ty good adv ic e onsa t i s fyi ng the cu s tomer , and a s i t

KODAK SALE SMANappl i e s equ a l lv wel l to vou r l i n e Iam goi ng to g ive i t to you :

‘

No cu s tomer shou ld ever bea l l ow ed to pu rcha s e a ny ar t i c l e i nvour s tore tha t mav give h im "gr i e f"l a ter on .

‘I t make s no di ffer ence i f h e i ssa t i sfied a t th e t ime .

‘I t make s n o d i ff er enc e i f becau s e o f a low e r pr i c e , or becau se h ei s m i s i n formed . th e purcha s er show sa pre fer ence for an i n fe r i or ar t i c l e .

‘ I t ' s vour bu s i n e s s to prot ec t th ebuye r ' s i n ter e s t . You can ' t affordto do oth erw i s e .

‘ I t ’ s you r bu s i n e s s to know whata rt i c l e w i l l giv e h im th e bes t s ervi c eand w hv i t w i l l give h im th e bes ts erv i c e .

‘

And i f vou w i l l a l l ow h im totake away a cream separator or a uvoth er ar t i c l e f rom you r s tore , nomat ter how we l l p l ea s ed w i th i t h em ay be at th e t ime . no matt er howfine a “ barga in” h e may th ink i t i s .and la te r on h e ha s cau se to r egr eth i s pu rcha s e . he ' l l pu t th e bl ame onyou

He ' l l th i nk vou d i dn ’ t gi ve h ima squ ar e d ea l .

‘

And a fte r a l l . what th e pu rcha ser w an ts more th an anyth i nge l s e i s a squar e dea l .

‘

And w hen h e i s gl ad to s ee yous i x mon th s or a year a f te r th e dea li s made

,th en you know tha t youhave added anoth er good w i l l ‘br i ck to vour bu s i n e s s ed ifice .

“ ‘

Then you know that h e w i l lc ome back fo r more .

‘

Then you know i t w a s worthth e l i t t l e extra sa l e s effor t wh i chperhaps i t c os t you to pu t h im onthe r igh t t rack i n th e fi r s t pl ace .

‘

Th en you know tha t wh en heta lks abou t you r s tore to h i s n e ighbor s h e w i l l be l ay i ng th e . l i n e s forn ew trade tha t soon er o r la te r w i l lc ome your w ay.

‘

The h er ea fte r o f a sa l e i~

Kodakery for April

C o n te n ts

U n iform lv Pr int ed Pri n ts .

For t ime ly pu sh i ng How To

M ade Good Pi c tu r e s .

fr equ en t ly more importan t th an th es a l e i t s e l f .

Th i s i s pecu l i ar ly tru e o f th ec ream sepa ra tor bu s in e s s :Becau s e every cr eam separa torvou s e l l e i th er pra i s e s or “ damn s ”

vou tw ic e eve ry da y,365 davs i n th e

vear .And i t s u s er i s e i th er sayi ng toh im s e l f— and l i ke ly to th e n e ighbor s I 'm glad persu aded me to buy a De Lava l . Even i f

i t d i d c os t me a l i t t l e more i t w asw el l wor th i t and i t h a s n ever gi venme a bi t o f t roub l e . ‘

‘

O r e l s e :Jon e s cer ta i n ly s tung me r igh twh en h e so l d me th i s make - sh i f t

t epa ra tor .

bu s i n e s s w i l l con t i nu eto grow and prosper in th e vea rs tocome . \\ 1l l iam s

' or l one s ' ?w ou ld you rather be

\\ 1l l iam s or Ton e s

The Kal e i doscope o fI l lu s t ra t i on s from O ffi c i a l Pho

tographs fr om the \Yest ern Fron t .Pic tor i a l ly Rever s i ng Da v andN igh t ( Il lu stra ted l .

Sta i n i ng Pr in t s Betw een Deve lop i ng and F i x i ng .Natu ra l O u tdoor Background s

1 I l lu s tra tedT r immi ng th e Pri n t ( Il lu stra t

It i s j u s t abou t a yea r since '

u e

moved i n to our new home,and we

show above a p i c ture tha t give s avery good idea o f th e s i tuat i on o fthe bu i ld ings .O n th e extr eme r ight s tands thema in gate—w ay, w i th i t s gat e—hous e .through wh i ch the factoryemploye e spa s s to r i ng i n and r i ng out the i r8

Within . the Grount ime . I n l i n e w i th the gate—hou s ei s th e offi c e bu i ld i ng

,car ryi ng thename o f the Company. O n th e l e f t

i s th e l arges t u n i t , wh i ch hou s e sth e depar tment s manu fac tur i ng s ens itiz ed goods . I n l i n e w i th th e b igbu i ld i ng

,bu t ou t o f th e p ic tu r e . i s

th e s econd manu fac tu r i ng un i t ,wh ich hou se s th e s tock and sh i pp ing

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AMMY,I happened to p ick up a

book the oth er day ca l l ed ‘ M aking M ore M oney i n S tore—Keep i ng . ’The t i t l e sou nded good , s o I d ivedi n ; open i ng the book at random Is tru ck th i s : ‘S trange a s i t m ay s e em ,not one mer-chant i n a hundr ed take ss er iou s ly th e matte r o f i nd iv i dua l swho do not tr ad e w i th h im . No

commun i ty i s so b ig tha t any merchan t can afford to have a ny per sonin i t a bs olut e ly igno re h i s bu s i n e s s . ’

“ For the t ime be i ng I c lo s ed thebook becau s e those few words gaveme a whol e lo t to th i nk abou t .

O u r town i sn ’ t so l arge bu t wha tw e can expec t every pos s ib l e u s e ro f th e goods w e s e l l to know tha t w ea re i n bu s i n e s s

,and to find our s tor e

pract i ca l ly a s easy o f acc e s s a s th es tor e s o f our compet i tor s .“

Now,Sammy, w hy do the p a

t ron s o f the other s tore s go to themi nstead o f com ing to u s '

J

“

Every s tore propr i e tor , or m a n

ager,and a l l o f h i s employe s h avea ce r ta i n number o f fr i ends who go

to tha t s tor e becau s e o f su ch fr i endsh ip .

“

A c er ta i n numbe r patron i z e as tor e becau se o f i t s conven i ence , becau se it i s i n th e same b lock aswhere th ey ar e employed , or becau seth ey pa s s it every day.

“ Some women pa t ron i z e a particu lar s tore becau se th ey have acharge accoun t ; some becau se thes tor e w i l l d e l i ver anyth i ng any t ime( though j u s t now th i s i s b e i ng don eaway wi th ) .

10

Some cu s tomers l eave one s tor eand go to anoth er becau s e o f somegr i evanc e

,r ea l or fanc i ed

,and so on .

“When you ha ve exhau s t ed a l lth e p l au s ib l e r eason s for peop l e patron iz ing s tores other than th i s one ,Sammy,

we find tha t w e s t i l l h ave agood many peop l e not accountedfor .

“

New peop l e are con s tan t ly comi ng to town and s e tt l i ng her e ; th eymu s t make an i n i t i a l choi c e o f th es tore s w i th wh ich they t rade . We

get some o f th em,perhaps our j u s t

and fu l l proport i on,bu t th e old

qu es t i on a lways comes up .“ I know w hy I pa tron i ze cer ta i ns tor es

,and you have you r pre fer

ences , Sam ; perhaps i n some cas e sou r rea s on s are t r i vi a l , and i n o ther sth ere i s s ome m ighty s trong r ea sonfor our s e l ec t i on s .“ I sw i tch ed to anothe r barbershop not l ong ago ,

becau s e the barbe r tha t chance u su a l ly s eemed toappor t ion to me , ta lked too muchand as a barbe r h e w as a good one .I know how I l os t one good cu stomer

,Sam . Th er e w er e tw o M r s .

Thompson s,one whos e hu sband had

r ec en t ly depar ted th i s va l e o f tear s ,wh i l e th e hu sband o f the othe r hadgone to Flor i da for a w in ter vacat ion .

“ I got th e two m ixed up andcheer fu l ly rema rked to th e w idow ed one tha t I hoped her hu sbandwas find ing it warm enough .

“

A l l j ok i ng as ide , Sammy. th ecu s tomer who goe s to our compet

KODAK SALE SMANitors i s a s er iou s probl em , and on eto be ca re fu l ly s tud i ed .

“ I wou ld be very fool i sh . Sam ,i f I d i d not cr ed i t ou r compet i tor sw i th equa l keenn e s s i n s t r iv ing formore bu s in e s s

,and i n endeavor i ng

to an alyz e cond i t i on s th e same as Iam doing .No one merchan t can expec t tocon tro l th e en t i r e trade o f h i s c i ty,un l e s s he ha s a monopoly o f th egood s he s e l l s . bu t i nvar i ably s omemerchant ha s a much larger t radethan h i s compet i tor s . and th ere i sa lways a good rea son for i t .

"

A t th e pre s en t t ime I am giv i nga whol e l o t o f th ough t to th e womancu s tomer ; she ha s a lways be en a b igfac tor i n i nflu enc i ng the expenditu re o f the con ten t s o f th e fam i lypur s e

,and j u s t now sh e i s i n manyi n s t ance s th e sol e arbi t er a s to th e

de s t i ny o f s a i d cont en t s .“

Th i s doe s n ot mean,Sam

,tha t I

am going to a sk you boys to w earcer i s e n eckt i e s and wh i te ki d gl ove s,bu t I do fe e l th a t w e shou ld now,more than ever

,make th i s s tore a t

trac t ive to th e woman cu s tomer .“

VYe can aga in,Sammy, make u seo f th e proc e s s o f e l im i na t ion

,and

ch eck o ff th e th i ngs th e averagewoman cu s tomer doe s not l i ke

,th ough in our par t i cu l a r ca s e I th i n kwe h ave a lreadv don e away w i thmos t o f th em .

“Women do not l ike a d i r ty ord i sorder ly s to re ; th ey do not l ike as to re w i th an overp lu s o f th e odoro f tobacco

,nor a s tor e whe re i d l er s

are perm i t ted to congregate .“

They do not l i ke s o i l ed handsnor so i l ed co l l a r s,and qu i t e a few

ob j ec t to be ing wa i ted upon bv aman w i thou t a coat .

“

The average woman l i ke s toshop , and for th i s rea son doe s n otl ike to be hur r i ed or s e emi ngly bu ll i ed i n to a dec i s i on ; sh e i s a l so aptto be f r igh ten ed bv t echn i ca l i t i e s

.

QueriesD o you s upplyAu tographic Ba cks

for Stereo Kodaks ?

How clos e to the s ubject ca ii onew ork w ith the No . 2 B row nie Cam

era ?

Ei gh t f eet w i thou t Por tra i t A tta chm en t : th ree and on e - ha l f fee tw i th Portra i t A t tachmen t .

l l'

ha t dew /ope r is bes t fo r la u

te rn s l ide pla tes“

The on e given in th e d i rec t i on“ heet accompany i ng th e package .

11

and pre fe '

s a ny n ece s sa rv instru c

t i on or de s cr i pt i on s i n th e s impl e s tpos s i b l e l anguage .I n th e l arge r s tor e s wh ere u om

en shopper s predom i na te,s eat s ar e

provi ded . and , wherever pos s ib l e .th e coun t e rs or other d i sp l ay fix

tu re s a re so ar ranged tha t th e cu s tomer can

,w i th com for t and con

ven ience . i n spec t th e good s wh i l es ea ted .“ I th i nk . Sam . th a t i t m igh t be agood s tun t to fix up a corn er or aspec i a l coun ter for the women cu stom ers ; s omet imes some l i tt l e th ingl i ke tha t make s a b ig d ifference. andI am not going to l e t a ny bu sm e

ge t away f rom u s tha t th in ki ng andp l ann i ng w i l l b r i ng . ”

Ca n you us e a rtific ia l il lum ina tion ,

except the [l lum ina tor, w ith the

B rozc'n ie En la rging Camera s

?

I t m i gh t be poss i b l e,bu t ha rd lv

prac t i ca l,ow i ng to th e d i ff i cu l ty i nproper ly hou s i ng th e l amp so a s toprov id e su ff i c i en t i l l um i nat i on .

ginnerchino the Counter

SUALLY i nc luded in th e begi nner ’ s fi rs t ro l l o f fi lm w i l l

be fou nd a ttempts a t por tra i tur e .These w il l r ange from some ac

comm oda ting member o f th e fami lypos ed agai n s t th e s id e o f th e hou s eor back fence

,w i th the sun sh i n i ng

i n to h i s or her eye s , to i ndoor s napsh ots o f baby trave l i ng rapi d lyacros s th e floor .To th e nov ic e the s e at tempts w i l ls eem t ru ly works o f ar t , so youmu s t be car e fu l how you cr i t i c i s e ,bu t cr i t i c i sm and sugge s t i ons he w i l ls u re ly need .I t won ’ t do a b i t o f harm to remark that th ey ar e pr e t ty good forfir s t a t tempts ; th e record ing ange lw i l l forgi ve you - if you lay i t on al i t t l e b i t th i ck becau s e then the be '

gi nner w i l l f ee l tha t you are rea l lyi n ter e s ted i n h im,and so w i l l h ear t

ily we lcome you r sugges t i on s .From read ing th e M anua l th e begi nner m ay be apt to th i nk tha t h emu s t

,i n a ny ou t—door work , havethe sun br ight ly s h i n i ng on th e ob

ject photographed con fu s i ng fu l li l l um ina t ion w i th th e d i rec t rays ofth e s un .I f the sun sh i n e s d i r ec t ly i n to th eface o f the sub j ec t h e i s bound tosqu i nt , and becau s e o f th i s s trongl igh t th e cont ras t s w i l l no t be pl easi ng .The bes t t ime for ou t o f doorgroups or portr a i t s i s

,at th i s t ime o f

year , be tw ee n thre e and thr e e - th i r tyi n th e a fternoon . a s the l igh t i s more12

d iffu sed , and th e l igh t shou ld no t befu l l i n th e fac e o f the subj ec t .A br i ck w a l l

,th e c l apboarded s i d e

o f a hou se , or the ba ck yard fencedo not make p l ea s ing backgrounds .Inf th e sub j ec t or subj ec t s are p lac edfou r or five fe e t i n fron t o f a b i t o fshruibbery, and th e l en s i s used w i tha l arge s top—open ing

,th e back

ground w i l l b e d iffu s ed,and w i l l be

far more p l eas i ng and effec t ive .When i t comes to i ndoor portra i t sa good s i zed volume cou ld be w r i tten on th e sub j ec t

,s o you w i l l ha ve

to be con ten t w i th a few sugges t i on sto cove r the more aggravated case s .The mos t common error o f thebeginne r i n a t t empt ing por tr a i tur ei ndoors i s u nder - exposu re . Fi r s toff he w i l l a t tempt s nap shots andw i l l be rewarded w i th a patch o fh igh l igh t h er e and th er e on the n egat ive

,and bu t l i t t l e e l s e .

I t i s tru e tha t you can not g iveh im a ny hard and fa s t ru l e for expo sures , but he shou ld be i n formedthat a “

T ime” exposu re shou ld a lways be given for a ny i ndoor work ,and tha t i t i s far bet te r to er r onth e side o f over—exposu r e than th erever s e .L i ght c ond i t i ons indoors w i l l foo l

the begi nner . He mayp lac e h i s s ubject c l o s e to a w indow in a goods trong l igh t

,and becau s e the sun i s

sh i n ing br ight ly ou ts i d e w i l l cone lude that th e l igh t mu s t be o f equa ls trength j u s t i n s ide the w indow .

He over l ooks the fac t , or doe s not

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KODAK SALE SMANHave the Goods in Stock

Someone,we forge t j u s t who ,once wrote an ar t i c l e e n t i t l e (I

“Watch Your se l f Go By.

”The sum

and subs tance be i ng that th e average per son was so apt to ge t so c l o s eto h i s own propo s i t i on tha t h e cou ldnot s ee ove r i t nor a round i t . and sol o s t th e proper pe r spect i ve .We ha ve a lways u rged dea l er shandl ing Kodak produ c ts to car ry arepre s en ta t ive s tock to have th egoods i n s tock and so not to h ave t odepend upon th e ca ta log to make as a l e .

“We can orde r th i s for you f romth e factory” never can have th e s e l li ng punch that tak ing th e good sfrom th e show - cas e or sh e l f andpla c i ng th em in fron t o f the cu s tomer doe s .Fur th er

, your hav i ng th e goods .th e compl ete l i ne— in s tock , impre s s e s th e cu s tomer th a t you haveconfidence i n su ch good s— th a t thevmu s t be good , and afford sa tisfa c

t ion .And th i s impre s s i on ext end s to

vourse lf and to your s to re , a s w e l la s to th e good s .M any i mmed ia te s a l e s are l o s tthro ugh not havi ng th e good s i ns tock— bu t th e damage to fu tu r ebu s i n e s s i s far grea t er . You knowhow i t i s your s e l f ; some t ime or a noth er you have been i n need o f somecommod ity and have gone to a s torewh i ch by a l l pow e rs o f rea son ingshou ld have been ab l e to h and outthe goods— th eyd idn ’ t have them ins tock .

‘The nex t t ime you had a s imi l arneed you au tomat i ca l ly pas s ed upth i s s tor e to go to th e one wh ichsuppl i ed your want s , a nd qu i te possibly you have advi s ed fr i ends o fvours to avo id th i s fir s t s tore becau se th ey d idn ’ t car ry a fu l l l i n e .14

F i l l i ng ou t and forward ing theKodakery subsc r ip t i on f o r m smean s tha t th e new camera - ownerw i l l r ece ive an eff ect i ve remi ndermonth bymonth .

A r epu tat i on grow s— e i th er fo r oraga i n s t a s tor e— and th e s tor e th ath as - th e goods ge t s th e bu s i n es s .You carry a fu l l l ine o f the l e s sexpen s ive mode l s bu t do not s tock

a uv o f th e h igher pr i c ed on' e s . Now

th er e a re cu s tomer s i n eve ry townfo r th e be s t the marke t a fford s . andi f perchance any o f th e s e happen inon you ,

and you can on ly show h ima catal og de scr i pt i on,and te l l h im

th a t “you can ge t i t for h im in a fewdays —bang goe s th e impre s s i on tohis bra i n th a t you do not ca ter to th eh igh e s t c la s s o f t rade and h e i s l o s t .You m ay say th at i s a l l r i gh t , bu tsuppos ing that I can no t ge t th egood s from th e fac tory. Don ’ t l e tth a t worryyou ; i f you can not obta i n them n e i th er can you r competitors

,and i f you car ry a s compl etea l i n e a s i s to be had you r cu s tomer sw i l l n ot l o s e confidence i n you whenth i s i s th e cas e .

R igh t now you shou ld be do ing aru sh i ng bus i ne s s . and i t w i l l meanmany dol la r s i n you r pocket i f youhave th e good s to pa s s ove r th ecounter .YVe hope you have order ed i n fu l lan t i c i pa t i on o f you r n eed s . O ur

fac tor i e s and ou r sh ipp i ng depar tmen ts ar e s tra in ing to th e u tmos t tomeet demands— to s e e tha t you haveth e good s i n s tock .Do not de l ay a n i nstant i n orde ring i f you need more goods . and besu re you order enough , and w e w i l ldo our l eve l be s t to ge t th em to you .

A Sa lesman’

s Pla nR . N . BALLow

Th i s paper i s ba s ed on a mottoThe wor ld makes room for th eman who know s where he i s go i ng ."Each one o f u s ha s twenty- fourhou rs each day to be spen t i n work ,s tudy.recrea t i on , p l ea su re and s l e ep .I t i s th e sa l e sman who i s mos t

eff i c i en t and sys temat ic i n h andl i ngthe en t i r e tw enty- fou r hou rs profitably who w i l l be mos t succ e s s fu l ,oth er th ings be i ng equa l .The sugge s t i on s w e ou t l i n e forh andl i ng you r supply o f t ime a reba sed on th e a s sumpti on tha t th esa l e sman u nder s tand s the goods , ha sa l l th e requ i remen ts o f sa l e smansh ip

,

'bu t s imply wan ts to adop t asys t emat i c w ay o f hand l i ng h imse l f ,h i s equ ipmen t and h i s cu s tomer s s othat h e may s ecu re the be s t r e su l t si n th e qu i cke s t t ime and w i th th el eas t effor t . We w i l l

,th e re for e

,not

at tempt to take up sa l e smansh ip,except i n s o fa r a s th e s e sugge s t i on s

app ly to sys t emat i c s a l e sman sh ip .The sugge s t i on s w i l l n ot app ly i na l l ca s e s . o f cou rs e , a nd you have

undoubtedlv though t i n a genera lw ay o f many o f th em . We knowa l l o f yo u u s e sys t em o f on e ki nd oranoth e r . and you probably do manyo f th e th i ngs w e w i l l ment io n .

The plan cannot be appl i ed i n aday, a w eek , a mon th , or a yea r . I tw i l l r equ i r e con s tan t at ten t i on andimprovemen t

,bu t i t i s ou r w i sh to

ou t l i n e th e fou ndat i on o f a planupon w h i ch you m ay bu i ld a sys temfor handl i ng your supply o f t imeeff i c i en tly and profi tab ly.

To hand l e you r supplv o f t imeprofi tab lyyou mus t fi rs t know whati s to be don e and how to do i t .ment i on th e fo l l ow ing pr i nc i p l e s a sa ba s i s :F irs t— Standa rd i z e vou rse l f.

First—Sta nda rd iz e You rse l f

15

SALE SMANSe cond— S tudy,

wri te and fol lowin s tru c t i on s .Third— M ake and u s e re l i ab l er ecords .Fou rth— M ake ca re fu l p l an s .F ifth— Have sch edu l e s .Six th— Standard i z e opera t i on s .Sev enth—De spatch a l l opera t i on s .

For obvi ou s r ea son s,i t i s more

d iffi cu l t for a trave l i ng sa l e sman tos tandard i z e h imse l f than for a mani n some othe r form o f work , bu t bvs tudyi ng ca re fu l lyyou can undoubtcd lv make improvement s . Your owncond i t i on o f body and m ind grea t lyaffec t you r effi c i ency and th e system a tic and succ e s s fu l handl i ng o fyou r work .You w i l l r ead i ly s e e tha t a hea l thybody a ttrac t s more favorab l e a tt ent i on th an an u nhea l thy one : tha t aman who i s c l ean

,neat ly and ta s t efu l ly dre s s ed . w ho ca rr i e s h imse l f

w e l l,condu ct s h ims e l f w e l l , a nd

who has corr ec t manner s , produ ce sa more favorab l e impr es s i on than aman who i s care l e s s abou t the s eth ings .T h e re fore . plann i ng to ke ep yours e l f in th e be s t o f condi t i on w i l l immed iate ly add to your s e l l i ng ab i l i ty.

i n add i t i on to th e o th er pl ea sur e s i tgive s you .

The cu l t i va t i on o f a good memory,o f f r i e n d l v cha racte r i s t i c s .

pl ea san t manne rs . opt im i sm . forc efu l per s ona l i ty,

persu a s i ve method sand the capac i ty fo r s t rong fe e l i ngi n regard to vour propos i t i on . ar emost he l p fu l .The succe s s fu l sa l e sman i s in

he rent ly hone s t and tru th fu l . bu tyou can cu l t i vat e frankne s s , candorand na tu ra ln e s s tha t impre s s e s thos ew ho s ee and hea r you .

I n our op in ion . th e pe rmanen t lysu cc e s s fu l s a l e sman to - dav i s n ' t th e

fe l l ow whose pr i nc i pa l a s s e t is th egi f t o f gab i t i s th e sa l e sman whosays and does th e r igh t th ing , i n th er i gh t w ay, at the pro per t im e , andto be abl e to do th i s r equ i re s cont i nuous s tudy.

Se co nd—Study, Write a nd Fo l low

In s truc tion s

I n ord e r to persuade anyone e l s ethat your pr opos i t i on i s o f va lu e ,vou mu s t your s e l f know tha t it i s ,and know w hy and how . Ther e i sno l im i t to th e th i ngs you shou ldknow abou t you r propos i t i on anda bou t th e goods .T h i s i n format i on can be s t be assured by d i l igen t s tudy and c los e a tten t i on to th e th i ngs you hear a nds ee . I t can be remembe re d bes t i fyou wri t e th e s trong, impor tantpo i n t s . By wr i t i ng your goodthoughts and good impu l s e s

,i t

h e lp s you make th em permanent .M any keen sa l esmen wr i te , s tudyand l ea rn the best arguments andfac t s n ec e s sa ry to s e l l th e i r complete l i n e , and then the a rgumentsand fac t s for s e l l i ng each i nd iv idua lline .

~5a lesnza nship.

an

The Judge and the Butcher

A we l l - known j udge went i n to abu tche r shop on e morn i ng . A f tera br i e f ta lk the bu tcher sa i d :Judge

,w il l you give me a l i t t l el ega l adv i ce ? Suppose a dog shou ld

come i n to your shop and s t ea l ap i ece o f meat , what wou ld you do“ Su e th e dog ’ s owner

,s a i d the

j udge . Was i t a va l uab l e p i ece o fmeat ?”

“

It w a s a fine roa s t,worth five

do l l a r s .”“We l l

,s a i d the j udge , I shoul dsu e the owner

,th en

,for five do l

l ar s .“ Good

,s a i d the bu tch er

,w i th a

gr i n . “ i t was your dog , j udge .”

SALE SMANThe j udge sm i l i ngly pa id th ebu tcher and l e f t .Soon a fte rward the bu tcher metth e j udge .

“ Judge , he s a id , I have he r-e ab i l l f rom you for five do l l ar s . Whati s tha t for ?”The j udge smi l ed aga i n . Tha t

,he sa id , i s for th e l ega l advi ce Igave you abou t tha t dog .”4

Thing s to Worry About

The most wonder fu l th i ngs i n natu r e ar e th e smal l e s t . A fl ea l eaps200 t ime s i t s own l ength . A s i xfoo t man wou ld have to j umpfee t to para l l e l th e even t .O n e spec i e s o f fly take s 440 s t ep si n tr ave l l i ng th re e i nche s

,and doe s

it in ha l f a s econd— corr espond ingto a man runn i ng 20mi le s a m inu te .Turn i p s eeds under good cond it i on s i ncrea s e th e i r w e igh t 15 t ime sa minu te

,and i n a s i ngl e day tu rn i ps i n r i ch so i l i ncr ea s e

t imes the we igh t o f the i r s eed s . Theglobe tu rn ip ’ s s eed i n a few month si s en l a rged by th e a i r a nd s o i l tot ime s i t s or igi na l s i z e .Th ere i s no forc e more power fu lth an a grow ing squa sh . A squ ash18 days o l d ha s been harn e s s ed insuch a w ay tha t th e grow i ng proc es s - l i f t ed 50 pound s on a l ever ; 19days l ate r i t l i f t ed pounds ."Co t tr e l l ’ s M agaz i n e .

J

Scientific DentistryAn I r i sh ma id i n th e s erv i ce o f

a London fam i ly recen tly'

v isited aden t i s t . Upon h er retu rn h er m i str e s s sai d to h e r

,

“We l l , Br idge t .d id you have th e tooth fi l l ed “ Id id

,mum .

”

_

And what d i d th eden t i s t fi l l i t w i th— gold or amalgam I don ’ t know j u s t whati t wa s

,mum , bu t from th e w ay i tf e l t I shou ld th i nk i t was w i th

thunder and l igh tn ing , mum .

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Begin Whe re You Are‘

Mo s t youngm en m ake the m i s take

o f th ink ing tha t som e o th e r l in e or

p la ce offe rs be t te r Opportun i ty than

the w ork a nd pos i tion in w hich they

a re a t“

pre s e n t . Som e tim e s this is

true , but m ore of te n i t i s-

no t true. In

fac t, m o s t pe op le are le ss than fifty

p e r c e n t . e ffic ie n t in the ir pre se n t job s .

T he ir pre se n t job s , the re fore , offe r

sp le ndid opportun i t i e s for m ak ing thefirs t importa n t adva nce s in pe rsona l

e ffic ie ncy.”—B . V. D ea ler

PUBLISHED BY CANADI KODAK COTO , CANADA LIMITED

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An a id

to the man

behind the counter

APRIL , 1918

The sa lesm an Wl’ lO KNOWS

T he g re a t m a jori ty o f p e op l e when pu rcha s ing cam e ra shave n o knowl edg e o f the m e ri ts o f o n e in s trum ent com pa re dwi th ano the r . M a ny o f them wi l l po s s ib ly e xp l a in tha t th eywa n t “

Som e th ing wi th a Strong len s o f un ive rsa l focu s .I t i s in su ch ca se s a s th is tha t th e s a l e sm a n who know s c a nta c tfu l ly in qu i re wha t s i z e o f p ic tu re th e c am e ra is to tak e .

a nd if i t b e pos t ca rd ,fo r in s tance , e xp la in j u s t w hy a fix ed

po s i t ion fo r th e l en s cannot b e emp loyed , e xc ep t wi th cam e ra stak ing sm a l l s i z e s a n d fi t ted wi th s ing l e l ense s o r othe rs o fqu i te short focu s . A te chn ic a l l e c tu re o n pho tograph ic op t ic sis n o t re qu i red—it m ight im p re s s the wou ld - b e buye r , bu ti t i s dou b tfu l i f i t wou ld a s s i s t in con summ a t ing th e sa l e . Al i t t l e cha t wi l l do fa r m ore good ,

a n d a s th e cu s tom e r b e g in sto re a l iz e tha t the sa l e sm a n knows wh a t h e i s ta lk in g a bou t ,confiden c e in his a b i l i ty g rows a n d sugge s t i on s wi l l b ea ccep ted .

In m a ny a c a se ,su ch a s c i ted

,th e sa l e sm a n wi l l a t tem p t

to b lu ff i t o u t,bu t te n to o n e the cu s tom e r wi l l know i t

,i f

n o t a t th e t im e , then la te r o n , which i s a lm os t a s b a d . T h e rei s a lways th e dang e r to o wi th a ny su ch po l i cv o f m ak ingm i s s ta tem en ts

,wh ich wi l l b e a t on c e de te c ted .

\Ve know o f seve ra l s tore s whe re on e,tw o o r even thre e

m e n a re em p loyed , w ho a re thoroughly conve rsan t wi ththe sub j e c t , m en w ho ca n an swe r a lm os t a ny qu e s t ion tha ta n o rd ina ry am a te u r

,a t a ny ra te , is l ik e ly to pu t to th em .

The re su l t ? They p roba b ly g ive a lo t o f h e lpfu l a dvi ce du rin g e a ch day a nd though th e ca sh reg i s te r m ay n o t t ink l ea fte rwa rd

,eve ry t im e

,the se sam e cu s tom e rs a ppre c ia te th ese rvice ren de red a nd s tay r ight wi th the s tore .

A thorough a cqu a in ta nc e ship wi th a l l photog ra phic m a t te rsi s no t e a s i ly ob ta in ab l e ,bu t a fu l l work ing knowl edg e ca n b e

a ch ieved by s tudying th e m anu a l s a nd in s tru c t ion book ssupp lem en ted by How to M ak e Good P ic tu re s ." Le t n o

o pportun i ty s l ip to im prove a nd a dd to vou r s tore o f inform a t ion .

No . 3

KODAK SALE SMANKodak Pa rk a s a Tra ining

Camp(From Am erican K.

Kodak Park i s i n th e war . Fromreve i l l e to taps , i t i s a live

‘

w ith lad si n khak i . W i th i t s barr acks andmes s ha l l a nd i n s t ru c t i on quar ter s , i tha s taken on th e aspec t o f an armycan tonmen t .Nor ar e thes e p lay s ol d i er s th a ta r e quar ter ed th er e . Th ey ar e th eboys who soon w i l l be “ over th er e”do ing th e i r par t

,o ft en w i th i n r ange

o f th e b i g German gun s tha t th efigh t m ay be kep t ove r th er e , not

fin i sh ed over h ere .Bu t i t i s n ot how to advance inopen order

,how to bomb a boch e

dug - ou t or parry a bayon e t th ru s ttha t th ey w i l l be taugh t i n th e i rt ra in i ng . They ar e l ea rn i ng how todeve l op the negat ive s brought backto th em by th e s cou t s o f th e a ir ;n egat i ve s that te l l w her e th e h owitz ers ar e concea l ed

,wher e th e l i n e s

are w eak and where th eya re s trong.by what rou te s su ppl i e s are brough tup . what movement s o f t roops arebe i ng made— w i l l t e l l to Genera lPer sh i ng th e thou s and and oneth ings th at h e wan ts to know andth at H indenbu rg doe sn ’ t w ant h imto know .

VV-e th i nk o f ae rop l anes a s bombd ropper s

,as br i l l i an t a i r du e l i s t s

ra t - ta t—t ing each oth er w i th Lew i sgun s ; bu t th e b ig par t o f th e wo rki s bringing back pi c tu re s o f theen emy t e r ra in . pi c tur e s on wh i ch th eimme d iate act iv i t i e s o f th e a rmy ar eba s ed . Aero pl ane s figh t du e l s in th ea i r . o f cour s e , figh t th em every day,

a nd i t i s th e s e br i l l i an t exh ib i t i on so f dar i ng tha t find space i n th e new scol umns— bu t , a s a ru l e . th e i r fighti ng i s to protec t th e i r ow n photographers or to down” an en emyp l an e that i s l i kew i s e on a photog ra ph i c s cou t ing exped it i on .4

Be fore th e succe s s fu l advance atVimy R i dge

,hundr eds o f aer i a l

photograph s show ed th e exact l ocati on o f th e en emy guns and s tr onghold s

,show ed th em so accur ate lyth a t th ey were demol i sh ed i n th ehu rr i can e o f b ig gun fire - be for e th e

eager i n fan trymen dash ed acros sno - man ’s l and to vi c tory.

O ur own vas t a eroplane fl ee t . nowi n th e mak ing

,i s l ikew i s e to pro

v ide th e s cou t s for th e army, andcamera s w i l l be th e i r eye s . Photography. th e re fore , l ooms b ig i n thewar program . M en must not on lybe taugh t how to figh t . bu t menmu s t be taught h ow to fly, how topho tograph and how to deve l op andto pr i n t . From four to five thou sa nd men a re n eed ed , and a t once , todo th e photograph i c work back o fthe l in e s , t o t ran s la t e . for th e command i ng offi c er s . th e photograph i cmes sage th a t th e s cou ts br i ng backfrom th e sk i e s .And th e s e men are to be tra i n edi n photography at Kodak Pa rk .I t wa s a great sa t i s fac t i on to u sth at a t th i s c r i t i c a l t ime w e cou ldoffer ou r governmen t th e fac i l i t i e so f ou r gr eat p l an t for th e tra in ingo f the s e men

,and

,for what i s equa l

ly impor tan t , th e manu factu re o fth e spec i a l apparatu s and mater i a l sth a t a re so urgen t ly n eeded . Wehad not on ly th e l arge s t and mostcompl e t e photograph i c m anu factur

i ng pl an t i n th e worl d . but w e a l sohad a co—ord i nat i on o f r e source sth a t enable d u s to dev i s e camera sfor spec i a l n eed s

,to equ ip th em w i th

spec i a l l en s e s o f our own ca l cu l at i on

,ground by our own workmen ,and to produce th e s en s i t i ve mate

r i al s b e s t su i t ed t o th e pecu l i ar requ irem ents o f w ar photographv .

Here was an organ i za t i on w i th th emarve lou s ly equ i pped R e s e a r c hLabora tory and a grea t forc e o f eu

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KODAK SALE SMANThat ou r offer to p l ace everyt h i ngtha t w e have and eve ryth i ng that w ear e,i n the s e rv i c e for th e w i nn i ng

of th e war was ev ident ly apprecia ted a t h eadquar ter s— a n apprec i a t i ontha t makes u s a l l th e mo r e anx i ou sto do w e l l ou r par t— i s ev idenced byth e fo l l ow ing commun ica t i on s fromM a j or Genera l S qu i e r , Co l . Enge land L i eu t . Co l . Horner :Ea s tm a n Kodak C o . ,

Roch e s te r , N . Y .

T he b eg inn ing o f the n ew ye a rb ring s wi th i t a thorough re a l iz a t iono f re spon s ib i l i ty w h ich re s ts uponeve ryon e conne c ted wi th the ca rryingo u t o f the a ir—c ra ft p rogramm e . We

a pprec ia te w ha t yo u a re doing to coop e ra te in th i s work . W e know youre a l i z e tha t i t is w i th on ly the m o s tin tens e e ffort tha t th e ta sk ca n b esu cc e s sfu l ly a ccom p l i shed . T he country look s to you fo r gre a t a ch i evem ents du ring the com ing ye a r.

“

SQU IER,Ma jor G en e ra l ,

Chi e f Signa l O ff i ce r .The fo l lowing i s an excerpt froma l e t te r from Col one l Enge l , datedJanuary 16, 1918 :Thi s is by fa r the b e s t offe r tha t

the unde rs ign ed ha s eve r s e en to he lpu s in

‘

g e t t in g o u r u n i ts tra in ed a n d

e qu ipp ed . I have ju s t l e ft the office o fG e n e ra l Squ ie r, a nd h e i s ce rta in lyde l ight ed w i th eve ryth ing .

”

L i eu t. Co l . L . S . Horner w rote u s

a long th e s e s ame l i ne s on February“

T he m a n a g em en t o f th e Equ ipm en tD ivi s io n o f th e Sign a l Corp s is m orethan s a t i sfi ed wi th the b roa d—ga ugedAm e rica n w ay wh ich yo u a n d you rCom pa ny ha v e o ffe red to a s s i s t u s a n d

a re a s s i s t ing u s .

”

But to get back to Kodak Park :The neces s i ty was for prov id ing , atth e ear l i e s t pos s ib l e da t e , fou r orfive thou sand ski l l ed photographer sto do th e ground work connect edw i th aer i a l photography. The S igna l Corps has th e men

,and a s w e

have th e fac i l i t i e s a t th e Park fort ra i n i ng them , we off er ed , w i thou t6

charge,th e u s e

,unt i l Augus t l st

,o f

one floor o f our new baryta bu i ld i ngj u s t be i ng compl e ted,f or barra ck s

and dark—rooms,and th e u s e o f our

re s tau ran t bu i ld i ng,when not i n u s e

by ou r ow n employe s , t o f e ed th emen . We al s o off er ed to furn i shc l as s r ooms , a l e c tu re room and r ecrea tion fac i l i t i e s .The offer w as accept ed i n a te l egram dat ed January 30,

as fo l l ow s :“

Ea s tm a n Kodak Co . , Roch e s te r , N Y .

“ You r kind o ffe r approved by Se creta ry o f W a r

SQU IER,Ch i ef Signa l O ffice r,

“

p e r W i l l iam s .

’

Eng ineer s and expert s w ere s en ta t once by the Governmen t to pr epare p l an s and l e t con trac t s for i ns ta l l ing th e spec i a l fixt ur e s and forp repari ng s l eep i ng accomm odat ion sfo r th e men . who are now tak ing upth e i r tr a i n i ng .The bu i l d ing wh ich was s e l e c tedfor th e barracks i s th e l arge s t bu i ldi ng at Kodak Park . It i s 150 fe e tw i d e by 560 f ee t l ong and con ta i n s9 acre s o f floor space , th e floorwh i ch i s to be u sed by th e men as aba rr acks and workrooms con ta i n i ngover two acr e s o f floor spa ce

,wh ich

w i l l amply accommodate s even hundred men at on e t ime .The men w i l l b e s en t i n de tachmen t s o f abou t th a t number , and i ti s e xpected that i t w i l l t ake abou t amonth o f i n ten s iv e t ra i n i ng to fi teach l ot o f th em for th e spec i alwork th ey are to per fo rm .

O ur re s tauran t bu i l d i ng , wh i chw i l l be u sed by th e men o f th es chool,has ampl e accommo dat i on s

for f eed ing two thou sand per son s atone t ime . and as th e s o ld i e r s ’ mealhou r s w i l l n ot confl i c t w i th th os e o fou r employe s , th e re w i l l b e no qu est ion o f ou r ab i l i ty to fe ed a fewhundred extra . and do i t we l l .Ther e are ampl e fac i l i t i e s fo r r ec

rea tion at Kodak Park . both i ndoor s

KODAKand ou t

,and th e Kodak Park Ath

le t ic A s soc i at i on w i l l w e l come th eso ld i e r s tuden t s and extend to th emth e u s e o f th e Park Assemblv Hal land th e ath l e ti c grounds .The

“ obs erver s" w ho operate th ecamera s from aerop lane s are notn ec es sar i ly t ech n i ca l photographer s .A s th ey a lw av s make th e i r photograph s f rom a con s iderab l e e l evat ion

,th ey ar e work i ng i nvar i ab ly ati nfin i ty. They, th er e for e . do notn eed to focu s nor to j udge th e

l ength o f exposure . Everyt h i ng i ss e t for th em by th e ground men before they go a lo f t . A l l th ey needto do i s t o pu l l th e l eve r th a t make sth e expo sur es . And th e i n s tan t th eya l i gh t . th e i r n egat i ve s ar e deve l op edand th e pr i n t s and en largement smade by th e exper t ground men .who not on ly know how to deve l opand pr i nt

,bu t know how to u s e a l l

th e shor t - cu t method s tha t savet ime . The aer i a l ph otographer snap sa German pos i t i on mi l e s back o f th el i n e s and . i n apparen t r etr ea t , at aspeed o f more than a hundred m i l e san hour

,ru sh e s back to h i s ba s e .

sp i ra l s a t br eak - neck speed to h i sl and i ng

,qu ick ly hands h i s exposur e s

ove r t o th e wai t i ng ground man . I ti s bu t a matter o f m inu te s from th et ime that th e exposu r e w as madeunt i l th e fin i sh ed en l a rgemen t . s t i l ldamp no doubt

,i s i n th e hand s o f

th e c ommand ing off i c e r . And th ein format i on i t gives h im m ay bevi ta l . o ften i s v i ta l . to th e su cc e s s o fh i s t roops .I t i s t o th e tra i n ing o f th e s e h igh ly

SALE SMANimpor tan t ground men o f th e S igna lCorps tha t so much att en t i on i s nowbe ing gi ven . tha t th ey m ay workaccu ra te ly and rapi d ly. For tunatelv . our fac i l i t i e s a re su ch that theym ay be given th e n eeded i n s truc t i onprompt ly and thorough ly— w i l l bequ i ck ly equ i pped w i th th e know ledge wh ich w i l l enab l e th em to be o fa s grea t serv i c e a s th e men on th efir i ng l i n e .The l oca t i on o f the s choo l i n

Roch e st er i s . o f cour s e , an emergency measu r e , and i t w i l l p robab lybe moved l a te r on to one o f th e b igav i a t i on fi e ld s '

The s chool is w ho l

ly under th e S igna l Corp s off i c e r sde ta i l ed for the pu rpos e

,bu t theyw i l l be a s s i s t ed bv about fi f ty in

s tru ctors taken from our tech n i ca ls taff i n d iffer ent depa rtmen ts

,in

c lud i ng th e Re s earch Labora tory .

Ea s tman Pro fe s s i ona l S chool . D em

onstra ting forc e . etc . Th es e m enw i l l b e r ep l ac ed by army i n s tru c tor sa s fa s t a s th e l a t t er become su ff ic iently fam i l i a r w i th th e w ork .

'

\Yhile th ere w i l l be no flyi ngs choo l h ere th er e w i l l pr obab ly be afew pl an e s i n s ta l l ed i n on e o f th eparks . w h i ch ha s been off er ed byth e c i ty. and th es e w i l l b e u s ed tomake photograph i c exper iment s i nconnect i on w i th th e work o f th eschool .Th rough th e acceptan c e by th e

Depar tmen t o f ou r t ender o fth e faci l i t i e s a t ou r command . Roches ter i s more than mainta i n i ng i t sc l a im to th e t i t l e . “

The Photograph i cCen t er o f th e

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KODAK SALE SMAN

NEW AZO PRICE LIST .

Effective April 8th , 1918

S INGLE WE I GHT DOUBLE WE IGHT1 DO Z . 2 DO Z . G ro ss S IZE 1 D0 2 . 2 DOZ . G ros s

RO LLS

SINGLE WE IGHT DOU BLE WEIGHT

20 In ch e s 40 In ch es 20 In ch es 40 In ch es

RO LLS FO R C IRKUT MERA NEGAT IVESSINGLE WEIGHT DOU BLE WE IGHT

AZO POST CARDS

DOZ . 2 D OZ . 56 Gross Gross 500

Motor Truck— Kodak Ltd. Fire Brigade

Good Work

The anc i en t adage,

“

An ounce o fpreven t ion is worth a pou nd o fcu re ,” has l ed to th e ma in tenancea t a l l Kodak factori es o f a fir e departm ent for th e purpos e o f checki ng in c i p i en t conflagra tion s .

The fi r e depar tmen t o f KodakL im i t ed i s ma in ta i n ed at th e Compa ny

’

s works a t Wea l d s tone , someten mi l e s ou t o f London .As a pr i va te depar tmen t i t imm e

dia te ly e s tab l i sh ed an env i ab l e namefor i t s e l f,and i n 1913 won th e S i l

ve r Chal l enge Cup for fi re re scu ework aga i n s t a l l Engl and .A s a l ogi ca l r e su l t o f i t s r ecord i twa s cal l ed to a id the London Fi r eBr igade in a i r ra i d fir e s a t th e verybegi nni ng o f th e war .I t i s th e on ly pr i vat e companyth a t h a s been deemed worthy byL i eu ten an t Commander S l a d e n .

Ch i e f o f th e London Fi r e Br igade .to co - operat e w i th th e pro fe s s iona lfi re figh ter s i n th i s hazardou s work .That th e Ch i e f ha s s e en no reason

to regr e t th e d i s t i n ct i on accord ed i sev idenc ed by th e fo l lowi ng l e t t er toi t s cap ta i n

The tw en ty- th re e member s o f th eKodak L im i ted Fi r e Br igade a l l l ivein s eparate hou se s i n Wea l ds ton e

,

l l

“

A s the th i rd Chri s tm a s app roa ch e ss in ce you a n d you r B riga de havehe lp ed the L . F . B . ,

a n d a s th e exp ir~in g ye a r ha s a fforded yo u m ore opp o r

tun it ie s fo r proving you r va lu e , I fe e ltha t I shou ld b e a l l owing a n oppo r

tu n ity to p a s s , wh i ch I m ight a fte ’rwa rds reg re t , i f I did n o t p e rson a l ly,

a nd in unm i s takab l e te rm s,e xpre s s to

yo u my tha nk s a n d a dm i ra t ion fo r

you r u n fl a gg in g support a n d in v a lu

a b l e a s s i s tan c e a t a ir ra id fi re s inLondon .“

T he s ta t ion u su a l ly a s s ign ed to yo u

is in th e c en t e r o f th e ra id a re a a nd

you have , t im e a fte r t im e . b e en unde rfire in the op en . b e s ide s b e ing ca l l edo n to de a l wi th fi re ex t ingu i sh ing job sunde r c i rcum s tanc e s wh i ch ta x th e

n e rve a n d re sou rce o f th e m ost exp e rie n ce d profe s s iona l off ic e rs .

“

O n e a ch occa s ion I have re c e ivedreports wh ich b e a r te s t im ony to you ra b i l i ty, devotion to du tv . a n d cou ra g e .

”

s o th a t i n ca s e o f an a l arm i t mean smor e than j umping i n to c lo the s ands l i d i ng down a po l e , a s each membe rha s to r un th e no i ncons i de rab l e d i stance be tw een h i s home and th e factory fi re h eadqu ar ter s .B u t so eff i c i ent ar e th es e men thatbetween th e s cr eam. o f th e fac toryw h i s t l e announc i ng th e approach o fenemy a i r cr a f t , and th e i r a rr iva l a tth e fir e hou s e

,bu t a s can t ten m in

ute s h a s e l ap s ed .I n cas e o f a ra i d th e men nea rth e mot or engine '

don meta l shr apne lh e lm e t s and dr iv e t o M anch e s terSqu are

,a fir e s t at i on o f th e London

Fi re B r igade,l oc ated i n th e r e s i d en

t i a l s e c t i on some tw o m i l e s from th ecen ter o f th e c i ty.

A rr iv i ng at M anch est er Squ ar eth ey ar e d i r e cted to th e h ear t o f th era id zon e

,and from then on are i n

con s tan t dange r no t on ly from fa l ling bombs,and from th e u sua l per i l s

a t tendan t a t s eriou s fir e s . bu t f romth e shrapne l o f th e an t i—a i r c ra f tgunsTwi ce th e motor engi n e h a s beens tru ck by sh rapne l , and th e d i s t anc ebe tween sa fe ty and th e ca sua l ty l i s th as o fte n been mere ly a mat ter o fi n ch e s .We are i ndeed proud o f th e boyso f th i s fir e br igade

,and o f th e i r

r ecord .

Fill out the

Kodakery

Subscription

Blanks.

SALE SMANBeyond a Doubt

I t h appened i n a lawyer ’ s off ice :The l awye r and h i s c l i en t w er ep repar i ng a cas e for tr i a l

,and

among oth er po i n t s very apt to bed i spu ted by th e o th er s i d e was th econd i t i on o f th e weath e r on a certa i n dat e .The ma n s a i d , I bel i eve I candefin it e ly s ett l e tha t ques t i on . Myboy h as a Kodak tha t h e ke epswo rk i ng pre tty con s tant ly, and i tw i l l b e u nu su a l i f h e d id not makesome exposu res on that da t e , particu larly a s i t w a s a hol i day.

“

That ’ s a l l r igh t,

” r e sponded th el awyer , “ bu t how w i l l you r boyknow j u st th e date upon wh i ch th enega t ive s w e re made

,so he can . i f

n ece s sary,sw ea r t o i t i n cour t ?”

“

Don ’ t l e t tha t w or ry you ,re

sponded th e c l i en t . “ He ha s somesor t o f an appara tu s on th e ba ck o fh i s Kodak by mean s o f wh i ch hecan photograph i ca l ly impr int thedate or oth er memos at th e time o fexposu r e r igh t on th e edge o f th efi lm .

”

The man had h i s son l ook th roughh i s n ega t ive s

,and he found s evera l

w i th th e au tograph i c record o f th eda t e i n que s t i on on them .

Br ight c l oud s i n th e sky provedthat th e day i n qu es t i on wa s c l earand su n—sh i ny s o th e po i nt i n qu e st i on was e s tab l i sh ed beyond a doubt .Impre s s u pon you r cu s tomer s theimport anc e o f th e Au tograph i cFeatur e

,part i cu l ar ly for th e date .You never can te l l wh en i t w i l l

come i n good p lay.

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KODAKth e s ame

,we need on ly con si der th el igh t w hich ‘

rea ches th e fi lm throughth e l en s .I n order to find ou t h ow muchl igh t i s r each i ng th e fi lm dur i ng expo sure we mu st con s i de r : ( 1) howmuch l ight th er e i s coming fro-m th esky; ( 2 ) wha t sor t o f a sub j ect w ear e photograph ing

,s o we can know

how m u ch o f th e l igh t it w il l reflect,and ( 3 ) how _

b ig a l en s open ing i sb e ing u s ed .Le t u s as sume that th e exposu rei s made a t '

f. 8 (U . S . We canth en ca l cu l a te the exposur e for anyother S top

,s i nc e Stop f. 11 or U . S .

8 requ i r e s tw ice the t im e o f exposu re that No . 4 doe s ; f. 16 or S topNo . 16 r equ i r e s four t imes , and s oon .I f w e take a s th e s tandard sub j ec tan ordinary l andscape show ing th esky, w i thou t a ny heavy for eground ,groups and s tr e e t s cen es

,and l and

scape s w it h dark for egrounds w i l ln e ed tw i c e as much exposu r e as th i ss tandard s ub j ec t

,and portr a i t s and

scene s i n the shade o f tr ee s andhou s es w i l l w ant fou r t imes a s muchexposu re

,wh i l e s ea o r open bea ch ,or s now scene s w i l l r equ i re on lyhal fth e exposu re o f th e s tandard sub

ject .

Thi s for egoing ru l e w i l l t hen euabl e you to dea l w i th differ en t k i ndso f sub j e ct s .When you come to photograph ingi ndoor s i t w i l l b e hard to find a s at

isfactory ru l e .O nly exper i enc e , or some m e tho do f mea sur ing the l igh t i n side theroom w i l l enab l e th e amateu r toj udge th e expos ur e accura te ly,

bu tfor a fir s t t r ia l about 400 t ime s th eexposu r e shou ld be given that wou ldbe give n for the s tandard ou t - ofd-oor l andscape .

14

Can a lamp larger than the 60

Wa tt M a z da be used in the reflec torof the Kodak En larging Ou tfit?

No ; the 60 Watt i s th e l arges ts i z e that can be accommodated .

Can nega tives and prin ts be s en t

in for criticism ?

Thi s pr iv i l ege i s open to a l l su 'b

s cri b er s to Kodakery. Addr es s package to Ed i tor Kodakery, Canad i anKodak Co .

, Lim i t ed , T oron to .

SALE SMANQueries

Can the 3- B Qu ick Focus Camera

be a l tered so as to take No . 1 2 2

Film ?

The co s t wou ld be p roh ibi t i ve .

[s it impera tive tha t lenses be fitted to Graflex cam eras a t the fa ctory?

No ; we mere ly sugges t tha t whenpos s ib l e l en s e s be s ent to the factoryt o b e fitt ed , to i n su re the i r be i ngproper ly cent ered and para l l e l toth e fo ca l p l ane .

Wha t is the s low es t snap sho t

exposure ?A s nap s ho t i s one made w i th th ecamera he ld i n the hand . o fa s econd i s abou t the s low es t exposu re tha t can be made w ith th e camera s o h e l d w ithou t movement .

How much space is necessaryforopera ting the Kodak En larging On t

fit?

Th i s depends en ti r e ly upon th es i z e o f the negat i ve,a nd th e s i z e o f

th e des i red en largement .Wi th a 3 - A negat i ve i t Wi l l requ i r e a d i s tance o f 36% i nch es toproduce a 6% by 10 i n ch enl a rge.ment .

KO DAK

For the New ClerkThe t ime sea soned s a l e smanknow s tha t know l edge comes on lyth rough th e s choo l o f exper i en ce ,wi th a s i de cour s e i n the academyo f hard knocks

,bu t th e new hand ,ignorant o f th e pr i nc ipl e s o f sa l e s

man sh i p and th e n ece s s i ty for do i ngth e sma l l th i ngs we l l can p ro fi t byth e fo l l ow i ng ar t i c l e i n P laythingson th e mak i ng o f a r et a i l s a l e sman :“

The merchant get s th e r aw materia l— that i s r aw ma te r i a l i n mos tca s e s

,r aw mate r ia l tha t mu s t be

mou lded in to tha t rar e th i ng,th e

fin i shed sa l e sman .“ Somet imes merchants procu r eth e fini sh ed product

,bu t o f th i s

th er e i s no need o f expos i t i on h e rebeyond th e s ta temen t tha t h e mu s tnot be so a l l fired fin i shed that h ere fu s e s to adap t h i s ta l en t s to h i sch anged env i ro nment .

“You r gr een c l er k comes fir edw i th an undying amb i t i on . Hebe l i ev es that everyboy has a chanceto become a magnat e . They t o l dh im so a t s choo l . Hence h e wou ldn ’ ts e l l h i s chance for th e ‘gr eatn e s s ’j u s t becau s e o f a l ack o f ab i l i ty t oana lyz e h i s l ack o f n ece s sa ry qu ali t i e s . S o he i s i rr i tab l e i f h e i s notpromoted w i th th e r ap id i tyo f FrankMerriw e l l or N i ck Cart e r .

“

Now, ambi t i on i s a mghty fin e

th i ng i n i t s p l ace— and i t ’ s hard tosay j u s t wh en a m an has too mucho f i t , when i t ’ s h one s t and earn e s t

,bu t sh ee r j u s t i c e to the young innocen t make s i t n ec e s s ary to gi veh im a bump o f th e prac t i ca l . As en s e o f proport i on and a t i th e o fpat i en c e i f h e l acks the s e qua l i t i e s .

“

The sort o f young man w e havei n m ind i s a p re t ty good sor t o fchap , a l ikea'bl e boy pos s e s s ing rea labi l i ty, bu t h i s par t i cu l ar prob l em i show to avo i d day dreams on how tori s e rap id ly i n th e wor ld wh en he

15

SALE SMANough t to be figur ing ou t new wayso f s e l l i ng more good s .

“ He forge t s, o r neve r th i nk s , o fth e fac t tha t a l l s e l f - made succe s s e s

w e re won by doi ng each j ob i n turnin a manner mos t mer i tor i ou s . Thej ob a t h and never suffer ed from daydream s o f th e j ob ah ead .

“

The s e thought s are m igh ty importan t fo r th e young sa l e sman tol earn,and yo u can ea s e you r consc i enc e abou t smothe r ing la tent

gen ius by r emember i ng th at you ar egiv i ng l a ten t gen iu s,i f i t i s th er e

,th e one bes t w ay to deve l op . I f i ti s o f th e fr e ak sort i t w i l l be too unmanageab l e fo r you t o harm anv

w ay, so do you r duty and r e s t a ssur ed the young man ’ s thanks w i l lcome i n l ate r yea rs .“

Nex t t each him tha t l oya l ty i s aca rd i na l v i r tu e,a nd tha t i f h e th inks

wha t a mean cu s s h i s bos s i s,t o ge t

r i d o f i t,to speak h i s m i nd

,t o

s tra ight en mat te rs or to ge t ou t , andth en grow l to h i s h ear t ’ s con tent .“

A ft er l oya l ty comes indu s tryand hone sty, a l l w e l l s e a soned w i thtac t and a rad i an t good w i l l fo r h i sfe l l ow men .

“

O f cour s e h e mu s t be an op tim i s t :h e mu s t th i nk and act a s i f th ewor ld wer e th e fine st l i t t l e gl obe th atever tu rned

,and th i s mu s t be the

on ly s i d e o f h i s natu re th at sh a l l b eknown to th e purchas i ng pub l i c andh i s bu s i n e s s a s soc i a te s .

“ I n a s en s e a l l s a l e smen ar eac tor s ; th e i r per s ona l so rrow s , i l l s ,grouch e s and grudge s mu s t be e ffectua l ly concea l ed . The publ i cm u s t never s ee whee l s or fr i c t i on .th ey must have a ve ry hea l thy ad

m ira tion for an idea l s tor e a tmo sphere .

“Who ever h ea rd o f a comed i anoffend i ng or bor ing th e pub l i c w i thany s orrow or i l l ? How long wou ldh e l a s t i f h e d id ? I n the same w ay

KODAKth e sa l e sman has a par t to p l ay andthe cu s tomer must never be tr eatedto a d i s s er ta t i on on earach es oro th er t roubl e

,un l e s s i n tha t r ar e

cas e when he meet s a qu eer cu s tomer who reve l s i n phys i ca l i l l s .Break in a young man i n th i smanner and h i s chance s o f becomi ng Pres i den t o f the Companyarecon s i derab lymagn ified .”

Getting After BusinessA mai l i ng l i st

,to be o f u s e

,mus t

con s i s t o f th e names o f thos e p-

eo

ple who ar e known to be i n ter e s tedi n th e par t i cu l a r commod i ty or propos i t i on brough t to th ei r at te n t i on .O ne o f the impor tan t f ea tur e s o fcamera s a l e s i s that the fir s t sa l e i smere ly th e foreru nner o f oth ershow ma ny oth ers and the i r va lu ebe ing dependen t on the ca re andthough t bes towed on th e mat ter byth e r e ta i l er and the s a l e smansh i pemp loyed . Now

,a large number

o f Kodak D ea l er s r egu la r ly ke epa r ecord o f eve ry came ra s ol -d ,en

t er i ng the name and a ddre s s o f th epu rchas er

,toge th er w i th the s tyl e ,s i ze and se r i a l number o f the in

s trumen t . The va lu e o f su ch a l i s ti s o ft en unr ea l i z ed bu t i f i t i s u s eda s a ma i l i ng l is t

,handsome div i

dends shou ld be forthcomi ng . As

you know everypurchas er o f a camera r ece i ves Kodakery for o n e yearf re e of charge

,provi ded th e app l i c a

t i on form i s s en t to u s ‘. Th i s monthly r em inder i s o f th e u tmos t va lu ei n su s ta i n i ng the cu s tomer ’ s i n tere s t

,bu t i t can we l l be supp l emented

from t ime to t ime by th e dea l e roffer i ng as s i s tanc e,for i n s tance ,w i th a ny l i t t l e d i ffi cu l t i e s whi ch m ayhave been met w i th

,or aga in

,draw

ing att en ti on to th e deve lop i ng andpr i n t i ng depa rtment , etc . The dea l16

“

On e on the Colone lGuard— Who goes there PPompou s Col one l— Fool !Guard —Advance , fool , and giveth e counte rs ign .— Sketch .

SALE SMANer ’ s name w i l l thu s be kep t be for ethe new ly—made amateur , and he w i l ln a tu ra l ly grav i tate to tha t s to re fora l l th e supp l i e s h e n eed s and a permanen t cu s tomer w i l l l i ke ly r e su l t .Use you r camera r ecord l i s t s —itpays .

A Sma l l Difference

Pat . O ’

Too le,a notor i ou s poach

er,go ing ou t a t dawn i n s earch o fgame on th e Duke o f No r fo lk ’ se s ta te s

,on turn i ng a sharp corner ,sudden ly met th e Duke com ing toward him .

“ Good m orn i ng , yer Honor , hes a i d,se e i ng i t impos s i b l e to c l ear

off uns een ; and wha t brough t youou t s o ear ly th i s morn ing ?”The Duke rep l ied tha t h e had j u s tt aken a s tro l l to get an appe t i te forbr eak fas t

,and th en

,l ook ing su spic

iou s ly at th e I r i shman asked : “

Vt

are you ou t so early?“ Fai th

,

” was th e r ep ly, I cameto get a br eak fas t for me appe t i t e .M on trea l Hera ld .

Pretty Slow

Wa it e r ( to gu e s t who had beenwai t i ng .a very long t ime ) —~Did your i ng th e be l l,s i r ?

Gues t— No,I w a s t o l l i ng i t . I

though t you were dead—P earson ’

s

We ekly.

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PUBLISHED BY CANADIAN KODAK CO .

TORONTO , CANADA LIMITED

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The Ta le of a Tie

T he t ime w a s a bout Ja nu a ry5th o f th i syea r . T he t ime o f dayw a s a bout 5A5 a nd

the sto r e clo sed a t

Young Sm ith— wh i ch i s not his n amenot ha v ing re c e ived a nyt ie s fo r Chr i stma s ,ha v ing been inv ited to a sw el l a ffa ir a nd

w a nt ing to show off to the b est a dva nt a ge ,hu r r i ed f rom h i s offic e wh i ch clos ed a t

a nd b reezed into the ha be rda shery a t the

a bove men t ion ed hou r . He a sked to l ooka t s ome t i es .You know the hol iday s ea son a lm o stc l ea ned u s ou t ; w e n eve r ha ve been so l owon t i es a s w e a re n ow . Wa s it a str ing ,bow ,o r w h a t k ind o f a t ie did you w a nt ?”

T hes e w e re the ve ry w ords w ith wh i ch theh a be rda she r ’ s c l e rk g r eet ed the pro spe ct .

We ma n aged to ove rhea r Sm ith’ s reply:

I do n o t h appen to be over fa st id iou sa bou t my t ie s a nd I s ee lot s o f 'them in th i sc a s e tha t w ould p l ea s e me ; I know I am

a l itt l e l a t e bu t i f you w i l l be k ind enoughto l ay on e o r tw o o f them ou t he re whe reI c a n s ee them , I ’ ll BUY a t ie .

Sm ith BOUGHT a t ie ; he w a s n o t

SOLD one .— Hu bbel l

’

s“

Individu a l ity.

An a id

to the man

behind the counter

MAY , 1918

Between Us

Learn one n ew thing ea ch day. If this plan is

adhered to for one year your bra in w il l have re

ce ived and recorded thre e hundred and sixty- five

n ew impression s .

It probablyw il l no t be given to you to learn

a b ig tru th ea ch day, bu t the average w il l be w e l l

w orth your w h ile .

This is a good hab it to a cqu ire , a s it is on e

tha t w il l grow upon you , and you w il l learn to

se ek ou t the m ore importan t th ings .

Suppose you bu t Open the dictionary and

learn the m ean ing of on e n ew w ord , you have

added tha t much to vour vocabu lary, and to vour

understanding.

If you are passing a store w indow a nd se e

displayed som e article w ith w h ich you are un

fam il iar , step in to the store and a sk w ha t it is ,and w ha t it is for .

If som eon e w ith w hom you are convers ingmakes u se of an unu sua l w ord or phra se , a sk the

m ean ing.

Do not be l ike the o ld w om an of \Vhite

Chape l , w ho threa ten ed to su e a m an for l ibe l

becau se he ca l led her a“

hypotenu se of a r1ght

angled triangle .

”

Lea rn one n ew thing each dav .

No . 4

U .S. Army School of Aeria l

Photography in ActionFrom the Am erican K. S.

Capt. Cha s. F. Betz , Commandant

When you pas s th e guard a tBu i ld i ng 50 you i n s t i nc t i ve ly th rowback your shou lder s , for you ar e ins i d e th e l i n e s o f a bi t of Uncl eSam ’ s army. You can see howwel l h i s so ld i er s ar e be ing cared for

,a s you wa lk for abou t a b lock pas tdoor a ft e r door o f s crupu lou s lyc l ean dormi tor i e s on on e s ide,work

rooms ou th e other,a nd bu s i ne s s

l ike so ld i e rs everywher e .You tu rn a corner and are confron ted by a bu sy sh oe—sh i n i ngstand , a l aundry off i c e . and a co inplete ba rbe r shop , a l l a part o f th i sm i l i ta ry orga n i z ation , and yourgua rd , who see s your su rpr i s e , ventu re s to remark w i th con s i d er ab l epr i de , “We |have hot and col d wat e r ,good show er bath s

,a fine pl ac e to

ea t , bu l l-y grub , and pl en ty o f i t ,and we don ’ t h ave to wash our ownd i she s . ”4

SALE SMAN“ Some th i ng o f a snap

, you say.How do you pu t i n your t ime whenyou ar e not s tudyi ng ?”Leave tha t to th e Cap ta in

,he

says , “ and don ’ t t e l l anybodyth i s i sa p l ace to l oa f . Hear thos e rooki e sma rch i ngWe had st ar ted down anoth e rha l l that looke d a noth er b lock long

,and pas sed a b ig l ec tu re room fi l l edw i th so ld i e r s , a l l o f th em on t ipt oeto ca tch every word . We cou ldn ’ ts top , for i t w as n ’ t for ou r ea rs , bu tw e d i d ask who i t w as tal k i ng .Tha t ’ s Capta i n Wilsdon o f th e

Roya l Flyi ng Corps . He ’ s probab lyt e l l i ng those fe l lows they ough t tobe sho t i f th ey spo i l a n egat ive whenth e l ive s o f s i x or e igh t or ten men,and th e sa fe ty o f fi f ty or s even ty

five th ou s and dol l ar s wor th o f flyi ng equ ipmen t ha s been r i sked tomake i t pos s ib l e for th e photographe r to get tha t n ega t i ve He knowswha t |h e ’ s ta lk ing abou t too—h e ’ sbeen up and over a good manyt imes , and th ey’ve was ted a l ot o fth e i r— censored— German fir eworkson h im .

”

Fina l ly we reached Capta i n Betz ,the Comma ndan t— and h e w a s com

mand ing . He ha s h i s organ i zat iona t h i s finger t i ps . Hi s 800 or moremen , green rooki e s ten days ago ,have re sponded to h i s methods o finten s i ve m i l ita ryt ra i n i ng , and h e i sprou d o f th em . He frankly t e l l syou th a t a s mater i a l for so l d i er s andA e r i a l Pho tographer s th i s body o fmen i s h ard to be at .L i e u t enan t Pl ace

,who ha s s e l ec t

ed th e r ecru i t s from Roch e ste r , hasfound th e m ater i a l up to Roch e st er ’ s boa s ted s tandard

,and th e men

from oth er loca l i t i e s a re equa l lygood . L i eu ten an t B rown,th e su r

geon i n charge , has on ly found i tn ece s sary to r e fu s e s i x or e igh t menou t o f th e fir s t school quota , and

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HEN I fir s t s tar ted i n to s e l lgoods I ha d no par t i cu la r i dea s

to gu ide me,and I had n ever

given a though t to psychology, andwou ldn ’ t h ave known what the wordmea nt

,i n a l l probab i l i ty— nor am I

su r e now j u s t how to apply i t i n a l lca s es .“ I have no rea son to suppos e th a tth e youngs t er s o f to—day ar e anyd iffe re nt tha n th e youngs ter s o f myday,and so perha ps an ana lys i s o f

my e ar ly though t and amb i t i on sand how theyworked ou t m ay be o fhe lp t o a l l o f u s— and maybe not .“ I had n ever h eard o f John Wan

amaker,nor o f M ar sha l l F i e ld

,nor

had I i n m ind anygrea t chara c ter i ne i th er anc i en t or modern h i s to ry,upon wh ich to mou l d my fu tu r e .“

A l l I can r emem ber i s th a t Iwanted to make good becau se Il i ked my j ob and wanted to hold onto i t .

“ You s ee I s tart ed rath e r young ,and I fe l t m igh ty proud when —th eBos s showed me how to man i pu l at eth e o ld fash i oned ca sh drawer

,and

when th e oth er ki d s wou ld come inand se e me s e l l i ng th i ngs a long w i thth e grown - ups .

“ I s tud i ed hard to l earn th e stockand th e pr i c e s

,not becau s e I had

much o f an i dea th at i t had anyth i ngto do w i th sa l e sman sh i p,bu t be

cau se it em lba ra ssed me to have toa sk que s t i on s

,and to have cu s to

mer s find ou t tha t th er e w er e th i ngsI d idn ’ t know .

6

The s c en e o f my i n i t i a l endeavor s was a gene ra l s tor e i n a smal ltown , s o ou r pa t rons ranged fr omth e very wel l—to—do to the dec ided lyi nd igen t , and I‘ sol d everyth i ng froma s i l k dre s s pa t t ern to five cent sw orth o f tea .

“ I soon noti c ed tha t a l l o f th eo lder c l erks had a per sona l fo l lowing

,and that o ne c l e rk i n par ti cu l a r

had a very la rge one . I wou ld s tepforward agai n and ag a i n on ly to bemet w i th ‘I ’ l l w a i t fer M art i n to a tt end to m e

,

’

a nd the n wh en M art indi d w -a i t upon th em I wou ld findthat th e cu s tomer wan ted someth i ng I cou l d have r ead i ly fu rn ished .

“

O f cou r s e I knew that a goodd ea l o f th i s wa s du e to the fac t th atI was j u s t a k id

,and that pos s ib lys ome folks fe l t tha t i t w as benea th

the i r d ign i ty t o have a youngs terwa i t u pon th em , bu t i t bother ed mej u s t th e s ame .“

As I we nt a long I made j u s tabou t th e average number o f b l u nders su ch as cu t t i ng off th re e - qu art e r s o f a yard fo r a ya rd , sp i l l i ngke ros en e on somebody’ s package o fcoffee

,and th e l ike

,and I a l s o began

to acqu i r e a smal l per sona l fo l lowing o f myow n .

-

“

At no s tage in my ear ly car e ero f s e l l i ng can I r eca l l that I madeany at tempt to s tu dy th e ‘

w hy’ and

‘how ’ o f se l l i ng,or the under lyi ngmot ive s tha t contro l th e a c t i on s o f

th e hum an an imal .

KODAK‘I o f cour s e l ea rned tha t I c ou l dgr i n and say,

‘Hel l o,M andy, ’ to o l dcolo red M andy Jackson , or crack aj oke w i th Judge T homas

,who l i ked

boys , and l i kew i s e th a t I had to beexceed ingly pol i t e and d ign ifi edw i th th e banker ’ s w i fe and a goodmany oth er s , and tha t wa s j u s tabou t a s fa r a s I d id get .I l i ked to make s a l e s , and to s e eth e l ine l ength en on my s a l e s sh e et ,bu t I had n ever g iven any though ta s to how I m igh t bu i ld up or addto my s a l e s w i th every cu s tomer ,e i th e r by show ing or sugge s t i ngoth er i tems . So you s ee I wasn ’ tvery much more than an order taker .

“ I t was no t unt i l I s tar ted ou t onth e road to s e l l a spec ia l ty th at Ir ea l i z ed how very l i t t l e I kn ewabou t sa l e smansh ip .

“

At th e end o f th e s econd day Ir ea l i z ed th a t abou t a l l I r eal ly hadto s tar t ou t w i th was a whol e lot o fs e l f - conce i t,and that now I d i dn ’ t

even have tha t l e f t .“

Then . for th e fir s t t ime , I beganto pu t mys e l f i n th e pos i t i on o f th epro spect i ve cu s tomer,and to figur e

ou t wha t wou ld h ave to be sa i d tome to i nduc e me to buy.

“

Then I had to go s t i l l fu r th e r ,and try to d i scover h ow a sa l e smanwou ld ge t to me . and i n te re s t me i fI happen ed to have a grouch ,

’

or notbe fe e l i ng w e l l . or ha l f s o ld on somecompet i ng ar t i c l e s im i l ar to my own

,and al l th e oth er prob l em s tha tevery day con fron t s th e sa l e sman .

“ I h ave a pr e t tywarm spot i n myhear-t for th e youngs t er beh ind th ecoun te r . for I have been th er e mys e l f . and be ing j u s t o f th e averagesort I can j udge pre t ty c lo s e ly a s t oth e mot i ve s . and th e r ea son s w hyth e average youngst er doe s . anddoe s n ot

,do cer ta i n th i ngs .

“ Ju s t a s in my begi nn i ng I fa i l edto take t ime to th ink ou t j u s t h owmuch th er e wa s to sa l e sman sh i p . s o

Force of HabitCapta i n— ChargeRi bbon C l er k Regimen t ( i n

choru s )— Ju s t a momen t . pl ea s e .Name and addr e s s —P e l ica n .

SALE SMANit i s th a t I know tha t to—day a goodma ny a re making th e same sor t o fm i s take s .

“ I do not go much on th e th eo rytha t good sa l e smen mus t be borntha t w ay,

bu t on th e contrary I holdtha t good sa l e smen ar e made—w andmade by th ems e lve s .

“ I h ave a lways fou nd i t a trem en

dou s h e lp to men ta l ly pu t mys e l f i nth e cu s tomer ’ s p l ac e ; t o try and ge th i s or h er vi ew poi n t .“We are a l l pr et tymuch a l ike ins i de , s o if you s tudy you rs e l f thorough lyyou w i l l h ave a pre t ty goodl i n e o n h ow oth er peop l e w i l l ac tunder th e same cond i t i on s .”

Kodakery for June

M os t o f u s have en ter ta i n ed th ei dea th a t photograph i ng w i ld b i rd sin the i r na tu ra l env i ronmen t en

ta i l ed th e u s e o f very expen s ive andexceed ingly compl i ca t ed apparatu s .You w i l l find your m ind ent i r e lyd i s abu sed o f th i s i dea i f you readKodaki ng Wi ld B i rd s,

” and a l s o ,you w i l l b e pre t ty ap t to find yours e l f a t tempt i ng th i s most fa sc in at ingwork .I f you ar e in ter e s ted i n home portra i t s ' r ead “ Portra i t s w i th \VindowBackground s

,

” and by a l l mean sread the i n i t i a l i n s ta lmen t o f as e ri e s o f ar t i c l e s on “

The Fundam enta ls . o f Photography.

”

“ L i ke a Crab— Backward s a f

ford s a humorou s and ph i l osoph i ca lmean s for p roduc ing harmony be

tw een pi c tu re and t i t l e .

KODAK SALE SMANFrom Old Madrid

Apprec i a t i on o f the va l u e o f thed i sp l ay w i ndow as a s e l l i ng factori s no t confined t o th i s country. I nc i v i l i z ed cen t er s the wor l d overmore and mor e a ttent i on i s be i ngpa i d t o th e d i sp l ay w indow .

I t i s our p r iv i l ege,i n th i s i s su e , to

i l l u s t ra te a h igh ly ar t i s t i c w i ndowdi sp l ay i n s ta l l ed dur i ng Chr i s tmasand New Year ’ s byKodak Soc i edadAnonima , i n M adr id , Spa in .W’ h i l e i n many ins tance s , dea l er si n th i s coun trymight not care to ins ta l l s o e l abora te a d i sp l ay, we areve ry su re tha t th eyw i l l b e i n te r e st edin th e de ta i l s , as th i s d i sp l ayatt rac ted enormous atten t ion .The top whee l wh i ch r epr e s en tedth e No r th er n Hem i sphe re o f th eear th was su rrou nded by Ves tPocke t Kodaks .T h i s s ec t i on o f the globe , so tospeak

.was very s low ly tu rn ing , andthe word ing “

El Kodak s e empl eaen todo e l mundo (Kodak i s u s eda l l over th e world ) cou ld be r eada l t ernat i ng w i th th e oth er s en tence

The Motive Pow er

y en toda s l a s é pocas de l ano,

( and i n a l l s easons ) .

Be low was th e Whee l o f T imeever tu rn i ng on i t s e terna l cour s e .The Kodaks on the two whee l ss erved a s cogs wh i ch un i ted th eWor ld w i th T ime .The Whee l o f T ime was d iv idedi nto four s ec t i on s

,and on each s ec

t i on,an en la rgemen t care fu l ly s e

l ected to repr es ent on e o f th e fours eason s

,was ar t i s t i ca l ly mounted ,th e phra s e under each p i c tu re ex

p l a i n i ng the mot iv e .But two s ea son s w ere v i s i b l e a ta t ime

,bu t a s th e whee l gradua l lytu rned th e o ther two p i c tu r e s came

in to v i ew .

The word i ng under the s e en l argement s was as fo l low s : Primavera :e l Kodak perpetu a lo s encanto s del a Pr imavera” (K o d a k makesSpr i ng- t ime charms ever l a s t i ng )

“ Verano : Vacac i ones s i n Kodak,s on vacac io ne s perd ida s” ( Summera ho l i dayw i thou t a Kodak i s a ho l i

daywast ed ) .

O tofio :No dej e de l l evar un Kodak a su s excur s i on e s oto fi a les .

”

(O n your au tumn rambl e s a lwaystake a Kodak w i th you . )“ I nvi ern o : S i empre hay ocas ionpar a u sar e l Kodak . (W inter :th er e i s a lways a chance to u s e aKodak . )The ax l e had the fo l l ow i ng ins cr i p ti on : “

Empi ec e t oymi smo”( s tar t toAs th i s whee l was on lypar t lyv is

i b l e a t a t ime,natu ra l cu ri os i ty com

pe l led th e on l ooker s to wa i t for andr ead a l l th e i n s cr i p ti on s .A s a bas e to th e d i sp l ay,

ther e wason th e l e f t hand s ide a ver s e from awel l know n Span i sh c la s s i c , wh ichmeans “ a l l th e s ea son s o f th e yeargo by arid l eave no th i ng beh i nd . ”To cou nterba l anc e th i s wa s th ei n scr ipt i on on th e r igh t hand s i de

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KODAK( t ran s l a ted ) : There i s no w ay to

keep a permanen t souven i r o f you rhappy moments so sa t i s fac tory asan Au tograph i c Kodak .”The s tar s , on e w i th a Brown i e ,and on e w i th a Kodak , s ugge s tedKodaks for C h r i s t m a s , andBrown i e s for “

Reye s” (Epiphany,January 6th ) a re th e bes t pre s ent s .The mechan i ca l par t ( o f wh i chdi agram i s shown ) was very s impl e ,and ent i r e ly home—made by on e ofth e men i n the packi ng room

,th e

power be i ng furn i sh ed by an e l ectr i c fan motor,s o th e cos t o f fi t t i ng

and opera t i ng th e w i ndow w a s verys l igh t

Study’

Em

You s tudy th e method s o f th eother good sa l e smen work ing alongs 1de

,or acros s th e a i s l e from you .

You cha t w i th a n occa s i ona l trave li ng man

,and w atch

’

him s e l l a b i l l o fgoods

,a l l w i th th e idea o f improv

ing your own se l l i ng methods .Tha t i s good , bu t you are overl ook i ng m any exce l l en t l e s son s insa lesmanshipl if you fai l to s tudy th eadve rt i s ement s i n the magazi n e s o fnat ion - w ide c i rcu lat ion .I f you ‘wan t to spend a pl easan tand i n st ru ct ive even i ng

,pos s e s s

you r s e l f o f a copy o f th e Sa turdayEvening Pos t

,The Cosmopo litanand Review of R ev iew s , or other so f s im i l ar ca l iber,and s tudy th e ad

vertisements .

Here y-ou tw i l l find ano th er angl eo f the se l l ing prob l ems—s e l l i ng byor th rough

,th e med ium o f pr inte rs

i nk .Go through th e adver t i s ementsand ch eck off thos e wh i ch have arr e s ted you r at'ten t i on , and thosewh i ch have cr eated i n your m indthe des i r e to pos s e s s th e commodi tyadver t i s ed .10

SALE SMANA ft e r you have made th i s l i s t goover ea ch on e care fu l ly, and ana lyz eth em , and you w i l l have found somem ighty good po i nt er s i n th e ar t o fs e l l i ng .

1918 Koda kA dv e rt l s l n gC om pe t i t l on

3,0000.00Ca shAw a rds .

Circu l ars giving fu l l de ta il s to

be h ad on appl ica tion . Se e th a tyour s tore ha s a supply.

Goods DiscontinuedKodak Magnesium Ribbon Holder

Th i s good l i t t l e se l l e r i s no l ongerava i l ab l e , becau s e w e can ’ t r ep l en i shour s tock .

ICooke Ana stigma ts

Cooke l e n s e s , of a l l kind s,are

a l s o not avai la b l e,becau s e o f the

impo ss ibi lity o f gett i ng supp l i e s , thefac tory be i ng t i ed up w ith work forth e Impe r i a l Gove rnm en t,and

,o f

cou r s e , the r e ’ s the d ifficu l ty o ftran sportat ion .

We w il l , a s u su a l,ho ld a Koda k

Advert is ing Compe ti tion th is yea r.

Th e con tes t th is yea r w i l l be div id ed in to tw o c la sses

C la ss“A ,

” for profess iona l pho

tograph ers on ly, w ith prize s to ta ling

C l a ss B,

” for am a teur pho tograph ers on ly, w i th prize s to ta l ing

AMMY,I am wonder i ng i f w e

h aven ’ t been s i t t i ng too c los e toou r own propos i t ion , and i f j u s t becau s e w e know the l i n e so thoro ughlyw e fa i l to rea l i z e that a whol e lo to f outs i d er s do not know i t as w e l la s w e do .

“

An hour or s o ago I h ad occas ionto wa i t upon a we l l groome d and inte l ligen t wom an . She was le av ingsome negat ive s to be pr in t ed from ,and as I gl anced th rough them I l a idth ree or four to one s i de , and l a te rp i cked th em up a nd to ld h er th a tI thought exce l l en t en l argement scou l d b e s ecur ed from those part icu la r n egat ive s .

‘W‘hy! Can you make b ig pi ctu re s from sma l l negat i ve s she exc l a imed

,and was a t once i n t er e s ted ,and I en ter ed qu i t e an order for en

largem ents .

“ I kn ow you ar e th i nk i ng tha t sh ewas m i ghty ignoran t , and so did Ifor th e mom -en t .“

But l e t me te l l you a. l i t t l e experience o f myow n,Sammy. A wh i l e

ago I bough t the M i s su s a sma l l motor w i th whi ch to operate her s ewing mach i n e and i t worked fine .

A f ew weeks ago I happen ed tobe v i s it i ng a fr i end i n h i s n ew home ,and a s h e wa s show ing me over th eh ou se I saw tha t i n the s ew i ng roomthe mach in e was equ i pped w i th amotor s im i l ar to th e one I had pu rcha sed .

“ I i nqu ir ed how th ey l i ked i t , andmy fr i end sa i d ‘Fi ne

,

’ and th en11

to l d me how they had a ttachmen t sfor th i s s ame motor for po l i sh i ngs i l ve rwar e , and for l igh t gr ind ingwork , and tha t an a i r fan cou ld a l sobe a tt ach ed .

“

Now, Sam ,I had never he ard o f

a ny o f thes e at tachment s though i twas qu i t e obviou s th a t i f th e m ot orw as suffic i en t ly pow er fu l to run th es ew ing mach i ne i t c ou l d be u sed forth e s e oth er purpose s a s w e l l

,so yous ee , Sam , we w i l l have to forgiveth e l ady fo r not know ing about en

la rgem ents .

‘ M oth er Goos e,Rob in son Cru

s oe ’ and ‘

Tom Sawyer ’ ar e const an tly de l i gh t ing new and h igh ly appre

cia tive aud ie nce s—o ld s tuff to u s ,Sammy, bu t m igh ty i n t e re s t ing tothos e w ho h ave j u s t d i s cover edth em .

“ I n the bu s in e s s o f s e l l i ng amateur photograph i c supp l ie s

,Sam

,w e

ar e ca ter ing to a who l e l o t o f grownups who s e m ind s can i n a w ay becompa red to tho s e o f ch i l d ren j u s ten ter ing a fie l d o f n ew de l igh t s .

“ M r . Jone s,th e banker

,mayknowh igh finance up on e s id e and down

th e o th er . bu t when he pu rcha s e s h i sfir s t Kodak a s a sourc e o f r ec reat io n he i s den s e ly i gnoran t r egard i ngmany o f its most i n te re s t ing phas e s .

“

You mus t remember S ammy,th a t th e average cu s tomer doe s nots tudy ca ta logue s and photograph i cj ou rna l s a s you do ; that perhaps h efee l s h e mu st confine h ims e l f to th ee l emen tary, and s o pays no atten t i on

KODAKto mat ter s photograph i c beyondl earn i ng how to load and u nload h i scamera

,a nd to ope rat e th e shu t ter .

“

T ru e enough,Sam , he s e e s t h evar iou s sundr i e s and acce s sor i e s

when he comes i n to the :store

,but to

h im th ey form on ly a par t o f th egenera l s u rround ings and he fa i l s tobecome in t er e s ted .

“Wher e w e make th e m i s take ,Sam , i s i n taki ng for granted th athe knows a l l abou t th es e var i ou sth ings

,becau s e s ome o f th em have

been on th e marke t fo r a number o fyear s , and becau se w e know al labou t them

,forget t i ng en t i r e ly th a ti t i s an en t i re lynew marke t for h im .

“ Suppos i ng th e begi nner l ooks i nth e show—cas e , and h e s ee s a Port ra i t At tachmen t , and he r eads tha th i s a Por t ra i t A t tachment . He m ayth i nk i t i s s ometh i ng for pro i e ss ioua l u s e only,

and i t i s a very s a febe ’t th a t i t w i l l never occu r to h imthat i t cou ld be u sed for photograph i ng very smal l ob j e cts such asflow ers and the l ike .

“

By th e same token h e m ay s ee aKodapod or a Kodak S e l f - T ime r i nth e ca s e : th ey are j u s t sh iny meta laffa i r s to h im and h e afford s th embu t a glanc e o f i nd i ff er en c e . i f h eeven r ea l ly not i c e s th em at a l l .

“

It i s a b ig mi s ta ke . Sam , when acu stomer come s i n for a fin i sh edpri n t o rde r , not t o go over th e n egatives and pr i n ts i n h i s pr e s enc e . a ss o mu ch can b e l ea rn ed by s o do i ng .

“ Suppos e you find a number o fgroups

.and you note th a t th e camera owner i s not i nc l uded becau s e

h e ha s to make th e exposur e s .th i s afford j u st th e fin e s t

sor t o f an oppo rtun i ty to show h imth e Kodak S e l f—T imer ?“ You s ee h e ha s been att empt inghome por trai tu re . and th e s i z e o fth e image s te l l s you th a t h e has beenworki ng wi thou t a Port ra i t A ttachmen t . Now . Sammy. i f you s howed12

Query Column

Ca n you m ake en la rgemen ts w ith

a,

view camera s u ch as the 5 x 7Eas tm a n View Camera ?

Yes,i t i s a comparat i ve ly s impl ematter ‘to adapt th e v i ew camera for

en l arging purpose s . ( S ee our bookl e t . “

En larging . ”

t a t is the bes t pow er lamp foruse w ith the Kodak Safe l ight ?

Tw enty—five wat t .

Ca n the Kodak Ama teur Prin ter

be u sed as a da rk‘

room lamp for use

w hen deve loping film or pla tes .

No . I t i s s a f e on ly for B rom ideand c l ox and o th er d eve l op i ng ou tpaper s .

SALE SMANhim the A t tachment

,and how by i t su s e h e cou ld produce l arge h ead and

shou lde r por tr a i t s h e wou l d be pre tty apt to th ank you and a l s o i nves t .

“ Ju s t a s '

I so ld th a t order o f enla rgem ents t o th e l ady who hadn ’ th appened to know abo u t en l argements— j u st so tho s e sa l e s opportun it ies ex i s t w i th many ano ther cu stome r .

“ Sammy,l et ’ s bac k off a l i tt l e

ways and get a w ider v i ewpoi n t .”

l s ro l l—holder film handled dififer

en tly tha n regu la r film w hen devel

oped in the Kodak Film Tank ?

Yes . s o far a s ro l l i ng i n th e aproni s conc ern ed,a f te r wh ich the proce s s i s th e same . ( S ee Fi lm T ank

hl anu aL)

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A normal ly expos ed p lat e w i l l , inth e proper deve l op i ng so l u t ion , a l

mos t se em to deve lop i t se l f,as th e

image w i l l app ear gradua l ly,and

ste ad i ly bu i ld up to fu l l d en s i ty and

gradat io n .An u nder—exposu re w i l l b e s low

in appear i ng,and w i l l b e la ck ing i n

den s itya nd i n de ta i l in th e shadow s .An o ver—e xpos ed p l at ‘e w i l l flashth e image alm ost immed i at e ly, andthe p la t e w i l l rap id lydarken so as t os eem ingly obl i ter at e the image .Wh er e a norm a l expo sur e i s i nd i

ca te d by the appearance o f th e image , ,

de ve lopme nt shou ld b e cont i nu ed unt i l th e image show s w e l lth rough the back o f th e pl at e

,and

commences t o darken sl i ght ly a l love r ; th is w i l l be i n from fou r tot e n m inu tes,varying w i th th e ch aracte r o f th e sub j ec t

, the va r i ety o fp lat e , and the deve loper u sed .An under - exposed pla t e i s b e s tdeve l oped i n a weak solut i on . bu t i nno even t w i l l pro l onged deve l opmen ta ft er the image ha s s tar ted t o vei lover , or fog , be o f ava i l , becau s eyou have n ot suffic ien t l igh t - a ffec teds i l ve r to bu i ld u pon .Whe n a p lat e i s known to b e overexposed be fore be i ng plac ed in th ed evelo pe r

,th e add i t i on o f a smal l

amount o f B rom ide o f Po ta s s ium tothe so lut i on , w il l ac t a s a r est r a i n er ,and so r e tard th e too rapi d appea rance o f the image .Add ing Brom i de o f Pota s s ium toth e so lu t i on a fte r developmen t h a scommenced w i l l have no effec twha t soever as a re -s tra i ne r .With an over - exposur e th e be s tpl an i s to develo p i t for th e samel ength o f t ime a s fo r a normal expo sure . The r e su l t w i l l be a negat i ve verymuch too dense . bu t wh ichcan be bro ught to approximat e lyno rma l den sity by th e proc es sknown as “ r educt io n .14

SALE SMANA nega t ive l ack i ng in dens i ty ordeta i l through unde r - devel opmentcan b e br ought to proper pr in t i ngqua l i ty by the proc es s known a si n tens ificat i on

,but w i th an under

exposed n egat i ve i n ten s ification w i l lonly tend to i nc re a s e the a l r eadyto ogr ea t contr a st . The bes t r emedyfo r an unde r - exposu re i s to re - taketh e p i ctu r e , a l low ing suffic i ent exposure .

Nega t ives ar e u sual ly r educed bymeans o f a so lu ti'on_

o f Ferr i cyan i deo f Po ta s s ium and Hypo , th e formu

la be i ng give n i n How To M akeGood Pi c-tu re s .Loca l reduction can a l so b e a c

compl i sh -ed by rubb ing down theover d en s e por t ion s w i th a p i ec e o fcotto n saturated w i th gra in a lc ohol

,bu t thi s is a rather “ t i ckl i sh” proces s fo r the begi n ner .Ther e ar e severa l pro ce s s e s fori n t ens ifica t ion , formul a s fo r the be stp rocess es bei ng l i kew i se given inHow To M ake Good Pi c tu r e s .Famil ia r iz e yo ur se l f w i th th e p roc es s o f de ve lopment

,and th ese a f ter

proc es s-es , as th i s know l edge w i l l domuch to i ncrease you r se l l i ng abi l i tyand your i nt er e s t i n p i c tu re mak ing .

Systems of Ma rking LensStops

Tw o sys tems ar e employed fordes ignat i ng the r e l a t i ve va lu es o fs t o p s ( d i aphragms ) on photograph i c l e n s es . The U . S. (Un iform Sys tem ) i s ch i efly us ed onr ec t i l i n ea r l en s e s . whi l e th e f. sys

t em i s i n prac t ica l ly un iver sa l u s eon ana st igmat l en s e s .The U . S . i s ba s ed on th e r e l a t i onb etw een th e a rea o f th e s top andth e foca l l engt h o f th e l en s . w h i l eth e f. sys t em i s bas ed on th e re l at i on be tw een th e diame ter o f th es top open i ng and th e foca l l ength o fth e l en s .Though d iff eren t numera l s ar eu s ed for i nd i ca t i ng th e r e l a t iveva lu e s o f th e s top s in th e two syst em s ve t . i n both sys t ems , a l l s t opsthat bea r a h igh er number th an U .S . 4 or f. 8 admi t j u s t h al f a s muchl i gh t a s th e n ext l ow er numbereds top .The comparat ive va lu e s o f th es tops i n both sys tems

,togeth er w i th

th e compara t i ve exposu r e va lu e s o fth e s tops . are gi ven in th e fo l l ow ingtabl e . i n wh i ch round numbe rs . tha tar e accu ra te eno ugh for prac t i ca lpu rpos es . ar e u s ed i n pl ace o f exac td ec ima l s :

From th i s tab l e i t w i l l be s e en th a tw h en th e cor rec t exposu re w i th a nys top i s known . th e correc t exposu ren ith a nv oth er s top can be rea dilv

n b

15

SALE SMANdetermi ned . For i n s tance , shou ldth e corr ect exposu r e w i th s t0p 4(f. 8) be l / l OO o f a s econd th enw i th s top f. i t wou ld be o for w h i ch i s abouto f a s econd . w h i l e w i th st op

16 i t w ou l d be 4 t ime s or1/25

'

o f a s econd .

The s top mark i ngs l .

7o and 4

ar e s omet im es p l ac ed on certa i ncamera s tha t are u s ed chieflv formak ing snapshots .S top 1 i s i n t ended fo r gen era ls napsho t work . Stop 2 i s t o be u sedfor snapsh ot s w hen th e subj ec t i s ini nt en s e su n l i gh t and no da rk ob

jects . su ch a s tr e e s or bu i ld ings . ar ei nc luded in th e fi e l d o f v i ew . The s econd i t io n s ar e s e ldom found e l sewher e than on th e s eashore or i n th edese r t . S top s 3 and 4 a re for t im eexposu res on ly. The u s e o f the s es tops i s fu l ly expla i n ed i n th e manna ls tha t ar e fu rn i sh ed w i th th ecamera s —Extr ac t from Koda kery.

In the In surance FieldA s i d e from add ing z es t to a l lo the r forms o f r ec reat i on th e camera i s every day be i ng u s ed moreand more i n bu s i n e s s .

Quot i ng from Rough No tes . aj ou rna l in th e' i n su ranc e fi e ld

,we

ee th e import an t pa rt i t p l ays in th ead j u stment o f l os s e s :

“ Photogr aph s o f damaged property ar e o ft en o f very grea t va l u ei n th e s ett l emen t o f l o s s e s Somet imes th ey ar e ev iden c e tha t th e 10i s on e for w h ich th e company i s no tl i ab l e . e spec i a l lywhere cau s ed w ho lly by expl os i on .

“ Photograph s o f a l l pa r ts o f adw el l i ng hou s e affe c ted by an ex

p los i on w h i ch took pl ace i n th e ba s emen t saved th e F i de l i ty - Phen i x8300000 by th ei r b e i ng exh i b i ted to

two fi rm s o f attor neys employed i nturn bythe a ssu r ed to br i ng act ion s .The p i ctur e s conv inced th em tha tthe a s sur ed had no r ight o f recovery.

They are important ev idenc ewher e fi re fol low s an exp lo s i on

,as

they somet ime s show th e exten t o fthe dama ge by th e exp l os i on andthat by th e fir e .

“

Th ey are u se fu l i n stock lo s se swher e on ly a port i on o f the good sh ave b een dest royed and th e adj u s te r i s o bl iged to go awaywithou tmaking a s ett l emen t a s th e a s su red

,

finding that h i s c l a ims a re not conceded , w i l l not i n fre qu en t ly fu rthe rdam age th e goods bythrow i ng themoff the sh el ves a nd w ett i ng ‘

a nd

trampl ing upon them . Thi s h aso ft en occur r ed wh ere appra i s a l s ar edemande d

,bu t i s no t l i ke ly to hap

pen wher e the as su red kn ow s thatphotogra ph s have bee n taken showing the condition o f h i s s tock i n al lpart s o f the store .

“

They ar e val uab l e a s ev iden ce i ncour t , e sp ec ia l ly whe r e th e de fensei s aga i n s t an exce s s iv e c la im,par

ticu la rly on bu i ld ings .“ I t i s impor tan t that pho togr aph sbe secu r-ed whe r e th e a s su red pers i s t s i n repa iring or demo l i sh ingwha t r ema in s o f a bui l d ing be for ethe amoun t o f los s ha s be en agr eedupon - al ‘s o

,where fi r es have bee n s et

i n s ever a l p l ace s .“

Th ey are val uab l e i n ins pect i onwork to show the charac ter o f ar i sk and its s u rro und i ngs by a id i ngth e underwr i ter to de c ide a s to th ed es i r ab il i ty o f the r i sk and th e co rrectn ess o f the i n s pector s ’ j udgmenta s to i t .

“

The came r a m ay o f ten be u sedi n connect ion w i th th e ad j u stmento f au tomobi le lo ss e s .

“ It ide n tifie s bevond di spu te th emode l o f a car . show s th e ext en t o fth e damage , wh ethe r by fir e or col16

SALE SMANlision ,a l s o the surround ings

,which

i s o ften import ant evi de nce to showth e c i r cum st ance s u nder which theca r burn -ed , as i n a maj or i ty o f cas e sfraudu l ent bu rn ing i s i n ou t of th ew aypla c es , s ome t ime s wh er e the a ssu red i s u na bl e to exp lain in anyr easonab l e w ayw hy he sho ul d havetak en h i s car on such a road or tos uch a p la c e .

“

The t ak ing o f pho tograph s o ft enha s a mo ra l e ffect wh i ch ben efit s th ecompany wher e the as su red i s incl in ed t o make a fr audu l ent c l a im.

“ I n o n e ins t ance i t s aved a compa ny on a c l a im fo r a cartha t w a s in sur ed i n New York andburned i n Nova Sco t ia . A photograph o f tha t wreck was u s ed a sev idenc e tha t it w a s no t o f th eyea r ’ s mode l r epre se nted i n th e applica t i on for i nsu rance , bu t a m ode ls o old tha t th e car wa s prac t i ca llywo rth l e s s .I t w i l l not requ ir e very deepthough t to det e rm in e th e va lu e o fth e Aut ograph i c Featu r e i n ca s e ss im i l ar t o th e above , a s th e dat eupon wh i ch the negat i ve s w er e madewo u ld have much to do i n e s tab l ishi ng th e i r va lu e a s ev i de nce .

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PUBLISHED BY CANADIAN KODAK co .

TORONTO , CANADA LIMITED

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(A R e ce n t Ko d ak Ad vert i sem en t )

An a id

behind the counter

JUNE , 1918

Between Us

T he young m an w a s applying for a position .

After a number of qu e st ion s had been sa tisfa c

torily a n sw ered the employm en t m an ager in qui red ,

“Wha t do you rea d ?”

T he appl ican t looked uncom fortabl e . D o you

read the da i ly papers ,” he w a s a sked, and he“

sa idhe did bu t it w a s determined tha t he confined him

se l f prin c ipa l ly to the sport ing page ,— gl anced a t

the hea d l in es , and w a s a tota l stranger to the edi

toria l p age .

H e w a s un a cqu a in ted w i th Shakespe a re and

D icken s , and ‘Vhittier a nd L ongfe l low he con

fu sed w ith som e of the G en era l s in the W ar of

the R evolu t ion .

The m anager shook his he ad : I am a fra idyou w i l l n ot do for the pos i t ion I have m Vi ew ;

you have n egl ected you r opportu n it i es ; you have

fa i led to store aw ay in you r mind the thoughts of

grea t m inds ; you a re n ot in tou ch w i th the thinkersof the present day, so you cou l d not be depended

upon to approa ch any m a tter of importance in a

broad minded w ay.

”

G ood books a re good fr i ends— study them ,

keep in tou ch w i th the big m inds , a nd store aw ay

for you r ow n u se tha t w h ich they have fou nd

w orth Whil e .

No . 5

YEAR or so ago I w an ted topu rchas e a c ano e

,s o I dropped

into a spor t i ng goods s tore to lookover wha t they had i n that l i ne .

“ I had had a par t i cu l ar make o fcan oe rec ommended to me , but i tw a s not the make carr i ed by th i sstor e .

“

The sa l e sman who wa i ted u ponme pl ayed up a l l th e good po i n t s o fth e canoe h i s firm ca rr i ed . and i nthe cou rs e o f th e conver sa t ion Ia sked h im abou t the compet i ng canoe o f wh i ch I had heard .

‘I t ' s a good boat . ’ h e sa id : ‘on eo f the be s t on th e marke t

,

’ and thenhe s topped w i thou t at t empt i ng tocompar e h is own c anoe w i th i t .

“

Then I kn ew that I wou ld bepre t ty sa fe i n buyi ng a canoe fromh im

,becau se h e w as not afra i d to

acknow l edge th e good po i n t s o f acompet i ng l i n e , and had sen seenough to re fra i n from maki ngcompar i son s

,whi ch

,as s ome a n

c i en t w i s e one r emarked . ar e od i ou s .“

The wors t m i st ake a sa l e smancan make i s t o ‘knock ’ a compet i ngl i n e or s tor e . a s th i s i nd i ca te s fea r .

“ I f your l i n e i s th e bes t . you

know i t . and s o can have no feari n admi tt i ng th e good po in t s o foth er l i ne s and th i s w i l l a lways impre s s th e cu s tomer w i th your s i nceritv

,a nd w i th th e fac t th a t yourgood s ar e r igh t .

“

A young M acedon i an run s ashoe sh i n i ng s tand wh i ch I occasiona l lv honor w i th my patronage .4

Acro s s th e s tree t i n th e nextb lock i s another sh in e s tand

,and

as Joe w as pu tt i ng on the fin i sh i ngtouch e s one day,

I r emarked that hehad a pr et ty l i v e c ompet i tor acros sth e w ay. Joe gr i nn ed

,and r epl i ed .

‘

Oh , he ’ s a good f e l l e r , bu t he don ’ tbodder me much . ’ Later I l earnedthat j oe owned both p lace s .

“ Somewhere the o the r day I r eada pre tty good s ent enc e : ‘

Don ’ t fearc ompet i t i on

,be i t . ’

“ You can apply tha t though t i n agood manyways : don ’ t w orrv abou tyou r compet i tor— make h im worryabout you . Lea rn you r l i n e up ones i de and down th e oth e r ; pract i s epr e s en t i ng you r goods i n a mannertha t w i l l appea l to and conv inc eyou r cu s tome r s , and go a fter a l l th ebu s i ne ss i n s igh t , and you won ’ th ave to worrymuch abou t th e otherfe l l ow .

Ther e m ay be some other chapi n th e store w i th you who i s runn i ng you neck and neck , or maybej us t a b i t ahead o f vou i n s a l es ;don ’ t wor ry abou t h im— get a f te rh i s r ecord and beat i t .Try gett i ng down j u s t a b i tear l i er i n th e morn i ng

,l oppi ng a

few m inu tes off th e lu nch hour , becau s e every addi t i ona l mi nut e m ayth row an add i t i ona l cu s tomer to you .

“ S ometimes a cu st omer i s una bl eto r each th e s tore unt i l j u s t abou tc lo s i ng t ime . You , your s e l f , havegone i n to a s tor e j u s t a t c l os i ng

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KODAK SALE SMANFor Your Ow n Interests

About the on lymerchand i s er whocan depend upon a new l ot o f cu s tomer s each day i s th e news -boy onth e tra i n .Even i n th e most den s e lypopu la ted d i s tr i c ts th er e a re n ever enoughn ew cus tomers t o take th e p la c e o fa l l th e o ld o nes

,a nd i t is th e sa t i s

fied,in te re st ed cu stomer s coming

back for more who pu t a bu s i n e s son the profit s i d e o f th e l edger .The average amateu r photographer ha s many l i t t l e perp l ex i t i e stha t h e does not a lw ays fee l f r e e tocome and d i scu s s w i th you becau s eh e knows you a re busy.

No matter how c lea r you ma ke i ttha t you ar e on ly too glad to be o fs e rv i c e and to afford i n formati on h ew i l l do th e bes t h e can by h ims e l fto avo id troub l i ng you .

Bu t s uppos i ng th er e w as someone he f e l t per f ec t ly fr e e to consu -lt

,and w ho wo u ld smoo th ou t a l l

th e rough spo ts,and give h im a

who l e l o t o f new ideas bes i de s , h i sin terest and en thu s ia sm wou ld ihcr eas e a very h igh percen tage— andi n tere s ted and enthu s ed cu s tomer sa re j u s t what you need in you rbu s i ne s s .Have you s topped to th i nk tha t

Kodakery pe r forms j u s t th e s erv i c efor your cu s tom er s and for you ?Her e are a few expr es s i on s , s elected a t random ,

f rom Kodakeryr eader s :“My nega t i ve s h ave improved atl eas t 50 per c en t . dur ing the l as t

year , due to i ns tru ct i on s rece ivedth rough Kodakery.

”

“

Kodakery i s get t i ng better eachmonth a nd I wou ld fee l l o s t w i thout i t .”

“

Koda kery ha s he lped me morethan anyth ing e l s e i n my camerawork .”6

“

Kodakery ough t to be i n everyamateur ’ s l i brary, as i t i s th e bes th e lp “ for the amat eur I have yets een .“

Kodakery has he lp ed me wonderfu l ly in mak ing good p ic tur e s .”

“

Kodakery has p roved very’ u s efu l to me

,a l though I have had a l

mos t e igh t year s ’ exper i enc e in photography. It make s th e p l easure o ft aki ng p i c tur e s much grea ter whenone knows j u s t how t o go abou t i tto ge t the r e su l t s h e des i r e s

.

”

We cou ld go on and fi l l pagesw i th s imi l ar expr es s ions o f op in ion

,bu t th e for egoi ng shou ld be ampl eto show how Kodakery IS work ingfor you and for your s tore a l l th etime:

Kodakery for Ju lyFrom every st andpoi n t i t i s de

cidedly to you r per s on a l i n ter es t tofi l l ou t and s end i n the Koda kerys ub s cr ipt ion bl ank w i th the s a l e o fevery amateu r c amera .You m ayh ave th e idea tha t be ingth e ed i tor o f Kodakery embra ce s aso f t s na p , bu t i t is n ’ t ; t o quot e themanagi ng ed itor h ims e l f

,

“ I t ’ s downrigh t hard work .Y ou s e e th e ed i tor ia l s taff o fKodakery s t ar ted ou t w i th h ighide a l s , and they j u s t have to l ive upto th i s s tandard

,and they s eem tohave accompl i she d th i s amaz inglywe l l .

You w i l l find a l ot o f good th ingsa nd new ideas i n th e Ju ly i s su e , andi f th ey don ’ t s tar t your ow n Ko dakwork i ng ou t s ome o f th em we aremuch m i staken .Read the s econd chap ter on TheFundamen tal s o f Photography byDr . M e e s , wi th extr a ca re ; i t w i l lpos t you tho rough ly,

and afford youa cl ea r ins ight into an impor tan tsub j ec t .

KODAKAutographic or N.O. Filrn ?

War economy and th e ever inc reas i ng popu lar i ty o f th e au tograph i c f eatur e make it impera t i vetha t d i s cr e t i on be u s ed i n order i ngand s e l l i ng Au tograph i c fi lm .

I t i s evi den t tha t m any o f th em i l l io ns o f us er s o f n on—au togra ph i c Kodaks and B rown i e s ar eu s i ng Autograph i c i n s tead o f N . C .

F i lm for the demands for Au tograph i c fi lm have gon e beyond ou rs angu i ne expec tat i ons . I f th i s c ond i t i on i s a l lowed to ex i s t th er e i sd anger o f a shor tage o f Autograph i c fi lm th i s Summer . But th i sdanger can be en t i re ly and ea s i lyovercome , by you r coo pe ra t i on ,thr ough your cu stomer s .Th i s i s importan t to you and you rcu s tomer s a s we l l a s to u s .The Au tograph i c fea tur e i n th e

fi lm i s o f no u s e to the man whoha sn ’ t an au tograph i c camera . S e l lh im th e old s tyl e N . C . fi lm andhe lp cons erve th e supp ly o f Au tograph i c fi lm fo r tho s e wh o wan t i t

,and can u s e i t . I f you w i l l s imp lys e l l th e non—au tograph i c fi lm fornon—au tograph i c camera s w e w i l lh ave no troub l e what ever in fi l l inga l l o rder s .You can h e lp the s i tu a t ion i n th i s

w ay:

Cu t down on you r order s for Au

tographic fi lm and make an equ ival en t inc rea se in you r orde rs forKodak N . C . Fi lm .

Ask every cu s tomer buying fi lm :Do yo u u s e an Au tograph i c camera ?” I f h e says no , ins i s t on s e l li ng h im N . C . Fi lm .

M ake th i s a pat r io t i c du ty— fori n rea l i ty i t i s— and you w i l l b eh elp i ng to s ave an embarra s s ing s i tn at ion .

SALE SMANPla n First

I n a chat w i th a twai n o f ar t i s tsw ho a re do ing r emarkab l e wo rk ini l lu s trat ing s tor i e s bymean s o f photography th e qu e st i on came up as tothe i r methods o f preparat i on .Remarked one o f th em : Weleave noth ing to chance ; we fi r s tr ead th e s tory togeth e r care fu l ly,s e l ect i t s s tro nges t or mos t dramat i cfeatu re s

,and then proc e ed to layth e ground pl an s .

“We next s e l ec t ou r mode l s , andarr ange the proper s e tt i ng,and then

make a rough penc i l s ke tch show ingth e pos i t i on o f each mode l

,s o both

w e and th e sub je c t s know be for ehand exac t lyw hat i s requ i r ed , andcan vi su a l i z e th e fin i shed p i c tu r e .Now th a t s e em s to be a migh tygood p l an to fo l low in the i n s t a l l ingo f w i ndow d i sp l ays . Don ’ t j u s t sayto you r s e l f , “ Gue s s I ’ l l tr im up th ew i ndow s

, a nd th en s tar t i n w i thou t a ny preconc e ived p lan .Get off by you r s e l f in a cornersomewh er e

,and say to your s e l f ,

“

The Bos s pays a b ig per c en t . o fh i s r en t for tho s e w i ndows , s o Imu s t make th em earn th e i r keep .A s a l esman has no t o n ly to pres en t a n eat and attra ct ive appearanc e

,bu t

‘h e mu s t h ave th e ab i l i ty tos e l l good s a s w e l l in orde r to holdh i s j ob .Now you have to figur e your d i s

pl ay w indow as a sa l e sman , so . t oearn i t s ke ep,i t mu s t not on ly pr es ent th e good s to th e pub l i c , bu tgive s ome one or more good r easons

a s to w hy th ey shou ld b e purcha sed .

S e l l i ng i dea s do no t grow onevery bu sh bu t ther e a re p l en ty o fth em i f you wi l l bu t give some t imeand though t to th em .

Plan your d i sp lay be fore you

s tar t to i n s t a l l i t : p lan i t no t on lyfor i t s a t trac t iven e s s bu t for a s e l li ng appea l a s wel l .

KODAK SALE SMANHow Big Are You

The fo l low i ng f rom the Te co

N ew s shou ld be care fu l ly andtho ught fu l ly r ead by every sa l e smandesi ring to make the mos t o f h ims e l f :‘

“The i nc i d en t occur r ed i n theoffice o f a large organ i zat i on , bu tthe fundamen ta l pr in c ip l e o f theth i ng i s th e same regardl e s s o fwher e i t i s app l i ed . T hat pr i nc i p l ei s th i s :

A ma n is on lyso big as he is a ble

a nd w ill ing to pass on w ha t he

know s to o thers .

“

The inc i dent w e have re fer enc eto w a s that o f a head o f a bu s i ne s sta lki ng t o on e o f ‘h i s depa rtmentmana g er s . He asked , ‘Why don ’ tyou teach your men a nd make yours el f m ore v a l uab l e to th e h ou se ? ’

“

T he owne r o f th e bu s i nes s w a s

dumb founded w hen th e depar tmentmanager repl i ed : ~‘I shou ld say not .I t h a s taken me a good many year sto ga i n my know l edge o f the bu s in e s s and i t i s my s tock i n trad e . Do

you suppo s e I am goi ng to give i taway now“ He fa i l ed to r ea l i z e tha t h e h ims e l f wou ld grow when th e men respon s ib l e to h im grew

,

— he had to .“

Too many bu s i n e s s men lookupon c l erks as he l p that shou ld betaugh t only so mu ch , and when thatpoi nt was reached i t was dangeroust o go fu rther . T hey ar e a fra i d tot each th em more , fear i ng that th eyw i l l get to know enough to go i n tobu s in e s s for themse lve s .

“

T ake a “chanc e o f your c l erksl eavi ng you by unhe s i tati ngly givi ngth em what you _

have o f know l edgeand exper i ence .

The big m an doe sn ’ t fea r th ecompe tition o f re t i r i ng employe es .He know s he can a lways make i twor th wh i le to s t i ck . The bigge s tconcern s have be en bu i l t by men8

who gave the i r employee s a chanceto grow and he lped the i r grow th .“ I t m ay s ound a s though we ’ r eta l k i ng ba ckward s or i n c i rc l e s , bu ti t i s a fact

,never the l e s s

,— w e ga i n

by giv i ng away, and what w e keepw e lo s e .“

The grea t bu s i ne s s men o f today have been great teacher s , notn ece s sa r i ly i n s choo l s , bu t theytaught j u s t th e s ame . I t i s tha t w ayi n every other fie l d , whethe r i t i s rel igion ,po l i t i c s

, art or what not . Thegrea ter th e man the more ap t wa sh e to found sc hoo l s .

And fur thermore— th e re i s no

bet te r w ay to l earn th an to teach .Read tha t aga i n . We keep ours e lve s r igh t on edge a l l th e t ime forwhen w e teach o ther s to do a th i ng

,we l ear n how to do i t be t ter ours e lve s —w e s ee ou r own er ror s .To t each we l l i s a r are gi ft .Good teacher s a re sough t everywhere , not on ly i n s choo l s , bu t r igh ther e i n bu s i ne s s . I f you can teachw el l you have every r ea son to beproud o f i t , for i t mean s you knowyou r ow n bu s i ne s s and you knowthe oth er fe l l ow

,h i s i n ner s e l f

,hu

man natu r e .—. and tha t ’ s s aying agrea t dea l for you .

Then you rea l ly know how tohand l e men , how to get th e bes t ou to f them so tha t th ey’ l l make bet te rmen o f themse lves

,do more for

th ems e lve s and do more for you .

”

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AMMY,th i s morn ing I saw a

man w i th a Kodak i n h i s hands top and l ook in to our show w indow

,s tar t to com-e i n to the s tore ,and then tu rn a round , cro s s th es tr ee t and enter th e s to re o f on e o f

our compet i tor s .“

Now,Sam

,tha t both ered me ,and I have been th i nk i ng abou t i t

ever s i nc e .“ I w ent ou ts ide , s tud i ed ou r w i ndow d i sp l ay car e fu l ly, l ooked th ewhol e s tor e front over , and eventr i ed th e door to make su r e i topened eas i ly, and fo r th e l i f e o f meI can ’ t figur e w hv tha t man ch angedhis mind .

“ Pos s i b ly i t w as on ly a wh im ,bu t

in n inety ca s e s ou t o f a hundr edthe re i s a r ea l rea son back o f everyimpu l s e .“

I' am wonder i ng,Sam

,i f w e ar e

adver t i s i ng the "s tor e suffic i en t ly. Byth a t I do no t mean th e mer chand i s ew e h ave to s e l l

,bu t th e fact tha t

our s tore i s a p l easan t and sa tisfa ctory on e w i th wh ich to do bu s ines s .

“We ca rry th e r igh t goods , acompl e te s tock,have a n ea t s tor e

and an effic i en t and cour teou s stafico f employe s , bu t i t i s evi den t tha tw e have not pu t th e loud peda l onthes e fac t s w i th suffic i en t forc e .

“

Consarn tha t man , w hy d i d h ecros s the s t re e t ? Anyhow i f w e d idl os e h im he has don e u s a favor ,Sam ,

by s tar t ing a n ew tra i n o fthough t , and I am goi ng to try andfind a w ay to s e l l th e s tor e so tha tth e next ones w i l l come i n .10

Severa l t ime s I have gone i n to ac er ta i n s tor e w i th one or more par

I am wonder i ng,Sam

,how i t

w ou ld work ou t to ru n a l ine someth ing l i ke th i s in a l l o f ou r n ew spaper a dver t i s ements : ‘

The s torewher e peop l e l i ke to trade

,

’ or ‘We ’ l la sk you t o come aga i n , and you ’ l lw an t to . ’

“ I t s eems to me,Sam , tha t w e

m i gh t even car ry th i s ou t in a l l ourw indow d i sp l ays by m aki ng u s e o fcard s o f a s im i la r n a ture,maybe

‘

Come i n, you ’ l l l i ke u s , and we ’ l ll i ke you ,

’ or ‘We l i ke to make itpl eas an t for ou r cu s tomers— comei n and watch u s p rove i t . ’

“ I hones t ly be l i ev e , Sam ,tha t a

p l an someth i ng l ike th i s w i l l c atcha l ot o f th e s trays , bu t i f w e do u sei t w e wa n t to keep away from the

old tr i te s tuff s u ch a s ‘Sa ti s factionguarant eed

,

’ ‘

The Hou se o f S ervi c e , ’ and s im i l a r ‘brom ides . ’

“

A p l an l i ke th i s w i l l not workou t , Sammy,

unl e s s w e,everyon e o fu s

,l iv e up to ou r prom i s e s

,bu t I

don ’ t f e e l tha t I w i l l have to wor rya bou t th at w i th our o rgan i za t i on .

“ Bu t w e w i l l hav e to look ou t forth e l i t t l e th i ngs

,Sam

,such a s pro

v iding a s ea t for a cu s tomer ev idently t i r ed or i n apparen t il lhea l th i n keep ing our t emper s even .and o ur sm i l e s work ing w i th th egrouchy or un rea sonab l e cu stomer ,and i n con s tan t ly w atch i ng for th eoppor tun i ty to do some l i t t l e addeds erv i c e tha t w i l l make a fr i end foru s

KODAKce l s u nder my a rm ,

and i nva ri ab lyth e sa l e sman has a sked me i f I d i dnot w i s h to have them a l l w rappedup toge th er s o I cou ld car ry th emeas i e r .

“

A fr i end o f m i n e carr i e s op t i ca lgoods a s on e o f h i s l i ne s

,and make s

a spec i a l ty o f fi t t i ng gl a s s e s . Heand h i s em p l oye s a lways g ive aqu i ck gl anc e a t th e cu s tomer , and i fh e i s w ear i ng gl as s e s they l ook tos e e i f th ey ar e ad j u s ted proper ly;i f not

,th ey p l ea s an t ly sugge s t th a tth e f rame or nos e p i ece i s a b i t ou t

o f t ru e,ask for th e gl a s s e s

,ad j u s t

th em corr ec t ly and re turn th em w i tha sm i l e .“

Ther e a re a l ot o f su ch l i t t l es erv i c e s and ac t s o f cour te syw e canper form

, Sam ,bu t th ey mus t b edon e tac t fu l ly,and w e mus t w an t

to do th em w i l l ingly, oth erw i s e th ew ho l e impres s i on o f good w i l l w i l lbe l os t .We m igh t con s ol e ou rs e lv es

,Sam,w i th th e though t tha t w i thou t

doubt a good many cu stomer s h avecome i n to ou r s tor e a f te r s tar t i ngfor , or i n to s ome other s tor e , bu t a sa matter o f fac t tha t does n ’ t changeth i ngs a b i t— w e l o s t one pos s ib l ecu s tomer

,and i f w e lo s t tha t one

,i t

i s f a i r to pr esume tha t w e h ave lo s to ther s .

“We mus t a lways figu re the cu stomer , Sam ,a s more th an a s i ngl e

un i t , becau s e i f h e i s s at i sfi ed h ecomes back to u s,and fur ther th an

that h e,i n a lmos t every cas e , w i l lt e l l o th er s abou t u s

,and o f te n br i ng

them to th e s tor e i n per s on .“

Every b ig m erchan t who ha sach i eved succ e s s has don e so becau s e h e ha s so l d h i s s tor e a s w e l la s h i s mer chand i s e t o h i s pub l i c .

“We have a good bu s i n e s s,Sam

my, and our cu s tomers l ike u s , bu tI do wan t to ge t back th e man whos tar ted i n and th en c ross ed th es tr e e t .

7752s see i /zs é e

a prettygoodp/a ee

you to fil l ou t t/ze“

Km’a é err

’

S115

scrzjm‘z

'

ozz B/a zzé s .

l l

SALE SMAN“ IfWe Can ’

t Get Wha t We

Like , Let Us Like'

Wha tWe Can Get

”

I n th e pl ace wher e w e take ou r

dai ly s u s ten ance , morn ing and evening,th er e ’ s a card hung w h i ch bear s

th i s l egend — “

If we can ’ t ge t whatw e l ike

,l e t u s l i ke what w e can get .”

M aybe th e Food Contr o l l er i s supp lyi ng th i s “ soo th er ,” and r ea l ly th epat ron s s e em to take i t in good par t,for none o f th em i s fa i l i ng i n fl esh

beca u s e o f th e food r egu lat i on s .That mot to i s a good on e to bea ri n m ind on th e qu es t i on o f camer as .The ex igenc i es o f th e War haverender ed impos s ib l e or u ncer ta i nth e s ecur i ng o f Anas t igmat andR . R . Len s e s , bu t th e s ame condition s do not ex i s t i n r egard toS ingl e Lens e s . I f R . R . and Anast igmat Lens es a re not ava i l ab l e l e tu s l i k e th e S ingl e Len s equ ipmen tsand pu sh th em w i th a l l th e energytha t ’ s in u s . The f e l l ow s who ar egu i d i ng the i r food supply by tha tmotto ar e not not i ce ably suff er ing ,nor shou ld your bu s i n e s s s uff er , forth e peop l e who wan t camera s w i l lbuywhat you can offer, un l e s s youth row up th e sponge and giv e th emto u nder s tand tha t you w i l l n ot bea par ty t o the i r buyi ng any cameranot fi t ted w i th an R . R . o r Ana stigmat Len s .

ginnerBehind the Counter

T i s h igh ly impor tan t th at th e begi nner a ch i eve fa i r ly su cc e s s fu lr e su l t s from hi s fir s t ro l l o f fi lm , sob e sur e he ge ts s tar ted r ight .W i th th e focu s i ng camera ther ea re four opera t io ns h e mu s t l e ar nto do au tomat i ca l ly:1. Turn the fi lm w i nding spoo lso a s to br i ng the number o f th en ex t exposu re i n th e c en tr e o f thel i t t l e r ed w i ndow .

2 . Ad j u s t th e focu s ing sca l e forth e p roper d i s tanc e .3 . Adj u s t th e s top - open i ng .4 . S et th e shu tter for th e dur at i on o f exposu r e n ece s s ary.

T hes e d i rec t i on s ar e a l l gi venfu l ly and c l ea r ly i n th e M anua l a ccompanyi ng th e camera , bu t th e begi nner w i l l' r emember to do a ll o fthe s e th i ngs much be tte r . if you

show h im j u s t how to do them , andexp l a i n th e r ea son s for each one .Expl ain th e n ec es s i ty for th readi ng up th e dup l ex paper on th ew i nd ing spool so tha t th e fi lm w i l lw i nd tru e on th e spool and not b i ndon e i th er fl ange . I f th e fi lm i s

s tar ted c rooked ly on th e spool , i tm ay a f te r an exposur e or so b i nd sot igh t ly a s to preven t i t s b e ingfu rther u nro l l ed

,and th e edge s o f

fi lm m ay be torn .W i th th e Premo Fi lm Pack Camera s

,show how to in s er t th e pack

i n th e camera so that th e fron t o fth e pack i s towards the f ron t o f th ecamera : i f th e pack has b een insor t ed th e - other w ay around , as12

s ome time s ha pp en s , a l l th e exposu r e s w i l l b e b l anks . A l so showhow to w i thdraw the s a fe ty covertab be for e maki ng th e fir s t exposur e .Impres s u pon th e m i nd o f th e begi nner th e extr eme s en s i t i venes s tol i gh t o f the modern fi lm and p late s .I f an exposu re can b e made i nl / l OO o f a s econd th e fi lm can beru in ed by car e l e s s exposu re to wh i tel igh t for th e t i n i e s t f ra c t i on o f as econd .M or e than once have begi nner sbrough t i n for fini sh i ng expos edp l ate s w rapped up i n a b i t o f new spaper , or a s tr ip o f fi lm w i th th ep rotec t i ng dup l ex pape r ca re fu l lyr emoved .We have “ even h eard o f i n s tance swhere the begi nner ha s th rownaway th e s tr i p o f fi lm and at tempted to deve lop th e s tr i p o f paper .I n th e maki ng o f exposu r e s th ebeginner w i l l go to a l l sort s o f. w i l dextr emes i f not cau t ioned .O ne common mi s take i s th e a t~tempt ing o f “ T ime” exposu res w i thth e camera he ld i n th e hand . The

l onges t exposu re tha t can sa fe ly bemade w i th th e camera h e l d i n th eh and i s o f a s econd .A lmos t a lways w i l l th e begi n nera t tempt sn ap shots i ndoor s . ‘ Suc

ce ss fu l’

snap sho ts'

indoors can bem ade bu t on ly under th e bes t o fl i gh t cond i t i on s , and w i th l en s e s o flarge worki ng aper tu r e .The begi nner over looks th e fac tor does not know tha t an enormous

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KOD K SALE SMANin s tock s e l dom has very effec t iv ew i ndow s .

“

The displayed items a re the

show w indow s of your advertis e

m en t.

I f a man s e es sh i r ts i n your showw indow h e w i l l na tura l ly a s sumethat you a l so s e l l socks .“

Now a s to th e u s e o f il lus trations . I l l u s tra t ion s ar e th e ge s tu r e so f type - ta l k . A good i l l u s tra t i on c ano ften say mor e than a thou sandwords o f type . You r emember th ep i c tu re o f th e two l i t t l e k i dd i e s ,dres s ed on ly i n undersh i r t s th e on ew i th th e w e l l—fitting sh i rt s a i d , ‘MyM amma u se s Woo l Soap

,

’ and th eo the r w i th th e sh runk - up sh i r t answ ered

,

‘I w i sh mi n e had .

’

Tha tAd s a i d more than cou ld have beento ld i n many words o f type . An

i l l u s tra t i on mu s t make c l ear yourmes sage - or do not u s e i t . Do notu s e a cu t mere ly becau s e i t i s‘pr et ty.

’

D i ffe r en t adver t i s e r s h av e d i fferen t ways o f l ayi ng ou t th e i r copy,bu t I b e l i eve tha t th i s i s abou t a sgood a method a s a ny: pas te th ei l lu s tra t i on s wher e th ey are to go ,a nd wr i t e th e d i sp l ay- l i n e s in abou tth e s i z e you wan t th em to be pr i n ted , pu tt i ng each l i n e i n i t s properp lac e .

“

Then i nd i ca t e th e s ec t i on s o fsma l l er type by num be rs . Then i fNo . 1 space measure s th ree i nche sw ide by on e i nch deep , and you

want to fi l l it w i th twe lve po i n t typ eyou can ea s i ly figur e ou t how muchi t w i l l t ake to fi l l i t . The av eragetw e lve - poin t type s et s twe lve l e tter sand spac es to each i nch o f l ength

,and a lways s ix l i n e s to th e i n ch i n‘depth , s o i f you wr i te th e l i ne s onyou r typewr i ter each typewr i t tenl i n e w i l l make a l ine o f tw e lve—po in ttype , and s i x l i n e s w i l l exact ly fi l lth e space .14

I f you are go ing to fi l l th i s spac ew i th t en - po i n t you wou l d w r i t es even l i n e s o f copy i n a l l , becau s eten - po i n t type s e ts fou r teen l e tt e rsand space s to the i nch,and seven

l i n e s to the i nch o f depth . I n e igh t~po in t you w i l l find tha t i t take s 1572l e t ter s and space s to make an in ch .and the re are n i n e l i n e s to each i ncho f d epth . The number o f l e t t er s andspac e s to th e i nch o f l ength w i l lvary a l i t t l e on d iffer en t n ew spaper s

,ow i ng to : th e var iou s w i dth s

o f type - face s u s ed i n d i ffer en tshop s .“ S trong d i spl ay o f a ny ki ndshou ld be a t th e l e f t ra th er than a tth e r igh t . The eye s tar t s w i th th es trong d i sp l ay,

and i s na tura l ly inth e hab i t o f goi ng f rom l e f t to r igh t .I f you pu t th a t d i sp l ay at th e l e f t i tca tch es you r eye and br i ngs i t i n toj u s t th e p l ac e you want i t to bew here it w i l l fo l low right in to the

reading ma tter of the Ad .

“

NEVER U SE A TYPE THAT I S HARDTo READ . You r Ad i s s ur e to sufferi f you do . Th i s appl i e s a l i ke to th eu s e o f gro te squ e type i n the d i sp layl i n e s and to th e u s e o f too smal l as i z e o f type i n the body matte r .Noth ing i n th e Ad shou ld make i t sr ead ing d ifficu l t .

“

Experience ha s show n tha t

e leven a nd tw e lve—po int type a re the

easies t to read . Thes e a r e th e s iz e su s ed on typewr i te r s , and ar e be s tto u s e when you ar e offer i ng th ereader a grea t d ea l o f s o l id , s tra igh tmatter to read . I wou ld advi s eaga in s t th e u se o f a ny type sma l l erthan tw e lve - poi n t i n Ads i n t endedfor men to r ead . M en ar e not suchgood r eader s o f Ads a s women , and:you have to encourage them more .

Avoid long paragraphs in your

Ads . D i v i d e you r m at ter’ i n to shortpa r agraph s,begi n each one w i th a

l ive s en tenc e,and your Ad wi l l l ook

m or e readab l e . And r emember tha tth e human eye can tak e i n only a

l imi ted number of l e tters of type a t

a gla nce . No s ingl e l i n e o f you rr ead ing mat ter shou ld be longerthan the eye ca n ca tch a t firs t gla nce ,for i f i t i s . th e r eader w i l l havet roub l e ge tt i ng s tar ted on th e n extl in e

,and th e annoyance o f read ing

w i th effo rt w i l l d i s trac t h i s a tt en t i onf rom w ha t vou ar e trv ing to t e l lh im .

‘

NO T E—T h is a rt ic l e is s e t in t e n -

po in t typ e .Ed itor .

Sta rt a t the Beg inn ing“ I en te r ed th e th eatr e a t th e beg i nn i ng o f r e e l five . M arguer i t eC l ark w as p layi ng i n ‘St i l l

“ I watched th r ough th at r ee lth e c l imax— w i thou t a b i t o f f e e l i ng .I d idn ’ t much care w he th e r theh ero i n e d i ed or n ot .

“

Tha t same ree l,how ever

,w h en

s een a s th e c l imax to th e fou r pr eced i ng r ee l s . became o f absorb i ngi n t er e s t .

That i s becau s e a' menta l proce s sm u s t b e gon e th rough w i th be for e as ta t e o f s trong f ee l i ng can bea rou s ed . Ther e mu st be a s equ ence .a con t i nu i ty o f even t s tha t pr e sageth e c l imax .

‘

That ' s w hy adver t i s i ng shou l ds tar t a t th e t ru e begi nn ing o f a sa l e st a l k and w ork up wi th a gra du a l lvi n cr ea s i ng s tr ength to th e en d .

“ You can ’ t ru n off r e e l five o fyour s e l l i ng tal k and expect to makea s m anv s a l e s a s you w ou ld by t e l li ng a l l you r s tory . You save t ime .o f cou rs e : bu t sav i ng t ime i s notyou r probl em . You r j ob i s th e s e l ling o f good s .I f you w i l l begi n a t th e properb egi nn i ng . a nd th en by wel l - defineds tages work up to th e c l imax . vouw i l l mos t l i ke ly get th e order .F rom Adt '

oca te P rin ting ( 0 .

[s a pla in fir ing ba th,w ithou t

ha rdener,be tter tha n a n a cid fi r ing

ba th for use w ith B romide papers ?

Do you s upply a pla te holder ba ck

for use w ith the Ste reo Kodak ?

Ca n snap sho ts be made on

cloudy days w ith the ordina ryR . R .

Lens equ ipm en t ?

Yes . provi ded you avo i d sub j ec t sw i th deep shadow s .

How ca n the s ta ring effect in the

e yes be ove rcome in flashl ight e .r

pos ures .

"

Have th e room w e l l i l l um inat edw h en th e exposu r e i s made .

”h e re a lcoho l is employed for

the qu ick d rying of films is gra in or

w ood a lcoho l emplo yed?

Gra i n a l cohol i s u s ed becau s ew ood al coho l h a s a s o lven t e ffec t onth e fi lm ba se .

15

SALE SMANQueries

Ca n the Koda k Se lf—Time r beused w ith a shu tter opera ted w ith

bu lb and tube ?

No . I t i s adap ted for u s e w i thcab l e r e l ea s e on ly .

Ca n P i 'ro Ta nk D et'

cloper Po t e

dcrs be us ed a s e cond time ?

Yes , bu t w e do not recommendsuch prac t i c e . a s i t w ou ld be difficu l tto d eterm ine th e proper dura t i on o fd eve lopment . and a l so . becau s e th en egat i ve s w ou ld be apt to h ave aye l l ow sta i n , maki ng th em undu lys l ow pr i n ter s .

KODAKTinfoil for the Red Cross

The Red Cro s s i s accompl i sh i ngma nywonder fu l th i ngs . Among i tsac t iv i t i e s i s th e Sa lvage Depar tment

,wher e th e was te o f the country i stu rned i nto money and suppl i e s forth e boys figh t i ng our batt l e s .Among oth er a rt i c l e s s a lvaged i st i n fo i l ; i n th e c i ty o f Los Ange l e sa lon e n i ne thou sand pound s o f t i nfo i l w as sa lvaged in e igh t w e eks

,

and was so ld a t an average pr i c e o ffour teen c ent s pe r pound .Her e i s wher e everyKodak sa l e sman , every dea l er ma i n ta i n i ng a fin

ishing depar t -ment , and every amateur photographe r can a s s i s t .Save th e t i n fo i l f rom every rol lo f fi lm or fi lm pack loaded i n tocamera s i n your s tor e ; ask th e coopera t i on o f your cu s tomer s i n savi ng th i s t i n fo i l

,and th en a s i t a c

cumu la te s tu rn i t i n to th e Sa lvageDepar tmen t o f you r l oca l RedCros s .Save t i n and l ead foi l fo lded fla t

( do not ro l l i n to ba l l s ) and co l lapsi b l e pa s te and pa int tube s . . I t w i l lco s t you not on e c ent , and bu t l i t t l eo f your t ime to a i d i n th i s grea twork .Pas s th e new s a long .

16

SALESMANThe Short Cut

To be known as th e f r i end o f

ch i ld ren i s on e o f the mos t va lu abl ebu s i ne s s a s s e t s a druggi s t o r anybus i ne s s man can acqu i r e . I t i s th esu re s t shor t cu t i n to th e h ear t o fa ny hou seho ld . I nve rs e ly to beknown or su spec ted o f d i s l i ki ng orbe i ng un fr i end ly to ch i ldren i s themos t c er ta i n w ay to a l i enate from as to re th e patronage o f a moth e r , forh e who i s u n fr i end ly to th e ch i ld i sper s e th e avow ed enemy of the

family.

I f you ar e i r r i tab l e , shor t or cros sw i th th em , th ey t e l l i t a t home .There , Wher e you cannot sav a wordi n you r ow n beha l f , you r gooddeeds are l imned i n s tee l and you ru ngenerou s on es etch ed in~a c id~to

he lp or hu rt you a ccording to how

you s ow .

Remember , a l so , th e boy o f today w i l l be th e man o f to - morrow .

Be kind to h im now . He m ay beabl e to do a good tu rn for you s omeday wh en vou need i t bad ly.

I have a lways made i t a pra ct i -ce ,

’ sa i d on e o f the mos t prospe rou s druggi s ts o f th e Pac ific Coas t tome a l i t t l e wh i l e ago

,

“ to makef ri end s w i th th e ch i ld r en . As th eygrow up th ey r emember my ki ndn es s and when th ey have anyth ingto buy I get th e i r bu s i n e s s— no compet i tor can take i t away from me .I con s ide r k indne s s to a ch i l d thegr ea te s t bu i lde r o f pre s en t

,a s w e l l

a s fu tu r e goo d w i l l , tha t any s tor eowner can em p loy.

—Drug Topics .

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PUBLISHED BY CANADIAN KODAK CO .

TORONTO , CANADA LIMITED

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Pictures from Home

Th i s i s th e cover subj ec t o f th e 1918 Kodak Bookl e t . I t te l l s th e s toryi n a gl ance . Se e page ten .

An a id

behind the counter

JULY , 1918 No . 6

THE EDITOR SAYS

Tha t th is style of w riting is no t new ,

Bu t it ha s som e tim es proved to be a good w ay

To ge t an idea a cross .

This is the idea :

I don’

t w an t to ta lk a t my re aders ,

I w an t to ta lk to them ,

Or w ith them .

You se e I have had on lymy ow n experience s .

So I can on ly th ink myw ay.

Your w aym ay be the be tter w av .

Or it may no t.

Anyhow le t’

s ge t toge ther .

Abou t tw en ty- five thousand people w il l read

this— or ought to .

If I cou ld ge t tw en ty- five thousand experi

ence s or suggestions I m ight ge t my pay ra ised ,

Or I m ight no t.

Bu t just a suggestion or se l l ing . experie nce

from here and there w ill be m igh tyw e lcom e .

The l ine form s on the right.

Thank you .

ODAK SALE SMAN

Dona ld Thompson in Russia

Cap ta i n Donald Thompson , th efamo u s w ar photographer o f Leslie

’

s We ekly, i n manne r and ap

peara nce i s far from the popularcon cept ion o f a daredev i l ; yet h ehas had exper i ence s,and been i n

s i tu a t i on s i nnumerab l e th at demanda tota l abs ence o f the emot io n , fear .

By pro fes s ion a new s photogra!phe r w i th wide photograph i c experience

,h e a t th e begi n-n i ng o f th e

grea t war fe l t th e ca l l to be i n th eth i ck o f th i ngs

,and s i nce then h e

h as a t s ome t ime been on everybatt l e front in Europe .Hi s book

,

“

Dona ld Thom pson inRu s s i a

,pub l i shed by The Century

Company,i s o f ab sorb ing i n ter e s t ,a s i t i s pro fu se ly i l l u s trated fr om

4

ac tua l pho tographs made on thepot wh i l e th i ngs w er e happen i ng

,and th e text i s both en ter ta i n i ng anden l igh ten i ng .I n th e i n t roduct i on to h i s book

,

Capta i n Thompson take s occas i ont o spea k mos t k i nd ly o f Kodak produc t s . He says :

“ Peop l e u s ed to te l l me that German came r a s made th e be s t p i ctu re s

,bu t I h ave u sed Graflex cam

era s , made by th e Kodak Com pany,on every fr on t i n Europe and haveneve r lo s t a p i c tur e through the

fau l t o f th e camera . I h ave s e eno the r peo pl e u se German camera sand fa i l to equ a l th e r e su l t s th at Ih ave obta ined w i th th e Amer i canmade good s . I a l so u se Amer i canl en s e s . I have n ever u sed a German l 'en s and never w i l l .

Kodakery for August

The Augu s t i s su e o f Kodakeryhasa very i n t er e s t i ng ar t i c l e on bak ingbr ead fo r th e so ld i er s .Ju s t ta ke a loo -k at th e fron t i sp i ece and you w i l l have one o f ther eason s as to w hy th e boy's e n j oythe i r “ chow .

”

O ne o f the mo s t r em arkab l e picture s eve r pub l i sh ed i s i n th i s i s su e ,— th at o f a r ed shou ldered hawkand a bu nny cot ton ta i l— and tiheGraflex s tory tha t goe s w i th i t i sequa l ly inter e s t ing .The pract i ca l ar t i c l e s are r ightu p to the minu te , and i n part i cu l arth e one devoted to “ Focu s i ng in Enlarging .

I t w i l l payyou to r ead th e Augu s t Kodakery tho rough ly.

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HEN I was a youngs t er I pu ti n s ever a l month s tr ave l l i ngthrough the fa rming d i str i c t s w i th aman who so ld p i anos and organs

,

and he cou ldn ’ t p l ay a note , thoughhe cou ld co l lec t them .

“We wou ld load a p iano and anorgan i nto h i s cover ed wagon in themorn i ng

,and s ta rt ou t . He woul d

p i ck ou t some prosp erou s look i ngfarm hou se and dr i ve i n ; s omet imes he w ou ld se l ec t a p l ace w i thou t the prosperou s l ook , so I surm i s e h i s se l ect i on s w e re no t j u s thaphazard .

At a l l event s i t was very s e l domthat w e w er e ca l l ed upon to r emovean i n s t rumen t once i t had beenp laced i n th e fam i ly par l or .

“

Th i s man r ea l ly di d no t pre tendto s e ll mus i ca l in s trumen ts ,I never

heard h im make th e c l a im th at h i sp i anos or organ s wer e the be s t onthe market . I f a sked h e wou ld s imply s ta te that th ey were exce l l en tva l u e s and then h e woul d proceedw i th h i s s e l l i ng ta lk .

“ He was a s e l l e r -

o f pl easu re andhapp i n es s ; a l l h i s s e l l i ng ta lk w a sba s ed on the pl ea su re th e in strument wou ld afford the ent i r e family

He wou ld di l ate upon the p l ea su re th e gi r l s o f th e fam i ly wou ldhave i n l e arn i ng to maste r th e ins t rument how much l ea r n i ng wou ldadd to the i r cu l tu re and r efinemen t ,and how i t w ou ld br ing th em on apa r w i th the daugh ter s o f oth er6

farmer s and the ir fr i ends i n th ene arby towns and c i t ie s .

“ He wou ld appe a l to the pr i de o fthe par en ts i n the i r ch il dren ; th enhe wou ld occas i on a l ly br anch off

and comp l iment th e man on h i sfarm

,and i t s up - t o - date equ ipm ent .

He wo u ld pra i s e mother ' s f r i edch i cken and ra i s ed bi scu i t s and te l lh er what a wonder fu l housekeepersh e was

,and th en hark back to th e

evening c i rc le and how much mus i cwou ld do to make i t p l e asan t

,and

how i t wou ld keep the youngs ter s a thome becau se home wou ld be then i ce s t p l ace o f a l l .

“

A l l th i s h appened a good manyyea rs ago , and i t taugh t me a goodl es s on i n sa l e sman sh ip in that Ifound ou t th a t th er e was a lo t e l s eth at cou ld be so ld a s ide from th egoods th emse lves .

“

Th i s man knew. th e fundamen ta ls o f s e l l i ng ; he kn ew that he fi rs th ad to cr eate the des i r e . and oncehe had in s t i l l ed tha t fe e l i ng he hadth e b ig advan tage becau s e he hadal r eady i ns t a l l ed the med i um to satisfy that new ly cr eat ed want .

“

A s i d e from th e a c tu a l n ece ssit i e s o f l i fe , everyar t i c l e on th e market for s a l e can be s old for rea son sa s i de fr om the act ua l u s e fo r wh i chth i s pro duc t i s i n t ended .

“

T ake ‘S o and 5o ’ s s a fe ty razor :i t i s adver t i s ed and sold not mer e lya s a mean s for r emovi ng the grow tho f bea rd . bu t you are told how so ftand ve lve ty i t l eave s the sk i n ; how

K D K SALE SMANit saves you from ted i ou s wa i t s i nthe ba rber shop

,and how

,by i t su s e , sh avi ng become s a p l easu re ins tead o f a dreaded ta sk .

“

Ta l k ing [mach i n e s are so l d a l

most exc lu s i ve ly upon th e argumen ts o f p l easu re and educat i on .“ Hou se pa i n t s and varn i sh e s areso l d becau se th ey br igh ten up th ehou s e

,and th i s rea son o ften ou t

we igh s the appea l o f protec t i onfrom wear and th e e l ement s .

“Watch e s and tab l e s i l ve rwar ear e so ld j u st a s much for beau ty o f

des ign and fin i sh a s for pract i c a lu t i l i ty. and so on a lmost ‘ad infini tum .

’

“W"i thou t a doubt my o ld fr i en d ,the p i ano s al e sma n , wou l d havefound th e abi l i ty to pl ay an a s s e t i ns e l l ing

,j u s t a s yo ur ow n ab i l i ty tomake good pi c tur e s

,and to show

exampl e s o f wha t you have done ,he lp s you i n s e l l i ng Kodaks .“When a per son come s i n to you

and s tat e s defin i t ely,

‘I wan t to buya came ra,

’ th en your s e l l i ng ta l kshou ld be confined pr i nc i pa l ly to th eadvan tage s o f th e var i ou s mode l s,bu t i f

,on th e othe r h and , th e cu s to

mer r ema rk s : ‘I am th i nk ing o fpur cha s i ng a camera o f some sor t .’th en i t i s up to you to tac t fu l ly findou t what the cu s-tomer i s mos t inte re s t ed i n , and then play up th ecamera a s a mean s o f i n cre a s i ng thepl ea su re i n tha t part i cu l ar i n te re s t .

“

Anoth er th i ng I l e arn -ed frommy o ld f ri end , and th at i s th a t youmus t be genu i ne ly i n t e re s ted i n yourcu s tomer and h i s or h er wan t s . andshow i t .

“

A cu s tome r very qu icklv find sou t whe th er you ar e r ea l ly anx iou sto gi ve h im j u s t wha t h e wan t s ori f you are on ly l ooki ng at i t f romyo ur s tandpoi n t . and tha t you r intere st con s i st s so l e ly i n mak ing thesa l e .

“

A cer ta in s al e sman ha s a l arge

per sona l fol lowing ; w hy i s i t ? Youw i l l find i t i s not so much tha t h eha s an accu ra te and exten s i veknow ledge o f th e goods h e s e l l stho-ugh you m ay be su re o f thatbu t mos tly becau s e he pu ts h im se l fon th e same s id e o f. th e coun ter a sh i s cu s tomer s .He cons i d er s th i ngs always f romth e i r s tandpo i n t

,and they know hei s th ere to s erve th em and th e s tor e

to th e be s t advan tage for both .

The r e i s a l ot o f fun i n se l l i nggood s wh en you s tu dy th e humans ide o f i t . ”

I

The Autographic Kodak on

the Fa rmThe fo l l ow ing from the TopekaJou rna l po in t s ou t a fie ld th a t shou ldbe i n ten s ive ly cu l t i va ted :Manha ttan

,Ka n sa s

,Apri l 18.

—A good

cam era co u ld be u sed to advan tage on

pra ctica l ly eve ryKan sa s fa rm— no t m erely a s a hobby bu t a s a bu s ine ss inve stm en t . U se s for a cam era a re num erou s ,po in ts ou t J. O . Ham i l ton . Pro fe ssor o fPhys ics in the Kan sa s Sta te Agricu l tu ra lCo l l ege .

“

Cam e ra s a re e specia l ly u se fu l in se l ling property,

”sa id Pro fe sso r Ham i l ton .

“Many dea l s hav e be en s ta rted becau sethe pro spe ctive pu rcha se r had p i ctu re sbe fore him a nd knew j ust w ha t he w a s

do ing .

“

In se l l ing l ive stock through corresponde n ce and in keeping pedigre e rec

o rds . the cam era is pra ct ica l ly indispensabl e . \Vhen o ffe ring fo r sa l e som eth ingw hich is no t a stapl e produ ct , a good

pho togra ph . even w he n no t d i re ctly con

n ected w i th i t . m ay bring a better pricefo r the product . Exam pl e s c f

'

pho to

gra phs o f this k ind a re tho s e o f ca ttl ea nd da i ry ba rn s u sed in the sa le o f bu t ter .and o f ch icken s and ch icken ho u se s u s edin the sa le o f fa n cy egg s a nd po u l try.

"

\Ve ar e adver t i s i ng th e adva nt

age s o i th e Au tograph i c Kodak toth e farmer

.s tockman and fru i t

growe r . i n th e l ead i ng agr i cu l tu ra lpubl i cat i on s and you w i l l find manysa l e s wa i t i ng for you go a fte r th em .

KODAKFor Sa lespeople

T h i s i s for s a l e swomen andsal e smen i n stor e s

,or a ny k i nd o fs e l l i ng .

’ Sa l e speop le a re engaged in amo s t import ant work

,tha t o f dis

tribu ting th e pro duct s o f fac tor i e s ,farm s,o f a l l worke rs .

Each s al e sman i s e ngaged a l s oi n maki ng h i s own w ay i n th e wor ld .

A maj or i ty o f sa l e sp eop l e findth ei r w ork du l l,un i n te re s t i ng

,mo

notonou s . M any wai t for the endo f the day and watch th e c lo ck .

“

The s e w i l l probab ly be w a i t i ngfo r th e day’ s e nd and watch i ng thec lock when they ar e old . I f th eychoos e to have i t s o th ey cou ld findi n sa l e smansh ip the so lu t ion o f the i rp robl em— su ccess

,independence and

fre edom .

L i fe i s a l l a hun t; Each has h i sgame i n mi nd . each hunt i ng forsome th i ng . Near ly a l l hun t for doll a rs

,h er e i n Amer i ca

,where moneyr epre s en ts e veryth i ng e l s e .

I f sa l e speop l e i n s tore s,or on th e

road . woul d ‘hun t the i r b ig game .w h i ch i s th e cus tomer

,as they

wou ld hunt other gam e ou t i n thewoods w i th a gun

,th er e wou ld be

fewer c lo ck watch er s and fewe rfa i lu r e s .

A cu s tom er enter i ng th e door o fa s tor e shou l d be , to the am b it i ou ssa l e sman

,th e s ame a s a w i ld duck

coming w i th i n s i gh t o f a m an lyi ngi n w ai t i n the mar sh .The man w ai t ing for w i ld ducksdo e s not l ook bored when th e w i ldduck appear s . That i s his cha nce .

If he mi s s e s h e fee ls fool i sh ,charge s h ims el f w i th one more fa i lu r e . I f he su cceed s

,he know s that

h e i s improvi ng— and la ter i n theday h e t e l ls s omebody abou t i t .8

SALE SMAN“

The s a l e sper son who w i l l l ookupon th e cu s tomer approach i ng h imas th e duck hunter l ooks a t th e canva sba ck r i s i ng from the water

,w i l l

not l ong r ema i n a minor sa le spers on . O -ther c l e rks w i l l soon beworki ng for h im .

“When you s e e a cu s tomer , b ig orl i t t l e,impor tan t or o therw i s e

, say toyour s e l f , ‘

Ther e i s my chance . I t i sm y chance to s tudy human natu reand l earn for mys el f whe ther I understand i t be tt e r than I u sed to . I ti s my chance to i ncr ea s e my averageo f su cce s s

,or to lower tha t a ve rage .

I f i t goe s lowe r,I go low -er .

’

“

As the c u s tomer approache s you ,s tudy the p e rsona l i ty w i th wh ichyou ar e abou t to dea l . In th e fivem i nu te s , or t en minu te s , or one m inu te fol low ing

, you are to l ea r nsometh i ng more abou t th e poss ibility o f you r making - a s ucce s s o fyours elf.

The man w i th the ab i l i ty to be i nbu s i n e s s for h imse l f — s ometh i ng‘bet ter than a c l e rk ’ —can ‘s e l l ’ a nycu s tomer ent er i ng a s tor e

.

“

You must look the cus tomer inthe eye .

“

Don ’ t ha ve your eye s wander i ngaway wh i l e you t a l k , don ’ t look unhappy and downtrodden . T ry toimagin e tha t you have been s i t t i ngou t i n the swamps s i nc e dayligh twa it i ng for a w i ld duck,and here i s

th e duck .“ Fi nd ou t wha t the cu s tomer

w a n ts . Don ’ t try to te l l th e cu s tomer what h e or sh e ought to want .‘

The fi rs t th i ng that you show toa cu stomer ough t to be a t l ea s t s ixtyper cen t . o f wha t th e cu s tom erw ants . I f you can ge t exact ly whatth e cu s tomer wan-ts at o nce . vou arebu i ld i ng up your se l f , and m ay f ee la s proud a s the man who br i ngs

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KODAK SALE SMANA Net

M r.Thompson i s pr e ttywel l s at

isfied w i th th i ngs i n genera l ; h e hasfini shed h i s d i nner,romped w i th th e

ki dd i e s "t i l l m other car t s th em off

to bed , and now s e t t l e s down forth i r ty minute s w i th th e eve n ingpaper .A f t er h e has fin i sh ed th e f ron tpage

. and given th e box sco r e s th eonce over,

” he gl ance s th rough th epages and come s ac ros s a Kodakpi c ture o f a bunch o f yo ungs ter s a ton e o f th e park s : “ Pretty goodl ook ing lot , bu t they can ' t compar ew i th m i n e ,” he th i nks , and th en fo ll ow s th e though t

,We ough t to

h ave a Kodak to p i c tur e our youngsters w i th .

”

Someth i ng e ls e i n th e paper a tt rac t s h i s a t ten t i on , and p i c tur i ngth e youngs te rs i s , for the moment ,forgotten

,but th e human bra i n re

ta in s th es e fl e e t i ng impre s s io n s forfu tur e u se .Somet ime th e fo l low ing day M r .

T hompson pas s e s you r s tor e ; an a tt rac t i ve w i ndow d i sp l ay ca tche s h i seye ,

— ins tan t ly to th e fr on t pe pstha t impre s s i on r egi s te r ed th e eveni ng be fo r e . He stops , looks ove rth e d i sp l ay Gee , we ough t to h avepi c tures o f our k i d s"— “Wonder i fi t ’ s easy to make th em”I’

l l s t ep in and find out .”Thought s o f vaca t i on are bu zz i ngth rough Fred Jone s ’ h ead : h e get sou t h i s t ackl e box

,sor t s ou t th e

r ee l s.spoon s and fl i e s . gives h i s

r ods a lo ok ove r . and th en h i s mi ndwande rs back to th e batt l e he hadw i th that big “muski e — too bad h ed idn ’ t ge t a pi c tu r e o f h im— som e

fi sh .

Now i f Fred shou ld al so happenth e next morn i ng to pa s s you r w i ndow d i spl ay i t i s fa i r ly r ea sonab l eto suppo se th a t his though t o f th eeven i ng be fore wou ld come to th efront10

Hundreds o f such b ra i n impre ss ions are be ing r egi s t e red a nd lie

dorm an t,on ly wai t i ng to be conver ted i n to a ction when atten t ion i s

ca l l ed to tha t wh i ch supp l i e s th en eed .M ake yo ur di sp l ay window a ne tto catc h a l l such impre s s i on s andconver t them i nto a ct i on .Page 11 affords a sugge s t ion forthe month ; s ee h ow much you canimprove upon i t .

Advertl smg

Pi c ture s ar e goi ng to he lp u s w inth i s war ; no t on ly thos e made byi n t rep i d obs erver s i n th e a i r ando th er war photographer s bu t thos emade by th e fol ks a t home .The e l ements wh i ch compos e human cou rage ar e complex ; i t t ake smore than a sound body a nd mindand a be l i e f i n the cau se for wh i chh e i s fight ing ; i t r equ i res in add i t ionthe su s t a in i ng o f mora l e to maketh e fight ing man cont en t w i th h i sj ob .Nos ta lgi a— home s i ckne s s— wi l ltake a man ’ s n e rve far qu i cke r thananyth ing e l s e . but giVe h im a ch eeryl e t t er from home , a nd some snapshots o f th e lo ved one s

,and o f the

fam i l i ar home scenes,and the Hun

had bes t h ave a care .Kodak pic tur e s ar e doi ng a loti n “ tu rn i ng th e dark c l oud i n s id eou t ; th ey are mak i ng l igh ter th ebu rden o f th e home w i th th e s erv ic eflag i n th e w i ndow , and o f the boysth e mapl e l eave s rep res en t .O n page 2 we show th e cover o fth e 1918 Kodak Bookl e t . wh i ch te l l sc l ear ly th e , s tory o f p i c tu re s fromhome .

KODAK SALE SMAN

ANMY, you know that youngchap Harr i s

,w ho came to work

her e l as t w e ek"He came to me th i smorn i ng w i th ra th e r a puzz l ed l ookon h i s fac e and asked my advi ce .

'

It s eems a cu s tome r came i n andsa i d he wanted to l ook at a Kodak ,s o Harr i s promptly p laced b e for eh im a No . 3 - A r egu l ar equ ipment :he had the Kodak pract i ca l ly s oldwhen the man happened to spy aNo . 3 - A Spec i a l i n th e cas e , a skedto s ee i t and w i th pr ac t i c a l ly no s e l li ng tal k upon Harr i s ’ part . s a i d h ewou ld take i t .

“

Now w hat Ha rr i s w anted toknow was j u s t wher e to s tar t andj us t w hat i n strumen t to show w hena man came in w i th an open mi nd ,and who apparen t lyhad not dec i d edupon a ny part i cu l ar s i z e or s ty l e .

“ Sam,i f I cou ld gi ve an an sw er

to tha t que s t i on that w ou ld w orkevery t ime I cou ld r e t i re fr om bus in e s s i n a ve ry shor t wh i l e , and h i rea force j u s t to c l i p c oupon s for me .

“ Very few of u s w i l l adm i t t o oneanoth er,Sammy

,th at w e are su s

ceptible t o flattery,bu t w e a l l a re

j u s t th e same , th ough i n varyi ng degree s to be sure ..

“ S tar t i ng w i th th i s , Sam ,a s a

fundamental . i t i s u sua l ly pre ttys a fe to s tar t by show ing th e cu s tomer th e be s t we h ave i n th e shop .

“You m ay be a m i l e over th e cu stom er

'

s h ead as to pr i c e - bu t he w i l lf e e l fl at te red j u s t th e same i n thatyou as sume h e i s abl e to purch as eth e be s t th e marke t aff ords .12

L ot s o f c l e rks , Sammy,ar e

a fra i d to show th e h igh pr i ced s tu ff,and when th ey come to s ta te th epr i ce e i th e r w h i sper i t i n an awed

tone , or w i th a b l ea t tha t i nd i ca te s asu dden con trac t i on o f the d i aphragm ,

a l l o f wh i ch i s fata l ; th epr ic e shou ld b e gi ven i n the ord inary conver sa t i ona l tone j u s t as

though you s o ld a Spec i a l to everycu stomer .“ Bu t

,a fter you have sh own th eSpec i a l

,and s tated th e pr i c e

,watch

th e expr e s s io n on th e cu s tomer ’ sfa ce ca re fu l ly,

not,however

,a s i f

you expec ted h im to fa l l i n a fa int ,bu t j u s t i n the u su a l i n ter e s ted w ay.

I f a f te r a momen t,he h es i ta te s

or s eems embarras s ed,promptly re

move th e Spec i a l,and p lace on e

w i th th e regu l ar equ ipment be for eh im .

“

T e l l th e cu s tomer tha t th i s camera take s th e same s i z e p i c tur e andi s one o f the ‘

heav ie st s e l l er s . Th i sw i l l afford you th e opportun i ty,

i fth e cu s tomer expr e s s e s th e de s i re ,to compare th e two i n s truments .

“ I f h e a t once s eems to expre s sa dec i ded i n ter e s t i n the r egu l armode l

,f orget th e Spec i a l

,pl ace the

cam e ra i n h i s h ands . and proceedto exp l a i n i t thorough ly.

“ I n some cas e s you mav have tomake tw o or th r e e drops and endfina l ly i n the s a l e o f one o f the boxBrown i es . bu t i n a ny event you wi l lh ave had th e sa t i s fac t i on o f kn owing that you have sh own the cu s tomer th e l i n e . and th e cu stome r w i ll

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ginnerehino the Counter

LEASE t e l l u s how t o exp la i nthe d i ffe rence be tween the var i

ou s types o f l en s e s , and the advan t

age s o f the Rap id Re c t i l i n ear andthe Anas t igmat .We have to l d th i s be for e bu t i tw i l l b ear repea t i ng be cau s e so manynew recru i t s h ave j oined the pho tographi c s e l l i ng force s .The s i ngl e l en s e s ( M en iscu s andM en i s cu s Achromat i c ) mu st beu s ed w i th a re l a t i ve ly sma l l s top ,wh i ch means th at th ey are s omewha t s l ow .

They are , h owever , p l en ty fa s tenough for snap shots i n good l i gh t,and the shu t te r s they ar e fi t ted w i thar e ad j u st ed for the making o f

moder ate ly s low snapshots .The very fa c t tha t they re qu ir e asma l l s top—open i ng give s su ch l en s e s ‘a gr eat depth o f fo cu s

,and for th i s

reason e rror s i n focu s i ng ar e la rgely compen sa t ed for , r e su l t i ng i n ah igh percen tage o f goo d p i c tu re s .The Rap id Re c t i l i n ear l ens e s h ave

m uc h mor e speed than th e s i ngl el ens es

,becau se th ey w i l l cover th efu l l ar ea o f the film w i th a l argers top—open ing

,and they are a l s o be tte r for arch i te c tu ra l w ork

,and a l l

sub j ect s having s tra i gh t l i n e s .The s topped—down M en i s cu s l enshas the effec t o f .produc ing s l i gh tcu rvatu r e o f the edge s o f the p i ctur e

,wh i ch doe s not mat ter i n l and

scape work or portra i tu r e . bu t i fsub j ec t s con ta i n i ng s t ra i gh t margi14

n a l l i ne s are photographed w i th al e ns o f th i s type , the i r ou t er l i ne sw i l l appear s l ight ly curved ; th i s i s ,however

,negl igi b l e

,un l e ss th e image

crowds c los e to the margi n s o f thefi lm .

I f th e s top i s p l aced in front o f as i ngl e l e ns th e cu rva tu re w i l l b e i none d i r ec t i on ; i f p l aced b eh i nd th el en s th e cu rva tur e w i l l be th e oth erw ay; so to corr ect th i s , two A chromati c l en s e s are p l aced toge therw i th a s to p be tween th em , wh ichneu tra l i z e-s th e cu rvatu re . Such al en s i s ca l led a Rapi d R ec t i l i n earRe ct i l i n ear becau s e i t g ive s s tra igh tl i n e images

,and Rap id becau s e havi ng a foc al l ength ha l f tha t o f i t s

tw o component Achrom a tics, w i tha s top o f the s ame di amete r i t pa s s e s

fou r t im e s a s much l igh t a nd on lyr equ i r e s o ne—quar ter o f th e expos u re .The Anas t i gmat , f.6.3

,l e n s e s are

abou t s i xty per c ent . f as te r tha n theRapi d Rec t i l i n ea r l ens e s , and arecorr ect ed for th e fine s t d efin i t ion( sha rpnes s ) .

Wh en u s ed at th e i rfu l l spe ed ( large s t open i ng ) th eyr equ i re a ccurate focu s i ng , a l tho ughyou shou ld bear i n m ind that boththe l ength o f focu s and th e s topopen ing affec t th i s ma tter o f deptho f focu s .Th i s i s w hy th e No . 3—A , th e l arge s t o f th e Kodaks , requ ir e s moreaccu rat e focus i ng than the smal l e r

o ne s , and i s w hy,when w e get down

to th e Ves t Po cket “s i ze,that i t i s

KODAKpos s ib l e to u se an Ana s t igm a t l e n sw i th a fixed focu s .Remember th i s

,however : an An

a s t igmat l en s doe s not r equ i r e a nymor e accu ra te focu s i ng than a nyothe r l en s when u s ed w i th th e sames top . Her e i s an ave rage l andscapew i th a prom in en t obj ec t i n th e for eground ' th e cor re c t s top wou ld bef. 16. and i f th e sun wa s sh i n i ng .th e corr ec t exposu re

,o f a s ec

ond .You shou ld u s e th i s s ame stepand exposu r e whe ther you have as i ngl e l en s . a Rapi d Rec t i l i n ear or

a n Anas t igmat . and the depth o ffocu s w i th th e same foca l l engt h o fl en s wou ld be th e same i n a l l ca s e s—no mor e accura te focu s ing wou l dbe requ i red w i th on e l e n s than w i thth e othe r .O n th e othe r hand . when the l igh ti s not so good . and th e An as t igma ti s u s ed at i t s fu l l open i ng

,or near lyi t s fu l l open in o

. i n order to ge t aw e l l—t imed snap shot, you havega i ned a whol e l ot i n speed bu t youhave l os t d ep th “o f focu s .

The ob j ec t a t th e focu sed di st ance w i l l photograph even sharpe rthan i t wou ld w i th th e s i ngl e orRapi d Rec t i l i n ear l en se s . bu t ob j ec t sa l i t t l e ne are r th e camera . or a l i t t l efu rth er away w i l l n o t b e so sharp

,becau s e depth o f focu s ha s to besacr ificed for speed .

Anast i gmat l en s e s ar e j u s t a s s impl e to u s e a s th e s i ngl e l en s e s . I t i son ly when vou work them at th e i rfu l'l aper tu re . and ca l l on th em forth e i r grea t r e s erve powe r th a tgr eate r accu racy i n focu si ng becomes nec e s sary.

The An ast i gmat l en s w i l l do a nyth i ng th e l e s s expen s i ve l en s e s w i l ldo . and as ea s i ly. Thev w i l l do farmo re when you ca l l on th em .

15

SALE SMANDon

’

t Do the Same Thing

A publ i ca t i on so l i c i tor,w i th h i s

h and bag,walked i n to a beau t i fu l

and we l l - s tocked drug s tore abou tnoon rec en tlyw i th spec i fic i n te n t i ono f buyi ng a tooth bru sh and a fewc iga rs . O n en t er ing th e s tore , th epropr i e tor

,who at tha t t ime was

abou t m idway i n th e s tore , s tar tedback o f h i s pr e sc r i pt i on counter ,and from back o f h i s c a s e cr i ed :“

D on’

t w a n t to buya nything to- day.

No thing do ing .

”The so l i c i tor i n

wondermen t tu rn ed around andw alked ou t and w en t i n to th e n exts tor e . two b lock s away. and madeh i s purcha se s

,t e l l i ng th e c l e rk at

th e oth er s tor e o f his exper i ence .Wha t an error th i s pre sumpt i onand ac t wa s on th e par t o f th i sd ruggi s t ! I t deve l oped l a te r tha t i tcos t h im severa l r egu l ar cu s tomer s .a s th e sol icitor h ad i n r e a l i ty be ens en t to th i s s tor e by a fr i en d . andth e r e su l t o f a l l was th a t h e lo s t th etr ade o f both

,and po s s ib lymore .

The t rave l i ng man , no matte rw hat l i n e h e m ay hand l e , i s th e bes tkind o f a f e l low . “ fa rm up . t oo .w i th kindne s s and courteou s t r eatmen t

.a s h e i s a t ea l /r ing,

ta l leing

adt '

ertis e nzen t, a pow er fu l a s s e t toevery bu s i ne s s man . i t w i l lpay every c l e rk and empl oyer tocour t h i s m o s t i n t imate fr i end sh i p .as h i s “

topo to zny” i s a grea t b ig

tank o f gene ra l know l edge and info rmat i on . and h e i s ever found i nw i l l i ngne s s to open h i s va lve andl et ou t a gene rou s por t i on to a l l whogr ee t and tr ea t him k i nd ly. Hi sfr i endsh i p mean s do l la rs to you . T o

h i s fr i end s h e give s a l l th e i n s i d ei n format i on w i th i n h i s sph e re o f a ct i on . This m ea ns do l la rs . As c l erkor employe r you shou ld ever gr ee tand meet th e s a l e sman w i th court e sy and kindne s s .Here i s an oth er : A pha rmaceu ti

ca l sa l e sman wal ked i n to a s tor e .

KODAKa sked th e c l e rk for the huver . C l e rkresponded , gru ff ly: “ Bos s IS out

,and walked back o f prescr ip t i oncas e . Sa l e sman a sked : How so onw i l l h e be back No rep ly. Sa l e sman r epea t s i nqu i ry. C l e rk r ep l i e sf rom back o f pre scr i pt i on ca se :Don ' t know i f tha t ’ s any o f you rbu s i n e s s .” Sal e sman l eave s . Abou tthr e e month s l a te r th i s druggi s ts e l l s out . and th e c l e rk app l i e s forpos it i on a s t rave l i ng r epre s en ta t i vew i th the very pharmaceu t i ca l hou seth i s s a l e sman rep re s en t s — and i sgenera l s a l e s manager for th i s veryd i s tr i c t .Sal e s manage r ca l l ed to i n te rvi ewsa id app l i can t a t h i s r e s id ence

.and

at once r ecogn i zed h im.gave h im

good gent l eman ly l ec tu re on th eforme r i nc i den t . and re turned h i sappl i ca t io n to h is hou se marked“Very undes i rab l e .

—Na tiona l D rug Clerk .

4

Tha t l i t t l e ac t o f n egl ect o f dutywhi ch you “ got away w i th ” to—day,

m ay to - morrow prove a boomerangto you r expectat i on s for advancemen t . Remembe r tha t the bos s doesnot s e e a l l you r fau l t s . bu t few o fyour good qua l i t i e s e s cape h i s not i c e . Whi l e t ryi ng to sk i -m overyou r wo rk as eas i ly a s pos s i b l e youar e fa i l i ng to give th e bet t er s i d e o fyour s e l f a chance for r ecogn i t i on .

I

Floren ce wa s a s s i st i ng her brother—in - l aw i n h i s j ew e l ry s tore . Herfirs t cus tomer depar ted w i thou tmaki ng a purcha se . whereupon shetr i ppe d back to th e ca sh r egi s t e rand comp l ac ent ly pu sh ed th e “

NO

SALE” bu t ton .4

Ar thu r Br i sban e ha s sa id tha t agood pi c tu re i s worth te n thou sandword s . Keep th i s i n m ind i n arrangi ng you r w i ndow di sp l ays .

Ca n Az o be us ed in the Brow nie

En larging Camera ?

I t is pos s i bl e bu t not a ltogeth erpra c t i ca l becau se o f l ack o f speed .

Can a ten - exposure No . 130—A

film be dev e loped in the seven - in ch

Ta nk ?

No ; u s e the 3% - i nch T ank .

Can w e ob ta in film pa ck adapter

to fit Combina tion B a ck for No . 3F . P . Koda k?

No ; not pract i ca l .

SALE SMANQueries

How can 1 drymy films qu icker

tha n the ordinaryw ay?

Use an e l ect r i c fan to produ ce acu rr en t o f a i r .F i lm m ay be dr i ed in a very shortt im e by immers i ng th em in grain( not wood ) a l coho l . but the pr e s en tpr i ce o f a l coho l make s i t a ratherexpen s i ve method ; denatured a lcoh ol m ay be u sed .

Wha t siz e en largem en ts can be

produ ced from Ves t Pocke t Kodak

nega tives?

The s i z e o f th e en l argemen t depend s to a c ert a i n exten t upon thequa l i ty o f the n egat i ve . bu t very s a tis fa ctory en l argements up to po s tcard s i z e

,and even l arger

,can be

made from th es e sma l l n egat i ve s .

When equ ipping Stereo Kodak

w ith P ortra it A tta chmen ts,w il l it

be necessa ry to have them speci a l ly

m a tched a t the fa ctory?

Not nece s sary— on lybe care fu l toad j u st th em even ly be for e u se .4

Fi l l ou t th e Koda kery subscript i on bl anks .

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PUBLISHED BY CANADIAN KODAK CO .

TORONTO , CANADA LIMITED

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An a id

to the man

behind the counter

AUGUST , 1918

BETWEEN US

When you drop in on the fam ilydoctor and

in form h im tha t you fee l a bit ou t of sorts he

asks you questions , possibly thumps you ten

ta tive lyhere and there , and then te l ls you w ha t

is the m a tter w ith you— he diagnoses your ca se .

The doctor’

s m e thods can be successfu l ly

employed w hen a custome r en ters the store and

a sks to be show n a camera .

You perhaps w il l no t find it necessaryto take

h is tempera ture or m ake u se of anyof the o ther

manua l m eans for, diagnos is— bu t you ca n a sk

a few ta ctfu l question s ; in o ther w ords , tryand

find ou t w hich pa rticu lar hobby a ffects him .

It m aybe tenn is , go l f, ba seba l l , dogs , horses ,

mo toring, or a new baby. Once you have a soerta ined th is your sa le is w e l l on the w ay to com

ple tion , for there is no hobby extan t to w hich

the Kodak w il l no t bring added plea sure .

Diagnose the ca se .

No .

HAVE a fr i end who ha s a pench an t for j ott i ng down h i s p et

aver s i on s and havi ng th em publ ished i n a n ew sy l i t t l e j ourna l o f ac lub to wh i ch w e both be l ong .

“ I wa s r ead i ng one o f h i s effus i on s the o th er day, a nd began todi s cover tha t I ha d a few pet avers i on s o f my ow n .

“ For i ns tance,i t give s m e th e

‘creeps ’ t o have anyone wh i sp er tome ; I ha t e to have a m a n pu t h i shands on m e

,and I d i s l i ke i n tens e lygre en socks and pa ten t l ea the r shoe s

for bu s i ne s s a t t i r e .“ I cou ld catal ogue a good manymor e pet aver s io n s

,bu t tha t i s not

th e po i nt . Th e poi n t i s,how manyth i ngs do I do

,or you do , or notdo w h ich cau s e th i s fe e l ing o f avers i on i n other peopl e ?

“Qu i t e pos s ib ly we do. not doanyth i ng , and so can be abso lved ;but a s i t is th e l i t t l e th i n-gs tha tco unt , i t m ay be w e l l for u s tocheck over ou r own ecc en tr i c i t i e s orpecu l i ar i t i e s .

“

There i s a r ea l r ea son for th i s ;anyth i ng par t i cu lar ly bi zarr e , ortend ing to th e f reakis h or unu sua l ,w i l l a ttra ct or d i s trac t a t ten t ion .For i n s tance , a man cam e i n tos e e me o n bu s i n e s s th e other day,and h e wo r e a ve rymagn ificen t andunu sua l scar f p i n . To s ave mysou l,I cou ldn ’ t ke ep my eye s o fftha t p i ec e o f th e gem sm ith

’

s ar t , ormym i nd on what h e wa s te l l i ng me .

Another t ime a young man came4

i n to s e l l me s ometh ing ; he waswea ring low shoes , a nd th e l ac i ngwas pu t i n th e r evers e w ay, w i ththe t i e at th e bottom in s tead o f thetop . T h i s m ay have been th e correc t vogue cu rren t i n H i ck ’ s Cros si ng at the t ime

,bu t a s an atten t i on

di ver t er i t w as on e hundred perc ent .

“ Prac t i ca l ly every co l l e c t ion o fhuman habi tat i on s ha s i t s towncha rac ter or cha r acter s w ho affec ts ome pecu l i ar i ty i n at t i r e . The s echaracte rs w i l l r ange a l l th e w ayfr om ‘S impl e J immy, ’ who fe l l ou to f h i s h i gh cha i r and l anded on h i sh ead i n ear ly i n fancy,

to th e m an

who imagi ne s h e looks l i ke Napo leon and' ever l a s t i ngly s tr i ke s th ec la s s i ca l a t t i tude .

“ I n th e town o f my sma l l boyhood was the u sua l town s impl e ton .Whenever th er e wa s to be an au ct i on h e w as gi ven a be l l

,and he

wo u ld pas s th rough the s tr ee t s anno unci ng whatever had be en to ldh im to say.

“ Some pract i ca l j oke rs eventua l lybe came aware tha t J im wou l d fa i th~fu l ly r epeat w hatever had been toldh im

,so some o f h i s announcement s

we re a bit d i sconcer t i ng to th e mores ta id o f th e v i l l ag er s .

“

Now ,accord i ng to my not i on ,

a l l th e s e th ings apply to Sa l e smansh i p and the making o f a sa l e sman ,i n that i t i s good for the s a l e sma nto po s se s s i nd i vi dua l i ty— and notpecul i ar i ty.

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Use of Advertising HelpsYes

,ma ’m

,we sha l l be glad to

show th i s to you at any t ime . Thati s what w e ar e her e for . Here i s al it t l e fo lder th at te l l s you muchabou t i t . Read i t . I f you dec i deto buy,we hope you wi l l buy i t h er e .

w e sha l l appr ec ia t e you r order .”When I heard a c l e rk i n aSouthe rn M i nn e so ta s tore Speak ingto a cu s tom er in thos e word s , Il ooked h i s w ay.

Her e wa s a c l erk actua l ly us i ngadver t i s i ng h e lp s to advan tage . Heknew how to empl oy them i n maki ng a s a l e . Tha t cou ld be to ld bywhat h e s a i d and th e w ayhe s a id i t .So I began lo oki ng around .I' found that the propr i e tor o fth i s s tor e makes i t a po i n t toa s semb l e a l l o f th e fo l d er s and adhe lp s fu rn i shed h im i n a conv en ien t p la ce nea r h i s de sk . The

fo lder s w ere kep t i n a rack wherethe c l erks cou ld ea s i ly r each th em .

Th i s arrangement,o f cour s e

,d i d

not i nc lud e the l arge r p i ece s o fadve rt i s i ng mat ter wh i ch

,be ca u s e

at

B . L. Ana stigma t LensesDu e t o war requ i r ement s , th e ma nu factur er s o f Len s e s ar e unab l e toobt a i n gl a s s i n quant i t i e s s uff i c i en t t o afford a sa t i s fac tory supp ly, and th e

pr i c e s o f Len s e s have been ra i s ed . Th i s i s s hown be low a s i t affect s th eKodaks and Premos :

V e st Pocke t Au tograp h ic K oda k Sp e c ia l Wi th B . L . Koda k An a s t igm a t l en s , f.6. 9No . 1 Au tograp h ic Kod a k Sp e c ia l w i th B . L . Koda k An a s t igm a t l en s , f.6.3 (No . 1 )D o . , W i th B . L . Sp e c ia l An a s t igm a t l en s , f.6. 3D o .

,w ith B . L . T e ssa r S e ri e s I Ib l en s , f.6.3 (No . 3 )

D o . , w ith B . L . T e s sa r Se rie s I c l en s , f. 4 .5 (No . 12 )No . 1A Au tograp h ic K oda k Sp e c ia l w it h B . 85 L . Koda k An a stigm a t l en s , f 6 3 (No . 2 )D o . ,

w ith B . L . T e s sa r Se rie s I Ib l en s , f.6. 3 (No . 4 )No . 3 Au togra ph ic K odak Sp e c ia l w ith B . L . K oda k An a s tigm a t l en s , f.6. 3 (No . 2 )D o . , W i th B . L . T e s sa r Seri e s I Ib l en s , f .6. 3 ( No . 4 )No . 3A Au tograp h ic Koda k Sp e c i a l w i th B . L . K oda k An a s t igm a t l e n s , f 6. 3 (No . 4 )D o . , w it h B . L T e ssar S er ie s I Ib l en s , f.6.3 (No . 5K )Prem o No . 12 w i th B . 85 L . Koda k An a s t igm a t l en s , f.6. 3 (No . 1 ) a nd Op timo Shu tt erD o . , w ith B . L . Sp e c ia l An a s t igm a t l e n s , f .6.3D o . , w ith B . L . T e s sa r S eri e s I Ib l en s , f.6.3 (No .

3

2A ) a nd Comp ou n d Shu tte rDo . ,

w i th B . L . T e s sar S eri e s I Ib l en s . f.6.3 (No . 3 )D o . , w ith B . L . T e s sa r S e r i e s I c l en s , f. 4 .5 (No . 12 )Prem o No . 9 w ith B . L . Koda k An a s t igm a t l en s ,

.

f .6. 3 (No 3 ) 4 x 5D o . , (No . 4 l en s ) 3 14 x 5 14

(No . 5 l en s ) 5 xPrem o No . 10 W ith B . L . Koda k Ana s tigm a t l en s , f .6.3 (No. 5 )D o . , w ith B . L . Frota r Ser ie s V I I a l en s (N0 .

No . 1 P rem oe tte Jr . Sp e c ia l w i th B . L . Koda k 8An a s tigm a t l en s , f.6. 3 (No . 1 )No . 1A Prem oe tt e Jr. Sp e cia l w i th B . L . Koda k An a s t igm a t l e n s , f .6.3 ( No . 2 )

SALE SMANof the i r s i z e

,had to b e kept in

anoth er par t o f th e s tore,bu t th e

fo lder s and c i r cu l ar s wh i ch thec l e rks might need i n the i r da i lys e ll i ng o f good s wer e a l l car e fu l lycata logued and a lw ays ,

ready foru s e i n tha t conven i e n t rack .I a l s o found th at th i s merchanthe l d w eek ly mee t ings o f h i s c l erksto d i s cu s s s e l l i ng i de a s and p lan s ,and any othe r i dea s tha t migh t beoffer ed fo r th e good o f thebu s i n e s s .Very f requen t ly at th e s e mee ti ngs ways and means o f u s i ngfold ers and a l l such adve rt i s i ngh e lp s w er e d i s cu s s ed

,and the c l e rks

coach ed i n the i r u s e .Th i s c l e rk had l earn ed a t th e s emee t i ngs th e va lu e o f th es e fo lder sand othe r ad h e lp s i n mak i ng a s a l e .He had a l s o l earned th e va lu e o fcour te sy i n dea l i ng w i th the cu stomer .I sa i d to mys e l f , That merchanti s on th e r igh t t rack and so i s tha tc l e rk . The r e su l t s th e s tore i sge tt i ng prove it .

— Comm ercia l Bu l

le tin .

Advertising

The above purport s to. be a bonafide new spaper adver t i s emen t i n th eFive Is lands Hera ld

,th ough w e

have ou r doubts,but never the l e s s i t

i s not s o much wor s e than some advertisem ents we have s een .In s e ll i ng power i t c an i n a mea su r e be compared to th e w i ndow d i spl aym ade to i n c lude a s ampl e o f a llware s .in s toc k .As a n announcemen t o f th e goodss tocked by M r . Fu ll er i t w i thou tque s t i on served i t s pu rpos e

,bu t i f

M r . Fu l l e r h as compe t i tor s , wedoubt much i f th i s adve rt i s em en tmade for a ny new bu s i n e s sfo-r M r . Fu l l er .Sobe r c ons i dera t i on o f th i s adver

tisem en t l ead s u s to be l i eve th a twhosoeve r compounded i t d id sow i th th e i n t ent i on o f be i ng humorou s—through the incongruou s a s soc i at i on o f i t ems .

SALE SMANExper t s t e l l u s th at humor

,par

ticu la rly o f the broad type , doe s no tpay i n adver t i s i ng , a ny more thanwoul d pu l l i ng off “ s la p s t i ck” comedy be fo r e the - prospec t i ve cu s tomer .Reduced down to a fundamenta l

,adve rti s i ng i s s e ll i ng —wh ether merchandi s e , s ervi c e or what you w i l l .To expect to s e l l i nd i ca te s th at

you expec t to rece i ve a pr i c e forthat wh i ch you offer for s a l e , andpeop l e do not pa r t w i th money f orthe ord i n ary th ings o f l i f e th rougha s en s e o f humor .The approach to a d ign ified bu s ines s t ra nsa c t i on mu s t be made in ad ign ified manner ; th i s doe s no tmean that such an approach b ede ad ly dul l or p ro s a i c

,bu t ra th er

tha t the prospec t i ve cu s tomer mu s tbe l ed to be l i eve that you apprec i a te h i s i nt e l l igenc e and h i s s e ns eo f th e fi tn e s s o f th i ngs

,and tha t youare s i n cer e i n offer i ng h im fu l l re

tu rn on h i s i nves tment .We b e l i eve i n d ign i ty i n adver ti si ng , a nd we th i nk tha t you w i l lagr e e w i th u s that our adver t i s i ng i sd ign ifi ed

, yet ne i the r du l l nor comm -on

-p l‘ace .In adver t i s i ng to th e amateur

,or

the prosp ec t i ve ama teu r photographer,th e natu re o f ou r war e s war

ran t s ou r te ll i ng h im o f the p l easur eand s at i s fact i on to be der i ved fr omthe i r u s e

,a nd so w e can te l l our

s tory i n a p l ea san t , happy ve i n .Abou t th e on ly t ime w h en a mani s w il l i ng to spend mon ey th rough as en s e o f the humorou s i s wh en h eborrow s one o f h i s n e ighbor ' s ch i ldren a s an excu s e to go to th e c i rcu s .

KODAK SALE SMAN

The i l lustration shows a pamphle t signedby th e Assoc iation of G erman AmateurPhotographe rs’ Soc i eti es and dated Berl in ,O ctober, 1917 . It is rep roduc ed from a

photograph ic copy late ly rec e ived in th iscountry. T he trans lation in fu l l is giveno n opposi te page .

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AM,do you r emember FredWel k s ? He u sed to work foru s a number o f year s ago— we l l ,anyhow , I me t h im on th e s tr e e tth e other day,and he s a id th at he

though t o f goi ng i n bu s i n e s s forh imse l f

,and asked me What I

thought abou t i t .“

NOW,Sammy, the re i s n ’ t anyques t i on bu t What Fr ed know s how

to s e l l good s , and he i s a p l easan ta nd agreeab l e fe l low ,

bu t there i s somuch mor e than se l l i ng the goodsr equ i r ed to make a bu s i n e s s a su cce s s .

“

SO manyyoung chap s l earn thes e l l i ng end o f the game , s ave up afew dol l ar s and de t erm i ne to goi n to bu s i n e s s for th emse lve s .

“ Such determ i na t ion i s mos t c omm endabile

,bu t i t i s O f t en su i c i da l ,bec au se they know on ly th e s e l l i ngend O f th e game .

Some ‘

w ou ild - be’ merchant s ge t

Off to even a wors e s tar t than tha t ;th ey star t w i thou t even s e l l i ng experience ,

be l i ev i ng that ‘

anybOd-

ycan s e l l.good s . ’ fa i l i ng u t te r ly tor ecogn i z e th e d iffer enc e be tw een a l

l ow i ng a cu s tomer to make a purchas e and s e l l i ng h im some th i ng .

“ Probably more i nexper i encedpeop l e a t tempt to run a grocerys tore,and her e i s wh at an exami na

t i on a s to previ ou s occupat i on O f

grocery s tor e owner s i n On e O f our

medi um s i zed c i t i e s d i s c l os ed : S ixt een factory hands , n i n e w idows ,three m i lkmen

,two c arpen te r s , tw o

10

mus ic i an s,one s ec t i on hand , oneteams'ter

,one motorman

,on e b l ack

sm i th,one shoemaker

,one s ew i ng

mach i n e agent,on e po l i ceman .

“ Smal l w onder then,Sammy,

thats o many fa i l to make a go o f i t .

“

To be a succe s s fu l mer chant,Sammy, en ta i l s a knowl edge O f

many th i ngs tha t th e average sa l e sm an beh i nd the cou nte r ha s nevergi ven con s i de rat ion .

“ Fu l ly as im portan t as s e l l i ng i sthe buyi ng ; perhaps more so . I tdemands a whol e l ot O f though t andbra i n s to an t i c i pat e the wa nt s o f th epub l i c

,and adequate ly t o measu reth e i r buyi ng capac i ty for a givenper iod ; fa i l u r e to do th i s mean s apoorly ba l anced s tock and a t oo

h igh percen tage o f capi ta l t i ed upi n s l ow m ov ing good s .

“

Then ther e come s th e qu est i onO f s to re l ocat i on ; be for e dec i d i ng,the exper i e nc ed merchand i s e r d et erm i n e s a s c lo s e ly a s pos s i b l e th enumb e r O f cus tomer s h e m ay r easonably expec t , and w e igh s car efu l ly the choi ce be tw een the h ighr ent

,l arge patronage locat i on

, and

th e one at a l ow er figur e and w ithco rre spond ingly l e s s e r pos s i b i l i t i e s .

“

An other th i ng the i n exper i en cedembryo merchan t m ay fa i l to cons i der i s organ i zat i on . M any goodsa l esmen ar e poor organ i zer s ; tha ti s

,th ey l ack the ab i l i ty t o su r roundth emselve s w i th the r igh t c la s s o fh el p and to in s t i l l and mai n ta i n thesp i r i t o f l oya lty.

KODAK SALE SMANExper i en ce can be too dear lypurcha sed ; ma ny a man to , a s h ethought

,s ave a few dol l ar s

,has

draw n up h i s own partner sh i pagreemen t

,or a l l ow ed th e land lord

to draw up a l ea s e w i thou t submi tt i ng them to a sol i c i tor , on ly tofind ou t too l a te that su ch economyhas been on ly too cos t ly, and h ims e l f de ep in th e hol e i n con s equ ence .The man a t th e whe e l , Sammy,mus t know how to buy i n su rancetha t w i l l r e a l ly protec t h im ; he mu stund er st and how to col l ec t ou t s tanding a ccoun ts

,and a whol e l ot O f

other th i ngs .“

A s i de from i nadequat e capi tal,Sammy,

more merchant s go on th erocks from lack o f know l edge o fwhat i t cos t s th em to do bu s i ne s sthan for any othe r r ea son .

“ Star t ing i n a smal l w ay, he fa i l sto s e e the neces s i ty O f a thoroughannu al o r s em i—annua l i nventory;i n e s t imat i ng h i s pro fi t s

,he figur e s

tha t i f a n ar t i c l e cos t s h im s even tyfive c ent s and he s e l l s i t for a dol l a r,h i s pr ofi t i s tw enty—five c ent s , or

33 1- 3 per c en t . He does not knowthat h e shou ld add to h i s cos t i t sperc en tage O f every i t em th at concern s th e ru nn i ng exp en s e s o f th est ore , wh i ch i nc lude ren t , i n sur ance ,t axes

,

“ l igh t,hea t , wages , car tage ,and so for th . Th i s pe rc en tage mu s t

b e added to th e factory cos t o f th ear t i c l e be for e th e profi t per c en t . canbe determ i ned

,and the percen tage

O f profi t mu s t b e figur ed on th e s e l ling pri c e

,not o n th e pu rcha s e pr i c e .

Th e ave rage cos t o f do ing bu s in e s s range s around tw en typer c en t ,w i th the Odds i n favor o f ove rr a th er tha n under th i s figure .

“ I f he i s carryi ng s evera l d i ffe ren t c l a s s e s O f m e rchandi s e,he mu s t

keep a car e fu l s tock r ecord a nd in

ventory.

“ I f h e do e s not do th i s,he w i l l

have no mean s for determ in ing

wheth er a l l ar e payi ng h im an actu a lprofi t o r no t,and he m ay be carryi ng on e or more l i n e s a t an actu a l

lo s s .“

SO you s e e , S am , not know i nghow m u ch o f th i s a l l e s s en t i a lknow l edge Fred pos s e s s ed

,I w ent a

l i t t l e b i t on the so f t peda l in advis

i ng h im .

Everyyoung man i s j u s t ified i nw i sh i ng to engage i n bu s in e s s forh imse l f

,bu t be fore h e give s up a

good job , he ne eds to be pr e tty sur etha t h e pos s e s s e s a l l th e nec e s saryqua l ificat ion s for succe s s .”

Kaa’a é ary

D on’

t forget to fill ant

t/ze su é scrzption ala nts .

l l

Price Tags in Window sThe w i ndow di sp lay giv ing pr i c ei n format ion i s a compl et e s a l e sma n .

Th e d i sp l ayw i thou t th e pr i ce t i cke ti s mere ly a w i ndow d i sp lay. M enare bu sy— th ey have many th i ngson th e i r mind s . They m ay note ad i sp l ay i n pas s i ng and make amenta l r e so l u t i on to drop i n l a te rand pr i c e an ar t i c l e tha t ha sa t trac ted th em

,bu t i t i s s oon for

got t en in th e bu s t l e O f bu s i ne s s .When the ar t i c l e i s pr i ced i t i s a d ir ec t i nv i tat i on to a man to s l i pi n s i d e and pu rchas e . It t e l l s h imtha t h e n eed not spend bu t amomen t O f h i s pre c i ou s t im e . Hegoes i n to th e s tore and says , Giveme so~a nd—so , l i ke th e one shown i nth e w i ndow

,

” l ays down th e r igh tco i n,r ece i ve s h i s package

,and

wa l k s ou t—Excha nge .

ginnereb ino the Counter

AID a young l ady the oth er day,

who had bu t r ecent ly bee n employed to s e l l Kodaks and supp l i e s :I am ac tu a l ly a f ra i d O f tha t showcas e th er e becau s e I don ’ t knowanyth i ng abou t the goods i n i t .”The showcas e sh e re ferr ed towas the one con t a i n i ng th e su ndr i e s .Now i t i s qu i t e pos s i b l e that th ereare o th er begi nner s i n s e l l ing whoar e i n the s ame frame O f mind , sol e t u s go through th e sundry l i n e ,or a par t O f i t , and find ou t a b i tabou t th e goods .Fir s t

,h e re i s th e Kodak Portra i t

At tachm en t ; i t i s j u s t a l i t t l e suppl em enta ry l e n s , wh i ch s l i p s on overthe fron t O f th e regu l ar l en s . The

Portr ai t A t tachm en t doe s not a l t erth e du rat i on o f exposu re , o r affectth e operat i on O f the i n s trumen t i nany w ay. I t s imply shor ten s th efocu s , thu s permi t t i ng on e to workc l os e r to the sub j ect

,and so pro

duce a l arger image .W i th th e Por t ra i t At tachmentone can make l arge h ead and shou lde r por tra i t s

,and photograph any

sma l l O b j ec t s , su ch a s w i ld flower s ,very sma l l an imal s , and Obta i n agood s i zed image .The Port ra i t At ta chmen ts mus tbe care fu l ly focu sed , u s i ng a tapeor oth e r measur e

,and th e r igh t one

shoul d be s e l ected for th e cameraw i th wh i ch i t i s to be u sed .You w i l l note i n the Cata log thatth e s er i e s i s numbe red , and giv i ng12

th e name or names O f th e instruments w i th wh i ch the A t tachmentcan be u s ed .

The Kodak Sky Fi l t e r s a r e s imilar i n a ppearan ce t o the Por t ra i tA t tachment s

,bu t you w i ll no te thaton e—h a l f o f th e Fi l te r i s s ta ined

ye l l ow .

I n non—t echn i ca l l anguage,th e

ye l low co lor i n th e upper ha l f rel ieves th e br igh tne s s from the sky,whi l e th e low er ha l f be i ng color l e s s

,pe rmi t s a norma l exposu r e for theforeground , thu s afford i ng a be tte rba lanc ed n egat i ve

,and a l so when

c louds are i n th e sky,wi l l r ender

them in fu l l va lu e,i n s tead O f th e

sky,pr i nt i ng a l l wh i t e .

The Ko dak Color F i l t er s are a l lye l low , and ar e u sed fo r ho ld i ngback the s t rong blu e and vio l e t rayso f l igh t

,and so permi tt i ng th e

weaker color s,s uch a s red s

,green s

,and yel l ow s , t ime to r ecord .They are sp l e nd i d for genera ll ands cape w o rk a nd flower s tud i e s

,and a l l m u l t i - co l ored subj ec t s .Both the Sky and Co lor Fi lt er sshou ld be s e l ec ted by number ; th ebox or Cata l og w i l l show you th er ight on e for each i n s trumen t .Thou sands o f V e s t P o c k e tKodaks h ave been and ar e be ingsold . Wher e the u s er does h i s ownfin i sh i ng

,th e No . 2 Kodak Ser i a l

Pr in t i ng Frame w i l l be found agrea t conven i ence .W i th th i s frame th e fi lm doe s notha ve to be cu t i n to s ec t i ons for

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KODAK SALE SMANStil l Another FieldI f the re a re any motorcyc l eagent s i n your town , her e i s a r edhot s e l l i ng t i p for an Autograph icKodak .

“ M otor Cyc l i ng and B i cyc l i ngt e l l s ‘how Wa l t er Wh i t i ng,a Co lo

r ado motorcyc le d i st r ibu tor , makesu s e o f the camera a s an a i d tomo torcyc le sa le s :

“Whenever M r . Wh i t i ng make s amotor cyc l e tr i p , no ma t ter whe theri t i s a l ong or a shor t t r i p

,he takes

a long h i s c amera and get s a st r i ngO f good p icture s . S ince he has v i sited alm os t a l l par t s o f th e s ta te

,h e

ha s p i c tu re s from every loca l i ty,wh i ch come in m ighty handy i n t e l li ng the adva ntages o f a motorcyc l eto .a prospect .“ I f a prosp ect i s i nt er e s ted i nt rave l and i s a l ive to th e beau t i e s o fnatur e , he at once becomes i n terested i n th e motorcyc l e as a p l ea su r e veh i c l e

,and the sa l e i s j u s t tha t

much eas i er .“ I f a prospect i s fond o f fi sh i ng

,

a few pho t os t ake n wh i l e On a fish

i ng tr ip serve to break th e i ce andpave the w ay to a sa l e . I t can bepo inted ou t t hat a motorcyc l e cango wher e other veh i c l e s c annot

,and

thu s the l i tt l e v i s i ted fi sh i ng s tr eamscan be reac hed

,wh i ch fact can be

more forc ib ly brought home to theprospect w i th photograph s than bymere tal k . The motorcyc l e a s ahu nt i ng a i d can be i l l u s tr ated i n th esame w ay.

“

It i s a good p l an to s i z e up thep rospe c t to find ou t i n j u s t whatw ay he i s i n ter e s ted i n th e motorcyc l e mos t , and th en show h im p i cture s a t th e prope r t ime tha t w i l lmos t apt ly i l l u st ra te th e poi n t .

“ I f the man is a commerc i a l pro spect , a good l i ne o f p i c tu re s showing the motorcyc l e i n commerc i a lu s e i s j u s t th e th i ng . I f th e photos14

are taken by th e dea l er i n the towni n wh i ch the prospec t l i ve s,they aremore i n te re s t i ng to the prosp ect

,and they get h i s i n ter e s t t ha t muchqu i cker and i t i s thereby e as i er tol e ad up to a sa l e . I t i s a l so w e l l tohave on hand photos show ing th emotorcyc l e u s ed a s a commerc i a lveh i c l e by bu s i n e s s m en i n o the rtown s and c i t i e s .

“ M r . Wh i t-i ng i s a l s o found at a l limportant motorcyc l e r ace s as w e l la s at other spo rt affa i r s o f motorcyc l e c i rc l e s , and ther e he use s h i scamera w i th a pu rpose . He has a th i s store p i c tu re s tha t te l l th e s toryo f th e r ac i ng game i n Denve r fromi t s b egi nn i ngs

,w i th many photos o fr ac e s

,h i l l c l imbs and the l ike from

a l l pa rt s o f th e s tate mos t o f the s esn apped byh im se l f . T he s e p ic tur e sappea l to the prospec t who want sspeed and th i nks he wou ld l ike to goou t in th e count ry somewhere and‘h i t th e h i gh p l ace s . ’O n th e wa l l s o f th e Wh i t ings tore ar e many photos O f a l l type sO f motorcyc l ing , wh i l e r epos i ng i ndrawer s ar e ma ny more wh i ch canbe brough t to the fir i ng l i ne as theoccas i on a r i s e s .

“

A prosp ect m ay come i n to th es tor e,s ee a photo on the wal l and

a sk abou t i t . Th i s gi ves an in s igh ti n to th e form o f motorcyc l i ng thatper son i s int ere s ted i n , and the sa l e sta l k i s o n in earne s t , and add i t i ona lphotos a long th e s ame l i n e a re

brough t for th to boos t a long theadvantage . I t i s not l ong un t i l sa i dprospect ent er s i nto th e sp i r i t o f theocca s i on w i th v im

,and be fore the

subj ec t i s exhau s ted,h i s i n ter e s t i n

th e m otorcyc l e i s i ncr eas ed manyt ime s,whi ch cer ta i n ly i s a b ig a idi n mak ing a s a l e .

“ I f you s ee tha t a prospect i sl o s i ng i n ter e st i n what you say re

ga rdi ng th e mer i t s O f a motorcycl e ,s top r ight th er e and spr i ng a mighty

KODAK SALE SMANinte re s t ing photo on h im

,and h i s

i n te r e s t r e turn s— tha t i s one O f M r .Wh it i ng ’ s m ot toe s

,and ‘

by h i ck ’ i tworks every t ime— it doe s .‘Yes , ’ conc luded M r Wh i t i ng ,

‘a mo tor cyc l e dea l er shou ld own acam e ra,and no t on ly that , bu t h eshou ld never go out s id e h i s c i tywi thout i t and be eve r on the look

ou t for in te re s t i ng th i ngs . ’It i s a ve ry s a fe conc lu s i on tha tM r . Wh i t ing appr ec i a te s th e va lu eo f th e Au tograph i c Featu re

,a s h i s

cu s tomer s w i l l ma ny t ime s a sk h imwhen and wher e th e p i c ture s w er etaken .Get a ft e r the motorcyc l e dea l er si n you r town— they ar e th e l ives tsor t o f prospect s .

Some Sa lesman

A man wear ing a sunburn t su i t,w i th a fac e fu l l o f wh i sker s and h i s

arms fu l l o f ca l endar s,was s topped

at th e door o f a banker in Wa l lS tr ee t by th e guard s tat i on ed th e re ,who asked him h i s bus i ne s s . The

bearded one regarded th e qu e s t i ona s l ead i ng and exceed i ngly s i l ly, andmade so much no i s e that thebanker ’ s s ecre tary wen t ou t a ndl a t er r epor ted t o th e ba nker tha t aman was anx iou s that th e bankershou ld buy a chu rch ca l endar .

‘

O h, l e t h im i n ,” s a id th e banker ,p l easan t ly. The m an ent ered

,took

a tat te red derby from h i s ear s andra t t l ed Off i n h i s na t ive tongu e a l lh i s r eason s w hy th e banker shou ldpar t w i th a do l la r for a church ca lenda r .Here i s th e do l l a r

,my man ,s a i d the banker

,and you may keepth e ca l e ndar .”

An hou r l a te r th e be l l o f th ebanker ’ s home w a s pu l l ed v igorou s ly. The bu tl e r pu t down h i s

15

kn i t t i ng and r e sponded . A manwear i ng a sunburn t su i t to ld h imthat he had been s en t u p from thebanke r ’ s Off i c e to s e e the banker ’ sw i fe r egard ing a chur ch ca l endar

,and that th e banke r expre s s ly a skedtha t h e exp la i n i n per son th emethod o f read i ng the ca lendar .There wa s con s i der ab l e argument

,bu t fina l ly th e banker ’ s w i f es aw the man

,hea rd a l l abou t th e

ca l endar,dec l ined to r ece i ve i t

,bu t

gave a do l la r to h im .

As th e m a n w i th the ca l enda r sw as l e av ing th e hou s e

,an au tom o

b i l e,in wh i ch w a s th e banker , droveup . The ‘banker s aw the man

,vague ly re ca l l ed h im ,and asked h i s

w i f e who he w a s .

That ’ s the man you s en t h erew i th a ca l endar,

” exp la i ned th ebanker ’ s w i fe . “ I d idn ’ t take theca l endar

,bu t I gave h im a do l l a r .”

“Wel l,I d ec l a re

,

” s a id th e banker,and s ummoned the bu t l e r . “ S l i p on

you r coa t and ask that man to comeback her e . Hurry!” The bu tl e rd i d .The man’ in th e su nburnt su i t expl a i n ed tha t i t w a s impos s ib l e forh im to go back . He was i n th egreat e s t o f hur ri e s . He knew , however

,what the banke r w anted h im

for,and he w ou ld g ive i t to th e

bu t l e r . I t w as a chu rch ca l endar ,and i f th e bu t l e r by a ny chance hada do l l ar w i th h im,i t w ou ld save th e

troub l e o f a long tr i p down to th ebanker ’ s Offi c e on th e morrow .

The but l e r had th e dol l a r .S i nc e then th e pr i va te de t ec t ive sd i rec ted by th e banker h ave beens e ek i ng th e ca l enda r man .The banker w ant s to m ake h im amembe r o f th e min — Graphite .

KODAK SALE SMANPut in the

“ Because

M os t o f you undoubted ly haveread a good many o f C l audy’ s s tor i e s i n the photograph i c magaz i n e s .Some w ay or anoth er he happened i n on a meet i ng o f s tore gi r l sfor a ta l k on S al e smansh i p .I t so happened that th e speakerwa s the re cept i on i s t for a b ig photographer, and C l audy r epor t s apar t o f he r ta l k i n th e Bu l l et i n O fPhotography as fo l low s :

“

The troubl e w i th th e averages a l e sper son

,e i th er gi r l or man

,

”be

gan M i s s Recept i on i s t,

“ i s tha t th eyar e too c los e to the i r j obs . The gi r lwho s e l l s glove s know s so muchmore about glove s than any o f h e rcu s tomers that sh e i s rathe r too ap tto be impat i en t

,menta l ly, i f no tac tua l ly,

i f th ey do not immed i at e lygrasp the d i ffer ence be tw een twowhi ch look the same

,bu t wh i ch ar e

made o f whol e sk i n and sp l i t sk i n ,r espec t ive ly. The young fe l l owwho se l l s fu rn i tu re know s a l l abou tr ea l wood and veneer ed wood

,t r i p l e

va rn i sh we l l r ubbed and s i ngl e ‘O nceover ’ varn i sh that l ooks a s sh i ny,bu t won ’ t w ear . He know s th eglu ed from th e w edged j o i n t andunder s ta nds th e myster i ou s par t s O fan exten s i on t abl e l ock

,and he

somet imes get s to th i nki ng th e cu stomer knows a l l the s e th i ngs

,too

and so he con ten t s h imse l f w i th sayi ng : ‘

Th i s i s a fine p i ec e O f . . furn i

ture,

’ withou t ever put t i ng i n th e‘

beca us e’

w h i ch migh t s e l l i t .“ I ’ve had that hammered home tome s o much that I ge t up i n themo rn i ng te l l i ng mys e l f : ‘

No on ewho comes i n to the s tud i o t o—dayeve r heard o f a photograph be fore .They don ’t know anyth ing . Butyou ( tha t ’ s me ) mush ’ t l e t th emknow they don ’ t know anyth i ng .Tha t w ou ld never do ! What youmus t do i s to s e e that th ey l earn16

s ometh ing w i thou t your s e em i ng toteach them . Now remember— theydon ’ t know a nything !”

Th i s r ecep t ion i s t ha s th e cor rec ti dea .We are so apt , becau se w e know ,to take i t for gran ted that the cu stom er l i kew i s e know s

,and so fa i l

to g i v e ou t th e i n format i on tha twou ld c l i nch th e sa l e .SO many peop l e have th e i deatha t a Kodak i s a very compl i catedaffa i r

,a nd tha t p i ctur e maki ng

proce s s e s a re i n t r i c at e , when ex

a ct ly th e rever s e i s th e tru th .In th e ma j or i ty O f cas e s you cantake i t for granted tha t th e cu stome r doe s no t know

,s o i t w i l l pay

you well to exp la i n th e fir s t p ri nciples so th e cu s tomer w i l l have athorough under s tand i ng .

Queries

Ca n the Kodapod be us ed w ith

the Ves t P ocke t Kodak a nd Ves t

Pocke t Koda k Tripod Adapter?Yes .Have Prem o Film Pa cks the

same speed a s Koda k Rol l Film ?

Yes .

Ca n prin ts be made from w e t

nega tives?

Ye s the negat ive shou ld bethorough ly fixed

,but need no t be

thorough ly washed .

Place a shee t o f NO . 1 Ko da lo id

over the emu l s i on s ide o f th e negat i ve ; p lace i n pr i n t i ng fram e andproceed i n the usua l manner . I fth e n egat i ve i s to be pre s erved forfu ture u s e

,i t shou ld a fterwards be

thorough ly washed and al low ed todry i n th e u su a l w ay.

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IO DAKPut in the B e ca use

Mos t o f Yo u l l

r ead a good m am

r i c s‘ i n th e pho to g iSome w a v o r

pen ed i n o n a m e e

for a ta l k o n Sa l e s“ ~lI t s o happe ne d h the s l ic i l kt l

'

w a s the re ceptn n t 1 r a b ig pho

to graphe r ,and (a id i re po r t s apa r t o f he r ta lk l e l ln fle t in o f

Ph otograph ) a s f“

The t roubl e 1 I the ave rag es a l e s pe r son . e ithe°

rl o r ma n . lgan .\ l i .s s Re e c pl in l . is tha t l l l e \

Il l'

t‘ ( 1m C lu s t

‘ l t l l if j T l l t ‘ g l l'

.

w ho s e l l s g l ow kno w s s o muc hmore about g low tha n a n ) o f he r

cu s t om e r s that s i is ra the r to o amto he impa t ie n me n ta l ly. if in !

ac tua l ly, i f l ln ) 0 no t imme diu l e h

gra s p the d ilh nce he tn e e n ( n o

wh i c h look the mu . lmt w h i ch a remad e o f and s piil s k i n .re s ln

'

c l ive l } he p i l ing fe l l o“w ho s e l l s in rn ilrc kno w s a l l a boutrea l Wood and ut t e red Wm u l . t r ipl eva rn i sh w e l l roh‘

tl a nd s ing le ‘

o ne e

over ’ va rn i s h la t l ook s a s s h i n } .

bu t won ’ t l l e kno n '

s the

glu ed from th w edged jo i nt a ndunde r st and s l hhi ysterio n s pa rt s o fan exten s i on ab l e lo ck . a nd he

s omet ime s ge l i nk i ng the en s

tome r kn ow s s e th i ngs . to o

:md so he e o n imse l f w i t h s a v

d'

) have‘ t‘

i ng : "l ’ his‘ is p i ec e o f fa rmtu re . ’ w itho n put t i ng i n the

se l l i t .e r ed home toc l u p i n the

‘

lu‘

ca us e'

w h i

l i z on eio t o - da ) ’

) e fo re .

anyth i ng . l in tmu su ' t l e t th emknow anyth i ng .

ver do ! vous e e th a t th e r l ea rn

so me t h i ng w i tho u t yo u r s eem ing tote a ch th em . rememb e r—the v

d sn’

t kno w a n i' thiny.

’

Th i s re cept io n i s t ha s the Co r r ec t

Queries( a n prin ts be made from te e!

I

( an the Kodapod be used w ith

the I'

es t Pocke t Koda k a nd I cs t

l’

o cke t Koda k Tripod

Ha z'

c Premo F ilm Pa cks

som e speed a s Koda k Ro l l F i lm

ide a .

We a re s n a pt . l ie ca u s e te e know ,

to ta ke i t fo r gra n ted that the en :

to n te r l ike w i s e kno w .

s. a nd so fa i l

t g i ve o u t the in fo rma t io n thatw o u ld c l i nch the s a le .

So ma ny pe o ple ha ve the ideath a t a Ko da k is a ve ry compl i cateda tta i r . a nd tha t pic tu re maki ngpro ce s s e s a re int r ica te . wh e n ex

a c t ly the re ve r s e is the t r u th .

In the ma jo ritv o f ca se s yo u ca n

take it fo r gra nted t ha t th e e tts

to nte r do e s no t kno w . so it w i l l pa yyo u “ e l l to e xpl a in the fir s t pri nc iple s s n the cu s to me r w i l l h ave at hor o ugh tnu le rs ta nd ing .

ne e/a tives .

Ye s the nega t i ve shou ld hetho ro ugh ly fixed . bu t need no t betho ro ugh ly w a s he d .

1 .a e e a s he e t o f No . 1 Ko da lo id

o ve r the emu l s io n s id e o f the negat i ve : place in pr int i ng frame andpro c e ed i n the u su a l mann e r . I fthe nega t i ve is to be pre se rved forfu tu re u s e . it s ho u ld a ft e rwards betho ro ugh ly w a s hed and a l l ow ed todry in the u su a l w a y .

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07”

yourse lf

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Al l Big Men Had to Sta rt OnceWe r ead s tor i e s every day o f m en whowo rke d t h e i r w ay u p i n t h e wo r l d bys t a rt i n g from t h e b o t t om

,s e rv i n g a s offi c e

b oys , app re n t i c e s a nd h e l p e r s .You ’ l l fi nd t h a t t h e m e n w ho j ump fromoff i c e boy t o b ank p re s i d e n t i n a ye a rex i s t o n ly i n t h e m aga z i n e adve r t i s em e n t so f b u s i n es s s c h o o l s .The re a l ly “ b i g m e n —tho s e w ho d i re c tm am mot h e n t e rp r i s e s— a re u s u a l ly meno f l o ng exp e r i e n c e .T h ey hav e VVORKED— p l odd ed a l o n gj u s t t h e s am e a s ev e rvo n e e l s e d o e s— and

HAS t o do .B u t th o s e w h o a re h e ad i n g t h e b i g in

du s trie s t o—day w e re s e l e c t e d b e c a u s e o ft h e i r s u p e r i o r q u a l i t i e s . I n s om e w ayt h ey s t o od h e ad a nd s h ou ld e rs ab ov e t h e i rfe l l ow w orke r s .Pe rh ap s i t w a s t h e i r ab i l i ty t o h a nd l em e n , o r s e l l me rc h and i s e , o r w ri t e o rs p e ak fo rc e fu l ly.

A t a ny ra t e , THEY BETTER

THAN THE O RD INARY— t h a t ' s i t .

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HE goddes s ‘

O ppor tun i ty’ pres ent s h er s e l f i n many gu i s e s .

Those o f u s who can r ememberback to the days o f th e b i cyc l e cr az eand i t s famous races can r ead i ly re

ca l l the sudden r i s e to fame,through the med ium o f a s tu rdypa i r o f l egs

,o f more than one um

known .“ I w e l l r eca l l th e ou tcome o i onefamou s tw enty- five mi l e road rac e .Th er e w ere a hundr ed or more ent r i e s w i th two s trong favor i t e saga i n s t th e fi e ld

,and the who le in

terest i n th e race cen ter ed on th es etwo men .

“

The weather on the day o f th er ace wa s anyt h i ng bu t favorab l e ,co ld and ra i ny. A ra i l road para ll e l ed mos t o f t he cou rs e

,and an ob

s ervat ion t ra i n j ammed to the p la tforms fol l owed th e racer s .

“

At th e s ta rt o f th e race the tr a i nfo l l ow ed th e men for a mi l e or soand then pu l l ed ahead to a s tat i onabou t e ighte en m i le s ou t to aw a i tth e arr iva l o f th e l eade r s ."Short ly a f ter w e pu l l ed into th i ss ta t i on a

'

.lone figure was s een coming tear i ng up the road w i th no onev i s ib l e i n pur su i t . As he pas s ed th etra i n eve ryone gasped , as h e wasr i d i ng a h eavy road w hee l w i thra i s ed hand le bar s , and wore arac i ng su i t b ear i ng a l l ev idences o fhome con s truc t i on . Cou ld he pos s ibly be i n the race ? Yes , for thereon h i s back was h i s numbe r

,and the

4

one u sua l ly cr ed i ted to the goddes s o f M i s for tune— 13 .

“

There was a ha s ty s cann ing o fen try l i s t s ; number 13 was an umknown

, yet here h e was , w i th aheavy road whee l , mi l e s and mi nu te s a head o f th e next man .“

Th i s u nknown won both th e fir s tp l ace and th e fir s t t ime pr i ze , andwas de luged w i th offe rs o f j ob swi th b i cyc l e dea l e r s , and offer s o ffr ee whee l's to r i de .

“

The day be for e th e rac e he wa san exceed i ngly poor , uneducatedfarm boy who had to ge t up at 2a m . and pedd le mi l k ; a ft er ther ace he wa s loca l ly famou s , andl a ter h e ach i eved nat iona l fame as ar i de r .

“ Fads i n th i s l and come and g0 '

champi ons ri s e and fa l l,and ar e

fo rgotten .“ Years a fterward I was s eated i n

my off i c e when th e boy brought .in

a card w i th a name that soundedfami l i ar . The owner o f the cardfo l lowed

,

— ta l l,d ign ified

,wel l

groomed and po l i sh ed i n manner ;he was a far cry f rom the ignora n tfarmer boy w ho won the b ig rac es o many year s be fore ,—yet i t wasthe same man .

“

Ne i ther h is fir s t nor h i s l a tersu cces s e s had tu rned h i s head ; hesaw h i s opportun i ty and he madethe most o f i t . Neve r be fore theday o f tha t fir s t race had he everhad ten do l l ar s tha t h e cou ld ca l l h i s

KODAKown . He was ignoran t and u n

cou th and he knew i t,so h e kept

h imse l f i n shape to w i n race s j u s ta s l ong as h e cou ld so a s to prov idethe mean s for educat i on and a d

vancement .“

To—day h e i s a succ e s s fu l bu s in e s s man . movi ng i n good soc i a lc i rc l e s

,and recogn i zed a s a power i n

h i s pa rt i cu l ar bu s i n e s s fie ld .“

Now th i s .i s not fic t i on,bu t act

ua l fac t s . and eve ry o ld t ime ‘L . A .

W .

’ member wou ld remember hisname and ach i evement s on road andtrack .

“

The poi n t I wan t to make i sth i s : he had s en s e enough not to bespoi l ed by th e fir s t popu lar adu la

t i on ; he had s en s e enough to knowthat h er e w as h i s oppor tu n i ty toprovi de h im se l f w i th th e th ings hel acked

,and fina l ly h e h ad suffi c i en tfore s i gh t to rea l i z e tha t r ac ing ca

re ers ar e br i e f a t be s t , and so h eprepared h ims e l f t o do oth er th i ngsworth wh i l e a f ter h i s r ac i ng dayswer e ove r .I can look back and s e e whereon more than one occa s i on

,tha t I

fa i l ed to r ecogn i z e the knock o foppor tun i ty

,and l i kew i s e once or

tw ice when I d id h eed her ca l l th a tI d i d not take fu l l advantage o f h e roffe rs .

“ I t i s an un fortu na te ‘qu i rk ’ i nhuman natu r e tha t w e s e l dom profi tby th e exper i ence o f o ther s . Wh enI u sed to go to my Dad for advi c eh e wou ld give i t and th en gr i n andsay:

‘

Now you know what I th i nkabou t i t bu t i t won ' t do you muchgood,for th e snake w i l l have to b i t e

you .

’

“

Few o f u s l ike s ermon s . I don ' tmys e l f , bu t somet ime s th e ac tu a lexper i enc e o f someone e l s e

,i f w e

happen upon i t a t th e righ t moment , wi l l s ave u s f rom a m i s take .

“

Don ’ t l ook ba ck— l ook ah ead .

SALESMAN“ Kodakery

”for October

The war p i c tu re s i n the O c toberKoda kery ar e not on ly very i n t ere s t i ng bu t ar e rea l ly r emarkab l e forthe i r ar t i st i c exce l l enc e .How to obta i n c louds and l andscape w i th a s n apshot exposu rethe amateu r i s con t i nu a l ly a sk i ng tobe shown— he wi l l find the an sw eri n th i s i s su e . Be su re and r ead Dr .

M e e s,on The Photograph i c Emu l

s i on,a s i t affords you j u s t the informat i on you need .

If you have eve r wonder ed w hyKodakery ho lds i t s r eader s so c lo sely,j u s t gl ance ove r th e i ndex to

volume five,and note the gr eat

number and var i e ty o f i n s tru ct i vear t i c l e s .

The Price of Experience

You ha ve to pay for exper i e nc e .Some men buy i t wi th the be s t

year s o f th e i r l i ve s and do not evenhave th e me l ancho ly s at i s fact i on o fl eav i ng i t to the i r h e i r s a l ong w i thth e i r wea l th .O the r men . gi f ted w i th the powero f obs ervat i on and tra i ned i n method s o f appl i c at i on

,buy exper i ence

by sp end i ng the i r year s s tudyi ngwhat th e fir s t c l a s s o f men havedon e

,where i n they have fa i l ed andsu cce eded— and w hy.

S ti l l o th e r men,busy w i th th e i r

own affa i r s . buy th e hard—earn edexper i en c e o f th e fir s t c la s s bybr i nging to bear upon th e i r n eed sthe sys t emat i z ed know l edge o f th es econd .Wh i ch i s th e be s t w ay for you ?

KODAK SALESMANTa lk En l a rgements

You wou ld be m ight i ly su rpr i s edi f you knew the number o f amateu rphotographer s who have never re aliz ed tha t en l argemen ts cou ld bema de from th e i r smal l negat ives .O f cours e th ey s ee en largement si n you r s tore— but they don ’ t knowtha t th ey a re en l a rgement s ; theyimagin e tha t big p i c tur e s mus t perforce be made w i th a b ig camera

,and whi l e th ey m ay admir e themvas t ly th ey give th em no fur th erthough t becau s e they be l i eve suchp i c tu r e s are beyond the pos s ibi l i t i e so f th e i r i n s t rumen t .I f you don ’ t be l i eve th i s i s soj u s t try th i s ou t on th e next cus tomer who comes i n for a deve l op i ngand pr i n t ing order .Go

' th rough the negat i ve s ands e l ec t one or two o f good qual i tyand o f at trac t ive subj ec t s

,and sug

ge s t tha t exce l l en t en l argementscou l d be made from them .

“Why, what do you mean by em

largem ents You w i l l be su rpr i s ed how o ften you wi l l get th i scome back

,and i n n i n e ty cas e s ou to f a hundred you w i l l find you havearou sed rea l i n ter es t .

Show th e cu s tomer some o f yoursampl e en l argement s , and exp l a i nhow the b ig p i c tur e can be madefrom th e sma l l n egat ive i n the enlarging camera . Expla i n how th en egat i ve i s p l aced i n the cameraw i th a l igh t beh i nd i t and how th eimage i s pro j ec ted th rough the l en son to a shee t o f bromide paper

,i n

verymuch th e s ame w ay a s th e b igimage s on th e s cr e en a t a mot i onp i c tu re th eatr e .O nce you have de l i ver ed one ortwo sa t i s fac tory en la rgemen ts to anamateu r cu s tomer you have magn i

fied h i s i n te re s t in p i c tur e mak ingmany t ime s , and you wi l l find h imgoi ng through h i s o ld negat i ve sl ook ing fo r ' other subj ec t s su i tab l e6

for th e purpose,and worki ng h i s

Kodak over t ime for new negat ive s .Fur ther than that h e w i l l sh owh i s en l argemen t s to h i s fr i ends w i tha grea t dea l o f p ri de , and veryo f tenw i l l be abl e to make new conver t sto the a rt o f “

Kodakery.

”

T a l k en l argemen ts to your cu s tomer s—it w i l l pay big d iv i dends onth e t ime you spend .

If He Can , You Ca n

I n th e Augus t i s su e w e to ld th es tory o f how a motorcyc l e distributor employed the camera as a mean sfor produc i ng sa l e s .How he made tr ips through al l

the su rrou nd ing count ry, an d thu scou ld show pi c ture s appea l i ng to th eprospect i ve motorcyc l i s t f rom everys tandpo in t .Wi thou t que s t i on a good manyo f

you were qu i ck to s e e how th i s s amep l an wou l d app ly to a l l. au tomob i l eand b i cyc l e d ea l e r s and have gonea fter th i s bu s i ne s s .I f for any reason th i s add i t i ona lfi e ld had not occur red to you i t i s

by no mean s too l a te to go a fter i tn ow .

I n cu l t i va t i ng th i s fie l d i t w i l l dono harm to quot e the succe s s o f th ep l an fo l l ow ed by th e motorcyc l eman ; take an '

Au tograph i c Kodakw i th you ,

and vi s i t th e s e dea le r s ;exp l a i n th e advan tages o f theKodak as a s al e s i nducer

,and al s o

how th e Au tograph i c Fea tu re w i l ldo much to enhance the va lu e o fevery negat i ve .T ake a l ea f from th e book o f th espec i a l ty sa l e sman ; he doe sn ’ t j u s ts i t i n h i s s to re and wa i t for bu s i ne s sto come to h im . He gets ou t andgoe s a fter new bu s i n e s s , and i s con.stantly deve lop i ng new fie ld s andn ew profi t s .I f h e can

, you can .

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KODAK SALESMANThe Sma l l DisplayWindowA dea l e r remarked . “My showw indow s ar e too smal l to makemuch o f a di sp l ay.

We l l . Napol eon wa s a sma l l m an ,

ye t he managed to do fa irlv wel l i nth e d i sp l ay l i n e .As l ong a s s tor ekeeper s adh ere tothe anted i luv i an i dea that a w indowd i sp l ay mus t i nc lu de a sampl e o feveryth ing i n s tock , i nc lud i ng th es tor e ca t

,th e sma l l w i ndow w i l l

con t i nu e to baff l e th em .

The smal l d i spl ay wi ndow poss e s s e s on e s trong advan tage i n th a ti t enab l e s i t s u s er t o concen tra te th eat t en t i on o f th e pa s s erby on i t scon ten t s .I t wou ld pay any s torekeeper tov i s i t New York , and s tro l l a l ongFi fth Avenu e and some o f i t s adj acen t s i de s tr e e t s whe re th e r en t sare more than sky h igh and w her espac e i s a t a premi um .

Here you w i l l find a l l s or t s o fsma l l specia ltv shop s w i th dec ided lyd imi nu t i v e W i ndow s

,bu t the s e w in

dow s n ever l ack spec tator s .I n many i n s tanc es th er e w i l l bebu t on e obj ec t on d i sp l ay, perh apsa patt e rn hat . or a s et o f cos t ly fur s .or a t ray o f u nu sua l r i ngs , bu t i nevery i n s tanc e th e background w i l lbe i n u tmost harmony and so arr anged a s to show to fu l l e s t adva n tage the ar t i c le or ar t i c l e s on d i sp lay.

M os t o f th e w i ndow d i sp lay sugge s t i on s w e have offe r ed you havebeen pl ann ed to meet th e requ i rement s o f th e deal er w i th l im i ted d i sp l ay space , and to enab l e h im to pu tover on e good s trong s e l l ing sugges t i on .We have a l so occa s iona l ly showna d i sp l ay t o ca rry ou t s ome oth ers e l l i ng idea

,for i n s tanc e . l a s t month

a d i sp l ay by th e j ohn HaworthCompany,

o f Phi l ade lph i a . s how inga l arge number o f Brown i e camera so f one mode1 th e i d ea h e re be i ng

to convey th e impre s s i on o f a l arges tock o f good s .The sma l l w indow pres en t s i t sprob l ems to be su re . but i n our humbl e op i n i on they are ea s i er to dres sthan the l arge one s

,and can be

made one hundr ed per c en t . effec

t i ve from the s e l l i ng poi n t .

Give a Rea son

They t e l l o f an eminen t d iv i n ewho compla i n ed that he never cou ldfind t ime to w r i t e a shor t s ermon .I t i s a good dea l th e same w ay i nwr i t i ng an adve rt i s emen t . I t i scomparat ive ly ea sy to wr i t e a longon e

,bu t boi l i ng i t down to te l l j u s t

th e s tory you want to t e l l i s qu i t eanother mat t e r .'So many wr i te r s o f adver t i s emen t s

,part i cu l ar ly thos e who donot make a spec i a l ty o f su ch work ,fa i l to con s i de r th e v i ewpo in t o f th e

pub l i c th ey des i re to r each .

“Th en you come r igh t down to i t .th e dear pub l i c i s n ' t a bi t i n ter e s t edi n you r s tor e or i t s per sonn e l . a nyfu r th e r than what vou and you rs tor e can do for them .

So i f you w i sh to ge t th em i ntoyour s tore you mu st s e t b e fore th emsome fac t or fa c t s tha t w i l l appea lto th em from the i r v i ewpoi n t .The ear l i e r fo rms o f new spaperadver t i s i ng w e re wha t m igh t beca l l ed th e ' c i ty d i rec tory" typej ohn Smi th , Dea l er i n Dt v Goods .N o t i o n s and Hardware . M a i nS tr e e t . ”The re was no att empt a t a ny s e l li ng appea l . th e s impl e announce

men t tha t So—and - So” was i n bu s in e s s be i ng deemed su ff i c i ent . andeven to - day tha t i s abou t a s far assome advert i s er s go .I t i s to be con fe s s ed th at eventh i s sor t o f adver t i s i ng i s be t te rthan none at al l

,bu t s o long a s you

KODAKhave to pay good money for th espac e

,w hy not make i t ca sh i n tothe h ighe s t pos s ib l e per ce nt .

The space u sua l ly employed byphotograph i c supp ly hou s e s i s muchsma l l er than that us ed by th e hugedepar tmen t s tor e s , and so for th a trea son much care and thought mu stbe given to what i s s a i d i n th e sma l lspace to make i t s t and ou t , be r ead ,and impre s s th e r eader .I f th e re ade r o f your adver t i s ement a l r eady ha s a Kodak i n mi nda “ bus i n e s s card” adver t i s emen t

m ay br i ng h im into your s tor e , andl i kew i s e i f h e i s a l r eady a Kodaker ,th e announcement that you do amateur fin i sh i ng m ay br i ng h im i n ,part i cu l ar ly i f none o f your competitors ar e adve rt i s i ng .Here i s th e po in t s o o f te n overl ooked— th e new cu s tomer s— thos ewho have never u s ed your l i n e o fgoods be for e .I t i s th e new bl ood that ma i nta i n sand bu i ld s up a bu s i n es s . Your o ldcu s tomer s d i e

,move away,

and yourcompet i tor s ge t some o f th em,s o to

make up for th i s sh r i nkage and toi ncr eas e your bu s i n e s s you mu stmore th an make up th e lo s s occasioned by th e s e cau se s .Ju s t at th i s t ime va cat ion though t sare uppermost

,s o w hy not make

you r appea l to th e vacat i on is t . I ntersperse th i s w i th a though t forthose who have a boy i n tra i n i ngcamp

,or on the other s i d e . Give a

rea l r ea son for u s i ng your goods ;i f you have a fini sh ing depar tment ,menti on i t,as th i s w i l l harmon i z e

w i th the r e s t o f your adver t i s emen tand attract the at ten t i on o f thos ea l r eady i n t er e s t ed .Give a r ea s on .

SALESMANMelt ’

Em

\Vhen a s tor e l o s e s a cu s tomerth rough a r ea l or fanc i ed gr i evancei t i s a s er i ou s l os s not on ly to th es tor e bu t to every emp loye o f tha ts tor e a s w e l l .The s at i sfied cu s tomer cont i nuesto tr ade

,and pos s ib ly br i ngs i n an ew cu s tomer occas i ona l ly.

Bu t j u s t b ecau s e he has r ece ivedth e a tten t ion that was h i s due h edoe s not moun t to the hou se top sand lo ud ly cha nt the pra i s e s o f thats tor e .O n the othe r hand , th e dissa tis

fied cu s tomer fe e l s an eve r grow ingdes i r e to ge t even ; he not on lyc ea s e s to trade w i th th at s tor e bu th e never lo s e s an oppor tun i ty to rec i t e h i s gr i evance

,and to i nduce h i s

fr i e nds and acqua intances to tradee l s ewhe re .I t i s th e popu lar s tore that i sp rosperou s , i t i s th e prosperou ss tor e tha t ha s th e good

,s t eady pos it i on s to off er

,and the a tmospher e

i n wh i ch i t i s p l ea san t to dwel l .The s a l e sper son

,or a ny others tor e employe w ho doe s not f ee ltha t a l os t cu s tome r shou ld concern

h im , i s maki ng th e b ig m i s take .You can not p l eas e everybody.

You w i l l mor e or l e s s fr equ en t lyencounte r th e unr ea sonab l e cu s tomer , or th e cu s tomer w i th a congen i ta l grouch

,bu t i f you w i l l bu tbear i n m i nd j u s t how s er i ou s i s th e

l os s o f a s ingl e cus tomer,and pu t

forth a b i t o f extr a effor t in dip lomacy, you w i l l , many t imes , su cce ed i n maki ng a firm fr i end for th es tore ou t o f the cu s tomer who atth e s tar t promi s ed to be troubl es ome .You w i l l find i t a gr eat he lp when

you di scover you have a cantankerou s cu s tomer on you r hands , to cons ider h im or her your oppone nt i n agame o f sk i l l , where , i n order to w i n

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YOU know , Sam ,

I have a lwaysbe en a s t i ck l er for qua l i ty; tr u eenough w e have to carry i n s tockgood s for s im i l ar u s e s a t d i ffer entpri c e s

,bu t th e d ifferenc e i n qua l i tyor u se fu l n e s s can ea s i ly be madeappar ent t o th e c u s tomer .

When I came i n a f ter lu nch today,Bi l ly to ld me that th ere hadbeen a man i n to s ee me who cou ld

s e l l m e a l i n e o f chemi ca l pr eparat i on s at a whopp ing big d i s coun t ,a nd he s eemed qu i t e as ton i shedwhen I fa i l ed to ev i nc e even a mi ldi n ter e s tN ow

,Sammy,

I am j u s t as keena fter ba rga in s a s th e nex t one , bu twh en I am buyi ng I am from thatw e l l known State tha t i nc lude s Jopl i n w i th i n i t s confine s .

You can show a cu s tomer thed iffer ence i n va lu e be tw een a boxBrown i e and a Kodak

,a s i t i s apparen t

,and so on w i th most me

cha n ica l devi c e s , but when i t come sto chemi ca l s or chemi ca l p reparat i on s

,th e ma nu factu rer s ’ repr es en t

at ive can not show me , nor can Is how the cu s tomer any d ifferenc ebe tw een the h igher and l owergrade s .

“

Now under such condi t i on s ,Sam,I w ou ld be th e whol e fi ftys even va r i e t i e s o f an i d i o t i f I d idn ’ t

give a l o t o f thought as to th e qu a lity o f the ch em ica l s w e s e l l t o ourcu s tomer s ; I have j u s t got to knowtha t th ey a re r igh t for the pu rpose .

“Wh ere wou ld we profi t , Sam , i f12

we so l d a cu stomer the fine s t ou tfi tto be h ad ; furn i sh ed h im w i th fi lm ,p la te s

,or paper o f the h igh es t qua l

ity,a nd th en so ld h im chem i ca l s o f

l ow grade,and so debarr ed h im

from obta in i ng fi rs t qua l i ty r e su l t s ?“

Now I am not a chemi s t ; ne i th ercan we afford to equ ip and mai nta i n the nece s sary sc i en t ific organiz a t ion for th e proper t e s t i ng o f ourchemi ca l purchase s .

“

So you s ee , Sam . tha t I have gotto go abou t i t th e other w ay around ,a nd i t i s n ’ t a d iff i cu l t propos i t i one i th e r when you give i t a l i t t l ethought

“

Equa l ly w i th u s , and our cu stomer s,w ho w i l l b e v i ta l ly i n t e re s tedi n fir s t c l a s s r e su l t s ? No on e

,Sam

,bu t th e manu factur er o f th e s ens itiz ed produc ts who mu s t have th echemi ca l s j u s t r igh t ; w i th th i s for as tar t i ng poi n t i t i s easy for u s tomake ou r pos i t i on s t i l l more secu re .

“

The l a rge s t manu fac tu re r o fs ens i t i zed product s w i l l n atu ra l lyha ve the greate s t i n te re s t , and byth e s ame token w i l l b e i n pos i t i on tomai n ta i n the proper fac i l i t i e s foradequa t e manu factur e and sc i ent ifict es t i ng .

“W i th t r emendou s buyi ng power ,and up—to - th e - m inu te manu fa ctur

ing fac i l i t i e s , th e l arge m anu fa c

tur e r i s i n a pos i t i on,not on ly t o s eeth at h i s ch emi ca l s are r igh t

,bu t to

market th em at the r igh t pr i c e sotha t i t i s on ly i n rar e i n s tances thatth e ch em ica l s I know are r ight co st

KODAK SALESMANmore than those o f unknown qua lity.

And when the re i s a s l i gh t lncrea s e ove r th e ord inary grade Iknow i t i s j u s t ified becau se compet it i on w i l l a lw ays keep the pr i c ewh er e i t be long s .

“

A s ide from that , i t doe s not requ i r e c la i rvoya nt v i s i on to s ee tha ti t i s dec ided ly to th e i n t er e s t s o f th emanu factur er o f s en s i t i z ed good s,t o keep h i s chemi ca l pr i c e s a s l ow

as i s con s i s t en t w i th qu a l i ty to insu r e the i r w i de s t u s e .“

No, Sam ,

i t wou ld be migh typoor economy for me to make perhaps an extra ten per cen t . on ach emi ca l pu rchas e

,and los e five

t imes tha t on my fi lm,pl ate and

paper s a le s .You s ee , Sam ,

to most fo l ks,chem i ca l s ar e j u s t ch emi ca l s

,and

th ey fa i l to re al i z e tha t th ere ared i fferen t gnade s j u s t th e s ame asthere a re i n mos t other p roduc t s .“

So when they fa i l to ach i evegood r esu l t s becau s e th ey have u sedimpur e chem ica l s th eyb lame i t uponth e s en s i t i z ed good s rath e r th anwh er e th e b lram e

'

be longs .

“

No, Sammy,

I m igh t go ou t toth e Coun ty Fai r , and take a chanceon th e r e su l t o f a trot t i ng matchj u s t for th e fu n o f the th ing . bu ttak i ng a ch ance w i th my cu s tomer s ’good w i l l i s a l toge the r anoth e r matter . 4

Dissa tisfa ction

Dea l i ng w i th the d i s sa t i sfied cu stomer i s a m igh ty importan t probl em tha t M ar sha l l F i e l d so lved bygran t i ng tha t “ th e cu s tomer i sa lways r ight .”We wen t i n to a member ’ s s tor eth e oth er day,

and whi l e w a i t ing . awoman came i n and ins i s t ed tha tshe -had been ch eat ed b ecau s e abott le o f C i t ra te o f M agne s i a sh ehad purcha s ed , was fi l l ed on ly upto th e n eck . A l though th i s wa s a l l

13

sh e wa s en t i t l ed to , th e d ruggi s tgave h er another bott l e fi l l ed to th ecork

,bu t sh e i n s i s ted th a t sh e

wou ld go “ som ewh ere e l s e th en ex t t ime .When sh e had gone ou t th e druggi s t l aughed and sai d “ I know heral r eady. She always does th a t . ”Then he wen t i n s i d e and broughtou t a c l ipp i ng and sa i d , “ Here

,r ead

th i s .”I t s an e s say by Ben j am in Frankl in ca l le d “

D i s s a t i s fac t i on” — andworth r ead ing .

“

All human s i tu at ion s have th e i ri nconven i enc e

,i t r ead . “ Hence

w e m ake fr equ en t and t roub l e someChange s— and o f ten for th e wor s e .I n myyou th I was a pas s enger i n al i tt l e s lo op des cend i ng th e De l aware . Th e re be i ng no w ind

,we

were ob l iged when th e ebb wasspen t to ca s t anchor and wa i t forthe nex t . The h eat o f th e sun onth e ve s s e l w as exce s s ive . Near th er ive rs i d e I s aw what I took to be ap l ea san t gr een meadow

,i n th e

midd l e o f wh i ch wa s a l arge,shadytr e e

,wher e . i t s t ru ck my fancy,

Icou ld s i t and r ead ( havi ng a bo oki n my pocke t ) . and pas s the t imeagreeably t i l l th e t id e retu rned . Ith ere fore preva i l ed w i th th e capta i nto pu t me asho re . Be i ng landed , Ifound the greate s t par t o f mymeadow was r ea l ly a marsh . i ncro s s i ng wh i ch t o come to my tr eeI wa s up to my kn ees i n m i r e ; andI hadn ’ t p lac ed mys e l f under i t sshade five mi nu te s be fore th e mos~qu i to s

,i n swarms found me ou t

,att acked my l egs , h and s and .

face .and made my r ead ing and my r e s timpos s i b l e . so tha t I r e tu rned to th ebeach and ca l l ed for th e boa t tocome and take me on board a g a i n .where I wa s obl iged to bear th eh eat I s t rove to qu i t . and a l so th el augh o f th e company.

” — N . D .

Ne‘

ZC'S.

KODAK SALESMANThe Answ er

Here i s a que s t i on tha t ha s comeup be for e bu t now tha t i t ha s comeup aga i n i t m aypayu s a l l to d i scu s si t onc e more :Suppos i ng a w el l dre s s ed woman

,accompan i ed by a l ad o f tw e l ve orfour te en,en te rs your s tor e . She i s

‘qu i te ev i den t ly o f th e ador i ngmother type , and she i n forms youtha t sh e w i sh es to purcha s e j u s t th ebe st c amera money can buy for h e rboy.

Now what type o f camera wou ldyou endeavor to s e l l h er ?Here i s a s i tu at i on where i n l i e stempta t i on .\Ve a l l l i ke to make b ig sa l e s

,and

her e i s a chance to make on e .I n a l l p robab i l i ty ne i th e r th e boynor h i s moth er have any know l edgeo f p i c ture - m ak ing

,so theymust a cc ept your word a s to what i s be s tfor th e boy and be govern ed l arge ly

by pr i c e a s to what cons t i tu te squa l i ty.

Apparen t ly money i s no obj ec t ,so you can show and endeavor tos e l l a SA Spec i a l o r even a Grafiexw i th i t s var i ou s acce s sor i e s

,wh i ch

run to a good ly sum .

Le t u s suppose tha t when youwere a l ad o f twe lve or four t eenyou were a good spec imen o f th eaver age boy, and no more , andw i thou t any o f th e earmarks o f th ej uven i l e prod igy. Now wou ld youhave b een abl e to u nde rs tand andsucces s fu l ly opera te a Spec ia l or aGraflex at tha t age ?\Vel l , what d iffer enc e doe s th a tmake ,—her e i s a woman w i th a l oto f money to spend , and w hyshou ldn ’ t I ge t i t ?Such r ea son ing i s shor t s igh t ed ;th e rea l s a l e sman endeavor s to s e l l

m or e th an merchand i se— he s e l l ss at i s fac t i on a s we l l .14

Here i s a pos s ib l e l oophol e— suppose w e que st i on th e boy a b i t : We

find perhaps th at h e knows qu i t e ab i t abou t amateu r photography, andcan i n te l l igent ly ' fol l ow you r exp lanat i on s as to th e u s e s and pos s ibil itie s o f the Spec i a l or th e Grafl ex .

I f s uch i s th e ca s e you can goah ead and se l l h im to th e l im i t .Bu t su ch a youngs ter w i l l b e in

deed a rar e spec imen and you w i l lu sua l ly find tha t i f h e knows anyth ing a t a l l regard ing p i c tu re—maki ng i t w i l l b e from what h e has s e eno f the work o f h i s boy compani ons ,who

,t e n to on e

,ar e equ ipped w i th

apparatu s o f the s impl e s t type .When you s top to look ahead youw i l l s e e,tha t more tha n anyth i nge l s e

, you wan t to have th e boy u sesometh i ng that h e can succ es s fu l lyhand l e— th e camera w i th wh ich h ecan produ ce r e su l t s

,and use w ith

ever grow i ng i nt er e s t and profi

ciency.

I t w i l l b e mos t exce l l en t bu s i ne s sto exp la i n to the mothe r tha t youcan s e l l h e r ins t rument s cos t i ng agood many dol l ar s , and tha t youcan provi de he r w i th j u s t th e verybes t th e marke t afford s . bu t th atyou be l i eve her son w i l l b e muchbette r sa t i sfi ed w i th on e o f th es impl er a nd con sequ ent ly l e s s expen s i ve types . The very fac t o fyou r doing th i s w i l l i n sp i re h er w i thconfidence and go a verygrea t waystoward s mak ing her a perma nen tcu s tomer .Suppos i ng that you have , ear ly inth e ' proce s s o f th e sa l e , found ou tth at she i s a non—r e s i d ent , and thati n a l l probab i l i tyyou w i l l n ever s eeth e boy aga i n , shou ldn ’ t you i n su chc as e p roceed to '

se l l he r anyth i ngyou can i nduce h er to purchas e regardless o f i t s su i tab i l i ty j u s t solong as you make a b ig s a l eYou know th er e i s on lv one answer

, and .tha t i s No !

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KODAKo f th e oth er o f th e sa fe l ight s supp l i ed by u s m ay be u sed .The be s t a l l - around amateu r l amp( i n fact i t i s u s ed by many pro fessiona ls ) i s th e Kodak Sa fe l igh tLamp . I t ha s a five by s even i n chl igh t open i ng

,and equ ipped w i th

the S e ri e s on e S a fe l igh t . Th i s S a fel igh t ca n be r emoved and any o fthe oth e r S er i e s subs t i tu t ed .

You w i l l note i t s pecu l i a r cons t ru ct i on . The bu lb i s p l ac ed i n th eupper ha l f o f the l amp

,and th e

i l l um inat i on i s r efl ec ted downwardby mean s o f a curved r efl ec tor ontothe su r fac e o f th e sa fe l i gh t .Th e r eason ? To afford a so f t

,fu l l and even i l l um inat i on,a nd to

avo id th e ou t l i n e o f the fi l ament i nth e l amp

,whi ch m ight con fuse th e

opera tor i n j udgi ng den s ity.

Now j u s t a few words abou tSa fe l igh t s : a l l p l a te s , fi lms and s ensitiz ed pape rs ar e affec ted by th eact i on o f wh i te l igh t

,otherw i s e theywou ld be u s e l e s s fo r produc i ng a

photograph i c image .Some fi lms and pl ate s are affec ted by any co lo red l ight , and mu st ,unt i l a f t er deve lopment

,be hand l ed

i n comp lete darkne s s .O th e r fi lms a nd pl ate s are l e s ss en s i t ive

, and deve lop i ng—ou t paper sw i l l s tand s t i l l s tr onger l igh t s .The var i ou s sa fe l igh t s i n theKodak Ser i e s are s c i ent ifica l ly prepar ed and s e l ec ted for spec ific purpose s a -s fo l l ow s :Ser i e s 00

,afford i ng a compara

tive ly s trong , ye l l ow l ight , for u s ew i th gas l i gh t paper s su ch a s Veloxand A z o ,not B rom id e paper s .

Ser i e s 0,bright orange l i gh t

,for

u s e w i th Bro-mide papers and l antern s l i de p l ate s .Ser i e s 1

,orange s a fe l ight

,for u s e

w i th N . C . Fi lms or pl ate not specia l ly co l o r - s en s i t i ve .16

QueriesCa n you fit ca ble re lea se to shu t

ter ou Stereo Kodak?

Not pos s i b l e ow ing to con s truet i on o f shu tter .Do you ma nufa cture a camera

taking 5 .r 7 Rol l Film ?

Yes . The 5 x 7 Graflex Camerasm ay be equ ipped w i th the GraflexRol l Holder

,whi ch take s the Ea s t

man Graflex Fi lm,s i x - exposu re rol l .

Th e s e ro l l - holder s w i l l fi t GraflexC ame ra s on ly.

su é scrz'

pz‘zou

SALE SMANSeri e s 2

,for u s e w i th ext ra rap id

O rthoch romat i c p la te s s en s i t ive togreen bu t not to r ed .Ser i e s 3

,green sa fe l i gh t

,for u s e

w i t h r ed s en s i t i ve Panch romat i cpl a te s .Se ri e s 4

,br igh t gre en s a fe l igh t

,for u s e w i th ord inary p l ate s , forthose who can not u s e a red l i gh t .Th i s Ser i e s is not sa fe for O r thochromati c p l ate s .

@IIllllllIllllIIIlllllIIlllIllllIlIIllIIllIIIIlllIIIIIIIllllllIllIllIIlIIlIIIIIIlIIIIIIllIllllll'lllllllllllllll

Do it yourse lf l lJust be a rin m ind

how Mile s Sta ndishfiz z led

w he n he . se n t

John Alde nto a sk for

the ha nd of

Prisc illa

IIIllIIIIIlllIIIllIIllllIIllIlllIlllllllllIll|IIIlllIllIlllIllllllllllllIIIIIlIlIlIlIIIlIIIIIlIlllIllIllIllllllE

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Don t look Or

A

the best apples stay

the trees and

have to

picked

Kodakery Sel ls Goods

The ed i tor s o f '

Kodakery and i t s contribu tors ar e m en who not on ly knowphotography. bu t who know how to wr i t eabou t i t u nder s tandi ngly. I t i s . fir s t o fa l l

,h e lp fu l and i nt er e s t i ng

,

Bu t a s ide f rom a l l th e a c tua l h e l p i tgi ve s to i t s r eader s

,by w ay o f i n s t ru c t i on ,

Kodakery" he lps t o s e l l them the goods

you handl e .You can u se “

Kodakerv‘ to advan tage

i n [maki ng sa l e s . and a f ter a sa l e i s made .“

Kodakery keep s right on worki ng forone vear . creat i ng th e de s i r e for th e materia ls w i th wh ich to make be tte r and bett e r p ic ture s .G e t the n a m e o n the do t te d l in e

NO. 3A Autographic Kodak Jr.

T h is n ew m ode l is adver t ised on the back cove rof KODAKERY for Novem be r . I t is a va i la b le wi t hMen isc us Ach roma t i c and R apid Re c t i l in ear Le nses .

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SIOIIS

HE o the r day,f ee l i ng the need

o f a coup l e o f new neckt i e s,I

wen t i n to on e o f the l a rge r s tor e sdevoted to th e s e l l i ng o f men ’ sw ear .

“ Be ing fami l i ar w i th the s tore,I

wa l ked up to th e proper counter ,and found a fine appear i ng youngfe l l ow o f e igh te en or n i ne teen beh i nd i t .

“ I s ta ted my de s i r e , and w i thou ta wo rd h e r eached i nto th e showcas e

,pu l l ed o u t a box o f t i e s and

s l apped i t down on top o f the showca se

,not gen t ly bu t w i th con s i derab l e forc e

,and he s t i l l’ rema ined

s i l en t .“

Not find i ng anyth ing to my l iki ng i n the box,I asked h im to show

me some more . Wi thout a word her each ed i nto th e cas e

,grabbed an

other box and s l ammed i t down i nfron t o f me .

“

Ra ther r es ent i ng such tr eatment,and so u tter a lack o f a ny evi denc eo f sa l e sman sh ip

,I glanced at th e

you ng man ’ s fac e , and a more d i scon ten ted and d i sgrun t l ed expr ess i on I have yet to s ee .

‘

Don ’ t you l i ke to s e l l goods Ii nqu i r ed . ‘

No,I don ’ t h e re spond

ed . ‘What ’ s th e d iff i cu l ty? ’ I a sked .‘

Are you a son o f ‘Yes,dog

gone it,my fath er i s the v i ce—p res id en t o f th i s conce rn , and he h asshoved me i n h e re to l ea rn th e bu s i

n e s s when I want to do someth i nge l s e .4

“

Now i f I hadn ’ t be en more thana b it i n te re s ted i n s a l e smansh ip Inever wou ld have l i ngered to a sk

th e young man any que s t ion s , butwou ld have h i ed mys e l f e l s ewher e ,as h e w as ce rta i n ly no as s e t to thes tore .“ Bu t I l i ke to s e e the w ay thewhee l s go round

,and when someone

drop s a monkey wr ench in to th emach in ery I want to know w hy.

“

The young man en j oyed a goodsoc i a l po s i t i on,and he had got i t

i n to. h i s head that i t w as beneathh im to wa it upon h i s f r i end s andthe publ i c genera l ly.

“My fi rs t though t had been thath i s father had made a m i s t ake i npu tt ing h im to work beh i nd acou nter

,beca us e i f h e tr eated a l l

cu s tomer s a s h e had me th e s tor ewas go ing to los e qu i t e a b i t o ftrade .

“ I soon su rmi s ed tha t father fe l ttha t son m ight be ge tt i ng to be a b i to f a snob

,and that pu tt i ng h im to

work for a wh i le migh t take i t ou to f h im .

“ So as th ere s eemed to be goodmater i a l t o work upon I dec i ded Iwou ld try and he lp fathe r ou t a b i t .

“ I asked the young man i f he hada ny i de a as to w hy h i s father wan ted h im to work i n th e s tor e , andthen I d idn ’ t wa i t for h im to an swer

,bu t cont i nu ed : ‘

No matter what youm ay dec i de l a ter to make you r l i fework

, you r exper i ence her e i n thes tore i n me et i ng and s i z i ng up peo

KODAK SALE SMANple w i l l prove i nva luabl e to you— tosay noth i ng o f you r acqu i r i ng apract i ca l know l edge o f how modernbu s i ne s s i s conduc ted . ’

“ Ju s t a s a f ee l er I sa i d . ‘Suppo si ng you were to become a l awyer , ’and th en I knew I had h im go ing

,for h e br ightened up i n s tan t ly andl eaned forward . I cont i nu ed : ‘Suppos i ng you w er e argu ing a ca s e befo re a j u ry,

wou ldn ' t your know ledge o f m en acqu i r ed bymee ti ng a l ls or t s o f men h er e i n the s tor e be abig h e lp to you i n conv i nc ing themo f th e j u s t ne s s o f your cau se — andwou ldn ' t your know ledge o f howgoods wer e bough t and sold

,and a l l

th e oth er th i ngs i nc i den t to mercha ndiz ing he lp you to more fu l lyunder s tand bu s i n e s s prob l em s tha tm igh t be submi tted to you for so lut i on He had to a l low that th e s eth ings wer e so .

“

The young re ta i l sa l e sman soo ften ge t s th e w rong per spec t ive ;he somet imes actua l ly f e e l s th at h ei s doi ng th e s tor e a favor byworki ng i n i t . A s a matter o f fac t th eshoe i s on the oth er foot .

“

The modern s tor e i s th e fine s tbu s i ne s s u n ive r s i ty i n th e wor ld .

O n th e ave rage . th e i nexpe ri encedc l e rk i s a l o s s to the s tor e for thefir s t ha l f year o f h i s employment .a s i t take s fu l ly that per i od o f t imeto break h im i n to bu s i n e s s ways andmethod s . and make h im i nto asmooth ly ru nn ing par t o f th e mach i ne .

“

The s a l e sman o f photograph i cgoods i s afforded an unu sua l lywidefi e ld for th e s tudy o f human na tu re .a s h e meet s cu s tome rs o f bo th s exe s .and o f a l l age s . and he h a s manyopportun i t i e s o f bec om ing acqua i n ted w i th peopl e o f cu l tur e and refin ement .

“

I! have a lways imagi ned tha t agood bal l pl ayer w ou ld make a goodsa l e sman— par t i cu l ar ly th e su re h i t

t e r— th e on e th e manager s end s tothe p l ate i n a p inch . Hi s j ob i s toou t - gue s s both the pi tcher and th ecatche r

,and so be ab l e to s l am th e

ba l l where i t w i l l do h i s s i de th emos t good .

“

And tha t i s wher e th e fun come sin— in s e l l i ng goods ; to be ab l e t oan t i c i pat e th e de s i re s and rea son so f th e cu s tomer

,and so be a lwaysj u s t a bi t ah ead o f h im .

you s top to th i nk o f i t ,s a l e sman sh ip en t er s i n to a lmos teveryth i ng w e do ; w hy d id T omS awye r s tand on h i s h ead i n fron to f Becky Thatcher ’ s hou s e 3 Hewas t ryi ng to s e l l h i s per s ona l i ty toth e f a i r B ecky.

“Whydo you give a dog a fr i endly pat —mos t ly,

perhaps . becau seyou l i ke dogs , bu t you l e t h im knowi t by pat t ing h im becau s e you wan th im to l i ke you—you are tryi ng tos e l l your s e l f to h im— and so i t goe s .So you s e e i f you wi l l bu t acc ept

you r pos i t i on i n th e s tor e a s a s tuden t in a bu s i ne s s un iv e rs i ty you

w i l l not on ly find th at everyth i ngyou l ear n th er e w i l l h e lp you i neveryth i ng tha t you mav do .— andyou w i l l ge t a lo t o f fu n ou t o f i t i nadd i t i on .

”

The hea ven - ki s sed gen iu s i s ra re .The ave rage w id e awake mor ta ldoe s not re ly on i n tu i t i on or graspeven a ma j or i ty o f h i s i d ea s ou t o fth e b lu e sky . He obta i n ed h i s fir s tl ea rn i ng from books and paper s .and read ing . plu s exper i enc e . andoth er men ' s expe r i enc e . s t i l l r emai n sh i s ch i e f gu id e .

KODAKPrice Ca rds

T ru e a rt i s th e expr es s i on o fthought i n des ign .T hought

,and car e fu l though t ,too

,i s abso lu te ly neces sa ry i n th ecreat ion o f every de s ign for w i ndowdecora t i on . The dea l e r w i l l i n th i s

work find ample oppor tun i ty for th eexpre s s i on o f a l l th e ar t th er e i s i nh im .

The o r igi n a l dea l e r w i l l h avesome ide a o f p l ace s i n h i s w i ndowwher e the re shou ld be a card o fexp la na t ion to the publ i c , - and s t i l lother p l ace s where th e pr i c e s m ightwe l l b e given . To s imply wr i t ethe s e th ings on a p i ece o f ca rdboardor to pr i n t th em rough ly wou l d beto i n j u re the effec t o f th e whol ew indow tr im ; bu t the re ar e p l an sby wh ich ve ry attrac t i ve ca rd s m aybe made even by those who areu nab l e to pr i n t we l l .However

,th er e are l arge pr ic e

mark i ng and s ign maki ng outfi t swh i ch eve ry dea l er shou ld have forth i s purpos e and for th e purpos e o fmarking goods i n s id e the s tor e .T hos e who des i r e th e handworkeffec t ra th er th an the s tamp w i l lfind one or more boys or gi r l s i neve ry l oca l i tywho i s handyw i th th ebru sh and w i l l do th e work a t l i t t l eco s tVari ou s k i nds o f w i ndow s ign sare a l so made w i th movabl e l e t ter sand gi l t o r s i lver fr ames

,wh i ch ar e

very at tract iv e and ar e l arge ly u sedby r e ta i l e r s everywhere .The pr i c e card and th e w indows ign

,however

,both have th e i r pur

pose . ‘ Pri ce ca rds for w i ndow sshou ld r a re ly exceed 4 x 4 i nch e s i ns i z e

,and th ey are mos t a t trac t i vewhen th e pr i c e i s marked on from

co rne r to corne r . A p la in l i n e borde r give s re l i e f to th e effec t . O n

sma l l art i c l e s the re shou ld,o f

cou r s e . be sma l l pr i c e cards .6

The word i ng on a w i ndow cardpr i nted ‘by th e dea l e r or handpa i nte d shou ld n ever be l engthy.

The effo rt shou ld a lways be to sayas much as pos s i b le i n a s f ew wordsa s pos s i b l e . —Aaft /e ras ing W/ orld .

When a fe l l ow gets th e i d ea tha th i s bos s ’ i deas a re ou t o f date

,be

cau s e he i s ba ld or gray- headed . hei s l i ke ly to fi nd th a t a we l l - s easonedt imber i s u sua l lymore re l i ab l e thana gre en s t i ck .

SALE SMANThe comb inat ion adver t i s ementand pr i c e card m ay ea s i ly be arranged in very at trac t i ve form byc l i pp ing p i c tu re s and i l lu s tra t i on sf rom magaz i nes and cata logu es andpas t i ng on a wh i te card

,th en pr i nt

i ng th e word ing next to i t on thesame card

,runn ing a pl a i n l i ne

around the whol e card . M anybeau t i fu l w i ndow cards m ay bemade i n th i s w ay.

Another exce l-l e n t p l an fo r a ttra ct i ve pr i c e and adver t i s ing w i ndowcards for dea l er s i s th e me thod o fs e l e c t i ng sprays o f tw igs , flowe r sand gra s s e s wh i ch w i l l not fade ,and by cu t t i ng s l i t s i n th e cardboard

,run the spray through on oneend o f the ca rd and pl ace the l e t t er

i ng on the other end .The beau t i fu l ly co l or ed fu l l—pageadver t i s ement s o f Colgate , Ea s tma nand var iou s othe r fi rms m ay be cu tou t and neat ly pl aced i n a frame forcen te rp i ec e o f d i sp l ay o f th e i rgood s

,thu s mak i ng an i dea l w i ndow

card . Any frame i n good cond i t i onw i l l d o i f i t i s l a rge enough to rece ive fu l l—page ads o f the Lad i e s"Home j ou rna l and j our na l s o f th ats i z e ; th en the sma l l e r one s m ay bepas ted on cardboard to match th ecol or scheme and f ramed i n th es ame manne r

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KODAK SALE SMANThe Direct Medium of

Conta ctI n pract i c a l ly every commu n i tyw i l l be found one or m ore merchant s who

,though s tar t i ng o n ex

c eed inglymodes t cap i ta l . have madea d i s t i nc t su cce s s .Such su cce s s can be attr ibu tedon ly to sound me rchand i z i ng pr i nciple s , and a lmost w i thou t except i on you w i l l find that th e s e merchan t s h ave given a grea t amoun to f thought to th e i r w i ndow d i sp l ays .I n th es e co lumns w e have had agood dea l to say on th e sub j e c t o fw i ndow d i sp l ays , becau s e w e knowhow vi ta l a pa r t th ey pl ay i n s e l l i nggoodsA s a change o f pa s tu re i s somet imes good

,l e t u s for a ch ange give

you a few sugge s t i on s on th e subject by th e ed i tor o f the Ari zer ica a

R e ta iler .

He says : W i ndow d i sp l ays a reno t super i or to the new spaper becau se they do not r e ach a s ma nypeop l e . T hey are , however , th emos t d ir ec t med i um o f con tac t betw een the s tor e and th e buyer .

“

The n ew spaper advert i s eme nt i san i nv i ta t i on to come and s e e thegoods— th e s tor e w i ndow mee ts th eeye o f the buyer r igh t on the spot .They say

‘her e a re the goods,

’ a t th epsycho logi ca l momen t . They noton ly make th e i r own sa l e s bu t theyo fte n c l os e a s a l e wh i ch a n ew spaper adver t i s emen t s tar t s

,and

wh ich othe rw i s e neve r wou ld bemade .

“

Don ’ t l o s e s igh t o f the fact tha tgoods we l l d i sp l ayed s e l l th emse lve s .The merchan t who wa i t s for th ebuyer to ask for th e goods he cannot s e e i s l os i ng s al e s everyday.

The on ly r ea l te s t o f any wi ndow d i spl ay i s i n th e sa l e s i t makes .I t i s not tru e tha t th e hand somes tw i ndow i s th e be s t s e l l er— or that8

th e mos t nove l w i ndow produce s th egr ea te s t r e su l ts

.

“

The s ugge st i on o f u t i l i ty to thecu s tomer i s th e rea l s a l e s p rodu ce r,and i t i s th er e for e o f ten tru e that a

s impl e w i ndow , produ ced a t l i t t l ecos t or effor t , s e l l s mor e goods thanan e l abo ra te d i sp l ay.

“

The bes t w indow d i sp l ay p laysup i t s goods— i n s t e ad o f th e ar t o fthe w i ndow tr immer .

“ You m ay have a di spl ay wh ichdoes not per ta i n to any goods youa re s e l l i ng,and i t m ay att rac t agr eat c rowd w i thou t s e l l i ng a c en t ’ s

worth o f goods .“Wh i l e a t t en t i on va lu e i s impor tan t . and crowds ar e de s i r ab l e

,th eydo not o f thems e lves cr ea te sa le s .

We were a sked th i s qu e s t i on th eo the r day: '

If you were i n s truc tedto put i n a w i ndow d i sp l ay and hadneve r i n s ta l l ed one be for e,how

wou ld you go abou t i t PNot

' be i ng p ro fe s s iona l d i sp laymen . bu t on ly c l os e s tudents o f th ework o f other s,th e mechan i cs o f a

d i sp l aymigh t perhap s s tump u s , bu twe do know th i s,th at w e wou ldn eve r a t tempt a d i sp l ayw i thou t fir s tcare fu l ly p lann i ng i t and land i ng as e l l i ng idea , and impre s s i ng an advance p i ctu re upon our bra i n o f j u s t

how we w an ted the compl e ted d i sp l ay to l ook be for e w e ever en te redth e w i ndow .

We wou ld make on e or mor erough ske tche s to work by wewou ld s tep ou ts ide and s i ze up thew i ndow ; note the he igh t o f the W indow floor from the s tr ee t l eve l

,and

p l an to i n s ta l l th e d i sp l ay s o i t s mos timportan t fea tu r e wou ld r ead i ly a t

trac t the eye s o f th e pas s er sby.

I f th e carpen t ry, drap ing or mechan ics o f th e d i spl ay bo th ered u swe wou ld take a s tro l l around townand s ee how the othe r fe l l ow s d idit—and th en we wou ld try to gothem one bette r .

KODAK SALE SMANMade Five Good Sa l es

I n some s tore s far too l i t t l e at tent i on i s pa i d to th e proper u se anddi s tr ibu t ion o f adver t i s i ng matt ers en t by th e manu fac tur e r s . Suchadve r t i s i ng mat ter i s , pract i ca l lyw i thou t except i on

,car e fu l lyw ri t te nand pr i nted . and w i l l prove a b i g

fac tor i n sa l e s p rodu c i ng i f distribu ted proper ly . Here i s an actua lexper i enc e repor ted by a travel i ngsa l e sman :

"

O ne o f the Centra l M i nn e s otadea l e r s on w hom I ca l l regu lar ly i svery sys tema t i c i n h i s car e and u s eo f l eafl e t s

,fo l de r s . and oth e r such

adver t i s i ng matter s en t h im by manu fa cturers and w ho l e sa l er s .

“

A ft e r h e had given me an orderthe oth er day,

h e asked i f I cou lds end h im abou t five hundr ed fou rpage fol der s adver t i s i ng two implement s he had pu rcha sed .

‘You m ay be su re I w i l l makegood u s e o f th em .

’ sa i d h e . ‘for Ihave bee n w aked up good andpl en ty on th e val u e o f su ch h e lp s i nmaki ng sa l e s . ’

‘How did tha t happen I a sked .

‘

Bv hand ing ou t one l i t t l e l eafl etto a woman on e da y

,I made five

good sa l e s . ’ s a i d h e .“

Then h e tol d me th e s tory. A

farmer ' s daughter came i nt o th es tor e . and on se e i ng a n ew d i sp l ays a id

,th ere i s tha t n ew id ea

w h i ch I s aw advert i s ed i n The

Fa rm er.

" She had read some o f th ead s abou t th at make .

The dea l er showed her th e ar tic l e . bu t th e be s t sh e cou ld do was tosay sh e wou ld te l l h er fa the r and.m oth er abou t i t . and sh e though tth ey w ou ld buy. My dea l e r fr i endwas go ing t o l e t i t go at tha t . whenshe a sked h im i f he d i d not hav e aci r cu l ar w h i ch sh e cou ld take a l ongas a h elp in show ing her paren t swha t th i s ar t i c l e wou ld do .

(I)

(I)

He had r ece ived abou t 250 att rac t i ve l eafl e t s adver t i s i ng the ar tic l e bu t d id not know whe re theyw ere . However . a fte r s ome d igginga round th ey were found tu ckedback i nto a corner o f the sh e lve sand on e o f the l eafl e t s w a s given toth e you ng l ady.

make a l ong s tory shor t .tha t l eafl e t d id th e bu s i n e Shet ook i t home

, gav e i t t o her par en t sto r ead . and i t arou s ed th e i r i n te r e s ti n th e brand . O f cour s e

,sh e h elped

i t a l ong w i th h e r own sugges t i on s .bu t sh e sa i d a f te rwards th a t she.cou ld not hav e exp la i n ed the goodss a t i s fac tor i ly w i thou t th e h e lp o fthe l eafl et . “ l i en she came to town

- th e n ext w e ek,sh e bough t .

” Bu t tha t one sa l e w a s on ly as tar t er .

“ Fou r d iffe r en t n e ighbor s ca l l i ngat tha t farm home saw h er n ew purcha se . She gave them the l eafle t toread . I t to ld th e s tory more complet e ly th an sh e cou ld . They a l so

bough t . and they tol d th e dea l e rtha t th e l e afl e t h e lped per su adeth em ,

"

The fac t i

is,

’ sa i d m y dea l erf r i end . ‘th at a l ot o f sa l e s ar e l os tb ecau s e w e do not u s e th es e adver~t is ing he lps . tha t young.woman fi rs t ca l l ed . we arou s ed h eri n ter e s t i n th e l i n e . She had s een i ta dver t i s ed i n l c Formor and a l

r eady f e l t acqua i n ted w i th i t . sotha t i t wa s tha t much eas i e r for u sto ge t h er th i nk i ng abou t pu rcha ti ng . But w hen sh e l e f t th e s to re sh ew as not conv i nced . The r es t o f th efa mi ly a l s o had to be convert ed .

The ad s i n The Fa rm e r and ourt a l k to th e young l ady ca rr i ed th ework to a c er ta in po i n t . bu t to makei t a s a l e th e ta l k i n tha t l eafl et h adto be added . The l e afle t p er formedthe same s e rvi c e i n s e l l i ng th e oth e rfou r .

AM,have you ever s topped to

th i nk a s to what perc en tage o fou r cu s tomer s are fu l ly acqua i n tedw i th a ll th e goods w e carry i n s tock ?

“ I ’ l l v e ntur e a gu es s tha t i f w ecou ld accu rate ly de termi ne th i s tha tsuch a percen tage wou ld be exceedingly l ow— and I ’ l l a l s o ven tur e ague s s that some o f our sa l e speopl ea re shy i n the s ame d i rec t i on .

“

Th e po i n t I want to make,Sam

,

.i s thi s : tha t i n every s tor e th ereex i s t s a wonde r fu l oppor tun i ty forth e s a l e sman to pyra mid h i s s a l e sby ca l l i ng the cu s tomers ’ atten t i onto good s other th an tho s e asked for .

“

The mos t natu ra l l i n e to fo l l owi s to sugges t some i t em re l a ted tothe one ca l l ed for . I f th e cu s tomera sks for a gros s o f Ve l ox i t i s na tu ra l to sugges t d evel ope r and fix i ngpowder s and so on .

“ Some cu s tomer s w i l l a sk qu e st i on s abou t good s w i th wh i ch th eyare u n fami l i ar

,wh i l e o ther s w i l l

not . A f ew days ago I dropped i n toan opt i c i an ’ s s tor e w i th a fr i end o fmine lw ho wanted some m i nor repa i r to h i s eye gla s se s . As we wer ewa i t i ng for th e gl a s s e s to be re

tur ned . he , to pas s th e t ime , a s mo s to f u s do . glanced around the s tore .Hi s eye happen ed to l igh t on an ins trumen t i n one o f the di sp lay ca s e s ,and he i nqu i r ed o f th e s a l e sman,

‘What i s th at ? ’ The s a l e sman informed h im that it was a record ingthermomete r . and being on to h i sj ob . took i t from th e cas e . pl aced i t10

on th e coun te r and proceeded to exp l ain i t .

“ I t so happen s tha t my fr i end canpu rchase mo s t anyth ing that s t r i ke sh i s fancy, and when he l e f t th e s tor eh e had purcha s ed no t on ly th e reco rd i ng th ermomete r bu t a barome te r as w e l l .

“ So th e sa l e sm an , i n s t ead o f r i ngi ng up a tw enty- five cen t r epa ircharge , punched th e keys o f th ecash regi s te r fo r a fa i r ly com fortabl e am oun t .

“

Now,Sam

,I a sk you ,

wou ldth i s a ddi tiona l s al e h ave be en madei f th e sa le sman had j u s t rep l i ed :‘

O h,tha t ’ s a r ecord ing therm om

e te r , ’ and ha ve l e t i t go at tha t .“ Some cu s tomer s

,Sammy. ar e

d iff- i den t,and oth e rs ar e bu t l i t t l e

given to conve rsa t i on,and so do

not m ake i nqu i r i e s abou t th i ngs theys e e i n th e s to re though th ey migh tbe i nt er e s t ed up to the po in t o f asa l e shou ld th e sa le sman find a tac tfu l w ay o f i n troduc i ng th em .

I have a lways made i t a poi n t ,Sam , t o watch a cu s tomer ’ s eve s atth e complet i on o f a s a l e o f any onea r t i c l e

,and so i f th ey do not re

spond t o my s ugge s t i on o f some rel a ted i tem I fo l l ow th e i r gl ance andi f i t i s r es t i ng upon some art i c l e o fmerchandis e I p l ace i t be fore th em

,and proceed to exp la i n i t.

I have so ld many an en largemen t, Sam ,

by s ee i ng a cu s tomergl anc e a t some one o f th e en la rgements w e had on d i sp l ay,

and then

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ginnerchino the Counter

OU are now find ing your s e l fcon fron ted w i th the r etu rnedvaca t i on i s t

,who has many photograph i c prob l ems to be so lved .

M a ny w ho her e to fore h ave hadthe i r fin i sh i ng done for th em

,wi l l

w i sh to attempt the work for themse lve s

.and you can not b l ame th em ,for the s e proce s s e s ar e most fa s c i

nat ing .You w i l l b e a sked what i s th e be s tf ormu l a for th i s

,tha t

,and th e s ,

other ; th e sa f e s t and be s t an sw e r i sto u se th e formu la put ou t by th emanu factu rer o f the good s .No one bu t the manu factu r e r ca nknow every pecu l i ar i ty o f th e produ ct . and j u s t how to prepar e formu la s exact ly r igh t for th e pu rpose .You m ay r e s t a s su r ed tha t everyfo rmu l a g iven ou t by a m anu fa c

tu rer for u s e w i th h i s product ha sbe en car e fu l ly worked ou t , andte s t ed and re - te s ted count l e s s t ime s .I t i s t ru e th at a formu la for acer ta i n b rand o f pl a te s m ay be u sedto deve l op any oth er brand o fpl ate s

,bu t whether i t w i l l p rodu ce

the be s t pos s ib l e r esu l t s on pl a te swhos e maker s gi ve a d iffer en t formu la

,i s anothe r matter

,and i t i s s a f e

to assume that i t w i l l notSomet imes an amateu r w i l l c omp la i n tha t a sol u t i on h e ha s prepared f rom a formu l a doe s notwork prope rly. T h i s you w i l l u sua lly find due to th e fo l low ing cau se s :th e u s e o f impu re chemica l s . or fai lu r e t o add th e ch em ica l s i n theord er given i n th e formu l a .12

W i th s ome formu l a s perhaps th eorder .in wh ich th e chem ica ls a re

added to the so l u t io n i s immate ria l,bu t i n many othe rs th e a c ti on w i l lbe en t i r e ly changed i f th e orde r o fadd i ng be not fo l l ow ed .

The pur i ty o f the chem ica l s emp loyed i s h igh ly importan t . Someimpur i t i e s m aybe i ner t , that i s , th eywi l l have n o ac t i on what soever,whi l e oth er impur i t i e s w i l l ab so lu te

ly preven t succe s s fu l re su l t sEa s tma n T e s ted Chem ica l s a re

photograph i ca l ly r igh t , becau s e w e

mus t be absol u t e ly cer ta i n tha t th eywi l l produce the be s t poss i b l e re

su lt s w i th our s en s i t i zed product s,and you shou ld urge the i r u s e i n

every i n s tance .You are qu i t e ap t to be shown defective negat i ve s and a sked what todo to improv e t he ir pr i n t ing qua l i ty.

The fo l l ow ing de fec t s are th emost common : ove r - exposu re

,u n

der exposu r e over deve lopment,under - deve l opment ; c l ear spot s on

the n egat i ve ; sma l l b l ack spots onth e nega t i ve .An over—expo sed n egat i ve w i l lshow fu l l d e ta i l a l l over bu t w i l l b el ack i ng i n contr a s t and o ften pres en t i ng a fogged appearance .An ove r - exposed but properlyde

v e loped ne gati v e can be improvedi n pr i n t i ng qual i ty by fir s t reduc i ngi t to cu t ou t a s much o f the fog aspo s s i b l e . and th en i nte n s ified so asto inc reas e th e contra s t .Formu la s for reduct ion and in

tensifica tion w i l l b e found i n a l l th e

How Tocamera ma nua l s and i nM ake Good Pi c ture s .An under—exposed n egat ive w i l lsh ow bu t l i t t l e or n o deta i l i n th eshadow s and w i l l be w eak and th i ni n qua l i ty. Very l i t t l e can be doneto improve an under - exposu re . a si n ten s ifica t i on wou ld on ly t end toi ncrea s e th e con tra st .An over—deve loped negat i ve w i l l

be den se and hard to s ee th roughby t ran smi t t ed l igh t ; th e remedy i sth e p roce s s o f r educt i on .An u nder—deve loped bu t corr ec t lyexposed negat i ve w i l l be th i n , bu tw i th good de ta i l a l l over

,su ch a

negat i ve can be made o f good pr i n ting qua l i ty by th e proc e s s o f intensifica tion .

C l ear , tran sparen t spo ts on thenegat ive are due to a i r bel l s fo rming o n th e su r fac e o f th e fi lm whenfi r s t immer s ed i n th e deve l ope r ; th eai r spac e preven t s th e deve loperfrom tou ch ing th e su r fac e

,so i t

doe s no t ac t . I f th e su r face o f thefi lm has been tou ched w i th gr e asyor oi ly finger s be fo re deve l opmen tth e deve l ope r w i l l not ac t over th eport ion s so touched . and c l e a r spot sw i l l re su l t .I f th e s e spot s are o f any consid

crabl e s i z e very l i t t l e can be done ,to

th e n egat ive,excep t by an exper t .bu t i f they ar e sma l l , th ey shou ld bespott ed ou t w i th o pa que so th eyw i l lp r i n t wh i t e .

The re su l t i ng wh i te spot s on th epr i n t can be spotted ou t w i th Indi aInk and a sma l l spott i ng bru sh .

Smal l b l ack spot s on th e n egat iv ear e du e to par t i c l e s o f du s t or oth e ri n s olub l e matt e r s e t t l i ng on th e faceo f th e fi lm and becomi ng embeddedi n the fi lm wh i l e we t . As th e s ebl ack spot s “ w i l l p r i n t wh i t e

,th e

r emedy i s to spot th e pr i n t s w i thI ndi a Ink . a s i t i s a t i ck l i sh j ob toremove them from th e n egat i ve .

SALE SMANVar iou s d e fec t s w i l l occu r w i thp r i n t s ; you w i l l find a fu l l de script i on o f the s e and th e remedy. i n th eVe lox Book

,or i n “ How T o M ake

Good Pi c tu re s,

” so i t w i l l not ben ece s s ary t o repea t th em he re .

13

Alw ays a Ma rketA c er ta i n sa le sman Wa s endeavori ng to in ter es t a druggi s t i n a newtyp e o f sh avi ng bru sh hav i ng a holl ow hand l e wh ich s erved a s a holderfor shav i ng c ream

,th e c ream be ing

forc ed i n to th e bru sh by mean s o fa s imp l e mechan i sm .

The druggi s t admi t ted th e pra ct i ca l u t i l i ty and conveni enc e o f th en ew bru sh,bu t c l a imed he had no

marke t for a bru sh r e ta i l i ng at twodol l ar s

.and fla tly r e fu sed to p lac ean order .

The s a l e sman appa ren t ly gave uph i s at t empt to s e l l,bu t j u s t a s h e

tu rned to go he s topped and re

marked : “ I wan t to w r i t e a l e tt e rI had forgotte n abou t . W i l l youp l eas e l e t me have a coupl e o fsh ee t s o f paper and an envel ope ?Gosh ! I bel i eve i t woul d be a whol el ot more conven i en t i f I had a founta i n pen . Se l l me on e

”

C er ta i n ly,

“ r ep l i ed th e druggi s t .The s a l e sman se l ec ted on e to h i sl i k i ng and sa i d : “ How much ? ”The druggi s t s a i d : Tw o fi f ty.

“ andth en he s topped and gr i nned . Howmuch d i d you say th os e b ru sh e s o fyour s re ta i l ed for ? ”

And th en th ebru sh man ' s order book came ou tand wa s pu t t o work ,The bru sh man w a s a rea l s a l e sman . He knew h e had to find apoi n t o f con tac t

,and to prove to

M r. Druggi s t tha t h e d i d have cu s

tom ers for th e h igh e r pr i c ed goods .

The Capable Sa lesma n

Show me the s a l e sman who read sth e trade pape rs and I w i l l showyou th e s a l e sman who i s i n ter e s tedi n h i s work and in tent on more thanmere ly “ hold i ng h i s j ob . ” So saysR . G . Betts i n th e Spor t i ng Good sSal e s Jou rna l .I t m ay appear a rash s tatemen t .bu t observat i on o r ana lys i s w i l lprove tha t i t i s no t a s ra sh a s i tappea r s .I t i s an a s s e rt i on born o f the

per iod i ca l r ecu rrenc e o f report sconcern i ng the va s tn e s s o f th e armyo f unemployed , desp i te w h ich ,How To O bta i n Com peten t Hel p”r emai n s on e o f the mo s t vex ingprobl ems o f the men who pay th esa l ar i e s .The demand for good men

,th e

demand for idea s,for i nte ll i gence .fo r ca pab l e s ervi ce,rema in s u nd i

m in i shed,part i cu l arly i n th e fie ld o fs a l e smansh i p .

Whe th er they be manu factur er sor merchan ts . n i ne empl oyer s ou t o feve ry ten w i l l bear w i tne s s th at th erea l ly capab l e sa l e sman i s too s ca rceand too el u s iv e

,and probably wi l ladd tha t wer e they abl e to obta i nmore o f su ch sa l e smen

,they mightdoubl e the i r bu s i ne s s e s ; for inte l l igent sa le smansh ip is ,i nd eed

,th e

key to su ch expa n s i on .I f th e expres s ion proper ly m avbe u sed . i t i s no t too much to saytha t th e ave rage o f med iocr i ty i sh igh .The c lock watch-er

,th e t ime s e r

ver , the orde r—take r con s t i tu te th emaj o ri ty,and mos t o f the number

are given to bewai l i ng the i r l o ts .They cannot under s tand w hythe i r “ mer i t i s not r ecogn i zed . I npr i va te th ey pratt le o f the “ l a ck o fchance o f advancement . I f one o fthe i r number . more competen t thanth e re s t . i s advanced , th ey o fte n as14

SALE SMANnot regard i t a s ev idence o f favor.itism .

” Becau s e they pe r form ana l lotted task betw e en th e hou rs o f8 and 6

,or 9 and S

,and occas i ona l lywork over t ime . th ey be l i eve th ey doa l l they ar e pa i d to do— a l l tha t i sexpec ted o f them .

Publ icity for the KodakBy W . B . Stodda rd

I n orde r to gain the at ten t ion o fbo th the nov i ce and the s ea sonedkodaker th e dea l e r i n photograph i csupp l ie s w i l l do we l l to make fre eus e o f h i s show w i ndow

,and fea

tur e ther e i n not on ly th e camera sthemse l ve s,bu t actu a l p i c tu re s

taken w i th them,toge th e r w i th en

la rgem ents and al bums to hold th epr i nt s . M any p lan s have be enadopted by merchan ts i n d ifferen tpar t s o f th e count ry to ga i n publicity for the i r photograph i c s upp lyl i n e

,as w e l l a s to ga i n th e patron

age o f th e amateu r who has not th et ime. t o deve lop h i s own negat i ve s .How the other man doe s i t mayprove o f i n te re s t to the man who i sendeavor i ng to bu i l d up h i s photograph i c depa r tmen t

,and the fo l l ow

i ng are a few o f th e mos t nove l andprac t i ca l s ch eme s observed in va riou s par t s o f th i s gre a t country o fou rs :A prom inen t w es tern concern re

cently had a d i sp l ay tha t a t oncetook th e eye o f every boy and gi r l ,a s we l l a s a l arge p erc en tage o f the i re ld e rs,

They featured th e BoyScou t . and the i r w i ndow was arr anged to r epre s en t a camp in themounta i n s . I n f ron t was a sma l lt en t

,at the en tra nce o f wh i ch s tood

a boy o f 14 i n Scou t u n i form . wi tha Kodak i n h i s h ands,wh ich h e was

po in t ing at a gay hued bi rd perched

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KODAKKodak . To a id i n e s t imat i ng th enumbe r o f spool s i n th e big h eap

,near the fr on t o f th e window was atray fu l l o f empty spool s , i n wh i chwas a ca rd

,

“

200 spool s i n th i s tray.

They a l so d i sp l ayed a good l i neo f popu lar pr i c e c amera s , r ea l i z i ngwhere on e pe rson wou ld i nves t i n ain s t rumen t

,a hundred wou ld

purchas e a camera ranging i n pr i cefrom toThes e are on ly a few o f the waysi n wh ich progre s s i ve dea l er s h avecaugh t th e popu l ar f ancy. The

mai n th i ng i s to ge t peop l e l ook i nga t and ta l ki ng abou t your l i ne s .O nce a n i n te r e s t i s d i sp l ayed . courteou s i n format i on on a ny poi n tquer i ed by th e prosp ect i ve pu rcha s e r

,and at tent i on to rap i d and

eff i c i en t deve l op i ng and pr i nt i ng o forder s r ec e ived . w i l l bu i l d up a pho stographic supp ly t rade tha t w i l lpay b ig d iv id ends a t a ny s eason o fth e year .

Sa lesman ship Summa riz ed

Rea l sa l e smansh ip,accord i ng to

one defin i t i on,i s noth i ng more nor

l e s s than th e es tabl i sh i ng o f a thorough appr ec i a t i on o f the va lu e o fthe ar t i c l e you ar e s e l l i ng i n themi nd o f the other man . When th i si s done

, you r work i s w e l l don e andth er e .i s smal l n eed to worry abou tth e re su l t s . You m ay not get th eorder then and the re,bu t i f youhave su cc e eded i n es tabl i sh i ng in

th e m ind o f the prospec t th e doll arfor—dol l ar va lu e o f you r produc t sothat h e be l i eve s i t i s the be s t for themoney,

th e orde r w i l l in evi tablyfo l l ow .

16

You can ’ t cu t s e nt iment ou t o fbu s i n e s s . W i thou t s ent iment th erewou ld be no bu s i n e s s . and not mucho f a nyth ing e l s e worth wh i l e .

SALE SMANCu ltiva ting New Fie ldsSa i d a sp ec i a l ty sa l e sman theoth er even i ng : “ I wonder i f Kodaks

and Graflex cameras were so ld onth e s ame p la n a s check protect i ngdev i ce s

,and oth er s im i l ar spec i a l

t i es,how many new fi e ld s o f u s e fu l

n e s s wou ld be deve lop edYou s ee

,I have to go ou t and

d ig up a l l my cu s tomer s , and veryo ften have to s tudy a prosp ect ’ sbu s i ne s s prob l em s to find a u se formy mach i n e be fore I can even approach h im .

We ventur e to gu es s tha t i f Au tograph i c Kodaks wer e sol d on thespec i a l ty man ' s p l an , the re wou ldbe many new fie ld s o f u s e fu l ne s sdeve l oped and cu l t i vat ed .A s i de f rom afford ing a r ecr eat i on i n i t s e l f

.th e Au tograph i c

Kodiak harmon iz e s and fi t s i n pe rfectly w i th every other form o frec rea t i on .I n bu s i ne s s i t i s com ing more a ndmore i nto u se— the “ when

,wher e

and who” o f th e Au tograph i c Featu r e

,coup l ed w i th th e s impl i c i ty o fp i c tu r e ta k ing th e Kod ak w ay, ha smade th e Au tograph i c Kodak a

val uab l e bu s i n e s s ad j unc t .I t i s a l ready i n u s e by ra i l roadc l a im depar tment s

,motorcyc l e andau tomobi l e dea l er s

,s tock grower s .

ch i cken a nd dog fanc i e r s , and rea le s tate d ea l er s .Ther e ar e many othe r fie ld s to bedeve loped— go a f te r th em .

0 some experience

a he adli

others it is mere ly

a stern li

illum in ating oni the

w aters 0 the past.

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Keep your temper

n o on e e lse w an ts it .

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OST o f ou r fa i l ures a re due to negl ecto f very s impl e prin c ip l e s . W’

e pers i s t i n the des i re to get som e thi ng forno thi ng, to m a ke progres s w i thout

p ayi ng i n e fl’

ort .

The vic t im s o f every s tock—sw i nd l ing dea la re persons w ho a re di shones t to the ex ten ttha t they a re seek ing m o re tha n a na tu ra lre tu rn on their m oney.

At l ea s t ha l f the fa i l ures of young m en a re

ca used by the i r des i re to a dva nce w i thout paying the pr i ce— in e ffort

,know l edge , experience

,a nd industry.

T hes e young m en se e others ahead of themw ho seem to know no m o re tha n theydo ; th eybecom e sour

,qui t

,a nd s ta r t a ga in in a no the r

o ffice,or shop . .

Ins tea d of a cqui r i ng know ledge a nd experience through di l igence, theys l ight thei r j obs , w ork by the c lock

,a nd do

a l l they ca n to emu l a te the recrea t iona l ha bi tsof the bo s s . T heir ambi t ion is to j o in clubs ,to p l ay go l f , to take w eek—end tr i p s .T hey th i nk a dva ncem en t com es throughsm a r tnes s a nd pu l l . Som etim es it does

,j u s t

a s a greenhorn m ay have a run of l uck a t a

ra ce tra ck . I n the end , though , he loses , a nd

so does the m a n , w ho re l i e s on pu l l .

The s im p l e,sure

,obvious w ay to ge t a hea d

is to be hones t,fa i r

,cou r teous

,a nd i ndus tr i

ou s . Combine thes e qua l i t i e s w i th good hea l th ,a nd succes s i s a s ce rta i n a s fa i lu re i s impo s s i b l e .

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Premoette Sr.

An effi cie n t c amera,afford i n g i n sma l l e s t bu l k a l l

t h e advan t age s of film pac k photography. See page 6.

2 % K 4M 3% X 4% 3% x s%

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KO DAK SALE SMANThe Best Thing TheyCan

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W' r i t e a s t o ry a nd t e l l e ve ryb ody ho w m uc h w e boys o ve r he r ew a n t s na p s h o ts o f t h e fo l k s b a c k

h om e.

‘

s a i d a n Am e r i c a n do ughboy to a U n i t e d Press S t a t’t c o r re spond e n t .T he co r r es po nd e n t w ro t e the

s t o ry w h i c h a ppe a re d i n the Chic ago T r i bu n e o f Se p t em b e r 12 th .

a nd w h i c h w e re p r i n t he re :Wrrn T u t-z T ito ors

FRAN CE,

-\ug. 17 ( De l ayed ) . Th i si s the S ' ory o f a s ingle ( lo t lgh lmy,

bu t i t is a ya rn w i t h mo re tha n a

m i l l i on mora ls .

l ie was not an u nusua l do ughboyi n a nyw ay. exce pt tha t he w a s hap

py. a s happy a s a b i rd w i th it s fir s tt ouch o f spr i ng fe ve r , Yo u co u ldte l l i t by l oo k i ng at him . a nd he

wou ld te l l vou w i tho u t your lo o k ingat h im .

Say. I fee l So happy I cou ld a lmos t r e ach up and to uch the sky.

he exc la imed . Loo k a t t ha twou ld n ' t yo ul l e d i spl ayed an enve lo pe .

“ Good l e tt e r from home . is it ?

Somebodymust h ave se n t yo u some

money “ Mo ney ! Ther e ' s some

th i ng that ' s got money be at a m i le .

he r epl i ed , “ tha t is .f rom a do ughboy' s po int o f v i ew . to see

what . i t i s P"“ Su re . Anyth ing that makes peopl e a s happy a s vou ought to hepa s s ed a round .

"

He brough t ou t five sma l l photos .sn ap sh ot s mad e by a sma l l came ra .“

l ’re tty n i c e . ar en ' t th ey ! See th isone ? It

'

s my gi r l . She ' s the bes tg i r l goi ng . and sh e know s how t omake a h i t w i th th i s do ughbov overh e re . She s end s s n ap shots eve rycoupl e o f w eeks o f th e fo l k s a th ome . Some gi r l . i sn ' t sh e ?"You had t o adm i t sh e w as .“

Th i s i s anoth e r p i c tu r e o f h er s .

ta ke n in he r fro n t ya rd in r 1

t re e s . I kno w the spo t . ( It u

I lo o ked a t t ha t pictu re I a ln t i . I

as tho ugh I w a s ba ck the w 7

he r ,a nd i t w a s Sunday a ft n n

.

Tha t ' s W ll t‘ l ’ t‘ I pro po s ed ( U r. ntha t s po t . She co u ldn ' t .s i t a t

ti r s i . bu t I w o n o u t a fte r a Its u re i s Wo nde r fu l wha t so I

br ing back to u ni . is n t i t .

’

Aga in vo u had to adn t e

do ughbo y w a s r ight .l l e re s a no the r o ne o f her

ing he r new dud s a nd ha t .

ki nd o f m i l i ta ry. do e s n ' t it .

H i l ike it . do n'

t yo u . Sl i tgo o d ta s te . tha t g i r l o f m ine . i s

°

t

she ?"

liv ide ntly .she had . a nd s o l

Yo u adm i red his cho iceTh i s picture '

s o f my or

he co nt inu ed . a nd it'

s a gunI w a nted a snap sho t o f n I r

She lo o k s pre t tyw e l l . i w a s r id

s he w a s w o r rying to o much . i

a lo t be tte r no w : I kno w s lu te"

ing the t ru th w he n s he sa id s l e

w e l l . l'

ho to s a re gre at , e n'

t

the y ?"Thi s la s t o ne °

s my s i s te r a l e t

ba by. She go t ma r r ied j u s tI le ft . be e n o ve r he re i t N O

s e rv ice s tr ipe s no w . l'

m t ick l t0ge t thi s pltn tu . i t

‘

s the u ti l ) ‘ l

ha ve o f te l l ing w hat k ind o f if t

l'

tn be ing nod e to . yo u see . a

w ha t pape r a re vou co rre spo t"!

fo r

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u ited t' re s s .

"l‘

ha t'

s a w ho le lo t o f p.~r s.

i sn ' t it ? Sa v. vou know w ha H t

o ught tn ( in ?

a s to ry a nd te l l rv

bo dy ho w much u s boys o ver erew ant s na ps ho t s o f the fo lk s u

‘ ls

home . T e l l ‘

em p ic t u re s a ri the

be st t h i ng th ey ca n send u s . Wt

d o n ' t c a r e i f t h ey cu t o ff our ickage s so lo ng a s w e c a n ge t pictre s

O f co u r s e w e ca n ' t send pie tre so f ou rse lve s home . becau se i '

s

KO DAK

aga i n s t th e ru l e s . Bu t w e a lw aysl ook th e same i n un i fo rms . anyway .

bu t s n ap shot s sur e make you f e e lc l os e to th e fo l k s back h ome .The mor e than a m i l l i on mo ra l sto th i s s to ry ar e th e mor e th an ami l l i on doughboys who ar e l ongi ngfor sn apsh ot s o f th e “ fo lk s backhome .Th i s i s bu t on e o f a mu l t i tud e o fs im i l a r s tor i e s com i ng back fromth e f ront .O ff i c er s . nu rs e s o f th e Red Cros s .th e Y . M . C . and K . o f C . S ecre ta ries a l l t e l l o f th e wonde r fu lsu s t a i n i ng effec t o f th e l i t t l e homepi c tu re s u pon ou r boys .The Kodak i s p l ayi ng a rea l pa r ti n th e W’

a r— doi ng r ea l s ervi c evou know tha t a cam

era i s s ol d to be u s ed i n tak i ng homepi c tu r e s fo r a bov in s e rv i c e takeeve ry pai n s to s e e th a t the on e w hoi s t o u s e i t u nd er s tand s i t tho roughl vWh en you go over th e n egat i ve sor pi c tu re s mad e for such a pu rpos e and find i n exper i enc e i n ev id en c e ca r e fu l ly po in t ou t th e w ay

to be tt e r— be s t— r e su l t s for th e futu r e : by s o do i ng you can addm igh ti to th e b i t you a re do i ngfor ou r boys — America n K. S.

Koda ke ry ke eps [be

Am a fe u r [72{a rrested

F i l l ou t l ize Su bscr iptzbn

B la nk w it/z Me Sa le

of aw ry

Am a l em ' Ca me ra .

SALE SMANThe Ca sua l Customer

pound o f Kodak Ac i d F i x i ngPowder

.pl ea s e . The package i s

wrapped.th e ca sh regi s te r r ecord s

a twen ty—five c en t sa l e— and th ecu s tomer wa l ks ou t .The fa c t tha t th e cu s tomer h a sa sked for and pu rcha s ed fix i ngpowder i nd i ca te s wha t ? Tha t h edoe s h i s ow n d eve l opi ng and pr i n ti ng . and so i s qu i t e a pt t o he i n n e edo f . o r cou ld be i n t e re s t ed i n i t em soth e r th an th e on e a sked for .Fo l l ow i ng every cu s tomer w ho

l eave s th e s tore i s th e que s t i on ,h e come back aga i n ? i

su ff i c i en t en e rgy expended i n tu rni ng th e ca su a l cu s tomer i n to a r egul a r pat ron o f the s t or e ?i f th e ca sua l cu s tom er i s m e t wi thi nd i ffe ren c e . even po l i t e indiffc r

enc e,n e i th e r th e c l erk no r th e s tore

make s a pos i t i ve impre s s i on u ponh im . and so i n s tead o f pe rh apsgomg a b i t ou t o f h i s w ay t o comeback aga i n . h e d rops i n to th e fi r s ts tor e tha t can su pply h i s wan ts .The ca su a l cu s tomer become s aperman en t cu s tomer o f a s tor e becau s e it i s the on ly s to re i n townca rryi ng the good s h e wan ts . o r becau s e i t s l oca t i on i s mos t co nvenien t for h im . o r becau s e h e l i ke s totrad e th e re .I t i s on ly i n ra re in s ta nce s th a t

b u t on e s tor e i n town ca rr i e s th egood s h e de s i r e s : many o f u s pa s sbv th e mos t conven i en t s tor e . andso in th e ma j or i ty o f ca s e s th e ca su a l cu s tomer become s the pe rmanent cu s tomer becau s e he 1173

05 tospend h i s mon ey i n th a t par t i cu l a rs tore .T he expe r i en c ed sa l e sman canea s i ly dedu c e from the spec ifi c a rt icle cal l ed for by th e cu s tomer . o th e rar t i c l e s i n wh i ch h e m igh t be in t ere sted . and i f s ome on e o f th e s e hetac t fu l ly i n trodu ced an add i t i ona li tem i s o ften sol d .

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W r i t e a s to ry a nd t e l l e v e ryb ody h ow m uc h w e b oys o v e r h e rewan t s n ap s h o t s o f t h e fo l k s b a c khom e

,

” s a i d a n Ame r i c a n doughboy to a Un i t e d P re s s S t aff c o r re sp o nde n tT he c o r re s p o nd e n t w ro t e the

s t o ry wh i c h ap p e a re d i n t h e Chic ago T r i b u n e o f S e p t emb e r 12 th ,a nd w h i c h w e rep r i n t h e re :W ITH TH E A M ER I CAN TROOPS INFRANCE

,Aug. 17 (De l ayed ) . Th i s

i s th e s t ory o f a s i ngl e doughboy,bu t i t i s a yarn w i th more than ami l l ion mora l s .He was not an unu sua l doughboyi n a nyw ay,

except th at h e w as happy, as happy a s a b i rd w i th i t s fir s ttouch o f spr i ng fever

.You cou ld

te l l i t by l ook i ng at him ,and he

wou ld te l l you w i thou t you r l ook i ngat h im .

“

Say,I f e e l s o happy I cou ld a lmos t r each up and touch th e sky,he exc l a ime d . “ Look at tha t

w ou ldn”t you ?He d i spl ayed an enve lope .“ Good l e tte r fr om home

,i s i t ?

Somebodymust ha ve s en t you somemoney? “ M oney! Ther e ’ s someth i ng that ’ s got money bea t“ a m i l’e ,”he r ep l i ed,

“ th at i s,f rom a dough

boy’ s po i n t o f V i ew . Want to s e ewhat i t i s P”

“ Sur e . Anyth i ng tha t makes peopl e a s happy a s you ough t to bepa s s ed around .”He brough t ou t five smal l photo s

,snap shot s made by a sma l l c amera .“ Pret ty n i c e , ar en ’ t th ey! S ee th i sone ? I t ’ s my gir l . She ’ s th e be s tgi r l goi ng

,and sh e know s how to

make a h i t w i th th i s doughboy overhere . She s ends snap sh ots everycoupl e o f w eeks o f the fo l ks at

home.Some gir l

,i s n ’ t sh e ?”

You had to adm i t she w as .“

Th i s i s a noth e r p i ctu r e o f h er s ,4

SALE SMANtaken i n h er fron t yard under thetr ee s . I know the ‘

spot . Gee,when

I l ooked at that p ic tu re I a lmos t f e l ta s though I was back the re w i thher

,a nd i t w as Sunday a f te rnoo n .

Tha t ’ s whe re I propo s ed to h e r, ontha t spot . She cou ldn ’ t s ee i t a t

fir s t , bu t I won ou t a f te r a b i t , I tsur e i s wonder fu l what s napshot sbr ing back to you ,

i s n ’ t i t ?”Aga i n you had to admi t thedoughboywas r ight .“ Here ’ s ano th er one o f he r

,show

ing h er n ew duds and hat . Lookski nd o f m i l i ta ry, doesn ’ t i t ? I ki ndo f [l i ke i t

,don ’ t you . She ’ s gotgood ta st e . tha t gi r l o f m i ne . ha sn ’ t

sh e ?”Ev iden t ly sh e had , and so had he .You admi red h i s cho i ce .“

Th i s p i c tu re ’ s o f my mothe r ,he cont i nu ed -

“ and i t ’ s a good one .I wanted a snap sho t o f mother .She looks pre t tywe l l . I was a fra idsh e was worryi ng too much . I fee la lo t bette r now ; I know she ’ s t e l li ng th e tru th w hen she s a i d sh e waswe l l . Photos ar e grea t

,ar en ’ t

th ey?“

Th i s l a s t one ’ s my s i s t er and he rbaby. She got mar r i ed j u s t be fo reI l e ft . I ’ve been ove r her e for twos ervi c e s t r i pe s now . I ’m ti ck l ed toge t th i s photo . I t ’ s th e on ly w ay Ih ave o f te ll i ng what k i nd o f a bra tI ’m be ing unc l e to

, you s e e . Say,wh a t pape r ar e you co rr e spondentfor ?”“

Th e Uni ted Pre s s .Tha t ’ s a whol e lo t o f paper s ,i s n 't i t ? Say, you know what youough t to do ?

“Wr i t e a s tory and te l l eve rybody how much u s boys ove r her ewant snapsho ts o f th e fo lk s backhome . T e l l ’ em p icture s are thebes t th ing th ey can s end u s . We

don ’ t car e i f th ey cu t off our packages so l ong as w e can get p i c tu re s .“

O f cou r s e w e can ’

t s end pi c tu re so f ou rs e lve s home

,becau s e i t ’ s

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KODAKThere i s more to i t

,how ever

,than th e s a l e o f add i t iona l i tem s.I f

th e cu s tomer i s d i smi s s ed from th emi nd and att en t ion o f the s a l e smanw i th on ly th e s a l e o f th e i tem cal le dfor

,th e cu s tomer w i l l na tu ra l ly a ssume tha t ne i th e r th e s al e sma n nor

the s tore ha s a ny par t i cu l ar i n ter e s ti n h im,and h e w i l l f ee l th e s ame

w ay toward the s a l e sman and th es tor e .T ake the ca s e o f th e man ask i ng

for th e pound o f Ac id Fi x ing Powde r . T'he s t er eotyped qu ery,

“

Anythiing

'

e l se to - day wou ld u sua l lyr e su l t i n a negat ive shake o f th eh ead

,bu t shou ld the s a l esman ih

qu i re,Do you keep your pr in t co ll ec t i on s i n a lbums ?” and th en ca su

a lily pas s ou t one o f th e bes t a lbumsi n s tock for i n spec t ion the cu s tom erwou ld fee l th at th e s a l e sman hadmor e th an j u s t a momen ta ry i n te re s t i n h im .

He m igh t or m igh t not be i n th emarke t for an a lbum

,bu t on th e

othe r hand,suppos i ng h e had been

attempt i ng to pas te h i s pr i n t s so l i di n th i n .le aved a lbum page s

,w i th a l l

sor t s o f cockl i ng and buckl i ng a sth e r e su l t .Suppose now th e sa l e sman show s

him how eas i ly he ca n mount h i spr i n t s w i th Kodak Dry M ount i ngT i s su e s o th ey w i l l a lways be pe rfectly smooth and flat . T en chance sto one some Dry M oun t i ng T i s su ei s so ld , bu t th a t i s o f minor impor tance .The cu s tomer can not h e lp bu tfee l tha t ther e i s a sa l e sman w hohas shown a rea l i n ter e s t i n him ,and who has actu a l ly con fer red afavor upon h im by show i ng h im th ew ay to overcome a d iff i cu l ty.

O nce ge t the ca sua l cu s tomer i nth i s fr ame o f mind and he w i l lcome back to you even i f h e h as topas s s everal compe t i ng s tore s todo i t .6

SALE SMANPremoette Sr.

No other mode l offer s th e sameadva ntages a s th e Premoette Sr . , atth e s ame pr ic e

,and you ca nnot offe r

a m ore sa t i s fac tory i n s trumen t tothos e w ho de s i r e th e pecul i ar advantage s o f fi lm pack photography.

The c amera i t s e l f i s a mode l o f compa ctne ss and s impl i c i ty.

A l l ad j u s tment s and spec ia l f e atu re s wh ich are not e s s en t i a l i nmaki ng exce l len t p i ctu r e s u nder ayerage cond i t i on-s o f amateu r pho tography,

h ave been avo ided i n i t s cons t ru ct i on

, and th e camera w i l l giveth e bes t o f s at i s fac t i on to thos e w how i sh to make c l ea r

,sharp

,eve rydayp i c tu r es o f the per son s

,th i ngs and

even t s i n wh ich they ar e in tere s ted .The le ns suppor t , or s tandard , i sexcept iona l ly r igid , an d i s operateda long the ru nw ays by mean s o f anau tomat i c c l amp

,maki ng i t an e asy

m a t te r to d raw th e l en s ou t to th efocu s i ng sca l e

,w he re an automat i c

focu s ing lock p rov i des for the ins tan t focu s i ng o f obj ec t s at any d i stanc e .The shu t ter i s th e Kodak Bal lBear i ng w i th t ime and bu lb ac t ion sand r et arded speeds o fand s econds . I t works w i the i the r cabl e or finge r r e l eas e and i su nu sua l ly accu rate and r e l i ab l e .Spec ifica t ions Capac i ty, 12

' exposure s . Box , s eas oned wood . Bedand Back

,a lum i num . D imen s ions

,

l %x3%x5% i n .4V2 x7%3 in . Weight , 2%x4% ,

21

oz s . 3%x4% ,22 02 8 . 3A

, 3%x5% ,

35 oz s . Len s , Rap id Rect i l i n ear .Shu t te r , Kodak Ba l l B ear ing , w ithcabl e r e l eas e . T r i pod Sockets , two .Finde r,r ever s ibl e

, br i l l i an t . co l laps i bl e . Au tomat i c s tandard c l amp .Au to-mat i c focu s i ng l ock .

WHILE ago , i n some pub l i cat i on I read an accoun t o f howa modern hote l i s conduc ted

,and

among other th i ngs i t de s cr i bed howi n the k i tchen n ear th e s erv i ngtabl e s was p laced a b l ackboard .

Th i s b l ackboa rd serve s a s ada i ly bu l l et i n for th e wa i ter s a s th es teward pos t s th e l i s t o f food s ord i sh es n ece s sary to be d i spos ed o fa s speed i ly as pos s ib l e .S inc e read i ng that a rt i c l e I h avebeen a bi t s u sp i c i ou s o f any wa i t erwho part i cu l ar ly recommends a nyd i sh w i th one excep t ion .

“ M os t o f u s ar e mor e o r l e s sc r ea tu r e s o f h ab i t

,so I u sua l ly l andi n th e same pl ac e for l unch

,s i t a t

th e s ame old tabl e , and expect to bes erved by ‘Gus . ’“ Gus i s fa t

,s l ow movi ng and

good natured ; he has s erved mos to f u s for years and has become sor to f an i n s t i tu t i on .“

Those who d in e mos t ly uponhote l fa re become mo r e than a b i tfin i cky, bu t Gu s i s u su a l ly equa l toth e occas i on .

“ He wa tche s your fac e a s yous can th e menu,and i f you s ta rtgo ing over i t th e s econd t ime he i s

r eady wi th a sugge s t i on and youw i l l find your s e l f pre t ty s a fe i n a ccepting i t .

‘Gus wou ld h ave made a succ e s son th e s tage

,a s h e can mos t mar

ve lou sly adapt h i s manner and fac ia l expre s s i on t o su i t you r menta ls tate .

'

If he note s you ar e a b i t ‘

off

you r feed , ’ he become s sympath e t i cand sugges t s someth i ng l igh t andde l i ca te ; i f you s eem fu l l o f ‘pep ’he becomes enthu s i a s t i c and youf ee l tha t Lucu l l u s wa s n eve r be t terfed nor s erved .

Gu s i s a lways su re o f fu l l t ab l e sand ampl e honor ar i ums becau s eGu s i s a sa l e sman .

“ Gu s has to s e l l p eopl e who don ’ tknow what th ey want , and maketh em fe e l th a t h i s ch oic e wa s the irs e l e c t i on , and th i s you w i l l a dmi t issome task .

“ Gus has h i s troubl e s and care s incommon w i th th e r e s t o f u s

,bu t he

r e s erves th em for pr i va te consumpt i on , and a lw ays when on du tyyouf ee l tha t h e h asn ’ t a ca re i n th eworld , and I happen to know thath e ha s a de l i ca t e w i f e and fiveyoungs ter s to look a fte r .

“ I f you wan t some good l e s s on si n s a l e sman sh ip j u s t fol low m e

s ome t ime when I am on th e road,and en ter a h ote l d i n ing room for

break fa s t . Enter th e man who ha sa c ind er i n h i s eye ; th e man w hofa i l ed to make a re s ervat i on andh as had to s i t i n th e day coach a l lnigh t : th e fiustered old par ty unaccu s tomed to trave l . and th e ‘French ’o f hote l m enu s . and , a lways w i thu s , th e chap who fe e l s tha t h e mu stba rk a t a wa i ter to show h i s ow n

importance .“Wa tch them as th ey a re s ea ted—G loom l Gloom —yet th e wa i te rs ,

KODAK SALE SMANaccu s tomed to the w ays o f th e ear lyarr ived trave l er

,de ft ly and cheerfu l ly handl e th e s i tu at i on .Watch th i s s ame bunch o f

‘glooms ’ th i r ty minu te s l a t-er ; eventhe impo rtan t o ld par ty whosnapped at th e w ai te r—«he s n i ps th eend off a b ig . fa t c iga r w i th a sm i l eo f s at i s fac t i on

,and c ros s e s th e

w ai te r ’ s - pa lm w i th coi n o f ther ea lm

.throw i ng i n a sm i l e for good

m ea su re .“

Now i f you are wi s e you w i l lnot cred i t th i s ch ange so l e ly to th ea ttend ing to th e phys i ca l wan ts o fth e i nne r man .

“ From long exper i ence th e hot e ls t aff know tha t th e br eak fa s t houri s th e mos t t ryi ng one : th at th eymu s t be extr a d ip l omat i c : tha t th ew ai te rs mu s-t be speedy,

de ft ands i l en t— so w h en you come in col da nd depre s s ed , and depar t fe e l i ngfu l ly compe ten t to cope w i th th eday’ s prob l ems you must cr ed i tsa lesnm nship a good ly per cen t .

“ I patron i z e a barber who has ahand as so f t a s a baby’ s c are s s , anda b l ade tha t f ee l s l i ke a fea ther .The rasca l know s th i s , ye t he neve rfa i l s to su spend ope ra t ion s for amomen t to i nqu i re ‘the r azor cu tt i ng a l l r igh t to—day, s i r ? ’

“You se e h e know s that when achap ge ts i n to h i s cha i r h e i s pronet o l e t h i s m i nd wander somet imeseven to the r ea lms o f M orpheu s . soh e pau s es to make th i s gen t l e l n

qu i ry so you w i l l know the goods e rv i c e you a re gett ing. and not fo rg et th e w ayback to h im .

In th i s s ame shop i s ‘Eddi e , ’ th ep orte r , who al so ha s charge o f th eshoe shin i ng apparatu s . Edd i e i spu r e Eth i op ian — so brun e tte th a ts ome o f th e patro n s o f th e game o fpoo l who fr equent th e shop haven i cknamed h im ‘

Eigh t Bal l . ’“

Edd i e i s l i kew i s e and al so a. d ipl omat and a sal e sman. He li eve"8

crude ly and bo ld ly s ugge s t s ‘s hoe ssh i ned , s i r ? ’ He afford s your peda lextremi ti e s a casua l glance

,and

th en l ooks i n to your face w i th amos t i n g ra t i a t i ng and tooth somesmi l e , a nd vou u sua l ly s igna l him toge t to wo rk .Wh i l e yo u are i n the hands o fthe man w i th th e b l ade

, Edd i e , i f h i sdu t i e s perm i t give s you r coat h angi ng on the r ack,a qu ick i nves t iga

t i on , and i f h e finds a bu tton looseh e r e fa s ten -s it , and as he give s youa bru sh be fore depar t ing h e w i l l remark , ‘I j u s ’ fa s tened up that w igigly but ton on yon ah cot-e s uh , ’wh i ch natu ra l ly l eads to an extran i cke l or d ime changing hand s .

“

Example s o f good sa l e smansh ip— th ey a re eve rywher e , and i t i smore than good fun to s eek th emou t . becau s e i f app l i ed they ar eprofi tab l e . ”

“Kodakery for December“

The Eye s -o f th e Arm i e s ( i l l u stra ted ) . A very i n te r e s t i ng i n s igh ti nto th e aeria l obs e rvat ion method so f modern war fare .Backgrounds for Sma l l O b

jects”

( i llu s tra ted ) .T e l l s how bys impl e methods sat i s fac to ry background s for smal l ob j ec t s m ay beimprov i s ed .

“ F ix i ng,Wash i ng and S tor i ng

Nega t ive s . T e l l s how to hand l en egat ive s a f ter d eve lopmen t to pr even t deter i ora t i on

,

“

The Fundamen ta l s o f Photography.

”Chap te r seven o f the in

tere sting and i n s tru ct ive s er i e s byDr . M e e s .

“

C l oudy Day C l ouds ( il lu stra ted ) . How to re ta i n the c l oud e f

fee t s on du l l , c loudy days .“ M ak ing Fi lms L i e Fla t . The

cor rect methods .

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KODAKv ia ted from or s i de—tra cked even i fth e p lan offer ed by th e subo rd i na tebe o f equa l mer i t .

“ But,Sammy, d on ’ t you ever geti t in to your h ead for a mi nut e th a t Idon ’ t w e l come sugges t i on s ; no mani s a l toge the r suff i c i ent unto h imse l f ,and h e h as to depend upon thos e

who go to make up h i s o rgan i za t i on .“ You p erh aps , Sammy,

get a l itt l e broader v i ew o f th i ngs becau seyou are n ext i n command her e , butsuppos i ng you were J immy, th esh ipp ing olerk . J immy j u s t l i ve sw i th h i s job and i s so wrapp ed up i nge t t i ng th e good s proper ly packedand de liver ed on schedu l e tha t heha s n e i th er t ime nor i nc l i n a t i on tostudy the needs o f th e otherbranche s o f the bu s in e s s .

“ He come s to me w i th a sugge st io n regard i ng h i s depar tmen t j u s ta t the moment when I am tryi ngto work out a pl an for some oth erpa r t o f th e bu s i ne s s , and uponwh ic h I mus t concentr at e a l l mythought s . Natura l ly,

Sam,I j u s t

c an ’t give my who l e m i nd and a t

t ent io n to J immy,bu t the fac t that

J im ha s someth ing on h i s m ind findsa r e s t i ng p lace i n s ome one o f mybra i n ce l l s and so I am pr et ty apt totake i t up w i th J im at the fir s t pos s ible m omen t .

“ Bu t be i ng on ly human , Sam ,I

som et im e s forge t a l l abou t a th ingl ike that .

“ J immy be i ng a w is e boy,rea l i z e s

th i s,a nd so i f I don ’ t a sk h im abou t

i t i n a r ea sonable l engt h o f t ime , h ew i l l br i ng i t to my att en t i on aga i n .Bu t suppos i ng

,Sam

,th at j u s t

becau s e I cou ldn ’ t gi ve J im ’ s p lanfu l l co ns ide rat i on when he fir s t pres en ted it

,a nd maybe was a b i t shorti n d i s -mi ss i ng i t a t th e t ime , that h ewen t back to th e s h i ppi ng depar t

ment a nd began to nu rs e a grouchwe wou ld both l os e

,wou ldn ’ t w e ?

10

Wha t the Best Man GetsI n a book on The Conduc t o fL i f e

,by the Vi scount Haldane , Ifo und a quotat i on from a l e ctur e byPro fe s s or Bo s anque t wh i ch ex

pre s se s a tr u th tha t th e ma j o r i ty o fm en and women in a l l walks o f l i f eough t t o know so we l l that i t w i l ln ever be forgotten .Ther e is so much fool i sh ta l kabou t th e ea sy t ime th e men at thetop have . As a mat ter o f fac t th eh eads o f the bus in es s e s ar e the hardes t w orker s .We do no t give th e ‘be s t ’ manth e mos t comfor t , the ea s i es t ta sk ,or even , s o far a s th e conduc t o f th eente rpr i s e i s concerned

, the h igh es tr eward .“We give h im the grea te s t respons ib i lity, the s ever -e s t to i l andhazard

,th e mos t cont i nuou s and ex

a c t ing to i l and se l f—sa crifice .

”—TheVagabond .

SALE SMANGee

,bu t th e Bos s i s an o ld c rab

— he won ’ t l is te n to you w hen youhave som eth ing wor th wh i l e,

’ ands im i l ar though t-s . I f he acted th atw ay he wou ld be dead wrong , Sam .and it i s j u s t becau s e s ome ch apsfa i l to figur e tha t th e Bos s ha s aw ho l-e l o t o f oth er th i ngs on h i sm ind

,and so con s i de r th emse lve s

s l i gh t ed tha t th ey fa i l to progre s s . ”

Some men never ge t up i n th eworl d , becau s e they wan t some one

to boos t th em be fo re they w i l la t tempt to c l imb .The man w ho ge ts you i nt otroubl e i s n ’ t apt to be th e s ame one

w ho i s w i l l i ng to he lp you ou t .

Wa tch Your Minutes Go ByThe valu e o f t ime i s s o we l l em

pha s iz ed i n th e fo l l ow i ng from Art

M e ta l Serv ice th at i t s reproduct i oni s fu l ly j u s t ified :

A s tar t o f 15 minu te s l a te da i ly—6 days a week— equa l s a l o s s o f78 hour s year ly,

or 9% e ight - hourdays , Add 3% t o your gros s a nnu a l s a l e s and that i s wha t a 15mi nu te s—ear l i e r s tar t each daymean sto you i n c ash .

“ You r year i s l i ke a fie l d pos s ib l e o f produc i ng s ta lk so f gra in— ca l l ed s econd s . The w i nt e r o f s l e ep k i l l s th ed rough t o f eat i ng demands000 mor e ; other unavoi dab l e cau se sr educ e th e pos s ibl e h arves t t o abou ton e—th i rd o f th e tot al . The hu sbandry o f T I M E dec ide s th e yi e l d .

“

Even nece s s i t i e s ar e t ime consumers . The da i ly shave th at requ i r es 15 minu te s tota l s 91 hour s ayea r—a lmos t l l e igh t - hou r days .A minute s aved da i ly i s a ga i n o fove r 6 hou r s year ly. A minu tesaved hou r ly dur ing an e igh t—hourday tota l s 41 hour s , or 5 e igh t - hourdays , yea r ly. T ime i s va lu ab l e— itmea sur e s eff ort s .

“ I f a watch s topped 30 s econd s a ta t im e hou r ly,

day and n igh t , i twou ld l os e 73 hour s yea rly~—or 3fu l l c a l endar days . Sal e sman sh ip i sth e c lockwork o f bu s i n e s s .“

T ime i s to en ergyw ha t fu e l i s tos team.Sys t em i s to t ime wha tequ i pment i s to a factory.

“

C i t i e s ar e s epara ted by hour snot m i l e s . Pa tronage i s s epa ra t edby mi nu te s — not fe e t , bl ocks orm i l e s .

“ I f a s ta lk o f corn stopped growing at i n te rva l s du r i ng th e day,

i twou ld not on ly fa i l to r each fu l l maturity. bu t i t w ou ld l ack in fl avor .T i me is the hu sbandman o f s e l l i ng .T ime - was t i ng habi t s ar e l ike d i rt i n

SALE SMAN

Keep the Ma chine RightI f you ar e go i ng to give you rs e l f

a s much care a s a good chau ff eu rgi ves h i s car , you know then whatyou shou ld do . You shou ld keepth e engin e . your s tomach , worki ngr i gh t

.and th e ou ts i d e appearance

,

you r face . c l oth e s . ha i r . e tc . . l ooking r igh t , I f you your s e l f a re r igh ti n s i d e and r igh t ou ts i de . th en youcan expect to keep you r s tore i n thesame shape and you can be the k indo f a succ es s you wan t to be .Profita ble Storekcefl ng .

Those who have noth i ng to l os ea re qu i t e w i l l i ng to l os e i t .

l l

coa l,a l eak i n a va lve

,a b l own fu s e

i n a c i rcu i t .“

An e l ec t r i c spark,unhampered

by w i r e s . cou ld enc i rc l e th e e ar th ’ sequ ator nea rly 772 t im e s i n one s econd , yet e l ec tr i c i ty i s s o s l ow th atas t ronomer s e s tab l i sh a un i t o fmea sur emen t ba s ed on th e tota ltrave l o f th e e l ec t r i c spark ( or so l a rl igh t ) i n one year— and . i n a s ingl emi nu te . it wou ld trave l over000 mi l e s . O ne o f the mea su re s o fs e l l i ng i s speed .

“ Ba rnac le s on a sh i p ’ s p l a te s m ayredu ce i t s spe ed 2 knots an houror 50 mi l e s a day— or mi l e sa yea r , w i th th e same coa l con sumpt i on . T ime—was ter s ar e barnac l e son sa l e sman sh i p .”

ginnerehino the Co unter

ELL ING enl argements fr omyou r amateur cu s tomer s ’ nega

tives can and shou ld be made oneo f th e most profi tab l e par t s o f th ebu s i ne s s .To make i t pr ofi t ab l e , how ever ,r equ ir e s some spec i a l know l edgeand though t u pon the par t o f th esa le sman .

A s we have be for e r emarked i nthe s e page s . ve ry many amateu rcu s tomers do not know that en

l argemen t s can be made from the i rsmal l n egat ive s

,so i t w i l l a lways

pay to sugge s t en l argements whengo ing over a lot o f good negat i ve sw i th a cu s tomer .Any negat i ve yi e l d ing a “ goodcon tact pr i n t w i l l produce an equa lly good enlargement , and very o ft ena nega t i ve produ c ing a fl at pr i n tw i l l

,wh en proper ly handl ed ' in en

la rging ,produ ce a p i c tu re o f much

bett er qua l i ty.

A weak,under—exposed nega t i ve

w i l l no t produce a good enl a rgement

,a s i t s de fect s w i l l on ly bemagn ifi ed .

Ther e i s o f cou r s e a l im i t to th es i z e o f th e en l argement whi ch canbe produ ced . becau se i f th e m agnificat ion i s u ndu ly grea t th e gra i n o fthe n egat i ve w i l l be unpl ea s an t ly re

corded toge th er w i th too much d i ffu s i on o f th e image .The ord inary negat ive w i l l a lways s tand a h en l a rge-men t to tw i ceth e or igi n a l proport i on s : for ih

s tance . a Ves t Pocke t Kodak n ega12

Fig. 2 . Po rt io n of Ne ga t ive Se le c te d fo rEn la rgem e n t (Se e Page 13)t i ve x 2% i nche s w i l l p roduce agood

,sharp en l argemen t x 5

i nche s,and a 4 x 5 negat i ve an enl a rgeme n t 8 x 10 i nche s

,and fre

quent ly w i l l en l arge to much greater proport i on s w i th e nt i r e sa tisfa ct i on .A s th e average amateu r r are ly

ha s a know ledge o f compos i t i on i tha ppen s more o ften th an no t, thatth e r ea l p i ctu r e i s e ncompas sed i nbut a part o f the negat i ve . andsomet ime s th i s por t i on i s a sma l lon e . We can bes t i l l u s trat e th i s bymean s o f the accompanyi ng p i ctu re s . F igu re 1 show s a pr i n t f romthe en t i r e ne ga ti ve , and Figu re 2show s th e port i on s e l ected for enl a rgement . wh i l e Figu re ?) shows theen la rgement from the por t ion s ele cted .

The sugges t i on for en l argingfrom a p ort ion o f th e n egat i ve on lyshou ld be ta c t fu l ly ma de . a s someamateu r s have th e idea tha t t he i rn egat i ve s a re per fect i on a s they

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KODAKs tand

.Usua l ly though the amate urw i l l w el come your sugges t i on andse e th e po in t a t once .

When bu t a port ion o f th e n egat i ve ha s be en s e l ec ted for en la rgem ent a mask shou ld be cu t fr omwrapp ing paper and fa stened to th en egat i ve w i th a sma l l c l i p so the enlarging depar tmen t w il l unde r standvour w is he s .He l p i ng th e am a teur i n th i s manner m ay take a l i tt l e more t ime andtroubl e on your par t , bu t you wi l lfind i t w e l l worth w h i l e . a s he w i l lnot only secu re mo r e sa t i s fac toryp ictur e s

,bu t in addi t i on w i l l be sur e

to fe e l tha t you are tak i ng a r ea lper s ona l i n t er e s t i n h im .

The pe rson i n charge o f the en

larging depa r tmen t w i l l u su a l ly befou nd compe ten t to s e l ec t th e pr oper su r fac e o f paper to be u sed .wh eth er s emi—matte

,matte o r rough .

Glos sy paper i s somet imes s e l e cted in ca se s wher e the enl a rgemen ti s to be s en t to a photo engraver forreproduct i on purpose s

,or for eu

la rgem ents from very smal l n egativ es wh e re it i s de s i r abl e to “ho l d a l lpos s ib l e deta i l .A s en l argement s can be m ade i nbl ack and wh i te . or w i th th e so f t ,mel low tone o f Roya l Bromi de , ora r i ch s ep i a

, by means o f th e rede ve lo pmen t proce s s . a f ew word srega rd i ng the t one m ay not comeami s s .Snow scene s w i l l r eproduce be s ti n b l ack and wh i te ; bu t w i th suchsub j ec t s whe r e con tra s ts ar e grea tth e me l l ow effec t o f Roya l Bromidew i l l prove even be tte r .Home portra i t s

,genr e s tud i e s

and mo st l and and s eascapes w i l lappea r be s t i n s ep i a tone s . Here i sa n e xc ept i on h oweve r ; a l andscapei nc lud ing a number o f wh i te b i rchtre e s . or say, dogwood tre e s i nb loom wou ld look be s t on Roya lI 4

SALE SMANBromide no t r edeve l op ed ; s tra igh tbl ack an d w h i t e cou ld be u s ed forthe s e l as t two ment ioned subj ect s

,

but th e sl igh t ye l l ow i sh t int o f thepaper w i l l affor d a h igh ly p l ea s i ngso f tne s s and atmospher e to th e pictu r e .Do not promi s e your en l argi ngord er s i n a hurry,

except i n cas e o fn ece s s i ty, as th e operator s on th i sc l a s s o f work shou ld not be ru sh edi f the best re su l t s ar e to be atta in ed .De l i ver on e or mor e fi rs t c l a s senl argemen ts to a cu s tomer and youw i l l find h im com ing back for mo r e— and the appe t i te cr ea ted i s a h ighlv profi tab l e on e for the s tore

The Right Way

The prospect ive pu rcha ser o f afir s t camera i s u sua l ly qu i t e i n themood to. en j oy th e tak i ng o f p i cture s

,but somet imes has a lu rk i ng

su sp i c io n tha t d i ffi cu l t i e s,mor e or

l e s s compl ex,s tand i n the w ay o fgood r e su l t s .

Know ing t ha t th e Kodak sys t emo f p i c tu re mak ing has so s impl ifi edeve ry part o f the proce s s that goodresu l t s can be obta i n ed by th e novi ce th rough th e fo l l ow ing o f a fews impl e ru l e s c l ea r ly s et for th i n theM anu al . you sh ou ld a t once s e t th em ind o f th e cu s tome r at ease on th i spoi n t .You do not o f nece s s i ty have toa s sum e tha t th e cu s tome r . i s i n th i sframe o f m in-d

,but h er e and there

thr oughou t your exp lana t i on o f thecam era,ca l l the cu s tomer ’ s att en

t i on to the e as e and s impl i c i ty wi thwh i ch the vari ou s opera tion s arepe r formed .

I t i s a lw ays good bu s i ne s s topl ac e the camera r igh t i n the cu s to

mer ’ s hand s,becau s e th i s focus e s

th e a t ten t i on o f th e cu s tome r uponi t . I f th e camera i s o f th e fol d i ngtype i t .shou ld be opene d and th ebe l l ow s extended ; th i s gi ve s th ecu s tomer an idea a s to how th ecam era w i l l l ook i n opera t i on , andl i kew i s e perm it s you to proce edw i th i t s expla nat i on .

“You see,to take th e p i ctu r e a l l

you have to do i s ext end th e be l l ow sby mean s o f th i s l i t t l e ca tch . I fyou ar e t e n fe e t away from you rsub j ec t

,pul l ou t th e be l l ow s unt i l

th i s l i t t l e po i n ter i s oppos i t e th efigu r e 10 on th i s s ca l e .

“ Ye s, you can l ea rn to e s ti mated i s tance s very ea s i ly,

on ly o f cou r s eyou have to be a l i t t l e mo re exactwh en work ing a t c l o s e range .”A l l th e w ay th rough you r s e l l ingta l k carry ou t th e i dea o f s impl i c i tyand cer ta in ty. A f te r you have con

v inced th e cu s tome r o f th e fac t thatth er e i s n oth i ng compl i ca ted in ama teu r p i c tu re mak ing . and h ave exp la i ned th e va ri ou s par t s o f th ecamera tha t h ave to do w i th the p i ctu re tak i ng — th en

,and not unt i l

th en , ‘br i ng for th th e exc lu s i ve Eas tman s e l l i ng po in t—th e Au tograph i cFeatu re .As i s c ommon w i th mos t everyth ing e l s e , th e re i s a r igh t w ay

'

a nd

a wrong w ay o f expl a i n i ng th e Autographic Featu re .The wrong w ay: You s ee th i sl i t t l e trap door i n the back ; wel la fter you have m ade an exposu reyou can open th i s door and wr i t ea nymemorandum on th e margi n o fthe fi lm i f you w an t to .”That i s th e sor t o f an explan at i on tha t doe s not expl a i n

,and fa il s

u tte r ly o f conv i nc ing the cu s tomertha t th i s fea tu re i s r ea l ly a l l importan t .The r igh t w ay: The Kodak fa ctory peopl e have thorough ly coy

SALE SMAN

A broken prom i se can be re

pai r ed . bu t i t ca n n eve r be made a sgood a s new .

15

ered eve ry po in t i n mak ing pi c tu r etak i ng a very s impl e matter , a nd

now I wan t to show you how th eyhave even figur ed ou t a su re m ethodfo r i dent i fyi ng any and a l l o f yourn ega ti ve s a fte r you h ave madethem

,by photograph i c a l ly r ecord ingon the margin o f th e fi lm th e date ,and any oth er de s i r ed memorand'a .

Th i s i s accompl i sh ed by mean s o fwhat i s ca l l ed the Au tograph i c Featur e and th e Ea s tman Au tograph i cFi lm

,both o f wh i ch are a rchw ive

Ea s tma n fea tu re s .“

A f te r an exposu re ha s be enmade . a l l you have to do i s to openth i s l i tt l e t rap door i n th e back o fth e camera and i n scr i b e th e d es i r edmemora'nda w i th th i s l i t t l e styl u s .and th en hold to th e l igh t fo r a fewsecond s l i ke th i s .

“

The paper back ing th e fi lm i s o fspec i a l pa ten t ed manu factur e . andperm-i t s th e image imp re s s ed by th es tyl u s to appear on th e margi n o fth e fi lm

,and as permanen t as th e

p ic tu re image i t s e l f .“

Every negat ive you make shou ld .a t l ea s t

,be da ted . a s you n ever cante l l w hen i t w i l l prove o f impor t

ancef ’Impre s s fu l ly upon th e m ind o fth e cu s tomer th e great impor tanceo f th e Au tograph i c Featu re — th a ti t i s an exc l u s i ve lyEa s tman featu re— conv i nce th em o f the unw i sdomo f even con s i der ing a camera w i thout th i s improvement upon i t whenAu tograph ic F i lm , wi th i t s gr ea tadvan tage s

,co s t s no more than

oth e r fi lm

KODAKThe Grea t Appea l

We don ’ t know much abou t advert i s i ng

,so l e t u s go and ask some

man who i s do i ng newspape r advertising i f i t w i l l pay.

He tel l s you th at n ew spaper adver t i s ing w i l l pay when you h avethe r igh t good s , fa i r ly pr ic ed ; wh enyou h ave competen t a nd obl igi ngh e lp ; when you r s tore i s conve n i en tfo r th e maj or i ty o f the n ew s -paperr eaders ; when your adver ti s i ng i sso worded and ar ra nged as to a t

t rac t th e a t tent i on o f th e re ade rs,and induce them to v i s i t yo ur stor e

—and when th es e cond i t io n s ex i s tyou keep eve rl as t i ngly at i t .He te l l s you that n ew spaper advertising w i l l not pay i f you ru nyour adver t i s em en t once or tw ic eand then qu i t ; i t w i l l not pay wi thi n fer i or good s and i nd iffe ren t s tor es erv i c e ; i t w i l l not pay i f you r s torei s conven i en t to bu t a sma l l quo tao f the r eader s o f the n ew spape r .and that it w i l l not pay with-outcare fu l though t as to th e word ing( se l l ing argume nt ) and arrangemen t .We s i ze up the s e pros and con sand dec i de th at i t w i l l pa l

)r u s to ad

ve rtise i f our adver t i s i ng is,right .

O ur purpos e i n adve rt i s i ng i s toinc reas e our s a l e s as much as pos s ib l e , s o we mus t s tr ive to i nter e s t th egr ea te s t number o f reader s

,

O n our w ay down to th e s tore w epa s s th e con serva tory o f one o f thewea l thy re s id en ts , a nd th e though tcomes to u s “

h e cou ld take beaut if u l p i c tu re s o f h i s flower s .Now we sha l l h ead our adver t i sement , “ You can take beau ti fu l p i ctu re s o f your flower s w i th aKodak .” When we come to th inki t over w e rea l i z e th at cons ervatoryowner s ar e few and far be tween

,s o

tha t s uch a se l l i ng argumen t wou ldappea l to too smal l a numbe r o freade rs to make i t pr ofi tab l e .We refiective ly chew th e end o f

16

SALE SMANour pen ci l and come to the concl us ion that w e w i l l make j u s t a p l a i ns t atement l i ke th i s : “

j ohn Smi th ,Kodaks and Supp l ie s . Deve lop ingand pr i nt i ng . 94 M a i n S t reet . ”When we have th i s n i ce ly s e t upi t ough t to be j u s t abou t on e hundred per c ent . effi c i en t ; i t t e l l s j u s twhat w e have to s e l l , and j u s t wherew e are— fine !Now be fore w e phone th e p r i n ter

m an .l'e t ’ s th ink i t ove r . Yes , i t ’ s awhol e lo t be t t e r than our fi rs ttho ught bu t it w i l l on ly i nt er e s tthos e a l r eady Koda kers , or thos ewho m ay be con s i der i ng pu rch as ingwha t w e have to s e l l .N'ow ilfet u s l ook for th e b ig appea l— th e on e th a t w i l l i n te re s t thegreat e s t number— a nd we don ’ t h avefa r to l ook— the so l d i e r and h i sfami ly. Kodaks to make pi c tu re sto send ove r th er e .Pictu re s from home — j u s t l i ste nto th i s fr om a l et te r fr om a youn gB e lgi an so ld-i e r to a fr i end i n America :

“

An d o fte n I must take i n myhand ‘the p i c tu re s from home,I

l ook at them al l , on e a f ter th e other ,and th ey sp eak to me . Then I amonce mor e at home— I l i s ten

,and I

l i ve aga i n .“

Oh ,i f th ey on ly knew the pl easure th ey ‘br i ng u s

,the s e p i ctu re s

from home . th e re wou ld not be oner emain i ng i n Be lgi um .

“

A l l th e p i c tu r e s wou ld ru sh towards u s . even i f they had to pas sthro ugh the e l ec tr ified w i r e o f thefront i e r

,or i f they had to sw imthrough th e Yse r Cana l

,I am sure

they wou ld come .And to every boy i n un i formw i l'l pictu re s mean l e s s to them ?Here we have th e b ig

,l iv e , a l

mos t un iver sa l ( the s e days ) appea lfo r our adver t i s i ng— it wi l l pay u snot on ly i n do l l a rs , bu t i n keep i ngs trong the h ear ts and h i gh th e hopeso f every on e o f our boys .

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PUBLISHED BY CANADIAN KODAK CO .

NTO , CANADA LIMITED

Mistakes

assets—if w e

m ake

the same m istake

tw ice .

—Dwvz°

a’ G z

’

émn

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Ava ilable

No . I A A u tograph i c KodakT he re prac t i c a l ly a lways h as bee n a s hor t age of t h i smode l and m a n v of you r c u s tome rs w i l l b e gl ad to se e i t .

An a id

to the man

behind the counter

DEC EMBER , 1918

BETWEEN US

“h en th e s to re purchase s a ny l o t o f merchandi se for sa l ei t i s w i th the i n ten t o f s e l l i ng i t a t a profi t .No s a l e s— s a l e s too long i n the maki ng . and th e s tor e goe sto smash

,

D id you eve r s top to th i nk tha t you have to show t’he s tor ea ce rt ai n perc en tage o f p rofi t on i t s i nve s tmen t i n you be foreth e s tor e can con s i de r keep i ng you l onger i n i t s employ?

You are a par t o f th e s tore ’ s merch andi s i ng pl an— and ava l uab l e pa rt i f you ar e ab l e to make i t so—j u s t a s much a sth e goods on th e she lve s

,or th e bu i ld i ng that hou se s th e con

ce rn .I f the s tor e buys an ar t i c l e for five dol l ar s and s e l l s i t fo rt en i t j u s t doubl e s i t s money—makes one hundred per cen t .profi t , doe sn ’ t i t ?I t doe s not .Be for e th e s tor e can figur e i t s profi t i t mu s t add to thefactory cos t eve ry i tem o f expen se from th e t ime i t l e ave s th efac tory unt i l i t i s de l i ve red to th e cu s tomer .Wh a teve r th e s tore pays you a s a w age i s on e o f th e numerou s i tems

,a pe rcen tage o f wh i ch mus t be added to th e cos t

be fore th e s tor e can take i t s profi t .The more goods you can s e l l . and th e greater th e s ervi c e youcan render th e s tore redu ce s you r cos t t o th e s tore j u s t s o much ,and i ncrea s e s th e pe rc en tage o f p rofi t i n th e same degr ee .

\\7 li a t i s you r profi t percen tage ?

No . 11

A Pointed DisplayAbove i s a r eproduc t i on o f a com

pos ite s ign u s ed by M e s sr s . Gladw i sh M i tch e l l

,o f M ontr ea l , Qu e ,

to convey t o prospect i ve buye rs th emos t d efin i t e i de a o f what can bedon e w i th Brown i e cam er as. Sucha s i gn may be worked i n a var i e tyo f ways , bu t i t wou ld se em to h avei t s grea te s t fo rc e i n conj u nct i onw i th the pre s en ta t i on o f a spec ificmode l o f the Brown i e l i n e : Say th eNo . 2

,whi ch i s shown i n the upper

l e ft hand c orner,

A d i sp lay o f Brown i e cam era sand the i r car ton s,s epara t e ly,

w i l lh ave an effec t o f s t r ength and conv iction ,

and the u se o f a card ass embl i ng a r ange o f B rown i e p ictu re s w i l l give th e mos t po i n tedi l lu s t rat i on . Such a d i sp l ay i s ea syto arrange

,a s i s th e i l l u s tra t i on

,for

i t i s mere ly a co l l e c t i on o f Browni e4

en l argemen ts on a p i ece o f ca rdboard , w i th an appropr i ate t i t l e l e ttered at the top .

“ Kodakery for Ja nua ry“ ‘

The Pic ture Glor i e s o f I ta ly( i l l u s trated ) .

S eparate F ix i ng Bath s for Negat ive s and Pr i n t s . “

What the Kodak Portra i t Atta chm en t Doe s” ( i l lu s trated ) ,

“ Photograph i ng the Su n ( i l lu stra ted ) .

The Fundamen ta l s o f Photography ( i l l u s trated ) .

M a k i ng Wh i te M argi n Pr in t s .Pic tu re s That T e l l th e O bj ec t ' sS i ze” ( i l l u s tra ted ) .

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ARING the end o f a week ’ sr i p on the road I di s covered

upon l ook i ng i n my bag tha t I hadcome to th e end o f my supply o fco l l ar s .O pen i ng off th e hot e l lobby i sth e en trance to a rather excl u s ivemen ' s fu rni sh i ng s tor e

,so I pa s s ed

through i n s earch o f the nec es sa ryl i n en .

“ In s tead o f one o f the young men .

I h ad encounter ed on prev iou s occa s i on s I was met bv a tr im sh i r twa i s ted young woman . to whom Imade known my want s .

.

“ She l ooked ent i re ly too young tohave had a ny extended bu s i n e s s expe ri ence . and I imagined I wou ldmos t ly have to wa i t upon mys e l f .

‘

A co l la r,pl ea s e . ’ I commenced

a s a s tar ter,

‘Ye s,sir.

"and sh e

tu rned to th e s tock and open ed abox conta i n i ng pract i ca l lyr th e dupl ica te o f th e col l a r I was wear i ng

,and o f the r igh t s i z e.

I ga sped : was th i s a s ampl e o fthe inexper1enced . i n effi c i en t wom anh e l p I had been h ear i ng so muchabou t ?

“ I sa i d tha t th e co l l a r sh e h adshown me was abou t wha t I wanted—

‘

ye s , s i r , one fi f ty for a h a l fdozen box .

“

No on e co l la r sa l e for h er i f sh ecou ld he lp i t

,

“ I nodded a dazed as s en t to h erha l f dozen suggest i on , and wasr each i ng for my ro l l when sh es topped me by pl ac i ng i n my handa new s tyl e c loth e s bru sh : sh e sa i d6

i t w as a new i dea and a m igh tygoodone ; had me demonstrate i t w i th afew tenta t i ve bru she s on my coa t ,th en took i t f rom me and p l aced i ton top o f th e box o f co l l a r s i n ani nqu i r i ng ye t fina l sor t o f w ay.

“ She saw th e gl eam o f de spa i r i nmy eye , so she s imp ly s a id . ‘

The

pr ic e o f th e bru sh i s one dol la r,

’

and proceeded to wrap up the co ll ar s and th e bru sh togeth er— ‘twofi fty,p le as e . ’ I pas sed ou t th e two

fi fty .

‘

j u s t how d id I come to buy s i xcol la r s i n s tead o f one . and thatb rush ? ’ I demanded i n as fi e rce atone a s I cou ld a s sume . ‘

How muchcoach ing on se l l i ng goods have youhad . anyhow ? ’

' She l aughed and sa id th a t herexper i enc e i n s e l l i ng goods cou ld beencom pas s ed w i th i n the l a s t n ine tydays , and tha t j u s t what d i d I meanby She sa id tha t be foreh er big brothe r had pu t on a un iform h e had bee n so fu s sy abou t h i sc lo th e s

,and so she had a pre t tygood idea a s to what wou ld appea l

to th e we l l d re s s ed man ( ge t th esubt l e fla tte rym Oh, you women ) .

“ So when sh e had a chance to goto w ork i n a s tor e tha t so ld men ’ sth i ngs sh e j u s t l ooked a round andsaw a l l sort s o f th i ngs that shethought wou ld be n i c e for them tohave

,and when sh e had sold a man

w hat he h ad a sked for sh e j u stcou ldn ' t r e s i s t show ing h im some o fth e othe r n i c e th i ngs i n the s tore .

‘

A l l r igh t abou t th a t par t o f i t , ’

KODAKI sa id

,

‘bu t w hy s i x col l ar s i n s teado f one ? ’

‘

O poo f , ’ sh e l aughed , ‘howl ong wou ld one c l ean co l l ar l ast at ravel i ng man ? ’

‘How do you know I am a trave l i ng man I coun te red . ‘Becau seyou came i n f rom the hote l l obbyi f you were a r es i d en t you wou l dhave come in from th e s tre e t , ’ a l lo f wh i ch was pr et ty s ound rea soni ng . don ' t you th ink ?

"

Now here was an i n expe r i encedgi r l who kept h er eye s and ear sopen , show ed goo ds oth er th anthos e a sked for

,becau se sh e fe l t

th at you ough t to know abou t them .

and she sold th em becau s e she wa sr ea l ly i n ter e s t ed i n he r j ob .

' She was new to the work,and

her fir s t en thu s i a sm had not wornoff— and I doubt i f i t ever w i l l . becau s e sh e w i l l con t i nu e to d i scovern ew angl es i n th e s e l l i ng game thatw i l l ke ep h er eve r i n te re s ted

.

” She i s j u s t a human be i ng , andnot an ove r stu rdy one at tha t . andsome days sh e w i l l not fe e l qu i t e upto th e mark . and her s el l i ng pu nchwi l l decr ea s e temporar i ly i n accordance . bu t I ' l l gamb l e th a t sh e w i l laverage up m igh ty wel l .

The b ig i dea— maybe she doe s n ' tknow it— i s to be i n ter e s ted i n yourj ob . Do you su ppos e th a t u s fe ll ow s who pound th e road week i n .week ou t . cou ld s tand the s tra i n i fwe w ere not h eart i ly i n t er e s t ed i nou r j obs . and d id n ot fe e l th a t w e

had th e be s t good s on th e ma rke t .and worked for th e be s t fi rm i n th ew or l d ?T her e i s n o be t ter w ay to get in

tere sted i n you r j ob than to s tudyth e good s yo u have to s e l l . and s e ehow th ey can be u s ed to advan tagebv you r cu s tomer s .

O nce you get th i s v i ew po i n t .added s al e s a re ea sy .

"

SALE SMANCompla ints

j u s t how do you va lu e a compl a i n t ?Wh en i t happens to be your dutyto wa i t upon a cu s tomer w ho has acompla i nt regard i ng some a rt i c l e o fmerchand i s e or s tor e s erv i ce

,what

i s you r at t i tude ?A compl a i n t h and l ed i n a j ud ic i on s and d ip lomat i c manner a f

ford s on e o f th e very be s t opportu n itie s for mak ing a fi rm fr i endfor the s tor e . N i n e ty per cen t . , orbet te r , o f the peopl e ar e hon es t , andw il l l i s t en to r ea son ; s o th e remai ni ng t en per c en t . who mav be di shone s t , or unreas onabl e

,or both

,don ’ t coun t .You w i l l f r equ en t ly find that acompl a i n t r ega rd i ng mercha nd i s e i sdue to ignoran ce a s to i t s properhand l i ng or u s e . and wher e the

amoun t i nvo lved 1s sma l l i t i s be t t erto offer immed i at e r ep l ac emen t

,and

then exp l a i n j u s t w hy th e cus tomerfa i l ed to s ecu re r e su l t s,

Even when you know th e cu s tomer i s w rong . l i s t en w i th a l l patience . not forgett i ng a sm i l e

,and

th en when you have th e fu l l s to ry,i f vou have not th e au thor i ty to adj u s t th e matter immed i a te ly .

ca l lsomeone who has . meanwh i l e a ssu r i ng th e cu s tomer o f : comp l e tes at i s fac t i on .

i t i s a cas e o f s ome par t o fth e s tore s e rvi c e go ing wrong.apo l

ogiz e fu l ly and make th e cu s tomerfe e l tha t th e s tore i s mos t i n ter es te di n re ta i n i ng fr i endsh ip and on ly toow i l l i ng to make a nv r eparat i on poss i b l e .Don ’ t pave th e w ay fo r compla i n t s . bu t wh en they do come

,wel come th em , becau s e th e re i n l i e san o pportun i ty to cemen t a fr i endsh i p .

KODAK SALE SMANWith the Ad Man

Th er e ar e two c l a s s e s o f peop l ewho r ead new spaper advert i s i ng :thos e who ar e i n s earch o f somespec ific th i ng

.and thos e who gl ance

c a sua l ly th rough the adver t i s emen tse i th e r dur i ng or a f te r th e read i ng o fthe r egu lar n ew s i tems .The s econd c l a s s i s by far th el arge r o f th e tw o ,

and so th e merchant who m ake s u s e o f th e advertising page s o f th e loca l paper s mu sti n some manner cont r ive to s ecur eand ho ld th e at te nt i on o f the ca sualr eade r .The u s er o f l arge space na tu ra l lv

ha s th e adva n tage i n a t ten t i on - s ecu r i ng valu e over th e one who i sl imi ted to a smal l space

, yet attent i on m ay be s ecur ed and he ld , andgood s sol d,by mean s o f adve rt i s e

m en ts o f smal l s i z e .The amateu r a dver t i s ing wr i ter ,i f w e m ay put i t tha t w ay,

i s qu i t eapt to try and i nc lude a l together toomuch i n the spac e a t h i s d i sposal .and i n con sequence produ ce s an ad~ve rt isem en t too h ard to be read at agl ance . and so i t w i l l be pa s sed overby th e maj or i ty o f r eader s .The average pho tographic '

supplydea l er,un l e s s h e i s do ing bu s i ne s s

i n one o f th e sma l l e r town s w hereadve rt i s i ng ra te s are l ow

,i s con

fined to th e u se o f comparat ive lysma l l space,and so fo r th i s r ea son

he mus t be pa rt i cu l ar as to i t s a t tent ion - at trac t i ng qua l i t i e s

.

The sa fe st p lan to pur su e i s tocon su lt w i th some one o f th e advertising expert s conn ec ted w i th th epa per i n wh i ch you propose to advertise .

H e w i l l be fam i l i ar w i th th e var iou s s tyl e s o f type . and w i l l , orshou ld . know how to have you r ad

vertisem en t proper ly set up .He w i l l be ab l e to advi s e you a sto the prope r amount o f word ing

8

Fz’

l/ Ou t th e‘

Koa’a é ery

Su é rcripz‘

z

'

m B/z mé s

D ON’

T

Trampore L enses

you ca n u se effec t i ve ly i n a ny givenspac e,and h i s s erv ic e s w i l l be r en

dered w i thou t extra charge.I f suff i c i en t space i s at your d i sposa l to perm it the us e o f i l lu s tr a

t i on s w e wou ld sugge s t you r l ooking over the Kodak Cu t Sheet wh i chconta i n s impre s s io n s o f a l l th e cu t ssuppl i ed by u s for d ea l e r s ’ adver

tising .

Every cu t shown i n our cu t sh eethas been se l ec t ed w i th gre at care .dr aw n by good art i s t s , and appl i esd i rect ly to th e s e l l i ng o f photograph i c goods .They are far bet te r th an a ny o fth e so—ca l l ed s tock cu t s u su a l ly t obe found i n the ave rage new spaperoffi c e . Thes e cu t s a re suppl i ed byu s i n a ny r easonab le quan t i ty w i thou t charge .Th ey shou ld a lways be ordered

by number , and sh ippe d w i th oth ergoods wh en eve r poss i b l e .We ar e at a l l t ime s w i l l i ng to cri t

icise or m ake sugge s t ion s regard inga ny l oc a l adver t i s i ng you m ay do .I f w e can h e l p you j u s t drop u s al i n e .

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WAS s i t t i ng i n a fr i end ’ s off i c eth e o th e r day,

Sam,w hen he

l i gh ted a c igar,and w i thout l ook ing

fl ipped a ma tch i n to his wastebasket

“ I j u s t had a l l I cou ld do , Sam ,to keep from gr abbi ng that ba sketand m ak i ng sure th at that mat chwasn ’ t engaged i n s tar t i ng someth i ng . It was r ea l cr im i na l c ar el e s s nes s o n th e par t o f my f r i end ;you t a l k w i th an i n su rance man orfi r e ch i e f

,Sam

,and they wi ll t e l l

you a lmos t every fi re i s du e tosom eon e ’ s c are l es s n es s .

“

Espec i a l ly now that goods ar eso ha rd to obta i n , and tran sportat i on i s uncer ta i n

,every one o f u s

shou ld exerc i s e every precau t i on toavo id fir e s .“

The Ch i e f o f the F i r e Pr eve nt ion Sect io n o f th e U . S . Wa r In

dustrie s Board cal l s a t t ent i on toth e fac t tha t th ere a re m inu te si n th e day. and that i n th at coun trythe re i s an average o f fir e s perday.

“

Now,Sam . th e se fi re s w ou ld not

occu r i f peopl e wou ld on ly be car efu l .Jus t th i nk , Sam ,

fir e s cost th epeopl e o f that coun try ove r $260,annual ly,

Th i s ‘fire tax . ’ Sam . wh i ch thepeople have to pay, i s wor th moreth an al l th e gold , s i lver and coppermi ned i n th e country— and i t i s abso lu te ly l o s t ca sh— never to be retu rn ed .

10

The Nat i ona l Board o f Fi r e U n

derw riters say tha t per cen t . ofth e fi re s cou ld have been p reven tedto a cer ta i nty; a l i t t l e over 23 percent . were o f unknown cau s es

,wh ich w er e l arge ly preven tab l e i na l l p robabil i ty, and th e bal ancepar t ly preven tab l e .“

Sam,preven tab l e fi re s mean j u s t

car e l e s s n es s ; take my fr i end w ithth e matc h —sm oker s a l one were thecau se o f a damage amoun t ing toover e i gh t and a h al f mi l l i on do llar s .

“ I do n t suppose , Sam , th a t w efe l l ow s h ere are undu ly ca re l es s ,bu t i t w on ’ t do a bi t o f harm to cau~t ion the boys a b i t .

“

Ask them to be car e fu l w i thmatch e s ; t o keep an eye O pen fo ra ny o f th e e l ec t r i c fixture s wher ethe i n su l at i on on the w i re s s eem s tobe worn or broken .

“

O i ly rags or was te f requent lycau se fir e s by spontaneou s combust i on ; boxe s p i l ed too c l os e to heati ng appa ra tu s m ay choose a moment a fte r bu s i n e s s hour s to s ta rtsomething .

“

Rats and mi ce s e em to have apropen s i ty for chew ing match e sj u s t whe re the re su l t ing fl ame canfind someth i ng to work upon .

“

O f cour s e , Sammy,I don ’ t a sk

you to r eason w i th any rat or mou seyou happen to s e e skurryi ng acros ssome da rk pas sage , but w e can becar e fu l abou t l eav i ng a ny matche swh er e th ey can ge t at them ,

KODAKYou s ee . Sam ,

‘ the a fte r effec t so f a fi re ar e a good dea l more th anj u st th e l os s o f th e goo ds and fixtur es .

“ I f you shou ld happen to have afi r e h er e that c l ean ed the plac e ou t ,fu l l i n su rance wou ld on ly par t i a l lyr e imbu r s e u s .“ I t might be month s , and sur e lyweeks be fo re th e s to r e cou ld be repa i r ed and new s toc k obta i n ed . a ndmeanwh i l e th e re wou ld be th e possibility o f some o f the he lp be i ngl a i d off un t i l w e cou ld re sume bu s in e s s .

“We m igh t have to find anotherl oca tion

,perhaps not near ly s o goodas th e one des troyed , w i th a r e su l ti ng lo s s o f bu s i n e s s .

But back o f a l l th i s wou l d be th ei nconven i ence to Ou r cu s tomer s .

“

O f cou r se . Sam . l o ts and lot s o fou r cu s tomer s w ou ld s t i ck to u sth rough th i ck and th i n . bu t j u s t th esame l et th em

,even fo r a shor t

wh il e . have to go to some othe rs to re for th e i r n eed s

,and you wou l dfind qu i t e a p ercentage fai l i ng to

come back to u s .“ So you can s ee , Sam . how j u s ton e l i t t l e ac t o f care l e s sn e s s mavhave a far reach i ng and dec ided lyd i sa s trou s effec t .

“ Pre s iden t W i l son,w i th a l l th e

othe r t r emendou s lyweighty matter son h i s m i nd . has gi ven though t toth e matt er o f fi re p reven t i on . andrecen t ly r emarked : ‘Preventable fir ei s mor e th an a pr i vate m i s fortun e .I t i s a publ i c dere l i c t i on . A t a t imelike th i s o f emergency and o f man ife s t n ec es s i ty for th e con servat i ono f nat i ona l re sou rc e s . i t i s mor ethan ever a mat ter o f deep andpre s s i ng con sequ ence tha t everymean s shou ld be taken to pr even tth i s ev i l . ’

“ Sam . l e t ’ s do a l l w e can both h e reand i n our h omes to avoi d th i s t r emendon s l o s s and wa s t e . ”

He was looki ng for a chance topop th e que s t i on and th e gi r l w asnot aver s e . Did you paymy l i t t l ebrother to r ema in ou t o f the parl o r she a sked .

“Yes.I hope I wa s not pre sum

You we re not.Bu t i f you pa i dh im

,I won ’ t .” T hey’ r e engaged

now .

— Lou i sv i l l e Cou ri er—j ou rna l .

The man w ho make s work o f h i sp l ea su r e doesn ' t a lways make pl ea sure o f h i s work .

I t ’ s a poor ru l e tha t w on ’ t w orkboth wa ys . bu t a poore r one tha twon ' t work ou r w a y .

l l

SALE SMANCrushing Re tort

A lgy When he ca l l ed you a foo lwhat d id you say. dear boyReggi e —“ I to l d h im tha t somechaps don ’ t know enough to keepthe i r op i n i on s to th emse lve s . — Boston T ran scr ip t .

Fa th er— “ You have been runn ingah ead o f you r a l l owance , R i cha rd .

Son I know i t,dad . I ’ ve be en

hopi ng for a l ong t ime that th e a ll ow ance wou ld s t rengthen up enoughto ove rtake me . — Boston T ran script .

ginnerehino the Counter

ET _u s s tar t o ff w i th a b i t o fsound adv i c e : t ake a copy o f

the Velox Book and s tudy i t thorough ly.Do n ' t j u s t r ead i t over

once,bu t r ea l ly s tudy i t .I t is a verys imp le matter to makegoo d Vel ox prints

,bu t the grea t

t roub l e w i th many beginner s l i e s i nth e fac t tha t th ey a re i n su ch a

hu rry to s e e r e su l t s that th ey do nottake t ime to r ead and s tudy th e d ir ec t i on s for man i pu la t i on .A s id e from payi ng proper at te nt i on to th e se l ec t i on o f the r igh tgrade o f paper

,and giv i ng heed to

th e dire c t i on s r ega rd ing deve l opment

,fix i ng and was h ing

,th e be

gi nne r i s qu i t e prone to make s t i l lanoth er e rro r

,

Th i s error con s i s t s i n overworki ng the deve lop ing and fixing s ol ut i on s

,o r i n at tempt i ng to u s e so l u

t i on s wh ich ha ve det er io ra ted .

The begi n -ne r w i sh es to make j u s ta ve ry few pri nts , so h e mixe s upthe conten t s o f a tube o f deve lope rpowder , or an ounce or s o o f Ne

pera So l u t i on .Wh en h e has made the few pr i nt she des i re s

,h e pou rs th e deve lo p ing

so lu ti on int o a bott l e to be u sed ats ome fu tu r e time ; th i s i s m i s takeneconomy becau se deve loper s do no tke ep we l ’l i n so lu t i on

,and soon be

come bad lyd i sco l or ed and u se l e s s .Not know ing th i s

,th e be gi nne r

tr i e s to u s e th i s so l u t ion a t a l ate rdate . and fa il s t o .secu re re su l t s .The fixi ng so l u t i on w i l l k eepmuch be tte r . and can be u s ed ove r12

aga i n u nt il i t s s tr ength i s exhau s ted

,but th e troubl e i s . th e beginn er

doe s not know when the fixi ng solut i on is exhau s ted , and so cont inu e sto u s e i t a f te r i t shou ld have beend is ca rded . The re su l t is pri'nts tha tsoon tu rn ye l l-ow and deter i o ra tegen era l ly.

O ne pi n t o f th e fix ing so l u t io nprepared by the formu la given inth e Ve lox Book w i l l fix one—ha l fgro s s o f 4 x 5 pr i n t s .So i t w il l b e w e l l when amateur sshow you muddyor bad lydi sco loredpri n t-s . to i nqu i r e a s to how theyhave u s ed the i r so lu t i on s

,and th e i r

t roub le oan u su a l lv be tr aced to th eforego in g .

'

Too many amateu rs , and part i eu la rly th e begi nn e rs , th in k ch emicall s a re j u s t chemi ca ls

, and s oth rough a m i s taken s en s e o f economy they buy th e ch eape s t obta inab le .W ith many ch emica ls th er e i s abig differenc e photograph i ca l ly be

twe en th e ordinary “ commerc i a l"grad-e and the chemi ca l ly pu re or“

C . P . gra de .The che aper

,or commerc ia l

,grade w i ll u sua l ly con ta i n many impu r i ti e s ; some o f the s e impur it i e sm a v abs olu te ly de fea t the properact1on o f a so lu t i on

,wh i l e o ther s

a re i n er t . tha t i s , ha vi ng no chemica l effec t a t a l l 0 11 the so lu ti on

,bu t

th ey a l so work aga i n s t re su l t s , becau s e the p r o p e r photograph i cs t rength ca n not be de term i nedwhen they are pre sen t .

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KODAKended h i s a ddre s s w i th every man ,woman and ch i ld so ld . Th i s i s howh e d id i t : he did i t by gett ing hisaud ie nce to agr ee w i th h im throughhab i t .He told them that th e i r Prov i ncewas a head o f a nyothe r when i t cameto pr i son r e fo rm . T heyagreed wi thh im . He in tr oduced other poi n t s , i nno w ay re l-at i ve to h i s propo s i t i onfor the same purpos e

,and when th e

c l imax came i t n ever occu rr ed tothem to cha l le nge h im— th ey j u s tna tur a l ly agreed .Th i s demons tr at i on conv inc ed oursa l e sman f r i end that the b ig s ecr e to f succ es s fu l s a le smansh ip was toge t th e buyer ’ s m ind mov ing i n th er igh t d i r ec t i on so tha t when yo ur eached you r po in t h e wou ld be i nan agr eeabl e frame o f mi nd .He make s i t a pract i c e to ge t th ebuyer to gran t h im smal l favor sear ly i n th e i n terv iew . su ch a s thel oan o f a penc i l o r o f a shee t o fpap-er

,a s a mean s o f gett i ng him

i n to a conde sc end ing frame o f m ind.

La te r he br ings up po i nts w i thwh i ch h e i s bound to agree

,avo id~

i ng s ta t ement s w h i ch he m igh t cha ll enge,

A ll through the i n te rv i ew h e tr i e sto ge t th e buyer to do h i s w i l l , begi nn ing w i th trifie s

,a nd end ing w i th

s ign ing the order .Now you m ay not ge t a ny par t ie

u l ar though t ou t o f th i s tha t appl i e sd i re c t ly to your own propos i t i on ,and agai n you m ay,

however,l e t i t

dr i ve th is one th ought home : “

The

big s ecr e t o f su cce s s fu l s a l e smansh i p i s to ge t the buyer ’ s m ind movi ng i n the r igh t d ir ect i on

,so tha t

when you have reached you r po i n th e w i l l be i n an agre eab l e frame o fm ind .

14

SALE SMANThe Business Letter

Suppos i ng i t fa l l s to your lo t tow r i t e or an sw er l e tte r s for th ehou s e . Bus i ne s s l e t ter s a re wr i t tento ' s e l l goods

,and to ma ke and t e

ta i n the fr i end sh ip and good w i l l o fpat ron s pre s en t and prospec t iv e .The re ar e good l e t t er s and poorl e t te r s . The good l e t te r s a re thosew r i tt en by peop l e who have s tud i edthe art o f good l e t ter wr i t i ng

,and

w e ar e glad to offer a few po i nter sgi ven by an au tho ri ty:

“ Brevity and compl etene s s ar ethe v i ta l e lements o f a l e t ter .“

Te l l you r s tory i n one hundredwords i f you can . The averageman or woman ge ts t i r ed a f te rr ea d ing five hundred words . The

bu syman balks a fte r thre e hundred .“ Ge t the a tten t ion o f you r prospee t i n th e fir s t paragr aph i f youcan . I f your prospect doe sn ’ t know

you or your produ ct , don ’ t c rowdh im .

“

Cons i de r you r fir s t l e t t er you rfi rs t ca l l t o ge t acqua i nt ed,and to

s ecu re an i nv i tat i on to re tu rn byappoi n tmen t to s e l l your goods .A l e tt er s en t w i thou t r eque s tgoe s to a s tr anger . A l e t t er i n answ er to an adver t i s ement i s an invita tion to have you r sa le sman cal l ,or s end you r s e l l ing ta l k byma i l .

“

Ther e shou ld be a r ea s on forevery l e t ter wr i tten . Plan your l e tter to fi t th e reason for wr i t ing i t .

“

The b ig ‘I ’ and ‘We’ and l i tt l e

‘

you’

ha s kep t many l e t ter s f romproduc i ng .“ I f you a re s e l l i ng a p roduct pu tth e per s on a l i ty o f the product in toyo ur l e t ter , and not you r own .

“ Be as cour teou s to a prospec t i na l e t ter as you wou ld be to a vi s i tori n your s tor e or off i ce .

“ I f you r l e t te r i s i n an swe r toone a sk i ng fo r i n format i on . tha t IS

KODAK SALE SMANthe subj ec t your prospec t i s i n tere s ted i n .

An swer h i s qu es t ion s c l ear ly andconc i s e ly . wi thout ge tt i ng too smar tor sn appy

,becau s e your prospec tth inks you know what h e want s toknow . I f you don ’ t know a sk someon e e l s e who doe s know : th en an

sw er th e qu e s t i on correc t ly .

I t i s you r prospect ’ s bu s in e s s toa sk qu es t i on s,and your s to an swe rth em cheer fu l ly and i nte l l i gen t ly . i f

your l e t ter s a re expec ted to produc

"Your prospect i s i n te re s te d i nw ha t your produc t o r pr opos i t i onw i ll do for him

,nor w ha t i t mean s

to you or a th i rd par ty.

"

Bus i ne s s men gene ra l ly are paying mor e and more a tt en t i on to th ew ri t i ng o f good l e t te r s : th ey ar er ap id ly e l im ina t i ng obso l e t e andus e l e s s w ords and phra s e s . te l l i ngwhat thev have to t e l l i n a p la i n .s t ra igh t forward w ay . and w i th th esame cour te sy th ey wou ld affordwer e th e per son addr e s s ed be for eth em in th e fl e sh .

Tha t Fight w ith Moria rityTom Dre i e r ( not Thomas— j u s t

Tom ) makes a spec i a l ty o f h e lp i ngmanu factu rer s and merchan t s s e l lgoods . and from al l accoun ts h e ha shad a fai r ave rage o f su cc e s s .Tom w ou ld have made a succ es sa s. a prea ch er becau s e h i s s e rmonsw ou ld neve r bore you . Usual lyw hen Tom wants to pound home atru th h e put s i t i n th e form o f as t ory . Th i s i s one o f h i s l a tes tw h ich m a y or m ay not con ta i n amora l for you :

“

D i c k Fu l l er,who runs th e O ld

Corne r Book S tore i n Bos ton . to l dme th e oth er day tha t when he was

I t ’ s a l l r igh t to pu t your be s t footforward . but l e t th e othe r on e catchup w i th i t .

15

a youngs te r i n schoo l th er e was atough young fe l low by th e n ame o fM ike M or i ar i ty . who was a lway sbea t i ng up th e oth er youngs te rs .

‘

O n e dav . ' s a id D i ck . ‘ some o fthe fe l l ow s came to me and sa idthey were su re tha t I co u ld wh ipM or ia r i ty

.I den i ed i t : I knew tha t

I w a s no fighte r . Bu t eve ry da y orso my fr i ends wou ld t e l l me wha t aw onderfu l ‘fighter I was . O f cou rs e .I h ad n ev er done any figh t i ng tospe ak o f . bu t i t w a s not l ong un t i lI began to be l i eve wha t they sa i d .

A f te r a wh i l e I tol d mys e l f tha tI w as a grea t fighter . I n t ime I w asconv i nced tha t Mor ia rity

’

s repu tat i on w a s doomed to be d immed .

O n e day a f te r s chool I wa lked upto M or i ar i ty and sa i d to h im .

“ M i keI can l i ck you . M i ke never sa i d aword . He ca lm ly dr ew back h i sfi s t and knocked me fia t . That ended my r i ng car ee r .

“

D i ck admi t s th a t h e l earned th enand th er e not to i ndu lge i n ta l k unl e s s h e had th e punch to back up theta l k . M any a sa l e sman goe s upagai n s t M i k e Moria rity

'

s o f buye r sw i th no more know l edge o f the i rgood s and o f th e pr i nc ip l e s o f sa l e sman sh ip th an D i ck had o f h imse l fand th e sc i enc e o f fight i ng w i th h i sfi s t s .

'

Every s a l e sman mus t kn ow h i sow n powers . some Moria r

ity knocks h im down and give s th ebu s in e s s he w an ts to another fe ll ow . he shou ld b lame h imse l f . Hew i l l ge t bu s i n e s s acco rd i ng to th equal i ty o f h i s good s and h i s s e l l i ngs t r ength .

K SALE SMANA Bit More About

En la rg ing

(Se e Novem be r Prim a ry Page )

I n the Pr imary page o f the Nov

ember i s su e we gave a l i t t le ta l k onth e maki ng o f en l a rgements

,and be

ca u se it w a s th e “ Pr imary” Page w e

w e-

r-e

'

a bi t con s e rvat ive i n s tat i ngthe degree o f en l a rgemen t tha tcou ld be made from a given s i z e o fnegat ive .We s ta ted th at a Ves t Pocke tKoda k nega t i ve cou ld be en largedto pos t card s i z e , and that e igh t byt e n enl argemen ts cou ld be madefrom a. fo u r by five negat i ve .Such degre e s o f en largemen t w i l lm eet th e requ i r em ent s o f th e average amateu r becau s e mos t o f h i scho i c e p i c tu re s are mounted i na lbums a nd con sequ en t lya re v i ewedat c l os e range

.

As a l l thos e o f you who are fam i l i a r w i th en l a rging w i l l know,much grea te r pr opor t i on s o f eu

l a rgemen t than those given abovecan be at ta in ed , and prove en t i r e lyacc eptab l e when v i ewed from a corre spondinn greater d i s tance .For d i spl aypu rpose s w e have frequent lymade enlargement s for ty b-

ys i x ty, from fou r by five negat i ve s ;we say for ty by s i x ty i n s te ad o ffor ty—e ight by s i xty,becau s e th e

max imum width o f th e paper i sfor ty i n ches ,I n fac t w e have o ften made enla rgem ents o f even great e r degreewhere we have s e l ec ted bu t a port ion o f the or igi na l n egat i ve for eul a rgement .Theor et i ca l ly the enl a rgementc ou ld be extended to a lmost a nys i z e

,u s ing tw o or more w id th s o f

paper for th e purpo s e,by over lapp ing th e edge s so th e d ivi d ing l i n e

wou ld not be appa ren t .Bu t i t mu s t be remember ed thatimper fec t i on s i n the negat ive a lm os t

i nv i s ible i n a contac t pr i n t,or i n an

en l argement.

o f medi um proport i on s . be come pa in fu l ly appar en t i nan en largement o f h igh d imens ions .

O n th e oth er hand,where w e

vie w the en l argemen t from a d i sta nce . i n cre a s ing i n propor t i on tothe s i z e o f th e en la rgement . we haveth e sam e v i sua l effec t a s when v i ewi ng an en l a rgement o f l e s s er proport i on s a t a c lo s er ra nge .I n maki ng our en l a rgemen ts fors tore d i sp lay purpose s w e a lwayshave to take th is i n to cons idera t i on ,figu r i ng th e average d i s tance f romthe wa l l o f the s to re to th e a i s l e orcounter f rom wh i ch the p i c tur e i ss een .The bes t evi dence we can give o fth i s , and o f th e wonder fu l ly finegram o f Eas tman fi lm i s to a sk youto cons i der the s i z e o f th e p i c ture sth rown on th e scr een i n th e averageh igh grade mo t i on pic tu re th eatr e .Here w e have an en l argemen tf rom the t i ny fi lm s éfi by 1 i nch top i c tu r e s fou r teen fe et and evenmore ac ros s . I n the l arger theatre si t i s o ft en over one hundred fee tfrom the scr e en to th e pro j ec t i onbooth , and the l a rge image i s nece ssary to affo rd eve ry one i n th e aud ie nc e a p i c tu re o f adequate s i z e .I f you wi l l reca l l th e ear l i er dayso f mot io n p ic tu re the atr e s

,when

the s ea t s w ere pl aced up to w i th i na few fee t o f th e scre en you wi l lr eco l l ec t tha t th e pi ctur e s v i ewedfro-m so shor t a range w ere not soagreeabl e to th e eye a s when v i eweda few row s fu r ther back .En largement s can be made to a l

mos t a ny s i z e , i t on ly be ing ne ce s

sary to v i ew them from a correspondi-ngly i n cr ea s i ng d i s tance toreta i n a l l th e effec t s o f th e or igina ln egat i ve

.

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