The St. Mary banner. (Franklin, Parish of St. Mary, La.) 1889-1931, 1907-09-21
r0NANIN ADVERTISING
.,ow SHE HAS HELPED OSVEI'
NJ A SPECIALITY.

..,,,ohic Reproduction Was Hard
...,k at First-Advertisins "7rop-
.rties."
.vorican magazines are said to
.ucb Of their circulation in Eng
-, and on the Continent to their
. .sr pages. 1t is no uncon-
evnerience to hear literary peo-
- cav. "The characters, plot, dia-
Z, and geography OF your maya
~ abort story are beyond by COM
...rs;on. but the advertisements,
r..nating in interest, give one a
ss,ter idea of American women than
ne stories do
Tho theory that women are the
~, roaders of advertisements has
~. since been actually disproved,
.rsn II the popular tradition sur
III, The actual space given to ad-
easements which appeal to men
= general magazines exceeds that
d,eu to offerings that interest wom-
~ Nevertheless, an effective ad-
,gtsement devised to arrest the at
,,,,on Of womankind usually costs
.,,a than any other kind. and the
,o.t successful, in artistic i!lustra-
linn and convincing argument, are
VI to be the product Of women de-
,iruers OF advertisements.
4 new York woman who has been
.oraeed in this business for five or
d, years says of her experience: Il
an like many other women engaged
h new fields Of work, the product
4 conditions, rather than the origi-
utor Of any new idea of my own. l
v,s one of the first women in the
,ouutry to devise and develop the
nail.order business, having charge
AZ that work for good many years
Nth a large Philadelphia concern.
he success Of my work there led to
vell.paying opportunities for organic
u such departments in New York
rms.
About five years ago I was d.
citing such a department with a
ruse that makes a specially OF
rists, neckwear, and dresses. 1t
nd been customary to employ ar
ITS graduates of our art schools.
ho we're endeavoring to gain a rep
milton as illustrators of books and
l,gazines. To make illustrations
X clothes was good practice, and
huught prompt returns, II not very
kye sums. l was making cata-
hue which was to be a very fine af-
it, beautifully printed and illus
t1ted. l concluded to try some
hKtone illustrations made from
Photographs Of attractive girls wear
ag the apparel we had for sale. 1t
Proved to be quite an undertaking to
I'D models that had the requisite fig
ue poise and good looks.
I used number Of young women
Meads. who met the requirements,
sn who objected to any pose that
aoved their faces, as they did not
viii to be recognized in the adver-
henents. With all the difficulties
De results were 50 satisfactory that
vas decided to have Photographic
Illustrations from living models for
u future advertising matter I then
vent to work to find suitable models,
which finally succeeded in securing
anong theatrical folk. They were
pad Of the extra money to be so cas-
ny earned, and the discipline of their
om work made them amenable to
ue fatigues and exactions of adver-
u''ng posing.
Inc photographer for this sort OF
sak, to be successful in the details
pictures for reproduction, has to
ave special equipment in the way
cameras. properties, and speed in
'elNesJ Of pictures, and there are
W. very many of the first-class in
'sae y the ever-growing demand for
Isa work. The photographer l
.aae use OF had the equipment, but
I. ~ % one familiar with the practi-
- ase Of photography in advertising,
~ maily | took up that part of the
WE lot them. did work for the
1se Advertising concerns who un-
- s''aAe the furnishing of catalogues
y very kind Of business or prepar-
- ADVERTISEMENTS for periodicals,
~. u the same time furnished Illus
0us lor firms who prepare their
III ataiogues and advertising mat
nn very complex and technical
\. u business, but always interest
- ~ aa with some new opportunity
i. slnal effects. About two years
went into business for myself
IL. ' OF middle man, as it were. l
=. lengthy list of men, women
A. nuaren available for models,
A. none OF them are models in
seneral acceptance Of the word.
~ Ill are theatrical pecn1o