The new enterprise. (Madison, Fla.) 1901-1908, 1907-02-14
WOMAN IN ADVERTISING
HOW SHE HAS HELPED DEvEL-
oP A SPECIALITY.

Work at First-Advertislns prop.
critics."
American magazines are said to
owe much of their circulation In. Eng
land and on the Continent to their
advertising pages. 1t is no uncom'
mon experience to hear literary peo-
pie say: 1.-The characters, plot, dia'
lect, and geography of your maya
zine short story are beyond by com
prehension, but the advertisements,
fascinating in interest, give one
better idea of American women than
the stories do"
The theory that women are the
chief readers OF advertisements has
long since been actually disproved,
even If the popular tradition sur
wives. The actual space given to ad-
vertisements which appeal to men
In general magazines exceeds that
given to offerings that interest wom-
en-. Nevertheless, an effective ad-
vertisement devised to arrest the at
tention of womankind usually costs
DuOlC tudD any OlHtl hlhu, anu ehN
most successful, in artistic illustra-
ton and convincing argument, are
apt to be the product of women de-
signers of advertisements.
A new York woman who has been
engaged in this business for five or
six years says OF her experience. Il
am like many other women engaged
in new fields of work, the product
Of conditions, rather than the origi'
nator of any new idea of my own. |
was one of the first women in the
country TO devise and develop the
mail-order business, having charge
Of that work for a good many years
with a large Philadelphia concern.
The success of my work there led to
well-paying opportunities for organic
ing such departments in New York
firms.
About FIVE years ago I was di.
recting such department with
house that makes specially Of
waists, neckwear, and dresses. 1t
had been customary to employ ar
lists, graduates Of our art schools,
who were endeavoring to gain a rep
utation as illustrators of books and
magazines. To make illustrations
OF clothes was good practice, and
brought prompt returns, If not very
large sums. | was making a cata-
logue which was to be a very fine af-
fair, beautifully printed and illus
cd A1,,lA fN
half-tone illustrations made from
photographs of attractive girls wear
ing the apparel we had for sale. 1t
proved to be quite an undertaking to
find models that had the requisite fig
ure, poise and good looks.
II used a number of young women
friends. who met the requirements,
but who objected to any pose that
showed their faces, as they did not
wish to be recognized in the adver.
tisements. With all the difficulties
the results were so satisfactory that
1t was decided to have Photographic
illustrations from living models for
all future advertising matter. then
went to work to find suitable models,
which | finally succeeded in securing
among theatrical folk. They were
glad of the extra money to be so cas-.
lily earned, and the discipline of their
own work made them amenable to
the fatigues and eXactions of adver-
Using posing.
"The photographer for this sort of
work, to be successful in the details
of pictures for reproduction, has to
have a special equipment in the way
of cameras, properties, and speed in
delivery Of pictures, and there are
not very many of the first-class in
spite of the ever-growing demand for
their work. The photographer
made use of had the equipment, but
had no one familiar with the practi-
cal use Of photography in advertising
and finally took up that part of the
work for them. did work for the
large advertising concerns who un.
dertake the furnishing of catalogues
for every kind of business or prepar.
ing advertisements for periodicals,
and at the same time furnished illus.
trations for firms who prepare their
own catalogues and advertising mat.
ter.
ut is very complex and technical
sort Of business, but always interest.
ing, and with some new opportunity
for original effects. About two years
ago went into business for myself
as sort of middle man, as 1t were I
have a lengthy list of men, women
and children available for models,