The Washington times., 1936-08-10
S0UNDPH0TO
GREAT AID TO
ADVERTISERS

Soundphoto - developed by
scientists to speed photographs
over great distance by sound to
Hearst newspapers throughout the
country-today was extended to
the use of advertisers. An adver-
tiSement of the HeCht Company
was transmitted to The Times
from New York and appears in this
issue Of The Times.
1t marked the first successful
attempt to transmit advertising
copy by the new speedy sound
method, according to Harry B.
Baker editor of International
News Photos, under whose super
vision Soundphoto equipment has
been installed at strategic news
points in the United States.
Possibility Realized
When Soundphoto equipment
was installed by The Washington
Times early in June, C. B. Dulcan,
ST., vice president of the Hecht
Company, Immediately realized
the possibility it offered adver-
tiSers quickly to inform their Gus
toners of any unusual purchase
made in the outside market. Mr..
Dulcan left instructions with Bert
M. SaraZan. director of publicity
and sales. to utilize the sound
photo at the first opportunity.
On Saturday, Arthur Meyer, d.
visional merchandise counsellor
for the Hecht Company, was in
New York with his fur-buying
staff and Stylist. He felt that the
merchandise they had purchased
should be put on sale today. The
store being closed Saturday and
Sunday it was naturally impoSSi-
BILE to get the information and
copy here under the regular ad-
vertiSing routine.
Mr.. Meyer contacted Mr.. Sara
Zan by phone. Mr.. Sarazan Sug-
gested that he get a photo of one
of the coats from the manufac-
turer's sample line, that he en-
ploy a copy writer and a layout
artist to pencil in the ad (even
if it was roughly done) and that
he take it to the New York branch
of the International News Sound
photo Service and put it on the
wire to The Washington Times.
They photographed the page
and made five separate prints
which were put on the wire for
Washington. The largest print
transmitted is 8 by 10 inches. The
half-tone was transmitted by
Soundphoto separately AMI this
was the only part of the adver,
tiSement that was retouched. The
balance is reproduced just at it
was received.
Here's How 1t Works
The Soundphoto system Of send
ing photographs is regarded as
one of the most delicate yet the
most accurate thus far developed
for the purpose. 1t operates thus:
A photograph is placed on a
revolving cylinder of the sending
machine and a brilliant needle
point focusing ray of light is re-
Elected from the photograph into
the sound sending machine. The
machine is connected with or
binary telephone line that in turn
is connected with the receiving
instrument.
Audible signals sounding much
like the whistles" of RADIO emit
from the sending device and are
transmitted to the receiving in
strument, where an unexposed
negative, or film, is affixed to a
revolving cylinder similar to that
at the sending end. A needle
point ray, barely visible to the
naked eye, is reflected from the
receiving machine to the negative.
The ray from the sending ma
chine causes the sound signals and
they in turn reproduce the ray at
the receiving end Therefore, when
the rays have reflected the entire
photograph to the negative, an
exact copy of the original picture
has been reproduced.
A negative, by 10 inches, can
be transmitted in 10 to Is minutes,
regardless of distance.
VOTE AMERICAN