Skip to main content

Full text of "Canadian Kodak Trade Circular"

See other formats 


•Kwmmimmim^m 


FOR  TRADE  CIRCILATIO.X  OyLY. 


Canadian   Kodak  Co.,  Limited 

Trade  Circular. 


•FOR   YOFR  LXTERFST  A.XD  OCR  OU.X 


\o\.  X.     No.  9 


TORONTO,  CANADA 


Januarj-,  1914 


THE  FIRST  OF  THE  YEAR 


In  this,  the  first  number  of  our 
Trade  Circular  for  1914.  we  think 
it  fitting  to  express  to  the  Imndreds 
of  Kodak  dealers  our  appreciation 
of  the  business  we  have  received 
from  them  in  1913,  combined  with 
a  genuine  wish  that  they  may  meet 
with  a  greater  prosperity  in  19 1 4 
than  ever  before.  And  we  go  fur- 
ther, in  sincerely  hoping  that  the 
general  relations  between  us  and  our 
customers,  always  cordial,  will  be 
even  more  pleasant. 

Our  appreciation  will  seem  all  the 
more  real  when  each  Kodak  dealer 
reflects  that  it  is  through  him,  and 
other  dealers  like  him,  that  our  pro- 
ducts find  their  way  to  the  con- 
sumer, for  we  have  always,  and 
without  ceasing,  urged  the  consumer 
to  buy  of  the  dealer — the  proof  is 
to  be  found  in  every  Kndak  ad- 
vertisement. 

1913  will  not  be  reiuembered  as  a 
year  of  jjanic,  for  the  simple  reason 
that  there  has  been  no  paralysing 
]ianic  to  record. 

191 3  will  rather  be  remembered 
as  a  year  that  has  taught  the  people 


of  this  country  several  useful  les- 
sons. If  we  may  single  out  any  one 
lesson  as  being  of  peculiar  useful- 
ness and  timeliness,  it  would  seem 
to  be  that  unbridled  optimism  does 
not  work  for  true  advancement  any 
more  than  any  other  unbridled  force 
or  influence. 

Canada  has  been  held  up  so  high 
as  the  land  of  promise  th.at  caution 
has  been  at  a  discount,  and  well 
nigh  every  scheme  went  through. 

We  can't  pretend  to  give  the  real 
cause  for  the  stringency  of  the 
money  market.  \\  e  do  know  that 
there  have  been  troublesome  wars 
in  the  Balkans  and  Mexico,  all  of 
which  have  to  be  paid  for  in  money, 
covering  the  immediate  expenses  as 
well  as  the  value  of  property  that 
has  been  ruined  or  forced  to  lie  un- 
productive. 

Canada,  like  other  countries,  has 
been  atTected  by  these  events,  of 
course,  but  has  fortunately  escaped 
even  the  shadow  of  a  panic,  for 
Caution  came  into  her  own  in  due 
time. 

Canada  is  then  far  from  the  posi- 


KODAK  TRADE  CIRCULAR 


tion  of  staring  "hard  times"  in  the 
face,  and  by  every  process  of  rea- 
soning, is  sure  to  advance  on  a 
foundation  of  prosperity  even  more 
secure. 

So  much  for  the  past — now  for 
the  future. 

As  Canadian  manufacturers,  hav- 
ing a  large  amount  of  capital  in- 
vested, we  have  never  had  a  single 
reason  to  be  discouraged  with  the 
general  prospects.  Our  1913  sales 
have  exceeded  the  19 12  figures  by 
a  pleasing  percentage.  We  have 
never  lost  ground,  and  we  feel  that 
we  never  shall  so  long  as  we  have 
the  real  goods,  coupled  with  ade- 
quate service. 

As  in  the  past,  we  shall  bend 
every  effort  to  the  betterment  of 
our  goods,  and  of  our  facilities  for 
serving  our  customers,  not  chasing 
Will  O'  the  Wisps  or  idle  fancies, 
but  confining  ourselves  at  all  times 
to  the  soundest  principles  of  busi- 
ness. 

At  the  end  of  the  Old,  and  the 
beginning  of  the  New  Year  it  will 
surely  interest  our  customers  to 
know  that  our  business  has  increas- 
ed to  such  an'  extent  as  to  force  us 
again  to  look  for  better  quarters. 

We  have  acquired  25  acres  of 
land,  on  which,  as  soon  as  the  frost 
is  out  of  the  ground,  we  shall  begin 
to  build  the  most  modern  plant  pos- 
sible for  the  manufacture  of  photo- 
graphic material  of  every  descri])- 
tion.  Details  of  this  new  plant  will 
be  given  in  the  Trade  Circular  as 
soon  as  construction  is  started,  and 
we  shall,  from  time  to  time;  use 
illustrations  to  give  our  customers 
a  proper  idea  of  what  will  be  our 
new  facilities  for  serving  them. 

Doesn't  it  prove  that  we  have  con- 
fidence in  Canada  and  in  our  busi- 
ness   when    we    are    willing    to    o-o 


ahead  with  such  an  undertaking  as 
that  outlined  above  for  taking  care 
of  our  trade  ? 


MORE  MONEY  IN  THE  CASH 
DRAWER 

We  note  a  remarkable  increase 
in  the  size  of  the  orders  and  re- 
orders from  a  number  of  dealers 
for  A  elox  Transparent  Water  Color 
Stamps,  and  the  Velox  Water 
Color  Stamp  Outfits. 

It  is  also  interesting  to  note  that 
the  dealers  wdio  have  been  unusual- 
ly successful  in  selling  the  Water 
Color  Stamps,  have  also  largely  in- 
creased their  sale  of  miscellaneous 
sundries. 

As  the  growth  of  the  sale  of 
these  goods  is  "spotty,"  much  more 
marked  in  some  stores  than  in 
others,  it  is  evident  that  the  increase 
in  sales  is  due.  in  most  part,  to  the 
fact  that  these  dealers  have  instruct- 
ed their  salespeople  to  push  the  sun- 
dries, and  have  seen  to  it  that  they 
were  pushed. 

And  to  these  dealers  with  initi- 
ative, the  satisfaction  comes  in  the 
most  practical  way — more  money  in 
the  cash  drawer. 

What  one  dealer,  or  one  group 
of  dealers  can  do  any  other  dealer 
can  do  with  the  same  result — more 
money  in  the  cash  drawer. 


For  the  Christmas  Kodaker 

''How  to  Make  Good 
Pictures '' 

A  real  help  to  better  results. 


KODAK  TRADE  CIRCULAR 


START  THE  CHRISTMAS 
KODAKERS  RIGHT 

The  Kodaks  and  Brownies  pre- 
sented at  Christmas  total  a  great 
man}-  thousands. 

Practically  every  recipient  will 
put  them  into  immediate  use,  and 
if  they  are  tactfully  assisted  over 
the  first  few  uneven  spots  a  hig 
market  is  at  once  created  for  Nour 
sundries. 

It  is  most  excellent  business  to 
play  up  strong  on  developing  and 
printing  the  films  from  these 
Christmas  Kodaks,  and  to  have 
your  finishing  department  ])ut 
forth  unusual  efforts  to  make  the 
most  of  every  exposure. 

When  the  films  and  prints  are 
called  for  see  to  it  that  the  sales- 
man goes  over  them  with  the  cus- 
tomer and  oiTers  every  practical 
suggestion  for  improvement. 

If  these  beginners  are  successful, 
and  they  will  be  if  vou  do  your 
part,  how  easy  it  will  be  to  interest 
them  in  flashlight  work,  in  the 
l)ortrait  attachments.  \'elox  Trans- 
parent Water  Color  Stamps,  tri- 
pods, Film  tanks,  \'elox,  printing 
frames,  stirring  rod  thermometers, 
up  and  down  and  all  the  wax- 
across  your  line  of  long  profit 
sundries. 

A  little  bit  quiet  after  Christmas? 
Not  so  you  could  notice  it  if  3'ou 
go  after  all  this  good  business  that 
will  come  to  you.  and  stay  t^'ith  you, 
if  you  will  just  go  after  it. 

Page  8  oft'ers  a  suggestion  for 
ne\vs])apcr  advertising  and  wiiidnw 
card  that  will  hel])  to  start  tlieui 
C(jming. 

Every  da}-  will  l)e  a  Kodak  da}- 
if  you  and  your  salespeople  start 
these  Christmas  Kodaks  right. 


NEW  TERMS  OF  SALE 

A  copy  of  the  19 14  Tcruis  of 
Sale  has  recently  been  mailed  to 
each  dealer.  There  are  no  striking 
changes  to  be  noted  from  the  Terms 
of  former  years,  which  have  proved 
satisfactory  to  dealers  all  over  the 
Dominion. 

Dealers  will  do  well  to  post  them- 
selves anew  by  a  careful  reading, 
and  also  see  to  it  that  their  sales- 
people have  a  clear  understanding  of 
the  operation  of  these  Terms  of 
Sale. 


No.  2  Folding 
Pocket  Brownie 


A  pocket  camera  at  a  small  pocket 
price — yet  wholly  efficient  and 
reliable. 

Takes  pictures  2 '4  x  3^  inches, 
six  exposures  on  a  roll  of  Kodak 
film. 

Price,  $5.00. 

Let  us  exi)lain  the  easy,  all-by- 
daylight   way  in   ])icture  making-. 

Brownies,  $1.00  to  $12.00. 
Kodaks,  $7.00  to  $65.00. 

RICHARD    ROE    &    CO. 


single  coluiuu  cut  No.  221 H. 
Double  coluiiui  cut  Xo.  221 G. 


KODAK  TRADE  CIRCULAR 


LOCAL  ADVERTISING 

F.\ery  manufacturer  whose  pro- 
ducts have  wide  distribution,  and 
who  conducts  a  national  a<lvertis- 
ing  campaign  is  frequently  con- 
fronted with  requests  for  local 
advertising  as  a  further  assistance 
to  the  dealer. 

Now  this  is  one  step  further  than 
the  manufacturer  usually  feels  that 
he  can  go.  and  with  good  reason, 
and  it  ordinarily  requires  but  a 
simple  explanation  to  convince 
the  dealer  of  the  soundness  of  the 
manu  f acturer's   reasoning. 

In  this  connection  it  is  interesting 
to  note  the  opinion  of  a  dealer  in 
another  line  regarding  the  question 
(  in  a  recent  issue  of  "Printers 
Ink").  He  remarks.  "I  thought 
that  if  the  manufacturer  was  spend- 
ing something  like  Sioo.ooo  a  year 
for  advertising  it  might  not  be  a 
bad  idea  to  devote,  say,  half  of  it. 
to  local  newspapers  throughout  the 
country.  So  far  as  I  was  concerned, 
it  was  not  that  I  wanted  help  in 
carrying  space  in  mv  home  news- 
papers. I  was  quite  content  to  go 
on  spending  as  much  as  I  had  in 
the  past. 

"Ikit  it  occurred  to  me  that  I 
might  benefit  if  the  niaiuifaetnrer 
bought  space  >iniultaneou^l\-  or 
gave  me  an  allowance  which  would 
enable  me  to  take  larger  space. 

"However,  when  the  whole  sub- 
ject was  thrashed  out  it  was  evident 
that  there  were  so  many  agencies 
that  if  an  appropriation  were  dis- 
tributed throughout  the  country  it 
would  be  spread  so  thin  that  it 
would  probably  do  little  good. 

"So  I  am  well  content  to  take  care 
of  the  local  newspaper  advertising 
and  have  the  manufacturer  confine 
himself  to  the  general  mediums. 

"Practically  all  of  my  customers 


read  the  general  magazines,  and  I 
figure  that  I  profit  just  as  certainly 
as  though  the  expenditure  went 
into  the  local  dailies." 

And  the  foregoing  very  clearly 
expresses  tlic  situation.  There  is. 
perhaps,  no  business  that  would 
warrant  an  advertising  appropria- 
tion sufficiently  large  to  carry  on 
a  campaign  of  publicity  in  both  the 
general  magazine,  and  in  extensive 
local  advertising  for  the  dealer. 

Hither  one  or  the  other  of  the 
])oint-  of  contact  would  lia\"e  to  lie 
slighted  with  a  very  material  les^-en- 
ing  of  results. 

Every  dealer  can  well  afford  to 
locally  advertise  the  nationally 
advertised  products  that  he  carries. 
But  to  produce  the  best  results  his 
advertising  should  key  in  witli  the 
national  advertising  so  as  to  link 
this  general  publicity  direct  with 
hi-  store. 

We  have  been  and  are  more  tlian 
glad  to  supply  the  dealer  with  cuts 
for  use  in  his  local  advertising, 
and  to  aid  him  with  suggestions, 
or  to  write  him  si:)ecial  copy  if 
necessary. 

Now  is  a  good 
time  to  take  a 
course  in  the 

Educational 
Department 

Full  particulars 
on  request. 


KODAK  TRADK  CIRCULAR 


Now's  the  time  to  push 

VELOX 

Water  Color  Stamps 

l)ecause  they  will  increase  the  con- 
sumption of  paper  and  other  material 
by  opening  to  your  customers  a  most 
interesting  held  of  work — the  coloring 
of  one's  own  pictures. 

The  process  is  simplicity  itself  and 
detailed  directions  are  given  in  a  little 
leaflet  which  will  be  supplied  in  reason- 
able (juantities  free  of  charge. 

Velox  Water  Color  Stamp  Outfit,  in- 
cluding booklet  of  Color  Stamps,  three 
Special    Brushes    and    Palette,    neatly 

boxed $  JS 

Book  of  Color  Stamps— 12  Colors      .25 

Discount  33  K  per  cent. 


KODAK    TRADE    CIRCULAR. 


THE  RISE  OF  FAIR  TRADING 

Ji.vtracf  from  an  article  hy  Louis  J). 
Braiidcis,  in  Harf^cr's  Weekly. 

Primitive  barter  was  a  contest  of 
wits,  instead  of  an  exchange  of  as- 
certained values.  It  was,  indeed,  an 
equation  of  two  unknown  quantities. 

Trading  took  its  fiirst  advance 
wlieii  money  was  adopted  as  the 
mechum  of  exchange.  That  re- 
moved one-half  of  the  uncertainty 
incident  to  a  trade ;  but  only  one- 
half.  The  transaction  of  buying  and 
selling  remained  still  a  contest  of 
wits.  The  seller  still  gave  as  little 
in  value  and  got  as  much  in  money 
as  he  could.  And  the  law  looked 
on  at  the  contest,  declaring  solemn- 
ly and  ominously :  "Let  the  buyer 
beware."  \\'ithin  anij^le  limits  the 
seller  might  legally  lie  with  impun- 
ity; and,  almost  without  limits,  he 
might  legally  deceive  by  silence.  The 
law  gave  no  redress  because  it 
deemed  reliance  u]:)on  sellers'  talk 
unreasonable ;  and  not  to  discover 
for  oneself  the  defects  in  an  article 
purchased  was  ordinarily  proof  of 
negligence.  A  good  bargain  meant 
a  transaction  in  which  one  person 
got  the  better  of  another.  Trading 
in  the  "good  old  days"  imposed 
upon  the  seller  no  obligation  either 
to  tell  the  truth,  or  to  give  value,  or 
to  treat  all  customers  alike.  But  in 
the  last  generation  trade  morals 
have  made  great  strides.  New 
methods  essential  t(j  doing  business 
on  a  large  scale  were  introduced. 
They  are  time-saving  and  labor- 
saving  ;  and  have  proved  also  con- 
science-saving devices. 

The  greatest  progression  in  this 
respect  has  been  made  in  the  retail 
trade ;  and  the  first  important  step 
was  the  introduction  of  the  one- 
price    store.      That    eliminated    the 


constant  haggling  about  prices,  and 
the  unjust  discrimination  among 
customers.  But  it  did  far  more. 
It  tended  to  secure  fair  prices ;  for 
it  compelled  the  dealer  to  make,  de- 
liberately, prices  by  wdiich  he  was 
prepared  to  stand  or  fall.  It  in- 
volved a  publicity  of  prices  which 
invited  a  comparison  in  detail  with 
those  of  competitors,  and  it  sub- 
jected all  his  prices  to  the  criticism 
of  all  his  customers.  But  while  the 
one-price  store  marked  a  great  ad- 
vance, it  did  not  bring  the  full  assur- 
ance that  the  seller  was  giving 
value.  The  day's  price  of  the  ar- 
ticle offered  was  fixed  and  every 
customer  was  treated  alike ;  but 
there  was  still  no  adequate  guaran- 
tee of  value ;  both  because  there 
was  ordinarily  no  recognized  stand- 
ard of  quality  for  the  particular  ar- 
ticle, and  because  there  was  no 
standard  price  even  for  the  article 
of  standard  quality. 

Under  >uch  conditions  the  pur- 
chaser had  still  to  rely  for  protec- 
tion on  his  own  acumen,  or  on  the 
character  and  judgment  of  the  re- 
tailer, and  the  individual  producer 
had  little  encouragement  to  establish 
or  maintain  a  reputation.  The  un- 
scrupulous or  unskilful  dealer  might 
be  led  to  abandon  his  goods  for 
cheaper  and  inferior  substitutes. 
This  ever-present  danger  led  to  an 
ever-widening  use  of  trade  marks. 
Thereby  the  producer  secured  the 
reward  for  well  doing  and  the  con- 
sumer the  desired  guarantee  of 
(juality.  Later  the  sale  of  trade- 
marked  goods  at  retail  in  original 
packages  supplied  a  further  assur- 
ance of  quality,  and  also  the  assur- 
ance that  the  proper  quantity  was 
delivered.  The  enactment  of  the 
Pure  Food  Law  strengthened  these 
guarantees. 


KODAK  TRADE  CIRCULAR 


Pjiit  the  standard  of  value  in  re- 
tail trade  was  nut  fully  secured  until 
a  method  was  devised  by  which  a 
uniform  retail  selling  price  was  es- 
tablished for  trade-marked  articles 
sold  in  the  original  package.  In 
that  way,  widely  extended  use  of  a 
trade-marked  article  fostered  by 
national  advertising  could  create 
both  a  reputation  for  the  article,  and 
a  common  knowledge  of  its  estab- 
lished selling  i^rice  or  value,  \\itli 
the  introduction  of  that  device  the 
evolution  of  the  modern  purchase 
became  complete.  The  ordinary  re- 
tail sale — the  transaction  which  had 
once  been  an  equation  of  two  un- 
known quantities — became  an  equa- 
tion of  two  known  quantities.  Un- 
certainty in  trade  is  eliminated  by 
".A  Dollar  and  the  Ingersoll  Watch." 
or  "Five  Cents  and  the  I'needa  Bis- 
cuits." 

DISCONTINUED  GOODS     ' 

The  Solio  I'oning  and  Fixing 
Powders  announced  in  Trade  Cir- 
cular for  October  seem  to  have  the 
preference  over  the  older  style  of 
package.  W'e  have,  therefore,  with- 
drawn from  the  market  the  2  oz. 
and   4   oz.   packages. 

The  24  oz.  Oaduate  listed  in 
191 3  catalogue  has  also  been  taken 
off  the  market.  Of  course  we  shall 
continue  to  >u])pl\'  the  4  oz.,  8  oz. 
and    16  oz.   sizes. 

The  Royal  brand  of  Dry  I'lates 
has  also  been  discontinued,  not 
l\o\AL.  Splcl\l  Fxtra  Rapid,  the 
reason  l)eing  that  tlu'  latter  brand 
has  met  with  a  tremendous  popu- 
larity, so  nuich  so  as  to  make  the 
retention  of  the  old  Ronal  unneces- 
sary. (  )n  orders  for  Roxal  i)lates 
we  shall  send  Royal  S.  \\.  R..  wliicli 
will  till  the  bill  and  more. 


TWO  SUGGESTIONS  FOR 
1914 

About  Orders. 

In  the  handling  of  orders  iov 
goods  as  varied  as  the  line  we  sell,  it 
is  impossible  to  avoid  mistakes,  and 
we  feel  that  every  customer  from 
•lis  own  business  experience  will  re- 
alize our  position.  We  ask'your  co- 
operation for  our  Order  Depart- 
ment to  this  extent — that  you  will 
make  your  1914  orders  so  clear  that 
there  will  be  a  minimum  of  mis- 
understanding. Just  a  little  care  on 
your  part  will  help  us  to  give  you 
better  service,  for  if  orders  are  ex- 
plicit, we  shall  not  have  to  conduct 
so  many  guessing  contests  as  to 
what  is  meant  by  this  or  that  item 
on  an  order.  The  hurriedly  written 
order  often  bears  out  the  old  maxim 
— "More  haste,  less  speed,"  and 
speed  in  this  case  means  the  prompt 
receipt  by  you  of  goods  you  need 
most  urgently. 

A.MATEUR    FiXISHIXG. 

Another  suggestion  for  1914  that 
will  increase  your  profits,  if  fol- 
lowed out,  is  that  you  start  right 
now  to  figure  out  ways  and  means 
for  taking  care  of  the  Amateur  Fin- 
ishing trade  among  your  customers. 
1913  saw  a  large  increase  in  the 
number  of  dealers  doing  Finishing 
and  we  have  yet  to  hear  of  any  deal- 
er who  regretted  the  step  or  k)st 
money  thereby:  on  the  contrary  we 
can  ])(>int  to  a  few  dealers  who 
lost  business  because  they  didn't 
take  care  of  their  customers  in  this 
respect  and  suffered  in  competition 
with  the  other  fellow  who  did  I'^in- 
ishing. 

Have   the   Goods  in  Stock. 


KODAK  TRADE  CIRCULAR 


Bring  us 

your  Christmas 

KODAK  FILMS 


Our  finishing  department  will  get  the 
most  from  every  exposure  and  our  experts 
will  gladl}^  assist  you  to  still  better  future 
results. 

All  the  new  Kodak  goods  in  Stock. 

RICHARD    ROE    &    COMPANY 


Doiil)le  cohiinn  cut  Xo.  271A. 


Single  Cdlmnn   cut   Xo.   271 H. 


FOR  TRADE  CIRCCLATIO.X  OXLV. 


Canadian  Kodak  Co.,  Limited 

Trade  Circular. 


"FOR   VOi'R  I.XrEREST  A.\D  OUR  OIV^V 


Vol.  X.     No.  ID 


TORONTO,  CANADA 


February,  191 4 


BOOSTING  THE  SMALL  SALE 


"Oil.  hang  these  small  accounts," 
exclaimed  a  bank  clerk  in  an  aside 
to  a  fellow  employee,  as  he  passed 
out  a  book  to  one  of  the  bank's 
small  depositors. 

One  of  the  bank  ot^cials  hap- 
pened to  be  standing  near,  so  in  a 
few  moments,  he  casually  inquired 
of  the  clerk.  "Who  was  that  man 
at  the  window  a  moment  ago?" 

"Oh.  that's  Fred  Johnson,  one  of 
the  employees  over  at  Brown's  big 
factory  in  the  \\  est  End."  was  the 

Going  into  his  office  the  official 
requested  his  stenographer  to  ascer- 
tain Fred  Johnson's  average  bal- 
ance. 

He  found  that  it  averaged  over 
two  hundred  dollars  the  year 
around. 

One  thousand  depositors  with 
an  average  balance  of  two  hundred 
dollars,  would  afford  the  bank  the 
use  of  two  hundred  thousand  per- 
fectly good  dollars. 

*     *     * 

\\  hen  we  were  small  boys  the 
expenditure    of    a    penny    required 


deliberation,  while  ^pending  a  nickel 
was  a  financial  transaction  of  great 
magnitvide,  and  accomplished  under 
great  mental  stress. 

There  once  was  a  man  and  his 
wife  who  conducted  a  candy  store 
with  everything  from  "penny 
goods"  to  the  most  expensi\e 
French  confections. 

There  were  lots  of  other  cand}- 
stores  in  town,  but  it  was  this  par- 
ticular store  that  most  of  the  small 
children  patronized. 

Xot  because  they  couldn't  get 
the  same  things  in  other  stores, 
but  because  each  and  every  kiddie 
was  received  with  respectful  cour- 
tesy and  their  jux  enile  wishes  gi\en 
full  consideration. 

And  when  they  got  older  and 
could  ask  for  a  two  or  h\e  pound 
box  of  chocolates  without  batting 
an  eyelash  they  still  patronized  the 
same  store. 

And  that  candy  man  retired  with 
a  comfortable  fortune  because  he 
appreciated  the  aggregate  value  of 
the  small  sales. 

Jt  requires  just  as  much  effort  to 


KODAK   TRADE  CIRCULAR 


wrap  up  a  hfteen  cent  box  of  fixing 
powder  as  it  does  a  twenty-hve 
dollar  Kodak. 

It  sometimes  requires  more  efifort 
to  sell  a  portrait  attachment  than 
it  does  to  sell  a  Kodak. 

We  all  like  to  make  the  big 
sales ;  that  is  human.  But  if  you 
want  a  genuine  surprise  take  your 
month's  sales  slips,  and  sort  them 
into  two  piles  "over  one  dollar," 
and  "under  one  dollar."  and  see 
which  pile  totals  the  most. 

Despise  not  the  small  sale,  make 
it  cheerfully,  willingly — but  there 
is  no  rule  against  your  trying  to 
make  it  a  bigger  one. 

In  no  other  line  than  the  Kodak- 
line  is  there  a  greater  opportunity 
for  a  big  total  of  small  sales,  or  for 
boosting  the  size  of  the  small  sale. 

The  line  of  photographic  sun- 
dries is  extensive,  and  every  item 
carries  a  good  profit. 

Half  of  your  customers  do  not 
know  of  one  quarter  of  the  little 
conveniences  and  helps  to  better 
results  that  your  stock  embraces. 

The  majority  of  them  can  spend 
an  extra  dime,  quarter  or  dollar 
without  going  into  bankruptcy,  and 
they  Zi'ill  do  it  if  you  show  and 
explain  to  them  some  of  the  small- 
er things  your  stock  contains.  The 
man  who  tells  you  that  he  has  some 
interiors  to  make  might  possibly 
be  sold  a  tripod  brace,  so  his  tripod 
wouldn't  slide  on  the  hardwood 
floor. 

Little  Mrs.  Blank  who  is  so 
anxious  to  make  some  good  pic- 
tures of  the  children  uiay  never 
have  heard  of  the  Kodak  Portrait 
Attachment. 

That  young  lady  with  the  better 
than  usual  flower  study  prints  max 
not  know  how  easy  it  is  to  color 
her  prints  with  the  Velox  Trans- 
parent Water  Colors. 


The  boy  asking  for  a  package 
of  Flash  Sheets  may  not  know  of 
tlie  Flash  Sheet  Holder. 

This  could  be  continued  almost 
indefinitely,  but  the  foregoing  will 
suHice. 

The  sale  of  almost  any  article 
in  your  stock  will  suggest  some- 
thing to  go  with  it.  Supposing  one 
customer  does  say.  "I  have  that." 
think  of  those  that  will  >a}-  "ril 
take  that."  for  that  is  the  way 
to  greater  profits,  and  there  is  no 
surer  way  than  through  the  tactful 
boosting  of  the  small  sale. 

a 

VEST  POCKET  KODAK 

WITH  KODAK 

ANASTIGMAT  LENS. 

We  will  hereafter  supply  the 
Vest  Pocket  Kodak  equipped  with 
the  Kodak  Anastigmat  Lens  speed 
/.  8,  at  thirteen  dollars  and  fifty 
cents  list. 

Soft  brown  leather  carrying  case 
(same  as  with  Kodak  Gift  Case  )  at 
three  dollars  list. 

Where  the  Kodak  and  carrying 
case  are  ordered  together  we  will 
supply  the  silk  lined  container 
gratis. 

Discount  on  Kodak.  Z2  per  cent. 

Discount  on  Carrying  Case.  30 
per  cent. 

Discount  on  complete  outfit.  C)l 
per  cent. 


Good  consistent  pushing  of 

Velox    Water   Colors 

will  be  amply  repaid  in  the 
better  sales  of  Paper, 
Chemicals  and  Sundries 
they  will  help  create. 


KODAK   TKADK  CIRCLLAR 


PROGRAMME  FOR  1914 


Second  only  in  importance  to  the  crop  outlook  as  a  construc- 
tive item  in  the  business  programme  of  1SU4.  is  the  orderly 
manner  in  which  the  real  estate  retreat  is  being  conducted.  The 
overhauling  of  accounts  at  the  beginning  of  the  year  is  disclosing 
weak  spots  here  and  there  and  revealing  evidence  of  innumer- 
able individual  losses,  but  nevertheless  there  has  been  neither  a 
widespread  impairment  of  credit  nor  of  the  business  situation 
generally.  \\'hen  speculation  in  real  estate  was  at  its  height  it 
was  recognized  that  beyond  the  individual  extravagance  which 
the  easily-acquired  wealth  encouraged,  and  the  cost  of  exploita- 
tion, there  was  not  much  real  waste  of  capital.  Money  was  being 
rapidly  passed  from  hand  to  hand,  but  it  was  remaining  in  the 
country.  Added  to  this  the  fact  that  the  loans  made  when  real 
estate  prices  had  reached  their  maximum  were  upon  a  particu- 
larly conser\ative  basis  has  prevented  a  situation  which  might 
otherwise  have  become  very  dangerous.  The  reduction  in  the  rent 
charges  which  we  may  expect  in  many  sections  throughout  Can- 
ada will  facilitate  business  and  will  encourage  production,  and 
in  addition  to  that  it  does  not  now  appear  that  Canada  will  have 
to  pay  in  business  failures  during  1914  the  full  penalty  which 
might  have  been  expected  in  \iew  of  her  real  estate  excesses. 

Undoubtedly  the  chief  cause  for  complaint  among  business 
men  in  1912  and  1913  was  the  scarcity  of  banking  accommoda- 
tion, and  therefore  it  is  interesting  to  scrutinize  the  pronounce- 
ments of  the  bankers  themselves  upon  the  outlook  for  1914.  There 
is  a  general  agreement  that  money  will  accumulate  in  the  financial 
centres.  \\  ith  a  disposition  to  save  becoming  evident  in  indi- 
\  iduals.  as  well  as  corporations,  and  with  a  distinct  contraction 
in  many  lines  of  trade,  it  would  be  strange  if  capital  did  not 
accumulate,  and  despite  the  statements  that  the  more  plentiful 
supplies  of  funds  will  not  have  any  ai^jireciable  effect  on  rates  for 
general  business,  it  is  evident  that  the  price  of  banking  accom- 
modation will  follow  the  course  of  every  other  commodity,  and 
lliat  there  will  be  this  additional  encouragement  t(j  business  in 
1''14. — Extract  from  article  on  the  financial  situation  i)i  Board 
of    Trade  Xez<.'s.    Toronto. 


KODAK  TRADE  CIRCULAR 


A  VEXED  QUESTION 

The  question  of  camera  repairs 
is  very  much  of  a  vexed  one  with 
Kodak  dealers.  We  have  devoted 
space  in  the  Trade  Circular  on  sev- 
eral occasions  to  discussion  of  this 
subject,  in  the  hope  that  dealers 
would  co-operate  with  us  in  order 
that  we  might  be  able  to  relieve  the 
vexing  feature,  which  is  purely  and 
simply  the  delay  in  returning  cam- 
eras sent  for  repairs  during  the 
summer  months. 

It  should  hardly  be  necessary  for 
us  to  say  that  we  do  everything  in 
our  power  to  have  repairs  made  and 
the  cameras  returned  promptly,  for 
surely  we  realize,  better  than  any- 
one else  could  possibly  realize,  that 
every  day  lost  to  an  amateur  in  the 
use  of  his  camera  has  the  effect  of 
cutting  down  our  sales  that  much. 

However,  it  is  generally  agreed 
that  there  are  two  sides  to  every 
proposition.  From  the  first  of  May 
to  the  first  of  September  cameras 
are  poured  in  on  us  for  repairs  in 
such  numbers  that  it  is  impossible 
to  handle  them  expeditiously ;  in 
fact,  it  seems  as  if  the  most  favor- 
able season  for  using  cameras  is 
made  into  the  very  season  for  hav- 
ing them  repaired,  even  though  they 
could  just  as  well  have  been  re- 
paired and  fixed  up  before  the  1st 
of  May. 

We  repeat  that  the  only  way  to 
avoid  delay  on  repairs  is  not  to  send 
them  in  the  summer  season,  but  to 
follow  a  consistent  plan  of  canvass- 
ing your  customers  to  have  their 
cameras  looked  after  before  the 
warm  days  come  around.  This 
remedy  lies  entirely  in  the  hands  of 
Kodak  dealers  themselves,  for  our 
observations  have  convinced  us  that 
the  great  majority  of  cameras  sent 
for  repairs  in  the  busy  season  could 


just  as  well  have  been  sent  two  or 
three  months  before.  We  ask  the 
co-operation  of  every  Kodak  dealer 
towards  breaking  down  this  custom 
of  sandwicliing  all  repair  jobs  into 
the  middle  four  months  of  the  year, 
producing  a  state  of  congestion, 
which  would  overwhelm  anyone  un- 
less a  special  factory  were  devoted 
to  repairs,  and  repairs  alone. 

Even  admitting  that  it  is  human 
nature  to  be  contrary,  it  must  also 
be  admitted  that  habits  of  contrari- 
ness can  be  corrected  by  education, 
and  dealers  will  do  well  in  their 
own  particular  interests  to  try  to 
educate  their  customers  into  the 
notion  of  having  their  cameras  al- 
ways in  working  order,  and  if  re- 
pairs are  needed  to  have  them  made 
at  once  rather  than  leave  the  work 
to  be  done  the  day  before  starting 
on  vacation. 


THE  KODAK  GIFT  CASE 

C lifts  are  made  at  other  times 
than  at  Christmas ;  they  are  made 
on  birthdays,  weddings,  commence- 
ments, and  on  scores  of  other  occa- 
sions. 

Those  seeking  gifts  for  presenta- 
tion, other  than  at  Christmas  time, 
usually  are  not  hvirried  in  the  selec- 
tion and  seek  something  out  of  the 
ordinary,  something  that  will  be  of 
real  value,  and  so,  duly  appreciated 
by  the  recipient.  And  what  can 
more  adequately  meet  such  require- 
ments than  the  Kodak  Gift  Case  ? 

It  is  out  of  the  ordinary,  looks 
much  greater  value  than  it  costs, 
has  true  practical  merit  and  sells 
within  a  price  the  majority  are 
willing  to  expend. 

Display  the  Kodak  Gift  Case 
prominently,  have  a  supply  of 
them   in   stock. 


KODAK    1 RADK  CIRCULAR 


Every  batch  of  plates,  paper  and 
film  we  coat  is  tested  repeatedly, 
and  those  tests  must  be  reliable. 

ELON 

is  used,  without  an  alternative,  in 
our  Testing  Department  because  we 
know  that  it  is  the  most  dependable 
developing  agent  we  can  get.  And 
for  the  same  reason  every  manual  or 
direction  sheet  recommends  the  use  of 
Elon  in  making  up  developers  for 
use  with  sensitized  goods  of  Kodak 
manufacture. 

thp:  price  : 

Per  Oz,         Per  '4 11),        Per  '^.Ib.  Per  lb. 

Bottle  -  $0.50  Si.^^.S  53.50  56.50 

Di-scount  ;     33/3%,     or    40       in    lot.s    amounting    to 
10   lbs.,    assorted.       10    lb.    can,    net,   53-75    P^^  ^^■ 

Put  your  trust  in  Kodak  Tested  Chemicals 


^'*^'%-^*tfi> 


KODAK   TRADE    CIRCULAR. 


NEW  GOODS 

Brilliant  Velvet  Bromide: 
This  paper  is  of  the  same  surface 
and  has  all  the  good  qualities  of 
Velvet  Bromide.  The  principal 
difiference  is  in  the  increase  in  emul- 
sion contrast,  making  Brilliant  Vel- 
vet Bromide  paper  particularly 
adapted  for  use  with  weak  or  thin 
negatives  from  which  it  would  be 
impossible  to  secure  satisfactory  en- 
largements with  any  ordinary  grade 
of  Bromide  paper.  Velvet  Bromide 
and  Brilliant  Vehet  papers  are 
especially  appreciated  by  those  who 
enlarge  from  amateur  and  land- 
scape negatives. 

Azo  "F"  (Glossy)  :  A  new  grade 
coated  on  a  white  stock,  which  will 
especially  appeal  to  commercial 
photographers  who  do  not  find  the 
pense  tint  of  Grade  "C"  entirely 
satisfactory  for  their  w-ork. 

Azo  Grade  "F"  will  be  supplied 
in  Single  weight  only  and  in  one 
degree  of  contrast — hard. 


AUTOTIME  SCALE 

A  Big  Increase  in  Sales. 

Our  oft  repeated  suggestion  that 
dealers  will  find  it  greatly  to  their 
advantage  to  push  the  sundries  is 
again  bearing  fruit. 

Our  sales  analysis  shows  a  de- 
cided increase  in  the  sale  of  the 
Kodak  Autotime  Scale  among  those 
dealers  whose  sales  of  the  other 
sundries  has  been  in  excess  of  pre- 
vious seasons. 

We  fully  believe  in  the  merits  of 
the  Kodak  Autotime  Scale,  it  has 
accomplished  wonders  in  the  sim- 
plification of  amateur  photography. 

Every  correct  exposure  means 
added  enthusiasm,  more  sales  and 
added  profits  for  you. 


CUT-PRICES— THE    "MIS- 
LEADER" 

Extract  from  an  article  by  Louis  D. 
Brandeis  in  Harper's  Weekly. 

W'hen  a  trade-marked  article  is 
advertised  to  be  sold  at  less  than 
the  standard  price,  it  is  generally 
done  to  attract  persons  to  the  par- 
ticular store  by  the  offer  of  an  ob- 
viously extraordinary  bargain.  It 
is  a  bait — called  by  the  dealers  a 
"leader."  But  the  cut-price  article 
would  more  appropriately  be  termed 
a  "mis-leader";  because  ordinarily 
the  very  purpose  of  the  cut-price 
is  to  create  a  false  impression. 

The  dealer  who  sells  the  Dollar 
IngersoU  W  atch  for  sixty-seven 
cents,  necessarily  loses  money  in 
that  particular  transaction.  He  has 
no  desire  to  sell  any  article  on  which 
he  must  lose  money.  He  advertises 
the  sale  partly  to  attract  customers 
to  his  store,  but  mainly  to  create  in 
the  minds  of  those  customers  the 
false  impression  that  other  articles 
in  which  he  deals  and  which  are  not 
of  a  standard  or  known  value  will 
be  sold  upon  like  favorable  terms. 
The  customer  is  expected  to  be- 
lieve that  if  an  IngersoU  watch  is 
sold  at  thirty-three  and  one-third 
per  cent,  less  than  others  charge 
for  it,  a  ready-to-wear  suit  or  a  gold 
ring  will  be  sold  as  cheap.  The 
more  successful  an  individual  pro- 
ducer of  a  trade-marked  article  has 
been  in  creating  for  it  a  recognized 
value  as  well  as  a  wide  sale,  the 
greater  is  the  temj^tation  to  the  un- 
scrupulous to  cut  the  price.  Indeed 
a  cut-price  article  can  ordinarily  be 
efifective  as  a  "mis-leader"  only 
when  both  the  merits  and  the  estab- 
lished selling  price  are  widely 
known. 


KODAK  TRADE  CIRCULAR 


How  Cut-Prices  Hurt. 

The  evil  results  of  price-cutting 
are  far-reaching.  It  is  sometimes 
urged  that  price-cutting  of  a  trade- 
marked  article  injures  no  one;  that 
the  producer  is  not  injured,  since 
he  received  his  full  price  in  the 
original  sale  to  jobber  or  retailer; 
and  indeed  may  be  benefited  by  in- 
creased sales,  since  lower  prices  or- 
dinarily stimulate  trade ;  that  the 
retailer  cannot  be  harmed,  since  he 
has  cut  the  price  voluntarily  to  ad- 
vance his  own  interests ;  that  the 
consumer  is  surely  benefited  be- 
cause he  gets  the  article  cheaper. 
But  this  reasoning  is  most  super- 
ficial and  misleading. 

To  sell  a  Dollar  IngersoU  Watch 
for  sixty-seven  cents  injures  both 
the  manufacttirer  and  the  regular 
dealer ;  because  it  tends  to  make  the 
public  believe  that  either  the  manu- 
facturer's or  the  dealer's  profits  are 
ordinarily  exorbitant ;  or.  in  other 
words,  that  the  watch  is  not  worth 
a  dollar.  Such  a  cut  necessarily 
impairs  the  reputation  of  the  article 
and.  by  impairing  reputation,  less- 
ens the  demand.  It  may  even  de- 
stroy the  manufacturer's  market.  A 
few  conspicuous  "cut-price  sales" 
in  any  market  will  demoralize  the 
trade  of  the  regular  dealers  in  that 
article.  They  cannot  sell  it  at  cut- 
prices  without  losing  money.  They 
might  be  able  to  sell  a  few  of  the 
articles  at  the  established  price  ;  but 
they  would  do  so  at  the  risk  to  their 
own  reputation.  The  cut  by  others, 
if  known,  would  create  the  impres- 
sion on  their  own  customers  of  hav- 
ing been  overcharged.  It  is  better 
policy  for  the  regular  dealer  to  drop 
the  line  altogether.  On  the  other 
hand,  the  demand  for  the  article 
from  the  irregular  dealer  who  cut> 
the  i)rice  is   short-li\ed.     'Fhe  cut- 


price  article  cannot  long  remain  his 
"leader."  His  use  for  it  is  sporadic 
and  temporary.  One  "leader"  is 
soon  discarded  for  another.  Then 
the  cut-price  outlet  is  closed  to  the 
producer;  and.  meanwhile,  the 
regular  trade  has  been  lost.  Thus  a 
single  prominent  price-cutter  can 
ruin  a  market  for  both  the  producer 
and  the  regular  retailer.  And  the 
loss  to  the  retailer  is  serious. 

On  the  other  hand,  the  consum- 
er's gain  from  price-cutting  is  only 
sporadic  and  temporan,'.  The  few 
who  buy  a  standard  article  for  less 
than  its  value  do  benefit — unless 
they  have,  at  the  same  time,  been 
misled  into  buying  some  other 
article  at  more  than  its  value.     But 

the  public  generally  is  the  loser ; 
and  the  losses  are  often  permanent. 
If  the  price-cutting  is  not  stayed, 
and  the  manufacturer  reduces  the 
price  to  his  regular  customers  in 
order  to  enable  them  to  retain  their 
market,  he  is  tempted  to  deteriorate 
the  article  in  order  to  preserve  his 
own  profits.  If  the  manufacturer 
cannot  or  will  not  reduce  his  price 
to  the  dealer,  and  the  regular  re- 
tailers abandon  the  line,  the  con- 
sumer suffers  at  least  the  incon- 
venience of  not  being  able  to  buy 
the  article. 


The 

Kodak   Portrait 

Attachment 

though  insignificant  in  itself  and 
cheap  in  price,  is  a  business 
builder  of  highest  value  to  you. 
Push  them. 


8  KODAK  TRADE  CIRCULAR 

ANASTIGMAT    PRICE    REDUCTION 

Herewith  are  the  new  prices  on  Special  equipments,  and  on  anastigmat 
lenses  fitted  to  the  Graflex  and  Grajihic  Cameras.  Xew  prices  go  in 
effect  Feb.   i6th. 

KODAKS 


Vest  Pocket  Kodak  with  Kodak  Anastigmat  Lensy".  8       -         -         -         -  - 
Vest  Pocket  Kodak  Special  with  Zeiss-Kodak  Anastigmat  Lens  /" 6.1) 
No.  \.\  Six-Three  Kodak  with  Cooke  Kodak  Lens  and  Compound  Shutter 
No.  LA  Special  Kodak  with  Zeiss  Kodak  Lens  and  Compound  Shutter    - 

"     '■         '■  "  Cooke  Ser.  ///a  Lens  and 

'■      ■'         "  "  Zeiss  Tessar //I)         "  ■•  -  - 

No.  3  Six-Three  Kodak  with  Cooke  Kodak  "  "■  -  - 

No.  3  Special  Kodak  with  Zeiss  Kodak  •  •  ■ '  -  - 

"    "       "  "  Cooke  Ser.  ///a  '•  "  -  - 

"  Zeiss  Tessar //b  Lens  and  Compound  vShutter 

No.  3A  Six-Three  Kodak  with  Cooke  Kodak  Lens  and  Compound  Shutter 
"     Special  Kodak  with  Zeiss 

••  Cooke  Ser. ///a 

"■      "  "  ■■  Zeiss  Tessar  //b 

No.  -4  I'.  P.  Koilak  with  Zeiss  Kodak  Lens  and  Compound  Shutter 
No.  4A  Folding  Kotlak  with  Zeiss  Kodak  Lens  and  R.  &  L.  Auto.  Shutter 

■■      ■■  "  ■'  "  '■  Conij.iound  Shutter 

No.  lA  vSpeed  Kodak  with  Zeiss  Kodak  Lens  No.  2  ----- 

"      ■■       "  "  Zeiss  Tessar //b  Lens  No.  4  -         .         .  . 

"      '■        ■■  "  Cooke  Ser. //' Lens  No.  25      ----- 

"      "        "  "  Zeiss  Tessar  /c  Lens  No.  14     -         -         -         -  - 

Discount  to  the  trade,   yi"  per  cent. 

PREMO  CAMERAS 

No.  1  Premoette  Jr.  Special  with  Zeiss  Kodak  Lens  and  Compound  vShutter  -     536.00 
No.  1  -A  Premoette  Jr.  Special  with  Zeiss  Kodak  Lens  and  Compound  Shutter       41.00 
No.  1  .\  Premoette  Jr.  Six-Three  with  Cooke  Kodak  Lens  and  Comp.          "  34.00 

3%  X  ^y^  Filmplate  Special  with  Zeiss  Kodak  Lens  and  Compound  Shutter  -       50.00 

3X  X  5><  "  ■■  •■  ••  ••  "  -       60.00 

4x5  ••  ■•  •■  ■•  ••  ••  -       6O.1X) 

5x7  ••  ••  "  •  ••  ■■  -       80.00 

3X  X  4X  "  '•  Cooke  vSer.  ///a  Lens  and  "  -       60.50 

3X  X  5j^  '•  "  "  "  "  "  -       66.50 

4x5  '•  ■•  ••  "  ..  i>  .       fig  5Q 

5x7  "  ••  "  ••  "  "  -       00.00 

3%y.4}(  "  "  Zeiss  Tessar //b  ••  '•  -       60.00 

7>%yihY.  ••  ••  ••  '•  '•  ••  -       71.00 

4x5  ••  ••  "  "  >•  ••  -       71.00 

5x7  "  ••  "  ••  '•  "  -       90.00 

3^  x4J^  Filmplate  Premo  Six-Three  with  Cooke  Kodak  Lens  and  Comp.  Sh.       41.00 

3^x5^  ••  •'  •'  ••  •■  ■•  -       48.00 

4x5  ••  ••  •■  "  ■•  •  -       48.00 

3X  X  5^  Premo  No.  9  vSix-Three  with  Cooke  Kodak  Lens  and  Comp.  Shutter       51.00 

4x5  ••  "  ••  ••  "  "  -       51.(H3 

3 '4  X  5^  Premo  No.  9   with  Zeiss  Kodak   Lens  and  Compound  Sluitter  -       62.50 

4x5  ••  ••  •■  ••  ■•  ••  -       62.50 

5x7  ■•  ••  ••  ••  ••  •'  -       81.50 

5  -X  7  Premo  No.  10  with  Zeiss  Kodak  Lens  and  Compound  Shutter         -  -     109.00 
5x7           ■■              "             Zeiss  Protar  Ser.   /'//a  Lens  and  Compound  Shutter     141.00 

Discount  to  the  trade,  ji"  per  cent. 


KODAK  TR.ADE  CIRCUL.VR 


GRAFLEX  AND  GRAPHIC  CAMERAS. 


Zei.ss  Kodak,  f.  6.:;               Tes- 

;ar  Ic,  f.  4.5 

Cooke 

II      .  4.5 

No.                                         No. 

Xo. 

lA  Graflex,                                      2        879.00                 U 

S95.0(J 

20^2 

."595.50 

V\  Graflex.                                        4          101.2.-)                 loa 

125.00 

21)4 

125.00 

Auto  Graflex,  Jr.,                            1           53.5<»                 13 

66.00 

20 

66.00 

:i%  x4'4  Auto,                                2           74.00                 14 

90.(K» 

20}4 

90.50 

4  X  f)  Auto,                                         3           88.2.-)                  15 

1(»5.50 

21 

106.50 

5  X  7  Auto.                                         5         1 14. .-)0                 16 

142.00 

22 

142.00 

5  X  7  Press,                                        .->          144..^)0                  16 

172.00 

22 

172.00 

5  X  7  Home  Portrait,                      <)          li)6..J0                  17 

249.01 » 

22  '4 

252.0(» 

3 '4  X  4 '4:  Rev.  Back  Graflex,      5          144..-.0                 15a 

160.0l» 

21  >i 

160.00 

4  X  5  Rev.  Back  Graflex,              K          171. .50                  17 

224.00 

00 

1S7.0O 

4x5  Telescopic  R.  B.  Graflex,  5          154.50                  16 

182.00 

•21/2 

170.00 

Zeiss  Kodak,  f.6.3    Tessar  Ic,  f.4 

,S     Cooke  II.  f. 

4  .S 

I'rotar  ' 

^•Ila,  f.6.^ 

and                          and 

and 

and 

(Compound          (Compound 

(Compound 

( Compound 

Shutter  1                Shutter  1 

Shutter) 

Sh 

utter) 

Xo.                          Xo. 

X'o. 

Xo. 

4  x  5  R.  B.  Cycle  Graphic,     o^j^71  .55     ^^s)''^^-^'* 

21 L      l^„q 
OS       j 

30 

.'/^jsl05.30 

5x7              ••              ••                 ;5gj    92.30     ^^{ll  122.80 

#^(.07 

.80 

lOL) 

2S  i 

127.30 

6''2x8;4     ••             ••                ^^jll3.7(t     '^!rjl67.70 

I's  ;■- 

.70 

13LI 
3SI 

1 57 . 70 

S  X  10 

(♦Series  IV.  1 

.90 

17LI 
4S( 

222.40 

Xo.  Xo.  No. 

4x5  vSpeed  Graphic,                       3         S58.25                 15         .>?75..50                 21  876.00 

S'/xS^         "                                  4          63.75                 15a        87.50                21K  S7.50 

5x7                 ••                                  5           77.50                 16         105.00                22  1(»5.00 

vStereo  Graflex,  with  matched  pair  Zei.ss  Kodak  Lenses,  f  6.  3,  Xo.  3,            -  >=206.5O 
With  m^atched  pair  B.  &  L.  Zeiss  Tessar,  Series  III),  f.  6.3, 

Xo.  5          ---------         -  222.00 

Stereo  Graphic,  with  matched  pair  Graphic  Rectilinear  Lenses,   -         -         -  90.00 

With  matched  Zeiss  Kodak  Anastigmat  Lenses,  Xo.  3,  f.  6.3,  1 16.50 
With    matched  B.   &   L.   Zeiss  Tessar    Lenses,   Series  111), 

Xo.  4.  f.  6.3       -         -         -         -         -         -         -         -         -  129. (HI 

With    matched  P>.   ^c    L.   Zeiss  Protar  Lenses,  .Series  \'IIa 

Xo.  7,  t".  6.3       -         -         -         -         -         -         -         -         -  lS4.rM» 

With  matched  B.  vS:  L.  Zei.ss  Protar  Lens,  Series  \',  Xo.  i,  110.00 
Xaturali.sts'  Graflex.  with  B.  ^:   L.  Zeiss  Protar  Lens,  Series  Vila,  Xo.  19. 

f.  6.3        ------------         -  310..-)0 

Xo.  O  Graphic,  with  Zei.ss  Kodak  Anastigmat  Lens       -----  oS.CtO 

/discount  to  t/it'  trade.  ^2  per  rnit. 


10 


KODAK  TRADE  CIRCULAR 


FOR  BEST  RESULTS  IN 

YOUR  FINISHING 

DEPARTMENT 

There  is  no  surer  way  to  increas- 
ed profits  than  quality.  And  in 
organizations  where  quaHty  is  para- 
mount you  will  hnd  economy,  as  the 
two  go  hand  in  hand. 

In  no  other  business  is  quality 
more  appreciated  than  in  the  work 
of  amateur  finishing.  The  people 
have  become  educated  up  to  what 
constitutes  first-class  work. 

They  may  be  attracted  once  by 
the  glitter  of  an  exceedingly  low 
price,  but  if  the  quality  is  not 
there,  price  cuts  but  little  figure 
on  the  second  order. 

To  afford  thorough  instruction 
in  the  best  and  most  economical 
methods  of  amateur  finishing  is 
the  mission  of  the  Educational 
Department. 

This  department  has  been  a 
success  from  its  inception,  and  this 
success  has  not  been  due  alone  to 
the  fact  that  every  instructor  is  an 
expert,  nor  that  its  equipment  is 
exceedingly  complete. 

The  great  factor  is  that  through 
our  large  organization  we  are 
able  to  keep  in  touch  with  all 
the  newest  and  best  methods  the 
country  over,  and  so  keep  this  de- 
partment right  "up  to  the  minute" 
in  every  detail. 

Instruction  in  every  feature  of 
amateur  finishing  is  given  in  full 
detail — the  correct,  scientific  way 
to  handle  developing  orders,  large 
and  small,  the  after  treatment 
of  negatives  so  that  they  will  yield 
the  best  possible  prints,  the  selec- 
tion of  the  proper  grades  of  paper 
and  how  to  handle  them  correctly ; 
enlarging   on    Bromide   and    Velox 


papers  and,  in  fact,  every  operation 
that  comes  within  the  scope  of  an 
amateur  finishing  department. 

This  service  is  free  to  any  Kodak- 
dealer  or  his  accredited  employees. 

Any  student  may  take  the  full 
course,  or  specialize  in  one  or 
more  particular  branches,  as  he 
may  elect. 

No  time  limit  is  set,  and  it  is  our 
earnest  desire  that  the  student  re- 
main until  he  is  thoroughly  pro- 
ficient. 

Further,  no  charge  is  made  for 
any  materials  used,  so  the  only 
item  of  expense  to  be  considered 
is  that  of  transportation  and  living 
expenses  while  in  attendance. 

.Students  are  welcome  at  any 
season  of  the  year,  but  we  would 
suggest  that  the  months  of  Febru- 
ary and  March  are  possibly  the 
most  advantageous,  not  only  be- 
cause work  in  most  finishing  depart- 
ments is  at  its  lowest  ebb,  but  be- 
cause the  student  can  return  to  his 
work  just  at  the  right  time  to  put 
his  knowledge  to  the  best  possible 
use  in  the  early  spring. 

Please  bear  in  mind  that  this  is 
not  a  correspondence  course,  that 
the  student  must  attend  to  avail 
himself  of  the  advantages  of  the 
hMucational  Department. 

\\'e  would  further  suggest  that 
you  send  in  your  applications  for 
enrollment  at  an  early  date,  as  the 
number  that  can  be  accommodated 
at  any  given  period  is  limited. 

For  any  further  particulars, 
address  Educational  Department. 


For  the   Dark  Days— 

Zeiss-Kodak  f  6.3. 


KODAK  TRADE  CIRCULAR  11 

Many  dollars  of  additional  profit 
may  be  made  by  pushing   the  'sale  of 

Royal 
Lantern  Slide!  Plates 

among      projection      enthusiasts      and 
lantern  workers. 

They  yield  beautifully  clear  and 
snappy  transparencies,  because  the 
emulsion  is  perfect,  with  a  remarkably 
fine  grain. 

THE  PRICE 

vSize  Per  Doz. 

3><x3i<  -  -  -  $0.35 

3X  X  4  -  -  -  0.45 

Discount  40  and  10%. 

COVER  GLASS. 

Size  Per  Doz. 

^%^^%              -  -             -  SO.  18 

31J  X  4                   -  -             -  0.20 

Case  lot  of  Sj4  x  3}j^,  containino-  1,363  lights.     Sii'.OO 
"     3J-^  X  4.'  ••  1.108       '•  12.00 

Di.scovnit  40  :. 


12 


KUU.AK     IK.AUC    V^IKCLL.AK 


WATCH  YOUR  COPY 

A  large  number  of  Kodak  deal- 
ers are  regularly  making  use  of 
their  local  papers  in  advertising 
the  Kodak  line.  And,  almost 
without  exception  those  dealers 
who  are  persistent  advertisers, 
have  each  year  shown  a  substantial 
increase  in  their  business.  In  the 
main  the  advertising  has  been 
excellent,  well  written  and  well 
displayed,  many  dealers  making 
use  of  our  "Ten  Christmas  Helps" 
and  of  the  sample  advertisements 
that  have  appeared  in  the  Trade 
Circular. 

In  some  instances  we  have 
noticed  carelessness  on  the  part  of 
the  compositor  in  running  a  cut 
upside  down,  or  in  using  a  Brownie 
or  Premo  cut  for  Kodak  advertis- 
ing. 

If  you  are  trusting  the  prepara- 
tion of  your  advertising  to  some  one 
connected  with  the  newspaper,  or 
if  you  prepare  the  copy  yourself, 
see  to  it  that  you  are  shown  a  proof 
of  your  advertisement  before  it  is 
run,  so  that  you  may  correct  any 
such  errors. 

Another  thing,  we  ha\e  noticed 
quite  a  number  of  Kodak  adver- 
tisements after  Christmas,  suggest- 
ing Kodaks  for  Christmas,  some 
such  advertisements  even  appear- 
ing well  into  January.  All  out  of 
date  advertising  must,  of  neces- 
sity, lose  much  of  its  efifectiveness. 
and  convey  the  impression  that 
such  an  advertiser  is,  to  sav  the 
least,  extremely  careless. 

So  keep  up  your  advertising, 
but  get  the  most  out  of  it.  Watch 
your  "copy,"  and  see  that  no  such 
errors    occur,  as    you    are    paying 


your    good    money    for    the    space 

and     are     entitled     to     the     fullest 

measure  of  returns. 

a 

THE  PRINTS  ARE  YOURS 

It  was  once  customary  with  us 
to  send  out  packages  of  Kodak 
prints  of  various  sizes  to  Kodak- 
dealers.  Under  such  system  the 
distribution  was,  however,  ex- 
ceedingly uneven — it  was  difficult 
to  so  arrange  it  that  every  dealer 
would  ha\e  samples  of  the  pictures 
made  with  cameras  of  the  particu- 
lar styles  that  he  had  in  stock. 
So  we  adopted  the  plan  of  putting 
one  sample  print  in  with  each 
camera.  This  meant  a  greatly  in- 
creased number  of  samples,  but  on 
the  other  hand  it  meant  an  abso- 
lutely even  distribution.  It  put 
the  samples  into  the  hands  of  the 
right  people  in  the  right  quantities. 

But  in  some  quarters  this  plan 
has  latterly  been  misunderstood. 
Some  dealers  complain  that  they 
have  "no  sample  prints."  As 
these  dealers  have  often  been  good 
purchasers  of  Kodaks  and  Brown- 
ies, the  only  explanation  seems 
to  be  that  they  consider  the  sample 
prints  the  property  of  the  customer 
who  buys  the  camera.  Such  was 
never  the  intent  nor  the  fact.  The 
only  thing  that  goes  with  the  cam- 
era is  the  box  and  the  manual.  The 
sample  prints  belong  to  the  dealer. 
Help  yourself — they  are  yours. 


The  little   book 

''How  to  Make 

Good  Pictures  " 

is  the  best  answer  to  the  ques- 
tion that  means  so  much  to  you. 


KOnAK  TRADE  CIRCULAR 


n 


WRATTEN  i&:  WAIN- 
WRIGHT  PRODUCTS 

It  is  our  policy  to  provide  what- 
ever is  necessary  to  the  maintenance 
of  our  leadership  in  the  manufac- 
ture and  distribution  of  goods  for 
every  important  phase  of  the  photo- 
graphic industry.  In  line  with  this 
policy  we  took  over  the  handling  of 
products  manufactured  by  \\  ratten 
&  \\  ainwright,   Ltd.,   Harrow. 

W  hat  the  technical  and  commer- 
cial photographer  requires  in  his 
work  is  a  means  by  which  he  can 
reproduce  in  monochrome  any  col- 
ors as  of  any  relative  bright- 
ness he  may  desire,  and  this 
can  only  be  attained  by  the  use 
of  plates  sensitive  to  all  colors  and 
by  the  possession  of  a  series  of  color 
filters.  \\'ratten  &  W'ainwright, 
Ltd.,  have  long  held  the  premier 
position  amongst  European  manu- 
facturers of  color  sensitive  plates 
and  other  products  dealing  with 
orthochromatic  and  color  separa- 
tion problems.  Their  special  pro- 
ducts include  the  Panchromatic 
Plate,  sensitixe  to  the  whole  spec- 
trum, including  deep  red  and,  a 
series  of  color  filters  covering  the 
whole  range  of  colors  likely  to  be 
met  with  in  practical  work. 


The  Process  Panchromatic  Plate 
in  England  has  long  been  the  stand- 
ard plate  for  three  color  screen 
negative  making,  being  used  by  all 
the  leading  houses  in  the  trade. 
Several  of  our  larger  photo  engrav- 
ing concerns  are  now  using  these 
plates  for  reproduction  work,  but 
the  market  here  for  color  sensitive 
plates  has  not  really  been  worked. 

The  W'ratten  Process  Plate  is 
suitable  not  only  for  the  prepara- 
tion of  half  tone  screen  negatives, 
but  is  particularly  desirable  where 
great  contrast  and  density  are  re- 
quired, such  as  in  the  photograph- 
ing of  maps  and  plans  or  the  re-pro- 
duction of  drawings,  or  for  making 
contrasty  negatives  or  positi\es  in 
scientific  work. 

We  are  also  in  a  position  to  furn- 
ish W'ratten  &  Wainwright  X-Ray 
Plates,  wonderfully  sensitive  to  the 
X-Rays,  and  which  afford  an  ex- 
tremely sharp  image.  By  means  of 
special  packing  the  plates  are  ready 
for  immediate  use  on  removal  from 
the  box.  A  sheet  of  absolutely  pure 
paper  is  placed  in  contact  with  the 
film.  Each  plate  is  wrapped  singly 
in  two  separate  sheets  of  black 
paper,  so  that  the  plate  may  be  re- 
moved and  exposed  without  further 
])rotection. 


PRICE  LIST 

PANCHROMATIC  AND  PROCESS  PANCHROMATIC  PLATES 


Size. 

\N 

ith  Backing. 

Size. 

With  Backing, 

3^  X  4^ 

Per  doz. 

$0.60 

$0.70 

10  X  12 

Per 

doz. 

$  5.70 

$  6.00 

Wa  X  5/. 

Per  doz. 

.90 

1.00 

11   X   14 

Per 

doz. 

9.60 

10.05 

4      X  5 

Per  doz. 

.90 

1.00 

14  X  17 

Per 

doz. 

14.00 

14.60 

5      X  7 

Per  doz. 

1.60 

1.75 

16  X  20 

Per 

doz. 

24.00 

24.75 

61/^  X  8^ 

Per  doz. 

2.40 

2.55 

18  X  22 

Per 

doz. 

30.00 

31.05 

8      X  10 

Per  doz. 

3.60 

3.85 

20  X  24 

Per 

doz. 

36.00 

37.05 

PROCESS  PLATES 

Size. 

W 

itii 

1  lacking'. 

Size. 

With 

backing. 

5      X  7 

Per  doz. 

$1.20 

$1.35 

11   X   14 

Per 

doz. 

$  7.20 

$  7.65 

6Y2    X    8/2 

Per  doz. 

1.80 

1.95 

12  X   15 

Per 

doz. 

8.25 

8.70 

8      X  10 

Per  doz. 

2.70 

2.95 

14  X   17 

Per 

doz. 

10.80 

11.40 

0      X  12 

Per  doz. 

4.30 

4.60 

14  KODAK  TRADE  CIRCULAR 


X-RAY  PLATES 


Size.  Size. 

5x7  Per  doz $1.75  10x12     Per  doz $6.00 

eVu  X     8>4  Per  doz 2.75  11  x  14     Per  doz 9.00 

8      X  10  Per  doz 4.00 

WRATTEN  &  WAINWRIGHT  FILTERS 

Gelatine  Film,  unmounted,  K-1,  K-2,  K-3,  G..\.B.C.F.     Per  square  inch 10 

Minimum  charge 20 

ORTHOCHROMATIC  FILTERS 

(For  General  Orthochromatic  Work) 

(Gelatine  Film) 

Set.s  of  three,  K-1,  K-2,  K-3,  2  in.  sq.     Per  set $L20 

Separate  Filters,  K-1,  K-2,  K-3,  2  in.  .sq.     Each 40 

Separate  Filters,  K-1,  K-2,  K-3,  3  in.  sq.     Each 90 

CONTRAST  FILM  FILTERS 
(Gelatine  Film) 

Sets  of  three  Filters,  3  in.  sq.,  K-3,  G.A.,     Per  set $2.70 

Set  of  four  Filters,  3  in.  sq.,  A.B.C.,  K-3.     Per  set 3.60 

Separate  Filters,  3  in.   sq.,  K-1,  K-2,  K-3,  G.A.B.C.F.     Each 90 

CONTRAST    FILTERS    FOR    COMMERCIAL    PHOTOGRAPHY 

Complete  set  of  eight  Filters,  3  in.  sq.,  cemented  in  B  glass,  K-1,  K-2,  K-3, 

G.A.B.C.F.     Per  set $20.00 

Set  of  three  Filters,  3  in.  sq.,  cemented  in  B  ghiss,  K-3,  G.A.     Per  set 9.00 

Separate  Filters:    Any  of  the  above,  3  in.  sq..  cemented  in  B  glass.     Each..       3.00 


TRI-COLOR  FILTERS 
(Gelatine  Film) 
Sets  of  three  Filters,  2  in.  .sq.,  A.B.C.     Per  set $1.20 

WR.ATTEN   &  WAINWRIGHT   FILTERS 
(Cemented  in  Flats) 

3  x3  sets  of  4  (tri-color  and  K-3) $68.00 

3^x3^4  sets  of  4  (tri-color  and  K-3) 75.00 

31^x314  sets  of  4  (tri-color  and  K-3) 85.00 

4  X  4  sets  of  4  (tri-color  and  K-3)  .  .• 105.00 

WRATTEN  "M"  FILTERS  IN  SETS  OF  9 

2    inch,  cemented  in  "C"  glass  in  leather  case $  9.00 

4    inch,  cemented  in  "C"  glass  in  leather  case 25.00 

THE  IMPROVED  WRATTEN   ELECTRIC  DARK   ROOM   LAMP 

A    reflecting   lamp    designed    for   use   with    8   x    10    Safelights,    complete   with 
Safelight,  cord  and  connections,  but  without  bulb t $5.00 


KODAK  TRADE  CIRCULAR 


15 


SAFELTGHTS 

These  Safelights  consist  of  one  or  two  sheets  of  glass,  coated  with  a  colored 
Gelatine  Film,   which   transmits   a   perfectly   safe   light   for   handling  the   plate   for 
which  they  are  recommended. 
Series  0 :     A    bright    orange    color,    suitable    for    use    with    Bromide    Paper    and 

Lantern  Plates. 
Series  1  :     An   orange   safelight    for  use   with   ordinary,   medium,   and   extra   rapid 

Plates,    which    are    not    color    sensitive. 
Series  2 :     For    extra    rapid    and    Orthochromatic    Plates,    which    are    sensitive    to 

green,  but  not  red. 
Series  3:     A   special  green   safelight   for  use  with   the  red  sensitive   Panchromatic 

Plate. 
Series  4:     A  bright  green  safelight  to  use  with   ordinary  plates   for  those   unable 

to  use  a  red  light.     Not  safe  for  Orthochromatic  Plates. 
Series  5:     A  blue-green  safelight  which  can  be  used  with  Orthochromatic   Plates 

if  care  is  taken.     Not  recommended  except  where  the  Series  2  safelight 

cannot  be  used  with  comfort. 

Price  : — 

5  X     7 $  .60 

8  X  10 ■■ 1.20 

12  X   15 2.25 


IN  CASE  OF   ACCIDENT. 

In  our  Finishing  Department  we 
employ  the  deep  tank  system  for 
film  development.  Though  it  has 
never  occurred  v;ith  us.  there  is 
always  the  possibility  of  a  film 
slipping  ofi^  the  rod  and  falling  to 
the  bottom  of  the  tank. 

To  aid  in  the  quick  recovery  of 
such  a  film  without  damage  we 
have  adopted  a  simple  expedient. 
Inside  the  bottom  of  each  tank  is 
placed  a  looseh^  fitting  brass  wire 
basket^  (nickel  plated)  ;  two  wires 
leading  from  the  sides  of  the  basket 
to  the  top  of  the  tank.  In  case  of 
a  film  dropping  to  the  bottom  all 
that  is  necessary  is  to  draw  the 
basket  to  the  surface  by  means  of 
the  wires,  recover  the  film  and 
return  the   wire  basket  to  position. 


"Have  the  Goods  in  Stock  " 
is  the  motto  of  the  dealer 
who  makes  the  largest 
sales. 


We  use 

VELOX 

exclusively  in  our  FINISH- 
ING DEPARTMENT  be- 
cause it  is  to  our  interest  to 
produce  the  best  possible  re- 
sults from  every  negative. 

f>V  have  all  the  new  goods  from 
the  Kodak  Factory  in  stock. 

RICHARD  ROE  (SCO. 


Sinsile  Ccilumii  Cut  Xn 
Double  Column  Cut  Xi 


:.;,  I!. 


16 


KODAK  TRADE  CIRCULAR 


Make 

Large 
Pictures 

from  your 

Small 
Negatives 

with  the 


Brownie  Enlarging  Camera 

Works  like  a  printing  frame.     Enlarging 
as  eas}^  as  making  a  Velox  print. 

Come  in  and  let  us  show  you  how  to  get 
the  most  out  of  }^our  small  negatives. 

RICHARD  ROE  &  CO. 


DouliK-  Coluinu  Cut  Xo.  227  A. 


Siiiyltj  Ci)liiiiin  Cut  Xu.  2J7  B. 


FOR  TRADE  CIRCULATIO.\  OSLY. 


Canadian   Kodak   Co.,  Limited 

Trade  Circular. 


••FOR.YOl'R  lyTERESTS  A.\l)  OCR  OII'.V 


Vol.  X.     No.  1 1 


TORONTO.  CANADA 


March,  191 4 


YOUR  BUSINESS  AND  OURS 


All  together  for  goml  Kodak  busi- 
ness in   1914! 

Spring  is  near  at  hand  and  there'll 
surely  be  a  quickening  of  trade  all 
through   the   Dominion. 

The  consensus  of  opinion,  if  we 
may  use  the  words  of  the  special 
writer,  is  that  19 14  will  gradually 
open  out  into  very  good  business 
with  general  prosperity.  \\'e  say 
gradually,  because  the  lesson  of 
Caution  is  still  fresh  in  mind,  as 
it  undoubtedly  should  be. 

For  some  months  j^ast  our  old 
friend  of  the  Puritanical  name, 
C.XLAMiTY  Howler,  has  been  doing 
his  utmost  to  get  out  front  on  the 
stage  and  monopolize  the  spotlight. 

True,  he  got  a  sympathetic  hear- 
ing for  his  doctrine  of  Blue  Ruin 
from  some  ]:)eo])le.  but  there  was  too 
much  blue  mold  on  his  stunts  for 
him  to  get  by  nowadays,  and  the 
jeers  and  hisses  forced  a  cancella- 
tion of  his  act. 

1914  is  not,  empliatically  not.  Mr. 
Ilowler's  year,  and  lie  has  retired 
irom  ihe  sta^e  of  bu-^iness  in  Can- 


ada with  but  little  likelihood  of  any 
attempt  at  a  reappearance  for  years 
to  come  on  account  of  the  chilling 
reception  he  met. 

Pessimism,  goodness  knows,  has 
had  a  splendid  chance  to  fasten  it- 
self on  the  country,  but  it  has  failed 
to  stick. 

Optimism,  not  unbridled,  but 
chastened  rather,  is  to  the  front  and 
it's  bound  to  last. 

So  much  for  the  general  run  of 
things.  Getting  down  to  particular 
cases,  we  want  to  assure  our  cus- 
tomers that  we  look  forward  to 
good,  sound  business.  \\'e  shall  do 
our  part  in  providing  you  with  the 
best  goods  we  know  how  to  make, 
up-to-date  in  every  feature,  and  to 
help  you  sell  those  goods  we  shall 
use  more  space  than  ever  in  ad- 
vertising our  products.  Then.  too. 
we  purpose  supi:)lying  the  best  and 
most  attractive  material  we  can  get 
for  the  dealers'  use  locallv,  book- 
lets, show  cards,  etc. 

Will  you  help  us  make  1914  a 
good    Kodak    vear  ?       If    vour    co- 


KODAK  TRADE  CIRCULAR 


operation  is  afforded,  real  co-opera- 
tion, we  mean,  we  are  confident  of 
the  outcome.  And  the  first  step  in 
that  co-operation  is  a  thorough  over- 
hauHng  and  replenishing  of  your 
stock  of  Kodak  products.  Don't  put 
off  vour  co-operation  till  you  >ce 
the  fir>t  results  of  the  general  team 
work:    ^^Ju"ll  he  that  much  hchind. 

SELLLING  SUGGESTIONS 

.V  certain  dealer  who  ^ells  hu,i 
dreds  of  copies  of  "How  To  Make 
Good  Pictures"  says  that  he  has 
found  it  a  good  plan  to  kee])  a  fe-v 
copies  hy  his  Cash  Register  in  addi- 
tion to  those  on  display.  He  claims 
that  he  sells  many  a  book  simply 
because  he  and  his  clerks  are  re- 
minded hefiire  they  ring  the  bell. 

The  same  plan  is  followed  with 
\'elox  Water  Color  Stamps,  with 
which  also  he  has  been  conspicuous- 
ly successful. 

DENTAL  X-RAY    FILM 

The  modern  dental  surgeon  has 
found  the  X-Ray  of  great  service 
in   the  treatment  ofdifficult  cases. 

The  Eastman  X-Ray  Film  is  pre- 
pared with  special  reference  to  this 
class  of  work,  and  will  be  found  all 
that  can  be  desired. 

Let  the  dentists  of  your  tcnvn  or 
city  know  that  you  are  carrying 
X-Ray  Film,  and  you  will  soon  have 
a  good  permanent  new  line  of  trade. 

Prices  and  discounts  as  below  : 
11/4    X    1% — box    of    1    dozen 

pair  packages $  .(k~^ 

214  X  3 — box  of  1  dozen  pair 

packages 2.vS0 

4  X  6 — box  of  !•_>  dozen  ])air 

packages l-'>0 

8  X  10 — box  of  1  dozen  pair 

packages 4..-i0 

Discount  to  the  trade,  25  per  cent. 


FOR  THE  FUTURE 

1 1  old  not  the  low-priced  iirownie 
in  contempt.  Because  the  little  Xo. 
2  sells  for  but  $2.00,  that's  no  rea- 
son why  the  big  3A  Kodak  should 
have  all  the  prominence. 

There's  bigger  mone}'  in  selling 
3A  Kodaks  than  in  selling  $2.00 
Brownies,  but  the  one  does  not  in- 
terfere with  the  other  and  the  little 
fellow  really  creates  the  desire  for 
the  big  one — not  now,  maybe,  but 
certainly  in  that  future  for  which 
all  good  merchants  build. 

A  certain  dealer  had  it  intimated 
to  him  by  the  Kodak  salesman  that 
his  purchases  of  Brownie  cameras 
were  disappointingly  small  as 
against  his  good  figures  on  Kodaks. 

The  dealer's  answer  was  that  he 
didn't  push  Brownies  because  he 
could  make  better  profits  by  putting 
all  the  push  behind  the  higher  priced 
Kodaks.  And  he  went  on  to  elabor- 
ate his  theory  by  a  reference  to  the 
])aper  field  where  the  bigger  profits 
on  \  elox  had  l)linded  him  to  the 
activities  of  his  competitor  who  was 
running  away  w'ith  a  nice  bit  of 
paper  business  solely  on  the  grounds 
(jf  the   ever  attractive  lower  price. 

['.y  all  means  push  your  high  grade 
goods  all  the  time,  but  don't  get 
so  obsessed  with  a  solitary  idea  as 
to  be  blind  to  the  true  conditions. 

Remember  that  the  Brownie  is 
purely  and  solely  a  tool  for  build- 
ing up  Kodak  sales.  And  it's  a  poor 
salesman  who  has  to  fear  lest  a 
])ossible  Kodak  sale  be  switched 
into  a   Brownie  purchase. 

Build  for  the  future,  immediate 
and  far,  with  the  little  lirownie. 
The  boy  is  first,  then  the  man.  So 
let  the  Brownie  first  be,  then  the 
Kodak  will  come  with  the  change 
from  boy  to  man. 


KODAK  TRADK  CIRCULAR 


KODAKERY. 

For  E\  l•:R^■   l'rKcii.\si:K  oi"  Kodak, 
Brown  IK,  1'rkmo  axd  (iKaitj-.x. 

When  Kodakery  was  first  i)ub- 
lishcd  many  dealers  brought  u])  the 
question  of  supplying  ai)i)lication 
forms  for  cameras  they  had  in  stock 
prior  to  October  last,  when  we  l)e- 
gan  sending  out  cameras  with  man- 
uals containing  subscription  blanks. 
-Vt  that  time  we  were  unal)le  to 
meet  these  re(|uests  because  we 
knew  full  well  that  the  subscri])- 
tion  list  for  the  magazine  would  run 
into  thousands  and  thousands,  so 
that  there  was  a  possibility  of  our 
being  ^\vam])ed  completely  if  we 
had  started  out  on  too  generous  a 
scale.  I  lowever,  our  Mailing  De- 
partment is  now  thoroughly  organ- 
ized, and  we  are  ])repared  to  take 
on  new  subscriptions  as  fast  as  they 
may  come. 

Realizing  that  there  must  be 
many  of  our  cameras,  without  sub- 
scription blanks  in  the  manuals, 
still  in  the  hands  of  our  dealers,  we 
are  now  issuing  an  emergency  sub- 
scription blank  to  be  used  with  such 
cameras.  This  blank  is  but  a  tem- 
porary expedient  and  is  offered  on 
condition  that  they  be  used  only  on 
cameras  not  already  supplied,  in 
the  manuals,  with  subscription 
forms,  and  that  they  be  issued  only 
with  instruments  sold  l)y  you  sub- 
sequent to  April  1st. 

\\'e  are  trying  to  make  our  lililc 
magazine  of  real  help  to  the  ama- 
teur  and  to  the  dealer.  We  believe 
it  to  be  the  biggest  thing  in  the  wa}' 
of  a  promoter  of  sales  of  sundries 
that  has  ever  been  attempted.  To 
help  the  amateur  make  better  pic- 
tures, to  suggest  to  the  amateur  new- 
ways  in  which  hv  can  use  his  cam- 
era,  to  point  out    to  him   the  added 


pleasure  he  can  get  from  phfjto- 
graphing  by  the  use  of  certain 
sundries,  to  sustain  his  interest  in 
photography — these  are  the  objects 
of  Kodakery. 

Vou  can  make  it  more  useful  to 
you  by  helping  us  get  it  into  the 
hands  of  the  new  camera  users, 
h'or  how  many  cameras,  now  ui 
stock,  d»»  )'ou  want  subscription 
blanks .'' 


Keep  a 
Kodak  Record. 

The  ])ictures  made  so  easil\" 
will  tell  the  child  stor\  for 
\ears  to  come. 

We  will  be  glad  to  explain 
the  simple  Kodak  wa\-  in 
])icture  making — it's  all  b\ 
da\light. 

Kodaks,  $7.00  to  $60.00 
Brownie  Cameras,  $1.00  to  $12.09 

RICHARD   ROE   &   CO. 


Single  Col.  Cut  Xo.  Ititi.A. 
Double  Col.  Cut  Xo.  KHiB. 


KODAK  TRADE  CIRCULAR 


KEEPING  IN  TOUCH  WITH 
THE    CASH    CUSTOMER 

You  have  but  to  refer  to  your 
ledger  to  obtain  the  names  and 
addresses  of  your  cliarge  custom- 
ers whenever  you  desire  to  send 
out  any  special  announcement  to 
your  trade.  But  how  about  vour 
cash  customers  ? 

The  cash  customer  is  a  decidedly 
valuable  asset  to  any  business,  and 
yet  he  very  often  receives  less 
consideration  than  the  charge  cus- 
tomer, just  because  his  name  and 
address  is  not  in  your  possession. 

A  good  many  retail  dealers  ima- 
gine that  they  have  a  pretty  com- 
plete mailing  list,  when  as  a  matter 
of  fact  it  contains  but  a  small  per- 
centage of  their  customers  outside 
of  those  having  running  accounts. 

Trade  can  be  greatly  stimulated 
by  the  announcing  to  your  custom- 
ers of  new  goods,  or  new  features 
of  service,  and  it  is  highly  essential 
that  your  list  be  as  complete  as 
possible. 

The  best  way  to  keep  your  mail- 
ing list  is  by  means  of  a  card  index 
system,  as  it  readily  admits  of  ex- 
pansion and  the  removal  of  "dead" 
names. 

It  is  quite  possible  that  some  of 
your  cash  customers  might  feel  that 
the  salesman  was  impertinent  in  re- 
questing their  name  and  address, 
unless  some  good  reason  was  af- 
forded. 

A  good  i)lan  is  to  supply  your 
salespeople  with  cards  for  the  pur- 
pose, that  will  ht  in  your  card 
index. 

At.  the  conclusion  of  the  sale  it 
will  be  a  simple  matter  for  the 
salesman  to  inquire  if  the  custom- 
er's name  is  on  your  mailing  list, 
stating  that  you  frequently  send  out 


special       aniKjuncements     of     new 
goods,  special  bargains  and  the  like. 
The  card  can  be  in  the  following 
f(jrm  : 


Date. 


Name  .  . 
Address   . 
Teleplione. 
Remarks  . 


Amateur — Prof. 


Under  the  head  of  "Remarks" 
the  salesman  can  enter  such  things 
as  the  following : 

"Well  to  do,"  "Interested  in  high 
speed  photography,"  "Beginner," 
"Tliinks  of  purchasing  anastigmat  equip- 
ment," "New  Studio,"  "Uses  platinum 
paper  only,"  "In  city  for  summer  only." 

In  most  cases  it  will  not  be  neces- 
sary U)  pry  this  information  from 
the  customer,  as  it  will  usually  be 
obtained  during  the  conversation 
incident  to  the  sale,  or  from  the 
salesman's  previous  knowledge,  as 
many  customers  seek  the  same 
salesman  each  time. 

Keep  track  of  your  cash  as  well 
as  of  your  charge  customers,  keep 
your  mailing  list  as  up-to-date  and 
as  complete  as  possible,  and  make 
use  of  it  as  a  sure  and  certain  busi- 
ness l)uilder. 


Film  Schedule 
Cards 

Are    Free   for   the   Asking — 
Order    Film    by    number. 


'^ST^S^  KODAK  TRADE  CIRCULAR 


V5>.  '906   ,0V/ 


The  best,  though  possibly  not  the 
cheapest,  in  every  instance  is  the 
distinctive  feature  of 

KODAK  TESTED 
CHEMICALS 

Uniformlv  good  work  makes  the 
successful  and  profitable  Finishing 
Department.  Results  count. 

Uniformity  is  assured  by  the  use  of 
chemicals  tested  tor  you  by  the 
manufacturers  of  the  films  and  paper 
you  sell  and  use. 

And  that  same  uniformity  is  to  be 
tound  in  powders  and  solutions  ready 
prepared  for  the  amateur's  own  use, 
if  the  containers  bear  the  seal  of  Kodak 
quality. 

Put  your  trust  in  Kodak  Tested  Chemicals 


KODAK  TRADP:  CIRCULAR 

A    TIME   SAVER    WHEN    THE    RUSH    COMES 


W  ilh  tlic  coming  of  spring,  Imsi- 
ncss  in  your  developing  and  print- 
ing department  begins  to  grow  and 
soon  it  will  be  working  at  full  capa- 
city. 

Those  dealers  who  use  the  deep 
tank  system  of  development  will 
find  in  the  Premo  Film  Pack 
Hanger  a  great  time  and  labor 
sa\"ing  device  in  development. 

The  big  feature 
of  this  device  lies 
in  the  fact  that 
after  the  films  are 
attached  to  the 
hanger,  they  do 
not  have  to  be 
touched  again  un- 
til they  are  dry. 
Hanger  is  com- 
posed of  two  flat 
rods  hinged  to- 
gether, to  which 
are  attached,  at 
fixed  points,  a  ser- 
ies of  hinged  clips. 
The  films  are  eas- 
ily and  quickly 
fastened  to  the 
clips  in  the  dark 
room,  and  then 
doubled  o\er  the 
suspension  rod  of 
the  tank,  in  the 
m.anner  shown  in 
illustration  A. 

After  develop- 
ment the  hanger  is 
placed     in     the    fix- 


Illustration  B. 

ing  and  washing  tanks  in  just  the 
same  way  that  you  would  handle 
a  roll  film,  and  when  thoroughly 
fixed  and  washed,  the  hanger  is 
opened  out  and  suspended  upon 
hooks  for  drying  the  film,  as  shown 
in  cut  P). 

These  hangers  have  been  used 
during  the  past  year  by  the  largest 
finishing  departments  in  the  coun- 
try with  unvarying  success.  They 
are  thoroughly  practical,  and  should 
a  clip,  by  any  means,  become  dam- 
aged, it  can  be  removed  and  an 
extra  one  easily  attached  in  its 
place. 

Many  more  Premo  cameras  were 
sold  last  year  than  ever  before,  and 
more  have  been  sold  so  far  this 
vear  than  in  the  corresponding 
period  last  year.  This  means  that 
many  more  film  packs  are  going  to 
be  used  this  summer  than  ever  be- 
fore. Many  more  will  be  brought 
to  }0U  for  dexelopment.  The 
Premo  Film  Pack  Hanger  will  aid 
you  greatly. 


''How  to  make 
Good  Pictures" 

Every  copy  sold  will 
help  you  because  it  helps 
to  better  results. 


Illustration  A 


KODAK  TRADE  CIRCULAR 


PARCEL   POST   RULES 

Parcel  post  has  been  in  force 
long  enough  to  demonstrate  that  it 
will  do  much  toward  lowering  the 
cost  of  transportation. 

The  rules  are  very  simple  and 
should  be  thoroughly  mastered  by 
all  merchants.  We  print  in  brief 
a  few  of  the  most  simple  ones  : 

The  weight  of  any  one  parcel 
must  not  exceed  11  pounds. 

Size  must  not  exceed  72  inches 
in  length  and  girth  combined. 

No  package  must  be  in  form  or 
kind  likely  to  injure  or  damage  mail 
equipment  or  other  matter,  or  any 
employee  of  the  post  office. 

The  postage  on  parcel  post  pack- 
ets must  be  prepaid  by  means  of 
postage  stamps  securely  affixed  to 
the  parcel.  An  insufficiently  pre- 
paid parcel  post  package  is  for- 
warded to  destination,  subject  (jn 
delivery  to  payment  of  double  the 
deficiency,  provided  at  least  1  cent 
is  prepaid.  Parcel  post  packets 
totally  unpaid  will  be  sent  to  the 
Branch  Dead  Letter  Office. 

Parcels  must  be  prepared  for 
mailing  in  such  manner  that  the 
contents  may  be  easily  examined. 

Separate  and  distinct  from  the 
address  proper,  the  sender's  name 
should  appear,  either  inside  ihv 
parcel  or  on  the  cover. 

There  is  a  plan  of  insurance  pro- 
vided for  parcels  to  be  delivered 
within  the  Dominion  of  Canada. 
See  Book  of  Rules. 

Special  rate  cards  are  issued,  gi\ 
ing    the    rates    covering    shipments 
from      the      respective      Proxinces. 
These  cards  may  be  obtained  from 
the  post  office. 

Finally,  we  xvould  Hke  lo  impress 
upon  our  customers  that  strict  com- 


pliance with  the  regulations  will 
be  the  best  means  of  making  the 
system  most  higlily  beneficial  to  all. 
There  seems  to  be  a  minimum  of 
red  tape  wrapped  around  the  par- 
cel post  system,  and  we  are  sure 
everyone  hopes  that  it  will  con- 
tinue thus. 

In  the  A]'RiL  Trade  Circular 
we  will  be  in  position  to  afiford 
more  detailed  information.  Mean- 
while, in  case  of  small  shipments, 
l^lease  specify  whether  we  shall  ship 
express  or  ]:)arcels  post. 


BROWNIE 


Everyday  scenes  at  home 
are   easy   to    preserve  with   a 

BROWNIE 
CAMERA 

So  .siin])le  a  child  can  iiiakt-  iiood 
])icture.s  from  the  start — so  efficient 
it  satisfies  big  folks. 

Brownie  Cameras,  $1.00  to  $12.00 
Kodaks,  $7.00  to  $60.00 

RICHARD  ROE  &  CO. 


-iuKle  Col    Cut  Xo.  Ki.-.B. 
riouble  Col.  Cut  Xo.  lti.">.\. 


KODAK    TRADE    CIRCULAR. 


WINDOW  DISPLAYS   THAT 
SELL 

Said  the  man  who  runs  the 
haberdashery  around  the  corner  : 

"You  can  just  bet  that  I  have  to 
make  my  little  show  window  pay 
for  its  keep.  I  have  to  depend 
very  largely  upon  my  window  dis- 
plays to  bring  me  new  customers. 
If  I  can  once  get  them  into  my 
shop,  courteous  treatment  and  good 
values  usually  insure  their  coming 
back. 

A  good  many  people  remark 
about  my  displays,  not  that  thev 
are  at  all  elaborate,  as  they  are 
always  extremely  simple,  but  be- 
cause the  displays  have  induced 
them  to  purchase — and  isn't  that 
just  what  any  display  is  for? 

With  every  display  I  have  one  or 
more  neatly  lettered  cards  with  a 
selling  argument  upon  it. 

Some  of  these  selling  arguments 
;nq  'iiiupB  \\i  |Bdtsuiii|.w  jiq  b  ^jb 
they  seem  to  do  business  for  me. 
though  I  don't  know  as  I  would 
advise  the  use  of  a  similar  strain 
for  other  lines. 

For  instance,  I  put  in  a  displav 
of  imported  Italian  and  English 
soft  hats.  The  card  read:  'New 
Importations  in  Soft  Head  Gear  for 
Hard  Heads,  and  we  have  some 
nice  hard  hats  for  soft — but  what's 
the  use,  come  in  and  talk  it  over.' 

That  was  about  the  worst  one  I 
ever  used,  but  it  created  smiles,  and 
brought  me  business. 

Whenever  a  wholesale  salesman 
shows  me  a  line  that  interests  me, 
I  jot  down  his  best  selling  argu- 
ments as  a  basis  for  my  window 
cards  when  I  display  his  goods. 

For  instance,  I  am  now  handling 
a  line  of  soft  shirts  ;  one  of  the  big 
features  of  this  line  is  that  the  shirt 
fronts  are  made  with  a  double  set  of 


button  holes,  the  shirt  buttons  all 
being  sewn  on  a  tape  which  is  re- 
moved when  the  shirt  is  sent  to  the 
laundry,  thus  doing  away  with  all 
chance  of  the  buttons  being  broken 
or  torn  ofif  in  laundering,  and  if 
there  is  anything  more  exasperat- 
ing to  the  average  man  than  to  find 
his  shirt  with  one  or  more  buttons 
missing,  I  have  yet  to  discover  it. 

So  when  I  placed  this  line  of 
shirts  on  display  in  went  a  card  : 

BUTTONS  OFF 
YOUR  SHIRT? 

NOT  WITH  THIS  KIND 

THE   I5UTT0NS  DON't  GO  THROUGH 
THE  MILL. 

Attached  to  the  card  was  one  of 
the  tapes  with  the  buttons  at^xed, 
and  that  card  made  me  wire  in  an 
order  for  more  shirts  inside  of 
twenty-four  hours. 

I  never  put  in  mixed  displays, 
one  reason  being  that  my  window 
is  too  small,  and  the  other  reason 
is  that  I  wouldn't  do  it  if  my  win- 
dows were  as  large  as  W  anamak- 
er's.  I  believe  in  concentrating  the 
attention  of  those  who  look  into  m}- 
window,  I  may  miss  some  of  them 
by  so  doing,  but  I'm  pretty  sure 
I'd  miss  most  all  of  them  if  I  gave 
them  a  sample  of  everything  I  had 
in  stock  to  look  at." 

Now  here  is  a  man  who  has 
struck  the  keynote  of  display  win- 
dow salesmanship.  Concentration 
and  a  selling  argument  that  creates 
a  desire  for  the  goods — and  with- 
out desire  you  cannot  make  the  sale 
unless  you  are  a  dentist  or  an  un- 
dertaker. 

Study  your  window  displays 
tlioughtfully ;  figure  out  selling 
arguments  to  go  with  them,  and 
make  your  display  windows  earn 
their  big  percentage  of  your  rental. 


KODAK  TRADE  CIRCULAR 


THE    COMPETITION 
THAT    KILLS. 

A  Retailer's  Remarks  on  the 
Necessity  for  Price  Mainten- 
ance. 

Dealing  with  the  Brandeis  ar- 
ticle on  Price  Maintenance,  a  re- 
tail druggist  writes  as  follows  : 

"I  do  not  think  that  anyone  can  appre- 
ciate that  article  more  than  the  average 
retail  druggist,  as  he,  beyond  a  doubt, 
has  seen  and  felt  the  demoralizing  influ- 
ences of  'Cutthroat  Prices'  more  than 
anyone.  I  wonder  where  the  retail  cam- 
era business  would  be  to-day  if  it  hadn't 
been  for  the  Eastman  policy  of  selling. 

"In  the  retail  drug  business,  when  one 
considers  that  33  per  cent,  of  our  sales 
are  put  over  the  counter  at  cost  (and 
that  it  costs  us  about  20  per  cent,  to  do 
business),  therefore  these  goods  are  sold 
at  an  absolute  loss,  it's  hard  to  become 
a  'booster'  for  such  articles. 

"When  one  pays  $8.00  per  dozen  for 
an  article  and  is  forced  by  'Cutthroat 
Competition'  to  sell  that  article  at  67 
cents,  one  surely  will  not  push  the  sale  of 
such  an  article.  Who  loses  by  such  a 
transaction?  Primarily  the  retailer,  be- 
cause he  makes  nothing  on  such  a  sale ; 
secondly,  the  manufacturer  loses  not 
only  because  the  retailer  does  not  push 
the  sale  of  his  goods,  but  often  offers 
'something  just  as  good.' 

"Is  the  manufacturer  to  blame  for 
this?  No;  because  he  advertises  this 
article  to  sell  for  $1.00,  but  'the  compe- 
tition that  kills'  has  forced  the  price 
down  to  67  cents.  Is  the  retailer  to 
blame  for  not  pushing  this  line  of  goods 
and  sometimes  offering  'something  just 
as  good?'  Xo  ;  because  he  cannot  live, 
or  even  exist,  without  profits  on  his 
sales. 

"Therefore  the  subject  of  price  regu- 
lation is  all-important." 

With  all  that  this  retail  druggist 
says  we  must  agree — but  there  is 
one  point  that  he  fails  to  make,  and 
that  is  the  most  important.  W'lial 
efifect  does  unl)ridled  })rice  ciutin-,^ 
have  upon  the  consumer? 

The  answer  can  be  read  between 
the    lines     in     dur     correspondent's 


letter,  for  does  he  not  therein  de- 
fend the  retailer  for  "offering 
something  just  as  good?"  and  is  he 
not  right  in  so  doing?  Self-preser- 
vation is  the  first  law  of  nature  and 
if  it  costs  20  per  cent,  to  do  busi- 
ness and  some  goods  are  perforce 
handled  without  profit  an  exorbit- 
ant profit  must  be  tucked  on  some- 
where else  to  make  up  the  deficit. 
And  as  such  profit  can  more  easily 
be  tucked  on  to  unknown  than  on 
to  known  merchandise  it  gives  the 
"just  as  good"  man  his  opportun- 
itv.  Arid  in  the  long  run  his  kind  of 
merchandise  is  not  satisfactory  to 
the  consumer  nor  profitable  to  the 
merchant. 

The  best  competition  is  the  com- 
petition of  quality.  Real  competi- 
tion must  begin  at  the  fountain 
head — must  be  between  manufac- 
turers. Competition  between  deal- 
ers can  amount  to  but  a  very  small 
per  cent,  anyway,  but  if  price  main- 
tenance is  of  advantage  to  the 
manufacturer  in  getting  his  goods 
economically  into  the  hands  of  the 
consumer  it  encourages  him  to 
maintain  the  quality  of  his  product 
and  helps  him,  through  increased 
demand,  to  lower  the  cost  of  pro- 
duction and  to  then  lower  the  price 
to  the  consumer.  Not  to  go  out- 
side the  camera  business  for  an 
example :  Every  old-time  Kodak 
dealer  knows  that  the  twenty  dollar 
4x5  Kodak  of  to-day  is  in  every 
way  superior  to  the  4x5  Kodak 
of  the  early  nineties — and  it  sells 
for  one-third  the  price. 


IT'S  MARCH. 

Time,  right  now, 

to  plan  for  a  better  display 

of  your  KODAK  goods. 


10  KODAK  TRADE  CIRCL'LAR 


OPTIMIST    HAS   TRUMP    CARD 

There  must  be  growth  in  Canada  in  nineteen-fourteen. 
The  optimist  here  has  a  number  of  satisfactory  arguments. 
The  outhjok  for  immigration  is  good.  Canada  needs  men  on  the 
land  and  the  men  want  their  famihes  and  homes  there.  ,\ll 
this  means  new  population,  through  immigration,  by  several 
hundred  thousand.  They  will  helj)  to  increase  crop  acreage. 
They  will  throw  more  agricultural  produce  into  the  world's 
markets — and  the  more  of  that,  the  better  for  Canada.  The\' 
will  need  furniture,  food,  clcthing,  the  necessaries,  which  others 
who  help  make  the  nation  will  supply.  Existing  towns  will  be 
extended  and  new  ones  created.  These  communities  will  nee  1 
water,  light,  sanitary  facilities,  tire  protection,  and  the  many 
things  to  which  they  have  been  accustomed  in  the  old  land,  and 
which  it  is  imperative  for  the  new  land  to  supply.  In  turn,  the 
demand  will  come  for  pipe  and  i)lant,  and  factories  will  con- 
tinue busy.  Every  thousand  new  arri\als  in  Canada  accelerates 
the  movement  of  the  national  machinery. 

Railroad  construction  must  continue  and  railroad  companies 
must  have  more  equipment  lo  meet  the  demands  of  heavier  traf- 
he.  Harbors  are  being  improved,  new  terminals  erected,  canals 
built,  grain  ele\ators  set  in  place.  Shii)yards  are  busy  with  new 
freight  b(^ats,  foundries  have  orders  for  the  coming  months,  fac- 
tories have  enough  to  keep  wheels  revolving  without  much  rest. 
Minerals  are  being  mined,  fisheries  exploited,  forest  wealth  ex- 
tracted, and  the  l»ackbone  of  all,  the  wheat  and  grain  crops,  are 
not  likely  to  be  any  less  in  \alue  this  year  than  they  were  last. 

As  for  money,  investors  will  become  less  timid.  They  will 
have  no  hesitation  in  subscribing  to  the  many  legitimate  loans 
which  must  be  sought  during  the  next  few  months  by  reputable 
Canadian  borrowers.  Add  to  this  appealing  bill  of  fare,  the 
after  dinner  \  inegar — contraction  in  trade  in  all  countries  and 
tight  money.  Even  then,  Canada  has  every  reason  to  look  for- 
ward to  the  commg  year  as  one  of  conser\ative,  necessary  and 
persistent  development.  And  l)right  as  it  is  to-day,  twehe 
months  hence  the  outlook  will  be  still  brigiiter.  —  Monetary 
Times  Annual. 


KODAK  trade:  CIRCULAR  11 


Anybody  can  sell  the 
customer  what  he 
asks  for. 

The  Salesman  doesn't 
let  it  go  at  that. 

Show  the  new  goods, 
talk  up  the  sundries. 


12 


KODAK  TKADK  CIRCULAR 


BROWIt 


■;^^- 


!  ///    •    V 


^^Ufe?^/v 


iM 


?^ 


,;    v. 


Keep  alive  the  joys  of 
childhood  with  a 


BROWNIE 


The  Pictures  are  easy  to  make — ^always  interesting 
and  grow   in  value  year  by  year. 

EFFICIENT  INEXPENSIVE 

BROWNIE  CAMERAS,   $1.00  to  $12.00. 
KODAKS,  $7.00  and  up. 

RICHARD  ROE  &  COMPANY 


Doubk-  C.il.  C\ll  Xu.  IJ2A, 


^iliuk-  Cul.  Cut  Xu.  I2Jli. 


FOR  TRADE  CIRCVLATIOS  0.\LY. 


Canadian   Kodak   Co.,  Limited 

Trade  Circular. 


"FOR   YOUR  IXTERESTS  AXD  OUR  OUS" 


V'oL  X.     No.  12 


TORONTO,  CANADA 


April.  1914 


1914 

THE  YEAR  FOR  A  BIGGER  AND  BETTER  KODAK 

BUSINESS 


Business  cannot  be  built  up  anil 
extended  without  enthusiasm,  and 
entliusiasm  is  just  what  has  made 
the  business  of  the  Kodak  dealers 
greater  in  1912  than  in  191 1, 
greater  in  1913  than  in  1912,  and 
that  enthusiasm  will  make  19 14  a 
still  bigger  and  better  year. 

To  instil  such  enthusiasm  the 
manufacturers  supplying  the  dealer 
must  have  more  than  a  fair  and 
square  policy  behind  them  —  they 
must  also  have  the  goods. 

Xever  before  has  the  Kodak  line 
as  a  whole  been  so  well  balanced— 
never  before  have  we  been  so  well 
and  completely  organized  and 
equipped  to  suppl\'  every  need  of 
the  dealer  and  public. 

Radical  departures  from  estab- 
lished uK^dels  have  not  been  neces- 
sary. In  the  Kodak  line  we  have 
but  two  new  models  to  offer  and 
tb.ey  round  out  the  line  in  splendid 
fashion. 


Many  little  refinements  here  and 
there  have  been  added  to  existing 
models  and  we  have  spared  neither 
time,  eft'ort  nor  money  to  main- 
tain the  supremacy  of  the  Kodak 
line. 

THE  JUNIOR  KODAKS 

In  introducing  the  Junior  Ko- 
daks we  cannot  do  better  than  to 
quote  from  the  1914  Kodak  cata- 
logue (an  advance  copy  of  which 
will  reach  you  at  an  early  date). 

The  Junior  Kodaks  "being  built 
upon  the  idea  of  providing  genuine 
daylight-all-the-way  Kodaks,  with 
all  the  Kodak  convenience  and 
dependability,  for  those  who  wish 
to  take  u])  ]-)hotography  at  the 
minimum  of  expense."  '"The  low 
price  means  no  stinting  in  either 
material  or  workmanship.  It  is 
only  possible  through  the  per- 
fection of  scientific  factory  organ- 
ization    and     the     large     quantities 


KODAK  TRADE  CIRCULAR 


No.   lA  Kodak  Junior 


\vliich  world  wide  distribution  al- 
lows to  be  made  at  one  time." 

A  striking  feature  of  the  Junior 
Kodaks  is  their  extreme  thinness 
and  all  around  compactness.  They 
are  equipped  with  a  new  style 
back  —  unusuali}  eas}-  to  remove 
for  loading  and  unloading. 

The  back  and  bed  are  made  of 
aluminum,  covered  with  genuine 
leather,  and  the  metal  parts  are 
finished  in  n  i  c  k  e  1  a  n  d  black 
enamel. 

The  first  of  these  models,  the 
Xo.  I  Kodak  Jvuiior,  makes  pict- 
ures 2^  X  T,/i  Inches ;  capacity,  6 
exposure  cartridge  (  Xo.  2  Brownie) . 
The  X*o.  T  is  fitted  with  the  Xo.  o 
I'.all    Bearip.g    Shutter,    speed    1-50 


second,  also  "time"  and  ■  "bulb"' 
with  cable  release,  and  ofifers  the 
choice  of  rapid  rectilinear  or  men- 
iscus achromatic  lenses. 

Regular  equipment  includes  au- 
tomatic focusing  lock,  collapsible 
reversible  finder,  and  two  tripcxl 
sockets. 

The  Xo.  lA  Kodak  Junior  takes 
pictures  2^  x  4^4  inches,  and 
takes  the  regular  12  exposure  X".C. 
Film  Cartridge.  The  shutter  is 
the  Kodak  Ball  Bearing  with  cable 
release;  variable  speeds  1-25,  1-50 
and  i-ioo  second.  The  X^o.  2 
will  be  supplied  with  either  menis- 
cus achromatic  or  rapid  rectilinear 
lenses. 

Equipment      inchules      automatic 


KODAK  TEADE  CTRCULAE 


focusing     lock,     collapsible     finder, 
and  two  tripod  sockets. 

The  Price 

Xo.  1  Kodak  Junior,  with  meniscus 
achromatic  lens,  and  Ball  Bearing 
Shutter,         -        -        -        _        -$7.50 
Do.,  with  R.  R.  Lens,      -        -        -    9.00 
Black  Sole  Leather  Case,        -        -    1.50 
Xo.  LA.  Kodak  Junior,  with  menis- 
cus  achromatic   lens   and   Kodak 
Ball  Bearing  Shutter,  -        -        -    9.00 
Do.,  with  R.  R.   Lens,     -         -         -  11.00 
Black  Sole  Leather  Case  with  strap.    1.50 
Regular   discounts   apply. 
Kodak  Jr's  ready  about  ]\Liy  1. 

OTHER  NEW  GOODS 

In  order  to  etiect  an  economy 
in  the  use  of  developing  solutions, 
and  to  provide  a  means  for  insur- 
ing to  the  thousands  of  users  of 
the  I A  and  2  A  Films,  the  best 
possible  results,  we  have  con- 
structed the  new  2^  inch  Kodak 
Film  Tank  which  will  accommodate 
all  Kodak  or  Brownie  cartridges 
having  a  film  width  of  2^/2  inches 
or  less. 

The  Price 

2^  Inch  Kodak  Film  Tank  for  use 
with  all  Kodak  or  Brownie  Film 
Cartridges  having  a  fihn  width  of 
2J/   inches,  or  less,  complete,       -  $3.50 

Duplicating  Outfit,  consisting  of  one 
solution  cup,  one  transferring  reel 
and  one  apron,     -         -         -         -    1.75 
Discount    to    the    trade,    same    as    for 

other  sizes. 

The  amateur  has  learned  that 
his  prints  show  oil  to  excellent 
advantage  in  a  suitable  album,  and 
that  this  is  the  best,  and  about 
the  only  plan  for  keeping  his  collec- 
tion intact. 

To  afford  him  a  still  wider  selec- 
tion we  have  added  two  new  albums 
to  our  popular  line. 

The  first  is  the  Agrippa. 

This  is  a  loose  leaf  album,  suj)- 


Agrippa  Album. 


plied  with  fifty  linen  finish  black 
leaves.  The  cover  is  of  beautiful 
grain  leather,  and  is  unusually 
flexible. 

The  Price 

Agrippa  Album,  stvle  A,     5x8,  -  $1.60 

Do.,                           •'      B,     7x11,  -  1.90 

Do.,                           •'      C,  10  X 12,  -  3.50 

Do.,                           "      D,     9  X  14,  -  3.75 

Extra  leaves,  pkg.  12,  A,         -  -  .15 

Do.,                      ••       ■•     B,        -  -  .20 

Do.,                      •'       "     C,        -  -  .30 

Do.,                     '•       "    D,        -  -  .40 
Discount  to  the  trade,  30%. 


Tiber  Album. 

The  Tiber  Album  is  also  made 
on  the  loose  leaf  principle,  but 
less  expensive,  as  it  has  an  imita- 
tion leather  cover ;  of  fine  appear- 
ance nevertheless  and  very  dur- 
able. Supplied  with  fifty  black 
leaves. 

Tiber  Album.  Stvle  A,  5x8.-  -  $  .80 

Do.,  Stvle  B,    7x11,      -        -  -  1  15 

Do.,  Stvle  C,  10  X  12.      -        -  -  1  90 

Do..  Style  D,    9  x  14,       -        -  -  2.20 

Extra  Leaves,  pkg.  12,  A.      -  -  .15 

"    B,      -  -  .20 

"       "    C,      -  -  .30 

"    D,      -  -  .40 

Discount  to  the  trade,  30  j. 

The  Universal  Album  introduced 
a  year  ago  has  met  with  such 
success    that    it    has    been    deemed 


KODAK  TRADE  CIRCULAR 


worthy  of  the  name  '"Kodak."  so 
please  bear  in  mind  that  what  was 
formerly  known  as  the  "Universal" 
Album  will  hereafter  be  designated 
as  the  Kodak  Album. 

Every  day  is  a  special  occasion 
to  mure  than  a  few  people,  a  day 
that  calls  for  some  token  of  re- 
membrance, and  what  can  be  more 
fitting  in  the  great  majority  of 
instances  than  a  Kodak  Gift  Case? 

It  has  quality,  and  looks  it.  is 
within  the  reach  of  most  purses, 
and  will  afford  lasting  pleasure  to 
the  recipients  of  either  sex,  and  of 
almost  all  ages.  As  a  birthday, 
wedding,  graduation,  or  vacation 
remembrance  it  is  most  fitting. 

Stock  the  Kodak  Gift  Case,  dis- 
play it  prominently,  it  is  one  of 
the  very  best  year  round  sellers. 

ADVERTISING 

Due  to  the  fact  that  photogra- 
phers are  becoming  better  illus- 
trators the  1913  Kodak  Advertising 
Contest  brought,  by  far.  better  pic- 
tures than  any  of  the  previous  con- 
tests, and  these  pictures  will  be 
used,  lavishly,  in  Kodak  advertising 
for  1 9 14. 

The  19 1 4  Kodak  catalogue  is 
well  on  its  way  to  completion,  and 
an  advance  copy  will  be  mailed  you 
shortly,  and  soon  thereafter  we 
will  begin  our  annual  distribution. 

Our  usual  plan  will  be  followed. 
shipping  to  the  most  distant  points 
first,  and  shipping  with  all  possible 
celerity,  so  as  to  get  the  new 
catalogue  into  all  Kodak  stores  at 
the    earliest   possible    moment. 

In  time  to  strongly  stimulate 
business  we  will  send  you  a  new 
line  of  store  and  window  signs,  each 
and  every  one  planned  to  sell  goods. 


Then   will    follow   the    Kodak   and 
Premo  Summer  Books. 

Xew  and  strikingly  handsome 
street  car  cards,  of  course,  the  first 
of  the  series  appears  in  this  issue — 
we  can  probably  supply  by  ]\Iay 
1st. 

All  of  this  advertising  matter  is 
prepared  directly  for  you  and  is 
supplied  without  cost,  even  the 
transportation  being  paid. 

Remember,  however,  that  cata- 
logues and  signs  are  sent  to  all 
dealers. 

Booklets,  car  si(/ns,  cuts  and  the 
like,  are  sent  on  reqnest  only. 

Our  1914  national  publicity  cam- 
paign is  of  a  wider  scope  than  ever. 
We  will  use  a  very  large  list  of 
monthly  and  weekly  publications, 
both  inside  space,  usually  full 
pages,  and  back  covers  in  color. 
A\'e  will  carry  the  story  of  the 
many  pleasures  of  K  o  d  a  k  e  r  y 
broadcast  o\er  the  country,  and 
in  a  way  that  will  benefit  equally 
the  dealer  in  the  siuall  country 
town  as  well  as  in  the  largest  cities. 

Do  not  overlook  the  value  of 
our  window  signs — many  of  them 
will  contain  the  same  subjects  as 
are  used  in  our  national  advertis- 
ing, and  will  aft'ord  you  the  oppor- 
tunity of  linking  this  wide  publicity 
directly  with  3-our  own  store. 

Another  very  strong  feature  of 
our  publicity  is  "Kodakery"  —  our 
new  magazine  for  the  amateur  — 
but  that  is  a  story  by  itself,  and 
you  will  find  it  on  page  8. 

More  and  more  is  Kodakery 
becoming  the  national  recreation 
—  every  year  witnesses  a  greater 
desire  on  the  part  of  the  people  to 
get  out  into  the  open  —  the  great 
opp(^rtunity  for  a  greater  business, 
the  biggest  Kodak  year  yet  is  at 
hand.     Get  vour  share. 


KODAK  TRADE  CIRCULAR 


All  outdoors  invites  your 

KODAK 

Before  you  accept  the  invitation  we 
cordially  invite  you  to  inspect  our 
stock  of  all  that's  best  from  the 
Kodak   City 

Developing  and  Printing  a  Specialt>' 

Richard  Roe  &  Co. 

1201   Tripod  Ave. 


Stiri-I  Car  Card  Xo.  S47-     See  Page  4. 


\ 

^^     ~      Load  your  Kodak  with 

b   ^^^  Kodak  turn 

Hl^        ^^^^^3l«y      Brin^?  your  film  to  us  for  devel- 

oping  and  printing.     Then  you'll  be  assured  of  the 

best  results.     Everything  for  photography. 

RICHARD  ROE  &  CO.,  1001  Tripod  Avenue 

, 

. ..  i 

street  Car  C 'ard  .\o.  5/5.     See  Page  /. 


Get  out  in  the  open  with  a 

€W 

PREMO 

Ih 

1  here's  a  world  of  enjoyment 
in  the  pictures  you  can  make 
with  one  of  these  cameras       • 

^ 

Ipi^  '>'^SiHB| 

Kver\  thing  for  photojjriiphy  and 
prompt  developing  and   printing 

mi 

^^Q^v^KdHi 

John  Doe  &  Co.     ; 

1234    Premo    Street 

Slieet  Car  Ca}d  .\, 


KODAK  TRADE  CIRCULAR 


SELLING  THE  GOODS 


A  Few  Suggestions  from  A'arious 
Sources. 

You  can  always  interest  the  live 
merchant  when  you  suggest  or  dis- 
cuss methods  for  increasing  sales. 
He  usually  has  some  pretty  sound 
methods  of  his  own,  but  neverthe- 
less is  more  than  willing  to  accept 
suggestions  from  the  other  fellow. 

With  a  multitude  of  things  to 
distract  his  attention  it  frequently 
happens  that  the  head  of  the  es- 
tablishment has  overlooked  some 
feature  that  is  detracting  from  the 
selling  efificiency.  His  sales  people 
may  be  alert  and  well  informed 
while  his  display  windows  are 
neglected  or  the  displays  may  be 
all  they  should  be  and  the  people 
behind  the  counter  lacking  in  real 
selling   abilit^". 

Practically  every  industry  has 
one  or  more  trade  jovu-nals  devoted 
to  its  particular  interest,  and  in 
glancing  through  the  files  of  such 
publications  one  frequently  comes 
across  aids  to  selling  that  are 
applicable  to  almost  any  line  of 
merchandise. 

We  note  that  the  display  window 
is  receiving  a  good  deal  of  atten- 
tion, and  in  speaking  of  hodge 
podge  window  displays  The 
Pottery,  Glass  and  Brass  Salesman 
(New  York)  tells  of  a  carefully 
built  window  display  spoiled  by 
inharmonious  exhibits : 

"The  display  was  made  up  of 
all  kinds  of  articles  from  the  china 
and  glass  department.  It  was 
evidently  an  opening-of-the-season 
window.  In  the  showing  were  some 
truly  magnificent  bronzes,  and  some 
cut  glass  of  so  cheap  a  nature  that 


it  really  looked  more  like  pressed 
glass.  There  was  some  fine  im- 
ported china  and  right  near  it  some 
of  the  very  cheapest  decorated  din- 
nerware  turned  out  in  this  country. 
Everything  was  jumbled  together, 
and,  though  the  decorator  did  his 
best,  the  fault  lay  with  the  man  who 
chose  the  merchandise,  for  certainly 
half  the  items  'swore'  lustily  at  the 
other  half,  with  the  result  that  the 
beautiful  bronzes  did  not  show  off  as 
they  should,  and  the  popular  price 
cut  glass  appeared  so  cheap  that  no 
one  would  want  it."" 

A  window  has  to  be  primarily 
somewhat  a  work  of  art.  If  it  does 
not  attract  as  a  whole,  as  people 
pass,  it  will  not  sell  much,  even 
though  its  components  be  well 
chosen. 

In  the  above  case  most  of  the 
passersby  knew  the  use  of  all  ob- 
jects in  the  window,  and  in  cases, 
such  as  displays  of  photographic 
apparatus,  the  window  trimmer  has 
to  be  even  more  careful,  in  that 
a  miscellaneous  display  will  be 
meaningless  to  many  who  pause  to 
inspect,  so  he  must  in  some  way,  by 
small  placards  or  otherwise,  explain 
the  use  of  the  goods  on  display  and 
create  a  desire  for  them. 

Speaking  of  plain  figures  on 
price  tags,  and  mentioning  prices 
in  advertising  the  National  Jeweler 
and  Optician  remarks  "Advertising 
copy  that  omits  prices  sacrifices 
half  its  pulling  power.  It  has  the 
tendency  to  bring  lookers  instead 
of  buyers.  It  often  creates  false 
impressions." 

Unless  the  goods  are  marked  in 
plain  figures,  some  people  are 
bound  to  conceive  the  idea  that 
the  goods  are  higher  priced  than 
in  reality.     Others  are  just  as  like- 


KODAK  TRADE  CIRCULAR 


ly  to  infer  that  the  prices  are 
lower,  and  go  away  thinking  that 
the  dealer  has  exaggerated,  his 
statements. 

Salesmanship  in  its  true  sense 
is  also  receiving  its  share  of  atten- 
tion as  is  witnessed  by  the  follow- 
ing from  the  Canadian  Furniture 
\\'orld  (Toronto)  : 

"In  good  salesmanship  there  is  al- 
ways a  great  deal  of  action. 

"The  man  who  is  selling  goods 
should  not  stand  transfixed  like  a 
dummy  moving  nothing  but  his 
tongue.  He  should  act.  He  should 
show  by  actual  demonstration  ex- 
actly how  good  and  superior  is  the 
article  which  he  is  trying  to  sell. 

■"Whether  a  salesman  is  behind 
the  counter  or  on  the  road,  he 
should  always,  if  possible,  show 
the  article  which  he  is  trving  to 
sell.  If  it  is  impossible  to  show 
the  article,  he  should  show  some 
part  of  it  or  some  picture  of  it. 
Words.  }-ou  must  remember,  are 
only  third  best.  The  article  itself 
comes  first :  a  picture  or  part  of 
the  article  comes  second  ;  and  talk 
about  the  article  comes  third. 

"Why  does  the  street  fakir 
attract  so  many  busy  people  ? 
Simply  because  every  street  fakir 
always  has  something  in  his  hand, 
is  always  in  action,  and  is  always 
demonstrating  the  remarkable  vir- 
tues and  values  of  the  knickknack 
he  is  trying  to  sell. 

"Action  in  salesmanship  dram- 
atizes the  whole  ])erformance.  It 
stages  the  oi^eration  of  selling. 
Ever}'  good  salesman  has  a  great 
deal  of  dramatic  instinct.  He 
know>  hr.w  to  i)resei.it  an  article. 
He    knows    how    to    throw    scenerv 


around  it.  He  knows  how  to  bring 
out  in  a  striking  way  the  best  points 
of  his  ffoods." 


KODAK  MAGNESIUM 

RIBBON  HOLDER 

This  extremel}-  handx-  little  ap- 
paratus pro^•i(les  a  most  convenient 
method  of  burning  magnesium 
ribbon  for  photographic  purposes. 
It  comprises  at  once  a  compact 
magazine  for  storing  the  ribbon,  a 
convenient  holder  for  burning  it, 
and  a  ready  means  of  measuring 
definite  lengths  of  the  ribbon. 

For  printing  on  A\dox  or  other 
gas  light  papers,  lantern  slides, 
etc..  the  ribbon  is  pushed  forward 
In-  a  movement  of  the  thumb  up- 
( m  the  edge  of  the  revolving  disc 
until  the  length  of  ribbon  pro- 
jecting from  the  orifice  equals  the 
measure  afforded  by  a  small  arrow 
printed  on  the  ed^c  oi  the  holder. 

The  Price 

Kodak  Magnosiuni  RiI)bon 
Hohk^r.  containing  riltlion  for 
300  or  more  exposures. 

Packed  in  individual  cartons, 
a  dozen  cartons  to  container, 
per  dozen $2.40 

.\lcohol    Lamp    for    use    with 

above        25 

Extra  wicks,  per  dozen    .         .12 

Discount    to    the    trade.    33^:5%. 


KODAK  TRADE  CIRCULAR 


Local  Advertising  for  You  at  Our 

Expense 


OUR  ADVERTISING  DEPARTMENT  HAS  A  NEW 
HOBBY—**  KODAKERY  " 


It  claims  that  Kodakery  is  go- 
ing to  help  sell  a  few  more  cam- 
eras —  is  going  to  bring  Brownie 
users  up  to  Kodaks  and  make 
people  want  better  cameras  gener- 
ally to  the  ultimate  advantage  of 
the  Special  Kodaks  and  Graflex's. 
and  other  apparatus  used  by  the 
full-fledged   photographic    fan. 

But  that  isn't  so  much  its  strong 
point  as  its  influence  in  keeping 
people  reminded  of  their  cameras 
by  showing  them  every  thirty  days 
what  other  people  have  done  and 
are  doing  with  similar  cameras. 
That's  soiic  incentive.  In  many 
a  Kodak  it  will  cause  two  rolls  of 
film  to  be  exposed  where  only  one 
was  exposed  before  and  that  means 
also  more  paper  and  chemicals. 
It  will  interest  people  in  portrait 
attachments,  film  tanks,  trays, 
mounts,  calendars,  lantern  slides 
and  paste,  to  say  nothing  of 
anastigmat  lenses  and  focal  plane 
shutters. 

In  other  words,  at  the  invitation 
of  the  customers  themselves,  we 
will  be  circularizing  your  customers 
for  you  twelve  times  a  year — at 
our  expense. 

To  do  this  successfully  and  com- 
pletely two  things  are  necessary. 
Kodakery  must  be  a  welcome  and 
instructive  visitor.  We  are  doing 
our  best  to  make  it  all  of  that. 
Those  who  buv  our  cameras  must 


send  to  us  an  application  for  the 
magazine.  It's  your  part  to  see 
to  it  that  they  do  so.  It's  a  well- 
known  fact  that  thousands  and 
thousands  of  amateurs  do  not  read 
their  manuals.  Unless  you  call 
their  attention  to  it,  therefore, 
such  people  will  not  get  Kodakery 
because  they  will  never  see  our 
ofi^er.  Make  them  see  it;  make 
them  understand  that  the  maga- 
zine is  worth  while,  even  if  it  is 
free. 

But  right  now  there's  another 
phase  of  value  to  you  —  publicity 
you  can  get  for  your  photographic 
line  by  advertising  that  this  maga- 
zine is  now  free  to  every  purchaser 
of  a  Kodak,  Brownie,  Premo  or 
Graflex  camera. 

Herewith  we  show  copies  of 
three  newspaper  advertisements  we 
have  planned. 

A  recjuest  from  you  will  liring 
an  electrotype  of  any  one  or  all  of 
these  advertisements  in  a  hurrv. 

We  will  supply  }'ou  with  the 
complete  advertisements,  with  a 
space  mortised  in  the  block  for  your 
name  and  address,  or  we  will  send 
just  the  cut  of  the  Kodakery  cover, 
as  }'ou  elect.  On  page  lo  we  show 
a  double  column  cut  of  the  Kodak- 
ery cover,  for  such  dealers  as  desire 
to  use  more  liberal  space,  ^^'e  will 
supply  the  complete  advertisements 
in    double    column,    or    the    double 


KODAK  TEADE  CIECrLAR 


9 


column  cut  alone,  as  well  as  the 
single  column  ones.  The  entire 
double  column  advertisement  will 
be  ten  inches  lonsf. 


Please  order  by  number. 

KoDAKERv  is  going  to  do  big 
ilungs  for  those  dealers  who  help  to 
make  it  a  big  thingf. 


KODAKJERYl 

A  Magazine  for  Amateur 
Photographers 


MAY,    1914 

f  CANADIAN  KODAK  CO.,  Limited 
TORONTO.  CANADA 


"KODAKERY" 

A  clever,  helpful,  ama- 
teur photographic  maga- 
zine. 

Free  To  You 

To  every  present  purchaser  of 
a  Kodak,  Brownie,  Premo  or 
Graflex  Camera,  a  3-ear's  free 
subscription  to  "Kodakery."  Every 
issue  beautifully  illustrated  and 
replete   with    practical   helps. 

RICHARD  ROE  &  CO. 


CORRECTION 

On  Page  2  of  March  Trade  Cir- 
cular the  price  of  i  dozen  pair 
packages  of  8  x  10  Dental  X-Ray 
Film  is  shown  at  $4.50.  Please  note 
that  this  is  the  price  for  5^  dozen 
pair  packages. 

a 

NO.  2  KODAK  DARK 

ROOM  LAMP 

The  discounts  allowed  on  these 
lamps  will  hereafter  be  as  follows : 


Less  than  dozen  lots, 
Lots  of  1  dozen. 
Lots  of   Fifty, 


-  45% 

-  50% 

-  55% 


^yi  X  3j4   PLATES 

Plates  of  this  size  are  to  be  had 
in  Seed,  Royal  and  Stanley  emul- 
sions, at  a  price  of  $0.35  per  dozen, 
less  regular  trade  discount.  Orders 
not  accepted  for  less  than  6  dozen. 

a 
ORANGE  AND  RUBY  GLASS 

\\'e  are  now  in  position  to  supply 
first  quality  orange  and  ruby  glass 
in  accordance  with  the  followinsf 
list: 


4      X    5.  per 

sheet. 

-    $  .10 

5      X    7,     " 

' 

-        -        .15 

5      X    8,     " 

.15 

6^  X  Wz,  " 

' 

.20 

7     X   9,    " 

' 

.20 

8      X 10.     " 

' 

.25 

10      X  12.     " 

' 

.35 

11      xl4,     " 

" 

.40 

Prices  abov 

e  are  net. 

Kodakery  A I 


Have   the  Goods  in   Stock. 


KODAK  TRADE  CIRCULAR 


KODAI^CERY 

A  Magazine  for  Amateur 
Photographers 


KODAKERY 

A  Magazine  for  Amateur 
Photographers 


CANADIAN  KODAK  CO.,  Limited 
TORONTO,  CANADA 


.M  A  V  .      1  '.'  1   1 

CANADIAN  KODAK  CO.,  Limited 
TORONTO,  CANADA 


E  VER  ]  ^BOD  ]  ^  /.  IKES 
PICTURES. 

Let  us  present  you  with  the  great- 
est of  all  aids  to  good  picture  mak- 
ing. To  every  present  purchaser  of 
a  Kokak,  Brownie,  Premo  or  Gra- 
flex  camera,  will  be  given  a  year's 
sul)scription  to 

"KODAKERY^' 

a  clever  helpful  magazine  devoted 
to  amateur  photography.  Everv 
issue  beautifully  illustrated  and 
replete  with  practical  suggestions. 

RICHARD  ROE  &  CO. 


Do    \  \>u  — 

]\^ouId  You  Like 

To  Make  (jood  Pictiirrs/ 

We  have  the  ideal  help.  To  everv 
present  purchaser  of  a  Kodak, 
Brownie,  Graflex  or  Premo  camera 
a  year's  free  sulxscription  to 

"KODAKERY" 

The  most  helpful  of  all  amateur 
photographic  magazines.  Every 
issue  beautifully  illustrated  and 
filled  with  ])ractical  suggestions. 

RICHARD  ROE  &  CO. 


Kodakerv  Ai 


Kodakery  A^ 


KODAK  TRADE  CIRCULAH 


]1 


1VQM 


KODAKERY 

A  Magazine  for  Amateur 
Photographers 


Ki 


MAY.   1914 
CANADIAN    KODAK    CO., 

TORONTO,  CANADA 


K'oiiiikn  V  /i/—Si;-  pax' 


12 


KODAK  TEADE  CIBCULAE 


CAMERAS  IN  PUBLIC 
SCHOOLS 

Wiiv  Try  To  Teach  Drawing  To 

Those  Who  Find  It  Impossible 

To  Acquire  The  Art  ? 

A  very  interesting  and  novel 
suggestion  was  thrown  out  by  Dr. 
Arnold  Genthe  in  his  address  be- 
fore the  Art  League  yesterday 
afternoon.  It  was  the  proposition 
that  the  use  of  the  camera  be 
taught  in  the  public  schools. 

Surprising  as  this  idea  may  seem 
to  some,  it  did  not  come  with  any 
shock,  when  logically  developed  in 
the  course  of  Dr.  Genthe's  talk. 
Instead  of  being  a  fad  or  an  added 
burden  upon  an  encumbered  school 
system,  it  would  be,  as  Dr.  Genthe 
pointed  out,  one  way  of  turning  an 
idle  course  into  practical  use.  Dr. 
Genthe  was  a  teacher  before  he 
became  world  famous  as  an  ex- 
ponent of  artistic  photography  and 
it  is  apparent  that  he  advanced 
the  proposition  seriously. 

Drawing  is  now  a  compulsory 
course  in  our  public  school  system, 
carried  on  regularly  throughout 
all  the  grades  and  into  the  high 
school.  Unfortunately,  as  Dr. 
Genthe  pointed  out,  the  quickened 
intellect  that  enables  one  to  see 
the  beautiful  in  life  is  not  always 
coupled  with  the  sensitive  hand 
that  enables  one  to  portray  it  up- 
on paper  or  canvas.  Consequently 
the  course  in  art  offered  in  the 
public  schools,  because  of  the 
drudgery,  not  to  say  the  absolute 
pain  inflicted  in  attempting  to 
teach  the  principles  of  drawing  to 
a  pupil  not  naturally  equipped  to 
master  them,  is  more  likely  to  in- 
spire a  deep  rooted  distaste  for 
art  than  to  arouse  an  understand- 


ing of  it.  The  combination  of  the 
eye  to  see  and  the  hand  to  draw 
is  very,  very  rare ;  otherwise,  we 
should  all  be  great  artists. 

To  those  pupils  who,  though 
equipped  with  the  ability  to  appre- 
ciate the  beautiful,  are  not  able  to 
master  the  technical  difficulties  of 
drawing,  the  camera  offers  not 
only  a  means  of  escape  from  use- 
less drudgery,  but  an  avenue 
towards  artistic  expression  of  a 
high  order,  and  the  acquisition  of 
a  practical  and  useful  accomplish- 
ment as  well.  If  the  choice  be- 
tween drawing  or  camera  study 
were  left  elective  it  would  certain- 
ly be  an  improvement  on  our 
present  system. 

There  is  a  technique  of  photog- 
raphy just  as  much  as  a  technique 
of  drawing,  but  the  diff'erence  is, 
that  the  one  does  not  require  any 
inherent  ability,  while  the  other 
does  require  such  ability. 

In  the  case  of  pupils  who  have 
the  eye  to  see  but  not  the  hand  to 
draw,  it  would  seem  very  much 
more  sensible  to  develop  their 
possibilities  through  the  camera, 
with  which  they  may  accomplish 
something,  than  through  a  course 
in  drawing,  with  which  they  can 
accomplish  nothing.  Furthermore, 
the  knowledge  thus  gathered  would 
have  a  concrete  value.  In  these 
(lays  when  a  practical  camera 
may  be  purchased  for  a  dollar 
or  two,  no  home  is  without  a  cam- 
era, but  not  one  person  in  a  thou- 
sand possesses  the  ability  to  get 
the  best  out  of  one.  Some  of  the 
finest  pictures  exhibited  by  Dr. 
Genthe  to  the  Art  League  were 
enlargements  made  from  negatives 
taken  by  a  simple  little  Kodak. — 
B ridge  1^0 rf   Telegram . 


KODAK  TRADE  CIRCULAR 


^XjUfi^ 


Every  direction  sheet,  every  manual  we 
publish  specifies  the  use  of 

KODAK  TESTED 
SODAS 

in  making  up  developers  for  use  on  sensi- 
tized material  of  Kodak  manufacture.  And 
the  main  reason  is  that  we  know  that 
quality  of  results  depends,  more  than  3^ou 
mav  realize,  on  the  Sodas  used. 

Kodak    Sodas    are    uniformly    strong 
and  pure. 


THE  PRICE  : 

Carbonate  of  Soda: 

Per  lb. 

Per  0  lbs 

Bottle 

|t).20 

So.  90 

Can     - 

.17 

■65 

Can  of  25  \hs.         -         -         i-3- 25 
Discount — 33 '3°;.  or  3313  and  lo"^,  on  lots  of  4S-1  lb.  cans. 

Sulphite  of  Soda: 

Per  lb.  Per  5  lbs. 

Bottle           -         -         -         -          I0.30  I1.35 

Can     -----              .22  .85 

Can  of  25  lbs.         -         -        54-25 

Discount — 33'jrc'  ^^  33' J  'i"*^^  ^•^'  c  o"  ^ots  of  48-1  lb.  cans. 


14 


KODAK  TRADE  CIRCULAR 


AN    IMPROVED    FORMULA 
FOR  DEEP  TANK    DE- 
VELOPMENT 

When  it  comes  to  changing  or 
modifying  a  formula  we  are  ultra 
conservative.  When  any  of  our 
chemists  or  investigators  recom- 
mend a  change  or  modification  we 
must  know  from  actual  tests  re- 
peated many,  many  times,  under 
all  possible  conditions,  that  such 
change  will  be  beneficial  to  the 
greatest  average  number. 

For  a  number  of  months  we 
have  had  under  consideration  an 
improved  formula  for  deep  tank- 
development  for  use  by  amateur 
finishers  and  can  now  unhesitating- 
Iv  recommend  it  to  all  finishing  de- 
partments employing  the  deep  tank 
method. 

This  new  formula  differs  from 
those  in  general  use  in  that  the 
amount  of  Pyro  is  doubled,  and 
Aletabisulphite  of  Potassium  added 
as  a  preservative.  This  new  formu- 
la will  enable  you  to  materially 
heighten  and  improve  your  work, 
as  the  negatives  will  have  much 
better  printing  quality. 

The  new  fi^.rmula  is  as  follows  : 

Water       -       -       -  8  gals. 

Elon  -      -      -  1  oz.       95  grs. 

Hvdrochinon         -  4  ozs.    290  grs. 
C'  K.  Tested  Sod. 

Sulphite       -       -  60  ozs. 

Metabisulphite       -  1  oz.      379  grs. 
C.  K.  Tested  Sod. 

Carbonate   -      -  31  ozs.    347  grs. 

Pyro-       -       -       -  11  ozs.    227  grs. 

Pot.  Bromide        -  307  grs. 

Avoirdupois    Weight. 

Add  enough  water  to  make  48  gals. 
Temperature  65  degrees  Fahrenheit. 

During  the  summer  months  or 
when  orders  are  heavy  this  devel- 
oper should  not  be  used  more  than 


one  week.  During  winter  months 
or  when  orders  are  light,  bath 
ma}"  be  used  two  weeks  if  strength- 
ened at  the  end  of  the  first  week 
by  adding  one-half  of  the  original 
amount  of  all  chemicals. 

When  the  developer  is  new  the 
time  required  to  develop  will  be 
about  1 8  minutes.  Time  of  devel- 
opment should  be  increased  about 
one  minute  per  day  for  the  first 
week.  After  strengthening  the 
time  required  will  be  about  20  min- 
utes and  should  be  increased  one 
minute  or  more  a  da}'  for  the 
second  week. 

The  e.xact  increase  in  time  of 
development  from  day  to  day  will 
depend  largely  on  the  number  of 
films  developed  and  can  only  be 
determined  by  watching  the  work 
carefully.  If  an  increase  of  one 
minute  a  day  is  not  suft'icient  to 
produce  residts  nearly  or  quite 
equal  to  those  obtained  when  de- 
veloper was  fresh,  make  the  in- 
creased time  of  development  two 
minutes  or  more  if  necessar}'. 

Formula  for  42  Gallon  Tank 

Water       -       -       -        8  gals. 
Elon  _       -       -         1  oz.        22  grs. 

Hvdrochinon         -        4  ozs.      88  grs. 
C'  K.  Tested  Sod. 

Sulphite       -      -      52  ozs. 
Metabisulphite       -         1  oz.      273  grs. 
C.  K.  Tested  Sod. 

Carbonate    -       -      27  ozs.    359  grs. 
Pj-ro  -       -       -       -       10  ozs. 
Pet.    Bromide  263  grs. 

Avoirdupois  Weight. 
Add  enough  water  to  make  42  gals. 
Temperature  65  degrees  Fahrenheit. 

This  developer  is  about  the  same 
as  the  old  developer  excepting 
that  the  amount  of  Pyro  is  doubled 
and  ]\Ietabisulphite  added  as  a 
preservative.  The  increase  in  the 
amount  of  Pyro  produces  negatives 


KODAK  TRADE  CIRCULAR 


15 


of  more  color  that  have  better 
printing  qnahty  although  apparently 
less  vigorous  than  those  obtained 
with  the  old  developer. 

To  obtain  the  best  results  at  all 
times  developer  should  be  watched 
carefully  from  day  to  day  and  as 
soon  as  there  is  any  indication  of 
a  falling  off  in  quality,  either  in- 
crease the  time  of  development  or 
strengthen  the  developer. 

We  call  your  particular  attention 
to  one  point :  When  the  develop- 
er has  stood  unused  over  night, 
there  will  usually  be  found  in  the 
morning  a  slight  scum  upon  the 
surface. 

This  scum  should  always  be  re- 
moved by  drawing  a  sheet  of  clean 
blotting  paper  lightly  over  the 
surface  of  the  solution.  The  solu- 
tion should  be  well  stirred  each 
morning  to  ensure  even  action. 

One  advantage  in  particular  will 
be  found  in  the  use  of  this  new  de- 
veloper, and  that  is  but  very  few- 
negatives  of  what  we  might  call 
the  "in  between"  type  will  be  pro- 
duced, or  in  other  words  not  ex- 
actly suited  to  either  "regidar"  or 
"special"  paper. 

a 

BRILLIANT    VELVET     BRO- 
MIDE FOR  ENLARGING 

The  sale  of  the  Brownie  Enlarg- 
ing Cameras  has  largely  increased 
since  the  introduction  of  the 
Brownie  Enlarging  Camera  Illum- 
inator, as  the  Illuminator  has 
opened  up  the  enlarging  field  to 
many  amateurs  who  have  no  time 
during  the  day  for  such  work. 

As  a  still  greater  incentive  to 
the  use  of  the  Brownie  Enlarging 
Camera  with  artificial  light  we 
suggest   your  strongly  recommend- 


ing the  use  of  Brilliant  A'elvet 
Bromide  for  such  work,  not  only 
because  its  surface  is  peculiarly 
well  adapted  to  enlargements  from 
amateur  negatives,  but  because  its 
greater  speed  somewhat  reduces 
the  time  of  exposure. 

It  is  good  business  to  make  two 
enlargements  grow  where  one  only 
erew  before. 


YOU 

Should  Do 
Finishing 

Because : 

I.  You  owe  it  to  your- 
self to  get  the  most  profit 
out  of  your  business — 
and  there  is  a  good  mar- 
gin of  velvet  in  finishing. 

2.  It  is  poor  policy  to 
let  this  vsork  go  to  one 
who  is  your  competitor 
and  sells  a  fresh  spool 
of  film  for  nearly  every 
one  he  gets  to  finish. 

3.  You  owe  it  to  your 
customers  to  see  that 
they  get  the  most  out  of 
the  goods  they  buy 
of  you. 


16 


KODAK  TEADE  CIRCULAR 


"FIXED    FOCUS" 
FOCUSING    CAMERAS 

An  Aid  to  Sale    Making 

There  is  always  a  road  to  the 
sale;  if  not  the  direct  board  high- 
way where  the  customer  wants 
just  what  }'ou  have,  and  planks 
(l()wn  the  cash,  there  are  other 
paths  that  lead  to  the  jingle  of 
the  cash  register.  For  instance 
when  a  customer  comes  in  and 
wants  a  Xo.  2  Buirs-Eye  that  you 
no  longer  carry  in  stock,  or  fears 
that  he  cannot  get  good  results 
with  a  focusing  camera  and  sighs 
for  a  "tmiversal"  lens,  what  should 
you  do,  shed  a  silent  tear  and  wave 
him  sadly  toward  the  door?  Xot 
if  you  stop  to  think  a  moment  and 
consider  just  what  is  meant  by  the 
term  ''fixed  focus"  lens.  There  is 
no  such  thing  as  a  '"fixed  focus" 
lens,  as  yott  know,  as  all  lenses 
have  one  point  in  which  they  are 
sharp  for  near  objects,  and  another 
for  far  objects,  with  intermediate 
|)oints  for  objects  in  between,  the 
difiference  between  these  points 
depending    entirely    on     the     focal 


length  of  the  lens.  For  instance, 
in  a  lens  of  three  inch  focus  the 
difiference  between  the  points  for 
far  and  near  objects  is  but  3-16  of 
an  inch,  and  in  one  of  twelve  inch 
focus,  1^4  inches. 

Therefore  in  cases  where  lenses 
of  short  focus  are  employed,  not 
exceeding  five  and  one  -  quarter 
inches,  there  is  so  little  difiference 
between  the  points  for  far  and  near 
objects,  that  the  lens  may  be  fixed 
at  a  point  which  is  a  compromise 
between  its  extreme  focal  points, 
and  with  the  aid  of  the  smallest 
stop  usable  for  snap  shot  work,  be 
made  to  serve  the  purpose  of  a 
"fixed  focus"  lens. 

\\'ith  this  clearly  in  mind  }-ou 
have  but  to  demonstrate  to  the 
customer  how  any  one  of  the 
smaller  focusing  cameras  may  be 
made  to  serve  the  purpose  of  a 
"fixed  focus"  camera,  and  yet 
possess  all  the  conveniences  of  the 
focusing  scale  for  tise  whenever 
necessary. 

We  append  a  table  hereto  show- 
ing the  cameras  that  may  be  so 
used,  together  with  data  as  to  focus, 
stop  and  speed  : 


Focusing  Kodaks,  Brownies  and  Premos  that  can  be  Used  as  Fixed  Focus 

Instruments 


No.    1A   Kodak   R.   R.    Type 
No.   H  Folding    Kodak 
No.   '2  Folding    Brownie 
No.   '2A    Folding    Brownie 

No.   ^  Folding  Brownie 

No. 


1  Kodak  Jr.  I 

with  R.  R.  lens  I 

No.    1   Kodak  Jr.  I 

with  achromatic  lens  I 

No.    I A    Kodak    Jr.  I 

with  R.  R.  lens  I 

No.    1A    Kodak    Jr.  I 

with  achromatic  lens  I 


31/4  X  41/4    Film  Premo  No.    1 
31/4  X  41/4    Pocket  Premo  C 


Set  focus  25  feet:  use  speed  1-25  second, 
between  Xo.   8  and  No.   16. 


Set  stop  midway 


Set  focus  20  feet.  Set  stop  midway  between  Xo.  1  and  Xo.  2. 

Set  focus  25  feet:  use  speed  1-25  second.      Set  stop  midway 

Iietween   Xo.    8   and   Xo.   16. 

Set  focus  25  feet:  use  speed  1-25  second.     Set  stop  midway 

between  Xo.   8  and  Xo.   16. 

Set  focus  25  feet;  use  speed  1-25  second.     Set  stop  midway 

between    Xo.     1     and    Xo.     2. 

Set  focus  25  feet:  use  speed  1-25  second.     Set  stop  midway 

between  Xo.   8   and  Xo.   16. 

Set  focus  25  feet:  use  speed  1-25  second.     Set  stop  midway 

between    Xo.    1    and    Xo.    2. 

Set  focus  25  feet:  use  speed  1-25  second.     Set  stop  midway 

between   Xo.    8   and   Xo.   16. 

Set  focus  25  feet:  use  speed  1-25  second.     Set  stop  midway 

between   Xo.    8   and    Xo.    16. 


KODAK  TRADE  CIRCTXAE 


17 


PARCEL   POST 

The  large  number  of  orders  that 
we  are  receiving  for  shipment  by 
Parcel  Post  leads  us  to  think  that 
many  dealers  have  not  read  the 
Parcel  Post  regulations  carefully. 
and  are  under  the  impression  that 
all  shipments  should  be  made  in  this 
way  where  transportation  would  be 
less  than  by  express.  We  wish  to 
call  attention  to  the  fact  that  we 
can  assume  no  responsibility  what- 
ever should  Parcel  Post  shipments 
fail  to  reach  consignee  promptly 
and  in  good  condition.  V\e  should 
like  to  have  this  clearly  understood, 
as  since  this  new  regulation  went 
into  effect,  we  have  received  a  num- 
ber of  complaints  of  non-receipt  of 
goods,  and  in  each  instance  the  cus- 
tomer seems  to  be  under  the  im- 
pression that  we  should  make  re- 
placement at  our  own  expense.  We 
do  not  advise  having  cameras  or 
other  valuable  articles  sent  by  Par- 
cel Post  even  at  a  less  expense,  but 
where  customers  specify  that  goods 
are  to  be  shipped  by  Parcel  Post, 
we  will  follow  instructions  with 
the  understanding  that  such  ship- 
ments are  made  at  the  dealer's  risk. 

A  Parcel  Post  packet  may  be  in- 
sured within  Canada  up  to  an  am- 
ount of  $25.00.  or  the  actual  value 
of  the  contents,  when  less  than  that 
amount,  upon  prepayment  of  a  tec 
of  5  cents  in  postage  stamps,  and  up 
to  an  amount  of  $50.00.  or  the 
actual  value  of  the  contents,  when 
less  than  that  sum.  upon  prepay- 
ment of  a  fee  of  10  cents  in  postage 
stamps.  \\'e  will  insure  when  so 
instructed  in  tlie  order. 

Tndcmnitv  will  not  be  given  for 
injur\-  or  damage  consequential 
upon!  i.e.,  INDIRECTLY  arising 
from  the  loss,  damage,  delav.  non- 


deliverv  or  mis-delivery  of  any  ar- 
ticle sent  by   Parcel  Post. 

There  is  another  thing  to  be 
taken  into  consideration,  that  Parcel 
Post  cannot  be  traced  with  the  same 
thoroughness  as  express  shipments. 
In  case  a  Parcel  Post  packet  should 
be  missing,  the  postmaster  at  ship- 
ping point  will  only  write  the  post- 
master at  point  ol  destination,  ask- 
ing for  information,  so  it  is  prac- 
tically useless  to  attempt  to  trace 
such  a  package  unless  insured. 

The  limit  of  weight  for  a  Parcel 
Post  packet  is  eleven  pounds,  and 
the  general  limit  of  size  is  thirty 
inches  in  length  by  one  foot  in 
width  or  depth,  but  parcels  will  be 
accepted  up  to  3  ft.  6  in.  in  length, 
provided  that  the  combined  length 
and  girth  do  not  exceed  six  feet. 
For  example — a  parcel  measuring 
3  ft.  6  in.  in  its  longest  dimensions 
may  measure  as  much  as  2  ft.  6  in. 
in  girth  (  i.e.,  round  its  thickest 
part  I  :  or  if  the  length  is  not  more 
than  3  ft.  the  girth  of  the  parcel 
may  be  3  ft. 

0 
EASTMAN  TESTED 

HYDROMETER 

Photographers,  both  professional 
and  amateur,  are  more  and  more 
realizing  the  necessity  for  accurate 
and  correctly  compounded  formulae. 

For  absolute  accuracy  the  hydro- 
meter has  precedence  over  weights 
and  measures  in  compounding,  pro- 
vided the  hydrometer  itself  be  ac- 
curate in  scale. 

The  Eastman  Tested  Hydrometer 
is  now  ready  for  the  market,  and  is 
a  very  superior  article.  It  is  gradu- 
ated with  extreme  accuracy,  and  the 
new  fiat  stem  allows  a  ready  reading 
of  the  scale  even  in  poor  light. 
Price 75  cents,  less  25% 


1« 


KODAK  TRADE  CIECULAE 


We  have  all 

the  up  to  date  Kodak  goods  in  slock 


RICHARD  ROE  &  CO. 


1001  Tripod  Ave. 


All  outdoors  invites  y^ 


Z't  ^erj^min^ ybr  Ko  da  ken/ 
■'  ri     at  our  Store 


RICHARD  ROE  (^  CO. 
1001  Tripod  Ave. 


Poster  No.  3 


Poster  No.  4 


KODAK  POSTERS 


Our  Poster  service  has,  since  its 
inauguration  in  191 1,  been  apprec- 
iated by  the  hve  dealer,  who  reahzes 
that  through  this  co-operation  he  is 
enabled  to  do  very  high  class  and 
effective  advertising  at  a  minimum 
cost. 

Already  we  have  had  several  in- 
c[uiries  from  dealers  who  have  pre- 
viously taken  up  this  form  of  adver- 
tising, and  who  wish  to  continue 
the  same  during  1914.  We,  there- 
fore, wish  to  advise  that  the  ser- 
vice will  be  continued  and  Posters 
furnished  free  of  charge  under  the 
same  conditions  as  prevailed  in  for- 
mer years.  No  new  Poster  designs 
have  been  prepared,  but  we  have 
been  able  to  procure  a  limited  sup- 
ply of  the  Numbers  3  and  4  Post- 
ers,  used   last  year,   and  which,  to 


refresh  your  memory,  we  are  illus- 
trating again.  These  are  described 
as  eight-sheet  Posters,  measuring 
ajiproximately  7  feet  wide  and  9^ 
feet  high,  and  are  done  in  eight 
colors.  The  first  cost  of  such  Post- 
ers runs  into  big  money,  and  while 
we  could  have  issued  a  cheaper 
two  or  three  colored  job,  we  felt  that 
the  quality  of  Kodak  business  de- 
manded a  pictorial  poster  of  artistic 
design  and  the  very  best  quality — 
something  that  would  appeal  to  the 
people  who  like  to  take  Kodak  pic- 
tures and  patronize  the  high  class 
stores  where  Kodak  goods  are 
handled. 

Conditions 

It  is  obvious  that  no  two  dealers 
in   the   same  small  citv    (or   in  the 


KODAK  TRADE  CIRCULAR 


19 


same  section  of  a  large  cit\- )  would 
care  to  use  the  same  Poster.  In  fill- 
ing orders  for  Posters,  we  shall 
therefore  give  the  preference  to 
the  first  dealer  who  applies  from 
each  city,  but  will  not  furnish  him 
more  than  one  kind  of  Poster  until 
we  are  satisfied  that  the  other  deal- 
ers in  his  town  are  not  interested. 
When  there  is  only  one  dealer  in  a 
city  who  uses  the  Posters,  he  may 
have  both  of  the  designs. 

These  Posters  are  a  standard  size. 
They  will  be  properly  imprinted 
and  shipped,  charges  prepaid,  direct 
to  your  local  bill  posting  concern. 
They  are  too  expensive  to  be  used  in 
any  way  except  upon  regularly 
maintained  bill  boards,  and  should 
l)e  put  up  only  by  those  who  under- 
stand the  business.  In  ordering  be 
sure  to  tell  us  how  many  "stands"" 
you  have  contracted  for,  and  for 
how  long  a  period  the  particular 
Poster  that  you  order  is  to  be  run, 
that  we  may  send  the  proper  am- 
ount of  "paper""  to  provide  for  rea- 
sonable renewals.  We  particularly 
recjuest  that  you  order  only  as  many 
as  you  require,  as  these  Posters  are 
too  expensive  to  waste.  Before  or- 
dering, you  should  call  in  your 
local  bill  poster  and  talk  over  with 
him  the  matter  of  locations,  the 
numl)er  of  "stands""  required  to 
cover  the  particular  city  or  section 
of  a  city  that  you  want  to  cover,  and 
decide  upon  the  length  of  time  that 
you  want  to  maintain  this  Poster. 
When  these  details  have  been  ar- 
ranged send  instructions  to  us. 

Remember 

This  is  the  information  we  nmst 
ha\c : 

The   numl)er  of   stands. 


The  length  of  time  that  this  Post- 
er is  to  be  maintained. 

The  name  of  bill  poster. 

The  manner  in  which  you  want 
your  name  and  address  to  appear. 

We  reserve  the  right  in  case  of 
two  orders  received  from  two  deal- 
ers in  the  same  city,  to  give  the 
preference  to  the  one  agreeing  to 
give  the  best  representative  show- 
ing. If,  for  instance,  there  are  lOO 
good  8  sheet  stands  in  a  certain 
city  and  one  dealer  ofifers  to  main- 
tain 25  stands  and  another  dealer 
100,  we  would  naturally  furnish  the 
Posters  to  the  latter. 

In  a  very  few  large  cities  it  is 
possible  that  two  or  more  dealers 
in  widely  separated  localities  might 
use  the  same  Poster  to  advantage. 
If.  however,  any  such  questions 
come  up.  they  will  l)e  gone  into 
carefully  in  detail  and  a  full  under- 
standing   arrived    at. 


Dealers  will  please 

note  that  Developing 

Powders  for  the  2K 

inch     Kokak      Film 

Tank  are  the  same  as 

for  the  3/^  inch  Tank. 

Please  advi.se  yoitr  cii.s- 
tomers  on  this  point.  The 
wrapper  of  the  package 
will  eventually  show  this 
itifonnation. 


20 


IvODAK  TRADE  CIRCULAR 


Out  door  days  are  doubly 
pleasant  when  you 

KODAK 

An^'body  can  make  good  pictures  the 
Kodak  way — No  dark-room  for  any  part 
of  the  work. 


KODAKS,  $7.00  to  $60.00 


III'  /iinr  all  the  in-<e  goDiis  fnoii   t/ir   k'lulak   I-'actniy. 


RICHARD  ROE  &  COMPANY. 


single  Cohimn  Cut  No. 


Double  Column  Cut  Nc 


FOR  TRADE  CIRCVLATION  ONLY. 


Canadian   Kodak   Co.,  Limited 


Trade  Circular. 


FOR   YOUR  I.XTERESTS  AXD  OUR  OUW 


Vol.  XI.     No.  I 


TORONTO,  CANADA 


May,  1914 


191 4" Another  Big  Premo  Year. 


NEWi^;(;00^;5  AND    PLANS    UNDER    WAY    IN    THE 

PJ^EMO  LINE,  FOR  YOUR  INTERESTS 

AND  OURS. 


The  radical  changes  which  were 
made  in  the  Premo  hne  last  year 
were  amply  justified  in  the  result- 
ing business  for  1913.  The  Pre- 
moette  Jr.  Xo.  lA.  the  Premoette 
Jr.  Specials,  the  Premos.  Xos.  8. 
9  and  TO,  all  new  models,  struck 
the  ])ul)lic  fancy  fr(im  the  start, 
and  the  total  Premo  business  at 
the  close  of  the  year  very  greatly 
exceeded  that  of  anv  ])revious 
year. 

Consider  for  a  moment  what 
this  means  to  the  Kodak  dealer. 
We  sell  ])ractically  no  good^  direct. 
In  all  our  advertising  we  advise 
those  interested  to  go  to  the  Kodak 
dealer.       It    follows    then    that    the 


business  of  tlie  majority  of  dealers 
who  handle  Premos  must  have  in- 
creased during  the  year  1913,  for 
our  business  cannot  increase  until 
first  our  dealers'  business  increases. 

Those  who  did  not  get  in  on  this 
increase  last  year  have  missed  a 
golden  opportunity,  but  an  even 
better    one    otifers    itself    this    year. 

The  new  models  which  came  out 
last  year  were  so  successful  as  to 
assure  an  increasing  demand  for 
them  this  year,  and  in  addition 
we  ha\e  made  impr(n-ements  and 
added  several  new  model--  thi< 
year  which  will  help  swell  your 
])rofits  in  the  increased  Premo  de- 
mand   wliich    the\-   will   create. 


KODAK  TRADE  CIRCULAR 


NEW  MODELS 

Film  Premo  Xo.  i,  with  AIex- 
iscus  Achromatic  Lens.  There 
is  a  class  of  amateurs  who  prefer 
cameras  with  single  lenses,  requir- 
ing but  little  adjustment  of  focus 
for  objects  at  different  distances, 
but  who  do  not  want  cameras  of 
the  box  style  because  of  their 
comparative  bulk. 

To  such  customers,  the  light, 
compact,  simple  Film  Premos  Xo. 
I.  with  lenses  of  the  same  tyi:)e  as 
are  used  on  box  cameras,  will  appeal 
very  strongly.  By  the  proper  ad- 
justment of  diaphragm  and  speed, 
these  folding  cameras  can  be  just 
as  well  used  as  fixed  focus  cameras 
as  those  of  the  box  type,  and  hx 
intelligent  representation,  vour 
salespeople  can  disj^ose  of  verv 
manv  of  these  models  this  >ummer. 


The  Price 

3M  X  4;4 

3A,    314  x5K'.      . 
Discount  to  the  trade.  32%. 
OTHER  CHANGES 


$8.00 
10.50 


Reduced  in-ice>  on  Premos  with 
anastigmat  lenses  have  already  been 
announced  in  the  February  Trade 
Circular,  but  it  i>  not  amiss  to 
call  attention  again  to  the  new 
lists  on  such  equipments  in  the 
Premo  catalogue.  These  reduc- 
tions will  make  an  even  larger 
tield  for  all  >uch  Premo  cameras 
and  especiall}'  the  Premoette  Jr. 
and    Filmplate    Premo   Specials. 

Portrait  Attach mexts.  Here- 
after, the  name  "Premo"  in  con- 
nection with  portrait  attachments 
will  be  dropped.  All  will  be  la- 
beled "Kodak  Portrait  Attach- 
ments." and  the  various  Premos 
which  such  attachments  fit  will  be 
iiii'.icated      on      the      label.        Thi^ 


practice  will  obviate  the  necessity 
of  dealers  carrying  two  stocks  of 
the  same  article. 

The  4x5  size  of  the  Film  Premo 
Xo.  I  has  been  discontinued,  as 
has  the  Premo  Optical  Outfit. 

A  reduction  in  price  has  been 
made  on  lacquered  pressboard 
slides,  tripod  and  camera  screws, 
and  a  slight  increase  on  shoulder 
straps,  owing  to  the  advance  in  the 
price  of  leather. 

ADVERTISING 

The  Premo  advertising  has  been 
steadily  increasing  in  quantity,  and 
we  think,  in  quality. 

The  1914  l^remo  catalogue  is  just 
coming  from  the  press,  advance 
copies  will  be  sent  out  shortly,  to 
be  followed,  as  fast  as  we  can 
handle  theuL  by  the  regular  sup- 
ply for  distribution  where  they  will 
do  the  most  good. 

The  advertising  department  is 
now  engaged  in  getting  up  the 
Premo  Summer  Book,  ready  in 
June,  store  and  window  signs,  and 
'  >ther  helps  for  the  creation  of  still 
wider  interest  in  the  Premo  line, 
through  the  dealer's  store,  every- 
where. 

In  addition  to  these  helps,  all 
gratis,  for  the  dealer's  use,  the  gen- 
eral Premo  advertising  is  to  be  big- 
ger and  broader  this  year  than  ever 
before.  1Q13  saw  the  beginning 
of  Premo  back  cover  advertising. 
This  year  UK^re  back  covers  have 
I:)een  added  and  inside  space  in- 
creased. This  continual  hammering 
away  at  the  public  is  bound  to  create 
an  impression  and  to  make  the  name 
Premo  better  known  every  month. 
A  large  proportion  of  the  people 
of  your  town  read  some  one  or  more 
of  these  publications,  and  if  you 
will  su])])lenier-t  our  genereal  maga- 


KODAK  TRADE  CIECULAR 


zine  publicity  with  local  advertis- 
ing, you  are  bound  to  secure  some 
of  these  readers  as  Premo  cus- 
tomers. 

We  make  the  local  advertising 
as  easy  for  you  as  we  possibly  can, 
street  car  signs,  camera  cuts,  win- 
dow signs  and  booklets,  are  all  yours 
for  the  asking,  without  charge  for 
material  or  cost  of  transportation. 

And  bear  in  mind  the  fact  that 
all  this  advertising  is  for  our  mut- 
ual l)eneht.  It  is  as  nmch  to  \'our 
advantage  as  it  is  to  ours,  for  we 
can  make  practically  no  sales  in  a 
given  territory  until  first  the  deal- 
er has  made  his  sales. 

Get  in  on  the  Premo  profits  thi> 
vear.      It's   well  worth   ytnw   while. 


CHANGES 
IN  CHEMICAL  LIST 

We  are  pleased  to  announce  a 
reduction  in  price  on  the  following 
C.  K.  Tested  Chemicals : 

C.     K.    Tested    Sodium    Sulphite, 

25  lb.  cans $4.00 

Discount  to  the   Trade.  33^:;     . 

C.    K.  Tested   Sodium  Carbonate, 

25  lb.  cans 3.00 

Discount  to  the   Trade.  33b:;:. 

On   and   after   this  date  we   will 

allow    a   discount    ot  50%    on   five 

case    lots    of    Kodak  .\cid    Fixing 
Powders. 

The  Price 

Kodak  .Acid  Fi.xing  Powder,  ■41b. 

package $0.10 

T)o.,  J/2  pound  packas^c 15 

Do.,  1  "  "^       ...       .25 

Discount   to   the   Trade.  33^-:":'. 
In  case  h)t>  of  36  lbs. — 72  ([uarter 

or  hall   pounds,  40':. 
In  tivc  case  lots,  assorted,  50',. 


1914  CONTEST 

The  results  from  the  19 13  Kodak 
Advertising  Contest  were  unusu- 
ally gratifying,  and  we  will  hold  a 
similar  contest  this  year.  We  have, 
as  usital.  prepared  a  circular  afford- 
ing full  details  regarding  the  con- 
test and  will  be  pleased  to  send 
you  a  (|uantit_\'  on  request. 

It  will  pay  you  to  tell  all  your 
customers  of  this  year's  contest. 

How  man\'  circtilars,  please? 


The  care-free  lioiir.s  of 
childhood  are  kept  for- 
ever with   a 


BROWNIE 

Any  child  can  make 
the  pictures — every  oper- 
ation  as  plain  as  day. 


Brownies,    $1.00  to  $12.00 
Kodaks,  $7.00  to  $60.00 


RICHARD  ROE  &  CO. 


Sinarle  Coluniii  HIB. 


KODAK  TRADE  CrBCULAE 


BROWNIE  No.  0. 


Here  is  a  new  little  cousin  of  the 
Kodak — the  Xo.  0  Brownie. 

As  shown  by  the  illustration 
above,  the  No.  0  is  a  decidedly 
handsome  little  chap,  and  bound 
to   achieve   tremendous   popularity. 

The  Xo.  0  Brownie  is  similar 
in  construction  to  the  Xo.  i 
Brownie.  e([uipped  with  Eastman 
Rotary  Shutter  and  meniscus  lens, 
and  in  addition,  equipped  with 
finders  for  both  vertical  and  hori- 
zontal ])ictures. 

The  Xo.  0  Brownie  takes  the 
same  size  film  as  the  Vest  Pocket 
Kodak,  1%  X  214  inches,  eight  ex- 
posures to  the  roll.  Owing  to  the 
fact  that  the  protecting  duplex  paper 
on  the  Vest  Pocket  Film  is  just  a 
trifle  short,  for  safety,  when  used 
in  the  X'^o.  0  Brownie,  we  will  have 
to,  for  the  present,  supply  a  special 
film  for  the  Xo.  0  Brownie. 

As  soon  as  practicable,  we  will 
lengthen    the    paper    on    the    A'est 


Pocket  Kodak  Film,  so  the  same 
film  may  be  used  in  the  Xo.  0 
I'.rownie. 

The  Xo.  0  Brownie  is  very  dainty 
and  compact,  measuring  but  2I0  x 
3!^  X  4Vs  inches,  and  can  be  read- 
ily slipped  into  the  ordinary  coat 
pocket. 

^^'e  are  going  to  push  the  Xo.  0 
llrownie  in  our  usual  vigorous 
maimer  and  it  is  bound  to  have  a 
big  sale. 

\\'e  expect  to  be  ready  to  make 
shipments  promptly,  but  are  not 
positive  that  we  can  fill  all  orders 
at  the  start  ofif.  Take  time  by  the 
forelock  and  get  your  order  in  now, 
as  this  is  one  of  the  times  when  it 
will  pay  1)ig  to  have  the  goods  in 
stock. 

The  Price 

No.  0  Brownie,  for  pictures   l^^x 

2y2  inches $1.25 

Carrying  Case  for  same,  .         .       .50 

Eastman    X.    C.    Fihn    for    No.   0 

Brownie,  8  exposures,       .        .       .20 


KODAK  TRADE  CIRCULAR 


FOR  YOUR  OWN 

PROTECTION 

It  would  be  well  worth  while  for 
any  Kodak  dealer  to  try  and  dis- 
cover the  number  of  those  who  for- 
merl\-  pursued  the  pastime  of  ama- 
teur photography  but  have  now 
given  it  up  for  one  reason  or  an- 
other. Want  of  time,  lack  of  inclin- 
ation, etc..  are  undoubtedly  respon- 
sible in  many  cases,  but  we  venture 
to  say  that  more  of  those  who  have 
given  up  photography  as  a  pastime, 
have  done  so  through  discourage- 
ment on  account  of  poor  results  ob- 
tained than  for  all  the  other  reasons 
put  together. 

Consider  carefully  the  l)earing 
that  good  results  to  the  consumer 
has  on  your  sales,  for  in  this  con- 
nection, it  is  a  fact  worthy  of  special 
notice,  that  the  dealers  who  are  to- 
day making  the  greatest  success  of 
their  photographic  departments 
have,  without  a  single  exception. 
Finishing  Departments,  the  work 
being  done  under  their  own  immed- 
iate supervision. 

After  all.  the  connection  l)etween 
the  two  is  really  essential.  Certainl}- 
the  dealer  owes  it  to  his  customer 
to  take  care  of  him  and  provide 
every  means  whereby  he  ma\'  get 
the  best  results  from  the  goods 
bought.  The  old  maxim  about  the 
satisfied  customer  is  never  uK^-e 
closely  applicable  than  to  the  photo- 
graphic trade.  \Miat  would  it  now 
mean  to  you  if  the  discouraged  ones 
had  never  come  to  the  point  of  dis- 
couragement ? 

There  is  another  angle  from 
wliich  this  l)usiness  of  I-'inisliing 
may  be  viewed.  We  mean  the  use- 
fulness of  a  Finishing  De])artment 
to  a  dealer  in  protecting  his  sales  of 
film    from   inroads   by   C(Mnpetitors. 


who  have  films  brought  to  them  to 
be  finished,  and  seldom  fail  to  sell 
a  fresh  spool  at  the  time.  The 
dealer  without  a  Finishing  Depart- 
ment is  really  driving  a  number  of 
those  who  should  be  his  customers 
into  the  store  of  his  competitor  who 
does  the  finishing. 

Then  take  the  matter  of  profits  : 
Good  developing  and  printing  will 
always  command  good  prices,  for 
it  is  qualit}"  that  counts  heaviest  in 
this  field.  \\'e  have  all  heard  the 
remarks  of  the  amateur  who  is  dis- 
satisfied because  his  prints  are  not 
clear,  or  because  they  are  dirty.  It 
does  not  require  expert  knowledge 
to  feel  and  express  dissatisfaction 
with  photographic  work.  One  has 
a  feeling  that  the  prints  could  be 
better,  and  the  dissatisfaction  is  all 
the  keener  because  the  dissatisfied 
party  is  unable  to  explain  his  rea- 
sons. There  are  scores  and  scores 
of  dealers,  whose  Amateur  Finish- 
ing Departments  pay  the  whole  or 
greater  part  of  their  store  rent,  and 
the  most  attractive  point  is  that 
good  work  will  surely  create  a  big- 
ger volume   of  work. 

X(^w  is  the  time,  before  the  sum- 
mer rush  is  on,  to  rearrange  your 
Finishing  Department  and  profit  by 
the  lessons  of  the  past.  Good  fin- 
ishing will  bring  good  prices,  and. 
further,  a  good  Finishing  Depart- 
ment means  satisfied  customers, 
good  margin  of  profit,  with  protec- 
tion   against    competition. 


Display  and  Push  Velox 
Water  Color  Stamps  and 
Outfits.  There'll  be  a  good 
demand  for  them,  if  you 
explain  their  use. 


KODAK  TRADE  CIRCULAR 


A  BUSINESS  BRINGER 

The  Advertisixg  Post  Card. 

The  Kodak  Advertising  Post 
Card  has  in  seasons  past  brought 
in  a  good  many  hundreds  of  extra 
dollars  to  the  dealers  who  have 
made  use  of  them.  The  first  sea- 
son fully  demonstrated  their  prac- 
tical value,  and  practically  all  of 
those  dealers  who  have  ever  used 
the  Kodak  Advertising  Post  Card 
have  been  eager  to  use  them  each 
succeeding  year. 

The  1914  Post  Card  is  fully  as 
attractive  as  any  nf  its  predecessors  ; 
some  of  us  here  think  it  the  most 
attractive,  but  we  will  leave  you  to 
judge  from  the  reproductions  on 
page  7. 

Alail  these  cards  out  to  a  care- 
fully selected  list  of  prospective  cus- 
tomers and  you  just  cannot  help 
but  get  results.  Here  is  the  i)lan 
upon  which  the  Kodak  .Advertising 
Post  Card  will  be  supplied : 

\\'e  will  furnish  these  cards  in 
lots  of  one  thousand  or  more. 
printed  as  shown  in  the  illustra- 
tions, with  the  dealer's  name  and 
address  in  same  handwriting  as  the 
text,  and  occupying  same  space  as 
Richard  Roe  &  Co.,  at  $10.00  per 
thousand,  net.  This  price  does  not 
apply  on  lots  of  less  than  one  thou- 
sand, but  does  apply  on  fractional 
lots  where  the  total  is  for  more 
than  one  thousand,  as  for  instance, 
1230.  2700,  etc.  (  )n  lots  of  less 
than  one  thousand,  there  will  be  an 
extra  charge  of  one  dollar.  Xo 
order  entered  for  less  than  400 
cards   (  S5.00.  net  I. 

-As  these  cards  cost  us  verv  mucli 
more  than  we  are  getting  for  them. 
we  cannot  furnish  them  in  anv  dif- 
ferent form  than  that  sti])ulate(l 
above.      We    cannot    furnish    them 


without  the  advertising  at  any  price 
nor  with  an}-  changes  in  the  adver- 
tising ( except  insertion  of  fac- 
simile handwriting  of  dealer's  name 
and  address  as  explained  above  )  at 
the  price  quoted.  Xo  changes  of 
any  description  can  be  made  on  the 
picture  side,  changes  on  the  ad- 
dress side,  even  where  an  extra 
charge  is  made,  are  to  be  subject 
to  our  approval — the  point  being, 
that  as  this  is  a  Kodak  advertising 
card  that  will  be  in  quite  general 
u>e.  we  must  control  it. 
II  ow   man  v.   please? 


Ez'ery  Happy  Tiiuc  is 
a    Tiiiir  to 

KODAK 

The  little  pictures,  so 
easily  made,  tell  big 
stories  the  years  through, 
and  then  too,  Kodaking 
is  good  fun. 

Let  us  explain  the  simple    Kodak 
way  in  photoj^raphy. 

Kodaks,  $7.00  to  $60.00. 
Brownie,   $L00  to  $12.00. 

RICHARD  ROE  &  CO. 


Single  Col.  128B.        Double  Col.  12«.\. 


KODAK  TEADE  CIECULAE 


n.-lio/l        (jf<;'q       .lJ6IJLi;^  h'   (l-fK' 


.p.|,. 


i(.... 


-t  i^     '(T^M^^   X«>2^ 


,Q-^XJ^{     "C./'l 


r' 


THE  1914  ADVERTISING  POST  CARD 


SEE  PAGE  6 


KODAK  TE-4J)E  CIRCULAK 


SEED  X-RAY  PLATES 

There  is  a  constantly  increasing 
use  of  X-Ray  Photography  in 
modern  surgical  practice,  on  account 
of  its  great  advantage  in  diagnosis 
of  cases  that  would  otherwise  be 
obscure  and  difficult  of  treatment. 

For  some  time  past  we  have  been 
looking  into  the  demand  for  a  plate 
especially  adapted  for  this  line  of 
work,  and  now  ofifer  through  Kodak 
dealers  the  Seed  X-Ray  plate. 

Seed  X-Ray  plates  are  coated 
with  an  emulsion  that  has  met  with 
the  widest  and  most  enthusiastic 
approval  from  leading  practitioners 
of  the  United  States,  in  fact,  they 
now  enjoy  the  position  of  leading 
the  field,  wherever  quality  is  the  first 
consideration. 

Briefly,  the  points  of  superiorit}' 
we  claim  for  Seed  X-Ray  plates  are 
clearness  and  freedom  from  foreign 
matter,  fine  gradation  and  uniform- 
ity, in  combination  with  a  most 
satisfactory  speed.  They  are  heav- 
ily coated  and  are  particularly  rich 
in  silver.  Splendid  results  may  be 
produced  in  both  direct  and  screen 
exposure. 

For  the  finest  efi:'ects  we  advise 
that  Seed  X-Ray  Plates  should  be 
developed  about  25%  longer  than 
other  materials,  so  as  to  insure  cor- 
rect density  and  contrast. 

Every  Kodak  dealer  will  realize 
the  opportunity  for  adding  to  his 
profits  in  getting  after  the  X-Ray 
business  of  his  town,  in  which  work 
we  shall  be  glad  to  co-operate  with 
our  customers. 

Seed  X-Ray  plates  will  be  sold 
according  to  the  Price  List  below 
and  dealers  will  please  note  carefullv 
what  is  said  about  envelopes. 


Price   List 

With  With 

2  Sets  12  Sets 

Sizes —  Envelopes  Envelopes 

4.'4  X  6VS  $  0.90  $  1.20 

5      X  7  1.10  1.40 

5       X  8  1.25  1.55 

6K'  X  8v;  1.65  2.10 

8      X  10  2.40  3.00 

10  X  12  4.20  5.15 

11  X  14  6.00  7.25 

14      X  17  9.00  11.25 

16  X  20  13.25  16.40 

17  X  20  14.00  17.25 

18  X  22  16.50  20.40 

20  X  24  20.00  24.65 

X-RAY  ENVELOPES. 

434  X    6]/.  per  dozen  sets $0.30 

5x7         ■•         ••         " 30 

5x8         •■         "         ■• 30 

61/S  X   sy.    "        "        " 45 

8x10         "         "         " 60 

10  X  12 95 

11  X  14 1.25 

14      X  17         ••         "         "   2.25 

16  x20  "  "  "    3.15 

17  x20  "  "  '■   3.25 

18  X  22  "  "  "   3.90 

20  X  24  "  "  "    4.65 

A  set  consists  of  two  envelopes, 
one  black  and  one  orange. 

Discount,  both  on  plates  and  en- 
velopes,  30   and   5%. 

a 

FOR   BETTER   SERVICE 

Please  order  film  by  number  or 
b}' the  name  of  the  camera  for  which 
it  is  wanted,  but  not  by  the  size  of 
the  picture  the  camera  makes.  The 
summer  season  is  right  here  now 
and  neither  you  nor  we  wish  to  lose 
any  film  l)usiness  through  misunder- 
standing of  your  orders;  therefore. 
plea>e  have  a  film  schedule  chart 
always  before  you  when  }ou  write 
out  A-our  orders. 


KODAK  TRADE  CIRCULAR 


"KODAK" 

Is  our  registered  and  common 
law  Trade  Mark  and  cannot 
be  rightfully  applied  except  to 
goods  of  our  manufacture. 

If  a  dealer  tries  to  sell  you  a  camera 
or  films,  or  other  goods  not  of  our  manu- 
facture, under  the  Kodak  name,  you  may 
be  sure  that  he  has  an  inferior  article 
that  he  is  trying  to  market  on  the  Kodak 
reputation. 


IF  IT  ISN'T  AN   EASTMAN, 
IT  ISN'T  A  KODAK 

Canadian  Kodak  Co.,  Limited 

TORONTO 


10 


KODAK  TRADE  CIRCULAR 


NEW  ROYAL  PLATES 

Several  additions  and  improve- 
ments have  been  made,  which  will 
put  the  Kodak  dealer  in  a  stronger 
]:)osition  than  ever  before. 

ROYAL  POLYCHROME 

A  new  ]:)late  highly  sensitive  to 
yellow  and  green  and  moderateh' 
so  to  red  and  orange,  rendering 
color  or  light  intensity  values  with 
great  accuracy.  Polychromes  have 
great  latitude  and  work  without  the 
steep  gradations  in  contrast  so  often 
found  in  other  color  sensitive  plates. 

Remarkable  results  may  be  ob- 
tained without  the  use  of  a  screen, 
but  in  all  cases  where  close  render- 
nig  of  color  values  is  essential  we 
advise  the  use  of  a  screen.  Ideal 
for  soft  effects  in  landscape.  To 
insure  best  results  wc  suggest  load- 
ing ])lates  into  holders  and  starting 
develo])ment  in  absolute  darkness. 
\\'hen  the  image  is  well  out,  de- 
velopment may  be  completed  with 
a  weak  ruby  light. 

Tank  dcveln])mer:t  is  ideal  for 
I '( »lychromc. 

May  be  had  backed  or  unbacked. 
See  price  list. 

ROYAL  PROCESS 

A  strong  contrasty  emulsion,  espe- 
cially suited  for  copying  line  draw- 
i  igs.  manuscripts,  plans  and  printed 
matter,  as  well  as  for  the  making 
of  transparencies  and  for  use  in  en- 
graving. Royal  Process  Plates  are 
of  great  advantage  in  photography 
for  scientific  purposes  where  con- 
trast and  density  are  especially  de- 
>iral)le.  Process  Plates  may  also  be 
liad  with  or  without  backing. 

ABOUT  BACKING 

The  purpose  to  be  served  in  back- 
ing dry  plates  is  to  overcome,  or  at 


least  to  minimize,  the  effects  of 
halation.  The  backing  used  on 
Royal  Plates  is  a  special,  opaque 
substance,  wdiich  dissolves  at  once 
in  the  developer  without  impairing 
the  action  of  the  solution  in  any 
way  or  discoloring  the  bath. 

In  addition  to  Polychrome  and 
Process,  Royal  Lantern  Plates  may 
be  had  with  backing  if  desired,  as 
well  as  the  regular  Royal  S.E.R. 
See  ]jrice  list  below. 

ROYAL  DRY   PLATES. 

Special   Extra  Rapid,  Polychrome  and 
Process. 

Vn-         with 
size  hacked    Backing 

2;/^  X  2K'  $  0.25        $  0.30 

2'4  X  3'4 35  .40 

3K>  X  3^ 35  .40 

3H  X  414 45  .50 

3;4  X  5y2 65  .70 

4  X  5  65  .70 

4'4  X  614 90  1.00 

434  X  6lA 90  l.On 

5  X  7  1.10  1.25 

5  X  8  1.25  1.40 

61/;  X  Sy.  1.65  1.85 

8  X  10  2.40  2.65 

10  X   12  4.20  4.50 

11  X  14  6.00  6.45 

14  X  17  9.00  9.60 

16  X  20  13.25  14.00 

'8  X  22  16.50  17.50 

20  X  24  20.00  21.00 

Rct^ular   R(>\-al   discounts   apply. 

ROYAL  LAXTERX  SLIDE 
PLATES. 

Vn-  Witli 

Size  hacked    Backing 

3'4  X  3'4    $0.35         $0.40 

314  X  4       45  .50 

Discount:  40  and   10%. 

a 

There's  a  touch  of  novelty 
about  Kodak  Velvet  Green 
Post  Cards,  which  makes 
them  very  popular  among 
tourists  and  vacationists. 


KODAK  TRADE  CIRCULAR 


Display  and  explain  to 
your  customers  the  working 
of  the 

Brownie 
Enlarging  Cameras 

Every  Amateur  photographer  has 
favorite  negatives  in  his  collection 
from  which  he  would  like  to  have 
enlargements,  Init  he  seldom  gets  the 
enlarged  j)ictures  made  because  he 
looks  upon  enlarging  as  a  costly, 
intricate  process  away  beyond  his 
powers. 

Show  them  how  easy  it  is  to  make  iirst- 
class  enlargements  and  your  efforts  will 
be  well  repaid  in  sales  of enlargingCameras, 
large  sizes  of  papers  and  supplies. 


12 


KODAK  TEADE  CIR.CULAR 


For  the  June  Bride    ! 

i 

a  Kodak    \ 

I 

Kodak  and  Brownie 
cameras  for  every  pur- 
pose at  our  store. 

Prompt  Developing  and  Printing.  i 

RICHARD  ROE  &  GO.,  1001  Tripod  Avenue.    ! 


Car  Siijii  N\ 


MORE  CAR  SIGNS 

Above  we  reproduce  a  new  street 
car  sign  that  is  ready  for  distribu- 
tion. It  is  in  full  color  and  in  every 
way  e([ual  to  the  first  of  the  series. 
Xow  is  the  time  to  educate  the 
vacationer  as  to  the  joys  of  Kodak- 
er}'.  and  street  car  advertising  is  one 
of  the  most  effective  mediums. 

The  terms  upon  which  street  car 
signs  are  supplied  are  given  in  full 
in  the  April  Tr.nde  Circular. 


CABLE  RELEASE 

6  -  INCH 

\\'e  are  listing  the  new  6  inch 
Cable  Release  as  supplieil  with  the 
Kodak   Jrs. 

The   Price 

Cable  Release,  6  inch.     .        .        .   $0.25 
Discount  to  the  Trade,  25%. 


Cuts  for  display  adver- 
tising sent  gratis,  on 
request. 


VELOX  LANTERN  SLIDES 

We  occasionally  receive  an  in- 
qury  regarding  \'elox  Lantern 
Slides,  as  to  whether  these  slides 
can  Ije  used  in  projecting  appar- 
attis  other  than  the  Kodiopticon. 

\  elox  Lantern  Slides  can  be 
used  in  any  projecting  machine 
that  has  water  cells,  and  in  a  num- 
ber of  machines  not  so  equipped. 
In  addition  to  the  Kodiopticon.  they 
may  be  used  in  the  Alodel  B  Balop- 
ticon.  Model  C  Balopticon  (when 
used  with  Baby  Arc  Lamp.  5  amp. ). 
Home  Balopticon  and  \'ictor  Port- 
able Stereopticon    (not  \iopticon). 

0 
ADJUSTABLE 

FILTER  HOLDER 

Til  meet  the  demand  for  an  ad- 
justable holder  for  the  smaller 
W'ratten  Filters,  we  are  now  sup- 
plying an  Adjustable  Filter  Holder 
for  W'ratten  Filters.  2  inches 
square.  Thi>  holder  will  fit  lens 
mounts  from  ^s  to  I  9-16  inches  in 
diameter. 

The  Price 
Ailju-tahlc     l-'ilter     Holder,     for 

W'ratten    Filters.  2  in.   square  $3.00 


KODAK  TRADE  CIRCULAR 


13 


@^^[F[Li2:S 


1914  GRAFLEX 

CATALOGUE 

A  copy  of  the  new  Graflex  cata- 
logue has  been  mailed  to  every  Ko- 
dak dealer.  Xo  general  distribution 
will  be  made,  but  we  will  supply 
reasonable  quantities  to  dealers  who 
will  make  good  use  of  them.  They 
are  too  costly  to  be  passed  out  in- 
discriminately. 

Particular  attention  is  invited  to 
the  reduced  prices  at  which  Graflex 
cameras  with  lens  equipments  are 
now  listed. 

The  new  Auto  Graflex  Junior 
is  also  worthy  of  special  notice.  It's 
a  perfect  instrument  and  should  sell 
well  in  these  days  of  small  negatives. 


BROWNIE  BOOK 
COMBINED 

The  Brownies  have  become  so 
well  known  as  little  cousins  of  the 
Kodaks,  that  it  now  seems  super- 
fluous to  print  a  separate  Brownie 
Book,  when  the  Brownies  are  all 
listed  in  the  Kodak  Summer  Book- 
let. 

So,  this  year,  we  announce  the 
discontinuance  of  the  Brownie 
Book.  But  that  the  Brownies  may 
have  full  representation,  we  have 
increased  the  number  of  pages  in 
the  Kodak  Summer  Book  to  40. 
wliich  allows  much  more  descrip- 
tive space  for  the  Brownies  than 
has  been  given  heretofore  in  this 
booklet. 

The  new  Summer  Book,  there- 
fore, will  be  a  combined  Kodak  and 
Brownie  Booklet.  It  will  be  of 
envelope  size,  and  really  more  con- 
venient for  the  dealers,  as  it  will 
involve  the  handling  of  only  one 
book  instead  of  two. 

This  book  will  be  ready  in  June 
and  will  be  supplied,  as  usual,  on 
order  onlv. 


It  is  the  size  not  the 
price  that  sells  the 

VEST 

POCKET 

KODAK 


Stock  up  and  play  the  game.    Read  Page  15  carefully. 


14  KODAK  TRADE  CIRCULAR 


Your  livest  photographic 
customers  circularized  twelve 
times  a  year,  iu  your  interests, 
at  our  expense. 

That  s  what  it  will  soon  mean 
to  you  if  you  see  to  it  that 
every  purchaser  of  an  Eastman 
camera  fills  out  and  sends  to 
us  the 

KODAKERY    SUB- 
SCRIPTION BLANK 

There's  one  in  the  back  of  each 
manual.  Better  have  it  filled  out 
before  the  customer  leaves  the  store 
— then  mail  it  yourself. 


KODAK  TRADE  CIRCULAR 


15 


HERE  IS  EFFICIENCY 

\'est  Pocket  Kodak  with  Kodak 

Anastigmat  Lexs.    Big  Puh- 

LiciTv  Coming. 

l'])  to  the  present  time  there  has 
l)L'en  no  push  put  behind  the  \'est 
Pocket  Kodak  with  Kodak  Anastig- 
mat Lens  ($13.50)  because  we  have 
liad.  until  recently,  an  insufficient 
supply  of  the  lenses.  The  lens  has 
proved  itself.  Customers  who  have 
bought  the  few  thousands  of  the 
\'est  Pockets  so  ecjuipped  are  satis- 
fied— more  than  satisfied.  And 
there  can  be  no  better  basis  for 
boosting  sales  than  satisfied  cus- 
tomers. 

The  Kodak  Anastigmat  lens  is 
made  solely  to  meet  the  require- 
ments of  the  \'est  Pocket  Kodak, 
and  it  does  meet  them — efficiently. 
Ground  from  'the  best  Jena  glass 
by  skilled  workmen,  under  ex- 
])erienced  superintendence  and  sub- 
ject to  the  most  rigid  indi\-idual 
tests,  they  are  right  in  freedom  from 
astigmatism,  in  flatness  of  field  and 
in  the  microscopic  definition  which 
they  give.  The  speed.  /.8.  is  ex- 
tremely high  for  use  in  a  fixed  focus 
camera — is  greater  in  fact  than 
Would  ])e  practical  witli  a  fixed  focus 
camera  of  larger  size  than  the  \'est 
Pocket. 

There  is  wonderful  \alue  in  the 
A'est  Pocket  Kodak  with  this 
eff'icient  anastigmat  at  thirteen  dol- 
lars and  a  half.  There  is  ani])lc 
op])ortimity  here  to  sell  \'est  Pack- 
ets at  thirteen  dollars  and  a  half 
instead  of  seven  dollar  ones  to  vour 
customers,  with  more  i)rofit  to  \-ou 
and  with  satisfaction  to  the  ])ur- 
chasers. 

The  buyers  of  \est  Pocket 
Kodaks  are  largely  among  people 
who  have  larger  and   more  expen- 


~-ive  cameras.  It  isn't  the  seven 
dollar  price  that  attracts  such  people, 
it's  the  size  of  the  camera.  Half  of 
them  would  as  willingly  pay  thirteen 
and  a  half  dollars  as  seven  if  they 
can  see  the  value — and  the  value  is 
there. 

Remember,  that  up  to  now.  this 
camera  has  hardl}-  been  known  to 
the  public.  It  was  not  listed  in 
last  year's  i^rinted  matter  and 
except  in  the  Gift  Case,  not 
even  in  our  winter  booklet.  The 
new  Kodak  catalogue  lists  it  as 
will  our  smaller  booklets  and  it  is 
also  listed  in  full  page  advertising 
in  the  May  standard  magazines.  But 
the  big  boost  will  come  in  the  full 
pages  in  the  illustrated  weeklies. 
Saturday  Evening  Post.  Colliers  and 
the  like,  in  which  the  \'est  Pocket 
Kodak  will  soon  be  featured  with 
this  lens  onl_\-.  There  are  a  lot  of 
good  things  to  be  said  about  this 
outfit  and  we  shall  say  them  in  big 
t_\-pe  to  millions  of  people. 


Read  each  issue 
of  the  Kodak  Trade 
Circular  carefully. 

Keep  them  on  file 
in  the  binders 
supplied  free. 

It  is  our  only  means 
of  keeping  you 
posted  on  many 
important  topics. 


16 


KODAK  TRADE  CIRCULAE 


Take  a 

KOKAK  with  You. 

Send  the  proof  of  happ\'  vacation  days  to  the  folks 
at  home. 

The    little    pictnres    will    tell    of    the    interesting 
things  _von  saw  and  the  fun   von   had. 

Come  in  and  let  us  explain   how  simple  and  inex- 
pensive picture  making  is  now-a-davs. 

KODAKS,  $7.00  to  $60.00.  Brownies,  $1.00  to  $12.00 

RICHARD  ROE  &  CO^IPANY 


Double  CoUunii  ]o4A. 


FOR  TRADE  CIRCVLATIOX  O.XLY. 


Canadian   Kodak   Co.,  Limited 


Trade  Circular. 


-FOR   YOUR  I.XTFRESTS  A.\D  OCR  Olt'X 


Vol.  XI.     No.  2 


TORONTO,  CANADA 


June,  1914 


Our   New   Plant. 


About  a  year  ago  we  bought  25 
acres  of  land  outside  the  city 
limits  for  the  purpose  of  erecting  a 
new  plant.  Since  that  time  most 
careful  thought  and  consideration 
have  been  given  to  details  of  con- 
struction, and  now  work  will  be 
started  on  the  actual  erection  of  the 
buildings. 

Most  of  our  customers  have  been 
made  familiar  with  the  early  years 
of  our  business  through  an  article 
published  in  the  Canadian  Magacine 
for  June.  1911,  reprints  of  which 
were  sent  to  alb  dealers  then  on  our 
books.  Hundreds  of  dealers  have 
been  added  to  our  list  since  that 
time,  and  we  think  it  well  to  gi\  e  a 
review  of  our  Company's  history 
before  launching  into  a  description 
of  the  plant  that  we  are  about  to 
erect. 

Fourteen  years  ago  the  Canadian 
Kodak  Co..  Limited,  was  organized 
and  started  doing  business  in  a  few 


rooms  on  Colborne  .Street,  in  the 
Citv  of  Toronto ;  but.  two  years 
after,  expansion  of  business  forced 
us  to  move  into  our  own  building 
on  King  Street  West.  Again  we 
had  to  build — beside  the  original 
building,  and  three  years  ago  we 
erected  a  third,  giving  us  a  plant, 
at  the  present  time,  consisting  of 
three  bviildings  in  the  City  of  To- 
ronto. In  this  plant  are  employed 
about  five  hundred  people. 

In  order  to  provide  room  for  ex- 
pansion, we  selected  a  site  about 
one  mile  from  the  city  limits,  in 
Mount  Dennis. 

This  new  plant  of  ours  will  be 
known  as  KODAK  HEIGHTS,  and 
in  it  will  be  manufactured  Kodaks 
and  other  Cameras.  Film,  Plates, 
Papers  and  sundry  merchandise  for 
photographic  use.  The  whole  indus- 
try will  be  transferred  to  the  new 
works,  which  will  be  occupied  in 
about    two    vears.     Of  course,  the 


KODAK  TRADE  CIRCULAR 


number  of  employees  will  necessar- 
ily increase  with  the  expansion  of 
our  business. 

Seven  buildings  will  be  erected  at 
the  start,  with  a  floor  area  of  about 
480.000  sq.  ft.,  or  more  than  eleven 
acres.  The  largest  building  will 
measure  4'^i0  x  80  feet,  five  storeys 
high.  All  w  ill  be  of  reinforced  con- 
crete with  metal  windows  glazed 
with  wire  glass.  Space  and  location 
for  additional  buildings  are  pro\  id- 
ed  for  in  the  plans. 

Kodak  Heights  will  be  a  veritable 
park,  as  special  attention  has  been 
paid  to  landscape  efifects  in  laying 
out  the  plant.  The  grounds  will  be 
made  ver\-  attractive  with  shrubs, 
trees  and  flowers. 

There  will  be  a  complete  system 
for  fire  protection,  consisting  of  out- 
side hydrants,  hose  houses  and  in- 
di\  idual  sprinkler  systems  for  each 
building.  Fire  mains  and  sprinklers 
will  be  supplied  by  a  fire  pump  with 
a  capacity  of  1,000  gallons  per  min- 
ute, installed  in  the  power  house  and 
connected  with  a  storage  reservoir. 
Water  will  be  secured  from  two 
wells  drilled  on  the  property  to  a 
depth  of  over  150  feet.  These  wells 
apparently  tap  an  underground 
stream  of  considerable  volume,  for. 
winter  and  summer,  there  has  been 
a  steady  flow  of  about  80  gallons 
per  minute  from  the  well  that  has 
been  in  use.  A  reser\e  supply  of 
water  for  fire  purposes  will  be 
stored  30  ft.  above  two  of  the  build- 
ings, in  tanks  with  a  capacity  of 
55,000  gallons  each.  \\  ater  for 
manufacturing  purposes  will  be 
taken  from  concrete  reservoirs  with 
a  capacity  of  a  miUion  gallon^. 

As  the  plant  is  a  mile  beyond  the 
city  limits,  drainage  and  sewerage 
systems  of  our  own  have  to  be  pro- 
vided, and  these  will  be  constructed 


along  the  most  adxanced  and  scien- 
tific lines. 

.  Every  stairway  in  the  plant  will 
be  enclosed  in  a  stair  well,  opening 
into  an  outside  balcony,  on  the 
Philadelphia  type.  In  case  of  fire 
the  employees  will  be  absolutely  be- 
yond the  fire  zone  as  soon  as  they 
reach  the  stair  wells. 

The  buildings  for  manufacturing 
proper,  will  be  located  on  a  plateau. 
at  the  foot  of  which  the  power  house 
will  be  erected.  From  this  power 
plant,  heat,  light  and  ventilation  for 
the  whole  factory  will  be  provided. 

The  best  practice  will  be  followed 
in  constructing  the  power  plant  as 
well  as  in  the  manufacturing  build- 
ings. A  railroad  track  will  extend 
into  the  boiler  room  above  the  bunk- 
ers, so  that  coal  may  be  dumped 
from  the  cars  into  the  bunkers.  The 
fuel  will  feed  to  the  fires  by  gravity, 
and  similarly,  ashes  from  the  boilers 
will  fall  from  the  stokers  into  ash 
conveyers,  located  immediately  un- 
derneath them.  Plans  of  the  power 
plant  provide  accommodation  for 
boilers  of  3.000  h.p.,  with  an  imme- 
diate installation  of  1,500  h.p.  Elec- 
trical energy  will  be  supplied  by 
three  steam  driven  generators,  af- 
fording a  total  capacity  of  1.000  h.p. 

Refrigeration  plays  a  most  im- 
portant part  in  the  manufacture  of 
sensitized  material.  Perfect  refrig- 
erating facilities  will  be  supplied  by 
a  battery  of  three  ice  machines,  hav- 
ing capacity  equal  to  the  melting  of 
500  tons  of  ice  in  twenty-four 
hours. 

The  chimney  of  the  plant  will  be 
200  ft.  high,  with  a  diameter  of  9  ft. 
at  the  top. 

Receiving  and  shipping  rooms 
will  be  connected  with  the  railroads 
bv  means  of  a  switch  from  the 
C.P.R. 


KODAK  TEADE  CIRCULAE 


An ,  interesting  feature  of  our 
new  plant  will  be  the  provision 
made  for  the  convenience  of  em- 
ployees. Rest  rooms  and  dining 
rooms  will  be  constructed  for  em- 
ployees, the  latter  large  enough  to 
serve  500  people  with  a  midday 
luncheon,  at  cost,  and  e\  ery- 
thing  will  be  done  to  insure 
the  health  and  comfort  of  the 
workers  that  can  be  suggested 
by  careful  examination  of,  and 
inquiry  into,  the  most  modern 
factories  on  the  continent. 

Actual  work  will  havt- 
started  by  the  time  this  Cir- 
cular is  in  the  hands  of  our 
customers,  and  construction 
will  be  pushed  as  rapidly  a> 
it  is  possible  to  do. 

Everv^  dealer  selling  Kodak 
goods  ought  to  feel  an  interest 
in  our  plant  that  is  to  be,  for 
it  will  put  us  in  a  better  posi- 
tion to  serve  him,  and  through 
him,  the  thousands  and  thou- 
sands of  consumer-customers. 

It  is  remarkable  to  what  an 
extent  the  impression  has  died 
out  that  Kodakery  was  merel\ 
a  hobby  which  would  soon  run 
its  course.  There  are  more 
and  more  Kodak  goods  of 
every  description  being  manu- 
factured and  used  to-day  than 
ever  before,  and  there  are 
more  merchants  handling 
Kodak  goods. 

Don't  you  think  that  it  augurs 
well  for  the  stability  of  the  business 
when  such  an  investment  of  capital 
is  made  to  supply  the  demands  of 


Canada,  with  a  population  of  less 
than  ten  million  people.'  We  are 
building  for  the  future  as  well  as 
for  the  present.  Are  you  building  up 
your  Kodak  bu.siness  for  the  future? 
On  another  page  we  illustrate  the 
Xorth  line  of  the  plant,  which  will 


liali-r  for  Ihr  Kodak  Hcii:>il>  phiiil  .\  ///  /',  dnivid  finm 
lico  7cf!ls  drilled  to  a  deptli  of  i^o  ft.  (  hic  oft/use  zcrllstiorcs 
"'V'  gallons  per  minute,  Tcinter  and  siiniinrr.  and  bubbles  6 
inches  aboTe  the  top  of  a  4-inch  pipe.  Temperature  of  the 
icater  as  it  comes  from  the  pipe  is  4(1  degrees. 


give  some  idea  of  its  extent.  In 
later  issues  we  will  show  illustra- 
tions of  the  work  in  progress  from 
time  to  time. 


Finish  your  work  on  V  li  .L/  K.)  ^\.  because  it  is  made 
especially  for  amateur  negatives  and  provides  a  grade  for  every 
kind  of  negative. 


KODAK  TRADE  CIECULAR 


YOUR  WINDOWS 

Some  merchants  seem  to  regard 
their  show  window  as  a  sort  of 
sample  room  in  which  to  exhibit  a 
bit  of  everything  in  stock,  from  the 
least  to  the  most  expensive,  things 
.large  and  small  alike. 

Because  3'ou  have  a  variety  of 
goods  to  sell,  of  one  sort  or  another, 
for  photographic  use,  that's  no  rea- 
son why  you  must  let  the  eyes  of 
your  customers  sample  them  all  at 
once.  And  because  you  have  sev- 
eral distinct  lines  of  goods  in  stock, 
that's  no  good  reason  why  you 
should  ask  the  eyes  of  the  public  to 
sample  all  at  one  and  the  same  time. 

The  salesman  who  tries  to  con- 
fuse you  in  your  buying,  gets  but 
a  small  order,  if  any  at  all,  and  the 
dealer  who  confuses  his  customers 
by  a  display  of  the  "miscellaneous" 
variety,  lacking  in  order  and  unity, 
makes  comparatively  few  sales. 

Let  your  window  displays  present 
a  clear  cut  message.  Let  there  be 
a  unity  of  purpose  in  the  message 
conveyed  by  every  part  of  the  dis- 
play— all  contributing  to  the  one 
particular  end. 

Make  your  displays  talk,  and  talk- 
in  straightforward,  connected  style, 
then  they  will  sell  goods  for  you. 

a 

FOR  EXTRA  PROFITS 

SEED  X-RAV  PLATES  offer 
you  a  chance  to  add  considerably 
to  your  profits  if  you  will  look  care- 
fully after  the  workers  in  this  field. 
The  discount — 30  and  5  per  cent. — 
makes  them  well  worth  your  atten- 
tion. 

ROYAL  LAXTERX  SLIDE 
PLATES  also  afford  a  good  oppor- 
tunity for  making  extra  profits  if 
vou  let  vour  customers  know  that 


you  ha\e  the  goods  and  can  supply 
them.  The  discount  is  40  and  10 
per  cent. 

a 
PLATE   MATTERS 

ROYAL  PROCESS  AXD 
POLYCHROME  are  new  brands 
that  have  met  with  a  most  favor- 
able reception.  The  Process  Plates 
are  particularly  useful  for  making 
copies  of  difficult  subjects,  where 
good,  snappy  negatives  are  essen- 
tial. Royal  Polychromes  are  ideal 
plates  for  landscape  work  and  gen- 
eral amateur  photography.  Poly- 
chromes "backed,"  give  negatives  of 
the  most  beautiful  quality,  full  of 
snap  and  clean  gradation. 

The  overwhelming  majority  of 
amateur  photographers  use  films, 
but  some,  particularly  those  from 
European  countries,  are  partial  to 
plates.  You  can  make  profits  out  of 
this  partiality  if  you  push  the  Poly- 
chromes among  them. 

B.  &   L.  AUTO-SHUTTERS 

The  Xo.  lA  R.R.  Type  and  Xo. 
.1  Folding  Pocket  Kodaks  should 
ha\e  been  listed  in  1914-  catalogue 
with  B.  &  L.  Auto  Shutter,  instead 
of  Kodak  Auto  .Shutter. 

Dealers  will  please  take  note,  so 
that  there  may  be  no  misunder- 
standing when  Kodaks  with  B.  &  L. 
Shutters  are  received. 

B.  &  L.  Auto  Shutters  to  fit  other 
Kodaks,  except  4A  Folding,  are  no 
longer  being  made,  hence  we  are 
unable  to  supply  them. 


Boost  the  sale  of  "How  to 
Make  Good  Pictures."  It 
will  boost  your  profits. 


KODAK  TRADE  CIRCULAR 


"STOCK  UP  AND  PLAY  THE 
GAME. " 

Is  a  revised  version  of  a  celebrated 
refrain  that  many  a  mercliant  could 
take  to  heart  and  act  upon,  right  now, 
with  immediate  benefit  to  his  Cash 
Register  receipts. 

Don't  pay  too  much  attention  to 
the  lamentations  of  the  other  fellows, 
for  some  of  them  never  had  any 
courage  anyway,  and  others  are 
calamity  howlers  by  profession. 

Now's  the  time  to  sho^w  the 
goods  and  work  your  windoAvs  to  the 
full.  Keep  your  Kodaks  constantly 
on  display  and  watch  results. 

All  the  time  try  to  live  up  to  the 
fullest  meaning  of  the  w^ord  that 
everv  live  merchant  likes  to  hear  ap- 
plied to  himself--'' Pusher.'^ 


KODAK  TRADE  CIRCULAR 


I p         —  , — I t     -  -'  L-  _'       L  ■   "LV 

gc::E!z:[z.; 


THE  NEW  HOME  OF  THE  CAN 


ORDER 

\\  e  have  prepared  for  our  cus- 
tomers Order  Blanks  in  pads  of 
fifty  each.  We  will  gladly  sui)ply  a 
pad  to  any  dealer  who  will  use  the 
same,  and  we  will  continue  to  keep 
him  supplied. 

The  object  of  this  new  form  of 
order  blank  is  twofold.  A  great 
many  of  our  customers  ha\e  no 
regular  order  form  of  their  own, 
consequently  orders  come  to  us  in 
various  forms.  Some  of  our  cus- 
tomers crowd  the  items  on  a  sheet 
of  paper  which  is  not  sufficiently 
large  to  take  all  the  items  that  they 
desire  to  order.  Others  will  crowd 
items  on  a  postal  card.  Such  orders 
are  oftentimes  very  hard  to  read, 
and  there  is  not  sufficient  room  for 
the  department  that  opens  up  this 
mail  to  stamp  them  properly. 

It  will  facilitate  matters  greatly 
in  our  office  if  those  dealers  who 
have  not  a  regular  order  form  sys- 
tem of  their  own  will  a\  ail  them- 
selves of  such  a  blank  as  we  olier. 
without  charge. 

These  order  blanks  are  out  of  the 
ordinary.  They  are  a  large  blank 
and  sufficient  room  is  given  for  dat- 


BLANKS. 

ing,  name  and  address  of  dealer, 
space  for  shipping  instructions,  also 
space  for  general  instructions,  and 
a  sufficient  margin  left  on  the  blank 
for  our  own  use  when  order  is  re- 
ceived here.  These  spaces  that  are 
left  blank  are  plainly  printed  that 
they  are  not  for  the  dealer's  use, 
and  our  dealers  will  oblige  us  by 
not  using  the  spaces  referred  to.  as 
these  are  for  the  use  of  our  various 
correspondents  and  department 
heads  when  it  is  necessary  for  such 
orders  to  be  referred  elsewhere  be- 
fore entering. 

These  pads  are  ready  for  distrib- 
ution, and  any  dealer  who  would 
like  one  is  welcome  to  it.  We  would 
suggest  that  dealers  indicate  on  next 
order  that  they  wish  one  of  these 
pads. 


Kodak  Portrait  .\ttachments 
Kodak   Color  Screens 
Velox  Water  Colors 
Thermometers 

Need  but  little  explanation  to  sell. 
They  all  help  to  better  results.  Push 
them   hard   right  now. 


KODAK  TRADE  CTRCULAR 


:  Pi  E  C3  i^  fl^  ^  E  ri  IE 
:  pi  pz  cz  m  CI  cz  cz  cz  K 
:  Pi  c  [z:  CI  cz  cz  [=  p:  IE 
:  pi  [~  [z:  CI  cz  cz  cz  L :.  K 
;n[z:[z:cici[=[=i-£j. 


rt 


mcEzici'  ^       I 

Clddd"  I 

,  pz  cz  d  f-:  iz  pz  Lz  z:  iz  z  1 1  f  cz  cz  i. 
cirzrzr-riczcznzdrirrr-r-r 

.CICZdCIEZnZEIdd-'lil 

ionp~- 


[)AK   CO..   LIMITED. —See  pat^e   i. 


"KODAKERY" 

Exidently  all  Kodak  dealers  do 
not  understand  our  plans  tor  the 
distribution  of  Kodakery  subscrip- 
tion blanks.  Application  forms  now 
accompany  the  manual  of  every  one 
of  our  amateur  cameras,  Kodak. 
Brownie.  Premo  and  Graflex,  so 
that  by  filling  out  and  forwarding 
the  blank  form  to  us  within  thirty 
days  of  purchase,  the  applicant  will, 
in  accordance  with  our  offer,  re- 
ceive Kodaker}'  free  for  one  year. 
On  this  form  we  ask  each  applicant 
to  state  kind  of  camera  purchased, 
date  of  purchase,  and  in  addition  to 
give  the  name  of  the  dealer.  Our 
object  in  asking  for  this  informa- 
tion is  to  enable  the  checking  of  all 
applications,  so  that  we  may  know 
who  are  entitled  to  receive  Kodak- 
er}' free  for  one  year,  and  who  are 
not. 

Applications  come  to  us  daily  in- 
dicating the  purchase  of  a  certain 
kind  of  camera,  which  we  know  are 
on  forms  that  went  out  from  here 
with  an  altogether  different  kind  of 
camera,  thus  making  it  impossible 
for  us  to  check  the  applications,  as 
we  desire  to  do.     Please  advise  vour 


SUBSCRIPTIONS. 

clerks  of  the  necessity  for  keeping 
Kodakery  application  forms,  that 
are  received  in  manuals  accompanv- 
ing  a  certain  kind  of  camera,  in  the 
manual  belonging  to  that  camera, 
to  be  ultimately  delivered  to  who- 
soever purchases  that  camera.  It 
is  only  for  a  short  time,  while  we 
are  using  supplementary  forms  to 
slip  in  manuals  accompanying  the 
cameras,  that  this  care  will  need  to 
be  exercised.  Eventually  the  appli- 
cation forms  will  be  embodied  m  the 
manual. 

a 
ON  FOLLOW-UP  LETTERS 

The  consumer  is  not  interested  in 
the  fact  that  the  dealer  wants  to 
sell,  yet  a  large  percentage  of  Fol- 
low-Up  ( ?)  letters  contain  little  else 
than  a  thinly  veiled  "we  want  your 
order." 

Mutual  profit  or  pleasure  is  the 
only  reasonable  basis  upon  which 
to  solicit  business.  Consider  the 
profit  or  advantages  that  will  accrue 
to  the  prospect  upon  making  a  pur- 
chase. Set  these  forth  clearly,  logi- 
callv  and  convincingly  and  the  pros- 
pect becomes  the  customer. 


KODAK  TTJ-ADE  CIECULAR 


SUMMER  HELPS. 

Yes,  they  are  nearly  ready,  and 
just  at  the  right  moment  to  help 
start  the  dollars  yovir  way — The 
Kodak  Summer  Book,  the  Premo 
Summer  Book,  and  a  full  line  of 
store  and  window  signs. 

As  stated  in  the  May  Trade  Cir- 
cular, the  Brownie  Book  has  been 
discontinued,  but  the  full  line  of 
Brownies  has  been  listed  in  the 
Summer  Book. 

The  covers  of  both  the  new  book- 
lets are  in  full  color,  and  the  sub- 
jects are  decidedly  attractive. 

The  new  line  of  store  and  window 
signs  we  feel  sure  you  will  make 
good  use  of  throughout  the  ."sum- 
mer. 

All  these  helps  are  designed  to, 
and  will,  if  you  use  them,  connect 
our  national  adxertising  direct  with 
your  store. 

Please  remember  that  the  store 
and  window  display  cards  are  sent 
to  all  Kodak  dealers.  The  Summer 
booklets  are  sent  only  upon  request. 


TO  AVOID  DELAYS. 

Frequently  we  receive  orders  for 
Plate  Holders,  the  size  of  the  nega- 
tive alone  being  mentioned.  To  be 
certain  of  sending  what  is  wanted, 
we  must  know  for  what  camera  the 
holder  is  wanted,  and  there  is  a  de- 
lay in  shipping  till  we  get  an  answer 
to  our  letter  of  inquiry.  Similar 
delay  frequently  arises  in  orders  for 
Plate  Holder  Slides.  Specify  for 
what  camera  Plate  Holder  Slides 
are  wanted,  so  that  you  may  get 
prompt  shipment  of  the  articles  you 
want. 


Let    the 
have  a 


Children 


BROWNIE 

A  simple  little  camera  that 
will  train  the  children 
to  observ^e — so  efficient  it 
pleases  big  folks,  too. 

We  have  all  the  latest  goods 
from  the  Kodak  factory. 

Brownies,    $1.00   to   $12.00. 
Kodaks,  $7.00  and  up. 

RICHARD  ROE  &  CO. 

single  Col.  Cut.  Xo.  141B. 


Advertise  "  KO OAKERY,  " 
the  magazine  that  goes 
free  for  one  year  to  every 
purchaser  of  an  Eastman 
Camera. 


•^'^^^  KODAK  TRADE  CIRCULAR  9      f^--^-'<^ 


Avoid  waste  of  time  and  material  in 
your  Finishing  Department,  by  using 

Kodak 
Tested  Chemicals 

in  preparing  vour  solutions. 
In  the  Summer  rush  quality  ot  work 
must  be  combined  with  promptest 
delivery.  You  can  be  sure  of  both 
only  by  using  the  purest  chemicals, 
for  poor  solutions  will  quickly  mar 
the  best  hlms  and  papers,  causing 
delay  and  dissatisfaction  to  your 
customer. 

Kodak  Tested  Chemicals  are  of  guar- 
anteed purity  and  strength;  their  use 
will  help  insure  good  quality  of  work. 

Put  your  trust  in  Kodak  Tested  Chemicals 


10 


KODAK  TRADE  CIECULAE 


DOUBLE 
UP. 

There's  a  big  cam- 
paign starting  to 
make  the  most  of 
the  fact  that  people 
who  buy  \^est  Pocket 
Kodaks  think  more 
of  the  size  than  of 
the  price.  You  can 
please  your  custom- 
ers by  selling  them 
the  thirte en-fifty 
kind  with  Kodak 
Anastigmat  lens  — 
and  double  \^our 
own  profit. 


a 


NEVER  WITHOUT  THE 
MANUAL. 

It  i^  (jf  the  utmost  importance 
that  every  Kodak  or  Brownie 
delivered  to  a  customer  be  accom- 
I)anied  by  the  proper  manual. 
\\  ithout  the  aid  of  the  manvial  the 
beginner  is  very  apt  t(j  make  mis- 
takes, and  his  results  not  being  what 
he  has  been  led  to  expect  he  loses 
interest  and  yon  lose  a  customer. 

We.  more  frequently  than  is 
comfortable,  receive  requests  for 
manuals,  the  writer  stating  that  the 
camera  was  sold  without  one.  For 
the  benefit  of  all  concerned,  please 
>ee  to  it  that  the  manuals  are  not 
taken  from  the  boxes  and  that  no 
camera  goes  to  a  customer  unac- 
companied by  its  proper  manual. 

0 

FILM    PACK     DEVELOPING 
HANGERS  AND   CLIPS 
PRICE  REDUCTION 

Due  to  a  change  in  manufactur- 
ing conditions  we  are  able  to  an- 
nounce a  substantial  reduction  on 
the  list  price  of  the  Film  Pack 
I  )eveloping  Hangers  and  Clips.  We 
are  very  glad  to  be  able  to  make 
this  reduction  as  these  hangers  and 
clips  are  a  most  practical  aid  to 
evervone  finishing  Premo  Film 
Pack  I-ilms. 

The  Prices 
Film   Pack   Developing   Hanger ...  .$1.00 
Film  Pack  Developing  Hanger  Clips, 

per   dozen    50 

\Discount  to  the  Trade    25  per  cent. 


//  PLATES  AND  PACKS 

■^The  Auto  Graflex  Junior  is  prov- 
ing     decidedly       popular,      which 


KODAK  TRADE  CTRCULAR 


11 


naturally  makes  a  new  market  for 
21/4x31/4  dry  plates  and  film  packs. 
Please  bear  in  mind  that  we  are 
now  supplying  dry  plates  21/4x31/4 
in  the  standard  brands  and  also 
Premo  Film  Packs  in  both  regular 
and  speed  film. 


A  BAD  PRACTICE. 

It  has  been  the  custom  of  some 
dealers  to  place  their  private  label 
on  the  backs  of  film  packs,  remov- 
ing the  pack  from  the  carton,  and 
from  the  protective  waxed  paper 
for  the  purpose. 

This  is  a  bad  practice  and  should 
be  discontinued,  as  the  affixing  of 
the  label  has  a  tendency  to  break 
down  the  back  of  the  pack  and  also 
cause  the  pack  to  warp. 

If  you  desire  your  store  label  on 
these  goods,  place  it  on  the  carton. 
not  on  the  pack  itself. 

The  waxed  paper  is  a  protection 
against  moisture,  and  no  packs 
should  be  carried  in  stock  or  de- 
livered to  a  customer  without  this 
protective  wrapping. 


SPECIFY  THE  ROUTING. 

Our  shipping  department  reports 
that  some  dealers  are  neglecting 
to    specify    on    their    order    blanks. 


the  route  which  shall  be  used  in 
shipping  their  orders. 

Some  dealers  have  seen  fit  to 
specify  that  small  orders,  weigh- 
ing from  20  to  50  pounds,  be 
shipped  by  freight,  and  on  investi- 
gating the  freight  rates,  our  ship- 
ping department  has  determined 
that  express  would  be  cheaper  on 
that  particular  shipment. 

The  shipping  department  uses 
its  best  judgment  in  the  routing  of 
orders  where  a  route  is  not  speci- 
fied, and  bases  its  judgment  on 
the  quickest  and  cheapest  way. 
Some  dealers  order  heavy  parcel 
post  shipments  when  express  rates 
are  much  cheaper.  It  is  essential 
for  the  dealer  to  investigate  the 
various  rates  before  specifying  the 
route  for  his  order. 

In  the  event  that  a  dealer  is  at  a 
loss  to  determine  which  route  would 
be  the  cheapest  for  his  order  and 
which  route  would  get  the  goods  to 
him  the  quickest,  the  shipping  de- 
partment is  willing  to  help  the 
dealer,  and  will  use  its  best  judg- 
ment in  routing  the  order,  if  the 
dealer  will  write  after  the  words. 
"Ship  \ia"  on  the  order  blank,  the 
one  word — "Cheapest." 

\Mth  this  authority  from  the 
dealer  the  shipping  department  will 
then  go  ahead,  calculate  the  quick- 
est and  cheapest  route  and  ship  the 
order. 


YOUR  CUSTOMERS  CIRCULARIZED 
MONTHLY  FOR  YOU  A7  OUR  EX- 
PENSE IF  YOU  SEE  TO  IT  THAT  THEY 
ARE  PUT  ON  THE  "KODAKERY"  LIST. 


12 


KODAK  TRADE  CIECULAR 


As  ri^rJit  as 
a  full 
jcicclcd 
watch. 


VEST  POCKET  KODAK 

with  Kodak  Anastigmat  Lens 

A  vest  pocket  camera  that  will  realh-  go  in  the  vest 
pocket  comfortably.  And  not  onlv  does  the  Kodak  go 
in  the  pocket,  but  it  is  self  contained,  carries  within 
itself  the  films  for  eight  exposures. 

A  lens  that  gives  microscopic  definition  and  has 
speed  to  spare,  a  ball  bearing  shutter  that  works  silently, 

accurately-,  without  jerk  or  jar. 

In  this  camera,  Kodak  siniplicitv  and  the  utmost 
convenience  are  combined  with  an  optical  cpialitv  that 
perfect!}'  meets  the  requirements  of  those  who  demand 
an  instrument  of  the  highest  tvpe. 

Price,    $13.50 

RICHARD  ROE  &  COMPANY. 


single  Column  200  H. 


Duublc  Culunui  _i_U  G 


FOR  TRADE  C[RCULATlO.\  ONLY. 


Canadian   Kodak   Co.,  Limited 


Trade  Circular 


-FOR   YOrR  I.XTERESTS  ASD  OCR  OIIW' 


Vol.  XI.     No. 


TORONTO,  CANADA 


July.  1914 


THE  NEW  AUTOGRAPHIC  KODAK. 


You  can  now  date  and  title  your 
negatives  permanently  and  almost 
instantly,  at  the  time  you  make 
them. 

The  new  Autoi^raphic  Kodak, 
used  with  an  Autograi)hic  Film 
Cartridge,  enables  one  to  write  on 
the  film,  at  the  time  the  exposure  is 
made,  any  notation  or  record  data 
that  may  be  desired.  You  zvrite  the 
title;  it  docs  the  rest. 


HOW     IT    WORKS. 

The  Autographic  Kodak  has  a 
spring  door  in  the  liack.  which 
covers  a  narrow  slot  through  which 
the  titling  is  done  (with  a  pencil 
or  with  the  stylus  provided  for 
the  purpose  )  on  the  red  paper  pro- 
tecting the  him.  This  slot  is  so 
located  as  to  bring  the  title  into 
the  margin  between  the  exposures, 
but  if  it  is  desired  to  place  the  title 


KODAK  TRADE  CIRCULAR 


on  the  picture  itself,  a  slight  turn 
of  the  spool  key  will  bring  it  into 
that  position.  If  two  lines  of  data 
are  to  be  written,  one  can  be 
placed  in  the  margin  and  the  other 
on  the  picture,  or  both  may  be 
written  on  the  picture,  if  so  desired. 
Such  titling  would  appear  on  the 
bottom  of  an  upright  picture,  or  at 
the  left-hand  end  of  a  horizontal 
picture. 

The  Autographic  Film  Cartridge 
differs  from  the  regular  N.C.  Film 
Cartridge  in  this  respect :  A  thin 
red,  instead  of  the  familiar  red 
and  black  (dtiplex)  paper  is  used. 
This  red  paper,  in  itself,  is  not  fully 
light-proof,  but  between  it  and  the 
film  is  a  thin  strip  of  black  displac- 
ing tissue.  This  tissue  serves  the 
double  purpose  of  light-proofing  the 
cartridge  and  of  permitting  the 
recording,  by  light,  of  writing  upon 
the  film.  When  the  data  has  been 
written  on  the  red  paper  and  printed 
(by  exposing  with  the  door  open  to 
the  sky  for  from  two  to  five  sec- 
onds) the  image  is  photographically 
impressed  on  the  film  and  appears 
when  the  film  strip  is  developed. 
In  making  the  prints  the  title  may 
readily  be  shown  upon  the  print 
itself,  the  letters  appearing  in  white 
upon  a  black  background  in  the 
margin,  or  it  may  be  omitted  from 
the  print,  remaining,  however,  as  a 
permanent  record  for  reference  in 
the  negative. 

The  process  of  development  of 
the  Autographic  Film  Cartridge  is 
exactly  the  same  as  with  the  Kodak 
N.  C.  Film  Cartridge. 

Autographic  Kodaks  may  be 
used  with  the  regular  Kodak  N.  C. 
Film  Cartridges.  The  other  models 
of  Kodaks  may  be  used  with 
Autographic  Cartridges,  but  to  get 
Autographic  results,  you  must  use 


an   Autographic   Kodak  and  Auto- 
graphic Film. 

HOW   IT  IS  USEFUL. 

On  the  vacation  tour  there  are 
likely  to  be  many  pictures  that 
you  cannot  positively  identify 
when  the  negatives  are  developed 
a  few  weeks  later.  With  the 
Autographic  Kodak  you  can  title 
every  picture  when  the  exposure 
is  made  and  thus  absolutely  insure 
its  later  identification. 

The  family  Kodak  album  be- 
comes a  more  authentic  record  if 
the  date  of  each  picture  that  is 
taken  of  the  children  is  entered  on 
the  negative  at  the  time.  Every- 
body who  has  kept  such  picture 
records  knows  that  it  is  hard  to 
tell  what  the  age  of  little  Johnnie 
was  when  such  and  such  a  picture 
was  made.  The  Autographic  Ko- 
dak keeps  this  record  permanently. 

The  careful  worker  in  photogra- 
phy makes  a  memorandum  of  the 
stop  used,  the  shutter  speed  and 
the  light  conditions  that  prevailed 
when  the  exposure  was  made. 
Such  a  record  is  of  especial  value 
to  the  beginner  because,  by  means 
of  such  data  attached  to  each 
negative,  he  can  readily  see  what 
his  errors  have  been  and  how  to 
correct  them  in  the  future.  Such 
records,  by  using  abbreviations 
that  the  maker  will  understand, 
need  take  up  but  a  very  small 
space,  still  leaving  room  for  a  title 
to  the  picture.  For  instance : 
"4.2.S.D."  might  mean  to  him, 
stop  No.  4,  one  twenty-fifth  second, 
dull  light;  while  "8.50.B."  would 
mean  stop  No.  8,  one-fiftieth  second, 
brilliant  light. 

The  amateur  takes  a  picture  of 
a  friend,  then  requests  the  friend's 
signature     on     the     picture.      The 


KODAK  TRADE  CmCULAR 


Auti,graf>)iii   Xi-gati 


Autogra])hic  Kodak  provides  the 
means  of  putting  it  there — perman- 
ently. 

By  forming  the  habit  of  titling 
all  pictures,  or  by  marking  the 
date  in  figures  if  no  title  is 
desired,  you  need  never  make  a 
double  exposure  or  leave  a  blank 
film  if  you  use  an  Autographic 
Kodak.  A  peep  through  the  auto- 
graphic slot  will  tell  you  whether 
or  not  vou  ha\"e  wound  off  tlie 
last  exposure. 

Photography  is  used  extensively 
by  engineers,  contractors,  building 
inspectors,  and  the  like,  in  sho\\  ing 
the  progress  of  important  work.  It 
becomes  doulily  valuable  when  im- 
portant dates  or  data  made  at  the 


time  become  a  part  of  the  indisput- 
able photographic  record.  \\'ith  the 
Autographic  Kodak  they  can  be 
made  a  permanent  part  of  such 
record. 

The  grower  of  or  dealer  in  fine 
stock  will  find  the  .\utographic 
Kodak  of  value  in  the  photo- 
graphing of  animals  whch  he  is 
buving  or  selling  or  is  interested  in. 
for  he  can  place  their  names  and 
official  registration  numbers  indel- 
iblv  upon  the  negative  at  the  time  he 
inspects  and  photographs  the  ani- 
mals. 

Every  i)icture  that  is  worth  mak- 
ing is  worth  a  title  or  a  date.  It 
mav  be  an  important  record,  or 
the   name   of   an   accjuaintance.   the 


KODAK  TRADE  CIRCULAR 


descripton  of  some  place  of  historic 
interest,  or  in  lighter  vein,  a  merely 
jocose  caption,  or  it  may  be  photo- 
graphic information  that  will  lead 
to  better  photographic  results ;  but 
in  any  event,  a  title  and  date  are 
worth  while.  And  you  can  write 
them  fjuickly  and  easily  with  an 
Autographic  Kodak. 

To  the  tourist,  to  the  keeper  of 
tlie  family  album.  t()  the  careful 
photcjgrapher  who  wants  a  record 
of  the  conditions  under  which  his 
pictures  were  made,  to  the  sur- 
\  eyor.  the  contractor,  the  engin- 
eer; the  Autographic  Kodak  marks 
the  most  important  ad\ance  that 
has  been  made  in  jihotography  in  a 
score  of  years. 


What  the  Autographic  Means  to  the 
Kodak  Dealer. 

Ever}-  slight  impro\ement.  every 
introduction  of  new  sizes  or  models 
helps  the  business  to  a  degree. 

But  there  are  epoch  making  im- 
provements which,  in  the  long  run. 
are  far  more  important.  The  day- 
light-loading system,  the  non-curl- 
ing film  and  daylight  development 
were  each  of  them  epoch  making. 
They  established  new  standards  in 
[)hotography.  Cameras  or  films 
that  did  not  provide  these  features 
were  soon  hopelessly  behind  the 
times.  The  autographic  feature 
will,  we  believe,  go  as  far  as  did  any 
of  these  other  improvements,  in 
popularizing        photography.  It 

makes  new  uses  for  the  Kodak  and 
adds  to  its  efficiency  under  all  cir- 
cumstances. 

On  their  introduction  there  was 
wide  objection  to  these  other  rad- 
ical im^provements.  The  daylight- 
loading   svstem   was   severely   criti- 


cized because,  under  it.  loading  the 
Kodak  for  a  hundred  exposures  was 
no  longer  possible — but,  neverthe- 
less, it  quickly  prevailed  ;  the  non- 
curling  film  was  denounced  because 
it  could  not  be  pinned  to  the  door 
after  development.  For  a  time  we 
were  obliged  to  sell  two  kinds  of 
films — but  the  old  film  was  oft  the 
market  in  a  few  months.  Daylight 
de\elopment?  Of  course  it  wouldn't 
work  !  It  upset  tradition — but  it's 
a  safe  estimate  that  99  per  cent,  of 
all  films  are  now  developed  by  the 
tank,  time  and  temperature  system. 

The  Autographic  Kodak  is  so 
simple  in  its  use,  its  advantages  are 
so  obvious  that  it  has  not  met  with 
the  avalanche  of  criticism  with 
which  our  other  great  advances 
were  greeted,  which  means  that  the 
autographic  feature  will  the  more 
quickly  come  to  be  considered  an 
essential  in  every  hand  camera. 

It  means  to  every  Kodak  dealer 
a  widened  field,  an  increased  en- 
thusiasm for  photography,  a  new 
and  interesting  feature  in  the 
staple  goods  upon  which  his  profits 
depend — a  feature  which  he  can 
talk  about  and  through  which  new 
thousands  will  become  customers 
for  all  kinds  of  photographic  goods. 
The  Autographic  era  is  here. 

The  Price, 

No.  3A  Autographic  Kodak  and 
Autographic  Films. 

Attention  is  called  to  the  fact  that 
there  is  a  slight  advance  in  the  price 
of  the  Autographic  Kodak  over 
Kodaks  of  similar  model  that  are 
non-autographic,  the  Autographic 
Film  Cartridges  list  at  the  same 
price  as  do  the  regular  Kodak  X.  C. 
Film  Cartridge. 


KODAK  TRADE  CIRCULAR 


|A< 


No.    3A    Autographic    Kodak,    R. 

R.    lens,   Kodak    B.    B.    Shutter  $22.50 

Do.,   with   Kodak   Automatic     "         27.50 

Do.,  with  Cooke  Kodak  .\nastig- 
mat  lens,  f.6.3,  and  Compound 
Shutter 50.50 

Xo.  3.\  Autographic  Kodak, 
Special,  with  Zeiss-Kodak  An- 
astigmat  lens,  f.6.3,  and  Com- 
pound Shutter   63.00 

Do.,  with  Cooke  Series  Ilia,  .\n- 
astigmat  lens,  f.6.5, 69.50 

Do.,  with  B.  &  L.  Zeiss  Tessar 
Series  Ilh  Anastigmat  lens,  /. 
6.3.,    74.00 

3.\    Autographic    Film    Cartridge, 

10  exposures    .70 

Do.,  6  exposures .40 

Regular  Discounts  .Apply. 

NEW  CUT  SHEETo 

W  ilh  this  issue  of  tlie  Tk.-\de 
Circular,  we  are  sendinti"  a  new 
sheet  of  cuts,  comprismg  a  nuniher 
of  entirely  new  designs,  which  will 
add  considerably  to  your  newspaper 
advertising.  The  cuts  are  svtpplied 
gratis.     Order  by  number.  [)lease. 

FRENCH  CATALOGUE. 

C'opies  of  the  1914  Kodak  b'rench 
Catalogue  are  now  being  distributed 
t(j  dealers  in  Quebec,  and  dealers  in 
other  Provinces  who  can  make  use 
of  French  Catalogues  may  ha\e  a 
supl)l\'  for  the  asking. 

NEPERA    AUXILIARY 
POWDERS. 

As  Xepera  Capsules  are  easily 
broken,  we  have  decided  to  furnish 
powders  instead,  which  will  be 
known  as  Xepera  Auxiliary  I'cjw- 
ders.  These  powders  are  packed 
the  same  as  Capsules  were,  and  will 
lie  ftirnished  as  follows: 
.\cpcra  .\uxiliary  Powders,  for  u.^o 
with  Xepera  Solution.  12  powders 

in   carton $  .15 

ili-^iount  to  the  Trade,  25 


ANOTHER  ACORN. 

"Plant  the  Brownie  acorn  and 
the  Kodak  oak  will  grow."  That 
was  the  favorite  Trai:)E  Circular 
slogan  of  the  advertising  depart- 
ment in  the  days  when  certain 
dealers  felt  we  were  ruining  the 
Kodak  business  by  introducing  a 
dollar  camera — the  hrst  of  the 
lirownie  line. 

The  slogan  has  been  sleeping 
for  about  a  decade  now.  bvtt  the 
business  hasn't. 

We  didn't  fully  realize  then  that 
the  Brownie  was  not  only  going 
to  help  the  Kodak  business,  but 
that  there  was  also  to  be  a  healthy 
Brownie  family.  And  the  newest 
Brownie,  the  baby  of  the  family, 
the  Xo.  0.  urges  us  to  awaken  the 
old  slogan  and  set  it  to  work 
again  :  "F^lant  the  Brownie  acorn 
and  the  Kodak  oak  will  grow." 

\\  ith  its  two  finders,  the  attract- 
ive shape  of  the  camera  itself  and 
of  the  pictures  it  makes,  with  its 
really  good  meniscus  lens  and  its 
reliable  automatic  shutter,  and  its 
capacity  for  eight  exposures,  all 
at  one  dollar  and  a  quarter,  the 
Xo.  0  Brownie  is  going  to  open 
up  the  field  of  amateur  photo- 
graphy to  new  thousands  who  ha\  e 
not  yet  enjoyed  its  pleasures. 

It's  easier  to  make  good  pictures 
than  poor  ones  with  the  0  Brownie. 
It's  just  the  simplest  little  camera 
that  was  ever  made.  Its  cost  is 
small,  the  film  cost  is  small.  Start 
thousands  in  photography?  It 
ought  to  start  millions — ought  to 
pro\e  the  self-starter  of  the  whole 
business.  But  e\en  with  a  self- 
starter  xoti'N'e  got  to  Itirn  on  the 
current. 

\\e'\e  got  the  advertising  cur- 
rent started  now.  Plug  in  and 
make  use  of  it  locallv. 


&Ot)AK  TRADE  CrBCULAR 


RIGHT  OVER  THE  PLATE. 

There  are  Kodak  dealers  who 
invariably  swing  hard  on  the  new 
good  things — who  stock  the  goods 
and  are  ready  when  the  public 
comes  a-buying.  There  are  others 
who  seem  to  be  afraid  of  a  fade- 
away or  an  in  shoot  or  an  out 
curve  and  let  a  regular  loUypop  of 
a  plate  splitter  get  away  from  'em. 

The  real  subject  of  this  article  is 
not  baseball,  but  /.8  V.P.  Kodaks— 
the  $13.50  kind.  A  lot  of  dealers 
are  building  up  their  batting  aver- 
age on  these  goods.  Some,  on  the 
other  hand,  are  being  retired  on 
called  strikes — there  are  no  free 
passes  to  first  in  the  business  game. 
You've  got  to  make  a  hit  or  go  to 
the  bench. 

Disposing  of  Vest  Pocket  Kodaks 
at  $7.00  each  isn't  selling  them. 
They  could  be  distributed  that  way 
through  vending  machines.  The 
profit  to  you  just  doubles  when  you 
sell  the  V.  P.  K.  with  Kodak  anas- 
tigmat  lens  at  $13.50.  That  means 
telling  the  customer  z<.'hy.  But 
there  is  a  wliy,  the  goods  are  worth 
the  money,  and  such  a  sale,  there- 
fore, means  that  everybody  is 
happy.  The  sale  of  these  goods  is 
increasing  at  an  astonishing   ratio. 

People  don't  buy  Vest  Pocket 
Kodaks  because  they  are  cheap — 
but  because  they  are  small.  If  it 
was  cheapness  they  were  looking 
for  they  would  doubtless  pick  a 
Brownie.  Most  of  the  V.  P.  K. 
buyers  have  larger  cameras,  too. 
They  want  something  for  the  vest 
pocket,  but  they  want  it  good. 
Simply  because  you  have  a  clock 
at  home  you  don't  buy  a  dollar 
watch  to  carry  in  your  pocket. 
Same  thing  with  these  full  jeweled 


Kodaks.     People  will  pay  the  price 
if  they  are  told  what  they  are. 

The  $13.50  V.  P.  K.  is  common 
sense  in  a  small  camera.  With  its 
/.8  lens  it  gives  everything  that  can 
be  asked  for  in  definition,  the  open- 
ing is  large  enough  to  meet  every 
reasonable  demand  in  the  way  of 
speed  and  is  small  enough  so  that 
it  does  not  do  azvay  ivith  the  fixed 
focus  feature.  There  is  no  lens, 
English,  French.  German,  American 
or  Patagonian  that,  at  the  adver- 
tised opening  /.8,  has  anything  on 
it.  It  has  all  those  features  that 
we  all  see  so  often  in  print  and 
which  so  few  of  us  really  know 
anything  about — microscopic  defini- 
tion, flatness  of  field,  freedom  from 
astigmatism.  AX'hich  being  reduced 
means  that  while  giving  the  high 
speed  /.8  it  makes  mighty  sharp 
negatives  from  which  clear,  sharp 
enlargements  can  readily  be  made. 

It  is  being  advertised  widely. 
W  ill  continue  to  be  advertised 
because  we  believe  in  it.  You  can 
sell  it  if  you  stock  it  and  talk  it. 
Don't  let  this  easy  one  right  over 
the  plate  get  away. 


No.    lA    CARRYING     CASES. 

We  call  your  attention  to  the 
fact  that  there  is  a  difference  in 
size  between  the  carrying  cases 
for  the  regular  lA  Folding  Pocket 
Kodak,  and  for  the  lA  Folding 
Pocket  Kodak  R.  R.  Type,  the 
case  for  the  former  being  too  short 
to  accommodate  the  R.  R.  Type. 

Please  be  particular  in  specifying 
for  which  model  the  cases  are  de- 
sired. 


KODAK  TEADE  CmCULAR 


Suggestion  for  Vest  Pocket  Kodak  Window  Display. 

It's  the  size    not    the  price  that  sells  the  Vest 

Pocket  Kodak.     See  page  6. 


KODAK  TRADE  CIRCITLAR 


1915 
NEW  YEAR  CALENDARS. 

Above  we  illustrate  our  new- 
Calendars,  which  are  now  ready,  so 
that  orders  may  be  filled  without 
any  delay  whatever.  In  this  l')13 
design  we  have  taken  the  fullest 
advantage  of  our  years  of  experi- 
ence in  making  Calendars,  and  now 
ofler  a  style  which  we  feel  sure  will 
win  \mi\ersal  ajiproval. 


The  V'\?  Calendar  is  on  the  slip- 
in  plan  and  may  be  had  in  two 
colors.  Gray  and  Rrown.  The 
Brown  Calendar  is  made  up  of  a 
hea\y  buff-colored  base,  to  which  is 
attached  a  tasty  flap  made  of  first 
quality  stock  of  a  splendid  new 
color — Hickory  Buff,  the  whole 
having  a  linen  finish  with  a  neat 
tinted  line  design,  edges  deckled. 
The  Gray  Calendar  is  made  up  on 


/ 


KODAK  TRADE  CIECULAR 


the  same  plan,  of  the  best    I''.ni(hsh 
( iray  stock. 

A  new  and  most  useful  feature 
of  these  Calendars  is  that  they  are 
made  on  the  easel-back  plan.  The 
Calendars  may  either  be  huni,^  up. 
or  stood  up  by  means  of  this  easel. 

The  calendar  pads  are  specially 
made  to  harmonize  with  the  mount 
])roi)er. 

The  whole  etTect  is  such  as  to 
l)lease  the  most  fastidiou>.  Tliey 
are  (|uality  goods  iKjth  in  appear- 
ance and  in  reality. 

lust    a    word   as   to   the   field    for 


Calendars.  One  of  the  most  dit^- 
cult  problems  of  the  holiday  season 
is  that  of  sending  remembrances 
which  will  be  inexpensive,  yet  worth 
while.  The  Calendar  solves  that 
problem  most  satisfactorily,  and  it 
will  well  repay  you  to  feature  them 
in  your  store  and  use  every  means 
you  can  to  push  them.  Calendars 
are  peculiarly  useful  to  dealers  who 
do  Amateur  Finishing,  for  the  clerk 
who  delivers  the  finished  prints  can 
secure  many  repeat  orders,  for  large 
numbers,  too.  by  tactfully  playing  up 
the  Calendar  as  a  souvenir,  when 
prints  are  being  delivered  to  cus- 
tomers. 

Have  a  few  Calendars  on  display 
by  the  shehes  or  drawers  where 
finished  work  is  kept  for  delivery, 
and  instruct  your  clerks  to  talk  them 
up  to  all  your  customers. 

As  mentioned  above,  the  1915 
Calendars  are  now  ready  and  orders 
will  not  be  delayed.  Make  your 
selection  at  once  and  get  the  goods 
in  stock,  so  as  to  take  the  fullest 
advantage  of  the  e\er-growing  call 
for  these  goods. 

1915  New  Year  Calendars. 

(iray  and  BuFF  colors.  Please  specify 
color  wanted  in  your  orders,  so  as  to 
avoid   anv  confusion. 


for  Ho 

ricoiital  I'riiit. 

Price  per 

Xo. 

For  print; 

>.  Size  Outside 

Hundred 

1 

2%^3V^ 

514x7 

$  9.50 

2 

2/2x4^ 

eiAxTyi 

10.00 

.•; 

3!4x4>4 

ey.xs 

10..50 

4 

3i4x5/> 

7y>x8 

12.00 

,1 

4     x5 

7y2x9 

12.00 

For   V 

crtical  Prints. 

() 

2;/x4i4 

434x9y4 

10.00 

/ 

3'4X.-)'/S 

S'ixll 

12.00 

I'ut  uji  25  in  a  box. 
Discount    40     . 


l-".\tra  Pads.  $1.25  per  C.     Less  25"'. 


10 


KODAK  TRADE  CIRCULAR 


EASTMAN  TRANSPARENT 
BACK  SWIVEL  PRINT- 
ING FRAME. 

The  Eastman  Transparent  Back- 
Swivel  Printing  Frame  is  a  decided 
improvement  over  the  original 
Swivel  Printing  Frame. 

Instead  of  the  solid  wooden 
hinged  back,  the  new  model  has  a 
back  of  heavy  framed  glass  which 
allows  the  operator  to  see  just  what 
he  is  doing,  a  decided  advantage 
when  printing  with  border  masks, 
or  from  a  negative  that  requires 
"dodging"  in  the  exposure. 

The  contact  side  of  the  back  is 
faced  with  embossed  transparent 
pads  which  hold  the  print  firmly 
in  contact  with  the  negative,  pre- 
venting slipping  or  displacement 
of  mask. 

The  new  model  is  also  fitted 
with  a  lock  exceedingly  simple  to 
operate  and  practically  automatic 
in  action. 

The  Eastman  Transparent  Back 
Swivel  Printing  Frame  will  be 
found  a  great  convenience  for  the 
quick  printing  of  Velox,  Artura 
and  similar  papers. 

In  use  it  is  fastened  directly  in 
front  of  the  printing  light,  and  the 


frame  may  be  swung  up  out  of  the 
light  for  loading. 

The  Price. 

Eastman  Transparent  Back  Swivel 
Printing  Frame,  8  x  8 $6.00 

Do.,   10  X   10 7.00 

Embossed  Transparent  Pads,  per 
set  of  four,  8x8 30 

Do.,   10  X   10 40 

Discount  to  the  trade,  25%. 

AN  "ALWAYS  ON  THE  JOB" 
SALESMAN. 

"Kodakery"  is  written,  edited 
and  illustrated  by  Kodak  enthusi- 
asts— every  one  connected  with  its 
editorial  stafif  is  an  expert  photo- 
grapher. 

The  editorial  staff  has  been 
selected  not  alone  because  of  ex- 
pert photographic  knowledge,  and 
ability  to  tell  what  they  know 
clearly  and  entertainingly,  but  in 
addition  because  they  love  ama- 
teur picture  making  for  its  own 
sake.  And  it  is  this  enthusiasm, 
this  love  of  the  work  that  is  and 
will  keep  "Kodaken,-"  in  the  front 
rank  of  popular  photographic  liter- 
ature. And  because  "Kodakery" 
is  bright,  entertaining  and  instruc- 
tive its  circulation  is  going  to  grow 
and  grow  and  grow. 

Every  ad  d  i  t  i  o  n  a  1  reader  of 
"Kodakery"  means  more  business 
for  the  Kodak  dealer,  because  it 
helps  over  the  little  difficulties, 
sustains  enthusiasin,  and  calls  at- 
tention to  the  new  things  from 
Kodak  factory. 

See  to  it  that  no  purchaser  of  a 
Kodak,  Premo,  Brownie  or  Graflex 
camera  leaves  your  store  without 
the  free  subscription  blank  in  the 
manual  being  properly  filled  out, 
and  mailed  to  us  the  same  day. 


KODAK  TRADE  CIRCULAR 


11 


||i||| 


Take  a  Kodak  with  you. 

Your  vacation,  no  matter  where  or  how 
you  g-o,  will  be  doubly  pleasant  if  you 

KODAK 

Then  too,  the  little  pictures,  made  so  easih', 
will  show  the  home  folks  the  splendid 
times   you    had. 

KODAKS,  $7.00  to  $60.00. 
BROWNIES,  $1.00  to  $12.00. 

RICHARD   ROE  &  COMPANY. 


Double  Column  Cut  IIT-A. 
Sinfile  Column  Cut  147-H. 


12 


KODAK  TRADE  CIRCULAR. 


PRICE  STANDARDIZATION. 

In  Great  Britain  the  necessity 
for  price  standardization  is  fully 
realized  as  the  following  from  the 
"Drapers  Record,"  London,  will 
show : 

"It  is  certainly  contrary  to  pub- 
lic policy  that  price  maintenance 
agreements  should  be  declared  in- 
valid, for  they  are  the  expression  of 
a  carefully  considered  plan  for 
checking  unfair  competition,  and 
protecting  traders  as  a  whole 
against  methods  of  commerce 
which,  if  generally  adopted,  would 
lead  to  bankruptcy. 

The  point  the  defenders  of  cut 
prices  so  often  overlook  or  ignore 
is  this  :  That  the  success  of  a  price- 
cutting  campaign  is  w^holly  depend- 
ent upon  price-maintaining  tactics 
being  pursued  by  the  cutter's  com- 
petitors. Price-cutting  spells  profit 
only  when  played  as  a  solo;  as  a 
chorus  it  must  result  in  all-round 
disaster.  By  price-cutting  we  mean 
the  sale  of  goods  at  a  price  that  does 
n(jt  show  a  rate  of  profit  at  which 
it  would  be  possible  to  conduct  an 
ordinary  business.  The  usual  plan 
is  to  cut  some  well-known  line  and 
make  it  up  on  articles  not  open  to 
ready  comparison.  In  our  view  this 
is  com^mercially  immoral,  and  the 
price-maintenance  agreement  is  the 
weapon  forged  to  slay  the  evil.  It 
is  not  in  restraint  of  legitimate 
trade ;  it  is  in  restraint  of  those  who 
attack  legitimate  trade. 

The  cutter  of  price-maintenance 
line  may  retort  that  his  policy 
proves  profitable,  and  cannot  there- 
fore be  described  as  a  ruinous  one. 
Ruinous,  nevertheless,  it  is.  It  is 
ruinous  to  competitors  whose  pro- 
fits depend  upon  the  sale  of  the 
l)articular  article  chosen  for  attack. 


Further,  it  v^ould  be  ruinous  to  the 
price-cutter  if  those  competitors, 
casting  aside  prudent  methods, 
took  part  in  the  price-cutting  cam- 
paign. They  could  and  would 
succeed  in  reducing  the  retail  price 
of  everything  until  profit  dis- 
appeared. There  would  be  nothing 
clever  in  this.  It  requires  some 
ability  to  sell  goods  at  a  fair  profit, 
but  the  least  intelligent  salesman 
can  encourage  trade  by  knocking 
something  off  the  price." 

"Trade,"  a  Detroit  journal  of 
commerce,  remarks  : 

"One  of  the  meanest  forms  of 
competition  to  meet  is  that  offered 
by  concerns  who  advertise  cut- 
prices  on  standard  lines  of  goods 
m  order  to  attract  customers  and 
convey  the  impression  that  all  the 
merchandise  which  the  concern  sells 
is  quoted  at  correspondingly  low 
prices. 

Manufacturers  will  build  up  a 
reputation  for  quality  on  an  article 
and  secure  the  confidence  of  the 
people  of  a  community  or  of  the 
entire  country,  only  to  ha\e  some 
cut-rate  institution  prey  upon  this 
reputation  by  advertising  a  cut- 
I)rice  which  does  not  show  him  a 
fair  margin  of  profit.  He,  of 
course,  expects  to  recoup  his  loss 
by  securing  an  additional  profit  on 
something  else  which  he  carries  in 
stock." 


No.    120    N.  C.    FILM    FOR 
No.  1    KODAK  JR. 

Please  bear  in  mind  that  the 
No.  1  Kodak  Junior  takes  the 
Xo.  120  N.  C.  Film,  6  exposures, 
being  the  same  film  as  used  in  the 
No.  2  Brownie  and  that  it  will  not 
take  Xo.  1  F.  P.  K.  Film  No.  105. 


KODAK  TKADE  CIRCULAR 


18 


Take  a 
KODAK 
with  you 

Brini?  back  your  films 
to  us  for  developing?  and 
printina:.  Then  you'll  be 
assured  the  best  results. 

RICHARD  ROE  &  CO.,   1001  Tripod  Avenue. 


._J 


Sln-r/  Car  .S/i;ii  .\(>.  507 


MORE    CAR   SIGNS. 

At  the  top  of  this  page  we  ilkis- 
tratc  a  new  street  car  sign  which 
we  consider  to  be  one  of  tlie  best 
we  have  ever  issued. 

The  conditions  upon  which  car 
signs  are  supphed  are  given  in  full 
in  tlie  April  Trade  Circular. 


AN  ERROR. 

'Hi rough  a  typographical  error 
in  the  Kodak  Summer  Book  the 
film  number  for  the  Vest  Pocket 
Kodak  and  the  Vest  Pocket  Kodak 
Special  is  incorrect. 

The  numlier  should  be  127. 


ZELTA    DISCONTINUED. 

I  )ue  to  the  fact  that  the  demand 
is  now  almost  altcjgether  for  our 
(le\el()ping-out  and  platinum  pai)ers, 
we  have  discontinued  the  manufac- 
ture of  Zelta  paper  and  the  same 
will  nrjt  hereafter  l)e  supplied. 


Add  Zest  to  I  he  C  'hi Id  mi's 
Vacation  -a'itli  a 

BROWNIE 

The  little  jnctures  will 
kec])  bright  and  fre.sh  their 
memory  of  the  good  time.s 
away  from  home,  and  then 
too.  a  Brownie  i.s  ea.s\-  to 
o]ierate. 

wv.  c.\x  oi-n-iT  vor  wnii 

.\    HROWXnC    l-KOM 

$1.00  to  $12  00 

RICHARD    ROK    &    CO. 


Single  Column  Cut  139  B. 
Double  Column  Cut  13'JA. 


14 


KODAK  TRADE  CIRCULAR. 


VELOX    FOR    AMATEUR 
FINISHERS. 

For    the    con\enience    of     those 

dohig     amateur     finishing    we  wih 

hereafter     supply     Velox     in  300 

sheet  packages  in  accordance  with 
the  following : 

Velox  in  500  sheet  packages — 

s.w.  D.W. 

U/aKZyo   $2.80  $3.50 

1^x23/^ 2.80  3.50 

2-4  X  314 2.80  3.50 

2/2x3/2 /      2.80  3.50 

2/2x4/ 3.50  4.35 

23/ X  4/2 *< 3.50  4.35 

3/x4/ 4.20  5.30 

3/x4/ 4.20  5.30 

^3/x5/ 4.20  5.30 

3/x53/ 4.20  5.30 

ix5          5.60  7.00 

4/  X  5/       5.60  7.00 

4/  X  5/2 5.60  7.00 

4/  X  6/         7.85  9.80 

5     X  7  " 9.80  12.35 

Other  sizes,  smaller  than  5x7,  in  pro- 
portion. 

Discount  to   the  trade.  25     . 

LET    IT  WORK    FOR   YOU. 

The  better  results  the  amateur 
obtains  the  more  money  he  is  going 
to  spend  with  you. 

Frequently  you  and  your  sales- 
people are  too  busy  to  fully  ex- 
plain away  the  little  difficulties 
that  beset  the  novice,  and  also  he 
or  she  is  sometimes  diffident  in 
seeking  aid. 

We  compiled  "How  to  Make 
Good  Pictures"  with  a  twofold 
object  in  view — to  help  the  amateur 
to  the  best  possible  results,  and  to 
take  part  of  the  burden  of  impart- 
ing information  oft  your  busy 
shoulders. 

In  the  majority  of  cases  "How 
to  Make  Ciood  Pictures"  will  sell 
on  sight  because  it  is  big  value  for 
the     monev — it     is     the     best     all 


around  instruction  book  for  the 
amateur  ever  written. 

Display  "How  to  Make  Good 
Pictures"  prominently  in  your  store 
— a  window  display  will  help  push 
its  sales  amazingly. 

Show  the  book  to  your  customers 
— you  will  be  surprised  to  find  that 
some  of  them  have  never  heard  of 
it,  and  you  will  be  equally  sur- 
prised to  find  how  easy  it  is  to  sell. 

Let  "How  to  Make  Good 
Pictures"  work  for  YOU. 


No.  0   Brownie 

Price,  $1.35 

The  little  camera  that  does  big  things 

Instantly  read}-  for  business 
without  focu.sing  —  this  little 
camera  is  so  simple,  and  eas>-  of 
operation,  that  anyone  can  se- 
cure good  results. 

The  No.  0  Brownie  uses 
Kodak  Film  Cartridges  of  eight 
exi>osures(.si/.e  of  pictures  I  :^x2.V 
inches ) ,  loading  and  unloading 
in  daylight.  Has  automatic 
shutter  for  time  and  snap  shot 
exposures,  tested  meniscus  lens 
and  two  finders.  It  is  neat, 
.strong,  attractive. 
Let  us  show  you  how  simple    it   is. 

RICHARD  ROE  &  CO. 


Cut  No.  JieD. 


KODAK  TRADE  CIRCULAR 


15 


The  Autographic  Kodaks 

You  can  now  date  and  title  yonr  negatives,  permanent- 
ly, and  almost  instantly  at  the  time  3'ou  make  them. 

Touch  a  spring  and  a  little  door  opens  in  the  back  of  the  Kodak  ; 
write  with  pencil  or  stylus  on  the  red  paper  of  the  Autographic  Film 
Cartridge ;  expose  from  2  to  5  seconds ;  close  door.  When  your  negatives 
are  developed  a  permanent  photographic  reproduction  of  the  writing  will 
appear  on  the  intersections  between  the  negatives.  When  the  prints  are 
made  you  can  have  this  writing  appear  upon  them  or  not,  just  as  you  choose. 
By  turning  the  winding  key  slightly  and  advancing  the  paper  the  width 
of  the  slot  you  can  have  the  writing  appear  on  the  picture  itself  if 
you   wish. 

Any  picture  that  is  worth  taking  is  worth  a  date  or  title.  The  places  of 
interest  you  visit,  the  autographs  of  friends  you  photograph,  interesting  facts 
about  the  children,  their  age  at  the  time  the  picture  was  made— all  these 
things  add  to  the  value  of  a  picture.  Contractors,  architects  and  engineers 
who  make  photographic  records  of  their  work  can  add  greatlv  to  the  value 
of  such  records  by  adding  notes  and  dates  permanently  on  the  negative. 
The  careful  amateur  photographer  can  improve  the  quality  of  his  work  by 
noting,  by  means  of  the  Autographic  Kodak,  the  light  conditions,  sto]) 
and  exposure  for  every  negative. 

The  oycatcst  Photoo rapine  advance  in  t'iCentv  rears. 

No.  3A  Autographic  Kodak,  pictures  3U  x  5'j  in.,        $22.50 

RICHARD  ROE  &  COMPANY. 


Cut  No.  -'jyc  Double  Col. 


Cut  Xo.  J-jyi)  Single  Col. 


16 


KODAK  TKADE  CIRCULAR. 


Every  happy  occasion  is 
worth  keeping  with  a 

KODAK 

The  friendly  times  away  from  home,  the 
companionship  of  new  friends,  every  pleasing 
incident  can  be  preserved  for  the  future  in 
Kodak  pictures. 

Anybody  can  Kodak. 

KODAKS.  BROWNIES. 

RICHARD    ROE    .S:    COMPANY. 


Double  Column  Cut  Xo.  12'J.\. 


Single  Column  Cut   Xo.  129B. 


FOR  TRADE  CIRCULATION  ONLY. 


Canadian  Kodak  Co.,  Limited 


Trade  Circular. 


'FOR   YOUR  INTERESTS  AND  OUR  OIVN' 


Vol.  XI.     No.    4 


TORONTO,  CANADA 


August,  1914 


CAMERA  SALES 


Put  a  good  strong  push  behind 
your  cameras  during  August,  for 
there  are  thousands  and  thousands 
of  people  going  on  vacation  during 
this  month  who  have  yet  to  learn 
of  the  enjoyment  that  a  camera 
adds  to  the  pleasures  of  vacation. 

Make  your  windows  present  the 
idea  of  vacation  pictures  with  tell- 
ing force  and  have  your  clerks  all 
lined  up  to  talk  cameras  for  vaca- 
tion to  every  customer  that  enters 
your  store.  True,  all  will  not  buy. 
but,  equally  true  is  it,  that  enough 
new  cameras  will  leave  your  shelves 
to  make  the  scheme  highly  profit- 
able to  you. 

.■\nd  don't  be  turned  aside  from 
trying  out  your  scheme  by  the 
thought  that  it  will  antagonize 
rather  than  interest.  It  all  depends 
on  the  way  the  talk  is  made,  for  you 
know  full  well  that  efifective  sug- 
gestion is  a  long,  long  way  removed 
from  the  insistent  pounding  or 
drumming  of  advice  that  antagon- 
izes, rather  than  conciliates  and  wins 
over  the  hesitating  prosi)cct.      The 


drum  is  alright  in  its  place,  but  the 
winning  suggestions  of  the  orchestra 
come  from  the  more  refined  instru- 
ments, without  which  the  house 
would  never  pay. 

It  is  well  worth  your  while  to 
devote  special  care  and  thought  to 
your  windows  to  produce  displays 
that  tell  the  story  you  want  them 
to  tell.  Pictures  of  vacation  scenes 
are  easily  had  and  they  lend  a  touch 
of  realism  to  the  suggestion  your 
display  offers.  Note  particularly 
the  suggestions  for  displays  given 
in  this  issue. 

Another  scheme  that  has  been 
found  most  fruitful  in  selling  cam- 
eras at  this  season  is  to  use  a  mail- 
ing list  of  live  prosjiects.  to  each  of 
whom  a  Kodak  Summer  Booklet  is 
sent  with  a  letter. 

Remember,  please,  that  the  im- 
portant thing  is  the  letter,  for  it 
carries  your  suggestion,  which  is 
backed  up  by  the  booklet.  The  let- 
ter is  what  counts,  not  the  booklet, 
for  that  merely  fills  a  supplemen- 
tarv  ]xirt.     Get  as  far  away  as  you 


KODAK  TEADE  CmCULAE 


can  from  that  doleful  burden  of  so 
many  sales  letters — "We  have  some- 
thing to  sell.  Won't  vou,  please, 
buy?" 

Dwell,  rather,  on  the  pleasure 
that  Kodakery  affords,  especially  at 
vacation  time.  Suggest  to  vour 
prospect  the  advantage  and  enjoy- 
ment of  pictures  that  have  their 
own  peculiar  charm,  and  pictures 
made  by  himself  at  that.  In  many 
cases  a  stronger  letter  is  produced 
by  writing  it  around  a  picture  en- 
closed, so  that  the  prospect  sees  in 
his  mind's  eye  the  sort  of  pictures 
that  he,  too,  may  make. 

Even  though  your  mailing  list  of 
live  prospects  may  be  small,  the 
scheme  is  well  worth  trying.  The 
booklets  are  to  be  had  for  the  ask- 
ing and  suitable  prints  are  easilv 
got  without  great  expense.  Remem- 
ber, though,  that  your  desire  to  sell 
should  always  be  kept  in  the  back- 
ground. Put  to  the  front  the  pleas- 
ure and  profit  your  customer  will 
derive  from  his  camera. 


CALENDARS 

1915  Ncu'  Year  Calendars,  illu- 
strated in  our  last  number,  are 
ready  for  immediate  shipment.  Get 
your  order  in  as  soon  as  you  can. 
for  we  are  making  up  but  a  limited 
quantity  of  each  size. 


The  little  camera  that  does  big 
things,  for  the  user — 

AND  THE  DEALER 


"IF  IT  ISN'T  AN  EASTMAN 
—IT  ISN'T  A  KODAK" 

As  a  dealer  hantUing  Kodak 
goods,  it  is  to  your  advantage  to 
print  the  slogan  above  indelibly  on 
the  mind  of  every  amateur  photog- 
rapher, for  in  that  way  only  will 
you  be  sure  of  a  permanent  con- 
nection between  the  goods  3'ou  have 
for  sale  and  the  mind  of  the  con- 
sumer. 

Many  dealers  in  their  letters  and 
conversation,  presumably  through 
thoughtlessness,  imply  that  the  name 
"Kodak"  is  applicable  to  other  cam- 
eras, and  in  many  cases  this  im- 
plication lodges  in  the  minds  of  cus- 
tomers. Here  is  an  example  taken 
from  the  "Lost  and  Found"  column 
of  one  of  the  Toronto  dailies : 

KODAK    AT   JACK- 


miniicate    with     123     Shuter     St. 
Dominion  Camp,  Roche's  Point. 


or     Boys' 
O 


Conserve  your  own  interests  by 
making  it  clear  to  all  your  customers 
that  there  is  but  one  Kodak,  and 
you  will  be  doing  a  good  deal  to 
avoid  the  practice  of  substitution, 
direct  or  indirect. 
c 

CORRECTION  IN  CON- 
DENSED PRICE  LIST 

Copy  of  our  1914  Condensed 
Price  List  has  been  mailed  to  all 
dealers.  May  we  repeat,  that  this 
booklet  is  intended  to  show  all  the 
goods  we  have  and  the  form  in 
which  we  have  them. 

Please  note  that  there  is  an  error 
on  Page  24  in  listing  the  Xo.  o 
Graphic  Enlarging  Camera  at  $24.00 
instead  of  $28.00. 


No.  0  BROWNIE.    sp«c^^^^^««N 

Vest  Pocket  Kodaks 

Hoic  mayiy  dozen,  please?  AT  $13.50 


KODAK  TBAiyE  CIRCULAR 


TO  MAKE  THE  SALE 

The  merchant  wlio  makes  the  sale 
is  he  who  has  the  goods  in  stock. 
That's  a  pretty  sure  thing  in  retail 
trade  generally  and  it's  a  dead  cer- 
tainty in  the  photographic  business. 

Trying  to  sell  from  catalogue  has 
spoilt  a  countless  number  of  worth- 
while sales  to  people  who  had  the 
money  to  hand  over  for  the  goods 
which  the  dealer  did  not  have — he 
lost  the  sale.  And  many  a  good 
sale  that  was  to  be.  never  is  realized 
because  the  desire  for  the  goods  was 
repressed  and  killed  by  the  dealer's 
inability  to  show  the  goods. 

Trying  to  sell  from  catalogue 
proves  mighty  expensive,  too,  in  that 
time  must  be  spent  in  talking  and 
poring  over  an  illustration,  to  give 
an  explanation  that  is  at  best  but 
inadequate.  It  stands  to  reason 
that  goods  can  speak  l)etter  for 
themselves  than  can  an  illustration. 
and  realism  is  added  to  your 
sales  talk  by  having  the  goods 
before  you.  You  demonstrate,  and 
not  merely  talk,  and  the  sale  is  made 
all  the  more  quickly  because  your 
prospect  sees  and  realizes  what  he 
is  getting  without  drawing  on  his 
imagination. 

It  is  unwise  to  be  reckless  in  buy- 
ing over  and  beyond  your  require- 
ments, but  under-buying  is  danger- 
ous, too,  for  then  you  practice  the 
"Penny  wise,  pound  foolish"  policy, 
which  hampers  and  undermines 
your  business. 

Keep  your  stock  up  at  all  times. 
of  cameras,  papers,  films,  chemicals 
and  sundries,  remembering  that 
every  sale  you  put  off  on  account 
of  not  having  the  goods  is  as  bad 
as  a  sale  lost,  and  it's  a  ])oor  ad- 
vertisement for  you  to  be  known 
as  the  man  who  is  always  out  of 
stock. 


THE  SALESMAN  WHO 
PLEASES 

Customers,  incredible  as  it  may 
seem,  are  human  beings,  and  have 
preferences — even  though  some- 
times trivial — seeming.  But  these 
apparently  small  prejudices  deter- 
mine whether  the  buyer  sticks  to 
the  store  or  not.  As  the  "Michigan 
Tradesman"  (Grand  Rapids)  puts 
it: 

"I  like  to  be  served  by  the  sort 
of  a  clerk  who  is  willing  to  meet  me 
on  common  ground — neither  too  in- 
dift'erent  nor  too  insistent,  a  clerk 
who  can  sometimes  get  on  the  other 
side  of  the  counter  and  put  him- 
self in  my  place. 

"I  like  the  kind  of  clerks  who 
do  not  stare. 

"The  store  which  has  sickly,  un- 
happy and  tired  clerks  does  not 
attract  my  trade. 

"I  like  a  clerk  who  knows  where 
articles  are  located. 

"I  like  a  clerk  who  never  attempts 
to  substitute  some  brand  or  article 
for  the  brand  or  thing  for  which 
I  ask." 

A  clerk  who  is  large  enough  to 
fill  that  order  almost  invariably  pos- 
sesses the  qualifications  for  some- 
thing better. 


Push: 


Velox  Water 

Color  Stamps. 

Kodak  Magnesium 

Holders. 

Kodak  Negative  Albums. 

Kodak  Portrait 

Attachments. 


KODAK  TRADE  CIRCULAR 


$300,000 

FOR 
AUTOGRAPHIC   PATENTS 

Of  the  many  newspaper  articles, 
sensational  and  otherwise,  concern- 
ing our  payment  of  $300,000  to 
Henry  J.  Gaisman  for  the  auto- 
graphic patents  on  both  cameras  and 
films  none  have  covered  the  matter 
more  correctly  than  the  following 
paragraph  from  the  Xczv  York 
Bvcning  Sun  : 

"The  Eastman  Company  has  realh' 
paid  me  a  good  deal  more  than  S300,"- 
000,"  said  Mr.  Gaisman,  at  his  home, 
45  West  Ninety-fourth  Street.  "That 
is  the  amount  of  the  tinal  settlement. 
I  was  to  have  taken  a  royalty,  but  I 
got  to  thinking  of  the  bother  it  would 
make  for  me  and  for  the  company 
and,  maybe,  for  my  family  when  I  am 
gone.  So  I  told  Mr.  Eastman  I  would 
take  a  cash  payment.  'Very  well."  he 
said.  Til  give  you  $300,000."  A  law- 
yer^ came  in  and  we  fixed  it  up. 

"All  my  dealings  with  the  company 
have  been  as  simple  as  that."' 

A\'ith  such  a  payment  for  the 
patents  and  with  the  increased  cost 
of  manufacturing  the  goods  them- 
selves it  is  but  natural  that  there 
should  be  also  an  increase  in  the 
price  of  the  goods  to  which  the 
patents  are  to  apply.  It  is  now  esti- 
mated that  the  increased  cost  of  the 
films  alone  will  amount  to  $100,000 
per  year.  Nevertheless,  we  are  mak- 
ing no  advance  in  the  films  them- 
selves and  only  a  slight  advance  in 
the  prices  of  the  cameras  to  which 
the  autographic   feature  is  applied. 

To  make  a  practical  working  suc- 
cess of  everything  that  pertams  to 
the  genuine  advancement  of  photo- 
graphy has  always  been  a  Kodak 
policy.  This  autographic  feature 
will,  we  believe,  be  more  far  reach- 
ing in  its  eft'ect  than  anything  that 


has  been  introduced  in  photography 
in  twenty  years.  It  will  assist  in  the 
keeping  of  valuable  data,  will  in- 
crease the  pleasure  in  every  picture 
and  help  the  careful  photographer 
to  better  results. 

The  advertising  will  begin  soon. 

(  Reprinted  from  Eastman  Kodak 
Co.'s  Trade  Circular  for  Auc/ust.) 

a 
YOUR  ORDERS 

Here  is  August,  when  everything 
photographic  is  in  greatest  demand. 
How  about  yotir  stock? 

Those  dealers  who  delay  ordering 
till  the  last  minute  will  be  running 
chances  of  delay,  for  our  Shipping 
Room  will  be  under  the  heaviest 
pressure  then  and  it  is  sometimes 
impossible  to  ship  all  orders  by  re- 
turn. Remember,  too,  that  goods 
for  which  you  have  a  call  but  have 
not  in  stock  will  probably  never  be 
sold  by  you  to  that  customer  for 
the  amateur  is  pre-eminent  in  want- 
ing what  he  wants  when  he  wants 
it,  and  especially  so  in  August. 

Goods  for  holiday  and  week  end 
trade  should  be  ordered  early  in  the 
week  if  you  would  be  certain  of 
having  the  goods  in  good  time. 
Thursday  and  Friday  usually  bring 
an  avalanche  of  orders,  every  soli- 
tary one  to  be  shipped  that  day  stire. 
Sometimes  a  cog  slips  and  some- 
body is  disappointed.  The  remedy 
is  in  yotir  own  hands,  order  well 
ahead  at  all  times,  but  particularly 
dtiring  the  holiday  season. 


''How    to  Make    Good 
Pictures/* 

is  worthy  of   your  constant 


attention. 


KODAK  TRADE  CIRCULAR 


THE  RIGHT  WAY 

Considerable  attention  has  been 
given  in  this  Trade  Circular  to 
the  subject  of  prices  for  amateur 
finishing.  We  have  consistently 
urged  Kodak  dealers  doing  this 
work  to  specialize  on  work  of  the 
highest  quality,  for  which  they  can 
readily  get  good  prices. 

It  is  but  natural  that  this  policy 
should  be  the  most  profitable  to  the 
dealer,  for  anyone  may  compete 
with  him  in  point  of  price,  but  from 
the  point  of  quality  he  may  always 
take  a  higher  stand  than  his  com- 
petitors. 

Amateur  ])hot()graphers  appre- 
ciate work  of  high  quality  and 
quickly  discriminate  in  favor  of  the 
finisher  who  does  such  work,  as 
against  the  other  fellow,  whose  sole 
bid  for  business  is  that  he  will  do 
the  work  for  next  to  nothing. 

Below  is  a  quotation  from  a  let- 
ter received  by  us  from  a  Kodak 
dealer,  whose  position  must  certain- 
ly have  tempted  him  to  take  part  in 
the  cut-price  competition  inaugur- 
ated by  the  other  dealers  in  his 
town.  Notice,  however,  that  he 
appreciates  the  appeal  quality  of 
work  makes  to  the  amateur,  and  is 
conducting  his  finishing  departiuent 
on  a  basis  of  quality  rather  than 
cut  prices : 

"There  are  no  Jess  than  four  other 
dealers   handlinq   different   lines    in 

toicn  :      I'leo    one , 

and One  dealer  is  cutting 

prices  on  developing  to  ^c.  a  roll, 
and  prints.  20c.  and  ^oc.  a  docen. 
but  his  7*.v)r/c  is  not  good,  so  guess 
Tcr  71'///  let  him  go.  Our  7i'ork  is  so 
much  better  than  his  that  'iCe  Zx.'ill 
let  him  hax'c  lehat  cheap  Teork  he 
ca)i  get.  lie  may  keep  on  spoiling 
their  rolls  for  them,     ll'e  Jurve  soit 


rolls  to  all  the  nezv  fellozvs  to  be 
dez'cloped  and  printed,  just  to  see 
7^'hat  they  are  doing,  and  so  far  all 
their  zeork  is  very  bad.  We  think 
they  are  doing  us  a  special  favor 
a)id  emphasising  the  quality  of  our 
zeork.  Since  they  haz'c  started  zve 
haz'c  increased  our  adz'ertising  to 
three  times  any  former  amount,  and 
are  determined  to  hold  first  place 
for  (lurselz'cs  and  Kodaks. 

JJ'e  -zeould  like  to  haz'c  Cuts  Xos. 
2 ^=,4.4.  22yA.  SjiG." 


FOR  YOU 

Dealers  will  please  bear  in  mind 
that  we  are  willing  to  supply  them 
with  ammunition  for  use  in  their 
part  of  the  general  Kodak  campaign. 
This  ammunition  is  in  the  form  of 
abridged  catalogues  of  the  Kodak, 
Brownie  and  Premo  lines.  Your 
name  and  address  will  be  imprinted 
on  the  booklets,  and  they  will  be 
sent  to  you,  in  reasonable  quantities, 
free  of  charge,  if  only  you  will  un- 
dertake to  make  proper  use  of  them. 

These  booklets  are  just  right  size 
for  use  with  a  mailing  list  of  live 
prospects,  small  though  it  may  be, 
for  they  fit  the  ordinary  business 
envelope. 

It  is  certain  that  the  dealer  who 
gets  the  most  profit  from  his  photo- 
graphic department  is  he  who  works 
with  us  in  carrying  the  message  of 
Kodakery  to  the  largest  number  of 
people  in  his  locality.  \\'e  cheer- 
fully undertake  the  heavy  work  in 
the  magazines,  and  other  mediums 
of  wide  circulation.  Will  you  do 
your  share  at  this  the  most  favor- 
able time  of  all?  Mow  many  book- 
lets for  you.  i)lease? 


KODAK  TRADE  CIRCULAR 


RINGING  THE   BELL 

A  BUSINESS  DRAMA  IN  ONE  ACT  AND 
TWO  SCENES. 


Place — Aiu'   Kodak   Dealer's   Store. 
Time — Now. 
Characters — 

Young  Lady  Customer. 

Well    Informed    Salesman. 

Young  Lady  Customer — "Good 
morning.  I  came  in  to  see  if  yoit 
could  afford  me  a  little  advice." 

Well  Informed  Salesman — *'It 
will  be  a  pleastire  I  assure  you." 

}'.  L.  C. —  (  Producing  Kodak  ) 
"My  brother  sent  me  this  Kodak  as 
a  birthday  present  and  I  don't  seem 
to  be  able  to  judge  the  exposures 
correctly." 

fr.  /.  5". — "Let  me  see  it  a  mo- 
ment— Oh  yes,  this  is  a  Xo.  3A 
Kodak,  fitted  with  the  Kodak  Ball 
Bearing  Shutter,  a  very  good  instru- 
ment, and  one  of  our  best  sellers." 

"So  you  are  experiencing  a  little 
difficulty  in  judging  exposures?" 

"Well,  we  have  a  most  excellent 
remedy  for  that."  (Opens  show 
case,  and  takes  out  a  style  A.  A. 
Kodak  Autotime  Scale.)  "Here  is 
a  simple  little  device  that  I  can 
attach  to  the  shutter  on  your  Kodak 
in  a  few  moments,  that  will  auto- 
matically tell  you  jitst  what  expo- 
sure to  give  for  any  out  of  doors 
picture."     (Explains  use  of  scale.) 

Y.  L.  C. — "Why,  that's  just  splen- 
did !  Everybody  told  me  that  there 
was  no  royal  road  to  correct  ex- 
posures, and  that  I  wotdd  just  have 
to  experiment  and  experiment,  and 
I  want  to  make  some  good  picttires 
right  off,  as  I  am  going  on  a  trip 
next  week."  "I'm  afraid  it  costs 
a  lot  of  money  though,  doesn't  it?" 

W.  I.  S. — Yes,  a  whole  one 
dollar." 


}'.  L.  C. —  (In  relieved  tone)  "Oh, 
is  that  all.  Please  put  one  on  my 
Kodak  right  away." 

( W.  I.  S.  quickly  attaches  scale 
to  shutter,  and  places  Kodak  on 
counter.) 

ir.  I.  S. — "You  really  ought  to 
have  a  carrying  case  to  protect  your 
Kodak  on  your  trip."  (^Reaches  up 
on   shelf   and   prodtices   case.) 

F.  L.  r.— "Why  that's  so!  let 
me  have  the  case,  and  about  four 
rolls  of  film — ves.  ten  exposure." 

Jr\  I.  5.— "That  will  be  five 
eighty."  "Thank  you."  (Cash 
register  bell  tingles  joyfully.) 
"Your  change  please,  shall  we 
send  the  Kodak  home  for  you  ?" 

}'.  L.  C- — "Xo  thank  you.  I  feel 
so  much  encouraged  that  I  am  go- 
ing right  out  and  make  some  more 
expostires." 

JJ'.  I.  S. — "I'm  sure  you'll  have 
success.  Bring  in  your  exposures 
and  let  us  develop  them  for  you, 
so  I  can  see  how  you  are  getting 
along.    Good  uK^rning.'' 

Scene  Two^ — Xexf  afternoon. 
(Enter  Young  Lady  Customer.) 

Y.  L.  C. — "^^'elI,  here's  my  first 
exposed  roll.  I  do  hope  thev  are 
good." 

JJ'.  I.  S. — "I  am  sure  they  will 
turn  out  fine."  (  Calls  boy.  )  "Jim- 
mie,  please  take  this  roll  back  to 
Fred  in  the  dark-room  and  ask  him 
to  put  it  through  the  tank  right 
away,  as  the  customer  is  going  away 
and  wants  t(^  know  how  she  has 
succeeded." 

Boy — "Yes  sir." 

JJ\  I.  S. — "I  am  going  to  have 
that  roll  developed  right  away  so 
you  can  see  the  wet  negatives  in 
about  an  hour." 

]'.  L.  C. — "Thank  you  so  much. 
I'll  l)e  back  in  an  hour." 


KODAK  TRADE  CIBCULAR 


.4 II  hour  later. 

(Enter   Y.   L.   C.) 

]\' .  I.  S. — "Just  a  moment  please, 
and  I'll  have  your  film  for  you." 
(  FMiones  to  dark-room — boy  comes 
in  with  film.)  "Xow  let's  see" — 
"Well  those  are  just  fine." 

}'.  L.  C. — "Do  let  me  see" — 
"Why  all  of  them  are  good,  isn't 
that  just  wonderfnl  I  I'm  so  much 
encouraged."  "Xow  I'm  going  to 
take  loads  of  pictures  on  my  trip." 

W.  I.  S. — "The  Kodak  Autotime 
Scale  isn't  the  only  real  good  thing 
in  stock,  so  perhaps  we  can  find 
some  other  things  to  help  make  your 
trip  a  picture  success." 

(W.  I.  S.  shows  and  explains  Ko- 
dak Film  Tank,  Portrait  Attach- 
ment, ]\Ietal  Tripod,  Color  Screen, 
Film  Negative  Albums,  \  elox  Post 
Cards,  and  finally  has  one  end  of 
the  counter  stacked  with  things 
from  the  Kodak  factories.) 

Y.  L.  C. — "You  don't  know  how 
much  I  appreciate  your  assistance. 
Guess  you'll  have  to  send  all  this 
up  to  the  house  for  me."  (Hands 
over  several  vellow  backs.)  "Good 
day." 

W.  I .  S. — "Thank  you  very  much. 
I  wish  you  the  best  of  success. 
Good  day." 

(Turns  to  cash  register  ) — "Guess 
that  will  hold  you  for  a  little 
while."  (  Cash  register  answers  with 
jovful  jingle.  ) 

7r.  /.  i".— (To  himself.  I  "That 
Autotime  Scale  is  the  great  little 
starter  to    friends    for   the   house." 

Note.  Xo  producing  rights 
reserved.  All  dealers  permitted  to 
stage  for  indefinite  run. 


At  Your  Service — 

KODAKERY. 


FOR  MUTUAL  CON- 
VENIENCE 

Our  offer  to  supply  dealers  with 
order  blanks,  made  in  the  June 
number,  still  holds  good.  Orders 
written  on  these  blanks  are  found 
to  be  more  free  from  errors  and 
are  more  readily  intelligible.  For 
the  sake  of  mutual  convenience  and 
speedy  shipments,  please  use  these. 


Dei 'cIop  your  films 
on  tJic  spot. 

A  KODAK 
FILM  TANK 

in  your  vacation  kit  will  show 
your  results  immediately. 

Easy  to  operate  and  always 
reliable — then  too  there's  the 
fun  of  developing  all-by- 
daylight. 

J'lic  Experience  is  in  the  Tank. 
Pricks.  52.50  to  57.5(t. 

RICHARD  ROE  &  CO. 


single  Column  Cut  -i.'vi-B. 
Double  Column  Cut  iTvl-A. 


KODAK  TRADE  CIRCULAR 


KODAK  HEIGHTS 


The  illustration  abdve  is  fnim  a 
drawing  of  our  new  plant,  mention 
of  which  was  made  in  a  former 
number. 

The  illustration  shows  the  layout 
of  the  buildings  which  are  now  in 
process  of  erection,  and  a  good  idea 
is  given  of  the  extent  of  the  pro- 
perty, which  consists  of  twenty-five 
acres. 

Kodak  Heights  has  a  frontage  of 
about  twelve  hundred  feet  along  the 
Canadian  Pacific  Railway,  from 
which  a  siding  is  run  to  the  shipping 


ri^om.  which  will  occupy  the  lower 
tioor  of  building  Xo.  5  in  the  illus- 
tration. Another  switch  runs  to  the 
rear  of  the  plant  around  to  the 
I'ower  House,  for  the  purpose  of 
carrying  fuel  to  the  Power  Plant. 
P)Uilding  Xo.  i  shows  the  Power 
Plant,  comprising  boiler  room  and 
engine  room,  with  cold  storage  and 
electrical  departments.  Refrigera- 
tion will  be  provided  equal  to  the 
melting  of  five  hundred  tor.s  of  ice 
in  twenty- four  hours,  and  power 
will  be  supplied  by  generators  hav- 


KODAK  THADE  CrRCULAE 


CANADIAN    KODAK    CO,  LIMITED. 
KODAK     HEI6HTS, 

TOROKTO,  0«T. 


ing  a  total  capacity  of  one  thousand 
horse  power.  Tlie  smokestack  will 
have  a  height  of  two  hundred  feet, 
with  a  diameter  at  top,  inside,  of 
nine  feet,  at  bottom,  inside,  eighteen 
feet.  This  will  rest  on  a  concrete 
foundation  nineteen  feet  square, 
with  a  thickness  of  five  feet,  itself 
supported  on  a  number  of  concrete 
piles. 

Buildings  Xos.  2.  3.  4  and  5  will 
be  used  for  the  general  manu- 
facture of  sensitized  goods.  Kodaks. 
Prcmos  and  Brownie  Cameras,  and 
our  other  extensive  lines,  with 
whicli  the  general  public  are  so 
familiar. 


The  largest  building,  numbered 
3,  is  460  ft.  long  by  80  ft.  wide, 
five  storeys  high. 

In  building  Xo.  7.  immediately 
in  the  foreground,  will  be  located 
the  general  offices  of  the  Company, 
with  also  such  departments  as  Ad- 
vertising. Testing.  Dining  Rooms. 
Rest  Rooms,  etc..  for  employees. 
This  building  will  be  200  ft.  long, 
60  ft.  wide,  three  storeys  and  base- 
ment. 

Work  is  progressing  rapidly  on 
our  new  plant,  and  next  month  we 
will  re])roduce  photographs  show- 
ing different  portions  of  the  work 
in  progress. 


10 


KODAK  TRADE  CIECULAR 


MAJESTIC  PRINT  DRYER 
No.  4 

The  ^Majestic  Print  Dryer  No.  4 
possesses  many  points  of  superior- 
ity over  print  dryers  heretofore  in- 
troduced. 

It  will  dry  single  or  double 
weight  prints  absolitfcly  flat  -ccitliout 
curl  in  from  fifteen  to  thirty  min- 
utes. 

Its  operation  hereafter  explained 
will  clearly  demonstrate  its  economy 
in  both  time  and  maintenance. 

The  dryer  has  a  capacity  of  four 
rolls.  If  less  than  four  rolls  are 
used,  the  unused  holes  in  the  dryer 
are  closed  by  lids  as  shown  in  the 
illustration. 

Each  drying  roll  consists  of  a 
sheet  of  corrugated  board,  a  muslin 
faced  blotter,  another  sheet  of  cor- 
rugated board,  and  a  hollow  metal 
core. 

The  wet  prints  are  placed  face 
down  on  the  muslin  faced  blotter, 
covered  with  the  plain  blotter, 
rolled  between  the  sheets  of  cor- 
rugated board  around  the  core,  and 
placed    in    the   holes    in    the   drver. 


Heat  from  a  small  gas  plate  (not 
supplied)  placed  about  fifteen 
inches  below  the  fan  is  forced 
through  the  dryer  by  the  action  of 
the  fan. 

The  corrugations  of  the  board 
coming  next  to  the  blotters  on 
either  side  permit  the  heated  air 
to  come  in  direct  contact  with  the 
entire  surface  of  the  blotters  while 
the  metal  core,  being  closed  at  one 
end.  prevents  any  heat  being  lost 
through  the  centre  of  the  roll. 

Each  hole  will  dry  all  the  prints 
than  can  be  placed  on  the  blotter, 
twenty-four  inches  wide  and  ten 
feet  long. 

The  Majestic  Print  Dryer  has 
been  thoroughly  tested,  and  we  can 
heartily  recommend  it  to  the  trade 
as  first  class  in  every  respect. 

THE  PRICE. 

Xo.  i  Majestic  Print  Dryer 
with  electric  fan  (either  di- 
rect or  alternating  current) 
and  four  drvins;  rolls  com- 
plete.     -         :         -         -         -    .S50.00 

Extra    Blotter   Rolls,  each,     -         2.00 

Discount  to  the  trade.  25%. 


Ready  About  September  First. 


IT'S  THE  SIZE.  NOT  THE  PRICE   THAT  SELLS  THE  VEST  POCKET  KODAK. 


KODAK  TRADE  CIRCULAR 


11 


TELL  THE  DENTISTS 

A  very  lively  interest  is  being 
taken  by  the  dental  profession  in 
the  X-ray  for  the  locating  of  dis- 
eased conditions  such  as  the  exact 
location  of  broken  roots,  and  in 
diagnosing  the  nature  of  serious 
diseases  of  the  teeth  and  gums. 
For  this  work  the  Eastman  Dental 
X-Ray  Films  best  serve  the  purpose, 
as  they  are  made  in  four  dififerent 
sizes  to  meet  every  contingency  for 
this  class  of  work,  and  the  two 
smaller  sizes,  for  placing  in  the 
mouth,  have  rounded  corners  to  pre- 
vent cutting  the  lips  or  gums,  and 
are  enclosed  in  light-proof  and 
water-proof  material.  Two  films 
are  in  each  packet,  and  these  are 
exposed  together,  so  that  both  the 
Dentist  and  Roentgenologist  may 
have  a  record. 

The  emulsion  of  the  Xos.  i  and 
2  sizes  is  purposely  rather  slow,  as 
experience  has  proven  that  the  best 
results  in  detail  and  contrast  are 
obtained  with  the  slow  emulsion, — - 
a  longer  exposure  and  a  soft  tube. 
The  emulsion  used  in  X^os.  3  and  4 
is  very  fast,  the  same  as  that  used 
in  the  well-known  Seed  X-Ray 
Plates,   for  body  exposures. 

A  very  profitable  business  can 
be  built  up  with  the  dental  sur- 
geons in  your  city  if  you  but  let 
them  know  that  you  carry  these 
goods  in  stock. 

EASTMAN  DENTAL  X-RAY  FILMS 
THE  PRICE: 

No.    1,    1^    X    l->^    inches,    per 

dozen  pairs,    -        -        -        -    .'P0.()5 

No.  2,  2^/x  X  3  inches,  per  doz- 
en  pairs,  -         -         -         -      2. .30 

No.  3,  i  X  6  inches,  per  half- 
dozen  pairs,    -         -         -         -       I  .C)!) 

No.  4,  8  X  10  inches,  per  half- 
dozen  pairs.    -         -         -         -       'i.-ln 

Disconnt   to  the   trade,   25%. 


THE  MAN  WITH  A  WART 
ON  HIS    NOSE 

What  sells  goods? 

The  only  thmg  that  ever  sold 
anything  to  anybody  was  the  idea 
impressed  upon  the  mind  of  the 
purchaser  that  he  would  benefit  by 
the  transaction. 

Xow  there  is  no  profitable  means 
by  which  you  can  tell  everybody 
you  wish  to  reach,  of  the  advantages 
of  the  goods  you  have  to  sell.  There 
are,  however,  a  number  of  media 
that  can  be  employed,  profitably,  to 
tell  a  majority  of  the  buying  public 
of  such  facts.  In  every  live  com- 
munity some  one  or  two  of  the 
papers  reach  this  majority,  and  that 
you  are  a  regular  user  of  advertis- 
ing space  in  their  columns  is,  or 
should  be,  a  foregone  conclusion. 
P>ut  advertising  space  is  too  ex- 
pensive to  always  tell  yotir  story 
fully,  and  often  the  transient  with 
money  to  spend  is  not  a  reader  of 
the  local  papers. 

You  could  station  a  bally-hoo 
man  at  your  door,  a  la  side  show, 
to  cry  the  virtues  of  your  wares, 
but  the  chances  are  he  wotdd  be 
arrested  for  disturbing  the  peace. 

The  best  connecting  link  be- 
tween vour  goods  and  the  buying 
])tiblic,  next  to  newspaper  advertis- 
ing, and  if  skillfully  used,  on  a  par 
with   it,    is   your   display   windows. 

Display  windows  can  be  used  or 
they  can  be  abused,  they  can  at- 
tract or  they  can  repel. 

The  thing  is  to  get  the  people  into 
your  store — and  that  is  the  hardest 
thing  to  accomplish,  isn't  it? 

Your  display  windows  must,  to 
earn  their  ])roportion  of  the  rental, 
and  this  proportion  is  a  high  one, 
not  only  attract  the  attention  of 
the  jiassersby  but  create  a  desire  for 
what  V()U  have  to  sell. 


12 


KODAK  TRADE  CIRCULAR. 


y^--^.  .:j^.  ^''  ^^^,>,  --^-■4>,'^^^  ; 


A  simple  diiplay  introducing  the  Kodak  Juniors. 
See  page  14 


KODAK  TRADE  CIBCULAE 


13 


A  simply  arranged  display  window  that  will  help  sell   Kodaks. 
See  page   14 


14 


KODAK  TBADE  CIRCULAE 


A  window  display  without  a 
thought  behind  it.  or  a  selhng 
argument,  is  neutral,  and  the  neutral 
does  not  attract. 

Let  us.  for  the  sake  of  argument, 
present  an  exaggerated  case. 

A  man  has  a  wart  on  his  nose — 
on  the  end  of  it.  Said  wart  is 
inoffensive  and  peaceably  inclined, 
yet  the  man  desires  heartily  to  be 
rid  of  it.  He  passes  a  drug  store 
window  filled  with  a  miscellaneous 
display  of  remedies,  toilet  goods 
and  the  like — he  passes. 

In  the  next  block  he  a])proaches 
another  drug  store  with  a  simply 
arranged  window,  and  in  it  he  sees 
a  placard  which  tells  of  a  prepara- 
tion that  will  remove  warts  without 
pain  and  without  leaving  a  blemish 
— he  stops. 

He  stops  because  the  window 
tells  him  of  something  for  which  he 
feels  a  need.  He  enters  the  store, 
and  a  sale  is  made  because  the  win- 
dow display  contained  a  sclliiig 
argument. 

A  miscellaneous  assortment  of 
Kodaks,  tripods,  albums,  trays  and 
the  like  may  be  arranged  in  a  har- 
monious assemblage,  and  it  tells 
the  passer-by  who  understands 
photography  that  the  store  carries 
photographic  supplies — and  that 
is  about  all.  Such  a  display  has 
110  message  for  the  uninitiated. 

Ideas  for  window  displays  that 
will  help  to  sell  the  goods  do  not 
always  come  readily  to  mind  but 
they  can  be  thought  out. 

We  w^ant  to  help  every  Kodak 
dealer  in  making  his  display  win- 
dows earn  their  full  cjuota.  and 
we  are  going  to  devote  a  good  bit 
of  our  time  to  the  planning  and 
arranging  of  simple  window  dis- 
plays that  will  help  sell  the  goods. 
On  pages  12  and  13  we  illustrate 
such    displays    that    can   be    put    in 


by    any    dealer,    and  we    hope    to 

provide  one  or  more  equally  good 

or     better     displays  each     month 
hereafter. 


Those  who  demand 
the  best  results  from 
every  negative,  use 

VELOX 


The  paper  of  unlimited 
adaptability,  always  uni- 
form and  dependable. 


Ask  us  for  the  "Velox 
Book" — a  complete  man- 
ual of  instruction  in  print 
making. 


Richard  Roe  &  Co. 


Four  inch  Single  Col.  Cut  334-B. 
Five  inch  Single  Col.  Cut  335-B. 


KODAK  TRADE  CIRCULAR 


15 


<,f  p' 


tv  ::.^>J 


''  \%^^/i 


r 


When  the  circus  comes  to  town: 

KODAK 

on  the  street,  at  the  grounds  on  all  sides  of 
the  tent,  even  in  the  tent — there  are  pictures 
for  your  Kodak. 

Be  ready  for  the  Big  Show.     It  offers  end- 
less opportunities. 

KODAKS  and  BROWNIES,  $i.oo  and  up. 

RICHARD  ROE   &   COMPANY. 


single  Column  Cut  No.  lA. 


Double  Column  Cut  Xo.  IB. 


16 


KODAK  TRADE  CIRCULAR. 


Let  KODAK  tell 

your  vacation  story 

Every  interesting  incident— all  the  happy 
times — can  be  lived  over  and  over  again  in 
Kodak  pictures— then  too,  there  is  the  fun 
in  Kodaking. 

Let  lis  s/iozu  you  /loic  siniplr  mid  lurxpcusive 
p/iotograp/i]'  is  the  Kodak  icav. 


KODAKS,  57-00  to  560.00. 


BROWNIES.  51.00  to  512.00. 


RICHARD    ROE    &    CO.MPAXY. 


Double  Column  Cut  130A. 


Single  Column  Cut  130B. 


FOR  TRADE  CIRCULATION  ONLY. 


Canadian   Kodak   Co.,  Limited 


Trade  Circular. 


FOR   YOUR  rSTERF.STS  AND  OUR  OHW 


Vol.  XI.     No.    5 


TORONTO,  CANADA 


September,  191 4 


THE  SITUATION 

There  is  no  present  cause  for 
alarm  as  to  the  effect  of  European 
concHtions  on  the  retail  photo- 
graphic business  of  this  country. 

There  is  more  danger  to-day  from 
over  ordering  sensitized  stock  i  m 
the  part  of  consumers  and  dealers 
than  from  a  scarcity  of  raw  ma- 
terials. The  photographer  who  now 
puts  on  his  shelves  the  sensitized 
materials  for  a  year  ahead  in  anti- 
cipation of  a  shortage  will  be  likely 
to  find  himself  later  on  the  pos- 
sessor of  a  lot  of  deteriorated  goods. 
Even  if  at  that  time  there  is  a  ser- 
ious shortage  of  raw  stock,  he  may 
find  to  his  loss  that  the  goods  he  has 
piled  up  have  become  useless  and 
he  will  therefore  not  only  not  be 
any  better  supplied  than  his  neigh- 
bor, but  will  have,  as  well,  lost  his 
investment  in  the  deteriorated 
goods 

PAPERS. 

We  always  carry  heavy  stocks  of 
raw  paper  and  have  on  hand  a  su])- 
pl\-  that  will  last  us  for  a  year  umk'r 
normal  conditions. 

The    Eastman    Kodak    Co.    now 


have  a  paper  mill  of  their  own, 
])uilt  exclusivel}-  for  the  manufac- 
ture oi  photographic  raw  stock,  the 
most  perfectly  equipped  mill  for 
the  purpose  in  the  world.  Prior  to 
the  outbreak  of  the  war  they  were 
l)roceeding  leisurely  with  their 
preparations  for  manufacturing 
their  own  paper  raw  stock.  Nat- 
urally, this  work  has  since  been 
given  special  attention  and  if  the 
war  is  long  drawn  out,  will,  no 
doubt,  be  able  to  save  the  situation 
for  our  customers. 

GLASS. 

W'c  have  a  year's  supply  of  glass 
on  hand.  Furthermore,  glass  mak- 
ers in  the  U.  S.  can  and  have  sup- 
plied glass  of  proper  quality,  but 
lieretofore  have  not  been  able  to 
quite  compete  in  price  with  the  for- 
eign makers.  At  a  slight  increase 
in  price,  glass  suitable  for  plates  can 
unquestionably  be  obtained  from 
these  U.   S.   factories  if  necessary. 

GELATINE. 

We  have  a  liberal  supply  of 
gelatine  on  hand.  For  about  two 
vears  the  Eastman  Kodak  Co.  have 


KODAK  TRADE  CIRCULAR 


made  part  of  their  own  gelatine. 
Just  before  the  war  broke  out  thev 
began  the  work  of  doubhng  the 
capacity  of  their  gelatine  plant.  It 
is  obvious,  then,  that  we  shall  be 
able  to  very  largely  supplement  our 
supply  of  gelatine  from  their  fac- 
tory. 

DEVELOPERS. 

The  princij)al  trouble  in  the  de- 
veloper market  is  panic.  Many  deal- 
ers and  photographers  are  over 
stocked  and  won't  admit  it.  In  the 
last  three  weeks  we  sold  double  the 
usual  amounts  of  Elon.  Hvdro- 
chinon  and  i'yro,  in  spite  of  the  fact 
that,  realizing  the  purely  speculative 
demand  and  desiring  to  conserve 
our  chemicals  for  the  legitimate  con- 
sumer demand,  we  so  cut  down  the 
orders  that  we  shipped  onlv  about 
25%    of   what   we   had   nrd^T-    for. 

We  have  a  supply  of  Klon  in 
stock  and  there  are  quantities  of 
Hydrochinon  in  the  U.  S.  and  more- 
over it  is  being  manufactured  there. 
A\'e  have  a  large  stock  of  Pyro  and 
the  Eastman  Kodak  Co.  are  now 
operating  their  own  Pyro   factory. 

Our  decision  to  accept  orders  for 
developers  for  present  needs  only, 
and  subject  to  market  conditions  as 
to  ]M-ice.  was  made  not  entirely  be- 
cause of  a  shortage  but  because  of 
the  panicky  conditions.  There  has 
been  a  legitimate  rise  in  the  price 
of  some  chemicals,  but  some  of  the 
absurd  prices  quoted  have  been 
made  only  because  of  panic  and 
speculation. 

BUSINESS. 

The  demand  for  photographic 
materials  is  good.  The  visible  sup- 
ply of  raw  materials  may  outlast 
the  war  and  if  it  does  not,  satisfac- 
tory substitutes  are  very  sure  to 
be   found.      Our   faith  in  our  own 


ability  to  continue  to  supply  pro- 
ducts of  Kodak  quality  is  such  that 
we  are  making  no  let-u])  in  our 
aggressive  advertising  and  selling. 

The  consumer  of  and  dealer  in 
photographic  products  has  no  real 
cause  for  alarm. 


PUSH  'EM. 

The  \'el()x  Transparent  \\'ater 
Color  Stamps  and  Outfits  will  prac- 
tically sell  themselves  at  this  sea- 
son of  the  year  if  you  will  but  call 
the  attention  of  your  customers  to 
them. 

Most  of  the  vacationists  have  re- 
turned, with  |)ictures  galore,  and 
it  will  re(|uire  I)ut  little  effort  on 
your  part  to  demonstrate  the  en- 
hanced value  of  the  colored  print 
and  particularly  when  the  coloring 
can  be  so  easily  and  satisfactorily 
accomplished. 

Push  \'elox  Trans])arent  Water 
Color   Stamps  and  Outfits. 

a 

CORRECTIONS. 

Please  note  that  owing  to  typo- 
graphical errors,  the  following  cor- 
rections are  necessary  in  the  new 
Condensed  Price  List : 

On  page  70,  Pocket  Kodak  Film 
is  numbered  "128,"  which  should  be 
"Xo.  102." 

On  page  71.  Kodak  Film  for  En- 
signette  Camera  Xo.  i  i>  numbered 
"129."  The  correct  number  is  "'128,'" 
the  X'o.  129  being  the  number  for 
the  film  supplied  for  Ensignette 
Camera  Xo.  2. 

Prices  extended  on  page  86  for 
Orange  and  Ruby  Glass  are  net. 
as  is  indicated.  The  fact  that  dis- 
count on  Orange  and  Ruby  Glass 
is  extended  in  the  discourit  sheet 
is  due  to  an  oversight. 


KODAK  TEADE  CrRCULAR 


OLD  STYLE  FILMS  IN  3A 
AUTOGRAPHIC  KODAKS 

We  have  had  letters  from  several 
dealers  to  the  eiTect  that  old  style 
films  cannot  be  used  in  the  3A 
Autographic  Kodaks.  We  ])articu- 
larly  call  attention  to  the  following 
paragraph  which  appears  on  a  foot 
note  in  the  direction  sheets  accom- 
panying the  3A  Autograi)hics : 

The  autograph  slot  is  at  the  exact  point 
on  tlie  camera  back  occupied  l)y  the  red 
window  on  the  old  style  camera  backs. 
Old  style  film  nuiy  therefore  be  used  in 
the  Autographic  Kodak  by  locating  the 
numb.er  in  the  slot  insteail  of  through  red 
window.  Open  the  door  but  slightly  and 
/  <■  sure  in  protect  paper  from  direct  skii- 
I  ill  lit. 

Even  this  necessity  i>  very  tem- 
porary, as  beginning  soon  all  of  the 
old  style  3 A  Films  will  have  two 
rows  of  numbers  on  the  pa])er,  so 
that  the  film  can  be  used  equally 
well  in  the  old  style  Kodaks  and 
in  the  Autographies  without  resort- 
ing to  the  expedient  of  using  the 
Autograph  opening  in  the  latter 
as  a  guide  for  locating  the  numbers. 

Now  that  strong  publicity  is  about 
to  begin  on  the  Autographic  Kodaks 
and  the  Autographic  Backs  are  to 
be  supplied  for  old  style  3A  Kodaks 
we  anticipate  that  the  demand  will 
soon  shift  to  autographic  films,  and 
as  such  films  can  be  used  without 
the  slightest  inconvenience  in  either 
the  old  or  the  new  style  3A  Kodaks 
the  demand  will  undoubtedly  shift 
to  the  autographic  film — a  ])robable 
condition  that  ever}-  dealer  should 
look  to  in  making  up  his  orders. 

The  location  of  the  red  window 
in  the  .\o.  lA  (  R.  R.  Txik- )  and 
Xo.  3  F.  P.  Kodaks  is  such  that  no 
changes    in   the    numbers    is    neces- 


>arv  and  the  interchangeability  of 
old  and  new  style  films  in  old  and 
new  style  cameras  is  absolute.  But 
of  course  you  must  have  Autogra- 
phic film  in  Autographic  Kodaks  to 
get  autographic  results. 


3A  FOLDING  POCKET 
KODAK     KODAK  ANAS- 
TIGMAT  LENS  /.8. 

The  Kodak  Anastigmat  lens  /.8, 
has  atYorded  such  universal  satis- 
faction on  the  \>st  Pocket  Kodak 
that  we  have  decided  to  still  further 
extend  its  usefulness  by  equipping 
the  3A  Folding  Pocket  Kodak  with 
this  type  of  lens. 

The  working  aperture  of  /.8,  is 
ample  for  all  ordinary  requirements 
and  this  combined  with  microscopic 
definition  and  flatness  of  field  makes 
the  Kodak  Anastigmat  lens  remark- 
able value  for  the  money.  The  Ko- 
dak Anastigmat  ler.s  /.8.  is  fully 
corrected  and  made  of  first  quality 
Jena  glass,  and  it  will  be  fitted  to 
either  the  Kodak  Ball  1 'earing  shut- 
ter or  the  Kodak  .\utomatic  shutter. 
There  has  been  a  big  demand  for 
the  popular  3A  equipped  with  a 
medium  priced  anastigmat,  and 
this  new  equipment  will  meet  with 
a  hearty  welcome. 

The  demand  for  this  new  outfit 
is  going  to  be  heavy,  so  get  your 
order  in  early.  We  are  going  to 
advertise  and  push  it  with  vigor 
and  will  do  our  part  in  getting  them 
into  your  customer-;'  hands. 

THE  PRICE. 

:!A  F.  p.  Kodak  with  Kodak 
Anastigmat  lens  /'.s ;  Bail  Mear- 
ing  Shutter,     .     ' :^-25.00 

Do.,  with  Kodak  .\utomatic  Shut- 
ter  30.00 

Discount  to  the  trade.  32%. 


KODAK  TRADE  CIRCULAR 


MORE  AUTOGRAPHICS. 

Here  is  a  big  business  stimulant. 

In  the  short  time  that  the  Auto- 
graphic Kodak  has  been  on  the  mar- 
ket it  has  aroused  a  tremendous  in- 
terest and  from  all  points  have  come 
the  queries :  AMien  can  we  have 
Autographic  Kodaks  in  others  of 
the  popular  sizes? 

When  can  we  have  an  Autogra- 
phic Back  to  fit  the  Kodak  we  al- 
ready possess  ? 

The  No.  3 A  size  was  the  logical 
one  with  which  to  introduce  the 
Autographic  feature,  and  while  we 
were  more  than  eager  to  introduce 
other  sizes,  it  has  taken  time  to 
make  the  tools  for  producing  them. 

We  now  have  ready  for  distribu- 
tion .Autographic  Kodaks  in  the  No. 
I A  and  Xo.  3  Folding  Pocket  styles, 
and  will  supply  Autographic  Backs 
for  all  models,  both  Regular  and 
Special,  of  the  Xo.  3  and  Xo.  3A 
Folding  ]\xd<et  Kodaks,  and  for  the 
Xo.  I A  R.  R.  type  and  Xo.  lA 
Special.  Description  and  price  given 
in  detail  at  the  close  of  this  an- 
nouncement. 

Every  amateur  is  interested  in 
the  Autographic  feature,  it  is  valu- 
able from  such  a  variety  of  stand- 
points. The  introduction  of  the  new 
sizes  and  the  supplying  of  the  Auto- 
graphic Backs  cannot  help  but 
greatly  stimulate  business,  and  the 
sale  of  the  Kodak  or  the  Back  does 
not  end  the  transaction.  Every  user 
of  the  Autographic  Kodak  will  in- 
sist on  Autographic  film.  Thou- 
sands not  Kodak  enthusiasts  will 
join  the  ranks — it  means  more  busi- 
ness— more  profit  for  every  Kodak 
dealer. 

Relative  to  the  sale  of  the  Auto- 


graphic Backs  to  be  fitted  to  the 
regular  Kodaks  we  wish  to  call  your 
attention  to  the  following :  Alodels 
of  Xo.  3  and  3A  Folrling  Pocket 
Kodaks  back  of  certain  serial  num- 
bers (given  below  )  had  the  bellows 
frame  attached  with  screws  instead 
of  lugs  as  at  the  present  time.  In 
such  cases  to  prevent  the  screw 
holes  from  interfering  with  the 
Autographic  record  it  will  be  neces- 
sary to  fit  small  platens  over  the  bel- 
lows form.  These  platens  can  be 
adjusted  in  an  instant  and  should 
be  supplied  with  the  Autogra]ihic 
Back.  These  metal  platens  will  be 
black  enameled  and  supplied  to  the 
dealer  in  packages  of  one-half  doz- 
en. In  the  case  of  the  Xo.  3  Fold- 
ing Pocket  Kodak  all  models  with 
serial  number  under  57.240  and  Xo. 
3A  Folding  Pocket  Kodaks  with 
serial  numbers  under  126,900  will 
recjuire  such  platens. 

In  the  later  models  the  Auto- 
gra]ihic  Back  will  fit  interchange- 
ably with  the  regular  backs. 

Occasionally  a  stylus  will  be  U^st 
or  mislaid  and  we  will  su])])h-  them 
in  ]:)ackages  of  one-half  dozen. 

THE  PRICE. 

No.  lA  Autographic  Kodak. 

R.  R.  Leus,  with  Kodak  Ball  Bear- 
ing Shutter .■}<  17.50 

R.  R.  Lens,  with  Kodak  Auto- 
matic  Shutter 22.50 

With  Cooke  Kodak  Anastigmat 
Lens  /.6.3  and  Compound  Shut- 
ter  .39.50 

Xo.  TA  Special  Autographic  Kodak. 

With  Zeiss  Kodak  Anastigmat 
Leus  /.6.3  and  Compound  Shut- 
ter,          49.00 

With  Cooke  Series  IIIA  Anastig- 
mat Leus  f.6.0  and  Compound 
Shutter,       '. 59.50 

With  B.  &  L.  Zeiss  Tessar  Series 

IIB  Lens  f.6.3 59.50 


KODAK  TRADE  CIRCULAE 


No.  3  ArTOGRAPiiic  Kodak. 

R.     R.    Leii!-,    with     Kodak    Ball 

Bearinjr   Shutter $20.00 

R.    R.    Lens     with    Kodak    Auto- 

iiiatic  Shutter 25.00 

With  Cooke  Kodak  Anasti^mat 
Lens  /.6.3  and  Compound  Shut- 
ter,          41.50 

No.  3  Special  Autographic  Kodak. 

With  Zeiss  Kodak  Anastigmat 
Lens  /.6.3  and  Compound  Shut- 
ter,          5LO0 

With  Cooke  Series  IIIA   Anastig- 

mat  Lens  f.6.5, 6L50 

With  B.  &  L.  Zeiss  Tessar  Seiies 

IIB  Lens  f.6.3, 61.50 

Xo.  3A  Autographic  Kodak. 

R.     R.     Lens,    with     Kodak     Ball 

Bearing  Shutter 22.50 

R.    R.    Lens,  with     Kodak     Auto- 

uiatie    Shutter 27.50 

With  Kodak  Anastigmat  Lens 
/.8,  and  Kodak  Ball  Bearing 
Shutter 27.50 

With  Koilak  Anastigmat  Lens 
/'.S  and  Kodak  Automatic  Shut- 
ter,          ;!2.5ii 

With  Cooke  Kodak  Anastigmat 
Lens  f.6.3  and  Compound  Shut- 
ter  50.50 

No.  3A  Special  Autcgraphic  Kodak. 

With  Zeiss  Kodak  Anastigmat 
Lens  f.6.3  and  Compound  Shut- 
ter  63.00 

With  Cooke  Series  IIIA  Anastig- 
mat Lens  /.6.5, 69.50 

With  B.  &  L.  Zeiss  Tessar  Series 

IIB  Anastigmat  Lens  /.6.3,  .      .      7-i.OO 

Disrount  to  the  trade.  32". 

AUTOGRAPHIC  BACKS. 

E.xtra  Atitdgrajihic  I'ack-  will  be 
supplied  to  fit  regular  Kn^aks  as 
follows  : 

For   Xo.  lA   F.   1'.  K..  H.   R.  Type.  .•i;3.5o 

For   Xo.  lA   Special    Kodak.      .  4. on 

For  Xo.  3    F.    P.    K 3.50 

For  Xo.  3    Special    Ko.lak.         .      .      4.00 

For  Xo.  3A  F.    P.    K 3.75 

For   Xo.  3A    Sjiecial    Kodak.      .       .      4.25 

Discount   to  the  tragic,  32%. 


AUTOGRAPHIC  FILM. 

Autographic  Film  will  be  sup- 
plied at  the  same  list  prices  and 
discounts  as  regular  X.  C.  Film,  but 
is  not  furnished  in  "Double-Two" 
Cartridges. 

STYLUS  (for  Autographic  Kodaks). 

These  will  be  furnished  in  pack- 
ages  containing   one-half   dozen   as 

follows : 

For  the  No.  lA,  per  package,  .      .   .$0.25 

For  the  No.  3,   per   package,    .      .        .25 

For  the  No.  3A,  per  package,  .      .        .25 

Discount  to  the  trade,  25%. 

PLATENS. 

No.   3   Platen,  per   package,        .       .    $0.25 

X'o.  3A  Platen,  per  package,     .      .        .25 

Discount  to  the  trade.  25%. 


AUTOGRAPHIC  FILM 
IMPROVEMENT. 

Improvements  are  a  matter  of 
course  with  us  and  we  ask  you  to 
call  the  attention  of  your  customers 
to  the  following  simple,  though  im- 
portant, improvement  in  the  Auto- 
graphic Film. 

\\'hen  the  last  exposure  (Xo.  6, 
lO  or  12)  on  the  roll  of  film  has 
been  made  and  the  autographic 
record  has  been  made,  turn  the 
winding  key  slowly  until  the  letter 
"A"  appears  in  the  center  of  the 
window  on  the  back  of  the  Kodak. 
Raise  the  spring  door  and  write 
the  name  of  the  person  making  the 
exposure  on  the  red  paper,  the  same 
as  when  making  the  other  auto- 
graphic records.  Then  close  the 
spring  door  and  finish  winding  the 
film  and  red  ])a])er  for  removal 
tr(  mi  the  Koilak. 

The  film  is  now  ready  for  the 
finisher  and  when  developed  will 
be  readily  identified  by  the  autogra- 
phic signature. 


KODAK  TRADE  CIRCULAR 


GETTING  INTO  HIGH. 

Kodakery  went  from  low,  into 
second  gear,  with  the  October  num- 
ber— it  will  soon  shift  to  high. 

It  was  started  last  November  with 
a  really  large  edition — was  sent 
gratis  to  dealers  and  to  a  list  of 
amateurs,  then  to  a  few  paid  sub- 
scribers. Of  course,  the  distribu- 
tion to  amateur  camera  purchasers, 
upon  which  its  real  circulation  de- 
pends, was  very  slow  at  the  start. 
It  took  time  to  get  the  gears  to 
mesh.  There  were  no  subscription 
blanks  in  the  manuals  and  people 
were  not  informed  concerning  it. 
For  several  months  we  got  out  the 
same  edition,  using  less  for  samples 
as  this  customer  subscription  list 
grew.  It  has  taken  a  year  to  get 
into  full  swing.  ]\Ionth  by  month, 
as  the  value  of  this  little  publica- 
tion is  appreciated,  the  increase  in 
its  growth  multiplies.  We  shall  soon 
shift  to  high. 

You  can  do  nothing  more  effec- 
tive toward  pushing  for  more  busi- 
ness in  sundries  than  to  see  to  it 
that  everyone  to  whom  you  sell  a 
camera  gets  on  the  Kodakery  list. 
There's  a  subscri])tion  blank  in 
every  manual. 


ALL  UP. 

All  orders  for  Kodak  Juniors 
have  been  filled  and  we  have  stock 
enough  to  ensure  prompt  shipment. 

It  was  a  veritable  avalanche  of 
orders  that  came  upt)n  us  for  these 
cameras,  and  one  that  we  could 
not  very  well  have  anticipated, 
because  it  is  a  matter  of  extreme 
difficulty  to  forecast  definitely  the 
demand  new  goods  will  meet. 

You  know  how  much  in  demand 
Kodak  Juniors  are.  ATeet  that  de- 
mand by  having  the  goods  in  stock. 


KODAK  HEIGHTS. 

Our  new  plant  is  fast  becoming 
a  reality.  Work  is  being  pushed  as 
expeditiously  as  possible,  and  sev- 
eral of  the  buildings  are  quickly 
taking  form. 

With  an  undertaking  of  such  pro- 
portions, a  considerable  amount  of 
time  has  to  be  spent  in  preliminary 
work,  such  as  footings  and  foun- 
dations, before  the  buildings  begin 
to  rise  above  the  ground.  The  pre- 
liminary work  has  been  well  taken 
care  of  and  we  show  on  the  oppos- 
ite page  a  picture  of  the  main  manu- 
facturing building  (Xo.  3)  as 
shown  in  the  general  view  in  August 
issue. 

Every  precaution  has  been  taken 
to  ensure  speedy  yet  perfect  erec- 
tion, and  in  our  next  issue  we  shall 
be  able  to  show  further  illustrations 
of  the  progress  that  is  being  made 
in  the  construction  of  our  new 
home. 


SPECIAL  ATTENTION  NOW 

Special  attention  given  now  to 
IVownie  Enlarging  Cameras  will  be 
am])ly  repaid  by  better  sales  of 
paper  in  large  sizes,  that  will  surely 
result  from  every  camera  sold. 

Enlarging  has  not  been  worked 
thoroughly  by  all  dealers,  and  this 
line  of  work  is  deserving  of  special 
development  during  the  fall  season, 
for  this  field  has  been  a  source  of 
splendid  ])rofit  to  the  few  dealers 
who  have  made  the  most  of  it. 

As  fall  draws  on  interest  in  pro- 
jection work  revives  and  this  creates 
a  good  bit  of  extra  business  for 
the  dealer.  Make  an  effort  to 
develop  this  business  in  your  town 
for  the  discount  on  Royal  Lantern 
Slide  Plates — 40  and  10% — makes 
them  highly  profitable  to  the  dealer. 


KODAK  TEADE  CIKCULAK 


AMATEUR   DELIVERY 
ENVELOPES 

The  amateur  finislier  handling  a 
moderate  amount  of  business  has 
experienced  some  difficulty  in  pro- 
curing an  attractive  delivery  envel- 
ope at  the  right  price. 

After  a  thorough  investigation  of 
the  market  we  are  now  in  position 
to  supply  a  very  attractive  envelope. 
for  the  delivery  of  prints  and  nega- 
tives, at  a  low  cost. 

The  envelopes  are  a  pleasing 
green  color,  the  stock  lending  itself 
well  to  an}-  printing  you  ma}-  desire 
to  have  placed  upon  them  1)}-  your 
local  printer. 

As  shown  by  the  illustration 
there  are  separate  pockets  for  the 
negatives  and  prints. 

THE  PRICE. 

Amateur   Delivery   Envelopes : 

Xo.     1.    for    pl•i^t^S    up    to    I-erlOOnet  Perl.OOOnct 

314  X  414,  .  .  .  $0.50  $4.50 
Xo.    2.   for   iirints   up   to 

4x6, 60  o.nn 

Xo.   3,  for  jirints   uj>   to 

5x7 711  6.00 

a 

DISCONTINUED 

Azo  "A"  Hard  X.  in  l^oth  Single 
and  Double  weights,  has  been  taken 
off    the    market,    because    the    pur- 


poses for  which  this  paper  was  used 
have  been  satisfactorily  met  by 
some  of  our  other  grades  of  Azo. 
Of  course  we  shall  still  supply  Azo 
"A"  in  l)oth  weights,  in  Soft  and 
Hard  contrasts  as  heretofore. 
0 
ROLL  PAPER  RETURNS. 

I'lider  all  ordinar}-  conditions  we 
are  willing  to  receive  sensitized 
paper  for  credit  on  the  usual  terms. 

The  return  of  paper  in  rolls  often- 
times means  practically  a  total  loss 
for  us.  This  is  due  to  the  fact  that, 
owing  to  the  paper  having  been 
rolled,  we  find  it  impossible  to  cut  it 
for  dat  package  sizes  without  pro- 
ducing abrasion  marks.  This  does 
not  mean  that  we  will  not  hereafter 
accept  roll  paper  for  credit  as  usual, 
but  we  do  ask  you  to  co-operate 
with  u>  in  minimizing  this  waste. 

We  ask  }-(iu  to  hold  your  orders 
for  roll  paper  until  the  last  minute, 
until  the  customer  is  practically  .sure 
of  making, use  of  same.  We  will 
pay  particidar  attention  to  rush 
orders  for  all  roll  paper. 
a 

DO  NOT  OIL. 

In  all  of  the  Kodak  and  Brownie 
camera  manuals  appears  the  follow- 
ing warning:  "Do  not  oil  any  part 
of  the  shutter."" 

Despite  this  warning  a  recent  in- 
vestigation in  our  repair  department 
develops  the  fact  that  nearly  fifty 
per  cent,  of  the  shutters  returned 
are  inoperative  because  of  their  hav- 
ing been  oiled. 

It  is  of  course  possible  that  some 
of  these  shutters  did  not  work  prop- 
erly before  anyone  took  them  apart 
and  oiled  them,  but  oiling  will,  in 
every  case,  increase  the  difficulty. 

Please  caution  your  customers 
and  repair  men  against  this  practice. 


KODAK  TEADE  CIECULAE 


AT  THE  EXHIBITION 

Above  is  an  illustration  of  our 
booth  at  the  Canadian  National  Ex- 
hibition held  yearly  in  Toronto. 

It  is  a  truly  national  affair,  inas- 
much as  it  draws  visitors  in  large 
numbers  from  every  Province  of 
the  Dominion,  as  well  as  from  other 
parts  of  the  British  Empire  and 
foreign  countries.  And  it  does  a 
great  work  in  cementing  and  pro- 
moting the  interests  of  Canada  from 
every  standpoint,  particularly  in  the 
fields  of  industry  and  agriculture. 

For  several  ycar>  ])a>t  we  have 
taken  part,  and  shall  continue  to 
do  so  as  long  as  the  Exhibition  lasts, 
for  in  no  other  wav  can  a  fair,  com- 


prehensive representation  be  given 
of  the  manufactures  of  the  country 
than  by  such  an  aft'air,  wherein  are 
to  be  found  all  the  leading  houses 
that  are  doing  their  part  to  build 
up  the  commercial  power  of  the 
Dominion. 

Our  customers  will  note  that  pic- 
tures make  up  the  decoration,  and 
they  are  all  enlargements  from  Ko- 
dak negatives. 

To  the  dealer  who  fails  to  feature 
the  possibilities  of  enlarging,  it 
wiiuld  be  a  good  lesson  to  hear  the 
enthusiastic  comments  and  careful 
enquiries  made  by  amateur  photog- 
raphers who  visit  this  display. 


10 


KODAK  TRADE  CIRCULAR 


READY  FOR  SHIPMENT 

To  meet  the  lieaA'\-  demand  at 
the  hoHday  season,  for  inexpensive 
souvenirs,  you  can  find  nothing 
more  appropriate  to  oiTer  your  cus- 
tomers than  the  191 5  New  Year 
calendar.  The  fine  Hnen  surface 
and  suhstantial  quaHty  of  the  mount 
will  attract  attention  and  make 
large  sales  if  you  but  keep  these 
goods  to  the  front. 

May  we  remind  you  that  orders 
should  be  placed  immcfliately,  for 
the  reason  that  the  demand  is  hard 
to  gauge  and  we  must  necessarily 
limit  our  prcxiuction  by  the  orders 
received. 


SALESMAN  OR  SIGN  POST. 

\\  iiich  is  the  niore  ])rofitable  for 
\()ii.  to  have  your  display  window 
simpl\-  announce  the  fact  that  you 
carr)'  ])hotographic  goods  or  to  con- 
vince the  onlookers  or  rather  iii- 
lookers  that  they  are  in  need  of 
some  of  the  goods  you  handle? 

Which  is  the  better.  Sign  Post 
or   Salesman  ? 

Sign  posts  are  necessary,  but  at 
best  they  can  but  point  out  a  pre- 
determined way — it  is  scIUng  ability 
that  keeps  the  wheels  turning. 

A  good  many  men  in  business 
fail  to  take  the  full  advantage  of 
their  opportunities  for  convincing 
and  selling. 

\\'hen  the  people  come  into  your 
store  they  find  pleasant  surround- 
ings, the  right  goods  and  intelligent 
and  courteous  salespeople. 

IVhcii  they  come  in — but  did  you 
ever  stop  and  think  of  the  thou- 
sands who  pass  your  store,  and  who 
do  not  conic  in,  and  of  the  goodly 
percentage  of  those  thousands  that 
}'ou  could  sell  if  you  could  get  them 
inside  the  door?  You  can  never  get 
them  all  in,  but  you  can  put  enough 
thought  and  care  into  your  window 
displays  to  arrest  the  attention  of 
the  passerby  and  get  a  goodly  per- 
centage of  them  to  come  inside.  In 
your  display  always  ofifer  a  reason 
why  people  should  want  what  you 
have  to  sell,  otherwise  your  display 
is  almost  useless  except  as  a  sign 
post. 

On  page  1 1  we  illustrate  a  simple 
display  that  should  help  put  dollars 
in  the' till. 


SEED  X-RAY  PLATES 

open  a  wa}'  to  extra  profits  for  the 
dealer  who  goes  after  the  business. 


KODAK  TRADE  CIRCULAR 


1] 


A    SEASONABLE    WINDOW    DISPLAY 

See  page  10, 


12 


KODAK  TRADE  CIRCULAR 


THE  EASTMAN  ROTARY 
PRINT  TRIMMER 

The  Eastman  Rotary  Print  Trim- 
mer is  constructed  n])on  an  entireh- 
different  jjrinciple  from  the  ordi- 
nary straight  hlade  trimmer.  As 
sliown  in  the  ilhistration  the  blade 
is  circuhir  in  form,  revolving  upon 
a  spindle  supported  by  two  strong 
track  rods. 

Proper  tension  is  maintained  by 
means  of  a  raw  hide  belt  over  a 
small  drum  attached  to  the  blade. 
A  comfortable  hand  hold  makes  this 
trimmer   exceedingly   easv  to   oper- 


ate, and  at  a  good  rate  of  speed,  as 
the  blade  is  always  in  position. 

The  bed  is  ten  inches  square  and 
is  fitted  with  transparent  guide. 

The  blade  is  protected  by  a  heavy 
wire  guard. 

The  blade  is  self  sharpening,  and 
when  necessary  a  new  blade  is 
easily  attached  by  removing  a  lock 
nut. 


THE  PRICE. 

Eastman    Rotary    Print    1'ri miner, 

10  inch  1  eil,   ' 

Extra  fiittei's,  each,        .... 

Discount  to  the  Trade,  25%. 


$5.01) 


PUSH 


<( 


How   to    make   Good  Pictures 


It  helps  the  amateur  to  better  results 
and  keeps  him  coming  back  to  3'ou. 


99 


FOR  TRADE  CIRCULATION  ONLY. 


Canadian   Kodak   Co.,  Limited 

Trade  Circular. 


"FOR   YOUR  INTERESTS  AND  OCR  OIFN" 


Vol.  XI.     No.    6 


TORONTO,  CANADA 


October,  1914 


Selling  Autographic  Kodaks. 


To  the  majority  of  your  custom- 
ers the  advantages  of  the  Auto- 
graphic Kodak  will  be  instantly 
apparent  and  in  many  instances 
they  will  demand  it.  On  the  other 
hand,  you  will  find  customers  who 
have  not  yet  heard  of  the  Auto- 
graphic Kodak,  or  who  have  given 
but  little  thought  to  its  advantages, 
and  so  will  have  to  "be  shown"  why 
they  should  pay  the  small  advance 
in  price  over  the  regular  models. 

The  advantages  of  the  Auto- 
graphic Kodak  range  as  follows  in 
importance : 

First :    Dating  the  negative. 

Second  :    Titling  the  negative. 

Third  :   Memo  as  to  exposures. 

Xo  one  can  foresee  when  it  will 
be  important  to  know  the  date  a 
particular  negative  was  made.  The 
effort  of  dating  an  exposure  is  so 
slight  that  it  is  well  worth  while 
even  without  expectation  of  its  ever 
being  of  importance. 

If  the  prospective  custcnner  has 
children,  the  im])ortance  of  dating 


eacli  negative  that  he  makes  of  the 
children  should  be  pointed  out  to 
him.  The  family  Kodak  album 
becomes  an  authentic  record  if  the 
date  of  each  picture  of  the  children 
is  entered  on  the  negative.  Every- 
one of  us  who  has  attempted  such 
a  picture  record  knows  how  hard  it 
is.  later,  to  determine  just  the  age 
of  the  little  subjects  at  the  time  the 
picture  was  made. 

It  is  obvious  that  a  great  many 
pictures  do  not  require  a  title,  but 
iust  the  same  almost  every  amateur, 
unless  unusually  methodical,  will 
sometimes  be  puzzled  to  determine 
the  location  of  some  of  the  pictures 
he  has  taken — "Is  this  in  the  Thou- 
sand Islands  or  is  it  up  on  Deer 
Lake?"  "My!  I  cannot  remember  if 
this  street  scene  is  in  Toronto  or 
Vancouver."  Such  instances  are  all 
too  common,  but  the  Autographic 
avoids  them  and  it  makes  a  good 
celling  point.  It  will  not  be  wise, 
pertiaps.  to  dilate  upon  the  advan- 
tage of  entering  the  details  of  ex- 


KODAK  TRADE  CmCULAR 


posure,  stop,  etc.,  to  the  experienced 
amateur,  but  this  should  be  im- 
pressed upon  the  beginner. 

Another  selling  point :  The 
amateur  takes  the  picture  of  a 
friend  or  celebrity,  then  requests 
the  subject's  signature  on  the  pic- 
ture. The  Autographic  Kodak  pro- 
vides the  means  for  putting  it  there 
— permanently. 

Photography  is  used  extensively 
by  engineers,  contractors,  building 
inspectors,  and  the  like,  in  showing 
the  progress  of  important  work. 
It  ^becomes  doubly  valuable  when 
important  dates  or  data  made  at 
the  time  become  a  part  of  the  indis- 
putable photographic  record.  .With 
the  Autographic  Kodak  they  can 
be  made  a  permanent  part  of  such 
record. 

The  grower  of  or  dealer  in  fine 
stock  will  find  the  Autographic 
Kodak  of  value  in  the  photograph- 
ing of  animals  which  he  is  buying 
or  selling  or  is  interested  in,  for 
he  can  place  their  names  and 
official  registration  numbers  indel- 
ibly upon  the  negative  at  the  time 
he  inspects  and  photographs  the 
animals. 

The  Autographic  feature  pro- 
vides a  means  for  making  a  record 
if  desirable,  and  is  in  no  wise  in 
the  way  when  not  required. 

\\  ith  so  slight  a  difl-'erence  in 
cost  no  one  can  aiTord  to  do  with- 
out the  Autographic  feature  be- 
cause it  will  become  a  \ery  useful 
and  valuable  adjunct. 

W'e  have  now  ready  a  folder 
describing  the  Autographic  Kodak 
and  its  advantages,  together  with 
the  prices  of  the  various  models. 
This  circular  will  go  in  the  ordinary 
envelope,  and  can  be  mailed  to  your 
customers  to  good  advantage.  Sent 
on  request  only.  How  many, 
please? 


CHEMICALS 

"The  first  thing  to  do  is  to  keep 
our  heads.  They  are  the  most 
precious  things  left  to  us." 

Such  is  the  very  sane  remark  of 
the  Amateur  Photographer  (Brit- 
ish )  in  commenting  on  the  photo- 
graphic trade  situation.  In  England 
as  in  America  the  price  of  chemi- 
cals has  been  affected  more  by  the 
panic  than  by  an  actual  shortage. 
Hypo,  over  there,  has  been  sold  at 
as  high  as  $8.50  a  hundred,  while 
in  this  country  there  has  been  little 
advance  in  price  of  that  very  neces- 
sary product. 

Everybody  was  misled  at  the 
start.  There  was  panic  here  as 
well  as  abroad  and  most  of  us  had 
a  little  touch  of  it.  The  war  came 
so  unexpectedly  that  there  is  no 
wonder  at  the  panic  which  pre- 
vailed. Conditions,  however,  have 
steadied  and  there  seems  to  be  no 
cause  for  further  alarm. 

On  some  developers  doubling  or 
even  tripling  the  price  has  been 
necessary,  but  the  boosting  of  prices 
six  or  eight  hundred  per  cent,  is 
entirely  uncalled  for  at  the  present 
time  and  can  only  hurt  business  by 
frightening  people  away  from  pic- 
ture taking. 

With  no  ad\ance  in  the  price  of 
film,  paper  or  plates  a  reasonable 
rise  in  the  price  of  chemicals  makes 
so  small  a  difference  in  the  cost  of 
a  photograph  as  to  be  negligible. 
The  dealer  who  stops  people  from 
taking  pictures  by  any  unnecessary 
advance  in  the  price  of  chemicals  is 
simply  hurting  himself. 

We  are  doing  what  we  can  to 
steady  the  situation.  With  orders 
for  more  developer,  in  the  month 
of  August,  than  we  usually  sell  in 
many  months,  it  was  a  bit  difficult 
for  us  to  keep  everybody  happy — 


KODAK  TRADE  CIECULAR 


for  we  had  to  cut  them  down  and 
for  a  few  days  to  even  stop  ship- 
ments on  two  important  items. 

To  make  a  full  statement  a  month 
ago  was  difficult  and  so  we  referred 
to  prices  only  in  a  general  way. 
W'e  believed  that  it  would  be  pos- 
sible to  take  care  of  all  customers 
in  at  least  a  hand-to-mouth  way, 
but  were  not  sure  that  there  w^ould 
not  be  a  still  further  advance  in 
price.  W'e  believed  that  the  short- 
age was  more  imaginarx'  than  real 
and  that  top  prices  had  been 
reached,  and  such  seems  to  have 
been  the  case. 

Even  now  we  can,  of  course, 
make  no  guarantees,  but  the  follow- 
ing article  which  appeared  in  the 
last  issue  of  Studio  Light  (our 
monthly  magazine  for  photograph- 
ers), is  a  frank  statement  of  the 
situation,  to  photographers  and 
dealers,  as  we  now  see  it. 

SPOTS 

When  one  clique  of  men  gets  control 
of  the  visible  supply  of  wheat,  there's  a 
corner — but  not  necessarily  a  shortage. 
There  is  panic  and  a  wild  unevenness  of 
prices. 

\\  hen  a  supply  is  apparently  cut  oflf  on 
chemicals,  when  there  is  uncertainty  and 
when,  wisely  or  not,  certain  people,  in 
order  to  provide  for  the  future  send  out 
buying  orders  in  one  month  for  more 
than  they  had  ever  before  purchased  in  a 
year,  the  situation  is  somewhat  similar. 
There's  panic  and  unevenness  and  there 
is  good  reason  to  construe  as  a  genuine 
shortage  what  is  really  "spottiness." 

Prices  on  chemicals  are  up — too  much 
up,  but  are  not  as  high  as  some  people 
imagine.  Sources  of  basic  supply  are 
still  uncertain,  though  the  situation  is 
improving.  Things  are  not  as  spotty  as 
they  were.  We  are  supplying  Hydro- 
chinon  at  triple  the  former  price,  and 
Elon  at  an  advance  of  50 %,  and  we  are 
selling  Pyro  at  2)2)  1/3%  advance.  Other 
chemicals  have  advanced  somewhat,  say, 
from  10%  to  25%.  Of  course  another 
month  may  see  a  change  in  either  direc- 
tion.     We    cannot    tell,    prices    may    go 


down  nearly  as  fast  as  they  have  gone 
up. 

But  there  is  one  point  that  we  want  to 
make  clear,  and  that  is  that  there  are 
dealers  who,  in  order  to  protect  their 
regular  customers,  paid  extravagant  war 
prices  for  developers,  and  who  in  turn 
necessarih-  charged  in  proportion.  Be 
careful,  before  condemning  your  stock 
house  man  of  extortion.  He  may  have 
had  your  interests  in  mind  as  well  as 
his  own  when  his  purchases  were  made. 
When  a  man  has  failed  at  two  or  three 
points  to  get  a  staple  article  at  any  price, 
lie  is  pretty  likely  to  be  willing  to  pay  an 
extravagant  price  when  he  does  find  it. 

A  really  serious  chemical  famine 
would  have  come  if  we,  and  others,  had 
not  refused  to  fill  in  full  the  extravagant 
orders  that  were  rushed  in  by  mail, 
phone  and  telegraph  a  month  ago.  The 
flurry  seems  to  be  over.  Prices  are  up, 
but  it  must  be  borne  in  mind  that  even 
the  goods  that  are  now  made  in  America 
are  produced  under  conditions  that  are 
far  from  economical.  On  such  as  are 
still  imported,  freight  rates  are  up,  and 
insurance  is  up.  We  shall  raise  prices 
only  as  we  have  to  and  shall  reduce  them 
at  the  first  opportunity.  Speculation  in 
chemicals  is  not  to  our  taste.  We  are 
more  interested  in  steadily  serving  our 
customers  with  papers  and  plates  with 
which  the  chemicals  are  used. 

.\fter  all,  the  advance  in  the  price  of 
chemicals  adds  so  little  to  the  cost  of  a 
picture  as  to  be  negligible.  W^e  shall 
continue  our  policy  of  endeavoring  to  so 
distribute  the  goods  that  immediate 
wants  will  be  taken  care  of.  We  do  not 
believe  that  any  photographer  anywhere 
will  have  to  close  his  studio  on  account 
of  a  lack  of  chemicals.  We  hope  that 
prices  are  not  only  now  at  their  highest, 
but  that,  through  substitutions  and  new 
sources  of  supply,  the  trend  to  prices  be- 
fore many  more  months  will  be  down- 
ward, even  though  the  war  continues  for 
a  vear  or  more. 


A  SIMPLIFIER 

There  are  a  good  many  amateurs, 
particularly  at  this  season  of  the 
year,  who  are  only  occasionally  ex- 
posing a  roll  of  film,  and  making 
but  a  few  prints  at  a  time. 

They  naturally  do  not  wish  to  go 


KODAK  TEADE  CIRCULAR 


to  an}-  more  bother  or  expense  than 
is  absolutely  necessary  in  doing  this 
work.  To  this  class  the  Eastman 
Special  Developer  will  particularly 
appeal  as  it  is  adapted  for  use  with 
either  hlms,  plates  or  paper,  and 
comes  in  a  most  convenient  and 
economical  form. 

Each  tube  or  powder  makes  four 
ounces  of  solution,  and  is  ready  for 
use  in  a  few  moments  whether  for 
negatives  or  prints. 

Call  the  attention  of  your  ama- 
teur customers  to  the  Eastman 
Special  Developer  Powders,  and 
you  will  be  surprised  at  the  number 
of  packages  you  can  sell. 


satisfactory  in  every  instance  with 
articles  advertised  in  reputable 
magazines.  Should  they  have 
proven  unsatisfactor}'  I  would  have 
known  some  reliable  manufacturer 
with  a  reputation  to  maintain  to 
complain  to,  and  this  failing,  the 
advertising  medium,  if  a  first-class 
publication,  will.  I  feel  sure,  either 
compel  satisfaction  from  the  maker 
or  will  make  it  good  itself.  Thus 
my  experience  is,  you  always  get 
your  money's  worth  in  buying  ad- 
vertised goods — at  any  rate  you 
know  you  are  protected.  A\  ith  un- 
advertised  goods  you  have  no  come 
back." 


FAITH  IN  ADVERTISED 
GOODS 

The  dealer  handling  nationally 
advertised  goods — goods  persistent- 
ly and  consistently  advertised — has 
a  tremendous  advantage  over  the 
one  depending  upon  his  own  efforts 
to  sell  goods  of  unknown  make  and 
quality. 

People  do  read  advertisements 
and  furthermore  when  appearing 
in  publications  of  reputation  and 
standing  (and  the  wise  advertiser 
will  not  use  the  others)  they  are 
believed   without   reservation. 

That  this  is  so  is  evidenced  from 
the  following  extract  from  a  letter 
to  Hearst's  Magazine  from  one  of 
its  readers  :  'T  have  bought  Kodaks 
and  Films  because  they  were  ad- 
vertised. Most  of  my  purchases 
are  advertised  products,  because 
in  my  experience  they  have  un- 
doubtedly been  better.  You  know 
exactly  what  you  are  buying.  These 
days  no  man  uses  money  to  adver- 
tise persistently  his  products  unless 
they  have  the  actual  merits  to  make 
good.      My  transactions  have  been 


YOUR  FILMS 

You  want  the  dfsf  from 
every  exposure. 

Our  Finishing  Depart- 
vicnt — In  charge  of  ex- 
perts. 

Our    Pol  in Not    how 

cheap,  but  how  good. 

Our-  Prices —  Reasonable, 
quality  considered. 

Our  Rule — Xo  charge  if 
not  delivered  when 
promised.  Money  back 
if  not  satisfied. 

RICHARD  ROE    &  CO. 


Single  Col.  Cut  'JTl-B.     Double  Col.  Cut.  2-71-.\. 


KODAK  TRADE  CIRCULAR 


THE  RACE  OF  THE 
MONTHS 

There  is  more  camera  business, 
for  those  who  tr\-  for  it.  in  Decem- 
ber than  in  June — or  in  any  other 
month. 

This  is  not  a  guess. 

\\  e  know  of  several  stores  that 
sell  more  Kodaks  in  December 
than  in  any  other  montli.  True, 
they  are  exclusive,  or  nearly  ex- 
clusive, photographic  stores,  and 
cameras,  with  a  few  accessories,  are 
the  only  things  they  have  to  center 
their  winter  energ}-  on. 

Because  once  upon  a  time  there 
was  almost  no  winter  sale  of  cam- 
eras, some  dealers  still  assume  that 
there  is  not  even  now  enough  sucli 
business  to  make  a  special  Christ- 
mas push  worth  while.  What  the 
exclusive  photographic  stores  have 
done  pro\'es  that  they  are  wrong. 
December,  with  some,  is  the  big- 
gest Kodak  month  of  all  the  year. 
It  can  be  made  so  by  any  dealer 
that  tries  to  make  it  so. 

Many  are  putting  their  selling 
efforts  on  hair-brushes,  hand-sleds, 
and  eau  de  cologne — not  because 
there  is  any  reason  for  it.  but  just 
because  it  is  habit. 

And  why  not? 

Because,  when  you  sell  these 
articles  that's  the  end  of  it.  The 
transaction  is  closed,  \\hen  you 
sell  a  Kodak  or  Brownie  the  busi- 
ness has  just  begun. 

Plan  your  Christmas  imsiness 
right  and  your  December  camera 
sales  will  help  you  to  more  profits 
all  the  winter  through. 

The  Eastman  Rotary  Pnut  Trim- 
mer is  specially  designed  for  use  in 
Finishing  Departments.  Simplicity 
itself  in  operation,  and  trims  quickly 
and  accurately. 


1914 

is  a  most  memorable 

year 

for  Kodak  dealers,  in 

that 

it   marks    a    new   era 

,   by 

the    introduction     of 

the 

Autographic  Kodaks. 

1 9 14  is  memorable, 

too. 

in  that  it  has  seen  th 

e  in- 

troduction    of    other 

new 

cameras,  all  of  which 
have  been  and  will  be, 
even  more  so,  widelv  ad- 
vertised to  your  ctis- 
tomers. 

Read  the  "  Race  of  the 
^Months "  on  this  page, 
and  stock  up  with  the 
goods  that  are  in  demand 
for  Christmas  trade:  — 

Autographic  Kodaks, 

Kodak  Juniors, 

Xo.  O  Brownies, 

3A  Kodak  and  \\  P.  K. 

with  Kodak  Anastig- 

mat  Lens  /.  8. 


KODAK  TRADE  CIECULAE 


START   SOMETHING 

Before  a  sale  is  made  you  or 
someone  else  has  to  start  some- 
thing— that  "something"  is  a  desire 
for  what  you  have  to  sell.  Such  a 
desire  may  be  born  of  necessity  or 
through  the  idea  that  its  possession 
will  bring  added  comfort  or  happi- 
ness. 

Thousands  of  people  not  amateur 
picture  makers,  know  more  or  less 
of  the  pleasures  of  Kodakery.  yet 
have  not  had  its  allurements  attract 
them  with  sufficient  force  to  join 
the  Kodak  ranks,  because  just  the 
right  train  of  thought  has  not  been 
started  in  their  minds.  Many  other 
thousands  know  in  a  vague  way 
that  photographs  can  be  made  with 
but  little  effort,  and  let  it  go  at  that. 

We  have  spent  hundreds  of 
thousands  of  dollars  in  the  maga- 
zines and  in  other  forms  of  pub- 
licity in  "starting  something" — in 
endeavoring  to  impress  upon  the 
minds  of  the  people  the  advantages 
and  pleasures  of  the  Kodak.  A\'e 
have  been  successful  because  we 
have  kept  everlastingly  at  it. 

Every  Kodak  dealer  has  the 
natural  desire  to  connect  as  much 
of  this  publicity — directly  with  his 
store  as  he  possibly  can.  How- 
ever, the  dealer,  to  cash  in  the 
fullest  measure  on  our  efforts,  must 
himself  "start  something." 

One  of  the  very  best  methods  that 
can  be  employed  is  the  intelligent 
use  of  the  display  windows.  A  dis- 
play that  contains  a  selling  argu- 
ment— one  perhaps  that  will  not 
strike  the  point  of  contact  with 
every  onlooker,  but  that  will  show 
how  what  you  have  to  sell  will 
afford  pleasure  or  comfort  to 
others,  will  "start  something,"  as 
it    will    set    him    to    thinking    that 


perhaps  it  will  be  of  equal  benefit 
to  him,  through  some  other  applica- 
tion. 

A  window  display  showing  the 
advantages  of  a  certain  safety  razor 
will  not  reach  a  direct  point  of 
contact  with  the  housewife  but  it 
may  "  start  something  " — the 
thought  that  it  may  afford  satis- 
faction to  husband  or  son — and 
the  way  to  another  sale  is  paved. 
A  display  of  the  latest  mode  in 
ladies'  gloves  may  not  strike  the 
point  of  direct  contact  with  Father, 
but  it  may  "start  something"  with 
the  thought  that  Mother  could  use 
half  a  dozen  pairs  to  advantage,  or 
that  the  gloves  in  his  own  pocket 
are  a  bit  worse  for  wear. 

Use  your  display  windows  not 
merely  as  a  show  room,  but  see 
that   they  present  a  selling  idea. 

The  illustration  on  page  7  will 
afford  an  idea  for  the  current 
month. 


KODAK   MAGNESIUM    RIB- 
BON  HOLDERS 

Are  most  useful  in  printing 
from  hard,  dense  negatives,  which 
are  all  but  impenetrable  to  the  regu- 
lar printing  light.  .Such  dense 
negatives  are  to  be  met  with  more 
or  less  frequently  and  often  cause 
a  considerable  waste  of  time  and 
material  in  the  effort  to  print  them 
by  the  light  used  for  negatives  of 
a\erage  quality.  The  light  from  a 
small  piece  of  magnesium  ribbon 
will  quickly  penetrate  the  thickest 
of  these  hard  printers  and  greatly 
economize  time,  as  well  as  avoid 
waste  of  material.  Tell  your  cus- 
tomers— they  appreciate  these  little 
tips  you  give  them. 


KODAK  TEADE  CrBCULAR 


A    SIMPLE    DISPLAY    WITH    A    SELLING    ARGUMENT. 

See  Page  6. 


KODAK   TRADE    CIRCULAE 


PROGRESS  AT  KODAK 
HEIGHTS 

The  illustrations  above  and  on 
page  10  serve  to  record  further 
progress  in  the  erection  of  our 
Kodak  Heights  plant. 

In  our  last  issue  we  showed 
Building  No.  3.  the  main  manufac- 
turing building,  which  is  four  hun- 
dred and  sixty  feet  long,  erected  as 
far  as  the  first  storey.  The  same 
building  is  now  shown,  advanced  to 
the  second  storey,  and  readers  will 
get  a  good  idea  of  its  size  by  noting 


the  depth  to  which  it  extends. 

At  the  far  end  of  the  picture,  the 
chimney  of  the  Power  Plant  is 
visible.  The  erection  of  this  build- 
ing— No.  1  in  the  general  plan  in 
August  Trade  Circular — is  well 
under  way,  as  indicated  on  Page  10, 
where  the  beginning  of  the  steel 
work  is  shown,  as  well  as  a  better 
view  of  the  great  smokestack.  This 
chimney,  200  feet  high,  has  become 
a  conspicuous  landmark  for  the 
surrounding  country,  as  it  overtops 
anything  else  in   that  locality,   and 


KODAK  TRADE  CIBCULAR 


may  be  seen  from  the  tracks  of  the 
Canadian  Pacific  and  (irand  Trunk. 
Western  and  Xorthern  divisions. 

Building  Xo.  5  also  is  rising 
steadily.  Here  will  he  our  Shi]iping 
and  Stock  Rooms,  in  the  lower 
floors,  while  the  upper  floors  will  he 
given  over  to  manufacturing. 

The  foundations  for  the  office 
building — Xo.  7 — are  being  put  in 
now,  and  in  another  month's  time 
we  shall  be  able  to  show  a  general 
view  that  will  more  nearly  do  jus- 
tice to  the  size  of  the  whole  i)lant. 


A  NEW  ENLARGING 
CAMERA 

You  can  start  the  army  of  X"o.  2 
Brownie  users  making  enlarge- 
ments from  their  negatives  by  in- 
troducing the  new  camera  that  has 
been  provided  to  enlarge  these 
negatives  up  to  post  card  size. 
There's  a  splendid  opportunity  to 
liven  up  your  trade,  especially  in 
Special  \"elox  post  cards,  by  push- 
ing these  handy  little  enlargers. 

Xo.  2  Brownie  I^ost  Card  Enlarging  Camera, 
$1.7.">.      Discount.    25    per   cent. 


10 


KODAK  TRADE  CmCULAR 


Beginning  the  Erection  of  the  Power  Plant 


KODAK  TRADE  CIRCULAR 


11 


CHANGE  'EM  ABOUT 

The  senses  become  accustomed 
to  routine.  \\'orkers  in  a  boiler 
factory  converse  without  difficulty. 
The  disagreeable  odor  of  sulphide 
toning  is  unnoticed  by  those  regu- 
larly employed  in  such  work. 
The  eye  soon  fails  to  take  particular 
cognizance  of  forms  or  colors  of 
the  objects  it  sees  every  day  in 
the  same  place. 

It  is  not  far  from  routine  to  rut. 

The  point  is  just  this:  It  pays 
to  change  things  about. 

If  your  customers  come  into 
your  store  and  see  the  same  style 
of  cameras  on  the  same  shelves, 
week  in  and  week  out ;  the  same 
sundries,  samples  of  card  mounts 
and  the  like  always  on  the  same 
counter  or  in  the  same  show  case, 
they  fail  to  notice  them,  and  so 
many  a  possible  sale  is  lost.  On 
the  other  hand  change  things  about 
a  bit.  In  comes  Mr.  Customer.  At 
once  he  detects  the  change.  Well ! 
Well!  What's  this?  Automatic- 
ally, his  senses  are  alert.  He  iiotices 
things  in  your  stock  that  heretofore 
his  eyes  were  practically  blind  to 
because  they  were  accustomed  to 
them,  and  they  were  merely  a  part 
of  the  general  efifect. 

If  you  do  not  beliexe  this  is  so 
just  think  back  to  the  last  time 
your  wife  "house  cleaned." 

She  moved  the  piano  to  another 
corner,  changed  a  picture  or  so. 
and  maybe  placed  your  favorite 
chair  on  the  other  side  of  the 
fire  place.  Did  you  notice  these 
changes? — Of  course  you  did! 

Just  try  this  on  your  customers 
— not  annually  or  semi-annually 
but  every  little  while  and  note  the 
inquiries  regarding  and  sales  of 
goods   that    have   been    in    front    of 


your  regular  customers  all  the 
time  that  they  didn't  see  because 
they  were  always  in  the  same  place. 


IN  MULTIPLES  OF  TWELVE 

(jur  shipping  department  is  an 
extremely  busy  place  and  we  are 
constantly  planning  to  increase  its 
efficiency  so  that  we  may  get  the 
goods  to  you  on  time  and  without 
mistakes. 

When  ordering  film  you  can  aid 
us  materially  in  time  saving  if  you 
will  order  in  multiples  of  twelve, 
instead  of,  say,  ten,  twenty-five, 
fifty  or  one  hundred  rolls,  as  the 
films  are  packed  in  dozens  or  mul- 
tiples of  dozens. 

If  you  order  96  rolls  of  film  the 
shipping  clerk  simply  has  to  re- 
move so  many  complete  packages 
from  the  stock.  If  you  order 
one  hundred  rolls  he  frequently 
has  to  break  open  a  complete 
package  to  obtain  the  extra  four 
rolls,  and  the  checker  has  iour 
additional  items  to  check,  all  of 
which  consumes  valuable  time. 
Please,  when  ordering  film,  order 
in  twelves  or  multiples  of  twelve. 


In  Spite  of  the  War. 


A    shortage   of   Euro- 
pean t03's  ? 

Well,  what  of  it  ? 
You      ha\'e     the 
Brownies. 


12 


KODAK  TEADE  CIECULAR 


"AT  THE  DEALER'S" 

"At  your  dealer's." 

"At  all  Kodak  dealers'." 

Some  such  phraseology  is  a  part 
of  every  one  of  our  advertisements 
of  our  products  to  the  public.  We 
want  our  products  sold  through 
the  dealer — his  aid  and  his  success 
are  vital  in  our  plan  of  distribution. 
We  do  not  seek,  we  do  not  want 
direct  orders  from  the  consumer, 
yet  we  receive  a  number  of  such 
orders. 

There  are  but  three  strong  rea- 
sons for  our  receiving  direct  orders 
from  the  consumer :  No  dealer 
where  customer  is  located :  Cus- 
tomer does  not  know  location  of 
■  dealer  in  his  town :  Dealer  does 
not  have  the  goods  in  stock.  Un- 
less the  customer  is  in  an  isolated 
section  of  the  country  there  is 
usually  a  dealer  not  so  very  many 
miles  from  him,  and  when  the 
order  comes  from  a  town  where  we 
do  have  a  dealer,  it  demonstrates 
in  both  instances  that  the  dealer 
has  not  improved  his  opportunities 
for  making  himself  known. 

As  to  the  third  reason :  It  is 
not  to  be  expected  that  every 
dealer,  and  particularly  in  the 
smaller  places,  will  at  all  times 
have  a  complete  stock.  l)ut  we  re- 
gret to  state  that  a  good  many  of 
our  direct  orders  are  for  goods  that 
every  Kodak  dealer  should  have 
in  stock  at  all  times.  Another 
thing — our  percentage  of  direct 
orders  increases  in  the  more  quiet 
times — just  at  the  periods  when 
every  dealer  should  be  making 
extra  efforts  for  business  and  you 
cannot  do  business  unless  you  have 
the  goods  to  sell. 

Instead  of  filling  direct  orders 
we  would  very  much  prefer  to  refer 
the  customer  to  the  nearest  dealer. 


On  the  other  hand,  the  mere  fact 
that  the  order  has  been  sent  to  us 
indicates  that  the  customer  is  in 
need  of  the  goods,  and  we  are 
morally  obligated  to  get  them  to 
him  just  as  soon  as  possible. 

Where  we  receive  inquiries  re- 
garding our  products,  or  requests 
for  catalogues  or  booklets  we  refer 
the  writer  to  the  nearest  dealer  and 
the  dealers  are  notified  of  such 
inquiry  except  in  a  few  of  the  very 
largest  cities.  Even  in  such  large 
cities  we  write  the  inquirer  to  "buy 
of  his  dealer,"  but  do  not  send  him 
the  dealer's  name. 

It  will  pay  every  Kodak  dealer 
to  advertise  persistently.  Let  the 
people  in  your  town  and  tributary 
territory  know  that  you  handle 
Kodak  goods — Use  your  local 
paper,  not  spasmodically,  lait  regu- 
larly. 

And  Jiai'c  the  goods  in  stock. 
Nothing  will  drive  trade  away 
from  you  more  quickly  than  to 
have  calls  for  standard  goods 
which  you  cannot  fill. 

Advertise. 

Have  the  goods  in  stock. 

MORE  AUTOTIME  SCALES 

We  are  now  ready  to  supply 
Autotime  Scales  as  follows  : 

Style  "J"  for  No.  1  Kodak 
Junior  with  single  lens  and  No.  0 
Ball  Bearing  Shutter. 

Style  "K"  for  No.  1  Premoette 
lunior  Camera  with  Double  Lens 
and  No.  0  Ball  Bearing  Shutter. 

Style  "KK"  for  Premoette  Junior 
Camera  No.  1.  with  Single  Lens 
and  No.  0  Ball  Bearing  Shutter. 

Style  "L"  for  No.  lA  Kodak 
Junior  with  Single  Lens  and  No.  1 
Ball  Bearing  Shutter. 

Price  for  each  style,  $1.00. 

Trade  discount,  30%. 


KODAK  TRADE  CIRCULAR 


13 


^"'     ~-^ 


For  Efficiency  in  the  Finishing  Department 
INSTALL  A 

No.  4  Majestic  Print   Dr^er. 

Will  Dry  Sh/o/e'  or  Double   U'eiohf  Prints  Absolutely  Flat 
Without  Curl  in  from  Fifteen  to    Thirty  Jfi)iutes. 

The  dryer  has  a  capacity  of  four  rolls.  If  less  than  four  compartments 
are  used,  the  others  are  closed  by  lids  as  shown  in  the  illustration. 

The  drying  roll  consists  of  a  sheet  of  corrugated  board,  a  muslin-faced 
blotter,  a  plain  blotter,  another  sheet  of  corrugated  board  and  a  hollow 
metal  core.  After  removing  surplus  water,  the  wet  prints  are  placed  face 
down  on  the  muslin-faced  blotter,  covered  with  the  plain  blotter,  rolled 
between  the  sheets  of  corrugated  board  around  the  core  and  placed  in  the 
dryer.  Heat  from  a  small  gas  plate  ( not  supplied )  is  forced  through  the  dryer 
by  means  of  an  electric  fan.  (The  gas  plate  should  be  placed  about  fifteen 
inches  below  the  lower  edge  of  the  fan.  )  The  corrugations  of  the  board 
coming  next  to  the  blotters  on  either  side  permit  the  heated  air  to  come  in 
direct  contact  with  the  entire  surface  of  the  blotters,  while  the  metal  core, 
being  closed  at  one  end.  prevents  anv  heat  l)eing  lost  through  the  center  of 
the  roll. 

Each  compartment  will  dry  all  the  prints  that  can  be  placed  on  the 
blotter,  twenty-four  inches  wide  and  nine  feet  long. 

THE    PRICE. 
No.  4  Majestic  Print  Dryer  with  electric  fan  (either  direct  or  alternat- 
ing current)  and  four  drving  rolls,  complete         ....       soO.OO 

Extra  Blotter  Rolls,  each     ." -         .  2.00 

DiseoiDit  to  the   Trade,  2j%. 

Canadian    Kodak    Co.,     Limited 

TORONTO,     -     CANADA. 


14 


KODAK  TRADE  CIRCULAR 


ORDER   DEPARTMENT 
SUGGESTIONS 

As  fall  business  is  coming  along 
our  Order  Department  wishes  to 
call  your  attention  to  the  following 
helps  to  the  correct  filling  of  orders, 
and  to  prompt  shipments  : 
Azo  Post  Cards 

A\'e  do  not  manufacture  Azo  Post 
Cards  in  grades  F.  and  H.  As  the 
Azo  list  is  so  extensive,  it  will  be 
well  to  have  the  Azo  price  list  at 
hand  when  making  out  orders  in- 
stead of  trusting  to  memory. 

Seven  Inch  Film  Clips 

Owing  to  the  limited  demand  for 
this  size  we  have  discontinued  the 
manufacture  of  seven  inch  Film 
Clips,  but  still  supply  the  five  and 
three  and  one-half  inch  clips. 
No.  4  Majestic  Print  Dryer 

Orders  for  the  Xo.  4  Majestic 
Print  Dryer  should  specify  whether 
the  electric  fan  is  to  be  used  with 
direct  or  alternating  current  and 
voltage  of  current. 
a 

PLEASE   NOTE 

On  the  Film  Schedule  Cards  sent 
with  September  Trade  Circular 
there's  an  error  made  in  listing 
Autographic  Film  in  "double  two" 
exposures  for  the  Nos.  3  and  3A 
Autographic  Kodaks,  contrary  to 
the  statement  on  Autographic  Film 
made  at  top  of  second  C(jlumn.  Page 
5  of  same  number. 

Another  error  appears  in  our 
1914  Condensed  Price  List,  Page 
50,  in  that  the  prices  for  9x11  Iris 
B.,  C,  D.  and  E.  are  given  at  S6.45 
per  half  gross  and  $12.50  per  gross. 
The  correct  prices  are  $7.20  per 
half  gross  and  $13.75  per  gross. 

Dealers  will  please  note  carefully 
and  bring  these  corrections  to  the 
notice  of  their  clerks. 


X-RAY  BUSINESS 

There's  a  nice  little  bit  of  profit- 
able business  to  be  had  by  every 
dealer  who  gets  in  touch  with  the 
local  surgeons  who  use  X-Ray 
Plates.  Hospitals,  too,  are  large 
consumers  of  X-Ray  Plates,  and 
this  local  business  should  easily  be 
landed  by  the  dealer  with  Seed 
X-Ray  Plates.  Regular  list  prices 
obtain,  with  discount  of  30  and  5 
per  cent. 


KODAK£RY 

A  Magazine  for  Amateur 
Photographers 

rr" "  -  ^^-"' - 


CANADIAN  KODAK  CO..  Limited 
I  TORONTO,  CANADA 


coming  to  your  hoitse  f 

This  beautifully  illustrated  maga- 
zine —  published  by  the  Canadian 
Kodak  Co.,  Limited  —  is  brim  full 
of  helpful  and  interesting  suggest- 
ions for  the  amateur  Kodaker. 

Sent  free  to  everj-  present  purchaser  of  a 
Kodak,  Brownie,  Graflex  or  Premo  camera. 

Come  in  and  enjoy  a  fete  niitmles 
zvith  a  sample  copy. 

RICHARD  ROE  &  CO. 


.single  Col.Cut275-F.      Double  Col. Cut  275-G. 


KODAK  TRADE  CIRCULAR 


15 


EASTMAN  MASK  CHART 


0/4  X  0/2 

Mask   Cut    from 

Eastman 

Mask    Chart 


Tlie  Eastman  Mask  Chart  affords  the 
sim]>lest  possible  means  for  the  production 
of  ]irinting  masks  with  rectangular  o]ien- 
ings  of  any  size  iqi  to  eleven  by  fourteen 
inches. 

As  shown  ])y  the  illustration,  the  chart 
of  non-actinic  paper  is  accurately  ruled  in 
quarter-inch  s])aces  both  ways  from  the 
centre,  and  marked  in  inches,  so  that  all 
that  is  necessar\-  is  to  cut  with  a  shar]) 
knife  to  where  the  lines  i)roducing  the  size 
desired  intersect. 

THE    PRICE. 

Eastman  Mask  Cliart,  5  x    7  outside,  per  doz.  5').  i>j 
8  X  lu       "  "       "  .15 

II  X  14        ••  "       ••  .30 

DiscouiU  to  the  Trade,  33'i  per  cent. 


16 


KODAK  TRADE  CIRCULAR. 


The  greatest  photographic  advance 
in  twenty  years. 


We  have  the  New 

Autographic  Kodaks 

in  Stock. 


Date  and  title  your  nei^atives  permanently 
when  you  make  them. 


The  places  you  visit,  the  autographs  of  friends  3'ou 
photograph,  the  age  of  the  children  at  the  time  the 
pictures  were  made  and  the  date  —  all  these  notations 
add  to  the  value  of  ^^our  picture  record. 

Come  in  and  let  us  show  you  how  simple  it  is  to  title  your 
negatives  with  this  newest  photographic  dev'ice — and  inspect 
our  complete  stock  of  Kodaks,  Brownies  and  photographic 
supplies. 

RICHARD     ROE     &     CO. 


Double  Col.  Cut  229C 


Single  Col.  Cut  229D 


FOR  TRADE  CIRCULATION  ONLY. 


Canadian   Kodak  Co.,  Limited 

Trade  Circular. 


''FOR    YOUR  INTFRFSTS  AND  OVR  OWN 


Vol.  XI.     No.    7 


TORONTO,  CANADA 


November,  1914 


ADVANCE     INFORMATION 
OF  PRICE  REDUCTION 

When  we  began  the  nianufactnre 
of  Anastigmat  lenses  it  was  with 
the  sole  idea  of  improving  the  qnal- 
ity  of  Kodak  work.  A\'e  have  al- 
ways been  scrupulonsly  careful  in 
the  selection  of  both  the  single  and 
the  R.  R.  lenses  used  in  our  cam- 
eras, but.  nevertheless,  had  been 
impressed  with  the  superiority  of 
the  work  made  by  genuine  Anas- 
tigmat lenses;  were  convinced  that 
if  we  could  supply  a  good  anastig- 
mat at  a  price  that  would  induce  a 
wide  itse,  there  would  be  a  still 
further  imj^rovement  in  the  (|ualit\' 
of  Kodak  pictures,  and  that  would 
mean  more  business.  Therefore  we 
set  out  to  make  a  lens  that  would 
give  definition  at  least  equal  to  that 
of  any  .\nastigmat  made.  Extreme 
speed  we  did  not  attempt.  To  make 
a  lens  that,  with  the  fairly  fast 
speed,  /.8,  would  leave  nothing  to 
be  desired  in  flatness  of  field,  free- 
dom from  astigmatism  and  perfect 
definition,  was  ^^\\\■  aim. 

\\'e  first  ])ut  this  len>  out  on  the 
\'est     I'ocket     Kodak.       This     was 


followed  by  the  3.\.  and  we  are  now 
announcing  the  lA  and  3  Kodaks 
with  the  Kodak  Anastigmat  /.8. 

We  have  succeeded  in  making  a 
lens  that  met  everyone  of  the  re- 
quirements. It  has  passed  the  most 
rigid  scientitic  tests  and  has  satis- 
fied our  customers. 

And  now,  after  something  more 
than  a  }ear  of  manufacturing  ex- 
perience, following  several  years  of 
experiment,  we  find  that  we  can 
make  a  very  considerable  reduction 
in  price  on  these  lenses  in  the  A'est 
I'ocket  Kodak  size.  The  \'est 
Pocket  Kodak  with  Kodak  Anas- 
tigmat lens  will  therefore  be  re- 
duced in  ]M-ice  from  $13.50  to 
Si  1.50.  .Vt  the  former  ])rice  it  has 
had  a  good  sale — an  increasing  sale. 
At  Si  1.50  it  should  actuall\-  out- 
sell the  S7.00  model.  Those  who 
])U\-  \  est  Pocket  Kodaks  are.  for 
the  most  ])art,  ])eo])le  win*  have 
other  and  larger  cameras.  They 
purchase,  not  because  of  the  price 
l)ut  because  of  the  size.  Put  it  uj) 
to  them  right  and  you  can  sell  the 
$11.50  model  most  every  time. 

W  bile  we  have  alread\'  bcpun  bill- 


KODAK  TRADE  CIRCULAR 


ing  the  \'est  Pocket  Kodaks  at  the 
reduced  price,  no  pubhc  announce- 
ment will  be  made  until  about  De- 
cember ist,  at  which  time,  however, 
we  shall  do  some  strong  advertising 
for  Christmas  business  on  this  in- 
strument. It  is  going  to  be  worth 
your  while  to  push  all  of  the  Kodak 
Anastigmat  /.8  lenses  because  they 
mean  good  pictures.  We  feel  that 
in  putting  out  such  a  superior  lens 
at  so  small  an  advance  in  price  over 
the  single  lenses  and  R.  R.  lenses, 
the  whole  average  of  amateur  work 
is  to  be  improved.  Incidentally, 
there  is  more  immediate  profit  to 
you. 

The  Anastigmat-equipped  \'est 
Pocket  Kodak  at  $11.50  cannot 
help  bringing  good  Christmas 
business.  The  Kodak  Gift  Case 
will,  of  course,  be  proportionately 
reduced  in  price,  listing  at  $14.30 
instead  of  $16.50. 

It  is  good  business  for  you  to 
make  a  special  effort  with  all  of 
the  Kodaks  with  Kodak  Anastig- 
mat /.8  lenses.  The  \'est  Pocket 
Kodak  thus  equipj^ed  at  $11.50 
ofifers    an    exceptiimal    (ijJpDrtunity. 


AUTOGRAPHIC  BACKS  FOR 

OLD  STYLE    NO.  3  AND 

NO.  3A  F.  P.  KODAKS 

The  backs  of  the  earlier  models 
of  the  Xo.  3  and  Xo.  3A  F.  P. 
Kodaks  were  fitted  with  narrow 
catches. 

To  accommodate  anyone  who  ma}" 
desire  an  Autographic  Back  for  one 
of  these  earlier  models,  we  will 
supply  such  backs  fitted  with  the 
narrow  catches  without  extra 
charge. 

To  insure  correct  adiustnit-nt  the 


Kodak   should  be   sent   to   Toronto 
for  fitting. 


EXCHANGE  OF 

R.  R.  LENSES  FOR  THE 

KODAK  ANASTIGMAT   F.8. 

The  Kodak  Anastigmat  Lens  /.8 
is  right  in  freedom  from  astig- 
matism, in  flatness  of  field  and  in 
microscopic  definition.  The  speed 
/.8  with  full  covering  power,  makes 
the  Kodak  Anastigmat  an  ideal  lens 
for  average  amateur  requirements. 

It  has  not  taken  the  discrimin- 
ating amateur  long  to  discover  these 
facts,  and  there  have  been  many 
demands  for  this  lens  to  be  fitted 
to  Xos.  I  A.  R.  R.  Type.  3  and  3  A 
F.  P.  Kodaks  now  in  use. 

To  accommodate  the  owners  of 
these  Kodaks,  who  desire  to  use 
the  Kodak  Anastigmat  /.8,  we  will 
effect  an  exchange  of  the  optical 
equipment  on  the   following  basis  : 

As  the  shutters  for  the  R.  R.  lens 
cannot  be  adapted  for  the  anastig- 
mat it  will  be  necessary  for  us  to 
furnish  a  new  shutter  complete  and 
the  Kodak  must  be  sent  to  Toronto 
for  fitting. 

Feeling  certain  that  thi>  exchange 
will  be  of  value  to  all  concerned, 
we  will  not  diflferentiate  as  to  the 
shutter  e(|ui|)ment  on  the  Kodak 
returned,  and  will  fit  a  new  shutter 
with  the  Kodak  Anastigmat  Lens 
^8  at  the  following  ])rices : 

The  Price 

Kodak  Auastiyiiiat  Leus,  /.8 
with  Ball  Bearing  Shutter  fitted 
to  the  Xo.  lA  R.  R.  Tvpe,  ?,  or 
;'.A  F.  P.  Kodak,       .       -       -       -     .$10.00 

Kodak  Anastigmat  Lens.  /.8 
with  Kodak  Automatic  Shutter, 
fitted  to  3A  F.  P.  Kodak.     -        -     $15.00 


Discount    to    the    trade. 


32% 


KODAK  TRADE  CIRCULAR 


3 


jirinted  the  firm  name,  or  other 
worchng. 

FeeHng  sure  that  many  Kodak 
dealers  would  Hke  to  make  use  of 
>uch  tape,  we  have  made  arrange- 
ments to  supply  a  first  quality  tape 
at  cost.  Every  eighteen  inches  of 
tlie  tape  will  carry  the  message 
"Take  a  Kodak  with  you,"  and  the 
dealer's  name  and  address. 

This  advertising  tape,  as  it  is 
called,  will  be  supplied  in  two 
widths,  style  No.  2,  18  strands  and 
Xo.  2A.  26  strands.  The  breaking 
strength  of  the  Xo.  2  is  seventeen 
]wunds  and  that  of  the  No.  2 A  is 
twenty-four  pounds. 

We  recommend  the  Xo.  2A, 
although  style  Xo.  2  has  double 
the  strength  of  ordinary  wrapping 
twine. 

A  choice  of  two  colors  is  afford- 
ed, white  center  with  blue  edges. 
i)r  lavender  center  with  white  edges. 

Each  spool  of  style  No.  2  con- 
tains 5.000  yards,  and  the  No.  2 A 
contains  3.000  yards :  no  orders 
accepted  for  less  than  one  spool. 


ADVERTISING   TAPE 

A   Practical   Pfi'.LiciTv    L'tilitv. 

A  neatly  wrapped  and  tied 
package  is  always  appreciated  by 
the  customer,  as  it  creates  the  feel- 
ing that  the  store's  interest  extends 
beyond  the  making  of  the  sale,  and 
that  it  takes  pride  in  the  manner 
in    which    its   goods   are    delivered. 

A  great  many  business  establish- 
ments make  use  of  a  distinctive 
wrapping  ])aper.  but  there  i>  not 
much  individualitv  in  the  urdinarx 
wrapping  twine. 

There  is.  however,  on  the  market 
a  specially  prepared  tape  for 
huiidli.-   wra])i)in^'   1  in    wliicli   can   be 


The  Price. 
Style  Xo.  2,  I  spool,  5,000  yds.,.S  7.80  net 


2 
"  3 

'■  4 
5 

2A   I 


■■   4 


15.20 

22.00  " 

29.20  " 

35-80  •• 

6.50  •• 

12.60  •• 

18.50  •• 

24.50  '• 

30.40  " 


rnit\inii    {iriiiting    on    cntirt'    quantity 
onlereil. 

Above  prices  F.O.B.   Toronto. 


Cuts  for  Display  Adver- 
tising gratis,  on 
request. 


KODAK  TRADE  CIRX'ULAR 


FEATURE   THESE    NOW 

Kodakcry  :  It  was  just  this  time 
last  year  that  a  certain  Kodak  dealer 
hit  upon  a  most  eiTective  scheme 
tor  getting  a  firmer  hold  on  the  ama- 
teur photograjjhers  in  his  town,  par- 
ticularly among  the  youngsters. 

Kodakcry  had  just  been  intro- 
duced, and  he  at  once  set  to  work 
to  interest  the  parents  in  the  maga- 
zine, emphasizing  the  fitness  of  a 
year's  subscription  as  a  souvenir 
from  one  youngster  to  another. 
This  scheme  worked  out  beautifully, 
for  he  got  a  large  number  of  paid 
subscriptions  which,  though  of  no 
great  moment  from  the  actual 
money  point  of  view,  netted  him 
large  returns  in  19 14  from  the  bet- 
ter hold  he  had  on  the  youngsters 
through  the  help  of  the  magazine. 

He  is  going  to  boost  Kodakcry 
subscriptions  again  for  Christmas 
souvenirs,  and  he  counsels  all  deal- 
ers to  use  the  magazine  as  it  is 
intended  to  be  used. 

Laiifcni  Slides:  There's  a  deal 
of  interest  in  Lantern  work  during 
the  long  fall  and  winter  evenings. 
It  is  more  than  worth  your  while  to 
foster  that  interest,  for  the  trade 
develops  c[uickly  and  there's  good 
])rofit  for  the  dealer  in  the  sale  of 
chemicals  and  lantern  plates. 


CAR  SIGNS 

AxD  Othkr  Helps   From   the 
Printer. 

Everything  ])oints  to  a  big  holi- 
day business  for  tlic  Kodak  dealer. 
The  market  will  not  be  crowded 
with  toys  from  abroad — how  easy 
it  will  be  to  suggest  one  of  the 
Brownie  family  as  a  more  than 
satisfactory  substitute! 

Thousands    upon    thousands    oi 


[K'ople  with  Christmas  money  to 
spend  will  have  the  Kodaks  and 
Brownies  brought  to  their  attention 
as  gifts  that  bring  pleasure  for 
every  day  of  the  year.  Our  maga- 
zine campaign  for  the  holidays  is 
unusually  extensive — we  shall  do 
our  utmost  to  make  it  a  Kodak- 
Christmas.  To  help  you  tie  your 
store  direct  to  our  national  Kodak 
and  Premo  advertising  we  have  pre- 
pared three  unusually  attractive  car 
signs,  two  Kodak  and  one  Premo, 
all  in  color.s — see  page  5. 

They  cannot  help  bm  bring  busi- 
ness, so  full  are  the}-  of  the  holi(la\' 
spirit. 

For  the  benefit  of  those  who  have 
not  heretofore  made  use  of  our  car 
sign  service  we  append  the  condi- 
tions upon  which  the  car  signs  are 
furnished.  It  i^  ol)\ious  that  no  two 
dealers  in  the  same  town  would  care 
to  use  the  same  cards.  In  filling 
orders  for  street  car  cards,  we  shall, 
therefore,  give  preference  to  the 
first  dealer  who  ap])lies  from  each 
city  but  will  not  furnish  him  with 
more  than  one  style  of  card  until 
we  are  satisfied  that  the  other  deal- 
ers in  his  town  are  not  interested. 
When  there  is  only  one  dealer  in 
the  city  wdio  uses  the  cards,  he  can 
run  the  full  line. 

The  car  cards  are  standard  size, 
II  X  21  inches,  and  will  be  furnish- 
ed for  street  car  use  only.  They 
are  too  expensive  and  too  perish- 
able for  fence  tacking  or  similar 
purposes. 

In  ordering,  please  state  (juan- 
tity  of  cards  needed  and  indicate 
])\-  number  the  style  wanted. 

At  an  early  date  we  shall  send 
to  every  Kodak  dealer  an  unusually 
attractive  assortment  of  window 
(lis])lay  cards. 

\\'e  have  alwa\'S  given  a  great 
deal  of  thought  to  the  pre])aration 


KODAK  TRADE  CIRCULAR 


l^\er\   outdoor  sport 


-•1       in\'itcs  Noiir 


KODAK 

Add  ro  the  winter's  [ileasinvs  with 
J  Kodak  or  Hrownie.  We  hu\e  just 
what  vou  want. 

RICHARD  ROE  &CX). 

lo-oi    TKll'OI)    .WKMK 


J 


Street  Car  Sign  No.  578. 


The  gift  that's  sure  to  please- 

A  BREMO 

It  makes  photography  easy 
indoors  or  out.  Our  store 
is  full  of  Christmas  sug- 
gestions for  you 

John  Doe  &  Co. 

1234  Premo  Street 


street  Car  Sisjn  No. 


l-()i'  ( 'hristnia^  moininsj;— 

A  Kodak 

\\  C   llLUC   tllLMll   to  .suit 

c\cr\    W'C'C^S — aiul  cxlmv 
pocket  hook. 
Ricliaid    l^^oc   (!s:   Co. 

I  00  I     1  iipod  Avcmic 


street  Car  Sign  No.  57.i. 


KODAK  TRADE  CIRCULAR 


of  display  cards  and  this  year  we 
have  been  more  than  fortunate  in 
the  artistic  co-operation  of  the 
Hthographer  and  the  printer.  You 
will  be  delighted  with  these  dis- 
play cards  when  you  receive  them 
and  they  will  do  their  share  in  busi- 
ness bringing. 

Also,  there  is  the  winter  booklet, 
a  condensed  Kodak  and  Brownie 
catalogue  that  will  fit  the  ordinary 
Inisiness  envelope.  These  booklets 
mailed  to  a  selected  list  of  pros- 
pects have  never  failed  to  produce 
results.  Remember,  however,  that 
while  the  display  signs  are  sent  to 
all  Kodak  dealers,  the  car  signs  and 
winter  booklets  are  sent  on  request 
only. 

How  many,  please  ? 


AUTOGRAPHIC  BACKS 

FOR  NO.  4  F.  P.  K.  AND  NO. 

4A  F.  KODAKS 

Autograi)hic  Backs  for  the  Xo. 
4  Folding  Pocket  Kodak  and  the 
Xo.  4 A  Folding  Kodak  are  now 
ready   for  delivery. 

As  the  bellows  frames  on  these 
two  instruments  have  always  been 
attached  with  screws,  platens  simi- 
lar to  those  supplied  for  use  with 
the  old  style  No.  3  and  Xo.  3A 
F.  P.  Kodaks  will  be  necessary. 

Aiitographie  Back  for  Xo.  4  F.  P. 

Kodak          ------.$  4.00 

Do.,  for  No.   4 A  Fldg.  Kodak     -  4.50 

Platens  for  same,  per  14  dozen   -  .25 

Discount   to   the   trade      -       -       -      '-'rl'', 


1 A  F.  P.  KODAKS  AND  3  F.  P. 

KODAKS   WITH    KODAK 

ANASTIGMAT  LENS  f.8. 

In  this  issue  we  have  considerable 
to  say  about  the  Kodak  Anastigmat 
Lens  /.8  because  it  is  an  important 
factor  in  the  production  of  good — 
better — pictures  by  the  amateur,  and 
that  means  greater  satisfaction  on 
his  part  and  more  business. 

As  stated  on  page  i  we  now  have 
ready  for  shipment  the  No.  lA 
R.  R.  Type  and  No.  3  F.  P.  Kodaks 
equi])ped  with  the  Kodak  .\nastig- 
mat  Lens  /.8  as  follows : 

The  Price. 
lA    F.    P.    K.    R.    R.    Type,    with 
Ball    Bearing     Shutter    and    /.S 
Kodak  Anastigmat  Lens  -       -       $2i).()() 
lA    Autographic    Kodak    with    Ko- 
dak Ball  Bearing  Shutter  and  /.8 
Kodak  Anastigmat  Lens  -       -  22.50 
3     F.     P.    K.    with    Ball    Bearing 
Shutter  and  /'.8  Kodak  Anastig- 
mat Lens, 22.50 

3  Autographic  Kodak  with  Ball 
Bearing  Shutter  and  /.8  Kodak 
Anastigmat  Lens,       -       -       -  25.00 

Discount  to  the  trade,    -       -       -  32% 


V.  p.  K.  FILM  ADAPTER 

The  Adapter  for  use  with  V.  P. 
K.  and  O.  Brownie  film  in  the 
Kodak  Film  Tank  can  be  used 
with  equal  success  in  develoi^ing 
Xo.  O  Brownie  and  V.  P.  K.  Film 
in  the  Brownie  Developing  Box. 

Hereafter  one  of  these  adapters 
will  be  included  with  each  Brownie 
Developing  Box. 


COVER  GLASS  ADVANCED. 

Prevailing  conditions  force  an 
advance  in  Lantern  Slide  cover 
glass  in  case  lots. 

List  price  per  dozen  is  raiserl  by 
fifty  ])er  cent. 

The  Price. 

I^antern  Slide  Cover  Glass,  S^/t   x 

4,  case  of  1108  lights.    -       -        -  .$18.00' 

Ditto,  314  X  31A.  per  case  of  1363 

lights,  -------     18.00 

Discount    to   tlio   trade.     -        -        -      .M)% 


KODAK  TRADE  CIRCULAR 


Make    your  Finishing  Department  more 
efficient   b}'   using 


The  Eastman 
Rotary  Print  Trimmer 

The  easiest  and  simplest  to  operate  be- 
cause it  does  away  with  the  tiresome  work- 
ing, up  and  down,  of  a  long  knife  blade.  A 
self-sharpening  wheel,  accurately  and  firmly 
adjusted,  as  in  the  illustration,  does  the 
trimming  with  speed  and  precision.  Bed  is 
ten    inches    square  with    transparent   guide. 


THE  PRICE. 

Eastman  Rotarx-  Print  Trimmer,   lo-inch  bed,         -        ^15.00 
Extra  cutters,  each.      -  -         -  -  -         -  .25 

Disctnnit  to  the  Trade,  2s^  . 


KODAK  TRADE  CIRCULAR 


KODAK  HEIGHTS 

A  comparison  of  the  illustration 
above  with  that  shown  on  Pages  8 
and  9  of  the  Trade  Circular  for 
October  will  give  a  fine  idea  of  the 
splendid  progress  that  is  being  made 
in  the  erection  of  our  new  plant. 

In  the  earlier  illustration  we 
showed  Building  Xo.  3.  the  large 
main    manufacturing:    unit    of    the 


works,  erected  up  t<)  the  second 
storey,  while  this  month's  picture 
shows  that  it  has  progressed  up  to 
the  fourth  storey.  Particular  atten- 
tion is  invited  to  the  forepart,  where 
the  forms  have  been  stripped  from 
the  columns,  revealing  the  actual 
concrete,  and  attention  is  also  di- 
rected to  the  showing  of  the  two- 
storev   section   of  this   building,   as 


KODAK  TRADE  CIRCULAR 


SI!!!!!!  I  H,!!!!!!!!!  J 


-T*--*Sl 


?.-rs=»" 


well  as  t(i  the  annex  at  the  far  entl, 
in  front  of  the  chimney  of  the  power 
plant  appearing  in  the  picture.  The 
points  are  emphasized,  because  they 
mark  so  well  the  change  that  has 
taken  place  during  the  past  month, 
and  with  the  stripping  of  the  forms 
and  showing  up  of  the  actual  build- 
ing there  is  an  air  of  actuality  con- 
ve\ed,    which    i>   certainh'    clu'crini;- 


to  u>  and  to  those  interested  in 
Kodak  progress.  (  )ur  plan  is  to 
concentrate  on  the  completion  of 
this  building  while  favorable  wea- 
ther prevails,  so  as  to  avoid  work- 
ing with  concrete  in  the  cold  wea- 
ther, which  always  involves  a  cer- 
tain amount  of  risk  from  the  effects 
of  frost  in  the  mi.xture. 

Notice  i)articularlv  that  the  steel 


10 


KODAK  TRADE  CIRCULAR 


window  sashes  are  being  inserted, 
so  that  we  may  be  able  to  carry  on 
work  on  the  interior  fitting  up  of 
the  building,  which  will  contain 
thousands  of  feet  of  pipe  lines  con- 
veying steam,  water  and  l)rine  for 
refrigeration. 

In  the  Kodak  Heights  Works  the 
floors  will  be  of  concrete,  finished 
in  the  most  serviceable  manner, 
from  the  stan<l])()int  of  cleanliness 
and  protection. 

The  platforms  projecting  from 
the  upper  storeys  are  concrete  bal- 
conies for  the  fire  escapes. 

Over  leaf  we  show  a  picture  of 
Building  No.  5,  wdiich  will  house  our 
Stock  Room  and  Shi]:)ping  Depart- 
ment, as  well  as  some  of  the  manu- 
facturing departments.  This  is  the 
first  illustration  we  have  given  of 
this  section  of  the  works,  and  it  will 
readily  be  seen  that  it  is  in  line  with 
the  general  plan  of  constructidu  as 
already  outlined. 

The  steel  work  on  the  Power 
Plant,  the  beginning  of  which  was 
shown  in  our  last  number,  is  near- 
ing  completion,  and  some  of  the 
concrete  work  is  also  finished  on 
this  particular  unit. 

During  the  past  month  Kodak 
Heights  has  afforded  employment  to 
upwards  of  five  hundred  and  fift}- 
men,  and  this  force  will  be  kept 
at  work  for  some  time  to  come. 

On  another  page  of  this  issue  we 
are  oft'ering  our  customers  some 
help  towards  furthering  the  building 
up  of  the  "Made  In  Canada"  idea, 
which  means  in  simplest  terms  that 
"Home  consumers  should  bu\ 
Home-made  products."  All  Kodak 
dealers  know  that  we  already  have 
a  manufacturing  establishment  of 
considerable  size  in  the  City  of 
Toronto,  and  that  is  in  line  with  the 
general    policy    of    the    world-wide 


Kodak  enterprise.  Large  Kodak 
factories  are  turning  out  goods  at 
Harrow,  near  London,  England,  as 
well  as  in  Australia.  We  ourselves, 
for  several  years,  have  been  manu- 
facturing right  in  Canada  upwards 
of  eighty  per  cent,  of  all  the  goods 
we  sell,  ranging  from  cameras  to 
preparations  of  chemicals  in  pow- 
ders and  solutions,  and  with  the  in- 
creased facilities  that  we  shall  have 
at  Kodak  Heights,  virtually  every- 
thing we  market  will  be  truly  en- 
titled to  a  place  on  the  "Made  in 
Canada"  Roll  of  Honor. 


BACK  TO  LIST 

By  reason  of  changes  in  the  chem- 
ical situation  we  are  able  to  bring 
back  to  regular  list  the  prices  of 
the  preparations  named  below,  in 
the  l)illing  of  which  advances  were 
forced  through  the  disturbed  con- 
ditions prevailing : 

Eastman  Pyro  Developer  Pow- 
ders, both  in  tubes  and  in  paper- 
wrapped  packages. 

Eastman  P.  S.  (  Pyro-Soda  )  De- 
velo]:)er. 

Pvro  Tank  Developing  Powders 
for  all  Kodak  Film  Tanks.  Premo 
Film  Pack  Tanks  and  all  Eastman 
Plate  Tanks. 

While  reducing  these  prices  now, 
we  are  unable  to  guarantee  a  con- 
tinued supply  at  these  figures,  be- 
cause the  market  price  of  material 
in  the  future  will  control. 


FOR   SPECIAL   ATTENTION 

( )n  page  9  of  the  (Jctober  Trade 
Circular  we  announced  a  new 
enlarging  camera,  which  is  of  such 
importance  that  we  mention  it  again, 
so   that   no   dealer    will    o\-orlook    it 


KODAK  TRADE  CIRCULAR 


ft' 


12 


KODAK  TRADE  CIRCULAR 


and  lose  the  opportunity  it  affords.      BUY 

This  new  enlarging  camera  for 
2V4  X  3I/4  film  negatives  is  similar 
in  construction  to  the  V.  P.  K.  En- 
larger,  i.e.,  of  small  size  and  of  the 
non-collapsible  type. 

A  rough  estimate  of  the  number 
of  2i/4  X  3I4  negatives  that  have 
passed  through  your  hands  during 
the  last  few  months  will  easily  run 
into  the  hundreds  and  thousands. 
Now's  your  chance  to  get  profit 
from  those  negatives,  as  well  as 
from  the  thousands  of  others  made 
in  the  past. 

Make  a  display  of  these  little  en- 
larging cameras  and  see  that  all 
your  customers  thoroughly  under- 
stand that  they  themselves  can  now 
make  enlargements  of  post  card  size 
from  their  2V4  x  3^4  films  as  easily 
as  they  can  make  X'elox  ]:)rints.  It 
will  be  a  certain  and  eff'ective  stimu- 
lus for  sales  of  post  cards,  paper, 
and  chemicals.  The  ])rice  is  $1.75 
less  25%    discount. 


MADE  IN  CANADA" 
GOODS 


A  NEW  ALBUM 

"Frontenac"  is  the  name  we  have 
given  to  a  new,  Made-in-Canada 
Album  we  are  just  putting  out. 

It  is  decidedl}-  novel  in  its  "lie- 
tlat"  ])rinciple,  by  which  we  mean 
that  the  leaves  are  so  set-in  that 
any  leaf  lies  flat  without  pressure. 

Frontenac  Albums  are  offered  in 
three  sizes,  with  a  choice  of  three 
colors  for  the  covers — Green,  Black 
and  ^^'ine.  The  material  used  is  of 
the  best  cjualitv  and  these  albums 
represent  splendid  value.  Each  al- 
bum is  packed  in  an  attractive  box. 


-Size  of  I,erxf. 
50  black  leaves,  ;1  x  7  - 
oO  blaek  leaves.  7  x  10  - 
50  blaok  leaves,  1 1  x  14  - 
Discount  to  the  tra<le 


Price. 

.$1.25 
1.90 
3.75 

SOVc 


Of  recent  months  a  great  deal 
has  been  said  and  written  to  induce 
the  purchase  by  the  people  of  Can- 
ada of  Canadian-made  goods;  The 
idea  has  much  to  commend  it  to 
loyal  Canadians,  for  the  purchase 
of  goods  manufactured  at  home  in 
preference  to  goods  imported  will 
naturally  tend  to  increase  the  vol- 
ume of  Canadian  business  and  keep 
a  larger  number  of  Canadian  work- 
men employed  in  our  factories. 
Good  business  policA-  will  be  to  let' 
])eo])le  know,  through  your  adver- 
tisements and  window  dis])lays,  that 
at  your  store  is  to  be  found  the 
ideal  Christmas  gift  —  a  Kodak  — 
made  in  Canada  by  Canadian  work- 
men. 

As  a  help  we  have  prepared  an 
attractive  window  display  card  that 
will  be  included  with  other  Xmas 
and  \\'inter  Cards  that  we  will  send 
very  shortly,  and  on  page  13  show, in 
the  form  of  an  illustration,  how  this 
card  ma}-  l)e  used  as  a  centre  for  a 
sim])le  and  attractive  window  dis- 
play. The  dressing  of  a  window 
along  the  lines  suggested  is  a  simple 
matter  indeed,  nothing  whatever  be- 
ing used  except  what  ever}-  dealer 
has  or  can  readily  procure.  The 
card  itself  and  a  bit  of  evergreen 
give  just  the  ]:)roper  tone  to  the  dis- 
|)lay.  while  the  use  of  the  Canadian 
Ensign  as  a  ground  carries  out  the 
"Made  in  Canada"  idea. 

Just  how  many  Christmas  shop- 
])ers  are  going  to  insist  on  getting 
Canadian-made  goods  it  is  impos- 
sible to  estimate,  but  certainly  a 
large  number,  and  the  dealer  who 
makes  his  window  display  along 
lines  suggested  is  the  one  who  is 
eoing-  to  g^et  his  share  of  this  trade. 


KODAK  TRADE  CIECULAE 


13 


Very  little  luateiial  is  neeessarv  in 
ilressing  a  window  as  above.  Canlboaid 
cartons  have  been  used  for  builtliug  uji 
to  give  a  pedestal  effect.  These  cartons 
are  entirely  covereil  over  with  a  large 
Canadian  ensign.  The  patriotic  ribbons, 
which  are  attached  to  the  display  card, 
are  each  one  extended  and   fastened  to  a 


Koihik.  .lust  a  liit  of  evergreen  is  tacked 
u]!  to  break  a  rather  plain  background. 
and  this,  together  with  several  yards  of 
tinsel,  that  at  this  time  of  year  is  readily 
procurable,  give  just  the  proper  holiday 
tone  to  the  display,  while  the  Canadian 
ensign  and  patriotic  ribbons  carry  out 
the   '-Made   in   Canada  ""   itlea. 


14 


KODAK  TRADE  CIRCULAR 


A  SELLING   SUGGESTION 

Here  are  the  outlines  of  a  scheme 
for  sustaining  interest  in  kodakery 
among  your  customers. 

We  lay  no  claim  to  novelty  for 
this  scheme,  but  it  certainly  is  out 
of  the  usual  run,  and  experience 
has  proved  that  it  will  accomplish 
the  purpose  in  view. 

Briefly,  the  scheme  is  founded  on 
the  introduction  of  a  healthy  sort 
of  rivalry  among  your  customers. 
Whenever  you  notice  a  particularly 
good  negative,  from  the  standpoint 
of  interest  or  actual  quality,  among 
the  films  brought  to  you  for  devel- 
oping, make  a  point  of  getting  the 
permission  of  the  owner  to  make  a 
print  therefrom,  which  print  you 
are  to  place  in  a  special  album,  writ- 
ing below  it  all  the  details  you  can 
obtain. 

It  is  a  matter  of  but  a  short  while 
until  your  album  will  contain  sam- 
ples of  the  best  work  of  your  cus- 
tomers, who  will  readily  allow  you 
to  make  the  prints  reciuired.  Of 
course  the  prints  are  all  of  the  best, 
and  carefully  mounted. 

The  use  of  the  album  is  particu- 
larly interesting  on  account  of  the 
great  influence  it  exerts  on  the  mak- 
ing of  sales  due  to  the  local  interest 
of  the  prints. 

Do  not  keep  this  book  on  the  show 
case  containing  your  photographic 
goods,  wdiere  it  can  be  pawed  over 
by  everyone,  but  in  a  special  place 
near  at  hand.  When  talking  to  a 
customer,  produce  the  book  and 
show  the  prospective  purchaser  the 
fine  samples  of  work  done  by  people 
who  live  in  the  same  town,  and  are 
often  known  to  the  would-be  ama- 
teur photographer. 

B}'  this  collection  you  will  be  able 
to  illustrate  your  selling  talk  with 
pictures   of   peculiar    interest   made 


by  the  several  styles  of  cameras 
you  have  for  sale,  thus  assisting  the 
prospect  to  decide  upon  the  par- 
ticular camera  he  desires.  Natur- 
ally, the  quality  of  local  interest 
compels  and  holds  the  attention  of 
the  customer,  and  your  selling  talks 
will  seldom  be  fruitless. 

The  album  used  should  be  of  the 
loose-leaf  style,  allowing  of  addi- 
tions from  time  to  time,  and  over- 
crowding of  a  page  is  to  be  most 
carefully  avoided. 

Your  customers  will  appreciate 
a  place  in  this  album,  and  there  will 
be  a  marked  rivalry  to  have  pic- 
tures "hung  in  the  gallery,"  as  it 
were.  Never  urge  a  customer  for 
permission,  because  it  is  not  neces- 
sary. 

a 

PUSH  ALBUMS  NOW 

For  Duplicate  Christmas  Sales. 

Prints  to  the  right  of  him,  prints 
to  the  left  of  him,  prints  all  around 
him  is  the  condition  of  many  an 
amateur  at  the  present  time. 

The  vacationist  has  returned,  he 
has  developed,  he  has  printed,  but 
in,  alas,  too  many  cases  his  prints 
are  still  lacking  a  permanent  home. 

.Now  is  the  time  to  talk  albums — - 
and  the  higher  priced  ones.  Ever}- 
live  Kodaker  has  greatly  enhanced 
his  collection  of  choice  prints  dur- 
ing the  summer — he  has  had  time 
to  sort  them  out,  and  now  wants  a 
fitting  setting. 

Every  album  sold  now  paves  the 
way  to  additional  album  sales  for 
Christmas.  Let  the  amateur  look 
over  his  nicely  arranged  summer 
album  and  at  once  comes  the 
thought :  "Why  not  a  duplicate  set 
of  prints  in  a  similar  album  as  a 
Christmas  remembrance  ?'" 

Push  the  album  sales  now  and 
watch  them  repeat  in  December. 


KODAK  TRADE  CIRCULAR 


15 


REPEATS  FOR  CALENDARS 

Repeat  orders  for  the  191 5  Xew 
Year  Calendar  should  be  placed  at 
the  earliest  possible  moment,  for 
the  reason  that  quantities  manufac- 
tured are  based  on  the  orders  in 
sight,  because  of  the  seasonable  na- 
ture of  the  goods. 

Calendars  should  be  more  in  de- 
mand this  year  than  ever  before, 
and  particularly  high-quality  goods, 
made  in  Canada,  such  as  this  Xew 
Year  design,  because  the  supply  of 
similar  articles  from  Continental 
Europe  has  been  cut  off. 

The  dealer  who  stocks  these  goods 
and  makes  a  point  of  bringing  them 
to  the  notice  of  all  his  customers 
at  all  times,  especially  to  those  who 
have  their  developing  and  printing 
done  at  his  store,  and  right  when 
the  prints  are  being  delivered,  will 
make  a  nice  bit  of  extra  profit  at 
the  coming  holiday  season. 
a 
THE  FLASH  SEASON 

November,  with  its  short  days 
and  long  evenings,  begins  the  sea- 
son of  social  activities  among  the 
younger  folk,  with  their  small  in- 
formal parties  and  gatherings  in 
one  another's  homes.  At  every  one 
of  these  little  gatherings  you  can 
find  at  least  one  amateur  photog- 
rapher, who  would  be  willing  and 
anxious  to  make  flashlights  of  the 
parties  he  attends,  if  he  were  not 
deterred  by  a  false  notion  of  the 
difficulty  of  the  work. 

The  dealer's  cue  right  now  is  to 
put  Flashlight  Photography  ti)  tin- 
front  and  to  keep  it  there  by  un- 
ceasing pushing. 

There's  a  vast  field,  as  yet  un- 
worked  as  it  should  be.  for  making 
sales  and  building  up  business  in 
Flashlight    I'hotography. 

Round     out     your     ]:)hotograpliic 


}ear  into  twelve  full  months  and 
make  the  "off  season"  obsolete  by 
boosting  flashlight  pictures  among 
your  customers.  It's  easy  to  do  so, 
for  we  aft'ord  splendid  means  for 
educating  the  amateur  in  our  book- 
let— "15y  Flashlight";  it's  free,  and 
will  do  the  work  with  a  little  push- 
ing on  your  part.  How  many  book- 
lets for  \ou  ? 


A  QUARTER  OF  A  DOLLAR 

It  take>  but  four  (juarters  to 
make  a  whole,  and  many  whole  dol- 
lars can  be  added  to  your  daily 
sales-strips  if  you  make  it  your 
business  to  pull  in  the  loose  quarter- 
of-a-dollar  that  every  amateur  pho- 
tographer is  ready  to  spend  for  his 
copy  of  "How  to  Make  Good  Pic- 
tures." 

"H.T.M.G.P."  is  intended  to  be 
the  amateur's  manual  and  familiar 
guide  in  his  work,  and  it  fulfills  its 
assigned  task  with  admirable  satis- 
faction to  everyone.  There's  no 
"Season"  for  these  books  and 
there's  no  reason  for  the  dealer  to 
banish  them  to  the  darkness  of  a 
drawer  or  cupboard  at  any  time, 
unless  he  does  not  want  the  (|uar- 
ters  they  will  bring. 

Every  business  day  of  every  week, 
all  year  around,  keep  the  book 
to  the  front.  There's  a  special  "zip" 
to  the  ring  of  your  cash  register 
as  it  records  the  entry  of  one  of 
these  loose  quarters,  because  you 
know  that  you  have  done  something 
to  make  your  customer  a  better 
l)hi  >togra])hcr. 


ALBUMS 

This  is  the  time  of  year  to  push 
the  higher  priced  .\lhums  show  the 
Kodak,  Interchange  and  Tiber  see  page 
14. 


16 


KODAK  TRADE  CIRCULAR 


BROWNIE 


So  easy 


Nothing  to  puzzle  voung  heads  in  the  Brownie  way 
of  making  pictures — none  of  the  bothersome  details 
that  take  awav  half  the  fun. 

Boys  and  girls  can  enjoy  a  Brownie  right  from  the 
start.  And  they  never  outgrow  its  efficienc}-.  Popular 
with  grown-ups,   too. 

$1.00  to  $12.00 
RICHARD  ROE  &  COMPANY 


single  Col.  Ul'.B. 


Double  Col.  li;.'>A. 


FOR  TRADE  CIRCULATION  ONLY. 


Canadian   Kodak   Co.,  Limited 

Trade  Circular. 


■FOR    YOCR  IXTFRFSTS  AND  OUR  OIUN" 


A  Sali:  Ci.oskr. 


Vol.  XI.     No.    8                            TORONTO,  CANADA                             December,  1914 

FOR   THOSE    WHO    TRY  Our     Christmas     advertisino-     ;s 

FOR    IT.  \'-'''>'    extensive — millions    arc    now- 
receiving      the      suggestion:      "I'dr 

In  the  October  Tradk  CiRcri.AR  Christmas    Morning— a    Kodak." 

we    said.    "There    is    more    camera  y^,^^  ^..^,1  ^^„-,i  that  suggestion  in- 

Inisiness   for  those  who  try   for   it.  to  good  hard  cash— ;/  A'o;/^ /m' /"<)/- /7. 

in    December    than    in    June — or    in  '^ 
any  other  month."" 

'j'or  those  icho  try  for  it — there  is  «  KODAKERY." 
the  gist  of  the  whole  matter.  \'ou 
have  got  to  concentrate  and  ])ush 
to  get  the  business  in  any  line  and  It  won't  do  a  l)it  of  harm  some- 
it  certainly  stands  to  reason  that  where  in  the  progress  of  the  sale 
it  i>  good  business  to  concentrate  of  a  Kodak.  I'rownie.  Trenio  or 
on  and  ])ush  the  goods  that  kee])  Ciraflex  Camera  to  call  the  ens- 
the  customers  coming  back  to  you.  tomer"s    attention    to    the    fact    that 

With    the    sale    of    the    average  a  \ear's  subscri])tioii  to  "Kiulakery"" 

holiday    novelty    the    transaction    is  i'^  included  in  the  inn"chase  i)rice. 

closed    with    the    one    sale.         With  It    will    also    be    a    good    idea    to 

the    sale    of    a     Kodak,     I'remo    or  ha\e  the  file  of  "Kodaker}""  hand}- 

IJrownie    xouv    relations    with    that  >o  \-on  can  show  how-  attractiw  the 

customer  have  just  begun.  little    magazine    is.    and    how    great 

Su]iposing   the   camera    >old    goes  a   benefit    it    will   be   to   the   i)ro>pec- 

to    a    distant    i)oint  ?       Well,    what  tixe   kodaker. 

of  it?  Where\-er  that  camera  goes  "Kodakery"  camiot  hell)  impress- 
it  means  more  business  for  >onie  ing  the  customer  with  the  tact  that 
dealer,  and  a  good  man\-  cameras  interest  in  him  and  hi^  success 
will  be  coming  to  \(iur  town  from  doe>  not  end  with  the  ^ale  ot  the 
other  points,  st)  the  matter  evens  camera.  In  man\-  cases  it  will  be 
up.  the  deciding   factor  iu  the  sale. 


KODAK  TRADE  CIRCULAR 


WINTER  TRADE. 

It  is  becoming  more  and  more  out 
of  style  for  Kodak  dealers  to  banish 
their  >t(>ck  of  Kodak  goods  from 
the  sight  of  the  public  during  the 
winter  months.  Every  winter  finds 
more  and  more  Kodak  dealers  mak- 
ing a  bid  for  business  on  the  theory 
that  Kodaker}-  is  an  all-the-_\-ear- 
round  pastime. 

The  average  amateur  photo- 
grapher is  notoriously  quick  to  take 
a  hint  and  when  the  dealer  hints  to 
him  that  the  season  has  arrived  to 
quit  making  pictures  the  amateur  is 
very  likely  to  act  upon  the  sugges- 
tion, and  he  quits. 

Hints  from  the  dealer  to  (|uit  are 
not  offered  in  words.  Init  remember 
that  actions  >])eak  louder  than 
words,  and  the  withdrawal  of  }'our 
photographic  goods  from  sight  is  a 
most  positive  hint  to  consumers  of 
such  goods  that  they  should  quit. 

Round  out  _\our  ])hotographic 
year  into  twelve  full  months  and 
make  the  off  season  theory  obsolete 
by  consistent  and  persistent  pushing. 

P.ring  before  them  the  charms  of 
Home  Portraiture.  This  will  help 
you  sell  cameras  and  film  and  paper, 
as  well  as  jxirtrait  attachments  and 
fiashlight  material. 

Keep  u])  your  dis])lays  and  make 
an  effort  to  interest  \'our  customers 
in  winter  i)hotogra]ih\'  outdoors. 
L'se  pictures  of  local  winter  scenes 
to  dress  your  windows  ft)r  they 
will  add  strength  to  your  appeal  and 
reveal  possibilities  in  winter  photo- 
graph}- which  your  customers  have 
never  a])preciated. 


A  REAL  ARGUMENT. 

Substitute  "Film""  or  "raiier""  for 

:and\'  in  the  following"  extract  from 


Printers'  Ink  and  the  sense  of  the 
article  applies  very  well  to  the 
]5hotographic  trade : 

"When  a  merchant  fails  to  keep 
watch  on  how  his  goods  are  moving, 
he  not  only  fails  to  turn  over  his 
stock  as  fast  as  he  should,  but  he 
also  kills  oil  his  trade.  He  forgets 
just  how  old  his  stock  is  and  every 
once  in  a  w  bile  sells  a  box  of  candy 
that  is  not  up  to  the  standard — that 
has  grown  hard.  And,  of  course, 
the  customer  finds  it  out,  figures 
that  he  has  been  stung,  and  trans- 
fers his  trade  elsewhere."' 


SOLUTIONS  BY  FREIGHT 
IN  WINTER. 

Reprinted  from  December.   191 2. 
Circular. 

It  has  been  our  custom  to  decline 
to  ship  Solution >  by  freight  in  the 
cold  weather  for  the  reason  that 
there  was  a  ri>k  of  such  goods 
being  ruined  by  freezing  in  transit, 
and  where  orders  for  freight  ship- 
ment call  for  Solutions  we  have 
been  in  the  habit  of  entering  such 
items  separatel}'  and  writing  for 
shi])ping  directions  via  express. 

This  practice  has  not  met  with 
the  approval  of  all  our  customers. 
and  hereafter  Solutions  ordered 
shipped  by  freight  will  be  forward- 
ed that  way  without  delay,  but  it 
is  to  be  distinctly  understood  that 
in  such  cases  we  are  merely  carry- 
iui;  out  the  ex])licit  directions  of 
the  dealer  and  we  should  not  be 
held  accountable  for  any  loss 
through  Solutions  being  frozen  in 
transit.  ( )ur  responsibility  ceases 
after  deliver}'  to  the  transportation 
company,  and  receiving  their  re- 
cei]it  in  good  order. 


KODAK  TRADE  CIRCULAR 


AUTOGRAPHIC   JUNIORS 
NOW   READY. 

This  i>  i^oing"  in  l>c  a  1)ig 
Christmas  for  the  Kodak  dealer. 
Ikisiness  all  over  the  country  is 
getting  back  to  normal,  with  every 
prospect  tor  an  increase.  Con- 
ditions abroad  have  sobered  n> 
just  enough  to  cause  the  majorit\- 
to  avoid  the  frivolous  trifles  and 
to  turn  to  things  of  a  more  i)rac- 
tical  and  lasting  nature  for  holi- 
day remembrances. 

And  here  is  where  the  Kodak 
line  comes  into  its  own. 

Everybody  likes  jiictures :  the 
process  of  ])roducing  them  tlie 
Kodak  way  i>  unexcelled  as  a  re- 
creation, and  in  every  other 
recreation  Kodakery  harmonizes. 
Never  before  has  the  Kodak  line 
been  so  complete.  .Vever  before 
has  the  Kodak  dealer  had  so  mncli 
that  wa>  new  to  present.  And 
now.  just  at  the  right  time,  we  are 
able  to  announce  the  .\utographic 
Kodak  Juniors,  and  .\utographic 
r.acks  for  the  Kodak  Juniors. 

The  .\utographic  feature  is  a 
big  one,  not  alone  from  the  ])rac- 
tical  >tand])oint  of  the  u>er.  l)ut 
as  a  selling  argument  for  the 
dealer. 

THE  PRICE. 

Xo.    1    Auto}.>rai)liic  Kodak    Jr.. 

Single  Lens.  -       -  -       -  "    -  S  9.01) 

Do..    R.    R.    Iami>.     -  -       -      10.50 

.\'o.   1 A   .\ut(:),yraiiliic  Kodak   Tr.. 

SillRlc    LCMIS.    -  -  -  ■      _        11  ()() 

Do.,  R.  R.  Lens.       -       -  13.00 

.\ut«)jj:raphic     Rack     for     .\o.  1 

Kodak   Jr..      ^                       ^  -  j.50 

Do.,  for   Xo.   l.\    Kodak  Jr..  -  3.00 

Discount  to  tlio  Trade.       -  -       32% 


A  good  Album    makes   a  good 
Xmos  gift.     Push  them  now. 


ADVERTISING  TAPE. 

When  ordering  .\dvertising  Tape 
write  \our  firm  name  and  address 
\'er\-  ])]ainl\-  to  avoid  errors  in 
the  ])rinting.  .Mso  please  bear  in 
mind  that  in  addition  to  the  words 
■'Take  a  Kodak  With  \ nn"  we  can 
l)rint  \-our  firm  name  and  address 
onl\'.  a>  the  >])ace  for  ])rinting  is 
limited. 


A  Brownie 

Camera 

for  Christmas 

will  add  new  interest    to   the 
life  of  an}'  boy  or  girl. 

The  Brownie  cameras  are 
simple,  inexj^en.sive  and  take 
good  i)ictures. 

I5R()\\NIi:S,    si. (10  to  sl-2.00. 

//  '<■■  //arv  (?//  ///<•  itt'ii'  iioods  from 
the  Kodak  I'actory. 

RICHARD   ROI-:   .\:   CO. 


•Single  Coliiran  Cut  No.   17.'>H. 
Double  Coliniin  Cut  No.   IT-iA. 


KODAK  TRADE  CIRCULAR 


Reduction    in    Prices   of   Developing 
Agents,  Powders  and  Solutions. 

Since  the  3rd  of  December  we  have  been 
billing"  the  three  most  important  developing  agents 
at  figures  greatly  reduced  from  those  to  which 
prices  were  forced  on  account  of  trade  disturbances 
following  the  outbreak  of  the  European  war. 

While  we  now  have  supplies  of  these  chemicals 
and  will  fill  orders,  in  any  quantity,  at  the  prices 
quoted  below,  we  are  unable  to  guarantee  that 
there  will  be  no  further  rise  in  price,  because 
that  depends  on  the  cost  and  difhculty  of  obtain- 
ing future  supplies. 

We  are  glad  to  be  able  to  quote  such  very 
favorable  hgures  on  these  important  chemicals 
and  shall  endeavor  to  protect  our  customers  at 
any  time  that  conditions  of  supply  will  permit  ol 
further  reduction.  We  believe  that  these  are  the 
best  prices  that  obtain  in  the  Dominion  at  present. 

All  Developer  Powders  and  Solutions,  includino-  Eastman 
Chemical  Outfit,  will  now  be  billed  at  original  list  prices, 
less  regular  discounts. 

Hydrochinon — Supplied  at  double  the  original  list 
price,  making  i-lb.  bottles  5^3.00:  i-lb.  cans  #2. So. 
Regular  discount  of  40%   applies. 

Elon — An  advance  of  25  on  '"^e  original  list  price, 
making  i-lb.  bottles  $8.12.  o^^^^^  discounts  apply 

— 33i^%,,  or  40%  in   lots  of   10  lbs.   assorted. 

Pyro — An  advance  of  10%  over  original  list,  making 
I-lb.  bottles  (Cr3\stal)  or  cans  (Re-sublimed)  :ft2..S6. 
Regular  discounts  apply — 333/:,  or  40;  in  lots  of 
100  ozs.   assorted. 


KODAK  TRADE  CIRCm.AR 


PUSH  PREMOS. 

Christmas  is  at  hand.  Tn  tlic 
next  few  days  the  great  I)ulk  of 
the  Christmas  nKiney  wiU  l)e  spent. 

.VaturaHy  }-()u  want  as  nnieh  of 
this  monex"  in  \-()ur  store  as  pos- 
sible. 

Some  of  this  money  is  going  to 
be  spent  for  Premo  cameras,  for 
the  Premo  hoHday  business,  always 
a  big  one.  should  be  bigger  than 
ever  this  year.  The  Premo  holiday 
advertising  is  second  in  A-olume 
only  to  the  Kodak  advertising. 
You  have  already  received  the 
Premo  holiday  signs  and  the  Premo 
Winter  P>ooklet  is  ready  for  distri- 
bution. (  If  you  have  not  already 
(M-flered  a  suppl}'  of  these,  do  so 
at  once.) 

Cameras  like  the  Premoette  Jr.. 
the  Film  I'remo  Xo.  t.  the  Film- 
plate  Premo.  are  very  attractive 
to  persons  who  will  make  gifts  of 
cameras,  and  the  best  holida\- 
magazines  in  the  countr}-  are 
placing  the  name  "Premo"  and 
suggesting  the  gift  Premo  to  all 
such  people. 

S(~)  it  is  well  worth  your  while  to 
pn>h  Prcmo~^.  TIk-  Premo  mone\" 
is  going  to  be  si)ent  somewhere. 
See  to  it  that  you  get  your  share. 


CABLE    RELEASE    FOR 

KODAK  AUTOMATIC 

SHUTTER. 

Peing     unaffected      by      c, 
conditions     the     cable     release     lor 
camera    shutters    has    become    verv 
jiopular. 

We  ha\"e  now  de>igned  a  cable 
release  tor  the  Kodak  Automatic 
shutter  which  can  be  ;ittaclK-(l  b\ 
simpl\-    uu'-crew  ing    tlir    tij)    on    the 


Give  the  one  you  wish 
to  please  mo^  a 

PREMO 


It's  a  gift  that  matches  the  very 
spirit  of  Christmas  —  that  will  be 
used  to  preserve  all  the  fun  and 
merriment  of  the  day. 

Let  us  show  you  one  of  these 
light,  comj)act  and  altogether 
desirable  cameras.  They  come 
in  all  poi)ular  sizes,  at  prices 
from  |1.50  to  over  $100.00. 

We  know  we  can  hel])  you  solve 
your  Christmas  prol)lems. 

JOHN  DOE  &  CO. 

1234  Premo  St. 


>ide    of    the    >huttcr    and    renio\ing 
the  ])iston. 

The    Price. 

C;il)Ic  Release  for    Kodak   .\utii- 

inatic   Sluitter.  -       -       -  $    .25 


)i>ci>unt    t(i   the   Ira 


25% 


The  Winter  Booklets  are  sent  on 
request  only — Have  you  ordered 
yours? 


KODAK  TRADE  CIRCULAR 


CAMERA   REPAIRS. 

\\  hen  a  camera  is  sent  to  our 
Repair  Department  we  take  it  for 
granted  that  tlie  customer  wishes 
it  put  in  good  working  order  and 
returned  to  him  at  the  earliest  pos- 
sible moment.  It  frecjuentlv  hap- 
pens that  we  receive  a  re]:)air  order 
sucli  as  "l"it  new   I  bellows."" 

L'pon  examination  ])\  an  in- 
spector it  is  discovered  that  in  ad- 
dition to  the  new  l)e]lows.  tlie  shut- 
ter is  l)ad]y  in  need  of  a  new  part, 
or  needs  cleaning  or  adjustment,  or 
perhaps  the  leather  on  the  camera 
back   needs   re])lacing. 

Such  additional  re])airs  should 
be  made,  will  sooner  or  later  have 
to  be  made,  in  order  to  to  ]jut  the 
camera  in  good  order. 

Writing  to  the  customer  stating 
our  di>co\er_\-  of  the  necessity  for 
such  additional  re])airs  means  a 
delay  of  anywhere  from  twent\- 
four  hour>  to  a  week  or  more.  On 
the  other  hand  if  we  proceed  to 
exceed  the  s])ecitic  order  in  making 
repairs  the  customer  may  object 
to  the  additional  charges  though 
they  are   full\'   warranted. 

It  is  our  judgment  that  the  cam- 
era while  in  our  hands  should  be 
thoroughl\-  rei)aired.  a^  this  obvi- 
ates another  return  of  the  camera 
to  us  for  the  additional  work,  and 
the  attendant  transixirtation  charges 
which  oftentimes  amount  to  more 
than  the  charge  for  the  repairs. 

^^'e  will,  therefore,  in  all  re])air 
orders  proceed  to  ])ut  the  camera 
in  thorough  repair  unless  the  order 
specifically  states — "no  rejiairs  to 
be  made  be\dnd  those  specificall}' 
ordered." 

HAVE  THE  GOODS 
IN  STOCK. 


GET  THEM  COMING  TO 
YOU. 

Thou^an(l^  of  Kodaks  an  d 
llrownie  cameras  are  going  to  be 
sold  for  Christmas  presents.  Some 
of  those  you  will  sell  will  go  to 
])oints  outside  your  own  town,  but 
a  goodly  ])roportion  will  remain 
and  he  u--ed  right  in  \'our  own 
territory  and  you  should  get  the 
"come  hack"   for  supplies. 

In  t|uite  a  number  of  instances 
the  recipients  will  not  know  where 
these  cameras  were  i)urchased.  un- 
less you  tell  the  111. 

\\  e  suggest  that  you  enclose 
with  each  camera  sold  a  neat  little 
card  stating  that  the  camera  came 
from  your  store  and  that  vou  have 
cx])ert  instructors  who  will  he  onI\' 
too  pleased  to  start  them  on  the 
road  to  good   results. 

Tn  addition,  for  the  week  follow- 
ing Christmas,  put  in  a  nice  window 
displax'  of  ])rints  and  enlargements 
with  a  card  inviting  all  who  received 
a  camera  for  Christmas  to  come  in 
and  have  ])icture  making  explained 
to  them.  A  few  co])ies  of  "How 
to  Make  Good  Pictures"  will  not 
he  out  of  ])lace  in  this  display. 


We  have  sent  you  excellent 
material    for   making   displays 
of      Kodaks,      Brownies      and 
I'renios.    I 'ush  them  this  Xmas 
season  in  ])reference  to  goods 
(.n    which    the   profit    ends    at 
'e     first     sale.       .\     Kodak, 
'.rownie,  or  Premo  sold  is  but 
.-  start  of  a  series  of  profit- 
able sales  of  sui'jplies.     It  is  a 
case    of    ])rofits    on    the    first 
sale  ])lus  i)rofits  thereafter   in 
series. 


KODAK  TRADK  CIRCULAR 


Anything  that  helps  the 
amateur  photographer  to  do 
better  and  more  interesting 
work,  with  greater  simplicity 
and  convenience,  is  a  source 
of  greater  and  more  lasting 
profits  for  the  dealer. 

Autographies. 
Kodak  Anastigmat  Lenses. 
Autotime  Scales. 
Eastman  Mask  Charts. 
Eastman  Flash  Sheets  and  Flash 
Sheet  Holders. 
**How  to  Make  Good  Pictures." 
Kodak  Magnesium  Ribbon  Holders. 
Kodak  Portrait  Attachments. 
Stirring  Rod  Thermometers. 
Velox  Wate^  Colors. 

Push  them  all,  all  the  time. 


KODAK  TRADE  CIRCULAR 


THE    WINDOW    SALESMAN 

Our  failh  in  the  al)ilil}-  uf  the 
well  thought  out  and  well  arranged 
window  display  to  make  sales  is 
unbounded.  •  The  great  trouble 
with  many  retail  merchants  is  that 
a  window  full  of  most  anything  is 
a  dis])la\' — that  is  true  enough,  but 
there  is  a  big  difference  between 
a  dis])la\-  and  a  sell  in  g  display. 
In  a  recent  issue  of  "Modern 
?\Iethods"  a  journal  devoted  to 
up  to  date  merchandising  ap]3ears 
an  article  b\-  \\'.  15.  Stoddard  on 
"Making  the  Store  \\'indo\v  F^ay" 
from  which  we  quote  the  following 
extracts : 

"\Miy  is  it  that  so  many  mer- 
chants, especially  the  proprietors 
of  the  smaller  stores,  fail  to  appre- 
ciate the  full  value  of  their  windows 
as  an  advertising  medium  ?  If 
they  were  getting  up  a  couple  of 
full  ])age  ads.  for  the  newspaper 
the}-  would  exerci>e  the  greatest 
care  and  thought  as  to  what  was 
to  g(i  into  this  space,  and  yet  these 
li\ing  full  ])age  ads.,  wdiich  are 
>pread  before  the  public  three 
hundred  and  sixty-five  days  in  the 
year,  are  only  too  often  conven- 
tional and  indifferent  in  the  ex- 
treme. There  are  two  cardinal 
l)rinci|:)les,  and  ]K'rhai)s  a  third 
one.  which  >hoii]d  be  im]iressed 
upon  every  dealer  who  wishes  to 
advertise  successfully  : 

(i  )  There  must  be  something 
novel  or  striking  to  attract  the  eyes. 

(2)    .\void  over  crowding. 

(3  )  Absolute  freshness  and 
cleanliness  of  the  window  and  its 
contents. 

The  eve  must  be  gained  ere 
there  can  be  an  appeal  to  the 
reason.  It  is  on  this  account  that 
he  must  be  constantly  on  the  alert 
for  something  that  will  appeal  to 
the  eye  of  the  by-passer. 


S(jme  articles  of  merchandise 
will  do  this  naturally,  such  as  flow- 
ers, dolls,  jewels,  elaborate  gowns, 
etc.,  but  the  more  staple  goods 
must  summon  artifice  to  their  aid. 
On  the  other  hand,  this  object 
must  not  be  too  foreign  in  its 
nature,  or  the  goods  to  be  sold  will 
be  lost  sight  of  altogether. 

The  :?econd  tenet  of  advertising 
faith,  concerning  whose  value  it  is 
frequently  more  difficult  to  con- 
vince the  merchant  is  :  Do  not 
over  crowd  the  windo\v.  For  years 
advertiser>  have  acted  on  the 
])rinciple  both  in  their  news- 
paper and  shop  displays,  that  they 
were  not  getting  the  worth  of  their 
money  iniless  they  filled  every 
inch  of  space  with  announcements, 
or  actual  merchandise,  as  the  case 
might  be. 

The  average  man  or  woman  is 
not  going  to  wade  through  several 
columns  of  fine  print  in  a  news- 
paper declaring  the  merits  of  a 
certain  commoflit\\  neither  i<  lie 
going  to  ])au--e  l)efore  a  window 
crammed  from  top  to  l)ottom  with 
commonplace   goods. 

\\Miat  is  needed  is  s])ecialization. 
Have  some  definite  object  or  line 
upon  which  the  attention  max  be 
fixed  and  then  devote  the  entire 
window  to  the  focusing  of  the  gaze 
upon  that  object. 

In  focusing  attention  it  ma}'  not 
be  out  of  place  to  add  a  word  of 
warning  against  the  purely  orna- 
mental display,  or  one  which  has 
no  ~>i>>ible  connection  with  the 
1)0  advertised.  Too  often 
(  •  '     find     a    crowd     gathered 

ab(  dothing  store  in  which  are 

seen  handsome  silver  trophies  to 
be  awarded  in  some  athletic  con- 
test. But  has  anyone  ever  heard 
of  a  1  increase  of  sales  by  reason 
of  thi-   di>])la\?     It  attracts  a  mass 


KODAK  TRADE  CIRCULAR 


A  Simple  ar  cctive  Christmas  Display 

See  Page  8. 


10 


KODAK   TKADK  CTRCTTLAE 


of  ])eoijle  who  are  interested  solely 
in  s]:)ort,  and  who  give  no  thought 
to  the  other  contents  of  the  win- 
dow. ( )ther  merchants  will  place 
prominenth'  in  their  windows 
amusing  cartoons  of  current  events 
the  humor  of  which  draws  a  throng, 
hut  there  is  no  connection  between 
the  funny  pictures  and  the  merchan- 
dise, and  having  satisfied  their  curi- 
osity, the  crowd  melts  away,  and 
the  tradesman  is  none  the  richer. 

It  will  pay  the  smaller  merchant 
to  ponder  on  the  above,  and  see  if 
he  cannot  lift  himself  out  of  the 
rut.  Xo  matter  how  large  or  how 
small  may  be  the  store,  a  shining 
window  containing  few  articles. 
attracti\'el\-  displa_\ed.  is  sure  to 
be  a  i)rotit  making  afifair  and  given 
then  an  alert  window  decorator, 
who  constantlx  changes  the  dis- 
play, in  a  short  time  the  dealer 
will  find  his  casement  as  valuable 
an  adjunct  as  the  news])ai)ers  in 
attracting  attention  to  his  store 
and  what  is  more,  increasing  his 
sales." 

And  to  be  si)ecific,  page  0  illus- 
trates a  sim])le  dis]:)lay  that  will 
attract  attention  and  hel])  sell 
Kodaks. 

a 

ABUSE    OF    CATALOGUES. 

A  certain  dealer  had  occasion  to 
return  some  goods,  and  to  pack 
them  securely  in  the  case  he  used 
some  Kodak  catalogues.  ( )ld  ones. 
y<ni  say — not  a  bit  of  it — 1914  cur- 
rent catalogues,  all  with  his  name 
and  address  neatlx'  imjirinted  on 
the  back  cover. 

Inasmuch  as  no  charge  is  made 
for  the  advertising  matter  we  sup- 
l)ly  to  dealers,  they  should  at  least 
meet  us  half  way  and  see  to  it  that 
the  catalogues,  etc.,  are  pro]:)erly 
used  to  create  more  business  for 
l)oth  sides. 


1 'lease  read  the  printed  notice  sent 
with  each  parcel  of  advertising  mat- 
ter, which  gives  the  correct  point  of 
view  from  which  the  dealer  shoidd 
regard  the  advertising"  matter  we 
send,  even  though  no  charge  is 
made  against  him  for  these  adver- 
tising helps. 


HELP  THE   CHRISTMAS 
SHOPPER. 

Last  Christmas  man\'  a  Kodaker 
received  a  ])air  of  crocheted  sli])])ers 
or  a  handful  ()f  bilious  hued  neck 
scarfs — or,  if  of  the  feminine  per- 
suasion, a  manicure  set  or  some 
other  trifle  when  .something  ])er- 
taining  to  picture  making  would 
have  proved  much  more  acceptable, 
and  the  dealer  in  these  frivols  in- 
stead of  you  received  the  cash. 

The  chances  are  l)etter  than  ten 
to  one — that  the  givers  of  these 
remembrances  were  just  aching  for 
suggestions  for  the  a])preciated 
and  titting  gift.  ^'ou  know  how 
it  is  yourself,  usually  at  the  last 
moment  you  dash  out  frantically 
with  a  list.  ferventl\-  blessing  the 
names  with  items  .set  against  them, 
and  as  fervently  doing  the  other 
thing  to  the  blank  s])aces. 

\\'h\'  not  relieve  suffering  human- 
ity especiall}'  when  }-ou  can  <lo  so 
with  ])rofit  to  yourself. 

A\  In'  not  during  some  portion  of 
the  l)uying  season  antecedent  to 
Chri  ;tmas,  make  a  window  display 
ot  iiings  that  would  make  accept- 
gifts  for  the  confirmed  Kodak- 
er. \ttach  the  ])rice  cards  to  the 
a..,  -^on  displa}'  and  include  a 
good  big  displa}-  card  telling  the 
Christmas  Shop]X'r  that  the  articles 
on  display  will  make  most  accept- 
able j.,ifts  for  the  one  who  owns  a 
Kodak. 


KODAK  TRADE  CIRCULAR 


11 


'■^^  '-^^ 


^^  ''^' 


v^^-.4/],;,i  7^^     ^ 


,^'''"' 


9     -^ici  ,t.*A>       * 


sC 


^^ 


/^^r  Christmas  Morning 

A  KODAK 

And  throuo-liout  the  da\-,  the  taking-  of  pictures  of 
all  that  goes  to  make  that  da\-   a  merry  one. 

We  have  a  compl^^-e  stock  of  Kodaks  and  Brownie 
cameras. 

KODAKS,   S7.<       ^^  sjj.oo. 

HROWXII-:  CA         ''  \S,   Si.oo  to  $12.00. 

//(■  :cil I  present  a  yrar'  •■   'p/ioii  fo   "A'oi/cr/ccrr"   :ci//i  rirry 

L  'I ..   mas  caiiirra. 

RICHARD  ROE  &  COMPANY 


Duubk-  Col.  Cut  X(i.  17  lA. 


Siiiijk-  Col.  Cut  Xo.  1.  Ill 


12 


KODAK  TRADE  CTRCULAR 


INDEX 

TRADE   CIRCULAR,   1914 


MONTH 
PAOK 

Advertisino-,   Jan.    4:    I'\'li.    12:    Apr.    4, 

18:   Alay  2,    12.    13:   June  8:   July   5. 

13:  AuR.  5:  Oct.  4.  12:   Xov.  4. 
.\(l\ertising'  Contest,   May  3. 
Advertising-  Tape,   Xov.  3:   Dec.  3. 
Albums,   Apr.   3:    Xov.    12.    14. 
.\mateur  Deliverv   Hnxelopes.   Sept.  8. 
.\nasti.gmat   Lenses,   Feb.  8:   Xov.  2,  6. 
Autographic   Backs.  Xov.  2,  6:  Dec.  3. 
.\utotime   Scales.    I'"el).  d:    (  )ct.    12. 
.\zc),    I'cb.   (>:    Oct.    14. 
Bromide   Paper,    Fell.  (i:   .\pr.    15. 
ISrownies,   Alar.  2;    .Ma\-  4:  July   5. 
Calile   Release.  Dec.  5. 
Calendars,  July  8:   Sein.   10:    X.iv.   15. 
Camera,    Brownie    I'jilar.uing.    Sept.   b: 

Oct.  9. 
Camera,  Enlarging.  Xnw  10. 
Camera  in  Scliools.   .\\)v.   12. 
Cameras,    Premo    Line.    .May    1. 
Canadian  Xational   F.xliilntion,  Sept.  9. 
Carryin.g  Cases,  July  (>. 
Chemicals,   .May   3:   July   5:    (  )ct.   2.   3: 

Xov.   10:   Dec.  4. 
Dry    Plates.    Jan.    7:    Feb.    11:    Apr.    9; 

.May    10:   June   4. 
h'ducational    Dept..    hA'b.    10. 
I'ilm,    May   8:   July    12:    Sept.   2,   3,    5: 

Oct.   12,   14. 
F'ilm    Adapter.    Xdv.    d. 
Film    Packs.  June    10. 
l-'ilm   Pack  Hangers  ;ind  Clip>,  Mar.  d: 

June  10:  Oct.  14. 
Glass,  Apr.  9:  Sept.  2:   Xov.  6. 
"Mlow   to    Make    Good    Pictures,''   July 

14:    Xov.   15. 


MONTH 
P.\r.K 

I  I  \-drnmeter,   Apr.    17. 

K.idaks.    Feb.    2,   4:    .\pr.    1:    May    15: 

July  1,  6:  Sept.  3.  4:  Oct.  1:  Xov.  1: 

Dec.  3. 
■'Kodakery,"    Mar.    3:    .\ijr.   8;   June   7: 

July  10:  Sept.  6:  Nov.  4:  Dec.  1. 
Ma.gnesium    Riblion     i  (older.    .\iir.    7: 

Oct.  6. 
Ma>k    Chart.   Oct.    15. 
(  )rder    I'danks.  June  6:  .Aug.  7. 
I'ai)er  in   Rcdls,  Sejit.  8. 
Plate    Holders,   June   8. 
Print   Dryer,  Aug.   10;  <  )ct.   14. 
Print  Trimmer.  SeiJt.  12. 
Price    -M.aintenance.    M:ir.    9:    Jul_\-    12: 

.\u,g.  5. 
Repairs.    Dec.    6. 
vSamplc   Prints,   Feb.   12. 
Selling    Su.g.gestion.--.    Jan.    3:    Feb.    1: 

.Mar.  2.  4:  Apr.  6.  1():   .May  5:  June 

7:  .\ug.  1.  3.  (\  11 :  Sept.  10:  (  )ct.  5, 

11:    Xov.    14,    15:    Dec.   2. 
Shipping     Goods,     June     11:     Aug.     4; 

Dec.  2. 
Slnitter>.   June   4:    Sept.   8. 
S\\i\el     Printin.g    I'rame.    July     10. 
T.ank   De\elopment,  Feb.   15:  Apr.  14. 
Wdox.  July  14. 

\'elox   Lantern   Slides,   Ma>-   12. 
\'elox    Water    Color    St.amji^.    Jan.    2: 

Sept.  2. 
Window     Displays,     Mar.    8:    June    4: 

Oct.  (i:   Xov.   12:   Dec.  8.  9. 
W'ratten  &  W'ainwri.ght  Products,  Feb. 

13:   May  12. 
X-Ray   Plato  .-md    ImIui.   .Mar. '2:"\May 

8:  Aug.   11:   (  )ct.   14.