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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 


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 : 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 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. 


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. Brownie. 

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

The Xo. 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. 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. Brownie, we will have 
to, for the present, supply a special 
film for the Xo. 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. 
I'.rownie. 

The Xo. 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. 
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. Brownie, for pictures l^^x 

2y2 inches $1.25 

Carrying Case for same, . . .50 

Eastman X. C. Fihn for No. 

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). 


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 



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[)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. 



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. 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 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. 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. 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. 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. 

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. 
Ball Bearing Shutter. 

Style "K" for No. 1 Premoette 
lunior Camera with Double Lens 
and No. Ball Bearing Shutter. 

Style "KK" for Premoette Junior 
Camera No. 1. with Single Lens 
and No. 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 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.