226 



THE GARDEN MAGAZINE 



May, 1914 



Romances of Modern Business 



CHAPTER V 



A Hobby that Circled the World 



Rochester, New York, is not one of those 

 cities designated by O. Henry as the hives of 

 American romance ; but that the metropolis of 

 upper New York State contributed its quota of 

 romance is conclusively shown in this account. 



In Rochester, some years ago, as in most 

 every other place, there were mothers who took 

 their little boys to have their pictures taken; 

 and also in Rochester were boys who saw in the 

 camera and dark-room much mystery and illu- 

 sion. One such boy was particularly insistent 

 on knowing all about the camera and the mys- 

 teries of the dark-chamber. His curiosity 

 would know no relief until the photographer 

 had explained some of their secrets. 



This boy's name was George Eastman. 



The impedimenta then essential to the pro- 

 duction of photographs appalled the young 

 man. Being of an investigative turn of mind, 

 he sought a means of relief from the burden of 

 the wet-plate process then in vogue. What is 

 known as the dry plate had been invented, but 

 was not in general use. Young Eastman de- 

 cided to manufacture the sensitive medium. 

 This did much to simplify photography. 



Though progress had been made, the young 

 man felt that he had his most important con- 

 tribution to photography yet to make. The 

 idea was evolved of a flexible support that 

 could be rolled upon a spool and take the place 

 of the glass support, and in 1884 the rollable 

 film, with a roll-holder, was offered for sale. 

 Still young Eastman was not satisfied. He felt 

 that the handicaps in the way of amateur suc- 

 cess were too numerous. Finally, in 1888, the 

 camera designed exclusively for use with film 

 was made. And the Kodak was given to the 

 world. 



Even at this late date, the amateur photog- 

 rapher practically did not exist. The crea- 

 tion of a market for the Eastman products was 

 a problem. How was the young inventor to 

 tell the world of his Kodak? 



In 1888; there had been few great advertis- 

 ing successes to point the way. Advertising. 

 to create a new world-want was pioneer work. 

 But George Eastman became firmly convinced 



that the way to success lay through advertis- 

 ing. 



The first commercial announcement of the 

 Eastman Kodak Company appeared in a 

 magazine in the fall of 1888. It was but a 

 single column wide and a little over two inches 

 long. 



There was immediate response. Orders 

 came from all sections of the country. The 

 inventor was besieged with inquiries about his 

 camera. Then followed a vigorous and intelli- 

 gent campaign of advertising in the weekly and 

 monthly periodicals which to the present has 

 seen no let-up. Thousands of pages of periodi- 

 cal advertising have told the story of the 

 Kodak. As the advertising broadened the 

 Kodak business has grown. 



That the magazines and weeklies have been 

 the backbone of Eastman Kodak advertising 

 from its beginning indicates the faith that the 

 head of this large industry has in such medi- 

 ums. 



Through the magazines and weeklies the 

 Eastman Company has been able to carry on 

 a far-reaching and intelligent educational cam- 

 paign. Kodak advertising from the first has 

 been interesting in its psychological phases. It 

 did more than advertise the camera ; it adver- 

 tised amateur photography. It did not merely 

 say what the Kodak could do; it showed how 

 the Kodak could be used. Kodakery was ex- 

 plained in word and picture. 



"You press the button; we do the rest," a 

 phrase coined for Kodak advertising, caught 

 the public fancy and was used for years. Later 

 improvements, whereby the Kodaker himself 

 could "do the rest," led to the retirement of 

 the catch-phrase. 



Here again is shown the broad field of the 

 national periodicals for serving the advertiser 

 and the public. That the Kodak achieved a 

 great industrial success is no more important 

 than that the creating of a world-wide interest 

 in Kodakery by the magazines and weeklies 

 added much pleasure to many peoples of the 

 earth, furthered the science of photography 

 and had a strong educational value. 



This is the fifth of a series of articles that is being published to show how 

 magazine advertising is serving the public. — Doubleday, Page & Co. 



DO YOU WANT MONEY? 



If so, the opportunity to get it is afforded by becoming one of our magazine representatives. This 

 is the subscription season — commissions and bonuses are large. We have a vacancy in your town, 

 and this is your chance for a profitable business or side line. 



Write to-day for information — tell us all about yourself and how much time you will devote to this 

 profitable work. 



ADDRESS CIRCULATION DEPARTMENT 



THE GARDEN MAGAZINE, GARDEN CITY, NEW YORK 



Cp rC" Mr. Dodson's Book 

 rlVEiEi ABOUT BIRDS 



Tells how you can win native 

 birds — wrens, bluebirds, purple 

 martins, tree swallows, etc. — to live in 

 your garden. Learn all about the suc- 

 cessful Dodson Bird Houses. 

 Dodson Purple Martin House — 26 

 rooms and attic. Price $12 — with all 

 copper roof, $15.00. 

 Dodson Bluebird House — Solid oak, 

 cypress shingles, copper coping. Price 

 $5.00. 



Dodson Chickadee or Nuthatch 

 House — $1.50 (all copper roof, $2.00) 

 Double Chickadee or Nuthatch 

 House — $2.50 (all copper roof, $3.50) 

 Flicker Houses — $2.50 to $5.00; 

 Tree Swallow House — $3.00; 

 Flycatcher House — $3-°°. either 

 one with all copper roof, $4.00. 

 The Famous Dodson Sparrow Trap 

 Csitehes as many as V 5 to 100 sparrows a day. Automatic. Strong, elec- 

 trically welded wire — adjustable needle points at two funnel mouths. 

 Help us get rid of this enemy of our native birds. Price $5.00. 

 All prices are f.o.b. Chicago. 



The Dodson 

 Wren House 



Solid Oak, cypress 

 shingles, copper cop- 

 ing. Price $5.00. 



Write today for Mr. Dodson's free illustrated book about Birds, 

 JOSEPH H. DODSON, 709 Security Bldg., Chicago, HI. 



Mr. Dodson is a Director of 



the Illinois Audubon 



Society. 



Position of lead 

 when glass is 

 inserted 



The glazing 

 fully com- 

 pleted 



When You Build-Build Right 



NO matter what building you are 

 going to construct why not use a 

 permanently glazed window? In the 



w RACINE „ 



pUTTYLESS 



WINDOW 



you will have the most modern construction 

 in the world. In these remarkable windows 

 no putty is used. Instead, we glaze with a lead 

 strip which comes to you grooved in the sash. 

 It gives an absolutely waterproof window which is 

 airtight, dust-tight and will not rattle. The lead is 

 non-corrosive, not affected by weather conditions 

 and will last a lifetime. Shot M the glass be broken 

 it is a simple matter to re-glaze the window using 

 the same lead strip over and over. The lead strip 

 outlasts the sash. These windows cost but a trifle 

 more than the ordinary windows. 



Write for free circular and name the nearest dealer. 

 RACINE PUTTYLESS WINDOW CO. 



1212 N. Main St. 



Racine, Wisconsin 



EXHIBITION DAHLIAS FOR 1914 



All are English cactus except where noted. 

 Tubers, Ji.oo each, 6 varieties for S5.00 prepaid. 



Reimport Beauty (Grinsted), yellow huff overlaid salmon. 



Dolly (Stredwick), crimson scarlet tipped white, distinct. 



Edith Carter (Shoesmith), yellow suffused and tipped white. 



Francis White (Stredwick). Charming white, florets curling and 

 twisting in most graceful way. 



F. W. Fellowcs (Stredwick), brilliant orange scarlet, large. 



John Riding: (Stredwick), rich crimson, of great depth. 



Mrs. II. Handle (Stredwick), pale cream changing to pink. 



Nnntwk'k (Stredwick), bronze orange deeper in center. 



Pegasus (Stredwick), white suffused pink, striped red. 



Ki*d Coat (Keynes), bright glowing scarlet, petals of great sub- 

 stance, large. 



Scorpion (Stredwick), pale yellow, petals very incurving. 



Edwurd Welsh (Shudow). Immense bright crimson decorative va- 

 riety, with great depth. 



Vernette, very charming decorative, color dark mauve. 



OSAM SHUDOW, Dahlia Specialist 



127 Elm Street San Mateo, Cal. 



For information about live stock write to the Readers' Service 





