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Vol. Il No. 5 Sept. 1915 Oct.

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Wollensak Optical | . Company | Rochester, N. Y.

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Before we go any further—

let us pause to pay tribute to the commendable work of the board of officers of the Photographers’ Association of America.

That was certainly “some’’ con- vention at Indianapolis, and what pleased us more than anything else, was the spirit of enthusiastic co-operation which has _ been preached through these pages for months. Yes, indeed—the dark days of narrow-minded competi- tion are quickly passing fiom the photographic profession and men are beginning to see that a con- structive, co-operative policy is stimulating new life and better business with better profits —thanks to the work of the national organ- ization.

Se nn te ne oy i Ee

Lensology OB) Shutterisins

Published Bi-Monthly for and in the interests of the Wollensak dealers by the Promotion of Trade Dept.

Vol. Ill SEPT «ter DOC I. No. 5

Our General Agent in Japan Enlarges His Quarters

Tokio, June 30, 1915 Messrs. Wollensak Optical Co. Rochester, MY. Dear Sirs:

For the purpose of expansion of our business we have newly built a show-room on the opposite side to our present house and behind it a photo-studio and other houses are now building and they are expected to be completed about next October.

We shall be much obliged if you will kindly send us some large size prints which will be used as orna- ments in our new buildings and some articles of reference which might serve as advertisements of your manufac- tures.

We are, Dear Sirs,

Y ours very truly, R. KONISHI

One of Mr. Konishi’s competitors in Japan, hon- ored us with a personal call the other day and incident- ally remarked that Mr. R. Konishi was a mighty fine chap and about the largest dealer in supplies in the Em- pire. This no doubt (allowing for their quality) explains the greatly increased demand for Wollensak objectives in that country.

UNPROMISING

A retail dealer in photo goods, doing business in , wrote to a firm in Rochester, ordering a bill of merchandise. ‘The firm wired him :

“Cannot ship your order until last consignment is paid for.”

“Unable to wait so long,” telegraphed the dealer. “Cancel the order.”

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5 a eeattin.

Secretary-of-State Robert Lansing A gentleman and a scholar

National Notables Immortalized through VVollensak Lenses In reproducing the photograph of our new

\* Secretary of State, the Honorable Robert . Lansing, which by the way was made with

= one of our Series II Velostigmat lenses, we are

a leased to call attention to the fact theatistonte made in the studios of that well known Washington firm of photographers, Harris &

Ewing, whose operators use our make of lens

2

Lensology OR SZ wtterisins

almost exclusively. Nearly every man and woman of national prominence during the past ten years has sat before their cameras and the photographs made of them by this firm are to be seen in almost every newspaper and magazine published.

The first ten years of Harris & Ewing's ex- istence has only recently been celebrated and in that time more than a quarter of a million of plates have been accumulated. The famous people of three administrations have been photographed by them and _ this extremely valuable collection of plates is arranged in their storerooms in such a manner that by re- course to a card index any one of these can be located in less than five minutes

It was in 1905 that the principals in this organization decided upon Washington as their location and at first they had little to help them but their own faith and enthusiasm. At that time their force consisted of but one or two people besides themselves and now it has grown to a number that closely ap- proaches forty for continuous service through- out the year. “Two skylights are utilized and sae an entire building in the heart of the Wash- ri ington business section is required for their activities. In at least one respect the organ- & ization is unique in that it maintains its own &% news photograph service. These pictures are distributed to a great number of newspapers. and magazines, who pay for them, by mail and through agencies in the principal cities of this country and Europe. In this regard it might

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Lensology OS SAutterisins

be said that this organization is rendering pos- terity the unique service of what may be termed a p otographic record of men and affairs dating from the first Roosevelt adminis- tration at least until the present day and prob- ably far into the future.

A Service we are Glad to Render all our Friends is Explained by the Following Letter

Millville, N. J., July 7, ro15 Mr. J. A. Dawes, The Wollensak Optical Co. Rochester, 58 ae Ge

Dear Sir:

This is to thank you for the courteous treatment extended me by you in assisting me to select a lens an shutter. I placed my order for a Vinco lens and an Optimo shutter with my dealer, C. G. Willoughby to- de :

I trust that you will place my name on your mailing list, as I will be interested in any descriptive literature of your line of lenses and shutters. I am also considering the purchase of a “‘soft focus’ lens.

Believing that the above information will be of in- terest to you, I beg to remain,

Yours very truly,

HAROLD R. HAINES

One of our contemporaries prints:

“To make good photographs it takes a sitter, dry plate, developer, fixer, water, paper and chemicals mixed and applied with brains.”

Of course, no camera or lens is required.

4

PLensology © SAutler isms

Shutter of Shutters

Reach our catalog—read again the description of the Optimo—then push this pushable high-speed Shutter.

“I have three lenses fitted to Optimo shutters, as | have found the Optimo the most satifactory of them all, and this includes about every high-grade American

make.” G. E. BARBER

Shamokin, Pa., April 1, 1915 “In January, 1912, I purchased a 5x7 Camera and had it equipped with a No. 3 Optimo shutter. It has been giving me perfect satisfaction and I am very much

pleased with it.” G. M. KACHELRIES 1004 North Orange St.

“I used an Optimo shutter on one of my cameras recently and will not be satisfied until all my lenses are equipped with this shutter. It is the shutter.”

Y ours truly, Ce, STAFFORD, MoD.

5

UP & I

Tae PEER Robert Lansing, Secretary-of-State for Studio Gr (Photo by Harris & Ewing’) A

eral commerce

The Series II is but one of the compk described in our elaborate catalogue. WV these, or to furnish any special informatior

There’s no obli WOLLENSAK OPTICAL

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OUR ADV. IN SEPTE

BERT LANSING kw Secretary of State

as seen through a WOLLENSAK LOSTIGMAT

SERIES II F:4.5 LENS

y OF PROFESSIONAL OBJECTIVES sroup, Home Portrait, Banquet and gen- ‘cial work.

slete line which with the others is fully Ve will be pleased to send you one of yn you may desire.

ation—just ask Liataues Rochester, N. Y.

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EMBER MAGAZINES

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Lensology C-

<> SH ULLErISINS

Manistique, Mich., July 9, 1915 The Wollensak Optical Co. Rochester, sae ge

Gentlemen :

I am an amateur and own several lenses made by your firm, also four shutters, two of which are Optimos. All are good, but the Optimo is as good a between lens shutter as one could desire. I am strong for the Optimo.

This spring I purchased a Series I Velostigmat of 64 inch focus in Detroit, and I am highly pleased with it.

Yours very sincerely, REV. F. D. MUMBY,

Pastor M. E. Church, Manistique, Mich.

Philadelphia, Pa., March 22, IQI5

“I have found your lenses eminently satisfactory for my portrait work and am desirous of trying this lens you mention for my flash-light work.”

WM. SHEWELL ELLIS

“T have used one of Your Verito lenses on several occasions, but was compelled to borrow same from a co- worker, having heard of the splendid possibilities, and the few trials resulted in perfect satisfaction.”

FLORENZ H. ZIEGFELD Baltimore, Md.

“It gives me real pleasure to state that both my por- traits of Mrs. Charles Gill, which were awarded prizes in the recent Ansco contest, were made with a Wollensak Portrait lens, Vesta F:5 8x10. Since making the portrait of Mrs. Gill I’ve become the proud owner of a 144 inch Focus Verito, which I use for nearly all my pictorial work.”’

WAYNE ALBEE, Tacoma, Wash. 8

Pensology CRIA utter isis

Once Again Mr. Lane is off on a Mission of Service

URING the past

year Mr. Lane (asst. manager of the Promotion of Trade Dept.) has been doing quite a share of the traveling and _ has made the acquaint- ance of a great many of our dealers. He has just started on an eight or nine weeks’ trip which will take in three conventions. The Northwestern at Minneapolis, Minn., the Missouri Valley at Kansas City, Mo. and the Virginia & Carolinas at Richmond, Va. He will also call on our friends in the following cities:

Milwaukee, St. Paul, Minneapolis, Omaha, Kan- sas City, St. Joseph, Topeka, St. Louis, Oklahoma City, Fort Worth, Dallas, Little Rock, Memphis, Birmingham, Atlanta, Macon, Augusta, Raleigh, Norfolk, Newport News, Richmond, Washington, Baltimore, Philadelphia, New York, Harrisburg, Wilkes-Barre, Scranton, Bing-

hamton and Syracuse.

We feel sure our dealers will be glad to see Mr. Lane again, and sincerely) hope he will have occasion to serve them in some way when in their respective cities. (Those who have not met Mr. Lane will find him a most congenial sort of fellow, ready and willing to serve at all times.

We take this occasion to extend our thanks in ad- vance for any courtesies shown him.

9

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Lensology ©

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To the Man Behind the

Counter

Personal Greetings

LASH! —and a ton of steel out of the mouth of a giant coast defense gun speeds on its disastrous mission. If everything has been properly calculated, many miles at sea this mass of steel strikes the enemy s ship and explodes, causing great damage.

It is truly wonderful. In the range com- puting room trained men are using the instru- ments of master minds. Allowances are being made for the heighth of the tide—the velocity of the wind and its direction—the temperature (as the atmosphere affects the strength of the powder), and a final allowance for the travel of the target while the projectile is in flight. ‘The corrected range is then phoned to the gun pit, and the gun elevated, pointed and fred. ‘There is a remarkable spirit of patriot- ism—of loyalty), or I might say—co-operation. Each man from the gun commander, down to him who plays the hose to lay the dust, feels his part is important to the life of his country, and each must do that duty accurately, and in harmony with all the others. And each man’s

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Lensolo O”gy fea BY utter isins

work is important to success, no matter how small it may look by itself.

Yet war is not unlike business in one sense. In another it is. For instance, we do not try to destroy our competitors; we try to build up our own business by a spirit of loyalty, patriot- ism, co-operation and service.

(The business organization must work in perfect harmony to be successful. From jani- tor to manager, each must realize the Amport- ance of his particular work.

But of all, the man behind the counter holds the stragetic position. It is he who deals out the kind of service the house is judged by. It is he who can promote or des- troy the efforts of the master minds, who stand back of fhe business, and, who incidentally have the burden of financial worry when everything is not smooth. ‘The man behind the counter who is not in sympathy with the house he works for, might a great deal better give up his job and let someone have it who will make a position of it.

If the man behind the counter is gruff and surly ; if his brow is dark, and his lip curved with scorn; if he throws the goods upen the counter with an “I don’t give a darn’ ttitude, that customer whom he is “‘serving” will cer-

II

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Lensology 23

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an cen ante tem

tainly draw the conclusion that his trade is no longer valued, and go elsewhere. Hence busi- ness is driven from the store, and it soon be- comes necessary to cut down expenses.

Who goes first 2? You answer.

On the other hand, if the man behind the counter greets his customer with a smile and a pleasant “Good Morning”; if he jokes about the weather, or the patron’s pet hobby; if he calls him by his name, and makes him feel deep down in his heart that he is welcome, no matter how small the purchase, that clerk is building up a trade that will earn him an ad- vance, and it will come, for such things are not overlooked, though sometimes but little is said.

And, finally, let me impress upon you, in a spirit of friendliness, the engraving on the tombstone of a saleman’s shattered dreams—_ “Lost: An opportunity to make good while knocking the house.”

Cordially,

Manager Prometion of Trade

Department

Did it Ever Happen With You ?

Did it ever so happen that you lost some money, and after looking high and low, and about ready to give up in despair, said money turned up in the pockets of your other trousers? It was not lost at all—just mislaid.

But, my friend, did it ever so happen that you lost or mislaid some time, which later turned up.

Ah, no, for lost time is past. Gone, never to return, and he who trifles with time, plays folly with his greatest business asset, for as the old saying goes, “Time is Money’, so also is all money made of time. |

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es

YOUR GREATEST EINEM Y, (15 YQUBSELR

It is the fashion to talk much maudlin © self-pity, and to blame environment, heredity, temperament, fate and ‘your fellow creatures for the evils that happen to you.

All hell could not make you despair, ex- cept yourself joined in, |

Every stone in the edifice of your char. acter was laid by your own hands.

Fate, malicious people, and other factors can threaten, hurt, and wound you nothing and nobody can put you down but yourself,

You are your greatest enemy if you are a coward; but if you are brave, you are your greatest friend.

Only when you love yourself rationally are you qualified to love others helpfully.

‘The world is but the mirror of yourself. Keep clean, and you see clean men and women everywhere. Be cheerful, and all mankind smiles. Be unafraid of events and men, and the stars in their courses will fight for you.

Let all the world despise you—it makes no matter as long as you do not despise your- self. | Stand! Yield not an inch! Be faith- ful to yourself. And from this moment things shall take a turn.

—Dr. Frank Crane.

JAS. CONOLLY CO., COX BLDG., ROCHESTER