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19th Century Photographic Studios

A preliminary classification of marketing approaches for 19th century photographic studios.
Locational awareness
  • Exterior signage (Enamelled signs, wooden signs, painting on walls)
  • Exterior banners
  • External displays (outside location)
  • Posters in the street (highlighting location)
  • Handbills
  • Business cards
  • Newspaper and magazine adverts
  • Press coverage (e.g. hot air balloons, eclipses)
  • City directories
  • Adverts in trade catalogues
  • Coverage in books on photography
  • Studios specifically mentioned in contemporary travel guides (e.g. guides by Appleton, John Murray, Karl Baedeker)
Touting for businesss
  • Having people tout for business at docks
  • Leaving samples of photographs in hotels
Brand awareness on products
carte de visite, cabinet cards, mounts, prints and cases
  • Signatures on the negative
  • Handwritten signatures (on mount or reverse of print)
  • Studio labels
  • Printed addresses
  • Printed addresses with graphics
  • Embossed address stamps
  • Handwritten notes
  • Rubber stamps
  • Product catalogues
  • List of views
  • Albums
Services offered
  • Negatives kept
  • Copying photographs
  • Enlargements
  • Coloring
  • Specialities (e.g. photographing groups, children, cricket and tennis matches, or the dead)
  • Providing instruction
Photographic products sold
  • Cameras
  • Stereoscopes
  • Albums
  • Cases
  • Lockets, pins and jewelry
  • Views and portraits
Promoting quality
  • Address location (e.g. Niagara Falls, Mt. Vernon and tourist locations)
  • Displays of completed work
  • Using the latest technologies (e.g. an elevator, electric light)
  • Patronage (Royalty, celebrities and characters of the age)
  • Medals and awards
  • Inventions and patents
  • Links with the arts - painters, colorists
  • Quality of props, backgrounds, equipment
  • Novelty of subjects (Fenton, Gardner, Brady - wars...)
Encouraging return
  • Special offers
  • Negatives kept
  • Premiums
  • Quality of product
Professional connections
  • Publishing photography books (e.g. Thomas Sutton)
  • Publishing photographic magazines or writing for them
  • Establishing and attending photographic societies
  • Attending conferences
  • Providing photographs for exhibitions



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