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Published Monthly in the Interests of
Professional Photography

Vol. VII



JAM 31 IS^lic^-^c^' ■ '

HiRSCH &. K)^6|^^ry OF i£^"

239 Grant Avenue
San Francisco







for prints by projection


* Glossy




Platinum Matt

Buff Platinum Matt

Platinum Luster

Buff Platinum Lustrr


Buff Rough


Buff Silk


Buff Marorjuin

If'hitf Rnuyh-Midium U'light


(Rough Luster)








(film base)

*Single or Double fVeight

** Single Weight only

Technically' fitted to modern
projection printing by its time-
saving speed and simple manipu-

Artistically satisfying, in por-
trait or pictorial photography, for
its beauty of scale and tone and
for its creative and interpretive

./ luide assortment of attractive
paper stocks, including MonO-
kroM in four tints. Also Il'ORA,
tlie Velour Black emulsion on
Safety Film base.

Defender Photo Supply Company, inc.

Rochester, Neiv York


Piihiishid Monfhiy in fh, Inhrrsts of I'l of, ssi'itinl

Phntotjnif^hy hy lllRSCH 13 K.WK

2.^9 (Jraiit .\\ cmic, San I'rancisro

-^ —


lANTARY, 1931

No. 1

i\ TRonrciXG—

V \l I Willi AM
i Idl.l.INCSH i:.\I)

Mr. llollin-shcacl
is a iiatixc of I tali,
hut has lived a good
part of his life in
W^yoming on a cattle laiich. His par-
ents are Scotch-Irish and W'elsh-I-.nt:-
lish, which is enoujih to make ain
man successful. When he Irtr rlic
ranch in Wyoming, he came to Cali-
fornia and at one time faniu'd 1 4i H i
acres of barley in Merced countx.

As a boy he wanted tn be an artist,
and at other times a locomoti\e engi-
neer. Spare time was spent in paint-
ing, drawing and carving wood blocks
for printing. .\t 1 S, he received a
gift of a small bo.\ camera. Another
photographer was started on his \\a\ ,
but the World War interfered aiiii lie
gave his service.

In 1919, the arnn released him and
while he would ha\e liked to have
opened a studio in Oaklaml, his rest-
less nature urged him tf) go to New
York, a most fortunate move, for
there he made the acquaintance of
Col. Steichen, in charge of the Army's
photographic activities during the
war. Col. Steichen had just .signed a
contract with Vogue and Vanity Fair
to make their photographs. Young
Hollingshead was given a six weeks'

trial and stayed five and one-half
years, the last two years as manager.
His studio is located in San Lean-
dro, southern suburb of Oakland, and
the wisdom of this location has be-
come evident. He is married and has
a bo\ a \ear and a half old. His hob-
bies are his home, music, books, and
mechanical work on his cai-. He also
likes to pnisue an outtloor program
(it hunting, fishing and camping. He
is a member of San Leandro Post No.
1 1 7. American Legion and of the
Lliamhei' of Commerce.

"Focus" Seven Years Old
Willi this issue, we start Volume 7
of The Foci s. As we look back,
through previous issues, we realize
how rapidls photography is ad\ancing.
and how helpful it must be to receive
information on new .apparatus, mer-
chandise or methods as soon as they
ai'c aniu)unced.

Do you keep your copies for ref-
erence? l-"reiiiiently we receive letters
and telephone requests for copies of
previous issues, because an article is
again wanted for reference. Tmf
Foci s will help you to keep your cat-
alog up to date.

If you have any suggestions as to
how The Focis can be made more
useful to you, let us h;i\e them.

,«« .<
W'r: can teach a better lesson with
our lives than with our lips.

+ ]


Mallinckrodt "Pholo Puri-
fied" chemicals never cake in
the package, neither do they
form lumps after putting them
in water. The entire line is
made up of granulated, free-
running salts that are easy
to weigh and quick to dis-



Second and Mallickrodt Sts., St. Louis, Mo. Jj OiH Yon

PRKT Send me your Handbook, FRFF 5


n Put me on your mailing list S8

□ We use all Mallinckrodt Chemicals jj Y<-»iit- Cnnv"^
D We use some of your Chemicals S ^ ""^ v^upy,

□ We do not use your Chemicals J^

% If Not,


51 Return the





[1111 1 OM >s lOK JAM AR^ ■ IVJl J

Two Plates

'/'//(;/ I'.sluhlis/i \l':c Slutidanls

The demands of press photo^rapliv ami his pa|ur can um. With tlii> new plate he

other forms of photoj^raphie work, \vlur<- ;iets it.

speed is essential. Iiave lueii responsible ihc best way to learn of the possibilities

for the developiiUMit ()f two types of ex- of these new materials is to test them

tremely sensitive emulsioi\s whieh are now against present standards, ('ommerrial

available in F.astinan Ilyper-Press and photouraphers will also see the possibilities

Wratten II\ persensitive Panchromatie of these ultra-speed products, so we suK-

Plates. gest that you place an order at once.

The Eastman Ihpei -Press is an ortho- ifi i i

chromatic plate for use under conditions hastnuin llyprr-frrss { ( Jr/li'u/iro-

demandinii the fastest material it is pos- iikiIu) Piatt s

sible to obtain. For speed work in davlij;ht, ^,/ ,,/ • . «• rn

r I . I I ., r 2ki X 314 inches 5> -50

or for exposures under unfavorable concli- ''* ^y . , 7c

tions of light, Hvper-Press will meet the y-^ ^ y-^ l"^" -'l

■ A A £»u u 4x5 inches 1.00

most exactmg demands of the press pho- ^ _ . , , ^n

, I- r 5x7 inches 1.60

tojirapher. o in • », 7, x<.

But much of the press photographer's ^ ^ '" '"'^"^^ ^'^^

work must be done with various forms of Centimeter Sizes

artificial illumination all of which are 41'; x 6 cm. $ .45

more deficient in blue than daylight. So to ^^z ^ (^ ^^^ 55

obtain the maximum of speed the plate for 9 " x 12 cm. .90

such work must be red-sensitive. jq ^^ jj ^^ j J5

The Wratten Hypersensitive is a rad-
ically new product extremely sensitive to If ratten 11 vpcrsrnyitivt Panrhro-
red and green. \\ ith davlight it is an .^
ultra-speed plate, but with flash light or '"'''"' ' '"'^'^

other forms of artificial light its speed is 314 x 3^4 inches $ .60

materially increased. 3'^ x 4^4 inches 90

With the Wratten Hypersensitive, night 4x5 inches 1.20

pictures may be made in the streets, in 5x7 inches 2.00

well-lighted theatres, at banquets or public ^ x 10 inches 4.40

gatherings without special illumination. It

is equally suitable for night sports. Centimeter Sizes

It requires no great stretch of imagina- 45^'2 x 6 cm $ .55

tion to see what wonderful opportunities SYz x 9 cm 75

such a plate offers to the press photog- 9 x 12 cm 1.10

rapher. It is his business to get a picture 10 x 12 cm 1.45

Order a dozen or two of each, to(la\-,




We Keep Moving
The American Telephone & Tele-
graph Co. reports from it.s records
that one family in eight moves each

I'2lhert Hlhhari) said: "Folks that
never do any more than they are paid
for, are never paid for any more than
they do" — and that's just as true (jt
business institutions as of people.

Perfect Man
The man who does not relax and
hoot a few hoots voluntarily, now and
then, is in great danger of hooting
hoots and standing on his head for
the edification of the pathologist aiul
trained mirse, a little later on.

Tin: mad house yawns for the per-
son who alwa\s docs the proper thing.




Lantern Slide Material

Lantern Slide Boxes

Olmsted's Lantern Slide J^Iats

AIade in three styles and sizes — all
strong enough to bear the load and all
designed for convenience and ready
accessibility. Each slide pocket is num-
bered and the inside of the cover con-
tains a numbered index. Nos. 1 and 2 I
are made of birch with Turkey Um-
ber finish, and No. 3, is of beech with
natural wood finish. Nos. 1 and 2
have respectively a capacity of 60 and
120 slides and measure 4^x4^x1 2^/
inches, and 4^x8^x12^ inches;
covers fitted with spring clasp. No. 3,
measuring 4^x5j/2xl5 inches, holds
50 slides, and is equipped with leather
handle, brass clasps and lock.

No. 1 No. 2 No. 3
Price $3.50 $5.00 $6.50

RADIO-MAT Slides are
Ready for Typing

Slips in typewriter as easily as
an envelope. After typing di-
rectly in open space (with type-
writer ribbon Thrown Off,
discard envelope back and red
sheet and drop transparency
with mat between cover glasses
readv for projecting.

Box of 50 Radio-Mats

in colors, Amber, Green or White


specify color when you order

HiRSCH & Kaye

Pat«nt«d D»c»mb«b ?9. )890

This is without doubt the most con-
venient form of lantern slide mat. It
is so constructed that with the aid of
a knife and without the use of a rule,
any opening of any size or shape can
be cut in a few seconds.

Per package of 25 $0.35

Per box of 100 1.25

Lantern Slide Binders
Strong, black paper, ^-inch in
width, coated with a superior quality
adhesive, 50 strips to the package.
Each strip 15^/8 inches in length is
sufficient for binding one slide.
Per package of 50 strips $0.15



Thksk hi-autitul toiu-s (.an be oh
taiiu-d on iliftVrcnt grades ot papt-r in
tliii'i' to <i\i" niinutt's. Po not lu-at so

Kasv to usf. ^'ou may obtain nian\
other tones by niixiiifi; these toners, as
(loliltone anii l^hietone i:i\e heaiititui
Jatle tones, anil other eomhinations.

May be apph'eil to a print with a
common brush or with air brush. It is
line tor tinting lantern slides or wher-
ever a transparent eoh)!' is desired.

Rosetone — Gold tone — Bluetone are
three separate toners and are sold
separately or as a unit ol three, so
you can mix them to obtain the dif-
ferent tones.

Rosetone — Gold tone — Bluetone
Put up in i-ounce bottles.

Price $1.00 each
.< .'J

Kotavd Fihn N o-ic Slower
The Eastman Kodak Company an-
nounces that the emulsion on Kotava
film has been slowed down to about
one quarter of its former speed. The
company says this reduction in speed
greatly simplifies its working, and that
it makes possible its use with ordinary
dark-room equipment.

Kotava now requires about four
times the exposure necessary with the
original product, but with this slow-
ing down of speed the brilliance of
the finished product is greatl\ in-
creased. There is a great demand for
this class of work, and in addition to
the price you can get for tliis work,
there is always the sale of a liigh
priced frame — either a miniature or
larger one.

fri stoek (it

f^it lor S ino/,:r/(\\s I' hisli

Tins is the l.itcst addition to the well
know II line ot \\;\s\\ powders made b\
V^ictor. The manufacturers claim
their powder the greatest illumi-
nation |ier gr.un ot any similar pow-
Si-\i:\ Deiimth Re.aso.v.s \\'\i\
Yoi Shoi i.i) Use Victor
Has greater illumination than any

other so-called smokeless powder.
Lower in cost. (Other powders re-
quire 223/2 to ]^2^/f more powder
for same amount of illumination.)
Highly pancromatic.
ALich faster burning than \'ictor

lOxtra Fast.
Quieter than X'ictoi' Normal.
Clean huinnig.

Supplieil ready for use in new type
straight side bottles, with safet\ alum-
Muini cap.

Smokeless (Irade

1 o/. :)£;().9.S

2 oz 1.75

/// Stoi^- (It HiRSCH o K \^ E

New Defender Booklet
The new Defender book now avail-
able for distribution, contains much
useful information about the various
Defender products. A full description
and price list of the many new papers
is included in this 72-page book, and
if \ou did not receive your cop\ \\ c
will gladh' send one on request.

Hi:i.l'l\(; tin- other tellow almost in-
\ariah!\ re>ult^ in helping yourself
. . . or ma\be we shouKl say, in the
other fellow helping you. That's hu-
man nature, but .so many of us fail to
remember that the f)ther feIlf)W is
huni.ui, too.



For the first-of-the-year School Work

To enable you to show new, bright looking samples to the
students, we offer a special sample set — a selection of the best
in our fall line and the new offerings in the spring line — twelve
easel and folder styles — sizes 3x4 and 3x4^.

The illustration shows just four of the twelve styles in this
offer. This set is sent postpaid on receipt of 50 cents. — Order
your set today. Ask for Offer S-1.



(Eastman Kodak Company)

Chicago, Illinois


[ IllF. FOCUS FUR jANrARV • 1V31 ]


Je r r y ^ s


Hy Himself

I niadf a \cw Year's resolution to
grow up to be a big; man. So I been
readin some books on how some men
got to be famous. I'll tell \()u \vhat I
can remember about them.

^Vashino;ton chopped down a clu'rr\'
tree and when his dad asked him who
done it, he said I cannot tell a lie,
I did it. He's got lots of kids into
trouble by that, because all they got
for telling the truth was a whaling.

Nelson was a great hero. He won a
battle with one eye and a w'ooden leg,
but his morals were not respectable.
When he died the queen met him in
a boat and he went to St. Paul's and
was buried. His life teaches us a won-
derful lesson, for with one eye ant!
a wooden leg we can do our duty.

Benjamin Franklin was born in
Boston and moved to Philadelphia.
It took him a week to get there and
ever since then Philadelphia has been
called a slow town. When he linally
got there he was hungry and walked
up the street with a roll vmder his
arm. A girl saw him and laughed at
him and he married her and discov-
ered lightning.

Some people think Edison invented

the first phonograph. But he diihi't.
He invented the first one that couKI
be shut off. He is some foxy guy, that
Edison. He invented the electric light
bulb and when people wouldn't sta\
up nights to use them, he in\ented his
phonograph to keep them up. Then,
he went deaf so he wouldn't have to
listen to it.

I was reading about a famous
painter. I think his name was Joshua
or Reynolds or something like that. I
remember the book said he was so
clever that with one stroke ot his
brush he could make a laughing hoy

But my dad has often done the
same thing.

There is another man who wanted
to be famous. He could put a wine
bottle in a clipper ship, hut he couldn't
put a clipper ship in a wine bottle.

So he did the next best thing and
took an old Mazda Lamp and jammed
it fidl of tinfoil.

And now ever\' photogr.iphcr is
bu\ing his tinfoil hulbs.

So maybe there's hope for me. If
you have any ideas how I can get
famous, please send them to


For Perfect Pictures

( Call it /G\ Gan-\)ert)

The Three High Class



Gevaert Warm Tone Portrait Paper

The portrait contact of the hour.
A revelation of luxurious tones and delicate gra-

Gevaert Portrait Projection Paper

A chlorobrom emulsion carefully balanced to pro-
duce portraits of contact quality.

Gevaert Portrait Bromide Paper

A fast enlarging paper for use where speed and
quality are of equal importance.

The Gevaert Portrait Papers are supplied in a
variety of beautiful surfaces. Identical surfaces may
be obtained in any of the three high class Gevaert
Portrait Papers, Cxevaert paper stock is known for
its finest quality.

Descriptive Catalog on Request

The Gevaert Company of America, Inc.

423-439 West 55th St., New York, N. Y.

41 3-421 N. State St. 345-349 Adelaide St., W.

Chicago, 111. Toronto, Can.

Manufacturers of Photographic Products
for more than a third of a century

All Gevaert Products for Sale by HIRSCH & KAYE,
San Francisco

[ rm-: kucus kok jam .\r\ ; tvii j

L »'


is .111 ;iu till lot of iiioiu-v. what they will net for their money.

Hut that is what the Anu-rican pen- 'I^'ii' ""'»• "^ photojiraphs is as great

plo. your custonu-rs, havi- stored away ■''^ ^'^i'''. hut the puhlic must he made

in saviiifis hanks ready to spend it "picture-minded." Does your show-

rijzhtlv urjied to hu\. ^'='''^' '^"'^ window display invite people

'PI 1 • _ to come into your studio? Are von

1 his huge sum is just . ^ , . , . , . ,'. ,

. satisfied with just that husiness which

-• - • voluntarily comes into your studio, or

more than the savings hanks had on are \<)u m.ikinp: special effort to stimu-

deposit last year. \.^^^. y,,,,,- business? The time immcdi-

So there are plenty of people with ately after Christmas is a good time

plenty of monev — plenty of people to take inventory of the year's pro-

who spend plenty of money for the gram, and criticise and reconstruct

good things of life. People ha\e money your policy so that this year you will

to spend — millions of it — and will not make the same mistakes, hut

spend it provided they can be shown rather will profit by them.

^ ^

Don't Neglect Opportunities to Sell

I\ order to discover what types of pictures the .imateur is interested in iiaving
eidarged, an interesting test was recently conducted in the plant of a San
Francisco finisher. The first thousand enlargements that were made during
the period of the test were subject-analy/.ed and cla.ssified with the following
results :

1. Portraits (1 person) 418

2. Groups (over two) 181

3. Portraits (2 people) 157

4. Commercial 78

5. Babies 76

6. Scenic 68

7. Pets 35

8. Children : 31

9. Travel 21

10. Sport 6

11. Freak 2

Total, 1073

The table shows clearly that the main enlarging interest lies in pictures
of people, a good feature to play up when talking enlargements. P^verv wide
awake finisher takes a personal interest in the picture efforts of his customers
and suggests certain negatives for enlarging when the work is delivered. 1 he
above table may well act as a sales guide, but never suggest an enlargement
unless the negative is reasonably sharp or the result ma\' do more harm than





Labor &

iNSiAi.i. STERLING Dei'cloping
Tanks for Amateur Finishing, Com-
mercial and Professional Work. Low
Cost. Low Upkeep. Best Results.
Made of the very finest porcelain

Turns out enormous amount of
work daily. Best by Test. Ask for

Photo Mfg. Co.


From the Melting Pot to Your
Rank Account


CjETS all the silver from your Hypo
Solution. The ideal precipitant —
clean, odorless, speedy, complete re-
covery. $3.00 for 5-lb. can. Full di-
rections enclosed.

Prepared by Wildberg Bros.
Smelting & Refining Co., San Fran-
cisco, who will buy all the recovered
silver at highest market price.


Distributed by



The constant growing list of studios using Hammer
emulsions, is almost unbelievable.

The Special Brands, prepared by our expert chemists for
Special Work, have made better photography possible.
The problems many studio owners find difficult are made
easy, by following suggestions in our Portfolio of Prints
— which will be mailed you free — write for yours today.


159 West 22nd St.,
New York City

Ohio Ave. k Miami St.
St. Louis


[ rnK Focrs vok jam .\k\ • v>^\ j


Exhibition of Pu tona/


Public Invited to Jtttiul

A luinibiT ot tin- jirailuatcs of tlu-
photofiraphic classes of the rnivi-rsity
of California Kxti'iision Division
united in an efifort to perpetuate their
contacts with one another ami with
their ahh- instructor, P. 1 )()ui:hi> An-
derson, so formed the A. A. A. Photo-
graphic Chib. lliis orijani/ation now
offers the jtuhUc an op|-)ortuiut\ for
seeing their first Invitational Kxhi-
bition of Pictorial Photograph) hung
in the gallerv of the Extension Build-
ing of the L iiiversitN' of California at
S4l» Powell Street. About 150 prints
are shown consisting of collections of
the best work of the year by mem-
bers of the California Camera Club,
the Japanese Camera Club, the Pic-
torial Photographers of San Francisco,
anil the A.A.A. Photographic Club,
all of San Francisco. The jury of
Selection, composed of P. Douglas
Anderson. Sigismund Blumann. and
Ci. H. S. Harding, found it difficult
to eliminate from the several hundred

jiictures submitted as the standariis of
all were well maintained. This exhi-
bition will remain open to the pubh\-
from J;niu:iry Jtxl to the l^r^\, and
there is no .idmission fee. The build-
ing is open from I I :()() a.m. until
'):()() p.m. on week days. From 1():(H»
a.m. to I :(!() p.m. on Saturday.s.
L'losed on Sunda\s.

1 r t()i)k three da\s to figure this one
out: In every tank there would be
four or five fogged film; rest okay.
Search narrowed down to certain
holders, the slides of which hail been
repainted. When film stood in those
particular holders for half a day or
more it de\eloped fog. . . . Among
ingredients in the jiaint — phosphorus.

.M.\rki:ti\g glossy piiiits tor news-
paper luts. — Write studio name with
a soft pencil in the corner of the paper
before printing. Rub the pencil mark
off in the hypo bath w ith the palm of
the hand. The title remains, in white,
on the finished print.


-¥ -^


Panchromatic Photography is in the air. Photograiihers are asking every
sort of question about the advantages of Panchromatic films for home movies.
Panchromatic cut films for commercial work, Panchromatic plates for studio
portraiture, copying and the making of color prints.

TOORAPHY" gives a clean-cut explanation of its meamng in modern
photograph\-. Its practical advantages and manipulation. This is the first
American handbook to this n{;w and important branch of photograpln, it fills
an urgent need and is \ery much in demand.

Prk i: 4() Ciixis Pi;k C()l'^■

//; stdi k (it


Order Your Annual Publications Now

The Americax Axxl al of Photography

45th volume, printed on the finest coated paper and containing one hundred
or more reproductions of the best American, and foreign ptotographs of the
year together with numerous practical articles, formulae and other informa-
tion. Price, paper $1.50, cloth $2.25.

Das Deutsche Lightkild

A magnificent year book ^vith 160 beautiful reproduced photographs and a
number of valuable technical articles in German with English and French
translations. Last year's volume of this was undoubtedly the finest pictorial
annual ever published. Price $4.00.

Photogr.a:\is of the Year 1930

The international annual of pictorial photography, containing selected prints
from the best workers of all countries, with valuable criticism of the pictures
and other interesting text. Price, paper $2.50, cloth $3.50.

The British Journal Photographic Alm.axac

The big book of photography, with practical articles, numerous beautiful pic-
tures in rotogravure and the \vell-known advertising section. Price, paper
$1.00, cloth $1.50.

The Year's Photographs

The annual number of the Ro\ al Photographic Society's Journal with descrip-
tion and illustration of its annual exhibition of technical and pictorial photo-
graphs from all over the world. Price, $1.25.

Klimpsch's Jahrbruch, 1931

This book contains valuable articles in German on the year's progress in
photo-engraving and printing methods with beautiful monotone and full color
reproductions by all the most beautiful processes known. Price, cloth $5.00

The Japax Photographic

Text partly in English, mainly in Japanese. Beautiful reproductions of Japan-
ese work only. A much larger volume than last year's book. Price, $3.00

The Fourth Ixterx.atioxal Photographic Salox of Japax, 1930

230 beautiful full page reproductions of photographs from all over the world,

Online LibraryPacific Publication CompanyThe focus (Volume v.7 (1931)) → online text (page 1 of 29)