an early 1956 ad for Graflex gear when colour media was gaining in popularity
Toronto. The January 1956 ad for Graflex in Popular Mechanics magazine was typical of the photography ads of the time. The ad touted Graflex products as ideal for colour images. Not mentioned was that colour transparencies and electronic flash were two big fresh eggs post war.
While the ad assures the reader that he could earn big money and was far more likely to have 4×5 colour shots accepted by picture editors, it neglects to mention that colour in magazines and especially in newspapers was a slowly growing trend at the time, or that many publications refused photographs made with 35mm cameras and film.
Editors might accept 120 roll film or slightly larger 6×9 cm negatives but usually were more open to the 4×5 negatives. In fact, 4×5 was considered professional as was the Stroboflash (far more costly for casual use than flash bulbs). As a side note even at 200 watt-seconds the Stroboflash has less light output than that of a simple and cheap #5 flashbulb in an inexpensive flashgun! The shots may cost only two cents but the outlay for the strobe usually far exceeded an amateur’s budget.
My thanks once again to my good friend and fellow PHSC member, George Dunbar, for finding the Graflex ad and choosing to share it with us. It brings back memories of those days when both colour and 4×5 equipment were rare for amateurs. And even professionals usually worked in black and white media.
Of course collectors/users may find equipment like the above, not to mention film at our photographica-fair this Sunday!
