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Looking Down Photographed by
On If estwood Franklin S. Allen
coverage out of the abstract and put it in terms that any successful merchandiser can understand.
To assist me in this effort, I recently engaged the Goodyear b 1 i m p ‘‘Volunteer,” slung my Contax around my neck, and made a study from the air. photographing, for example, a filling station or a grocery store in which the products of an advertiser or a prospective advertiser might be sold, and the homes that surround it.
A hen the negatives were developed, I had enlargements made — big ones — and placed check marks on those homes that actually get “The American Weekly.”
Then I show the prints to the advertising manager of the firm in question. When he sees this picture of an actual point of sale of his own product. surrounded by homes that actual!) read our publication — and these check marks indicate that two out of three or three out of four actually do receive it — he has a graphic visualization of our coverage, expressed in tangible terms far more easily comprehended than any talk of millions.
Using Supreme In The Air.
Agfa Supreme negative plays a big part in this. Ever since the intro
duction of this film, I have used it and found it by far the most useful, all-around film on the market. In the air it is particularly spectacular.
Making stills in the air. regardless of whether you are Hying in a blimp or in an airplane, you have several definite photographic problems to conquer. First of all. you must use a fairly high shutter speed, to overcome the vibration of the engine. In my experience, that means a speed of 1 250th of a second or faster.
Next, in order to assure the maximum ot definition, one always prefers to stop the lens down as far as possible.
At the same time, for penetrating the ever-present aerial haze, it is necessary to use a filter.
In addition, using these aerial minicam photos as I do, where more than ordinarily big enlargements are necessary, a film with real fine-grain quality is imperative.
All of this points to the need for a fast, highly panchromatic film which in spite of its speed is of the fine-grain type. And it gives its own answer, for these requirements give an excellent picture of Agfa Supreme negative.
In addition, there is the question of brilliance to be considered. Too many non-professional air shots tend toward an unpleasant flatness in both lighting and contrast. For reallv satisfactory results you want to use a film that will give you a normal snap and contrast, witout forcing you to resort to using either an over-correcting filter or printing on an extremely ‘hard’ paper.
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