...meet The New Argus Products
Looking At Argus
Chicago, Illinois March 17, 1958 This is being written in Chicago, where I have just finished my
first trip around the annual Photographjc Trade Show which opened todayat the Conrad Hilton Hotel.
All major American and foreign manufacturers are represented, and dealers are her e f rom e ver y
part of North America. The entire show is impressive, and a really convincing demonstra - tion of
the growth and strength of the Photographic Industry. The 170 exhibits and hundreds of products are
evidence that our industry is progressing rapidly. I am happy to report that here, with all of our
competition around us, Argus looks great. Our large exhibit (side by side with the Sylvania
Photolamp División display) has attracted a full capacity of dealers ever since the show
opened. Most important, the dealers are really excited about our new products. We and our
distributors have about 45 salesmen working at the show, and they are busy demonstrating and writing
orders. WHAT DOES THE FUTURE HOLD? This, of course, is the big question in all business today, and I
know each of us at Argus is interested in the answer personally. At this show, and at our sales
meeting during the past several days, the general feeling has been one of confidence in our economy
and belief that an upswing will soon start. Of course, we at Argus have only a small influence on
the countryTs total economy, but our goal is to get an increased share of all of the camera and
projector sales which are made. With our new product program well underway, I am sure we are on the
track. SOME NEW PRODUCT FACTS This issue of Argus Eyes presents details on each of our new products
introduced in Chicago today. However, you may be interested in some of the background thinking
soning behind several of the new models. The Match-Matic C3 is far more than a Mnew look"
for our most famous product. The Match-Matic system is an entirely new concept of simplified
photography. This new ease of use means that for the first time a fine quality color-slide camera is
available to the thousands of people who have had no photographic experience. This should
créate a new and large market for Argus The M500 8mm Movie Projector is a fine example of
what can be accomplished through Argus -Sylvania teamwork. . .with the M500 featuring the
revolutionary new Sylvania TruFlector projection lamp. This is our first product in the 8mm movie
field. . . a market that has a greater sales potential than the 35mm field where we have confined
our efforts in the past. The M500 is not just another movie projector. It is truly new. ..offers new
features and greater value to customers. . .sets new standards for the industry. In introducing the
M500, Argus has made an important move toward leadership in another segment of the photographic
business. The dealers I have talked to today are enthused about this product. The V100 is a fine
German-made camera added to our line to fill a special slot in the camera market where we have not
previously been in contention. This market consists of customers who specifically want an imported
camera with special features. The price range and features are enough different from our top cameras
to make the V100 noncompetitive with the C44, while adding to our sales strength and position with
retail dealers. It means plus business. The new Argus products introduced today represent months of
great effort by many people in our organiza - tion. I personally know of many instances where extra
effort was made to expedite this program. Our appreciation and congratulations go to every one who
contributed to the
successful introduction of these new producís in Chicago today. I TfflNK WE STOLE THE SHOW
THIS YEAR. Now, our next job is to get production underway rapidly, and to get these products in the
hands of customers while Argus salesmen and dealers have a real head of steam built up. Our
competitors are not asleep. They, too, introduced many new products, and they wont let us into new
markets without a fight. We have to keep our costs competitive to permit selling at the lowest
prices consistent with the highquality standards we insist upon; and we have to follow up with other
attractive, competitive products as soon as possible. These many challenges should keep us busy for
months to come.
Argus Sales Champs Announced At Meeting
Photo Review Of Argus At The Photo Show
Salesmeeting Sets The Stage For Selling
Last Minute Preparations
Men At Work . . . Selling Argus
Meet The New Argus Products
Six great new Argus products were in troduced to our Dealers at the trade show in Chicago, March
17 to 21, and are now being shipped to stores all over the country. The next six pages of this
issue of Argus Eyes is being devoted to a close-up look at each of the new products, and a look
behind the scènes at the activity which made these developments possible.
argus M5OO 8mm MOVIE PROJECTOR The Argus tradition of leadership and outstanding value for
customers is very evident in this first Argus entry in the booming 8mm movie projector business. The
M500 achieves new standards for screen brilliance, quiet operation and compact size.
The big feature of the M500 is the revolutionary new Sylvania Tru-Flector projection lamp which
contains a precisely positioneel silvered metal mirror on the inside! Operating like a
house beam, the new lamp produces concentrated light to give screen brilliance greater than
old-fashioned 500 watt movie projectors. . .yet, our new M500 is f ar smaller and operates with the
cool advantages of far lower wattage than competitive 500-watt projectors.
GOOD THINGS DO COME IN SMALL PACKAGES. . . the new Argus M500 is only 10 34" x 6Tt and 8
12" high in storage position. Total weight is only 11 pounds.
Instant Action Single Control Forward- Reverse- Still Rapid Power Rewind and Enclosed Reel Drive
New Easy "Slip Loading" Film Gate f:1.5 Wide-Angle Lens All Moving Parts Lifetime
Full 30" Picture at Only 12 Feet 400T Film Reel Capacity Compact and Portable in lts Own
Self-Contained Carrying Case RuggedOne Piece, Die-Cast Aluminum Body Modern Functional Styling
Concept Argus Lifetime Guarantee
Here, at last is a really fine camera that is just as easy to set as a clock. The Match-Matic
exposure setting system is designed to appeal to people who know absolute ly nothing about
photography, and who don't want to have to learn. All f: stops and fractional shutter speeds have
been replaced by plain numbers, and all "thinking" is done by the clip-on LC3 meter.
HERE'S HOW IT WORKS - When setting the camera, the user merely selects a shutter number by deciding
whether the picture he wants is a "scène" or "action. " The shutter
number is matched on the meter... the meter is aimed. ..the number indicated by the meter needie is
matched on the lens... and you're all set! NEW APPEARANCE, TOO - In addition to the new Match-Matic
system, the C3 has a fine new prestige look. The famous C3 shape has been retained, but the camera
now sports a handsome gray leather surface, enlarged knobs and controls and a streamlined lens mount
with settings visible f rom above. Retail price of the new Match-Matic C3 is $74.95, including
camera, case, flash and the LC3 meter. The new case is designed to cover camera with meter
The new Argus Match-Matic C3
MATCH-MATIC C3 '
PROMOTION KIT for Match-Matic C3 includes this set of streamers to be displayed in stores to cali
attention to the eas; new exposure system.
Birth Of A New Product
The development of a new Argus product is an important event that effects each of us. It is a
tremendous job, requiring the direct efforts of every department. While there is much glamour on the
day the new products are first shown, the way has been paved with hard work and extra effort. These
photos take you behind the scènes to see some of the key operations involved in preparing the
new M500 Movie Projector. Actually, space allows us to show only about onefourth of the activities
involved, but this will give you some idea of the work and planning involved in the total Argus new
As our new product moves into Dealers1 stores throughout the country, and into the hands of our
customers, one job is finished. But, the big job of new product development continúes without
even a moment s pause. This job goes on because we must constantly offer the best, and therefore our
goal must always be to improve, to think anead and to develop even finer cameras and projectors.
This new camera is manufactured in Germany for Argus, and to Argus specifications, to appeal to
customers in the higherprice, import market. The V100 puts Argus into a sales field in which we
previously have not been a contender. CHOICE OF LENSES Two models are available. . . one with a
high-speed Argus Cintagon II f:2.0 lens, the other with an Argus Cintar II f:2.8 lens. Both models
feature an advance design Exposure Value System with built-in exposure meter, built-in delayed
action self-timer and many other special items designed to excite the "all-out" camera
fan. The C4C44 flash unit will be sold with both models. The V 100 with f:2.0 lens, case and flash
will retail for $161.15, and the f:2.8 model will retail for $131.15.
V100 FEATURES Super-fast coated, color-corrected lenses in either Cintar II f:2.8 or Cintagon II
f:2.0 models. Synchro-Compur shutter with 10 speeds from one full second to l500th, plus bulb and
built in self-timer. Shutter speed and aperature rings lock together at desired EVS to allow
complete selection of comparable combinations with single one-finger setting action.
Built-in EVS exposure meter with two sensitivity ranges. Film speeds ASA 2.5 to 1250.
Single-Stroke rapid wind with built-in exposure counter and hidden pop-up rewind knob. Built-in M-X
internal flash synchronization permitting use of Standard Argus clip-on flash gun. Built-in
doublé exposure prevention with intentional release. ASA accessory threads. Argus lifetime
Argus Pre-viewer Ii
A sparkling new two-tone green companion for the fast-moving Argus Previewer I, this new modern
design offers the perfect angle for viewing by several people while the viewer remains on desk or
table. The slide-carrier can be pressed into a special position to keep the light on without fingers
holding slide down. Uniform illumination system is self-contained, with batteries and bulb supplied.
The Previewer II features a big doublé -e Ie ment magnifying lens system designed to produce
full edge-to-edge clarity on 35mm or 127 slides, inserted either horizontally or vertically. Price
is only $8.95. The familiar Previewer I will continue in its line at $7.95. The entire Pre -Viewer
II is manufactured by Sylvania Parts División.
Now the best of Argus is even better as rapid wind and rewind sales features are added to the
popular C44 camera. The new rapid wind lever is always in the precise position for a flick of the
thumb, but never in the way when shooting pictures. Two quick strokes, and the film is advanced,
shutter rewound and the camera is ready for the next picture. New Argus C44 rapid rewind puts film
back in the
cartridge in a matter of moments. Rewinding is a continuous smooth motion with the handy rewind
crank. The new Rapid Wind C44 model continúes to offer all of the popular fast-selling
features including bayonetmount lens interchangeability and choice of f:2.8 or f:1.9 lens. The new
C44 Rapid Wind will be an outstanding buy at$99.95for the f:2. 8 model and $149.95 for the f:1.9
The New Argus
This is a high quality accessory for the C3, C44 and many other cameras which use the standard
interchangeable 35mm, 50mm and lOOmm lenses. The viewer provides a separate and precise prismatic
optical system for each of the three focal lengths, assuring an exact field of view. The optical
design gives an extremely brilliant image, and precisión is maintained to the extreme corners
and edges. One major feature is that the field of view will exactly match that of the camera lens
even if the user wears glasses or does not center his eye properly when viewing. Cost of the new
Argus Turret Viewfinder is $24.95.
Argus Photographers Help Veterans Enjoy Color Slide Shows
The Ann Arbor Camera Club recently solicited colored slides from itTs members for the enjoyment
of the Veterans at the local Veterans Administration Hospital. For the showing and viewing of these
slides the Argus Camera Employees contributed the following equipment to the Hospital: one Argus
300-Watt Slide Projector, four Argus Previewers, one 40 x 40 Projection Screen. The Ann Arbor Camera
Club supplied a Storage Chest for the slides and trays to distribute the slides in small groups to
the various patients. Pictured above is the presentation of the slides and equipment by Camera Club
officers and a representative of Argus Employees. Left to right: Edward E. Sayer, founder of the
Camera Club and now Vice President; Mr. James Cooper, President of the Camera Club; C. D. Nichols,
Chief of Special Services at the Hospital; and Walter Bartell, President of the Argus Employees'
Alice Mae Riley became the bride of Ronald Douglas Hale on November 16, 1957. The wedding took
place at St. Patrick's Catholic Church in Brighton, Michigan. Many of Alice1 s friends at Argus
participated in the wedding ceremony and the reception that followed in the St. Patrick's School
Hall. The bridegroom is a pilot for the Air Travel Service Company of Detroit. Alice is a secretary
in the Sales Department.
The Annual Dinner is scheduled for Monday, March 31 at 6:30 P.M. in the Michigan Union Ballroom.
Your mailed invita - tion will have a reservation card enclosed. Be sure to return it as instructed
on the card.
June E. Osborn (Engineering) and Nathan Fairchild were married on January 29 in an afternoon
ceremony at the First Baptist Church in Ann Arbor. After a wedding trip to Canada, the couple
returned to their home at 910 Greenwood, Ann Arbor. Mr. Fairchild is a senior in the University of
Michigan Law School.
From The Album
Dorothy Lavin (Dept. 81) has a new baby girl finally. Patricia Ann was born on February 16 of
this year. She has three older brothers.
Laurie Louise Wellman arrived on February 27 and weighed in at a healthy 8 lb. 13 oz. Miss
Wellmanfs father, Maynard, works in the Engineering Department.
With eight weeks remaining of the bowling season the race for positions are tightening up, with
the Green Hornets still remaining in the top spot. But only three points behind the front running
Green Hornets are two teams, the Tool Room, last year's champs, and the Thirsty Five team. Although
the season has only one-third of the schedule left, there are half a dozen teams that could end up
in the top position. Jim Fraser's 276 game (actual) still remains the highest single game but one
bowler, George Bock, came pretty close to beating Jim with a 269 game. George started out with eight
in a row, in the ninth frame which seemed like a pretty good hit, one pin remained and George had to
settle for a spare. In the tenth frame, George got a strike and spare for 269 pins. In the high
three-game series department, Jim Fraser beat his previous series of 623 with a 650. He had games of
233-225-192. But close on his heels and giving him a fight in this división is Chuck Renner
who so f ar has rolled a threegame series of 631. In the high average class, Chuck McClune still
remains on top with 178 pins per game average. But only two pins behind Chuck and don't count this
fellow out is Jim Fraser with 176. And the dark horse in this race and coming up strong is Chuck
Renner. The outcome of this contest is f ar f rom being settled. The Thirsty Five holds the high
single team game (actual) of 1003 and the high team series (actual) of 2780. The Forty-Niners has
the high team series with handicap of 2760. The Men's Day Shift Bowling Banquet will be held April
22, 1958 at the Moose Lodge. Be sure to hold this date open.
STANDING SO F AR THIS YEAR
LADIES' BOWLING LEAGUE STANDING SO FAR THIS YEAR
WOMEN'S CRIBBAGE WINNERS Beulah Newman lst $15.00 Wilma Simmons 2nd 10.00 Edna Racicot 3rd 5. 00
MEN'S CRIBBAGE WINNERS John Borgerson lst $15.00 Gene Rossback 2nd 10.00 John Sartori 3rd 5.00
GOLFERS- Now is the time to organize the golf league. Watch bulletin boards for information.
Published every other month for the employees of Argus Cameras, and their families.
Coördinator - Arthur Parker, Jr. REPORTERS: Machine Shop - DOROTHY LIXEY, Purchasing -
BËTTY FÖRSYTH, Lens Processing - BETTY SHATTUCK, Maintenance - JOHN KOKINAKES, Engineering
- HÉCTOR HAAS and JUNE OSBORNE, Standards and Production Planning - VIRGINIA BIRNEY, Tool
Room - BILL FIKE, Accounting - CAROL WHITE, Service - TOM KENTES, Suggestion Office - PAUL McCOY,
C-4 and 44 Assembly - THRESSEL CONLEY, Sales - LOIS ELKINS, Paint Shop - RON ARNST, Night Shift, LEO
WIEDERHOFF. Feature writers: Joe Detweiler Andy Argus, Don Crump Photoprinting: Jan Gala MATERIAL
MAY BE REPRINTED WITH CREDIT TO ARGUS E YES Litho in U.S.A.
División oí Sylvania Electric Products, Inc. ANN ARBOR. MICHIGAN Return Postage
Sc 561, P. L. R. U. S. POSTAGE P A I D Ann Aifcoe, Michifftit PfmH No. 59f
Isabelle Nash 719 W. Madisoa Apt. 7 _ Arm Arbor, Htch. r9fu
Thirteen Argusites Celebrate Years Of Service...