"Today it's easy and inexpensive for you to take good color photographs that you'll enjoy and be proud of for years to come. You probably can remember when this wasn't so. Color pictures once took a lot of money and really professional skill. What's happened to change all that? It's simple. We now have better film and improved lenses through which the film can receive a clearer image. These new films and lenses are so common that their cost to buy, and the cost of using them to make color photographs, are down to entirely reasonable levels."
Good Reading Rack Service, 1956