We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
282 Building Theatre Patronage
does the size. Attention value does increase in direct proportion to the increase in size only as far as the quarter-page layout. Beyond that size the ratio of increase of attention to increase in size is only about 50 per cent.
As far as theatre advertising is concerned, whenever many other mediums of advertising have been used to sell a particular program, there should be a very convincing reason to justify a larger size than about three columns by ten. In some cases, because of peculiar arrangement of the amusement page, advertisement layouts of particular sizes and particular shapes are given exceptional prominence. For instance, narrow two-column advertisements may be placed next to the reading matter, and consequently are not easily "buried" on the page as others are. This is the exception.
In some cases it is important to have a part of the advertisement above the newspaper fold. Then a shape and size is sought which will secure good position. In these cases the folded newspaper read on the trolley usually means that advertisements below the fold are overlooked. However, these are extreme cases where size is determined by position.
Position.
The position given a particular theatre layout is generally determined in the composing room according to attempts at a well-balanced page. It may be possible to get a set location. It may be possible, by understanding the problems of a particular shop, to send advertisements of a shape and a size which will generally secure preferred positions. It does the theatre manager little good to be told that advertisers in general rank effective positions as follows: front page, back page, left top of left page, right top of right page, etc. A theatre advertisement is destined for a particular page, and common sense and study of that particular page will suggest favorable position possibilities. It should be remembered that advertisements set next to the gutter, that is, next to the side or bottom margins, give the possibility of shaping the layout so that the gutter side space will give prominence to the display. Therefore, borders next to the gutter are not always advisable. But be sure of the gutter