Building theatre patronage : management and merchandising (1927)

CHAPTER XXVI NEWSPAPER ADVERTISING THE theatre uses so many mediums of advertising that the newspaper, like any other medium, cannot be considered an exclusive medium. It is supplemental, and that does not necessarily mean secondary in importance. Discussion concerning the relative value of newspaper advertising for motion picture theatres is a waste of time if the discussion is general. It is a waste of time to state general principles concerning the percentage of advertising expenditure that should be allotted for newspaper advertising and the percentage that should be allotted to other mediums, and expect that this can be applied effectively, everywhere. Practically every theatre has a particular problem, and only in the light of real facts concerning that particular problem can any worth-while decision be made. Newspaper advertising in general has certain features which should be considered. To-day about 2,000 daily newspapers are sold to over 36,000,000 people. In a year, approximately $300,000,000 is paid to purchase copies of newspapers. Last year, approximately $700,000,000 was spent for newspaper advertising, which is ten times the amount spent for billboards, and about five times the amount spent for magazine advertising. Advantages. The newspaper goes into the home. It generally has an interest for all members of the family. Because of reader habit it has a recognizable personality, so that its pages are approached with an intimacy and with a certain confidence. Because it reports daily events, the very tone of its pages carries a "Do it now" emphasis. It permits flexibility in the shape of advertising layouts. It permits the arrangement of copy so that emphasis can be given to details that have outstanding local importance. Because of composition, it permits quick change in layout. Because it carries local news, it makes 324