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Newspaper Advertising 325
possible timely references in advertising to items on the news pages. Because circulation is relatively stable and not influenced by weather conditions, the calculation of the delivery of. an advertising message is possible. Because of daily appearance, it permits of repetition advertising. The newspaper which carries an adequately and attractively arranged amusement page has a further advantage as far as theatre advertising is concerned. The proximity of a theatre advertisement to this theatre news is an advantage. Because the medium is elastic, space can be changed or can be used only when required.
As far as theatre advertising is concerned, the newspaper advertisement, like any other, has one function: to sell tickets. Even with institutional advertising, the exclusive purpose is sales — if not immediate, at least eventual.
Necessity.
It is evident that rf theatre ticket sales could be made in just as great a number without the newspaper advertisement, the newspaper advertisement would not be necessary. It is evident that if other mediums of advertising at less expense could make as many sales, and make every sale that the newspaper could make, that the newspaper advertisement would not be necessary.
Here are peculiar situations: A certain theatre appeals to the mine workers of a community. The majority of these are foreigners. A throw-away in a foreign language, or a herald printed with a message in a foreign language, distributed to each of this theatre's possible prospects will evidently get results that would not be possible by using the local newspaper.
A theatre in a large city, the first-run house, the leading theatre in the city, catering to patrons over a large territory, has a different problem. Reference to the amusement page for information concerning this theatre's program is habitual all over the city. The newspaper, because of coverage, fair advertising rates, and because of the practice of competitive theatres, may be practically indispensable.
Here is another case. A neighborhood theatre in this same large city has its possible prospects within a limited territory.