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326 Building Theatre Patronage
Should it run display advertising in the metropolitan newspaper with a circulation of 300,000? If it does, the cost of this advertising will be determined by the circulation of the newspaper. In other words, the theatre pays for having its message carried to readers, the large majority of whom are in no sense prospective patrons for the theatre. There is also a neighborhood newspaper. It has a circulation that completely covers the territory from which the theatre draws patrons. Its advertising rate is determined by that circulation. Evidently, more space at cheaper rates would get more returns in proportion to the advertising expenditure, by using the neighborhood newspaper. However, if the metropolitan newspaper was responsible for the attendance of a certain number of readers at the particular theatre discussed, so that their attendance could be secured by no other advertising means, then the point to determine is whether the admission paid by these readers outbalances the additional expenditure necessary to reach them by the metropolitan newspaper.
Value.
There are two or more competitive newspapers in the same city, each reaching, to some extent, a large number of prospective patrons. What facts determine the relative value of the competitive newspapers? In considering these facts, realize that the conclusion does not mean exclusive use of one newspaper and the neglect of the others. The conclusion to be drawn by applying the considerations given is only one of the relative value of the newspaper as far as your theatre is concerned.
The showman possesses a certain sixth sense by which he "feels" the pull of a newspaper. He listens to local comment. To test returns on competitive newspapers he can use certain methods. For instance, in small type at the bottom of advertisements in competitive newspapers he can state that readers presenting the advertisement will be admitted at a reduced admission; or free admission can be offered to those who mark misspelled words in the theatre advertisement. Any such method gives only an approximation. Some readers will not take the trouble of searching for misspelled words. Some