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.
Newspaper Advertising 327
readers will not even bother to report at the box office even if free or reduced admission is offered. However, if ten times as many returns came from one newspaper, and if an approximately identical difference in returns is found whenever a similar trial is made, there would be a basis of fact on which to make a decision.
The newspapers main revenue comes from advertising. It sells white space as the dry-goods store sells yards of cloth or the grocery store sells pounds of sugar. The cost of this white space is based on circulation. Evidently, circulation is not a perfect or an accurate basis on which to determine cost of advertising for some products. Cost of white space should really be determined on results achievable. It is evident that the newspaper with quality circulation for a quality product would be worth more per inch than the newspaper without quality circulation, no matter what the actual figures of circulation might be. As far as the theatre is concerned, an important consideration is not the number of readers, but what people or what families read the newspaper. In what areas do these readers live? When is the newspaper read — in the morning or in the evening? Does the character of the newspaper, because of its general reliability and reputation, lend a confidence and reader interest to the advertisements it carries? A newspaper with a smaller circulation sometimes lends more confidence to its advertising pages because of reader loyalty or because of reader confidence in the reliability of a newspaper. Such a newspaper is accepted with a more friendly and more trusting attitude, and the advertisements profit accordingly.
As far as circulation is concerned, mere numbers are deceptive. Is the circulation based on the newspaper's sheer value as a newspaper or has it been artificially stimulated by premiums, clubbing offers, contests, etc., which make that circulation only temporary?
What is the physical appearance both of the news columns and the advertising columns of a newspaper? Does it carry feature and special articles regularly? What is the attitude of national advertisers and local advertisers concerning the effectiveness of a particular newspaper? 22