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.
328 Building Theatre Patronage
What is the editorial policy of the newspaper concerning censorship, detrimental legislation? What co-operation does the newspaper offer? Is its attitude towards motion-picture entertainment indifferent? Will it consider with fair, businesslike attitude co-operative advertising activities?
Does it carry an attractively prepared theatre page? Not only because it is a service to readers, such as an adequate sporting page, or an adequate woman's page, or an adequate market page, but because it is indicative of appreciation of the place that entertainment holds in the life of the community. Is efficient service given in the composing room? Is no discrimination shown against advertising so that page location is given as fairly to the regular theatre advertiser as to any other regular advertiser using the same space? Is theatre advertising deliberately and regularly placed where it will be smothered by bold display of other advertising, or is it given fair treatment as regards surrounding material?
Attention should be given to the street sales of different editions, home deliveries, when different editions reach the home, the circulation of different editions in different districts, the percentage of circulation that goes to suburban readers, etc.
Readers.
As far as theatre advertising is concerned, two things should be considered: Some readers as regular patrons seek out the advertisement deliberately to get information. Other readers — many of them not even occasional patrons — are turning the pages of a newspaper without any thought of theatre attendance. As far as they are concerned, the theatre advertisement has a value only when it will win their attention, as they hurry by, and then so convince that attendance will follow. These are the really profitable readers; you might not get these by other methods.
In general, it is true that newspaper advertising supplements the advertising of theatre screen, billboards, lobby and marquee display, window displays, and other activities. It does not inaugurate an advertising campaign. It is generally the closing, reminding, clinching shot.