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Newspaper Advertising 329
For some programs, billboards and outdoor advertising activities are generally more effective. This does not mean, of course, that the newspaper that gets results will carry no advertisement. On the other hand, certain programs, because of the nature of their appeal, are better advertised with emphasis on newspaper advertising. This does not mean, of course, that other mediums will be neglected.
Space.
The amount of space used depends upon both the considerations outlined above, and also the importance of the newspaper as an advertising medium for your particular theatre, at this particular time, with a program of this particular appeal, upon the coverage of the newspaper in its relation to the territory where your prospects reside, and, lastly, upon competitor practices.
Results are not in direct proportion to the amount of space used. Increased space beyond a certain point may not bring a return to justify the expenditure. It is inaccurate to reason that, if you can attract 200 patrons with 10 inches, you can attract 400 with 20 inches. As far as increase in space is concerned, if you regularly use a set amount of space for every program, no particular program stands out as more important as far as space used is concerned. On the other hand, if you use a certain space regularly, but use a much smaller space for a particular program, this implies that it is not important. Certain productions do justify more space than is regularly used. As far as attention value is concerned, it is generally admitted that it increases in direct ratio to increase in space used — up to quarter page; after that the increase in attention is not in direct ratio to increase in space used.
Economies.
An economy that can be practiced for theatres which do not operate on Sundays is the following: If the Sunday newspapers carry display advertisements of the program of the following week, it does not seem necessary to advertise again in the Monday morning newspapers. In fact, in some cases further display advertising in the Monday evening newspapers