Building theatre patronage : management and merchandising (1927)

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330 Building Theatre Patronage means an expense which does not bring justifying results. The Sunday display advertising, if it was effective, did what need not be done again by the Monday morning or perhaps even the Monday evening newspapers. Rates. Newspaper advertising space is sold either by the agate line or by the column inch. The extremes are from a fraction of one cent per line to $1.50 per line. The rate is generally determined by circulation. However, no standard rate per thousand circulation has been adopted for general use. The main reason is because the value of the newspaper does not depend exclusively upon circulation. The rate per line per column inch is higher for what is called "preferred position" — for instance, assurance of position next to pure reading matter, or top of column, or on a news page, or on a particular page, etc. Generally, a reduced rate is given to regular advertisers who use large spaces, such as department stores, and in some cases this rate automatically adjusts itself according to changes in circulation. Amusement Rates. The same advertising rate, per line or column, as far as space is concerned, is usually charged to all regular advertisers — except the theatre. Is this because the theatre is not a regular advertiser? No! Is this because theatre layout requires some special treatment and some special care? No! Is this because theatre advertising sells a product which is of so low a grade that it should not appear side by side with patent medicine advertising, sex novel advertising, sensational promotion advertising, night club advertising, or questionable roadhouse advertising? No! Hie so-called amusement rate is generally higher than the run-of-paper rate; in some cases it is 280 per cent higher; in many cases it is double the general display rate. There are newspapers in which the amusement rate is no different from the run-of-paper rate. More and more newspapers are adopting this policy.