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.
334 Building Theatre Patronage
sections of the newspaper. Consider the real estate sections. Consider the book magazine section, and also the book reviews, which incidentally carry publisher's name and cost per volume just as the paidfor theatre advertisement carries theatre name and admission price.
Why space for real estate, radio, automobiles, fashions, athletic contests, sport news? There is only one answer: Reader interest in these activities justifies the space. The space used is not justly determined by advertising revenue.
Interest.
Motion pictures are of more widespread interest. Women readers are not interested in the sporting pages. Men readers are not interested in the fashion page. The real estate sections interest relatively few. The automobile section interests relatively few. Judging by the number of radio sections left unopened on the newsstand there must be quite a few newspaper readers not interested in this reader service. A larger percentage of readers are interested in motion-picture news than are interested in the above-mentioned "news."
Women Readers.
The strongest argument any newspaper can offer an advertiser is woman reader interest. Yet we know that women are in the majority of motion-picture audiences. If entertaining and interesting motion-picture stories are carried by a newspaper, this makes that newspaper of greater interest to women readers, and consequently the newspaper has a stronger argument with which to approach national advertisers. If the fan magazines are securing much national advertising which never goes into the newspapers, it may be because the advertisers feel that these products advertised in the fan magazines will get more sales. Yet the very same products could be advertised in the newspaper, on an attractive amusement page, which can carry the very same material that is carried by the fan magazines. This material is available. If the newspaper uses it, it is to the newspaper's advantage.
As a regular advertiser the local theatre manager has a strong case. He has convincing arguments to use. He should