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Newspaper Advertising 335
not be expected to pay exorbitant amusement rates. In cases where rival newspapers are in severe competition, the theatre's advertising in one newspaper which gives fair treatment in the matter of rates might bring more light to the subject, if the arguments suggested here fall on deaf ears. But, generally, when the old retort of "It is tradition** is used by the newspaper executive, this is discarded and a fair, businesslike solution is effected if convincing arguments are used by the local theatre advertiser.
Relations with the Newspaper.
Regardless of how very popular and very powerful a theatre manager may be in his community, he can never afford to encourage anything but the most friendly relations with local newspaper men. The sympathy and understanding of newspaper men are a powerful asset. This does not mean that rates and space will be determined on any other than a strictly business basis; but in friendly relationship there is a mutual advantage to both the newspaper and the theatre.
The more members of the newspaper staffs who are interested in the theatre and actually friendly with the manager, and anxious to co-operate, the better.
This involves the personal equation, and is not something that can be regulated by fixed principles. No suggestion can be given for the proper handling of newspaper men, except insistence upon tact, common sense, and an understanding of the problems of the newspaper. Cultivate the friendship of every member of the staff. This is a matter of studying the men. The judicious use of theatre passes is helpful; but never think that newspaper men can be "bought** with passes. The pass for them is an indication of good-will and not a payment for business service. Space is the only thing that newspapers have to sell. You have no more reason to expect that space can be bought with passes, than you have for expecting that the theatre rent can be paid with passes. Without cordial relations, good fellowship, understanding, and decent treatment the theatre pass is practically worthless.
Do everything that you can to make newspaper men realize that you are ready to co-operate; for instance, if you