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338 Building Theatre Patronage
giving the implication that the fake activities which have so long cast a shadow on the name "showman," as far as newspaper men are concerned, are justified by some God-given right. One can be a showman and at the same time carry on fair, truthful, friendly relationship with newspaper men. Therefore, never wreck this helpful friendship by deception.
Advice.
Relationship with newspaper men should include the compositor. When he takes a personal interest in the layout of the theatre advertisement, he will not only make helpful suggestions, but be on the lookout to catch mistakes which the theatre manager might have overlooked. Experienced old-time compositors know more about newspaper layouts than the average theatre advertiser. Naturally they resent the "knowit-all" attitude of the theatre advertiser who walks into the composing room — and he is usually ignorant of mechanical limitations of newspaper production — and talks to them as if they were novices. Even in the smaller cities, where compositors are not so expert and competent, better results are secured by tactful suggestion, than by brow-beating command. Improvements in theatre advertising often depend on a compositor's interest and his willingness to do a little more than he actually must do because the theatre advertiser treats him as any man should be treated.
When friendship is established with local newspaper men, many an effective advertising activity will be suggested. Therefore, let them know of your coming attractions. Ask them frankly what suggestions they have. They are in close touch with public opinion and know what angles of certain productions can be advertised to best advantage. If they make a suggestion, accept it tactfully, and do not wave it away with a haughty gesture and condescending smile which say, "Showmen are born and not made, only the showman understands the public."
Conclusion.
Relations with a newspaper are first as regards the matter of rates, on a strictly business basis. In matters of co