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CHAPTER XXVII NEWSPAPER CO-OPERATIVE ADVERTISING
THE newspaper, co-operating with the motion-picture theatre, can carry out many advertising activities which have a distinct advantage both to the newspaper and to the theatre.
It is not good business to request exceptional co-operation from the newspaper for activities which will increase receipts at the theatre, with the argument that because the theatre is a regular advertiser it is entitled to this exceptional co-operation. It is not the advertising space regularly purchased by the theatre which justifies the newspaper's participation in the co-operative campaigns discussed here. It is inadvisable to request co-operative advertising for such a reason. The only fair argument to urge is the advantage which will accrue to the newspaper from such activity.
Reader Interest.
Executives at the newspaper office are primarily interested in reader interest for their pages. Increase in circulation is their objective. Therefore, the plans which the theatre manager suggests should be those that will win reader interest and thus promote circulation of the newspaper. Articles, essays, novel features, and contests have an influence in building newspaper circulation that is comparable to the influence of the news service and the editorial policy. This is evident from the number of contests regularly conducted by the average newspaper. There are popularity contests, dress-designing contests, crossword-puzzle contests, essay contests, cartoon and drawing contests, and others too numerous to mention, which are conducted by the newspapers themselves to promote circulation.
Newspapers are in strong competition to secure contest ideas which will be novel. They welcome ideas for contests that will be popular locally.
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