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342 Building Theatre Patronage
will run a box on the first page mentioning the production, theatre and play date for which the passes are offered. This idea is best used when the name of the production is appropriate, such as "Classified" or "Wanted — A Wife." An essay contest can be conducted on "What is the most interesting Classified Ad on the Page?" with passes for the five best letters. It also can be used every day.
2. Diary.
The newspaper can carry a series of "Chapters" on the classified ad page. Each chapter can carry a little story dealing with the experiences of a young girl in the city and how she overcame difficulties by the use of the classified ads. Readers contribute the "chapters." For the best chapter submitted each day, the theatre offers a pass. The advantage to the newspaper is the increased interest in the classified ad page. The advantage to the theatre is that a box is run on the front page announcing the theatre, production, and play-date for which the pass is offered.
3. Essay Contest.
The newspaper can conduct a contest with prize passes for the best answer in 500 words to some question based upon the production showing at the theatre. For instance, for the production, "Happy Hours," the question reads, "What brings the most pleasure to a happy hour?" For the production, "The Gentleman," the question should be worded, "What are the ten qualities that make a gentleman?" For the production, "The Flapper," the question reads, "How does the modern flapper differ from the old-time girl?" The advantage to the newspaper is that these essays on a timely subject create reader interest. The advantage to the theatre is that free announcements are carried by the newspaper listing the theatre, attraction and play-date. Moreover, word-of-mouth comment is stimulated concerning the program.
4. Personal Experience Contest
This is similar to the essay contests except that the reader is supposed to contribute material based on personal expe