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MOTION PICTURE
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Fourth Edition
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THE STORY OF AN INSTITUTION
HE Motion Picture Studio Directory is published by Motion Picture News — as a serrice — one of its many lines of service — to the picture industry.
Which unfolds a story.
To go backwards fifteen years —
The writer was then advertising manager for a concern. I was asked by an advertising solicitor to buy space in a trade organ. A frank discussion of the goods offered wrung finally the admission from the solicitor that they had little real value. Whereupon he said:
"Oh well, be a good fellow. Take a page anyway."
That publication has since gone by the wayside. So have many others of the same weak value and wheedling principles. A few still remain.
A new kind of trade organ has sprung up in every industry, one that stands broadly and squarely upon its own feet. It sells merchandise, all wool and a yard wide; it doesn't ask for support. It is ably edited, expensively produced, solidly grounded, powerful, influential, — and of broad and deep value to the reader.
It is absolutely independent. It is in itself a big factor in a trade; not a small parasite upon it.
Motion Picture News was solidly and foresightedly founded, five years ago, upon this principle.
The principle is simple enough.
It is: to give service to the reader, and thereby to the advertiser.
But the execution is not so simple.
We have fully succeeded; but success has required much money, patience, hard, everlasting work — and some other factors which are not minor ones, not the least of which has been seeing clearly the right goal and never veering from the straight way toward it.
Motion Picture News today is an institution of size and individuality.
Every week we print and issue six solid tons of Motion Picture News.
We go to press a magazine in size, a newspaper in celerity. Forms are held open later than those of any other periodical published, to catch every last announcement of a busy industry.
Then the issue is shot to press like a morning newspaper. The printing, binding and mailing are done at night. Twenty modern presses running all night, and sixty men are required to do the trick.
The first mail is caught at six o'clock in the morning. Thereafter until twelve noon sacks of copies for each state are rushed to specific trains in order that every subscriber to Motion Picture News shall have his magazine at the earliest possible moment. To give a concrete idea of the careful precision of the schedule copies for Southern and for Northern California leave on different trains and from different depots in New York City.
Many copies go out special delivery.
The foreign delivery reaches the following countries : Australia, British Guiana, China, Denmark, Dutch East Indies, England, France, Haiti, India, Ireland, Italy, Japan, New Zealand,
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