Building theatre patronage : management and merchandising (1927)

That's Our Business 435 to 52 copies or 312 copies. Even 'the advertising carried bytrade papers is a service to the readers. This advertising is becoming more and more serviceable. The amount of moneyspent for trade-paper advertising is not excessive. In fact, it is below the average allotted for other products in trade papers of other industries. The only limitation to the reading of trade papers is one of time, and not of subscription expense. In all fairness, tha trade papers, and we can list them here in alphabetical order, are something of which the industry can be proud. They are: Exhibitors' Daily Review Exhibitors' Herald Film Daily Motion Picture News Moving Pictures TodayMoving Picture World Variety Then there are sectional trade papers and dailies like "The New York Morning Telegraph" and house organs of producer-distributors, all helping to keep the retailer of motion pictures not only well informed, but equipped with merchandising ideas. The man who knows it all can perhaps afford to overlook the trade papers; others cannot. No one ever knows it all in a business which moves so rapidly. An indication of efficient management is efficient reading of the trade papers. The first requisite for success in any business is "Know your business." It has been said, "The successful man in any business is the man with the most information." To the outsider this seems a fascinating business. It seems glamorous. It seems romantic. It seems glorified. Actually, although one must keep an eye on the glamorous appeal of the unique, intangible product sold at the theatre, the full focus of attention must be given to business details. As in any business, success is measured by one thing: PROFITS. It is a fascinating business, so much so that it has been said, "Once a theatre manager, always a theatre manager." This is not because the work is easy. An eight-hour day would