Exhibitors Herald (Mar-Apr 1924)

56 EXHIBITORS HERALD April 19, 1924 PUBLIC RELATIONS Fostering Good Fellowship % "The Acquittal " Years Greatest Mystery Play Coming to Astor Next Week f'holodrami WhUh ki AduimI New York * •LUCRETIA LOMBARD' Page 1 OF the many advertising mediums available to the wideawake exhibitor, it is doubtful if any of them are so consistently "surefire" as the house organ, more often mentioned as the program or magazine. Just as your pipe organ will play upon your patrons' musical inclinations when handled by a good organist, so will your house organ — your news organ — play upon their curiosity to see your future attractions I A 3.1.9 R! [gag SAT. APRIL 5th | CARL LACMMLC CLAIPE WINDSOR NOPMAN KERRY / f 1 l lll R PUSHERS'' Page 3 House Organ Is "Surefire Ad Medium": Brown By LEN S. BROWN Manager, Finkclstcin & Ruben's New Astor, St. Paul when the story is told them in a clear and concise manner. But never lose sight of the fact that just as surely as your audience loathe to listen to inferior musical arrangements, so will they refuse to digest a continuance of ungrammatical, badly arranged, illiteral bunk in your house magazine, whether you have news of the utmost photoplay importance to give them, or not. Many a good story has been ruined in the telling. And not a few poor ones have been made interesting when cleverly interpreted. In many instances the actual seatselling value to the theatre of a neat well printed, carefully edited house magazine is offset by an overanxious desire to make the magazine pay for itself by being smothered under a deluge of ads. Whether or not this is a wise policy to pursue is an open question, purely one for the theatre manager's own consideration. It is certain that any extra revenue derived from the few side lines available to the theatre manager is more than acceptable, especially in the many sections of the country which are not, unfortunately addicted to the habit of having crowds four deep and a block long storming the doors and fighting for admission. But, nevertheless, the question, "How much can I make out of the ads in my magazine" often is regarded with more importance than, "How much can I benefit my business and stimulate further interest in the pictures I am trying to sell my patrons by confining my magazine exclusively to news of my theatre?" The writer has always maintained the opinion that if a certain space in his magazine is worth a certain amount of money to an outside advertiser, that same space is decidedly worth as much, if not more, to his own business. With the high cost of newspaper advertising in the average city daily, and in all specialty advertising in which it is necessary to give the reader somewhat more than a bare outline of the story to be told, the value of an efficient house magazine should not be underestimated. Omitting the pros and cons relative to the solicitation of foreign advertising, the house magazine offers the theatre manager an exclusive and efficient advertising medium for his own business at a relatively small cost when compared with the cost of other forms of publicity. A magazine makeup which is readily "PLEASURE MAD" Page 2 adaptable to the average theatre is the double run sheet, cut to an llxl6-inch size. By cutting to this size it is possible for your printer to cut 8 sheets out of the regular 32x44-inch sheet of millfinish book paper, without any waste. When folded this gives a neat appearing four-page magazine. For theatre use this size is very acceptable, as it allows the insertion of any of the Standee Conc/tiifcrf on page 58) \\\ inn .1 I] yufph, Buiioi ASTOR— THIS WKKk Page 4