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EXHIBITORS HERALD
Speaking of Circulation
The HERALD admits, with pleasure and satisfaction, that for more them ten years it has industriously worked for the interest and attention of small-town exhibitors, the individual theatre owners in the smaller communities who comprise a big factor of the motion picture industry and whose support is essentied to the success of emy trade publication.
The HERALD contends that while it does not now find itself compelled to make a desperate effort to win the support of these small-town exhibitors, by putting out a second-run publication or by any similar means — because it already has their support — its circulation also comprises proportionate representation among every other class and kind of theatre in the industry, first-run, second-run and third-run.
Circulation in this industry may be roughly divided into three classes:
(1) The larger circuits and larger individual houses.
(2) The medium-size circuits and medium size individual houses.
(3) The small-town groups and the small-town individual houses.
Theatres in the first group represent the easiest kind of circulation to be obtained in the industry, practically within the reach of every publication. These theatres subscribe for three and four trade papers and here the best test
of value to advertisers is reader interest — and not subscription.
Theatres in the second group are also ready buyers of trade papers, subscribing, on the average, for two or three papers.
Theatres in the third group are the most exacting buyers of all. As a rule they subscribe for only one trade paper — and they want the best. Our best efforts are none too good for them and we would not insult them or humiliate ourselves by offering them anything short of the best publication we are able to produce.
There is no question of the value to advertisers of these exhibitors as subscribers to a trade paper. More than exhibitors in any other group, they read, rely upon and buy pictures from the trade paper to which they subscribe.
The reader interest of the HERALD commands the interest and attention of every kind and type of exhibitor.
And — very important to note — all of the HERALD’S circulation to every kind and type of exhibitor — is verified and attested to by the Audit Bureau of Circulations.