Exhibitors Herald and Moving Picture World (Oct-Dec 1928)

Record Details:

Title:
Exhibitors Herald and Moving Picture World
Date:
Oct-Dec 1928
Publisher:
[Chicago, Quigley publishing company]
Volume:
Exhibitors herald world
Leaf #:
000237
Language:
English
Subjects:
motion pictures, Motion pictures -- Periodicals
Collection:
Early Cinema and Hollywood Studio System
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Moving Image Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
Coordinator:
Media History Digital Library
Description:
Founded in 1915 by a Chicago printing company as a regional trade paper for Midwest exhibitors. In 1916, editor Martin Quigley bought out the owners, and over the next 15 years, he grew EXHIBITORS HERALD into one of the most important national, weekly trade papers in the film business. Quigley acquired MOTOGRAPHY in 1917 and MOVING PICTURE WORLD in 1927. In 1930, he acquired MOTION PICTURE NEWS and the new 'consolidated' publication became MOTION PICTURE HERALD. From the pulpit of his editorial page, Quigley preached the need to improve the motion picture industry and improve the quality of the films. He skillfully served as a mediator in disputes -- between distributors and exhibitors, between the film industry and the Catholic Church (Quigley was one of the architects of the Production Code). Quigley claimed that EXHIBITORS HERALD represented the 'independent exhibitor' and sections like 'What the Picture Did for Me?' certainly provided a forum for theater owners. But plenty of exhibitors viewed Quigley as a servant to the studios and large theater chains. In response, publications such as SHOWMEN'S TRADE REVIEW, INDEPENDENT EXHIBITORS FILM BULLETIN, HARRISON'S REPORTS, and BOX OFFICE were either formed or grew significantly in the years following Quigley's brief moment of consolidation in 1930. -- Eric Hoyt, 2014
Date Added:
August 29, 2022
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October 27, 1928 EXHIBITORS HERALD and MOVING PICTURE WORLD 23 "OUT the! WINDOW." —as GOV, SMITH Would Say FARIOUS kinds of advertising solicitation are prevalent in the motion picture trade — everything from the big stick to the big weep. In too, too many cases there is much conversation about everything except about tlie value to be returned to the advertiser for his advertising dollar. Shrewdly enough, this is carefully avoided by representatives of several of the publications for the very good reason that when it comes to demonstrable proof of their claims they are about as well-equipped as a Sennett bathing girl for the Byrd antarctic expedition. /N advertising, trade or otherwise, there is no substitute for circulation. Advertising without circulation is a hollow gesture — a dinner without food. And the only circulation that is circulation is paid circulation. The only intelligible evidence that a paper is read is proof that it is subscribed for and paid for. Talk is cheap and circulation figures without substantiation are cheaper still. Quite properly, the intelligent advertiser's reply to unsubstantiated circulation claims is — "Out the Windowr NOTE WELL: Exhibitors HeraldWorld has the largest circulation in the trade — ^12,819 — and it is the only member of the Audit Bureau of Circulations among the trade papers. This means that it is the only publication in the field whose circulation is audited and attested to by an outside, neutral agency which was created and is maintained for the benefit of advertisers who insist upon knowing what they are getting for their money. — Martin J. Quigley