Exhibitors Herald World (Jan-Mar 1929)

Record Details:

Title:
Exhibitors Herald World
Date:
Jan-Mar 1929
Author:
Quigley Publishing Company
Publisher:
Chicago, Quigley Publishing Company
Volume:
Exhibitors Herald World (Jan-Mar 1929)
Leaf #:
000110
Language:
English
Collection:
Early Cinema and Hollywood Studio System
Format:
Periodicals
Contributor:
Media History Digital Library
Sponsor:
Media History Digital Library
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:
March 21, 2024
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EXHIBITORS HERALD-WORLD January 12, LEADERSHIP HE Exhibitors Herald-World carried approximately 400 pages of advertising more than its nearest competitor in 1928. Of every dollar spent in the five national motion picture trade papers during 1928, approximately 42 cents was spent in the HERALDWORLD. This overwhelming vote of confidence for the HERALDWORLD was in almost every instance the result of thorough tests and investigation — surveys conducted by the advertiser or his advertising agency, questionnaires sent to representative people in all divisions of the trade and in all parts of the country, and a careful checkup of direct results, particularly the use of coupons in advertisements. During the year, the HERALD-WORLD was the only motion picture trade paper receiving the full and complete advertising schedule of every motion picture distributing company of importance. "Better Theatres", the section of the HERALD-WORLD issued every fourth week and devoted to theatre construction, operation, decoration, and equipment, carried from issue to issue throughout the year from 25 to 40 per cent more advertising than its nearest competitor. In advertising placed by individuals — screen and presentation artists —the HERALD-WORLD easily led all competitors. In Presentation advertising, a class of advertising to which direct results can be readily traced, the HERALD-WORLD led by a wide margin. Motion Pictures Individual