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"The Film Mercury"
— that new and interesting voice in the motion picture world — says :
The war is still on between the motion picture trade papers. The main argument seems to he whether or not the exhibitor reports published in the Exhibitors Herald are worth while or not. The Herald claims they are; the other trade journals the News, the Exhibitors Trade Review and the World, claim they are rot.
One would think that if the other trade journals were so sure that the reports were a bad feature of the Herald they would keep their mouths' shut and let the Herald suffer because of its poor judgment.
Why all this sudden interest and good will in the Herald's welfare? If the Herald wishes to run a department which detracts from the publication the other journals ought to rejoice about it.
The low down on the matter is that the Herald originated the exhibitor reports idea and it is a case of sour grapes with the other trade journals. They are not big enough to use the idea and give credit to the Herald. So they knock the idea and then use a variation of it in their own publication.
The Mercury wields no special club for the Herald. The Herald means nothing in our young life. Neither do any of the other publications. In all probability not one of them would scratch a pen point to pay respects to the Mercury in any way.
But from an unbiased viewpoint it does seem that there is much of value in the exhibitor reports published in the Herald, especially for exhibitors, whom the trade papers are supposed to be representing and protecting but who have been forgotten in the rush after the distributors' advertising accounts.
On the other hand, the Herald was in error when it discontinued its reviews. Those exhibitors who placed no reliance in the Herald's reviews need not have read them, but to other exhibitors the reviews undoubtedly had some value. — December 26, 1924 Issue.
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