The fundamental principles of Balaban & Katz theatre management (1926)

THE FUNDAMENTAL PRINCIPLES OF J^ewspaper Advertising Local newspaper advertising is divided into: News Stories Criticisms Directory Advertising You have been furnished with scrap books for the preservation of criticisms and directory advertising. The scrap book is the most convenient way of filing advertising of this kind, so that it may be frequently referred to without being destroyed. This furnishes you excellent means of comparison of the various styles and methods used in your publicity campaigns. The largest portion of publicity expenditures is spent in directory newspaper advertising. It is therefore worthy of your study from the standpoint of appeal, clarity, and effectiveness. "Magazine Advertising Magazines, in which advertising is done, may be classified ' into national magazines, not founded upon the industry, and trade papers which have their reason for existence because of the value of their trade items, such as those pertaining to motion picture personnel, films, and production companies. In the case of nationally known magazines, all the advertising in them is generally done by the producing company. We have no control over its character. Trade papers as a means of advance advertising approach the problem from a little different angle, because of the fact that their object is to sell productions to exhibitors and. in turn suggest to these exhibitors a means of conducting local advertising in their community. Theatre managers will find many bits of authentic and helpful information pertaining to future bookings by a careful reading of suitable trade papers. We have established the practice of subscribing to two of the best trade papers for each of our theatres. These merit your careful reading. Magazines that dwell only upon items pertaining to film stars, directors, and other persons connected [86] BALABAN 6? KATZ THEATRE MANAGEMENT