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438 HARVARD BUSINESS REPORTS
of producers. The replies to the second question indicated that exhibitors were not decided as to just which member of a familydecided what pictures the family would see, but they all agreed that the women of the family probably influenced the decision as much as, if not more than, the men. Most exhibitors reported that their matinee business had reached a substantial volume and was increasing. No definite figures were obtained. Most matinee audiences were composed largely of women.
The responses to the inquiry as to what magazines most patrons read showed that many of the people who attended the motion picture theaters regularly read some of the motion picture fan magazines, such as Photoplay, Film Fun, Picture Play, Motion Picture Classic, and others. In the opinions of the exhibitors, the following were the four national magazines read by the largest number of theater-goers: the Saturday Evening Post, the Ladies Home Journal, the Literary Digest, and the Pictorial Review. A tabulation of the replies showed that the Saturday Evening Post clearly headed the list and that the Ladies Home Journal was second. The American Magazine was listed by many exhibitors as being widely read by their patrons. The agency judged the accuracy of an exhibitor's replies about theatergoers from his own reading list submitted in response to the sixth question. The list of magazines which the exhibitors said they read gave the agency a clear indication of the type of men answering the questionnaire.
In 19 1 7 the company launched a program of consumer advertising in national magazines, fan magazines, and certain newspapers. It inserted full-page advertisements in black and white in every other issue of the Saturday Evening Post and in every issue of the Ladies Home Journal. It inserted also a full-page advertisement each month in the following fan magazines: Photoplay, Motion Picture Magazine, Motion Picture Classic, Picture Play, and Film Fun. The company made a large appropriation for this advertising. It planned to continue its usual trade advertising.
During the first three or four months of the new program the company also advertised extensively in from 250 to 300 of the largest newspapers in the United States. It used large space (approximately 1,500 lines) but not full pages. These advertisements were institutional in nature and carried about the same