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be given to its preparation in matter of accuracy and conbane: In areas where there are local daily and/or weekly newspapers (Queens, Westchester, New Jersey, certain Manhattan areas) Loew ads appear on a regular schedule.
On certain days, we sometimes have "margin" space on the side of the MOVIE GUIDE where special events may be. announced, If we know of these events in time, it is frequently possible to work them into this margin.
Make it a habit to buy the first editions of the papers
when they appear on the streets (News and Mirror about 8 pa.) and check your theatre area to be sure that it is correct. Should there be an error, following are people you should call, in order listed: :
Jim Washer (of Donahue & Coe., our agency) BOulevard 8-8139 Ted Arnow (of Ey arE le ineedenenenenty Fieldstone 7-4878 Jim Shanahan (Asst. Adv. Director) REgent 4-1467 Ernie. Emerling, (Adv. Dir, HUnter 7-2497
If you can't reach Washer, call Arnow, and so on. As this manual will in time become dated, we suggest you refer to your mlereancy, ta) ophone listing of home office people, whom you may contact.
SUBURBAN AND With the mushrooming of surburban areas NABE PAPERS during recent years, the local daily or
weekly neighborhood and community newspapers have assumed greater stature and importance. You should be acquainted with the editors of the papers in your area. Don't scoff at these sheets because of small circulations. 3,000 heralds will_cost you $15 to $25. A story in one of these papers will cost you a couple of passes -
and they do go into the homes.
a ee Several times each year, as a press relations gesture, we invite the editors and their wives to a cocktail party, buffet and screening of a new picture. This peevure as resulted in thousands of lines of news space
or our theatres and attractions. We see these people only a few times each ieee. You_are on the ground and should visit them frequently. f you need story material, mats, photos, etc., call the Bovea pis ine) depar enon and the material will be supplied pronto.
NEWSPAPER :ADS.
Because of the complex nature of our adver eae in New York ity, all newspaper ad layouts are handled in the home office.
However, to round out your knowledge of nevent tans in | eneral, which would be all-important were you to be assigned O an out-of-town theatre, we shall discuss some of the
elementary thinking behind the preparation of a newspaper ad.
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