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January 26, 1924
MOVING PICTURE WORLD
267
Smith, Jones
and Brown
Smith, Jones and Brown, three film salesmen, coming down the street. Just arrived on the 10.04 — have to leave town on the 1.18. Or they won't be able to make another try at a sale today.
Mr. Exhibitor never heard of Smith, nor of his product; Jones is one of those "every once in a while" fellows and his product is advertised in the same way ; Brown is an old friend — and his pictures are advertised in hammer and tong, ding-dong fashion week in and week out in the trade papers that come to Mr. Exhibitor.
That's an important point:
The 10.04 train drops a film salesman at Mr. Exhibitor's town every now and then — but fiftytwo weeks in the year it delivers a trade paper.
Back to our salesmen :
Smith, Jones and Brown — three salesmen in a hurry. The money has already been spent to get them to Mr. Exhibitor. More expense to get them out of town. Their principal thought at this minute : "Must be sure not to miss that train out." Incidentally — have to TRY and make a sale while here.
Which salesman is going at his job with the greatest ENTHUSIASM and CONFIDENCE?
Which salesman is going to meet the least SALES RESISTANCE?
Which salesman is tackling the most fertile ground? Which salesman is meeting an exhibitor who is already primed to ask questions, to discuss the possibilities of his product?
It's obvious.
Simple.
Logical.
Of course it is — when you visualize the situation at the moment the sale is made — or lost. The crucial moment.
* * *
We can argue all day about national advertising, and concerning the many angles of a half dozen mediums.
There is no argument, no theory, to the trade paper.
The men to whom you are trying to sell film have paid CASH for their subscriptions, which means that fifty-two times a year the trade paper is a welcome, DESIRED visitor.
Isn't it logical to state:
The cost of selling in this business will decrease in direct, hand to hand relation with the increase in the use of trade paper space.