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WOMAN TNOU AVEST ME OtftECTEO BY HUGH PORD beuiaTmarie dix HALL CAINE A PARAMOUNT-ARTCRAFT SPECIAL Press Book and E. M. Robbins, representing Dorothy Gish. The Second Division,the Department of Publi- cations,is underthesupervisionof Jerome Beatty, formerly advertising manager of Thanhouser Company, McClure pictures, and a short-story and newspaper writer of many years' experience. This department places the advertisements in national magazines, with the co-operation of the Hanff-Metzger Advertising Agency; in the trade papers, in newspapers; publishes a maga- zine of exhibitor service; conducts an exhibitor's service department, prepares press-books for the exhibitors, which include advertisements and publicity stories; supervises the making of posters and other advertising accessories, and works in co-operation with the field force in giving special advertising aid to exhibitors. Progress-Advance, a weekly magazine pub- lished by this division, is sent free of charge to all the exhibitors in America. It is not a house organ—it is a magazine of service and sugges- tion. Under the editorship of Gordon H. Place, who has worked among exhibitors and helped them to advertise their houses for many years, Progress-Advance aims to help the exhibitor in every angle of his business. It informs him of the company's projects and policies; tells him how to exploit individual pictures; how other exhibitors exploit them; conducts a department which gives complete criticisms of his own advertisements; it gives every reader the benefit of the experience, not only of the com- pany's experts, but also of other successful exhibitors. H. S. Fuld, formerly of the Exhibitor's Trade Review, and a former exhibitor, is associate editor. Peter Milne, known to all exhibitors through his five years' work on the Motion Picture News, where he has conducted the "Complete Plan Books" for some time, will also write special articles for Progress-Advance. Mr. Milne is a recent addition to the Publicity Division. The press-books, under the editorship of Charles Kenmore Ulrich, a newspaper and magazine writer and advertiser of forty years' experience, are issued free to the exhibitor on every picture. They contain advertisements, written by experts, for the exhibi- tor's use. The cuts or mats of these advertisements are given to the exhibitor free. All he must do is insert the name of his theatre and place them in the newspapers. The press-books also contain practical exploitation ideas on the particular picture, together with news stories which his newspapers will be glad to print. They also contain reproductions of all the accessories RAR.AMOUNT iRTCEAFT •o gress-Advanc e [ 60 ]