Variety (December 1907)

24 VARIETY - ■ ILLUSTRATED ADVERTISING Illustration in advertising is fast com- ing to the front among theatrical people. It is by far the most valuable to the advertiser, and especially to the variety artist, who wishes to advertise his name or his act. An illustration in an advertisement at- tracts attention at once, the same as a picture on a reading page. The artist advertises his name. In most cases this is the most important of any announce- ment he could make, for the reason that the name should be well known. While the act may change, the name will not. Even though the act be a partnership, each member retains what corresponds to the good will of a mercantile business by the connection of his single or future title with the team name in the past. An act is identified with its name, whether composed of one or more per- sons. When an act advertises, the full benefit of the advertisement should be .secured through the insertion of one or more pictures. A photo of the players, or gome portion of the offering which will tell at a glance the nature of it. The foreign theatrical papers, par- ticularly on the Continent, carry illustra- ted advertisements to a considerable ex- tent. They tell better than words the sort of an act that is advertised. Variety is carrying a number of pic- tured "ads."' They are attractive and noticed by readers at once. A case in point occurred last summer. Tanean, Felix and Claxton, a musical trio, car- ried for some time an advertisement in Variety of one-half inch across the page, set in the following style: not having seen the act, he could noi know the nature of it from the bare type. The picture in an instant carried a "An acrobatic novelty" to the advertise- ment, the picture and wording would con- vey a complete description, excepting the quality of acrobatics, of course. Gavin, Piatt and Peaches' illustrated advertisement is also shown on this page, GAVIN, PLATT and PEACHES Presenting "THE STOLEN KID." vivid and lasting impression to his imagi- nation. This would apply to a sketch. The most striking situation, with the char- acters, would enable an opinion to be established thing nowadays. The variety artist advertises, not in the manner of former days, but a business announce- ment. "Regards to Bill Jones," and "John Smith, please write" as portions of advertisements are passing away. The advertiser has something to say, or an object in advertising. Variety revises its advertisements care- fully. A • manager who recently for- warded an advertisement full of gram- matical errors, when informed it wouUt not be printed in the style the copy DeWITT-BURNS and TORRANCE Presenting "The Awakening of Toys." REICH * PLUNKETT, Agents. THE KINO OF IRELAND, JAMES B. DONOVAN AND RENA ARNOLD QUEEN OF VAUDEVILLE. DOINO WELL, THANK YOU. ALF T. WILTON, Agent. and the cut of the G'oltz Trio shows the features of the acrobatic act's members. Looks are always important in acts of this nature. Donovan and Arnold say nothing about their act in their advertisement, but the FIRST TIME IN AMERICA GOLTZ TRIO Globe and wire act. Klaw A Erlanger Circuit. TANEAN, FELIX.«CLAXTON WEEK JUNE 17, FAMILY. SCRANTON. The act was satisfied with the results obtained apparently, for the card re- mained standing, but in the summer the space was changed to one inch across two columns, which equaled the space ot the old advertisement, and a cut used. The advertisement then appeared in this way: THAT FUNNY MUSICAL ACT. Direction REICH A PLUNKETT. HOME ADC RE S3 : 331 E. 93rd St., New York City gauged of the piece. Over a year ago, Variety reviewed a musical act. A for- eign manager read it, and thinking from the review it would exactly please his patrons cabled over that it be booked. Had that act been advertised by an il- lustration, the picture to the manager TANEAN, FELIX «•CLAXTON Are open to Play CLUBS and SIT DAY NIGHTS for the Winter. Permanent Address: 331 E. 93d STREET, NEW YORK CITY Within three days after the publication of VARIETY with the different form of advertisement, Tanean, Felix and Claxton received a letter from a summer park manager in Louisville, Ky., stating he had seen the advertisement, and "the pic- ture looked as though there might be some good comedy in the act." Tanean, Felix and Claxton were asked as to their salary and open time. That is the value of illustration. The manager may have read the advertisement across the page time and time again, but connection between their personality and a conversation in "one" could be easily arrived at were they to make mention of this in the reading matter. If a new act advertises, an oppor- tunity is lost by not using a photo of some kind. Nothing can set ofT the ad- vertisement as well. Theatrical advertising is becoming an called for, asked that it be used as written on the ground that the wording was characteristic of him, and would be recognized. The advertisement was not printed until rewritten. Illustrated advertising should be con- sidered by anyone with something to ad- vertise. It is the best kind of an an- nouncement. would have afforded him the same intelli- gence that the criticism did. It was not a matter of the music, but the make-up of the act which caused the manager to obtain it. Another illustrated advertisement Vari- ety has printed is that of DeWitt, Burns and Torrance, reproduced herewith. The cut shows the characters taken by the three people, but does not say that it is an acrobatic pantomimic sketch. "The Awakening of the Toys" suggests the setting and nature, and did the act add SHERMAN AND DE 'FOREST'S THEATRE. The above Is Dan Sherman and Mattel DeForeH'a Theatre at their rammer place, Fort Slicrman. Long Island. It does duty on the grounds as the barn. There Is a it age within, also a dance hill, two dressing rooms and places provided for aerial apparatus. The orchestra chairs are circus seats. There are accommodations for about "500. The seats are always filled by neighbors, professionals and New Yorkers. Miss DeForest la standing at the horse's head, her trotting mare, "Nell." The dogs are her bull terriers. The team have several sketches, but are mostly called upon by the managers to give "The Hal lie of 8n* Dago," their laughable absurdity.