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Bk VARIETY Read this and be wise; Then you'll advertise- In "VARIETY" we advise No lest a person than HENRY WATERSON, of many enterprises and who is recognized as one of the shrewdest business men of Times Square, has said, as president of the Waterson, Berlin & Snyder music publishing corporation, that he considers Variety is the only necessary advertising medium in the theatrical profession. MR. WATERSON is a business man. VAN HOVEN, "The Mad Magician" (which means a "nut comedian"), left for England a long while ago, and opened as an act for $225 in London. Now he receives $750 weekly and is a part of a musical comedy production. Mr. Van Hoven has said nothing about Variety as an advertising medium, but his actions regarding it have spoken as eloquently. Ever since he left New York Variety has carried weekly an illustrated advertisement in the form of a cut for Van Hoven, who seems to be- lieve it is good advertising since he has placed an order to have the cut-advertising continued weekly for 52 more weeks. It's the first instance where this particular kind of illustrated advertising has been continued for so lengthy a period. MR. VAN HOVEN is an actor. There is represented in Messrs. Waterson and Van Hoven what is supposed to be the two extremes of commercial acumen; the business man and the actor, yet both are agreed upon Variety as the single necessary advertising medium in theatricals, -Mr. Waterson in a written expression and Mr. Van Hoven through confining his advertising exclusively to Variety. Both men are saving money in following this belief—they have but one advertising expense for show business (though for the lay public in the dailies Waterson, Berlin & Snyder is one of the biggest advertisers in the country). Need more be said? Advertising for the show business is an investment. Variety has done nothing for 10 years excepting to build up, up and up, until it has reached a position among theatrical trade papers where Variety alone covers everything and reaches everybody in show business all the others combined don't do. Take advantage of single-handed publicity of that sort, that gives you advertising space at low rates. It's a money saver >t an expense. Try VARIETY and see. The prices below are quoted for players only. In mailing orders, write instructions clearly and make all remittances payable to VARIETY. Vt iach One Column 12W«b,ni* 24WNkS8.ll I inch One Column 12 Weeks $20.06 24 Weeks 3730 On a Strictly Cash Prepaid Basis (For Players Only) Vi inch Two Columns 12 Weeks $24.00 24 Weeks $45.00 Full Paga, On* Insertion $1254* Half Po f o 61M Quarter Paga 3SJS Eighth Paf • (Prafarrad position 29% Extra) 2 inches One Column 12 Weeks $35.00 24 Weeks 65.00 TIME RATES ft o, S Months . • Mouths »*•••«• fl7M» 4 laches, S Months 4 Inchoo, • Months 2 laches, I Mouths 2 lachee, • Mouths ft Inch Hlnch tool • 2 col I Months • Mouths •••••• 1 Inch, I Mentha 1 Inch, • Montho *•••••.«•« • •••••• I • •••••■••••••••••I VM ft lock, S Mouths 912JS Vi Inch, • Montho 2S.ot 2 inches Two Columns 12 Weeks $65.00 24 Weeks 120.00 ONE INCH ACROSS PAGE 12 Weeks $75.00 24 Weeks 140.00 LARGER SPACE PRO RATA