Wid's Films and Film Folk (1916)

Thursday, June 1, 1916. that every subscriber now on our books is an enthusiastic booster has decided me to continue until I do make money because I am absolutely sure that that day will come. I believe that the price of $10 a year, which is now in operation, is certainly reasonable because I feel that ‘““Wid’s” is more of a service than a magazine. I am not using any press agent “guff” and I am keeping my publication to readable size because I want it to be thoroughly read’ by the busy men who really count. Many people have wondered at the fact that I have carried so little advertising and I want to make a frank explanation of this. I know that I have an exceptional medium for the manufacturer of accessories because I am reaching now the very best exhibitors in this country and they all really read the book. I know that I have an exceptional medium for the individual who wants to reach the select group of executives who engage individuals. These men read “Wid’s” and as a rule only skim all other publications. The failure to carry any accessory advertising in the past is due entirely to the fact that the accessory manufacturers have never once been approached. I have been too busy. You, of course, understand that the average accessory manufacturer is pestered to death by solicitors for new trade publications—there is a new one born every day. That is one of the reasons that I have waited until “Wid’s” would be firmly established before approaching them. WID'S You might say a word to any accessory men you happen to know. A few letters from real exhibitors to accessory men, impressing upon them the fact that “Wid’s” is today a factor in the business, would do me more good than the solicitations of a dozen ordinary solicitors. Explain that the exhibitors do endorse “Wid’s.” Meanwhile, I want you to keep saying a good word, to exhibitors and persons interested in producing, about “Wid’s” because I believe that this publication is essentially an exhibitors’ publication and an aide or guide to producers. Therefore, the burden of the upkeep rests with those who are most concerned. I will frankly say that I can make a lot more money doing something else but I have sufficient faith in the fact that an independent publication is needed, to put both my time and my money into this until it proves it. Then I believe I will get a worth-while return for all that I am doing now. This is a very frank statement of things which are generally not discussed but I believe in frankness and I think everyone who has read “Wid’s” in the past few months knows considerable about the inside workings of this proposition. It is entirely a personal undertaking and will remain a personal undertaking. It will always be “on the square.” Anything any of you can do to help the good cause along will be sincerely appreciated and I am sure that most of you feel that independent reports should and will live. “Anything Ye Want Terday?” A good old pal of mine back in Ohio used to love to tell me about why some country store keepers preferred to remain in villages. He said it was because they liked to sit back by the old stove and wait for the door to open when they would crane their neck around one corner of the old heater, spit at the saw dust box and sing out “Anything Ye Want Terday?” Now, listen, you. Do you run your theatre like that? Do you book your films, put out your lithos, send your cut and dried readers to the newspaper office and then sit back by the stove and wait for the customers to come in? I really don’t believe that there are many on my list that do work that way, because for the most part I think you fellows are all real live wires. But that little story about the old country store keeper has always stuck with me and I want you to let it sink in‘and stick. while it is a good idea to take an inventory and try to dope out whether or not we are “going backwards.” Of course, everyone knows these days that it is impossible to stand still. You either go ahead or you go backwards. Now that little “Anything Ye Want Terday?” © tale is a good one to tell your friends in the film business. move. the neck up is a detriment to the business. gink hurts everyone in the business. that story. 610 Every once in a/ Dit <u> +e ee ee en ee KKeep your exhibitor brothers on the | Every theater owner who is dead from Live® competition is good for you but the half-dead — Tell ’emg