NEWSPAPERS ALL THE TIME.

Press, Volume LII, Issue 15612, 9 June 1916, Page 9

NEWSPAPERS ALL THE TIME.

J Mr Samuel A. Scribner, general manager of the Columbia Amusement Company, Chicago, U.S_A., which operates over seventy large theatres in tho big cities throughout tho United , States and Canada, discussing the , question of advertising in its various aspects, said: — ; I "Put mo down as being absolutely ; against billboard advertising. Wo cut out bill posting altogether a year ago and since then we have doubled our appropriations in the newspapers in all , the cities where our theatres are locati e d* "We used to run 10 lines in daily | mgrning papers, 20 linos in Saturday evening papers and 50 lines in Sunday papers. Now we are running 20 lines m daily morning papers, 75 lines in Saturday evening papers, and 240 lines j in all Sunday papers. ! "In Toronto, we ran 50 lines on i Sunday and' 10 lines daily. IS'ow wo , are running 420 lines on Sunday and 150 lines daily. i "The Columbia Theatre at Chicago ! last year had the best season ever and ! not a line of bill posting was done. Ail • the money was spent in newspaper advertising. I believe in the effecbive- | ness of newspaper publicity. I study tho people as I travel to and from uiy I home in Bronxville and invariably 1 find them with their morning papers. Atid they read the announcements; I am positive of that. "Who sees that sign Up there?" pointing to one at Seventh avenue and 47th street, located on the roof of a building and facing Seventh avenue. "Not the high-class theatregoer. Ho passes it by in the trolley or touringcar. That's why, as you will notice, it has only one theatrical announce- , ment. Theatre managers are getting j wise to the fact that billing is absoj lately a useless expense. Give us tho , newspapers all the time."