NEWSPAPERS ALL THE TIME
OPINION BACKED BY EXPERIENCE. Mr Samuel A. Scribner, general manager of the Columbia Amusement Company, Chicago, U.S.A., which operates over seventy large theatres in the big cities throughout the United States and Canada, discussing the question of advertising in its various aspects, said; — "Put me down as ue'.ng absolutely against billboard advertising. We cut out bill posting altogether a year ago and since then v, o have doubled our appropriations in tne newspapers in all the cities jwhere our theatre are located. "We used to run 10 lines in daily morning papers, 110 linos in Saturday evening papers and 50 lines in Sunday papers. Now wo are running 20 lines in daily morning papers, 75 lines in Saturday evening papers, and 240 lines in all Sunday papers. "In Toronto, wo ran 50 lines on Sunday and 10 line:; daily. Now we are running 420 lines on Sunday and 50 lines daily. " The Columbia Theatre at Chicago last year had the best season ever and not a line of bill posting was done. xVll the money was spent in newspaper advertising. I believe in the effectiveness of newspaper publicity. I study the people as 1 travel to and from my homo in Bronxville and invariably I find them with their morning papers. And they read the announcements; I am posi. live 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. He passes it by in the trolley or touring-car. That’s why, as you will notice, it lias only one Theatrical announcement. Theatre managers are getting wise to the fact that billing is absolutely a useless expense. Give us the newspaper all the time."
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Bibliographic details
Southland Times, Issue 17658, 16 February 1916, Page 3
Word Count
299NEWSPAPERS ALL THE TIME Southland Times, Issue 17658, 16 February 1916, Page 3
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