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 tlie United States and Canada, discussing the question of advertising in its various aspects, said; — "Put me down as being absolutely against billboard aavertising. A\ e cut out bill posting altogether a year ago and since then we have doubled our appropriations in the newspapers in all the cities where oar theatre are located. “We used to run 10 lines in daily morning papers, 20 lines in Saturday evening papers and 50 lines in Sunday papers. Now we are running 20 lines in daily morning papers, 75 lines in Saturday evening papers, and 240 lines in all Sunday papers. "In Toronto, we ran 50 lines on Sunday and 3 0 lines 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. All the money was spent in newspaper advertising. I believe in the effectiveness of newspaper publicity. I study lb e people as I travel to and from my home in Bronxville and invariably I find them with their morning papers. And they read chc announcements; 1 am positive of that. "Who sees that sign up there?” pointing to one at Seventh avenue and 47th street, located on tlie roof of a building and facing Seventh avenue. “Not the high-class theatregoer. Ho passes it by in tlie trolley or touring-car. Thai's why, as you will notice, it has only one theatrical announcement. Theatre managers are getting wise to tlie fact that billing is absolutely a useless expense. Give us the newspaper all the lime.’’
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Bibliographic details
Southland Times, Issue 17659, 17 February 1916, Page 6
Word Count
299NEWSPAPERS ALL THE TIME Southland Times, Issue 17659, 17 February 1916, Page 6
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