NEWSPAPERS ALL THE TIME.

Taihape Daily Times, Volume 8, Issue 49, 28 February 1916, Page 3

NEWSPAPERS ALL THE TIME.

OPINION BACKED BY EX PEKIENCE.

Mr. Samuel A. Scribner, general manager of the Columbia Amusement Company, Chicago, U.S.A., which operates over 70 large threatres in the big cities throughout the United States and Canada, discussing the question of advertising in its various aspects, said:—"Put me down as being absolutely against billboard advertising. We 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 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.

| '.'ln Toronto we ran 50 lines on Sunday and 10 lines daily. Now we are | running 420 lines on Sunday and 50 lines daily. "Tli c 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 erectiveness of newspaper publicity. I study the people as I travel! to and from my home In Bronxville and invariably I find them with their papers. Anfl 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 theatre-goer. He passes it by in the trolly or touringcar. That's why, as you will notice, it has only one theatrical announcement. Theatre managers are gettin." wise to the fact that billing is absolutely a useless expense. Give us the newspapers aD the time."