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1945 Theatre Catalog, 4th Edition, Page 467 (441)

1945 Theatre Catalog, 4th Edition
1945 Theatre Catalog
1945 Theatre Catalog, 4th Edition, Page 467
Page 467

1945 Theatre Catalog, 4th Edition, Page 467

PEOPLE ARE OUTDOOR CIRCULATION, whether they walk, ride, or drive, and the constant repetition of 24-sheet posting keeps telling its message to the people. Such poster advertising provides a market coverage at what is considered the lowest cost for every thousand of circulation (number of onlookers) of any

and trade names, and it is just as well suited to feature the name of the show, the names 01" the cast, the name of the theatre, date line, where, and v hen. It keeps all these names in the public eye and on the tips of peoples tongues.

Where night circulation is heavy, posters are illuminated.


Just as theatres and shows draw their audiences from all sections of a city or town, so outdoor advertising reaches out into all parts of a city to present your show message to the people.

Posters are located along the major routes of travel, in both neighborhood buying communities, and at downtown points of heavy circulation.

VARIETY AND EYE-APPEAL of 24-sheet posters is unequalled in advertising, for their pictorial copy and telegraphic word message quickly tells the story to even the most casual of observers, Poster advertising is used by individual markets. It can be tailor-made to serve the advertiserls needs - in a single market



Where there are people in large numbers, there are usually theatres-and where there are people and theatres, there are usually posters. Both theatres and posters follow the crowd.

Poster advertising is used in groups called ttshowings." These showings consist of asufficient number of panels to provide coverage in all parts of the market.


People like to be entertained. They are always receptive to things that will please them. Hence, they are usually responsive to the appeals of outdoor advertising which is on the job every day, morning, noon, and night.

maior advertising medium. Through the constant repetition of the message and the inevitability of such posting being seen, their eftect is cumulative and strong. All pictures and diagrams in this article have been especially prepared by Outdoor Advertising, Inc., the national sales representative of the industry.

It reaches people in the course of their daily roundton the way to and frOm the grocery store, drug store, the station, post office, school, downtown stores, to the movies, beaches, resortseat practically every turn big outdoor posters keep presenting their messages and appeals to people and influencing people to see the particular show being featured.

Outdoor advertising reaches people when other media cannot-namely, when people are outdoors. Thus it fits in with the other media to provide lround-theclock advertising.


With outdoor advertising, circulation includes every healthy person who gets out and about town, and they are all

or in a group of markets. As a single theatre may use this method, so, too, may on entire industry, since the idea back of the advertisement can be dramatized in its presentation to attain the maximum effect and to create the impression desired. Such advertising cost is low in relation to number of thousands reached.
1945 Theatre Catalog, 4th Edition, Page 467