The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1885-02-08
THEATRICAL ADVERTISING.
What 1t Costs to Advertise a Show-Litho
graphs, Snipes, Hangers and Pictures.

"How important part does advertising play
in the success of theatrical ventureslr asked
Journal reporter of w. o. Wheeler. yesterday,
who was formerly connected with the Journal,
and is well known TO its readers.
Mr.. Wheeler has made reputation in the pro-
fession this season by the Thorough and persist
ent manner in which he has kept the at
traction with which he is associated before the
public The movements of stars, the dresses
and jewelry of actresses and kindred subjects
have frequently furnished matter for the inter
viewers pencil, while the valuble work of the
modest and unassuming advance agent tdiligent
search for an advance agent who is otherwise
than modest and unassuming has failed of result)
has seldom had its chronicler. ''That depends"
suggested Mr.. Wheeler. occasionally an
attraction has success forced upon it, but that
is the rarest of rare occurrences. Then. again,
meritorious entertainments have been placed
before the public by skilled advertisers in
manner that seemed to leave nothing to be de
sired, and yet have been left severely alone by
the public. good rule is, first catch your
rabbit By that / mean, first get something
that the public will accept as an entertainer
then advertising of the judicious and we'll
considered order can be made to have
telling effect on the value of your attraction.
Now. if you will allow me to make an example
of the attraction with which 1 am associated"
continued Mr.. Wheeler, 81 think can give you
interesting points as to the manner of advertis-
ing theatrical venture, its cost and the bearing
1t has upon success
1.-The Corner Grocery was an absolutely I'M
known comedy, and Mr.. Sully comparatively
unknown as an actor at the beginning of the
present season. Such knowledge as was had by
the general public came through the success of
the star and comedy in it's long New York city
engagement. but New York successes and
road successes are not always synonymous.
Not doubling however that The Corner Gro
cery' could be made TO :go' upon the road,
gave 1t the benefit of thorough equipment in the
way Oh advertising material, and it is matter
OF common consent in the profession that it has
been well doomed, and more credit for this is
due to Mr. Sully than to any one else Liber
ality is one of the greatest factors in successful
advertising, and he possesses that quality.
"But to be pointed, take, for instance such a
city as Chicago. Of first importance, of course,
is newspaper advertising It's inestimable
value has been proven by such mana
gers as Hayden with Tom Keene and Hill with
Denman Thompson and Margaret Mather, and
in Chicago and other cities page advertisements
have been used to boom these stars. But the
average advance agents pride is in his 'wall-pa-
his 'snipes,' his folders and such special
schemes as his ingenuity may devise. The de-
signing and printing of pictorial wall paper is an
extensive enterprise. Among the principal
firms patronized by the profession are Richard
son & Zoos, A. S. Seers & Co.. the Metropolitan
Job Company, all of New York city. the Cincin-
natl Enquirer Company, the Buffalo Courier
Company, the Hasselman Company: the De-
troit Free Press Company and the National
Printing Company, of Chicago Stand work
varies in size and expense. The average number
OF sheets | use in a. city such as Chicago is two
thousand, and this is at an average cost of six
cents sheet In photographic work the leading
firms are Morgan & CO., of Cleveland, the
Company, of Buffalo, the Henry Seibert estab
hshnent, of New York, and the Forbes Com
pany, of Boston. Lithographic work is had at
an average cost of eight cents sheet, the cost
number of colors used. Matt Morgan is CON
sidered one of the best of designers and the
Strobridge and Morgan companies are
furnishing the most artististic work. Twenty
five hundred Autographs, in sheets, half sheets
and quarter Sheets is my average use, and the
expense is 1925 per week. Add to this the weekly
use of 900 dodgers, 5000 pamphlets 10 900
picture cards and other devices, and the expense
OF advertising for one week, exclusive of news
paper work, will reach an average of 1875. Not
many attractions bill so heavily, and perhaps
$500, or less, would cover the general average
Special schemes are in great favor and Of good
value. have distributed thus far this season
one thousand gross of boxes Of matches. This
scheme has found favor with cigar dealers and
patent medicine men, and as many of them have
accepted the idea J. have substituted boxes of
tolu. In Louisville made an order for enc
million cakes Of this article to be used in adver-
tising The Corner Grocery l will copyright
this scheme and endeavor to reap the benefit
myself if there is any merit in it."
Mr.. Wheeler is counted among the very best
men In his branch or the profession. and to his
untring and exceptional ability the fact that his
show has already made profit of $15, 600 ON the
season is largely due.