The Washington times. [volume] (Washington [D.C.]) 1902-1939, 1904-04-24
Against Autographs
DisfaYor of Theater Mana
ayers for Poster AdVertis-
ing andthe Motive Behind 1t.
An unsupported Saying.

move II the WINDOW ulSpldyS are dDOt-
ished it will cut of at least $1,000 dead
heads a week from the theaters of this
city. and give a quietus to the cut-rate
ticket trade.
''The result should be decided gain
in receipts. The experiment has been
tried in Boston and other cities with ex-
cellent effect. II will save money for
both the theater managers and the at
fractions"
So writes the diligent scribe of the
Dramatic Mirror" A great deal more
is ssid-on the subject of newspaper ad-
vertising and other phases of theatrical
puhlicity-but that need not be consid-
cred here. There is enough to talk
about in the Autograph.
Without the knowledge OF many the
atergoers Washington has also thea
ter managers association. Here, what
ever may be the case in New York. 1t is
a valuable organization which con-
tributes to the advantage of actors.
theatergoers. and managers. Its present
head is Mr.. Rapley. OF the National The
alter. Its sessions are rare. When it
does meet IL is to unite on some course
which shall inure to the advantage of
every theater in Washington; and when
the reader reflects on the variety of en-
tertainment thus to be served. the con-
f1ict of interests, and the wide diver
gence OF siews It will be plain that this
body can move wisely only by serving
the genuine interests Of the theaters
and their patrons
Coming Close to Home.
Not long ago this body considered the
question of Autographs. At that time
at least 5000 posters announced each
week the coming attractions at the the
aters. These Autographs represented
two channels Of expense-the cost of
producing and posting. and the value of
the seats given in return for the space
they occupied In show windows. After
a full discussion II was agreed those
two items OF expense represented no
adequate return either to the house
manager or the visiting manager, and it
was voted to discontinue them An
other subject was brought into the dis
cussion as a corollary of the 1rst-bill-
board advertising. A similar conclusion
was reached there-that wherever pos
sible the theaters would discontinue the
use Of billboards; and in lieu of litho-
graphs and boards it was decided TO
advertise in the newspapers.
How much all this represents to the
theatergoer is, of course. the main ques-
ton. II 1t is merely a measure of judi
cious economy, the man who pays for
his seat Is interested only by indirec-
ton. II, however, it touches him and
his entertainment without circumlocu-
ton. it is worth his serious attention.
Well, it does touch him directly. In
.the first place. he finds himself sitting.
these days, among others who have PAID
the same price for their seats as he has
paid for his. In the second place, II has
relegated the show window to its proper
basis as a place for the display of mer-
camille wares. In the third place, il has
withdrawn support from the billboards,
one OF the most outrageous affronts on
a landscape ever perpetrated. Lastly. ii
has increased the revenue of both visit
ing manager and house manager, and so
has contributed to the means which can
be spent-whether they are so spent OF
notion providing frst-class companies
in first-class plays.
Many a Nielzle.
If this move affected Washington
alone it might not accomplish much for
the improvement of the American stage.
AS long as Autographs must be printed
some outlay is unavoidable. But cor
responding action has been taken IN
scores of other cities-Minneapo ST
Paul. Cleveland, Cincinnati, St. Louis,
and Baltimore among others-and Is
spreading every day. Already the out
lay for Autographs has been reduced
more than one-third. In another season
1t viii have fallen TO less than one-third.
This is a saving which would make q
merchant blink his eyes. The cost of
Autographs averages about 500 a week.
The average season includes about forty
weeks. The total apportionment for
this advertising. then, is about s., 900 and
the saving already accomplished is not
less than $500 for each company. Yet
in Washington, the patronage has not
fallen, but actually increased. Imagine
the effect IL the investiture Of the usual
popular price" company We're allowed
$500 extra at the beginning of the sea-
son.
But the gain through the sale OF seats
IS not less noteworthy. There used 10
be each week about 5000 passes issued
on this account. These passes repre-
sented in potential sales not less than
50, $50 a week. Consider the effect If that
suIn-s150,cOO for the year-were speIit
in beautifying our Washington play
houses,
managers won't spend that saving on
their playhouses in that way They'll
Just put II in their pockets and the play
gocr wont have gained cent. Tbs
Director ought 10 think twice. Perhaps
this manager Will not reinyest his saw
ing. but that one wall. In a season OF
two the one theater is dingy and tho
other "sumptuous." In half a dozen
seasons the tide of public patronage VIII
have taken a new direction. And II this
sounds like romancing II can be verified
at any theater in Washington.
The substitute adopted speaks for it
self. We who make newspapers think
Autograph. We think they find hun
dred thoughtful readers 10 one for the
billboard We think they reach the
readers OF every class-as witness the
fact that not one OF the lOwer-priced
fhsaters in Washington has suffered
through the discrimination Of lithO-
graph advertising. We think an adver-
fise 3 ent which can be changed every
day i better than one which cannot be
changed at all. We think. last of all
that an advertisement which man can
read or not as he chooses is vastly 10 be
preferred to one which disfigures thu
landscape and breaks through 2 mans
thOcghts only 20 make him angry. And
so We are glad that the New York Thea
ter Managers Association has seen the
light 81 last. A. d. A.
Past and Future.