The Washington herald. [volume] (Washington, D.C.) 1906-1939, 1907-11-24
The Advance Agent.

In recent years there has been a mark
ed betterment in the quality OF the men
selected to go IN advance OF the first-class
theatrical attractions. Many OF them are
graduated from the newspaper field. some
OF them-and these the best-have held
positions and won more or less reputation
as draamtic critics. but still there remains
world OF room for improvement in
many ways in the work of the advance
agent.
The trouble with many OF them Is that
they are disinclined 10 work. fall into a
rut; finding some dramatic editors who
care less about the matter that goes into
their papers than they do about getting
the page filed up with something. and
being able 20 palm off a lot OF conven-
tionally written notices" which are fur
nished them, mimeographed, from the
New York Office. never deem it worth
while 20 put brains into their labors or
to evolve some new ideas.
To point out one specific fault: There
is not one advance agent in a dozen who
takes the pains, before calling on
dramatic editor. 20 get a copy Of the
| newspaper. study its style, and md out
what sort of theatrical matter is accept
able to that particular newspaper. II is
all haphazzard. happy-g o-luclxy with
them. They have a trunk full OF cuts.
q choice selection OF Photographic and a
bunch of what they call STORIES" things
that have done duty in some newspaper
in every town the attraction has played
A man who has only this 70 OFFER. who
when asked as 20 the career Of the star
he represents or any particular member
Of his company has 20 confess his ignor-
/ ance-such a man IS not entitled 10 much
! consideration; he has no right 10 take
up the time OF a busy dramatic editor
/ His absolute ignorance of the work he IS
! supposed 10 do is not only a cheat on
/ his employer. IL casts a serious refcc-
/ ton on a worthy profession which might
much better employ intelligent office boys
10 carry the mimeographed press matter
about the country.
/ In pretty nearly every other business
| in life something beside an ability 10
blum and TO look wise" is needed but
the press agent who usually gets n sal
airy out OF all proportion TO his worth. is
too often content with about one DAYS
real work out Of the seven-that he spends
10 correcting the copy for the advertise
ments, arranging prices with the local
manager. and. perhaps. paying a hurried
visit 90 the newspaper offices. The rest
OF the time he wears his clothes jauntny
! and spends his evenings about the lobby
/ OF a theater talking about my show"
/ The good advance agent. on the other
/ hand, is a gentleman. He Is out on the
/ road far from his headquarters on his
! honor, and constantly he feels the obli-
cation 10 earn the salary he receives.
\ Such man can discuss the attraction he
! represents with intelligence and inter-
/ est, and make it interesting TO others.
He studies the style Of the newspapers
he Is trying TO serve and is able TO write
matter that is not only acceptable. but
/ gladly received; and he Is a man who by
reason Of his personality and intellect
/ is welcomed at any newspaper Office at
which he may call. There are too few.
/ unfortunately. Of this stamp. but there
/ are some. thank heaven, and when the
/ theatrical managers-pretty shrewd men
on the Wholesome 10 realize how often
they are buncoed by the other kind of
worse than useless individual there will
be more of the better sort