Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1916-06-10
PERFECT PRESS AGENT
EFFICIENCY PRODUCT
Continued from Page One

continued from Page One
synchronization of all the arts as expressed
in its peculiar form, was not show but
an artistic movement, and so, vital to
ones esthetc education
1t would be difficult for any one to say
that production absolutely lacked a sales
point. clever press agent usually can
find one in any offering, however inferior,
and although 1t eventually might not be
enough to combat losing factors that make
withdrawal of the production imperative.
Creation of sales point in play, where
one Is lacking. Is not easy. 1t may be just
indication of the need to be worked out by
dramatlst or producer in their respective
departments, something inherent in the pro-
duction, compelling and positive. Simple
declaration that n play is the best to be
seem" or "a dramatic hit" conveys moth
ing distinctive or original, although / must
confess that the Greatest Show on Earth"
was made, through constant iteration, to
mean the Barnum & Bailey Circus It
should consider that plus the want created
In potential patron are certain individual
preJudces to be overcome. A possible seat
behind post may be quite as vital to some
mind as question of quality Two of my
important sales points in the Little Theatre
were that one could see and hear excellent
ly from any seat in the mouse. The real
advantage was that these points absolutely
were substantiated in fact.
To make the sales point something
unique. detailed study is made of recent
and contemporary theatrical conditions, It
was because sex discussion was occupying
the theatres at the time that Leander
of clerrvmen 10 recommend the cIeonIiness
Of "rhe ThInps That Count" IL the nrblIc
has shown sudden dislike of nIavs Of nm
moral character. II never will do TO even
suggest spice here. on the other hand |
1t may not be we'll to overemphasize moral |
quality for fear of creating suspicion of |
Ilt.N l. sI.sl.r
petition is employing for its sales argu- |
ments proves a KEY of what not TO use IL |
the campaign is to be distinctive
A fixed policy is imperative in a successful |
for the campaign must be con-
certive in order to bring about the large |
number of small sales necessary to make |
up paying receipts in the aggregate. The |
tone generally Is that of the play itself |
dramatic If that is the nature of the at
traction or humorous II that is consistent.
Blood-curdling stories ordinarily do not |
succeed in conveying the spirit of comedy.
Better business ever being the positive
aim, II remains for the press agent, after /
he has determined the class of persons to
be reached and has found his sales point
which is to say, the message he wishes TO
consider character of the ad-
vertlsng and copy to be used
This depends on what one aims to accom-
pllsh the field one desires to cover News
papers and magazines are TO be selected
not merely by their net crculations' but by
the classes of people they reach two things
which change more or less from year to
year I often have taken display adyer.
icing In a naner Of limited circulation al
he same time that 1 have given minimum
.asa,,to it, 20 another ~ enornnous
onatas ~ haoo,,sa tho Nrst was read nv the
..'aI'',,,,,a .S,.o,,r 7 tben daaired and ths
'..ii 81 ~, nsrsons vhn could nor
'the' 'eu ,'.' .D,I ~ ,,,to 80 tta,, could
ahoru OUT prSe' iaa. au hnna5a ~ 80, ~
prooauls Wou'N ''
amusement ,,,,.. ,,,,,r,,,
ChIorluhats II 70 INA. VI nuse =, s'o'p,
DIS sueh as NeW 10TH one 10 apt ~ lo' So
places OUTSIDE, anu eo",itle me eyOi. ue, ,tt
ocal press In reah'y, new ioIh is tne
log town OF America meaning that lts
productions are important nationally mainly
IS "tryouts' for the rest OF the country
And although the press agent eager TO
lhow results for the security or his position
is wary Of bothering with cumu-
ative stunts" which take time to mature
ne Is trining with nus mos. VaiuaoIe pV'eng