New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-05-20
BY s. +. STANTON

Press Representative for "The 18Th Chair"
TT you are at all interested in the
l. theatrical business you probably
know that it is the aim and ambition Of
q manager every time he produces q
play to furnish Broadway with one OF
those things the press agent delights to
label "the hit Of the season." And the
actors who happen to be in the produc-
ton are no less eager than the man.
eger to have the show an all-season
knockout.
But-and if this be treason make the
most of it.-there is one person to
whom long and sustained engagement
of play brings a lot of other things
besides salary. He is-you've guessed
1.-THE press agent.
No need of saying woe be unto him
it's his without the saying.
The play is produced. In this par
ticular instance we'll say it's "The
Thirteenth Chair. (Forty-eighth Street
Theatre; mats. Thurs. and Sat- 1t be-
comes a success overnight. The public
rushes to it; the critics acclaim 1t; the
sun shines for all.
Then the press agent becomes re-
ception committee Of one. He is on the
receiving end Of long line Of gifts.
The author takes a last final look at
his work; hears a theatre packed with
people fairly ring with applause; hears
his name proclaimed by thousand
throats-and then seeks out the press
agent.
"There she is," he says, IN effect.
Tive done my work; now It's up to you
to keep her going"
And then comes the producer. "Well,
I've put 1t over. Now hop to It and see
that it stays over"
Not to be outdone, the actors. sepa-
rately and collectively, send for the
D. q. "See what the critics said about
u.s." they say, "and then 60 and say
more"
And then-but, perhaps, the events
that follow can best be told in more or
less chronological order:
First week: There are the reviews,
the flashlights, the comments Of the
critics. The sun shines-even for the
p. a.
Second week: The critics give Sec
end thoughts" to the previous weeks
first nights; the leading woman Is in
teryiewed; the author is interviewed;
mayhap the producer is interviewed.
The sun still shines-even for the p. a.
Third week: Two or three papers
actually find a new play, or even sew
eral new plays, of such interest that
they forget to mention THE play. The
remainder, however. carry special
stories that have fairly flowed from the
tips of the press agents fingers. via the
KEYS of his typewriter. And the second
woman Of the company sees her picture
in one or two papers.
Sixth week: No less than three
critics. arbiters of the space set aside
by their papers for the dissemination
Of news of the theatres, turn more or
less savagely on the approaching press
agent. Their remarks are cloaked in
yerbiage Of varying hues, but they
mean the same: "What do you think
this paper is-just a press sheet for
that show Of yours! You've had all
the space that's coming TO you-for
while. anyhow" Still, one or two
others have liked your show particu-
larly well, and perhaps they do use
little something.
Tenth week: The Sunday ad is get
ting to be problem. You've quoted the
critics; you've quoted the Governor OF
the state. the Mayor of the city and a
half dozen other celebrities whom you
invited to the show. What you're look
ing for is that "snappy catch line the
boss has heen talking about. You search
your memory for few 81 Tody Hanil-
tons iamouA descriptss sdsct'ves'