It occurred to one of the film companies that there was scope for a magazine appealing expressly to the fans, and now the motion-picture field is represented by nearly a dozen publications of all sorts and descriptions.
The motion picture to-day has such a tremendous hold that it is estimated that there are twenty million fans in this country. Just think of it—one-fifth of the total population.
It has been truthfully stated that motion-picture fans are the most inquisitive folks in the world. They make it their business to read every word in their favorite photoplay magazine, and this ensures an advertiser’s announcements being read.
I have discovered that the majority of the readers are girls and women, but the publications are taken in the homes and eagerly devoured by the rest of the family.
It has long been thought that motion-picture audiences only comprised the poorer classes, but now the habit has spread to folks in comfortable circumstances. These publications reach the largest city as well as the smallest rural community, and are equally good for mail order or dealer campaigns.
The photoplayers thrive on popularity, and you would be surprised what a lot a fan thinks of his or her idol, so the appeal goes closer home when the copy is linked with the name of a prominent screen performer. For instance, in one publication the Charles William Stores, the New York mail-order house, ran three cuts of popular players in the full-page ad. They first showed Harold Lockwood wearing one of their spring hats; the second was of Romaine Fielding attired in one of their business suits, while Marguerite Clayton was seen with one of the dainty afternoon dresses on. In the same issue Ruth Stonehouse testified to the merits of Sempre Giovine Soap.
The logical follow-up medium for your film is the motion-picture publication field, for every fan takes regularly at least one publication devoted to photoplays, and the cover of national magazine or periodical you have in mind may only catch his eye at the news-stand.
XXVI.
FUTURE DEVELOPMENTS OF ADVERTISING BY MOTION PICTURES
There is a great future before advertising by motion pictures, and it is only with the most careful deliberation that I have concluded in what way the future developments will assume shape.
The medium is practically only in its infancy to-day, for, despite the vast possibilities offered, most concerns have seemed to favor following the same groove. I do not wish to insinuate that this is because the work has been placed in the hands of the several firms specializing in the producing of commercial motion pictures. Such a thing never entered my mind. I do think, however, it is due to the fact that advertisers have been reluctant to deviate from the exploited fields. The path of the pioneer may be speculative, but it need never be, if the alert advertiser studies the other end of the business, where photoplays are made and exhibited for entertainment purposes. It is a reliable thermometer to watch, believe me. That much only stands to reason, for are not the majority of ad. films shown on programs along with the ordinary photoplays?