Word: cinemagents
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...leading cinemag publishers* are now making a strenuous bid to get their movie advertising back. Their method: a $50,000 "presentation" to studio heads, based on a two-year survey made by Columbia University's Dr. Paul Lazarsfeld. The Lazarsfeld survey, made public last week, contends that movie-magazine readers are 1) the "opinion leaders" among moviegoers and thus 2) make or break a film at the box office...
...Untarnished Idyl. The first movie magazine appeared in 1909. All copy in an inexpensive little throwaway called Motion Picture Stories was supplied free by the studios. In the years before censorship, cinemag pages were triple-dipped in juicy Hollywood scandal. But in the early '303 the tattlers were forcibly tongue-tied; the studios threatened to deny them access to the stars. Says one publisher: "We were licked. Without Jean Harlow stories alone, we'd have lost 10% of our circulation...
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