Cinema: The Opinion Leaders

Every month in the U.S., almost 20,000,000 avid readers pore over 20-odd periodicals devoted to the greater glamor of Hollywood's stars. But in recent months the readers have seemed less avid. Movie magazine sales, which rose more than 400% in the 15 years before 1946, slipped sharply when the movie box office slumped last fall and the studios canceled 60% of their movie-magazine advertising.

The six 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...

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