The Press: Successful Throwaway

To patrons of the New York legitimate theater. Playbill Magazine is as familiar a fixture as the man in the tuxedo taking tickets at the door, or the middle-aged lady peddling watery orangeade between the acts. During the season, ushers in 35 theaters—all but the off-Broadway houses —distribute some 240,000 copies of Playbill every week. Although each copy costs the publisher 9¢, and although Playbill must pay each theater for the privilege of circulating there, the program costs the theatergoer nothing. Playbill does such a thriving business on Broadway that it has decided to go national. Beginning Jan. 1, said Publisher...

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