Cahiers du Cinema in the 1950s was a magazine in little advertising appeared. the standard of the magazine ran to 64 pages and it would be rare to see and issue where the total advertising ran to three pages. And usually that space was sold to theaters or to other publications. This morning going through some issues of Cahiers from early 1958 I noticed that for about four months "Mario le coiffeur" ran an ad covering about a third of page. I don't think I have ever seen a hairdresser advertise in a film magazine before, especially one with an academic bent.