Mabch 1, 1917. 



The Florists^ Review 103 



The postage alone 



(If 2-cent stamps were used) 



Would Cost $250.00 



If Jyou]attempted to send to every reader of The Review even a simple 

 circular advertisingf your business. 



The circular itself, the paper (it has increased 125 to 150% in price 

 since the war), printing, envelopes, addressing, etc., would more than 

 double the cost. And even at that, you would be forcing your propo- 

 sition upon the attention of the people to whom you sent it. 



On the Other Hand 



No one who buys The Review is forced to do so. He reads it from 

 choice. 



Your business announcements stated in The Review come to the 

 attention of the buyers you seek in a manner and at a time that is 

 psychologically correct. 



You can print in The Review a half page, each issue, for a whole 

 year, for what one circular would cost if you attempted to reach the 

 entire circulation of The Review just once. 



The Comparison is Startling 



The one distribution of 12,500 circulars would cost approximately 

 $650.00— one "flash in the pan," then silence. 



A half page in The Review would cost only $702.00 for a whole year; 

 it would be seen, read and remembered, if not this week, then next 

 week for 52 issues-650,000 copies. 



Every modern business man knows the cumulative value of continuous effort. 



