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Mat 1^, 1911. 



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REMOTE STORAGE 



The Weekly Florists' Review* 



19 



MEMORIAL DAY 



AND THE FLORISTS 



DON'T NEGLECT ADVERTISING. 



oenmnmn 



It Pays to Push. 



Have you noted that the retail florists 

 who appear to be making the most prog- 

 ress are the ones who use the most 

 printers' ink? 



Fact, isn't it? 



Well, here's just one little hint, 

 gathered from the experience of the ad- 

 vertising florists, that 's convertible into 

 real money next week: As surely as it 

 pays to advertise all the time, it pays 

 best to boost your business at the sea- 

 sons of special demand. 



It reminds one of the old saw about 

 making hay while the sun shines, the 

 modern version of which is ' ' Push along 

 while the going's good." 



Now comes Memorial day. 



The demand is there. 



So is the stock. 



To get them together in the store, use 

 the newspaper. Tell the people there 

 is something better than a bunch of 

 snowballs when May oO comes around. 



Awakening Desire. 



Thus far in the history of the flower 

 business there is little record of any 

 attempt, on the part of the better class 

 of stores, to do more than satisfy the 

 existing demand. This is changing. 

 Effort now is being made by a number 

 of shrewd flower merchants to quicken 

 the demand. 



Once upon a time a couple of adver- 

 tising "experts" had a long debate 

 as to whether or not advertising really 

 creates demand. One argued that it 

 does, while the other stoutly maintained 

 that the demand already exists and 

 that advertising only wakes it up. 

 Profitable theme, wasn't it? A distinc- 

 tion without a difference. 



We don't care whether advertising 

 creates a demand for flowers or only 

 awakens the natural desire for them, 

 the demand that already is there. The 

 point is, and it is the only interesting 

 point, that the better advertiser a' 

 retailer is the better business be does — 

 the more flowers he sells to his old cus- 

 tomeriB and the more custodiers he 

 makes. 



What Advertising Does. 



Penn, the Bromfleld street florist in 

 Boston, has given the subject of adver- 

 tising a lot of hard study. He knows 

 advertising pays. This is what he says 

 of his advertising at this time last 

 year: 



' ' About a week before Memorial day 

 we started a series of ads calling atten- 

 tion to wreaths for cemetery use. The 

 advertisements were distinct and the 

 results were equally clear-cut and read- 

 ily traceable. It is worth while record- 

 ing that out of 840 wreaths made up in 

 anticipation of the demand, only five 

 remained unsold at closing time on 

 Memorial day." 



Reproduced on this page is one of the 

 Penn advertisements that sold the 835 



wreaths that one day. There is no 

 necessity for saying that the Penn plans 

 for next week are all laid and that 

 they include, not only the manufac- 

 ture of many hundreds of wreaths, but 

 the repetition of the advertising. 



Going At It. 



It is a curious fact that a good many 

 men buy advertising with their eyes 

 shut — they don't apply to it the com- 

 mon sense they use so well in making 

 other purchases. Though the practice 

 is not nearly so general as it was, a 

 lot of men still buy advertising because 

 they like the solicitor, or for some other 

 equally valid reason, while others take 

 space in everything that 's offered, with- 

 out a thought as to what they are 

 getting for their money. The adver- 

 tiser sees only one copy of his adver- 



advertising carried. The paper that 

 prints the most advertising calculated 

 to interest the same people you are 

 after will always be the best adver- 

 tising medium for you. That large 

 volume of advertising is a summing up 

 of experience paid for by men who 

 want to get the most their money will 

 buy. 



"It seemed to us, and events have 

 proved that we were right, that the 

 one best paper was all that we needed 

 to use. Of course there are some pos- 

 sible customers we do not reach, but 

 are they worth while doubling the ex- 

 pense? We think not, and doubling 

 the expense wouldn't reach every pos- 

 sible buyer; it would be necessary to 

 use all the papers to do that — so we 

 let it go at the one with the biggest 

 circulation. Then we can afford to 



MEMORIAL DAY FLOWERS 



The most impressive floral 



pieces — artistic, stately 



long lived 



The flowers we grow show the high- 

 est state of cultivation. As Boston is 

 famous for its flowers, so Penn's speci- 

 mens are the most celebrated of Boston's 

 flowers. 



Our florists are selected because of 

 their particular genius at effectively 

 arranging flowers — and their ideas for 

 original effects. 



Consult them — make suggestions and 

 have them carried out 9r rely on them 

 to develop their own ideas. The policy 

 of this flower shop is always to give 

 more than one expects and success has 

 been won along that line. The last call 

 is out for Memorial Day Flowers. See 

 the show here. 



43 BROMFIELD ST., BOSTON 



PHONES 838-839 FORT HILL 



I 



V 



The Bostonese Metbodvpf Boosting Business. 



tisement. It may look as good to him 

 in his one copy of a paper practically 

 without circulation as it looks in his one 

 copy of the paper that everybody reads. 

 The cost is about the same, and the 

 appearance is similar, but there's a 

 difference in results! But let Penn 

 tell it: 



"We didn't go into it blindly; we 

 considered all the available papers, 

 basing our choice on circulation among 

 the kind of people we wanted to reach. 

 You always can pick the best adver- 

 tising medium by noting the amount of 



take enough space to tell our story 

 the way we want to tell it." 



Try Penn's Plan. 



Why not try Penn's plan for Memo- 

 rial day? Size up the newspapers avail- 

 able to you, pick out the one that 

 reaches the most of your kind of people, 

 call in its representative and get his 

 help in preparing some advertising that 

 will give to you the results Penn gets 

 with his. 



If you do it at all, do it now. Adver- 

 tising never should be hastily prepared. 



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