8 



The Weekly Florists^ Review. 



Jdnb 22, 1011. 



store, good stock and good salesman- 

 ship, expends most of its power for 

 naught. 



"After we had been advertising 

 occasionally in one of the leading 



l)iily the rlw»iccst siH\:imcii$ t>l 

 lilies of ilu valley ai>v«»e4 in |he 



ir(.ati'iii of . ■ '. 



PENN'S ''-' 

 SHOWER 

 BOUQUEt 



\Vc arc proud — rttid you will say 

 justly io of tills — our niasliri^ircc. 



.i I'rhe lyinncr wherever shoit/u. 



This perfect wedding bou ' ^Q atid 



fjUcl to your ortKr at... M up 



Spfflnlly |)Mfkr«| for rs|»rc»>iii(( 

 frrr of chnratr. 



43 BROMFIELD STREET 



t>luiiir!i ^-l>> — S:i'J I'ari llill 



A Bofton Retailer's NewsfMiper Ad. 



Boston daily papers, we decided to 

 start a series of ads that would bring 

 our stock and our store conspicuously 

 before the best classes in New England. 

 We therefore selected the paper that 

 had the largest circulation and con- 

 tracted to take a good sized space daily 

 for quite a period. 



Concentrating the Effort. 



"W<e 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 

 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. 



Bight Copy a Big Factor. 



"We never use the same ad twice. 

 Doubtless any advertisement is bet- 

 ter than none, but the right copy is 

 one important part of securing results. 

 Advertising may be effective and yet 

 be dignified. Almost always, adver- 

 tising, if written by the advertiser, 

 will reflect the advertiser's personality, 

 just as his store does. If prepared 

 outside, care should be taken that the 

 advertisement be in harmony with the 

 character of the store. We are strong 

 believers in the use of illustrations; 

 every ad carries a cut and the name ap- 

 pears in the form x>t a trade-mark that 

 also appears on boxes, tags and sta- 

 tionery. 



Covering the Seasons. 



"When we started our series of ads 

 we laid out a plan of changes of copy 

 to cover practically all features of the 

 stock and services of a flower store. 

 As the principal feature of our adver- 

 tising we selected the Penn shower 

 bouquet. The copy was written to ex- 

 ploit the flowers, the facilities and the 

 service and we soon noticed a tremend- 

 ous increase in this particular line of 

 work. This year, encouraged by our 

 previous success, we mapped out a more 

 costly campaign, using larger spaces, 

 but taking good care to see that the 

 spaces were well filled — that is, that 

 the copy was good. 



Keeping Everlastingly At It. 



' ' Not only has our business increased 

 steadily and considerably since we be- 

 gan newspaper advertising, but we no- 

 ticed an increase in the orders received 

 from a distance. Letters are received 

 daily from all parts of New England, 

 many of them ordering the shipment 

 or local Boston delivery of advertised 

 articles and many asking prices on 

 other articles. We have had a great 

 deal of business from towns that could 

 have only been reached by newspaper 

 and some of the orders have been first- 

 class wedding decorations. 



"We believe advertising affords the 

 best method there is of winning cus- 

 tomers. We think our experience 

 proves that the best results are to be 

 had from newspapers, and from their 

 regular use; we do not believe in spas- 

 modic advertising — in that case each 

 ad is like starting all over again, and 

 the cumulative value of advertising is 

 one of its most important benefits; as 

 one well-known advertiser says: 'Keep- 

 ing everlastingly at it brings suc- 

 cess.' " 



CASHma THE CHECKS. 



When the holder of a check is not 

 prompt in presenting it for payment, 

 complications sometimes arise; and 

 that a great many people are not 

 prompt any business house can tell by 



A 



clever 



ariange- 



mcn t . of 



flowers and 



''ribbuns, giviug 



je effect of a 



shower oi flowers 



strikingly .irtistic — 



'niKinal and beaytiful. 



PENN'S 



SHOWER 



BOUQUETS 



Prize Winners %£ir' 



\Ve make these correct wed- flJQ 



and 



ding bouquets to order at. . -^v^ up, 



Especially packed for expressing with 

 out extra charKc. 



43 BROMFIELD STREET 

 riioiifft .s:t.«s— s;{j» Kort liiii 



A Boston Retailer's Newspaper Ad« 



fcW.--..a..u--'::--j 



»--^_-_:..' _i— .iv-tfciw.' 



'd^iaii.. 



