. Florists' review [microform]. Floriculture. ^Florists'. REVIEWS Til WHAT PENN PAYS FOR PUBLICITY V^'hiii h( shall invest i)i advertIsIih/ and how hi sh<ill iinust it are /)r<)l)l( HIS that perpetuallj/ perplex everi/ retail jlurist. Th( tiiitabh smcess in this department of our business of llenrii Venn, of Boston, makes his (.rample and his vietrs on the subjeef of )nueh ludui to the rest of I'POKTKyXMKNT of the uniouut set aside for the year's advertisinjj among the different forms of pub- licity at a florist's dis- jxisal (U'lx'nds upon the jiart ii-iilar ideality and lo- cation
. Florists' review [microform]. Floriculture. ^Florists'. REVIEWS Til WHAT PENN PAYS FOR PUBLICITY V^'hiii h( shall invest i)i advertIsIih/ and how hi sh<ill iinust it are /)r<)l)l( HIS that perpetuallj/ perplex everi/ retail jlurist. Th( tiiitabh smcess in this department of our business of llenrii Venn, of Boston, makes his (.rample and his vietrs on the subjeef of )nueh ludui to the rest of I'POKTKyXMKNT of the uniouut set aside for the year's advertisinjj among the different forms of pub- licity at a florist's dis- jxisal (U'lx'nds upon the jiart ii-iilar ideality and lo- cation of each individual. Sometinies, for example, a florist will prefer to pay $r),()00 in rent and $-,000 for advertisiiif;-, rather than move to a side street wliere his rent hill would total only $L',000 and l)ay $."),0()(l in advertisinji. Anoth(>r flo- rist may prefer to do the reverse. Whether one is on Main street or around the corner, or out in a residence district, has a matei'ial hearing- \ipon the amount of transient Imsiuess that is done and conse(|uently U| the amount of money which must lie '^pcnl to luirij; in otlu'r kinds of trade. Dividing the Appropriation. Hut, aside from tiie matter of rent, there remains always the (|uestioii how to divide the sum one has set aside for advertising; amonj^ the various media coni[ietiny for its disposal. A I'itts- huri^h firm of lar<ie si/e and hij^h stand- iuf,', for instance, does no newspaper advertising; its money is spent for car <'ards and larays a large rent bill and spends much money in elaborate window disjilays, but also cairies a few lines in ea(di of the daily ]ia]iers throughout the year and goes in for Larger sjiace occasionally, even to the extent, not long ago, of two i>ages in the rotogra\'ure section of the Sun- day newsj)aper, jirobably as e\'])ensive a single advertisement as any florist in the country has run. Persistence Needed. Henrj' I'eniL, of Host(ni. has won t';nne not only as the cliai
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Keywords: ., bookcentury1900, bookdecad, booksubjectfloriculture, bookyear1912
