Evening public ledger. [volume] (Philadelphia [Pa.]) 1914-1942, 1919-03-05
THE PROBLEM OF THE Law.
ENDER BLOSSOMS

IN TALKING with clients OF Bruno
L Duke | can talk with confidence and
some air of authority, for they credit
me with more ability. | fear than I
possess
Whe> outlining suggested plan Of
action 10 Duke himself, my confidence
is shaken. for know his keen analytical
mind will unerringly place his finger on
any weakness in my plan.
OF course 7 do not feel so much hesi-
fancy now as I did during the first few
months I worked with him .as his
assistant.
The Problem of the Lavender Bios
sons was the first he asked me TO try
10 solve, and well do / remember my
errors.
After he'd outlined the facts to him
and he said, Tell me what you deduce,"
I cleared my throat with an air OF i'm
portance and began:
"That druggist, Mr.. Grant does me-
dium-to-cheap trade and is located in a
busy street, which at night is crowded
with people. These people use the street
as a short cut from the big residential
section on the East Side to the city
theatre section. Many also visit the two
movies on the street. Directly opposite
there is music store which has piano
playing popular music all evening"
Duke nodded his head slowly as he
puffed at his hookah.
''It seems to me that there are
hundreds and hundreds of dimes pass
ing his store that would buy lavender
blossoms II they knew e'had II"
/ ."I understood he had. filled his win
dow frequently with it," Duke COM
mented.
"He had" agreed. But mere dis
play Of it with a price card on 1t isn't
interesting enough TO attract attention.
No. Mr.. Duke, he's got TO advertise"
"How?'
he must use the newspapers. He
must advertise in big space the bene-
fits OF lavender to perfume Sinen, etc,
and to preserve things from moths and
such like"
"How big an ad would you use?" A
half smile played around Dukes mouth
as he asked this question.
II should say about-about SIX inches
treble column
'I see, eighteen inches in all. And
what returns would it BRING
ut would probably sell thousand
packets" =.
"A thousand packets at ten cents is
a hundred dollars That so"
yes" went on eagerly. IF he kept
II up for two weeks he'd sell. at that
rate, $1,000 worth-ahd that would ABOUT
clean him out.
"And tie advertising cost?
ooh, ] never thought or that' l
stammered. What would it be-?
Lets say, roughly So an inch, or $3o
a day. An advertising cost OF SO per
cent is quite impossible, considering the
circumstances. Besides. this man Grant
said he wouldn't spend much, II any
money. as he didn't intend to throw
good money after bad"
7 saw my plan was no use so 1 sa,d
desperately: .,o,,.
advertising in the movie thea.resE
"Do YOU think people would mock 20
the store after the show to buy ten
cents worth OF lavender?
"I suppose not" I agreed gruakihsiy'
Here, though, why not adVertise
ten-cent package at hair price 10 every
one huvine a soda or ice cream?
"Would YOU buy soda under those cir
mo, / wouldn't; but married people
would, / should think 49,,
"You really mean that?" he quizzed'
nodded, but with misgiving'
DO YOU really think married couple
would go 10 the store and pay twenty
or thirty cents for a couple OF SOFAS Jus'
10 get twenty cents worth OF lavender
for a dime
so .wsIil ] ssld' Mr.. Duke. what would yor
do" o
First OF ALL" he remarked, ,let Il:
realize that the druggist won't ant
can't spend much, If any, money. Tha
precludes advertising in newspapers
Don't you believe in newspaper ad
vertising?" / broke in.