The Coral Gables Times

THINK TWICE !

Mr. Merchant, do you realize that Central Shopping Plaza is a MILE AWAY from the nearest area of Times and Guide circulation? Notwithstanding; our loyal readers (saturation coverage in southwest and south Dade) came, saw and BOUGHT from merchants a good ways from their homes. Think twice! Couldn't The Times and The Guide be doing a terrific job for you? Central Shopping Plaza MERCHANTS ASSOCIATION, INC. 3723 1/2 N.W. 7th STREET MIAMI, FLORIDA May 2, 1961 Mr. Rolfe Neill Publisher The Times and The Guide Coral Gables, Florida Dear Mr. Neill: The Country Fair Promotion held April 27-29 at Central Shopping Plaza was indeed a tremendous success! The staff of Bollinger Associates, handling promotions for Central Shopping Plaza, wants to thank The Times and Guide for their assistance in putting this promotion together. Using The Times and Guide as our only media in the Country Fair Promotion was designed as a test of the media itself in our market. No other media was used and, although I was somewhat dubious of the anticipated results at the start of this test, I was more than pleasantly surprised at the responce and the public acceptance accorded. There is no doubt that The Times and The Guide brought people to Central, as evidenced not only by crowded walkways and parking lots, but in sales as well. Merchants indicated a 12% plus increase in sales throughout the Center and a new high for corresponding periods. Bollinger Associates and The Merchants Association appreciate the assistance of your staff in putting this promotion together. The art work and layouts were superb, appointments were always kept and your willingness to assist was always present. A special note of appreciation to Bob Slane and Bud Little is certainly in order. You can rest assured that we shall look to you for our next promotion. Sincerely, BOLLINGER ASSOCIATES Frank V. Bollinger Frank V. Bollinger President fvb/do Frank V. Bollinger President Bollinger Associates use your logical, economical advertising media THE Coral Gables TIMES & GUIDE THE CITY BEAUTIFUL