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1595 A.D.
The first compound microscope is invented in the Netherlands, and from then on, people gain a greater appreciation for the smaller things. "Distributors want to get the big order, it seems," said Martin. "[But] it's main street America, it's the small business[es] [that] utilize calendars in a lot of cases." Martin listed numerous examples, including plumbers, electricians, barber shops and beauty salons. Martin singled out the restaurant industry, in particular, as a top client for calendar sales. "For us, they've been able to use them in a coupon-type program," he said. "They can put right in the ad copy: 'Bring your previous month's calendar sheet and receive 10 percent off' ... and we've seen kind of a growth in that."
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Michael Cornnell
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