Heywood Wakefield Vintage Furniture Ad

I love stumbling across vintage furniture ads, like this Heywood Wakefield Home-Planned Modern ad. I also love how vintage furniture ads have a section at the bottom that let you mail away for a larger catalog, like this Broyhill furniture ad and this Broyhill Premier ad

Anyone know why it was always a quarter to get the catalog? At the time, was that enough of an investment that not everyone would send in for one, but anyone who was interested would? As an advertising copywriter that seems like the audience that I'm always told to try and capture.

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