Editing Edwin Grozier (section)

=== Advertising and  public relations ===

In 1909, Grozier launched a public relations campaign aimed at increasing readership. He purchased 700 [[Assistive cane|walking canes]], and sent them out to 700 New England towns where the ''Post'' was published. The top of the African ebony, gold-tipped canes, were stamped with the words, "Presented by the Boston Post to the oldest resident of ... (name of town)." The Board of Selectmen in each town were to be trustees; ensuring the canes were presented in a ceremony to the town's oldest living man. The custom was expanded to include a community's oldest women in 1930. More than 500 towns in New England still carry on ''The Boston Post'' Cane tradition with the original canes they were awarded in 1909.<ref>{{Cite web|date=2016-05-13|title=Secrets to a Long Life From Holders of The Boston Post Cane|url=https://www.newenglandhistoricalsociety.com/secrets-long-life-holders-boston-post-cane/|access-date=2021-01-02|website=New England Historical Society|language=en-US}}</ref><ref>{{Cite web|title=Boston Post Cane Committee {{!}} Charlton, MA|url=https://www.townofcharlton.net/229/Boston-Post-Cane-Committee|access-date=2021-01-02|website=www.townofcharlton.net}}</ref><ref>{{Cite web|title=Boston Post Cane|url=http://www.pelhamnhhistory.org/index.php/boston-post-cane|access-date=2021-01-02|website=www.pelhamnhhistory.org}}</ref>

Under his leadership, the ''Post'' became the leading U.S. newspaper in advertising volume, and advertisers recognized the ''Post'' as an opportunity for increased exposure. One Philadelphia advertising agency noted that the ''Post'' was the only paper published in the morning. Zain Advertising, launched a 10-week ad-writing contest with the ''Post'', in an effort to engage and educate the public on the importance of advertising. Three hundred prizes were awarded each week for the best advertising suggestions on 24 products. Two grand prizes, $500 and $1000, were awarded at the end of the campaign; over 500-thousand entries were submitted over the 10-week period.<ref name=":1" />