MISSOURI BOTANICAL GARDEN BULLETIN 57 
to represent the wedding party make it still more attractive. 
At a recent exhibition held by the retail florists of Chi 
this idea was effectively carried out in miniature as a table 
decoration, dolls and small arches of Cecile Brunner roses 
and lily-of-the-valley being used. 
There are no special days in September, but some stores 
have a large trade by catering to the parties of the debutante, 
and it is a much better month than formerly. Christmas is 
always a busy time. 
Florists’ Telegraph Delivery Association. —One of the 
best organizations in recent years and which grows more 
important every year is the Florists’ Telegraph Delivery 
Association. This is composed of retail florists of Canada 
and the United States, who are members in good standin 
in the Society of American Florists and Ornamental Horti- 
culturists. The dues depend upon the population of the city 
or town, the minimum being twenty po and the maxi- 
mum thirty dollars, and when admitted to the association 
each member must place on deposit a guarantee fee to insure 
the payment of accounts contracted between members. 
Advertising. — In this day of competition among retail 
stores, advertising is a great consideration, whether it be a 
small neighborhood florist or a large concern that caters to 
a city and suburban trade. If direct advertising is used — 
and it is a very good method — a neat and attractive circu- 
lar or card will suffice. This could be sent before a ee 
or at a time when a special bargain is to be obtained. 
card index could be kept of all to whom circulars or cards 
have been sent, and if they have not purchased after sending 
a certain number their names might be pees from the 
list. Window decoration as a means of advertising has 
already been discussed under “Special Days,” but its im- 
portance should not be overlooked. The manner of packing 
and delivering an order could also be classed as advertising, 
and part of the appropriation for such purpose should be 
spent in attractive boxes and tags. 
Indirect ee offers a wide ae = ie omprees such 
as ers, signboards, programs, and notices in street-cars 
or Lee Newspaper advertising is probably the best, 
the choice of paper depending upon its circulation, class of 
people reading it, and the localities reached. A large space 
is, of course, more desirable, as more details can be given and 
the principal selling points brought out, but a neat and 
attractive advertisement, whether large or small, is sure to 
sche = RUDOLPH J. MOHR, ’02. 
