THK f'LORISTS' AI>VKK'HSINO;. 85 



newer portions of this great land arc settled and the first improvements 

 are made and the burden of debt is lifted from these new homes, the 

 desire for some adornment and beautiful surroundings that is the her- 

 itage of every rightly constructed human being is manifested by nothing 

 more than by the fioweis, fruits and foliage which surround them. 



The retail florist, to succeed, must be progressive, energetic and 

 strictly up-to-date. He must anticipate the ever increasing wants of his 

 trade, and be able to supply the demand for the new, novel and different 

 in the right way with the right stock and at the right time. 



The extent to which you have succeeded in doing this, Brother Flor- 

 ist, you have an easy way of ascertaining. If your annual trial balance 

 does not look 'as good as you think it should, the sooner you find out 

 the reason the better. Remember that fashions change in flowers the 

 same as anything else. While it is not wisdom to grab at every new 

 idea that comes along, a careful consideration of them will enable one 

 to select such of these as may be profitably adopted. Success or lack 

 of it depends not so much upon the great things of our business as 

 upon the seemingly unimportant details. A satisfied customer is the besi» 

 advertising medium and more so if possible in our business than in any 

 other as the intrinsic value of our products depends so largely on their 

 beauty and power to please. To really be a successful retail florist you 

 must, as the poet has so aptly written, 



"Give to the world the best that you have 

 And the best will come back to you." 



Chairman: A burning question in the minds of florists of today is 

 where we can get the most, so to speak, for our money in advertising, 

 so we have had Mr. Henderson, of Omaha, prepare a paper on adver- 

 tising, as we thought he had had more experience than any of the rest 

 of us in that line. 



THE FLORISTS' ADVERTISING. 



l.OUIS HENDEK.SOX. OMAHA. 



To advertise is to give publicity, to make known our goods, our wants 

 and what they are. 



We are living in a time of progress, in a time of improvement, in a 

 time when our business has grown to a gigantic proportion. The capital 

 invested is far beyond the dream of the florist of less than half a gen- 

 eration ago. We are in a time oT competition when we strive to outdo 

 the other in results. 



We must keep up with these times to accomplish the best results. If 

 we do not it is merely a question of time when we will be dropping off 

 by the wayside to the survivor of the hustler. 



How shall we do this if not through publicity? Some may say I 

 don't need to advertise, my goods speak for themselves, they are of good 

 quality; once had, the customer always comes back and brings another. 



