136 



The Weekly Florists' Review. 



June 26, 1902. 



limited amount of newspaper advertising 

 is sufficient. The kind of advertising is 

 immaterial so long as you attract atten- 

 tion to Tour goods and get people into 

 your place of business. Strive to get the 

 best trade. You can't do it by advertis- 

 ing cheap goods or department store 

 prices. If you have a superior article 

 tell people about it and get them inter- 

 ested. Mention prices, but make your 

 strong point on the superior merit of 

 your stock. ICever expect direct sales 

 from your local paper advertisements to 

 pay for your advertising. The way in 

 which this advertising pays is to get 

 people into your store to see your goods, 

 when your goods and salesmen will do 

 the rest. 



If your trade is wholesale, then ad- 

 vertise in your trade papers, and always 

 advertise prices on everything you offer. 

 Your direct sales from this advertising 

 should pay for the cost of the advertise- 

 ment, else it doesn't pay you. You can 

 dispose of your surplus stock through the 

 classitied Review advertisements at a min- 

 imum of expense. At the same time you 

 can get in touch with the buyers, get 

 your wholesale list in their hands and se- 

 cure their future trade in other lines. Re- 

 tail advertising in a general way is too 

 big a subject to be treated in this article, 

 and will be referred to in the future con- 

 sideration of this subject. 



In all your advertising keep a correct 

 and systematic record of costs and as 

 far as possible of results. A record book 

 especially for this line of the business 

 will be found interesting and valuable as 

 the years roll round. As your business 

 increases a certain amount of programme 

 advertising becomes necessary. The di- 

 rect result from this class of advertise- 

 ments is very small, but indirectly in se- 

 cret societies, churches, schools, etc., it 

 may be of great benefit to you. The 

 "good-will" feature in any community 

 is worth considerable, though there should 

 be a limit to such expenditures. • 



While much money is spent foolishly in 

 trying to advertise and the sharpest are 

 caught at times by "fake" schemes, it 

 is very seldom we hear of concerns going 

 bankrupt because they advertised too 

 much. But we often hear of firms mak- 

 ing millions by advertising their goods 

 extensively. System. 



NEW YORK. 



Many important varieties of outdoor 

 flowers have passed away for another 

 year and the quantity and quality of 

 indoor roses are fast becoming less and 

 poorer. ^Mildew is very prevalent among 

 old stock and only through very urgent 

 need does much of it find its way to the 

 stores. Good clean stock finds ready 

 takers at fair prices. Carnations are 

 good and plentiful and considerably help 

 the situation. Outdoor roses have been 

 more or less a disappointment here this 

 season so far. Such flowers as valley, 

 Cattleya Gigas, a few Beauties and 

 Kaiserins constitute the cream of the 

 market. Sweet peas are very short in 

 stem, a vast quantity of them being 

 fit onlv for groundwork. 



The Cut 1 lower Market at the Coogan 

 Building. Twenty-sixth street anu Sixth 

 avenue, opens at six a. m. and if any 

 florist visitor to this city wishes to see 

 one of the sights they should not fail 

 to be there on time. 



■\Ve very deeply regret to" report the 

 death of Andrew C. McConnell, brother 

 of Alex 2*IeConnell, the well-known Fifth- 



avenue florist. Only a few days before 

 his death, which occurred last week, we 

 had a long, pleasant chat on old times. 

 They are passing away one by one, leav- 

 ing unfilled places behind them. 



James Kidd, of Wni. Elliott & So'us, 

 will leave here July 7t!i for a three 

 weeks' excursion to the Pacific coast. 



Albert Small leaves for Europe July 

 1st and Henry Small is expected to va- 

 cate Washington for awhile and enjoy 

 New York. 



Theodore Lang has a three years' lease 

 on a fine cottage and grounds at Mount 

 Marion, Ulster Co., N. Y., and with his 

 family and automobile will leave here 

 on Thursday to devote several months to 

 growing corn, etc., and forgetting Sixth 

 avenue. 



James H. Carroll, one of Thorley's 

 chief of staff, is open to challenge any 

 golf player in the florist trade. Mr. 

 Carroll has won two beautiful silver 

 cups, the last one at a tournament among 

 six champions at Van Cortlandt Park, 

 his total being 84 in 18 holes. He says 

 golf should be substituted for bowling 

 at the S. A. F. O. H. convention, and 

 that only that angel's feet are in the 

 way the mountains of North Carolina 

 would make fine tees for puts. 



The ever good and generous boys of the 

 Flatbush Florists' Bowling Club will 

 give Papa Zeller a surprise on his birth- 

 day which occurs June 26th. We will 

 have more about it next week. 



Cept. Lang wishes us to announce that 

 he will give a $10 prize to the member 

 of the New York team making the high- 

 est average during the games at Ashe- 

 ville. 



J. Austin Shaw expects to visit Chi- 

 cago and the west this week, presumably 

 among other things to sample lake trout 

 and get inspiration to sing whilst climb- 

 ing up the golden stairs next August. 



The New York bowlers met on strange 



alleys last night. The scores were: 



Lang 164 165 147 Burns 152 153 166 



Selbrecht . .164 1.S3 199 Scheuck ...178 



Elliott 119 182 131 Hermann ..130 



Tbielman . .160 160 171 Donlan 138 



Bunvard ...162 111 104 Traendly ..147 



J. I. D. 



Only two weeks more and the annual 

 outing of the New York Florists' Club 

 will occur. The outlook is very promis- 

 ing and the attendance will be double 

 last season's, while the accommodations, 

 amusements and entertainment will be 

 worthy of the club and satisfactory to 

 all who come. Bowling, shooting, base 

 ball and athletic contests are provided 

 for, with dancing for the young folks. 

 Everybody is going or ought to be. 



Preparations for the great carnation 

 convention in Brooklyn next February 

 are under way. The new society formed 

 for the purpose of furthering the in- 

 terests of the carnationists is "busy" 

 already, and a record attendance is ex- 

 pected. Brooklyn seldom has an oppor- 

 tunity to show its ability in this line 

 and now that the ' ' chance of a life- 

 time" has arrived let Indianapolis 

 tremble. 



The Asheville trip is less than seven 

 weeks away. The east is awake to the 

 fact and preparations for the event are 

 going on steadily. It is about decided 

 that the travelers from New England, 

 New York, New Jersey and Pennsylvania 

 will meet at Washington the Monday be- 

 fore the convention opens and go by as 

 many special trains as are necessary via 

 Southern E. R. 



Arthur Newell of Kansas City arrived 

 in town Tuesday on his way to Old Eng- 

 land and the home of his ancestors, hap- 

 py as a boy in the prospect of seeing 

 his mother and the familiar scenes of 

 his boyhood. 



The Peter Henderson Co. had a de- 

 cided novelty in its Cortlandt street win- 

 dows last week — a novelty at least to 

 those of "sweet sixteen" years and un- 

 der — a glass case full of "17-year 

 locusts." The crowds were too great 

 for the sidewalk space, but it was a 

 great attraction while it lasted. 



Fleisehman, the florist, is erecting a 

 $125,000 apartment house not far from 

 his Broadway store on an adjacent 

 street. 



Flatbush is a wonderful suburb now- 

 adays. A few years ago the florists were 

 on the outskirts, now fine buildings are 

 being erected almost miles beyond them. 

 Zeller & Son have leased their old es- 

 tablishment for another term so that 

 with the Meissner place which they have 

 purchased they now have facilities in the 

 florist and nursery lines unexcelled. This 

 has been their busiest season and Mr. 

 Zeller, Sr., especially shows the effect 

 of it. Everybody is wishing him many 

 happy returns of his birthday, the 75th 

 one now being celebrated by his con- 

 freres. 



Louis Schmutz, who just four weeks 

 ago had both legs broken, surprised his 

 neighbors by walking around his grounds 

 and greenhouses last Thursday with the 

 aid of two canes; a remarkably quick 

 recovery. 



Henry Siebrecht, Jr., will make his 

 first trip to Europe this summer and 

 was expected to leave on Saturday last. 



The eastern nurserymen from New 

 York and vicinity who attended the Mil- 

 waukee convention have only pleasant 

 tilings to say of that city and their big- 

 hearted Wisconsin friends. 



M. A. Purdy, wholsesale florist, whose 

 place of business has been at 57 West 

 30th street, removed to 119 West SOth 

 street on Monday, June 23. 



Austin. 



BOBBINK & ATKINS. 



A brief visit to the nursery of Bob- 

 bink & Atkins at Rutherford, N. J., 

 leads one to exclaim, who may not have 

 seen the establishment lately, "What 

 hath five years wrought ! ' ' From a 

 modest beginning, by two modest but 

 ambitious and enterprising horticultur- 

 ists, has developed one of the most prom- 

 ising ventures in this vicinity. Nearly 

 sixty acres of splendid ground now un- 

 der cultivation, facilities for enlargement 

 unequalled and a rapidity of develop- 

 ment and patronage that must make 

 these young men not only cheerful but 

 "easy." 



The nursery department of their busi- 

 ness has grown marvelously, their herb- 

 aceous grounds are extensive while their 

 stock of bay trees and ornamental ever- 

 greens is probably excelled by that of 

 no importer in the country. Their green- 

 houses are filled at present with kentias 

 of all sizes which they are disposing of 

 rapidly in large shipments. Their offices 

 at the nurseries are models of conveni- 

 ence and there seems to be no end to the 

 projects and accomplishments of this pro- 

 gressive firm. 



The accompanying engraving shows a 

 block of bay trees at their nursery. 



Austin. 



