356 



The Weekly Florists' Review, 



January 14. 1904. 



and support the flo;vers that hang over 

 the edge. You mav find oct-asionallv 

 in using flowers the stems of which are 

 several inches long, that when the piece 

 is set upright some of the flowers may 

 fall too far out of place. When this 

 occurs, lav the flowers back lu place 

 and tie near the tip of the stems over 

 the frame with fine wire. 



The heliotrope is cut about throe 

 inches long, stemmed as the roses would 

 be, and inserted through the stem ends 

 of the roses and carnations, down into 

 the moss, where the two clusters seem to 

 cross, just like a band. 



Attention to Color. 

 The color scheme here is a predomi- 

 nance of pink from dark to light and 

 finallv into white. A decided pink is 

 founcl in the Bridesmaid roses, shading 

 into the pink of the Morning Glory 

 carnation, aud then into Golden Gate 

 roses, and from that iuto the creamy 

 white of the Ivory rose. The helio- 

 trope band gives the needed contrast. 

 The late outcries against the use of 

 mixed colors and the fad for the use 

 of one color are only the natural con- 

 sequences of carelessness, in colorinsr. 

 But this is a subject so important as to 

 demand treatment by itself. 



Mounting the Piece. 



If a wreath is tu be mounted, there 

 are two resources, a standard on a 



reach almost' up to the wreath. Some 

 should be allowed to droop around and 

 cut of the edge of the base. Have 

 jilcnty of green stemmed and inserted 

 among the flowers. Spread out the base 

 as much as possible. The larger the 

 base appears to be, the more natural 

 and easy the poise of the piece will be. 

 This is true of all designs mounted on 

 bases. 



Tliis is only one of the mauy varia- 

 tions of which the wreath idea is cap- 

 able. Every designer should be able to 

 invent his own with time and experi- 

 ence. Gertrude Blair. 



McKINLEY DAY. 



It is well to remember that January 29 

 is now known as McKinley day and that 

 last year on that date the call for pink 

 carnations exceeded the supply. Such is 

 not likely to be the case this year, for 

 the reason that crops will be at their 

 height in almost all sections of the 

 country, but the retailers can turn the 

 day to good account by a little advertis- 

 ing to remind people that it is the anni- 

 versary of the birth of the martyred 

 president, whose favorite flower was the 

 pink carnation. Tell your local news- 

 papers to remind their readers of the an- 

 niversary and the significance of the 

 flower in the coat lapel that day. Put 

 a sign in your window a few days be- 

 fore. But" when the call for flowers 



glycerin, dissolved in one liter of sixty- 

 two per cent alcohol, containing, to im- 

 prove the odor, some oil of amber. As 

 soon as the mixture clarifies, it is rubbed 

 over the inner surface of the glass. This 

 treatment, it is claimed, not only pre- 

 vents the formation of frost, but also 

 stops sweating. 



A Free Adaptation of the Classic Wreath. 



base, or an easel. For a large wreath 

 a bamboo easel is to be preferred. For 

 a small one, vour wire worker can pro- 

 vide a heavy' wire easel, gilded, which 

 needs no further ornament. 



If a standard and base mounting is 

 wanted, guild the standard and line 

 and fill the base with sphagnum, when 

 filling the wreath frame. Spread wood 

 ferns or any convenient green over the 

 top of the base so as to cover it en- 

 tirelv. Stem stiff', strong flowers of 

 various lengths and insert so that most 

 of them will stand upright. Let a few 



comes, don't put the price too high. 

 With a little fostering care January 2!) 

 can be made a great day for the carna- 

 tion, but nothing would be more inju- 

 dicious at the present time than to put 

 prices above the ordinary. 



FROST ON SHOW WINDOWS. 



As an excellent remedy against the 

 freezing of show windows, the Pharma- 

 ceutische Zeitung, a German publication, 

 recommends the application of a mix- 

 ture consisting of fifty-five grains of 



RETAIL ADVERTISING. 



The Sunday before Christmas S. A. 

 Anderson, the well 'known retail florist 

 of Buft'alo, surprised his competitors by 

 blooming forth with full page advertise- 

 ments in the leading newspapers. For 

 some incomprehensible reason it is not 

 the custom for retail florists in most 

 cities to make use of the advertising 

 columns of the daily papers, much less to 

 use full page spaces. But it is indis- 

 putable that the newspapers can be used 

 to advantage and to greater advantage 

 than any other method of reaching the 

 people. " If glove stores, candy stores 

 and cigar stores, to say nothing of thoso 

 handling a greater variety of wares, can 

 use the daily paper profitably, particu- 

 larlv at holiday times, why not the re- 

 tail' florist? That is what Mr. Anderson 

 thought, and after he has tried it, this 

 is what he says about it: 



' ' I send you under separate cover 

 copies of three papers containing my 

 Christmas advertisement. The Sunday 

 Times full page cost me .$100; the 

 :\Iorning Express, December 21, $125; 

 the Evening News. $90. The price of 

 a full page of space in the latter is $325, 

 so I only took a small space. In all $315 

 was speut for advertising. 



' ' To begin with, I want to say that in 

 former years I have bought tickets for 

 all kinds of entertainments, balls, etc., 

 also advertised in theater programs, 

 using some small spaces in daily papers 

 and a number of other periodicals, mak- 

 ing an outlay of some $400 or $500 a 

 year. A year ago I decided that I 

 would refuse to take tickets or advertise 

 in any programs or periodicals whatever, 

 and told every solicitor for them that I 

 .lid not advertise at all aud no argument 

 could induce me to buy, so was prepa,red 

 to spend the sum T have mentioned and 

 still have it cost me less than I have paid 

 for advertising in former years. 



"The final question comes. Does it 

 pav? I would say yes, it does pay, but 

 fuilv believe that there is more money 

 Avas'tcd in advertising than is made, but 

 the fault lies with the advertiser. One 

 advertisement that everyone will read 

 and talk about is worth more to the 

 business than years of advertising that 

 iiobodv reads and nobody cares about. 

 After" my big Christmas advertisements 

 appeared', people who knew me said to 

 me : " I guess you must be doing a large 

 business to afford such advertising." 

 Others asked how I could afford it. Still 

 others discussed the advisability of it. 

 In all discussion the prominent fact 

 stood out that it was a good advertise- 

 ment and made people talk, and that is 

 what I wanted. 



"I do not know if it paid. My sales 

 for December were greater by twenty- 

 five per cent than the year before. it 

 mav be they would have been as great 

 if i had not advertised. I might state, 

 however, that we received orders from 

 London, England, from the Philippine 

 Islands as well as from a number of 

 near-by towns, and we shipped pom- 

 settias'to New Mexico and carnations to 

 Nova Scotia, begonias to Philadelphia, 



