The Weekly Florists' Review. 



965 



results are surer and in greater pi rfei 



lion. 



The dangers attending the use of e1 hei 



hi -Mine i-.-i-i-. li.i- l.-'l tn the adoption of 

 chloroform, which is used in the sami 

 way as ether with the exception that a 

 smaller amount i- . :m ] >li .v< . I. the density 

 of chloroform being twice as great as 

 that cit' ether and its action four times 

 as intense. The proportion of chloro- 

 form per cubic meter of air is 80 to 100 

 grams, luit the exposure time should be 

 longer. 



The cause of the action of anesthetics 

 on plants is a matter of theory and may 

 be ilne to an acceleration of the order of 

 growth, or the phenomena may be the 

 suspension of an arrest which has oc 

 curred in the natural growth. We may 

 easily see a similarity between the an- 

 esthetizing of plants and human intoxi- 

 cation, for whereas the latter stair in.-iv 



be ' sidered one of weakni ss, \\ hich 'loos 



noi produce strength, at the same time 

 it exhilarates dormant energies. On the 

 other hand ether or chloroform may be 

 no rely an excitant. The vapors of ether 

 and chloroform only have a momentary 

 effect, although they pro. Inn- extreme 

 stimulation, shorten the period of repose, 

 and inaugurate vegetation. 



PUBLICITY FOR NURSERYMEN. 



The following is an extract from an 

 address by Frank B. White, delivered ln- 

 fore the American Association of Xur- 

 -serymen : 



No man who has undertaken advertis- 

 ing, treated it with the same degree of 

 intelligence that lie would any other 

 branch of his business, utih/ed common- 



Word of mouth or other announcement, 

 so we may as well settle one thing here 

 and now: When well done, advertising 

 pays. 



The nursery business affords a most 

 excellent opportunity for attractive ad- 

 vertising, noi only newspaper ad vert isi' 

 but the auxiliary lines as well. You will 

 understand that while 1 advocate news- 

 paper advertising a- the hc-t known -oit 

 of publicity, it is not all thai is neces- 

 sary, by anj mean-. Without attractive 

 ami forceful literature, your newspaper 

 adverl ising u ould be a Hal failure. 



The nursery business affords a most 

 excellent opportunity because it brings 

 us near the great heart of nature, and 

 the advertising should be as tun oral as 



be tr 



the 



lh.it 



w. 



concern] 



admire beauty, therefore, our advertis- 

 ing should be made beautiful. We ad- 

 mire sensible argument, a forceful p 

 sentation of the fact, a harmonious 

 whole, a composite of art, editorial abil- 

 ity and mechanical make-up that pleases 

 and satisfies the eye and lingers in the 

 mind as something worth remembering. 

 In your busine-s \ou ha\i> a eomhina- 

 tion of luxury and beauty. In the ad- 

 vertising business we should have a com- 

 bination of attractiveness and forceful- 

 ness, but all newspaper advertising can 

 do for you is to present you in a favor- 

 able light to a possible customer. The 



the 



that advertising should be 



made not onlj as good as the other fel- 

 low's, but better. Catalogues should be 

 constructed with the idea of bettering 



\ thing that has been sent out. Mai 

 them so good that it will hurt one to de- 

 stroy them, that they will find a place 

 m i lie pa H. i table and be kept as beau 

 tiful examples of the printer's art, pleas 

 ing to li hold, easy to read, convincing 



and you have won the day, oi you have 

 beaten the other fellow' by so many 

 points that ii will be hard for him to 

 overtaki you. 



Some entertain the belief that the 

 only way to sell nursery stock i- through 

 agents. I do not agree with them. Ad- 

 vertising i- your salesman, working 

 while you sleep; quiet, unobtrusive, readj 

 to wait until an opportune time comes 

 before it makes its argument ; offending 

 no one, but making friends everywhere it 

 goes, a thing that cannot be said of all 

 agents or salesmen. I know for an 

 -olute certainty that many concerns 

 have lost business because of the lack of 

 tact • t the agent on the road. If your 

 advertising i- well done, there will be no 

 danger from this source. I am not 

 ready to condemn the agency system, but 

 I maintain that it is a very expensive 

 luxury, and that it could be dispensed 

 with to the improvement of the nursery 

 business on the whole. 



I am not familiar with the commission 

 allowed nursery agents, I presume that 

 it is in the neighborhood of 40 per cent. 

 Somebody has to pay the 40 per cent 

 Of course it i~ usually the fruit grower. 

 It is possible that the agents sell si, 

 000,000 worth of nursery stock a year. 

 They make $400,000, which may 1 

 termed an advertising expenditure, as it 

 i- charged to your sales account. 



Is there a man who will tell me the 

 same expenditure in judicious newspaper, 

 catalogue and auxiliary advertising 

 would not do the nursery business and 

 the country at large more good than 

 would be possible through this agency 

 scheme? . 



Some say the nursery business does 

 not permit of advertising to the same 

 extent as other commercial operations, 

 a- the season is limited and advertising 

 must principally be done during the 

 spring months. I would say in answer 

 to such an assertion that either lines of 

 trade are just as limited by seasons and 

 still are successfully advertised, and 

 many nurserymen have found it profit- 

 able and have made a success of it even 

 though the season is limited. 



I quote from one nur-etyman who 

 wi-ely says : '-The only reason that we 

 can assign why so many nurserymen do 

 m t advertise is beeau-e there is a large 

 1 it eenl who are really only tre< 



pective customers to i 



dining us. This t- i 

 or periodical can do. 

 must then have tact 

 requisites of a business 



it v 



papei 



nnan 



1 the 



ssary 



to interest the prospective buyer, hold 

 his attention, gain his confidence and 

 g.t his order. Our experience is that 

 newspaper advertising and catalogue 

 work are necessary adjuncts to success 

 in this business." 



Another correspondent makes refer- 

 ence to the follow-up system and states 



that he is not quite sure that it pays to 

 write many letters in answer to an in- 

 quiry. It is my opinion that it d 

 'fnc present method of producing imita- 

 tion typewritten letters is so perfect that 

 it enables one to fill in the name of an 

 inquirer so nearly like the real thing 

 I nal id many can detect it . but a genu 

 ine letter is always better. If 1 were in 

 the nursery business and should receive 



in inquiry that cost -ay oil cents or 



■tT in response to im advertisement, I 

 ui u|. I tx i ill N U to expend al least half 

 that -im. it necessary in getting a good 

 attra i i I logue in t he hand- i t my 

 correspondent, and in following up the 

 acquaintance made through the inquiry 

 until I had landed the order or discov- 

 ered the reason why I did not. 



This following up of the inquiry is a 

 very necessary part of successful 'adver- 

 tising. When you receive an inquiry in 

 response to your advertising you should 

 make it your imperative duty to treat 

 that inquiry just as you would a new 

 friend. It costs something to gel 

 an introduction to that friend. It 

 is worth your while to pay a 

 little more for the privilege of doing 

 business with him. 1 would treat that 

 individual inquiry just as if there were 

 no others and as if the success of my 

 business depended upon making a sale 

 to that particular individual. The care- 

 ful following up of tnat new acquaint- 

 ance may lead to a business friendship 

 profitable not only in his ease but in 

 that of hi- friends and his friends' 

 friends, for advertising has wonderfully 

 expansive power. 



Perhaps you will question my judg- 

 ment when I -ay to you thai I verily be- 

 lieve that this as-o.iation could wisely 

 expend an advertising appropriation 

 upon general publicity that would induce 



I pie to us.- fruit more largely. If you 



desire to sell your nursery stock you 

 must help create a demand for 'the 

 product of the fruit grower. An appro- 

 priation of $100,000 for annual expendi- 

 ture in adverti-ing. advocating the use 

 of fruit in the home as a health food, 

 would, in my judgment, make a demand 

 for nursery stock such as this country 

 has never dreamed of, and the question 

 of price would be secondary, the ques- 

 tion of quality uppermost. Your busi- 

 ness Or pl'ofe-'-ion Would be elevated to 



a higher plane and instead of being re- 

 garded as a tree grower or a nursery 

 tanner, you would be recognized in the 

 commercial world as operator* of one of 

 the great industries of the country, 

 which, indeed, you are today although 

 but few appreciate it. You are all ready 

 for such a campaign. All that i- needed 

 is backbone and money. Advertising 

 will stiffen the backbone, return your 

 money, bring you peace and plenty and 

 the world will be the better for it. ' 



Galena, III.— B. F. Vandervate adds 

 to his business largely by visiting nearby 

 towns with stocks of plants. 



Lawton, Mich. — The Northside 

 Greenhouses have been purchased by 



George Allard, who is busily on. 

 tearing them down and rebuilding them 

 at his own place east of town. 



Akron, O. — II. Heepe's Son- have 

 opened a store at 26 S. Main street and 

 will handle everything in the cut flower 

 and plant line. The greenhouses are lo- 

 cated a half-mile west of the center of 

 town. 



