758 



HORTICULTURE 



May 17, 1913 



MEMORIAL DAY PROFITS 



Will be bigf or little according as you offer tempting goods to the public. 



FIX UP YOUR 5TORE NOW 



with a selected stock of Memorial Designs, Metal Wreaths, Magnolia and Cycas Leaf arrange- 

 ments. We supply Magnolia Foliage, and other preserved material in bronze and green and an 

 extensive variety of Roses, Dahlias, Chrysanthemums, Orchids, Daffodils, etc., indestructible, 

 and equal to fresh flowers in effect. And you will be surprised to find how cheap they can be 

 bought. Send for a descriptive price list. 



H. BAYERSDORFER (Si CO. 



THE 



FLORISTS' SUPPLY 



HOUSE OF 



AMERICA 



1129 ARCH STREET, 



PHILADELPHIA. PA. 



Of Interest to Retail 

 Florists 



ADVERTISING. 



"Advertising is the life of trade." 

 When a department store receives a 

 shipment of goods from the manufac- 

 turer or jobber, the advertising man- 

 ager gets busy, and through his ad- 

 vertising mediums he hastens to let 

 the public know of the numerous bar- 

 gains to be had at his establishment. 

 Why don't the retail florists exert 

 themselves a little more and look into 

 the depths of this scheme to move 

 and handle more stock than they do? 

 The only answer I have at hand is, the 

 fear of expense to carry it on when 

 started. As a comparison, there are 

 a number of florists scattered through- 

 out the United States who spend more 

 money advertising in one year than 

 many florists' receipts amount to in 

 the same period. How do we account 

 for that? The extensive advertiser 

 did not start so heavily, but kept at 

 it slowly but surely, choosing the 

 method that brought the best results, 

 then trying schemes in another way, 

 though always sticking to those that 

 brought sure returns and using these 

 as a backbone when others failed to 

 draw. 



Advertising must be given a fair 

 trial before being condemned by re- 

 tailers. To keep your name and trade- 

 mark before the public every day is 

 bound to bring the desired results, 

 providing you have the patience. The 

 small returns derived at the first ex- 

 periment should not discourage you. 

 If it only pays for the advertisement, 

 it has shown good results, and assures 

 you that better ones are coming. 



When and what to advertise must 

 be carefully studied. Articles of an 

 expensive nature will not go; there- 

 fore, you must select something with- 

 in reach of all; some little floral gift 

 •suitable for all occasions, that can be 



easily packed and delivered. Cut 

 flowers when plentiful always make 

 a tempting advertisement, and good 

 judgment after a little experience has 

 been gained, will soon teach you when 

 and how to advertise. 



The idea that advertising cheapens 

 the retail flower business may, or may 

 not, be correct, but the dollars and 

 cents are worth more when left in your 

 cash drawer through advertising, than 

 if a stray customer had dropped In 

 your place, not knowing where else 

 to go. 



Remember, my dear reader, I do not 

 say you are going to make a fortune 

 from the goods you are advertising, 

 but I do say this will bring the people 

 into your store and build up your trade 

 for you : it comes in the form of deco- 

 rations, funerals, etc., and when these 

 orders appear you know the arrow has 

 gone straight to the mark; your adver- 

 tisements are working for you and 

 success is assured; but you must keep 

 at it. A sudden stop means a sudden 

 drop. 



Mr. Storeman. 



its success here is assured and the 

 color in the cut sent out by the in- 

 troducers is not exaggerated. The 

 other new one is Louis Walter, com- 

 monly called Baby Tausendschoen. As 

 grown here the flowers are about the 

 same size as those of its namesake 

 but the color differs somewhat, being 

 more of the true pink and less of the 

 yellow or salmon and perhaps fades a 

 little easier, still growers are regard- 

 ing it as a valuable addition. 



The Jessie and Orleans roses are 

 romparatively new to the Chicago 

 market but have become popular in 

 the two or three years they have been 

 offered. Mme. Levavasseur, the origi- 

 nal "Baby Rambler," still has an im- 

 portant place with the Chicago grow- 

 ers and great quantities are sold each 

 year although the color is not quite 

 so pleasing as that of some of the 

 newer varieites. The white roses and 

 the hybrid perpetuals, on the other 

 hand, are not received with much fa- 

 vor in Chicago, 



POT ROSES IN CHICAGO. 



Retailers say their spring trade 

 calls for an increasing number of pot 

 grown roses each year and tV'e retail 

 flower stores are beautiful with these 

 offerings now. For use in producing 

 large specimen plants and fancy 

 shapes, Tausendschoen beauties and 

 Lady Gay seem to be in the lead here 

 and very showy plants of these add 

 much to the attractiveness of the 

 stores though they may not find quite 

 so ready sale as the smaller plants. 

 Many Dorothy Perkins, Hiawatha and 

 Flower of Fairfield are also seen. Chi- 

 cago growers find these are the best 

 of the Rambler type for small speci- 

 mens and they grow them in quanti- 

 ties far outnumbering the large plan s. 

 The great demand for the small and 

 medium jjlants is comparatively recent 

 here and growers are on the alert for 

 new varieties, two of which we have 

 noticed, deserving of special mention, 

 grown commercially here for the first 

 time this year. Erna Teschendorf, of 

 Holland origin, is so rich a red that 



Owatonna, Minn. — L, J. Wesely, a 

 former salesman for the Mitchell Nur- 

 sery Co., has started business for him- 

 self under the name of the Owatonna 



Nursery Co. 



ORDERS FOR 



NEW YORK 



WIRE OR PHONE TO 



MAX SCHLING 



22 West 59th Street, adjoining Plaza Hotel 



Best Florists in the ,States as References 

 EUROPEAN ORDERS EXECUTED 



Rochester, N. Y. 



J. B. KELLER SONS, 



FLORISTS 

 25 Clinton Avenue, N. 



Rochester Phone 506. Long Dist. Bell Phone srSg 



Members Florists Telegraph Delivery 



