December 13, 1913 



HORTICULTUEE 



835 



PARIS 



LONDON 



BERLIN 



CHRISTMAS DELIVERIES 



IN BOSTON AND NEW YORK 



We are prepared to deliver in good shape, flowers, plants, 

 or made up work as ordered. Florists at a distance may- 

 transfer their orders by mail, telegram or 'phone to us 

 with a certainty of prompt and careful attention. 



THOMAS F. GALVIN, Inc. 



126 TREMONT STREET COPLEY PLAZA HOTEL BOYLSTON & FAIRFIELD STS- 



BOSTON, - - - - MASS. 



Also THOMAS F. GALVIN, Inc., Galvin Building 

 561 Fifth Avenue, New York 



few cents in a telegraph office, but in- 

 stead of spending four to five hundred 

 dollars a month for advertising in 

 daily papers, we simply should watch 

 the market a little closer, and any 

 grower who is overstocked with inex- 

 pensive flowering plants or any kind 

 of flowers from the wholesale market 

 which are plentiful at a reasonable 

 price, we should buy for this advertis- 

 ing money and send it out. put up witn 

 as much taste as possible in little 

 baskets or boxes, to people who will 

 appreciate little attentions, who will 

 speak about them to their friends, who 

 will show their visitors flowers sent 

 to them from their florist, who may 

 not be big customers themselves, but 

 who will bring others, and it's rarely 

 the case that these little attentions 

 are lost. 



This way is open to every florist. 

 It not only helps himself in his busi- 

 ness, but it also helps to clear the 

 market at times when it is over- 

 flooded, or. if he himself is over- 

 stocked it keeps his place clear from 

 over-surplus. It is the very best ad- 

 vertising matter there is. except one. 

 which is less expensive, which brings 

 more admirers of his work because he 

 can then show his real good work; it 

 brings him more prestige, because the 

 press without being paid for it. gives 

 a full account of his labor, and this 

 better advertising is the exhibitions. 



I do not speak only about personal 

 experience. I have exhibited a great 

 deal in my life, more abroad than in 

 the United States, and I have seen 

 small firms grow to big firms, only 

 through the right kind of exhibiting, 

 and I have seen firms to be known 



all over the country over night, just 

 because they knew when to draw the 

 attention of the public to their prod- 

 ucts. The time given to me for this 

 address is limited, and so I have to 

 stop, but I would like to particularly 

 draw the attention of our fellow mem- 

 bers to one fact, that our successful 

 advertising is plain demonstration; 

 that the only way open to us to dem- 

 onstrate on a larger scale is our exhi- 

 bitions; and therefore, I believe that 

 we retailers should support the clubs 

 much more even the grower, because 

 we have much more to gain from these 

 demonstrations, and the least thing we 

 can do is to put all our surplus 

 strength to the task to support the 

 grower, and open the gate to success- 

 ful advertising tor both. 



A BENEDICTION. 



You won't know why that title until 

 you come to the last word of this brief 

 manifesto. Everybody knows Robert 

 Craig. But all don't know how his two 

 boys. William and Robert, are keeping 

 abreast of the times. Not content with 

 growing the finest collection of Christ- 

 mas plants that can be found in this 

 vicinity — cyclamens, poinsettias, be- 

 gonias, ardisias. skimmias, and all the 

 beautiful foliage and flowering plants 

 peculiar to Christmas, they have pre- 

 pared a benediction to the feast in the 

 shape of made-up baskets, pots and 

 pans, beautifully and artistically ar- 

 ranged. This is really an inspiration 

 to the retailer and the benediction part 

 comes in at the wind-up of one's visit. 

 You have ordered everything you need 

 and you are through. That's the point 

 where the "benediction bunch" gets 



you. Once you see them: "Sure, I 

 want a dozen of that and two dozen 

 of that, and — ." Well, we leave the 

 rest to your imagination. . Bless you, 

 my children. 



Philadelphia. G. G. W. 



Obituary 



Francis Goble. 



Francis Goble, for many years well- 

 known to the trade in Kansas City, 

 died suddenly at Excelsior Springs, 

 Mo., recently. He had been in failing 

 health for some time. 



Mrs. F. Warendorf. 



Mrs. Fanny Warendorf, one of the 

 oldest florists in New York City, died 

 on Monday morning, December 8. We 

 l.nve no particulars of Mrs. Waren- 

 dorf's life, other than our meagre per- 

 sonal knowledge. Cruel misfortune 

 struck her during the Civil War, when 

 her home in the South was destroyed, 

 her property all confiscated and she 

 came North with her boys to start 

 life anew with a courage that was as 

 admirable as it was rare. She worked 

 and her sons worked and the names 

 of Fleischmann (her first family) and 

 Warendorf are interwoven into the his- 

 tory of the New York flower business 

 for a generation. 



Mrs. Warendorf was a very sweet 

 little lady, beloved of all in the trade 

 for her industry, integrity and her 

 graceful personality. 



