II () IvT I (' II i/r V H V. 



lMliiiiHr\ -II, i;tl.' 



ALEX. McGONNELL 



611 FIFTH AVENUE 

 NEW YORK CITY 



T*lfKrii|)blc ordem forwiinled lo »nx 

 pnrt of iIk' I'lilti'il States, CaDHda, and 

 nil priiiclpiil cltleff of Kurope. Ordtra 

 traiiHriTri'd or liilrualod [<y tbo tradr to 

 our setocllou for delivery od stenmahlpa 

 or elaewtiere receive apeclnl attention 



Cfijt cf Cahitmg Fcrfijpt Prlivirin 



Mutt tr frrf.iiJ 



Rrrrrmra or fmM\\ maat arromp&ny »11 



ordern from unknotvn rorreiipoDdenta. 



Cutile Addrr.., AI.KXCONNK1.U 



G. E. M. STUMPP 



761 Fifth Ave. 

 NEW YORK CITY 



Member Florists' Telegraph Delivery Asso. 

 DAVID CLARKE'S SONS 



Deliver ordcis from any pan of ihe country to 



New York City 



Or OUT-GOING STEAMERS 



Write or Telegraph 

 2139-2141 Broadway, New York 



Telephone 1C62-1B6S Colmmbai 



K'lBkllnlied 1174 



13 A. 1^13 



FLORI8T 



N. L Cor. 44 Si. & Madiwo ATeoae, N. T. City 



(Member Florists' Telegraph Delivery Asso.) 

 Flowers shipped on all Steamers. Special Correspon 

 dcDce in all the large cities of Europe and the British 

 Colonies; T^leerao^^ ->"f^ TrihU ^f^Hr'■«< n-trrtcfl^* 



A. T. BUNYARD 



NEW YORK 



413 Madison Avenue at 48th Street. 



Also Newport, R. I. 



We Goarantee Satiafactlcn 



IWIEIVI^EF? F*. -r. E3. ,4V. 



NEW YORK 



609-611 Madison Ave. 



Choicest cut flowera and 

 desltrna for all occ«- 

 alona. Steamar aad tlMk- 

 tre flowara a «>ailaHj. 



HMk«r FlMists Til. Diinirr. Win Me Tiar Ortin 



YOUNG & NUGENT 



42 West 28 St., NEW YORK 



"FLOWERS BY TELEGRAPH" 



FLOWERS delivered promptly in 

 Buffalo, Niagara Falls, EJist Aurora, 

 Lockport, Tonawanda, Lancaster and 

 other Western New 

 York cities and 

 towns. 



304 Main Street 

 BUFFALO, N. Y. 



Members florists' Telegraph Delivery Association 



S.A.ANDERSON 



440 Main St., Buffalo, N. Y. 



AMDEK80N senilce meaaa fr«ah, atardj 

 stock, and prompt dellTerlea In BUFTAIX). 

 LOCKPORT. NIAGARA FALL.S and 

 WBSTERN NEW YORK. 



Mambers af Florlsta' TelacTsph DaUnvy. 



Of Interest to Retail 

 Florists 



THE SUCCESSFUL RETAIL STORE. 



Till' tliirlhl liiislii«-ss ciTliiliily ii I> 



Ilif Miaii who call iri'ali' new anil Iji'aii 

 lil'iil I'diiihliiadons with wlilcli to |il<*asi' 

 till- llo«iT ImyiT. but inort» important 

 ilian lit! (>j my inlnti, iindi-r preiit'nt 

 cdiulitions. I.s tln^ man who possessi'S 

 Ihi- (iiiahtloK of a general, who is ahle 

 to successfully conduct u retail eslab- 

 lishinent. calliiiK to hi.s aid all that 

 the modern science of biisineHs can 

 afford. The retailer today must be a 

 Kood deal of a thinker, and if he is a 

 big retailer, he must be more than a 

 mere trader. Btit to tell how lo con- 

 duct a successful retail store is indeed 

 a complex problem, for if conditions 

 were alike, the world over, then the 

 same methods could be successfully 

 applied the world over. No two stores 

 are exactly tlie same in size or are 

 operated under exactly the same con- 

 ditions. There is a differentiation in 

 every business; and store methods and 

 store policies must be adapted to these 

 varying conditions. 



Advertising. 



There are differences of opinion 

 among retail florists as to the value of 

 newspaper advertising. But whatever 

 may be these differences. I feel as- 

 sured that all men in business agree 

 as to the value of publicity. Scientific 

 publicity consists in pushing before 

 the world's notice the things that the 

 business man does better than otliers. 



The newspaper is regarded as one 

 of the best and by some as the very 

 best medium of such publicity, but 

 there are other mediums and many of 

 them. Not least among the mediums 

 of publicity is the customer himself, 

 who, if well treated and well im- 

 pressed, can be made to become an 

 unconscious walking and talking ad- 

 vertisement, and one that is the most 

 valuable. Some stores can profitably 

 employ all mediums, but all stores can 

 profitably employ as an advertising 

 medium the pleased and satisfied cus- 

 tomer. 



Percentage of Profit. 



Some of the reasons why the per- 

 centage of profit should be figured on 

 the selling and not the cost price: 



Because no profit is made until the 

 sale is actually effected. 



Because any allowance in percentage 

 to customers are always from selling 

 price. 



Because the sales totals are always 

 given in books of record. Cost totals 

 are seldom, if ever, shown. 



Because the percentage of expense 

 of conducting business is based on the 

 selling price. If ycu talk per cent, of 

 profit on cost and per cent, of expense 

 on the selling price, where do you 

 arrive? 



Because the remuneration of sales- 

 men is figured on a certain percentage 

 of the selling price. 



Because, if you figure on the selling 

 price, you can go to the cash drawer 

 and say: "Five per cent, of that 

 money is my profit." instead of saying 

 "five per cent, of the goods which I 

 sold for that money is my profit." 



Enthusiasm. 

 The man who brings enthusiasm to 

 his work has no need to fear failure. 



lOHN BREITMEYER'S 

 ^— SONS=— 



Cor. Broadway and Gratiot Avea. 

 DETROIT, MICH. 



Artistic Designs . . . 

 High Grade Gut Blooms 



H> roTpr m\\ MlrlitK*n point* sntl (cMid 



•«><Hluna of Ohio, IndlaoK and CbajmI*. 



llemb«n Klorlsts' T*>lf»cr»ph D«UT«r7 



Aaaorl«lloB. 



THE ROSERY 



23 STEUBEN ST. 



AI-B,AIMY, IM. Y. 



FLOWER DEUVERiES FOR ALBANY 

 AND VICINITY 



Members Florists' Telegraph Delivery 



Albany, N. Y. 



N<jt How Cheap 

 But How Good. 

 Capital of the Empire State 

 Member F. T. I>. A. 



GUD£ LSKUS CO 



WA^MfVTOhDC 



WASHINGTON, 

 D, C. 



> GUDE'S 



Member Floriata 

 Teteitraph 



Delivery 



SAMUEL MURRAY 



Kansas City, Mo. 

 913 Grand Ave. 



Member of the Florlstn' Telegraph DellTerr 



All Ofders Given Prompt and Careful Attentin 



^■^ Parl( Floral Co. 



J. A. VALENTINE, Pr*«. 

 Mcwber Flarlata' Tii(aci*»h Ttttltmj. 



DENVER, COLORADO 



Rochester, N. Y. 



J. B. KELLER SONS, 



FLORISTS 

 25 Clinton Avenua, N. 



Recfaestei Phone 506. Long Dist. Bell Phose ilH 



Members Florists Telegraph Delirery 



"THE HOME OF FLOWERS" 



The lar(fpHl cut Hower wtore In Amerlra. 

 Orders for the TU'IN CITIES and for all 



North wPHtern point »* elvpn prompt at- 

 tention. 



HOLM & OLSON, Incorpo«tW 

 «T. P AUL. MINM. 



RANDALL'S FLOWER SHOP 



■AmBT I. RAKDAX.Lh Pr»»ri«*a*. 



Pkene: Park M 

 a PLEAS AKT ST.. WORCESTER. MAJB. 



UmAtr PUriHt TtUa-t^lt Dilivrf At tn U t hn 



