76 



HORTICULTURE 



July 17, 1915 



ALEX. MeCONNELL 



611 FIFTH AVENUE 

 NEW YORK CITY 



Telegraphic orders forwarded to any 



part of the United States, Canada, and 



all principal cities of Europe. Orders 



transferred or Intrusted by the trade to 



our selection for delivery on steamships 



or elsewhere receive special attention. 



Cast of Cabling Foreign Deliveries 



Must be prepaid 



Reference or cash must accompany all 



orders from unknown correspondents. 



Cable Address, AI.EXCOXNZXL. 



G. E. M. STUMPP 



761 Fifth Ave. 

 NEW YORK CITY 



iember Florists' Telegraph Delivery Asso. 



DAVID CLARKE'S SONS 



Deliver orders from any part of the country to 



New York City 



Or OUT-GOING STEAMERS 



Write or Telegraph 

 2139-2141 Broadway, - New York 



Telephone 1662-lKBS Colanebmi 

 EstabllBbed 1874 



I> JV I^ 13 S 



FLORIST 



N. E. Cor. 44;St. & Madison Avenue. N. Y. City 



C Member Florists' Telegraph Delivery Asso. ) 

 Flowers^'shipped on all Steamers. Special Correspond- 

 ■cncc in all the large cities of Europe and the British 

 Colonies. Telegraph and Cable address. Daj-dsflor. 



NEW YORK 



609-611 Madison Ave. 



Choicest cut flower* and 

 designs for all occa- 

 sions. Steamer and tli*- 

 utre flowera a apecUItj. 



Member Florists Tel. Delivery. Wire Me Your Onlers 



YOUNG & NUGENT 



42 West 28 Street 

 New York 



Members Florists' Telegraph Delivery 



■&SON 



^ Membws ■<■■ 



S.A.ANDERSON 



440 Main St., Buffalo, N. Y. 



ANDERSON service means fresh, sturdy 

 «tock, and prompt deliveries In BUFFAXiO, 

 tOCKPORT, NIAGARA FAlIiS and 

 WESTERN NEW YORK. 

 Uembers of Florists' Telegraph DeUvery. 



When writing to advertisers kindly 

 mention HORTICULTURE. 



Of Interest to Retail 

 Florists 



FLORISTS AS ADVERTISERS AND 

 BOOK-KEEPERS. 



I An .Tddress by R. C. K<»rr, l)etore the 

 Texns SInte Florists' Association.) 



I want to say before I begin my pa- 

 per proper, that this is a friendly criti- 

 cism, and the gun shoots as far bacli 

 toward me as it goes forward toward 

 you: and I want to give you the bene- 

 fit of the lesson that I received. I sup- 

 pose there are no two features of our 

 business that are more neglected than 

 those ))ertaining to advertising and 

 booli-lieeping. There is no line of bu.si- 

 ness that needs a thorough system of 

 book-Iveeping. and judicious advertis- 

 ing, more than the florist business. 



How many florists in Texas today 

 l<now whether or not their green- 

 house is a paying proposition, if tliey 

 are not keeping accurate records? 

 While visiting over the state tlie past 

 year. I was amazed at the great 

 amount of wasted room in the green- 

 houses of Texas. Are your green- 

 houses producing 50c. per square foot 

 each year'' If not, then they are a 

 losing proposition. All over and above 

 this amount is profit. On the average 

 cost of labor, stock and fuel, the above 

 figure is a fair estimate by an author- 

 ity. How are we to know whether or 

 not we get these results unless a sys- 

 tem of book-keening is used to sliow 

 what is jiroduced? 



The reason this subject is so vitally 

 interesting to me at tliis particular 

 time is tliat about six months ago we 

 liad an auditor complete a new set of 

 books — and I want to tell you we have 

 had some eye-openers. I am frank to 

 say that our greenhouses up to that 

 time had never made us one dollar. 

 We are now culling out the stock that 

 is unprofitable and adding more stock 

 that lias showed profit. 



This is not so with our green- 

 liouses alone, as we liave iiad many 

 leaks in our store. The auditor opened 

 up a complete set of books for the 

 store, that shows wliat each depart- 

 ment is doing; for instance — funeral 

 work, nlants. decorating, miscella- 

 neous, etc. We have found out what is 

 the average cost of each delivery; the 

 percentage of the cost of advertising, 

 and other things of this nature that 

 there was no way of getting at before. 

 It is nositively staggering on investiga- 

 tion, to find tlie great losses we have 

 been suffering and to tliink that we 

 did business in such a reckless man- 

 ner. There is no other business that 

 can be conducted so badly as the way 

 some of us conduct the florist business, 

 and have it last a year's time. 



Another matter I want to touch 

 upon, is that of our credit. Many of 

 the florists are very careless with their 

 credits. Did you ever figure what you 

 can save in one year's time, by dis- 

 counting your bills? If not. do so, and 

 you will find it will run into a nice 

 sum. Then, too, you can face the 

 world with a smile, and say you owe 

 no one. 



I had a very prominent florist from 

 Central Texas tell me he owed no one 

 except his banker. The florist is what 

 I call a good business man. The florists 



lOHN BREITMEYER'S 



SONS^ 



Cor. Broadway and Gratiot Ave*. 

 DETROIT, MICH. 



Artistic Designs . , . 

 Higli Grade Cut Blooms 



We cover all MIchisan points and good 



sections of Ohio, Indiana and Canada. 



Members Florists' Telegraph Delivery 



Association. 



THE ROSERY 



23 STEUBEN ST. 

 AI_BAIMY, IM. Y. 



FLOWER DEUVERIES FOR ALBANY 

 AND VICINITY 



Members Florists' Telegraph Delivery 



Albany, N. Y. 



A'of How Cheap 

 But Howl Good. 



Capital of the Empire State 



Member F. T. D. A. 



#,^>^ 



GUD£ BROS CO 



WASHINGTON, 

 D. C. 



GUDE'S 



Member Florists 

 Telegraph 



Delivery 



SAMUEL MURRAY 



Kansas City, Mo. 

 1017 Grand Ave. 



Member of the Florists' Telegraph Delivery 



^"•ParRloral Go. 



J. A. VALENTINE, Pres. 

 Member Florists' Telegraph Delivery. 



DENVER, COLORADO 



Rochester, N. Y. 



J. B. KELLER SONS, 



FLORISTS 

 25 Clinton Avenue, N. 



■(echester Phone 506. Long Dist. Bell Phone 3/Sg 



Members Florists Telegraph Delivery 



if 



THE HOIWE OF FLOWERS" 



The larges-t cut flower store in America. 

 Orders for the TWIN CITIES and for all 

 Northwestern points given prumpt at- 

 tention. 



HOLM & OLSON, Incorpofmt«l 

 «T. PAUL, MINN. 



RANDALL'S FLOWER SHOP 



■AKBT I. RANDAIX, Pro»rt<««r. 



Phone: Park »4 

 3 PLEASANT ST., WORCESTER. MASS. 



Memier Florists Telegraph Dtlivery Associattim 



