July 17, 1915 



HORTICULTUEE 



77 



CHICAGO 



Send Your Order* to 



WILLIAM J. 



SMYTH 



Member Florists' Telegraph 

 Delivery Association 



Michigan Ave. at 31st Street 



Prompt Auto Delivery 

 Senrice 



BOSTON h 



THOS. F. GALVIN 



llClIf VnOV 561 Fifth Ave. 

 nCIf I Unii Vanderbiit Hotel 



Park Street 

 799 Boylston Street 



Dilniries to Steamers and all Eastern Points 



CLEVELAND 



A. GRAHAM & SON 



5523 Euclid Ave. 

 Will take good care of your orders 



M^mbers of F. T. D, Associatiqn, 



WASHINGTON- 



915 F ST. N. W. 



F. H. KRAMER 



\nto delivery of Designs and Flowers to 

 any address in Washington. 



Stock and Work First Class 



F. R. PIERSON CO. 



FLORISTS AND 

 PLANTSMEN 



TARRYTOWN ON HUDSON. • N. Y. 



AI.BANT, N. Y. 



Flowers or Design Work 



9ELIVERED IX ALBANY A>'D VICINITY 

 ON TELEGRAPHIC ORDER 



11 NORTH PEARL STREET, ALBANY, N.1 

 ST. LOUIS, MO. 



FRED C. WEBER 



4326-28 Olive St. 



V*mber Florists Telegraph\Delivery Association 

 NOTICE INITIALS. We have one store only 



ROBERT J. DYSART 



PCBLIC ACCOUNTANT AND AUDITOR 



Simple methods of correct acconntlni; 



especially adapted for florists* use. 



BOOKS BALANCED AND ADJUSTEC 



Mercliaots Bank Balldine 



40 STATE ST. - - - - BOSTON 

 Telepboae Hala U 



In Writing Advertisers 

 Kindly Mention 



HORTICULTURE 



of Texas todaj" are in better condition 

 financially than those In some other 

 sections — so let us strive to "Clean 

 the Sheets." pay all our obligations, 

 even though we have to go to our 

 banker to do it. Tell the world the 

 florists of Texas owe no one; we have 

 the real cash now. give us the goods. 



Now just a few words on advertising. 

 For the past three years this has been 

 my hobby, and we have increased our 

 business wonderfully by consistent ad- 

 vertising. I want to say that advertis- 

 ing can make you or it can break you. 

 It is something you will have to study 

 very closely. In newspaper advertis- 

 ing, ten per cent of the people who 

 read the paper buy flowers — ten per 

 cent of the flower buyers read "Your 

 Ad," and ten per cent of those who 

 see your ad. are ready to buy flowers. 

 You pay for 100 per cent of the circula- 

 tion and get results from one-tenth of 

 one per cent. This may be slightly 

 over-drawn, but it is a safe figure. My 

 point is this — your medium must reach 

 the flower buying people. With the 

 coming of the moving picture shows, 

 there opened up another good avenue 

 for advertising. But this must be only 

 in the best theatres; and the same 

 rules that apply to the newspapers ap- 

 ply to the moving picture shows. Don't 

 pay for dead circulation. Your adver- 

 tising campaign should be laid out a 

 year ahead and followed out to the 

 letter in order to get results. 



Now. just a word about direct adver- 

 tising. Frankly, I believe more study 

 should be given to direct advertising, 

 as I feel we get more good out of this 

 medium than any other. The most es- 

 sential thing is a good mailing list. 

 Letters or literature should be well 

 prepared and well written; not too 

 much to say and to the point. I be- 

 lieve personal letters to the customer 

 interest the customer more than stock 

 folders. They feel there is something 

 of a personal nature in the letter, and 

 will read it through. Perhaps the best 

 advertisement after all Is a satisfied 

 customer. 



When you spend your money for 

 advertising, and get the customer to 

 your store, by all means have him go 

 away PLEASED. Let your motto be — 

 "Satisfaction Must be Yours." 



NEW FLOWER STORES. 

 Chicago, III.— S. Panasuk, 1616 W. 

 Madison street. 



Chicago. III.— George Fisher, 183 N. 

 Wabash avenue, wholesale. 



St. Paul, Minn.— The Flower Shop, 

 removing to 12 E. 6th street. 



Los Angeies. Cal.— Ye Hill Street 

 Flower Shop. 406 South Hill street. 



Medford, Mass.— During the rebuild- 

 ing on the site where she has been 

 located for a number of years Mrs. Geo. 

 W. Green will conduct her flower busi- 

 ness at her residence on Powder 

 House Road. 



"The Telegraph Florist" 



Member of Florists' Telegraph Delivery 



37-43 Bromfield St., Boston, Mass. 



REDTER'S 



Members Fjoriiti 



Telegraph 



Delivery 



STORES IN 



New London and Norwich, Conn, 

 and Westerly, R. I. 



We cover the territory between 



New Haven and Providence 



Orders £or New York. Write or Phone to 



MAX SCHLING 



22 West 59tli Street, Adjoining Plaza Hotel 



Best Florists in tlie States as References. 



EUROPEAN ORDERS EXECUTED. 



Members of the Florists' Telegraph 



Delivery, 



HESS & SWOBODA 



FLORISTS 



Telephones 15«1 and L IfSt 



1415 Famum St., 

 OIVIA.H.A, NEB. 



THE J. M. GASSER COMPANY, 



ITT 



iYELANI 



Euclid Av*nu« 



Kerr 



ORDERS 



FOR 



TEXAS 



The Florist HOUSTON, TEXAS 



Member F. T. D. Association. 



The Far- Famed Flowers of 



TORONTO 



Delivered on m&ll or telegraph order for 

 any occaalon. In any part of the Dominion. 



JOHN H. DUNLOP 



90 Von EC St.. 



TORONTO. ONI. 



In Writing Advertisers 



Kindly Mention 



HORTICULTURE 



