January 3, 1920 



H E T 1 C U L T U E E 



13 



WHEN FLORISTS ADVERTISE 



They Do Not Always Use the Best 

 Copy. 



It is safe to say that more advertis- 

 ing has been done by florists the past 

 holiday season than ever before in the 

 history of the trade. It would be ex- 

 ceedingly interesting it the results of 

 this advertising could be analyzed so 

 as to determine just the extent to 

 which it paid. Of course this is im- 

 possible, but in looking over the differ- 

 ent ads. the writer Is impressed with 

 the fact that some of them lacked the 

 persuasive quality which is necessary 

 to attract retail customers. This has 

 been noticeable in several advertise- 

 ments occupying considerable space 

 and therefore costing a considerable 

 sum of money. On the other hand, 

 some of the smaller advertisements 

 have been so phrased and displayed as 

 to catch the eye and excite the imagi- 

 nation to a greater extent. One ad. 

 that caught the writer's eye as it ap- 

 peared in the daily paper was put out 

 by the Navlet Co., of San Francisco. 

 It was as follows: 



HOLIDAY 

 PLANTS AND FLOWERS 

 A gift of flowei-s or plants is per- 

 fectly expressive of the donor's 

 esteem. 



Floral gifts combine with beauty 

 and appropriateness. For a plant- 

 loving friend nothing could be 

 more happily selected. 

 Why not give a pretty plant? A 

 fern? A bouquet? 

 Telegraph orders carefully taken 

 care of. 



CHAS. C. NAVLET CO. 



Nurserymen — Seedsmen — Florists 



423-27 Market St., 



San Francisco, Calif. 



Also 20-22 East San Fernando St. 

 San Jose, Calif. 



It seems to the writer that this ad- 

 vertisement must have sold both flow- 

 ers and plants. While there is nothing 

 ornate or spectacular about it, it is 

 direct and to the point. It gives the 

 reader reasons why he should buy cer- 

 tain goods-, and then informs him that 

 these good's can be obtained at the 

 store of the advertiser. 



At about the same time the writer 

 found the advertisement of John J. 

 O'Brien in a Boston paper. This ad- 

 vertisement was about three times the 

 size of the one mentioned, although 

 occupying only a single column. The 

 text read as follows: 



Be sure to have your home's Christ- 

 mas Decoration orders placed in time. 



For flowers and festoons, wreaths 

 and garlands are needed to make that 

 festive day complete. 



LILY BULBS storage 



GIGANTEUM, RUBRUM, ALBUM, AURATUM 

 MELPOMENE, LILY OF THE VALLEY 



Careful storage, prompt express shipment 

 on dates as arranged 



GladiolLJi 



For Early Forcing 

 Of Finest Size and Blooming Quality 



43 Barclay St. 

 NEW YORK ( ITV 



Vaughan's Seed Store 



33 W. Bandolph St. 

 CHIC.400, ILL. 



THIS SEASON»S NEW ROSES 



PILGRIM CRUSADER PREMIER RUSSELL HADLEY 



We are receiving dally shipments ol these new Roses, In large quantities, and 

 can furnish same on short notice. 



We have a large stock at all times of choice CARNATIONS, CHRT8ANTHB- 

 MUMS, ORCHIDS, VALLEY and AJMEBICAN BEAUTIES. 



Te.., Main 6.67 WELCH BROS. CO. ''' ''^^^^^IV^ldl^^'' 



O £ G O IM I A. S 



CHATELAINE BEGONIAS:, ,2% inch pots, $7,00 per 100, $65.00 pec 1000. Mrs. 

 Patten Begonia, $10.00 per tflO. 



COLECS rooted cuttings Golden Bedder, Vehschaffeltii, Firebrand and best bed- 

 ding kindsr $1.50 per 100, .$12.00 per UHIO. 



Magoun Street 

 NORTH CAMBRIDGE, MASS. 



EDWARD F. NORBERG, 



DESTROYED BY HAIL 



LAst Summer a florist who had imagined 

 he was outside of the hail eection lost 

 upwards of 60,000 square feet of glass 

 by hail with no insurance to recom- 

 pense him. 



He is now a member of the Florists' 

 Hail Association of America. 

 Profit by experience and Join the Asso- 

 ciatioi now. Address 



JOHN G. ESL.EB, Secretary 

 Saddle River New Jersey 



CARNATION CUTTINGS 



KE.4DV IMMEDIATELY 



100 1000 



Rutli Baur $12.00 $100.00 



Ethel Fisher 14.00 ll.").n<i 



Morning Glow 7.00 (!.").IHI 



Laddie 10.00 00.00 



Pink Delight 7.00 60.00 



Wliite Benora 7.00 65.00 



Encliantress Supreme, Rose-Fink En- 

 chantress, Mrs. C. W. Ward, Merry 

 Cliristmas, Rosalia, Aviator, Beacon, 

 Crystal White, White Enchantress, 

 White Wonder, Belle Washburn, $6.00 

 per 100, $50.00 per lOUO. 

 Matchless, Pink Encliantress, Alice, 

 White Perfection, $5.00 per 100, $40.00 

 per 1000. 



C. U. LEGGIT 



303 Bulletin BIdg. Philadelphia, Pa. 



Do not wait until tlie last minute, 

 but get your orders in well ahead — 

 today, so that we can be certain to 

 have your needs well taken care of. 



Remember, too, that we have Xmas 

 flowers or wreaths delivered anywhere 

 In the United States or Canada 

 through our telegraph delivery connec- 

 tion with leading florists everywhere. 



On accoimt of the abnormal rush, 

 Xmas wire orders should be placed In 

 advance. 



JOHN J. O'BRIEN, Florist, 



67 Beacon Street, Cor. Charles Street. 



Telephones— Hay. 2009-331. 



These paragraphs of course tell their 

 story succinctly and pointedly, but the 

 advertisement, in the writer's opinion, 

 was not a success because of the poor 

 way in which it was displayed. The 

 reading matter was very small and in- 

 conspicuous. Nearly half the space 

 was taken up by a cut showing a 



young man and woman stepping out 

 from behind a curtain. To be sure 

 there was a holly wreath at the top 

 of the page, but at a casual glance the 

 advertisement might have been that 

 of a department store or a furniture 

 store as well as that of a florist. "Say 

 It With Flowers" was in such fine type 

 that it could scarcely be read, and it 

 was only when the bottom of the ad- 

 vertisement was readier that the flor- 

 ist stood out at all prominently. Here 

 is a case of intrinsically good copy 

 poorly displayed. It may be that Mr. 

 O'Brien was perfectly satisfied with 

 the advertisement, and that it brought 

 him an abundance of business, but 

 speaking in a general way It is im- 

 portant that the eye of the reader 

 should be caught and held by some- 

 thing which will suggest to him the 

 need or desirability of the thing which 

 the advertiser offers. 



