January 24, 1920 



HORTICULTURE 



7r 



THE 

 BOILER OF 



llRfMiualled Fuel Economy 



Kroeftohell Boilers, the best by tost 

 1879. Fort7 rears' ex(«rlei>ee. 



THE qUALITT PL.AOE OF BOSTON 



RcgardlDK tka Kroeaebell, It is the 

 b««t we have ever had and latlafac- 

 torj beyond our expectations. It heata 

 DP especially quick and has saved as 

 considerably already in tbe price of 

 fnel. When we are in need of another 

 boiler we will glTS the Kroeachell the 

 first consideration. 



(Signed) WM. W. BDQAR CO.. 



WAVBRLBT, MASS. 



No Wtmaoarj — N« Tobes 



TVBELE8S BOUSES 



Kroeschell Bros. Co., 



4M W. Erie St. 

 CHICAGO 



When You Buy -Get a Kroeschell 



t,019Jta« sq. ft. of (U«s wu aqalpped witk 

 Kroeschell Boilers dnrlnc tbe jrear of 1*1«, 



OHIO'S CKI.KBRATED CYCULHXM 

 8FE0IALJST 



After aslns yonr No. 12 Kroeachell 

 Boiler I came to tbe conclasion tkai 

 had I to install more boilers it would 

 be the Kroeschell snd no other. It 

 really is a pleasure to heat, no tronbU 

 to get tbe desired beat in a very abort 

 time. 



(Signed) CHRIST. WINTBJEICH, 

 DBFIANCa, OHIO. 



Advertising That Is Worth While 



It is rather amusing to note the as- 

 surance with which some people sit 

 down to write an advertisement for a 

 newspaper. Men who would show the 

 keenest shrewdness when spending a 

 few dollars for flowers will spend 

 twice as much for an advertisement 

 which has been prepared with little 

 study and less knowledge. It isn't 

 necessary to hire an advertising ex- 

 pert in order to get results, but it cer- 

 tainly is wise to study some of the 

 essentials of good advertisement. A 

 bulletin which has just been issued by 

 the South Dakota State College of 

 Agriculture and Mechanic Arts is de- 

 •voted to the preparation of advertis- 

 ing copy and other details of advertis- 

 ing; although designed primarily for 

 farmers it will be found of consider- 

 able value to florists, especially those 

 who are willing to take a few sugges- 

 tions about obtaining publicity. One 

 effective point brought out is that the 

 first paragraph should contain the 

 main points which are to be empha- 

 sized. If the first paragraph does not 

 contain the selling punch you will lose 

 the interest of the reader before he 

 gets to your sales argument. 



I have thought sometimes that it 

 would be an effective addition to many 

 advertisements prepared by florists if 

 they would give a little description of 

 some of the different flowers which 

 they sell, together with a few words 

 about the way in which they are 

 grown. The public takes more inter- 

 est In such information than is gener- 

 ally realized. 



Strange as it may seem, the results 

 often are not as good when the simple 

 word flowers is featured as when em- 

 phasis is laid on a special kind of 

 flower, like roses, carnations or violets. 

 Emphasizing a particular type of 

 blossom seems to meet with the 

 quickest mental response. 



In order to know how many words 

 you may write for the body of your 

 advertisement. It Is necessary to know 

 how many words of various sizes of 

 type will fill a square inch, then mul- 

 tiply by the number of square inches 

 in the space not occupied by headings 

 and firm name at bottom. If an illus- 

 tration is used, allow for that. In any 

 computation, also allow for white 

 space. By that is meant, do not figure 

 total space but allow for margin. 

 Solid reading matter is not attractive. 



Most ordinary newspaper body type 

 is set In 8 point, for which figure 23 

 words a square inch, spaced. Display 

 advertising text matter is frequently 

 set in larger type, with measurements 

 approximately as follows: 



12 point, spaced, 11 words a sq. in. 



10 point, spaced, 16 words a sq. in. 

 8 point, spaced, 23 words a sq. in. 



I read the other day of a man who 

 had remarkable success in selling 

 dressed turkeys, especially those 

 which had not gone very well in the 

 ordinary course of trade, by tying a 

 blue ribbon around the neck of each 

 bird. This may not seem very anala- 

 gous to a florist's selling problem, and 

 yet it is a fact that the liberal use of 



ribbon does much in creating an effec- 

 tive store window and thus helping to 

 increase sales. The accessories are 

 often as valuable as the flowers them- 

 selves. 



There is one point in this connec- 

 tion which should not be overlooked. 

 Newspaper advertising and good win- 

 dow trimming ought to go together. 

 When a customer is induced to come 

 to your store by good advertising copy, 

 he should find a window, the appear- 

 ance of which should invite him to 

 enter the store. It has happened in 

 some cases that a failure to observe 

 this requirement has nullified much 

 newspaper publicity. 



Just Out 



The Nursery Manual 



By L. H. Bailey 



An indispensable book for every nur- 

 seryman. Complete directions for prop- 

 apjiting every kind of nursery stock, 

 with many Illustrations. Copies sent 

 from the office of HORTICULTTTRE 

 upon receipt of price, $2.00. 





FANCY & DAGGER FERNS 



$2.50 Per 1000 



All Seasonable Cut Flowers Always on 



Hand. New Crop Bronze and Green 



Galaz Leaves. 



Henry M. Robinson ft Go. 



WHOLESALE FLORISTS 



2 WINTHROP SQ. AND 34 OTIS ST., 

 BOSTON, MASS. 



Telephones, Main 2439, 2616, 2617, 2618, S2144 



