February 7, 1920 



HORTICULTURE 



117 



THE 

 BOU^R OF 



Unequalled Fuel Economy 



KroMchell Bollen, th« best bj teat 

 1878. Forty yeara' •xT«rlenee. 



THK qUAXITT PLJiCE OF BOSTON 



RcsardlniT tk« Kro«achell, It U tbe 

 b«M we hare erer had and aatlsfac- 

 tnrj bejoDd oar expectatlODS. It beat* 

 np eipeelally qnick and baa saved ai 

 eonalderably already Id tbe price of 

 fuel. When we are In need of another 

 boiler w« will girt the Kroeschell the 

 first consideration. 



(SlKoed) WM. W. BDOAR CO., 



WAVERLBY, MASS. 



Kroeschell Bros. Co., 



When You Buy -Get a Kroeschell 



I,ei«;eM »q. ft. et (U«s wm eqalpptHl wllk 

 Kroeschell Boilers dartos tbe year of lUt. 



OUIO'H CEX.EBKATKD CYCUkMXK 

 BPKOIAU8T 



After uains your No. 12 Kroeschell 

 Boiler I came to the conclusion tkat 

 had I to Install more boilers It would 

 be the Kroeschell and no other. It 

 really Is a pleaanre tu heat, no troubU 

 to get the desired heat In a very short 

 time. 



««6 W. Erie St. (Signed) CHRIST. WINTERICH, 



OHICAOO DHFIANCB, OHIO 



Little Talks on Advertising 



It is interesting to note the differ- 

 ent ways in which florists take ad- 

 vantage of the "Say it with flowers" 

 slogan. Some of them use the slogan 

 in a more or less perfunctory way, as 

 though they felt that it was their duty 

 to insert it in each advertisement, but 

 didn't expect to accomplish much by 

 doing so. Others give it a more prom- 

 inent position, but subordinate it to 

 the rest of the advertising. Here and 

 there, however, a florist comes out with 

 an advertisement which features "Say 



mentary lines, and then the name in 

 large type. 



It occasionally happens, too, that a 

 florist makes a display feature of his 

 telegraph service, and it is conceivable 

 that one man in any city might build 

 u]) a large trade of this kind liy proper 

 advertising methods. Apparently the 

 owner of Campbell's Flower Shop, in 

 Lawrence, Mass., holds that opinion, 

 for he has put out an advertisement 

 dealing wholly with telegraph delivery. 

 At the top of the page he has sil- 

 houetted pictures showing the various 

 hands through which the order passes, 



Carnations, Roses, Chrysanthemums, Violets , Sweet Peas. 

 New Ferns, Chrysanthemums, Cyclamen, Primrose*— In Pote 



Lafayette Elm 



TBU loa-j 



Member Florists' Telegraph Delivery- 

 Flower delivered anywhete in the United Sta'tee. 



Greenhouses 



Parsons Street 

 Storer Street 



The Best "Say It With Flowers" Adv. We Have Seen 



it with flowers" in a prominent way. 

 In -several instances which the writer 

 has seen of late the national slogan 

 has been almost the only copy used. 

 In the advertisement which is shown 

 on this page the arrangement is one 

 of the best which has come to the 

 writer's notice at any time. If there 

 Is any merit at all in this slogan it 

 certainly must be manifested in ad- 

 vertising of this natuJ'e and after all, 

 there is something about "Say it with 

 flowers" which seems almost com- 

 pelling in its invitation to the reader 

 to visit the nearest florist's establish- 

 ment. 



Another florist who is featuring "Say 

 it with flowers" is Hopkins of Brattle- 

 boro, Vt. In his advertisement, which 

 is two columns wide and about as deep, 

 "Say it with flowers" takes half the 



and the seading matter is put up as 

 follows: 



THIS IS HOW 



WE SEND FLOWERS 



ANYWHERE 



BY WIRE 



Ist^You place your order with us. 



2d — We send order by telegraph boy. 



3d — The order is telegraphed. 



4th — The telegram goes on its way. 



5th — The telegram reaches our co- 

 operating florist who 



6th — Delivers the flowers. 



And it makes no difference where 

 you want the flowers delivered. 

 Whether it is any part of the United 

 States or Canada, they are delivered 

 the same day, if necessary. They are 

 delivered almost as quickly as if they 

 were actually sent over the telegraph 



space. Underneath are a few supple- wires. Your telephone connects you 



with us and we will carry out your 

 orders just as carefully if you 'phone 

 them in as though you had called in 

 person. 



There was a time when many florists 

 hesitated to develop a large telegraph 

 trade because of the difficulty found 

 in connecting, especially when the re- 

 ceiving florist was in a distant state. 

 Under the rules of the Florists' Tele- 

 graph Delivery Association, unpleasant 

 features oC this kind are being rapidly 

 done away with. The shipper feels 

 reasonably certain of his check in due 

 time, and accordingly is encouraged to 

 seek for all the telegraph business he 

 can get. 



I have said something in the past 

 about the advantages of taking up a 

 single item at a time in one advertise- 

 ment. Hoffman, the Florist, of Paw- 

 tucket, R. I., has adopted this plan, 

 evidently, for in recent copy embel- 

 lished by a delicately drawn carnation 

 picture, carnations are given sole 

 attention. The wording of the adver- 

 tisement is worth attention. The dis- 

 play lines aret 



"Fragrance of Our Carnations" 



The rest of the message in smaller 

 type reads as follows: 



"The <lelicate fragrance of our car- 

 nations carries cheer and brightness 

 into the sick room, represents a token 

 of affection to a mother or sweetheart, 

 glorifies the atmosphere of your home. 

 Surely, one of these prime purposes 

 fits your needs. Let us deliver our 

 long-stemmed carnations to you in a 

 crush-proof box." 



Tn looking through "The Blue 

 Flower" gotten out by Henry Penn, I 

 find two or three lines which might 

 contain a hint for an advertiser who 

 was preparing his own copy. One of 

 them is particularly good. It reads: 



"When words fail — say It with 

 flowers." 



The ending of another sentence 

 might also be adapted tor retail ad- 

 vertising. It runs this way: 



"One lovely red rose can help more 

 in a time of trouble than many pro- 

 testations of affection or desires to 

 help." 



