April 10, 1920 



HORTICULTUKE 



291 



Little Talks on Advertising 



When asked what kind of advertis- 

 ing is most productive. Van Camp, the 

 baked bean man, said that he couldn't 

 tell, but what he did know was that 

 when he advertised he got the busi- 

 ness and when he didn't advertise he 

 didn't get it, and he proposed to keep 

 on advertising. 



That policy Is quite a different one 

 from the policy of too many aorists, 

 which seems to be to stop their adver- 

 tising if they don't get their money 

 back with a good premium every time 

 they use an inch or two of space. Ad- 

 vertising cannot be tested on the basis 

 of small individual ads and especially 

 keyed ads. Advertising, it properly 

 done, is much like bread cast upon the 

 waters. It is certain to return, al- 

 though perhaps not until after many 

 days. The reservation that it be pro- 

 perly done, however, is not one to be 

 overloojjed. It must frankly be admit- 

 ted that much advertising is wasted 

 because it does not comply with the 

 basic principles of advertising. 



I have been interested to follow the 

 advertising being put out by the flor- 

 ists of Ohio, which has been quite vol- 

 uminous of late, and in many instances 

 highly creditable. One of the most ex- 

 tensive advertisers is Schneider, of 

 Springfield, Ohio. He uses a generous 

 amount of space, and puts up his ma- 

 terial in much the same way as a de- 

 partment store. In one of his ads this 

 announcement is made in big type 

 which should at least draw the public 

 into the store: 



SCHNEIDKR'S 

 THE STORE BEAUTIFUL 



SHOWING 



FLORAL, DECORATIONS 



for 



SPRING 



J. G. Botkin & Sons, of Urbana, use 

 "Say it with flowers," conspicuously 

 and elaborate the thought as follows: 



Flowers in the sick room are like 

 sunshine. If you have a smile, send 

 it with flowers. You surely will find 

 flowers led to tell what in no other 

 way could be said so well. 



Payen of Youngstown suggests using 

 flowers in several ways — 



Flowers most attractive for anniver- 

 saries and birthdays. 



A gift of flowers lor courtesies re- 

 ceived. 



Flowers arranged for parties and re- 

 ceptions. 



Wedding bouquets and decorations. 



Halbrooks, of Newark, Is another 

 florist who believes in using the "Say 

 it with flowers" slogan for all it is 

 worth. He supplements it with some 

 interesting and tactful arguments on 

 flower giving when he says: 



The love of a lad for a lass makes 

 flowers the medium for carrying sweet, 

 silent expressions. Flowers carry a 

 message of condolence to those who 

 mourn the loss of a dear one, a sooth- 

 ing message that there is still warmth 

 in the world. The price is "the will to 

 convey a thought." 



One of the prettiest and I think the 

 most attractive Ohio advertisements is 

 that of the Jones Russell Co., of Cleve- 

 land, which is reproduced herewith. 

 This is good advertising because it sets 

 out the article for sale, gives the price, 

 and does it in such a way as to arouse 

 the cupidity of the public, which after 

 all is the thing sought for. 



I have often spoken of the advantage 

 of featuring one single article, and 

 Randolph & McClements, of Pittsburgh, 

 Pa., apparently have the same view. 

 A recent advertisement two columns 

 wide has a large drawing of a Cin- 

 eraria, above which are the words in 

 bold type "SPECIAL SALE OF CIN- 

 ERARIA PLANTS. Starry flowers In 

 brilliant colors, our own cultivation, 

 price $1.50." It seems to me that that 

 is good advertising because it is sure 

 to attract the eye and likely to draw 

 customers to the store. 



ROSES 



OWN BOOT 



20,000 KUSSELL, 2^ Inrb plants fram 



2 and 3 Eye CnttinKa. 



Excellent Condition Kow. 



¥22.00 per 100, $190.00 per 1000. 



10,000 AMERICAN BEAUTIES, ZVi Inch. 



EXTRA STKONO PI.ANT8. 



Ready Now, 



$20.00 per 100, $190.00 per 1000. 



The above varieties are scarce; better 



order now. 



Write for Complete I>lat of Rose*. 



C. U. LIGGIT 



Wholesale PlantHman 

 Balletin Building PUILAUELPUIA 



VACUUM CLEANERS IN GREEN- 

 HOUSE. 



The suggestion that vacuum cleaners 

 be used for greenhouse work has been 

 taken up by various papers here and 

 there, across the water as well as in 

 America, sometimes seriously and 

 sometimes in a humorous vein. The 

 Philadelphia Record some days ago 

 suggested that the principle be used 

 for disposing of New Jersey's famous 

 mosquitoes, devising a huge mosquito 

 absorber for the purpose. This led a 

 reader of the Record to write a serious 

 letter, pointing out that there is real 

 merit in the scheme, so far as it ap- 

 plies to greenhouse work. The letter 

 is as follows: 



A few days ago you published an 

 editorial in which you suggested to the 

 great state of New Jersey how they 

 may employ the vacuum cleaner prin- 

 ciple in sucking up mosquitoes at- 

 tracted to a strong light or lights set 

 up at suitable intervals at infested 

 areas. 



Judging from the tone of your edi- 

 torial, it was half in jest and half In 

 earnest; but I can assure you that this 

 principle is going to be developed In 

 horticulture, and In all probability 

 with very satisfactory results; and no 

 doubt the state of New Jersey could not 

 do much better than accept your sug- 

 gestion, and in all probability even 

 that plan would prove a success. 



The principle of vacuum suction is 

 being thoroughly experimented with, 

 and as soon as the matter is ripe and 

 ready for publication it will be given 

 publicity in the horticultural press, and 

 I will be very glad to call your atten- 

 tion to the modus operandi, as every- 

 body will be free to use the designated 



tools. A. E. WOHLEBT. 



Narberth, Pa. 



The Best Advertisement We Have Seen 

 This Wceit 



A Card This Size 



Cost only $1.00 per Week 

 on Yearly Order 



It would keep yonr name and your 

 ipeclalty before the whole trade. 



A half-Inch card costs only 46c. I>er 

 week on yearly order. 



