118 



HORTICULTURE 



August 7, 1920 



>o«Srof Ulequalled Fuel Ennomy 



i«ll ttoOan, Ilia k 

 int. TtrtT y*»rw^ 



vmx QCAUTT ri^cB or bostom 



BomrdUMr tk« KroeMhcll. It U th* 

 kMt m lur* crer had tnd mtlitee- 

 tW7 b<r*s4 •v «xp««tatloiis. It hMta 

 •V MMeUnr qolek icd hu aSTed u 



laldiaablr aln«dr la the prle* cC 

 Whaa ir« an In need of tnothar 



feotlar w« will tire the ErfteaehaO the 

 trat eesalderatfoB. 



(Mrned) Vru W. BDOAB CO.. 



WArBBLBT. MASS. 



Be MaacBry— Be Tvkee 



TmSKtiKSB 



Kroesctiell Bros. Co., 



When You Buy -Get a KroesdieO 



tjn»,t»lt aq. ft. •( (laaa waa a««l»»a4 wtik 

 KroMchaU BaUara darlac l*a yaar ef UU. 



OHIO'S CFn.KItRATBD OTOl.tlTI 

 SPECIAUST 



After gains yosr No. U ITreaiihall 

 Boner I euue t« tha caDaloataa tiMt 

 had I te Inttall morv bellan it wa«U 

 be the SroMebell and ■• attar. B 

 really It a plaaaara to kaat, aa traakia 

 to c«t tlie deAred heat In a rerr Aeit 

 time. 

 W. arta St. (Blfaed) CHRIST. WINTBBICK. 



(nicAOO DIWIAKCB, OHIO. 



T>w RMWcnlzed Standard Insertleide. 



A apraj remedy for creen, black, whit* fl7> 

 thrlpa and aoft acale. 



FUNGINE 



For mildew, mat and other bllehta affeet- 

 Int flowara, frnlta and regetablea. 



VERMINE 



for eel worma, angle worma ajod other 

 wonna worklnc la tbe aoU. 



Quarts, $1.00; Gallon, $3.00 



SOLD BT DEAXEtBS 



Apkine Manufacturing Co. 



MADISOM, M. i. 



BaTo year ylanta aad treei Jaat tha 

 thlar fer cre«nb*ai« tad eatdear aae. 

 Deitraja Mraly Bn(, Itrawa aa<t White 

 Scale, Thrlpi, Sed Spider, Black aad 

 araen Fly, UHaa, AaU, etc., wltheat 

 lajary ta plaata and witkaat adar. 

 Uiad accardlBf ta dlrectlaaa, ear ataad- 

 ard Inaectlclda will prereat raragea aa 

 year erapi by laiecta. 



Naa-paltaaaui and haraileaa ta aaar 

 aad plant. Leadlag SaedaMaa aad 

 narlita hare attd It with waaderfal 

 reailtt. 



Daatraya Lie* la Pealtry Haaata, 

 rieaa aa Dega aad all Daaaatlc Fata. 

 Bxcelleat ai a weak far dega aad other 

 aalmala. RcUcTea miaga. Dilate with 

 watrr 30 te M parti. 



H Plat, Mo.; Plat, Ma.) Qaart, POa-i 



%OmUaa, $1M; OaUaa. tXMi » Oal- 



Isa Caa, glO.M; !• Oallaa Caa, «M.W. 



Direetlaa aa package. 



N OIL eODdPANY 

 411 I. laMH n. MkMi. M. 



LITTLE TALKS ON ADVERTISING 



A prominent advertising man has 

 been discussing in one of the papers 

 the question of store signatures, and 

 it seems to me that this is a matter 

 of special interest to florists. There 

 is no line of business where it proves 

 more profitable to have a signature 

 with which the public is Ihoroughly 

 familiar and which appears on every 

 advertisement, and on all of the liter- 

 ature, as well as the correspondence 

 put out by the concern. We hive 

 only to think of Max Schliug, Thos. 

 F. Galvin. Inc., and Henry Penn, 

 among others to realize this fact. 



The extent to which the character 

 of a store is judged by the appearance 

 of the lettering used in its copy is sur- 

 prising, and the possibilities along this 

 line have not occurred, probably, to 

 ihe average florists. There should be 

 individuality in a store signature, as 

 well as in that of the private indi- 

 vidual. 



The expert mentioned has collected 

 store name plates from all over the 

 country, and finds that at least 70 per 



cent of them are decidedly poor, mean- 

 ing by that, weak, lacking in charac- 

 ter and without artistic distinction. 

 In others the name plates are mere 

 slugs of hand drawn lettering conven- 

 tional and uninspiring. Finally there 

 is a limited percentage of store name 

 plates that are dignified artistic and 

 lend character to any piece of copy or 

 store literature with which they are 

 associated. 



Did you ever stop to think that a 

 name plate is practically a visiting 

 card? It serves as the introduction 

 of the store and its guests. Some 

 stores seem to think that because a 

 certain name plate or signature ha.'^ 

 been in use for a long time it cannot 

 be changed. To be sure there is some 

 value in long associations and yet if a 

 thing is bad or partly so, there is no 

 reason why it shouldn't be frankly 

 taken in hand and altered. 



Probably the fact is not generally 

 realized that there are engraving 

 houses and art studios which special- 

 ize in this kind of work. Any florist 



can put up his problem to them stat- 

 ing that he wants a decorative signa- 

 ture which shall prove a real asset in 

 his business. He should indicate 

 whether he prefers straight lettering 

 or more ornate lettering and if he 

 wants pictorial effects introduced. The 

 concern consulted will gladly send you 

 sketches from which to make a choice. 

 They may be only in pencil and rather 

 roughly done but they will indicate 

 the result that can be obtained. After 

 your choice has been made and the 

 work finished you can have plates or 

 electros made of different sizes to con- 

 form with the size of your newspaper 

 advertising, store literature, etc. It Is 

 a pretty good plan to have a large 

 copy made and used outside of the 

 store where it will be before the pub- 

 lic all the time thus linking the store 

 directly with the advertising which ap- 

 pears in the papers. 



Some stores go so far as to use 

 practically the same design all the 

 time in the borders for their adver- 

 tising and on their literature and in 

 fact wherever such a decoration is 

 used. A store manager of wide ex- 

 perience is quoted as follows in regard 

 to name plates: 



They should never be more than two 

 inches in depth. 



They should not be over illustrated, 

 because the constant use of the same 

 heading with the same pictures will 

 grow monotonous. 



The illustration feature should not 

 be at all seasonable. It must be non- 

 committal — as apropos in summer as 

 in winter. For, once adopted, it should 

 not be changed. 



Lettering of firm name should not 

 be too black, too massive or too ag- 

 gressive. It will defeat its own i:iir- 

 pose and begin to detract from tbe body 

 of the advertisement. 



Make all lettering very, very legible. 

 Avoid script that is too "fancy." 

 Such hand-lettering must be original, 

 distinctive and different from the gen- 

 eral run. 



Be very sure, indeed, that the mas- 

 ter drawing will successfully reduc3 to 

 the smallest size needed. 



