:?80 



HORTICULTUBB 



December 23, 1920 



Little Talks on Advertising 



I 



LITTLE TALKS ON ADVERTISING 



\V. H. KiiKlebach of Memphis hit the 

 nail ail the head when he said at a 

 recent convention: "Keep something 

 Ijefore the public at all times. Our 

 customers, patrons, friends, prospec- 

 tive patrons, customers and friends, 

 must not ,Ije. ;giyen an opportunity to 

 forget what we sell, because I feel we 

 owe them-.the obligation to keep.thepj 

 informed. 



This is the keynote of a successful 

 advertising campaign. Intermittent 

 advertising is better than no advertis- 

 ing at all, but by no nieahs" meets pres- 

 ent-day business methods. It is the 

 persistent advertiser who wins. The 

 l>^ A^ediuftl iSj of course, th!e]news- 

 papets. 'As Mi*, firiglebach said: News- 

 paper advertising excels all others. 

 And if you will stop to consider you 

 can easily understaiM''\vhat''a' shorlf 

 cut to countless thousands of people 

 newspaper advertising is. 



pW"; "ije^sijaper |-A(I^!e1jising is nob 

 the only kind, as Mr. Englebach point- 

 ed out when he said: "I have also a 

 hobby and in adv^^ftising r^iy hobj^y 

 is 'direct advertising.' And I will 

 say, the timely use of mailing folders, 

 cards, etc., sent out just previous to 

 holjjdaj'si or evehte, aifO/jiring a ready 

 response in ordei^s. You are all more 

 or less familiar with the kind of ad- 

 vertising I mean. I mail this adver- 

 tising to our customers only, as I have 

 no prospect list, and as quickly as we 

 win new customers I add them to my 

 mailing list. 



During the past two seasons we used 



the service of the C. E. Falls Service 

 Company for our direct mail advertis- 

 ing and with the good results I have 

 aforementioned." 



Finally there is window advertising, 

 which is not to be overlooked, by any 

 means. An example is to be found in 

 the experience of Mangel, the Florist, 

 17 East Monroe street, Chicago. Mr. 

 Mangel arranged a window j»'ith such 

 success that it was given the follow- 

 ing write-up In a newspaper, publicity 

 of the best kind: 



"Ask the small newsboy on the 

 street to direct you to Mangel's and he 

 will instantly reply, 'Oh, dat's the guy 

 who's got all dem ducks,' and furnish 

 yoiL definite instfuctlons how to get 

 there. Ask the head waiter in one of 

 the fine restaurants and he will tell 

 you, 'Certainly, right next door to the 



' Palmer Houfee, on East Monroe street. 

 You will know it by the ducks in the 

 window.' Or inquire of the wife of a 

 gold coast milltosnaire .and she will ex- 

 claim, 'Oh, my' dear, you r-e-a-1-l-y 

 must go there. They have the sweet- 



^ est ^diick^ in 'the window. They are 

 perfectly charming.' 



• The Mangel windows are dressed 

 two or three times a week and the 



jh.u§e untj-is ja^Wa^rJplledvjWith some 

 seasonal flowers — peonies, dahlias, 

 asters, chrysanthemums, roses or car- 

 nations. Sometimes the water in the 

 front of the window has water lilies 

 blooming in it, at other times branches 

 of oak trees or foliage of some kind. 

 The back of the window is built up 

 with portions of tree bark, while water 



DAHLIAS 



FIELD GROWN ROOTS 



FOR 



SEEDSMEN, NURSERYMEN 

 and FLORISTS 



The popularity of this flower is steadily 

 on tlie increase — witness the tremendous 

 snccess, last September, of tlie New York 

 Dalilia Show, when the roof-garden of the 

 Hotel Pennsylvania was crowded for tliree 

 consecutive days. 



From my stock of over one thousand va- 

 rieties I am able to select for you a com- 

 plete and well balanced list of both com- 

 mercial and new varieties. I sliall be 

 pleased to prepare such a list upon request. 



J. K. ALEXANDER, The Dahlia King 



L.VROEST DAHI,L\ GROWER IN' THE WORLD 



32 Central Street, EAST BRIDGEWATER, MASS. 



Want a Good Safe 

 Cheap? 



Here is a chance for any florist to 

 get a good safe for his records and 

 valuables at a bargain. The Penn- 

 sylvania Horticultural Society has 

 decided to use steel filing cases for 

 its records, and will sell its tykfo 

 safes at a nominal figure. 



No. I — 23 in. deep, 40 in. wide, 

 43 in. high. Marvin Old Style. 

 No. 2 — 26 in. deep, 26 in. wide, 

 40 in. high. New Style Marvin. 



Expert safe men say the old style 

 lock is really the best of the two; 

 but both are good. Can be seen 

 at room 606 Finance BIdg., Phila-* 

 delphia, 10 A. M. to 4 P. M. 



DAVID RUST, Sec'y. 



CYCLAMEN SEEDLINGS 



a to 5 I«jveh, reacl.v January 1st 



German Strain 100 1000 



Best Red. Very fine $8.00 170.00 



Glorv of Wuudsbek 8,00 70.00 



Perle of Zellenilorf. Pink... S.OO 70.00 

 Rose of Zellendnrf. Kose-pink K.flO 70.00 



Wonder of Wandsljek 8.00 70.00 



Brigbt Pink 8 00 70.00 



White witli Eye 8.00 70.00 



Bright Red 8.00 70.00 



Rose-Pink 8,00 70,00 



Pure White 8.00 70.00 



Scedlinfts, extra select 9.00 85.00 



Purchaser's selection of varieties. $."i.0'i 

 per 1000 e.xtra. Quotations on pot 

 plants on application. 



MANETTI STOCKS 



English 1000 



Be>t grade for grafting ^(JO.OO 



C. U. LIGGIT 



wholesale Plantsman 

 Bultetin Building PHILADELPHIA 



from a miniature waterfall percolates 

 through the stones and mossy banks 

 to the brook itself, kept fresh and 

 clear by a continual stream from a 

 convenient pipe. 



"A large slab in the center of the 

 •vrindow, placed across the stones, with 

 an artistic drapery of emerald or 

 amethyst, or crimson velvet, bears 

 bouquets of violets, or tearoses, or 

 lilies of the valley: or graceful vases 

 of roses, carnations or narcissus. 



"Do the ducks sell flowers? 



• 'Tell it to the world they do,' says 

 Mangel. 



■ As the Englishman who was buy- 

 ing a 'bookay' said recently. 'I really 

 don't want these flowers tonight, but 

 I couldn't resist seeing those jolly little 

 beggahs again before I'm off for home. 

 England? Yes. how did you know it?" 



