﻿Apbil 29, 1920 



The Florists^ Review 



25 



around it. The finished product 

 measured five feet over all. 



FOS CALIFORNIA WEDDING. 



A casual look at the illustration on 

 this page would give you the impres- 

 sion that somebody had a nice garden, 

 but it is not a garden scene, it is a 

 California wedding decoration. The 

 wedding of Miss Arabella Schwerin and 

 Lawrence McCreery at San Mateo, Cal., 

 April 10, was one of the most brilliant 

 social events ever held in California. 

 The floral decorations were supplied by 

 the MacEorie-McLaren Co., of San Fran- 

 cisco. Five men from this firm's store 

 and the entire nursery force worked 

 for two days carrying out the elaborate 

 scheme of decorating the church and 

 the Schwerin home and transforming the 

 grounds into a mass of blooming plants. 



In the landscape work 300 Cineraria 

 hybrida grandiflora plants, forty rhodo- 

 dendron and twenty-five large blue hy- 

 drangea plants, which were kept over 

 from Easter for the purpose, were used. 

 In the house .about thirty dozen cut 

 Easter lilies, ten dozen potted lilies, 

 fifty rhododendron plants and eight 

 dozen palms of all sizes, together with 

 100 pots of lotus for window-box work 

 and two dozen rambler roses, were used. 

 On the tables, part of which were in 

 the house and part on the lawn, spring 

 flowers were utilized, mammoth tulips 

 and long-stemmed anemones predominat- 

 ing. In the church the main decoration 

 at the altar consisted of Easter lilies 

 and rambler roses, while in the aisles 

 were two huge vases, each containing 

 four or five dozen Easter lilies. Palms, 

 rhododendrons, hydrangeas and lilies ex- 

 tended around the church. The bride 

 carried an armful of Easter lilies and 

 the bridesmaids carried lavender lilacs. 

 The two flower girls had baskets of 

 spring flowers. 



AN ADVERTISING TRADE. 



Florists have made themselves felt 

 as advertisers, not only to an extent 

 appreciated by themselves, but to a 

 degree that has brought them to the 

 attention of the greatest of advertising 

 media, the daily newspapers. 



Do florists realize this? Perhaps not. 

 But from a trade that advertised least 

 of almost all lines of retail merchandis- 

 ing, oujs has become a conspicuous ad- 

 vertising power. The effect has been 

 wrought in a cumulative manner. Na- 

 tional advertising, city cooperative cam- 

 paigns and liberal use of space by in- 

 dividual retailers have combined to 

 bring flowers forcefully into the public 

 eye. 



The column of advertising talk in the 

 New York American, April 20, was dis- 

 tinctly complimentary to the trade in 

 its recognition of florists ' advertising 

 strength. It is for this reason that we 

 reprint it below. We have no stock in 

 this particular daily and no family con- 

 nection with Mr. Hearst — the remarks 

 concerning the paper's value are its 

 own. They are beside our point, that 

 florists have in a brief space of time 

 won conspicuous recognition as an ad- 

 vertising trade. Here's the evidence: 



PICK YOUR FLOWERS WITH CARB. 



We all need flowers in oiir lives. 



They tnke us out ot the roar and strife of 

 the city life into fragrant bypaths and un- 

 trodden ways. 



Tliey bring sunsliiiip and glory into every 

 day. 



But how can this be done without too lavish 

 an expenditure? 



To buy flowers to the best advantage, yo\i 

 should read the advertisenienta in the New York 



American. It carries the message to you of 

 enterprising florists who offer the best flowers 

 at prices consistent with quality. 



Since nothing puts more cheer into the home, 

 nor more flttingly conveys a message between 

 friends, they are an essential part of life, and 

 buying opportunities should be Just as carefully 



are set out in the beds until marketed, 

 or through the cooler winter months, at 

 all events. Too much water may have 

 caused the stem-rot. Sometimes too 

 deep planting induces stem-rot. Water 



Not a Garden Scenet but a California Wedding Decoration. 



watched as In the case of slioes or clothes, or 

 other essentials. 



It is by reading the New York American that 

 you will see these opportunities whenever they 

 appear. 



In fact, whether it is flowers or shoes, or 

 whatever the merchandise, you can purchase 

 most satisfactorily through advertisements in 

 Tlie American. 



The American is the right newspaper for every 

 New York florist because it has the largest and 

 most responsive reading clientele in New York. 

 Practically 300,000 families dally— 1,000,000 Sun- 

 day — read The American because they prefer it. 



They are progressive, prosperous people to 

 whom the finer things of life make a potent 

 appeal. That is why florists find The American 

 the medium best suited for flower announce- 

 ments. 



And that is why readers may find in The 

 American the announcements of florists wliom 

 they can patronize most advantageously. 



collecting in the hearts will also cause 

 it. You will be much less subject to 

 this and other affections of lettuce if 

 you sterilize your soil with steam each 

 season before planting time arrives. 



c w. 



POWER FOR WATER PUMP. 



I have a flowing well and during the 

 firing season I use a steam pump to 

 water, which I find satisfactory. When 

 I stop firing what system would you ad- 

 vise putting in to save the expense of 

 firing up during the summer months? 



G. H.— lU. 



STEM-ROT ON LETTUCE. 



What is the cause of stem-rot on 

 greenhouse lettuce? This has been an 

 exceptionally good winter in which to 

 grow lettuce, with little cloudy weather, 

 but a number of our plants have died 

 from stem-rot. We have used fresh 

 horse manure for fertilizing. Do you 

 advise the use of that, or is well rotted 

 manure better? Also advise us as to 

 whether the use of pulverized sheep 

 manure and commercial fertilizers 

 would be better. One of the houses is 

 new and the ground has never grown 

 lettuce before. We give careful atten- 

 tion to the watering and ventilating, 

 but the trouble appears in spite of all 

 wo can do. J. H. S. — Kan. 



While a small steam boiler might be 

 used with the present pump, from the 

 fact that it would be necessary to get 

 up steam every time it is necessary to 

 use the pump, it will be more satisfac- 

 tory to put in a gasoline engine and 

 pump, with a small storage tank to 

 furnish water when the pump is not in 

 use, and to rely upon direct pressure 

 from the pump for watering and syring- 

 ing. A storage tank of capacity suf- 

 ficient for at least one day's watering, 

 and elevated twenty-five feet, would 

 furnish sufficient pressure for watering 

 purposes and a considerably smaller 

 engine and pump would answer for 

 filling the tank than would be required 

 to supply direct pressure for watering. 



Partly decayed or well rotted horse 

 manure would be decidedly preferable 

 to fresh manure for lettuce, and 

 neither pulverized sheep manure nor 

 commercial fertilizer would be so good^ 

 as they lack the humus of the horse 

 manure. If you have an ample depth 

 of soil, one thorough soaking should 

 carry the plants from the time they 



BRIEF ANSWERS. 



C. F. P., Kan.— In 1912. You would 

 not confuse Ricard and Helen Michell 

 growing side by side. 



J. D., Wash. — Many trade catalogues 

 list named varifeties of Viola cornuta; 

 the nearest to our hand when your let- 

 ter came was that of Henry A. Dreer, 

 Inc., Philadelphia, listing several. 



'A^J,^ym^&^^ JL^-it,^AAi.K 



