Mat 18, 1916. 



The Florists^ Review 



101 



RSWfWfcmw^' 



I 



I 



What Makes Merit? 



The value of the advertising space in a 

 periodical depends first of all upon the way 

 that periodical is regarded by those for 

 whom it is published. Anybody who has 

 the price can print a paper — it is not so 

 easy to get it read. That is why letters like 

 these have a value : 



I could not begin to tell you how much I enjoy 

 every issue of The Eeview, but I read every num- 

 ber from cover to cover. Your report of the Na- 

 tional Flower Show at Philadelphia certainly was 

 complete and I was able to enjoy the show almost 

 as much as if I had been there. As for the illus- 

 trations, well, they were fine! — Eobert W. Yeo, 

 North Bergen, N. J., April 12, 1916. 



We have the pleasure to inform you that we 

 always are interested by The Eeview, as in it we 

 are able to see communications regarding the horti- 

 culture of the world. Indeed The Eeview is the 

 very best journal in this line. — Saitama Engei & 

 Co., Ltd., Tokyo, Japan, March 29, 1916. 



Sending out free copies to those who 

 don 't care enough about a paper to pay for 

 it does not bring letters like the above. Nor 

 does a free circulation produce results for 

 advertisers like the following : 



You receive so many compliments from adver- 

 tisers in The Eeview, about good results obtained, 

 that we are afraid you will not care very much 

 for our mite of acknowledgment. But to state 

 facts: We owe The Eeview the establishment of 

 our business. The kind information you have 

 given us at times has helped us along wonderfully 

 and last year, when the time came to offer our 

 stock for the first time, we concluded to advertise 

 in The Eeview only. The expenses for that year's 

 ads were $8.40, and this year $7.20. As for the 

 results: Last year we sold over 6,000 bulbs; this ^9| 

 -year so far, over 12,000, and the few we have left tg|| 

 will surely go with another two insertions of a ^ 

 classified ad. — Gerbing Floral Garden Co., Fernan- ,^ 

 dina, Fla., April 12, 1916. 



When you hear a man complain of the 

 cost of advertising you can be pretty sure 

 he spends a good bit of money elsewhere 

 than in The Review. 



1 \. 



; <5. . 



BenJ. Dorrance Greenhonses, Dorranceton, Pa., 

 equipped with a "Detroit" System. . 



Here is a device 

 you need 



Are''you|wastiiig millions of heat units a year? 



If you are not utilizing your condensation, you are 

 wasting heat and therefore money. 



This waste can be easily overcome by the use of the 

 "Detroit" System— simple, automatic, economical. 



There are thousands of gallons of water condensed in 

 your steam system each year. This condensation can 

 be returned to the boilers and converted into steam 

 again by a small amount of heating. 



Here is a simple illustration of the importance of 

 condensation: First draw cold water out of a tap 

 into a teakettle, place it on the stove and watch how 

 long it takes before steam begins to issue from the 

 spout. 



If you draw the water from the hot water tap very 

 near the boiling point, in an instant you have steam. 

 And it takes only one-tenth the time and fuel. 



Stop and realize how much more fuel is used when a 

 great amount of cold water is drawn into the boilers 

 to be converted into steam. 



There is no harder place to test the worth of a steam 

 trap than in the heating plant of a greenhouse. 



With the "Detroit" System condensation is removed 

 from the pipes above or below the water level in the 

 boilar. There is no pumping necessary, and it is auto- 

 matically returned. 



Choose the "Detroit" Svstem, because it has the most 

 efficiency. It delivers the condensation to the boilers 

 at a temperature at which it has been made liquid. 

 Unlike the pump, it does not wait for it to cool. 



Let our experts show you how a "Detroit" System is 

 adapted to your particular needs. 



They have had years of experience in the handling of 

 steam trap installations. 



You can investigate the results of this device with- 

 out obligation or cost. 



Ask about System No, 5- A. 



AlVfERICAN 



coiyii>AN"sr 



DETROIT MICHIGAN 



BRANCHES EVERYWHERE. 



