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JONH 22, 1916. 



The Florists^ Review 



11 



\ 



**Thc Sweet Girl Graduate" and Her Flowers in the Vindow of the MacRorie-McLaren Co., San Francisco. 



stacle to be overcome is that of preju- 

 dice. Here the element of time, as well 

 as constant application of advertising, 

 must do its work. 



Advertising is a growth. Your adver- 

 tising may require years of continuous 

 effort in order to make it 'as profitable 

 as it should be. It requires years of 

 skillful effort to perfect a new plant. 

 You expect to wait in your own busi- 

 ness. You must be just as patient and 

 reasonable in considering the time ele- 

 ment in advertising. Success ultimately 

 comes to the man who waits, and works 

 while he waits. 



I have yet to hear of an advertiser 

 who has persistently, judiciously and 

 intelligently advertised for any consid- 

 erable length of time, and has supported 

 that advertising in the proper conduct 

 of his business in other directions, who 

 has not succeeded. Loss through adver- 

 tising is largely due to inadequate sup- 

 port, indifferent or useless extravagance. 

 Your business, like your soil, must not 

 be robbed. It is a law of nature that 

 where we receive much, we must give 

 something in return. Your soil will 

 wear out if you do not fertilize and 

 properly care for it. Your business will 

 run down if you do not advertise and 

 keep it in a healthy state of cultiva- 

 tion. 



Warmth and Zeal. 



It is activity that causes growth and 

 development; in fact, it is activity that 

 makes us strong. An active advertis- 

 ing campaign will make your business 

 healthy and strong. Plan your adver- 

 tising campaign wisely during the 



quieter months, so that proper time can 

 be given to every phase of it, and be 

 sure that you eliminate guesswork and 

 uncertainty as much as possible. Put 

 warmth and zeal into every phase of 

 your business and make your advertis- 

 ing of a warm, inviting nature, so that 

 customers will not only buy but be sat- 

 isfied when they have bought. 



Do not overadvertise. Too much food 

 is injurious to the body. To pass be- 

 yond your ability to properly assimilate 

 is unwise. It is equally unwise to ex- 

 pect your advertising to return yOu full 

 service on half rations. The advertis- 

 ing should be made to fit the business. 

 Do not try to make your business 

 fit somebody's ready-made advertising 

 plan. Do not be satisfied with any- 

 thing short of the best and then use 

 just enough of it to make a good bal- 

 anced ration, and your business will 

 grow and flourish. 



THE AEMY WORM. 



At this season of the year, in the 

 eastern half of the United States, the 

 army worm frequently does much dam- 

 age to field crops. The worm gets its 

 name from its characteristic of travel- 

 ing in masses. When an army of these 

 worms is at work in a field the champ- 

 ing of their jaws is plainly to be heard, 

 as they greedily devour every blade in 

 sight. If the infested spot be small, 

 the crop can be mowed off and straw 

 scattered over the spot and burned, 

 thus, destroying the worms. If the 

 caterpillars have become distributed 

 over a considerable area, this can be 



marked off by stakes and the crop 

 sprayed heavily with a mixture of Paris 

 green at the rate of one pound to fifty 

 gallons of water. Poisoned baits of 

 varying composition have long been 

 used as a means of destroying the many 

 different species of cutworms and also 

 the army worm. An efficient bait of 

 this kind may be prepared and used 

 as follows: To fifty pounds of wheat 

 bran and one pound of Paris green or 

 two pounds of arsenate of lead add the 

 juice of one-half dozen oranges or 

 lemons. Then bring the mass to a stiff 

 dough by adding low-grade molasses 

 and scatter the mixture broadcast in 

 small pieces throughout the infested 

 field. 



A SAN FEANCISCO WINDOW. 



The retail flower stores in San Fran- 

 cisco are famous all over the country 

 for the striking but artistic quality of 

 their window displays; travelers com- 

 ment on them as one of the sights of 

 the city. 



The accompanying illustration shows 

 "The Sweet Girl Graduate" in the win- 

 dow of the new store of the MacEorie- 

 MeLaren Co. 



Cedar Bapids, la. — This is the season 

 when the florists meet with their great- 

 est competition, many growers of out- 

 door flowers being in the market with 

 considerable quantities of stock. Charles 

 F. Billau, optometrist in the American 

 Trust building, is a large grower of 

 peonies and has been marketing a fine 

 cut. 



