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10 



The Florists' Review • 



' July 27, 1916. 



places that use their show windows for 

 the storage of cut flowers. 



No, quantity is not necessary in cut 

 flowers for the window, not nearly so 

 valuable as inherent good taste and 

 artistic ability. 



Think It Over. 



But it is not for want of stock that 

 the average florist falls short on his 

 summer window; it is because of fail- 

 ure to weigh and hitch up the sales 

 force at his command; it is because the 

 average florist considers the uniqueness 

 of his idea and resulting picture rather 

 than the selling qualities his display 

 possesses; it is forgotten that nowa- 

 days flowers and plants are salable 

 every day in the year if the florist 

 chooses to push for it. 



How to Plan the Center. 



This letter and the accompanying 

 photograph, reproduced herewith, came 

 from a southern city, where there is, 

 perhaps, the maximum excuse for sum- 

 mer neglect of sales possibilities, al- 

 though it is in winter one of the best 



resent stone and plaster. The mill 

 also is of cardboard, with wood braces 

 inside which hold the mechanism. The 

 balcony and wings are of wood, about 

 one-eighth of an inch in thickness, 

 stained antique. The roof of the mill 

 is imitation of red tile. 



"Great care should be taken to have 

 the buildings, figures, animals, etc., in 

 proper proportion, or as nearly so as 

 possible. 



"The background, with sunset sky 

 coloring, is painted with water colors 

 on cotton cloth. The elevation of the 

 ground is a staging of wood and wire 

 netting covered with green moss. A 

 galvanized iron tank 4^^ x 7 feet, -with 

 a depth of ten inches, serves to hold 

 the water in the pond, with a 1-inch 

 outlet in the corner. The tank is hid- 

 den inside and outside with rocks and 

 green moss. Small crotons, fancy ca- 

 ladiums and various ferns are used be- 

 tween the rocks in front of the pond. 

 Euonymus, tall crotons, boxwood, arbor- 

 vit8B and araucarias are grouped on 

 the sides. No palms are used in the 

 whole setting." 



The Summer Vindow from the Outside— Is h a Flower Store^P' 



flower-buying communities in the United 

 States: 



"For the benefit of readers'' who may 

 be interested in an attractive, inex- 

 pensive summer window display, we are 

 sending you a photograph of our win- 

 dow as it appears at the present time. 



"Crowds are constantly attracted, 

 during the day, commenting favorably 

 on the coolness of the atmosphere 

 which it suggests during these swelter- 

 ing summer days. The brook running 

 under the bridge and emptying into a 

 pond containing goldfish, water lilies 

 and other aquatics, lends an air of cool- 

 ness in itself; then there is the imagin- 

 ary breeze that operates the windmill, 

 ^though in reality it is driven by a 

 fljinall electric motor on the inside; an 

 ordinary small electric fan is used for 

 this purpose by removing the blades 

 and pabstituting a small wooden, 

 grooved' pulley -one and one-fourth 

 inches in diameter. 



"The bridge, buildings, etc., are made 

 of heavy cardboard and painted to rep- 



Not a word, you will notice, about the 

 display of what the retailer has for 

 sale, nothing to show that it is a flower 

 store even, for the ferns and things 

 would be as likely to appear if the dis- 

 play were in the music store. 



But now the decorators will think 

 it over and will have no difficulty in 

 making the window advertise the dol- 

 lar box, the special sale of gladioli, or 

 the day's supply of long-keeping Eus- 

 sell roses. 



the college to take up this work and 

 put it on a firm basis. 



Alfred C. Hottes, of Cornell Univer- 

 sity, has been engaged to take charge 

 of the development of the work in 

 floriculture. Since 1914 Mr. Hottes has 

 been instructor in , floriculture at 

 Cornell University. He is enthusiastic 

 regarding the possibilities of floricul- 

 ture in Ohio and goes to Columbus 

 with the heartiest recommendation of 

 Dean L. H. Bailey. He is a member 

 of the nomenclature committee of the 

 American Gladiolus Society and is a 

 contributor to Bailey's Cyclopedia of 

 Horticulture. Mr. Hottes' appointr 

 ment will be welcomed by the large 

 floricultural interests of the state. 



HOTTES GOES TO COLUMBUS. 



The College of Agriculture of the 

 Ohio State University, at Columbus, 

 O., is undertaking to develop the work 

 of instruction in floriculture in a more 

 elaborate way than has been possible 

 in the past. It has not been possible 

 to give this work the consideratioi^ it 

 deserves, owing to the laA. of proper 

 facilities. The new horticultural build- 

 ing, with its excellent greenhouse 

 equipment, now makes it possible for 



HOOSIEBS HOLD OUTING. 



The State Florists ' Association of In- 

 diana held its annual summer meeting 

 at "Winona Lake, Ind., July 18 and 19. 

 Quite a few members took advantage 

 of the program of sports and entertain- 

 ment arranged by the "Winona outing 

 committee, consisting of J. D. Conner, 

 of "Wabash; Fred King, of "Winona 

 Lake, and Wm. Terrell, of Warsaw, and 

 enjoyed themselves at Indiana's prin- 

 cipal summer resort.. 



At the business meeting, held at 

 Raike's hall on the afternoon of the 

 first day, S. H. Young, of Casey, 111., 

 and A. "W. Herre, of Poehlmann Bros. 

 Co., Chicago, were elected to associate 

 membership. The secretary reported 

 the association in good financial condi- 

 tion and collections for the Anna Jarvis' 

 Mothers' day fund totaling $133. The 

 members were all gratified to hear that 

 part of the equipment of Purdue Uni- 

 versity will be devoted to floricultural 

 experiments and the following commit- 

 tee was appointed to cooperate with 

 Prof. "Woodbury and Prof. Sayre, of the 

 Department of Horticulture, and to ar- 

 range for this year's experiments: 

 F. A. Dorner, La Fayette; Jos. H. Hill, 

 Richmond; A. F. J. Baur, Indianapolis; 

 Fred Heinl, Terre Haute, and John 

 Hartje, Indianapolis. 



The August meeting was suspended 

 and the date for the September meet- 

 ing set for Thursday evening of State 

 Fair week at Indianapolis. A letter 

 from A. Kasmussen, New Albany, in- 

 viting the association to visit his plant 

 in October, was' read. August R. 

 Baumer, of Louisville, was present as 

 a special emissary of the Kentucky 

 and Louisville florists to arrange for 

 a joint meeting of the two societies. 

 The invitation was heartily accepted 

 and the details left to the officers to 

 arrange, the joint session to be about 

 the second week in October, at which 

 time a special car will carry the Indi- 

 ana delegation from Indianapolis to 

 Louisville. 



After the business meeting the usual 

 boat ride took place, followed by a 

 banquet at the "Winona hotel. Nothing 

 but praise can be accorded the "Winona 

 assembly for the high-class entertain- 

 ment furnished. The Apollo Concert 

 Co., of which Mr. Backmeyer, formerly 

 an employee of A. Wiegand's Sons Co., 

 Indianapolis, is a member, was the fea- 

 ture of Wednesday's program. AH re- 

 turned sore physically but well repaid 

 foi* the two days' visit by the renewal 

 of old acquaintances and the making 

 of new friends. A. F. J. B. 



