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12 



The Florists^ Review 





■■'T27T9 



August 3. 1916. 



greatly enhanced by contrast. It would 

 have the effect of one white dot passed 

 alone in the line of black dots — an ob- 

 ject quickly and vividly recorded by 

 the mind. This probably is why a shop 

 in a large oflSce building cannot have 

 so successful a front as the store in a 

 building by itselft An oflice building, 

 however, is in some ways an advan- 

 tageous location, a point that frequent- 

 ly takes precedence over everything 

 else. 



Tlie Model Store Front. 



It is apparent that the entire matter 

 of store fronts resolves itself simply 

 into the question of having an exterior 

 with a high "memory value," as it is 

 termed. The more distinctive the store 

 front, the more individual its make-up, 

 the higher is its "memory value." The 

 residential ^nd bank-like front should 

 be avoided, inasmuch as a store pri- 

 marily should have all the characteris- 

 tics of a store. Stores with entrances 

 on the same level as the pavement are 

 rated superior to those that have one 

 or two steps at the threshold. The 

 less framework about the plate of glass 

 the better. An unobstructed view of 

 the interior of the store, not consider- 

 ing in this connection the partial screen 

 of window displays, is a .thing to be 

 desired. Flower stores have been 

 called "bowers of loveliness" and 

 "paradises of flower-lovers" by the 

 newspapers. Then why not give the 

 people an inkling of the treat that 

 awaits them within? 



The model store front is clean, bright 

 and conspicuous. It has a distinguish- 

 ing feature and individuality that 

 makes it stand out from its neighbors. 

 The model store front is marked, per- 

 haps unconsciously on their part, by 

 a large number of passers-by each day. 

 It is remembered long and recalled 

 quickly when the occasion arises. 



Two Concerns First in Field. 



The retailer who considers the pros 

 and cons of the store front a splitting 

 of so many hairs is in the same business 

 class as the man who does not discount 

 his bills because it is such a small mat- 

 ter each time. One of the largest 

 clothiers in the country has expended 

 hundreds of dollars in advertising the 

 "front of his house." The most suc- 

 cessful chain-store organization in the 



world has all its stores of one color, 

 each front embellished with the trade- 

 mark and identified with profit-sharing 

 coupons. Even the window displays are 

 alike — tiers on tiers of cigars and to- 

 baccos. The retailer who combines a 

 model store front with printed adver- 



tising and attention-compelling dis- 

 playft, begins to approach the 100 per 

 cent eflBciency in sales promotion. 



When remodeling or moving day 

 comes around, have a keen eye for the 

 front that will bring new faces to your 

 counters. 



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Show Pelargoniums. 



The flowering season of show pelar- 

 goniums has been more protracted than 

 usual this season, thanks to the long 

 spell of cool weather with which we 

 were favored until the second week of 

 July. With the flowering period ended, 

 the plants should be rested. Stand 

 them outdoors in an <^en, sunny spot, 

 or, if thePweather is wet, lay them on 

 their sides for a few weeks in order to 

 ripen the wood well. Cuttings may be 

 taken now, but will root better a month 

 hence. In about a month the plants 

 can be pruned back and kept a little 

 more moist at the root. When they 

 have started to break away nicely they 

 should be shaken out; all the soil should 

 be removed, also some of the larger 

 roots, and the plants should be potted 

 in much smaller-sized pots than those 

 in which they flowered. Keep them 

 protected from heavy rains. A good 

 coldframe, where sashes can be placed 

 over the plants if necessary, will be 

 found far better than a greenhouse for 

 the purpose. 



Spiraeas. 



The florists' spirajas are called astil- 

 bes botanically and have been further 

 subdivided, but gardeners and florists 

 stick to the old name and leave the 

 others for the botanists. The spirajas 

 are well known as valuable pot plants. 

 They are also good border plants, but 

 succeed specially well in moist and 

 partly shaded locations. The growth 

 they make in moist places, as compared 

 with dry positions, is simply astonish- 



ing. It is no uncommon thing to see 

 S. Davidii six feet high in moist land, 

 while in a dry border it will not reach 

 half that height. All the forms of S. 

 Japonica are useful in the border. They 

 also do well in the field, and forced 

 clumps divided and planted out for a 

 couple of seasons will give far better 

 clumps for forcing than any which are 

 imported. 



The varieties Queen Alexandra, Pink 

 Pearl, Kubens, Philadelphia and Salmon 

 Queen all do finely, outdoors. S. Arun- 

 cus, or Aaron's Beard, presents a fine 

 appearance in front of a perennial bor- 

 der. Individual plants also look well 

 in the lawn. This variety grows four 

 to five feet high, and good clumps are 

 sometimes six to eight feet across. The 

 long, feathery white panicles of the 

 flowers are striking. S. palmata in 

 July produces its rosy crimson flowers 

 in great profusion. It is the deepest 

 colored of the genus. If given suffi- 

 cient moisture and well enriched soil, 

 all the spiraeas make surprising growth. 



Roman Hyacinths. 



Roman hyacinths, with Paper White 

 narcissi, are among our earliest bulb 

 arrivals. The hyacinths, since the war, 

 arrive later than formerly, and we can- 

 not be certain when they will come 

 to hand, but as soon as they do come 

 a batch should be placed in pots and 

 flats. The pots are quite useful at 

 Thanksgiving and Christmas, while the 

 flats are best where cut flowers are 

 needed. Flats 12x24 and four to four 

 and one-half inches deep are suitable 

 for these and many other bulbs, and 



This Store Front Stamps a Pleasing Picture of Itself on the Mind'of Every Person Who*Passes. 



