14 



The Florists^ Review 



FEmu-AKV 15. 101' 



ing pajii T at ;i liasciiuMit liai't^ain juice. 



Many lioiJ>-1s use mi, all canis in tlic 

 newsjiajif'is the year around. 1 weri- 

 ou.sly (jucstioii the l)cncfit of this style 

 of a.lvertisinL;. Let eai-li of your lu'ws- 

 pajiei a'l> liear .a inessaLje of interest aihl 

 not iiii'rely yuui' name -.iiul aiitlress. 

 There aie ^onie ^ooii sei'ies ot' ads of 

 fered liy florist^' .syndicates, and am- 

 one avIk.i is not aide to write i^ooil c()|)y 

 liinisell', or secure the sei-\ ice ot' ;ni 

 experic'Uced ;)d wiiter. is inU(di hettei 

 olV in rriitiiie ;i syndic'ite ser\ ice ,,\' this 

 K'iiid. 



Direct Advertising. 



Thi' Ji.rciiiost essi'ntial in direi-t ad 

 \erti-inL; i^ the |Me|ia rat ion ot' the mail 

 in^; list. Mailinu lists ;m.- prepared m- 

 ■•ordih- tu (ithii the tinan(dal latin^. 

 soci.al |i(isii i(,i,, ii,rii|,;it i(Mi Ml location 



ot' t he ]0 <is|i|.c1 s. 



A Ll'ied list I'mI ;i iliiiist is I'liiind ill 

 what is knewh .'Is ;i ''Mur li(i(,k.'' ;i list 



<-oni|irisini: the n;inies el' sdcdal h'.aders. 

 In a rity liki' N;ish\ ille wc ha\c a list 

 <if this kiiel el' alHiiit 1 .111111 n;iiiies. Then 

 There .'ue s|.e(dal lists I, I' chuiidi mem 

 liers. s,,,det\- mnnlM IS ,mii,1 these atiil 

 Jatc'l with comniii rial eri^a ni/at inns. 



A mailing list on index cai'ds is han- 

 llcd t.p liot adwanta^^e, on account ol' 

 the s|,:i,-,. i|i;it ea(di cai'd fii\-e.s you I'or 

 rec'iJi.i ;iiid f'idio\vu|) in foi'in.at ion. At'tei 

 yoii ha\e pri'paied youi' ni.ailinji lists, 

 the |Histniaster of youi- respective cities 

 "ill, upnii i.'(|uest, (dieck them and cor- 

 rect ttoiii at a sui.all <-ost, thus saving 



\el| \\;ist,. pusta_L;e en wriillL; adilresses. 



iShould Watch for Functions. 



While a ple^ressivc flolist slopllhl l|si. 



'lis mailiiii; list ill tiill er in pari at least 

 feiii tiiii.s p,.r \ear, the individual let- 

 ters sriit ell speid.al oi-i-asions, s'Ucdi us 

 ^I'aduat i'Uis, \\eddiii;;s or receptions, ;ti'e 

 the ion ■- th.'it lirinii the lii^'-<;est results, 

 if tlic\ are widl ;i ir;in^''ed. It is o|,(m| 

 pidic-y t'l.i '.(HI te h;i\e a ^mikI letter Jpre 



j»areii f(ir .'aeh of these purposes, or, het- 

 ter }r\, lia\i' ;i i|iiaiitit\- (p|' thilii iie.ath 



mult i^raphed. Then y ■ assistant c.an 



till them in rai h d.ae t'lMin thr sci.iiil i-;il- 

 enijar in fh.' n.-u sp;i p,.| ;nid nthci a\ail 



nlde SI, III,. r^. 



Then- .-ii,- iii,'in\' at f lart i\e en\eloi,e 



••stuffers" jircji.ared by syndicate ad- 

 xcrtisinj^ ,firms and these are good foi' 

 the llorists who lia\e only a small list 

 and cannot afford to go to the expense 

 of specially designed ami ])rinte(l mat- 

 ter. Whenever possilile, sjkm ial matter 

 carrying the individuality of the adver- 

 tiser is mu(di to be jtreferred. 



I wish I had the time to discuss more 

 intinuitcdy the meidts of the many other 

 productive advertising nu'diums, sindi as 

 liillboa nls, street-car cards, novidties, 

 moving jdtdure scicens, idc 'i'hey all 

 have tludr j,I,ace in a wcdl planneij ;iilver 

 tising camp.aign. I shall, hovvevei'. be 

 L;l;id to attempt to answer anv <|nestion 

 th;it you may ;isk me in ceiiiiect ion with 

 inv subject. 



all theii' seed [icxls removiHi. You can 

 (dther ]daiit them (uit in summer on a 

 piece of land wdicre the hose is handy 

 aiol lift them in late September, or carry 

 them over in j)ots. The jiots should be 

 plunged to their brims in a coldframe or 

 regular jilunging l)ed. You must have 

 water couvenient in either case. Aza- 

 leas like a light compost, with, if pos- 

 sible, considerable leaf-mold in it. 

 \N'hile they are specially fond of i)eat, 

 they will grow almost equally well 

 in loam. Carrieil-over azaleas set buds 

 more abundantly than the imjjorted 

 ones, and the ]>lants also will tlower 

 earliei' than tin' same varieties fi'esh 

 from J}el<rium. ( '. \V. 



FORTUNE FAVORS FORTER. 



Till' grower by his gi'eenliouse, tlie 

 m;in by his ai>iiai(d, tlie merchant by his 

 store so Judges the woihl. It is the 



ijuality of the thing most intiniat(dy as- 

 so(Matei| with a man that more or less 

 deleiinines his worbily rating. l-'oi' in 

 stance, going from platitudes tu a spe- 

 cilic exam),le, take the stme of hidvvard 

 A. I'orter, ni Cincinnati, ()., as shown in 

 the .accompanying illustration. This 

 store stamps the owner a' ab'id, wide- 

 ;i\vake and up-t(et he-niiniile in his mer- 

 chandising, (dioosing the b,'st andclealing 

 with the best. It ;id\ ci't ises its owner; 

 it advertises itstdf. 



-Mr. I'oiiei succeech',! A. 8under- 

 briudi 's .Sens last ve;(r and the jiicturo 

 was ta ken iliii ing t he o|ieuing last J'>aster 

 ,it I L's. West |-'()urth stre<t, Cincinnati. 

 The llour space has an aiea <d' r>j'2()() 

 -ipiare I'eet. A gla ss (• II c h ,sri 1 co(der in 

 the rear is I'crty-nine feet long, twenty- 

 hve t'eet wide and twelve t'eet high, the 

 tinest of its kiml to be had. Mr. Forter 

 evidently is (Muirting success with every 

 adv;iiita;ie ;it his disposal. 



SOCIETY OF AMERICAN FLORISTS. 



AZALEAS A SECOND SEASON. 



I'lease tell me how to take care of my 

 a/aleas at'tei' they are thrcuigh bloom- 

 ing. Will they be (d' aiiv use for next 

 season .' ' \K I). S.— Tex. 



A/,;ileas aft''i- ijcweiing should havt 



Store of E. A. Forter, Cincinnati, Who Succeeded Sunderbruch's Sons. 



Meeting of Executive Board. 



i 'resident JJobert C. Kvrv authorizes 

 me to call a meeting of the executive 

 board to be held in New York, March 



in and 17, 1917. 



The August Convention. 



The a nangements for the tiade ex- 

 hibition in cminection with th(! conven- 

 tion to be held in New York iiext 

 August are juogressing satisfactorily. 

 The florists' supjjly trade and others 

 doing Ijusiness with growers and re- 

 tailers are evincing a k(>en interest in 

 the exhibition, as will be seen by the 

 I'ollowiiig list of those who have already 

 reserved .space on the exliibition floor: 

 ,I(din Scheepers & Co., George L. Still- 

 man. }',. llainmoiid Tracy, ,Tohn Lewis 

 (hilds, Aitliur (Jowec, Kcdiloss Hros., 

 Hayeisijorfer \- Co., Reed & Keller, 

 .\rtliur T. ]'>oddington Co., ,Iolin C. 

 .\Ioninger Co., ,John A. Evans Co.. Ad- 

 vance Co., King Construction Co., .lack- 

 son & Perkins Co., American (ireenhouse 

 Mfg. Co., Lord & i'.urnham Co. and Hus- 

 sin >.\c Ilanfling. A large attendance of 

 represt utatives of the trade from all 

 sectifins of the country is assured. Con- 

 seipiently the trade exhibition will be 

 unusually large. 



The Convention fJarden, which lias 

 been laid out in the Botanical Gardens, 

 lirniix park, under the supervision of 

 I'l. X. 1.. Jlritton, is an undertaking 

 wcithy ef New York. Preparatory 

 wiirk was engageil in until the ground 

 liecame tei, uiU'di frozen to make the 

 ■ ■out inuat ion possiljje. Pcsi<les serving 

 the ),iir|,ose (d' the society, the garden 

 will be ,in object of interest to hundreds 

 •>l' t liiiiis.aiids of the jiublic, all horticul- 

 tural enthusiasts. With this in view 

 I'r. liritton has s],;(ii ,| no effort to iimko 

 'lie L;;iideh atlr.aidive. ,So far the fol- 

 lewiiiL; li;:\e ai'i.anged fur plantings: 

 W. A. Manda. Maurice Fubl. .John 

 -s, -her!., Is \ < o.. l{(dd,ink >!v: Atkins, 

 lleniv A. I'nrr, .\ . X. i'ierson. Lie, 



<'enaid \ .lelies, .lelill Lcwis Cilibis, 



l.'avnieed \V. .'-^vvett. Arthur Covvee, 

 I;. I l.aniiiieiid 'J'r.aey ;ind Arthur T. 

 I ieddinut on Co. 



The Proceedings of the so(dety will be 

 ui.aile.l til members about J'\d)riiary 20. 

 ' 'oiidit I'liis without the control of the 

 socictv have caused some little delay in 

 the j.iiblication of the volume this year, 

 I, lit it will be worthy of close study, 

 bidiig mere th.an usu.ally interesting. 

 One thing, |,.a it Icularly, the society is 

 ti, be ceil- I'atulati'd ujioii; the list of 

 iiieiiibi'is in gooil standing juiblished in 

 the benk is mu(di larger tli.'in ever be- 

 I'lpie recnrde.l in the history of the 

 society. .Iidiii Young, Sec 'y. 



