Fbbrtjaey 22, 1917. 



The Florists' Review 



11 



lear that the roses were unsatisfactory, 

 ind enclosed a check for the amount of 

 he purchase. He at once called me on 

 he phone, stated that he had made no 

 ■omplaint and could not accept the 

 heck. I insisted, however, and stated 

 hat it was not necessary for him to 

 aake a complaint, that the mere knowl- 

 dge on our part that the work proved 

 inaatisfactory was suflBcient. 



Since then I have sold hundreds of 

 loUars' worth of flowers to this young 

 nan and his family, and recently had 

 he pleasure of furnishing the decora- 

 ;ions and bridal bouquets for the young 

 lan and the identical young lady who 

 ■ ore the corsage. If you will adhere 

 igidly to these three rules, they will 

 ! eep you wonderfully on the road to suc- 

 cess. 



COVER FOR A GRAVE. 



Here is a style of funeral piece, not 

 ,;t all common, which might well be car- 

 iied in mind for use when something out 

 of the ordinary is called for. It is a 

 i-over for a grave, made on a solid frame 

 ;md intended to be placed over the grave 

 at the conclusion of the services. 



The piece illustrated was made by the 

 Lang Floral & Nursery Co., Dallas, Tex., 

 using miscellaneous flowers. The price 

 of the piece was $150, the money being 

 raised by subscription among the fellow- 

 omployees of the deceased. The inscrip- 

 tion was: "Santa Fe employees; every 

 flower a friend." 



WHY RESULTS VARY. 



"Here is the reason one gets the busi- 

 ness and the other does not," said Hil- 

 inor V. Swenson, in discussing florists' 

 advertfsing. "Ninety-nine times out 

 of 100 where a man does not get results 

 on his advertising, investigation shows 

 that he went at it half-heartedly. In 

 other words, if he used folders, all he 

 would do would be to address them, mail 

 them out and that was all there'was to 

 it. Or ho would contract for space in 

 the newspapers and put in any old kind 

 of ad, usually at the last minute, and 

 tlien it would only be 



lU.ANK & BLANK, 

 Florists and Decorators, 

 Flowers for all Occasions, 



or something to that effect. Many flo- 

 rists are advertising in this way, spend- 

 ing hundreds of dollars and not getting 

 Ti'sults. They blame the advertising, 

 whereas the blame really lies on them- 

 S'lves. 



"Now, take the man who is success- 

 ful with his advertising. He is using 

 the same mediums as the other fellow, 

 either newspaper or mail advertising, 

 signboards or street car cards. Why 

 does he get results? Here is the reason: 



"He thinks enough of every dollar he 

 f*''ends for advertising to take the trou- 

 ble of giving the matter thought. He 

 <3')es not advertise spasmodically — he ad- 

 V'Ttises systematically. He keeps a 

 Ctreful check on his mailing lists, makes 

 \>to of the new customers that come 

 i to his store and follows these names 

 ]> J with literature, featuring his goods 

 !'■ a most interesting way. He watches 

 t'.e newspapers for notices of weddings 

 "'id social functions and then gets on 

 f *" job and gets the business. He care- 

 ^ Hy makes up his mind as to the proper 

 ^ me to send out his circulars. His news- 

 I 'per ads are attractive — they feature 

 f • mething that is seasonable and some- 

 ^ .ing he knows that people are looking 

 ^'»r. There is a reason for every move, 



Grave Cover Made of Abundant Size on a Solid Frame. 



because he has given it careful thought. 

 "In other words, the man you hear of 

 who has made his business a success, 

 through advertising, has done some 

 mighty intelligent thinking, giving his 

 advertising and sales 'problems as much 

 thought as is ordinarily given to the 

 selection of his flowers." 



BUSINESS EMBARRASSMENTS. 



Mitchell, S. D.— It is alleged th^t The 

 Xowburys, Inc., has become insolvent. 

 D. B. Gurney, of the Gurney Seed & Nur- 

 sery Co., Yankton, S. D., says: "We hold 

 a mortgage of $23,000 dated February 

 1, 1912, of which $11,500 was payable 

 February 1, 1917, and $11,500 comes 

 due in 1922, with five per cent interest. 

 The interest was defaulted in 1916 and 

 February 1, 1917, both principal pay- 

 ment and interest were defaulted. The 

 property was sold for taxes of 1915 and 

 the tax now due, with penalties and 

 interest, amounts to nearly $1,000. 

 There are owing to 101 creditors sums 

 varying from 75 cents to $1,250 and 

 aggregating $7,864.82. The largest claim 

 is that of a bank and is secured by 

 mortgage covering all personal property 

 and part of the accounts receivable, 

 which hardly would cover the claim. 

 The accounts receivable are $3,790, but 

 include $2,030 on incompleted contracts 

 which will cost $1,000 to complete. The 

 book accounts are $1,769." Mr. Gurney 

 states that the stockholders of the cor- 

 poration are willing to turn the prop- 

 erty over to him in satisfaction of thp 

 mortgage and he offers the creditors 25 

 cents on the dollar to get quick action 

 and save legal expense. For many years 



The Newburys was one of the most pros- 

 perous establishments in the northwest, 

 doing a general florists' and nursery 

 business. In 1912 a corporation was 

 formed, with $100,000 capital stock, and 

 later in that year the founder and his 

 family sold their interests and removed 

 to Long Beach, Cal. W. T. Marsh, for- 

 merly of McCook, Neb., then became 

 manager for the Mitchell owners, none 

 of whom were experienced in the trade. 



WHEN TO SOW SEEDS. 



Please state when the seeds of the 

 following plants should be sown to 

 have them in bloom for the Christmas 

 and New Year's trade: Angelonia, 

 browallia, cytisus, Impatiens Holstii 

 and Sultani, cineraria, wallflower and 

 Acacia dealbata. C. \V, P. — Ont. 



Some of the plants referred to in the 

 foregoing list, wanted for winter flow- 

 ering, would better be produced from 

 cuttings; for example, cytisus and 

 Acacia dealbata, though to get good- 

 sized plants of the latter will require 

 two years. Seeds of angelonia, browal- 

 lia, impatiens and cineraria should be 

 sown in July or August. Wallflower 

 from seeds sown in August will begin 

 to flower in November and December, 

 provided the forcing variety is used. 



W. H. T. 



Mantorvllle, Minn.— W. E. Fryer says 

 the winter in his section of the state has 

 been most severe. As late as February 

 6 there was the worst storm of the win- 

 ter, with the temperature 20 degrees be- 

 low. 



