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46 



The Florists' Review 



Mauch is. 1<J2() 



tion to the mental and physical effort 

 put into the work. It is so in adver- 

 tising. There are many ways of reach- 

 ing the buj'ers and the results are in 

 proportion to the intelligent effort put 

 into the appeal. 



CATCHING THE EYE. 



No better way to catch the reader's 

 eye is devised than the use of a clever 

 cartoon in newspaper advertising, pro- 

 vided of course the subject of the ad- 

 vertisement is not too serious to make 

 it out of place. But moving to a new- 

 store is not so serious a subject for ad- 

 vertising as the actual job, so Grimm & 

 Gorly, St. Louis, were able to contrive 

 a catchy bit of publicity by the use of 

 a cartoonist's idea of moving a flower 

 store piecemeal. Since the store is now 

 completed and the opening is to be held 

 shortly, Grimm & Gorly expect to do 

 their Easter business at 712 Washington 

 avenue and therefore announced their 

 move by the advertisement reproduced 

 on page TS. It appeared in the St. 

 Louis Times, March 13. 



COMMENTS ON OMAR KHAYYAM. 



To get away from the advertisements 

 of yesterday and print something new 

 that will make readers sit up and pay 

 attention, is the aim of retailers who 

 use the newspapers with some degree 

 of regularity. Novelty is not easy to 

 Jind in this generation, when the field 



is 80 full of advertising men that they 

 fall over one another in their race for 

 ideas that have not palled on the public. 

 The diflB.culty of securing new means of 

 catching attention is augmented in 

 smaller towns by the limited facilities 

 at hand; one cannot, if he would and 

 if he could afford it, prepare such ad- 

 vertising as is done for magazines and 

 metropolitan journals at much expense 

 to produce novel illustrative effects. 

 So the florist depends on what he says 

 for his appeal to the public's attention, 

 rather than on some striking effect to 

 command the reader's eye. 



Despite such difficulties, retailers in 

 various localities produce some good 

 pieces off work, which draw appreciative 

 commit from fellow tradesmen. Spec- 

 imens are reproduced in The Eeview 

 from time to time. A recent one ap- 

 pears on this page, that of A. C. Brown, 

 of Springfield, 111. He has gone to the 

 classics for his advertising copy and 

 prints verses from the Eubaiyat of 

 Omar Khayyam, with comments by him- 

 self in application to his business. The 

 citizens of Springfield read this adver- 

 tisement, which occupied a quarter-page 

 in the Illinois State Journal, with much 

 interest and appreciation. Its novelty 

 is refreshing. 



CROMWELL, CONN. 



The public's idea of prosperity in the 

 florists' business is represented in the 



^'Springfield's Best Florist' 



Whose Shop is on Fifth St., Between Dodd's Comer 

 and the Square, Granted Special Permission By 



OMAR KHAYYAM of NISHAPUR 

 To Announce That — 



"Another Voice, when I am sleeping, cries 



"The Flower should open with the niorning skies." 



(Ours do, and we have them FRESH from the greenhouses, ready for 

 yon on your way to business in the morning) 



"MorninR a thousand Roses brings, you say: 

 Yes. but where leaves the Rose of yesterday?" 



(Yon don't find yesterday's Roses in OUR shop) 



'I sometimes think that never blows so red 

 The Rose as where some buried Caesar bled; 

 That every Hyacinth the Garden wears 



Drop't in her lap some once lovely Head." 



(Caesar didn't bleed in Oar greenhouses, but the Chicago Stock Yards 

 are a never failing source of supply. ) 



PHONE US FOR FLOWERS, Main 427 



follovk'ing newspaper account of the tnx 

 appeal by A. N. Pierson, Inc.: 



A. N. Pierson, Inc., of Cromwell, Is ng. 

 grieved because of the action of the boar<l ol 

 assessors in Jacking up the great greenlKmsp 

 plant, the home of special roees and flowers of 

 all kinds, to something like $400,000. Tulnv 

 the Cromwell board of relief met in the han'k 

 building to listen to the complaint of the com- 

 pany against the assessment and to consider the 

 proposed reduction of $226,000. 



It is the claim of Mr. Pierson that the assii'sg- 

 ors have listed the company's property at a rate 

 far beyond its real value. 



Townspeople insist that the assessors have 

 not gone far enough and that if the great florist 

 property is not worth a million, then it Is not 

 worth a cent. 



CLEVELAND, O. 



The Market. 



Business was brisk last week and 

 somewhat better than it has been for 

 the last few weeks, little stock accumu- 

 lating. Carnations and roses held their 

 prices well, but bulbous stock declined 

 slightly. Carnations are arriving in 

 quantity, some fine Ward and Laddie be- 

 ing seen and picked up readily. The cut 

 of roses is heavy, with a good demand 

 for all grades. Sweet peas meet a ready 

 market and realize as high as $5 per 

 hundred for specials. 



Calendulas find a good market and 

 clean up well, as do all other novelties. 

 Calla and Easter lilies are available in 

 quantity and are priced at $20 and $25 

 per hundred. 



Bulbous stock, with a slight decline in 

 price, moved fairly well and the count- 

 ers at the wholesale markets, crowded 

 the last few weeks, were kept cleaned. 

 Violets cleaned up well, singles and 

 doubles realizing $1.50 per hundred. The 

 demand for narcissi has fallen oS to 

 almost none at all. It seems that the 

 public has been growing its own stock, 

 as the demand for bulbs and bulb dishes 

 has increased more this year than at any 

 time previously. 



The wholesale plant growers report a 

 good sale of pans of bulbous stock, as 

 well as primroses, cinerarias and a few 

 hydrangeas. The need at present is for 

 bright weather to bring on the large 

 stock of hydrangeas, Easter lilies and 

 roses for the Easter trade. 



Various Notes. 



William Zieohmann has been seriously 

 ill for some time. He is suffering from 

 a complication brought on by the flu. 



Norman Kirchner has been confined to 

 his bed for a time, but is reported to be 

 recovering. 



G. W. Mercer has added a new Ford 

 truck to his delivery service. 



There was an excellent attendance at 

 the Hollenden hotel, Sunday, March 14, 

 to hear J. F. Ammaan, of Edwardsville, 

 111. 



The J. M. Gasser Co. has opened it^ 

 new store on Euclid avenue. It will be 

 known as the Annex. 



A. C. Fox had an order in which he 

 used a quantity of white carnations. 



S. Bennett, of Lakewood, has been ill 

 for some time. W. F. B. 



The Park Flower Co. has sent out at 

 tractive blotters telling of service both 

 at its main store at 144 Public Square, 

 or, for east end patrons, at the "Flower 

 Show Place," formerly Calhoon's, at 

 13336 Euclid avenue. 



Florist's Comment on Classic Makes Clever Advertisement. 



Apopka, Fla. — There was a heavy 

 freeze here March 2, which did consid 

 erable damage to ferns, Asparagus plu 

 mosus, etc. 



