'.y,*^—,'?,"-^ - 



-'»CS<'r 



^'"Tff v^r. ■ "v 'w^ 



'",'-■:< "i ' .9!!%T^. <7 '//rf^^'!^: f ' 



'■:-",, ;..-r/v 7. ''!.'■-, r."- 



58 



The Florists^ Review 



Jolt 22, 1920 



sale of a particular sort you let 

 your enthusiasm for illustration get th§ 

 better of your good judgment. You give 

 the picture too much space, or otherwise 

 play it up beyond its true value con- 

 sidering the stock on hand, etc., and 

 before you know it you are sold out of 

 that item and are up against the un- 

 profitable task of refunding money. Un- 

 less care and judgment are used in the 

 first use of color illustrations, this con- 

 dition is apt to occur. 



Methods of Illustrating. 



We have come to the conclusion that 

 photographic illustration is the best 

 from all viewpoints. An artist with a 

 facile pen or a magic brush can turn 

 out some strong pictures that, at first 

 glance, appear to be most wonderful 

 sales stimulators, but, if you are not on 

 your guard, your illustrations prepared 

 by an artist are likely to contain some 

 points that may bring unfavorable 

 situations. Actual photographs, taken 

 under normal conditions, and retouched 

 only enough to make them suitable for 

 the use of the photo-engraver, are, in 

 my opinion, the best for use in our line. 

 There are occasions when the line draw- 

 ing best fits the needs and purposes of 

 the catalogue builder. At other times 

 a zinc etching of a silver print fills the 

 job best. Specific cases call for specific 

 methods. In general, however, I be- 

 lieve that the half-tones made from 

 photographs are far the most effective 

 illustrations in our line. 



To return to the subject of this dis- 

 cussion: Picture, if you can, in your 

 mind's eye, a mail order seed catalogue 

 minus all pictures and you at once get 

 some conception of the value of illus- 

 trations to our printed sales efforts. 

 Selfishly, I could profitably wish for the 

 adoption among you of no illustrations 

 in your catalogues. I promise you, 

 though, that I would keep mine. 



PROVIDENCE, R. I. 



The Market. 



Funeral work furnished the only ac- 

 tivity in florists' circles here last week 

 and even this was barely sufficient to 

 use up the supplies on hand. Carna- 

 tions .are quite small, but as asters have 

 not yet put in an appearance to replace 

 them, what carnations do reach the 

 market are eagerly snapped up at $2 

 to $4. Roses are plentiful and are 

 bringing $2 to .$10 per hundred. Gla- 

 dioli are increasing in supply and bring 

 $1 per dozen readily. 



Various Notes. 



For the first time in the history of 

 the trade the downtown retail florists 

 of Providence have entered into a co- 

 operative movement for the early clos- 

 ing of their stores every Wednesday 

 afternoon during July and August, at 

 1 o'clock. The movement became ef- 

 fective July 17, the following concerns 

 being parties to the agreement: Wil- 

 liam A. Bowers, Hogg Greenhouses, 

 Johnston Bros., T. J. Johnston & Co., 

 Macnair, Smith the Florist and the 

 Westminster Greenhouses. 



Henry Phillips, of Academy avenue, 

 has returned from a trip to New York. 



The Quidnick Greenhouses, Inc., at 

 Quidnick, have commenced the erection 

 of a new greenhouse. 



Swan Peterson, of East Providence, 

 had a large funeral last week, including 

 two large gates ajar. 



Zvolanek's Winter Sweet PeaSeed 



For other varieties 

 send for price list. 



See4 will be ready 

 abou^ July 15th. 



Xmas Pink Orchid 



1 oz., 75c; 1 lb., $9.00 



Zvolanek's Rose 

 Zvolanek's Orange 



1 oz., $4.00; lib., $40.00 



Miss L. Gude 

 Watchung Orchid 

 Mrs. M. Spanolin 

 Bridal VeU 

 Mrs. Chas. Zvolanek 

 Zvolanek's Blue 



1 oz., 76c; 1 lb., $10.00 



Sim Orchid or Rose Queen 



1 oz., 50c; 1 lb., $5.00 



Zvolanek's Beauty 

 Zvolanek's Red (best red) 



1 oz., $1.00; 1 lb., $10.00 



Ant. C. Zvolanek & Sons 



Lompoc, Cat. 



Hyacinths Tulips 

 Narcissus Crocus 



Catalogue and 

 special prices 

 on application 



J. H. THORBVRN & CO., 



53 Barclay St., NEW YORK 



Mention Tb« R4't1«w -wben yon write. 



Let Me Be Your Seedsman 

 J. K. RUGOWSKI SEED CO., Inc. 



MANITOWOC, WIS. 



— Enough said 



BOLGIANO'S 

 "BIG CROP'' SEEDS 



"Tastad and Truatad" Ovar a Cantury 



Special Price Liat to Floriets and If arket Gardener*. 



Write for a copy at once— it will 



■ave roa money. 



J. BOLQIANO A SON, Baltimora. Md. 



John Burke, of Burke & Bums, has 

 gone to Colorado for an indefinite stay. 



Henry Patry had the decorations, of 

 potted plants and cut flowers, for the 

 opening of the Princess Gardens, on 

 Washington street, last week. 



W. A. Bowers is preparing for exten- 

 sive interior renovations of his store, 

 136 Washington street, on which he has 

 taken a ten years' lease. 



The New England Mushroom Co. has 

 petitioned the Cranston city council for 

 a ten years' exemption from taxes on 

 its property, on Oaklawn avenue. The 

 valuation of the concern is given as 



HELLER erCal 



MONtPCUER. 

 ONIQ. 



liLLLLK'S 

 ^11( ! 



( \si s 



ISei 



for 



ICatalo) 



Na34 



The Standard Bulb Coe 



Benton Harbor, Mich. 

 Dutch Bulbs, Gladioli, Dahlias 



ASK PRICES 



F. G. MARQUARDT, Inc. 

 Importers of Bulbs 



116-120 ^Test 32nd Street 



NEW YORK CITY 



$50,000 and the president is Louis 

 Lehman. 



Timothy O'Connor is in the south for 

 a few weeks' sojourn. 



Eugene McCarron has added a new 

 'automobile truck to his delivery de- 

 partment. 



Marten Schoonman, of the Quidnick 

 Greenhouses, has taken charge of the 

 firm's Boston market. 



Joseph Neuchauz, of the Bank Street 

 Greenhouses, Attleboro, has just pur- 

 chased a new touring car. 



Frederick Hoffman, of Hoffman Bros., 

 Pawtucket, is spending his leisure time 



