'Il,'l',lf'l'»', I'.'f) 



'■>*^s^ 



M. I'.'ffr*; 





i! Ill II II iiiiri 



WIRE WINDOWS 

 i^ PROVE THEIR WORTH 



Already the advertising importance and finaiwial valiie of window 

 displays presenting the florists' telegraph delivery service have been dwelt 

 upon in these columns. That such displays may he staged simply and 

 inexpensively, in small towns as well as hig, is shown in this article. 



OE the florist window dress- 

 ing is a side issue; how- 

 ever important its value 

 in his business, still it's 

 a side issue to him. But 

 there are some men to 

 whom it is not. There are 

 some to whom it is a full- 

 time job, a never-ending 

 study and a daily object 

 of mental concentration. They are 

 the professional window decorators, 

 who conceive the elaborate outlays in 

 the department store windows and esti- 

 mate a display not in dollars and cents, 

 but in thousands of dollars, forgetting 

 the decimal point altogether. To them 

 expense is not a consideration, for 

 elaborate and expensive materials are at 

 their hands; the prime object is some- 

 thing novel or distinctive enough to get 

 the attention of those who pass. 



These men declare that the most im- 

 portant part of a display is not its 

 expense, its color-scheme or its novelty 

 — though each of these is of great mo- 

 ment-— but the idea it carries. If the 

 idea is novel enough or big enough or 

 interesting enough, 

 an attention - com- 

 pelling display is 

 but a matter of 

 staging it well. The 

 window with the 

 forcible idea at- 

 tracts attention 

 away from the ex- 

 pensive setting, the 

 startling color- 

 scheme or the bi- 

 zarre effect. The 

 big thing, say these 

 men, is the idea. 



Here It Is. 



At hand for flo- 

 rists' use in win- 

 dow displays is one 

 of the biggest ideas 

 that the trade has 

 known. Some are 

 aware of it already. 

 Some have demon- 

 strated it. It needs 

 no proof here. Flo- 

 rists' telegraph de- 

 livery of flowers 

 has won so much at- 

 tention in window 

 displays during the 

 last year, to say 

 nothing of the years 

 before, that every 

 member of the 

 trade should know 

 its attention - com- 



pelling power, as the ad-writers say. 

 Those who have not learned it for them- 

 selves should know it from the pages 

 of The Review, where window displays 

 of this sort have been described and 

 their striking results been told. To en- 

 force these accounts, here are two more 

 instances — two more florists who have 

 learned the bigness of the idea of tele- 

 graph delivery of flowers in window 

 displays. 



A Confessed Plagiarist. 



In sending the photograph reproduced 

 on this page to The Review, the Wichita 

 Floral Co., at Wichita Falls, Tex., con- 

 fesses to "plagiarizing almost in toto 

 ideas set forth in The Review." But 

 that is not plagiarism. The ideas were 

 given in The Review for just the pur- 

 pose of inducing more florists to stage 

 such displays. And these two success- 

 ful cases are cited here to urge the good 

 work on. 



The window of the Wichita Floral 

 Co. was not an elaborate and costly one. 

 On the contrary, it was extremely sim- 

 ple and inexpensive. Such a window is 



Simple Window Displays on Telegraph Delivery Prove Most Effective. 



within the power of every florist, in 

 small towns and big, and the results it 

 yielded should prompt many more flo- 

 rists to use their valuable window 

 space for this end. 



Aside from the vase and baskets of 

 "flowers that tastefully decorated the 

 window, there were used several things 

 a florist does not have in his store, but 

 they are easily obtainable. The floor 

 of the window was covered by a large 

 map of the United States. On spots 

 representing the principal cities were 

 placed miniature telegraph poles strung 

 with wire. In the front of the window 

 was a telegraph instrument and next to 

 the glass were floral telegrams. Above 

 a calendar with the familiar slogan 

 across it was a placard which read: "A 

 Novel Service — Flowers via Wire. 

 Through a highly organized system 

 operating between reputable florists all 

 over the United States and Canada you 

 can have flowers delivered in any city 

 or town all within a few hours* time 

 after you place the order." 



"The new 'Say It with Flowers' 

 Western Union blanks came the day 

 after these photo- 

 graphs were taken 

 and of course we 

 immediately substi- 

 tuted them in the 

 window display," 

 states the Wichita 

 Floral Co.* ^'The 

 only original fea- 

 ture was put in the 

 same day and con- 

 sisted simply of one 

 of our bills from 

 the Western Union 

 hung in the win- 

 dow. It was nearly 

 five feet in length 

 and attracted a 

 very considerable 

 amount of com- 

 ment. " 



Its Worth. 



The success of 

 this display excited 

 much enthusiasm on 

 the part of Edwin 

 A. Bebb, manager 

 of the Wichita Flo- 

 ral Co. Mr. Bebb 

 has only been op- 

 erating this busi- 

 ness since his dis- 

 charge from the 

 army and yet the 

 store and the busi- 

 ness are among the 

 best in that section. 



—^-'•^— '-—*"-■■-* — *■- 



