60 



The Florists' Review 



July 7, 1921 



the maximuiii effect was noted. In one 

 example a Sunday newspaper advertise- 

 ment of gladioli, placed on the same 

 page with an article on gladioli, supplied 

 by the garden bureau, pulled business 

 amounting to four times the cost of the 

 advertisement. If we could always do 

 this, we should certainly get rich. 



The expense of this i)ublicity, under 

 the garden bureau plan, is a fraction of 

 the cost of a paid advertising campaign. 



CATALOGUES RECEIVED. 



Henry A, Dreer, Philadelpliin, Pa. — "Spccliil 

 MidKunimer Offer for Florists," containing u 

 wliol('«ale list of flower seeds and an advance of- 

 fer of bnlbs; twenty-four pages, well illustrated. 

 All lines of flower seeds, for greenhouse, garden 

 and perennial border, are Included, but the pros- 

 pective purchaser of vegetable seeds is referred 

 to the Dreer wholesale market gardeners' cata- 

 logue. 



Ant. C. Zvolanek & Sons, I.ompoc, Cal. — 

 "Zvolanek's Florists' List of Sweet Pea Seed," 

 an 8-page pocket-form booklet. Hesides the 

 general stock and last year's novelties, three 

 new varieties for 1921-22 are listed. One page 

 is occupied by ten ".Short Commandments on 

 Sweet I'ea Culture." 



Paul F. Rochelle, Morristown, N. .1. — List of 

 vegetable plants. The varieties carried com- 

 prise eggplants, cabbage, celery, lettuce, tomato, 

 cauliflower, pepper and sweet potato plants, 

 and they are classified as early and late cold- 

 frame, transplanted potted, fleld-grown and re- 

 rooted stock. Aster plants also are offered. 



Charles Frost, Kenil worth. N. J. — An illus- 

 trated, clearly printed folder, containing a 

 descriptive trade list of "Kenilworth Giant 

 Pansy Seed." Besides the different types, 

 strains or collections, such as the "Giant Kenil- 

 worth Cut Flower Mixture," the stock com- 

 prises about forty varieties that are offered by 

 name, in separate colors. 



Henry F. Mlohell Co,, Philadelphia, Pa.— Illus- 

 trated, summer wholesale <-atalogue of seeds, 

 bulbs, plants, implements and sundries; thirty- 

 two pages, besides the richly colored cover and 

 three inserts. On the cover are shown half a 

 dozen varieties of sweet peas, hesides primulas. 

 cinerarias, cyclamens and pansies. 'A green- 

 tinted insert offers seeds of perennials; a pink 

 sheet contains a wholesale list of bulbs; the other 

 Insert is devoted to lilies and bears n colored 

 picture of three varieties. 



INTRICACIES OF SEED TRADE. 



Problems Presented. 



To the thinking seedsman — and they 

 are all that kind who stay in the busi- 

 ness — various questions present them- 

 selves to which the answer is not easy. 

 It is to the fact that such keen minds 

 have been brought to bear on such mat- 

 ters in earlier years that the trade 

 owes its higli standing today. But the 

 problems are not all solved, not by any 



Joseph Steckler> St. 



(New President of the .Southern Seedsmen's Assn.) 



ANNOUNCEMENT 



Change of Business 



To all my old customers and friends I beg to announce that 

 commencing July 1st my business, heretofore known as L. J. 

 REUTER CO., will be consolidated with the plant brokerage 

 business of C. U. LIGGIT, Philadelphia. 



My office and phone connection at Watertown, Mass., will 

 remain open as in the past. I will give my personal attention to 

 all New England business in particular, as well as any other orders 

 sent me direct from any other section All orders will be filled in 

 all c-ises with stock from as nearby a shipping point as is possible. 

 I shall devote my entire time to the service of New England in 

 particular, both as to filling orders, as well as the selling of any 

 good stock which any grower may have in surplus. 



All bills contracted by L. J. Reuter Co. prior to July 1st will 

 be paid by me and I will collect all accounts owing me. I will, 

 therefore, appreciate the assistance of all my customers in Fettling 

 up these accounts. 



Write me direct to the address below, and phone anv time it 

 can be made conveni«*nt. I am always at your service. It will be 

 my effort to give better service than T have been able to give at 

 any time in the past, and I am sure that under the new arrange- 

 ment better service will result. 



L. J. REUTER 



15 CEDAR ST. "^iW^ir BOSTON, MASS. 



Telephone. NEWTON NORTH 3333.W 



manner of means. Some of those still 

 before us have been presented by a 

 British seedsman in the following 

 terms: 



Wide Scope of Trade. 



"Today, perhaps more than ever, we 

 see tradesmen and dealers of all de- 

 scriptions dabbling in garden seeds and 

 the idea seems to be pretty general 

 that the seed trade is a business which 

 can well be handled by the corn 

 chandler, the grocer, the general stores 

 dealer, or even the draper. Even in 

 the legitimate trade itself we are 

 familiar with youngsters who imagine 

 that two or three seasons behind the 

 counter of a retail seed shop has en- 

 abled them to grasp the business and 

 justifies their application for a post 

 as fully qualified seedsmen. And yet 

 I am constrained to opine that, of all 

 branches of horticulture, none is so 

 deluged in intricacies as the seed trade 

 and the men who have the widest ex- 

 perience and have studied most assid- 

 uously will most readily admit the vast 

 extent of that which still remains be- 

 yond their ken. 



"One may handle seeds until there 

 are few he cannot name at sight. He 

 may be keen enough to tell from a 

 sample in his hand whether it has the 

 weight demanded of a good stock. The 

 presence of foreign seeds or weeds may 

 never escape his eagle eye and he may 



ST. LOUIS SEED CO. 



The Home of "Pure and Sure" Seeds 



411-413 WASHINGTON AVENUE 



ST. LOUIS, MO. 



Return Envelopes 



Catalogue Envelopes 



Seed Packets 



Brown Bag Filling Machine Co. 



Fitchburg, Maa*., U. S. A. 



M 



