22 



The Florists' Review 



Decbmbbr 22, 1921 



'Buckingham 1000' 



U the telephone number that standi for 

 all that li to be desired in floral service. 

 A Wittbold floral artbt will be ^lad to 

 offer s«j(|fgestions for your Christmas 

 floral giltM. Simply phone 



BUCKINGHAM 1000 



1^^ 



CHRISTMAS' TREES 



We have the £ne«t collection of CUrutmu 

 Trem in Chicago. We adviae jour early selec- 

 tion. Delivery aerrice to all paila of Chicago. 

 Simply phone and tell na the day to tend it. 



745 Bockingham Place 



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Telephone Number the Talking Point. 



outdoor conditions. The cover may then 

 be finished off by placing a cluster of 

 sprays of ruscus or flowers in the center 

 and fastening it down in the same man- 

 ner. 



It may readily be s"cen that the above 

 arrangement may be easily modified and 

 different effects secured by using vari- 

 ous combinations of mate?tal».> The 

 method of procedure would, however, be 

 the same. 



When the cover is delivered, there 

 should be sent with it a sufficient num- 

 ber of wire hooks, eight to ten inches 

 long, to fasten it down and prevent the 

 wind from rolling it up. 



The selling price of such a cover may 

 be easily determined by estimating the 

 cost of the materials entering into its 

 construction, and the cost of the labor 

 and overhead, and adding to this a rea- 

 sonable profit. 



OBDEBING BY TEI.EPHONE. 



Plorists, today, are making the appeal 

 for retail business by telephone stronger 

 than ever before; they realize that the 

 number of their daily orders can be in- 

 creased innumerably by educating the 

 public into the use of this method of 

 buying. A campaign of this sort, how- 

 ever, must contain an element of reas- 

 surance: people are prone to entertain 

 the erroneous conviction that business 

 men assume the attitude of, "Oh! well, 

 I'll never see him again," and it is this 

 sort of feeling on the part of the public 

 which the florist must overcome if he 

 expects to be successful in his enter- 

 prise. Hence the strong emphasis on 

 service in such advertising. The time 

 element is also a great factor; people 

 who can afford to buy flowers will do so 

 much more often if Nthoy can be assured 

 of getting quality and service by merely 

 stepping to the telephone. 



Telephone orders, of course, necessi- 

 tate the opening of a charge account, 

 which may entail a little extra trouble 

 on the paVt of the florist, but in view 

 of the fact that about ninety-nine per 

 cent of the people are honest, the loss in 

 the way of bad debts is comparatively 

 bUiall when the amount of increased 



business is considered. A charge ac- 

 count lends facility; it can be paid once 

 a month by cheek and the customer who 

 has one probably buys more flowers than 

 he would otherwise. 



On this page are reproduced two ad- 

 vertisements in the Chicago Tribune of 

 December 16, used by two of Chicago's 

 leading florists to promote their tele- 

 l)hone order business. In both of these 

 advertisements the appeal for a trial 

 order is promiiicnt; in one of them, too, 

 the convenience of opening a charge 

 account is emphasized. In the other, 

 the readiness of a floral artist to offer 

 Clfristmas gift suggestions is noted and 

 the psychology of a telephone number 

 which is easily remembered is exempli- 

 fied. 



YULETIDE PUBLICITY. 



The value of publicity in the news 

 columns, even over that in the advertis- 

 ing columns, is recognized by all who 

 have put thought on the subject. But the 

 former is harder to get than the latter. 

 Tlie former can only be obtained by copy 

 that is of news interest; the latter can 

 always be had if one will pay for the 

 space. Yet much publicity can be ob- 

 tained in his local newspapers by the 

 florist if he can sense the kind of copy 

 the editors "fall for." Charles Henry 

 Fox, of Philadelphia, has that ability 

 and he has sent to each of the news- 

 ' papers in his city a story about flowers 

 for Christmas. It appeared in the North 

 American, "Sunday, December 18. It was 

 not in an inconspicuous position, but 

 at the top of a column on page 3, with 

 large headlines, and occupied nearly 

 half a column. The story supplied by 

 Mr. Fox, as it appeared in the North 

 American, read: 



FLOWERS PLE.NTIFUL FOR THIS YULKTIDE. 



N'oveltlei Make Holidays Oaj-er Than Ever 



Before. 



DISPLAYS UNIQUE. 



With roses and other flowers more plentiful 

 than ever before, and prices lower than they were 

 In 1914, the J'urrent Yuletide will be gayer than 

 it has been for many years. 



Flowers are plentiful just now, because of the 



recent mild weather, according to statements 

 made yesterday by florists in the central section 

 of the city. Men and women In all walks of 

 life are buying flowers; flowers in boxes, bou- 

 quets and baskets for gifts and flowers for dec- 

 orating the borne, they added. 

 " Tlie floral output this year is not limited in 

 the conventional holly imd evergreen of former 

 seasns. There are inimnK^nible nuveitics tl];u 

 are as delightful and gay as the seisou itself. 

 .\nd these are finding a ready demand, becaiue 

 they are not as perishable as holly and oilier 

 I'iiristmas greens. 



To replace the holly wreath, whose berries drop 

 off quickly, there are small baskets containing 

 colored cones, poppy hearts in innumerable colors, 

 sprigs of heather and colored ruscus. The han- 

 dle of the basket, which may be hung on a door 

 knob, in the window or on the wall, is tied with 

 a large ribtran bow. Then there are flower "cen- 

 terpieces" for table decoration. The flowers are 

 arranged on a wooden plaque and red and green 

 fiber decorates the edge. There is a candlebolder 

 in the center and a long, tapering, bright red 

 candle set in this grove gives the desired effect. 

 The red fll)er wreath with large cluster of poin- 

 settias, two-tone ruscus, dracsenas and peppers 

 is another substitute for the old-fashioned holly 

 wreath. 



Oxidized vases, jardinieres and painted bas- 

 kets containing lieather, blue lace flowers, Christ- 

 mas orchids and orange trees are l)eing purchased 

 by many for gift purposes, it is said. 



CHIPS AND THE OLD BLOCK. 



On page 23 is an excellent picture 

 of a well known family of florists. Here 

 sits Albert F. Amling, surrounded by 

 his five sons. 



Albert F. Amling is well known in 

 the trade as head of the corporation 

 which bears his name. For many years 

 Mr. Amling has been one of the largest 

 producers of roses for the Chicago mar- 

 ket. He has worked so long and suc- 

 cessfully at it that now he devotes a 

 considerable share of his time to the 

 affairs of the Maywood State bank, of 

 which he is vice-president, active man- 

 agement of the greenhouses being in the 

 hands of his son. Otto, who sits at the 

 left in the picture. Otto Amling is 

 secretary of the organization of grow- 

 ers in the Chicago market and recently 

 has served a term as treasurer of the 

 Chicago Florists' Club. 



At the right in the picture sits Ernst 

 C. Amling. This energetic young man, 

 when just emerging from boyhood, 

 started a business of his own near his 

 father's range in Maywood. He mad« 



FLEISCHMAN Flowers 

 are right at your elbow 



Do YOU realize that Fleischman Flower SERVICE 

 is right at your elbow? You need only 'phone to 

 get flowers when, and where, you want them. 



And every order we take is checked and rechecked 

 to insure prompt and accurate delivery. This is 

 Fleischman "SERVICE" which guarantees finer, 

 fresher flowers. Yet they cost no more than at any 

 other good shop. 



e4 charge account 

 'with Fleischman is 

 a great conveni- 

 ence. Why not open 

 one— today? 



CHICAGO'S LEADING FLORIST 

 Juckson and Michigan Birds Railway Exchange Bldg. 



It Occupied Space Four Times This Size in Chicago's Largest Newspaper. 



