134 



The Florists^ Review 



Septbmbbb 22, 19<21 



UP-TO-DATE GREENHOUSES 



must be lasting, convenient and efficient. They must be constructed 

 in accordance with the principles which have been approved by knowl- 

 edge and experience. We have been in the greenhouse manufacturing 

 business foi many years and our experience is at your disposal. 



Our patent LEAK-PROOF locked gutter has proven a success. If 

 you are not using the same as yet, do so on your next houses and we 

 know we can add your name to our list of satisfied customers. 



ICKES-BRAUN MILL CO. 



2330 Wabansia Avenue, Nev WMtcn «Dd North Arei. CHICAGO, 



GREENHOUSE MATERIAL, GREENHOUSE HARDWARE, PERMANITE, PAINT, ETC. 



X r 



PBt. Oct. 80, 1919 



NtmSERY ADVERTISING. 



(Continued from pai?e 126.) 

 and into the country. Our people are, 

 by inclination and because of ability, 

 home-owners. That means tree-buyers. 

 Ours is the richest country in the world; 

 if it were not, we couldn't pay a fed- 

 eral tax of $5,000,000,000 in a year of 

 peace. We have over half the world's 

 supply of gold in our vaults. Our bank 

 deposits are the largest in our history. 

 How much of this money are you going 

 to get for your goods? Every home- 

 owner is a customer. A man can wear 

 only one hat at a time, but every gar- 

 den has a place for another plant. And 

 there are the great estates, the parks, 

 the cemeteries, the highways, all need- 

 ing the things we produce. 



And all that market throughout the 

 whole country is open to every nursery- 

 man, no matter where located. Ours is 

 not a local industry; few things are so 

 widely distributed; Texas peaches are 

 planted in Michigan; Maryland apples 

 go to Missouri; Illinois evergreens find 

 place in Massachusetts parks. Outside 

 of a few nurserymen whose varieties 

 and distribution are limited by climatic 

 extremes, this market is open to all. The 

 average nursery is limited in its possi- 

 ble growth and expansion by just two 

 things and by nothing else, the capacity 

 to produce and the ability to sell. A 

 territory so vast can be covered only by 

 printed matter — advertising copy and 

 catalogues. Traveling salesmen can 

 reach only a few. Each can well sup- 

 plement the other; they go naturally 

 together. 



Writing the Copj. 



No business that I know of needs ad- 

 vertising as the nursery business needs 

 it; no business that I know of so readily 

 responds to the effect of intelligent 

 advertising. I don't mean to imply, 

 now, that buying advertising space and 

 distributing printed matter is going to 

 make you or anybody else rich. There 

 is a lot of money wasted on what some 

 folks fondly imagine is advertising. I 

 have already admitted that I think good 

 nursery advertising copy is mighty hard 

 to write. If I had any suggestions to 

 offer, they might be these: Have some- 

 thing to say. Say it in few words; 

 count 'em as you count the words in a 

 cablegram, for they cost a lot more. 

 Let every statement be frank, straight- 

 forward and absolutely truthful. Select 

 a single line or a single idea relating 

 to your business and feature it con- 

 spicuously in every advertisement. 

 Vary the rest with the season. Talk 



Our plant at York, Pa., has made Florists' pots for nearly ninty years. We took First Prise at I,ast 



Three Kxposltions. We may not be the oldest manufa'-turers In our line, but assuredly have the best 



pots. Try ua on your next order. PRICES LOW, QVAMTY GVAKANT ED. 



THE PROGRESSIVE CLAT COMPANY, MarbrMf* BMf ., few York City. Branch: Bulletin Bldg., Philadelphia 



THOSE ROUND BOTTOM RED POTS 



STANDARD POTS 

 AZALEA POTS 

 BULB PANS 

 HANGING BASKETS 

 FERNERY LININGS 

 SAUCERS 



With thirty years' experience and a large factory aqnipped with 

 the newest and most improved machinery we are capable of pro- 

 docinir round bottom red pots and other clay products of the high- 

 est quality in any quantity at the lowest possible prices. 



Our location on the C. & N. W. R. R. makes it easy to ahip to aD 



parts of the country, uid hard roads are convenient for shipments 



by auto truck to all points in and around Chieano. 



Write OS for samples and prices 



The WESTERN POTTERY CO.. Jefferaon Parii, OUcaso 



Phone Kildare 2726 6220-30 Norwood Park Ave. 



Mention The Review when yoa write. 



THE ELVERSON POT 



It is a dollars and cents saving proposition — plus satis- 

 factioa — to use the pot that proves its merit in the test 

 of actual service. Write for free samples of that pot. 



W. H. Elverson Pottery Co., New Brisfhton, Pa. 



KAHLER REAL RED POTS ^^^S^' 



Your orders always receive prompt and careful attention. Made 

 of high-grade material by skilled workmen in a modem plant. 



Write for prices and samples. 

 KAHLER POTTERY CO. - LOUISVILLE, NEB. 



GEORGE KELLER POTTERY CO. 



Successors to 

 GEO. KELLER & SON 



Manufacturers ot 



RED POTS 



Before buying write for prices 



2614-2622 HerDdoa Street 



Near Wrigrhtwood Avenue 



CHICAGO, ILL. 



about one thing at a time; talk about 

 what the buyer is interested in. Avoid 

 humor as you would a pestilence; you 

 may be as ponderously dull as you can 

 and likely as not it will be accepted for 

 wisdom, but beware of wit. I'd rather 

 advertise in a big paper than in a small 

 one; its readers are apt to be better 

 prospects. I'd rather advertise on the 

 same page with a dozen other nursery 

 firms than on a page alone; competition 

 helps. The prestige of the editorial 

 page gives weight to what appears in 

 the advertising pages; therefore, the 



FULL 

 SIZE 

 N^' 2 



Ireer's Pam-latr 

 Glazing Points 



For GreenlMiises 



Drive easy and true, becau«e 

 both bevels are on the Bame 

 side. Can't twist and break 

 the glass in driving. Galvan- 

 ized and will not rust No 

 rights or lefts. 

 The Peerless Glazing Point 

 is patented. No others likg 

 it. Order from your dea]^ 

 er or direct from ua. 

 Write for samples 

 and price. 



BXintTA. SKESX.I 

 tl4 Ctasstnnt 8tr*«i> 

 • gklladslphla. 



Mention The Rerlew when yon write. 



paper with a following is a good place 

 to advertise. I'd rather have six inches 

 in the biggest and best paper than one 

 inch in six other papers. Large space 

 is more effective and therefore cheaper 

 than small space; but, large or small, 

 remember the effectiveness of the wide 

 margin. And when you have told your 



