NOVKMBEB 24, 1921 



The Florists^ Review 



69 



iCSl^cl,Ptt''-x5yCllV01Fy Uw^cHrCHiG 



?hg florists whose cmrds appear on the pages carrying this head, are prepared to fill orders 

 """""" from other florists for local delivery on the usual basis. " " 



FOREIGN SECTION 



ENGLAND 



You can 



"Sby It with 



Fluwen" to 



anyone in 



the British 



Isles through 



Bees' 



Flower 



Seivice 



Hembera 

 F. T. D. 



BOLD STREET. 





Steamers 



arriving at or 



leaving any 



port can be 



served at a 



few hours* 



notice 



Memben 

 P. T. D. 



LIVERPOOL 



CABLE ME YOUR ORDERS FOR 



FRANCE 



MARY :: FLORIST 



37 Rue Lapeyrouse 

 PARIS, near the Etoile, FRANCE 



CABLE US YOUR ORDERS FOR 



ENGLAND 



With fifteen important shops in good centers, we are 

 the largest florists in England and better equipped 

 than anyone else to carry out cable orders. 



DINCLEYS. Ltd 



Head Office: Cambridge St., MANCHESTER 



LIVERPOOL Branch, 2 Parker St. 



SHEFFIELD, ENGLAND. 

 WILLIAM ARTINDALE & SON 



FLORISTS SEEDSMEN NURSERYMEN 



take the milk industry. For years the 

 farmers were selling milk without profit. 

 They were able to do it only because 

 they worked hard and for long hours 

 (fourteen to sixteen a day) and did not 

 charge themselves anytliing for their 

 time. But gradually, as a younger genera- 

 tion sprang up, they began to realize 

 what their losses were. Milk, being a ne- 

 cessity of life, had a ready market, or, 

 in other words, the demand was there. 

 They did not have to bend their energy 

 in that direction. But even with the 

 demand present, the jirice they got was 

 not satisfactory. Not until they organ- 

 ized themselves into the Milk Produc- 

 ers' Association and got control of the 

 supply, were they aljle to get compensa- 

 tion for their work and ca]»ital invested. 

 Now let us look into the fruit grow- 

 ing industry. Fruit is not as perishable 

 as milk or flowers, but, nevertheless, 

 some varieties of fruit are highly per- 

 islialjle. Fruit growers, too, were work- 

 ing from hand to mouth, as the saying 

 goes, until they organized. They "had 

 to start by building uj) the demand, 

 and how successful they have been we 

 all know. But did they stop there? Nol 

 They have under good control the su])- 

 ply as well. In the foregoing we see 

 two systems working to achieve the 

 same result; namely, of getting the 

 price that is fair and more uniform. 

 Now let us look into the cost of each 

 of these systems. The milk producers 



Bluff, Guff 



Or Business Building 

 Which? 



There is a lot of bluff in business. 



But there's a lot more of guff in advertising. 



Guff in advertising gets just about as far as bluff in business. 



For example. I might claim in these ads that no one has as 

 fine flowers or could make as quick deliveries. 



And on the strength of ihe statement, proceed to claim you 

 should send me your F. T. D. business. 



Another way would be to chat with you in the ads about some 

 of the thinus which have successfully business built for us, as 

 well as for others. 



If month after month and year after year, I kept up that 

 same kind of plain common sense chats, you would finally con- 

 clude thit Stumpp was a staunch business builder instead of 

 a bluff guffer. 



After which you would come to the further conclusion that he 

 is the kind of man to send your F. T. D. orders to. 

 When that time comes, you can depend on it, that the flowers 

 we send and the service we give, will business build for you. 



New York's Favorite Flower Shop 



<^/ 



Fifth Avenue at S8th Street 



are charged ten per cent monthly on 

 their gross sales. (One month it was 

 fifty per cent.) The fruit growers' fig- 

 ures I do not know exactly, but it is 

 between five and seven i)er cent annu- 

 iilly. Would the flower growers lie will- 

 ing to assess themselves in like propor- 

 tions? Gentlemen, if you want to put 

 our industry on a better liasis commer- 

 cially, you and I will be compelled to 



do as the fruit growers and milk pro- 

 ducers were compelled to do. 



Results of Supply and Demand. 



In the foregoing arguments, I wished 

 to point out that i)rice is only the result 

 of two factors, supply and demand, 

 dominating the market at a particular 

 time. If the demand exceeds the supply, 

 the price goes up, thus choking off the 



