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no 



The Florists^ Review 



JuNB 8. 1922 



CROTONS 



From 2^>lBeli to Spaeimaas 



m-lii. pota. $25.00 per 100. 



PHOENIX RECLINATA 



3K-in.. extra large. $&00 per 100. 



HUGH N. NATHESON 



418 S. W. Second ATenne 

 MIAMI :x :: FLORIDA 



My Specialty 



POTTED PLANTS 



TO THE TRADE ONLY 



A. L MILLER, Jamaica, N. Y. 



after a careful study of tlie location 

 phase, we inoved to Atlanta, wliich is 

 the hub of the major part of the ter- 

 ritory our business serves. 



Capital Necessary. 



Capital has been mentioned. The 

 amount necessary is dependent on the 

 scale attempted. It is not well to have 

 too much to start with. Too much 

 available at the start will usually en- 

 courage waste. Not a great deal needs 

 to l)e spent for seed stock the first year 

 or two, for the quantities sold will be 

 relatively small. If an exclusively 

 mailorder business is contemplated, 

 location in a city or town can be in a 

 low-rent district. If local business is 

 sought, over-the-counter trade in com- 

 ))ination with mail-order, a more expen- 

 sive location must be had. We doubt 

 the general wisdom of trying to com- 

 bine mail-order and local business, al- 

 thougli we do it ourselves. Wc do, how- 

 ever, handle the local business as a sep- 

 arate department with its own manager. 



It is almost inevitable that the per- 

 sonal attention the new seedsman 

 thinks he must give the local customers 

 will swam]) his mail-order asj)irations. 

 Our Philadelphia friends, Burpee and 

 Maule, are far removed from the retail 

 centers and pay little or no attention to 

 the local phase. The great general mail- 

 order houses of Chicago have, until 

 recently at least, ignored the local busi- 

 ness phase. The two phases, unless han- 

 dleil as distinct and separate depart- 

 ments, are decidedly liable to be an- 

 tagonistic, because they represent dis- 

 tinct phases of merchandising. 



If it can be so arranged, it is far liet- 

 ter to have a store of capital available 

 to be drawn on from year to year until 

 the break-even or ]irofit point is reached 

 with good luck and good management 

 in about five years from the start. Tiiis 

 loss period is almost inevitable; so it 

 would best be counted on in the begin- 

 ning. 



We mentioned "advertising in- 

 stinct" as one of the essentials. The 

 necessity for convincing advertising in 

 the catalogue and in the public press is 

 an absolute essential. Some men are 

 born advertisers. They have the fac- 

 ulty of projecting their business into 

 the eyes and minds of the public in a 

 way that carries conviction. In reality, 

 however, the best advertisement tlu^ 



NATALIE 



A new medium pink seedling carnation 

 that will take the place of Ward 



NATALIE was awarded the Silver Medal in New York 

 Won First Prize and was awarded a Report of Merit in Boston 



Place your order at once to Insure early delivery 



ROOTED CUTTINGS 

 $12.00 per 100; $100.00 per 1000; $450.00 per 5000 



250 at 1000 rate 



Deliveries begianiDg December, 1922, and filled in the order received. 



JOY FLORAL CO. 



Nashville, Tennessee 



BETTY JANE 



Awarded the Silver Medal at the National Flower 

 Show at Indianapolis, Indiana, 



Our new Ward pink seedling has a beautiful 

 formed flower on long, stiff stems; of an even 

 shade of Ward pink. It is a good grower in 

 the field and under glass and a free and con- 

 tinuous bloomer, good keeper and shipper. 



Awarded the Special S. A, F. & O. H. Silver Medal 



by the American Carnation Society at Hartford, 



Connecticut, January, 1922. 



Place your order now for early delivery next 

 winter. $12.50 per 100; $110.00 per 1000. 



Orden will 6« filled in rotation aa received 



A. JABLONSKY, Carnation Specialist, 



OLIVETTE, CLAYTON P. O., MISSOURI 



BIDDEFORD, MAINE 



CARNATION PLANTS 



ROSALIND, rooted cuttings 1120.00 perlflOQ s. 



IMPROVED WARD, rooted cuttings lOO.M per 1000 ^ 



December. 1922 delivery. 



MAINE SUNSHINE, rooted cuttings 120.00 per 1000 



WHITE DELIGHT, rooted cuttings lOO.OO per 1000 



April, 1922 delivery. 



