10 



The Florists^ Review 



AU1jL'>( 



r.ti:;. 



in \iiiii. lit' th«'ii rt'suiiH's liis olii jiosi- 

 tioii iiiul Jtf^aiii jiaticiitly awaits an- 

 other l)itt'. it has hcoM statt'il l>y sev- 

 • ■ral spectators tliat this is a true rep- 

 resentation of tlieir hick ilnrino their 

 sii miner outinj^s. '' 



W'hatevei- the appeal to human ex- 

 perience that this particular fisherman 

 toy »>xerts, whicli nialu's it doubly at- 

 tra<-ti\'o, othei- uu-chanical toys add 

 greatly to a window dei'oration. Whir- 

 ring motorhoats and autouuihiles. even 

 tliouyh they nevei reach a destination, 

 catch the eye, for llic (>yc of the ordi- 

 iiaiv indi\'idual is as sensitive' to a 

 mo\ inji object as the eye ol' a hull to 

 a hit of red, although tlie effect may 

 not he the same. 



Puzzles Are Good Advertising. 



There i> a rulin;i principle whicli 

 should he carried in mind ami may as 

 well he mentioned here. This is to the 

 tdfect that a puzzle is ahout the j:reatest 

 keeper of attention. If somewhere in 

 the wiiKJow theic is a hit of ai'tion 

 that cannot he accounted for ip\' any 

 mechanical contii\ance within the 

 sco|)e of the spectator's fancy, the puz- 

 zle will he an eternal lodestar to him. 

 If hi' can .not find out how it works 

 today lie \\ ill come hack tcunorrow. and 

 ayain aucl ayain. lie will tell a friend 

 that ovei- in the window of So-and-lSo, 

 the florists, theie is a cont rivanc«> that 

 has ;:ot him j^uessiny. and the fiiend 

 also will try to sohc the jiuzzle. This 

 is real a<i\eitisiii;:. 



In the window of a <'hica^(» husiness 

 house there is a toy steamer that steers 

 it> \vay amid rocks and liiildeii dany;ers 

 and nevei- falters and iie\('r meets dis- 

 aster. One's first eness is a wire under 

 the water aiicl -search i^ made immedi- 



ately for it. The water is clear and 

 smooth as ^lass, hut no means of eon- 

 tr(d is revealed to the eyes of the 

 searcher. So he conies Hf;ain, always 

 hunting for a solution. Such a device 

 is ilifticult, hut many simpler puzzles 

 may he devised. .\ whirling spray in- 

 side a jilohe of ylass and hidden hy the 

 water flowing; ilown the sides of the 

 ;ilohe often puzzh's some peojde for a 

 while. The jiuzzle need not he unsolv- 

 ahle; it neeil only puzzle for a time 

 and, when solved, merit the coiimieiida- 

 ticui of (dexcrness. 



Appeal to Other Interests. 



It is a wtdl-knowii rule in advertising; 

 to hittdi U]» one's idea witii somethiiif.; 

 (dse in which people are stronyly in- 

 terested. Il<>n<-e the yreat nuinher of 

 hastd)all ideas in advertisements, par- 

 ticularly of men's needs. This rule 

 helps (Hpially in window di'i'oiJition and 

 will leiKl a touch that makes the dis- 

 play worfii twice the value it other- 

 wise has. Appropriate desijiiis for holi- 

 days iind sjiecial occasions ha\e lonj; 

 heen the rule. I>esi;;ns appropriate to 

 locality .-ind tiie interests of the season, 

 and in siune way lini<ec[ up with those 

 thinjis in wlii( h the spectator is almost 

 certain to he interested, are of as 

 much, if not ot' more \alue. 



This is, of course, meant to l)e car- 

 ried out ill a particular way, j.ist as in 

 a hroiid way the whole display is made 

 tf) ajipeal to the interest the passer-by 

 has in a i-o(d spot. .\s the efiort to 

 arouse a fetdin;/ of coolness must be 

 i-oiistantly lut'sent in the iloy-da\s win- 

 dow decoration, so the idea of hitchinji 

 up the window a<l\ ertisemeiit to the in- 

 terests of those who will see it ou<;ht 

 to 1m> ever in miiiil. 



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CONVENTION HALL ALL RIGHT. 



This note |> ten tile pnipd^e lit ^ettill).' 

 at rest disijiiiet i 11J4 inmiii-- a-- to the 

 conditioti of the ai'noiy ;it .M iniie;ip(di^ 

 that is to he Used ;i^ ! he convention 

 hall. 



.\ stoix ha> been ^oin;; riDin irjuuth 

 to mouth and uiowiny with e.-odi telliii).;. 

 until it miyht appear that the luiildin;» 

 is unsafe. The fact-- a|i|peai to he ijuite 

 tanU'. It is st.-lted by (.eol;;e .\siini-. 

 who has just retuined to <hica<io after 

 spendinf; se\ei;il d!i\s ;i' .Minneapolis, 

 that ;i section of the west wall pos- 

 siblv ](».\ln f(-et ha» bei ii taken dowu 

 and boarded u\t pen iiiiy^ fie pennaiient 

 rebuildinff with bri(d\ aff-" the conven- 

 tion. The roof is i';irried on ■-teei yird 

 ers on eoni-r.de jiilastei- and is en- 

 tirely independent of the u.ails. If all 

 the walls were removed it would not 

 affect the stability of the hiiildiny. One 

 small section between jiirdiis some tinu; 

 ajjo partefl a rrw inches from the steel 

 aii'l repairs were (.rdt-red hy the state. 

 Ffir the convenience of the S. .\. V. the 



per-iianeiif work wn- po>tiioiied niifil 

 after the convention. ()!' course saiioii^ 

 conferences ha\e been necessary, luif 

 the niaffei ]■• of nil leal cMn>ei|nenci> 

 Mid -should not 1 xajJLJerated. 



CONVENTION PREPARATIONS. 



The Outdoor Exhibits. 



Nice president Theodore Wiitli. who 

 1- in charge ot the oiifdooi e.Nhihits 

 that are to lie a fe.itiiie of the S. .\. I'. 

 con\eiition at Minneapolis, is disap- 

 |>iuiited with file showini;: the levpniise 

 I'v the trade has not come up to his 

 eXjiectatioiis. .\ccoiiiiny to the list 

 pnblisheil in The l.'i'X iew .lul\ :'.!, 

 eii^hteeii firms from a distance ha\'e 

 taken s|i;ice. as ha\e tliirfeeii in .Min 

 neaptdis and St. Taul. :i total of thirty 

 one exhibitors. It also was stated in 

 the same issue that at least one ex 

 hibitor is jiayiii;,' $4." for liis outdoor 

 -pace. That will seem to those who at- 

 tend the convention as iieiii" a dis- 



tinctly creditable showuisi. althouj;'^ 

 Mr. Wirth writes: 



"Are .all the many advantages oi 

 our conventions and trade exhibits an 

 derstood and r«>coji;nized, and are we 

 all <loiiiji (uir share to advance those 

 ad\antaj;es for the common jjood of' the 

 trade in j^eneralf 



"1 Ixdieve that the speaker at a re 

 cent meeting of the IMiiladelphia Flo 

 rists' Club was entirely riujht in sayiuy; 

 that 'we do not always ;.Mve each other 

 the scpiare deal,' and his remarks, which 

 were dealing in the main with existinji 

 ridations between i^rowers and retailers, 

 can wtdl be applied and are e<|ually true 

 in a still broader sense when we con 

 sider the relations between the craft 

 as a wlude and our emleavors to ad 

 \aiice and explore to the fullest extent 

 our larye ami e\er promisiiii; litdd ot 

 work'. 



"The fruth of fhi- i- wtdl deiiion- 

 strateil through the comjiarat ively 

 small interest shown by the ^rowtM- 

 and dealers of this couiiti.v in tin' uii- 

 dertakiii>; of .an outdoor exhiidt in con- 

 nection with the comiii>; coii\ent ion. 

 .\o lietter opportunity has e\-er lieei; 

 oH'ereil to any j;rower or di'aler to dis 

 |day his jdants ad.apted f<ir outdoor ciil 

 ture than the yardeii iiov\- jdanted. 

 which from a cultural jnunt of \ iew i- 

 now in .a jtromisiny eondition. The ex- 

 ])ense for space was low atitl the as 

 suranee jjiven for the juoper care, cul- 

 tivation and )iroteetion of the eNhibit"- 

 could not ha\e been made iikhc satis- 

 factory. 



''The aiisw«'rs to our appeal for ex- 

 hibits i(M'eived from soiiii- of the li-ad- 

 ing linns, and the marked indifference 

 shown by the yri-at majority of ttrow- 

 ers ami dealers, are, to saN' the least, 

 discoiira^in>; and not creditable to the 

 < raft as a whole. The only leasonable 

 excuse for the latd; of better sujiport 

 for this iindeitakiiii; is that it is a 

 new venture in connection with oui 

 coineiition. (Jood weather prevailiuj:. 

 the success of this exhibition garden i* 

 tissured. and it is hope<l same will re- 

 ■-uif ill similar displays at future eon 

 \eiilions. to which the trade will smelv 

 ;;i\e better support."' 



Secretary Young's View. 



On the other li;in<l. Secretary John 

 ^ (11111;: thinks the prospect for the cou- 

 \ciitioii anion;: the best in years. Writ 

 iiii; .\iiyiisf I, he sjiid in ]iait : 



" .K state of |iie]iaredness may be 

 -aid to exist :it this time. All the 

 local coinniittees have been and are 

 worliin;^ in harmony, and all details are 

 -o arran;xed th.at no one expe<"ts the 

 -liybtest hitch to occur duiMii; conveTi- 

 t ion week. 



"The main hall oi th.- Aiinoiy, whore 

 the trade exhibits are to be located, i^ 

 idea! for exhibition purposes. The 

 plai.tin^is in the oufiloor exhibition 

 lia\" pid^^ressed wtdl, and sliouM be 

 just ri;:ht when the convention opens. 

 .\ll will he leailx when the- iltdetjates 

 arrive. 



"Intending visitors should av(dd the 

 po-sil)i|ity of disappointment in obtaiii- 

 iny hotel aci-omiiioclation t<t their lik- 

 in;: by makinji room reservations at 

 once. .Minneajiolis has many ^ood ho 

 tels but at this time of the year rhe\ 

 are i^enerallv wtdl jjatronized by tour- 

 ists; hence the wisdom oi hookin<i ac 

 commodatitms early. 



"<^ireat iiiejiaration ha- been mad- 

 to care for the comfort aud pleasure <>: 

 the \isitiim ladies. The Minnikahd;i 

 <"lub. where the luncheon will be irivi" 



