36 



The Florists' Review 



JPkcbubeb 10, 1914. 



pers, 



but for him the best insurance 



against a poor season is the use of 

 strong display in the best of the 

 papers in his field. The newspaper 

 talks to thousands. 



Use One Paper — Strong. 



Few florists have capacity enough to 

 justify advertising heavily in all the 

 papers that seek the business and many 

 make the mistake of dividing up the 

 sum available to buy small space in 

 each paper. But the effect is weak- 

 ened. The better policy is to use one 

 paper and strong display. If there is 

 money left, save that. The best paper 

 in a town usually is so far ahead of 

 the second best that a florist has noth- 

 ing to lose by confining his attention 

 to the leader and thereby securing its 

 firm friendship and best service. 



To pick out the best paper is far 

 easier than to write good copy. The 

 best paper is not necessarily the one 

 you read; perhaps your interests are 

 with one political party while those of 

 the best flower buyers in your city may 

 •be with the other. The one sure way 

 to tell what paper has the most readers 

 is to size up the advertising carried. 

 Don't guess. Count. The paper that 

 has the most business, issue after issue, 

 is sure to have the most readers. To 

 tell whether those readers are flower 

 buyers, read the ads. If they appeal 

 to the same class you want to reach, 

 all right; if to a cheaper class, consider 

 other media. 



To write good copy is not so simple. 

 It can not be done without thorough 

 familiarity with the advertiser's situ- 

 ation. It doubtless is true that any 

 advertising is better than no adver- 

 tising, but it is equally true that some 

 advertising is in a wonderful degree 

 better than some other advertising, al- 

 though the cost of the space is the 

 same in both cases. Ooiosequently it 

 behooves the florist who can not study 

 the matter for himself to employ an 

 advertising man to prepare his copy 

 for him. 



Don't Delay — Get Busy. 



This has been a "put it off" seanou. 

 Everybody has procrastinated. The 

 average florist is less ready for Christ- 



POINSETTIAS 



. N4luri*'^ tribyitc h\ rlio H.'i^i,iy .piril in it' movt >({M|ii' iinJ 

 t»eautiful lorm ;ni1 4.»lor. I hi- ,;;|iisvy, ik!i. d;ifV j^nvi; ..( ili.' 

 tiiliajti' furms » )(L-?lVi.i -i.-Uiiii, l--: 0.\c iiu<ni:Hi, i.l !>io^ ■■'in-. ■-) 



Extra Fine Sp«cimcm Tlus Week, from jj^l JM> !*' 85.00 



OUR POITED PLANTS FOR CHRISTMAS 

 AUo Ii^dude the F'oUoHing : 



-"•aloo"'''-' •».'»H» 



t.-,|..;i(,.» Hi-,... y.fy ■ 

 • t.&ll 

 • IW ■tipbtt) I* Itmklrrt 







(/.ii, 1,.,.- -.•!.--. -n, J, Urdi mtj" 



frMH'o f'MMkttt* t iMUtih |w» '.uuih f4AHt. 



43 Bromfield St 



An Example of Good Display. 



luas than h'e was this day last year, 

 but a favorable point for the trade 

 is that fearly Christmas shopping has 

 been less heavy than usual. IJ&te shop- 

 ping always means more flowers, be- 

 cause they are easy to buy. Florists 

 never get much of the early business; 

 their sales are mostly made in the last 

 three days anyway, so there is ample 

 time to get ready for and do a banner 

 Christmas trade. 



HOLIDAY OUT FLOWEES. 



There is absolutely no cause for 

 alarm on the part of cut flower grow- 

 ers — they always will have first cftll on 

 the Christmas demand. 



Frequently one Hears that the public 

 would rather buy plants for the holi- 

 days. It is not true. The public really 

 prefers cut flowers. 



Any retailer will tell you that the 

 only reason he is able to sell plants 

 in large quantity for the holidays is 

 because they have been lower in price 

 than cut flowers. The retailer likes 

 best to handle plants because they are 

 not so perishable and he can take more 

 time with them. Perhaps it is because 

 cut flowers are recognized as more 

 costly and more fragile than plants 

 that the public really prefers the cut 

 stock. Offer any buyer a box of good 

 roses at a price somewhere near the 

 price of a fairly showy plant and the 

 choice almost invariably will be the 

 cut flowers. 



This Christmas there should be an 

 unusually large business in cut flowers. 

 The indications are that the supply will 

 be the largest ever known. In addition 

 to the increase in glass that means 

 normally increased production every 

 Christmas, conditions this season have 

 tended toward growers making special 

 effort to bring their crops in for Christ- 

 mas. Prices were so low in the autumn 

 that growers pinched out a crop that 

 otherwise would have come in around 

 Thanksgiving and been off by Christ- 

 mas. There is a feeling that prices 

 this Christmas will not be excessive, 

 giving the retailer the opportunity to. 

 sell cut flowers to all who prefer them; 

 it will not be necessary for retailers 

 to push plants because they cannot 

 make a satisfactory profit on cut 

 stock. 



OHBISTMAS aBEENS. 



Christmas greens are no longer lim- 

 ited to holly wreaths and strings of 

 lycopodium; indeed, the better class of 

 fiower stores no longer handle ground 

 pine wreathing or the cheaper class of 

 holly wreaths. Instead they make up 

 for their customers beautiful wreaths 



K ■ ■ ■ »• -.i-r ■■ 





Thli Will be the Chrtstmas Choice of the Buyers Who are Not Detened by the Bugbear of High Prices. 



