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10 



The Florists^ Review 



JA-NUABY 21, 191S. 



TAg Mo5/ Acceptable 



Valentines are of 



FLOWERS 



Our Large Stock Offers a Wide 

 Selection at Moderate Prices 



Best Double Violets 

 $1.50 per Hundred 



tw«i wU k ml txtim tktrg^ 

 UtNC DISTANCE SHIPPING A SPECIALTY 



Palmer House Block „, ,^^'' ^ , 

 17 £. MoittM Sbtd Blackitone Hotel 



Pimm Ctnlial Ml 



=s^ 



ELxcfUeat Design; 'Poor Typography. 



to watch closely to prevent a cut price 

 war that would have endangered the 

 chances of repeating as othe/ special 

 flower days came along, which we have 

 been able to do." 



A Page for Each. 



The last St. Valentine's page printed 

 in the Ohio State Journal for the Co- 

 lumbus florists is reproduced with this 

 article. Mr. Hague, who designed it, 

 says: "The method of printing the 

 names of those who paid for the ad 

 gives each florist in effect a full page 

 ad. The large design attracted the 

 attention — then a person could select 

 the name that appealed to him, or the 

 one that was nearest, or one that Ire 

 knew, and the effect on that particular 

 reader was that HIS florist had bought 

 a full page ad. It is also more digni- 

 fied, and easier for the reader, who can 



Valentines of Flowers 



That flowers constitute the real Valentine is no longer 

 • matter of doubt, that these flowers should be selected with 

 the utmost care is an undisputed fact, that they should be ar- 

 ranged artfully and skillfully is a truth not to be overlooked. 



Our flowers are carefully selected, skillfully handled, 

 hence gratefully received, and for the Valentine present 

 the following original arrangements ^ 



Ameruan Beauty Roses in special made Valentine boxes, 

 t3 each and up Each box containing one dozen roses. 



Violets, in ^ ^^^ yS^ pinkrosecalled 



dainty little *l^fflg^a Sweetheart, 



violet baskets. ^^SttHlSi ^^ ^'"^ buds 



arranged with jK^Qtln, unfold in a day 



Lilies of the -^H&ffi^Sk ^"'' ^'^ ^ "^ 



Valley.Orchids MV^^BSHS^ft source of en- 



er Gardenias, "jJHSS^flB^^g^L joymenttothe 



S1.50 each and ^ ^SsoBS UfaMSm ^^ipic"^ 



Thedaintiest ^S9R^flH|9|H|^^ ^^'^ baskets 



variety of roses ' ^B^SBWWBM' i^ with a chic red 



yet dlown Is SMB^St*! bow to match, 



the tiny httle *" *5 S2 each & up. 



Colonial Bouquets with ribbons to match. SI each 

 and up 



The tl box of cut flowers arranged m special Valentine 

 boxes without extra charge. 



Potted PlanU, fiOc each and up 



Trtisuph. Td«phaa« anS MsJ] Ortfcrt Ci««n Pnmvt A<t«atJo« 



A LANGE, Florist 



2i E. Madison Street 



TaL Coml tm-srrt 

 AaMouUc 41*r> 



uS Wakuh A>na« 



get the sentiment quickly in one read- 

 ing, instead of wading through the ads 

 of ten or a dozen merchants." 



Also, a simple design, little text, not 

 too many names and abundant space 

 permitted printing the avertisement in 

 colors — red and black — which is not 

 possible on a group of small ads ordered 

 separately. The page was purchajged as 

 an association and charged to one flo- 

 rist's contract. 



"In order to give each florist as 

 much as possible," says Mr. Hague, "I 

 l^ad my artist carefully paste over the 

 ehtire list of florists signing, and then 

 letter on the then blank space the 

 name of the florist in big type, to hang 

 in the window, which in addition to 

 making a splendid window card for 

 the day, made it appear as if he had 



TsUphon* Today — DsHverad Whsn You Say 



Coriag* Douqust* 



Vl«bti mud MmUmn Hmtr Farna tIMmimf 



VioUl, mnJ MtliJr *aaM ttjt 1>d •^mm.-d 



Cmrdanim Ctntt mni Fmriw $iM aai a ^ aaarrf 



VMtta wits Orchid Cmnttr mnd fama . . . $iM mmi mpmmrj 



Let This Be Your Valentine 



You thoughtful men will send to her as a Val- 

 entine one of these beautiful Corsage Bouquets. 



She will welcome it as a significant remembratu:e of the 

 day. Wittbold Corsage Bouquets are sweet, fresh flow- 

 ers exquisitely arranged. - They have silken dress ^eUs 

 to prevent slain, long fancy corsage pins, and p.ettLly 

 tied with ribbons. 



Or 'send her Blue Ribbon Roies — the Flower Show prim 

 wiHtieri. She will know them by the band Kross the box. 

 tl.t5 to 16.00 per dozen. 



CLarftd »ilkout /0rmatHUs if y«it heM a Itltplltne — er IAS 

 an rtceifl a/ prift <a emy Vmiei Statu eddrttt, aprmst tttUct. 



"W*'ra u nuj u jrour t«l*phetM" — Call Cncaland till 



THE GEO. WITTBOLD COMPANY 



Plants, Palms and Fams Ranted for all Occasions 



Too Much Text; Hard to Read. 



Good, but a Lot to Read. 



had the entire page in the paper him- 

 self, as his name alone appeared on 

 the hanger." 



Out of a Beview Suggestion. 



Mr. Hague got the original idea for 

 cooperative advertising from a Mothers' 

 day article in The Review and has 

 worked it out with much care. The Re- 

 view has watched what he did for the 

 florists of Columbus, and has told the 

 trade about them, for the reason that 

 the florists of other cities will profit by 

 applying this knowledge. It was prob- 

 ably with this in mind that Mr. Hague 

 wrote to The Reveiw: 



"The marked copy of the issue of 

 your valuable publication for April 23 

 has just come to my desk and permit 



Ttmh Man Knew How. 



m(5 to thaimk you for the clever way 

 J ou played 1 up the State Journal 's efforts 

 in the Mot chers' day event of last year. 

 You have the happy faculty of doing 

 the job rig^ht in at least every instance 

 that has c ^ome to my attention and it 

 pleases me greatly to have received the 

 attention U did at your hands. I ap- 

 pi eciate yoour timely tips and, while I 

 den 't expoect you to reproduce all of 

 the pages Z3 send you, the ideas may be 

 of some boenefit arad you may use them 

 as you sfe a fit," 



TlisB Minneapolis Method. 



Quite a-nother . style of cooperative 

 advertisin^g was employed at Minneap- 

 opis, wheroeafund of $130 was expended 

 last Febrizjary in publishing an adver- 

 tisement witliout names. It showed 

 Cupids deHivering flowers to a group of 

 ladies andfi the only text was "For St. 



NNoLoM of Dignity in Thk 



