16 



The Florists^ Review 



March 11, 1915. 



'THE cAotcMt, mM( fragrant cat flowan—A*alaaM, EatMr 

 * Lilim and a profumon of planta in bloom. Baalmtt of 

 flowoTM, dainty coraagn hoaqaat* botray tho prmpmrationM we 

 hoot mado for Eaaimr. 



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Vjhl^ 



Ao Excellent Eye-Gitcher. 



The newspaper is organized for 

 speed. The florist can call in the so- 

 licitor at the close of the business day 

 and have his ad appear in the morn- 

 ing edition. Of course it's better to 

 take several days to planning the ad, 

 writing the copy and setting the type, 

 but the newspaper gives the advertiser 

 what he wants when he wants it. It 

 reaches morie people for less money 

 and in 'Quicker, time than does any 

 other medium. 



Working Together. 



The cooperative style of advertising 

 has had a big run since The Review 

 began showing how it is done. It 

 meets the objection of the man who 

 says his business does not warrant 

 the use of large space; also, it meets 

 the objection of the one who says his 

 store is off too far to one side of 

 town, for he can combine his effort 

 with that of the man on the other sifle 

 so that each gets the benefit of a big 



Where Dignity is Paramount. 



display at half price, or a third, a 

 quarter or a tenth, according to how 

 many are in on it. 



The cooperative ad exemplifies the 

 'liiodern tendencies in business. It 

 wouldn't have been possible in the old 

 days, when every man distrusted the 

 others in the business. It isn't com- 

 bination in restraint of trade, but com- 

 bination to create business, to bring 

 the uses of flowers to the attention 

 •of the people and to do it more force- 

 fully than would be possible through 

 individual effort. 



Most of the cooperative ads are 

 worked up by the newspapers. Phone 

 the advertising manager of the best 

 paper in your town and he will put a 

 solicitor at work on the details — take 

 the whole thing off your shoulders and 

 fix up a deal whereby a few dollars 

 will cover each man's share of a strong 

 full page display. But he will need a 

 little time, so don't delay. 



Going It Alone. 



There is scarcely any city so small 



A Full Page from Canada. 



the cooperative style of advertising 

 can not be worked successfully. If 

 there are half a dozen florists in the 

 town, it can be done. Trouble comes 

 only in the cities where the florists are 

 big enough to feel like going it alone; 

 there they buy big space for individual 

 use and fill it each to his liking. And 

 it rarely fails to pay, and pay well. 

 Some will advertise prices, others will 

 feature service. It is easy to see that 

 the more direct and specific the offer 

 made the more direct and tangible the 

 response will be. It requires careful 

 thought, so don't put it off. It's one 

 of the most important things to plan 

 early. 



A FuU Page that Cost about $700. 



purchased by them and maintain that 

 Maggie Edlefsen Kroseberg has no right 

 to engage in the florists' business under 

 the name of Maggie Edlefsen. 



The Wisconsin Telephone Co. is sued 

 for supplying telephone service to Mag- 

 gie Edlefsen under the number Grand 

 2175, constituting unfair competition 

 and infringement on the rights of the 

 Edlefsen-Leidiger Co., they charge. 



SUA. MOSS IS SCARCE. ^ 



The trade has known for some time 

 that so-called Japanese air plant, or 

 sea moss, is scarce, but the United 

 States government haa: just found it 

 out. As witness the following from 

 Washington: 



"According to information just re- 

 ceived by Secretary of Commerce Bed- 

 field from the Bureau of Fisheries, one 

 of the minor consequences of present 

 conditions in Europe is the practical 

 stoppage of the supply of sea moss, of 

 which several hundred thousand pounds. 







MILWAUKEE FIBMS IN SUIT. 



A suit has been started in the Circuit 

 court at Milwaukee, Wis., by the Edlef- 

 sen-Leidiger Co. against Margaret E. 

 Kroseberg, who has opened a flower 

 shop at 628 Grand avenue, under the 

 name of Maggie Edlefsen, and also 

 against Herman C. Kroseberg and the 

 Wisconsin Telephone Co. 



The Edlefsen-Leidiger Co. alleges in .. 

 its complaint that all the interests of ' 

 William „S. A. Edlefsen, the father of 

 Maggie Edlefsen Kroseberg, which he 

 had in the Edlefsen-Leidiger Co. were 



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THE GEO. WITTBOLD COMPANY 



The Department I Store Style. 



