Jllv S, 1915, 



The Florists^ Review 



15 



IroqiHMitl.v spijiy tlic iiinlci- |i;irt of the 

 toliago wlicic tlu! rod si)itlt'r in.'ikcs its 

 .•ippi'jiraiuc, and always s|iia_v (|uifkly. 



\Vc gix't' our jilaiits stioiii;' wire sup 

 |ioit and, tliouiih tlii'\- may wilt a lit 

 tic duiiiiii' tlu' day, as loii^' as tlu'y aic 

 oKM't and ciisii caidi UKirninj^- we do 

 not worry over losing- tlit'ni. 'I'lic way 

 llu> soil is handled iuis a ureal deal lo 

 do •with what you «;(d out of it. du 

 dicions use of fertilizer and lime, with 

 lonstant foiluii^' to ixee|i in j;(i(jd nie- 

 ,|i;inic;il i-onditiou, and tlu- ''seeing' 

 fvi.''' that apprises iii>tantly of lurI<iuL; 

 dani;i'r. 



The lieauuumt I'loral Co., o\\n;'d and 

 inanaiifd li\ wdnu'u, repicseuts faith- 

 inl toil and tiu' a(diie\ c'lnent possible 

 lo e\ en unskilled women in the man 

 made \voldd. 



POND LILIES IN MARYLAND. 



<*ni' III' the show plac<'s at Tnxedo 

 I'ark. Md., is (he water lily ponds of 

 .losepli W. ('orridou. Thesi^ are now at 

 iheii- liest and he is cddaiuiiiL; an ah 

 iioinially hea\y rut ol' extra line stoek. 

 The seiies of ponds a le \V(dl laid out. 

 lor eaeli is slii^htly lowci- in turn tlian 

 I lie pre\ i(nis pond, the watei' eniptyin;^ 

 lidin oru' to the other .aiol linally o\(>r 

 ilowiuL; into a luaiudi. Mr. ('oiridon 

 does the (greater part of the work him 

 -(df. lie is doiiiy' a lar^'e shi|ppinL; busi- 

 ness tliis yi'ai'. in .additiim to sniiplyiiii^ 

 a luunber (d' the stores in W.ashintxton 

 and Ualtimori\ ('. 1,. L. 



BUSINESS MANAGEMENT. 



I A pniii'r liy It. ('. KiTr. <<( ll"ii>;t(iii. r>;iil .il 

 llic <oiiv<'iil inn of the IfXas .Sijitc l''l(iri>ts' .Vssd 

 riiiiioii at Foit Wortli JiilyO, l!lir>.| 



1 su]>pos<! there are no two featuics 

 of our business that .are more ue^lectctl 

 than tliose pertaining: to ad\ ertisino and 

 bookkeeping. Tlu're is no line of busi 

 ness that lu'eds a thoroujih system ol' 

 bookkeepino- and _iudi(Mons ad\ertisin;4 

 more than the tlorists' business. 



How many lloiists in Texas today 

 know whether or not tludr i^reenhoUM- 

 is a p.ayin^ proposition .' While \ isit 

 in<;- over the state this year, 1 ha\<' 

 lieeii .ama/.ed at the j^reat amount of 

 wasted room in the greenhouses of 

 Texas. Are youi' greenhouses prodiie 

 in;; 50 cents per square foot eaidi year.' 

 If not, then they are a losing propo- 

 sition. .Ml o\ er ami abo\-e this amount 

 is protit. As tiie axcr.a^e cost of l;i- 

 b(n-, stoi k and fu(d, the abo\(' lii^ure is 

 a fair estimate by an authoritv. 



Eliminate the Unprofitable. 



The reason this suliject is so \ it a liy 

 interesting to me is that abi>ut six 

 numtlis a^o ■we hml an auditor install 

 a lu'w sot of books- -and I want to ttdl 

 you wo have had some eye opeiieis. I 

 am t'lrink to say th.-it our Lrreenliiui -e^ 

 'ip t(» that time h.ad never made iis one 

 'ioljar. We are now ndlinL;- out the 

 •oris that is nnprolitalde :in<l addinLT 

 le vtoik that li.a-- ^-linweil pidlil. 



Thi< is not only ^o wilii on r uieci: 

 ' "il^es. as wi' lia\e li.'ld Ui;ii;\' leaks in 

 "iir >toi('. Tlo' .■ludiloi' dpi ih'<l .'I coin 



; 111 ,' ^rt III' I iiiek'- fur 1 lie ^-1 o I ■■, nlli' 



'hat sliiiw ~ what r:i' li dep.a l t men t i-- dn 



ii:;. Iiiiiei.al wmK. plant'-:, den ual i n l;. 



Ill iM el i;i III I 111-, elc. We have fniind the 



i\ri:iL:e rosi of raidi delixiTV. tlie pel 



'iil.-l'je of the IM--1 of ad \ I'l t i~i li'_:. and 



I 'i' I ! Il III-- of I !i is iiat ir r that t In l e 



:i - liii w .a \ o '' l:i-I t i nu .a l I .el'nle. I 1 i - 



'-■ili\il\ si aL;'_'iM i ii;:. on i n \ r- 1 i L'a I ion . 



■ " lilh' I iie l: ' '-at In--;'- \\r fa \ i' b'-i'll 



.'fi'i Mil:, a i;d In I !iiid> 1 lal we did 



J. W. Corridon, of Tuxedo Park, Md., and a Few of his Lilies. 



Ini-ine-s in siirli a lerKle-s manner. 

 Tlieie I- no other lin--iness that ran 

 be rondiirted so badix as some of us 

 i-iiii liict the llorists" business and lia\e 

 it I;is1 ;i yea r 's t i me. 



Protect Your Credit. 



.\notlier ni;itter 1 want to tourh upon 

 is that of our credit. Many lloiists are 

 c.areless with tludi' credit. I)id \ou eve 



iiii:'. J''(H' the last three yc.-irs this has 

 been my hobby, and we iia\e increa-ed 

 our business woiiderfnll\ b\ con-i-lent 

 advert isini;. 1 w;int lo say tliat .-id 

 \'ei't isiiii^' can make \oii. or it can 

 break you. Il is -omethin^ ymi will 

 have to study closely. In newspajier 

 ad\ eit isiiiu', ten jier cent of the people 

 who read the papi'r buy lloweis; ten 



liyiire wh.at you can sa\e in mie year's I'<''' '•''n* "'' t'i<' dower buyers read your 

 time by discounting your bills.' If not, ad, and ten per cent ol' those who see 

 do so and ,\ (in will lind it will run into ymir ad are read\- to buy llowers. N nii 

 a nice sum. Then, too, you can lace l'a,^■ f<»r KHi jier cent of the (drculation 

 the world with a smile and say you owe and ^'ot results from one-tenth of one 

 no one. |ier cent. This may be slightly over 



.\ prominent llorist from central drawn, but it is a s;if<' liiiure. .My pidnt 

 Texas tells me he owes no one e\ce|it i^ this — your nu'dinm mu-'t reaidi the 



lower-buying people. 

 With the coming' (d' the mo\ in}.;' pic 



Ins haiiKei. lliis tlorist is what I call 

 a i;ooi| business imin. The florists of 



exas today are in bettei' conditi(m turo shows, thei'o opened U|i .-tiiother 



^ood ;i\'enue for ad\ ert isin^;'. Hut this 

 must be oid\ in the best the.aters; and 

 the s.aine rules that apply to the news- 

 papers ap|il\' to the mo\inu' |ueture 

 shows. |)on"t pa \' for ib';id ciicnlation. 

 ^ our advertising camjiai^n should be 

 laid out a vear .ahead ,aiid followed out 

 to the letter, in order to y<d I'csnlts. 



Now. jnst .1 wold about dii'ecf adxer 

 tisini;. I''i;iiiklv, 1 believe more stui|%' 



liiiancially than those iu some other 

 sections, so hd us stiive to ch'.aii the 

 sheets .and pa\ all mir oldi^^at ions, 

 even though we have to ^o to our- 

 b.aiiKei' to do it. Tell the world the llo 

 rists of Texas owe no one; we have the 

 real cash; yive us the ^oods. 



Advertising for Retailers. 



Now iust a I'i'W words on adverti- 



One of the Lily Ponds of J. W. Corridon, 'I^ixedo Park, Md. 



