12 



Th^ Florists' Review 



Sbpteubeb 23^ 1916. 



^ "DROPS EVERYTHING ELSE" s^ 



CSrimt^rB of fi^roratiop C^rprna 



IfU yipau, SmMutaaw HOI 



1120 &t0t Waal^n^ton Catt? 



(fortnantMini. Piriladrlfilfta. 



September 17, 1915. 



Florists' Publlshlne Co., 

 508 So. DesLTborn St., ' 

 Chicago, 111. 



Gentlemen:- 



Allow us to remark that we think you are wide awake 

 and always on the alert, ;]u8t as your weekly magazine^ proves. 

 The Review has a certain magnetic quality that causes people in 

 the trade to drop everything else as soon as The Review makes its 

 appearance. Something will be wrong if ever it fails to arrive of 

 a Saturday. 



We axe enclosing some advertisements which we shall be 

 glad to have you print until we notify you to stop. 



Yours very truly. 



the moment unusually busy with other 

 matters, the paper still penetrates to 

 every corner of the globe in which 

 there is an interest in the doings of 

 the trade in America. 



The policy of The Review never has 

 been to charge "what the traffic will 

 bear" — instead, it has been the aim 

 to hold its rates as low as can consist- 

 ently be done; to see how much, in- 

 stead of how little, can be given for 

 the money. The idea is, first, to bring 

 the paper within the reach of all who 

 care to read, and, second, to give such 

 good value that everyone will want it. 



Wbat a Dollar Buys. 



Just what a dollar has procured, 



spent for a year's subscription to The 

 Review, not many, probably, have 

 stopped to consider. The picture on 

 the preceding page shows the fifty-two 

 weekly issues printed since the up-to- 

 date magazine binding was adopted, 

 stacked one on top of another. Beside 

 them stands a foot rule. You will recog- 

 nize the light-colored copies as the pe- 

 riodical special numbers. When this pile 

 of papers was put on the scales it was 

 found to weigh thirty-six pounds and 

 three ounces. A foot of papers weigh- 

 ing over thirty-six pounds for a dollar! 

 The 12,000 copies of each edition 

 printed in the year just closed calltd 

 for the use of 443,400 pounds of body 

 stock and 28,080 pounds of cover stock, 



Comparison of Circulation and Rates of 



A [Dozen Leading Weekly Trade Journals 



Chosen at random from "The Digest." 

 Published by the Taylor-Critchfield-Clague Co., Chicago 



Trade. 



Paper. 



Baking Bakers' Weekly 



Building American Architect 



Butchers National Provisioner 



Coal Coa Age 



Dry Goods Dry Goods Economist 



Engineering Enginpering and Mining Journal. 



Florists Florists' Review 



Grocery Modern Grocer 



Lumber American Lumberman 



Plumbing Domestic Engineering 



Shoes Boot and Shoe Recorder 



Tobacco U. S. Tobacco Journal 



a total of 471,480 pounds of paper, or 

 almost 236 tons. Had it been possible 

 to have stacked these copies one on top 

 of the other, it would have made a pile 

 12,000 feet high, as the illustration 

 shows, or a little over two and a quar- 

 ter miles. 



It might be urged that mere bulk 

 does not constitute value in a trade 

 paper, but a florist could not develop a 

 large business without giving good 

 value — and no more could a publica- 

 tion. 



In this connection there may be in- 

 terest for some in the accompanying 

 table comparing the circulation and 

 rates of a dozen weekly trade papers 

 picked because each is a leader in its 

 field. Twelve are used because it is 

 enough to make the points — the lead- 

 ing papers in fifty trades would show 

 no more, and no less. 



Cost to Headers. 



Take the matter of subscription 

 price: Of these dozen papers picked at 

 random only one charges its readers as 

 little as The Review. Several charge 

 $4 or $5 a year, and the average for 

 the lot is $3.77. 



Editorially The Beview might be 

 stronger if its income were larger — 

 and it might be still more expensively 

 printed — but it is doubtful if it would 

 thereby render a better service to the 

 trade. With a low subscription price 

 the paper is within the reach of all. 



Volume of Advertising. 



A paper that covers its field as thor- 

 oughly as does The Review would al- 

 most inevitably have a large advertis- 

 ing patronage. The only thing that 

 could prevent would be prohibitive 

 charges for space. 



And Review rates are not prohibi- 

 tive. They easily can be called reason- 

 able. Indeed, after noting what the 

 others of this dozen leaders charge, one 

 might almost say Review rates are de- 

 cidedly and definitely low. 



But this is only another form of ex- 

 cellent service to the whole trade — to 

 buyers as well as sellers. 



A trade paper owes its first duty to 

 its subscribers. Good service to its 

 readers lies primarily in telling the 

 trade news truthfully and fully — and 

 how can the trade news be told fully 

 without a full showing of adsf For 

 the trade news is found in the ads 

 quite as much as in the text. 



A Word on Bates. 



By charging a distinctly reasonable 

 rate for the use of its space The Re- 

 view makes it possible for all who wish 

 to put their business news before the 

 trade in attractive form. 



The publisher's advantages in the 

 lowest possible rate include: A big as- 

 sortment of trade offers that in most 

 cases are as interesting as editorial 

 matter; a low cost for solicitation, the 

 publisher's selling expense; a steady 

 volume of business to keep the plant 

 running at minimum expense. 



Bates of Other Leaders. 



Note the yearly rates per page for 

 the dozen papers in the table on this 

 page. Regardless of circulation, none 

 of them charges so little as The Re- 

 view. American Lumberman, with 

 practically the same size circulation, 

 charges more than three times as much 

 as The Review. And Dry Goods Econ- 

 omist — well, look for yourself I 



