1626 



The Weekly Florists^ Review* 



NoyEMBEB 8, 1906. 



::'^'» ■■'*•»-■»■ i\;. 



'■■■: 



MUMS! 



' '' Big cuts now on and will continue for the rest of the 



c ., .; month, being heaviest at ,' / ;' ' ' 



fTHSNKSGIVING 



Plenty Fine Roses, more and better Carnations, best 

 Hudson River Violets. All other stock in season. 

 Thanksgiving price list ready next week. 



TOU SEND THE ORDERS; WE DO THE BEST. 



VAIGHAN & SPERRY 



58-60 Wabash Ave. ^;^u£^2°5'?i Chicago 



CURRENT PRICE LIST 



BBAUTIBS Per doz. 



Stems, 86 to 48 Inches 18.00 to 14.00 



8.00 

 2.00 

 1.60 

 1.00 

 .76 



Stems, 34 to 80 inches 8.60 to 



Stems, 20 Inches 



Stems, 18 Inches 



Stems, 12 to 16 Inches 



Short stems 60 to 



R08K8 Per 100 



BHdeand Maid tS.OO to 18.00 



Kalserln 800to 8.00 



Richmond and Liberty 8.00 to 8.00 



Golden Oate and Chatenay 3.00 to 6.00 



CARNATIONS 



Good, select.... 2.00 to 3.00 



Fancies 4.00 



BIUMS 



Lar^e per doz. 3.00 



Medium per doz. 1 60 to 2.60 



Small per 100, 6.00 to 10.00 



Violets, Fancy New York. " .76 to 1.00 



HarriBii per doz., 12.00; per 100, 18.00 



Valley per 100, Ki.OOto 4.00 



GREEN GOODS 



Asparagrus — per string, 10.86 to 10.60 



Sprenperi per 100, 2.00 to 6.00 



Boxwood per bunch, .36 



Galax, grreen... 1000, 11.00; per 100, .16 



" bronzclOOO, 1.26; per 100, .16 



Leucothoe per 100, .76 



Ferns 1000, 11.60; per 100, .20 



Adiantum perlOO, .60to .76 



Smilax per doz., 11.60; per 100, 12.00 



PrleeB Snbject to Change Without Notice. 



i 



Mention The ReTiew when yon write. 



quickly and advantageously. Therefore, 

 the selling of surplus or inferior plants 

 by any plan is hardly worthy of the 

 name "marketing," in its bigkest. sense. 



Plants. 



Granted then that the plants to be of- 

 fered are perfect, it will, I think, be con- 

 ceded that the best method adopted, up 

 to the present, is to dispose of tiiem 

 through the agency of the commercial 

 representatives. Advertising in the trade 

 papers constantly and intelligently is of 

 great advantage. Personal letters to 

 one's customers are very effective. Es- 

 tablished reputation and a long record of 

 square dealing are of vast importance. 

 But the gentlemanly, persistent, magnetic 

 "drummer" is irresistible. His supreme 

 value is demonstrated by the fact that 

 every successful grower of this country 

 and Europe, in every department of the 

 plant industry, has his accredited repre- 

 sentative, whose yearly, or monthly, or 

 weekly visits keep his firm constantly in 

 touch with his clientage. 



Character of the Salesman. 



Much might be said here of the 

 man required for this important work — 

 of his personality, his habits, his charac- 

 ter. All these have to do with his effi- 

 ciency. And more might be said of the 

 firm he represents — its ability to produce 

 the perfect product, its careful filling of 

 orders received, its generous recognition 

 of patronage, its quick correction of er- 

 rors, its tact, its promptness, its indis- 

 putable honesty. But aJl these must be 

 conceded to arrive at the fulfilment of 

 our contention, that the best method of 

 marketing the product of the wholesale 

 plant grower is through • the agency of 

 the commercial traveler. 



Here, too, it would not be out of 

 place, the fact being conceded, to con- 

 sider what manner of man the salesman 

 should be, that he may be best competent 

 to market the goods his grower has to 

 offer. But this subject has been fully 

 covered in the essays of 1905 on the 

 "Ideal Salesman." n 



Ctft Flowers. 



The marketing of the product of the 



wholesale flower grower is an entirely 



different proposition. Here we have to 



consider a perishable commodity, and at 



LAST CALL . , . 



If you wish to take advantage of the 



exceptional advertising opportunity 



afforded by 



The Autumn Number 



You must mail your copy at 

 once. This issue goes to press 



Wednesday^ November 14 



FLORISTS' PUBLISHING CO. 



520-545 Caxton Bldg., 334 Dearborn Street, CHICAGO 



once we must admit the necessity of 

 rapid disposal as of paramount import- 

 ance. Ice-box preservation is uncertain, 

 restricted and preservative but for a 

 day. Shipments from the grower direct to 

 the retailer have seldom proven profitable 

 because of the retailer 's frequent inability 

 to dispose of all the daily product of a 

 greenhouse plant of any dimensions, or 

 from the limit of the supply. Personal 

 soliciting by the grower leaves him sub- 

 ject to the needs or whims of the retail- 

 er, and prices fluctuate downward as the 

 day advances and the handling of the 

 flowers deteriorates their quality. I think 

 there is but one opinion possible as to 

 the best method of disposing of or mar- 

 keting cut flowers, and that is through 

 the medium of the wholesale florist. 

 For over a quarter of a century the 



advantages of this system, now so uni- 

 versally popular, have been thoroughly 

 established. Here, centralization of the 

 market facilities for purchase is at once 

 apparent, and a depot is established for 

 shipments, accessible at any hour of the 

 day or night. 



The grower, therefore, having assured 

 himself of the honesty and ability as a 

 salesman of his wholesale agent, can 

 add, as prosperity makes it wise, house 

 after house to his base of supply, con- 

 scious that there will never come a time 

 when a fair recompense will not reward 

 him for every flower tnat reaches the 

 market. 



G>mmissionman's Advantages. 



The wholesaler is always in touch 

 with his customers by telephone and is 



