Decembeb 13, 1906. 



The Weekly Florists' Review. 



253 



^ 



^^ 



Tloral 



novelties for the 

 . holidays . 



•^■kl^llk ^T'W^ ^^^t ^^W^ ^^■^ ^^i^ ^''•^ ■^'•k 



ARTISTIC arrangement? in baskets of blooming 

 plants. Choice blooming Poinsettias, Azaleas, 

 Gloir&-de-Lorraine and the new whiSe Turnford Hall 

 Begonias, Baby Rambler Roses, Heathers, etc. 



LarRe and choice . stock of American 

 Beauties, Orchids, Violets, and Gardenias. 



Mail or telegraph okt^EHs promptly executed' 



SAMUELSON "" * IfiT^ri^^^^ 



FOR EASTER 

 DECORATIONS 



LILIES 



o 



jrjc 



UR DISPLAY of choice Potted Easter 

 Lilies, Azaleas, Hydrangeas, Rhpdo* 

 dendrons, and Rambler Roses will be 

 arranged for ' inspedtion April 18-14. 



Choice Cut Liliea. Roms. Vloleti and Orehidt. 



We pack and ship Cut Flowers successfully the 

 distance of one thousand miles. ^ Mail or 

 telegraph orders receive prompt attention. 



SAMUELSON. florist ^ 



2127-^2129 Michigan Avenue § 



.Pkoac*!' I6d0 ind \t^\ Celaowt E<t«bti«hcd ISSr # 



Dwarf Cherry Trees 



in Full Bloom 



For Washington's Birthday 



|n pota 3 to 4 Feet high, 

 trimmed in national colort. 

 at »4.00 and $5.00 eaeh* 



W« paolt .sad sliip Cut Flowcri tuoeeMfuUr the dUtasea of eae 

 thoutand milct. Mail and talcfraph ordars r««a4va prompt attention. 



SAMUELSON, Florist, 



Eafc iaar« 



3127-2129 Michifut-av. 



I 



Floral Valentines 



Artiftic Clusters of 



Sweet Single and Double Violets 



are very much appreciated as a 



VALENTINE GIFT 



We pack and ship Cut Flowers aucccss- 

 fully the distance of one thousand miles 



Mail or telegraph orders receive prompt attention 



CHAS. A. SAMUELSON 



Pioriit. EttabUaliad isar 2127-2129 Michigan Ave. 



A Series of Holiday Advertisements Used by a Leading Chicago Retailer. 



bunch o' tourists seein' South America. 

 I never hear anythink so scandalous as 

 the way the crew took on about it; 

 seemed to think I was a reg'lar Jonah. 

 They was an ungrateful set; I told 'em 

 they'd got an elegant stand for a sum- 

 mer hotel, but after two of 'em laid for 

 me with carvin' knives, and another 

 tried to swat me with the binnacle lamp, 

 I thought I'd better skiddoo. " 



"But how did they get the steamer 

 afloat again?" asked the fireman, doubt- 

 fully. 



' ' They didn 't, ' ' responded Jaggs, 

 "she was nine miles inland, and there 

 she stuck; last I hear about it they was 

 usin' her for a jail. They wouldn't have 

 no difficulty about fillin ' the jail, neither, 

 if I 'ad any think to say about it." 



Jaggs got up with a yawn to look at 

 the thermometer, arid invited the terrier 

 to take a run down the big rose house, 

 while he put on a crack more air. The 

 night fireman looked irritated, as Jaggs 

 strolled back again and filled another 

 pipe in a leisurely manner. 



"I always did say," he remarked, 

 with a defiant look at Davy, "as too 

 much nitrate aint good for 'mums — 

 makes 'em bilious. It's like old-fash- 

 ioned Perle roses — them bull-headed 

 buds—" 



"But what happened next?" broke in 

 the injured fireman. 



"Well, blessed if I 'adn't clean for- 

 got," said Jaggs, with an air of sur- 

 prise. "What was it I was talkin' 

 about — that there jaguar as mistook me 

 for his breakfast, or the cavern I slid into 

 where them Peruvian Incas was buried? 

 I can tell you, when I lit a match and 

 see all them bloomin' mummies grinnin' 



at me, I think orchid collectin' ain't 

 near as frivolous as runnin' the city 

 morgue. ' ' 



"Ain't you a bit mixed in your dates, 

 old chap?" asked Tommy anxiously. 

 "Last chapter you was shipwrecked 

 atop o' Mount Ararat, or thereabouts." 



"And o' course you think nothink 

 couldn't 'appen to a chap arterwards, " 

 complained Jaggs, pettishly. "The trou- 

 ble with you chaps is that you won't 

 stand for havin' your minds improved. 

 You know there ain't anythink in Nich- 

 olson's Dictionary as can hold a candle 

 to James Algernon Jaggs." 



"But what about the mummies?" 

 asked the potting-shed chorus. 



"I reckon them mummies will keep 

 till tomorrow night," said Jaggs, se- 

 verely, and a moment later the night 

 man was alone, except for the society 

 of the greenhouse terrier. 



HOLIDAY ADVERTISING. 



For the retail florist who does business 

 in a city of moderate size the advertis- 

 ing proposition is a simple one. He 

 caters to the trade of practically the 

 whole community and by inserting a 

 modest advertisement in the best paper 

 of his town he can reach practically all 

 his trade and ne does not waste his 

 money through the payment for a cir- 

 culation far beyond his clientele. 



For a retail florist in one of the big 

 cities it is a diflferent proposition from 

 the fact that only such etores as are 

 centrally located can hope to draw trade 

 from all parts of the city. C. A. Sam- 

 uelson, in Chicago, is located two miles 

 from the center of town and naturally 



draws the bulk of his patronage from 

 the people who live within a reasonable 

 distance of his store. As he keeps a 

 distinctly first-class place, only the bet- 

 ter class of trade is appealed to. Never- 

 theless, Mr. Samuelson finds it worth 

 while to do a certain amount of regular 

 advertising in the daily papers. As with 

 all others, he finds it especially worth 

 while to advertise at the holidays. There 

 is much value in the suggestion offered 

 to the public that flowers are the most 

 acceptable of remembrances, whether it 

 be at Christmas or St. Valentine's day. 

 The illustration herewith is a repro- 

 duction of four of Mr. Samuelson 's holi- 

 day advertisements, beginning with last 

 Christmas and running through to Eas- 

 ter. Inese were published the Sunday 

 preceding each holiday in the Tribune 

 and the Record-Herald. The space 

 would be equal to a quarter of a page in 

 the Eeview and the charge in the Tri- 

 bune was $42.50, in the Eecord-Herald 

 $32.50. Mr, Samuelson paid the Tribune 

 ten ^^r cent extra for locating his ad- 

 vertisement on the society page. He es- 

 timates that each of these advertisements 

 was placed in the hands of 500,000 read- 

 ers and that if they were actually read 

 through by only 100,000 people the gen- 

 eral effect must be worth the money. He 

 finds it difficult to estimate the imme- 

 diate returns because he does not care 

 to quote "bargains" or prices, but that 

 they are doing the work is shown by 

 the fact that he has received many or- 

 ders by mail from out-of-town people 

 who wished remembrances delivered to 

 friends in Chicago. Usually such orders 

 come through the local florists and are 

 filled by a correspondent" at the point of 



