-^;?77..i!;> V' .' - 



FEBBUABI 21. 1907. 



The Weekly Florists^ Review* 



A Touch of Summer 



Carri«id Into your home on the deli- 

 cate pefals of our hot house flowers. 

 There are chrysanthemums, carna- 

 tions, roses and other beautiful cut 

 flowers callin* to you in their fex- 

 quisltely (lelic*to-,way from Schaefer's. 



We take pride In our work as decr 

 orators, and if you want Ibe church 

 •or home decorated for » wedding, or a 

 floral tribute to the dead, you wtll be 

 best satisfied with our work and flow- 

 ers. 



Schaefer's Inc; 



378-384 B'wav 



Both 'I'hones 



Flowers for * 'Events" 



During the social period. A bou- 

 quet of our freshly cut and fragrant 

 flowers will add a personal charm to 

 the occasion. There are violets, car- 

 nations, roses, etc. 



Our casket bouquets and other fu- 

 neral tributes are made from an abun- 

 dant supply of roagnlflcent blossoms, 

 cut for each order. 



Schacfcr's^ Inc. 



378-384 Broadway. 



Both 'Phones. 



Winter Beauties 



From the floral world with the per- 

 fume and freshness of Natural growth 

 breathing from every delicate petal 

 and sturdy stem.. Clusters of sweet 

 violets are most appropriate for some 

 places, while roses, carnations and 

 other cut flowers are favorites for 

 others. Our prices are fair, flowers the 

 very best and all telephone orders re- 

 ceive our most careful attention. 



We make a specialty ot funeral 

 work at lowest )iossihle price!!. 



Schaefer's, Inc. 



378-3E4 B'way. Both 'Phones 



J 003 



Examples of the Advertisements Used Profitably by Scbaefer^s^ lact Newburgh, N. Y. 



rather sunless they will take the full 

 time named. If warm and bright, they 

 may need retarding in a cold house for 

 a few days. Better to be a little too 

 early, however, than too late and try 

 hard forcing at the last. 



r Seed Sowing. 



It will now be necessary to sow quite 

 a number of seeds. The proper compost 

 for these has been so many times de- 

 scribed that it seems needless to say 

 more about it. Briefly told, leaf-mold 

 with a little loam and sand is the best 

 medium for seed sowing. Fresh manure 

 and heavy loams should not be used. 

 See that all flats, pots or pans are well 

 drained with broken pots or coarse ashes. 

 Always finely screen the soil on which 

 the seed is to be sown and press with 

 a piece of light board to make level. 

 For pots or pans one or two round pieces 

 should be procured, or stiff cardboard 

 will answer. 



In the case of all fine seeds, like 

 gloxinias, begonias, lobelias, etc., the 

 seed needs no covering. It should be 

 sown on the surface, after the soil has 

 been watered, and in the case of larger 

 seeds care should be taken to cover them 

 thinly but evenly. Great care ought to 

 be taken not to allow them to become 

 dry after sowing. Do not on any ac- 

 count use the hose over them, but a 

 watering can with a fine rose attached. 

 If space is precious you can, after water- 

 ing, place several flats one over the 

 other, being always careful to uncover 

 them as soon as the seeds are seen to be 

 germinating. 



The following seeds can be sown now: 

 Asters, early varieties like Comet and 

 Queen of Earlies; ten weeks' stock, ver- 

 bena, Phlox Drummondi, Salvia splen- 

 dens, Grevillea robusta, a useful decora- 

 tive foliage plant; Dracaena Australis 

 and congesta, petunias, fibrous-rooted 

 and tuberous begonias, heliotropes, an- 



tirrhinum, pentstemon, ageratum, single 

 annual hollyhocks, vinca and dianthus. 

 It is too early yet to sow zinnias, ricinus 

 (caster oil plant), Cobsea scandens, 

 Nicotiana Sanderse or a£Snis and moon- 

 flowers. Smilax and Asparagus plumosus 

 nanus will now germinate freely in a 

 warm house. 



Propagation. 



From now on the cutting bench should 

 be well filled. In addition to coleus and 

 alternanthera referred to last week, cut- 

 tings should be gotten in of achyranthes, 

 lemon verbena, fuchsias, Hydrangea 

 Otaksa, heliotrope, lantana and other 

 plants there will be a call for later. 



Probably there are some chryanthemums 

 you wish you had more of. Get some 

 cuttings of these in right away. You 

 will be able to propagate from these 

 again long before you need to take cut- 

 tings for bench culture unless you are a 

 grower of specimen blooms. We need 

 hardly say that no sunshine should fall 

 on the cutting bench. An hour's sun 

 on an unprotected bench will nearly ruin 

 it. Also be careful to water quite freely 

 until stock is rooted, then keep a little 

 drier until potted or boxed. Never al- 

 low cuttings to remain any longer than 

 necessary in the bench after they are 

 rooted. They only become hard and 

 stunted. 



<^^<#JW>.<#^<#^Wi<#^^<^^'^^'^Jw.'^j^<^Jw>.'»=n.'^^<»j>».<^ia'^^'^^'*^'»^ i 



THE RETAIL 



FLORIST 



^te^ \fc»> ^dt^ -^f^) %<r»> ^Mf»>>U^»%<f»>^tfe»>^fcfe»>-^r»>^U^>^Mr»>%fe»>^lfc»>^tfe»>'^^ 



PROFITABLE ADVERTISING. 



The Use of Newspapers. 



Every progressive retail florist is in- 

 terested in how others in his line have 

 increased business and the method em- 

 ployed by Schaefer's, Inc., Newburgh, 

 N. Y., will appeal to many similarly 

 situated. Schaefer's have a range of 

 twenty-five houses averaging twenty feet 

 by 150 teet and grow a general line of 

 cut flowers, bedding plants, palms, etc., 

 selling their product at retail from their 

 own store. There are also four other 

 florists in their city with a combined 

 capacity about equal to theirs. G. F. 

 Chadborn, treasurer of the company, de- 

 scribes the situation as follows: 



"In former years we were obliged to 

 ship more or less of our product to the 

 wholesale commission men in New York 

 and elsewhere, the returns for which 

 were not always just as satisfactory as 

 desired, for we always had stock to sell 

 when the market was well supplied and 

 nothing to spare when the market was 

 bare. About three years ago we con- 

 ceived the idea of pushing our local re- 

 tail trade in an endeavor to dispose of 

 more stock at retail prices, leaving less 

 to ship away at wholesale. This looked 

 feasible to us as Newburgh is a city of 

 2.5,000 inhabitants, is located on the 

 banks of the Hudson river sixty miles 

 from New York city, and has an excel- 

 lent class of people. 



