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The Weekly Florists^ Review* 



Febkuaby 21, 1907. 



* * We Imd previously used only a 2- 

 inch single column space in one paper 

 (we have four), but decided to try a 

 larger space and instead of using the 

 usual card, running the same from year 

 to year without change, to use some up- 

 to-date matter, display it attractively 

 and change it weekly. We accordingly 

 enlarged our space to three inches 

 double column, inserting it in the two 

 papers having the largest circulation. 

 We then arranged with a young man 

 here, who had but recently taken up 

 advertisement writing as a business, to 

 write up and lay out our stuff for us 

 for a period of six months on trial. 

 The sucje^ss of the scheme was apparent 

 almos^immediately, as we began to re- 

 ceive inquiries and orders at once for 

 such plants, flowers, etc., as we specially 

 mentioned in the advertisement. There 

 is hardly a week now but somebody 

 mentions having read our advertisement, 

 remarking as to its attractiveness, etc. 



"We are now selling at retail nearly 

 everything we grow and at a very satis- 

 factory advance as to final balancing of 

 our profit and loss account over the old 



of mercantile business. In addition to 

 doing our work our man is writing ads 

 for a number of florists in other places, 

 having made a sort of specialty of flor- 

 ists ' advertising through what he terms 

 The Florists' Advertising Club, which 

 enables retail florists throughout the 

 United States to obtain copy and cuts 

 for attractive and profitable advertise- 

 ments at a minimum cost." 



A WOMAN'S ENTERPRISE. 



A great many women make better than 

 a living in the flower business and are 

 entitled to due credit for their efforts. 

 Mrs. E. A. Anderson, whose store at 14 

 Colorado avenue, Chicago, is shown in 

 the accompanying illustrations, did not 

 start in the business for love of flowers, 

 but from love of life and love of the 

 children dependent upon her. She had 

 not the ability to pay a full month's 

 rent in advance when she rented her 

 present stand, then conducted by Mrs. 

 Anna Decker, a sister of C. Frauenfelder 

 and now in the business at West Pull- 

 man, 111. In the course of time Mrs. 

 Anderson was able to buy the store of 



Mrs. £. A* Anderson. 



method, and altogether we are very well 

 satisfied with our present arrangement. 



"The laying out of the advertisement, 

 writing of matter and choice of cuts 

 are left entirely with our advertising 

 man. Some of the cuts are his own 

 drawings; others are purchased ready 

 made from a stock cut concern. 



"We are positive that the right kind 

 of advertising pays florists as well as it 

 does dry goods merchants and other lines 



Mrs. Decker and as soon as she had it 

 paid for and a little money in the bank, 

 she replaced the old building with a sub- 

 stantial two-story brick structure, which 

 she now has nearly clear. She lives in 

 the apartments over the store and is on 

 hand early and late, doing a constantly 

 increasing business. While she is pleased 

 at her success as a bread-earner, her 

 pride is her two children, a boy and a 

 girl. 



STORE PLANS WANTED. 



I am looking for a location to build 

 a first-class retail store in the residence 

 portion of Kansas City. What I want 

 to know is which side of a street that 

 runs north and south is the better for a 

 retail store, also the better side of a 

 street that runs east and west. I would 

 like some plans and specifications for 

 the building. I want to build a two- 

 story residence adjoining the flower 

 store, or build all together. If any Ee- 

 viEW readers have anything that they 

 think is right I wish they would send 

 it to me and I will pay all expenses of 

 express both ways and if they should 

 produce what I want I will give $50 for 

 the plans. This offer holds good until 

 April 1. This phase of our business I 

 have never seen discussed in the trade 

 papers. It seems to me that florists 

 should have some better stores than we 

 have built for general purposes. 



Geo. M. Kellogg. 



Pleasant Hill, Mo. 



HOUSE OF VIOLETS. 



I have planned to build an east and 

 west house, 30x100, for head lettuce and 

 try Marie Louise violets in about one- 

 fourth of the house. But on reading 

 what Galloway's violet book says about 

 north and south houses giving better re- 

 sults than east and west houses, I am 

 uncertain as to whether it would not be 

 better to build a small north and south 

 house for violets. Please gr^e me your 

 opinion. * G. G. 



Well, it all depends. So many condi- 

 tions not mentioned in the query would 

 have a bearing on the answer that one 

 hardly likes to advise. If, as appears 

 on first reading, G. G. can build another 

 house as well as not, I would advise do- 

 ing so ; but if he does not wish to go to 

 the additional expense of another house, 

 or his ground is not favorable, or his 

 boiler capacity limited, or he knows 

 nothing about violets and only desires to 

 experiment, I would say try part of the 

 proposed lettuce house. He can easily 

 put a partition in ft and have separate 

 heating coils in it, so that he can main- 

 tain the desired temperature. 



I can assure him that I have seen as 

 fine^ violets as were ever grown, growing 

 in east and west houses; in fact, dur- 

 ing the short, cloudy days of winter 

 they are all right. But taking it earlier 

 and later, when the sun gets brighter, 

 or rather the days get brighter, then 

 the north and south house gets the best 

 of it, from the fact that at midday the 

 light is diffused and does not come on 

 the plants so strongly. 



After getting all the information that 

 one can on such matters, one will still 

 have to come to a decision for himself, 

 owing to all the many conditions that 

 a strariger cannot consider, knowing 

 nothing about them. E. E. S. 



