J 004 



The Weekly Florists^ Review* 



Fkbuuauv 21, 11)07. 



' ' W'c liiiil prcv iiuisly used only a U- 

 iiicli ^iii^lc riilmiiii s|iac(' in ont' ))a[)(M" 

 (we lia\i' liiiii), luit decided t<» try a 

 laijiri -|i,iir and instead of using the 

 usual r,-in|. iiinniiiy the same frdin year 

 to year willinul ihan<;e. to use some uji- 

 to dale niattiT, display it attractively 

 and ilian;^e it weekly. AVe accordinj^ly 

 enlaryid our sjiace to tlu'ee iin-hes 

 doulile idlunin, insertin;^ it in the two 

 ])a])ers liaviny the larj^cst circulation. 

 We llnii anauyed ^vi1h a young man 

 jiere. \\lio had hut recently taken u|t 

 ad\ eit iseiihiit wiiting as a linsinoss, to 

 >vrite up and lay out our stud' for us 

 loi a period of six- months on trial. 

 TIh- succ(>ss of the scdieme was a]>par(Mit 

 alniiisi imiiivdiately, as we liegau to I'e- 

 cei\e inquiries and ordor.s at once for 

 such ]dants. liowers, etc.. as \vo specially 

 mentioned in the advertisement. There 

 is liaidly a -week now hut somebody 

 mentions having read our advertisement, 

 remaiking as to its attractiveness, etc. 



••We are now selling at retail nearly 

 everything ue grow and at a very satis- 

 factory advance as to linal balancing of 

 our iiroiit and loss account over the old 



(d' nu'rcaidile business. In addition to 

 doing our W(irk our man is writing ads 

 for a numl)er of llorists in other places, 

 having nuide a sort of specialty of llor- 

 ists' advertising through what he terms 

 The Florists' Advertising (Jlulj, whi(di 

 enables retail llorists throughout the 

 I'nitiMl States to obtain copy and cuts 

 for attractive and ]>rolitable advertis(>- 

 ments at a mininuun cost.'' 



A WOMAN'S ENTERPRISE. 



A great many women make better than 

 a living in the Hower business and are 

 entitled to due credit for their efl'orts. 

 •Mrs. K. A. Anderson, whose store at 14 

 Colorado aveiuie, Chicago, is siiown 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 lier. She had 

 not the ability to pay a full month's 

 rent in advance when she rented her 

 present stand, then conducted by ]\Irs. 

 Anna Decker, a sister of C. Frauenfelder 

 and now in the business at West Pull- 

 man, 111. In the course of time ^Irs. 

 Anderson was able to buv the store of 



Mrs. E. A. Anderson. 



metiiod. and altogether we are very Avell 

 salisfird with our jiresent arrangement. 



•'The laying out (»f the ad\cr1 isemeiit, 

 writini: ot matter and choice of cuts 

 are Iff I entirely with our advertising 

 man. Some of tlie cuts are his own 

 drawings; otliers are purchased leady 

 7iiadc fidiii a stock cut concern. 



• • \Vi- aie positive that the jiglit kind 

 .it' adMitisiiiy pays florists as well as it 

 doe- di\ 'J. Is nicicli;ints and other lines 



Airs, hecker and as so(ui as she had it 

 |iaid for ami 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 ovi'r the store and is on 

 hand early ami late, doing a constantly 

 increasing business. While she is pleased 

 at liev success as a. bread-earner, her 

 priile is Iht twd rhildien, a bov ami a 

 girl. 



STORE PLANS WANTED. 



I am looking for a location to build 

 a lirst-class retail store in the residence 

 jiortion of Kansas (Jity. What I want 

 to km)w is whicdi side of a street that 

 )'uns north and sontii is the b«'tter for a 

 retail stori", also the better side of a 

 street that runs east and west. I would 

 like some ]>lans and specifications for 

 the building. 1 want to build Ji two- 

 story n^sidence adjoining tli«' flower 

 store, or build all together. If any Re- 

 VI KW reatlers 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 ."t^-lO for 

 five jdans. This ofl'er ludds good until 

 April 1. This phase of our business 1 

 have never seen discussed in the trade 

 papers. Jt se<'nis to me that florists 

 should have some better stoiTS than wo 

 have built for general purposes. 



(Jko. M. Kklloog. 

 Pleasant Hill, Mo. 



HOUSE OF VIOLETS. 



I have ])lanned to build an east, ami 

 west houst>, oOxlOO, for head lettuce and 

 try Alario Louise violets in about one- 

 fourth of the house. But on reading 

 what rialloway's violet book says about 

 north and south houses giving better re- 

 sults than east and west houses. I am 

 uncertain as to wlietln-r it would not be 

 better to build a small north and south 

 house for violets. Please give me your 

 opiiuon. fi. G. 



Well, it all depends. So many condi- 

 tions not mentioned in the query would 

 have a iToaring on the answer that one 

 hardly likes to advise. If, as appears 

 on first reading, Ci. 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 additi(tnal ex|»ense of another house, 

 or his ground is not favorable, or his 

 IxdN'r capacity limiteil, or he knows 

 nothing ai)out violets ami only desires to 

 experiment, I wduld say try part of the 

 projiosed letln<-e house. He can easily 

 put a partition in it and have separate 

 lieating coils in it. so that ]m can main- 

 tain the desireil temperature. 



1 c;in assure him that I have seen as 

 fine violets as were e\fr grown, growing 

 in east and west houses; in fact, dur- 

 ing the short. <doudy days of winter 

 they are all light. Put taking it earlier 

 and later, when the sun gets brighter, 

 or rather the "lays get bright<'r. then 

 tliT north and south house gets the best 

 of it, from the fact that at nudday the 

 light is diffused and does md i-onie on 

 the plants so strongly. 



.\fter getting all the information that 

 one can on such matters, one will still 

 have to come to a de<-ision for himself, 

 owing to all the m:inv conditiotis that 

 a strangt'r cannot consider, knowing 



notlNnti alxuit them. 



j^ ]•:. s. 



