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The Weekly Florists' Review. 



February 13, 1008. 



flavor; when a perfume is advertised the 

 sense of smell is appealed to, until the 

 reader actually smells the subtle fra- 

 grance. 



In floral advertising the reader's at- 

 tention shoiild first be secured, as in gen- 

 eral advertising. 



This is most effectively accomplished 

 by using attractive illustrations and 

 striking catch lines. 



Shun the Commonplace. 



Aim to get away from the common- 

 place. 



Instead of using the old, stereotyJ)ed 

 card, running in the newspapers with 

 others of competing firms, use this space 

 to tell the people something about your 

 up-to-date business methods, the superior 



The reader must be persuaded that the 

 firm is one of excellent and e&tablished 

 reputation, handling merchandise of one 

 class only, and that , the best ; that the 

 business has been built up by honest, fair 

 dealing and a determination to be up-to- 

 date. 



Even an advertisemerft of small dimen- 

 sions, if prepared along the lines cited 

 above and changed weekly, will work 

 wonders for any retailer. 



There is a certain kind of copy, con- 

 taining a certain class of illustrations 

 and made up of a certain line of selling 

 talk, which fits in with the sale of your 

 product, and this is the kind for which 

 you must search and which you must find 

 before you succeed. 



The time, effort and money expended 



Unique Plant Receptacle Designed by Charles Henry Fox, Philadelphia.. 



quality of your goods, etc., and display 

 It attractively. 



Tell your story in a plain, straight- 

 forward manner, using as few words as 

 possible. 



Numerous subjects can be treated and 

 presented in many ingenious ways. 



Talk about the appropriateness of 

 flowers for different occasions — for wed- 

 dings, birthdays, social events, funerals, 

 table and home decoration. • 



Tell about your seeds, bulbs, plants, 

 etc. — how they are all carefully selected, 

 and that you are prepared to fill all or- 

 ders satisfactorily and with promptness. 

 Prices commensurate with the quality of 

 the goods offered, etc. 



Floral advertising should be season- 

 able. 



to this end will be returned with a very 

 handsome profit. 



The specimen advertisement here 

 shown, as used by Jacob Schulz, Louis- 

 ville, Ky., affords a good example of 

 what constitutes up-to-date advertising. 



It is worthy of careful study. 



H. Eaymond Campbell. 



ARTISTIC ARRANGEMENTS. 



'Hie LUy Basket. 



The accompanying illustration is from 

 one of the earlier creations of Charles 

 II. Fox at the Sign of the Rose, Phila- 

 delphia. This is a receptacle designed 

 primarily for sending out Easter lilies. 

 The basket was designed by Mr. Fox per- 

 sonally. 



TWO nNE PHLOXES* 



A few years ago the F. R. Pierson Co., 

 of Tarrytown-on-Hudson, N. Y., sent out 

 two new phloxes, one of which was F. Q-. 

 Von Laasburg, a fine white, and the other 

 was Crepuscule. It is a large white with 

 a large purplish center, somewhat on the 

 style of Richard Wallace, only with a 

 much larger flower. The plants are dwarf 

 and the flower heads are large and 

 pyramidal. Altogether it is one of the 

 finest phloxes. 



Now, how does it happen that while 

 F. G. Von Laasburg is quite generally 

 catalogued, the other variety does not ap- 

 pear in any catalogue I have seen except 

 F. R. Pierson 's? At any rate, I have 

 never seen it in any other list. I know 

 this, that a solid bed of the two phloxes 

 makes a sight worth going far to see. 

 Please stir this up a little and make it 

 public, so that a good thing like this 

 may not remain any longer in obscurity. 

 George Armbruster. 



FLORICULTURAL EDUCATION. 



A Beginner's Experience. 



Reading T. A. Kempton's letter and 

 the replies to it has tempted me to relate 

 my experience. I am a young woman 

 of 25, a high school graduate with one 

 year in college. Mother and I are left 

 alone on the old farm and she is no 

 longer young. The land is rented, but 

 we have the house and the two or three 

 acres of rich land which surround it, 

 situated in the midst of a small town, 

 only a short distance from excellent ship- 

 ping facilities. For the last three sum- 

 mers I have grown flowers for the whole- 

 sale market, with fair success. But 

 the long winters bring in nothing. 



I have $300 saved up and last winier 

 I decided to use it toward building 

 a small hothouse, suitable for raising 

 violets. This saving meant much to me 

 and I wished to feel reasonably sure of 

 success before taking any risk. I had 

 never seen a violet house or a violet 

 growing, excepting wild ones. After 

 sending for books on violet culture and 

 reading them, I was more conscious than 

 ever of the great deal that I did not 

 know and the woeful briefness of the 

 writers on the subject. 



"What I needed was a little experience. 

 So I sought diligently for some success- 

 ful grower who could use my services — 

 and I'm not lazy — for a month or two 

 during the winter, asking only for my 

 board and perhaps my traveling expenses 

 one way, and that I be allowed to learn 

 as much as possible of the method of 

 growing, manner of packing, etc., more 

 by observation than by actual teaching. 

 No one seemed to desire such an ex- 

 change, and yet I do not think it unfair. 

 I certainly did not ask for charity. 



No, I did not build the hothouse. It 

 is yet ahead in the mysterious "some- 

 day" of my dreams, but if it ever does 

 materialize and I can grow real live vio- 

 lets, I think I shall be the happiest girl 

 on earth, if not the wealthiest. 



York Spate. 



Des Moines, Ia. — The Guthrie-Lorenz 

 Co. opened a new flower store at 420 

 Sixth avenue February 10. 



Omaha, Neb. — At the recent meeting 

 of the Nebraska State Horticultural So- 

 ciety the premiums for floriculture were 

 pretty evenly divided by L. Henderson 

 and C. H. Green, the latter of Fremont. 

 The Dole Floral Co., of Beatrice, was 

 represented in the awards. 



