12 



The Weekly Florists' Review. 



Afbil 16, 1908. 



i ' 



illustrations are eliminated, except in 

 the way of their trade mark or their 

 green label. 



Advertisers have learned the value of 

 repetition. "Water dropping day by day 

 wears the hardest rock away." Repeated 

 taps of the hammer will finally break the 

 stone. There is a little ad that appears 

 in the • trade papers most pleasingly dis- 

 tinctive, and I dare say there is hardly 

 a man in this room who is not perfectly 

 familiar with the little label pictured in 

 the firm name of the Leedle Floral Co. 

 It is impossible for one to think of 

 the advertisement of that firm without 

 picturing in his mind the form of that 

 little signature, which shines out boldly 

 on the most crowded page. 



A good trade mark can be hammered 

 into the consciousness of the people 

 you are trying to reach. With it, if it 

 be strong enough, you can count upon 

 gaining the attention of every passerby 

 every time he comes along, and much 

 oftener, and much more surely, than if 

 your ad was dressed up in the common 

 garb of ordinary type. 



Testimonials. 



Testimonials, it seems to us, are worthy 

 of mention as being strong arguments 

 in advertising. They are recovering 

 from the violence done them by the pat- 

 ent medicine man. In the first place, 

 they come from disinterested, at least 

 unprejudiced persons, and in connection 

 with catalogue work especially, if not 

 with advertisements, they add conviction 

 as to the pulling power of the thing 

 advertised. 



Just one more thought I wish to leave 

 with you. When you advertise, be ready 

 to "deliver the goods." Do not dis- 

 appoint, or your advertising campaign 

 might just as well not have been. Good 

 stock, right prices, with prompt and 

 courteous attention to customers, will 

 win trade and create a confidence that 

 will be hard to shake. This is by no 

 means the least important. 



BOSTON. 



The Market. 



A slight improvement in business is 

 now apparent, but the usual pre-Easter 

 boom is lacking this year. There will be 

 no sensational advances in prices, which 

 are evidently gotng to rule lower than 

 for a number of years. Easter lilies 

 are meeting with an active sale at 10 

 cents to 121.2 cents per bud, against 12^4 

 cents and 15 cents a year ago. More are 

 sold at the lower than the higher figure, 

 xhe quality of lilies is remarkably good, 

 in spite of earlier reports of disease 

 being rife. Roses show little change 

 and promise to be in abundant supply. 

 The same holds true of carnations. It 

 looks at this time as if $4 per hundred 

 would be top notch price on these for 

 fancies. The quality is excellent and it 

 seems too bad that prices continue so 

 unremunerative. 



Violets are stiffening somewhat, best 

 doubles being 75 cents and some extra 

 good singles $1. These latter being from 

 coldframes, quite a good many smaller 

 flowers are selling lower. Bulbous stock 

 is still abundant, but selling a little bet- 

 ter. Sweet peas are perhaps the most 

 popular flower on the market at present 

 and good flowers sell readily. The mar- 

 ket is usually rather bare of flowers for 

 some Hays before Easter. This is less ap- 

 parent at present. Growers are wise in 

 not holding back too much stock, pre- 



ferring present moderate prices to a pos- 

 sible slump at the end of the week. 



The demand for pot plants seems to be 

 as large as ever, with prices averaging a 

 little lower. Next to Easter lilies, aza- 

 leas seem most prominent. More pink 

 ramblers, such as Lady Gay and Dorothy 

 Perkins, are seen than usual, these evi- 

 dently having the preference over Crim- 

 son Rambler. Acacia paradoxa and 

 Drummondii, spiraeas, Dutch bulbous 

 stock, hybrid roses, yellow and white 

 marguerites, genistas, scarlet geraniums 

 in pans, lily of the valley and forced 

 shrubs in variety are mostly in evidence. 

 Growers of these all report excellent 

 sales. 



The market was somewhat stronger 

 Wednesday, April 15, with slight ad- 

 vances in prices. 



The Chelsea Fire. 



In the Chelsea fire April 12 two flower 

 stores were destroyed, those of Mrs. 

 Catherine Magee and B. B. Smalley. Ben 



reaches us every Saturday morning 

 unless Uncle Sam gets out of whack, 

 and when he does it's like the old 

 lady who misses her coffee for break- 

 fast. She said when she failed to 

 have coffee for breakfast, there was 

 something lacking all day, and when 

 we fail to get the REVIEW (it's the 

 only trade paper we subscribe for 

 now, as it covers the ground) on Sat- 

 urday, there is something lacking all 

 day. Sunday Uncle Sam gives his 

 carriers a day off, hence no REVIEW 

 till Monday. Enclosed find the $1. 

 Best wishes for tlie old reliable. 



TRUETT BROS. 

 Franklin, Tenn. 

 April 4, 1908. 



Caro, whose store is in Temple place, 

 Boston, lost his residence, and so did 

 Miss Winn, typewriter for Thomas J. 

 Grey, the peedsman. 



Qub FieM Day. 



In spite of rather threatening weather 

 there was a splendid delegation to Na- 

 hant April 11, the occasion being a visit 

 of the Gardeners' and Florists' Club to 

 Thomas Roland. The major portion of 

 the party journeyed from Boston on the 

 12:30 express. Two special electric cars 

 were in waiting to convey the party, 

 numbering over 100 in all, to Nahant. 

 Here Mr. Roland welcomed the delega- 

 tion and proceeded to escort them at 

 once through his large and splendidly 

 kept establishment. 



The first large house was filled with 

 beautifully grown plants of Hiawatha 

 and Crimson Rambler roses. Next in 

 order was a house of hydrangeas in va- 

 riety. A white variety, Jeanne d'Arc, 

 was particularly noticeable. Its pure 

 color makes it an ideal Easter plant. 

 Lilies filled one large structure, a veri- 

 table sea of bloom, no traces of disease 

 apparent, the best house of these it has 



been the privilege of the writer to see. 

 The large azalea house was in splendid 

 shape, a scene once seen not readily for- 

 gotten. The flowers almost entirely ob- 

 scured the foliage. Following this came 

 a wonderful house of Lady Gay and Dor- 

 othy Perkins roses. The latter is evi- 

 dently the favorite here, 1,000 plants of 

 it being in flower to 400 of Lady Gay. 

 Dorothy Perkins possessed the advantage 

 of growing more compactly and flower- 

 ing with great freedom while small; 

 both, however, were grandly flowered. 



One house was filled to overflowing 

 with genistas, acacias and ericas in va- 

 riety. Canterbury bells and a variety of 

 miscellaneous plants were also noted iu 

 good shape. Bougainvillea Sanderiana 

 had a house all to itself and no better 

 specimens of this useful Easter plant can 

 probably be found in America. Still an- 

 other house was next visited filled with 

 Crimson and Baby Ramblers, Dorothy 

 Perkins and Lady Gay roses, all in ex- 

 cellent shape. 



Apart from the magnificent lot of Eas- 

 ter stock, which is probably unexcelled in 

 the country, there was noted a house of 

 cyclamens in 3% -inch pots, many thou- 

 sands of beautiful little plants crying for 

 a little additional room, which they will 

 soon have. Another house contained 

 many thousands of Lorraine begonias in 

 2 V^ -inch pots, also longing for a little 

 more space and larger pots. Other 

 houses were filled with ferns, bedding 

 stock and miscellaneous decorative plants. 

 The general opinion of the visitors was 

 that no commercial establishment on the 

 continent could show a higher grade of 

 stock. 



A large new house was filled with can- 

 dytuft coming along all right for Me- 

 morial day. In the cold storage cellars 

 were large quantities of azaleas and hy- 

 drangeas, which will be housed directly 

 after Easter stock is out of the way and 

 brought along for Memorial day. Like 

 all up-to-date establishments, there are 

 never any bare benches to be seen here. 

 As fast as one crop is cleared, another 

 takes its place. 



After an inspection of the houses the 

 company was treated to refreshments 

 and after ample justice had been done 

 to the same. President Westwood voiced 

 the club's thanks to Mr. Roland for his 

 courtesy and generous entertainment and 

 extolled the high quality of the plants 

 inspected. After photographs for the 

 Lynn papers had been taken, the special 

 cars were again boarded for Lynn and 

 Boston was reached about 5 o'clock. The 

 outing was the most successful yet held 

 and was enjoyed by everyone. Among 

 the visitors from outside the state were 

 S. J. Reuter, Westerly, R. I.; F. C. 

 Green, Warwick, R. I., and T. McCarthy, 

 Providence, R. I. Mrs. Peter Fisher and 

 Mrs. WMlliam Sim were the only ladies 

 present. 



After leaving Nahant quite a number 

 of the visitors journeyed to Cliftondale 

 to see Mr. Sim's sweet peas, which were 

 in magnificent crop and excited the won- 

 der of all who were unaware of how well 

 this gentleman can grow this popular 

 flower. 



Various Notes. 



Wilfrid Wheeler was chosen at a meet- 

 ing of the trustees of the Massachusetts 

 Horticultural Society April 11 to succeed 

 the late W. H. Spooner as delegate from 

 the society to the State Board of Agri- 

 culture. Eight new members were 

 elected. A memorial on the death of 

 W. H. Spooner was read and adopted. 



