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The Weekly Florists^ Review. 



August 6, 1908. 



eighteen inches below the lower edge of 

 the glass and slightly lower in the cen- 

 ter, where the drainage pipe should be 

 set. The original floor of the window can 

 be replaced in sections over the cement 

 floor up to the edge of the glass, and 

 when the inspiration comes for a cool 

 pond, waterfall or running brook — 

 presto, you are ready to set in the gravel, 

 rocks and other paraphernalia, for any 

 one of a great variety of attractive little 

 scenes. 



Another advantage of the additional 

 cement floor in the window is the pro- 

 vision it makes for drainage when water- 

 ing potted plants in the window with a 

 hose, and general cleaning may be freely 

 done and self-drained. 



Covering the Window Floor. 



Providing a lasting and suitable cover- 

 ing for the floor of the window is no 

 easy matter. Plant pots and dampness 

 soon wear and rot out anything that does 

 not possess cast-iron qualities. Too much 

 expense on one material does not appeal 

 to one as prudent. 



A non-removable fixture is certainly 

 not altogether desirable, as with dif- 

 ferent kinds of displays various grounds 

 are called for. We see them of tile, 

 glazed brick, inlaid wood, linoleum, ce- 

 ment, or plain flooring painted or 

 stained. Most of these are good as far 

 as they go, but they do not go far 

 enough. Now you can use the perma- 

 nent background, and again your style 

 of arrangement requires soft, felty back- 

 ground. While, of course, the soft 

 ground may be built over the hard one, 

 the hard surface should at least be built 

 in removable sections. 



One good, everyday covering for the 

 window floor, recently seen, was of soft, 

 neutral, olive green linoleum. It is one 

 of the ideal ones, inconspicuous, soft, 

 thick-looking and easily cleaned, removed 

 and replaced. As with all other flxtures 

 about the store, all kinds of advantages 



will be found in having these window 

 furnishings removable. 



Having discussed the finishing and 

 equipping of the display window minute^ 

 ly, in our next article we will 8uggest| 

 some designs for a vdndow thus con- 

 veniently arranged. Gertrude Blair. 



NEWSPAPER ADVERTISING. 



Some Notes on Giuse and Effect. 



Did you ever stop to think about it! 

 Who pays for the advertising of mer- 

 chants and other business men? 



Not the customer, because he buys 

 cheaper from the one who advertises, and 

 has a better assortment and fresher stock 

 to choose from. 



Who, then, really pays the advertis- 

 ing bills? 



Why, the non-advertiser, of course. 



A just proportion of the money he 

 loses through his lack of initiative and 

 enterprise, eventually finds^ts way to 

 the printer, to advance the cause of edu- 

 cation and the interests of the com- 

 munity. 



Who pays for the advertising which 

 attracts the people from your town to 

 the near-by cities? 



The non-advertiser not only loses that 

 business, but in that loss pays for the 

 other fellow's advertising. Plain, isn't 

 it? 



Just remember this fact, that the peo- 

 ple in your town are going to spend 

 just about so much money within the 

 next twelve months, and the best way to 

 secure your portion of this sum of money 

 is to reach out for it through persistent 

 advertising. 



A Oop of Wishes. 



The man who sits back and just wishes 

 for business is surely enough going to 

 get "wishes" in return, for his future 

 success — and they don't go at the bank. 

 Advertising points the way. 



And advertising is simply the power 



to persuade the people to spend their 

 money for your goods instead of for 

 the other fellow's. 



Now, if you will regularly tell these 

 people what you havfe to sell, some of 

 them will buy of you. 



If you will cordially invite them, more 

 of them will buy of you. But if you per- 

 suade; — really and truly persuade — most 

 of them will buy of you. .;'. 



So the problem confronting you is : 

 How can you persuade the people to» 

 buy your goods ? 



As advertising is the means, the ques- . 

 tion now arises: How and when to ad- 

 vertise? The latter. part of this ques- 

 tion can best be answered in the simple 

 statepient, "Advertise persistently and 

 with judgment." 



In other words, spasmodic advertising 

 is neither profitable nor atdvantageous. 



In this connection I will cite a per- 

 sonally observed case. 



Two Methods^ of Advertising. 



Two florists — one advertised, using 

 quarter, half and full page ads, which 

 appeared every once in a while, with a 

 rather lengthy quietus between each ut- 

 terance. 



The other used a small, but attractive 

 and well written ad, changed weekly and 

 run continuously. 



The latter believed in the steady pull. 



Every ad — and there were many — was 

 a strong link which he forged into a 

 chain of confidence that pulled the bnsi- 

 ness to his store — this in spite of a less 

 advantageous location. 



But the former used the spasmodic, 

 jerky variety, and as advertising does; 

 not jerk, but invariably pulls, the encJi 

 of the season showed that the' "steady 

 one" was figuring his decided gains, andl 

 the "occasional advertiser" was deeply 

 concerned with the falling off in busi- 

 ness. 



If you can't advertise with some de- 

 gree of continuity, don't make the start. 



Remember, it is the continuous drop- 



A Touch of Summer 



Carii^ into your home on the deli- 

 cate petals of our hot house flowers. 

 There are chrysanthpmums, carna- 

 tions, roses and other beautiful cut 

 flowers calllDJr to .you in their kk- 

 quisltely deUcat«'.way from Schmefer's. 



We take pride In our work as dec- 

 orators, and If you want the church 

 ■or home decorated for » wedding, or a 

 flora) tribute to the dead, you will be 

 best satisfied with our work and flow- 

 ers. 



Schacfer's Inc. 



378>384 B'wav 



Both 'Phones 



Flowers for ''Events*' 



During the social period. A bou- 

 quet of our freshly cut and frdgrant 

 flowers will add a personal charm to 

 the occasion. There are violeta, car- 

 nations, roses, etc. 



Our casket bouquets and other fu- 

 neral tributes are made from an abun- 

 dant supply, of magnificent blossoms, 

 cut for each order. 



Schacfcr*s^ Inc. 



378-384 Broadway. 



Both 'Phones. 



Winter Beauties 



Frooi the floral woijd with the per- 

 fume and freshness or datural growth 

 breathing from every delicate petal 

 and sturdy stem. Clusters of sweet 

 violets are moat appropriate for somo 

 places, while roses, carnations and 

 other cut flowars are favorites for 

 other*. Onr prices are fair, flowei-s the 

 ver.v l>est and all telpphone orders re- 

 ceive our most careful attentiop. 



We make a specialty of funcr.il 

 work at lowest iiosslble prices. 



Schaefer's, Inc. 



378-384 B'way. 



Beth 'Phana* 



Carnations 



BeauUfnl blossoms shading all the way through the 

 color scale from deepest red to most exquisUo shell- 

 pink. Our success as Carnation growers Is very grati- 

 fying and to-day we are in a position to furnish larger, 

 more perfect and distinctive blooma than you will find 

 elsewhere in Newburgh. Our prices are commensur- 

 ate with quality. 



Schaefer's, Inc. 



S7t-384 Brotdway. Both Thonea. 



Examples of the Advertitemeatt Vntd by Scluefer't, Inc.* Newburg, N. Y. 



