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The Weekly Florists^ Review* 



OCTOBBB 8, 1908.' ' 



subject matter of your text. This rule 

 is imperative. ' 



Do noi use an illustration that has ab- 

 solutely no connection with the rest of 

 your ad, for the sake of attracting at- 

 tention alone. It makes a faulty, com- 

 monplace advertisement and savors of 

 the sideshow sort. Furthermore, it is 

 very bad usage and not in keeping with 

 the dignity of the business. Leave this 

 practice to those operating fire sales and 

 * ' mediocre merchandisers, ' ' 



Use appropriate illustrations or none 

 at all. A poor illustration is more liable 

 to distract than attract. 



It is not necessary for the advertise- 

 ment writer to be an artist, but he 

 should be able to indicate his idea so 

 that the artist can readily grasp the 

 same and carry it out effectively. 



Uniformity in Style* 



The regular use of a trade-mark cut 

 in your ads is good, because, besides 

 drawing attention to the notice, it iden- 

 tifies the advertisement so that even if 

 it is not always read, an unconscious in- 

 fluence is exerted upon the mind of the 

 reading public. It helps build up pres- 

 tige and good will, which are certainly 

 valuable assets to any business. 



If you adopt and use continuously a 

 certain distinctive style of type "set 

 up " in your ads you will gain some valu- 



able secondary or indirect advertising. 

 By creating a style of your own you 

 really get more than you pay for, be- 

 cause you get the full benefit of the 

 cumulative effect of all your preceding 

 publicity. 



An Illustration. 



The following illustration will serve 

 as an example of the plan used in se- 

 lecting your headline, gathering together 

 your talking points, writing out your 

 ideas as they come to you, the "prun- 

 ing" process and the final reconstruction 

 of the advertisement. 



SEEDS, BULBS AND PLANTS FOR THE 

 GARDEN. 



Spring is here once more. The" grass 

 is coming through the ground; the buds 

 are bursting on the trees — everything is 

 showing signs of new life. 



So now is the time to get your plants 

 in the ground — if you expect good re- 

 sults. 



We have the largest and best stock of 

 seeds, bulbs and plants in town. 



We have the kind that makes success- 

 ful gardens. 



Our seeds are unsurpassed in quality, 

 being especially grown for us by the 

 largest growers of good seed in the coun- 

 try. They never fail to "make good." 



If you want the best results you had 



better use our kind. We take particular 

 pride in our stock of plants and bulbs, 

 which are superior to any that you may 

 select elsewhere. If you plant ours in 

 your garden this spring you will surely 

 have plenty of beautiful flowers. 



Our prices are lower than the lowest. 

 If you want anything for the garden, 

 remember we have everything that is 

 worth having. 



The above rewritten: 



THE CALL OF THE GARDEN. 



Feel that first spring tang in the airt 



Doesn't it stir you? 



Mother earth feels it, too — and bestirs 

 herself to plan her spring wardrobe. 



So now is the time for your garden 

 to begin. But — the best of soil — the 

 best of care — the best of luck and the 

 belt of weather cannot make a success- 

 ful garden unless the roots, bulbs, seeds 

 and plants you put in the ground are 

 live and healthy. 



It is upon these essentials, as con- 

 tained in our garden flowers, that we 

 base our claim for your patronage this 

 spring. 



If you plant your garden with our 

 seeds, plants, etc., why — just prepare for 

 delight all summer. Yes, we have every- 

 thing for the garden at most moderate 

 prices. 



H. Baymond Campbell. 



PLANTING TIME AGAIN. 



Once more the arrival of the Dutch 

 bulbs reminds us that the year is steadily 

 waning, for the planting of these use- 

 ful winter and spring flowering subjects ., 

 is suggestive of fall. Owing to de- 

 pressed trade, the importations of this 

 class of bulbs sho'w a decline compared 

 with a year ago. There will probably be 

 no serious reduction in the numbers 

 planted outdoors. There may, in fact, be 

 an increase, as this branch of bulb cul- 

 ture is becoming more popular yearly, 

 but the unremunerative, not to say ruin- 

 ous, prices prevailing in the flower mar- 

 kets last winter were discouragin-r to ' 

 all specialists, ^n this line, and it i ' lit- 

 tle to be wondered at that they cur- 

 tailed their purchases for the present 

 season. 



We look for more satisfactory prices 

 the coming winter, as the advance guard 

 of trade revivalism seems to have ar- 

 rived. To the retailer who utilizes about 

 all his output at home, and who brings 

 his bulbs along in little batches, there 

 would seem to be no reason for cutting 

 down the bulb purchases, but specialists 

 who handle big lots of a few kinds have 

 to exercise more caution. The growers 

 who take hol<^ ,of varieties which have 

 taking shades of color, and which have 

 not been seen much in the markets, 

 will fare better than those who per- 

 sistently cling to a few overdone, old- 

 time favorites. 



Soil for Dutch Bulbs. 



The compost for bulbous plants should 

 have been prepared some weeks ago, as 

 advised, and if mixed once or twice 

 should now be in nice condition. If, 

 perchance, some have omitted the prepa- 

 ration of it, we would say that fibrous 

 loam, chopped down, but not too finely, 

 one part; thoroughly decayed cow ma- 

 nure or spent hotbed manure, one part, 

 and leaf-mold and sharp sand, one part, 

 combined, make a satisfactory mixture 

 for this class of plants. The loam should 

 be coarse and never screened. The ma- 

 nure must not on any account be fresh, 

 and in potting or boxing the compost 

 ought never to be pasty. New pots or 

 pans want a thorough soaking in water 

 before using. 



We often hear the remark that any 

 old soil will do for bulbs. Do not be- 

 lieve any such nonsense. Lily of the 

 valley is about the only forcing subject 

 which cares naught about the class of 

 material its roots are in, but valley makes 

 no new roots before flowering, depend- 

 ing altogether on the energy stored up 

 in the pips as received. All the regular 

 Dutch bulbs make, or should make, 

 plenty of new roots, so that the compost, 

 if to their liking, makes a wondrous dif- 

 ference in their quality. 



Varie^es of Tulips and Hyacinths. 



Hyacinths, unless for exhibition 'pur- 

 poses, need not be of the first size. What 



are classed as seconds and bedding size 

 are just what commercial growers need. 

 The unnamed mixtures of a number of 

 shades will answer all right for the 

 country fiorist, but for specialists, who 

 want one decided color, it is best to buy 

 named sorts, like Norma, pink; Grandeur 

 a'Merveille, white,; Marie or Baron Van 

 Thuyll, blue, and Kobert Steiger, crim- 

 son. Double varieties are undesirable. 

 The foregoing sorts are all single. 



In tulips. La Eeine still remains the 

 most widely popular of forcing tulips. 

 A few others which can be strongly 

 recommended are: Belle Alliance, Cot- 

 tage Maid, Kaiserkroon, Proserpine, Yel- 

 low Prince, Chrysolora, Wouwerman, 

 Mon Tresor (a splendid yellow for forc- 

 ing), Rose Grisdelin and Vermilion Bril- 

 liant, in singles. Among doubles^ 

 Couronne d'Or and Murillo are the best. 

 A few well-known tulips, which cannot 

 be recommended for early forcing, are: 

 Scarlet Pottebakker, White Swan, Couleur 

 Cardinal, Joost van Vondel, and Royal 

 Standard. 



Varieties of Narcissi. 



The French Trumpet Major bulbs will 

 have been started some weeks ago and 

 should come in about the new year, a few 

 even earlier. The best forcing sorts to 

 depend upon in yellow Trumpets are 

 Golden Spur and Henry Irving. One 

 is often sold by the Hollanders for ,the 

 other. The old double Von Sion, Telamo- 

 nius plenus, while a somewhat coarse 



