The Weekly Florists^ Review* 



Jim: 



I'JUU. 



sccin to lie iiKirt' in plai-c ;it I he luisc iif 

 itii' s|ir;iy. As to llic icl;itinnslii|i ut' (Hic 

 llnwi.r 111 allot licr. niic will lie iiiacctnlly 

 I'liisr Id aiidtlicr; soiik^ luicls will uliistor 

 t'asily loyt'thcr ami soiiif few will lly u(V 

 oil ail iiiili'iK'iKlciil liiii- apart I'toim the 

 main ,s]»ray. 



The Individualities of Flowers. 



All tliesc little ilixcisioiis ot' stem ami 

 tlowiT I'onii the fhaiai'tiT ol' the s|piay, 

 \i\' their lieiiiy allowed to fall together, 

 as it \\efe. Some Avill lie yracefiilly on- 

 th(> liackoroiiinl : otliers Vvilj tmii sliehtly 

 iijiuard. ainl >;tili others iiiav lie moro 



slioji on ilroail street, lMiilailel|iliia. (/ii(> 

 of iiis \ases is sliowii in the aeeumpaiiy- 

 iii<i illustration. 



FLOWER MERCHANDISING. 



Advertising is the Stepping Stone. 



The I>K\li;\\ lioMs the o|iiiiioii tTiat re 

 tail tlorists inis> lieiiiy iiierehants simply 

 throiiyh ih('ii- j^eiieral failiii-e to take ail- 

 vantayc of the most potent power in 

 mer<-lian(lisinii — aihcitisiny. 



'{"lie liiy Inisinesses of today are liiiilt 

 liy advertisiiiii. The ai'tist, or the iiur- 



'^G2)ec/^/i 



ott^u 



At Popular Prices 



RAILWAY EXCHANGE BUILDING 



(3 JACKSQN BOl'LEVARD) 



JVe Invite Comparison of Prices 



Three-Column Newspaper Advertisement of Fleischman Co., Chicago. 



iiatinally heiif liaek uver tlie stems. One 

 long, stronff stem can (ietermine the shape 

 or bend of the spray. .Play that it i.s the 

 tree trunk and let the other stem.s lie the 

 liraiR'hes attached to it ami exfendini; in 

 dilVerent <lireetions. . 



Beauty wi stem ami fidiiige siiuuJd not 

 he hidden liy an excess -of ailded t'oliaijc. 

 In rose sprays, use mostly <'xtra rose 

 foliajre. ^\itll perhaps a few ferns or a 

 cluijter of smaller llowers for ;i band 

 across the .stems, ^lake a foundation of 

 rose brush composed of stems from wliicii 

 the (dd flowers ha\t' been (deared or cut 

 idV foi' design work. i>ay the roses on il 

 where they seiin to fall in line, and if 

 t fie coiMpleteil sjiiay, larye or small, does 

 not lia\(' an indi\ i(|iiality, it Avill be (jue 

 to a lack of coiji'ept ion, which is a bad 

 habit, rather tli;in to a hiidv ot' .Mbility in 

 desiyniny. 



When your last rose sjuay i.s somewiiat 

 diiTerent from some of its jm^diM-essors, 

 and when rainatioiis ami lilies take foi'ins 

 peculiar to themsehes, then you are be 

 tliiiTiinij to Count the milektoues of proo 

 ress and the staL;e< to l;ooi| desi;^niiiix. 



Do not conijilaiu if yoiii' order.s are nift 

 .all lariie. The sprays of a dozen or two 

 of roses ran !"• traced into th(> daintiest 

 forms, which will be attiacti\'e on a<' 

 Count of this \ I ry iiddity. 



I i):iMi<rj(K I'.i.Aii;. 



ART VASES. ^s^ 



J-Acry now •■iiid I hen .a ietail lloij^t 

 liiids time, in the pii'ss ot' other/ 

 to desifjn a new lecrpijicle forrilowers. 

 ■( 'harles ileiiiy I'ox has i,iriy iiiat (Vl many 

 of the no\('l baskets and \ases iVed at 

 the Sign of tlie IJose. his uiii([ue \lower 



veyor to the, (dasses. does not .advertise, 

 but he does^i business limited by iiis 

 jiei'sonal <-apanty. His jirofits are only 

 those whi<di can be made on his own work. 

 The mcndiant m;ikes a ]irofit. not only 

 U]icrn his jjooils, bill upon the work of 

 others. .\d\t'rtisiny' is his method of 



reaching those outside the limiteil circle 

 of his jiersonal ac(iuaiiit aiice. 



I'lorists adx'ertise too little. Tho^r 

 who. with capable ad\ ice, lia\'e made a 

 test of the possibilities of ad\'ert isiiii;. 

 have found that they .shortly neeiled 

 larger stores and more help. Some ad 

 Ncitisiiij; is better than other ad\ crt isin;;, 

 but any ad\ crtisinu- is better than iiom 

 ;it all. Most adxcrtisiny printed in a 

 book, directory, program, or sou\t'nir ha-, 

 only the fractional \alue that tfie same 

 advertising would have if printed in a 

 newsp,i|ier, any news|iaper. Iiut prefer 

 ably the one with the largest ciixula 

 tioii. 



The F]eis(diman Floral Co., C'iiicagu, 

 has one of the finest flower .stores in the 

 wiiild and do(>s a business of ^the 

 highest (dass, but recently .\lr. Ix'tibel. 

 president of the corporati(jn owning the 

 business, has given indications of a de- 

 siri' to extend the field of operations, 

 and is advertising in the lejidiug daily 

 paper. When Fleiiichman does anything 

 it is don(> well. Therefore, \vhen Fleisch- 

 man advertises, he uses plenty of space, 

 even if it is high-priced. The ap[)earance 

 of tile Fleis(diinan store, with its mirror 

 covi'ied walls, could give the impression 

 to some that prices there might not lie as 

 low as elsewhere, so the Flei.schman ad- 

 vertising has been aimed to show tiiat 

 the juices are no iiigher than similar 

 stock and similar service would cost else 

 vv here. 



The business, already iHie oi the largest 

 in fhicago. is feeding the stimulus of the 

 newspaper advertisements rather sooner 

 than wouhl be the case if the store wer(> 

 not so favoraiily located; it is in the 

 center of the <dty, where practically none 

 of the iK'wspaper (drculation is wasted. 

 .V store in a residence district at one side 

 of a town is at something df a disad- 

 vantage in tlio^ij larg(> part of a paper's 

 circulation woHtil be among people who, 

 never go to^^^e vicinity of the advertis- 

 ing store. 



There can be (diaiiuder in an advertise 

 meiit as well as in a flower store; you 

 even can jiiit personality in it. 



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A Retailer's Special Art Vases. 



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