10 



The Florists^ Review 



SlOl'TKMKKIt 17, i;>ll 



First-prize Decorative Group of H. G. Dillcmuth at the Toronto Exhibition Last Week. 



. T^ostcanls, circiiiMis or iuldcis can lie 

 }^ot up liy till' iii(li\i(hial florist for his 

 own use, or |iurc-liasc(l, ready to niail, 

 tidiM juihlicity coiicenis, with the ex 

 '•lusi\c ciiiiilatioii of them in his own 

 tiuvii. In ^('ttinji u]> liis owi:, tiie re 

 lailer must renienilier that this is a sii- 

 jierior line of Imsinoss aiul, to attiact 

 the jieople w iio aic most likely to he 

 interested, deiuands a superior ^^rade ni' 

 wiirk. llaiidhills oi' dod<i(M's, theiefore. 

 will not he etVective. Jlut a neatly 

 piiiited fidder, or honkhd. telling in a 

 detailed way oi the orj,'aMi/.at ion of the 

 ■-<>ivice and the many dilVeicnl occasions 

 on whicdi it may he used, is hound to 

 ha\e attention, 'i'hese can he slipped 

 into the en\(dojies cari'vinji hills, etc.. to 

 jiatinns, without ni'i-essitat inj^ addition 

 ;il posta;ie. 



Occasional. \\(dl arian;;ed disjday ;id 

 \ ei'liseiiU'nts in the daily news|);ipcrs. or 

 pieferahly in one ;^o(id newsp.Mpei' of the 

 town, are a (;ood in\'estinent for the re- 

 tailer who di'.aws his trade from a wiile 

 aiea. With projier care as to the word 

 in;r, so that a clear, niolersf andahle 

 statement of the ser\ii-c is ;fi\('ii, such 

 advertisements shoidd prove the nu'ans 

 id' diawin^ cnnsideralde tr.ade. The 

 statement slundd he a full ami detailed 

 (Oie, however; the hi itd' phrases siudi as 

 ' • Tidegrajdi i!(di\ei\' (uir s|iecialty, ' ' or 

 ''We il( liver llnvvcrs hy t<l(>ffiapli any 

 where,'' are (piite (dear to one who 

 knows the whole stcny, hut to one who is 

 in iunoranco oi' this f;icility they convey 

 iiidhiufr. Miudi has heen said in these 

 ridumns of the stejis that should he 

 taken to deti^rmine which of his local 

 papers is the host for the llorist '.s use; 

 |iarticular care should he exercised in 

 this instance, for the hiisiness can lie 

 made to pay only hy di;nvin;f a lii^li 

 ■ dass pafroii.'i^e. When this is secured 

 llii' returns ;ire handsome. 



Billboards and Windows. 



];illhoards are fast coming into gen 

 cial u'-e among retailers, although the 

 ari-tocr:it ic florist o\' ten years ago- 

 wcmld have lodd up his hands in horror 

 at the idea. 'riu> illustration on the pre- 

 .(■dina jiage shows a hillhomd used hy 



.•I (leveland firm 1o push tlu' telegraph 

 husiiiess. similar ones have heen made 

 use of by retailers in other fdties, to 

 good advantage, (liven a good lay-out, 

 \vhi(di it should not be hard for the 

 ingenious florist to sujiidy, a good sign 

 {iaint(M- can make an artistic showing 

 that will draw ]ieople's .'ittentiou and 

 ( onsideratioii. If one makes use of this 

 form of advertising, he should see to it 

 that the position of his sign is a good 

 oih'. There are two extremes to lie 

 ■noiiled, <ou' as had a^ the other: The 



billboard should not bo, in an out-of 

 way place, where it will not attract 

 notice of, the pas>er-by, hut, on the o 

 h;iiid, it should not ho directly a I 

 side the sid(>walk, so close to the pc 

 triaii that he cannot read it, and or 

 blur to the passenger on the passing 

 To he effective, tlic board should h. 

 su(di a position that it can all be t:. 

 i ii at a glance. 



.\ more and more popular form oi 

 \ eit isement is the window display. 

 Ihuists who have put the telegraph 

 into Ji window decoration liiive pre 

 its value and others are fast leai' 

 of it. The iiojiularity of the sev 

 ttdegrajih deliv<^y windows which 1 

 heen described in Tlie Jieview from ■ 

 to time lias been attested by tlie i: 

 her of notices of simi!ar windows wi 

 ajijiear in the news-letters of citie- 

 v.aiious parts of the country. Each 

 rist adds something of his own, 

 here and there an ingenious decor; 

 will transform one of the displays i 

 something quite different hut equ; 

 effective. 



.\t flower shows, county and st 

 fairs, in floral parades, etc., retailers 

 taking advantage of the opjiortunit;- 

 ]iush the telegrai)h (hdivery of flow 

 with the general public. Energetic ' 

 ingenious Tucnibcrs of the trade 

 using the means which seems to ti 

 best for this purpose. Space has > 

 pcM'initted a few suggestions along 

 line, to show what the enterprising 

 rist can do during the coining season 

 h(^ will begin to lay his ]>l;ius nov\'. 1 

 fi(dd is a large one and the opjiort' 

 ties great; there are handsome reti ' 

 in sight for the retailer who will di' 

 p'irt ill its developuHMit. 



ill 

 ■n 

 l\ 



Randolph, Vt, — TI. M. Totman us. ^ i 

 handsome photograjdi of his store a- ;ui 

 advertising postc.anl. with gooil resn ts 



Part of Work Furnished by George Ryefor Funeral of a Fort Smith Banker 



