OCTOBB* 8, IWfc 



The Florists' Review 



ffiVIEW READERS STILL 



COMMENDING NEW DRESS 



sen 



I III ill lit— U-JU 



IHAT th» 



trade is 



loyal to Tho 



Review has 



long been 



appqjent — 

 friends are constantly giving the 

 paper a boost — but the regard 

 in which the paper is held^ has 

 never been so widely manifest 

 as since the old, out-of-date 

 pamphlet style of binding was dis- 

 carded. The letters commending the 

 new, up-to-date magazine style of trade 

 journal have come from the four corners 

 of the country. 



The significance of the many words 

 of approval lies in the evidence af- 

 forded that The Review is bought to 

 BEAD and USE. You can lead a horse 

 to water, but you may have difficulty 

 making him drink. Sending a florist a 

 paper is no indication he uses it — that 

 the circulation is worth anything to 

 advertisers. Of course a few adver- 

 tisers still are indifferent, but most of 

 them now want to see the evidence that 

 the paper is READ as well as circu- 

 lated. 



Such letters as the following are a 

 source of inspiration because they show 

 the trade notes every move: 



Lebanon, Tenn. 



The new fall dress is something to be 

 proud of; it shows the paper up at its 

 real value. We have taken The Review 

 for all the ten years we 

 have been in business and 

 feel that to it we owe a 

 great deal of our success. 

 Lebanon Floral Co. 



Philadelphia, Ps. 



The last issue of The 

 Review, in its new fall 

 dress, has been received 

 hy us, and we take this 

 opportunity to congratu- 

 late you on the splendid 

 improvement in its ap- 

 pearance. "We have long 

 realizea that The Review 

 was a Magazine, and not 

 a pamphlet, and we are 

 glad to see that you have 

 given it a fitting cover. 

 We have seen a great 

 many trade papers in all 

 lines, but have never seen 

 a "Weekly paper that com- 

 pares favorably with 

 yours. As consistent ad- 

 vert, sers we are pleased 

 iy that the results 



tn ii 111 n III 11 m 11 in II m=agTtPnnE 



Shakespeare's View: 



Costly tby habit as thy porae can bny, 

 Btit not expresB'd In fancy; rich, not ffaady: 

 For the apparel oft proclaims the man. 



prestige. Glad to see it. Have read 

 The Review ever since the start. It is 

 a world-wide attractive window for our 

 work. H. A. Catlin. 



Indianapolis, Ind. 



Putting the Index to Advertisers and 

 Table of Contents on pages 2 and 3 

 is one of the finest improvements you 

 ever, have made in. your always most 

 excellent paper; it is most gratifying 

 to your customers. 



Smith & Young Co. 



Shiremanstown, Pa. 



We certainly are pleased with The 

 Review in its new dress; it shows 

 "some class." Putting the Index and 

 Contents in front is a marked improve- 



REALLY, IT'S NOT COVER, 



BUT CONTENTS THAT COUNTS 



ZDBIACKISTONE 



Tha nerlata' Rcrl**, 

 Chicago, 111. 



PIbORlfT 



l4T?aivA.n.Strecb.NW- 



WASHlKfiTOV n q s«pt. n, ,Qg*. 



0«&tl«a«s: 



tha «utaid«» and no 



I Ilka tha aaw fall draaa vary wall. Bo«aT«r, thla la only 

 ttar bow attraotlra th« appaaranoa alght ba, you 



Ina ahloh 



to 



obt;ined from our adver- 



"SOMients are very grati- 



i'-^- M. Rice Co. 



ty 



Homer, N. T. 



^"w you HAVE done 

 "• The Hew dress is 

 <=oiiiTnendable in every 

 T'.^y It will take in the 

 "»' of publications for 

 ^»S' less and add to your 



oould net gat along on that. It la tha Inalda of youz 

 ■akaa It taally worth iritlla. 



I hara obtalnad gzaat aaalatanoa and at tlaaa mtoh Inaplra- 

 tlon and anoouzagaaant froa raadlng tha artlolaa partalnlog to tSa 

 ratall part of tha florlata* bualnaaa, which hava appaarad In Tha Ra- 

 Tlaw waak aftar waak froa Ita rary beginning. 



Tha Rarlew haa ay haarty oongratulatlona on Ita raeant -pto- 

 graaa aad ay b«a« wlahaa ttet It aaf «oaUBiM ta fill tte pilMa with 

 tha florlata which It haa f Iliad In tha paat. 



▼ary txul 



ment and you have made 

 a hit putting the Classi- 

 fied section on the last 

 pages; it is much more 

 convenient. We appre- 

 ciate your endeavors to 

 serve the trade. John F. Rupp. 



Denton, Tax. 



In sending my renewal I tak* 



the opportunity to commend the 

 new magazine style in connection 

 with the excellence of the contents for 

 the last year. I believe The Review is 

 the most complete trade paper in exis- 

 tence today. N. W. McGinnis. 



Gladstone, Ore. 



How do we like the cover of the 

 new magazine style of Review? Not 

 at all! It should be green. 



H. H. Hughes. 



Oliicago, HI. 



The new fall dress is fine. It will 

 pay you well, for the trade will use 

 The Review even more than in the past. 



A. L. Vaughan. 



I hand it to The Review; you cer- 

 tainly know how to make a trade 

 paper. E. E. Pieser. 



Lethbridge, Alta. 



I wish to compliment you on your 

 progressiveness in putting out such » 

 striking new idea in your already up- 

 to-the-minute trade journal. 



D. W. Dumser. 



Femandina, Fla. 



The Review has been a 

 good friend in the past, 

 but the new magazine 

 dress, with the date on 

 the square, thick edge at 

 the back, is quite an im- 

 provement. 



6. Gerbing. 



Portland, Ore. 



We wish to congratu- 

 late you on the appear- 

 ance of The Review; in 

 its new cover the maga- 

 zine looks like a real 

 trade journal now. 



Clarke Bros. 



Helena, Mont. 



We congratulate you on 

 the new appearance and 

 increased usefulness of 

 The Review. 



State Nursery Co. 



Boulder, Oolo. 



1 want to congratulate 

 you on the improved ap- 

 pearance of last week's 

 Review; the new binding 

 and cover are especially 

 good. Cha& F. Fawcett. 



Valley City, N. D. 



I have been a sub- 

 scriber to The Review for 

 a dozen years, but I think 



