June 15, 1911. 



ThcWcckly Florists' Review* 



11 



Including Exhibits of Cottage Gardens Co., B. H. Farr, E. A. Reeves, Geo. H. Peterson and Others. 



to carry the stones so that they hit the 

 -glass at right angles. 



Impractical Protective Devices. 



Various de\it'es for jirotet'tioii have 

 been tried, but nearly all have proved 

 either too costly or too cumbersome to 

 be practical, and hail insurance still re- 

 mains the best and easiest way for the 

 person ■vvho owns a glass house to recoup 

 himself for damage by hail. Therefore 

 it will not be irrelevant to say a word 

 or two about the mutual benefit con- 

 ferred by the Florists' Hail Association 

 of America. 



It is nearly twenty-five years since 

 the S. A. F. christened the Florists' 

 Hail Association and placed the infant 

 upon its doorstc]), with the admonition 

 to go forth into the world and bo a 

 good Samaritan, but on no account to 

 come back and trouble its dad. June 1, 

 1887, the state of New .Jersey adopted 

 the orphan, and for twenty-four years 

 it has gathered (>xperience, in which 

 this fact has been developed, that a 

 majority of the owners of glass are 

 much more interested in hail insurance 

 after than before a hail storm. 



Economical Management. 



Since the day of its incorporation 

 this association has never paid a dollar 

 for attornevs' fees, notwithstanding 

 the fact that up to date over $2i:},000 

 has been disbursed to its members for 

 glass broken by hail. Likewise it has 

 never paid a single cent for office rent, 

 fuel or light, for its ollicials. And 

 here comes our loudest whoop: Not 

 a dime has been paid to an agent for 

 commissions. We sell our insurance 

 direct. "We employ no agents. We do 

 business only in the state of New 

 Jersey, and are not amenable to any 

 other state, lie who wishes to come, 

 •or rather send, to New Jersey for hail 



insurance can i)rocure the same with- 

 out any rake off to anyone. 



Reformers take notice, and when you 

 plan to eliminate the middleman think 

 of the F. II. A. as one organization 

 that has wiped that individual off the 

 slate. 



By prompt payment of losses and 

 straightforward dealing, the F. II. A. 

 has won an enviable i>lace in the in- 

 surance world, and with its 1,()0() mem- 

 bers, insuring over G-ljOOC^OOO scpiare 

 feet of glass, and a reserve fuml of 

 over $2."), (100 for a bacldtone, it can 

 afford to sit (|uietly by an<I wait until 

 a hail storm drives the uninsured into 

 its fold. 



In conclusion, allow me to advise: 

 Don't shingle your greenhouse with 

 single-thick glass, and ''be sure to 

 lock the door before the horse is 

 stolen.' ' 



ADVERTISING. 



'Culhill. "f 

 New Vnrk 



fKxtfncfs from n talk liv I.. W. i 

 t!u> Tnthill Ad .\},'cno.v. Ip.'fnic tin 

 riiirists' Club, .Tune 12, lOH.) 



Your good committee 7nan. 8h;iw, is 

 to blame for this! 



Honest Injun, cross my-heart, I am 

 guiltless. 



Take it out on him, and jolly me 

 along; for Ad men are a thin skinned, 

 sensitive lot. 



Their business mak(>s them so. 



They have to tell the truth. 



That is, if they want to stay in busi- 

 ness. 



Hot Air Never Pays for Long. 



Three years ago a boiler man blew 

 into our oflice and said he had som(> 

 money to spend, telling the good, dear 

 public that his boiler was the best on 

 earth, a world-beater, a nine-day won- 

 der, and all that sort of bomliast. 



After a couple of hours' talk we toM 

 him we would take his account under 



one coTulition; ami that was that ho 

 send, ;it his own exjiense, one of his 

 wonder boilers to my home in the coun- 

 try, and install it. Then I would give 

 it a mojith's test of every conceivable 

 kind. If the boiler panned out as he 

 ilaimed, we would frame up the ads 

 accordingly. If it didn't, we would 

 tell exactly what it would do — and no 

 more. 



Did he stand for it .' 



lie certainlv did not. 



Wliy .' 



Decause he l^iiew his boiler would 

 not stand uji to his (Extravagant claims. 

 And hi' knew we knew it. 



Still h(> thought his i^xaggerations on 

 l)ap(>r would sell his lioiler. 



lie thought that was what one was 

 licensed to do in an !id. 



lie went to another agency and 

 placed the business with tliem. For 

 two years they have been running "hot 

 air" ;ids of the most virulent type. 



Yestenlay that same man walked into 

 the ollice and said his company is now 

 ready to do business with us, based on 

 our original iirojiosal. 



The "hot air" hadn't paid. 



This incident illustrates in a nutshell 

 the advertising situation of today. 



Kxaggerations must go. 



T1h» truth, only, pays. 



All Real Advertising Truthful. 



Last week 1 was standing on the 

 corner of Twenty-eighth street, talking 

 to one of our prosperous commission 

 men. when one of the "has beens" 

 passed abmg. 



I remarked: "Brown isn't the man ho 

 used to be, is he?" 



To which our friend replied: "No, 

 and he jiever was." 



Advertising, real advertising, never 

 was anything but telling the truth. 



It never was a mystic something, into 



