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10 



The Florists' Review 



Skptbubsr 12, 1912. 



or his employer's business. He must 

 keep his- eyes open, of course, and his 

 gray matter working; otherwise he is 

 out of his element in the intelligence 

 department. 



DESIGNS FOB CBITICISM. 



W., New York, sends a design for 

 criticism, but carefully conceals hifi 

 identity. In case this meets his eye 

 it is to remind him that, so far as we 

 know, it is the universal practice to 

 drop into the waste basket all anony- 

 mous matters. Names never are used 

 by The Review without permission, but 

 are necessary if a communication is 

 to receive attention. 



SOME LOOAI. ADVERTISING. 



As an instance of the way in which 

 the enterprising and watchful florist 

 takes advantage of public events in 

 order to win publicity for his own busi- 

 ness, an advertising scheme recently 

 carried into effect by John E. Stelzig, 

 of Stelzig 's Floral Store, Belief ontaine, 

 O., is well worth describing. Knowing 

 that horse racing would be a conspicu- 

 ous feature at the approaching county 

 fair, Mr. Stelzig resolved to offer a 

 horseshoe of flowers to the winner of 

 the free-for-all pace, and he resolved 

 at the same time to arrange all the de- 

 tails of his plan in such a way as to 

 secure as much advertising as possible 

 in return for his expenditure. Of course 

 the outlay for the flowers was consid- 

 erable, for a cheap or poorly made de- 

 sign would have been a poor advertise- 

 ment, but Mr. Stelzig is satisfied with 

 the results of his investment. 



Mr. Stelzig 's account of the working 

 out of the plan is as follows: "About 

 a week before the county fair opened, 

 the newspapers of the city made an- 

 nouncement, in their local columns, that 

 we were to give a floral horseshoe to 

 the winner of the free-for-all pace. We 

 then got an advertisement placed in 

 the official racing score book. On the 

 daj- of the race, at 1 p. m., amid a 



placed upon the neck of the horse and 

 photographs were taken. On the fol- 

 lowing day the daily newspapers, in 

 their reports of the races, made promi- 

 nent mention of the horseshoe and its 

 donors. 



"The horseshoe we presented was 

 forty-six inches in height and twenty- 

 eight inches wide. It was filled with 

 shell-pink asters, bright red gladioli, 

 carnations and roses. A bouquet of 

 Badiance roses, tied with a large bow 

 of pink ribbon, served to fasten to the 

 lower right-hand corner of the shoe a 

 card that bore the following inscrip- 

 tion: 'This floral horseshoe was de- 

 signed and made at Stelzig 's Floral 

 Store and presented to the winner of 

 the free-for-all pace at the Logan 

 County Fair, held in Bellefontaine, O., 

 August 23, 1912. May good luck go 

 with you.' " 



FIBEPSOOF DECORATIONS. 



A few years ago, when the insurance 

 companies and fire authorities put a 

 ban on decorations of wild smilax and 

 other inflammables in stores and 

 other places where fire risk is great, 

 it was feared that much harm had 

 been done the florists and dealers 

 in florists' supplies, who had been fur- 

 nishing these decorations. But the 

 opposite has proved to be the case; the 

 business has been bettered. 



As an instance: The accompanying 

 illustration shows an autumn decora- 

 tion just put up at Hammond, Ind. Had 

 it not been for the fire and insurance 

 regulations, the decorator could have 

 procured all the dry, inflammable oak 

 foliage he wanted, for Hammond is in 

 an oak forest. But to avoid the fire 

 risk he had to apply to the dealer in 

 florists' supplies, whose oak foliage 

 is fireproofed. Practically all the 

 florists' natural decorative materials 

 may now be had preserved and fire- 

 proofed. And in the process the color 

 is made almost anything the florist 

 wants. 



The prepared oak sprajs were first 



A Decoration of Fireproofed Oak Foliage. 



ctowd of between 2,500 and 3,000 peo- 

 ple, the horseshoe was hung up on the 

 outside of the judges' stand and an 

 announcement was made to the effect 

 that the horseshoe, was made and do- 

 nated by us, and would be given to the 

 winner of the free-for-all pace. After 

 the race had been won, a similar an- 

 nouncement was made, the shoe was 



brought conspicuously to the attention 

 of the trade last season by one of the 

 Chicago dealers in florists' supplies, 

 who sold several tons of them. This 

 season they are being widely used, and 

 florists all over the country are finding 

 them a source of profit. They go a 

 long way, as twenty-five pounds sufficed 

 for the heavily filled window shown. 



and the stock can be used over and 

 over again, and worked up in designs 

 when no longer in request for decora- 

 tions. 



AT McCONNELL'S. 



In the comparatively new store of 

 Alexander McConnell, at Fifth avenue 

 and Forty-ninth street in New York,, 

 there has been installed the display 

 case shown in the accompanying illus- 

 tration. It is ten feet long, three feet 

 four inches deep and nine feet six 

 inches high, the ice chamber being 

 overhead. The exterior, front and ends, 

 is of white enamel. The doors and ends 

 of the case, which stands on a marble 

 base, are of two thicknesses of glass, 

 the outer being beveled plate. The 

 back and top of the display compart- 

 ment are beveled plate mirrors. The 

 floor is vitrified tile, the shelves of 

 plate glass. The case was built to or- 

 der for Mr. McConnell to harmonize 

 with the rest of the fixtures, by the Mc- 

 Cray Eefrigerator Co., 368 Lake street, 

 Kendallville, Ind. 



BEFEBBING TO THE NEW PEST. 



Mr. Gelven is not alone in his trou- 

 ble with the pest he has written you 

 about, his letter appearing on page 12 

 of the issue for September 5. We 

 have the same pest here on our place, 

 and it is the worst we have ever had 

 to contend with, in the insect line. 



It was first noticed on asters planted 

 inside. The asters were planted in 

 April, and about the time they were 

 showing color the caterpillars appeared 

 in such numbers that they stripped 

 every leaf from the plants. We pulled 

 up the asters and burned them. They 

 spread from the asters to almost every- 

 thing on the place, and seemed to be 

 especially fond of mums. These are 

 the only plants that they are doing 

 any damage to at present. 



We have used Slug Shot, arsenate of 

 lead and several other insecticides with- 

 out any noticeable effect.. 



The moth resembles the moth of the 

 leaf roller, except that the wings are 

 straight out from the body, instead of 

 turning down. The caterpillar looks 

 like the leaf roller and the cocoon looks 

 the same. The egg is laid singly and 

 looks like a small white glazed spot on 

 the under side of the leaf. 



If there is anyone who has been trou- 

 bled with this pest and has found a 

 way to destroy it we would certainly 

 like to hear from him. 



G. R. Oliver. 



PANSY FOLIAGE SPOTTING. 



Enclosed find two pansy leaves af- 

 fected with black leaf spot of some 

 sort. It started about three weeks ago 

 in the old bed and is now affecting the 

 young seedlings nearby. I have tried 

 Bordeaux mixture, but it does not seem 

 to affect it. Do you know of any rem- 

 edy? As I have nearly 100,000 seed- 

 lings, I think I had better pull up the 

 old plants. C. A. P. 



This spotting sometimes occurs dur- 

 ing spells of damp and warm weather, 

 such as we often experience during th© 

 dogdays. Bordeaux mixture is the best 

 remedy you could have applied. It will 

 not check the spot at once, but if used 

 once a week it will be of much be)W8flt. 

 The spotting is not likely to be serious. 

 A change in weather conditions will 



