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The Florists^ Review 



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czy stylo, cluiming "that is what 



public like and want." This style 



V bo successful in sollin<? shoes and 



'hinf?, but certainly it is not well 



led to retailin;^ llowers. 1 do not 



, a that it is better to go to the 



iT extreme and become especially 



Follow the path that lies between 



;e two extremes and you will fiml 



stylo that is both dij^nified and 



ctive. 



have before me over a dozen news- 

 ier advertisements of as many flo- 

 s that represent still another style 

 publicity that keeps on existing in 

 te of its lifelessness. I refer to the 

 ■erannuate<l buHines-s-car<l advertise- 

 !it. I want to see every florist cease 

 iig these outworn, useless things that 

 squcrade as advertisements. If you 

 ■ using only a two-inch ad put a live 

 ;ument in the si)ace and change your 

 ,y once a week. Try it for three 

 iiths and note the dill'erence in 

 ults. 



Salesmanship That Wins. 



These are days of progress and ad- 

 v.iucetl ideas. Unless our publicity 

 nicthods keep abreast with the times 

 there is destined to be a corres])onding 

 tailing off in returns. A florist receives 

 from his advertising in ])r()i)orti()n to 

 x\hat he puts into it. iW this I do not 

 mean the amount of money invested, 

 I'ut rather the time, the thought and 

 interest bestowed. Jt is easy enough 

 to buy advertising space if you have 

 the money, but to fill that space with 

 I'usiness-getting ])rint is a matter that 

 • annot well be left to inc()nii)etent help 

 or rushed off fifteen minutes before the 

 forms close. 



When you start to write that next 

 advertisement, remember what I said 

 in the beginning: "Advertising is 

 salesmanshij);" and when you come to 

 write the next one, say it again, and 

 see if you can't have each new ad sur- 

 pass the last one — even if you have to 

 dig for every word. It will take time, 

 yes, but it i)ays. 



H. Raymond Campbell. 



LILIES FOR SPRAYS. 



When the Easter lily was a flower of 

 only a brief season its use was princi- 

 pally in decorations, but since it has 

 become an all-the-year-around stai)le of 

 the florists' stock probably the greater 

 part of the lilies grown for market find 

 their finish in funeral pieces. There are 

 few flowers that make finer funeral 

 sprays. Also, the lily is to be had in 

 practically continuous supply, so that it 

 may bo depended upon for use at times 

 when other suitable flowers are scarce. 

 Frequently the lily is made in sprays 

 backed by evens leaves, but iciicotlue is 

 excellent for the purpose, as shown in 

 the accompanying illustration prepared 

 from a photograph sui>i)lied by .1. L. 

 Kaske, a ('hicago retailer. 



MR. FELTON COMING. 



From an I'lnglish contemporary, the 

 Horticultural Trade .lournal, it is 

 learned that one of Lon.icni 's best 

 l<nown retailers, K. F. Fclton. "is 

 going to tlu! I'nited States National 

 I'lower Show at Xcw ^'ork next Ajiril 

 to act both as .juijge and decorative 

 demoiislrator. The S. A. F. has ap- 

 Iiareiitly heard ho much aliout I>. I'. I', 

 that they d('sir(! either to iniproxc tlicir 

 own knowledge on ('(dor scliemcs, or 

 get a sight of th(! author of floral 



Funeral Spray of Easter Lilies. 



decoration. One thing is certain, K. 

 F. F. is quite capable of talking up to 

 any United States florist that may dis- 

 agree with him." 



AMARYLLIS HALLII. 



Perhaps readers of The Review might 

 be interested in a little nccount of 

 the hardy aniarvllis. A. Ilallii, or. as it 

 has recently been introduced, Lycoria 

 squamigera, with the statement that it 

 is a native of .lapan. I first had it 

 from llovey's, of U.oston, as Ama- 

 ryllis Ilallii. It is a tyi>ic:il aiiiMivllis 

 and is perfectly hardy in the latitude 

 of Illinois in the ojuMi ground when 

 planted seven inches deeii, as 1 can 

 certify from twenty-five yeais' experi- 

 ence. The bulbs can be ]d;inted in the 

 autumn and th(\v arc the first thing to 

 brciik ground in s]»iiiig. The foliMiic is 

 of the ainaryllis type ;md dies away in 

 .huie. August ") to s a ]ioiiit the thicU- 

 Ticss of your finger coiiies throuizh and 

 ill from (i\(' to seven (|;iys reaches thirty 

 to thirty-six iiudics in hei.i^ht. with a 

 whorl id' lily shaped llowers at the top, 



with a blending in the most harmonious 

 way of pink and jiorcelain blue, alto- 

 gether a most interesting and beautiful 

 ])lant. When I first got it the intro- 

 ducer said it was a native of the Wind- 

 ward Islands of the West Indies, but 

 now we learn its home is in Japan, 

 whi( h I think more likely from its ex 

 treme hardiness. C. B. I'addock. 



MARGUERITES. 



At what time shouM 1 jiet 2V-i inch 

 daisies or maigucritcs .' When should 

 I jiot them the last time, and when 

 should I t()|) them the last time to have 

 them in bloom for next I'^aster/ 



F. K. (V 



(let th(> ]ilaiits now. Shift to 4 inch 

 and later to <! inch pots. The last shift 

 should be given li\- .lanuary 1. His 

 continue pinching after the first part of 

 I '('cenibcr and give the plants a sunny 

 bench in a house kept ali()ut '}') degrees 

 at nigiit. C. W. 



