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10 



The Florists* Review 



OCTOBKR 10, 1912. 



You do not need to even read to 

 answer the question of its identity. 



There has been the principle of art 

 in all its construction. First, the 

 wreath of pleasing proportion; then, 

 the increased interest which we cre- 

 ated by our opposition of ribbon ends, 

 and the qualifying of that point of in- 

 terest by our bow of ribbon. You will 

 notice that the principle of reason has 

 been employed in all the construction 

 of the wreath and in the placing of 

 the ribbon. So in all your work use 

 reason and be reasonable, always keep- 

 ing prominently before your mind that 

 while art can not limit you, simplicity 

 is the keynote of success. 



Applying the Principles. 



We will try to embody these princi- 

 ples in a series of illustrated articles 

 to follow, and trust that the worker 

 with cut flowers who would "leave the 

 educating to the other fellow" will 

 read, and realize that he will gain in 

 prestige and material wealth by con- 

 forming to the "only way" — the way 

 of art, the way that is embodied in all 

 successful work, even though it be done 

 unconsciously. Fred C. W. Brown. 



condemned, not flowers, but what some 

 of them were pleased to call the osten- 

 tation with which they sometimes are 

 used. George E. Clark replied, show- 

 ing the point of view of the public 

 and the florists, setting the clergy right 

 on one or two points, for it seems that 

 many of them thought the flowers 

 were bought by the family of the de- 

 ceased instead of being, as all florists 

 know, usually the sympathetic offer- 

 ings of friends, none of whom miss the 

 comparatively small sum expended. 



The Beview does not believe that 

 there is any menace to the trade in 

 the occasional outcry against flowers 

 at funerals. The use of flowers is 

 prompted by a sentiment too strong 

 to be thrust aside at the mere say-so 

 of the more or less hidebound parties 

 who are back of the periodical out- 

 cries. ^^ . 



OPPOBTUNITIES. 



This is from Albert Pochelon, of L. 

 Bemb Floral Co., Detroit, who recently 

 was elected secretary of the Florists' 

 Telegraph Delivery, the Retailers' Sec- 

 tion of the S. A. F., and who has en- 

 tered enthusiastically on his duties: 



A Staodiiig Wreath of Croton Foliage. 



TLOWEBS AT FUNERALS. 



The Ministerial Association of Scran- 

 ton, Pa., has been discussing the sub- 

 ject of flowers at funerals and recently 

 one of the local papers printed inter- 

 views with a number of clergymen who 



"Any up-to-date florist who has a 

 mercantile training, by just studying 

 for a short while, can see that there 

 is a big fleld of business which we are 

 not getting as yet, when we consider 

 the number of American travelers in 

 Europe, also the great number of peo- 



ple who have relatives in this country, 

 or vice versa. It is not only for occa- 

 sions of funerals that flowers are used; 

 it is not always necessary to order 

 flowers by telegraph or cable. There 

 are at least fifty different occasions for 

 which flowers are wanted and, rest as- 

 sured, if our flower buyers are once a 

 little more educated to the more mod- 

 ern and right up-to-date methods of 

 handling the florists' business, there is 

 no telling how large a business between 

 florists in different cities can be worked 

 up. On the other hand, even if we do 

 get that far we have not accomplished 

 any more than many other mercantile 

 institutions have that are still improv- 

 ing. I will say that the florists' busi- 

 ness has made rapid strides, but not 

 quite as rapid as a great many other 

 lines of business." 



ADVEBTISINO. 



The man who says advertising doesn 't 

 pay usually is the same one who doesn 't 

 trouble himself about circulation when 

 buying space. 



An advertisement looks the same in 

 a paper of 1,000 circulation as it does 

 in a paper of 2,000 circulation, but it 

 doesn't pull the same. 



Not long since the post-office 

 "pinched" a "publisher" who was 

 printing just enough copies to have one 

 for each advertiser — ^but he claimed a 

 circulation "at least as big as" the 

 other' fellow's. 



Some of the standard magazines are 

 so firmly convinced that exaggeration 

 in advertising is bad business that they 

 will not permit advertisers to use the 

 word "best" in their copy. 



Yes, much money is lost in advertis- 

 ing — but not by the man who picks out 

 the paper of largest circulation among 

 the kind of people he wants to reach, 

 and sticks to it. The paper of largest 

 circulation always is the one carrying 

 the most of your kind of advertising. 



'^WBBATH or OBOTONS. 



The illustration of the standing 

 wreath shows the Tich effects that can 

 be produced with croton foliage. The 

 wreath is made entirely of crotons of 

 many varieties, with two Cocos Wed- 

 deUiana. It was sent by the Robert 

 Craig Co. to the funeral of the late 

 George T. Carpenter, September 28, 

 1912. It was greatly admired. 



A MEMOBIAI. WBEATH. 



The illustration on page 11 is re- 

 produced from a photograph made at 

 Grand Forks, N. D., showing a wreath 

 five feet high, on easel, made by the 

 Wickler Flora'. Co. J. Wickler writes: 



"This is a wreath we made for the 

 local Salvation Army Corps for their 

 memorial services in honor of the late 

 General Booth; the illustration will 

 show the General's picture quite plain- 

 ly. The wreath had been carried in a 

 parade from the Army hall to the Grand 

 theater, and, after the services, again 

 carried around town before the photo- 

 graph was taken; hence the arrange- 

 ment of the flowers and foliage suf- 

 fered more or less. We used asters 

 principally, a sprinkling of sweet peas 

 and at the bottom a few sprays of hy- 

 drangea blooms. Color effects, not shown 

 in the picture, were obtained by using 

 colons foliage. The flowers were all 

 the way from deep purple through 

 every shade through lavender to 

 white. " 



