10 



The Florists^ Review 



OCTOBKU 10, 1912. 



You do not iiocci to evoii read to 

 answer tlie question of its identity. 



There has been the principle ol' art 

 in all its construftion. First, the 

 wreath of pleasinj,' jiroportion; then, 

 the increased interest Avliich we cre- 

 ated by our opjiositidii of ril)bon 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 rilibon. So in all your work use 

 reason and be reasonable, always keep- 

 infx juoininently before your mind that 

 while art can not limit you, simj)licity 

 is the keynote of success. 



Applying the Principles. 



AVe will try to embody these prim-i 

 pies in a series of illustrated arti(des 

 to follow, and trust that the worker 

 with cut llowcrs who would "leave the 

 educating to tlie other fellow'' will 

 read, and realize^ tluit he will j^ain in 

 prestijie and material wealth by con- 

 forming to tln^ "only way'" — the way 

 of art, the way th;it is enibodieil in ail 

 successful worly, even tliough it be done 

 unconsciously. Fied C. W. Hiown. 



condemned, not flowers, but what some 

 of them were pleased to call the osten- 

 tatio'i witli which they sometimes are 

 used. (Jeorge K. 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 

 coni|)aratively snmll sum expended. 



The Review does not believe that 

 tliere is any menace to the trade in 

 tlu' occasional outcry against flowers 

 at funerals. The use of flowers is 

 ]ironipted by a sentinuMit too strong 

 to tie thrust aside at the mere say-so 

 of the more or less hidebound parties 

 wlio are lack of the jteriodical out- 

 cries. 



OPPORTUNITIES. 



This is from AUiert I'ochelon, of L. 

 Hemb Floral Co., Detroit, who recently 

 was elected secretary of the Florists' 

 Telegraph Delivery, the Ketailers' Sec- 

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

 t(M'ed enthusiastically on his duties: 



A Standing Wreath of Croton Foliage. 



FLOWERS AT FUNERALS. 



The Ministerial Association of Scran- 

 ton, I'a., has been discussing the sub- 

 ject of flowers at funerals and recently 

 one of the local i)apers printed inter 

 \ie\\s with a iiuiiibrr of (deryvnuMi 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 field of business which we are 

 not getting as yet, when we consider 

 tlie numlter of American travcders in 

 Murope, ;ils() the gr<>at number of peo- 



ple who have relatives in this eountrj 

 or vice versa. It is not only for occa 

 sions of funerals that flowers are used 

 it is not always necessary to ordc 

 flowers by telegraph or cable. Thei 

 are at least fifty different occasions id 

 which flowers are wanted and, rest a> 

 sured, if our flower buyers are once • 

 little more educated to the more moii 

 era and right up-to-date methods <)■ 

 handling the florists' business, there ; 

 no telling how large a business betweei 

 florists in different cities can be worke ; 

 up. On the other hand, even if we d • 

 get that far we have not accomplishp'i 

 any more than many other mercantile 

 institutions have that are still improv 

 ing. 1 will say that the florists' busi 

 ncss has made rapid strides, but not 

 quite as rapid as a great many other 

 lines of business." 



ADVERTISING. 



The man who says advertising doesn "i 

 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 ])aper of 2,000 circulation, but it 

 doesn't j)ull the same. 



Not long since the post-oflice 

 "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 i^ermit advertisers to use the 

 word "best" in their copy. 



Yes, much money is lost in advcrtis 

 ing — but not by the man who picks out 

 the i»aper 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. 



WREATH OF CROTONS. 



The illustration of the standini,' 

 wreath shows the rich effects that can 

 be produced with croton foliage. The 

 wreath is made entirely of crotons ot 

 many varieties, with two Cocos Wed 

 delliana. It was sent by the Robert 

 Craig Co. to the funeral of the late 

 George T. Carpenter, September L'^. 

 I!n2. It was greatly admired. 



A MEMORIAL WREATH. 



The illustration on paw 11 is n 

 produced from a photograph made ;- 

 Grand Forks, N. D., showing a wrea^ 

 five feet high, on easel, made by t! 

 Wickler Flora' Co, ,1. Wickler write 



"This is a wreath we made for t' 

 local Salvation Army Corps for thi 

 memorial services in honor of the la 

 General Booth; the illustration w. ■ 

 show the General's picture quite plai 

 ly. The wreath had been carried in - 

 parade from the Army hall to the Gra? ; 

 theater, and, after the services, aga i 

 carried around town before the phot 

 graph was taken; hence the arran^ 

 ment of the flowers and foliage si 

 fered more or less. Wo used astc 

 principally, a sprinkling of sweet po; ' 

 and at the bottom a few sprays of h^ 

 drangea blooms. Color effects, not sho^\ 

 in the picture, were obtained by usiti, 

 coleus foliage. The flowers were a I 

 the way from deep purple throng'' 

 every shade through lavender t" 

 white. ' ' 



