12 



The Florists' Review 



OCTOBBE 31, 1912. 



lot of single and pompon chrysanthe- 

 mums. 



From A. N. Pierson, Cromwell, Conn., 

 cape an exhibit of the new red rose, 

 Milady, a cross of Eichmond and J. B. 

 Clark, excellent in color and fragrance. 

 It was awarded a certificate of merit. 



Charles H. Totty, Madison, N. J., put 

 up a handsome vase of his new pink 

 rose, Mrs. George Shawyer, which at- 

 tracted much attention and was 

 awarded a diploma. He also staged 

 some of his new chrysanthemums and a 

 pleasing exhibit of singles. 



Julius Eoehrs Co., Rutherford, N. J., 

 showed a table of choice orchids and a 

 number of plants suitable for conserva- 

 tory use. 



C. B. Johnson, grower for James D. 

 Cockcroft, Northport, L. I., brought 



Carnation Northport, pink, which re- 

 ceived a certificate. 



Judges and Awards. 



The judges were Wm. Kleinheinz, 

 Ogontz, Pa.; Thomas Logan, Philadel- 

 phia; A. E. Thatcher, Bar Harbor, Me., 

 and J. Stewart, Mamaroneck, NT Y. 

 Their task was not an easy one, because 

 of the uniformly high quality of the 

 exhibits, but was accomplished with 

 general satisfaction. The premiums 

 were pretty evenly distributed among 

 the gardeners for Mrs. W. E. Griswold, 

 Giraud Poster, Mrs. Robt. Winthrop, W. 

 D. Sloane, 8. P. Shotter, Charles Lanier, 

 W. M. Salisbury, Mrs. M. K. Jessup, 

 Mrs. Geo. Westinghouse, R. W. Patter- 

 son, J. H. Choate, R. C. Dixey and C. S. 

 Mellen. 



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THE RETAIL 



FLORIST 



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A NEW DESIGN. 



Recently, in answer to the request of 

 a customer, we sent to a funeral an 

 arrangement of flowers somewhat dif- 

 ferent from anything we have ever seen 

 described. We thought possibly other 

 florists might find it of interest. 



The customers asked for a ' * crescent ' ' 

 that would encircle the top of a casket 

 that opened about half-way down, the 

 cover opening in three hinged parts, 

 forming what would serve as a support 

 for this crescent of flowers at the top 

 and half or two-thirds down the sides. 

 We did not use anything for a founda- 

 tion except a heavy wire bent as seemed 

 necessary, and we made it in loose form, 

 much like a spray, using 150 carnations 

 and about the same number of mar- 

 guerites and a generous quantity of 

 plumosus. It seemed to us it was a 

 pleasing change from the large spray of 

 flowers. Having received many helpful 

 suggestions from others, we tell you of 

 this that you may pass it on if it seems 

 worth while. Z. K. Jewett & Co. 



THE EXCHANGE OBDEBS. 



The following letter has been sent 

 out by Irwin Bertermann, president of 

 Florists' Telegraph Delivery: 



"An organization with some sixty 

 members who are now interchanging 

 business is doing much toward educat- 

 ing the flower-buying public. Confi- 

 dence inspired by the knowledge that 

 flowers may be sent without shortcom- 

 ings would certainly tend to increase 

 the sales in this line enormously. Flow- 

 ers have a peculiar advantage over all 

 commodities in that they are used for 

 the important events of life upon which 

 anything else would not bear the deli- 

 cacy or diplomacy possible with flowers. 

 W. L. Rock, of Kansas City, at the 

 recent F. T. D. meeting, spoke as fol- 

 lows: 



" 'During the year 1909, which was 

 the year previous to the birth j0^his 

 organization, if I remember rignt^we 

 sent out 360 orders fcom our place of 

 business, amountii^ to |2,950. Ih tBe" 



year 1910 we sent out 405, aggregating 

 $3,150. In 1911 the business aggre- 

 gated $3,450, with 435 orders sent out.' 

 "The above statement would justify 

 an approximate estimate of the in- f 

 bound and out-bound business to be. 

 $7,000 annually. Multiply this by six-' 

 ty, the membership of the P. T. D., and 

 you have $420,000 worth of business 

 possible by sixty members equal in size 

 to the Rock firm. Taking 200 firms 

 on the same basis would result in a 

 volume of $1,400,000 worth of business 

 possible and probable for a year." 



SFECIAI. SALES. 



When a florist tries the department 

 store's method of attracting attention 

 by means of a special sale the florist 

 should first find out just what the de- 

 partment store's method is. 



The florist is likely to be confused 

 when, after advertising a special sale 

 of carnations at 29 cents per dozen, 



Itt WbiOow Off i'*Bttttr, Moot., Floritt. 



some good customer comes in the wed: 

 after and wants to get in on the Cut 

 price. 



The department store, as a rule, does 

 not advertise special sales on its regu- 

 lar stocks — the sales are "special" all 

 the way through; a special lot of stock 

 is bought, special display and selling 

 arrangements are made, special adver- 

 tising is done and the special price is 

 good so long as the special stock lasts, 

 and no longer. After that, would-be 

 buyers are told, not that the sale is 

 over but that the stock is gone, and 

 asked to look at some of the regular 

 lines. 



The florist can work it the same way. 

 He can, if he takes the trouble, make 

 special purchases for special sales and, 

 once he gets the people to know that 

 his special sales are special in fact as 

 well as in name, he can turn a big lot 

 of stock, frequently at a good profit. 



WANTED THE ADVERTISING. 



Galesburg, HI., recently had an auto- 

 mobile day. I. L. Pillsbury had no auto, 

 but he wanted to get in on the pub- 

 licity that went with the parade of 

 decorated vehicles, so he hired a car for 

 the occasion. The accompanying illus- 

 tration shows what he did with it. ' ' The 

 affair drew an immense crowd," he 

 writes, "and a long line of autos were 

 in the parade. Four prizes were offered 

 for the best or most artistically deco- 

 rated machines. On the one I entered 

 the wheels were covered with pink 

 cheesecloth, with white carnations. The 

 name was made of white immortelles 

 over pink cheesecloth. The body was 

 trimmed with pink carnations and pink 

 roses over white muslin and the young 

 ladies carried American Beauty roses. 

 Mostly natural flowers were used, but 

 we worked in a few paper carnations 

 where they would be most liable to wilt. 

 It was much admired and won second 

 prize. ' ' 



MUMS AND PREPARED OAK. 



The accompanying illustration is pre- 

 pared from a photograph of the deliv- 

 ery automobile entered by the Gross 

 Floral Co., Denver, and which received 

 second prize in the automobile parade 

 held October 17. Prepared oak foliage 

 and yellow chrysanthemums made a 

 most artistic combination. Aside from 

 the cash prize of $75, the advertising 

 feature was worth a great deal, and 

 Mr. Gross feels that he was more than 

 repaid for his trouble. The automobile 

 used was a Ford delivery car. 



M. R. J. 



HYDRANGEA OTAESA. 



1 have just purchased a lot of Hy- 

 drangea Otaksa in 6-inch pots. They 

 have been grown in a slat-covered 

 house. I want them for Easter and 

 Memorial day sales. Will you please 

 tell me what treatment to give them? 



J. L. S. 



Keep the plants fully exposed to the 

 sun and weather, but protect from 

 frosts, which will scorch the foliage. 

 Run them somewhat on the dry side, in 

 order to better ripen the wood. Easter 

 comes early, March 23, and unless your 

 plants were pot-grown through the sum- 

 mer and already have wood tolerably 

 well ripened it would not pay to force 

 for this early date. If well ripened, 

 house at the middle of December. Give 

 , 50 degrees at night until well started, 

 then 60 degrees. Watet and feed freely 



