60 



The Weekly Florists' Review. 



JUXE 23, 1910. 



General Variety of Nursery Stock, Florists' Wants a Specialty. 



W. & T. SMITH COMPANY 



64 Years 



GENEVA, N. Y. 



800 Acres 



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■i ( 



some canners used preservatives of va- 

 rious kinds in their food products, and 

 the discussion of benzoate of soda, for- 

 maldehyde and other preservatives be- 

 came so general in magazines and news- 

 papers that the person known as the 

 "ultimate consumer" became suspicious 

 of all canned goods, except the home- 

 made brand, and the canners felt the 

 effect of the agitation. 



A Campaign of Education. 



Accordingly, the association repre- 

 senting this industry outlined a cam- 

 paign of education to offset this condi- 

 tion. The advertisements have ap- 

 peared in publications of general circu- 

 lation and have set forth the fact that 

 the really reputable canners have no 

 need of preservatives in their food 

 products; that where proper methods 

 are used, and where clean and sanitary 

 conditions prevail, such preservatives 

 are unnecessary. 



In the case of the orange growers, 

 the advertising campaign was intended 

 to create a greater demand for oranges. 

 In the case of the canners, the cam- 

 paign was intended to prevent the de- 

 crease of a demand which already ex- 

 isted. It is believed that both cam- 

 paigns have been successful. The or- 

 ange growers have spent more money 

 in the campaign recently closed than 

 in the first one, and this is evidence 

 that they have found the expenditure 

 profitable. 



Now, are there not times when cer- 

 tain lines of nursery stock are slow sale, 

 and w^hen a well directed advertising 

 campaign can increase the demand? 

 Take the case of cherry trees during 

 the season just past. Nearly every 

 nurseryman in the country seemed to be 

 overstocked with cherry trees; if these 

 trees could have been sold every firm 

 could well afford to have contributed 

 to an advertising campaign which would 

 help close out the stock. 



Could the demand for cherry trees 

 have been increased by an advertising 

 campaign? I believe it could. 



A Surplus of Cherry Trees. 



What was the matter with the de- 

 mand — or, rather, the lack of demand — 

 for this kind of stock? In the first 

 place, cherry trees have been rather 

 high in price for a number of years, 

 and some farmers have felt that they 

 could not afford to buy. They really 

 have not heard that prices have de- 

 clined, and a general advertising cam- 

 paign would have informed them as to 

 true conditions. Again, many farmers 

 have become discouraged in trying to 

 grow cherries. They have planted the 

 wrong varieties, and have failed; they 

 have planted on poorly drained land, 

 and have failed; a succession of wet 

 seasons in parts of the country has 

 caused an unusually severe outbreak of 

 shot-hole fungus, and their trees have 

 died. 



A well-directed advertising campaign 

 would have enlightened the fardiers as 

 to the better varieties of cherries; 

 would have given proper directions for 



BERBERRY 



Snow Bali, Spiraea and other fine shrubs 



stock of unusual quality. 

 Orders booked now for Fall delivery. 



The CONARD St JONES CO. 



Weat OroTe, Pa. 



Mentlop The Review when you write 



HYBIRID PERPETUAL 



AND RAMBLER ROSES 



Strong Forcing Stock for Florists. 

 Orders for Fall delivery booking now. 



Jackson & Perkins Co., ^^^Yo^rk. 



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50,000 Catalpa Speciosa Ss'iZr^i 



rMppAppEyQ Specimen! for August 



California Privet— 2-year 



Ask for prices. 



HIRAM T. JONES 



IWm CsMty Narstrits KLIZABKTH, H. S 



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Brides and Maids 



2X-ih., $2.50 per 100; $25.00 per 1000 



NumerouH other good sorts 

 in prime stock 



< €LEEDLEfig}g.^n^5i!gi 



Mention The Rpvipw when vou write. 



planting, and have told why failure has 

 resulted in many cases; this advertising 

 could have explained that the new lime- 

 sulphur mixture, when properly used, 

 will prevent the shot-hole fungus and 

 save the trees. 



Cherries are really a great crop for 

 the farm and city yard. Indeed, there 

 is no other tree fruit which is of more 

 general adaptability than the cherry, 

 and the objections which farmers have 

 made against planting them could have 

 been removed by a well-directed adver- 

 tising campaign. Every nurseryman in 

 the country would have been benefited, 

 whether his stock is sold through sales- 

 men or through catalogue, for the effect 

 of the campaign would have been to 

 create a general demand for cherry 

 trees. The sale of a small part of the 

 cherry trees which remained unsold at 

 the close of the season would have 

 borne the expense of the campaign. 



A Distinction in Methods. 



From time to time the demand for 

 other lines of nursery stock will need 

 stimulating in this same way, and I be- 

 lieve a general publicity campaign will 

 do the work. This sort of advertising 

 is intended to create a demand for a 

 certain commodity, and this is the form 

 of advertising which is recommended 

 for nurserymen. 



The best kind of advertising which 

 can be done by individual nursery firms, 

 also, is that which creates business. 

 And yet I venture to suggest, with all 

 due respect to the men who write the 



The United States Nursery Cd 



Roaeaeres, Coahoma Co., MISS. 



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THE STORRS & HARRISON CO. 



PAINE8VILLE NURSERIES 



Oatalosne and price list 

 free on application. 



PAINESVILLE.OHiO 



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500,000 California Privet 



FOR FALL OF 1910 



A fine stock of 1 and 2 year plants, from 12 Indies 

 to 4 feet, will satisfy all In grade and price. Special 

 low prices in car lots for Fall delivery: let me know 

 your wants before purchasing. 



Also a fine stock of A]>IP£I.OP8IS Teitcliii, 

 2 years, transplanted. 



CHAS BUCK, 



Hightstown, N. J. 



Grape Vines 



All old a^d new varieties. Lar^e stock. 



Warranted true. Can furnish a special 



heavy two-year srade with largre roots 



and trood tops for florists' retail trade 



Write for cataloflrue and price list. 



T. S. HUBBARD CO., Frsdonli, N. Y. 



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LARGE TREES 



OAKS AND MAPLES. PINIB 

 AND HKMLOCKS 



ANDORRA NURSERIES 



Wm. Warner Harper, Prop. 

 Cheatnnt HUl. Plilladelplila, Pa- 



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nursery advertisements, that most al- 

 vertisements of this kind are not calf '• 

 lated to create business; they aj<^> 

 rather, designed to attract orders whi'h 

 might otherwise have gone to anott^r 

 firm. And this is not good advertisiKg- 



Advertising experts continually assort 

 that the cost of advertising is not "n 

 expense, but this kind of advertising is 

 certainly an expense, and an unwise 

 one. The really good advertising l^y 

 nurserymen is that which creates ne^ 

 business. And yet, most nursery adver- 

 tising fails to do this. Look through 

 the trade papers and the farm papers 

 and see if this is not so. Advertise- 

 ments reading like this are all too fa- 

 miliar: Vm 



' ' John Jones. Grower of weneral Lm® 



