62 



The Weekly Florists' Review^ 



June 23, 1910. 



of Nursery Stock. Peach Trees a Spe- 

 cialty." 



Persuasive and Creative. 



Have you ever read any atlvertise- 

 nients which sounded like that? Years 

 ago advertisements of merchants read 

 much like the average nursery adver- 

 tisement of today: "John Jones, Deal- 

 er in Dry Goods, Hats and Caps, Boots 

 and Shoes." The up-to-date merchant 

 has greatly advanced in his advertising 

 methods, and his advertisements now 

 literally coax the money out of one's 

 pocket by reason of their DOwers of per- 

 suasion. They create a demand for the 

 goods he has for sale. 



The time has come for nurserymen to 

 adopt better methods of advertising. 

 Creative advertising is profitable, but 

 that form of advertising which coaxes 

 an order from your competitor simply 

 increases the cost of doing business. 

 The advertisements which create busi- 

 ness will have the effect of getting 

 one's share of this business, anyway. 



Jt is not the purpose of this paper to 

 lay down any sit rules for the prepara- 

 tion of copy for nursery advertisements; 

 the writer does not pretend to know 

 how to prepare this sort of copy, but 

 he does want to give it as his opinion 

 that better copy should be used than is 

 now generally employed. 



Preparing and Placing the Ads. 



Advertising space is expensive, and 

 it costs as much to fill it with poor 

 copy as with copy which will create a 

 demand for nursery stock. Tf you can- 

 not prepare good copy yourself, get the 

 services of men who can. Such men 

 are available; they have had experi- 

 ence, and their services are well worth 

 using. In your advertising campaign 

 use fewer publications, perhaps, but use 

 good copy in the papers used. Direct 

 your advertising toward creating new 

 business, rather than try to entice from 

 your neighbor the orders which are 

 headed his way. 



This paper does not plead for more 

 advertising on the part of nurserymen; 

 that will come later, perhaps. The 

 need now is for better advertising — ad- 

 vertising which will create business for 

 nurserymen generally, in specific lines, 

 when the demand needs stimulating — 

 and for individual firms always to iiave 

 in mind that the best advertising, and 

 the most profitable, is that which cre- 

 ates new business, and not that which 

 changes an order from one firm to an- 

 other. The latter kind of advertising is 

 an expense; the former kind is a per- 

 manent investment in building up a 

 profitable business. 



FERNS 



Boston and Whitmani, 4-in., 15c; Mn., 25c. 



Aspidistras, Variesrated, 5-in., strong. $1.25. 



Aspidistras, Green, &-in., strong, $1.00. 



Arancaria Compacta, 5-in., $1.25; 6-in.. $1.75. 



Araucaria Ezcelsa, 5-in., 50c: 6-in., 75c. 



Small Ferns for Dishes, $3.00 per 100: $25.00 

 per 1000. 



Fern Dishes for Tables, 5-in., 30c: STn^TSSc: 

 7-in.. 50c. 



Kcntias, Belmoreana and Forsteriana, 4-in.. 

 25c and 35c: 5-in.. 50c and 75c; 6-in., $1.00, $1.25 

 and $1.50; large plants, $2.00 to $35.00 each. 



Kentias, Belmoreana and Forsteriana, made- 

 up. 76c. $1.50, $2.00, $2.50. $3.00. $5.00. r.OO. $8.00, 

 $9.00, $10.00, $12.00, $15.00 and $18.00 each. 

 All my plants are in fine condition. 



■Ally DAnrD * Ravin* at., H.B., 

 JUnni DAI/Llly PITT8BUBO. PA. 



Mnms for Benching 



NOW AND LATER 



Our list includes only good commercial sorts. Our plants are fine and we have 

 lots of them. Plant right into your benches. 



WHITE 

 C. Touset 

 Alice Byron 

 Mrs. H. W. Buckbee 

 Lynnwood Hall 

 Jeanne Nonin 



$2.50 per 100; $20.00 per 1000 



YELLOW 

 Monrovia 

 Robt. Halliday 

 Crocus 

 Sunburst 

 Golden Eagle 

 Y. Eaton 



PINK 

 Pacific Supreme 

 Dr. Enguebard 

 Minnie Bailey 

 Jeanne Rosette 

 Jobn Burton 



$6.00 per 100; $50.00 per 1000 

 Pres. Taft — white Dolly Dimple, Merry Jane — yellow Gloria, Patty — pink 



POMPONS 



Diana — white Acto, Bessie Flight, Utan — pink Zenobla, Baby — yellow 



Shishar — bronze 



FINE VINCAS, 4-in. pots, $10.00 per 100 % 



Baur & Smith, "tL'SL Indianapolis, Ind. 



Mention The Review when you write. 



Mention The Review when you write. 



CARNATIONS 



F. DORNER & SONS GO. 



LAFAYETTK, • • • INDIANA 



MentioD The Review when yoa write. 



DAHLIAS 



We are srrowers of the very best; have a large 

 collection to select from. Send for prices. 



David Herbert A Son 



ATCO, N. J. 



Mention The Review when you write- 



Variegated Yincas 



3%-in. potB, $8.00 per 100. 



Woodworth A Parker 



GSHKVA, OHIO 



Mention The Review when you write. 



Vinca Variegata, 2^-in., $2.50; 4-:n., 



$8.00 per 1000. 

 German Ivy, $2.50 per 100. 

 Sweet Alyssum, $2.50 per 100. 

 Cannas, strong, 4 in. , Austria, Mile. B^- 



rat, EUiott, McKinley, $6.00 per J'JO; 



King Humbert, $8.00 per 100. 

 White Killarney, fine, 3-in., $10.0<» l^er 



100. 

 Crimson Ramblers, Dorothy Perkins* 



4-in., $15.00 per IfO. 

 Sprengeri, 3-in., $4.00 per 100. 



CASH OR C. O. D. 



W. J. & M. S. VESEY 



FORT WAYNE, IND. 



Mention The Review when you write. 



