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Septbmbeb 9, 1909. 



The Weekly Florists^ Review* 



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THE RETAIL 



FLORIST 



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THE ADVERTISING HABIT. 



Did you ever notice how quickly adver- 

 tising becomes a habit with those who 

 try it intelligently? 



Betail florists have been slower than 

 most merchants in adopting this most 

 powerful of modem business building 

 methods, but one by one they are being 

 found by the newspaper men — and it is 

 interesting to note how soon the new ad- 

 vertiser becomes the regular, steady user 

 of the newspaper space. 



A. Lange was the first retail florist in 

 Chicago to make use of the costly space 

 in the best daily. He began advertising 

 in a small way at the time he moved from 

 a basement on Monroe street to a high- 

 priced store on Madison, and found it 

 necessary to almost build his trade over 

 again. So good were the early results 

 of his publicity that he steadily increased 

 his expenditure. Incidentally the news- 

 paper was so well pleased with the way 

 the account grew that it sent out thou- 

 sands of letters to business men, drawing 

 attention to what the florist was doing, 

 and inclosing a statement showing how 

 his monthly bills were increasing. This 

 of itself was fine advertising for Lange. 



Having acquired the advertising habit 

 in that first season, Mr. Lange has kept 

 it up ever since. His usual space is 100 

 lines agate, appearing Saturdays, with 

 larger and more frequent advertisements 

 at holidays or on special occasions. He 

 omitted his advertisements in July and 

 August, but began again the first Satur- 

 day in September with the advertisement 

 reproduced on this page. Each piece of 

 copy contains a direct offer, as of the 

 dollar boxes, so that direct results are 

 apparent, as well as the results shown 

 only in the general growth of the busi- 

 ness, which last spring required removal 

 to a larger store a couple of doors away. 



Every retail florist should do some ad- 

 vertising; he should get into the news- 

 papers regularly; not spasmodically, but 

 on a well thought out plan. Don't say: 

 * ' I can 't afford it. ' ' Advertising is like 

 the bait you used when you went up north 

 fishing this summer. You did not ques- 

 tion the cost of the bait, nor the fact 

 that the fish were there for the catching; 

 all you had to do was to use the right 

 bait, at the right time, and in the right 

 way, and the results were certain. So it 

 is with advertising. 



Some advertisers divide up their ex- 

 penditure so as to carry a small adver- 

 tisement in every paper that asks for it. 

 Not so A. Lange. He knows from ex- 

 perience that the better method is to 

 lump his sums, pay the money to the 

 leading paper, and get a good, strong 

 advertisement that everybody will see 

 and remember. In this Lange and F. H. 

 Kramer, of "Washington, D. C, agree 

 perfectly. Mr. Kramer possibly spends 

 more money for newspaper advertising 

 than does any other retail florist in the 

 United States. In a recent interview he 

 said: 



news- 



" While there are four 'best' 

 papers in Washington, I use only one. 



"Some people think it mighty hard to 

 determine which medium is the one for 

 them to use, after several clever solicitors, 

 representing as many propositions, get 

 through with them. 



" I go further than the little piece each 

 of these copy rushers speaks — right to the 

 printed sheet itself. 



"You can judge the size and character 

 of a newspaper's circulation best by 

 examining its columns. 



"I pick the one paper reaching the 

 most of the kind of people I want to do 

 business with. 



"No doubt there are some would-be 

 patrons reading the other papers, but not 

 in sufficient number to warrant the cost 

 of advertising. 



"Better a big, strong, attractive adv. 

 in the best paper — the one that reaches 

 the most of your kind of people — than a 

 little, weak adv. — that you have to hunt 

 for yourself — in all four 'best' papers. 



"Anyway, in every town, and in every 

 line, the one really best paper pretty well 

 covers the field. You don't miss many 

 buyers by concentrating your fire." 



SUGGESTIONS FOR WINDOWS. 



The Rustic or Landscape Window. 



The larger the city, the more the rus- 

 tic or landscape window is appreciated. 



gee a good sized hollow log and lay it 

 lengthwise in the window. Let it be 

 open at the top like a trough, only let 

 the opening be narrower. Fill it, like a 

 basket, with dishes of the full-blown 

 roses, so that the dishes shall remain 

 anseen and the arrangement of the 

 flowers shall resemble growing plants. 

 The highest tribute that can be paid to 

 floral work is that it resembles closely 

 the growing habits of the plant in its 

 natural state. In addition to flUing the 

 log, place a little group of the flowers 

 at one end and slightly behind, so that 

 the vase is out of sight. This will aid 

 in carrying out a natural arrangement. 



A Substitute for a Natural Los. 



The next day a few good specimen 

 ferns can be substituted for part or all 

 of the roses. An accessory like this log 

 can be used now and again for a short 

 time in various ways, without becoming 

 too old. If a really good, orthodox log 

 cannot be conveniently found, make one 

 of bark nailed on a frame of lath. A 

 background of moss, autumn leaves or 

 grass, according to season, would be an 

 appropriate setting for this design. 



Some time when you have tired of 

 using all the baskets you have, get hold 

 of a time-stained, but clean bushel 

 basket, tip it on its side at some conven- 

 ient angle, so that a dish or vase can be 

 set in it securely, and fill it with roses 

 or other flowers with long, limber stems, 

 so that they can arrange themselves in 

 a disordered, spilled-out way in and 

 about the edge of the basket. A fevr 

 loose, detached flowers must appear on 

 a side and far out from the basket. If 

 vou ever laid claim to carelessness, get 

 In a few touches here. 



Stone Walls and Mo8s<overed Rocks. 



Here is a simple and easily constructed 

 design: Build a stone wall the entire 

 length of the window, about one-third 

 of the distance back from the front. 

 Behind and along the wall set vases of 



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American Beauties 



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The most laiting ^nd fraffrant of all ROSES received bjr us in all lengdis 

 trom America's most successful Beauty Rose grower. The Short Stsnuned 

 A . Jttttk Beauty, generally ine<] for table decorations. Medium 

 Stemmed Beauty, the favorite rose for vases and jardinieres. 

 The Extra Long Stemmed American Beauty Rose, the 

 most popular of all Roses for decontive effects. 



Large Chry»anth»mam» — In WHITE and 



VELLOW COLOR5. 



An interesting variety of Out-o{-Door Flowers. 



Sept, 4 to 10, Inclaeiv. 



Those desiring an inexnensive and Appropriate gift 

 for anv occasion will find the $1 Box ol Cut Flowers, 

 ready tor inspection, very desirable. 

 Tal«n«pta, Tal*9boa* MiA XaU OsAani Otvss Vtooips AtMnttom 



A. LANGE, Florist 



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44 EAST MADISON STREET 



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Example of Advertisements That Win Business for a Chicago Retailer. 



J 



Give the daily passer-by a glimpse of 

 the woods and he will long for your 

 flowers. If at any time you have a 

 surplus of the semi-double class of 

 roses, like Killarney, Chatenay, Rich- 

 mond, the ramblers or the older teas. 



long-stemmed flowers, such as roses, car- 

 nations or any other flowers that are long 

 enough, with branches of any harmonious 

 outdoor foliage, some in an upright posi- 

 tion and others falling forward over the 

 top of the wall. Relieve the harshness 



