30 



The Weekly Florists^ Review* 



.\(jvi:Misi;it 11, 1909. 



'It slidiild be ])r(ivi(lcil tliiit Hn' jiuar 

 aulcc (it tlu' assdciiit ion wouhl not ii<il<l 

 <r()(j(l cxfciit when the iioii iiayiiu'iil nl' 

 at-i'duiits was proinpllv r('|)(Htc(l. Otlicr 

 wi.vc a llorist jjiiyhl lie Ijaulv ilcliiKjuciit 

 ill a miiiilirr of ])lac('s at llic saiiu' lime 

 ami tilt.' association know iiolliiny about 

 it until sonic cicilitor becomes alariiieil, 

 ami then the bills wmibl poui' in from all 

 (jiveetions. 



Other Questions Answered. 



The secretary of tlie retail seclioii 

 should be the secretarv oJ' tlu,' S. A. P., 

 ami tlu' luemliershiip fees ami duos of the 

 seclioii should iiudude the fees and dues 

 of the i>areiit society, so that nieinber.s 

 ^vollld only have to make jiaynuMit to one 

 jierson .'ind confusion would thus Ijo 

 avoided. The ineinbershij) fee of tlie sec- 

 tion shouhl also include the jjrice of the 

 telegraph code book of the association. 

 By Imyiny in quantily the cost of the 

 code book could be vi-ry materially re- 

 duced. 



AVhile the matter of deliveries seems 

 the most \ital sin;;le ipiestioii to be 

 taken uji, there aro counlless other f|Uj,>s- 

 tion.s whiidi could be handled at the an- 

 nual eon v'lit ions and which woulil make 

 the sessions interesting and proJitalile. 

 Everyone of us sluuild be interested in 

 the best ways of attemliiij^ to the details 

 of the business. 



tusion in handling cards t(j ^o with or 

 dels.' 



What do you ])ay your clerks.' What 

 methods ha\e you t'ouiid effectivi' to 

 awaken theii' inteiest and insure their 

 loyalty.' Do yon know where 1 can find 

 a >;(po(l man for my stoii'.' Do you be- 

 lieve it jiays a retail tlorist to aih'ertise 

 and \\liat metlioils are the nio.st ell'ective ? 



I will venture to s;iy that there are few 

 of yoii who have not Iwul these questions 

 asked of you. (iot tofiether every sum- 

 mer, }T(>iitl(Mneii. and discuss them. They 

 will not bo settled, for such questions 

 are always alive ami unanswered, but it 

 will be a dull man who will not derive 

 some benelit from talkint,^ smdi tilings 

 oNcr with other men in his lino of work. 



Jf tailors and milliner.s can meet and 

 coiiperatc in turuint; the attention of the 

 ])iiblic toward certain materials and cer- 

 tain stylos, why may not the florists make 

 their influenci' felt in sup])ort of their 

 ideas of the beautiful and the artistic? 

 J. A. Valentine. 



INTERNATIONAL DELIVERY. 



How widely the trade is awakoniug to 

 the advantages or the quick transmission 

 of orders, from one retailer to another 

 in a distant city, is shown ))y the fact 

 that ]>rivate parties at Now York are 

 seeking to organize the International 



Our Corsages 



of Orchids, Violets, 

 Gardenias, Etc*, 



with ^Jf 



f 

 Fleischman's Lacettes 



(to protect the gown), wide silk rib- 

 bons and large crystal pins, at 

 no extra charge, and cannot 

 be duplicated in style, quality or 

 price. 



All Flowers at Popular Prices 



A Trial Order Will Convince You 



Chicago's Leading Florist 

 Phone Harrison 3342 RAILWAY EXCHANGE BUILDING 



An Example of the Newspaper Advertising Done by Chicago Retailers. 



A Chance for Profitable Discussions.^ 



What method do you use in kovping 

 track of credits and guarding again-st 

 deadbeats? 



At times of rush how ilo you handle 

 vour orders and how do now present con 



I'loral <'o., to conduct the e.xchangc of 

 orders on an international liasis. It ap- 

 pears. howoM'r, that the real purpose of 

 the promoters of this organization may 

 be ic] sell to florists .'ifock in a corpf)ra- 

 tion at .*1<I0 ])er share, under the lure 



of the hope of large profits to be de- 

 rived from the e.xcliango of orders for 

 the delivery of llowers. No one should 

 invest his money in such a company with- 

 out lirst obtaining actual knowledge of 

 t lie ideiit ity. character and responsiltility 

 ot' those ba<'k of the organization. 



ADVERTISING BY RETAILERS. 



Among iiu'n who make a business of 

 aiKcrtising it long has been recognized 

 that retail florists were showing a lack 

 of grasp of progressive methods in their 

 failure to take ad\aiitage of the great 

 ])owor of advertising. Advertising men 

 iiaxc marveled that retail florists who go 

 to such large expense in fitting up and 

 maiutaining attractive jilaces of business 

 and who have so inten^sting a story to 

 tell the public, should bo content to let 

 the jieojile find their ^\ay to the flower 

 stores unguided by the long, directing, 

 index finger of the daily paper. But 

 gradually retail florists are coming to 

 take advantage of the power of the press. 

 Thus far many are content with a mere 

 business card, something to the effect, 

 "Smith & Co., fresh flowers," but every 

 here and there olio bolder than the rest 

 comes out with a real advertisement. 

 In Chicago especially the downtown re- 

 tailers, and one or two of those; located 

 in residence neighborhoods, are making 

 use of space in the daily papers. In the 

 majority of cases, these shrewd retailers 

 are selecting the one paper which they 

 consider roaches the most of their kiml 

 of ])eo])le and are lumping their expeii- 

 "litiire to secure a large, attracti\e ad- 

 xcrtisement, sure to attract the attention 

 of all the readers of that one best paper. 

 It is the policy which has proved best by 

 test. 



That the advi>rtisiiig of Chicago I'o- 

 t;iilers is profitabh' to them, even though 

 advertising rates are not low in Chicago's 

 leading daily, is ajijiarent to anyone who 

 watches what is going on in the trade, 

 ami most of all is it a])parent to the 

 wholesalers from whom these retail 

 stores jirocure their stock. Just to show 

 what good advertising it is possibh' to 

 turn out for a retail flower store, the 

 ac<-omiianying advertisement of Fleisch- 

 maii is re|iroduced. It occupied 350 lines 

 ot' agate in the Tribune, or about 0(|ual 

 to one-third jiage of the Ukvifw. and ad- 

 Ncrtising rates in the Tribune are about 

 10 cents ]ier agate line. 



COST OF METERED WATER. 



In the ]iii;viEW- of October 28. page 0, 

 I noticed the imjuiry of 1\. M. with ref- 

 erence to water rati's. I noticed, also, 

 the reply on page 17 of the next week's 

 issue, with the intimation that other re 

 jilies Avould be wi'lconied. In Sycamore, 

 III., we ]iay the following rates: I'irst 

 1(1,000 gallons, IG cents per thousand; 

 next 20,000 gallons, 12 cents per thou- 

 sand; next 20.000 gallons, S cents ]ier 

 thousand, and all over 50,000 gallons, tl 

 c-ents per thoiisaiiil. 1 h;i\c 1^,000 fret 

 of glass ;ind use the water also for the. 

 dwelling house and for the boiler and 

 coldframo, and I use approximately 

 .■;o.O0f» gallons jier month the year around. 

 The city oa\ ns the meter and I pay a 

 rental of 7'> cents jier quarter, or .$3 I'or 

 year, in addition to the above rate. 



"\Vm. Swinbaxk. 



In the EF:vir:w of October 28 I noted 

 R. INl.'s inquiry as to the approximate 

 cost of the water supply when furnished 

 by a wato* company through meter 

 Koplving as to our situation 



ser\ ice. 



