32 



The Weekly Florists^ Review* 



NOVEMBBB 16, 1911. 



THE RETAIL 



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FLORIST...... I 



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GOOD DISPLAY. 



The average retail florist knows all 

 about the arrangement of flowers, but 

 is densely ignorant of the arrangement 

 of type. For that reason the florist 

 would do well to call to his aid, when 

 advertising, a man who knows typo- 

 graphical display^-— either that or study 

 type effects just as flower effects are 

 studied. Usually the newspaper repre- 

 sentative is qualified and eager to as- 

 sist in preparing layout and copy and 

 liis services should be availed of. To 

 begin with, he knows how to get good 

 results in his own paper — the man from 

 outside may attempt the impossible, for 

 it manifestly is impossible to get in 

 a low-priced, hurry-up newspaper the 

 ciit making, complicated display and re- 

 setting one might ask from a six-doUar- 

 a-line magazine that demands a month 

 to work in. By all means get the 

 newspaper man's help. 



H. S. Rogers, with Penn, Boston, is 

 one florist who has made a study of 

 type and display. The Penn advertise- 

 ment reproduced herewith is one of his 

 latest and best productions. 



WARDING OFF THE "KICKS." 



Many retail florists find it desirable 

 to send, with plants and cut flowers, 

 brief instructions as to how they are 

 to be cared for. Such a course wards 

 off "kicks," and more; it often is the 

 means of gaining a satisfied customer, 

 that best of all advertisements. Here 

 is the card the Saltford Flower Shop, 

 of Poughkeepsic, sends out with plants: 



KEEI* THI.S PLANT WET. 



All flowering plants require twice tis iniicli 

 water as a foliage plant. 



To obtain host results let this plant stand in 

 a pail of water for ten or fifteen minutes cverv 

 day. 



If this plant is to be kept In a Jardiniere do 

 not let water accumulate In the jardiniere. 



When a box of flowers goes up to 

 Vassar the lady finds in it this instruc- 

 tion on. 



CARE OF CHBYSANTHEMUMS. 



If any of these chrysanthemums should show 

 signs of wilting after being placed in the vase. 

 break off (do not cut) a portion of the stem 

 .and place in deep vase in a cool place and 

 they win soon revive. 



To keep chrysanthemums a longer time we 

 recommend breaking oft a small portion of the 

 stem every day and pl|tflng fresh water in the 

 vaee. 



Wilting Is caused by the pores of the stem 

 becoming clogged and not allowing the water 

 to ascend to the flower. 



MR. SANGSTER'S WINDOW, 



The illustration on page 33 gives a 

 view of the window of Joseph Sang- 

 ster aa it appear*, to those who pass 

 along Jefferson street, in Buffalo. Mr. 

 Sajagster was .fprmerly in the employ 

 of S. A. Anderson and later went to 

 Paterson, N. J., where he managed a 

 store. Keturning to Buffalo, he was 

 again with Auderson until the opening 

 of the present store. That Mr. gang- 

 ster believes in the big show, the pic- 

 ture proves. The store is located in a 

 busy section of the city, but far from 



the real business center. By hard work 

 and keeping a fine stock and showing 

 it off to advantage he has built up a 

 nice business. Mr. Sangster is also ac- 

 tive in the local Florists' Club and 

 takes an interest in everything for the 

 good of the trade.. B. A. S. 



A TRIP TO RICHMOND. 



November 7 s^oine forty members of 

 the State Florists' Association of In- 

 diana journeyed over to Richmond to 

 visit the several greenhouse establisli- 

 ments there. One of the fast Pennsyl- 

 vania trains, with special orders to stop 

 at Easthaven, covered the 70 miles in 

 less than two hours and deposited us 

 right at the doors of the E. G. Hill Co. 

 establishment, where the day 's visiting 

 began. There were also present a nuni 

 ber of men from nearby towns and sev- 

 eral from Cincinnati and other Ohio 

 points, making a total in the party of 

 well over fifty. 



At the Hill place there was a great 

 deal to be seen and all eyes were wide 

 open as the party walked through house 

 after house of well grown stock. There 

 were hundreds of thousands of young 

 plants of roses and geraniums and a 

 few other varieties of plants, but we 



noticed that the lines now grown have 

 narrowed down to only a limited num- 

 ber of species and a limited number of 

 varieties of each species. Where for- 

 merly the collection of geraniums com- 

 prised hundreds of varieties, now there 

 are only a dozen or so. More of each 

 variety was considered preferable to a 

 long list of varieties. 



In carnations there are benches of 

 the best varieties grown for bloom. 

 Pink Delight leading all others in quan- 

 tity. Then there is bench after bench 

 of plants cut back for cuttings and, if 

 this firm does not fill all its orders for 

 carnation cuttings this year, it will 

 surely be because of a phenomenal call 

 for them. Propagating has already be- 

 gun. White Wonder is making a great 

 record as a bloomer. 



In roses there are many interesting 

 things to be seen. All the Killarneys 

 are present and there are several. It 

 looks to me as though this sport racket 

 is being run a little strong. Pretty 

 soon there will be as many Killarney 

 sports as there are rose growers, and 

 many of them will show little to merit 

 distinction after leaving their homes. 

 Rose Queen looks well and should prove 

 a valuable forcing variety. Melody 

 and Lady Hillingdon are both here on 

 trial, but by far the finest thing in a 

 yellow rose is the grand new variety 

 Sunburst, which is to be disseminated 

 in the spring. This yellow rose is so 

 distinct from any variety I have ever 

 seen and so far in advance in quality 

 that there is really no comparison be- 

 tween it and any other yellow rose I 

 know of. The long stem holds the 

 bloom erect and the bloom is exquisite- 

 ly beautiful in all stages. A few blooms 

 on long canes were allowed to open up 



PENN'S Special 



Chrysanthemiun 

 Exhibit 



Now that we have secured enlarged 

 floor space by connecting the store at 37 

 Bromtield Street to our original store, we 

 announce our plan to hold public exhibi- 

 tions of cut flowers of all kinds in their 

 season. 



We cordially invite you to visit, Today 

 ;(nd Tomorrow, an exhihition of the most 

 l^eautiful chrysanthemums ever grown, 

 ranginj,' from blossoms of the small old- 

 tashioned jiarden to the gigantic product 

 jf H»odern horticulture. 



In jilitition, we displiy our famous Violets, 

 Roses »nd cut flowers o>iCiv«ririd»criptiaii. 



43 BROMFIELD STREET 



TdcpkoBca 838-8n Fort Hill 



An Attractively Displayed Newspaper Advertisemeot. 



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