8 



The Weekly Florists' Review. 



1'i;ui:lakv 



lOlL' 



pay proiuijtly is an ossoiitial in biiyinii; 

 right. Advertising, no matter how it is 

 done, costs money; and it is advertise, 

 advertise and keep on advertising to get 

 business; and do more advertising to 

 hold it after you get it. No man can 

 stand still in business nowadays. Every 

 business must either grow larger or 

 grow smaller and the man who finds his 

 business stationary in volume must eith- 

 er mend his ways or get out while the 

 getting out is good. 



The Mournful Subject of Gluts. 



Much and endless discussion has gone 

 on about the mournful subject of gluts 

 in the market and how to avoid these 

 direful calamities. Nonsense! They al- 

 ways have been and always will be, 

 when dealing in perishal>le commodities. 

 Why not put this old. moth eaten sub- 

 ject on the shelf and get out a brand- 

 aew and live one, '•How to Make Gluts 

 Profitable''.' Here is the store man's 

 i;hance to even up with the grower for 

 what the latter does to him at Christmas 

 :ind other holiday times. 



There is not a dry-goods shop in the 

 ■ountry that does not have a series of 

 mark-down or bargain sales from year 

 >'nd to year end, and the bigger and 

 ■nore ])rosperous the shop, the bigger 

 :ind more elaborate the sales. Have we 



not a great lesson to learn here? And 

 how many of us have learned it? Pew 

 men are so wealthy as not to dearly love 

 a bargain, and no women are. The bar- 



gain basement is found in all our "pal; 

 tial dry-goods emporiums." Why not ; 

 our palatial floMcr shops.' Think aboi 

 it. 



i 



i 



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THE RETAIL 



FLORIST 



5, 



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MRS. TAFT'S BASKET. 



The large illustration in this issue 

 is reproduced from a photograph made 

 at; Washington, D. C. and shows a bas- 

 ket arranged by W. Marche & Co. It 

 was for presentation to Mrs. Taft, and 

 naturally everything that goes to the 

 White House has to be first-class. In 

 this case the flowers used were White 

 Killarney roses and mixed orchids. One 

 of the iuter(>sting features is that every 

 flower had its stem hi water, although 

 not one of the water tubes was in sight 

 of tlie camera. 



THE CHICAGO DAILY TRIBUNE 



MOVDAT. FTBBT-ABr n jfll. 



8^ l^^^^^i^^^BHHM^HI^^HMI^^^H^^BHB^^^^^l^^B^^^i^rtign^^^BBoiii ri 



I 



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.•XnnivrrMiv Vv i 



PRICES I 



I 



Large Orchids 

 40c each 



A' 



1 2th Anniversary 



will be cclebtaled ail this week with 



A Flower Carnival 



BI.GISMSC TODAY w* t.>ll tfl^hf.1* all ihi. v.^i ow TwAUh 

 AnnivrtMry bjp »rl!iri| lu|k-gTtde trlnt flowpn, pUoti. rit . tl pocn *n 

 rti'ritcljF Icm iW all flcrwei buynt will gUdly jota u 



I OR SRVTitAL MONTHS *E HAVE BEES PREPARING 



foi oui Atift'Vrrury ind Kavr (inally lotnplrird amngFrnrnti u Iha) wc 

 Will kH K'gh |iiH' flowen iJunDi ihi* entire *rtk at pitcn n 

 offfrrd io ihf publu. 



PRICES t 



Double Violets 

 $1.00 pe. 100 



Single Violets 

 $1.00 per- 100 



Sweet Peas 



All Colon 



25c a bunch 



f^i^:;^^(iif\^}<iy'i^mj)^?M)fMi^)fht¥hi)fM}^^fiyi'^^*i \iT\ a vn 



Probably the Most Costly Advertisement Ever Printed by a Florist. 



THE EVOLUTION OF RETAILIN< 



Whither Are We Going? 



'I'he prineipal subject of discussion 

 the trade at Chicago this week h;. 

 been the operations of the Fleischnm 

 Floral Co., and the diversity of opinidi 

 developed is strongly reminiscent ii 

 the erstwhile ])opular slang phrase, ' ■ I 

 don't know where I'm going, but I'n 

 on my way." Few of the many wh 

 have talked on the matter have give 

 even a moment's consideration t. 

 Fleischman's point of view; their onl 

 concern has been with the effect c 

 individual interests. That Fleisch 

 man's course will have its effect on tli> 

 trade as a whole nearly all agree, bu 

 as to just what the effect will be ther^ 

 are the most divergent views. 



What Fleischman is Doing. 



it should bo considered that Fleisel 

 man has one of the best equipped store 

 in the country, high class in every r* 

 speet. For some years after the busi 

 ness was started only the best class o 

 trade was catered to and the price 

 charged were probably as good as ii 

 any store west of the Hudson. Thei 

 the policy apparently was changed 

 Volume of business was sought and th' 

 daily papers were used to tell of specia 

 sales. In the present season larger anr 

 larger spaces have been used and, whiL 

 much emphasis has beeti put on th 

 service given, prices have been strongl' 

 featured; and the prices in many Ih 

 stances have been uncomfortably clos 

 to the wholesale rates for small lots o 

 selected stock. Usually only one iteL' 

 has been advertised at a time — some 

 thing in large supply. The climax cam 

 Monday morning, February 19, whe 

 tho whole back page in the highes 

 priced daily in Chicago, and smalle 

 spaces in other papers, were used to ex 

 ploit a "Twelfth Anniversary Flowc 

 Carnival," with the prices quoted o' 

 several items right down to what th 

 stock was bringing, in small lots, a 

 wholesale. Other items appeared to al 

 ford a moderate margin of profit, bu 

 the general impression given by the a<' 

 vertising was that a high class reta; 

 store was spending many hundreds o 

 dollars to offer flowers at the whol' 

 »;ale prices. 



The First Effect. 



For a long time tho other buyers i 

 the Chicago market have pointed t 

 the Fleischman advertising as a reaso; 

 for insisting on lower prices for then' 

 selves, arguing that they must be give- 

 a "liance to compete and live. Th 

 morning the full page advertisemen 

 ajjjieared dozens of buyers brought i' 



