Ma^ 7. lltH. 



The Florists^ Review 



21 



Arrow points t'> Carl C'ln(--'>n, loreiiian of taiiKre. Kiikti- of 24,000 feet erectiil Inst siimiiicr-. 



The New Establishment at Sedalia, Mo., Known as the State Fair Floral Co. 



(jtlicr w lio wrote «in tlio st.Mtioiici'v of n 

 steam shovel works provcil to he ;i hook- 

 kpojicr with a or,.,>iili(nis(' tliat he sai'l 

 tiiriicil a jirotit in excess of his salary. 

 N'early evcrvotie knows that one of the 

 <'Ountiv's laro(>st textile niaiinfa<-tiirers 

 also is one of I'oston's important yrow- 

 <'rs ot' cut orchiils for mtirket. .V jtickle 

 nianiifaetiirer is one of the lai-oest ojow- 

 ers of eiit Lilailioli for the ('hicauo mar- 

 ket. 



W'hetlii r or not a woiihl he liuyer is 

 <'ntitle<l to trade pricc^s is a matter that 

 <'an not he lieeided by rule. The; cir 

 <-nmstances ot' every eiise must he eon- 

 sidered. The dillieiilty li<^s, not with 

 those who i^row purely for pleasiiie, l)iit 

 with those who ari", like ('cntaiir, hull' 

 one thill";- and half anothei'. 



WHEN TO PLANT OUT. 



How miicii frost will geraiiiimis and 

 ^in('a•< stiiiid .' How soon ean lliey i;o 

 out alniii: Lake Erie? S. & S. 



'ieraniiinis in sprini.'' are seri(Hisly in- 

 jured if tiie temi)erature falls to .'io to 

 :',-2 de-rees. In fall they will with- 

 stand more i-ohl. .\ ;;reat deal <lepeiids 

 on how >uceulent the jdaiits aii' and 

 whether the oround at the time is dry 

 or moist. Sometimes (! or '^ de;^rees of 

 frost will do no apparent harm. whil(> 

 at other times ;i temjierature of 2S de 

 yroes will hia'dien the folia::e. Viiii;is 

 are somewhat hardier; Hi de^r(M^'< helow 

 froc/iu'^ may not harm them in the fall. 

 1 should say it will not he safi- to plant 

 L:er;iniiims out hefore M.-iy L'^ to .lit in 

 ^ oiii' l;ititnde. • '. W. 



HUSTLERS IN MISSOURI. 



I'oni nupiiths after the aiinoiiiii-eiiuiit 

 of the (iii.'aii i/at ion ;ind plans ot' the 

 Stat.' I":iir Floral < 'o.. at .Sedali.i. Mo., 

 in Till' l.'(\ ii'w l.-i^t .luiie. the i;iiiL;e. 

 '•oinpi i-iii- I'l.otlil tect of i;l;i-^. h;id liecu 

 ereited ;illd planted. i'lie t'our llou>e>, 

 e.-odi :'.li\L'lin feet. were read\ lor 

 hlisi lii-s, till' ollic-e. W ork 1 Odlii-. ,llld 

 1;iil:i' ~Ioi:i^f iell;ii' lomplet ec|. ;iiii| 

 the Tun liii: low plev-iire ^tcaill 



hoiler- ;ihe;idy eatillL; ll|' ■•ii:il. Ill- 

 deed. |d;ili^ had even then lieell made 

 for iiiciii' l;I;i~». and imw niateriai I'm- 

 two ;idd it ioii.al houses has licen ordered 

 from the .Itilin <'. .MoninL.'er • o., ot' (hi 

 eaijo. wliii li I'tiniished that for the oreeii- 

 hou-ev iir>t hiiilt. 'I'lie r.'int^e, shown in 

 the .iiconipaiiyiiiir illustration, is loeate(l 

 iiist outside the ( ity limits, near the 

 state I'.iir i,M(iuiids: hence tiie n;im(>. The 

 ilowntnwii store, opeiiid \-A^l ThaiiksL;i\- 

 inji. i^ doillLT its slllire to swell the luisi- 

 nt>s>- ol' t he coiiceiii. 



The rapid erection ol' tlie i.iiiLie. how- 



e\-er, is not the sole indication of tiie Marii^ Zorn, the (<eriii;in desiuner; 

 s|ieed displayed hy this concern. It has .Mosuo Akaoi, the .lajiaiiese d(di\ery 

 not waited for hiisiiu'ss to come to it, ! ho\, and Mr. Floics, the .Mexicnn hook- 

 hut li.as o()ne out after it hotfoot. It I keejier. 

 has made lilieral use of advortisinj; space 



in the local newsjiapers and has put a ' "POWER OF THE PRESS. ' ' 



littl(> life into the advertisements l)y 

 catchy jihrases — witness the last sen- 

 tence and the couplet in the ad\'ertise- 

 nient reproduced herewith. The couplet 

 h.'is heen used in a niimher of ad\eitise- 

 iiients, with success. 



Xewspajier space, however, is not the 

 only means of advertisino eiiydoyed. 

 The company jiroposes a jilan to cus- 

 tomers A\herehv it will d(di\'er ferns. 



Flowers 



The 



Feminine 



F^ncy 



CAS villi plttsMt li«r any rnnr.' (liuu by tlu- prtr'.-nt*- 

 tion of a beautiful box of .\nifri.an K.-atitii"« or 

 rowm, or a corsaKM bo.iuetf ^'oii know liow all 

 women dole on Uie beauty ami fragrance of flowers, and 

 if you r.-ally want the utmost of lier apii -ciati >u. H..e 

 or phoue uh We'll meet ymir .i|ipro|iriati"n — we 11 

 iiii'el lier u'ratilicatiou 



State Fair Floral Co. 



512 South Ohio. Kth and UmiL Bell Phone 460 snd 194 



"Jock and Jill went hunting /lowers. 

 They (jwl; none were as good as ours." 



The Couplet Caught Customers. 



;ii|ii;iii:i or house plants and exchange 

 t liem c.-icli Week, or, at le;i^t. once in two 

 weeks, niakini: no i hai'L;e except tor the 

 ieli\ciy. This is (ert.-iiniy a saxin^' to 

 the customer, and inst as cert ,ii iil\ ,i 



l; 1 ad\ I'rt isement lor the company, as 



wcdl as a means of educ;itini; thi' jnildii' 

 to tile greater use of lloweis ;uid jdailts. 

 The man with the money hehind the 

 St.it.' I'air Flor.al < o. is Dr. .1. K. ('an- 

 n;ida\-, who li^s/fiTii|e a naim for liims(df 

 ill that town as an ec/ema specialist, 

 temperatice worker, councilman from the 

 Fourth ward .and a close secoml in the 

 last mayoral election. The su[iei'inten<l- 

 eiit ami grower is Carl .\. < laeson, for- 

 merly foreman for the .Xichias I'lor.il 

 <'o.j of the samo town. The company 

 hoasts of the variety (d' nationalities 

 rejiresented on its t'orce, which includes 

 Mr. <'i:ieson. the Swedish ;:idwcr; Miss 



If anyone wants a (Lmnonst ration of 

 the power (jf the press to influence the 

 a<tion of a lar<;e iiody of men, let tin; 

 exidence lie found in the almost uni- 

 \crsal use of the Mothers' day plir.ase 

 f>riyinated and suojrested hy The h'e 

 \ iew: 



For Mothers living, lilossorii'- loi;.'lit. 



I"or Mother'.s ineniory, llowcr^ uliil.- 



The words are \aried in many cases, 

 sometimes niakinj; an impro\ement over 

 the orioinal and sometimes halt' losinj; 

 the idea tlirouj;h thoughtless misi|uota- 

 tioii. hut there is scarctdy a .Mothers" 

 day adx'ertisement heiiij; luinted aiiy- 

 wliere in the I'nited States this wecdv 

 that does not carrv, in one form or an- 

 other, evidence that the hio .Mothers' 

 day hiisiiiess is the result ot' the ex 

 ploitation of the opportunity i'\ The 

 lievimv. 



TELL US ABOUT IT. 



The K*e\ iew will espeii.allv ,a|iple- 

 ciate the courtesy ol' its friends if tliev 

 will send saiii|des of their Mothers' iia\ 

 ad\ ertisenients, |diot oLTraphs of window 

 decorations, or letters tcdlin^- vvh.-it thev 



did to '^ive piihlicitv to tl \ent--- 



and how it winked. 



PURELY PERSONAL. 



I'.. Fschlier, |ire^i.lent of the \\. K'ice 

 < o.. I'hil;i.lcl|dii,i. .ind Ml-. INcliner are 

 in K'oiiie. 



v.. (.'iirney Hill is feelinL; tine. His 

 recent illiie-s was sli:,dit. 



I'et.'r h'cdnl.er^ liiids the tioiihles of 

 the cut tlower grower as iiothini.' <om 



pared to those ol' the ]presidelit of the 

 t 'liic;iuo s, hcinl hoa rd. 



Nic Zwiii'il. of Xortli M iiw ;iukee, 

 v\ill s;iil from New \'oi k M a \ 1.' for 

 ,1 summer's holid.-iy in Fmo|.e. 



I'. < I. Mnmina finds time, in iidditioii 

 to iiiniiin^ the ^reenhoii-e-, to run the 

 city of I,ee'~liin;4. ( ». It' the horti- 

 <nltiir;ii diuiiiiner does not liioi him in 

 the p.'ickiiiL: shed lie look- for him in 

 t he niavoi "s olhce. 



Pontiac, 111. -A hail storm April i' t 

 did consiilerahl(> dam;ii:e to the i^l;i-s in 

 the range of \V. .1. Miiler iV Sons. 



Santa Clara, Cal. -.Mrs. .1. i,. K'„hin- 

 -oii. whose letter statin- -he is an old 

 suhscriher reieiitly w;i- u-e.i a- :i testi- 

 monial hy ,1 trade p.iper. i- not in :tnv 

 w;iy coniu>cted with the tra'le or en- 

 fith'd to tr:ide prices. 



