JANOABX 2, 1918. 



The Rorists' Review 



9 



THE RETAIL 



FLORIST 



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BETAZL ADVEBTISma. 



There are few among the retail florists 

 who have made more successful use of 

 newspaper advertising than has Penn, of 

 Boston. This store has been advertised, 

 in the leading Boston daily, extensively 

 and persistently for several years. The 

 results have justified the expenditure. 



The manager of the Penn advertising 

 has got down to facts. He does not 

 place his business in a paper because he 

 is urged to do so — the papers are se- 

 lected to reach the greatest number of 

 readers at the minimimi of cost — ^no re- 

 tail flower store can afford to pay for 

 small or duplicate circulations. Claims 

 of solicitors count for nothing; circula- 

 tion must be authenticated. 



Penn 's places great importance on copy. 

 Original cuts are used and the reading 

 matter is prepared with much care, to 

 convey to the reader in few words and 

 to the point just what is offered for sale. 



Penn's say: "We have studied the 

 effect of featuring one particular thing 

 in an ad and have found that the public 

 will not only call for that article but 

 ask for it in much the same words used 

 to describe it in the ad, which is abso- 

 lute proof that advertising pays. In 

 fact, we lay most of our success of last 

 season to our advertising and shall do 

 still heavier advertising all through the 

 present season." 



DESIGNED ADVERTISEMENTS. 



Among the old school of high class 

 retail florists there still is a feeling that 

 advertising in the newspapers is incom- 

 patible with the tone the florist seeks 

 to maintain. It is an outgrown notion 

 in so far as the younger element is 

 concerned. The progressive generation 

 in the trade recognizes that no loss of 

 dignity or standing comes from the use 

 of suitable advertisements — quite the 

 contrary, the reputation of the best of 

 stores may be enhanced through appro- 

 priate advertising. 



No experienced advertising man 

 would recommend a high class florist to 

 use the ' * 19-cents-per-bunch-f or-violets ' ' 

 class of advertising. Bargain prices 

 are for the advertising of the store that 

 caters to the transient trade. This is 

 the class of advertising which brings 

 the most immediate and direct returns. 

 But beneficial general publicity can be 

 obtained for the stores which cater to 

 the best element in any community by 

 using designed advertisements. By 

 designed advertisements the advertising 

 fraternity means advertisements which 

 are prepared through the use of the 

 artist's brush and pencil, rather than 

 those executed by the typesetter. Fre- 

 quently just the right effect can be 

 produced by a combination of the two. 

 The Hayward Floral Co., Los Angeles, 

 t^j autumn been running a series 

 Of designed advertisements in the lead- 

 ing local daily. One of these is repro- 

 duced herewith, considerably reduced 



in size, to give an idea of the character 

 of display. These advertisements make 

 no direet offer, and no direct return is 

 to be expected. But the stimulating 

 qualities of the advertising have been 

 easily apHirent in the increased busi- 

 ness. 



WOSCAK IN THE FIX>WEB TRADE. 



[An easay by Miss Emma Banmer, of Lonla- 

 Tllle, awarded second prize in a contest conducted 

 by the Kentncky Society of FIorlBts.] 



In using the word "woman" in the 

 title of this essay, I mean any female 

 who goes into a flower store to earn a 

 living. 



There are many advantages and per- 



of it, I shall confine myself to that end 

 of the business entirely. Like a 

 woman, I do not exactly know how to 

 start a paper of this kind, but will be- 

 gin by telling some of the qualifications 

 required in order to be successful. 



Some Necessary Qualifications. 



First, the woman florist must be 

 healthy. Even if I do believe that 

 plants and flowers help to improve the 

 health and keep it in good condition, 

 yet if one is weak or sickly one cannot 

 stand the moisture that is naturally 

 connected with our business or the ex- 

 treme nervous strain that is so often 

 experienced in the rush times.- 



Second, one should be even-tempered 

 and without that system known as 

 "nerves," for as sure as you easily 

 lose hold of your temper or let your- 

 self know that you have nerves, you 

 will be sure to go to pieces when under 

 some unusual strain incident to the 

 business. 



Third, one must be diplomatic, for 

 there are many times when we must 

 not appear to realize what we hear or 

 know what we see. 



Fourth, one should have a good 



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•riAYWARD FLORAL CO 



A Designed Newspaper Advertisement Used by a Los Angeles Retailer. 



haps more disadvantages connected 

 with the retail florists' business, and 

 more qualifications are required than 

 in any other line of retail trade. As 

 my experience in this business has been 

 obtained entirely in the retail store end 



memory; or, in other words, should be 

 a good saleslady, for in this business, 

 as in any other where art enters into 

 the work, the ordinary or general cus- 

 tomer depends much on the saleslady's 

 opinion or advice, and if your first ef- 



