10 



The Florists^ Review 



Febuuauy 0, 1913. 



I I I I I I H I I i I I I I I I I I I I I I I I I I I I I I I I irTTT 



TO-DAY, JANUARY TWENTY-NINTH. IS 



McKinley Day 



WEAR A CARNATION 



In Honor of His Memory 





Thit kOBOunceqiant it iatondad to bring "McKINLEY DAY" to th* •tteotioa ol the public, 

 and to increue the populkrity of the bokutiful idea of WEARING A CARNATION in mamory of 

 the Martyred McKiolcy. 



GEO. C. SHAFFER GUDE BROS. CO. O. A. OEHMLER 



l«h u4 C|>« StraMi III4 F Strxl IM C tint 



Z. D. BLACKISTONE J. H. SMALL & SONS, Inc. 



I«h ••< M SIraM ISlh n4 H StrMU 



LEADING WASHINGTON FLORISTS 



I I I I 11 I I I I I I I I I I I I I I I I I I I n 



Combination Advertising by Washington Retail Florists. 



M M I 



B 



ventional form, such as constitutes our 

 average funeral design. 



Fred C. W. Brown. 



CO-OPERATIVE PUBLICITY. 



Five of the leading retailers of Wash- 

 ington, D. C, put their funds together 

 to obtain the publication of a half -page 

 newspaper advertisement reminding the 

 public of the anniversary of McKinley 's 

 b*rth and its appropriate observance by 

 wearing a carnation. The advertisement 

 is shown in this issue, much reduced in 

 size. 



One of the most interesting features 

 is that here are several keen com- 

 petitors who are on such friendly foot- 

 ing that they can cooperate in 

 advertising. Surely there are fewer 

 trade jealousies among florists than 

 among dealers in other lines, or such 

 a thing would not be possible. 



That the Washington florists have 

 found this form of advertising- profita- 

 ble is shown by the fact that they have 

 employed it on other occasions. It ap- 

 pears to be the most simple and prac^ 

 tical solution of the publicity problem 

 with which the trade now is grappling. 



A UNIQUE ADVERTISEMENT. 



Probably the largest and most expen- 

 sive, but certainly the most unique, ad- 

 vertisement ever published by a Cleve- 

 land retail florist appeared in the Plain 

 Dealer on a recent Sunday. It occupied 

 a full page in the woman's section and 

 was printed in five colors. It was not 

 a display advertisement, but was got 

 up to resemble one of the feature pages 

 of the paper, with a picture border 

 illustrating the principal items of stock 

 and the text in solid brevier like the 

 text of the paper. The matter was like 

 the write-up matter that the average 

 advertiser asks to have published in the 

 editor 's space and which almost invaria- 

 bly is nine times stronger advertising 

 than the copy the advertiser uses in 

 his own space. In the Knoble adver- 

 tisement the text told fully why the 

 Knoble establishment is well qualified 

 to serve the Cleveland public, just what 



the florist does, and how. It was excel- 

 lent. Such an advertisement is not 

 likely to be read by one not especially 

 interested — big type, short words and 

 few of them are what are to be used if 

 he who runs is to read — but there is a 

 belief among advertising men that if 

 a reader is interested enough to go be- 

 vond the first sentence the advertiser 



need not fear to go into details; the 

 reader is reading for information and 

 will continue to the end, providing the 

 facts stated are worth pursuing. 



THE OLD-FASHIONED BOUQUET. 



Perhaps some directions for making 

 the old-fashioned bouquets may help 

 the florist to fashion them, if wanted 

 for Valentine's day. The illustration 

 in The Review for January 30 was in- 

 teresting to me, having made hundreds 

 in the long ago, but the nosegay itself, 

 so far as I can judge, must have been 

 rather heavy and stiff for lack of 

 adiantum to break the surface of the 

 bunch. ' 



Wire all flowers first. For the center 

 we used to use either a camellia or 

 fairly well opened rose. Start by wir- 

 ing the center flower onto a stick about 

 seven inches long; hyacinth sticks would 

 do well. Then pack under the flower 

 moist moss, bringing the moss about 

 four inches down, cone-shaped. The use 

 of the moss is to give support to the 

 wires of the other flowers, or they will 

 wabble around. On the moss lay sprays, 

 of adiantum with the long ends pro- 

 jecting beyond the center flower. Then 

 arrange a row of the wired flowers 

 around the center, and below the cone 

 of moss wire firmly together. Place 

 more moss on the wires and repeat. 



The old bouquet seldom had more 

 than two rows of flowers, as it had to 

 fit into the paper cone. After the flow- 

 ers are arranged, adiantum is placed all 

 around the edge, and then the prepared 

 holder with lace edge is put on, as shown 

 in the illustration. 



An artistic florist can evolve a multi- 



A Sympathetic Harmony Between Plant and Basket. 



