6 



The Weekly Florists^ Review* 



OCTOBBB 13, 1910. 



Think a Whitmani 

 Fern for 50c. 



Thif ia Um plan ordinarflf eaU*d 

 Lac* ftn. Thaaa ara nice haalthr 



JtaDM in (ood csndltiun. actnally worth 

 1.00. Telaphoae ua your ordar. 



Knoble Bros. 



FloristM 



I«M W. 16TH ST. 

 BaU w. 78. o«y. Oant 6T1». 



FLOWER TALK No. 1 



GET THIft— 

 WATCH FOB XHB NKXT 



You have Ju^t be»n hollHed 

 of the death ot a friend or 

 relative. It le necessary to 

 Mud some token of respect or 

 sympath.T. Your flrst thought 

 Is: Where can I «et the best 

 tor the least money. ,You 

 probably don't know. Well, 

 let me tell yoa that Knoble 

 makes a spray for 13.00 and a 

 wreath for Jff.OO. That he 

 ffaarantees the Best v'alue In 

 Cleveland, or refunds the 

 money. Here's another good 

 point: You can Just phone 

 the order and feel perfectly 

 safe about it. That's easy for 

 both of ns. Wo deliver every- 

 where. Out of town, write- 

 LOCAli,y, PHONE. 



Knoble Bros. 



FLORISTS 

 I8M w. zstk^t 

 Weat 7» c«nt. BTIS 



Batb LoBK INataan Phraes 



FOR VOCR 



Halloween Party 



Crder- Knoble'b Special Yellow 

 "Muras" ai 11.(0 to $e.«0 oer 

 doi. Oar t>onar Bot "■« a Hal- 

 loween Special" will coutain 

 eome also. 



JhcC Taicpbvnr 



Knoble Bros. 



T*LOMirrs 

 18M Wcfti ZMIi-n 



cur. Cent, nris aril w. tb 



mvm gafrday ■ Serial 



Example of the Newspaper Advertisements of a Cleveland Retail Store. 



rate is $1.47 per inch. That's putting 

 a 4-inch ad in the hands of more than 

 270 people for a penny. The Sunday 

 issue of the Plain Dealer does almost 

 as well; it gives 114,000 circulation for 

 $1.53 per inch. Of course, the others 

 cost more in proportion, the smaller 

 papers always do," 



Few florists tackle the subject of ad- 

 vertising in such a business-like way 

 that they set aside any definite sum 

 for advertising — they go at it catch- 

 as-catch-can. For a while they spend 

 quite a little, taking in everything that 

 comes along, perhaps on the theory that 

 all advertising is better than none, 

 when they wake up to the fact that it 

 has run into quite a sum. Then they 

 go to the other extreme, and you 

 couldn't separate them from a dollar 

 with anything lesp than a free write- 

 up — almost anyTnah will fall for that, 

 never stopping to consider that the 

 papers that are freest with the salve 

 are the ones that it is least worth while 

 to be in. But this is the way Knoble 

 Bros, fix the amount of their expend- 

 iture: 



"At present we allow about seven 

 and one-half per cent of our gross busi- 

 ness for advertising; we spend it regu- 

 larly, and it is paying us well." 



How It Pays. 



Just how well it pays is an interest- 

 ing point. In spite of some belief to 

 the contrary, it is' easy to trace returns 

 from advertising. You can see the 

 work of the ads in the sales tickets, or 

 in the cash book. Of the spray ad here 

 reproduced, Mr. Knoble, who writes all 

 the copy himself, says: 



"This has brought big returns. The 

 summer months always are considered 

 dull by the faithful, so we concluded 

 we would spend some money this sum- 

 mer to see if we couldn't liven things 

 up a little. The spray ad was what 

 we did it with. During July our busi- 

 ness increased about fifteen per cent 

 over last year, but in August it just 

 ran wild, increasing over sixty-two per 

 cent as compared with 1909, and Sep- 

 tember did equally well. 



"You see, it took about a month for 

 the ad to get its roots down into the 

 soil, but when it took hold its fruits 

 were fine. We are undecided about 

 dropping the spray ad for our other I 

 stuff, but probably will run it in con- ' 



nection with the rest of the season's 

 series. 



"On the whole, we are well satisfied 

 with our investment in advertising, and 

 give it at least a part of the creiSt for 

 our being — nowadays you can't just sit 

 down and wait for business to come to 

 you; you've got to go out after it; 

 not only go after it, but go after it 

 hard, and keep going. 



or, where this is not understood, they 

 can at least awaken a love for the 

 beautiful. 



The window that I have in mind was 

 planned to suggest the appropriateness 

 of a floral offering upon the arrival of 

 a baby girl or boy. In the center of 

 the window was placed a vase contain- 

 ing a number of pockets for single 

 flowers. These pockets were filled with 

 bright yellow dahlias of the single type, 

 YeUow Century, I think it was, their 

 canary-like color contrasting prettily 

 with the dark vase and darker bifek- 

 ground. Around the vase and at the 

 back of the window were various sug- 

 gestions of baby days. I will not out- 

 rage the inventive ingenuity of my 

 readers by describing these dainty 

 touches, leaving it to his or her taste 

 to add whatever is necessary to awaken 

 the idea in the happy father's mind as • 

 he trudges home from business that a 

 floral offering would not only be accept- 

 able, but appropriate. 



Nor do I mean to say that dahlias 

 should be used — far from it; doubtless 

 you will think of something quite as 

 good or better, only teach the lesson; 

 teach it in your own way. 1 am in- 

 debted to Charles Henry Fox for this 

 idea but poorly described. Phil. 



THE USSSOM* IN A WINDOW. 



The shop window as a means of carry- 

 ing a message is being studied more 

 and more by our floral artists. They 

 aim to express a sentiment, bringing it 

 out more or less strongly as their tastes 

 dictate. Through its aid they are able 

 to cultivate the love for flowers, to at- 

 tach a meaning quite unknown to many. 



ANOTHEE WESTERN WEDDING. 



In The Review of October 6 there 

 appeared an illustration of a wedding 

 decoration by the Stegall Floral Co.^ 

 Texarkana, Ark, To avoid any con- 

 ception that the picture showed the ex- 

 ceptional rather than the ordinary class 

 of decorations used in Texarkana, here 

 is another one, in another church, cov- 

 ering more space and more elaborate in 

 all particulars. This also is a chrysan- 

 themum decoration, and the fact is that 

 one followed the other on the Stegall 

 order book with so short an interval 

 that A. W. Ardis, the proprietor, thinks 



OOD TOEE^ 



HIS is a cut of one of 

 our Boxwood Trees. 

 As an ornament on 

 your porch or Jawn these 

 ti-ees cannot be beat. We 

 have a very fine selection 

 ill painted wooden tubs — 

 prices ranging fi-om $3,00 

 to $6.00 each. These trees 

 are exceptionally fine and 

 should be seen to be ap- 

 preciated. 



Deliveries Everywhere 



KNOBLE BROS. 



F'£X>R1STS 



1836 W. 25th St. 



West 7S 

 Cent. 5715 



Specimen of the Plant Advertising of a Qeveland Retailer. 



