The Weekly Florists^ Review* 



October 13, 1910. 



Think a Whitmani 

 Fern for 50c. 



Thii It the plROi ordinan^r rnllad 

 I.6c« Fern Those iirfl m-e bealtby 

 plants In good ronditinn. artually worth 

 $1.00. Telephoue ue your order. 



Knoble Bros. 



Florists 



1836 w. aeiH 8T. 

 B«U W. 78. OttJ. Cent. 5715. 



Example of the Ne'wspaper Advertisements of a Cleveland Retail Store. 



rate is .$1.47 per inch. That's putting 

 a 4-incli ad in the liaiuls of more tlian 

 270 people for a penny. The Sunday 

 issue of the Plain Dealer does almost 

 as Avell; it gives 114, UOU circulation for 

 $1..')'5 per inch. Of course, the others 

 cost more in proportion, tlie smaller 

 ])aiiers always do." 



i-Vw 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 

 • omes 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 the\' 

 go to the other extreme, and you 

 couldn't separate them from a dollar 

 with any tiling less than a free write- 

 up — almost any man wuli fall for that, 

 iie\er stopping to consider that the 

 papers that are freest with the salve 

 are the ones that it is least worth while 

 to be in. P.ut this is the way Knoble 

 Bros. li.\ the amount of tlieir expend- 

 iture: 



"At ]iresent we alhiw about seven 

 and one half p<M- iciit of our gross Inisi-* 

 iiess for advertising; we spend it regii 

 larly, and it is paying us well." 



How It Pays. 



Just how well it |>ays 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 

 ill the I'.ash book. Of the spray ad here 

 repKHliiccd. Mr. Knoble. who writes all 

 the ciqiy himself, says: 



''This has brought big returns. The 

 summer nioiitlis always are cortsi(lered 

 dull by flie faithful, so we conclmled 

 W(» wouhl sjieiid some money this sum 

 mer to see if we coiiMii't liven tliiiijis 

 n|i ;i little. Till' >l'iay ad \\a-- what 

 we did it with. Iliiriiig .Inly oiir biisi 

 iiess increased about fifteen jier cent 

 over l;ist ye.'ir, but in .\iigiist it Jn>t 

 r.Mii wild, increasing tner sixty-two per 

 cent as compared with 1!MI!», and Sep 

 tember did e(|ii;illy well. 



''^'oii see, it to(dv about a month for 

 tlie ad to get its roots down into the 

 soil, but when it took hold its fruits 

 were fine. We are undecided .-iboiit 

 dro]iping the sjn'.ay ad for our other 

 stufT, but probably will run it in <-on 



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 cretlit 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 

 hiird. ;iiid keep going. 



THE LESSON IN A WINDOW. 



The shop window as a means of carry- 

 ing a message is being studied more 

 ami .more by our floral artists. They 

 Kiim to express a sentiment, bringing it 

 out more or less strongly as their tastes 

 dictate. Through its aid they are able 

 to ciilti\ate the love for flowers, to at- 

 tach a meaning tpiite unknown to many. 



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. 

 Yellow Century. 1 think it was, their 

 canary-like color contrasting prettily 

 with "the dark vase and darker b.-fck- 

 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 ofl'ering would not only be accept- 

 able, but ajiprojiriate. 



Nor do 1 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. I am in- 

 debted to Charles Henry Fox for this 

 idea but poorly described. Phil. 



ANOTHER WESTERN WEDDING. 



In The Review of October G there 

 appeared an illustration of a wedding 

 decoration by the iStegall 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 inter \'al 

 that A. W. Ardis, the proprietor, thinks 



OOD WL 



THIS is a out of one of 

 our Boxwood Trees. 

 As an ornament on 

 your porch or Jawn these 

 trees cannot be beat. We 

 have a very fine selection 

 111 painted wooden tubs — 

 prices ranging from $3.00 

 to $6.00 each. These trees 

 arf> exceptionally fine and 

 should be seen to be ap- 

 preciated. 



Deliveries Everywhere 



KNOBLE BROS. 



FLORISTS 



1836 W. 25th St. 



West 7R 

 C«ni. 5TI5 



Specimen of tfie Plant Advertising of a Cleveland Retailer. 



