March 3, 1910. 



The Weekly Florists^ Review* 



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THE RETAIL 



FLORIST 





ADVERTISING. 



A certain city florist spent $25 for 

 a newspaper advertisement. He was so 

 well pleased with the result that he con- 

 tracted to use $1,300 worth of space in 

 that newspaper within the year. 



As florists try it out they come to 

 realize that advertising is the greatest 

 power that lies at the hand of the busi- 

 ness man. 



Florists will some day be large adver- 

 tisers. Inclined, as men are, to go to 

 extremes, they even may overadvertise. 



But no danger of that yet a while. 



No doubt much money has been wasted 

 in advertising, as in other things. 



But in taking up the subject of ad- 

 vertising the florist can get the benefit 

 of the experience of other and earlier 

 advertisers. 



He can save the cost of experiment. 



Everyone agrees the newspaper is the 

 best vehicle for advertisements. 



Also, it is agreed that a strong adver- 

 tisement in the best paper pays better 

 than weaker ones in several papers. 



The only dissenting voice" is that of 

 the editor who might get one of the 

 small spaces, but can't seem to connect 

 with the big one. 



Lump your money — unless you've got 

 it to burn. 



Picking the winner is easy. 



The average man advertises in the 

 newspaper he himself reads. 



The more readers, the more adver- 

 tisers; the more advertisers, the more 

 readers. 



It's as certain as that two and twa 

 make four. 



You can pick the leading paper in any 

 town, in any trade, without asking the 

 editors for their opinions. 



The boiled down judgment of any 

 community, of any craft, is recorded in 

 the number of advertisements, in the 

 space occupied, in the newspapers of that 

 community, or of that craft. 



Pick the best newspaper, put into it 

 enough to make the best showing you 

 can, dress your space as you would your 

 show window — and watch your ' business 

 grow. 



Time to plan something now for Eas- 

 ter. 



AN IRELAND WINDOW. 



As a means of attracting attention to 

 a flower store, special window decorations 

 are worth all they cost. In a good many 

 cases the cost is more in time and in- 

 genuity than it is in money, and this is 

 especially so at St. Patrick's day. It 

 does not take a large sum to supply the 

 materials for an Irish window, but it 

 takes some agitation of the gray matter 

 to conceive and execute a suitable idea. 



The accompanying illustration is re- 

 produced from a rather indifferent photo- 

 graph of a very good window decoration. 

 It was put up for St. Patrick's day last 

 year at the store of C. A. Samuelson, Chi- 

 cago. The large window was converted 

 into a typical Irish landscape. The 



castle is quite apparent in the picture. 

 Leading down from its walls was an un- 

 even road, which crossed a trickling 

 brooklet in the foreground. As if jog- 

 ging along the road was one of those 

 typical jaunting-cars always shown in the 

 -photographs returning travelers made in 

 Ireland. In it are three unmistakably 

 Irish figures. The two on the side even 

 had shillalahs in their hands. 



There were barns, bogs and brakes to 

 add to the unmistakableness of the de- 

 sign, and groups of shamrocks were 

 worked in profusely. A sign at one side 

 advised that these were the true sham- 

 rocks, grown from seed imported from 

 Ireland. Also, there were vases of dyed 

 carnations. 



Such a window as this never fails to 

 attract attention and comment; the 



TRIALS OF A COUNTRY FLORIST. 



Not " Trials?" "Experience," if You Please. 



Sa-turday night, 9 o'clock, and just 

 in out of a raging storm that threat- 

 ened to flood the boiler-pit. Wet, chilled 

 to the bone. Sat down by the kitchen 

 stove after supper to * dry my feet, 

 opened the Eevikw and started to read 

 the ''Trials of a Country Florist," 

 when my wife reminded me of that 

 bef ore-breakfast funeral order. ' ' What 

 are we going to make it of?" 



The order is for a family worth $80,' 

 000 ; connections worth twice as much. 

 They want a "wreath of green, but a 

 few-.flowers in it, all white, and some 

 other loose flowers." We look this 

 over and think out just what to do. 

 Nothing said about price. The family 

 and neighbors are of a religious sect 

 that regard flowers as foolish display, 

 and all display as vainglorious and to 

 be frowned upon. No order at all except 

 for the grandchildren, who have learned 

 t^_ message of flowers and buy a little 

 now and then. 



So we make a wreath of smilax with 

 valley worked in and lay a stalk of 

 Harrisii across it, using also a few 

 sprays of bronze leucothoe. Then we 

 put up a box of three dozCn Bride 



St. Patrick's Day Window by C.'A. Samuelson, Chicago. 



greater the ingenuity of the designer 

 and the better the workmanship of the 

 decorator, the more favorable the com- 

 ment. 



Malta, O. — W. C. Scovell says that 

 trade, so far this year, is forty per cent 

 ahead of any previous season and the 

 outlook is good for a big year 's business. 



Worcester, Mass. — The Aitken Co. is 

 obliged to give up its store at 424 Main 

 street and is unable to find a suitable 

 location, so is sending its stock to the 

 main store at 378 Main street, Spring- 

 field, Mass. Earl S. Bavier, manager, 

 will be located in the future with H. F. 

 A. Lange, at 294 Main street, Worcester. 



roses, among which I lay cue open, be- 

 witching Killarney — and with some 

 trepidation charge up $8 on this order. 



By that time it is too late to resume 

 the "Trials of a Country Florist." 



Sunday morning early brings a boy 

 who says he is after the flowers for Mr. 

 So-and-So, who is to be married at 11 

 o'clock — "he was iiere yesterday and 

 ordered 'em." 



But he hadn't ordered anything. The 

 groom had been here, all right; spent a 

 lot of time for a man who said he had 

 to buy a cook stove and kill a hog yet 

 that night; had priced most everything 

 in the place, but nobody had been able 

 to get him to make up his mind — said 



