*-**,'\:i '. ■. '' ' vr;/- * 'SY"^ 



ThcWeekly Florists' Review. 



Apbil 7, 1910. 



among the retail florists of Chicago is 

 the Fleischman Floral Co. One of its 

 characteristic advertisements is repro- 

 duced on page 7. B. Eubel, president of 

 the company, is one of the shrewdest re- 

 tailers of those who have graduated from 

 other lines into the flower business. ' * One 

 can't always see the direct result of an 

 advertisement, ' ' said Mr. Eubel the other 

 day. "We have been spending quite a 

 sum in the leading newspapers this sea- 

 son and sometimes there has been little 

 direct response to the advertisements, but 

 we are learning what sort of an adver- 

 tisement pulls the direct replies; offer a 

 special article at a deflnite price and 

 people ask for it, both in the store and 

 over the phone. But advertising has a 

 far greater value than the direct sales 

 resulting from it ; its use enables the 

 storekeeper to shape the public's idea of 

 his store. You can make people think of 

 it as the synonym for exclusiveness, or you 

 can disabuse them of such an idea; in 

 short, you can make it the popular store 

 of the town — the popular place for well- 

 to-do folks to buy; or you can make a 

 bargain counter store of your flower shop 

 through your newspaper advertisement. 



"Our business has increased steadily, 

 and never so fast as since we began ad- 



RINGING IN THE WEDDINGS. 



The accompanying illustration is re- 

 produced from an advertisement of the 

 George Wittbold Co., Chicago., designed 

 by C. S. Richardson, who gets out many 

 of these things for the "Wittbold Co. 



Louis Wittbold, who does not believe 

 in trusting to luck for business, makes it 

 a rule to send some sort of communica- 

 tion to every customer on the books once 

 each month. These monthly advertise- 

 ments take all sorts of forms. The effort 

 is to make each one seasonable. For in- 

 stance, the October remembrance was in 

 the interest of the landscape department, 

 and helped to bring orders for fall plant- 

 ing. Just before Christmas each cus- 

 tomer who bought a Christmas tree in 

 either of the last two years gets a neat 

 reminder to call up the Wittbold number 

 and order another tree. Weddings always 

 are seasonable and whenever no'^other 

 special subject demands attention a wed- 

 ding decoration advertisement goes out. 

 The one reproduced was a circular in two 

 colors, 9x12, and made to mail without 

 an envelope. 



The Wittbold policy of advertising the 

 telephone has been notably successful in 

 bringing business in other sections of the 



Ringing in the Wedding Jobs. 



vertising. For that reason we feel per- 

 fectly well satisfied to increase our ex- 

 penditure with the newspaper as fast as 

 the business grows, or just a little 

 faster. ' ' 



Mr. Eubel believes in the policy of con- 

 fining his advertising to one paper — he 

 picks out the best and uses space enough 

 to make a showing. 



city than that in which the store is 

 located. 



Belvidere, III. — B. Eldridge has pur- 

 chased the interests of W. H. Moore, J. 

 W. Lyon and W. P. Williams in the Bel- 

 videre Plant & Floral Co. and is now sole 

 owner of the company 's property in Fair- 

 view. 



MR. ELLIOTT ACCEPTS. 



Wm. H. Elliott was not present at the 

 time he was elected president of the 

 American Rose Society in New York last 

 month, but has written Secretary Ham- 

 mond, signifying his acceptance, as fol- 

 lows: 



Your notification of my election as president 

 of the American Rose Society came duly to 

 hand. Am rather surprised, under the cir- 

 cumstances, that I was selected for this po- 

 sition Instead of one of the many able rose 

 men who were present and who could have 

 filled the position much better than I shall be 

 able to do. However, I greatly appreciate the 

 honor which has been tendered me and will 

 certainly do my best for the interest of the 

 American Rose Society. The great responsi- 

 bility of this position, during the coming year, 

 with our great national exhibition to be held 

 In Boston, Impresses me very much and I feel 

 sure that the Rose Society can and will do Its 

 sliare towards the success of this great under- 

 taking. 



Thanking the society for the honor conferred 

 and you personally for your kind notification, I 

 remain, respectfully yours, W. H. ELLIOTT. 



Brighton, Mass, March 28, 1910. 



STARTING CANNAS. 



Should canna bulbs be started in pots 

 or put right in outdoor beds to start, and 

 what price should the bulbs retail at? 

 How soon can they be put outdoors in 

 western Iowa? W. D. P. & S. 



The best way to start cannas is to 

 divide the roots. Lay these on a bench 

 on a little moss. Sprinkle some moss 

 over the roots. Spray lightly until they 

 start to grow. Then pot off singly, using 

 4-inch pots. Started plants are much to 

 be preferred to dry roots for bedding. 

 If perchance the season after planting 

 should prove cold and wet, many of the 

 dry roots would rot. Plant outdoors the 

 last of May or first week in June, just 

 as soon as frost danger has passed. Re- 

 tail prices should be 15 cents to 20 cents 

 per started plant; $1.50 to $2 per dozen. 

 C. W. 



COLEUS AND VINCA. 



Can you tell me what causes the leaves 

 to dry up and fall off our coleus? There 

 is no mealy bug to speak of. Our varie- 

 gated vinca is also doing the same. The 

 leaves are all getting spotted and then 

 fall off. Z. & C. 



Extreme dryness at the root, overfeed- 

 ing with chemical fertilizers, or a too hot 

 and dry house may either one have caused 

 the leaves to drop off. Give the plants a 

 light bench. Spray them overhead occa- 

 sionally. Avoid an arid atmosphere. 

 Pick off the affected foliage and they 

 should soon show an improvement. 



C. W. 



DESTRUCTION OF EEL WORMS. 



Eelworms or nematodes in garden and 

 greenhouse soil constitute a serious and 

 troublesome pest for which it is ex- 

 tremely desirable to find some simple and 

 practical remedy. Experiments on va- 

 rious methods of destroying eelworms 

 have been carried on for many years by 

 G. E. Stone, of the Massachusetts Experi- 

 ment Station, and a recent report of that 

 station gives some of the practical re- 

 sults of these experiments. 



As Doctor Stone points out, the use 

 of lime is often advocated for destroying 

 the eelworms, but his experiments show 

 that lime has little or no value for this 

 purpose. In fact, it was found possible 

 to keep eelworms alive for several days 

 in a saturated solution of lime-water. 

 ' ' Undoubtedly the application of lime to 

 greenhouse soil improves it by modifying 



