T^'^ 



The Weekly Florists' Review. 



Apbil 15, 1909. 



they will buy liberally, and in the end 

 their purchases run to a great deal larger 

 sum. Nowadays there is an infinite va- 

 riety in small, artistic china jardinieres 

 and those of brass and unglazed pot- 

 tery, to say nothing of small baskets, 

 hampers, etc. These articles are offered 

 without end, but the difficulty comes in 

 filling them satisfactorily. The Baby 

 Bambler roses are the best material now 

 available, though we can use Dutch hya- 

 cinths, primulas, valley and a few other 

 flowering plants. The Baby Dorothy rose 

 will have a wide sale and the plants- 

 men will extend their business more than 

 most of them suppose if they will give 

 attention to supplying the need for small 

 flowering plants, particularly for Christ- 

 mas and Easter." . 



RETAIL ADVERTISING. 



The amount of advertising the average 

 retail florist does depends as much upon 

 the manager of the advertising depart- 

 ment of the local newspaper, and upon 

 the skill and persistence of the paper's 

 solicitors, as it does upon the initiative 

 of the florist himself. It takes a lot of 

 urging to get a retail florist to spend his 



vertising solicitor has been considered a 

 general nuisance, but the fact is that 

 when the florist has listened to the solici- 

 tor, and spent a little money with his 

 paper, he almost always has found that 

 the solicitor was in reality a benefactor. 

 It pays to advertise. It pays florists as 

 well in proportion as it pays department 

 stores. 



At Washington, D. C, there are one or 

 two natural advertisers among the flo- 

 rists, and these gave just enough busi- 

 ness to whet the appetites of the news- 

 papers. The result has been that the ad- 

 vertising of the retail florists in Wash- 

 ington has developed steadily until no- 

 where in the United States is there a 

 city in which more newspaper advertising 

 is done by the leading retailers. News- 

 paper advertising in Washington is both 

 dignified andtattractive. It brings busi- 

 ness. Nowhere is there a set of more 

 successful retailers than at the national 

 capital. I 



In this issue there is a small reproduc- 

 tion of a full page of a Washington 

 paper the Sunday before Easter. Of 

 course the newspaper worked up this 

 page, but it didn 't specially have to urge 

 the florists to come in; indeed, some of 



TUB WAtMIMCTOM rOOT: WNDW. Aflia t. I 



Greli^^l 



WmUngtm 

 Uik tad C Slrma 



llUtntJmaf 



Make Your Friends 



Glad at Easter 



Bf it»4mt thtm « prttif //«rW rtmtmkrsnct 

 frtm Gadt*t — mken tkt fimest /TuMrimg pt*mtt 

 »md eat kiMmt mrt mJmop M exkiUtim. Cadt'l 



AMERICAN BEAUTY ROSES 



Are teUbr0ted/ke V9rlJ eicer st being ike fimett 

 ipeememt «/ r^et ejttsmt. 



We isve, Wm, tf imperk jAmmW/ «/ 



EASTER LILIES 



BesMtifut piMitt grntm m $iir mp« greemksmser^ 

 sad m ktt »/ 9tker exquisite fUvxis and ptnnt$. 



GUDE BROS. & CO. 



Wnskenttm'i Ftrenwt FUrim 



1214 F Street Northwest 



Pktme 9r^/lmlQ[dm Given Prampi and Carefmt 

 Atttntiaa 



J. H. Small &Sons 

 Florists 



Easier Lilies, 



Flowering Plants Roses, and Fiolets 



for the Easter Table 



We art prtpartd u imppty i*m milk tkt 

 fkmfttt fttdtlmffl Iktt ikt wtrU afftril 



Early Vetetahla 'f^\ 



Sprint Lamb Spring Chickens 



MtMdirf Ck^a Mtm, mi Gmm m m«m 



Potomac River Shad 



Cottage Markd,^ 



Grttm Fi0i. SlrMf Bt0»l. Html, fttm 



Full Page Easter Advertisement of Some Washington Retailers. 



money for printer's ink. The high class 

 florists think newspaper advertising is 

 not dignified, not stopping to consider 

 that it may be dignified or the reverse, 

 aa they choose to make it; and the re- 

 tailers who have not so large and less 

 wealthy patronage, think they can't 

 afford newspaper space I 

 A good many times a newspaper's ad- 



them wanted larger spaces than any on 

 this page and this by no means repre- 

 sents all who were advertising that day. 



Flint, N. Y. — Frank Moore, of the 

 Moore & Carey Plant Co., has gone to 

 Baltimore to take charge of the firm's 

 farm interests there and engage in the 

 raising of young cabbage plants. 



WREATH OF GALAX AND LILIES. 



At this time, when there are likely to 

 be available a considerable number of 

 lilies that were too late for Easter, the 

 accompanying illustration of a wreath of 

 galax leaves and lilies should be of spe- 

 cial interest. The wreath is the work of 

 Charles Henry Fox, at the Sign of the 

 Rose, Philadelphia. Mr. Fox calls it a 

 study in silver and green. The lilies are 

 arranged over half the wreath, balancing 

 the half formed only of plain galax, Mr. 

 Fox calls special attention to the care 

 bestowed on the arrangement of galax, 

 which is graceful, entirely avoiding the 

 stiff, nailed-down appearance so often 

 seen. Phil. 



SMYTH'S ANNUAL ^OPENING." 



It always is a source of regret to a 

 retail florist when circumstances compel 

 Mm to make the same sort of window 

 dil|)lay for ^tVo holidays in succession. 

 And Easter is not generally the season 

 for "openings" in flower stores, but 

 W. J. Smyth, who has two of the larg- 

 est pieces of plate glass in Chicago, at 

 the corner of Thirty-first street and 

 Michigan boulevard, has had the same 

 Easter decorations two years in succes- 

 sion. In neither case has he been in 

 any way responsible, and no one has re- 

 gretted the circumstances more than he. 



It is not because this form of window 

 decoration has proved so much better 

 than others, from a business point of 

 view, that Mr. Smyth appears to have 

 adopted it; the fact is, he has confi- 

 dence in his ability to devise some more 

 attractive form of display at this season 

 of plant arrangements bright and gay. 



The character of Mr. Smyth's window 

 displays for the last two Easters is 

 shown in the accompanying illustration, 

 from a photograph made April 8. For 

 Easter, 1908, the other window was em- 

 ployed, and it also was possible to change 

 the display on the eve of Easter, but 

 this year the glaziers are on strike and 

 the best that could be done was to board 

 up the store front and paint a neatly 

 lettered sign thereon. 



The big wind which swept through 

 Chicago April 7 burst Smyth 's rear doors 

 open and blew the glass in his front 

 window out into the street. It fell with 

 a crash that could be heard a block 

 above the hardest gale the neighborhood 

 has known in years. Many other show 

 windows in different parts of the city 

 were broken by the wind, and none of 

 them could be replaced because the gla- 

 ziers haven't cared to work in Chicago 

 for some little time. 



Last year it was an intoxicated chauf- 

 feur who did the damage. Coming down 

 the avenue, he found the street repair 

 workmen had blockaded the boulevard at 

 Smyth 's corner and rather than run over 

 a frail fence with a red light, he took 

 his automobile into Mr. Smyth's west 

 window, the glass in which cost $500. 



It is a peculiar coincidence that each 

 time the accident occurred three days 

 before Easter — looks like a case where 

 lightning struck twice within six feet 

 of the same place. Mr. Smyth says he 

 isn't sure how much business he may 

 have lost through this peculiar form of 

 Easter window decoration. He had a 

 big Easter each year, and the talk cre- 

 ated by the tricks fate played him may 

 to some extent have offset the adver- 

 tising value of the windows he couldn't 

 use. But just the same he says he hopes 

 for a different form of display next year. 



