The Weekly Florists^ Review* 



April 15, 1909. 



tliey will buy libcrjilly, and in tlio cud 

 their piiroliascs run to a groat deal lar<;[i'r 

 sum. Nowadays tluue is an inlinitc va- 

 riety in small, artistic china jar(liiu(Tcs 

 and those of brass and uuglazcd I'ot- 

 tery, to say notlung of small baskets, 

 hampers, etc. These articles arc olfered 

 without end, but the difficulty comes in 

 filling them satisfactorily. The Baby 

 Rambler roses are the best mateiial now 

 available, though we can use Dutch liya- 

 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 ailvertising 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 

 soliritors, 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 ajjpetites of the news- 

 jiapers. 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 W^ashington is both 

 tlignificd and attractive. It brings busi- 

 ness. Nowhere is there a set of more 

 successful retailers than at the national 

 t-ajiital. 



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 sj)ecially have to urge 

 the florists to come in; indeed, some of 



TIIK tt VSHIM.iON I'Ovl M NOW. APRIL I. 



.Make Your Friends 



Glad (It Easter 



By srnJin^ llu-it J f-rfly ftor^l r,mfmhr.]»:r 

 Jrom <iudt'i - itk,r( ihi finnl f ■ -trriH/! fJmn 

 amd tut hlitt'Wi jtt alujyi en (\kihiiion. (•u.i, 'f 



AMERICAS BEAUTY ROSES 



.!■,,, I, >tj:,ljltr ui.fl.l c 

 •I 



II , ».. 



r I. ■,.' ((. 



EASTER LILIES 



Bi autiful [.Jtli i^rmen in OUT f,\in 'f.nkotiir* - 

 tin J a host <f olhrr fxqui'-ti //(..i. " .in.i fLi'tn 



GUDE BROS. & CO. 



U14 /• Sirct \oilh::cit 



rtcKf er Ah,l OrJrn Ci: n f,,-,/, ml C.iuji.l 

 Jltfntio'i 



Easter Lilies 





Special for This n'iil: 



;;r ;;*'/-:' 51.00 



ifAsmxaTos 

 ii.oRisrs CO. 





J. H. Small & Sons 

 Florists 



Easier Lilies, 



f'/oicering Plants Roscs, and I 'iolets 



In f'rofuiiori 



Primp' StTMif atJ.I Delnrry by 

 htpmt la .411 I'limts 



K 



'iiorlmfni (if 



'Easter Plants and 



Cut Elowers 



/MT\ 



/>M*^ 



T/ie Flower Store 



I t in 'ir/s 



f.'hoirt- Pdth-d Plants 

 h'resh Cut Flou-ers 



^^m 



'iuilcr |j5«,».J^to "bS:! r.aster 

 ^InrSale |kJK.J2J Suit Sale 



fSO Estter Swii 



'■• $34.75 



;:;!-.:... /-mx y^^-,. 



;;;;// h Sirm v. u' 



o„„ 



/'^ !\Jh 



1 kr Housf e/ "Quality" Caitrm^ 



Early l\^.tahhs ';:['!■■,.:.::■}-,; ,,^ 

 Sfririg l.amh 



Potomar River Shad 



Collage Markd,"""" '■■ 





^ 



Easter Novelties in 

 Fancy Ice Crea and Cakes 



Full Page Easter Advertisement of Some Washington Retailers, 



money for jirintcr's ink. The high class 

 florists think newspaper advertising is 

 not dignified, not stopj)ing to consider 

 that it may be dignified or the reverse, 

 as they choose to make it; and the re- 

 tailers who liave not so large and less 

 wealthy patronage, think they can't 

 afford newspaper s])ace! 



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 

 :\loore & 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 ot a wreath of 

 galax leaves and lilies should be of spe- 

 cial interest. The wreath is the work of 

 ( Uiarles 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 gi-aceful, 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 

 liini to make the same sort of window 

 display for two holidays in succession. 

 And Easter is not generally the season 

 for "openings" in flower stores, but 

 \V. J. Smyth, who has two of the larg- 

 est pieces of plate glass in Chicago, at 

 I ho 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 provetl so nnuh 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 F^asters is 

 shown in the accompanying illustration, 

 from a photograph nuide April 8. For 

 J']aster, 290S, the other window was em- 

 ployed, and it also was possible to change 

 the disi)lay 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 bIo(-k 

 above the hardest gale the neighborhood 

 has known in years. Many other show 

 \vindows in different parts of the city 

 were broken by the wind, and none of 

 them could be replaced because tlu' gla- 

 ziers haven't cared to work in I'liicago 

 for some little time. 



Tiast year it was an iiituxicnted chauf- 

 feur who did tlie damage. <'nniing down 

 the avenue, he found tlie street i-epnir 

 wcukmen had blockaded the Ixiul'.njir.I at 

 Smyth's corner and rather lliau run over 

 a friul fence with a reel light, he took 

 his automobile into Mr. Smyth's west 

 window, the glass in which cost .*.")()(j. 



It is a peculiar coincidence that each 

 time the accident occurred three davs 

 before Easter — looks like a case where 

 lightning struck twic(> within six feet 

 of the same place. Mr. Smyth says he 

 isn't sure how uuich business he may 

 have l(»st through this peculiar form of 

 Easter window decoration. He had a 

 big lOaster each year, and the talk cre- 

 ateil 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 sanu^ he says he hopes 

 for a differimt form of display lu^xt year. 



