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OCTOBBK 12, 1911. 



The Weekly Florists^ Review. 



XI 



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THERETAIb 



FLORIST 



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THE NEW GIBBS STORE. 



Lynn, one of the great shoe manu- 

 facturing cities of Massachusetts, has 

 several excellent flower stores, amdng 

 the finest and most up-to-date of which 

 is t|ie new one of Gibbs Bros., opened 

 September 19 and shown in the ac- 

 companying illustration. Announce- 

 ments were sent out for an opening day 

 and the attendance was so large that 

 2,500 Asparagus plumosus plants were 

 given awlay as souvenirs. 

 - The store is fitted top in most modern 

 manner. The salesroom is 30x40, with 

 a handsome display refrigerator at the 

 left as the customers enter. The ice 

 goes in from outside the building, 

 which is a great saving in ways that 

 not only retail florists but their cus- 

 tomers will appreciate. In the rear is a 

 curved eave conservatory 15x17. The 

 floor is concrete and the walls are of 

 white brick. One of the conveniences 

 is a retiring room for employees. In 

 the rear of this is the work room, 

 where all design making and littery 

 tasks are performed. There is a drive- 

 way in the rear of the store and every- 

 thing is shipped from the rear door, 

 and all freight comes in that way, the 

 idea being that nothing shall go 

 through the front door except cus- 

 tomers. Everything about the store is 



of first-class quality, steel ceilings, 

 marble counters and all piping and 

 wiring inside the walls. A high grade 

 stock of florists' supplies is carried. 



The Arm of Gibbs Bros, consists, of . 

 two members, J. C. Gibbs, who looks 

 after the store, the buying and the 

 selling, and J. P. Gibbs, who looks after 

 the greenhouses and growing. They 

 started in business fifteen years ago, 

 leasing one small greenhouse. The 

 range now covers 25,000 square feet 

 and the plant occupies one and one- 

 half acres of land .in the ;city, but a 

 mile and a: half froih the Bto'f^. " 'The 

 r^gulai" crew BOW numbers ten and -dur- 

 ing the holiday rushes as many as 

 twenty-two have been on the pay roll. 



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THE FALL CAMPAIGN. 



Even among those retail florists who 

 make the largest and most effective 

 use of printers' ink as a selling force 

 there is a disposition to husband the 

 ammunition during the summer, against 

 the season when the gunning's a good 

 deal better, in autumn. There is much 

 logic in the theory that October is the 

 best month of the year for florists' ad- 

 veftising to the general public. By Oc- 

 tober the flower users are back in town, 

 where they can be reached by the pub- 

 lished rerpinder that ' ' violets are 



again in season"; that, "owing to 

 market conditions, we can offer an ex- 

 ceptionally good grade of roses at $1.50 

 per dozen"; that "October brides will, 

 find our bouquets a delight"; that 

 ' * chrysanthemums are in bloom, ' ' and 

 that "it's time to plant bulbs in your 

 flower beds." One of the truest of old 

 sayings is, "Out of sight, out of mind." 

 The flower store has been mose or lew 

 out of sight and out of mind all sum- 

 mer. Advertising at the opening of 

 the autumn season brings flowers into 

 sight, and into mind much earlier than 

 might be thQ case were flower users left 

 to slowly awaken to a realization of 

 their own needs. 



On page 12 there are reproduced 

 some of the advertisements well-knewn 

 retailera have jjped in the first weeks 

 of October. On the theory that any 

 advertising is better than no advertis- 

 ing, all these are good. But there is 

 one fact a good many retail florists 

 have yet to learn, and this is thut the 

 right copy is almost as essential as 

 choosing the right paper. Almost any 

 one can pick out the best advertising 

 medium^in every case the best . paper 

 is the one that carries the most advei- 

 tising directed to the same class of buy- 

 ers you want to reach — but not every 

 one can write an advertisement that 

 will produce the desired result. The 

 subject is one that deserves study. Bead 

 the advertisements here and note the 

 difference in the appeal they make. It 

 won't take you long to decide that the 

 largest advertisement is not necessarily 

 the best business bringer, or that the 

 one that makes the quickest appeal to 

 the eye does not always make the 

 quickest appeal to the pocketbook. 

 Judge your advertisei^ent from the 

 standpoint of the strWger reading it, 

 and you will do better advertising. 



By all means start your autumn ad- 



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New Retail Store of Gibbt Brofc, at Lyae, Mass. 



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