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10 



The Weekly Florists' Review. 



DbcKmber 1, 1910. 



we ran a series of ads on table decora- 

 tions for turkey day. The particular 

 goods we sold the most of that day 

 were the ones we advertised and we 

 can therefore positively state that the 

 ads greatly increased our sales for 

 Thanksgiving. 



Two Other Instances. 



"In the autumn a series of adver- 

 tisements on violets is used, the copy 

 and cuts changed daily, and after the 



ad is like starting all over again, and 

 the cumulative value of advertising is 

 one of its most important benefits; 

 as one well-known advertiser says: 

 'Keeping everlastingly at it brings 

 success.' " 



THE VANDAL. 



How many times have you been met 

 with the suspicious caution not to de- 

 face walls and woodwork in putting up 



COMMENCEMENTS 



ORIGINAL IDEAS IN 

 FLORAL DECORATION 



One can consult Penn with full confidence 

 in his ability to suggest and execute floral 

 work of the highest order of merit. 



And one always finds that the allotted 

 appropriation goes further when trusted to 

 him. 



The freshness and sturdiness of the blooms 

 guarantee that they will, live well even in 

 the heated atmosphere of the hall. 



College emblems can be faithfully carried 

 put in form and color. 



Appropriate Bouquets. 



43 Bromf ield St. 



Phones 838-839 Fort Hill 



One of Penn's Advertisements of Commencement Flowers. 



first season of this our violet business 

 increased 200 per cent over the pre- 

 vious season. 



"Just a hint for Christmas: Last 

 December we devoted considerable at- 

 tention to Christmas pliant arrange- 

 ments. We did not advertise anything 

 but choice stock and we tried to make 

 our copy interesting for the prospective 

 purchaser by talking about where the 

 plants came from, as azaleas from Bel- 

 gium, heather from Scotland, etc. 

 That the advertising was effective was 

 shown by the comments of customers 

 in the store, who said they never be- 

 fore had known the source of these ad- 

 vertised plants, had not supposed they 

 were imported. 



Keeping Everlastingly At It. 



"Not only has our business increased 

 steadily and considerably since we be- 

 gan newspaper advertising, but we no- 

 ticed an increase in the orders received 

 from a distance. Letters are received 

 daily from all parts of New England, 

 many of them ordering the shipment 

 or local Boston delivery of advertised 

 articles and many asking prices on 

 other articles. We have had a great 

 deal of business from towns that could 

 have only been reached by newspaper 

 and some of the orders have been first 

 class wedding decorations. 



"We believe advertising affords the 

 best method there is of winning cus- 

 tomers. Wo think our experience 

 proves that the best results are to be 

 had from newspapers, and from their 

 regular use; we do not believe in spas- 

 modic advertising — in that case each 



your decorations! And just as many 

 times you have been vexed at some- 

 body who has done work at the same 

 home before and who has showed his 

 inability to make his mark of the right 

 kind. If you are a careful person, this 



is the hardest of all criticisms to accept 

 without a ripple of ill-temper, while you 

 assure the complainer that you never 

 put tacks and nails in a wall or in the 

 face of woodwork, and that you use 

 large sprays and long garlands which 

 can be fastened to invisible places, and 

 wires to secure their extremities to 

 natural projections. 



This is a hackneyed subject, but it 

 seems to be necessary to lecture on 

 it "in season and out of season." 

 Nearly all of this defacing is done to 

 save a few extra ladder trips and some 

 planning, but it has reacted against 

 decorations of any kind in many hand- 

 some buildings. It is to be hoped that 

 no more thoughtlessness of this kind 

 will occur. 



A fastidious housekeeper once ac- 

 cused a florist of neglect when he 

 omitted a clean mat of heavy tin foil 

 under a mossed centerpiece and stained 

 a fine lace centerpiece with rust from 

 the frame. "Nuf sed" on this subject. 



USE OF WIIJ5 FLOWEBS. 



Some florists imagine that they must 

 discourage the use of outdobr and wild 

 flowers and foliage in decorative work, 

 or the sale of professionally grown 

 stock will be injured. And in the early 

 fall, for instance, we really can see 

 many weddings and receptions gor- 

 geously decorated with goldenrod, wild 

 asters and autumn foliage, with no ex- 

 pense to the entertainers except the 

 time spent in gathering and bringing 

 them in. 



Of course, it is disappointing to an 

 ambitious person to miss these sales, 

 but let him not subject himself to the 

 criticism which has been heard along 

 this line; namely, that the professional 

 florist is not alive to the beauty and 

 adaptability of the native flowers and 

 foliage and even decries their use as 

 being cheap and common. But let him 

 show that he can use them in a better 

 way than the amateur and then he can 

 profit by handling them, although not, 

 perhaps, to quite the usual per cent. 

 When you are out on a decorative job 



Grandfather's Story 

 of "The War" 



Will ititerest every child of. today, 

 and the Memorial Day Emblems 

 will have their significance ex- 

 plained. 



The •emblems themselves best 

 supplied by Penn. Originality, 

 character, diistinctiveness mark every 

 piece emanating from this bstabiish- 

 ment. 



PhoAes 

 888-830 

 Fort HUI 



One of Penn's Memorial Day Advertisements. 



