

Decetmbeb 15, 1910. 



The Weekly Florists^ Review^ 



80 



Some of the Inexpensive Holiday Plant Arrangements that are Such Good Sellers. 



determine the particular style desired 

 is to examine the printed literature of 

 successful advertisers, and make your 

 selection, but be sure your printer or 

 publisher has the particular style in 

 stock or will get it for you without too 

 much expense. 



A great mistake is often made in 

 using too large type and capital let- 

 ters. It is well to remember that 

 eighty-five per cent of the printed 

 matter we read in the course of a 

 day is printed in "lower case." The 

 eye is thus trained to read the "lower 

 case," and in most instances, in both 

 large and small type, its use is advis- 

 able. 



General Publicity. 



Advertising is usually divided into 

 two classes — special and general pub- 

 licity. The former usually calls atten- 

 tion to some special offer or article; 

 the latter is to keep your business 

 before the public. 



All kinds of advertising help busi- 

 ness in many ways. The liberal use of 

 general publicity has an effect that 

 is far-reaching. It serves as an intro- 

 duction to your salesman or catalogue, 

 and inspires a confidence in the firm 

 or article advertised. "Goods well 

 advertised are half sold." 



In conclusion I wish to call atten- 

 tion to an important and fundamental 

 principle upon which to base advertis- 

 ing — the firm, name. Personality as 

 identified with a firm name is a valu- 

 able asset. This is especially true 

 when business is done directly with 

 the consumei, although it applies in 

 all cases. To cite a case: One of 

 the largest retail clothing firms in 

 the country has spent several years in 

 gradually changing its name from 

 "The Hub" to that of the president 

 of the company, and for no other rea- 

 son than to inject some personality 

 into the firm name. 



Now, does advertising pay? The 

 answer is: Yes, if you advertise ju- 

 diciously; no, if you go about it in a 

 haphazard and half-hearted manner. 



WOEMS ON VIOLETS. 



I make a specialty of growing single 

 violets and have a nice lot of them, 

 which are doing well. I send you a 

 box containing some worms, and also 

 some leaves of the violets. These 

 worms came from outside when the 

 plants were brought into the houses. 

 Some of them are extremely small. 

 They seem to stay under the leaves at 

 night and on cloudy days, but when 

 the sun shines they come out in large 

 numbers. Is there any means of de- 

 stroying them, besides picking them 

 off? This we have been doing, but 

 some are so small that they can scarcely 

 be seen. I am well acquainted with 

 red spider and am sure my plants are 

 free from it. The violets are fine, but 

 I fear these worms will get to the 

 blooms, as they are now spoiling the 

 foliage. M. E. H. 



The worms were active when un- 

 packed. This particular variety is not 

 known to me, but I can well imagine 

 that such formidable looking creatures 

 would soon create havoc in a house of 

 violets. It will be difficult to spray 

 with poisons without damaging the 

 leaves, but if hand-picking fails to 

 keep them in check, it will be neces- 

 sary to get rid of them in some more 

 expeditious manner, so I would recom- 

 mend spraying with Paris green, at the 

 rate of one ounce to ten gallons of 

 water. Add a little lime, which will 

 release the free arsenic and lessen any 



chances of burning. If one application 

 does not exterminate them, give a sec- 

 ond a week later. You can spray the 

 plants the day following the application 

 of poison and wash away any traces of 

 it. Arsenate of lead, hellebore and 

 other 'poisons will discolor the leaves 

 too much. Nicotine juice, sprayed on 

 according to directions, will probably 

 destroy a large part of the worms, as 

 it contains considerable poison. 



C. W. 



SHOBT STEMS ON HEBSICKS. 



I am sending under separate cover 

 some samples of violets. I am unable, 

 as you see, to get any length of stem 

 on Governor Herrick. The Princess of 

 Wales enclosed will give you an idea 

 of the stem that comes on this flower. 

 Does anyone get a stem on Governor 

 Herrick, say, six inches long? The 

 stems on Princess of Wales will satis- 

 fy you that my soil and cultivation are 

 both as they should be. I have no 

 trouble in getting good stems on Prin- 

 cess of Wales. F. M. B. 



The flowers of Princess of Wales are 

 certainly fine. I do not remember see- 

 ing finer stems anywhere this season. 

 You can surely grow excellent single 

 violets. Governor Herrick, with you, 

 acts as it has done with about every- 

 one in the east — poorly. The stems 

 have averaged short and the flowers 

 small; except for the color, the plant 

 had apparently little to recommend it. 

 Some growers seem to have had good 

 success, however, with Herrick, by 

 growing it much warmer than Princess 

 of Wales. One or two Eeview readers 

 have stated that it needs 45 to 50 de- 

 grees at night to do it justice, whereas 

 this temperature would soon spoil 

 Princess of Wales, which thrives best 

 at a minimum of 40 degrees. Growing 

 Princess so beautifully, I do not see 

 any advantage in growing the other 

 variety, which even at its best is vastly 

 inferior to Princess of Wales. C. W. 



