..'"<(/'' "■ 



10 



The Weekly Florists' Review. 



Mabch 16, 1911. 



your skill as well as the flowers which 

 you did not make, then you may flat- 

 ter yourself. 



Mediocrity or Excellence? 



Many people argue that they have 

 sufficient ability for commercial pur- 

 poses and that the general public is not 

 discriminating enough to know the dif- 

 ference between common work and ex- 



BULUITS VS. BIBDSHOT. 



All advertising has only one object — 

 the sale of merchandise — but there are 

 almost as many ways of advertising as 

 there are advertisers, though most ad- 

 vertising can be classified into one or 

 another of two groups. One group is 

 composed of those advertisements, spe- 

 cific in their character, which make a 



-fc. -*■ A. A. A A. .A .^ . 



A WRONG IMPRESSION 



SOME PEOPLE SAY they cannot under- 

 stand how we can afford to spend so 

 much money advertising and still sell 

 high-grade flowers at popular prices. 



THE ANSWER IS: By advertising we are 

 letting the people Imow our prices are low, 

 correcting a wrong impression that many have 

 had. In this way we have increased our 

 business to such an extent that wc are able to 

 continue to reduce the price of flowers. 



WE ARE THE LARGEST RETAILERS 

 of high-grade flowers, consequently the largest 

 buyers. This enables us to buy and sell at the 

 very lowest prices, which weart doing, and offer 

 m flowers, strictly fresh — the lasting kind, at 



POPULAR PRICES 



Special Today, Orchids 50c 



Railway Exchange Bldg. 



Jacksoo Blvd. & Michigan Ave. 



We Invite Charge Accounts 



»32434 MicUfaa Av.nu* 



CHOICE ROSES and 



SPRING FLOWERS 



FLOWERS OF QUALITY 

 AT MODERATE PRICES 



Oirr-OF-TOWN ORDEKS receive PROMfT ATTENTION 



^♦♦-^♦♦♦♦♦♦♦^Nfr^^^^^^-^^*^^ 



SPRING 

 FLOWERS 



Tulips, Jonquils, 

 DafTodils, CamaU9ns 



50c Per Dozen 



Pretty Blooming PlanU, 

 just the thing to cheer 

 the home and mother 



25c to $1.50 



H. N. BRUNS 



Floritt 



3040 Vot MadifOD St. 



PhoDc Kcdzie 1 196 



Quick I>»Unria 



The Wise Suitor 



WHI not lUfslect to trnd llQwrr* 

 r(ia^K)Ba'.:>. KioM^-ta tiiDl havx on; 

 Taj[ un ih*m art- always m ppr»M*laLe<J 

 Tkkr the 'hintr^tfviid hei n fox ol oui 

 choice ones lonlitht 



Qaeen Cty Floral Co. 



7k CmW fltmr Uttt. 



ilMII *■ Uni'i* (t FkOfMi 43. 



Examples of the Specific and the General in Advertising:. 



cellent work. All very well, if you have 

 no higher ambition than to be a medi- 

 ocre workman. But somebody of artis- 

 tic instincts and ambition is going to 

 show better work and explain its good 

 points. Your best patrons can sep the 

 differences that have been pointed out. 

 People buy the finest pictures, the finest 

 carpets and furniture; they learn to dis- 

 criminate in jewelry and in wearing ap- 

 parel. The fact that they have never 

 seen excellent floral work may account 

 largely for their lack of taste. But 

 decorators are waking up, and it means 

 that the question will occur to each of 

 us sooner or later, "Do I mean to live 

 or merely to exist f" 



In another chapter on the subject of 

 color will be given some simple color 

 laws. Gertrude Blair. 



A GOOD FRONT. 



A. Meyer, formerly of the Smart Set 

 Floral Co., has recently started in busi- 

 ness for himself at Eightieth street and 

 Madison avenue, in New York city. The 

 accompanying illustration is prepared 

 from an exceedingly poor photograph, 

 but it serves to show that Mr. Meyer is 

 following the precept of William Scott, 

 whose frequent advice to young men 

 was: "Wash all you got, and hang 

 out all you wash." 



Eau Claire, Wis. — O. E. Demmler on 

 his recent trip to Europe [found a 

 tradescantia named Silver Queen, of 

 which he brought home stock, carrying 

 the package personally all the Way. He 

 has worked up stock and it is now on 

 the market. 



definite offer of one or more articles in 

 such a way as to tell the public all 

 about them and to cause inquiries to 

 be made at the store for the particular 

 articles advertised. The other group 

 of advertisements is composed of those 

 which aim merely at general publicity, 

 the keeping of the line and the store 

 before the buying public, with sales 

 generally promoted, but less easily 

 traced. One may be called the rifle 



method and the other the shotgun 

 method of advertising. The shotgun 

 scatters its fire; it may hit a larger 

 number of objects, but the execution is 

 not always so great. 



BREITMEYER'S FLOWER C5HAT. 



John Breitmeyer's Sons, who now 

 have a branch store on Woodward ave- 

 nue in Detroit, as well as the main 

 store in the Breitmeyer building, have 

 undertaken the publication of a month- 

 ly 4-page bulletin of flower news. They 

 call it Breitmeyer's Flower Chat and 

 the March issue is printed in that most 

 striking of all color combinations, yel- 

 low and black. While the folder is de- 

 signed as an advertisement, the adver- 

 tising feature is kept in the background, 

 the purpose being accomplished through 

 suggestion. The talk is so good that a 

 part of the contents of the March issue 

 is reproduced herewith: 



MARCH. 



The first of the Spring months Is here with 

 Its Increased sunshine, giving brighter colors and 

 more fragrant odor to those many representatWes 

 of Flora, commonly called Spring Flowers. 



One of them, the Violet, for whom we always 

 have an open hand and ah open heart, is In its 

 prime condition during this month. 



Its blooms are never so large, its color never 

 so blue, its odor never so delicious, as when 

 kissed by the golden rays of the March sun. 



As a corsage with Rosebuds or in combination 

 with other Spring Beauties for Luncheon, or as a 

 specUl aristocratic touch added to a box of 

 Spftllg Flowers, their superior quality during the 

 month of March Is universally recognized. 



We admire Sweet Peas and Lilacs at Christ- 

 mas, but what are they compared with the same 

 flowers during March? For that matter, all 

 kinds of flowers benefit by the Increased sun- 

 light and longer days. 



As the apple depends on the sun to paint his 

 cheeks real rosy and red, so do flowers need the 

 sunshine to fully develop their bright fiolor and 

 charming fragrance. 



Is It not wonderful how a few Tulips and 

 Daffodils or the gentle Violets decrease our men- 

 tal or bodily ailments? They seem to be ani- 

 mated — to be" speaking to us to console us. 



T(|e chef may be ever so Frenchy, and his 

 sauce as tasty as culinary art can make It, still 

 a few well-arranged flowers increase appetite and 

 wit most wonderfully. 



CARE OF CUT FLOWERS. 



Flowers require fresh air that Is moist and 

 free from gases. Flowers should not be exposed 

 to draughts. 



Fresh water Is a vital need, and the cut flowers 

 should be placed in same immediately on their 

 arrival. 



The best holders are those which provide suf- 

 ficient water so that the stems can be set in 

 deep and well submerged. 



The water should be changed at least dally. 



The stems of blooms should be occasionally 

 recut or broken, and dead foliage should b* 

 removed. 



T 



"•"»Ai.A.M E V E Rdecorator 



i^^.r-JKjf -_r 



New Store of A. Meyer, New York Ciiy. 



A. 



