10 



The Weekly Florists' Review. 



Maucii 10. I'Jll. 



yuiii- skill :is well :is tlie flowers wliicli 

 you <liil not innkc, tlioti you may flat- 

 tor yonrsclt'. 



Mediocrity or Excellence? 



Many )icn|i|t' aryuc that they lia\i' 

 sut'licicnt aliiiity for (•oninicrciai |iui'- 

 jioscs ami that thr immoral imhlir is not 

 discriiniriat inj;' cnoiioji to iiiiow thr <lif- 

 fcrcncr liitwcin ciiiiiinon wdrk and ex 



BULLETS VS. BIRDSHOT. 



All a(h<Mi isiny lias only one object — ■ 

 tiie sale of n'crchandise — hut there are 

 almost as many ways of advertising as 

 there are advertisers, though most ad- 

 Nci'tising can lie cl.assifieil into one or 

 another (d' two grou|is. One group is 

 <-(im|iosed of those advertisements, spe- 

 cific ill their (diaracter, whicdi malve a 



f 

 J 



y 



y 

 J 



y 

 y 



y 



I 

 I 



y 



**'^2^«'^3^*^***'^'^«'^2^*^«'^S^^^^«**t**t**t'^S*^^«*C^t* 



f 

 •? 

 ? 

 Y 



y 

 y 

 y 

 y 



y 

 y 

 y 



t 



y 



A WRONG IMPRESSION 



SOME PEOPM: say thrv c'lniK.t undrr- 

 ftaiid how we tan atlonl to sptri'l so 

 iinio)i nioiif\' iuKrrtisiii^'. and still sid! 

 liigli ^'ni d<- flnwin at t'o pul.tr ])rut 



THE ANSWHR IS Hy a.IvtrtiMii- wr arc 

 If'ttir.^ Iht' people- know our prKt'> art- I^jw. 

 rnrrrctjn ^ a W T mi^ im prrssion that nianyliavi- 

 had. Iti this way wt- have incrcascii our 

 businrs:, to Puch an extent tliat we arc ahl" to 

 continue to reduce the pnce of flower.-;. 



WE ARK THE LARGEST RETAILERS 



(•i hif;li-^'radf' ll'>wer*-. C"iise')iirntly the lar^'r t 

 btiver^ Thi " enabU • us to buy and sell ai thr 

 ver>Tnwcst pnc*?, which we are doinj;, and n*T»T 

 ft!' flowers, stncliy f^e^h the la'^tiny; kir.d, ,it 



POF'ULAR PRICES 



Special Today, Orchids 50c 



Railway Exchange Bldg 



InrV.i.n Hlv.i i Mu-hi,;..:; Aw 



We Invite Charge Accounts 



2132-2134 Michi(an Avenuo 



CHOICE ROSES and 



SPRING FLOWERS 



FLOWERS O F QUALITY 

 A T MODERA TE PRICES 



OUT-OF-TOWN ORDERS RECEIVt PROMPT ATTENTION 



^•♦♦♦:~>><K«<*<«<'<*<«<«<*<*<*«>><*<~t^^^ 



SPRING 

 FLOWERS 



! lUip-.. Joiiiiuil'.. 



50c Per Dozen 



I'rcttv HkionnnK nants. 

 lusl thi- thm^ to (hffT 

 thf h in- aiiil njothfr 



25c to »1.50 



H. N. BRUNS 



Florist 



^040 Vl/cst Mtdison St 



Phone Kednc 1 196 



Quick D«l>»*riM 



J 



Queen City Floral Co. 



The (jooJ Ftower Slott. 



318-318 8 Unior 8t rho.»fl i; 



Examples of the Specific and the General in Advertising. 



ctdlent \voil\. All \-ery well, if you have 

 no higher amhition than to lie a medi- 

 ocre workman, liut somebody of ai'tis- 

 tic instincts and ambition is going to 

 show better \vork and explain its good 

 jioints. 'i'our best patrons can see the 

 difTerences tli-it have been ]iointed out. 

 People l»Hy the finest pictures, the finest 

 carp<'ts and furniture; they learn to dis- 

 criminate in jewcdry and in wearing a|i- 

 liar(d. . The fact that they have never 

 seen <xcellent floral work may account 

 largely for their lack of taste. Jiut 

 decorators are w:iking up, and it ni<'ans 

 that the ipiestion will occur to eacdi (d' 

 us sooner di- later, "Do I mean to live 

 or merely lo exist ? ' " 



In another (diapter on the subject of 

 cohir \\ill be i^i\cn some simple cdlur 

 la\v>. (lertnide Blair. 



A GOOD FRONT. 



A. .Meyer, formerly of the ^Siiiart ?>et 

 bliiral < ji.. h;i- recently started in biisi 

 iiess for liinis(df' at l-;i;ihtieth street :iiid 

 Madison avenue, in New York city. The 

 acconipa iiyiiiM illustration is ])i'epai'ed 

 fnmi an exceediiiLjIy ]ioor photogr.aidi, 

 but it serves to show that ^Ir. Meyer is 

 fidlowiiig the jiri'cept ot' Willi.-un Scott, 

 whosf' t'reijiient ac|\ice to young men 

 was: ''Wash all you ^ot. and hang 

 out all you w.ash."' 



(_ - ^ 



Eau CL^ire, Wis. — 0. R. Demmler on 

 his lect'iit trip to ]';uro|ie found .a 

 tr.adescant ia named .Silver Queen, of 

 wiiii h ho brought honu' stock, carrying 

 the paidcaiio peisoii.ally .all the way. lie 

 has \\orl\eil up stoidi and it is now on 

 1 he market . 



definite (dfer of one or more articles in 

 siich .a way as to tell the public all 

 about them and to cause inquiries to 

 be made at ll;e store for the i)articular 

 articles adveitised. The other grou]> 

 of ad\('rt isenuMits is composed of those 

 whitdi aim merely at general publicity, 

 the keejiing (d the line and the store 

 before the buying jiublic, with sales 

 generally promoted, but less easily 

 traced. One nui\- be calle(l the rifle 



method and the other the shotgun 

 method of advertising. The shotgun 

 scatters its lire; it may hit a larger 

 number of objects, but the execution is 

 not always so great. 



BREITMEYER'S FLOWER CHAT. 



John lireitmeyer 's Sons, who now 

 ha\ e a branch store on Woodward ave- 

 nue in Detroit, as well as the main 

 store in the lireitmeyer building, have 

 undertaken the publication of a month- 

 ly 4-pagc bulletin of flower news. They 

 call it Hreitmeyer's Flower Chat and 

 the Mar(di issue is printed in that most 

 striking of all color comliinations, yel- 

 low anti black. While the folder ig de 

 signed as an advertisement, the adver 

 tisiiig feature is kept in the background, 

 the purpose being accomplished through 

 suggestion. The talk is so good that a 

 p.art of the contents of the Mar(d) issue 

 is reproduced herewith: 



M.MICII. 



The liisl (if llio Spriiiv: moiitlis i.s lioic with 

 its iiici'cMscd siiMsliint", Kiving lii'igliter ciilors and 

 111(111' fi:ij;iiuit u(l(ir to those many r(>presontatives 

 of I'ldiii. oiiiiiiuiinl.v ciiUod SpriiiR Klowcrs. 



One 111' thciii. the Vhilct. lor whom we always 

 liMvc .-III o|i('ii liiiiid 1111(1 ;iii cipcii lii'Mrt, is in its 

 piiiiic cdndilhiii diiriiif; this niontli. 



Its hlooins arc never so larK'-. its color never 

 so blue, its 'idor never so delicions, as when 

 l^iss(•d by ihe K'dilcn rays of the Miucli sun. 



As ;i corsiiKc witli Koseliuds or iii cunibiliation 

 Willi oilier Sprint: lleaiities for l.iinclicoii, or as a 

 special aiislocrMlic tmicli added to a box of 

 Spring I'lowers, tlieir sujierior (pialily durinp tlie 

 iiioiilh of .M,irch is universally n-cognized. 



We admire Sweet Teas iiiid Lilacs at Christ 

 nias^ but what arc they coniparcd with tlie same 

 llowers duriii}: March'.' I'or that matter, all 

 kinds of llowers benetit hy the iiicnMsed sun- 

 light and longer days. 



.\s the apple depends on the .-uii lo paint his 

 cheeks real rosy and red, so do llowers need the 

 siiiishiiie to fully develop Uieir bright color and 

 charming fragrance. 



Is; it not wonderful how a few fulips and 

 Daffodils or the Kcutle Violets decre.Lse our men- 

 ial or bodily ailments? They seem lo he ani 

 mated— to be speaking to us to coiisiile us. 



'Ihe chef may he ever so I'reiichy, and liis 

 sauce as tasty as culinary art can make it, still 

 a few well arranged llowers increase appetite and 

 wit iiiosi wonderfully. 



C.VKE (IF CIT ri.dWKKS. 



riowers ie(piire fresh air tliat is moist and 

 free from gases, flowers should not be exposed 

 to draughts. 



rresli water is a vital need, .'Uid the cut llowers 

 should be placed in saim; immeilialcly on tlieir 

 arrival. 



'I'lic best holders are those which provide suf 

 (icient water so tliat the steni> can be set in 

 deep and well submerged. 



'Ihe water should be changed ;it least daily. 



'I'he slouis of blooms should be occasionally 

 iccut or biokca. and dead fi>ll:'_i- slmuld ba 

 leinoved. 



New Store of A. Meyer, New York Ciiy. 



