MASCH 28. 1012. 



The Weekly Florists* Review. 



43 



[Th« l«tt*r b«low is a spontaneous exprssslon of tho advertlsor's 



satisfaction— unsolicited.] 



The W. L Kirchhoff Company, 



5eeds, Bulbs, Flowers and 

 Florists' Peat 



Lonfi Distance Telephone 

 Cable Address "WEKCO" 



9niutkt.1I.M^m.».K. 



n.orl«ts Barrlttw, 

 Chloago, 111. 



Oentlemen: 



March, 1st, IWi. i/ <^ CL 



Th> yiorl«t» ROTiew did It all along? ) Our two-lnoh ^"'^^J^.-A-^ 

 ■diiplay ad, offering our new gladiolus Prlnoeplne to the trade, (^£]^^*' 

 aade ita first appearance in the T.B. of Horemher 23rd. In "fi^ 

 Secemher we were oorrespondit^ with foreign p'uhlishers regarding 

 adrertieine rates; hut, hefore we had placed our order with them, 

 inquiries came pouring in from home and abroad, therefore we 

 ■hhought hest to withdraw our awl from the RsTiew for a let up. 

 On Jan. 1st we asked you to discontinue our ad until further 

 notice, hut there was no letup until all the stock was sold. They 

 <lid not even leave us any for our retail trade and yet we have to 

 do something which a man hates to do, returning some nice looking 

 checks. 



located. 



The Berlew reaches the* buyer no matter where he is %fS^^ 



Yours for 8uAss, 



W.r. Kirchhoff. Co., 



^jr i^ifrs k^^K^tiJ^^^ 



CASH VALUE. 



Here are photographic reproductions 

 of two letters that have real money 

 value for everyone who does business 

 with florists. 



They point the way to the greatest 

 business gain at the minimum cost. 



One is a letter from a small adver- 

 tiser — he used only two inches of space. 

 But it was all he needed. Six inser- 

 tions cleaned up his stock. 



The second letter is from the firm 

 that used more space than any other 

 advertiser in the last six weeks — ap- 

 proximately four pages each issue. 

 Head the letter; their satisfaction with 

 lesults is evident; the season was "the 

 most successful" in their history. 



One advertiser spends $2 per week; 

 the other spends over $80 per week. 

 Both so well pleased they feel impelled 

 to tell about it. 



One appeals to growers, the other to 

 retailers. 



Could anything show more clearly 

 The Eeview's efficiency as an advertis- 

 ing mediumf 



But, one point further. One letter 

 says: "The Review did it all alone." 

 They did no other advertising — didn't 

 need to. The other, larger advertiser, 

 used one other paper — about an eighth 

 the space used in The Review. But 



they say: "They invariably mentioned 

 having read the ad in The Review." 

 So, you see, they didn't need any other, 

 either. 



It used to be that advertising fre- 

 quently was like kissing — it went by 

 favor. Still does, to some extent. Prof- 

 its still are good enough in this trade 

 so that it sometimes is easier to pay 

 the money than to dismiss the solicitor. 

 But that day is passing. 



For those who have felt the pinch of 

 a hard winter these letters have a real 

 cash value. 



BOSTON SPUING SHOW. 



The classes at the spring exhibition 

 of the Massachusetts Horticultural So- 

 ciety were this year mostly for bulbs, 

 there being no classes for rambler 

 roses, acacias, ericas, azaleas, etc., 

 which are generally such a feature in 

 Boston. The main hall being occupied 

 by Farquhar's Italian garden did not 

 allow of their being displayed, but 

 there were, nevertheless, many inter- 

 esting exhibits. The first prize group 

 of orchids, from Wheeler & Co., was 

 noteworthy. Duncan Finlayson had a 

 splendid Dendrobium Wardianum Car- 

 rying 275 flowers. J. T. ButterwoJfth 

 had specimen plants of Cattleya Tri- 

 anse, Dendrobium nobile and Cypripe- 



dium Vandyke. His lily of the valley 

 also was easily the best in the exhibi- 

 tion. 



Louis Dupuy had fine hydrangeas and 

 several ericas. A. Leuthy & Co. had an 

 excellent group of palms and other fo- 

 liage plant. W. T. Walke, on his table, 

 had a splendid lot of Begonia President 

 Carnot, a fine commercial variety. Mrs. 

 C. G. Weld, W,,C. Rust gardener, had 

 the best specimen Cattleya Schroederse 

 in the show. She alK^' hiid d plant of 

 the new blue rose, Veilchenblau, award- 

 ed honorable mention. Mrs. H. F. Du- 

 rant, T. L. Watts gardener, had Me- 

 dinilla magnifica and Statice Halfordi. 

 Robert Rust, Pomfret, Conn., had two 

 nice vases of chrysanthemums, rather 

 out of season at a spring exhibition. 

 Walter Angus had an excellent table 

 of cut camellias and Cherokee roses. 

 Francis Skinner, of Dedham, R. G. 

 Chamberlain gardener, had a fine lot 

 of Tausendschon roses, Lilium Harrisii 

 and a table of well grown bulbous stock 

 in pots and pans. Mrs. Oliver Ames, 

 H. Cole gardener, had a fine vase of 

 Euphorbia jacquiniseflora. A. W. Pres- 

 ton, J. L. Smith gardener; Mrs. J. L. 

 Gardner, Wm. Thatcher gardener; Will- 

 iam Whitman, M. Sullivan gardener, 

 and E. A. Clark, A. McKay gardener, 

 were the leading exhibitors of hya- 

 cinths, tulips, narcissi and other bulb- 

 ous plants, showing finely grown stock. 

 R. & J. Farquhar & Co. had a table of 

 thirty of the grandest specimen cycla- 

 mens ever seen at a Boston show, 

 awarded a silver medal. 



No classes were provided for cut 

 flowers, although usually carnations are 

 quite a feature at the Boston spring 

 shows. C. H. Totty sent Wodenethe in 

 splendid shape, awarded a first-class 

 certificate. Peter Fisher had Benora, 

 also certificated, and Patten & Co. 

 showed Mrs. C. W. Barron. The antir- 

 rhinums from T. G. Procter, James 

 Marlborough gardener, were superb. 

 James Wheeler also had several vases 

 of fine spikes. Mrs. Lester Leland, 

 Eric Wetterlow gardener, had a table 

 of splendid Primula obconica, William 

 Thatcher a collection of Streptosolen 

 Jamesonii, John L. Smith cut orchids 

 and Carnation Mrs. C. W. Barron, and 

 Mrs. E. M. Gill a nice display of cut 

 orchids. 



Miscellaneous awards included a gold 

 medal to R. & J. Farquhar & Co. for 

 their Italian garden, which is being 

 constantly renewed and kept in fine 

 condition, and a silver medal for a big 

 specimen plant of the new Chinese Cle- 

 matis Amandi Farquhariana. This va- 

 riety created something of a sensation, 

 both foliage and flowers being extreme- 

 ly handsome. The same firm also had 

 Clematis montana rubens and other 

 Chinese novelties. Louis Dupuy received 

 a silver medal for Hydrangea Mme. 

 Mpuillere. Duncan Finlayson secured a 

 certificate of merit for Primula mala- 

 coides, destined to be of great commer- 

 cial value, and cultural certificates for 

 Dendrobium Wardianum and D. nobile 

 nobilius, and honorable mention for 

 Calanthe Baron Schroeder var. albe- 

 scens. Hatcher the Florist received hon- 

 orable mention for the new Asparagus 

 Hatcheri. J. T. Butterworth received 

 honorable mention for Cypripedium 

 Vandyke. Walter Hunnewel!, ' T. ' D. 

 Hatfield gardener, received honorable 

 mention for a collection of beautifully 

 flowered Acacia heterophylla. 



W. N. C. 



