"IFip WJiM 'fi."J-'f.^',' ■ '." '»'n»i|i«p»i», i>i|i,»; T i;i., i,'? 



Afbil 11, 1912. 



The Weekly Florists' Review* 



11 



treated with a five per cent formaline 

 solution for thirty minutes. Experi- 

 mental work on measures of control 

 will be carried on this summer by the 

 Department of Pathology of Cornell 

 University and it is hoped that there 

 may be some definite information to 

 give the growers this fall. 



A. C. Beal. 



INTEREST IN ADVEBTISING. 



That the advertising in a trade publi- 

 cation has interest for the subscribers 

 scarcely second to the interest in the 

 text pages has for some years been 

 recognized. In fact, since advertising 

 in trade journals developed above the 

 business-card stage the advertising 

 pages have been gone over with the 

 same care as the text pages by all who 

 want to keep in touch with the pro- 

 gress of the trade the journal repre- 

 sents. Hence it has come about that 

 the trade paper carrying the largest 

 volume of advertising has found that 

 advertising, far from being a matter 

 of indiflference to its readers, is a posi- 

 tive and potent factor in maintaining 

 and increasing its subscription list. 



Take the case of The Review as an 

 example. Its value to its readers, and 

 to its advertisers, has been steadily 

 strengthened by the fact of the in- 

 crease in the advertising patronage. 

 Practically all the offers are in its 

 pages, so why look elsewhere? Probably 

 few have stopped to reason it out, but 

 the fact long has been apparent that 

 the extent of the advertising patronage 

 has been one of the strongest reasons 

 why The Review has brought such ex- 

 cellent returns to its advertisers. Evi- 

 dence has accumulated proving that no 

 matter how much other trade literature 

 the florist may have on his desk — ^pub- 

 lications, catalogues, price-lists — when 

 he is in need of stock he looks for it 

 in the last copy of The Review. Why? 

 It is as plain as can be: Because the 

 the offers practically ALL are there — 

 the most offers, the best offers, the 

 freshest offers — the widest selection. 

 It's like the stranger who wants a 

 cigar. He doesn't buy it at the little 

 shop that has only two or three brands 

 in the case; of course not; he buys at 

 the big store on the corner, where there 

 is a long case full of all sorts and sizes 

 and kinds, and where they sell more of 

 EACH brand every day than the other 

 s hop s ells all told of its few. 



That 's the way advertising works. 

 There's almost always something 

 worth seeing when one follows the 

 crowd. 



All of which merely is preliminary to 

 saying that the Chicago Tribune re- 

 cently has discovered that the fact that 

 it carries more advertising than any 

 other Chicago paper is a strong card 

 both with the public and the advertis- 

 ers. Not content with the natural 

 growth of appreciation of this point of 

 strength, The Tribune has undertaken 

 a campaign of advertising its advertis- 

 ing. In other words, it is showing up, 

 in figures, how much greater is the 

 range of choice of those who read 

 Tribune advertising than of those who 

 read the advertising in any other 

 paper. Taking trade by trade, The 

 Tribune is printing the figures. 



Reproduced herewith is the advertise- 

 ment recently published to show how 

 much The Tribune leads in advertising 

 carried for florists. Incidentally a line 

 is given on how much advertising was 



Pick Your Flowers with Care 



We all need flo'nrcn in oar Uvea. They take xm e«C 

 of the roar snd •trife of aty life into ^ffrantby-pctha and 

 untrodtlen -wzyt. hringint ranshinc and gloty into every 

 day. Flower* will not only perfume every cnetfenf of your 

 life and make it an occoeion. but you on buy t m m r a of theae 

 bloaaonu of aubtle aocnt and exqnieite eoioeing if yon read 

 the advertisement* in The Tribune elo t fy and eoiutantly. 



To buy flower* to the best adTcntage. you should 

 read the advertiaeaenta in Tile Tribnoe, beeanae The 

 Tribune prints far more floriat advertlaementa titan say 

 other Chieafo newspaper. Every day in either the die- 

 play or. daaeified eolumna it oarriea the meiesgt to yoo of 

 enterpriainf floriata ^nrho o£Fer the beat flowers at the low- 

 eat prices consistent with quality, and it ia only by read- 

 ing The Tribune that you will see all these opportunltica 

 'whenever they appear. Whether it is flonrere or shoes, 

 you can purchaae amylkimg most eoonomieally through 

 advertiaementa in The Tribune: 



The osmistifcaUa erMMM ia wij^ot W thMi Hau mmr b« sms kr • 

 fiance at the follovlsf llarlat ad wrtto e i i la The THboaet 



Alpha Fkral C*. Lubaav * THaa ^ghMw^aw rWlat 



Brint Heuaa FWUt MeradMi'a Ckarlea $rhwi«itiT 



H. N. Bnina NelUa'C. Mmm SuUety BMa. 



Cantw a OOTOihr Muir Vanehaa'a Saa4 9tMa 



Flaiachmaa Harry C l Uwa W«<lBad*a 



Franaen, Um Harlat ^ a mw alaaa Geo. WUtfaeU C*. 



A. Lans* Wln U rae w Swd C*. 



The Tribuae la the r^kf acwapaaer lor etiMy CMe>#> aaelst he c — ae tba 

 cxiwfleacca of etber floriata, who kaow the buytaf yowar of TbeTritMuae 

 raadara. lurrc oiade the ebeiee ifi^la sad ^eaMM. Ths faUaarlM la tfaa 

 oAelal reeoiid ef^la•iMa' (Uapter ailnwlMas fttetad fa Ika CMM#a 

 papara la the yiaar Mil : 



TRIBUNE Sa^niiaas 



Neatpapav M« Uaaa 



TkMpapar (.MS Itaiaa 



Fourth paper 4,te» linaa 



Ftfthpapar 4,2>7 Unaa 



Stathpapar l.SSS linaa 



Sera n th pepar 77t linaa 



Elchth paper CSS llnae 



TU TribsM PrWi Far Msrs Ad«wtUi« Tkaa Asy Otbsr CUeag* f^m 

 The World's Greatest Newspaper 



(Trade Vu-V - - - 



Emphasizing the Valtie to Advertisers of Volume of Advertisements. 



[That newspaper Is the best advertlaInK medium which carries the larsrest volume of advertisltiK 

 addressed to the Banie class of buyers one wants to reach. The American people have been educated to 

 read advertising; the more there Is of It In a publication the better they like that publication. I 



