14 



The Weekly Florists^ Review. 



Mat 23, 1912. 



^d^^' 



rm 



OUR BRIDAL BOUQUETS AND 

 WEDDING FLOWERS possess 

 that rich and distinctive quality of 

 beauty that you immediately^recog- 

 nize asbemg /^different." That is 

 why they are invariably preferred by 

 those who like and demand the best. 



SCHAEFERS. INC. 

 378-384 BrMd^y, Betk 'Phones 



^% 





Newspaper Advertuemeot Illostrated by Correct Process. 



trine of confidence. So I say to you all, 

 keep it, keep it safe, and it will mean 

 money, clean money, in your business. 



Display and Text. 



When the cost of newspaper adver- 

 tising space is considered, the subject of 

 words becomes paramount. About nine- 

 tenths of the advertisements of retail 

 florists in general are overwritten and 

 overdisplayed. It often strikes one as 

 if the advertiser, in order to get valu9 

 received for his expenditure, was in- 

 tent on covering every square inch of 

 space with type matter. This is an all 

 too common mistake. Few realize that 

 white space lends eloquence to an ad- 

 vertisement, and that big display heads 

 do not sell goods. 



The barker's shouts at the circus at- 

 tract the crowds outside, but it is the 

 spiel that he gets off that takes the 

 people inside the tent. 



So it is with advertising. 



Ko display at all is better than an 

 ovemose. Even de^f people dislike be- 

 ing shouted at. 



Tell your story in as few words as 

 possible, and have every word suggest 

 a whole sentence. 



From this you can gather that it 

 takes time — lots of time — to write ad- 

 vertisements that pull. But it pays to 

 dig for every word. 



Aim to have your advertisements 

 read in that easy, natural, straight- 

 from-the-shoulder style of the forceful 

 editorial. 



niostrations and Their Use. 



Little argument is needed to show 

 that the well illustrated advertisement 

 is the most attractive and compelling. 

 An illustration alone will often convey 

 the desired impression where mere 

 words fail. But then there are illus- 

 trations that do not illustrate. Lots 

 of 'em. The function of the illustra- 

 tion in an advertisement is not only to 

 attract but to suggest, and always it 

 should be in perfect accord with the 

 text matter. 



As to the kind of illustrations, there 

 is only one to use in newspaper adver- 



tising, and that is the line drawing. 

 Halftone plates made from photographs 

 or wash drawings are an absolute fail- 



ure in this respect and should never be 

 used. 



An advertisement containing a cut 

 of this kind is shown oi^. th^ page. 

 The illustration' is iQ|ip|.,bf cfi^as, but a 

 generous <i»tr«teh of the ima|[ination is 

 required to make it out as such. 



An advertisement illustrated with a 

 zine,||Qhiiig made from a line drawing 

 is y|a#-9hpwn. Note the mfcrked im- 

 provement over the halftone effect 

 sought but not accomplished in the 

 other ad. 



Halftones are available for maga- 

 zine advertisements, where the paper is 

 of finer quality and smoother finish, but 

 for newspaper ads they are not a suc- 

 cess. 



The regular use of good illustrations 

 is almost imperative nowadays. What 

 if the cuts do cost some money! It is 

 capital well invested. What is the item 

 of an extra dollar or two when so much 

 is at stake f Bemember, it costs just as 

 much to insert a poor, unattractive ad 

 that one in fifty will read, as to insert 

 one that almost every reader will be 

 interested in. 



By all means have your advertise- 

 ments illustrated if you want the maxi- 

 mum of results. 



When to Advertise. 



I have been asked by florists if it is 

 advisable for them to advertise through- 

 out the year. My answer always has 

 been: The time to advertise is when 



Canna Bulb Special Sale--- 



The C^anca biCba listed 1*U>w are quoted regularly by all dealers at 

 11.20 to I1.S5 a dozen. You can set them at our store today for 90c a 

 doEon by using this advertisement as an order blank. Varieties as 

 follows: 



NO. O 



T ARRTTOWN. The best 



dark crimson growing 3 ft. 



tall. 



....BOUVIBR The best dark 

 crimson growing 4 ft. tall. 



PILLAR OF FIRE. Vivid 



crimson scarlet. 6 to 6 ft. 



tali: 

 ...BUTTERCUP. The best 



clear yellow ^owins 8 tt. 



tall. 



WALLACE. Clear canary 



yellow growinff * ft. tall. 



AUSTRIA. The best yellow 



growing: 5 ft. tall. 



BERAT. The best pink 



crowing 4 ft. tadl. 



SHENANDOAH. Rich pink 



flowers bronsa foliage, 6 ft 

 tall. 



....ALSACE. The best creamy 

 white, 3 to 4 ft tall. 



By mail, postpaid upon receipt 

 of $1.00 and the above order 

 blank filled out 



We also offer the gigantic Canna KING HUMBERT, the grandest of 

 all Cannas. Beautiful bronze foliage with flower trusses of enermous 

 size. Flowers are orange scarlet with red markings. Price 16c each 

 or 2 for 25c, $1.50 a dozen. By mail 15c extra. 



It is now time to plant Can- 



nas. Take advantage of this ^JK^jl^ZOl^^M^rOMJE: 



special offer and order today. Tf?20ZWEST main st. phone f.a.x.sa 



Oklahoma City,Oxla, 



Newspaper Advertisement With Illustration by 'Wrons; Process. 



