6 



The Florists^ Review 



Jolt 26, Iftll 



quired, plus a recognition of the enthu- 

 siasm with which the work is under- 

 taken. Therefore a representative who 

 merely forwards the orders that come 

 his way in the natural course of events 

 is not entitled to so large a percentage 

 as is the representative who always has 

 his principal's interest in mind — in 

 other words, who goes out and hustles 

 for business. 

 How would you figure it, reader! 



THE CASKET SHOWER SFBAY 



I noted with interest the illustration 

 in The Eeview of July 11, page 7, of the 

 shower casket spray. In the article ac- 



THE MODERN STORE FRONT. 



Its Business-Bringing Power. 



Everyone recognizes the value of an 

 attractive window exhibit, but how is 

 a fine display to be achieved without 

 a modern window? 



In our effort to enliven sales — create 

 more business and boost our regular 

 business — we may be overlooking the 

 simplest and most effective means — our 

 store front. 



. Our stock may be just the kind re- 

 quired for our trade; our service may 

 be well developed; our store policy may 

 be adjusted to our local conditions — but 



A Modeni Front is Essential to Attractive Window Display. 



companying the illustration it is stated 

 that, so far as known, this form of 

 spray is original with W. Eosenthal, of 

 the Boston Cut Flower Co., Boston. 

 Concerning this I would state that we 

 have made several shower casket sprays 

 during the last year. 



We find it to be a highly acceptable 

 variation from the usual large spray. 

 It also works in finely when made up 

 to be used as a casket cover, when 

 something is wanted not so heavy or 

 large as a complete casket blanket or 

 cover. Made up "double ended," 

 with a chiffon or broad ribbon tie in 

 the center, it gives a splendid effect and 

 uniform satisfaction. We have used 

 valley and adiantum in connection with 

 the narrow ribbon in the shower. 



Instead of attaching the shower at 

 the base, as in the usual shower bouquet, 

 we attach the shower part so as to 

 form a continuation of the spray into 

 the shower. As a rule, the use of the 

 casket spray calls for a much shorter 

 shower part than does the ordinary 

 shower bouquet, built to be carried. 



W. H. Gulp. 



South Bend, Ind. — When the German 

 fleet under Admiral Paschvitz recently 

 visited the United States, a telegram of 

 greeting was sent to the admiral by 

 August F. Beyer, president of the Beyer 

 Floral Co., on behalf of the German 

 residents of this city. A cordial letter 

 of reply was received later from the 

 admiral. Mr. Beyer is vice-president of 

 the South Bend Deutsche Verein. 



what kind of a front have we? How 

 can we hope to sell if we do not prop- 

 erly attract the buyer's attention? 

 Without any question whatever, our 

 show windows do more than any other 

 means to effectively advertise our store. 



Orandpa's Store Front. 



Grandfather's store front apparently 

 served its purpose well — it let in a lit- 

 tle light and kept out cold and rain. 

 The big, cumbersome corner columns, 

 jambs, muUions, etc., were all that could 

 be used at that time — there was no 

 other construction to adopt. His wood 

 front required paint almost yearly, and, 

 in spite of this expense, it was short- 



lived, and, furthermore, the wood he 

 used was far better than the wood we 

 buy today. 



Later, iron and steel were used some- 

 what in store fronts, but that form of 

 construction has proved to be little bet- 

 ter than wood. That also requires paint- 

 ing, but will rust in spite of it. The 

 iron bars are wide, and form an ob- 

 struction to the display, and its grip 

 on the glass proves to be impractical, 

 causing many breakages. 



The Metal Front. 



A few years ago a practicing archi- 

 tect, from his intimate knowledge of 

 the merchants' as well as the archi- 

 tects' and contractors' store front re- 

 quirements, conceived an idea that later 

 came to revolutionize store fronts. He 

 proposed the use of solid metals — cop- 

 per, brass, bronze and aluminum — met- 

 als that are lasting, and on which the 

 cost of up-keep is absolutely nothing. 

 He went a few steps further by discon- 

 tinuing the use of putty, rubber or any 

 other cushion substance by which the 

 glass is set. The idea was developed 

 and improved on until now it stands as 

 the highest type of modern store front. 



The basic principle of the new de- 

 parture construction is to set glass di- 

 rectly between metal bearings, without 

 the assistance of putty, rubber, wood 

 or any other cushion material. The 

 contraction and expansion of the glass 

 is taken up by the give-and-take of the 

 spring bearing of the sash, confer bar, 

 or whatever part it may be. The idea 

 has grown into a complete front, from 

 sidewalk to I-beam, and now the con- 

 struction is found in almost every city 

 and town in the United States. 



Ventilation of Show Windows. 



The ventilation of show windows has 

 been a big problem with merchants ever 

 since they have made use of show win- 

 dows, and it is an especially important 

 problem with florists, who have much 

 moisture in their stores. Each year 

 much effort is expended in trying to 

 devise some means to overcome this dif- 

 ficulty. The manufacturers of the all- 

 metal store front construction, after 

 long and exhaustive experiments, have 

 hit upon a system that has given re- 

 lief. Their theory is perhaps the same 

 as ours: "Let cool, dry air from the 

 outside circulate along the inner sur- 

 face of the glass, absorb the moisture 

 and go out at the top. ' ' The formation 

 of sweat and frost is not due to the 

 temperature in the show THrindow — it's 

 the humidity, as we all know. 



In the metal construction the sash is 



Light A(l-Metal Sash Used in the Modeni Store Front. 



