Adoust 8, 1912. 



The Florists^ Review 



11 



Advertising Signs, a Number of Which Are Used by a Boston Retail Florist 



flowers. Stem the ends of the chiffon 

 and stretch between or over the flow- 

 ers, and set the stemmed end as with 

 flowers or foliage. 



One more touch: Between the center 

 and either the right or left-hand wire 

 of the easel, and planted on the inside 

 edge of the wreath frame, erect a 

 group of fern leaves, which are now 

 scattered about on the design. Group 

 them to resemble a small fern plant 

 growing against the wires and over the 

 edge of the piece. This will cut off the 

 view of the wires where they are most 

 prominent and will throw the easel into 

 a more indefinite background. 



Gertrude Blair. 



ADVEBTISINa A BETAILEB. 



At Pittsfield, Mass., a rich little city 

 in a beautiful country, Eobert L. Smith 

 and S. G. Barnes have built up a pros- 

 perous retail trade at 40 Fenn street. 

 Some of the means taken to bring 

 their store to the attention of the pub- 

 lic are described in the following let- 

 ter from Mr. Barnes: 



"Presuming that various experiences 

 of tradespeople are valuable to all, 

 the liberty has been taken of sending 

 a few photographs of some of our 

 methods of advertising, which have 

 been employed this spring and summer. 



"We can hardly speak too highly in 

 praise of the value of billboard ad- 

 vertising. Our poster, shown in the 

 illustration, was made up in such a 

 way that it would be in keeping with 

 all of our advertising, by using our 

 stock form of printing in script 'The 

 Flower Shop.' The color was green 

 on a white background, with black ad- 

 dress and phone number. This poster 

 was comparatively of small expense, 

 most distinctive and attractive. By 

 persistent use of these posters, placed 

 in the best locations in Pittsfield and 

 throughout Berkshire county, we found 

 the results to be most pleasing. 



"The other illustration shows what, 

 in our opinion, is a rather new de- 



parture for a florist, a roadside seat. 

 The same color scheme of green was 

 maintained, thus making the benches 

 sufficiently conspicuous, but not so 

 gaudy that they were prevented from 

 being placed at most car stops. They 

 were placed at the stations which were 

 most frequented and where they would 

 receive the least ill usage. The re- 

 sults so far obtained from both meth- 

 ods of advertising have been most sat- 

 isfying and we surely feel more than 

 repaid already for the expenditures." 



CHBISTIAN ENDEAVOR DESIGN. 



The Christian Endeavor design shown 

 in the accompanying illustration was 



The Christian Endeavor Design. 



made by Albert C. Pollard, of Canton, 

 O., for use at a state convention. The 

 picture shows it standing in front of 

 the McKinley monument. The back- 

 ground was made in the form of a 



plaque the shape of the state of Ohio, 

 filled with moss and covered with green 

 sheet moss. On this the badge of the 

 organization was worked in red and 

 white carnations, the convention colors, 

 the outline being in white and filled 

 in with red. On its easel the design 

 stood nearly eight feet high. The 

 background was six feet square and 

 the letters about five feet high. 



BETAILEBS USING BILLBOABDS. 



The accompanying illustration is re- 

 produced from a photograph of one of 

 the many billboard displays used by 

 Penn, the Boston retail florist. It is 

 considered the most attractive in the 

 vicinity. This photograph shows two 

 sides of the board. There are three 

 sides, one facing the roadway, and the 

 other two on a slant from the center 

 board. These boards are about forty 

 feet long and fifteen feet high, done in 

 various colors. One board shows roses, 

 the other roses in one corner and or- 

 chids below, and the third shows vio- 

 lets only. Elevated above the board is 

 displayed a large electric sign, with 

 the words "Penn the Florist" in elec- 

 tric lights which at night illuminate 

 the entire vicinity. 



This board is situated on Common- 

 wealth avenue, Boston, opposite the 

 junction of four streets. On the most 

 widely traveled thoroughfare in Boston, 

 over 2,600 street cars pass it daily. H. 

 S. Rogers, of the Penn establishment, 

 says they have received several letters 

 specially commenting on the attractive- 

 ness of this board, although of the many 

 billboards they are using all are almost 

 the same in design and print. 



Decorah, la. — The annual meeting of 

 the Perry Florists' Association was 

 opened here July 31, with Mr. and Mrs. 

 W. T. Symond as the hosts. The flo- 

 rists of northern Iowa and southern 

 Minnesota belong to this association 

 and were well represented at the meet- 

 ing. 



