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12 



The Florists' Review 



Mat 1, 1918. 



surface would be used as was practical. 

 Three thicknesses of glass were used in 

 order to attaii;| this end and still have a 

 minimum consumDtion of ice. 



OLEVEB ADVEBTISINa. 



The Philadelphia Eetail Florists' As- 

 sociation is conducting a publicity cam- 

 paign in one selected newspaper that, 

 viewed from every angle, spells splen- 

 did advertising. It is doubtfui if the 

 trade in any one city ever combined 

 before to educate the public to flower 



spects, with terrasse floor and high 

 ceiling, and it is well lighted day and 

 night. The window platform of white 

 tile is 5 X 9. The ceiling of the win- 

 dow, finished in white paneled wood- 

 work, is equipped with subdued electric 

 lights to meet the maximum require- 

 ment. • 



The. booth effect at the right of the 

 store's entrance is novel and useful, for 

 there the rest chairs and patrons' desks 

 are located. On the opposite side is 

 the large refrigerator. There is a base- 



SIiow House of the New Woodward Flower Shop, Detroit, Mich. 



buying along lines quite so broad, so 

 liberal and so convincing as the pub- 

 licity committee of the Philadelphia as- 

 sociation, of which Charles Henry Fox 

 is chairman. 



Briefly, the plan is an intelligently 

 worded, attractively displayed daily ar- 

 gument in favor of flowers, their use, 

 importance, general need and the good 

 they do. It is an unsigned advertise- 

 ment, more of an editorial card than 

 an advertisement, in fact, and appears 

 from day to day in varying lengths, al- 

 ways one column wide and in the same 

 faces of type and border. The pub- 

 licity committee, after looking over the 

 field for the best medium in which to 

 reach the public with its daily dis- 

 course on flowers, selected the North 

 American, which is giving it a most at- 

 tractive display. 



Mr. Fox has had some of the adver- 

 tisements reprinted in circular form 

 and has sent copies to the trade, sug- 

 gesting that they be cut out and pasted 

 in windows, or reprbduced on separate 

 sheets and enclosed with orders, letters 

 and bills. That the Philadelphia flo- 

 rists are desirous of letting others profit 

 by their material is evidenced by the 

 line Mr. Fox uses in his circular, 

 "Make these ads work for you." 



NORMAN SULLIVAN'S NEW STOBE. 



The most recent addition to Detroit's 

 numerous well-appointed flower stores 

 is that of the Woodward Flower Shop, 

 361 Woodward avenue, shown in the 

 accompanying illustrations. Norman 

 Sullivauj well known to the trade, is 

 the proprietor. The store is 20 x 65 

 feet and connects with a greenhouse, 

 20 X 85 feet. It {if modern in all re- 



ment with concrete floor, provided with 

 departments for a large supply of boxes, 

 wire designs and florists' requisites. 



The greenhouse has a center aisle five 

 feet wide between the display benches. 

 A 25-foot section in the rear is parti- 

 tioned off and used for automobile stor- 

 age and affords facilities for loading 



and unloading under cover, a feature 

 particularly desirable* in cold weather. 

 The greenhouse is nine feet high to 

 the gutter plates, giving splendid op- 

 portunity for the future installation of 

 a fountain and rockery. 



The business is situated in a new an,} 

 growing shopping district and gives 

 promise of rapid development. 



BIME IT. 



N. J. Wietor, the Chicago grower, 

 after reading last week's issue of The 

 Review, said that he approves the sug- 

 gestion made therein to feature 

 "bright" flowers for Mothers' day, but 

 that the couple of lines now used so 

 generally for advertising purposes 

 should be entirely rewritten, as fol- 

 lows: 



For Mothers living, a flower bright, 

 For Mother's memory, a floWer white. 



THE IDLEWILD IMPBOVEMENTS. 



The illustrations on page 13 show 

 the new greenhouses and branch of- 

 fice of the Idlewild Greenhouses, at 

 Memphis, Tenn., together with the new 

 residence of W. H. Englehart, vice- 

 president and manager of the firm. T. 

 G. Owen is president of the Idlewild 

 Greenhouses. 



In the exterior view, the new branch 

 office is shown in the foreground, con- 

 veniently connected with the new green- 

 houses, and to the right is seen the new 

 home of the manager. The interior 

 view shows the conservatory, with its 

 display of palms and Easter lilies at 

 Easter. 



Speaking of the improvements, Mr. 

 Englehart said: "We are proud of 

 our new plant and think we have the 

 only greenhouses in this section of the 

 country. ' ' 



The main store of the Idlewild 

 Greenhouses is at 89 Main street, and 

 the branch store and greenhouses are 

 at the corner of East and East More- 

 land streets, Memphis. 



View in the New Woodward Flower Shop, D^oit, Mich. 



