94 



The Florists' Review 



Deckmbeu 12, 1912. 



GLADIOLI 



200,000 first size ^liid 100,000 second size 



AMERICA 



100,000 first size and 100,000 second size 



MRS. FRANCIS KING 



HOW MANY DO YOU WANT? 

 Send for our wholesale list of 50 varieties. 



E« E. Stellar #9 Rives Junction, Nich. 



Mention The Reylew when you write. 



list, some names on which never had 

 turned in an order and many none for 

 years. It was discovered that habitual 

 advertising, like other habits, was waste- 

 ful and bad; 



When the mail order seed houses be- 

 gan to keep a record of inquiries and 

 sales from each publication used it 

 was found to be a lot of work, but 

 worth it. A good many dormant pub- 

 lications were shown up for just what 

 they were; also some of the largest and 

 highest priced general mediums in the 

 country were proved to be unprofitable 

 to the seedsmen. In one case it was 

 too little circulation and in the other 

 it was too much, of the wrong kind. 



For tb » last two or three years the 

 general magazines have carried little 

 seed trade advertising, and orders 

 placed for 1913 show that they will 

 have still less this season, one or two 

 more of the old houses having broken 

 ^e habit of years. The seedsman does 

 not usually try to make direct sales 

 through his advertising; all he aims to 

 do is to get from seed buyers requests 

 foV his catalogue. Records showed that 

 the books sent in response to requests 

 produced by the big general magazines 

 resulted in a small percentage of orders. 

 The average size of the order did not 

 equal the cost of the inquiry plus the 

 cost of the catalogue. It didn't pay 

 out, so one by one the seedsmen dropped 

 oat of this «lass of medium. 

 ■ The same test applied to specialized 

 publications showed better results. The 

 fiirm papers, reaching the market grow- 

 aie, and the gardening papers, reaching 

 tliose who grow for pleasure as much 

 as for profit, as a rule produce inquiries 

 at a lower average cost, the inquiries | 



CLEARANCE OFFER 



NARCISSUS BULBS 



UNUSUAL VALUE 



Per 100 1000 



Bicolor Grandee. While and yellow $0.60 $5.00 



Barrl Conspicaas. Oranfire, scarlet cup 60 4.00 



Fisaro. OranKe and yellow 60 4.00 



L>eedsll Mrs. Lanetry. White and Primrose 60 4.60 



Incomparabilis. Yellow, ^ood forcer 60 4.60 



Poeticus Omatus. Early, largre flowered 60 4.60 



Trampet Major (Dutch grown ). Deep yellow 80 7.00 



Single Mixed. All sorta 60 4.00 



Sin Kle Trumpets. Mixed 60 4.00 



Biflorns 60 4.60 



Cynosure. Primrose and orange 80 4.00 



Empress. Fine large bulbs 1.26 10.00 



Single Jonquils 60 8.60 



CROCUS. Namedsorts 50 4.00 



SPANISH IRIS. Six choice 8orU 50 3.60 



Heiriqsartert fsr Winter Forcini Aspariius ■■< Rhubarb— see Nsv. 28 Review. 



Johnson Sood Company, pmLADEiLPHi?"pA.' 



Mention Tbe Review when you write 



SEED PACKETS 



WRITE FOR SAMPLES AND PRICES. 



fHE MOWN BAG FILUNG NACBME CO. 



FITCHBURQ. MASS. 



Mention The Rerlew when you write. 



COLORED FLOWER 

 *"" VEGETABLE 

 SEED 

 (AGS 



Send for Samples 



Herndon&letterjnc. 



RICBMOMD. VA. 



Ilratlon Tb9 B«Tl«w whaa rov wrlM. 



41ways mention fhe Florists * R«t1«i» 

 ^ben vrrltlnK advartlsera. 



