96 



The Florists^ Review 



Decbmber 12, 1912. 



1 



BULBS - SeMlpzaml S Son*, HUtogom, Holland ■ BULBS 



Received from Schilpzand & Sons, Sept. 19, 1912, the followim? bulbs, which we are offering at a price that cannot help but 

 be atteactive if you are in want of bulbs. Look the list over carefully and send in your order, however small, and it 



will receive our immediate attention. 



BtSOiLE TtXLIFS 



Per Per 



100 loot 



Oac Van Ttaol, scarlet f 1.86 f 11.00 



Belle AUUnce, Waterloo-scarlet 1.U U.OO 



Tellow Prince, Golden Prince, rich 

 yellow 7S 6.50 



La Belne, white, rose shade 76 6.50 



Rose Orlsdelin, white, rose edged, 

 excellent forcer 76 6.60 



Golden Crown, yellow, edged with 

 red 76 6.60 



Macrospila, scarlet, dark base 76 6.50 



Plcotee, Maiden BInah, white mar- 

 gined, crimsoa rose 86 7.50 



Caledonia, bright orange 85 7.50 



Isabella, Blnsning Bride, fork and 

 Lancaster, Sbandon BeUs, creamy 

 white with carmine rose 85 7.60 



Order early, as now is the time you need them for winter bloom. Cash with order. 



BnfOLE VABOIBSUB Per Per 

 Golden Spar, golden yellow, rery 100 1000 



early, excellent for forcing f 1.75 116.60 



DOVBLB VAB0I88VB 

 Donble Von Slon, Telemonins Plenas, 



extra selected 1.80 17.00 



JOKQXnLS 

 Single, rich yellow, sweet scented.. .60 6.00 

 Single, Oampemelle, Narcissus 



Odorus, yellow 60 5.00 



0B0CV8 

 23 Varieties Mixed, spri ng flowering .60 6.00 



Moly, intense yellow 60 6,00 



niEESIA 

 Befracta Alba, extra selected bnlbs. .76 7.00 



OALANTHUB 

 Nivalis f'l Simplex, single, extra 

 selected 76 7.60 



HTA0ZHTH8 Per Pei 



Gertrnde, rosy pink, large compact 100 1000 



tmss $8.50 I8I.60 



Qigantea. blush pink 8.50 SB.50 



Queen of the Blue. Ught bine 8.60 88.60 



Grand Monarque De France, bluish 



white 4.60 ASM 



L' Innocence, pure white, large 



trusses 4.60 45.80 



Grand MerTeille, rose white 4.60 45.80 



Gertrude, rose-pink, extra large, 



'special selection 4.60 46.00 



Grand Maitre, rose-pink, extra large, 



special selection 4.60 46.60 



Queen of the Blues, extra large, 



special selection 7... 4.60 46.66 



Bomans, 14 cm., French 8.00 B6.88 



Paper White Narcissus Or., 14 cm.. 1.00 8.16 



Grand SoIeU d'Or, French t.00 lf.f6 



The Meredith Flower & Vegetable Co., 



LIbertyvIlle, Hi 



Mmtion Thp Review wbna you write 



produce a better percentage of orders, 

 and the orders average larger. But an 

 authority says there are 468 so-called 

 farm papers. Only a few of them are 

 of use to seedsmen as a class, and only 

 a few more are valuable to individual 

 houses. In fact, so few publications 

 show first year sales equal to the sum 

 spent for space that the problem of 

 getting new customers at a cost that 

 seems reasonable is one of the problems 

 of the older houses; the newer houses 

 are, as a rule, growing with their local 

 territory. At any rate, most of the 

 seed trade advertising for 1913 is going 

 into class papers and in selecting the 

 mediums not only previous results but 

 quantity and distribution of circula- 

 tion have been studied more closely 

 than ever. 



Even more wasteful than the habitual 

 type of advertising has been the 

 thoughtless distribution of catalogues. 

 The modern seed catalogue costs a great 

 deal of money, especially if it is 

 charged with all the expense, from time 

 to postage. Also if only half the books 

 sent out produce orders, that doubles 

 the catalogue cost to be charged against 

 those individual orders. The only way 

 to reduce the catalogue cost per order is 

 to make the books produce a better 

 percentage of orders. Since writer, il- 

 lustrator and printer already have done 

 their best, the problem is one of dis- 

 tribution. To constantly add names to 

 the mailing list and never take any 

 off means a steady increase, not only 

 in the year's cost for books, but in 

 the average catalogue cost per order. 



There still are seedsmen who are 

 mailing their books to everybody who 

 ever asked for one, without keeping a 

 record of results, but their number is 

 growing rapidly less. It doesn't pay. 

 Of course every seed house will send 

 this season's book to all who ordered 

 last season, and most of the conserva- 

 tive ones will mail the 1913 catalogue 

 to all who asked for the book or or- 

 dered in 1911, even if they were not 

 heard from in 1912. But beyond that 

 not many will go. 



The average seedsman is reluctant to 

 reduce the run on his catalogue. If he 

 has been printing 100,000 he hates to 

 cut it to 80,000, even though he knows 

 full well that he could prune his mail- 

 ing list with profit. He looks on cut- 

 ting his edition as a step backward. 

 In such a case a study or the source 

 of the orders has helped. One seeds- 

 man, confronted by the fact that his 

 mail order department was not paying 

 as it should, found his orders came prin- 



GLADIOLIS 



FOR 

 ARCING 



Specially g^raded for Florist Forcings, £or 

 delivery durinf^ December and January 



Per 100 1000 



America, pink 13.50 $30 00 



Augusta, white 2.25 18.00 



Mrs. Francis King, scarlet 2.75 22.50 



Taconic, pink 4.50 40.00 



Blushing Bride, white, pink blotch 75 6.00 



SPIRAEA 



Strongf Clumps, with Plump Eyes 



Per doz. 100 



Floribunda fl.OO $7.00 



Gladstone 1.25 9.00 



A. HENDERSON & CO. 



352 N. Michigan Ave., Ran^Jil^r^sTi CHICAGO 



Mention The Review when yon write. 



FORCING SPIRAEA CLUMPS, GLADIOLUS, Etc. 



Spiraea Gladstone $8.50 per 100 Spiraea Superba $ 6.00 per 100 



Spiraea Floribunda 6.00 per 100 Spiraea Queen Alexandra, 10.00 per 100 



Gladiolus Forcing Stock 



Blushing Bride and The Bride $0.60 per 100; $ 5.00 per 1000 



Peachblow, delicate pink 1.00 per 100; 9.00 per 1000 



America 3.50 per 100; 30.00 per 1000 



Mrs. Francis King 2.00 per 100; 18.00 per 1000 



THE STORRS & HARRISON CO., Painesville, O. 



Mention The Review wben you write. 



