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16 



The Florists^ Review 



May 15, 1913. 



if a large cut is wanted for printing on 

 good paper it will be necessary to 

 order it of The Eeview — electrotypes 

 are supplied at less than the cost of 

 the original. 



A NEW FIELD. 



Since last Memorial day we instal- 

 lation of the parcel post ^s opened 

 a new field for progressive florists. 

 There are thousands of cemeteries in 

 towns where there are no florists. The 

 leading citizens of these country com- 

 munities have the same refinements of 

 taste as the people who live in closer 

 touch with florists. They will buy Me- 

 morial' day wreaths in considerable 

 numbers. A large business can be done 

 by reaching the lot owners of these 

 country cemeteries. It can be done by 

 letter, if the addresses are available, or 

 by newspaper advertising. The parcel 

 post gives quick, cheap, reliable means 

 of delivery. A cemetery wreath can be 

 sent for a few cents postage, and if the 

 town addressed has a special delivery 

 postoflSce the investment of 10 cents in 

 a special delivery stamp has the double 

 effect of insuring the package and ob- 

 taining immediate delivery. The spe- 

 cial delivery parcel post is almost as 

 good as the florists' messenger delivery 

 service could be. 



As Gtrtootust G>ffman See* the Sittuttios.- 



cent carnations are used a fair selling 

 price must be obtained, but the spray 

 can be sold cheaply where low-priced 

 flowers are to be had. Put a sample 

 spray in your window, with a card tell- 

 ing what you can do, if you want to 

 increase this feature of your Memorial 

 day/business. Do it today and begin 

 taking orders. 



OUT-OF-TOWN DELIVEEY. 



Memorial day is one of the special 

 occasions when there is an exceptionally 

 heavy run of orders for delivery in 

 distant cities — people who are away 

 from the old home like to order flowers 

 to be placed on the family resting 

 place in the distant cemetery. If you 

 do no more to encourage this business, 

 put a card in your window, and hang 

 another in your store, telling of your 

 facilities for the delivery of flowers in 

 practically any cemetery anywhere in 

 the United States. 



But charge enough. One trouble with 

 these exchange orders is that they fre- 

 quently call for long trips for little 

 money, and usually at a busy time. 

 An order to be worth telegraphing from 

 one florist to another should call for 

 at least $5 worth of flowers. 



ILLUSTRATING ADS. 



To illustrate your Memorial day ad- 

 vertisement, look through this and pre- 

 ceding issues of The Review and pick 

 out the style of cut you want — your 

 local newspaper will make a reproduc- 

 tion for you, of the kind to print on 

 its grade of paper. The cut shown in 

 the Johnston ad reproduced on page 



13 was made from a clipping from The 

 Review of May 18, 1911. Dozens of 

 florists illustrate |ill their ads that way 

 — it 's one of the ways in which they 

 find The Review regularly useful. The 

 Album of Designs also is full of cuts 

 that are useful for illustrating retail- 

 ers' printed matter. If a small repro- 

 duction is wanted to print in a news- 

 paper, the paper itself will make the 

 cut from the picture in the Album, but 



HAS SHOW HOUSE UFSTAlBS. 



Willis W. Kinyon has opened his new 

 store at South Bend, Ind., and the ac- 

 con^panying illustration shows the taste- 

 ful interior arrangement, the store force 

 and also a novelty in the way .of a 

 second-floor show house. The new lo- 

 cation at 138 South Michigan street is 

 in the heart of the city, and the store 

 is so situated that the elevated show 

 house affords a splendid advertising me- 

 dium for the business. The display 

 of blooms may be seen across the street, 

 being an attraction to passers-by. When 

 he leased the place, Mr. Kinyon ar- 

 ranged with the owner to remodel the 

 interior as shown in the illustration, 

 and in addition to a show house open- 

 ing directly into his store he has the 

 use of the main floor space for storage 

 and packing. Mr. Kinyon says that he 



New Store and Upstairs Show House of W, \r. Kioyoln, South Bend, Ind. 



