. Florists' review [microform]. Floriculture. 'Il,'l',lf'l'»', I'.'f) '?>*^s^ M. I'.'ffr*; i! Ill II II iiiiri WIRE WINDOWS i^ PROVE THEIR WORTH Already the advertising importance and finaiwial valiie of window displays presenting the florists' telegraph delivery service have been dwelt upon in these columns. That such displays may he staged simply and inexpensively, in small towns as well as hig, is shown in this OE the florist window dress- ing is a side issue; how- ever important its value in his business, still it's a side issue to him. But there are some men to whom it is not
. Florists' review [microform]. Floriculture. 'Il,'l',lf'l'»', I'.'f) '?>*^s^ M. I'.'ffr*; i! Ill II II iiiiri WIRE WINDOWS i^ PROVE THEIR WORTH Already the advertising importance and finaiwial valiie of window displays presenting the florists' telegraph delivery service have been dwelt upon in these columns. That such displays may he staged simply and inexpensively, in small towns as well as hig, is shown in this OE the florist window dress- ing is a side issue; how- ever important its value in his business, still it's a side issue to him. But there are some men to whom it is not. There are some to whom it is a full- time job, a never-ending study and a daily object of mental concentration. They are the professional window decorators, who conceive the elaborate outlays in the department store windows and esti- mate a display not in dollars and cents, but in thousands of dollars, forgetting the decimal point altogether. To them expense is not a consideration, for elaborate and expensive materials are at their hands; the prime object is some- thing novel or distinctive enough to get the attention of those who pass. These men declare that the most im- portant part of a display is not its expense, its color-scheme or its novelty —though each of these is of great mo- ment-—but the idea it carries. If the idea is novel enough or big enough or interesting enough, an attention - com- pelling display is but a matter of staging it well. The window with the forcible idea at- tracts attention away from the ex- pensive setting, the startling color- scheme or the bi- zarre effect. The big thing, say these men, is the idea. Here It Is. At hand for flo- rists' use in win- dow displays is one of the biggest ideas that the trade has known. Some are aware of it already. Some have demon- strated it. It needs no proof here. Flo- rists' telegraph de- livery of flowers has won so much at- tention in window displays during the last year, to say nothing of the years befor
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Keywords: ., bookcentury1900, bookdecad, booksubjectfloriculture, bookyear1912
