. Florists' review [microform]. Floriculture. 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
. Florists' review [microform]. Floriculture. 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
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