September 28, 1918 



HORTICULTURE 



313 



SOCIETY OF AMERICAN FLORISTS 



AND 



ORNAMENTAL HORTICULTURISTS 



NATIONAL PUBLICITY CAMPAIGN. 



It has been arranged that our maga- 

 zine advertising for the season now- 

 opening shall begin with a page, in 

 two colors, in the November .Metro- 

 politan, which is on sale everywhere 

 on October 14. This page will feature 

 Chrysanthemums particularly, and it 

 is expected, will stimulate a demand 

 for these flowers, which is highly to 

 be desired, in view of the tremendous 

 supply in sight. When, at the open- 

 ing of the year, florists began to real- 

 ize that fuel consumption for the next 

 season was to be restricted, many 

 reasoned that Chrysanthemums would 

 be the best crop to close with in 

 houses that must assuredly go out of 

 operation until the fuel situation 

 should become less acute, consequent- 

 ly we are confronted with the proljlem 

 of moving an unprecedented crop. 

 Hence our committees decided to give 

 special publicity to this product. 



A plan covering eight other adver- 

 tisements in various magazines, featur- 

 ing largely Thanksgiving and Christ- 

 mas, and including a full-page Christ- 

 mas advertisement in the Saturday 

 Evening Post, Is practically settled up- 

 on, and will be put into operation, the 

 funds at the disposal of the commit- 

 tees determining, of course, the extent 

 to which the plan is to be followed. 



And here we may say again that 

 the committees are still short of the 

 amount urgently required to enable 

 them to attain fully the objects of the 

 Campaign. There are hundreds of 

 florists who have as yet contributed 

 nothing to our fiind, and yet are reap- 

 ing some of the benefits arising from 

 our work. Step by step the details 

 of our Campaign have been described 

 in our trade papers, at meetings of 

 our trade bodies, and in other ways, 

 therefore it can hardly be imagined 

 that anyone is not fully acquainted 

 with our objects. There is no holding 

 back on the part of the committees. 

 Every penny coming in is invested in 

 publicity work, nothing is wasted, and 

 we are actually getting also publicity 

 that money could not buy. But our 

 efforts must not be intermittent, they 



must be constant. That is why we 

 are appealing to those who have not 

 subscribed to help us to corplete our 

 fund, and thus benefit the trade the 

 country over. 



Our Promotion Bureau has arranged 

 for a further supply of the handsome 

 glass signs carrying our slogan "Say 

 it with flowers." but owing to the in- 

 crease in cost we have been obliged 

 to advance the price to $2.00 each, 

 which price barely covers the actual 

 expense of sign and delivery charges. 

 This sign is a business-bringer, and 

 properly displayed silently conveys a 

 message which, in these times, is most 

 suggestive. 



To enable florists who use newspa- 

 per space for their announcements to 

 make direct connection with our mag- 

 azine advertising our Promotion Bu- 

 reau has in course of preparation a 

 series of electrotypes featuring the 

 national advertisements and requiring 

 only the insertion of a local florist's 

 own name and address, and proofs of 

 same will shortly be available. 



The use of our "stickers," transfer 

 signs, and slides for use in moving 

 picture houses, should now be season- 

 able, and any florist who has not re- 

 ceived particulars of same is invited 

 to write us for information. All these 

 helps serve to make the magazine ad- 

 vertisements more effective and to di- 

 rect results to local establishments. 

 John Young, Secy. 



THE PROPOSED OFFICIAL BULLE- 

 TIN. 



Under an order emanating from the 

 War Industries Board the Society 

 will not be allowed to establish any 

 publication during the period of the 

 war. The chief of the Pulp and Paper 

 Section, Thomas E. Donnelley, states, 

 in reply to a letter addressed to him 

 explanatory of the Bulletin which the 

 Society, at the St. Louis Convention, 

 directed should be published to serve 

 as the official organ of our organiza- 

 tion 



"This section of the War Industries 

 Board has ruled that no new publi- 

 cation may be established during the 

 period of the war. It would be ad- 

 mittedly unfair for us to request 

 established publishers to cut their 

 consumption of paper for the various 

 publications and permit a new publi- 



lation to be published unless it were 

 definitely shown to be a war neces- 

 sity. 



We must ask you therefore, to give 

 up your project of publishing a socie- 

 ty organ during the period of the 

 war." 



FLOWERS AND PUBLICITY 

 How many florists are using our 

 slogan "Say it with Flowers" and get- 

 ting maximum results? The many 

 uses it can be put to is astonishing 

 as it lends itself to everything. For 

 instance, this simple message in news- 

 papers, "For her Birthday, Say it 

 with Flow-ers" your name and address 

 underneath, or "For the Anniversary. 

 Say it with Flowers", name and ad- 

 dreps iif the Advertiser. The hundred 

 and one uses it can be put to makes 

 our slogan an invaluable asset to 

 those florists who continually use it. 

 We find the advertising specialties 

 such as calendars, blotters, pencils, 

 etc. also fitted for the adoption of the 

 slogan which all help in the general 

 use. Another fine method of its use 

 is the co-operation of florists gener- 

 ally in their own cities and towns in 

 raising a fund for their own use and 

 simply advertising "Say it with Flow- 

 ers", no name being used, but the re- 

 peated use of the slogan on bill-board, 

 car-cards, or newspapers would have 

 an unusual effect in the sale of more 

 flowers. It would be an ideal way of 

 advertising and would create wide- 

 spread publicity on account of its 

 simpleness of character but high 

 minded ideal. 



Try it out whenever possible and 

 watch the results. 



Henht Penn, Chairman. 

 National Publicity Campaign 



Worcester, Mass.— H. F. A. Lange is 

 enjoying a specially active call this 

 fall for plant boxes for window decora- 

 tion, ivies, Bostou ferns and other 

 good indoor folia?e plants and this 

 together with the lively demand for 

 flowers for many purposes connected 

 with war exigencies make a very en- 

 couraging outlook for the coming sea- 

 son, which it is to be hoped will fully 

 materialize. 



