October 12, 1918 



HORTICULTURE 



3G1 



SOCIETY OF AMERICAN FLORISTS 



AND 



ORNAMENTAL HORTICULTURISTS 



NATIONAL PUBLICITY CAMPAIGN. 

 On Monday, October 14, there will be 

 on sale throughout this country, and 

 delivered to over half a million homes 

 of the better sort, the November issue 

 of the Metropolitan Magazine. ' All 

 florists are requested to secure a copy 

 or copies of this number, remove 

 therefrom our campaign page, in two 

 colors, featuring Chrysanthemums. 

 and post it conspicuously in the store 

 windows, or in other places where it 

 will be seen by the public. Such post- 

 ing will connect any establishment 

 with the magazine publicity • and 

 should very materially stimulate a de- 

 mand for Chrysanthemums, which 

 this season are in unprecedented sup- 

 ply. For the convenience of the trade, 

 our Promotion Bureau has arranged 

 tor a supply of these pages, printed 

 only on one side, and will mail two 

 copies, packed in a strong tube, on re- 

 ceipt of ten cents to cover the cost. 



Tbis prominent advertisement opens 

 our Fall program for magizine public- 

 ity, and to get the best results from it 

 the trade should link up their estab- 

 lishments with the magazine advertis- 

 ing through their own local advertis- 

 ing. It is best done through the use 

 of the electrotypes the Promotion 

 Bureau is supplying, which feature as 

 closely as possible the magazine adver- 

 tisements. So closely do they match 

 that one of our subscribers actually 

 reports a mail order wherein credit 

 was given him for "Seeing your ad. 

 in the Saturday Evening Post and lo- 

 cal papers." 



The Thanksgiving and Christmas 

 holidays are to be especially featured 

 in some half-dozen magazines of large 

 circulation, and plate advertisements 

 for local newspapers will be provided; 

 all that is necessary to complete them 

 is the insertion of name and address. 



The committees have planned to the 

 last penny the expenditure of the fund 

 at their disposal, which, sad to say, 

 is so short of actual requirements as 

 to make an important part of the pub- 

 licity arrangements tentative. You, 

 Mr. non-subscriber can help to change 

 this condition very materially. 



Of course, we know you are buying 

 Liberty Bonds — the money you pay tor 

 them you are lending to the govern- 

 ment. Whatever you give to our cam- 



paign fund you lend to yourself — at 

 an extraordinarily high rate of inter- 

 est, easily collected. 



Cannot you see your way to advance 

 yourself just a little money for your 

 own good? 



JoHX Youxc., Secy. 

 1170 Broadway, 

 New York, October .5th. 



s>' 



ADVERTISING BEFORE AND 

 AFTER THE WAR 



.Just let us wander a bit to the time 

 of flower-prosperity about a year be- 

 fore the war: how everybody and 

 everything connected with flowers 

 was up to the high mark, no worry- 

 ing about stocks, coal, labor, all run- 

 ning along smoothly, no necessity for 

 knowing the cost of producing flowers 

 and plants, easy come and easy go. 

 happy-go-lucky about it all. and then 

 the transformation a year after the 

 war started; shortage of coal to help 

 win the war. releasing of men for war- 

 work, causing a shortage of man-power 

 and shortage of stock caused by the 

 government conditions so essential for 

 winning the war. 



Now, how has advertising got any- 

 thing to do with the conditions men- 

 tioned and how does it benefit or re- 

 tard the industry generally. 



Show me the man who was immune 

 from using publicity to aid his busi- 

 ness during the interval mentioned 

 and I'll show you that he fell back 

 considerably in his daily report both 

 financially and otherwise. On the con- 

 trary, show me the men who are 

 spending' money to continue their, ad- 

 vertising and publicity and I'll show 

 you the men who are going ahead and 

 creating new business all the time. 



Now a peculiar thing happened to 

 me when a question was put to me as 

 to how are we getting on with the 

 help question. Are you getting all the 

 men you need'? Strange as it may 

 seem, we have as yet not felt the 

 shortage, but perhaps we may later, 

 although most of our men are past the 

 draft age. However, I maintain that 

 because of advertising our mails bring 

 me many letters from applicants who 

 seek a change in position and having 

 heard of us want to affiliate with a 

 growing concern. Human nature trav- 

 els that way. Where there is apparent 



success, there will the crowd follow. 

 This seems to continue in so many 

 channels both as to salesmen who seek 

 your business also volume of sales. 

 And when conditions are continually 

 changing as in our business at the 

 present regarding present buyers and 

 those of the past it is up to every flor- 

 ist to make known the fact that he 

 has flowers to sell and not to keep. 



Advertising is the open sesame be- 

 tween your store and the buying pub- 

 lic and the fellow who keeps up an 

 advertising campaign now and after 

 the war will gain the greatest advan- 

 tage providing he keeps time both in 

 quality of flowers and service ren- 

 dered. 



These qualifications entitle you to 

 get whatever you go after, namely suc- 

 cess both as a florist and as a mer- 

 chant. 



Advertising is the stimulant which 

 was so badly needed and which is now 

 coming into "its own for the florists 

 generally, and our own National Pub- 

 licity Campaign will probably be the 

 means of a i-eawakening for many who 

 have hitherto never felt the need in 

 the sale of flowers, but who now feel 

 the necessity as in all other lines, and 

 hats off to the men in our line who 

 saw the light of day and started this 

 campaign of ours in New York a little 

 over a year ago. 



It was the beginning of what some 

 day will be the biggest thing that the 

 florists have ever done in popularizing 

 the uses of flowers. 



"Say it with Flowers" has a wonder- 

 ful future. Watch the growth. 



Henry Penn, 

 Chairman National Publicity Cam- 

 paign 



NATIONAL PARK ON MT. DESERT 

 ISLAND. 



Establishment of Lafayette Nation- 

 al Park on Mt. Desert Island, Maine, 

 is provided in a bill introduced by Sen- 

 ator Hale of Maine and adopted by the 

 United States Senate. It now goes 

 to the House. 



A dollar a week for every one of the 

 men in the American Army and Navy. 

 The United War Work Campaign 

 asks for just that much. It means 

 one drive instead of seven. Help it 

 along. 



