October 26, 1918 



HORTICULTURE 





SOCIETY OF AMERICAN FLORISTS 



AND 



ORNAMENTAL HORTICULTURISTS 



iT 



NATIONAL PUBLICITY CAMPAIGN 



Eighteen national magazine adver- 

 tisements are included in the program 

 for campaign publicity as arranged 

 by the committees for the remainder 

 of 1918, and with the general average 

 of readers of these magazines taken 

 into account, twenty millions or more 

 persons will receive our message in 

 VArions forms, all emphasizing our 

 slogan "Say it with Flowers." 



These advertisements are to occupy 

 spaces ranging from whole to quarter 

 pages, and the copy matter used has 

 been so carefully considered that the 

 desired results are confidently ex- 

 pected to materialize. If we could 

 add the duplicated circulation natu- 

 ally coming from an advertisement 

 used as many as three times in one 

 magazine, we may safely estimate, on 

 the very lowest basis, that these ad- 

 vertisements will be seen sixty mil- 

 lion times. Going further, when it is 

 considered that a favorite magazine is 

 looked over by a subscriber several 

 times, it is easily guessed that one 

 hundred million perusals ought to be 

 the lowest average we might expect. 

 Here is the program, let anyone fig- 

 ure it out: 



Chrysanthemum Advertisement 

 Nov. Metropolitan. 1 page (2 colors) 

 Nov. 2 Sat. Eve. Post, M page. 

 Oct. 26, Literary Digest, 170 lines. 



Thanksgiving Advertisement. 

 Nov. Review of Reviews, 1 page. 

 Nov. Scribner's, 1 page. 

 Nov. World's Work, 1 page. 

 Nov. 16 Literary Digest, 170 lines. 

 Nov. 23 Sat. Eve. Post, % page. 

 Nov. 16 Independent, 170 lines. 

 Nov. 23 Outlook. 170 lines. 



Christmas Advertisement. 

 December Sunset. 170 lines. 

 December Red Book, 170 lines. 

 December World's Work, 1 page. 

 December 7 Outlook, 170 lines. 

 December 14 Sat. Eve. Post, % page. 

 Dec. 14 Literary Digest, 170 lines. 

 Dec. 21 Independent, 170 lines. 

 December Metropolitan, 170 lines. 



It was to finance this publicity that 

 our committees have made weekly ap- 

 peals to the florists to help us com- 

 plete our $50,000 fund for 1918. The 

 fund is not completed, but the commit- 

 tees have suflicient confidence in the 

 trade to meet the deficiency and to 

 warrant their going ahead with the 

 program as prepared. 



From every section of the country 

 subscriptions to our fund have come, 

 but there are yet many fldriets to 

 hear from. If you who read this are 

 among the number, can we not per- 

 suade you to add your mite. No matter 

 where you are located, you are bene- 

 fited by this publicity. Look over our 

 list of magazines; you will find all of 

 them circulating in your neighborhood. 

 Surely it is not too much to expect 

 that you will contribute something 

 within your means. 



Think it over, now, before the 

 matter again slips your mind. 



Department of Plant Registration. 



Public notice is hereby given that 

 The Elm City Nursery Co.. Woodmont 

 Nurseries, Inc., of New Haven and 

 Woodmont, Conn., submit for registra- 

 tion the new plant mentioned below: 



Box-Barberry, Seedling of Berherls 

 Thunbergii. dwarf, upright, foliage 

 one-half less in size than type, growth 

 more slender. Foliage green chang- 

 ing to intense red and orange autum- 

 nal tints, with an abundance of bright 

 red berries. Originated at the com- 

 pany's nurseries about twenty years 

 ago. Quite as hardy as parent type. 

 Box-Barberry is an ideal dwarf hedge 

 and edging plant, serving a similar 

 purpose as dwarf border Box. Its au- 

 tumnal glory adds an unique feature 

 to the garden border. 



Any person objecting to this regis- 

 tration, or to the use of the proposed 

 name, is requested to communicate 

 with the Secretary at once. Failing 

 to receive objection to the registration 

 the same will be made three weeks 

 from this date. 



Completed Registration. 



Public notice is also hereby given 

 that as no objection has been filed 

 against the registration of Asparagus 

 Fletcherii (densifolium) by F. W. 

 Fletcher, of Auburndale, Mass., and 

 Orlando, Fla., the same becomes 

 complete. 



Joii.N Young, Secy. 



Oct. 21, 1918. 



ECHOES OF THE F. T. D. MEET- 

 ING AT CLEVELAND, OHIO. 

 What a thrill of pleasure came over 

 me upon entering the Convention Hall 

 at the Hotel Hollenden to see the 



progress of florists' advertising as the 

 chief factor in an exhibit that went 

 all around the hall. And right here 

 and now I venture to say that the In- 

 terest of that display will go a long 

 way towards helping others to get 

 started in the same direction, and a 

 great deal of credit is due Herman 

 Knoble who must have labored untir- 

 ingly to get it up in such good shape. 

 It would have done credit to an Ad. 

 Men's Convention. 



Next, the beautiful decoration of the 

 hall itself in flags, bunting, palms, 

 huge baskets of roses, etc. It was 

 surely appreciated by all present and 

 helped to make our convention snappy 

 right from the start. 



Also the loyalty and team work of 

 the Cleveland Boys as a whole. What 

 a fine example for emulation for other 

 cities to copy. It sure was food for 

 thought to the thinking mind of the 

 value of cooperation and the Immense 

 good attained, for to the credit of the 

 Cleveland Boys who without any need 

 of entertainment, was the P. T. D. 

 meeting a complete success and those 

 who were present will appreciate the 

 effort made. In this direction led by 

 Fred Brown who opened the conven- 

 tion. 



The meeting, while not as large in 

 attendance as in previous years, held 

 the attention of most of those present 

 who went away well repaid for their 

 attendance. 



The Canadian florists were well 

 represented and entered Into the dis- 

 cussion, freely showing their Interest 

 and progressiveness In making such a 

 good showing for the number who be- 

 long to the F. T. D. 



The program was most Interesting 

 and this branch of the business Is 

 growing to such an important factor 

 that it seems hardly possible to under- 

 stand how a florist who is a florist 

 cannot afford to afl51iate and join Im- 

 mediately. The benefits are too nu- 

 merous to mention and those who join 

 will only then realize what they had 

 overlooked. 



There is no aflSliatlon that I prize 

 more highly than the F. T. D., hence 

 this expression to what was a most 

 successful meeting whl«h will merit 

 its own reward. 



Henry Penn, Chairman, 

 National Publicity Campaign. 



