

November 16, 1918 



HORTICULTURE 



SOCIETY OF AMERICAN FLORISTS 



AND 



ORNAMENTAL HORTICULTURISTS 



NATIONAL PUBLICITY CAMPAIGN. 

 Judging from the clippings of adver- 

 tisements coming into our Promotion 

 Bureau, the trade is not using our 

 slogan, "Say It with Flowers," to 

 nearly the extent expected. A little 

 thought to the fact that this slogan is 

 featured in all our magazine adver- 

 tisements should determine the advis- 

 ability of using it as widely as pos- 

 sible — in all advertising, on station- 

 ery, boxes, parcels, and wherever it 

 can be intruded. While it is not abso- 

 lutely necessary that the line con- 

 forms to the design of the one used in 

 all Bureau publicity, printers, of 

 course, being able to provide a bold 

 setting for any purpose, still as the 

 public is now quite accustomed to 

 seeing it in our own style, it would 

 be better to get a line electrotype 

 from the Bureau, or have one made 

 especially. We can supply electro- 

 types of lines 1% in., 2 in., 6 in., and 

 9 in. long, carrying all these sizes in 

 stock for immediate despatch on re- 

 ceipt of orders. 



In addition to the magazine adver- 

 tising already arranged for November 

 and December, the program for Janu- 

 ary and February embraces a list of 

 twenty-seven national magazines 

 which are to carry a series of adver- 

 tisements featuring the slogan in con- 



nection with special days and sea- 

 sons. In eighteen of these magazines 

 an advertisement will appear twice, 

 and nine of them three times. The 

 combined circulation of these maga- 

 zines is roughly estimated to be in 

 the neighborhood of 10,000,000 copies, 

 and it must be remembered tliat this 

 iield is to be gone over twice, and 

 forty per cent, of it three times. With 

 all this publicity our slogan as a trade 

 mark will have a value almost incal- 

 culable, and florists may, and ought, 

 to use it as much as possible. 



The list of magazines is as follows: 

 Atlantic; Red Book; American Maga- 

 zine; Century; Cosmopolitan; Every- 

 body's; Harper's Magazine; Hearst's 

 Magazine; Metropolitan; Munsey's 

 Magazine; Popular Science Monthly; 

 Review of Reviews; Scribner's Maga- 

 zine; Vanity Fair; Vogue; Harper's 

 Bazaar; World's Work; Sunset; Ar- 

 gosy Combination; Collier's Weekly; 

 Christian Science -Monitor; Indepen- 

 dent; Leslie's Weekly; Life; Literary 

 Digest; Outlook; Scientific American. 

 It is now almost a year since our 

 Publicity Campaign started with an 

 appeal for subscriptions. We aimed 

 to raise a fund of $50,000, but if our 

 object is to be attained we must raise 

 about $5,000 more before the close of 

 the year. Shall we do it? If the flor- 

 ists who have not yet subscribed will 

 give our project the consideration it 



deserves, we shall. As has been said 

 many times before, this is not work 

 for the benefit of any one florist; it 

 is for all in the trade, collectively. 

 One man cannot get more than an- 

 other, our policy of using journals of 

 national circulation insuring against 

 this. The larger the city, the larger 

 the number of florists, of course; so 

 the benefit is most equitably distrib- 

 uted. And it may be said, without 

 fear of contradiction, that the cam- 

 paign for the year 1918 has resulted 

 in a complete stabilization of business 

 despite most adverse conditions. It 

 has increased the demand for flowers 

 very considerably; it has built up 

 business for special flower days, and 

 has caused the public very largely to 

 look upon flowers and plants in a new 

 light, as subjects highly suitable for 

 gifts. 



As "drives" for the attainment of 

 important objects are the fashion to- 

 day, why not start one by yourself, 

 sending in a subscription to the fund 

 if you have not already done so? In 

 your own community you have brother 

 florists; why not make a little drive 

 and send in a community subscrip- 

 tion? You would feel the better for 

 it. 



Remember, all subscriptions are 

 published. 



■ John Young, Secy. 

 1170 Broadway, N. Y., Nov. 9, 1918 



NEW RUST PROOF ASPARAGUS 

 STRAIN. 

 Ten years of introducing, testing 

 and hybridizing asparagus from all 

 parts of the world by J. B. Norton, a 

 plant breeder in the United States 

 Department of Agriculture, has re- 

 sulted in the development of a new 

 strain of asparagus that is not only 

 larger, more uniform, and more pro- 

 ductive than the old varieties, but is 

 highly disease-resisting — a virtue that 

 American asparagus heretofore has 

 lacked. Development of the new 

 strain is expected eventually to stamp 

 out the "rust," a destructive disease 

 that swept over the country a few 

 years ago, leaving the asparagus 



fields brown and dead and wiping out 

 the profits of the growers. Commer- 

 cial quantities of the new types In 

 Washington, D. C, recently sold for 

 more than double the price of other 

 asparagus. 



A WISE OWL SAID 



There's too much good in the trades 

 papers to read them hastily. Take 

 them home with you and read them 

 while sitting in your easy chair. Spend 

 one evening after reading your daily 

 paper in thinking over your profes- 

 sion with the help of your trades 

 paper. 



Too many florists, especially the 

 busy retailers, simply receive the 

 trades papers with their mail, give it 

 one glance and that ends it. 



Now instead of that, a wise owl 

 said to me one day: "Don't look at 

 your trades paper during your busi- 

 ness* hours; take it home and give it 

 a little more time than usual." Every 

 since that I have learned a lesson. I 

 did take my paper home and to my 

 surprise many a pleasant evening I 

 have spent in digging deeply into the 

 resources of our trades papers. Many 

 a dollar I have made, too, by study- 

 ing these papers and gaining more 

 knowledge of my profession. In the 

 ads. as well as the write-ups of our 

 trades papers there is a key that can 

 make you ring up sales a great deal 

 more often than you imagine. Since 

 I have been taking my trades papers 

 home, I feel very much disappointed 

 when they do not show up promptly 

 in my mail. Try it and convince your- 

 self. AXBEBT PoCnELON. 



