December 7, 1918 



UORTlCULTURi. 



SOCIETY OF AMERICAN FLORISTS 



AND 



ORNAMENTAL HORTICULTURISTS 



NATIONAL PUBLICITY CAMPAIGN. 



Nearly every mail now brings to the 

 Secretary's otEce requests, accompan- 

 ied by cash in various forms, for deliv- 

 eries of flowers at Christmas in differ- 

 ■ent parts of the country. Many, of 

 course, are from soldiers in France. 

 If our publicity is working to this ex- 

 tent abroad, what may we expect it is 

 doing here at home? Our slogan "Say 

 it with Flowers" is taking hold better 

 even than we expected. And our 

 Christmas advertisements in the maga- 

 zines are doing just what we intended 

 they should do — they are influencing 

 the publiic to consider floral offerings 

 as most acceptable and desirable 

 Christmas gifts. 



It may be stated once more, that 

 eight magazines of national circulation 

 are carrying our Christmas message. 

 If we can judge by indications, this 

 advertising will result in an enormous 

 amount of business for florists which 

 without it would not be produced. And 

 yet hundred of florists who will share 

 in this increased business seem to be 

 unable to make up their minds that it 

 is to their own interests to subscribe 

 to our Publicity Campaign Fund, so 

 that we can complete our plans for the 

 present year. Most subscribers of 

 amounts of $100 or more are amazed 

 to think that in spite of an improved 

 demand for flowers resulting from our 

 efforts so far there is an apparent un- 



willingness on the part of many flo- 

 rists to shoulder even a very small 

 ratio of the expense. A quarter dollar 

 a week seems an insignificant sum, but 

 we should be glad to enter up subscrip- 

 tions for it just the same — less if any- 

 body thinks they cannot afford that 

 much. 



Those among our subscribers who 

 have watched closely the progress of 

 our campaign declare that there can be 

 no doubt about the fact that business 

 has been increased from 15 to 35 per 

 cent over what would have been the 

 aggregate this particularly lean year. 



The best way to get direct benefit 

 from our magazine advertising is to 

 connect with it locally by running in 

 in local newspapers, under a florist's 

 ovni name, an electrotype which is, as 

 nearly possible, a counterpart of the 

 magazine advertisement. Our Promo- 

 tion Bureau, at 1170 Broadway, New 

 York, supplies these electrotypes at 

 cost. The Christmas electrotype is 

 now ready. Send us a dollar and it 

 will be promptly mailed. With proper 

 use it will demonstrate to you better 

 than anything else the value of our 

 campaign. It is a sure winner. The 

 hundreds of florists who have used the 

 electrotypes previously sent out are 

 all back again for the Christmas pro- 

 duction. They know its value, for they 

 have determined it by experience. 



We have a little pamphlet describ- 

 ing all our aids for direct advertising. 

 Anyone who has not received a copy 



should drop us a request for one. 

 These aids are designed especially to 

 assist the trade to get the full benefit 

 from our advertising. 



The following new subscriptions are 

 recorded: 



Anmiallv four years: W. H. Baldwin, 

 Ci)nsliolH.ckeii. Pa.. $5.00; C. Herman & 

 Son, Frcclfrick, Md., $5; A. N. Kinsman, 

 Itic/.. Austin, Me., $10; Harold A. Ryan, 

 Cauibrid^'-e, Mass. (second subscription), $5; 

 ICiiward Jacobi, In-ington, N. J., ?10 ; Val- 

 entine I'urgevin, Inc.. Kingston, N. Y., $25; 

 William Swlnbank, Sycamore, 111., $5; G. 

 W. Jacobs, Canton, 111., $10; R. N. Branck- 

 lev. Three Forks. Mont, $5: The Flower 

 Shop. Plttsfleld, Mass. (2nd subs.), $10; J. 

 .1. Ilabermehl's Sons, Philadelphia, $25; 

 Lord's Flower Room, Topeka, Kansas, $5; 

 Tlie Silvieus & Silvieus Floral Co., Ashta- 

 bula, O., $10; Park Floral Co.. Denver, Col., 

 $25; Arthur Taylor, Boonton, N. J.. $5; 

 Victor Ridenour, Philadelphia, $20. Total, 

 $1.S0. Previously reported from all sources, 

 .?44.'.I59.25. Grand total, $45,139.25. 



The officers of the various florists' 

 clubs and societies are reminded that 

 if their organization can qualify for 

 representation upon the Executive 

 Board of the Society of American 

 Florists and Ornamental Horticultur- 

 ists, evidence of qualification in ac- 

 cordance with By-Law 2, Sec. 2 (a) 

 must be in the hands of the Secretary 

 before January 1st next. It is neces- 

 sary, under the By-Law, that a com- 

 plete list of membership of an affiliat- 

 ing organization be presented, together 

 with a certified copy of a resolution 

 passed by the body expressing a desire 

 for such representation. 



John Young, Secy. 

 1170 Broadway, N. Y. 

 November 30, 1918. 



LAELIO-CATTLEYA MAUBEUGE. 



A new hybrid named Laelio-Cattleya 

 Maubeuge, raised between Cattleya 

 Rex and Laelio-Cattleya Ophir (C. 

 Dowiana aurea X L. xanthina), is an- 

 nounced by the raisers, ilessrs. San- 

 der, St Albans, Eng. The bloom has a 

 strong resemblance to that of C. Rex, 

 but is florally far superior to that 

 species, and possesses the clear yel- 

 low tints which L. xanthina usually 

 transmits to its progeny. The broad, 

 flat sepals are light canary-yellow, and 

 the effectively displayed petals slight- 

 ly lighter in tint. The base of the 

 lip is bright yellow, the front light 

 mauve changing to cream-white at 

 the undulated margin. A series of 

 branched yellow lines extend from 

 the base of the lip to the centre. The 



pollen masses are like those of Cat- 

 tleya, and in the form of the flower 

 and its good substance, the Cattleya 

 parent dominates. 



SAVING GARDEN SURPLUS 



An example of the success brought 

 about by co-operation is shown in a re- 

 port received by the United States De- 

 partment of Agriculture from Gila 

 County, Ariz., where the local home- 

 demonstration agent and county agri- 

 cultural agent united their efforts in 

 developing methods for conserving 

 $81,200 worth of surplus products 

 grown on more than 100 acres of irri- 

 gated land divided into one-eighth 

 acre gardens. A co-operative market- 

 ing store was established near the gar- 

 dens on the edge of town on the main- 



traveled road. A community canning 

 kitchen was also operated under the 

 supervision of the home-demonstration 

 agent, no charge being made to the 

 co-operating gardeners who wished to 

 make use of it. This plan also pre- 

 sented an opportunity for teaching the 

 most approved and economical meth- 

 ods of canning and drying. 



Buffalo, N. v.— The War Savings 

 Stamps committee of which P. W. Mil- 

 ler is chairman, has raised a fund to 

 Iirovide flowers for the tablet in Lafa- 

 yette Square in honor of the soldiers 

 who have died in the service. The 

 committee raised $90 and a contract 

 has been let to place flowers and other 

 decorations at the tablet until Janu- 

 ary 1st. 



