September 2J. 1918 



HOKTICULTURE 



28D 



SOCIETY OF AMERICAN FLORISTS 



AND 



ORNAMENTAL HORTICULTURISTS 



NATIONAL PUBLICITY CAMPAIGN. 



It is pleasing to note that our Wash- 

 ington representative, W. F. Gude, has, 

 as the result ot a personal interview 

 with General Crowder, been able to set 

 at rest the widely circulated rumor 

 that the florists' business was to be 

 classed as non-essential, and, further, 

 to convey to us the assurance of the 

 General that there has been no idea 

 of so classing it. 



This assurance carries with it the 

 endorsement of our own views, and the 

 views of all right-minded people, that 

 the products of the florist are most 

 essential in these times of gloom and 

 unrest. 



But the general public, somehow, has 

 absorbed the idea that flowers are, or 

 ought to be tabooed, and we are al- 

 most daily called upon to contravert 

 this idea expressed in some form or 

 other. 



How are the florists to disabuse the 

 public mind ot this idea, which is to 

 a very considerable extent undermin- 

 ing their business? Individually our 

 craftsmen can do practically nothing. 

 Collectively they can do. and are do- 

 ing, a lot. 



Every contributor to our Publicity 

 Campaign Ftind is helping in an or- 

 ganized effort to educate the public 

 mind to the fact that flowers are even 

 more of a necessity in times of war 

 than in times of peace — there are more 

 uses for them. 



The great, good-natured American 

 public is quick to absorb ideas built 

 upon sentiment provided such ideas 

 are presented in the right way. Our 

 committees have realized this, and, 

 consequently, have met with success in 

 the publicity work which they have 

 accomplished since the beginning of 

 the year, work made possible by the 

 liberal contributions of men in the 

 trade whose broad-mindedness has 

 taken them out of their own surround- 

 ings and enabled them to see things 

 as they are. These men are staunch 

 supporters of our Publicity Campaign, 

 their subscriptions for the major part 

 extending over a period of four years 

 — and many have duplicated and trip- 

 licated their subscriptions as they have 

 noticed the excellent results. 



It is scarcely credible that with the 

 good results of our work before the 

 trade there can yet remain so many 



florists who can solace themselves with 

 what they, perhaps, like to term "rea- 

 sonable doubt," and withhold their 

 support from this work in consequence. 

 And what a little they are asked to do! 

 Ten cents a day, even, set apart for 

 this fund would make a yearly sub- 

 scription of no mean order. Very 

 many subscribe less, and their con- 

 tributions are greatly esteemed by the 

 committees. We are in immediate 

 need of about $6,000 to complete our 

 $50,000 fund for this year. The com- 

 mittees have gone as far as it was pos- 

 sible to go with the funds at their dis- 

 posal, but it is urgently necessary that 

 they go this little bit further. No 

 matter where you are located Mr. 

 Nonsubscriber, your business is helped. 

 There is nothing local about this move- 

 ment — it is national in every sense of 

 the word. Helping this work is help- 

 ing yourself. If you doubt it, write 

 this office and we will cheerfully ex- 

 plain. 



John Yorxo, Secy. 

 1170 Broadway, New York. 



WHAT IS ADVERTISING? 



Advertising is the power of an idea 

 multiplied. 



But how multiplied? 



By its continued use it becomes a 

 force more or less unconscious yet 

 at the same time growing in its pur- 

 pose so that when the article or ma- 

 terial you desire is needed, the manu- 

 facturer or dealer's name who handles 

 or makes the object comes to you in- 

 stantly. 



When you can create this thought 

 in the public mind you are advertising 

 in the true sense and also getting 

 proper results from the efforts made. 



Publicity and Advertising go hand 

 in hand and therefore the Advertiser 

 who thinks in terms of Publicity en- 

 ters into a channel of broad business 

 thoughts, as without advertising 

 your business is merely moving with 

 the tide, but in these days of strenu- 

 ous efforts we must move faster if 

 we expect to keep up with the new 

 stride now necessary to assist in doing 

 our share so that the returns to the 

 U. S. Revenue coffers will put the 

 florists' business on the level to which 

 it is justly entitled. 



To these progressive florists who 

 pause and reflect before entering into 



an advertising campaign whether it be 

 large or small, I say, go to it now 

 stronger than ever regardless of the 

 thought of not being able to get 

 flowers enough to sell. If you can 

 create the demand for flowers you will 

 find material to sell. 



Be progressive and optimistic in 

 your thoughts and actions and the 

 rest comes easy. Also in these days 

 of strife we must learn the new cur- 

 riculum and use instead of the three 

 R's, as in the days of old, the three 

 C's; cool, calm and collected, and be- 

 ing in this "mood and using the mod- 

 ern weapon "Advertising" to help your 

 business, flowers ought to be in great- 

 er demand than ever, providing you 

 stick to it. 



Make up your mind this season to 

 try it out and stick to it persistently 

 and success will crown your efforts. 



By using our slogan "Say it With 

 Flowers" whenever and wherever pos- 

 sible on all advertising of every char- 

 acter whether stationery, newspaper 

 or otherwise, the accumulativeness 

 will bring you the desired effect. 

 Hexky Penn, 



Chairman National Publicity Cam- 

 paign. 



WHITE PINE BLISTER RUST UN- 

 DER CONTROL. 



In 6S of the 71 localities where out- 

 breaks of the white pine blister rust 

 have been located during the past six 

 years the disease has been completely 

 eradicated through the efforts of the 

 United States Department of Agricul- 

 ture cooperating with State authori- 

 ties. In the three remaining localities 

 eradication is going on. So far this 

 season the disease has appeared in 

 only one of the localities where it has 

 been previously eradicated. The blis- 

 ter rust has not been found in states 

 south of Pennsylvania and the Ohio 

 River or west of the Mississippi River, 

 except Minnesota, Iowa and South Da- 

 kota. Hundreds of shipments of both 

 pine and currants from infected re- 

 gions have been made into these 

 states, however, and it is possible that 

 outbreaks may occur. Federal author- 

 ities are making a diligent search to 

 locate any such infections and are pre- 

 pared to stamp the disease out as 

 soon as it appears. 



