January 5, 1918 



H 1! T I C r L T U R E 



question, the Show will be a huge suc- 

 cess. 



Campaign for Publicity for Flowers. 



The Society has planned and put in 

 operation a publicity campaign which 

 it is Intended shall increase the public 

 demand for flowers and plants, and 

 bring them prominently to the notice 

 of the public as necessities in the 

 home life, and as being particularly 

 appropriate for presentation purposes, 

 carrying, as they do, sentiments 

 hardly to be expressed by the use of 

 any other medium. 



It is proposed to expend $50,000 dur- 

 ing the year 1918, ?40,000 of which 

 will be used for advertising in na- 

 tional magazines, such as the Satur- 

 day Evening Post, Metropolitan, Liter- 

 ary Digest, Good Housekeeping. Wom- 

 an's Home Companion and Delineator. 

 The copy in many instances will ap- 

 pear in colors, showing roses and 

 other flowers true to life. The first 

 Insertion is to appear in the Saturday 

 Evening Post, full-page space, on or 

 about Feb. 6, 1918, advertising St. 

 Valentine's Day. Over 1.800,000 peo- 

 ple will read this one advertisement 

 alone, and during the campaign nearly 

 13,000;DOO people will see the advertis- 

 ing of the S. A. F., and through the 

 proper kind of argument, illustration 

 and merchandising, will be persuaded 

 to buy more flowers, which of course 

 is bound to help the retailer, and in 

 turn the wholesaler and the grower. 



The slogan selected, which will run 

 through all the advertising and printed 

 matter, is "Sini It With Floirers," the 

 idea being to impress this slogan upon 

 the minds of readers and make them 

 understand that flowers are words and 

 will express any sentiment, thought or 

 message. 



The Metropolitan Magazine for April 

 will contain a full page in colors, re- 

 producing the flowers by offset proc- 

 ess and giving a very beautiful pre- 

 sentation of the entire flower proposi- 

 tion. 



It is proposed to place these pages 

 In duplicate in the hands of retailers 

 throughout the country, to display in 

 their store windows during the time 

 that the magazines are on sale. 



The campaign has been so exten- 

 sively planned and is being prepared 

 with so much care that the advertise- 

 ments and other publicity material 

 will unquestionably get the attention 

 of flower lovers throughout the coun- 

 try. The advertisements will be just 

 as convincing as they can possibly be 

 made; the drawings will be the work 

 of some of the foremost artists in the 

 country, and everything connected 

 with the campaign will be consistent 

 with the artistic spirit as well as with 

 the commercial purpose of the plan. 

 Every advertisement will carry with 

 It In a permanent way the suggestion 

 of flowers for birthdays, and the en- 

 tire campaign will be tied up to a 

 plan of dealer co-operation and dealer 

 helps, which will greatly add to its 

 value. An attractive booklet, entitled, 

 "Sat It With Flowers" is now in the 

 hands of the publishers and will be 

 ready for dealers within a short time. 



As the plan has crystalized into 

 definite form, the enthusiasm of those 

 connected with it has grown warmer 

 and warmer and the conviction grown 



A POPULAR HOLIDAY PLANT. 



The always popular cyclamen in 

 various sizes, proved to be one of the 

 best, if not the very best, selling 

 Christmas plants this year. The ac- 

 companying picture shows how A. L. 

 Miller, of Jamaica, New York, grew 

 them in the small sizes which so 

 nicely fill the call for a moderate 

 priced flowering plant with good keep- 



ing qualities. Henry Penn made the 

 cyclamen the subject of a special 

 Christmas advertisement, 7x9 inches, 

 In the Boston Transcript. It was a 

 very unique and attractive presenta- 

 tion of the charms of the cyclamen 

 as an acceptable Christmas gift, with 

 a handsome paneled cut of a well- 

 grown plant in a basket. 



stronger and stronger that the results 

 dealer large or small, in the entire 

 anticipated in the beginning will be 

 enormously surpassed and that every 

 country, will directly feel the stimulus. 



Almost at the same time that the 

 St. Valentine's Day advertisement ap- 

 pears in the Saturday Evening Post 

 in February, a large folder will be 

 mailed to every florist in the countrjt 

 giving all the details of the plan, re- 

 producing some of the advertisements, 

 explaining all of the items in regard 

 to dealer and helps and the ways in 

 which the S. A. F. will co-operate with 

 the individual dealers, placing in the 

 hands of every florist a complete and 

 easily understood outline of the work 

 that is being undertaken. It will give 

 in detail information regarding hand- 

 some glass window signs to be fur- 

 nished to retailers, transfer signs, the 

 booklet handsomely printed in colors, 

 which will be furnished at reasonable 

 cost to send to their own customers 

 under their own firm names, the news- 

 paper advertisements, complete plates 

 o* which will be furnished at cost tor 

 publication in their local newspapers, 

 and, in fact, all details and helps con- 

 nected with the campaign. 



The money that is to be expended 

 to popularize flowers will be well 

 spent, not only because it is helping 

 the flower industry, but because it is 

 educating the public to give flowers 

 rather than manufactured products 

 which are meaningless. 



Flowers form the ideal gift, because 

 they please everyone, appeal to the 

 higher senses, and at the same time 

 and under present conditions the gift 

 of flowers is more than ever advis- 

 able. 



That the Florists' Publicity Move- 

 ment is laudable from every view- 

 point is obvious; that it is practicable 



and will most certainly be profitable 

 Is apparent to all who realize the tre- 

 mendous power of the printed word. 

 It should be borne in mind by every 

 retailer, wholesaler and grower in this 

 country, that if this campaign is to be 

 successful it must have the co-opera- 

 tion and backing of every one of them. 

 The $50,e00 fund is still short and ad- 

 ditional contributions are needed, and 

 needed at once. The membership of 

 the S. A. P. should be trebled and 

 every person connected with the grow- 

 ing or selling of flowers in the United 

 States should join the Society imme- 

 diately; a membership costs only 

 $5.00 for the first year, and $3.00 an- 

 nually thereafter. Applications should 

 be sent at once to the Secretary, to 

 whom also contributions for the cam- 

 paign should be forwarded. 

 Representation. 



Practically every important organi- 

 zation of a commercial nature In 

 which florists are interested is repre- 

 sented on the Executive Board of the 

 Society, particularly the Florists' Tele- 

 graph Delivery Association, whose 

 president, vice-president, and several 

 of its members have seats. Other or- 

 ganizations well represented on the 

 Board are the American Carnation So^ 

 ciety, the American Rose Society, 

 Florists' Hail Association, Florists' 

 Club of Philadelphia, Chicago Florists' 

 Club, and the New York Florists' Club. 

 It will thus be seen that the interests 

 of the whole trade are conserved in 

 our directorate, a fact of which we are 

 proud. 



That all of our friends may enjoy a 

 most Happy and Prosperous New 

 Year is the wish of 



JonN YOTJNO, 



Secretary, S. A. F. & O. H. 

 53 West 28th St., New York. 

 Dec. 3l3t, 1917. 



