March 16, 1918 



HORTICULTURE 



253 



Very encouraging reports have heen 

 received as to the St. Valentine's Day 

 business resultant from the full-page 

 advertisement which appeared in the 

 Saturday Evening Post. These reports 

 came in chiefly from those in the 

 trade, who, through their individual 

 efforts, and the service supplied by 

 our Promotion Bureau, linked up with 

 the national advertising. Some of 

 these efforts took the form of co-op- 

 erative advertisements in the news- 

 papers, large spaces being used. We 

 have on file clippings of some of these 

 advertisements, among them the fol- 

 lowing: 



A large space in the "Lexington (Ky.) 

 Leader," inserted by Micliler Bros. Co., 

 John A. Keller Co., and Keller-Florist. 



A half-page advertisement in the "Post" 

 and "Bridgeport Morning Telegram" of 

 Bridgeport, Conn., subscribed to by the 

 Retail Florists of Bridgeport, under the 

 leadership of Carl Reck. 



A page advertisement in the "Post 

 Standard," Syracuse. N. Y., subscribed to 

 by W. j;. Day Co., P. K. Quinlan, Morris 

 Zogg Floral Co., Bultmann, and Wheadon 

 & Johnston. 



A half-page advertisement in the Wash- 

 ington, D. C. "Times," subscribed to by 

 Gude Bros. Co., Geo. C. Shaffer, Geo. H. 

 Cooke, Z. D. Blackistone, and Oehmler 

 Floral Co. 



A quarter-page advertisement in the 

 "Post." Houston. Texas, subscribed to by 

 Kerr the Florist, Boyle & Pendarvis, Kuhl- 

 mann Floral Co., Inc., and Carroll Florist. 



A half-page space in the Omaha. Nebr. 

 "News." including large advertisement of 

 Hess & Swoboda, John H. Bath, Rogers, 

 Lee L. Larmon, Brandeis, and Alfred 

 Donaghue. 



The "New York Herald" carried about 

 three columns of florist advertising and 

 arranged it under a story supplied by the 

 Bureau. The advertisers were : C. A. 

 Dards, J. H. Small & Sons, G. E. M. 

 Stumpp, A. T. Bunyard, Max Schling, 

 Warendorf, Alex. McConnell, M. A. Bowe, 

 Hession, Young & Nugent. Kottmiller, N. 

 Christiitos, and Malandre Bros. 



The Cleveland Florists made their usual 

 generous display : and Henry Penn, of 

 Boston, reproduced in his advertising the 

 national advertisement full size. 



Ten live retail florists in Cincinnati used 

 a large advertisement in the "Post." 



Hundreds of other florists throughout 



the country made direct appeals through 

 their newspaper columns, as evidenced in 

 the pile of clippings preserved in the 

 Bureau. 



No wonder that the St. Valentine's 

 Day business was good, and eclipsed 

 all records. The money used in the 

 national magazine advertising is well 

 spent, when florists can, with a little 

 enterprise on their own part, draw 

 huge chunks of benefit from it to them- 

 selves. The benefit is large and will 

 stand an enormous call upon it. Flor- 

 ists who have not realized this will do 

 well to get in touch with our Promo- 

 tion Bureau, and learn of the "helps" 

 provided to do for themselves what no 

 other power can — reach out and bring 

 in the results of plans well thought 

 out and equally well executed. There 

 should be no "slackers" in the conduct 

 of this campaign. • The results so far 

 secured are quite sufficient to assure 

 the most pessimistic that a continua- 

 tion of our campaign is justified, and 

 that the efforts of those who have been 

 far-sighted enough to anticipate such 

 results and furnish the wherewithal to 

 accomplish them, should be backed up 

 with contributions for "carrying on" 

 from all who have "just waited" to see. 



The Publicity Committee and the 

 Publicity Finance Committee are to 

 meet in joint session at the Society's 

 oflices in New York on Saturday, 

 March 16th, where further plans for 

 publicity will doubtless be devised. 



Copies of the booklet in colors, 

 "Say It With Flowers" are now avail- 

 able, and are supplied at the following 

 rates: Lots of 250, $8.50; 500, $15.00, 

 and 1,000, $28.00. These prices include 

 the purchasers' imprints. These book- 

 lets should prove to be valuable sales 

 helps. 



The transfer signs, and the glass 

 signs are now on the way to those who 

 have ordered them. Existing condi- 

 tions, the tnanufacturers say, have 

 been responsible for the delay, the 

 trouble in getting supplies of material 

 hampering them greatly. 



The big demand for newspaper elec- 



trotypes linking individual advertising 

 with that of the magazine advertising 

 has been satisfactorily met. Anyone 

 anticipating using the Easter Electro- 

 type should send in his order at once, 

 as parcels post mail is not quite as 

 efflcient as in normal times. 



Chairman George Asmus of the Pub- 

 licity Finance Committee announces 

 the following additional subscriptions: 



Annually for four years: Frank D. Sie- 

 hert. Wheeling, W. Va., $5; John Eitel & 

 Son, Greencastle, Ind., $.3; Louis B. West- 

 holdv, Evanston, Wyo., $5; John A. Andre, 

 Doyl'estown, Pa., $50; J. V. Wilson, Belling- 

 ham. Wash., ?5; Geutemann Bros., Quincy, 

 III., $10; K. Pederson, Ltd.. St. John, N. B., 

 $.3; Harold A. Ryap, Cambridge, Mass., $5; 

 Caspar Floral Co., Caspar, Wyo., $10: Klce 

 Bros., Minneapolis, Minn., $20; The Camp- 

 bell Floral Co., Calgary, Alta., $5; C. D. 

 Otis, Lake Charles, La., $5; Alois Frey, 

 Crown Point, Ind., $25; H. L. Crandall, 

 Glens Falls, N. Y., $5; Roselawn Green- 

 houses. Moscow, Idaho, $5; G. Bosler, 

 I'.'ridsreport, Conn.. $10; W. H. Siebrecht, 

 Chappaqua, N. Y'., $25; John Scott, Hunts- 

 ville, Ala., .$5; Lewis Flower Shop, Lock- 

 port. N. Y., $5: Selah Van Kiper, East 

 Paterson. N. J., $10: John Cbnnon Co.. Ltd., 

 Hamilton, Ont.. $10; Frank J. Dolansky, 

 Lvnn, Mass., $25; Chas. W. Pflomm, Bridge- 

 port. Conn., $10; G. F. Heithal, Bridgeport, 

 Conn.. $10; John Reck & Son, Bridgeport, 

 Conn.. .$25; George Pflomm. Bridgeport, 

 Conn.. $10; James Horan & Son, Bridge- 

 port. Conn., $25: The Park Gardens, Bridge- 

 port. Conn., $25; Frank C. Foehrenbach, 

 Briilegport. Conn., $5; Fred C. Kolb, 

 F.ridseport, Conn., $5; The Engelmann 

 Greenhouses, Bridgeport, Conn., $5; George 

 J. Ball, Glen Ellyn, III., $10; McDonald & 

 C.].. Crawfordsville, Ind., $5; Aubrey A. 

 Pembroke. Beverly, Mass., $10; Walter R. 

 Thomas, Atlantic City, N. J.. $5; Lawrence 

 M. Kresken, Cincinnati, Ohio, $10; The 

 Montgogmerv., Co., Hadley. Mass.. $50; B. 

 Katzwinkle, Mendota, 111., $5; C. M. Wag- 

 ner. Cleveland, Ohio, $25; J. J. Hellenthal, 

 Columbus, Ohio, $10: Fred A. Danker, Al- 

 bany. N. Y., $25; Wni. H. Graham, Man- 

 chester. Vt., $3; Ed. J. Taylor, Green 

 Farms. Conn., $10; Frank H. Ford, High 

 Point, N. C, $5; W. H. & J. C. Ryder, 

 Wantagh, N. Y.. .$5; W. F. Denteman, Ben- 

 sonville, 111., $20. 



For one year : Gardeners' & Florists' 

 Club of Boston. $50. 



Total, .$619. Previously reported from all 

 sources, $30,637. Grand Total, $31,256. 



John Young, Secy. 

 1170 Broadway, New York. 

 March 9, 1918. 



NEXT YEARNS ALLOWANCE OF COAL 



The following oHieial coiiiiminiration 

 received by W. F. Gude, Washington 

 representative of the Society of Amer- 

 ican Florists in reference to tlie coal 

 situation for the florists for the com- 

 ing season should have the widest pub- 

 licity and careful consideration so that 

 the florists can prepare themselves 

 for the next season: 

 Mr. Wm. Gude, 



Florists' Assn., 

 Washington, D. C. 



Dear Sir: — It is now so late in the 

 season that the question of fuel for 

 florists will not be taken up for this 

 season. Some time during the sum- 



mer the l''ut'I .\dniiiiistration will call 

 on you lor further discussion of the 

 matter involving the amount of fuel to 

 be supplied to you and your associates 

 during the winter of 1918-1919. 



I am, writing to keep you posted as 

 to the probabilities as they stand to- 

 day. It is entirely likely that the flor- 

 ists next season will be restricted to 

 50 per cent, of their normal consump- 

 tion, but of course this is not settled. 

 We shall soon be issuing a circular 

 to all industries as to stocking up dur- 

 ing the summer months of coal re- 

 serves for the winter and in it non- 

 war industries will be notified of the 



percentage of fuel they will be per- 

 mitted to take in for the winter sup- 

 l)ly. On this list florists will appear 

 in the 50 per cent, class. 



Your people should understand that 

 this does not necessarily imply that 

 they will be restricted to 50 per cent 

 hut it is intended to represent the 

 maximum amount the government is 

 willing that they should arrange for in 

 advance. If conditions change later 

 tliis proportion will be changed ac- 

 cordingly. Very truly yours, 



(Signed) United St.\tes F^el 

 Adminstr.\rion. 

 P. n. Noyes, Director of Conservation. 



