June 15. 1918 



HORTICULTURE 



ol!) 



SOCIETY OF AMERICAN FLORISTS 



AND 



ORNAMENTAL HORTICULTURISTS 



THE PUBLICITY CAMPAIGN. 



A well-known gentleman in the 

 millionaire class and very prominent 

 in New York Society, wlien dining out 

 recently compjimented bis hostess 

 upon the beauty of her table decora- 

 tion. "Well." she said, "I ilo not 

 I'now whether rightfully I .should use 

 flowers on my table. A good many 

 lieople are eliminating flowers in their 

 homes during war times, but when I 

 read of the noble work the florists are 

 doing, in spite of restrictions oi)er- 

 Eting against them, I do not see why 

 I should not have my flowers as 

 usual." - 



And yet there are many among us 

 who do -not believe that our publicity 

 for flowers campaign is effective. The 

 fact must not be overlooked that we 

 are getting a great deal of publicity 

 through sources other than our maga- 

 zine advertising. Our Promotion Bu- 

 reau is meeting with success in many 

 other directions, and it is safe to say 

 that no opportunity is lost to exploit 

 our slogan, "Say it with flowers." 



Are you, as florists, using this slo- 

 gan to the extent that you might? 

 Were we to judge from the demand 

 for our beautiful glass signs we would 

 have to form the opinion that there 

 were less than six hundred florists in 

 the country. Is it realized that this 

 .sign properly displayed means busi- 

 ness for those who display it? Isn't it 

 helpful to help one's self? It is hard 

 to conclude that there are thousands 

 of supposedly up-to-date florist stores 

 which are not using this sign — a 

 little trade bringer that pays its cost 

 in a single day. 



Then think of our other aids — lan- 

 tern slides for the movies which are 

 handsome enough to hold the atten- 

 tion of any one with a normal soul, 

 which cost a mere isong, and w-hich 

 any motion picture theatre will pro- 

 ject for you at a trifling charge; 

 booklets which treat of flowers in a 

 manner calculated to make the desire 

 to possess our products almost irre- 

 sistible: electrotypes for use in your 

 local newspapers which save you the 

 trouble of preparing good copy your- 

 selves; stickers bearing our slogan 

 which you can affix to anything you 

 send out,; and the slogan in trans])ar- 



ency form which you can transfer to 

 your store windows and doors, and 

 also use on the wind shields of your 

 automobiles. 



It is expected of all in the trade that 

 they lend a hand in this promotion 

 work — make it general. And can we 

 not urge you, Mr. Nonsubscriber, to 

 get in line with your fellows. Watch 

 our lists of subscriptions that the 

 trade papers so generously publish for 

 us. and ask yourself why your name is 

 not there. Don't be t>essimistic in 

 your views. Remember the fate of the 

 farmer who feared to sow his corn 

 because of the crows — he starved to 

 death! 



.Annually for tViur Years- K. Wiiililer, 

 Wakefield, Mass.. $2; .Toliii Dieckiiian, Elm 

 drove W. Va., $15; Berterraaun Bros. Co.. 

 Inclianapolis, Intl., $30; Eliz. Palmer Car- 

 iiey. Quincy, Mass.. $5; E. E. Hall, Clyde, 

 Obio, $■-': H. L. Thompson, New Briglitou. 

 Pa.. .$10; W. W. Kennedy & Sons. Red 

 Bank, N. ,T.. .$25: Wild Bros. Nursery Co., 

 Sarcoxie, AIo., $5; Oscar S. Magunson, 

 Kane, Pa., $5; A. T. Stokes, Morristowu, 

 N. J.. $10: William Sorenson. Murray, Utah, 

 $15; William Nause, Hugenot Park, Staten 

 Island. N. Y.. $20: Abele Bros., New Or- 

 leans. La.. .$5; H. S. Caplan, Boston, Mass.. 

 $10; F. E. Palmer, Brookline, Mass.. $25; 

 A. B. Rogers. AUston, Mass., $5; Fottler, 

 Fiske, Rawson Co., Boston, Mass., $25; 

 Liebman & Bobbins, Boston, Mass., $5; 

 Max Fine. Boston, Mass., $5; I'"'rank 

 Howard, Cambridge, Mass., $5; Fred C. 

 Ilerker. Cambridge, Mass., $25: Harr.v 

 (.mint. Boston, Mass.. .$25; W. A. Hastings, 

 Huston. JIass.. $5: John A. Nelson, Fram- 

 inghani. Mass., .$10; Alfred Walsh. Boston, 

 Mass.. $2; Chas. Bean, Springtield, Mass.. 

 .$2; ,Iohn J. O'Brien. Boston. Mass., .$10; 

 N. Liebman. Boston. Mass.. $10; A. Coplen. 

 Boston. Mass.. $5; Nathan Lerner, Boston. 

 Mass., $5; Ed. J. Rogean. Boston. Mass.. 

 $1; J. S. Manter. Boston, Mass., $1; Chas. 

 T. Beasley. East Milton. Mass., $10; R. E. 

 Wadswortb & Co.. Northboro, Mass.. $5: 

 Wm. X. Craig, Brookline, Mass.. $10; Wm. 

 Ilannon & Son, Dorchester, Mass., ,$10; 

 Westminster Greenhouses. Providence. R. 

 I.. $10; Wm. A. Bowers. Providence, R. I., 

 .$10: .Johnston Bros.. Providen<'e, R. I.. $25; 

 T. O'Connor, Providence, R. I., $25; T. J. 

 .Johnston & Co., Providence, R. I., $25; 

 Eugene MeCarron. Providence, R. I., $10; 

 M. J. Leach & Son Corp., Pawtucket, R. I., 

 $20; Fred'k C. Hoftman. Pawtucket, R. L. 

 $10: Hajden Watson Co.. Florists. Inc.. 

 Tacnma. Wash.. .$20; California Florists, 

 Taconia. Wash.. $20; A. A. Ilinze, Taconia, 

 Wash.. $10; Smitli Floral Co., Tacoma. 

 Wash.. .$10; Acme Floral Co., Tacom;l. 



Wash.. .$5; Ben Rett Tacoma, Wash.. 



.$5; Henry lieuthein. Tacoma, Wash., $.5. 



For One Year— .Mrs. A. B. Merrill. Brook- 

 line. Mass.. $25; Boston Cut Flower Co.. 

 Boston. .Mass.. .$5. 



Total, .$(52.').O0. I'revloiisly reported from 

 all sources. .$:M,7(K).75. Grand total, 

 .$:!5.:',iii.75. 



John Young, Secy. 

 1170 Broadway, New York. 



Just consider our business as a 

 whole before the campaign and since 

 it started. Do you think with the 

 present war conditions during the past 

 year that if we had not started the 

 campaign and also the optimism to 

 keep maintaining same we would have 

 held our equilibrium, or would we have 

 drifted backward? 



Have you felt the personality the 

 campaign has injected into the florist 

 business as a whole compared to the 

 manner you w-ould have felt if we had 

 never entered the publicity field? Has 

 it increased your desire to keep up the 

 ideals so as to make further progress 

 when times may become normal again. 

 if so. we will have started the pendu- 

 lum of publicity going for all time. 



How proud must be those members 

 who have participated in this our first 

 campaign to be a part of what has al- 

 ready proven one of the most original 

 publicity campaigns headed by the 

 wonderful slogan adopted, ''Say It 

 With Flowers." 



To think of what we have accom- 

 plished, nationally, with so little ex- 

 pense is nothing short of wonderment. 

 Some of the ablest advertising men of 

 the country have already commented 

 ou our campaign by mentioning the 

 possibilities in store for us if we con- 

 tinue. 



Express your personality by send- 

 ing in your subscription now so that 

 the campaign will have the continued 

 support of the craft who have the 

 "finest" product on earth to sell and 

 yet have failed to let 100,000.000 peo- 

 ple know about it. 



Hknkv Pknn. 



Cliairman, National Publicity Cam- 

 paign. 



EXPRESS YOUR PERSONALITY. 

 How many florists throughout the 

 United States and Canada have felt 

 the personality and prestige of our 

 National Campaign hacked up with the 

 S. A. F. 



"PLEASE OMIT FLOWERS." 



.\ uMim order it seems to us 



lUll must we humbly cdiey ; 

 1 In as we're bill and make no fuss 



Or dare wi' to have a sa.v'; 



Sweet flowers shall we not give a friend 

 To help to assuage their grief. 



No lovely tloral to token send 

 To give, bereaved one. relief? 



Persistently the flowers bloom on 

 Tliev havi' no part in the strife. 



'lis tiudrs to bloom, and smile upon 

 M:inklnd all throughout their life. 



Cancel the order narrow friend 

 Flowers will help to win the war. 



.Just a.s of yore sweet tokens receive or 

 send 

 'Tis the better way by far. 



Al.KXAXDER M,\cLkI.I.AX. 



Xewiiort. K. I.. .June 5. llilS. 



