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HORTICULTURE 



April 28, 1917 



MOTHERS' DAY PUBLICITY. 

 The Mothers' Day Publicity Cam- 

 paign inaugurated by the Chicago Flor- 

 ists' Club is well under way. Thou- 

 sands of stamps and posters have been 

 purchased by florists from every sec- 

 tion of the country, and all orders are 

 being delivered immediately. 



F. T. D. Supports This Movement. 



The Florists' Telegraph Delivery As- 

 sociation has adopted the Chicago 

 Florists' Club Mothers' Day Stamp and 

 Poster as the official emblem for this 

 campaign. 



The F. T. D. has placed an order to 

 supply each and every one of its raem- 

 ■bers with a quantity of Mothers' Day 

 Stamps and Posters, which will be al- 

 lotted in quantities of 300 stamps and 

 2 posters, and 500 stamps and 4 post- 

 ers, in proportion to the annual dues 

 paid by each member. 



Should any F. T. D. florist desire 

 more stamps and posters than allotted 

 by the F. T. D.. same may be obtained 

 hy writing immediately to the Chair- 

 man of the Publicity Committee. F. 

 Lautenschlager. 440 W. Erie St., Chi- 

 cago, 111. 

 Proceeds to be Devoted to the Purchase 



of a Full Page Advertisement in 

 One of the Leading Magazines. 



As stated previously, the profits de- 

 rived from this campaign will be de- 

 voted to the purchase of a full page 

 advertisement in a national publica- 

 tion which is estimated will be read by 

 over five million people. 



Special Attention Called to F. T. D. 

 Out-of-Town Service. 



One of the features of this adver- 

 tisement will suggest that if your 

 mother is in another city, no matter 

 where you are. or what the distance, 

 step into any flower store and leave 

 your order, and fresh flowers will be 

 delivered to your mother within a few 

 hours through the organized and re- 

 liable telegraphic system of the F. T. 

 D. with a guaranteed service. This 

 will help the entire retail florists' 

 trade. 



Committee Places Contract for Page 

 Advertisement. 



Contract has been let to place this 

 advertisement, and this committee 

 plans to send proof copy of same to 

 each and every one subscribing 

 towards this fund. We suggest that 

 immediately upon receipt, these proofs 

 be displayed in some prominent place 

 in your store. A good plan also would 

 be to secure a copy of the magazine 

 containing this advertisement and ex- 

 hibit same in your show window. This 

 will combine very well with our 

 Mothers' Day Advertising Campaign. 



As yet there are a great many flor- 

 ists who have not subscribed towards 

 this movement, which is surely due to 

 an oversight. This movement is a 

 very big undertakin.e;. and therefore 



requires that we dispose of a very 

 large number of stamps and posters. 

 Every florist can help us. 



A special appeal is made to those 

 who have not as yet subscribed 

 towards this fund — send your order at 

 once. In case you have no use for 

 the stamps and posters you can at 

 least help by donating a small sum 

 towards the support of this National 

 Advertising Campaign, and in consid- 

 eration for same we will send you one 

 of the proofs also — this will help all 

 concerned. 



Special Notice to Every Florist 



Start putting Mothers' Day stamps 

 on all correspondence, packages, etc., 

 leaving your shop. 



Thanking you again tor helping to 

 make this the greatest and biggest 

 success for Mothers' Day publicity, we 

 remain. Sincerely yours, 



CHICAGO FLORISTS' CLUB PUB- 

 LICITY COMMITTEE, 



F. L.\UTENSCHLAGER, Chairman. 



TO THE FLORISTS OF AMERICA 



You are aware of tlie great benefits 

 which every florist has derived from 

 the establishment of Mothers' Day. 



Last year the Board of Directors of 

 the S. A. F. appealed for subscrip- 

 tions to a fund to be placed at the 

 disposal of the International Mothers' 

 Day Association of which Miss Anna 

 .Tarvis, the originator of .Mothers' Day. 

 is the head. There was a very liberal 

 response from a few of the more 

 prominent members in the trade, but 

 this appeal was not responded to as 

 generally as it should have been. This 

 year it is hoped that every one who 

 benefits from the sale of flowers or 

 accessories for Mothers' Day will evi- 

 dence their appreciation of what has 

 already been done and the big possi- 

 bilities that Miss Jarvis has opened to 

 the florists' trade by subscribing to 

 this fund promptly. 



We owe Miss Jarvis a great deal, as 

 the Mothers' Day sale of flowers bids 

 fair to surpass any other day in the 

 year. Her work now is mainly to per- 

 petuate and get Mothers' Day thor- 

 oughly established. Miss Jarvis has 

 devoted her entire time and funds in 

 the effort to make Mothers' Day uni- 

 versally recognized and to perpetuate 

 it for all time. Miss Jarvis. by reason 

 of being the originator of Mothers' 

 Day. is in a position to command more 

 publicity for Mothers' Day than money 

 can buy. and it is for this reason that 

 you should do your share, whether 

 small or large, to help this united ef- 

 fort for a fund that will get results. 



Subscription blanks have been sent 

 to you which cover a period of three 

 years. Kindly write in same the 

 amount that you feel that you can give, 

 sign and return to Mr. John Young, 

 Secretary. 53 W. 28th St.. New York, 

 with check for the first year. If for 

 any reason you do not want to sub- 

 scribe for this iieriod, you may cross 



out and send your subscription for the 

 current year only. DO THIS NOW, 

 as the committee desires to get as 

 early results as possible, and if a suf- 

 ficient fund is realized, the Mothers' 

 Day committee has in mind a publicity 

 campaign which will help eliminate 

 some of the undesirable features 

 which are experienced in the sale of 

 flowers for Mothers' Day, 



Your prompt attention to this will be 

 greatly appreciated. 



Yours very truly, 

 MOTHERS' DAY COMMITTEE S. A. F. 



Olof J. Olson, St. Paul, Minn., chair- 

 man; Edward J. Pancourt, Phila., Pa.; 

 Karl P. Baum, Knoxville, Tenn. ; 

 Henry Greve, Dallas, Tex.; C. W. 

 Eichling, New Orleans, La.; Chas. P. 

 Mueller, Wichita, Kans.; Chas. J. 

 Graham, Cleveland, O.; R. E. Schiller, 

 Chicago, 111.; R. H. Holton, Milwaukee, 

 Wis.; Irwin Bertermann, Indianapolis, 

 Ind. 



BOSTON. 



Mayor Curley will retain an attorney 

 for any person willing to contest in 

 court the right of the police to arrest 

 persons tor working in gardens on 

 Sunday. The mayor also is making 

 every effort to have the Legislature 

 repeal the old "blue law" before next 

 Sunday. Governor McCall will favor 

 legislation, it it is needed, to allow 

 certain forms of gardening on Sun- 

 days. He is still of the opinion, how- 

 ever, that the courts will hold that 

 gardening work on Sunday in the 

 present conditions of war and high 

 prices, is a work of "necessity" with- 

 in the meaning of the old "Blue Laws," 

 and as such is excepted from the pro- 

 visions. 



The Brookline public safety com- 

 mittee appointed Daniel G. Lacy su- 

 pervisor of food products and conser- 

 vation, and turned over to him and 

 to a committee he appointed the worK 

 of the sub-committee on food conser- 

 vation. Mr. Lacy is superintendent of 

 the Brookline forestry department. 

 His assistants, all expert gardeners, 

 are William C. Rust of Mrs. Weld's es- 

 tate. Duncan Finlayson of the Larz 

 Anderson estate. George N. Barrie of 

 the Ernest B. Dane estate, Basil Noyes 

 of Mrs, John M. Longyear's estate. 

 William Kennedy of the metropolitan 

 water works. Wiiliam Thatcher of Mrs. 

 J. L. Gardner's estate, Nay Smith of 

 E, C. Fletcher's estate, Patrick Burke 

 of Mrs. A. Blake's estate, Martin Sul- 

 livan of William Whitman's estate. 

 William N. Craig of Faulkner Farm 

 (Mrs. Brandegee's estate), and Fred- 

 erick C. Palmer, florist. The town of 

 Brookline will plow, harrow, plant and 

 fertilize the plots, and the cost will be 

 borne by those who do the gardening, 

 for all the crops they raise will be 

 theirs. The cost ot thus preparing the 

 land will probably be under $10 an 

 acre. 



