AiiKust. 21, 1915 



HORTICULTURE 



243 



that the cost of the same was at no 

 time in accord with the measure of 

 direct returns receivable by the flor- 

 ist fraternity. In fact, one prominent 

 expert had it that $25,000 would be a 

 very reasonable sura with which to 

 start In the city of New York. This, 

 of course sounds well and no doubt 

 would be of immense value, but at 

 the same time it would be impossible 

 to carry such a project forward 

 through the country. 



One of the self-evident features that 

 has brought itself clearly to the front 

 in the past few years is the following: 

 that the great national flower shows 

 given in larger centers, the extensive 

 advertising campaigns of the larger 

 individual Arms of the country and 

 the national publicity campaign of the 

 Florists' Telegraph Delivery show that 

 there is a great wealth of strength in 

 the S. A. F. and O. H. itself; that 

 we have a strong advertising feature 

 to stand on within our organization. 



There are approximately two thou- 

 sand of the better florists throughout 

 the country closely united, willing and 

 only whiting the proper call to send 

 forth the proper issues before the pub- 

 lic. It is true that one florist hasn't 

 the strength in the smallest fraction 

 of a large newspaper, but one indi- 

 vidual florist has within himself the 

 power to carry forward a campaign 

 which will interest thousands of peo- 

 ple. The florists of a large city like 

 Chicago alone, if properly united on 

 a single subject can place the same be- 

 fore its immense population. This is 

 shown in the new'spaper features of 

 united florist advertising in Detroit, 

 Cleveland and Philadelphia news- 

 papers. 



It is the Arm belief of this commit- 

 tee that if any special line of adver- 

 tising be taken up and set before the 

 members of this organization in the 

 proper manner, the advertising will 

 be carried throughout the breadth of 

 the country and the expense from the 

 parent source be entirely within the 

 reasonable bounds to be expected. 



A few hundred dollars expended by 

 this organization, or obtained collec- 

 tively from individuals, in properly 

 placing an outline before its members 

 and in aiding them to carry it out 

 will within a reasonable time make 

 its appearance as a national message 

 to the flower buying public. This has> 

 been clearly demonstrated through 

 the efforts of the Florists' Telegraph 

 Delivery, each individual member us- 

 ing feature advertising on his letter 

 heads, on a majority of one million 

 folders or in his advertising space in 

 newspapers and periodicals. This 

 same plan can easily be carried for- 

 ward as there is not a member who 

 is not willing to aid the parent asso- 

 ciation and himself in such a manner. 

 The sum of money expended at the 

 start whether it be one thousand dol- 

 lars or five thousand dollars, will 

 easily return to the source in the way 

 of strength and influence or in mem- 

 bership Itself, for every one connected 

 will be pleased with the results and 

 satisfied with the good accomplished. 



We say confidently that it the Soci- 

 ety of American florists wants its 

 members to sell a particular flower 

 next Christmas or if it wants a cer- 

 tain line featured or if it has any 

 publicity of any special nature in 

 mind, it can safely do so through Its 

 membership and at a cost that Is less 

 than one-twentieth of what wouM be 



charged by any professionals who are 

 Interested in doing the work without 

 the aid of two thousand florists them- 

 selves. It did not take long for Ma- 

 dame Russell rose to be known gen- 

 erally — Why? Because thousands of 

 florists boosted it. Neither would it 

 take long for any worthy publicity 

 to reach the public if handled along 

 the same lines. 



The coming great Philadelphia show 

 will in Itself add a stimulus to the lo- 

 cal flower business and with an ad- 

 vertising secretary of the S. A. P. act- 

 ing with its members themselves, pub- 

 licity space could be procured for a 

 few dollars that could not be had for 

 a larger sum in a direct manner. Many 

 new, also immensely worthy exhibits 

 will be shown there and great goou 

 will come to this organization and 

 financial benefit to the trade if this 

 be used as a small instance, by every 

 florist in his dealing with the public. 



A telegram of greetings and congrat- 

 ulations from J. C. Vaughan was read. 

 Vice-President MacRorie announced 

 that on Friday morning at 10 o'clock 

 the Exposition authorities would pre- 

 sent a placque to the S. A. F., this to 

 be followed by an address by C. W. 

 Ward of Eureka. The lecture on Wed- 

 nesday afternoon was much enjoyed 

 by all who attended. It presented 

 magnificent views of road building, 

 mountain scenery and wonderful light 

 effects well worth the trip to the 

 Coast. 



THURSDAY'S SESSION. 



At the opening of the session Mr. 

 Fotheringham asked to have his name 

 as candidate (or secretary withdrawn 

 and that John Young be unanimously 

 elected. This was agreed to and there 

 being no contest for any ofRce all the 

 candidates on the ticket were elected 

 by unanimous vote. A query from the 

 question box as to the best way to 

 increase the supply of carnations for 

 Mother's Day was spiritedly discussed 

 by many members. C. W. Ward ex- 

 tended an invitation to visit with him 

 the redwood forest which it is pro- 

 posed be set aside for bird protection. 

 R. Vincent, Jr., invited all to visit 

 the Dahlia Show in New York next 

 September. John McLaren and Hans 

 Plath, being called upon, addressed the 

 Convention in words of compliment 

 and good fellowship. President Welch 

 responded appreciatively and several 

 other members spoke, including Robert 

 Pylo who urged the advisability of 

 systematic effort to produce in this 

 country new roses and other plants 

 so as to become independent of 

 Europe. 



JUDGES' REPORT 



The judges of the trade exhibits re- 

 ported recommending a gold medal 

 to R. Dienor, for improved gladioli; 

 bronze medal and certificate of merit 

 to II. Rayersdorfer & Co., for their 

 elaboiate and instructive display of 

 new and novel baskets and supplies; 

 honorable mention to M. Rice Co., for 

 florists' acccs.sorics and novelties; 

 highly commending exhil)it of A. L. 

 Randall Co.; certificate of merit to S. 

 S. reiuiock Mochan Co., for novel rib- 

 bons and baskets; bronze medal to 

 Domoto Bros, for new double hydran- 

 gea; certificate of merit to jThe 

 Ferneries for ferns and palms; hohor- 



able mention to H. J. Kessel for new 

 ferns; certificate of merit to Superior 

 Nursery Co., for ferns; certificate of 

 merit to Advance Co., for ventilating 

 apparatus and greenhouse accessories; 

 silver medal to J. A. Peterson for new 

 Begonia Mrs. J. A. Peter.son; bronze 

 medals to John A. Evans Co., for de- 

 tachable pipe hangers, Mrs. F. J. 

 Reidy for dahlias and Herbert & 

 Fleishauer for fine asters; honorable 

 mention to Swiss Floral Co., for rare 

 petunias. 



Obituary resolutions on Prof. J. F. 

 Cowell were adopted. Speeches by the 

 elected candidates followed, W. W. 

 Coles speaking for R. C. Kerr. Prof. 

 E. A.White also addressed the meeting 

 in an interesting manner on the edu- 

 lution of young men in horticulture. 

 After several other felicitous talks by 

 various members adjournment was in 

 order, the only further business being 

 to receive the placque and pass final 

 resolutions at the Exposition Grounds 

 on Friday morning. 



REPORT OF THE WM. R. SMITH 

 MEMORIAL COMMITTEE. 

 On account of the general depres- 

 sion in business all over the United 

 States, and further on account of vari- 

 ous other disturbances throughout the 

 world, which affect us generally, the 

 Memorial Committee thought best not 

 to push this project during the past 

 year. The following statement shows 

 the money collected to date: 



Iti'ioived since l-i.st meeting. 

 .\iij;.. Kill. 



13. V:ull,'ll.^n's Seed Store, Chicago $75.00 

 lit. .M. A. Patten, Tewksljury, Mass. 10.00 



• .7. H. Dillon, Boston, Mass 5.00 



I'lias. Lonker, Freeport, N. Y. 5.00 



Win. Jurgens, Freeport, N. Y. 5.00 



•• \Vm. Nllsson. New York, N. Y. 10.00 



■• Tlieo. Standt. Koekvllle, Conn. 10.00 



" nensliaw & Fenrlch, New 



York, N. Y 5.00 



" ."illjany Florist Club, Albany, 



N. Y 10.00 



■ Clms. L. Seybold, Wilkesbarre, 



Pa 5.00 



•• C. E. Critcbell. Cincinnati, Ohio 10.00 



•• liadles' S."A. F 25.00 



Sept. 

 7. Foelilmaun Bros. Co., Morton 



Orove, 111 50.00 



l'_'. \Vm. L. Rock Flower Co., Kan- 

 sas City, Mo 10.00 



" Geo. W. Hess & Employees 

 U.S. Botanic Gardens, Wash- 

 ington, D. C 15.00 



Nov. 

 !). Kentucky Society of Florists.. 10.00 

 .John McLaren, San Francisco, 



Cal 50.00 



Daniel MacKorle, San Fr«n- 

 Cisco, Cal 50.00 



V360.00 



Cash previously acknowledged $1416.60 



Interest credit to date 54.03 



Total cash $1830.03 



Expenditures, stationery, postage, 

 oK • 85.35 



Balance In Munscy Trust Co.. Wash- 



liicrmii, n. C $1745.28 



Aniounl ' pledged, not yet collected 625.00 



Your committee feels hopeful of re- 

 ceiving some goodly sums from Influ- 

 ential citizens and a liberal support 

 from the Congress of the U. S. 



Your committee has not decided 

 what form of a memorial to suggest as 

 their decision will no doubt be largely 

 governed by the amount of subscrip- 

 tions collected and Government influ- 

 ence that they may be able to secure. 

 Wm. F. Gcde, Chairman. 



