September 13, 191<i 



HO KT1 CULTURE 







Society of American Florists and 

 Ornamental Horticulturists 



The Fall Campaign is now about 

 opening and contracts are being 

 placed with a number of magazines 

 tor the insertion of a series of adver- 

 tisements upon which much thought 

 has been bestowed. The Thanksgiv- 

 ing and Christmas advertisements will 

 be particularly striking. Some of the 

 page advertisements will be in color. 

 The magazines selected are: Liter- 

 ary Digest, Collier's Weekly, Outlook, 

 Independent. Life. Metropolitan. Amer- 

 ican Magazine. Red Book, Sunset, 

 Magazine. Everybody's, World's Work, 

 Munsey's, Review of Reviews, Scrib- 

 ner's, Cosmopolitan and Hearst's, giv- 

 ing a single copy circulation of nearly 

 18,000,000, or an estimated readers' 

 circulation of 90,000,000, all of the 

 classes from which flower buyers are 

 commonly drawn. 



Contracts for some of this advertis- 

 ing are necessarily placed long in ad- 

 vance of the appearance of the mag- 

 azines. The cost, of course, is heavy, 

 and taxes the resources of our com- 

 mittee, but with what funds are in 

 hand and what is confidently believed 

 will be forthcoming by the time it is 

 required, the committee has felt justi- 

 fied in going ahead with an appro- 

 priation of $2n,000. 



Now when the number of florists 

 who are to benefit from our publicity 

 is considered, our fund today repre- 

 sents but a very small part. The cam- 

 paign has been in operation now about 

 twenty months, and all have had ex- 

 perience as to its efficiency.. We 

 know that we are getting the results 

 expected, that our work has been most 

 fruitful. Leaders in other lines of busi- 

 ness have watched our progress and 

 have adopted our methods — outside 

 proof that we are working in the right 

 direction, should such proof be needed. 



The question now is. will this large 

 body of non-subscribers come over and 

 help us? There are few who could 

 not afford to subscribe a dollar a week, 

 although we do not ask that much. 

 Many of our subscribers have pledged 

 themselves for yearly sums which 

 scarcely approach ten cents a week — 

 less than the price of one good cigar 

 nowadays. A subscription of a reason- 

 able amount will not hurt anybody, 

 and it will remove that feeling that 

 something is accepted for nothing. It 

 is not customary for florists to have 

 that feeling; in fact, florists are look- 



ed upon as the most generous of 

 tradesmen. Yet, are they generous 

 to themselves or their calling when 

 they hold aloof from a movement 

 which is productive of nothing but 

 good for their industry? If all these 

 non-subscribers would wake up and 

 do what their brethren in the trade 

 expects of them, our efforts could be 

 doubled, and with the doubling would 

 come the advantage of double results. 

 Now is the time for the awakening. 

 Let us hear from you. 



New Subscriptions. 



The following subscriptions have 



been received and are in addition to ' 



those previously announced, annually 



for four years, unless otherwise 



stated: 



The Posy Shop. Fremont, O $5.00 



Helen P. Patten. Toledo. O 23.00 



Win. P. Krueger, Toledo, o 50.00 



Harry Turvey. W. Toledo. 10.00 



Otto P. Krueger, Toledo, 30.00 



George Clay, Elmore. 5.00 



Werner's Greenhouse, Port Clinton, 



Ohio 10.00 



Matern Flower Shop. Sandusky, O. 15.00 

 Wagner's Greenhouses, Sanducky, 



O. (add'll 15.00 



Louis Sprankle. Huron, 7.50 



Hody & Tuleo, Lorain, O 25.00 



F. G. C'nrek. Lorain. <) (add'll 10.00 



The I. C. Becoek Flora] Co., Klv- 



ria. O i add'll 25.00 



The MoCallmn Co., Pittsburgh, Pa. 



(add'll 50.00 



Stephen Hyde, Carthage, Mo 5.00 



H. Mentseke & S,,ns, Castle Shan- 

 non. Pa 10.00 



Harris & Lever, Niagara Falls. 



N. V 10.00 



.1. C. Moninger Co., Chicago. 111... 100.00 



A. G. l'Vhr, Belleville, 111 10.00 



$397.50 



Previously reported $4S.454.00 



Total $48,851.50 



John Young, Secy. 



1170 Broadway, New York. N. Y. 

 A MESSAGE FROM HENRY PENN. 



Are you of the class who feel like 

 waiting for the next customer or are 

 you just a little more ambitious by 

 going after more business in doing 

 things just a little better than your 

 neighbor and who uses the printed 

 word to get your message over, that 

 beautiful slogan, "Say it with flowers" 

 so that all who enter your establish- 

 ment feel they are using and enjoying 

 the greatest under the sun: FLOW- 

 ERS. 



Do you preach the sentimental as 

 as well as the healthful results they 

 bring? And do you let the flower-lover 

 know that they are to be had at your 

 shop? Do you remind Mr. Flower- 

 Buyer that your product is the one 

 product that suits any or all occa- 

 sions so that if he is in doubt as to 



what to say or send, you can tell him 

 In Say it with Flowers"? Or, are you 

 one of the type who think it unneces- 

 sary to continually remind the flower- 

 loving public that we have the great- 

 est product on earth, but too modest 

 in talk about our wares? 



Use your slogan "Say it with Flow- 

 ers" and identify yourself with it of- 

 ten enough so that your name and 

 flouers will be linked together then 

 you will receive the rewards of the 

 efforts of our now famous campaign in 

 which every one should share. 



We need $100,000 to complete our 

 total program so that the dividend will 

 be enjoyed by all. We are still hope- 

 ful that there may be some who have 

 overlooked their portion. It will be 

 most opportune now. Bacon once said, 

 that a wise man will make more op- 

 portunities than he finds. Here is 

 yours now, make it sure by doing your 

 part. 



Henry Penn. 



Chairman National Publicity Cam- 

 paign. 



COTTAGE GARDENS NURSERIES. 



The following letter is being sent out 

 by the receivers of the cottage Gar- 

 dens Nurseries: 



Gentlemen: 



On July 11th I wrote to you explain- 

 ing the critical condition of the Cot- 

 tage Gardens Nurseries. 



As conditions have materially im- 

 proved I feel it my duty to keep you 

 posted of same. 



Over $50,000 in orders have been 

 booked and more are being booked 

 every day. There is no question but 

 that the $100,000 mark will be reached 

 this season. At the present time we 

 are shipping bulbs. 



It was through the courtesy and co- 

 operation of our customers in advanc- 

 ing money on their orders that I was 

 able to arrive at this point. At the 

 present time the local merchant.? are 

 assisting me by purchasing receiver- 

 ship certificates. 



I can frankly state that I can now 

 see daylight, and if more time is given 

 me I will be able to straighten out the 

 affairs of the corporation and event- 

 ually pay dollar for dollar to the credi- 

 tors. I hope by the first of the year 

 to be able to pay a substantial divi- 

 dend to each creditor, at the same 

 time preserving the industry. 



Yours very truly, 

 G. Vanukn Abeele, 



Receiver. 



