February 1, 1919 



HORTICULTURE 



SOCIETY OF AMERICAN FLORISTS 



AND 



ORNAMENTAL HORTICULTURISTS 



NATIONAL PUBLICITY CAMPAIGN. 



A close examination of the adver- 

 tisement clippings which come to our 

 Promotion Bureau, shows that a large 

 number of florists who use the adver- 

 tising columns of their local news- 

 papers have not incorporated our slo- 

 gan, "Say it with Flowers" in their 

 copy. 



We wonder whether they properly 

 realize the value of a slogan or trade- 

 mark which, through the expenditure 

 of large sums of money, has been pub- 

 licised. Only the other day a discus- 

 sion was reported in a prominent lit- 

 erary publication, as to the probable 

 value, from a sale standpoint of the 

 well-known mark applied to certain 

 syndicated productions of California 

 Citrus fruit, "Sunkist." The most 

 conservative value, as evolved from 

 the discussion, was $1,000,000, while 

 many valued it at amounts nearer the 

 $10,000,000 mark. Why? Because it 

 has been thoroughly impressed upon 

 the public mind, and has thus become 

 an investment of inventorial value. 



Our committees last year spent 

 nearly $50,000 to establish in the same 

 way our slogan, "Say it with Flowers." 

 And without the slightest doubt, the 

 slogan was driven home, in force 

 greatly in excess of what our really 

 small investment might be expected 

 to generate. This year our Campaign 

 Fund will not only maintain the im- 

 pression created last year, but at least 

 double the force. 



And yet we find florists advertising 

 liberally in the newspapers who are 

 not using the slogan, which has cost 

 so much and has proved so effective, 

 and which they are privileged to use, 

 without cost — although we do recom- 

 mend that they use the uniform script, 

 as furnished in the electrotyped head- 

 lines our Promotion Bureau supplies 

 at prices barely sufficient to cover the 

 foundry charges. 



We are sure the florists who neglect 

 to use the slogan do not realize their 

 loss by the omission. The more the 

 public sees of it, the better it is for 

 the business. 



It focuses public attention upon a 

 very important reason for buying 

 flowers — expression of sentiment. And 

 who shall say that this reason is not 



the keystone in the foundation of the 

 retail florists business? 



We have a folder describing a series 

 of little aids to a direct drawing-down 

 of benefit from our advertisements in 

 33 magazines, and shall be glad to 

 mail a copy to anyone on request. 



Our 1919 fund is mounting, but 

 ought to mount faster. The commit- 

 tees were seriously handicapped in 

 their plans for magazine publicity 

 through uncertainty as to the funds 

 at their disposal. Magazine space, in 

 many instances, must be booked 

 months in advance, and the commit- 

 tees could hardly be expected to incur 

 responsibility themselves, although, as 

 a matter of fact, in their faith they 

 have done it. Florists who have not 

 subscribed can help the campaign 

 work greatly by making early sub- 

 scriptions. We cannot do much in the 

 dog days, but a lot can be done now 

 and in the fall. Help us to meet our 

 problems with money in hand, and we 

 can get still better results than we 

 are doing. 



Give now; and give generously, for 

 the more you give, the more you get. 



The following subscriptions are re- 

 corded for the past week: 



Annually for Four Years— Peter Rein- 

 berg. Chicago, $200: Chas. M. Weaver.. 

 Ronks, Pa., $50; U. C. Wanner, Sewell, 

 N. J., $5; John Kuhn, Philadelphia, Pa., 

 $10; A. M. Rainford, San Diego, Calif., $5; 

 C. C. Poflworth Co., Milwaukee, Wis. (2nd 

 snb'n), $25; Lyon & Anderson, Belvidere. 

 111., $5; Sawyer & Johnson, Bethlehem, Pa., 

 $10: L. Turner & Sons, Kenosha, Wis., $10; 

 E. S. Richards, Greenfield, Mass., $10; Mrs. 



E. A. Williams, Pittsburgh, Pa., $25: J. 

 Albert Brodrib, Hartford, Conn. (2nd 

 BUb'n), $10; Arkansas City Floral Co., Ar- 

 kansas City, Ark., $5; Gust W. Grossart. 

 Belleville, 111., $5; John F. Horn & Bro., 

 Allentown, Pa., $25; W. H. and A. F. 

 Evans, Philadelphia, Pa., $25; Frank A. 

 Purssell, Irondequoit, N. Y., $5; State Fair 

 Floral Co., Sedalia, Mo., $5; B. Katz- 

 winkle. Mendota, 111., $5; Espelln-Warren 

 Floral Co., Fort Collins, Colo. (2nd 

 aub'n), $5. 



For One Year— New York Cut Flower 

 Co., New York, $250; New York Cut 

 Flower Exchange, New York, $100; Philip 



F. Kessler, New York, $50; A. T. Stokes, 

 Moorestown. N. J., $10. 



Special subscriptions, one year, received 

 through The Florists' Telegraph Deliverv 

 Association— Grandy the Florist, Norfolk, 

 Va., $15; Schramm Bros., Toledo, O., $10; 

 Wni. Dcthlefs. Mitchell, S. D., $5; F. E. 

 Blake. Marion, O.. $5; Miss I,. G. Rennie, 

 Malone. N Y., $5: Dole Floral Co., Beatrice, 

 Neb., $5: Dominion Floral Co., Montreal, 

 Que., $10; Fred H. Lemon & Co., Rich- 

 mond. Ind.. $5: T. T. Scheel, Carev, O.. $5 



Total. $020.00. Previously reported, 

 $27,310.50. Grand total, $28,230.50. 



Department of Plant Registration 



Public notice is hereby given that 

 as no objection was filed against the 



registration of Geranium General 

 Pershing by A. N. Pierson, Inc., Crom- 

 well, Conn., the same became com- 

 plete on December 23, 1918. 



John Young, Secy. 

 1170 Broadway, New York. 



Obituary 



Charles Fox. 

 One of the veterans of the retail 

 florist trade of Philadelphia passed 

 away suddenly on the 24th inst. 

 Charles Fox, located for generations 

 on Broad street, near Columbia 

 avenue, was in his 81st year and hale 

 and hearty to the last. In fact he 

 had been enjoying the afternoon con- 

 cert of the Boston Symphony Orches- 

 tra at the Academy of Music, when on 

 his way home on the trolley he went to 

 sleep at 16th and Market streets. A 

 sure peaceful and happy demise if one 

 had the choosing of such. But like 

 entering the world our passing out of 

 is beyond human control. Mr. Fox 

 lived to a hale old age and leaves be- 

 hind him unsullied memories of a 

 long, honest, prosperous career and 

 happy and loving memories of all who 

 knew him and their name is legion. 



Henry W. Wood. 

 Henry W. Wood, of T. W. Wood & 

 Sons, Richmond, Va., died on January 

 14 at New Orleans, while on his way 

 to California on account of his health. 

 Mr. Wood was a native of Newark, 

 Eng., and was 55 years of age. He 

 came to this country with his father 

 in 1879. He was a member of the 

 American Seed Trade Association and 

 served as president of that organiza- 

 tion in 1906, and was a member of the 

 Wholesale Seedsmen's League. He is 

 survived by two brothers, one sister 

 and three sons. 



John M. Hunt 

 John M. Hunt, died at Huntington, 

 N. Y., on January 16, aged 33 years. 

 Pneumonia was the cause. Mr. Hunt 

 was born in Kent, Eng., and came to 

 this country eight years ago. He was 

 a proficient gardener. 



