April 26, 1919 



HORTICULTURE 



SOCIETY OF AMERICAN FLORISTS 



AND 



ORNAMENTAL HORTICULTURISTS 



NATIONAL PUBLICITY CAMPAIGN. 



After Easter, what? Easter needs 

 very little advertising, so much is done 

 for nothing. It might be wondered 

 how much the florists would pay for 

 the front page of The Saturday Even- 

 ing Post of April 19, were the oppor- 

 tunity offered them. Our Promotion 

 Bureau is inclined to take this page as 

 a courtesy, for it surely speaks vol- 

 umes. And some of us may remember 

 that this same journal turned down 

 our application for a page in one of 

 its Spring issues, for the reason that 

 the pressure upon its productive capac- 

 ity was so great it could not increase 

 its bookings without over-running its 

 capacity for production. We consid- 

 ered this to be rather unfortunate. 

 But who shall say that the cover page 

 we have referred to does not convey 

 the message of our slogan, "Say it 

 with Flowers." 



After Easter will come our main 

 Spring effort to put flowers in the pub- 

 lic mind. A magazine circulation of 

 many millions will carry our messages. 

 The public will see our color page in 

 seven leading magazines featuring 

 "Flowers Make a Brighter Business 

 Day." Other magazines will feature, 

 in large space, "How Flowers Beautify 

 the Table," and "Just as a Sign that 

 you haven't "forgot," advertisements 

 which make an appeal and carry a 

 punch such as is sure to attain for us 

 our object — a greater use of flowers. 

 Then, our Promotion Bureau has pre- 

 pared a special electrotype for "Memor- 

 ial Day," a time when flowers will be 

 more plentiful than at any time since 

 the fuel embargo went into effect. We 

 shall be back to the time when, pro- 

 duction considered, gluts used to 

 prevail. 



Publicity such as we are procuring 

 is designed to prevent gluts. The tre- 

 mendous army of "forgetfuls" will get 

 their reminders wherever they look. 

 The slogan "Say it with Flowers" 

 peeps out at them from their favorite 

 magazines, from the florists' windows 

 (that is to say, windows of live flor- 

 ists) from the columns of local papers, 

 and stare at them from the sides of 

 the delivery cars of all progressive 

 florists. We are to see to it that this 

 slogan intrudes still further, but more 

 money is required to accomplish this. 



Now, Mr. Nonsubscriber, are you 

 seriously considering what all this 

 means to you. Are you content to 

 stand apart from your brother florists 

 and say "This does not apply to me. 

 I am well known, and business will 

 come to me just the same?" In our 

 mindseye we can see you just this way. 

 But who creates the business for 

 which you lay in wait? Do you create 

 anything yourself? Don't you think 

 it is up to you to do a little creating? 

 Can you do it better than by contrib 

 uting to our National Publicity Cam- 

 paign Fund? 



If you have followed the little arti- 

 cles which we have written, and which 

 your trade paper has so kindly pub- 

 lished for so many months, you surely 

 must have absorbed the idea of the 

 wisdom of creating business. The in- 

 crease of the demand for flowers is the 

 sole object of this Campaign. 



It is being attained, and it is fair to 

 suppose that, necessarily, your busi- 

 ness is being benefited in the attain- 

 ment. Come now, put on your glasses 

 and take a man's broad view of the 

 situation. If you do this, we are sure 

 you will support the Campaign to the 

 extent you think proper, and we are 

 waiting to hear from you. 



The following subscriptions have 

 been received and are in addition to 

 those previously announced, annually 

 for four years unless otherwise stated: 



Bobbins & Sons, Loveland, Colo $5.00 



Theo. Wolniewicz, Chicago, 111. (1 yr.) .20.00 

 Schneider & Noe, Congers, N. Y. (lyr.) 5.00 

 C. Smith & Son. Woodside. N. Y. (lyr.) 5.00 

 John Joyce, Congers, N. Y. (1 yr.).... 5.00 

 \V. W. Mathews, Great Neck, L. I. 



(1 jr.) 5.00 



A. J. Staheliu. Bedford, Mich 50.00 



Adam Heltz, Louisville, Ky. (1 yr.).. 5.00 



Weiss & Merer Co., Mavwood, 111 25.00 



I'aul M. Carroll, Houston. Texas 10.00 



Miss Jeanie 10. Murray, Kansas City, 



Mo 5.00 



Robbins Bros.. Cambridge, Mass. 



(1 yr.) 10.00 



J. A. Peterson & Sons, Cincinnati, O. 



(1 yr.) 25.00 



Oreo. T. Ryan, Waterbury, Conn. 



(1 vr.i 10.00 



Damn Bros., Chicago, 111. (1 yr.) 25.00 



G. Fleischaur, Pueblo, Colo. (1 yr.)... 10.00 

 ("has. B. Herr. Strasburg. Pa. (1 yr.).. 5.00 

 L. H. Neuheek. Buffalo, N. Y. (1 yr.).. 5.00 

 The Skinner Irrigation Co., Troy, O. 



(1 yr.) 25.00 



Hiram J. New, Manchester, Iowa. 



il yr.) 5.00 



.$200.00 

 Previously reported $34,002.50 



Total $34,802.50 



John Yoc.no, Secy. 

 April 19th, 1919. 



1170 Broadway New York. 



THE WAVE OF PROSPERITY 



Has it hit you in the past six 

 months? Have you been alert to the 

 many opportunities that presented 

 themselves, or have you been content 

 to just keep moving along? 



In my several journeys during the 

 past few months, amongst the florists 

 from Boston to the Mississippi, I have 

 noticed a wonderful change of attitude 

 as to business success from the florists' 

 standpoint; more business, more 

 profits, and more optimism. It is ap- 

 parent everywhere. Of course, there 

 were many reasons for it, but of all 

 there seems to be one that sticks out 

 most prominently, that makes me glad 

 that we entered into a publicity cam- 

 paign for flowers — our slogan, "Say It 

 With Flowers," is being seen every- 

 where, and the way the public has 

 taken to it is worthy of remark, be- 

 cause of the position which flowers, 

 and florists generally, were held in 

 public opinion, not always one of con- 

 fidence. But now, owing to the man- 

 ner in which our campaign is being 

 forced on the public, there is a feeling 

 of confidence and dignity, in which we 

 may all take pride. Are you hitching 

 to it, or letting the opportunity go by? 



Take a dip in this wave and get 

 wet a bit, it will do you good, and 

 you will emerge with a good, whole- 

 some desire to do still more business 

 and also to keep our industry on still 

 higher planes than you ever antici- 

 pated. 



Just a little subscription to our fund 

 will help you to make greater doings 

 possible and, incidentally, you will be 

 helping yourself. 



Henry Penn, Chairman, 

 National Publicity Campaign. 



AZALEA LEDIFOLIA. 

 The Ledum-leaved Azalea is a most 

 beautiful shrub, possessing all the 

 good qualities of A. indica without the 

 delicacy of the latter. It is evergreen, 

 the spreading branches being well 

 covered with foliage, and the pure 

 white flowers are large and wide open, 

 as in those of the other species named. 

 A. ledifolia does well in ordinary well- 

 drained loam and leaf-soil, delights in 

 half shade, and is a most persistent 

 bloomer from late spring well into 

 summer. It appears to be perfectly 

 hardy in most places. 



