252 



HO KT 1 CULTURE 



March 27, 1920 



HORTICULTURE 



■••■kll^kad hy WllUam J. ■towu« la IfOt 



Vol. XXXI 



March 27, 1920 



No. 13 



riBI.IHIIED WKEKLT BY 



HORTICXJLTURE PUBLISHING COMPANY 

 78 Devonshire Street, Boston, Mass. 



EDWARD I. FARRINGTON, Editor. 

 Telaphone Fort HUI S6M 



ADVERTIBIMO RATES: 



rt li»«l». »0 laehM t» P««<> •*■•• 



Dliaaunt on OontTm«U for eonMinitlTa iBMrtloM, a* follow*: 



Oa* month 14 timet), 6 p«r rout.; thr<w moatha (IS time*), 10 

 f«r acat.: dx moaUia (26 ttine*), t6 pn aeat.; aaa rear (t2 time*), 

 M par aent. 



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ktarrd ■• ierond-elaM matter December S, 19(H, it the Po«t Offlce 

 ■t Boeton. Ma«8., under the Act of CoBfrect *t March 3, 1887. 



To comply with a new Post Office requirement, when 

 writing to Hobticui-ture, please use the following form: 



HORTICULTURE, 78 DeToiuhire Street, Borton 9, Ma«». 



The city of Boston Is divided into districts, and each dis- 

 trict is numbered. It you will observe the number allotted 

 to HowicuLTUEE, It will facilitate the delivery of mail to 

 this office. 



The members of the trade in England are 

 Seeking gradually getting together on the matter of 

 Publicity cooperative advertising for the good of the 



entire horticultural industry. They have care- 

 fully followed the advertising campaign of the S. A. F. in 

 this country and have received both inspiration and prac- 

 tical information as a result. Certainly the pioneering of 

 the S. A. F. in this line is bearing fruit beyond what even 

 the originators of the movement expected. In England, 

 though, there seems to be a disposition to unify all of the 

 different horticultural interests, florists, seedsmen and 

 nurserymen cooperating to make a campaign of great pro- 

 portions. It seems to be realized that anything which 

 leads people in general to make freer use of flowers, grow- 

 ing plants, fertilizers or even garden tools serves a p>ir- 

 pose in encouraging horticultural work. 



It may be that something of the sort will eventually 

 develop in America. In the past year or two the American 

 Nurserymen's Association has been tarrying on a success- 

 ful campaign although on not nearly so large a scale as 

 the S. A. F. Now the Seedsmen's Association is entering 

 upon a similar campaign. Even if there is no general con- 

 solidation of effort, which might not be wise at present, it 

 is easy to see that a certain coordination and cooperation 

 will be advisable, if not actually imperative as the years 

 go on. 



Those people who thought that at the close of 

 Woman's the war women would cease to display any 

 Work great interest in garden and farm work have 

 missed their guess. Though the actual neces- 

 sity for the assistance of women in the fields may have 

 passed (and the question is — has it?), yet women have 



showed little disposition to throw down the hoe or the 

 spade and return to the gentler arts. There are many 

 more women in commercial lines than before the war, and 

 if the present scarcity of male help continues. It is not 

 improbable that they will appear in larger numbers in 

 florists' establishments, where the work is not too heavy. 

 In any event, women garden makers have come to con- 

 stitute a very important group in this country, and the 

 horticultural Interests in. all branches are beginning to ap- 

 preciate this fact. If It is desired to work up a sentiment 

 for any special line of endeavor, or to get a quick response 

 in order to meet an emergency, the women's garden clubs 

 are thought of first of all. The Woman's National Garden 

 Association is rapidly coming to be a power in the horti- 

 cultural world, and branches of this organization are 

 rapidly being formed throughout the country. This very 

 month, on March 22-23, a meeting of the Mld-'Westem 

 Branch will be held at Chicago, and at that time many 

 matters of interest not only to women garden makers but 

 to every gardener will probably come up for discussion, 

 among them perhaps the actions of the Federal Horticul- 

 tural Board at Washington, which have not met the ap- 

 proval of the women's associations in all particulars. 



According to one of the English papers the 



Advertising idea of co-operative advertising among the 

 horticulturists of Great Britain has been 

 shelved for lack of adequate support. The arguments were 

 that everybody was full of orders and short of stock. Ac- 

 cordingly the majority of those in the trade thought that it 

 was foolish to waste money in advertising when they could 

 sell all the stuff they had. This, however, is a very short- 

 sighted policy, although one which is sometimes favored in 

 some quarters in United States. As a writer in the Horti- 

 culture Trade Journal expresses it: 



"A co-operative advertising scheme is not capable of 

 yielding immediate results which might be felt throughout 

 the trade. Its object would be to awaken and develop wide- 

 spread interest in gardening so that instead of there being 

 a falling off a year or two hence, there may be steady and 

 sustained progress. To wait until a slack time sets in and 

 then start advertising is not so sound a policy as it may 

 appear on the surface." 



This is an excellent statement of facts. In other lines 

 some concerns make a point of advertising heavily at all 

 times when they are carrying all the business they can 

 swing. They have an eye to the future and know that al- 

 most invariably the tide will presently run in the opposite 

 direction. Then the value of their advertising campaign 

 will be seen. Many florists are just beginning to realize 

 that the advertising which brings immediate returns, as 

 can be determined by keyed advertisements, is not the 

 most valuable in the long run. It is the kind of advertis- 

 ing which makes a firm's name so indelibly impressed on 

 the minds of the buyers that they turn to it with their 

 orders as a matter of course. 



We are glad that the various horticultural interests in 

 -America are going on with their carefully arranged plans 

 for awakening a wider appreciation of plants and flowers 

 on the part of the public. This will inevitably lead to a 

 greater use of plant materials, with a consequent freer buy- 

 ing. The result will be to the advantage of the seedsmen, 

 nurserymen, florists, and even the makers of garden imple- 

 ments. Only one element seems lacking, and that is a co- 

 ordination of the different campaigns which would prevent 

 overlapping or waste. It seems possible and feasible to 

 have some kind of a joint committee representing the dif- 

 ferent organizations which have started campaigns of 

 publicity. 



