Fhbkuaky 15, 1917. 



The Florists^ Review 



19 



New Range of the Rowe Floral Co., Houses Each 36 x 300, at Kirkwood, Mo. 



stamps and 82,000 posterettes had been 

 sold up to that date. The sale showed 

 a profit to the club, which will be used 

 for future work in publicity. Because 

 of the excellent results obtained from 

 this experiment, it was decided that a 

 committee be designated to do publicity 

 work of a similar nature for Easter. 

 The same men were appointed. 



August Poehlmann stated that all the 

 bills for the Grand Floral Festival had 

 been paid and that there remained in 

 the treasury a balance of $80. 



"Sentiment and Flowers." 



Ella Grant Wilson spoke on "Senti- 

 ment as Applied to Publicity for Flow- 

 ers" as employed in her work in Cleve- 

 land. She reminded those present that 

 the florists' business is the only business 

 in the world which rests wholly on senti- 

 ment; that florists have used love, the 

 greatest force in the world, and com- 

 mercialized it. This fact was appre- 

 ciated by the Cleveland Florists' Club 

 and it decided to combine this sentiment 

 with the publicity. The club decided 

 to raise a fund for community adver- 

 tising which would be absolutely im- 

 personal. This was done and she was 

 appointed to write articles on flowers 

 for the Cleveland papers. Mrs. Wilson 

 illustrated her talk with many clippings 

 from Cleveland papers which had pre- 

 viously been arranged about the room 

 and which showed the manner in which 

 she went about her work. This ma- 

 terial, she said, was furnished to the 

 papers with no charge to them. 



Increasing Buyers. 



James H. Burdett, who has been press 

 agent for nearly all the flower shows at 

 the Coliseum, next spoke on "The Op- 

 portunity of Increasing the Number of 

 Flower Buyers by Publicity." Mr. 

 Burdett pointed out that this is an age 

 of publicity. "Fifteen years ago," he 

 said, "nobody knew automobiles or 

 phonographs, but florists were already 

 prosperous. Those industries grew up 

 by the employment of publicity, and 

 today what does the average famUy 

 spend more on, phonograph records or 

 flowers? There is only a certain 

 amount of money to be spent for other 

 than the necessities of life, and luxuries 

 are first to suffer in times of stringency. 

 Automobiles have outstripped carriages, 

 phonographs, pianos. It would be 

 strange if artificial flowers should out- 

 strip the natural product, but the only 

 certain way to oppose this is by pub- 

 licity. Publicity serves two ends: It 

 gets new business and helps retain the 

 present; it therefore must be looked 

 upon as a kind of investment, for 

 once teach a man to buy flowers and 

 he will continue to do so for the rest 

 of hisUfe." 



Royce Eckstone, a Chicago advertis- 



ing man, spoke on advertising, that is, 

 the use of paid space. He pointed out 

 that all national organizations adver- 

 tise to protect their industries. He 

 said that advertisements must bo run 

 in the papers if general publicity is to 

 be successful and that such copy should 

 be written to prove flowers are a neces- 

 sity, not a luxury, and also that it should 

 be aimed at artificial flowers. 



Other Speakers. 



Mr. Malvin, of Cleveland, added a 

 few words to what had already been 

 said of the good the publicity in Cleve- 

 land papers had done florists of that 

 city. 



Vice-president Klingsporn, in speak- 

 ing of the express service, said that in 

 New York and Philadelphia the florists 

 had reminded the express companies 

 that florists ship all the year around 

 and that because of this they are en- 

 titled to more consideration than those 

 who ship only at Christmas. The ex- 

 press companies replied by providing 

 special space on all platforms for cut 

 flowers and giving same preference over 

 other merchandise. Mr. Klingsporn 

 said he thinks that if the proposition 

 were put to the express ofiicials here, 

 they would be willing to do likewise. 



Poehlmann Bros. Co. exhibited a col- 

 lection of cattleyas and phalsenopsis, 

 for which the thanks of the club were 

 extended. 



AT NEW YORK. 



Convention Committees. 



Notwithstanding a zero temperature, 

 over 100 were in attendance at the Flo- 



rists ' Club meeting, February 12. Presi- 

 dent Stumpp appointed the following 

 committees for S. A. F. Convention ar- 

 rangements: 



Executive Committee — G. E. M. Stumpp, chair- 

 man; F. K. Picrson, P. IJ. lligby, E. C. Vlck 

 C. W. Scott, F. H. Trnendly, A. L. Miller, W. 

 F. Sheridan, J. R. Kervan, T. B. de Forrest, 

 J. G. Esler. 



Ways and Means Committee — F. R. Pierson, 

 rhairinan; Patrick O'Mara, A. L. Miller, J. B. 

 Deamud, T. A^ Havenieyer. W. A, Miuida, 

 Wallace R. Pierson, W. R. Cobb, G. W. Scott, 

 P. H. Traendly, John Canning, P. \V. Popp, E. 

 C. Vick, Julius Roehrs, Robert Simpson, Fred. 

 Atkins, Chas. Weathered, A. B. Burns, Jr., B. 

 Dailledouze, A. Lee Don, C. H. Totty, R. T. 

 Brown. 



Entertainment Committee — A. L. Miller, chair- 

 man; Chas. Schenck, Jos. A. Manda, Emll 

 Schloss, J. G. Esler, Philip Cox, Michael Paly, 

 Wm. Reed. P. J. Smith, J. B. Nugent, G. R. 

 Allender, AV. D. Badgley. 



Ladies' Entertainment Committee — Phil Kess- 

 ler, Jos. Fenrich, A. Kottmiller, Jos. Leikens, 

 Ed Sceery. 



Reception Committee — P. B. Rlgby, chairman; 

 C. H. Totty, Roman J. Irwin, W. F. Sheridan, 

 Ij. Dupuy, A. Schulthels, Jasper R. Lewis, A. 

 T. DeLaMare, H. Bunyard, W. II. Duckham, R. 

 Warendorff, F. L. Atkins, P. Ouwerkerk, J. K. 

 Allen, Chas. Brown. 



Hotel Committee — Chas. Brown, chairman; 

 Robt. Koehne, A. M. Henshaw, (J. W. Crawbuck, 

 F. W. Armltage, W. A. Sperling, W. F. Sheri- 

 dan. 



Advertising and Publicity Committee — E. 0. 

 Vlck, chairman; J. Harrison Dick, J. N. I'epper, 

 Jos. J. Lane. 



Decorating Committee — J. R. Kervan, chair- 

 man; Jas. McManus, Leo Klein, Peter Gerlald, 

 Louis Hanfling, Jr., H. C. Riedel. 



Sports Committee — G. W. Scott, chairman; A. 

 Buchholz, P. Jacobson, W. P. Ford, John 

 Miesem, R. J. Irwin, J. Fenrich. 



Souvenir Program Committee — Thos. Boothe 

 de Forrest, chairman; Geo. Uildenl)rand, Wm. Mc- 

 Collum, Leonard Barron, L. C. W. Tiithill. 



President's Reception Committee — F. H. 

 Traendly, chairman; P. R. Pierson, P. O'Mara, 

 E. Dailledouze, T. Roland. 



Transportation Committee — J. G. Esler, chair- 

 man; W. E. Maynard, H. B. Froment, J. Austin 

 Shaw. 



Miscellaneous Business. 



Reports of the flower show committee, 

 by Messrs. Weathered, Young and Iler- 



One of the New Houses of the Rowe Floral Co., Kirkwood, Mo. 



