December 14, 191G. 



The FloriSsts^ Review 



29 



Santa Claus as a Florist's Delivery Messenger— Note the Roping and Red Wreaths on the Truck. 



Naturally, then, the large numbers of 

 people who go to the movies offer a 

 field for publicity which has not been 

 overlooked. To meet the interest of 

 every individual, there is not only high 

 class drama and good comedy, but up- 

 to-the-minute news pictorials of events 

 throughout the world, and a great deal 

 of attention has been paid to lantern 

 slide advertising. 



Florists who have tried this method 

 of obtaining publicity quickly found 

 that there was a great deal of difference 

 in the results produced by different 

 slides; that the selection of the slides 

 was, in fact, scarcely less important 

 than selecting a movie theater patron- 

 ized by the right class of people. 



To begin with, careful thought 

 should be given the matter of framing 

 the appeal so that the instantaneous ef- 

 fect on the movie patron will be a re- 

 solve to buy. Slide manufacturers have 

 devoted much care to the work of pre- 

 paring copy and layouts and their ar- 

 tists have learned to put the last de- 

 gree of legibility and distinctiveness 

 into the hand-lettering. The copy pre- 

 pared, a photographic negative is de- 

 veloped and proved before the positive 

 is made. The smallest possible flaw 

 would mean starting over with a new 

 negative. The positive is inspected in 

 the dark room under a strong white 

 light, and it is not "passed" unless 

 flawless. The coloring must be done by 

 people who understand color values and 

 the exact effects produced by the va- 

 rious conditions which may govern the 

 projection of the slides. The name to 

 be filled in should be accurately printed 

 on a press and the crystalloid strip se- 

 curely fastened between the slide and 

 the cover plate. All suggestion of patch 

 work thus is eliminated. These points 

 all have a direct and important bear- 

 ing on the way slides are received by 

 the public. 



When ordering slides it is well to get 

 a set made, for different occasions, so 

 that they may be changed frequently. 

 The same slide should not be shown 

 more than one week, for it will have 

 ordinarily been seen by every patron of 

 the theater in that time. 



sociation has begun the publicity cam- 

 paign provided for at the recent meet- 

 ing in Chicago. The first step has been 

 to provide the members with a large 

 display card for use in their stores and 

 show windows. This is the beginning 

 of an effort to let the public know of 

 the facilities for the delivery of flow- 

 ers at a distance. Heretofore such ef- 

 forts have been entirely of individual 

 character; hereafter they are to be di- 

 rected by Secretary Pochelon with the 

 aid of an advisory committee of the 

 association's members. This is ex- 

 pected to result in concerted and effec- 

 tive work to popularize the service 

 with the public. It should have the 

 aid and encouragement of all florists, 

 growers as well as retailers, whether 

 members of the association or not, be- 

 cause every telegraph delivery order is 

 just that much clear gain to the trade — 

 it calls for flowers which otherwise 

 would have to find some other sale. 



This is the eighth award of this medal 

 made by the society in recognition of 

 eminent service in the advancement of 

 horticulture. Previous awards have 

 been made to Prof. C. S. Sargent, of the 

 Arnold Arboretum; Jackson T. Daw- 

 son; Victor Lemoine, of Nancy, France; 

 Michael H. Walsh, the rose specialist of 

 Woods Hole, mass.; the park commis- 

 sion of Rochester, N. Y.; Sir Harry J. 

 Veitch, of London, and Ernest H. Wil- 

 son, of Jamaica Plain, Mass. 



THE WHITE MEDAL. 



The trustees of the Massachusetts 

 Horticultural Society have awarded the 

 George Robert White medal of honor 

 for the year 1916 to William Robinson, 

 of Gravetye Manor, Sussex, England. 



BEOONIAS OFF SHADE. 



I am enclosing some leaves of a be 

 gonia, the name of which I do not 

 know. I would like to know why it 

 grows off shade. The begonia was 

 grown in a night temperature of 50 de- 

 grees, sometimes a little lower, and 70 

 to 80 degrees was maintained in the 

 daytime. The plants seem to grow 

 spimlly. The soil is a good mixture, 

 such as used for roses. 



R. E. L.— Mass. 



The variety is Begonia maculata, or 

 B. argyrostigma. With this variety it 

 is usual for a certain proportion of the 

 leaves to come spotted and others to re- 

 main green. C. W. 



TEACHING THE PUBLIC. 



Tk« Florists' Telegraph Delivery As- 



How the Florists' Telegraph Delivery Association isJEducating the PubUc. 



