12 



The Florists' Review 



September 27, 1917. 



ing these "reasons why" in a window 

 is perhaps no easy task, but it is safe 

 to say that such a display would make 

 a greater appeal — an appeal that counts 

 — than a window that is merely pretty 

 to look upon. 



Advertising the opening is just as im- 

 portant as the decoration of the store, 

 because no matter how attractive or 

 how sales-compelling the store and win- 

 dow displays are, they have no value 

 xinless the public can be brought to see 

 them. Newspaper announcements are 

 good, providing they are of the type 

 that will make the reader desire to visit 

 the store. Cards sent to customers of 

 the store make a personal appeal, par- 

 ticularly if the idea is conveyed that 

 the recipient is singled out as one who 

 will undoubtedly enjoy what the florist 

 has to show, and that the display is 

 made especially for him and others who 

 are known to be lovers of flowers. The 

 psychology of this is that we all like 

 to be told that we have fine tastes, 

 whether it be for clothes or flowers — 

 the vanity that is in nearly all humans 

 is flattered. ' 



An Appeal to the Ego. 



A card bearing some such invitation 

 as this would prove effective: 



' ' Knowing that you are among those 

 who appreciate the beauty of flowers, 

 I am sure that you will enjoy the un- 

 usual display of seasonable flowers and 

 plants to be shown at my store Novem- 

 ber and . This invitation in- 

 cludes not only yourself, but those of 

 your friends whom you may wish to 

 bring with you." 



There is the announcement of the 

 opening, the subtle flattery that we all 

 like, and the suggestion that he act as 

 host to his friends on an occasion that 

 will bring him and them pleasure, and, 

 best of all, it is short. Brevity is said 



to be the soul of wit; it is the heart and 

 soul of advertising. 



A fall opening is designed to show 

 customers and possible customers what 

 the retailer has for sale. Department 

 stores and specialty stores — the milli- 

 ner, the hatter, the clothier, and the rest 

 of the merchandisers — all discovered 

 some years ago tliat this formal method 

 of announcing the coming of a new sea- 

 son was profitable. 



Miss Columbia in Flowers. 



Eecently the retail establishments of 

 San Francisco had their fall openings 

 simultaneously. Nearly every estab- 

 lishment in that city joined in the move 

 to acquaint the people with the fact 

 that a new season had arrived. Much 

 time was expended on window displays 

 to advertise the new season, and not 

 the least attractive of these windows 

 was that of MacKorie & McLaren, 

 which is shown in the illustration on 

 the preceding page. Here the patriotic 

 idea was used, but it was done in a dig- 

 nified manner, there being nothing 

 about the display that could be con- 

 strued as commercializing patriotism. 

 Columbia garbed in flowers was the 

 chief feature, but the flag-draped copy 

 of the national anthem also was a telling 

 touch. The window attracted much at- 

 tention and brought many complimen- 

 tary opinions from the San Francisco 

 people. 



A new season has arrived for the flo- 

 rist. Unconsciously the flower buyers 

 observe that season, hence the increase 

 in sales. An exhibition of flowers and 

 plants, and the many accessories that 

 enhance the beauty of the flowers, will 

 not only be a signal to the public that 

 the flower-buying season has opened, 

 but will recreate the desire to patronize 

 the flower stores, which was lost about 

 the time Nature had her "opening. " 



' MI}^i|iLL^I*>!^t|tA^liU*l^yj|tLLt|iy^|tL!JI^L^ 



THE DAHLIA MEETING 



AMERICAN DAHLIA SOCIETY. 



Holds Third Annual Meeting. 



The tliird annual meeting of the 

 American Dahlia Society was held at 

 New York September 25, the forty mem- 

 bers present being so well pleased \Vith 

 the way its affairs have been handled 

 tliat the officers were reelected, as fol- 

 lows: 



President — R. Vincent, Jr., White 

 Marsh, Md. 



Secretary — J. H. Dick, New York. 



Treasurer — F. R. Austin, Tuckerton, 

 N. J. 



The reports of officers were so satis- 

 factory that a subscription of $100 for 

 a Liberty bond was ordered. 



President Is Pleased. 



At the annual l)usiness meeting Presi- 

 dent Vincent presented a report in 

 which he said in part: 



"We aim to get everyone that has a 

 garden and plants flowers interested in 

 growing a few plants of the newer and 

 more beautiful types of dahlias, know- 

 ing that if they once do, and anything 

 like a reasonable success crowns their 

 efforts, tliey will continue to be lovers 



of this lovely flower tlie rest of their 

 days, and will soon become members of 

 the American Dahlia Society, cooperat- 

 ing with us and lielping us to get other 

 new members. 



"The last year has shown an increase 

 in membership, not the number we ex- 

 pected, but sliowing the ever-increasing 

 interest in the dahlia; our making a 

 straight membership fee seems to have 

 worked successfully. Our quarterly bul- 

 letin is doing a great w rk. 



"We are still short of the number of 

 S. A. F. members wliich we hoped to 

 obtain, and if we could have accom- 

 jilislied tliis it would have given us a 

 standing on the board of the mother 

 society equal to the Rose Society and 

 tlie Carnation Society. Let us strive 

 earnestly during the coming year to 

 accomplisli this, as in doing tliis we will 

 liolp build up the Society of American 

 Florists, as well as our own, to that 

 ]ioint which we hope to see reached by 

 every horticultural organization. 



"We certainly must not curtail the 

 number of types of dahlias, but rather 

 encourage them, as we know not what 

 the future has in store for the dahlia 

 lover. What is wanted is to reduce, to 

 a certain extent, tlie indifferent varie- 



ties that already exist. We also think 

 our nomenclature committee ought to 

 pass on new varieties carefully before 

 the premiums or certificates are given, 

 as this is sometimes the cause of dupli- 

 cation of varieties. 



"There has been some criticism re- 

 garding the classification as adopted by 

 our society, with the different types 

 running into one another. We realize 

 that the committee has a difficult task, 

 and no doubt as the years go by there 

 will be more problems for them to solve. 

 The thanks of the society ought to be 

 given to the nomenclature committee 

 for its untiring work and energy in sep- 

 arating classes and naming varieties, 

 and it is my sincere wish that the same 

 members of the committee be retained, 

 as they thoroughlj^ understand the work 

 that has been placed before them." 



Secretary's Report. 



"The year has been one of consider- 

 able activity," reported Secretary Dick, 

 "although no new features have been 

 added to the society's program. Tiie 

 number of members on our books at the 

 end of the present financial year is 273. 

 Our bank balance shows an increase 

 over last year of $216, the total balance 

 being $466.15. 



"Arrangements have been made to 

 Iiold an exhibition in conjunction with 

 the Massachusetts Horticultural Society 

 at Boston in September, 1918. 



"Although the season has been a 

 checkered one from tUe point of view 

 of the cultivation of dahlias, the secre- 

 tary can report most emphatically and 

 enthusiastically of the wonderful inter- 

 est at present evident in regard to 

 dahlias, and can speak with the great- 

 est encouragement as to the progress 

 the flower is making, both as an orna- 

 mental cut flower and for garden deco- 

 rative purposes." 



St. Paul Trials. 



Prof. Le Roy Cady, of St. Paul, re- 

 ported that ' ' owing to illness early in 

 the year, no special effort was made to 

 bring in new lots of dahlias for the 

 trials. The season of 1916 was unusu- 

 ally poor and the tubers made only a 

 little growth, in many cases not enough 

 growth to carry them through the win- 

 ter, so that there was considerable loss 

 of varieties. As many as were brought 

 through the winter were planted in good 

 season in well-prepared land. A few of 

 those planted did not have vitality 

 enougli to come out of the ground, but 

 scmewliere between 400 and 500 plants 

 started nicely and made good growth 

 until struck by dry weatlier during the 

 last of July and August. Many of the 

 ])lants have been stunted owing to 

 drought. A frost September 10 injured 

 tlie foliage on part of the plants, but 

 most of them withstood the frost and 

 are sending out new growth and in 

 many cases blossoming nicely at this 

 time. Another week or ten days of good 

 growing weather will give a fairly good 

 showing. This season has been unfavor- 

 able in some respects, although not quite 

 as bad as last year. I think it would be 

 desirable to continue the garden trials 

 of a good number of dahlias, as they 

 seem to create a good deal of interest. 

 If this meets with the favor of the offi- 

 cers of the society I will be glad to re- 

 ceive tubers, either late this fall or in 

 good time for planting next spring, of 

 anv dcsira1)le varieties." 



