18 



The Florists^ Review 



OCTOBIB 25, 1917. 



THB whiskers— AKIJ 'BEEB MAIf; 



, When in the course of human events 

 tljie boy reaches manhoop^, one of the 

 niot1( significant indicatic^fts of his new 

 statA-, is his desire to grow whiskers, 

 or fathet not to interfere ^ith nature's 

 work in that direction. In the course 

 of tj.me whiskers eithe^ become a hab- 

 it And are not minded, or the wearer ' 

 discldi^s that he has lived in retirement 

 lomi ^pugh,' a^d once more allows the 

 puUie ^<k see what he really looks like. 

 Xn "iha accompanying illustration is 

 ptresented the portrait, taken some 

 twenty years ago, of a man whose name 

 is known to almost everyone in the 

 trade. Twenty years, however, have 



worn the edge off his modesty and nqw 

 he greets his friends in his true light; 

 that is, minus the shrubbery. He moves 

 so rapidly and has so many interests, 

 not all of which are selfish, t»hat per- 

 haps he had to remove what the wind 

 once blew through because they im- 

 peded his progress. 



This portrait is of a man who is 

 doing much for the retail florists, being 

 one himself. He performs the secre- 

 tarial duties of one of the trade's fore- 

 most organizations, and has performed 

 so splendidly that he will continue on 

 the job another year. Now and then, 

 too, he performs much more conspicu- 

 ously than some members of other trade 

 organizations might wish. In pushing 



along his own organization, he some- 

 times projects an idea, the effect of 

 which is not unlike th^t of those pro- 

 jectiles in common use in Europe. They 

 hit, explode and cause considerable ex- 

 citement in that immediate neighbor- 

 hood. 



Yes, you have guessed it— the por- 

 trait is that of Albert Pochelon, of De- 

 troit, secretary, present and future, of 

 the Florists' Telegraph Delivery Assor 

 elation. Perhaps Mr. Pochelon does 

 not remember having had the picture 

 taken; perhaps he has forgotten the 

 whiskers, but, little as it looks like him 

 now, and little as it does him justice, 

 the portrait shows him as he was a score 

 of years ago. 



nvzji&iyix 



s^ THRESHING IT OUT a^ 



r/»ir)rsviri«virrsvir«tir)«\irrs\ir)«vir)«vir«viri«vir«\ifi«ir^^ 



A SHABP STICK. 



Its Bearing on S. A. F. Advertising. 



Sometimes it's good to have someone 

 get after us with a sharp stick. 



Yesterday I had one used on me. It 

 worked so well that I am going to pass 

 it pleasantly along to you. 



It happened this way. Joe Shelly and 

 I are chums. He borrows my rake and 

 I swipe his wheelbarrow. Yesterday he 

 came back from a 5,000-mile western 

 trip looking chirk and happy. Just nat- 

 urally I said, ' ' Well, Joe, how did you 

 find business?" 



' * By going after it, ' ' he replied. 



His reply kind of pricked me at first. 

 But this morning, when I was thinking it 

 over again, I became convinced that it 

 is a first-class rule for business getting. 

 It made me think about the big busi- 

 ness-getting advertising and publicity 

 campaign that the S. A. F. is engineer- 

 ing. 



Then I got to thinking of how some 

 people do not get after business until 

 some other business gets after them. 

 There are the candy business and the 

 fruit business, for example; they are 

 trying to get all the dollars they can 

 away from the flower shops. 



Must Meet Competition. 



Do not tell me that the thousands of 

 dollars that are being spent in big 

 candy advertisements in the Saturday 

 Evening Post are not making a lot of 

 the young chaps buy more and more 

 candy for their girls. If they buy more 

 candy, it's only natural that they buy 

 less flowers. That is why we need your 

 money for the S. A. F. national adver- 

 tising. 



And what a mistaken idea it is to send 

 fruit to friends leaving on a voyage! 

 What good is it to most of them, when 

 they are so seasick they can 't eat boiled 

 water, let alone fruit? How cheering 

 and always delightful are flowers, to 

 the sick and well alike! But the fruit 

 man is getting some of your business, 

 and is going to get more. 



That's why we need money for the 

 S. A. F. national advertising. 



Then there are some societies and or- 

 ganizations that have made rules 

 against flowers in general or some one 

 in particular. 



War times will cause more of it than 

 ever. 



That's why we need money for the 

 S. A. F. national advertising; not next 

 year sometime, but right now. 



You chip in your dollars, and get 

 your neighbor to chip in his. Then if 

 your neighbor gets his neighbor to get 

 his neighbor, before you know it that 

 $50,000 needed will be raised. 



The candy advertisements and the 



Before Pochelon Abandoned Camouflage. 



fruit advertisements are the sharp 

 sticks that are after you. Get after 

 them by putting your dollars into the 

 advertising of the S. A. F. national 

 campaign. L. W. C. Tuthill. 



THE NATIONAL SLOGAN. 



In behalf of the publicity committees 

 of the S. A. F. and the great movement 

 now on foot to nationally advertise flow- 

 ers, and with the knowledge that the 

 trade press at all times is willing to eo 

 operate and assist committees who are 

 working gratuitously for the cause, I 

 wish you would ask the trade at large, 

 through the columns of The Review, to 

 use the slogan endorsed by the commit- 

 tees and adopted by the society, which 

 is, "Send Flowers — Always a Good 



Idea," in all or as much of its adver- 

 tising literature, billboards, displays, 

 etc., as possible. It is our desire to 

 have this phrase become known to all 

 throughout the United States and Can- 

 ada. The publicity thus secured will 

 aid materially in making effective the 

 advertising which will be done in the 

 national magazines. 



The importance of this can be seen 

 immediately, and it is hoped that sta- 

 tionery, tags, letterheads, envelopes and 

 flower boxes will, in the future, blaze 

 with the slogan, "Send Flowers — Al- 

 ways a Good Idea." 



George Asmus, Chairman. 



S. A. F. PUBLICITY CAMPAIGN. 



Additional Subscriptions. 



Chairman George Asmus, of the 



finance committee, reports the following 



additional subscriptions: 



By Emll Scliloss, New York: 



Reed & Keller (annually for four 



years) $ 50.00 



Florists' Telegraph Delivery (S. A. 

 F. appropriation to F. T. D. for pub- 

 licity, 1917) 1,000.00 



Philip Breitmeyer (account auction 

 Poehlmann Bros. Co., picture at 



Detroit) 150.00 



W. J. Palmer (account auction Poehl- 

 mann Bros. Co., picture at Detroit). 150.00 

 I'aul M. 01m, Bath, Me. (annually for 



four years) 25.00 



Total $1,375.00 



New York Committees. 



The following committees have been 

 appointed for New York and vicinity 

 in connection with the national public- 

 ity campaign for flowers: 



Max Schling, general chairman. 



Retail Division, New Yorlc — George E. M. 

 Stumpp, chairman; Alex. Warendorff, Chas. H. 

 Brown, A. T. Bunyard, A. Kottmiller, Robt. 

 Kochne, J. B. Nugent and Leo Klein. 



Brooklyn District — W. A. Phillips, chairman; 



E. Dailledouze, R. G. Wilson, Hugo Jahn. W. H. 

 Kuebler, George H. Blake, George Scott, Anton 

 Schultheis and Robert Maenner. 



Wholesale Commission Division — Charlei^ 

 Schenck, chairman; H. E. Froment, John R. 

 Kervan, P. F. Kessler, W. F. Slieridan, H. C. 

 Riedel, Paul A. Rigo, Joseph S. Fenrich. P. B. 

 Rigby. William G. Badgley and William Kessler. 



Growers' Division — A. L. Miller, chairman; 



F. R. Pierson, H. C. Dreyor, Peter Beuerlein, 

 Henry Weston, W. H. Siebrecht, Louis Dupuy, 

 L S. Hendrickson. Arnold Buchholz, John 

 Schneider, R. T. Brown and V. S. Dorval. 



Allied Trades Division— Emil Schloss, chair- 

 man; W. N. Reed. Sydney Wertheimer, Philip 

 Cox, W. R. Cobb. Heber Ware, E. C. Vick, J. M. 

 Morichard, R. J. Irwin, Oscar Lion and 0. H. 

 Allender. 



Seed Trade Division — H. Langeler, chairman; 

 W. A. Sperling, A. Lee Don, W. E. Marshall, 



