18 



The Florists^ Review 



OCTOBBB 25, 1917. 



THE WHISKERS— AND THE MAN. 



When in the course of huiiiau events 

 the boy readies manliood, one of the 

 most significant indications of his new 

 state is his desire to grow whiskers, 

 or rather not to interfere with nature's 

 work in that direction. In the course 

 of time whiskers either become a hab- 

 it and are not minded, or tlie wearer 

 decides tliat lie has lived in retirement 

 long enougli, and once more allows the 

 ]iublic to see what he really looks like. 



In the aceomjianying illustration is 

 ])resented 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 now 

 he greets his friends in his true light; 

 that is, minus the shrubbery. He moves 

 so rapidly and has so many interests, 

 nut all of which are selfish, that per- 

 haps he had to remove what the wind 

 once blew through because they im- 

 peded his progress. 



This ])ortrait is of a man who is 

 doing much for the retail florists, being 

 one himself. He ])erforms the secre- 

 tarial duties of one of the trade's fore- 

 most organizations, and has performed 

 so s])lendidly 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 miglit wish. In pushing 



along his own organization, he some- 

 times projects an idea, the effect of 

 which is not unlike that 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 Asso- 

 ciation, 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. 



^ THRESHING IT OUT 



r^it?TtitTrtitTrti>yrtirrrtirrstirr^ii>7TtirA-tirrrtit7Tfit7Ttirra 



A SHARP STICK. 



Its Bearing on S, A. F. Advertising. 



Scpiiift iini's it's <;()od to h;i\t' sdim'oiie 

 get lifter us with a sharp stick. 



^'(■sterd;^y I had one usetl on nie. It 

 woriu'd so well that I am going to pass 

 it j)leas.antly along to you. 



It liai)pened this way. Joe Shelly and 

 I are chuins. He Ixurows my r.'ike ami 

 I swipe his wheolliarrow. Yesterday he 

 came back from a .l.tMlD-niile western 

 trip lookiii : chirk and ha|i])y. .Just nat- 

 urally I said, ''Well. ,l()f. Iiiiw .lid Vdu 

 find business.''' 



' ' Hy going ■•it'tcr it,'' lu' rc|iliecl. 



His reply kind of inicked iiic at lii'st. 

 But tiiis inoniiiig. when I was thinking it 

 over again. 1 liecanie coiix inceil that it 

 is a liist-<dass rule for business getting. 

 It made nie think about the big busi- 

 ness-getting advertising and ]iiildicity 

 campaign tliat the S. A. V. is engineer- 

 ing. 



Then 1 got to thinking of how some 

 people do not get after business until 

 some other business gets after tlieni. 

 There are the candy business and the 

 fruit business, for example; they are 

 trying to get ;ill the dollars they can 

 away from the liower shojis. 



Must Meet Competition. 



Do not tell me that the thousands of 

 dollars that are being spent in big 

 candy a<lvertiseiiients in the Saturday 

 p]vening Post are not making a lot of 

 the voiing chaiis buv more and more 

 candy for their girls. If they buy more 

 candy, it's only natural that they buy 

 less llowers. That is why we need your 

 money for the S. A. F. national adver 

 tising. 



AthI wliat a mistaken idea it is to semi 

 fiuit to t'liriids lea\ iiig (ni a xoy.'ige! 

 \N'iiat good is it to most of them, when 

 they ;tn' so seasick tluy can't eat boiled 

 water, let alone Iiiiit .' How (dieering 

 aiiij alua\s delight I'lil aie llowers, to 

 the si(k and well alike! Jiut the fruit 

 man is getting some ot' your luisiiu^ss, 

 aiiij is ydiiig to get more. 



That's \\\\\ we need inoui'v t'oi' the 

 .'^. A. F. national ad\ t'rtisiiig. 



'I'tieii tliere are some societies aiicj or 

 gani/at ions that lia\e made rules 

 against llowers in geiuMal or some one 

 in particulai. 



War times will cause more id' it 1i:an 

 ever. 



That's why we nee.l money for the 

 S, A. F. national ailvertising; 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 neiglil)or to get 

 his neighbor, before you know it that 

 .^50,000 needed will be raised. 



The candv advertisements ami the 



Before Pochelon Abandoned Camouflage. 



I'liiit ad\crt isemeiit s ;ire the sli.arp 

 sti(dss tliat aie alter yon. (iet at'ter 

 tliem li\- putting \our doil.ars into tlie 

 ■■idxcrt ising of the S. .\. I", n.at ioii;i I 

 camp.'iign. I.. W. t '. Tut liill. 



THE NATIONAL SLOGAN. 



I II behalf of the |inMicity committee>- 

 <<f the S. A. F. ami the ^reat mo\iiiieiit 

 now on foot to nationally adxfitise llou 

 ers, ;ind with the knowledge tli.at \\f 

 trade press at all times is willing to co 

 operate and assist conimitt<'es who .are 

 working gratuitously for the cause, J 

 wish you would ask the trade at larg(\ 

 through the columns (d' The i,'e\iew, to 

 use the slogan endorsed by the commit 

 tees and adopted \>y the society, whicli 

 is. "'Send i'loweis .\lwa\'s a 'iood 



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

 tising literature, billboards, displays, 

 etc., as ])ossible. It is our desire to 

 have this phrase become known to all 

 throughout the Fiiited States and Can- 

 ada. Tlie publicity thus secured will 

 aid materially in making effective the 

 iidvertising which will bo done in the 

 national magazines. 



The importance of this can lie seen 

 immediately, and it is hojied that sta- 

 tionery, tags, letterheads, envelopes and 

 flower boxes will, in the future, blaze 

 with the slogan, ''Send Flowers — Al- 

 ways a Good Idea." 



Oeorge Asmus, (,'liairnian. 



S. A. F. PUBLICITY CAMPAIGN. 



Additional Subscriptions. 



C;hairman George Asmus, of the 



finance committee, rejiorts the following 



additional subscriptions: 



By Kiiiil Schloss. New Vorlc: 



Kccd iV Keller (aiiiuiall.v for four 



yens! ••? 50.00 



Florists' 'I cIcKrnpli Kclivcry (S. A. 

 F. iip|in>i>riiitioii to F. T. I), for puli- 



licity, I'.tl-) 1,000.00 



riiilip nniliiicycr (uccount auction 

 rocliltiiMim Itros. Co.. picture at 



Del roil) l.->0.0() 



W. .1. rainier (account auction I'oelil- 



inaiui Itros. Co., picture at lletroil). 150.00 



Caul .M. Ulni, I!atli, .Me. (annually f'T 



four years) 2.">.00 



Total .'fl.iiTS.OO 



New York Committees. 



The following committees have been 

 appointed for New York and vicinity 

 in connection with the national public- 

 ity camjiaign lor flowers: 



.Max Scliliii;:. jreiieral clinirman. 



Ket.iil Ilivision, .New York — (ieorge K. M. 

 Stunipp. cliairni.iii ; .\lex. Warendorff. Clias. H. 

 liiouM. A. T. Ilunyaril, A. Kottmiller, Uolit. 

 Koeliue, J. 1!. Nuj-'ent and Ia'o Klein. 



liionklyn District— W. .\. I'liillips. ehainnan; 

 i;. Ilaille.louze. U. V,. \\ilson. Hiiko Jaliii. \V. 11. 

 Kueliler. Ceort,'-' 11. I'.lake. (M'orKc Scott, Anton 

 Scliiiltlieis and Uoliert .Maeiiner. 



W liolesale Coinniissiiui Itisision — Cliarlps 

 Scheiick, chairman; II. K. Froineiit. .loliii 1{ 

 Kerv.in. P. F. Kessler, W. F. Sheridan. II. C. 

 Itiedel, I'.nil \. Itij-'o. .loseph S. Feiirich, 1". I'. 

 Ul^lly. William (1. i'.adKlcy and William Kessler. 



(irowcrs' Division --.\. I.. Miller, (hairman, 

 I', i:. I'iers.tri, II. C |)re.\er. I'eter I'.euerleiu. 

 Henry Weston. \V. 11. Siehreclil. Louis Dujuiy. 

 I. .S. Ileii.lrick-ou, Arnold I'.uchholz, John 

 Schneider. IJ. J'. I'.iown and \'. S. Dorval. 



Allied Trades Division Kinil Schloss, chair- 

 man; \V. .N. Iteed. Sydney Wcrtlieiiner, I'liilip 

 Cox, W^ n. C.hh, lleher Ware. K. C. Vick. .1. M, 

 .MiUMchard. 1!. .1. Iiuln, Oscar I, ion ami C. H. 

 Allender. 



Seed Traile liivision II Lanteler. (diairman; 

 W. A. Siierliiif:. A. I Don. \V. K. .Marshall. 



