n 



The Florists* Review 



NOVIMBIB 1, 1917. 



i 



"Give Thfem the Credit- 

 They Had the Real Nerve" 







^ 



YESTERDAY, I lunched with a 

 New Yorker who stands at 

 the head of one of the biggest 

 advertising propositions in the 

 country. A business in which the 

 contract of one customer alone, calls 

 for over two million dollars' worth 

 of advertising for 1918. Think of it 

 —two million dollars ! 



1 told him about the splendid 

 S. A. F. advertising plan, and what 

 it aims to do, and would do. He at 

 once saw its tremendous possibili- 

 ties. 



In the course of the conversation, 

 mentioned the courageous work the 

 Chicago Club had done in their 

 Mothers' Day advertising of last 

 Spring. 



Promptly, he declared that "it 

 was their trail-blazing work thati. 

 made the S. A. F. action possible 

 this year." "Give them the credit, 

 they had the nerve." "It sped the 

 S. A. F. up." "It hastened the 

 action, years." 



"Surely," he said, "if one Club, 

 in one City of this vast country of 

 ours, can get together over a thous- 

 and dollars aud buy a page in a big 

 national weekly, to exploit Mothers' 

 Day in a big, broad-minded, unself- 

 ish way ; what cannot a national 

 society do with the thousands of 

 dollars at their command?" 



If there are any skeptics among 



you, as to the success of the pro- 

 posed S. A. F. Publicity and Adver- 

 tising, listen to this : 



In a report of fifty co-operative 

 advertising campaigns of a nature 

 similar to the S. A. F., these facts 

 are on record. 



40 of them have been running 

 five years. 



5 of them, three years. 5 for 

 two years. 



Each year each one has in- 

 creased its expenditures. 



one of them started on less 



than $25,000. 

 All of them are now sifend- 



ing over $100,000. 

 Several of them spend one 



quarter of a million. 



The point then is, if the Chicago 

 Club had the nerve to do what they 

 did all by themselves, where is your 

 nerve, that you hesitate a minute 

 to give freely to the S. A. F. fund, 

 when such men as George Asmus, 

 Wallace Pierson, F.L.Atkins, Her- 

 man P. Knoble and John Young, 

 of the Finance Committee, and W. 

 F. Therkildson, of the Publicity 

 Committee, are at the helm? 



Get out that little old wallet of 

 yours and unwind the string, and 

 lay down some real money. 



Don't wait until someone digs 

 you in your ribs before you dig into 

 your pocket. 



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joid^GBttfPhaanC. 



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