Fkbruaey 20, 1919. 



The Horists' Review 



51 



e^a p h JUclivci y^epegfteae 



Tbe florists whose cards appear on tbe paares carrying this bead, are prepared to fill orders 

 — ~— from other florists for local delivery on the usual basis. 



CHICAGO 



Send Your 

 Orders to.. 



William J. 



SMYTH 



Member Florists* Telegraph Delivery Association 3101 to 3109 Michigan Ave. 



CLEVELAND and 



EAST CLEVELAND, OHIO 



HAHN, The Florist, superior ave. 



Artistic Floral Work and Fresh Cut Flowers 

 Member F. T. D. 



PUBLICITY AND ADVERTISING. 



Many people ask what is the differ- 

 ciice between publicity and advertising. 

 Well, to simplify the answer, our pub- 

 licity campaign, featuring the slogan, 

 ' ' Say It with Flowers, ' ' spreading the 

 l>ropaganda for more general use of 

 llowers through national magazines, may 

 lio taken as an example of the right 

 kind of publicity. The advertising of 

 llowers, on the other hand, would be 

 (lone by local florists through news- 

 pa jiers by direct appeal, or by mention- 

 ing certain items which would attract 

 attention by specific description. Both 

 are essential for satisfactory results. 

 Xow, the florist who takes advantage of 

 the publicity campaign and then adver- 

 tises locally has a team working for 

 liini that is equal to the best twelve- 

 cylinder motor that has ever been in- 

 vented for producing twentieth-century 

 results. 



Of course, mere advertising, without 

 tlie essentials that go hand in hand with 

 it, would be like the best Fierce-Arrow 

 lar without gasoline. You would get no 

 action. But with motor power you can- 

 not help going and you might just as 

 well keep going while the going is good. 



Now, the idea back of good advertis- 

 ing is to create for yourself what every- 

 liody strives for but few get, namely, 

 1,'ood will. Once you get it, you hold it 

 liear. Good will is an asset that is 

 worth more than dollars and cents and 

 it must be earned by hard work and 

 iionest dealing and by giving the public 

 what you would like if you were the 

 • ither fellow. When once built up, it is 

 tlie greatest asset on earth, whether it 

 I'C in business or in private life. Strive 

 to make your business what you want it 

 to be and, once you get to the standard 

 you strive for, you will find it essential 

 to keep working harder than ever, in 

 "fder to "stay put," because the goal 

 ^\ill keej) going higher, unless you re- 

 lax. The greatest inspiration toward 

 'lie attainment of that goal for the flo- 

 ''ist today is advertising of a dignified 

 i<ind, making your messages so many 

 talking jdiotograph^ of tlie man behind 

 them, of his actions and his methods, for 

 ihese are factors in success. The days 

 "f competition are past. These are the 

 Inys of cooperation and your national 

 i'ublicitv campaign is a fine example of 

 file latter. 



It seems only yesterday that the sub- 

 if^ct of publicity at our convention in 

 New York was so forcibly presented. 

 Ilie listeners were so enthused that they 



SCHILLER'S 



TWO CHICAGO STORES 

 cover every part of city and suburbs 

 GEOKaE ASMUS, Mgr. 



4509 Broadway :: 2221 W. Madison St. 



Member MorlstB* Telegraph Delivery Ass'n. 



MILWAUKEE, WIS. 



LUBLINER 



ALWAYS READY 

 SEND US YOUR ORDER 



Phone Grand 3096 



225 Grand Avt. 



KENOSHA; WIS, 



L. TURNER & SONS 



FLORISTS 



352 Pabk Aventtk 



GREENHOUSES. GENEVA ROAD 



Members Florists' Telegraph Delivery 



Fort Atkinson, Wis. 



CLOUTE BROS., florists 

 PRAIRIE DU CHIEN, WIS. 



Center for quick deliveries to Northeastern Iowa 

 and Southwestern Wisconsin. 



THE DIAL GARDEN GREENHOUSE 



Civfi^n Kav Wic Neier-SchroederCo. 



Ul Wll Vay 9 n I». orders for Cut Flowers 

 and Designs delivered anywhere in WisconsiE 

 and Northern Michigan at right prices. 



LA CROSSE, WIS. 



La Crosse Floral Cn. ^JriS'* '"*?;„ 



were exuberant in tlioir desire to con- 

 tribute to the fund, as the result of a 

 fine demonstration by the speakers pres- 

 ent of the good a publicity campaign 

 can do. Those who were not present at 

 that meeting are beginning to enthuse 

 also. In a short time we shall have all 

 expressing the same spirit of coopera- 

 tion for the general good which will ulti- 

 mately result from our slogan, "Say It 

 with Flowers," circulated among 120,- 

 000,000 people in this country and Can- 

 ada. 



Boys! It's good business. Join. 

 Henry Penn, Chairman, 

 National Publicity Campaign. 



READING, PA. 



This is a city of 110,000 population, 

 largely well paid working people; there 

 are few in the population who could be 

 called wealthy. There are ten florisis, 

 each of whom is doing a first-class busi- 

 ness, principally funeral work. Tlie 



Milwaukee, Wis. 



J. M. FOX & SON 



437-39-41 Milwaukee Street 



Members Florists' Telegraph 

 Delivery Association 



GIMBELS 



F. T. D. MEMBERS 



Milwaukee, Wis. 



For WISCONSIN delivery of 



"Home-grown Flowers" 



GET IN TOUCH WITH 



J. E. MATTHEWSON 



SHEBOYGAN, WIS. 



Member Florists' Telegraph Delivery Ass'n. 



Mllwaukee,WiSs 



EDLEF8EN-LEIDIGER CO. 



419 MUwaukee Street 



Members Florists' Telegraph Delivery Abs'iu 



RACINE, WIS. 



^^'^ JT^irT^S^ol Member 

 Main St. % FLOWER > p^.D. 



\ SHOP ; 



RACINE and KENOSHA 



Operatlns: larcre Greenhoase 

 in both these Wisconsin cities 



P. N. QBBRTIN 



MADISON, WIS. 



RENTSGHLER FLORAL CO. ^?t!y'. 



death rate under ordinary circumstances 

 is ten to twelve per day, but it has been 

 considerablv higher this season. 



ROCHESTER, N. Y. 



The Market. 



Practically since the beginning of the 

 year business has not shown the activity 

 and spirit that are usually seen in the 

 flower trade in this city. For St. Valen- 

 tine's day, however, business became 

 more active. There was a good assort- 

 ment of bulbous stock, both in cut flow- 

 ers and potted arrangements. This stock 

 has sold well and the dailv demand has 



