50 



The Florists'" Review 



Decbmbeb 5, 1918. 



"__ Th e florists wliose cards appear on the paeas carrying this head, are prepared to fill orders 

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



r 



NEWTON, MASSACHUSETTS 



R. C. BRIDGHAM, PROPRICTOn 

 329 NEWTONVILLE AVE. NEWTONVILLE, MASS. 



I. 



NEWTON, NEWTONVILLE. WEST NEWTON. AUBURNDALE. NEWTON LOWER AND 

 UPPBR FALLS, NEWTON HIGHLANDS. NEWTON CENTER. WABAN. RIVERSIDE, CHEST- 

 NUT HILL — ALL ABOVE IN CITY OF NEWTON. 



ALSO DELIVERY IN WALTHAM. WATERTOWN. NEEDHAM. BROOKLINE, CAMBRIDGE 

 AND ALLSTON. WELLESLEY COLLEGE, LASELL SEMINARY AND MT. IDA SCHOOL. 



MEMBER FLORISTS' TELEGRAPH DELIVERY ASSOCIATION. 



SALT LAKE'S 



LEADING FLORIST 



ERNEST LAMBOURNE 

 67 South Main, Salt Lake City, Utah. 



Creech, TARBORa n. c. 



WANTS YOUR OREE.IS FOR ALL 

 EASTERN NORTH CAROLINA 



CHICAGO 



The North Shore Floral Co. 



NOT INC. 



BERNARD J. SHERMAN. Prop. 

 849-851 Irving Park Boulevard 



SEYMOUR, INDIANA 



MA T3 A X? T r" !/■ All Southern Indiana 

 . A. DArvlUlV F. T. D Member 



^JLVS^L^t^[XS^l^l^l^|^tX8AJLXS^[^l^[V!WW^l^ 



SECY YOUNG'S CORNER 



'^.if?^?l?MJf;^]^^tif?rti>7rti?7^i?y^iff^i?y^iff^i}^ 



TO CLUB SECBETARIES. 



The officers of the various florists' 

 clubs and societies are reminded that 

 if their organizations can qualify for 

 representation on the executive board 

 of the Society of American Florists, evi- 

 dence of qualification in accordance with 

 By-law 2, Section 2(a), must be in the 

 hands of the secretary before January 

 1, next. It is necessary, under the by- 

 law, that a complete list of membership 

 of an affiliating organization be pre- 

 sented, together with a certified copy 

 of a resolution passed by the body ex- 

 pressing a desire for such representa- 

 tion. John Young, Sec'y. 



S. A. F. PUBLICITY CAMPAIGN. 



The Christmas Advertising. 



Isearly every mail now brings to the 

 secretary's office requests, accompanied 

 by cash in various forms, for deliveries 

 of flowers at Christmas in different 

 parts of the country. Many, of course, 

 are from soldiers in France. If our 

 publicity is working to this extent 

 abroad, what may we expect it is doing 

 here at home? Our slogan, "Say It 

 with Flowers," is taking hold better 

 even than we expected. And our 

 Christmas advertisements in the mag- 

 azines are 'doing just what we intended 

 they should do — they are influencing 

 the public to consider floral offerings as 

 most acceptable and desirable Christ- 

 mas gifts. 



It may be stated once more that 

 eight magazines of national circulation 

 are carrying our Christmas message. 

 If we can judge by indications, this 

 advertising will result, for florists, in 

 an enormous amount of business, which 

 without it would not be produced. And 

 yet hundreds of florists who will share 

 in this increased business seem to be 

 unable to make up their minds that it 

 is to their own interests to subscribe 

 to our ])ublicity campaign fund, so that 

 we can complete our plans for the pres- 



ent year. Most subscribers of amounts 

 of $100 or more are amazed to think 

 that in spite of an improved demand for 

 flowers, resulting from our efforts so 

 far, there is an apparent unwillingness 

 on the part of many florists to shoulder 

 even a small ratio of the expense. A 

 quarter of a dollar a week seems an 

 insignificant sum, but we should be 

 glad to enter up subscriptions for it 

 just the same — less if anybody thinks 

 he cannot afford that much. 



The Increase in Business. 



Those among our subscribers who 

 have watched closely the progress of 

 our campaign declare that there can be 

 no doubt about the fact that business 

 has been increased from fifteen to 

 thirty-five per cent over what would 

 have been the aggregate this particular- 

 ly lean year. 



The best way to get direct benefit 

 from our magazine advertising is to 

 connect with it locally by running in 

 local newspapers, under a fiorist's own 

 name, an electrotype which is, as nearly 

 as possible, a counterpart of the maga- 

 zine advertisement. Our promotion 

 bureau, at 1170 Broadway, New York 

 city, supplies these electrotypes at cost. 

 The Christmas electrotype is now ready. 

 Send $1 and it will be promptly mailed. 

 With proper use it will demonstrate to 

 you better than anything else the value 

 of our campaign. It is a sure winner. 

 The hundreds of florists who have used 

 the electrotypes previously sent out are 

 all back again for the Christmas pro- 

 duction. They know its value, for they 

 have determined it by experience. 



We have a little pamphlet describing 

 all our aids for direct advertising. Any- 

 one who has not received a copy should 

 drop us a request for one. These aids 

 are designed especially to assist the 

 trade to get the full benefit from our 

 advertising. 



Additional Subscriptions. 



The following new subscriptions. 



Seattle.Wash. 



ROSAIA BROS. 



1001-1003 3rd avenue 



FINEST FLORAL STUDIO 

 IN THE NORTHWEST 



Members Florists' Telegraph Delivery. 



BOSTON-BECKER'S 



Send ns your telegrrams. Prompt service IN 

 and ROUNUABUUT BOSTON. Our con- 

 servatorles are in Cambridsre, only 8 minutes 

 from the heart of Boston. 



BECKER'S CONSERVATORIES 

 CAMBRIDGE, - - • MASS. 



Members Florists' Telegraph Delivery. 



F. T. D. 



0^ 



1315 CHERRY ST. 



sctif{ 



Atchison, Kan. florIE co. 



Established 1865. 



Member of F. T. D. 



Sacramento, Cal. 



A. NAVLET. llSOTenthSt. 20 Years At Ti 



which are annually for four years, are 

 recorded: 



W. H. Baldwin. Conshohooken, Pa $ 5.00 



C. Ilerninn & Son, Frederick, Md 5.00 



A. N. Kinsman, Inc., Austin, Mp 10.00 



Harold A. Uyan, Cambridge, Mass. (sec- 

 ond sub. ) 5.00 



Edward Jacobi, Irvington, N. J 10.00 



Valentin Itiirgevin, Inc., Kingston, \. Y. 25.00 



AVilliani Swinbank, Sycamore, 111 5.00 



G. W. Jacobs, Canton, 111 10.00 



U. N. Itranckley, I'liree Forks. Mont.. 5.00 

 Tlie Flower Shop, Pittsfield, Mass. 



(second sub. ) 10.00 



.T. J. Ilabernielil's Sons, Pliiladelpliia, Pa. 2."). 00 



I>ord's Flower Room, Topeka. Kan 5,00 



The Silvious & Silvious Floral Co., 



Ashtabula, 10.00 



Park Floral Co., Denver, Colo 25.00 



Artliur Taylor, lioonton, N. J 5.00 



Victor Kidenour, Philadelphia, Pa 20.00 



Total $ 180.00 



Previously reported from all sources... 44,959.25 



Grand total $45,139,25 



John Young, Sec'y. 

 ROCHESTER, N. Y. 



The Market. 



Seasonably cold weather has prevailed 

 during the last two weeks and it has 



