32 



The Florists' Review 



AiucsT 21, 1019. 



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PENN ON PUBLICITY 



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THEEE is greater need today than 

 ever for the florists generally to 

 continue the national advertising cam- 

 paign and to further the uses of our 

 slogan, ' ' Say It with Flowers, ' ' so that 

 whenever the public have something 

 particular to give or do, they should un- 

 consciously think of flowers. The keep- 

 ing of our slogan always before them 

 will in time generate this idea, so that 

 it will be dominant and imbedded in the 

 thoughts of people as never before. 



We have always had the finest product 

 that nature can bestow, yet we fail to 

 take advantage of the most important 

 function needed to stimulate the greater 

 use for more flowers, and advertising is 

 the needed force. 



When we consider the fact that for 

 so many years prior to our taking up 

 this campaign we managed to get along 

 so well, what may we expect when all 

 the florists tie up to this campaign, using 

 their own advertisements in their own 

 localities? It will be a growth beyond 

 imagination. 



Oovemment BeN:ommends Advertising. 



Just note how Uncle Sam is sending 

 out his message through the United 

 States Department of Labor. Here is 

 his message: 



If you arc not advertising, then advertise, 

 because it saves money for you and it reduces 

 the price to the consumer. 



Advertising prevents profiteerint;. It insures 

 honest profits and makes them perniiinont. 



The message of Uie U. S. Uepartnient of Labor 

 to merchants and manufacturers and to all pro- 

 gressive American Ijusiness men is to advertise. 



Tell the public al)out YOIIK goods. The con- 

 sumer lias plenty of money. He is willing to 

 spend it and we want him to spend it on Ameri- 

 can-made products. The easiest, quickest and 

 most economical way in whicli this can be 

 accomplished is by advertising. 



Start your campaign right now. 

 <Signed) T'. 8. DEPARTMENT OF I.^nOK. 



W. B. Wilson, Secretary. 



Need we have better evidence of its 



worth? 



Possibilities Unrealized. 



Granting the fact that we have also 

 started a national campaign and as 

 chairman of the publicity committee in 

 surveying our work, I note the florists 

 have not awakened to the possibilities, 

 else we would have had our $100,000 

 oversubscribed by now. But probably 

 the balance may be forthcoming soon, 

 so that our plans may be carried out to 

 one hundred per cent result. 



We should be proud that our campaign 

 started when it did, and that so many 

 other trade organizations are now emu- 

 lating the example of the S. A. F. to 

 such a degree that we arc constantly 

 being called upon to give data, etc., 

 about this campaign of ours. 



When we have been using publicity 

 long enough the effect will be so general 

 that its continuity will be assured for 

 all time and behind it will come the 

 movement necessary, that is, of retailers 

 using more space to extol the merits of 

 flowers, so that the sale will be greater 

 and broader. 



During the months of January and 



Report of Henry Penn, chairman of the pub- 

 licity committee of the Society of American 

 Florists, submitted to the convention at Detroit, 

 Augnst 20, 1919. 



February, 1919, we appropriated " $5,000 

 for advertising, because no money 

 seemed to be in sight at the time, and 

 your finance committee did not want to 

 obligate the society beyond the amount 

 of money on hand. 



The work that we did with this $5,000 

 during January and February was the 

 most amazing advertising that I have 

 ever known of, and I have been studying 

 and spending money for advertising for 

 a number of years. 



Consider for one moment, if you will, 

 that with this $5,000 we reached over 

 twenty million people in this country, 

 impressing them with our wonderful 

 slogan, "Say It with Flowers." When 

 you consider that few national maga- 

 zines are confined to one reader, you 

 will understand what a magnificent in- 

 vestment this $5,000 proved to be. 



The following is a list of publications 

 that we used during January and Feb- 

 ruary, together with their circulations: 



Publication Circulation 



Atlantic Monthly 91,162 



Century Magazine 64,092 



Harper's Magazine 101.650 



Review of Reviews 520.000 



Scribner's Magazine 106,690 



World's Work 188,918 



American Magazine 950.000 



Everybody's 313.129 



Hearst's 450,000 



Metropolitan 446,340 



Munsey's 202,243 



McClure's 551.248 



Svstem 1.50,000 



Popular Science Montlilv 299,216 



Vanity Fair 75,000 



Vogue 109,590 



Harper's Hnznr 100.670 



Sunset Magazine 125.000 



Cosmopolitan 1,077.274 



Red Hook 450,000 



Popular Magazine 800.000 



Argosy 1,050,000 



Colliers Weekly 3,074, 6(M 



Christian Science Monitor 360,000 



Independent 445,184 



ly-slie's Weekly 1,. 372,011 



Life 6.53,643 



Literary Digest 3,000,000 



Outlook 467,948 



Scientific American 3.39,471 



Christian Herald 791,469 



.ludge 375.000 



Pictorial Review 1,415,911 



The next meeting of the publicity 

 committee and finance committee was 

 held in Cleveland early in the year and 

 an appropriation of $26,000 was made 

 for large advertising in the following 

 national magazines: Literary Digest, 

 Outlook, Rea Book, Collier's, Hearst's, 

 Literary Digest, Cosmopolitan, Sunset, 

 Everybody's, Quality Group (Atlantic 

 Monthly, Century, Harper's, Review ot 

 Reviews, Scribner's, World's Work, 

 Munsey's), Collier's, Literary Digest, 

 Metropolitan, American Magazine. 



Our color page in the so-called "Qual- 

 ity Group" magazines was a most strik- 

 ing piece of work and evoked favorable 

 comment from all. 



The Present Schedule. 



Our third schedule of the year is now 

 running in the magazines and again be- 

 cause sufficient money was not at hand 

 we were obliged to cut down our space, 

 but the results of that investment also 

 were amazing. 



We are using about twenty-six na- 

 tional mediums during the months of 

 July, August and September, the total 

 cost of which will be approximately 

 $5,000. The following is a list of the 

 publications: Atlantic Monthly, Cen 



tury. Harper's, Review of Reviews, 

 Scribner's, American, Everybody's, 

 Metropolitan, Munsey's, Red Book, Sun 

 set, World's Work, Hearst's, System, 

 McClure's, Popular Science Monthly, 

 Cosmopolitan, Argosy, Collier's, Chris 

 tian Science Monitor, Independent, Les- 

 lie's Weekly, Life, Outlook, Scientific 

 American and Judge. 



We expect to appropriate immediately 

 $35,000 or $40,000 to be used in big- 

 space during the months of October, 

 November and December. In the Octo 

 ber magazines, our present plan is to 

 try to increase the sale of chrysanthe- 

 mums. In the November magazines we 

 will dwell on the idea of everybody 

 using flowers for Thanksgiving, and in 

 the December publications elaborate 

 upon the Christmas thought and spirit 

 and urge sending 'flowers as Christmas 

 gifts in place of the usual things that 

 are sent. 



We now have several men on the road 

 soliciting subscriptions, but Secretary 

 Young and Mr. Asmus, chairman of the 

 finance committee, will tell you more 

 about that detail. 



Your publicity and finance committees 

 have had several meetings during the 

 year in various parts of the country. 

 They have worked unceasingly to make 

 this advertising campaign bring results, 

 We, who are in close touch with the 

 work, feel that it is the best thing that 

 the florists of this country ever did, and 

 we hope that those who are not contrib- 

 uting at all and those who are not con- 

 tributing to their fullest extent will 

 think a moment, and ask themselves if 

 it is fair to let a few carry the burden 

 of this great work. 



NECROLOGY. 



Secretary Young reported that the 

 S. A. F. has lost the following members 

 by death during the year since the St. 

 Louis convention: 



Henry F. Michell II (Life), Philadelphia, Pa., 

 accidentally drowned while with the A. B. F., 

 April 7, 1917. 



E. E. Stone, Dickinson, Tex., killed in action 

 with the Canadian forces, date unknown. 



Charles C. Hill, Govanstown, Md., died of 

 pneumonia while with the A. E. F. 



E. A. Seidewitz, Baltimore, Md., August 24, 

 1918. 



John White, Springfield, Mass., August 26, 

 1918. 



Wm. F. Dreer (Life), Philadelphia, Pa., Sep- 

 tember 8, 1918. 



Thos. J. Gibson, Newport, R. I., October 6. 

 1918. 



Chas. G. Roebling, Trenton, N. J., October 5, 

 1918. 



Theo. Shober, Wyncote, Pa., October 7, 1918. 



Chas. Brown, Canton, O., October 3, 1918. 



Seth Miller, Dallas Tex., October 10, 1918. 



James Campus, Rochester, N. Y., Octol)er 13, 

 1918. 



Mrs. H. B. Hazeltine, Albany, N. Y., October 

 17. 1918. 



Ralph M. Ward (Life), New Y'ork city. October 

 19, 1918. 



Dominick Rusconi, Cincinnati, O., Octolier 13, 

 1918. 



Paul Campus, Rochester, N. Y.. October 17, 

 1918. 



John Henry Small, Washington, D. C, Decem- 

 ber 2, 1918. 



Wm. H. Coldwell, Newb'urg, N. Y., December 

 23. 1918. 



Wm. H. Amling, Maywood, 111., January 4, 

 1919. 



T. McAllister, Chicago, 111,, January 11, 1919. 



Conrad Frauenfelder, Chicago, 111., January 19, 

 1919. 



John H. Dillon, Boston, Mass., January 19, 

 1919. 



Mack Richmond, Woodbrook, Md.. January 23, 

 1919. 



W. J. Meldrum, Sacramento. Cal., January 

 27. 1919. 



Wm. J. Stewart (Life), Boston, Mass.. Feb- 

 ruarv 2?l. 1919. 



Chris Lund. Wausau, Wis.. February 21. 1919. 



Frank A. Friedley, E. Cleveland, O., March 

 10, 1919. 



George Anderson, Philadelphia, Pa., July 16, 

 1919. 



Arnold Ringier, Chicago, 111.. Julv 2S, 1919. 



Frank McCabe, Chicago, 111., Jnly 29. 1919. 



Robert Montgomery. Natick, Mass., August 5, 

 1919. 



Wm. Marclie, Washington, D. C, August, 1919. 



