

ivwar 28. 1919. 



The Florists' Review 



49 



m« florists who** cards avpewr on tho p*c«* canrlnK tbia bead, are yrepared to fill orders. 

 from otber florists for local daliTcry on the usual bcMis. 



Detroit 



J. Breitmeyer's Sons 



26 and 28 

 Broadway 



Member 

 F.T.D. 



m 



i 



U always is a pleasure for me to 

 keep an eye personally on orders for 

 Brother Florists. 



Pniijp Breitmkyer. 



CODE BR09.C0. 

 FLORISTS 



IIU P ST.NW. 

 YrAflHlNOTOHDC 



Washington, D.C. 



GUDE'S 



MembtTS 

 Florists' Telegrraph Delivery. 



WASHINGTON, D. C. 



Louise Flower Shop 



Connecticut Ave. at N, St.. N, W. 



Miss Louise W. DaUKhei-ty, - - Proprietress. 



Phones— Franklin 3579, 3ft41. 3*42. 



Memb«r FiorlMs' Telegraph Delivery. 



FOREIGN SECTION 



Liverpool, England 



DINGLEYS. Ltd., Florists 

 SHEFFIELD, ENGLAND 



WM. ARTINDALE & SON 



FLORISTS SE EDSMEN NURSERYMEN 



Manchester, England 



OINGLEYS, Ltd., Florists 



Send Orders for 



WASHINGTON, 

 D.C. 



and vicinity to 



EVERYTHING 

 FIRST-CLASS 



Member F. T. D 



14th and H. Streets 



OPPORTUNITY FOR PUBLICITY. 



(Continued from a preceding ptiKe.) 



habits succeeds only at the cost of much 

 persuasion. 



Now the national advertising of the 

 S. A. F. is blazing the trail everywhere. 

 Through the use of national magazines 

 of large circulation, not a city or town 

 of importance throughout the country 

 but what is being penetrated with germs 

 of thought to promote the use of flowers. 



Yet it is just at this point that ap- 

 pears the weakest part of the S. A. F.'s 

 national advertising structure. In the 

 usual national advertising of commodi- 

 ties such as soaps, motor cars or food 

 products, the demand is created in al- 

 most precisely the same general way as 

 your national advertising is creating the 

 demand for flowers. But the manufac- 

 turer of soaps or motor cars or food 

 products cannot be content with merely 

 creating a demand for his goods. He 

 takes steps to convert his national de- 

 mand into actual orders by telling the 

 public in each individual community ex- 

 actly how and where to obtain his goods. 

 In other words, the advertising manu- 



facturer sees to it that his dealers ad- 

 vertise locally in order to cash in with 

 actual business upon the demand created 

 by national advertising. 



It is not enough that florists shonld be 

 content to merely subscribe to the fund 

 for national floral advertising. This na- 

 tional campaign will never reach its 

 biggest success until local advertising 

 in every community links itself np to 

 the national effort and crystallizes th« 

 desire for flowers into actual patronage. 



Grasp the Opportunity. 



The S. A. F. plays the part of a manu- 

 facturer who advertises nationally. Its 

 products are ideas and sentiments and 

 habits for the use of the great American 

 public. The growers of flowers and the 

 commission and supply houses may be 

 said to play the part as jobbers do in 

 ordinary lines of business. Their func- 

 tion is to be ready sources of supply to 

 the dealers who form contact with the 

 consuming public. And the retail florists 

 are the actual dealers who distribute 

 the goods to the consumer. They ars 

 dispensing the ideas and sentimeste 



