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DEVELOP DAY OF 



HEART HERALDS 



Beady made to the advantage of the trade, 8t. Valentine's day offers 

 returns in proportion to the efforts of florists to secure business for that occa- 

 sion. Timely tips to the puilic through local newspapers will continue this 

 holiday's business on the upgrade for florists. 



ROM a day obsolete in the 

 minds of those above the 

 years of interest in frilled 

 and tinseled paper mes- 

 sages and colored comics, 

 St. Valentine's day has 

 become an occasion of 

 some importance. "Whether 

 this change is due chiefly 

 to the oscillating whims of 

 the public at large or whether it has 

 been mainly the result of the florists' 

 advertising campaigns in behalf of this 

 day during the last half-dozen years or 

 so, is a question not necessary to an- 

 swer. Sufficient for the trade is the 

 fact that interest in this day of heart 

 interest has undergone something of a 

 revival, for the best heralds of the heart 

 are flowers. 



Easy to Advertise. 



That is the reason florists have found 

 newspaper publicity for St. Valentine's 

 day such a paying investment. The oc- 

 casion is ready-made. Its observance is 

 old; its tradition is widespread. No 

 propaganda is needed to disseminate the 

 knowledge of February 14. Whether a 

 florist's customers are youthful or aged, 

 they all can look back at their school- 

 days, when they made purchases for 

 that day of frilly, lacy pieces of in- 

 genuity housing sentimental verses, or 



The Most Acceptable 



Valentines are of 



FLOWERS 



Our Large Stock Offers a Wide 

 Selection at Moderate Prices 



Best Double Violets 

 $1.50 per Hundred 



btta kUAmK <zl'i ckatf 

 LONG DISTANCE SHIPPING A SPECIALTY 



Palmer House Block „, , ^*""' „ , , 

 It E. M«.r« Si,«i Blackstone Hotel 



rtoM Ctnlral Ml 



Februrary, the Fourteertth 



The Next "Event" When 



FLOWERS 



Are Indi^penable 



Rose o my riMrt. thw ona day w««r 



My ro»«« — do:, 

 t'or next to my h«art. 



Ro»e o' jny heart. 

 1 wear you' 



— Ratbar U Clark 



=3^ 



Stresses Superlortty of Flowers. 



Admits No Argument. 



of colored distortions of human physiog- 

 nomy illustrating more or less humor- 

 ous expressions in rhyme or otherwise. 

 The recollections of those days, far off 

 but not dim, remind each individual of 

 the observance of February 14. And, if 

 the individual has some one — and who 

 has notf — as an object of his valen- 

 tine's sentiment, all the florist need do 

 is to remind him that flowers are the 

 best carriers of his message. To which 

 the public, too old to buy the schoolday 

 papers, will readily agree. There is so 

 little competition in the way of suitable 

 carriers of the sentiments of this day 

 that flowers are almost alone in posses- 

 sion of the day's trade. 



Beminder Needed. 



But the busy business man, deep in his 

 daily work, thinks little of days to be 

 observed. They must be brought to his 

 attention. The jokesmiths say he for- 

 gets even his wedding anniversary and 

 his wife's birthday. One charitably 

 believes it is only forgetfulness on his 

 part and, were he reminded, he would 

 gallantly make observance of the oc- 

 casion. 



Something such as this is doubtless 

 true, for since the florists of the country 

 began to push St. Valentine's day, to 

 use the newspapers to remind the busy 

 business man of the holiday, the busi- 

 ness done has grown immenselv. Th? 

 years that St. Valentine's day has been 

 of much consequence in the florists' 

 trade are not many in number. Back 



in 1913 The Review advocated extra 

 effort in behalf of orders for this day. 

 The success which resulted from the 

 small expenditure, comparatively, of 

 time, labor and money that year was so 

 decided that the following year more of 

 the trade bent their shoulders to the 

 wheel. And now St. Valentine's orders 

 roll merrily up into considerable figures. 

 Each year has seen a noteworthy growth 

 in the business, as more florists became 

 better acquainted with printers' ink and 

 the various other means of creating 

 business for such an occasion. 



Printers' Ink Preeminent. 



For this holiday the ways in which the 

 florist brings in orders for other spe- 

 cial occasions are of value. Window 

 displays aid greatly in presenting the 

 idea of flowers for valentines to the 

 public in a forcible way. The stamps 

 and posters provided by the national 

 publicity campaign do much also. And 

 novel means are devised each year by 

 enterprising retailers to stir the forget- 

 ful man's mind to the sentiments of the 

 season. But probably the way most gen- 

 erally used is the daily newspapers. On 

 this page are to be seen some excel- 

 lent specimens of what have been used 

 on a previous St. Valentino's day to 

 achieve this purpose. The purpose of 

 the advertising is so simple — ^just to 



Simple and Direct Appeal. 



