18 



The Florists' Review 



May 20, 1920. 



their beauty and fragrance and vital 

 vigor, can adequately represent and ex- 

 press what is in the minds and mem- 

 ories of those who look back to the 

 life now spent. Because of the spirit 

 which is abroad at this time, many 

 people will wish, if not to take flowers 

 to some cemetery, at least to send 

 them to an institution such as a hospital 

 or a children's home, where a bit of 

 bright color and fragrant life will bring 

 joy on a day all too likely to be sad 

 and full of lonesomeness. In this last 

 holiday of the season flowers have a 

 place from which no rival can ever dis- 

 lodge them. 



Such ideas as these may well be in- 

 corporated in copy prepared for Me- 

 morial day advertising, in which the 

 breadth of appeal should be emphasized. 

 Not only is the day's significance 

 broader than it used to be, but this 

 year, since Memorial day comes on 

 Sunday, the day itself may be said to 

 be broader than usual, with Saturday, 

 Sunday and Monday as the chief selling 

 days. This triple oppor*:unity will both 

 cut down the chances of the day's busi- 

 ness being injured by bad weather and 

 give more time for the filling of orders. 

 With these three days to look forward 

 to, the public should be urged both to 

 take flowers to the cemeteries and to 

 make use of them in other commemora- 

 tive ways. 



The Day's Publicity. 



The suggestions given in The Eeview 

 April 22 in connection with Mothers' day 

 advertising apply in large part to the 

 campaign for publicity for the later day. 

 Both days have a depth, as well as a 

 breadth, of appeal which will lead to 

 much unsolicited, but effective public- 

 ity, from pulpit and press particularly. 

 Most of the paid advertising will be in 

 newspapers and a large part of that 

 will be inserted on a cooperative basis 

 by groups or organizations of florists. 

 In Chicago the Allied Florists' Associa- 

 tion of Illinois, which is not yet three 

 months old and has already conducted a 

 strong advertising campaign for 

 Mothers' day, has voted to spend $2,000 

 for Memorial day advertising. Organi- 

 zations in other cites are also taking 

 steps to bring before the public the 

 special significance of flowers on that 

 day. In planning the advertising the 

 large opportunity for telegraph delivery 

 business should not be overlooked. The 

 florist will often be called upon to act 

 for someone who is prevented by dis- 

 tance from providing the memorial 

 token in person. 



Window displays will be an im- 

 portant factor in the campaign for busi- 

 ness. While things military are not 

 likely to be so fully represented in 

 Memorial day windows this year as in 

 1918 and 1919, the recent war is still 

 of course the dominant fact in the 

 minds of those who have been bereaved 

 by it. The flag under which the Amer- 

 icans died is certain to appear in the 

 large majority of window displays for 

 this day. While the new day of world 

 peace for which they fought may be 

 unexpectedly slow in coming, a sugges- 

 tion of a rising sun, of rising hopes, 

 of new joys blossoming from the mem- 

 ories of old joys, may be worked into 

 the scheme. The best products of the 

 designer's skill in wreaths may be used 

 as effective elements in the scheme. 



The Decoration on the Qrave. 



Wreaths, too, are sure to be in large 



demand for decoration on graves or at 

 the foot of monuments. In the past 

 there has at times been disagreement 

 between cemetery companies and the 

 trade, directly or through lot owners, 

 as to the respective rights of the com- 

 panies and of outsiders in the decora- 

 tion of the graves. This, however, has 

 had little or nothing to do with the 

 use of cut flowers on the graves, being 

 concerned rather with bedding, the 

 planting of shrubs and other work which 

 might require supervision in order to 

 secure a comparatively uniform scheme 

 of ornamentation. But Memorial day 

 trade is chiefly in cut flowers and small 



give the florist a freedom in the use or 

 stock, which make them a most im- 

 portant feature in the decorations to 

 be used for Memorial day. 



MILWAUKEE'S 

 MEMBERS 



OF THE 



Florists' Telegraph 

 Delivery Ass n 



F. T» D. A. 



Guaranteed Service 



ANY of the well 

 known Milwau- 

 kee Florists 

 named below will give 

 information or render 

 service for you through 

 the F. T. D. A.— an or- 

 ganization with 1500 

 Florist Members whose 

 purpose is a more effi- 

 cient Floral Service to 

 the public throughout 

 the United Stated and 

 Canada. 



(BY WIRE) I 



B.^r.MGARTE.N, In*-. 

 Cl'RKIE. \. fi CO. 

 CIRRI K BROTHER.S Co 

 EDKEFSEN-I^ldiger Co % 



FOX. .J. M. Sl Son, Inc.' 

 OI.MBEL Bro«., noral deiit. 

 irBI.INER. Florl8t 

 WEI.KE, E. CO. 

 ZIM.MER.MAN, W. C. 



S<>« our di»pl«v In 



» est*m inion Wiiidow 



116 Hisconstn Stiret 



Tying up with Vindow. 



designs, which, being temporary, would 

 have no permanent effect on the ceme- 

 tery's general decorative plan. 



While wreaths are probably the most 

 nearly permanent, as well as the most 

 economical, way of using cut flowers for 

 Memorial day, sprays of flowers are 

 likely to find especial favor with those 

 who object to any formal design, even 

 that of a circle, and who think that 

 flowers by themselves can most fitly 

 express the spontaneous feelings char- 

 acteristic of the day. Yet wreaths 

 have a simple effectiveness and also 



BUSINESS EMBABRASSMENTS. 



Eureka, Cal. — The meeting of the 

 creditors and stockholders of the Cot- 

 tage Gardens Nurseries called for April 

 19 was duly held in the main office at 

 Eden. It was heavily attended by stock- 

 holders and also by a large number of 

 the creditors either in person or repre- 

 sented by their attorneys. At this 

 meeting G. Vanden Abeele presented ■^ 

 report covering his first year's opera- 

 tions as receiver. In a condensed form 

 the essential facts presented were as 

 follows : 



Total sales of nursery stock and bulbs. $135, 506.0*! 

 Total expenses paid, including labor, 

 material and miscellaneous 115,139.41 



Balance $ 20,366.65 



Operating expenses due but not paid.. 13,765.07 



Profit on operation | 6,601.58 



As that portion of the business de- 

 voted to the production and sale of 

 Dutch bulbs was operated at a loss of 

 $6,489.29, the profit on nursery business 

 amounted to $13,088.80. In addition to 

 the profit on operation, the inventory 

 of plants, figured on the same basis as 

 last year at a conservative valuation, 

 at least one-third less than catalogue 

 price, shows an increase of $41,172.87. 

 The net result of the meeting was that 

 a committee of five was appointed, con- 

 sisting of James W. Henderson, L. E. 

 Mahan, S. H. Nilsen, Geo. C. Jacobs 

 and C. F. Geitney, to represent the 

 creditors and to devise the best ways 

 and means for conducting the business 

 another year. Since then several meet- 

 ings have been held, attended by this 

 committee and the receiver, and it has 

 been decided to dispose of the bulb 

 farms at McKinleyville and other prop- 

 erties, leaving the elements for carry- 

 ing on a purely nursery business; that 

 is, the main Eden nursery^ at Eureka, 

 and the distributing point and branch 

 nursery, at San Jose. The receiver of- 

 fered, provided the plans to furnish the 

 necessary operating expenses can be 

 carried out, to set aside fifty per cent 

 of all cash received from sales of nurs- 

 ery stock during the coming season 

 and to deposit this fifty per cent in any 

 Eureka bank, where it will be subject 

 to the control of the creditors' com- 

 mittee and be used only for pro-rata 

 payments to the creditors who are un- 

 secured at the date thereof, subject to 

 the approval of the Superior Court c? 

 Humboldt county. If sales for the next 

 twelve months are no greater than the 

 sales for the last twelve months, or 

 $135,506.06, this plan would result ia 

 the payment into the creditors' fund 

 of $67,753.03. The fifty per cent which 

 is to remain in the receiver's hands i3 

 expected to cover operating expense; 

 for a greater portion, if not all, of th' 

 coming year. 



SALT IN WHITEWASH. 



Where it is customary in the summer 

 months to whitewash greenhouse glass 

 to keep off some of the hot rays and it 

 is necessary to clean the glass in the 

 winter time, usually causing hard worl' 

 to get it off, a mixture can be mad^^ 

 which can be removed easily by putting 

 one gallon of common salt in a barrel 

 of whitewash. 



