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The Florists^ Review 



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July 8, 1920 



quence. This is a result which it was 

 expected our campaign would produce — 

 and it comes to us in splendid volume. 

 We can keep it active if we will. It is 

 an asset belonging to all of us and it 

 can be made a heritage if we value it 

 sufficiently. 



At>atliy to Fund. 



Many florists, however, fail to see 

 the handwriting on the wall. They seem 

 to accept as a natural condition one that 

 has required effort and the expenditure 

 of large sums of money to create. By 

 their silence and inaction it might be 

 thought that they were indifferent to 

 our campaign and its object. Could 

 greater proof of the efficacy of our work 

 be offered than the fact that, in what 

 might have been lean years, our indus- 

 try has not suffered, but, on the con- 

 trary, has yielded a greater harvest for 

 those engaged in it than was ever re- 

 corded in years we have been used to 

 look upon as "fat" ones? There is an 

 opportunity now to take the matter of 

 publicity to heart and it is timely. We 

 want to continue our efforts in this 

 great movement to increase the sales of 

 our products and to do this we must 

 have further assistance — money. Make 

 your contribution what you like, as little 

 as $5 if you can afford no more, but let 

 us have it without delay. We are build- 

 ing on some active publicity during the 



coming fall and winter and we must 

 start it now. The magazines do not 

 need us so much as we need them and, 

 if we are to have their service in fall, 

 we must arrange for it now. You can 

 help us by giving us that support you 

 know you ought to give by sending in 

 your check right away. 



Additional Subscriptions. 



The following subscriptions are, in 

 addition to those previously announced, 

 annually for four years unless other- 

 wise stated: 



Western New York Florists' Publicity 



Committee, Buffalo, N. Y $ 250.00 



Los Robles, Santa Cruz, Cal 10.00 



Abner Miller, Bravo, Mich 2.00 



Robert Mehlmann, Oshkosh, Wis 6.00 



J. M. Palmer, Kennett Square, Pa. 



a yr.) 5.00 



William B. Brotzman, FlillUpsburg, 



N. J. (1 yr.) 5.00 



Charles H. Buennlng, Kaston, Pa. 



{1 yr.) 10.00 



B. N. Kroninger, AUentown, Pa 26.00 



J. L. Louerman, PhlUipsburg, N. J. 



(1 yr.) 5.00 



A. B. Klelnhans, Easton, Pa 25.00 



J. C. Bauder, Reading, Pa 5.00 



Harry C. Hiiesman, Reading, Pa 10.00 



Paul Blackman, Rending, Pa 10.00 



John H. Sykes, AUentown, Pa 13.00 



Andrew Li. Yeager, AUentown, Pa 5.00 



Charles Vorkeller, Bethlehem, Pa. 



(add'l) 5.00 



Eldred Floral Co., Pasadena, Cal. (Add'l 



1 yr.) 10.00 



$ 402.00 

 Previously reported 44,230.20 



Total $44,632.20 



John Young, Sec'y. 



TATE'S TIPS 



NATIONAL ADVERTISING. 



Are You Helping? 



In a recent issue of The Review ap- 

 peared an article by John Young in 

 which he made the statement that not 

 one-half of the money necessary to 

 carry out the plans of the publicity 

 committee for the current year had 

 been subscribed. The goal set by the 

 committee was $100,000. 



We are told that there are about 

 1.5,090 florists in the United States., Let 

 us be on the safe side and reduce these 

 flgures to 10,000 commercial florists who 

 make a livelihood only through the sale 

 of flowers. Any child will divide $100,- 

 000 by 10,000 a'nd tell you that if each 

 one engaged in the business were to 

 give a $10 bill to this campaign the 

 committee would be able to carry out 

 its plans. But in Mr. Young's article 

 we are told that many give as much as 

 $25 and $50 per month. This would look 

 as though there are many of the 10,000 

 who do not give anything. 



In order to bring this proposition 

 home to you and excite your thought 

 on the matter, I am going to make a 

 comparison with an event that is still 

 fresh in your minds. It has not been 

 long since our government was urging 

 every citizen in the country to buy 

 Liberty bonds and War Savings stamps. 

 What did they want with the proceeds 

 of these sales? Why, democracy was 

 at stake and had to be protected. I 

 can hear some saying that this is no 

 comparison. The government paid us 

 a fair rate of interest on every bond we 

 bought, while what we contribute to 

 the advertising campaign we get noth- 



ing for. Let me tell you right now 

 that every dollar you contribute to the 

 advertising campaign is paying you a 

 larger rate of interest than any bonds 

 you have. 



Your Betum. 



Let us stop for a moment and consider 

 why it is that the national committee 

 wants your subscription. The slogan, 

 "Say It with Flowers," is at stake. 

 If citizens had supported the govern- 

 ment in the same percentage as florists 

 are supporting the advertising cam- 

 paign, where would the country be to- 

 day? But you will say that we re- 

 ceived visible results from the govern- 

 ment. Well, someone has said, "There 

 is none so blind as he who will not 

 sec." 



Since the national campaign has been 

 under way you have been getting noth- 

 ing but results. I have heard men in 

 the business attribute the increased de- 

 mand for flowers to every reason under 

 the sun except advertising. To hear 

 them argue at times, one would think 

 they would be glad to see the campaign 

 fail, in order that their prophecies 

 might come true. Is this a sportsman- 

 like way to play any game? Why not 

 be honest with yourselves and admit 

 that the demand for flowers is larger 

 today than ever before in the history 

 of the business. If it is not advertising 

 that is causing this extra demand, then 

 you, Mr. Nonsubscriber, must have a 

 better reason, and you at least owe it 

 to your brothers in the trade to state 

 that reason. 



Getting Interested. 



Any leader will tell you that the 



morale of men is everything. We know 

 that the decrease in morale of the Ger- 

 man army was the cause of that army 

 going to pieces at a critical time. Let 

 us look for a moment at the definition of 

 morale. It means just the spirit that 

 a body of men put into their work. This 

 was one of the things the leaders of 

 the American army recognized and at 

 every cantonment there were men whoso 

 sole business it was to look after the 

 morale of the men. But you will be 

 asking, "What has all this to do with 

 the national advertising campaign?" 

 Why, just this: The army could not 

 work on the morale of its men until 

 they were members of the army; neither 

 can the advertising campaign work for 

 you until you are a subscriber. Mr. 

 Young could tell you of any number of 

 men who have more than doubled their 

 subscriptions after becoming interested 

 in and watchin,'^ the campaign. 



We hear some say that any amount 

 that they may contribute will be given 

 to the local campaign. Now, is this, 

 to say the least, not a narrow way to 

 look at it? I will venture to say that 

 those cities that have a regular organ- 

 ized local campaign are the best con- 

 tributors to the national campaign, for, 

 in reality, they are not two separate and 

 distinct campaigns, but one, with sep- 

 arate functions to perform. The duty 

 of the national campaign is to educate 

 the public to "Say It with Flowers" 

 and that of the local campaign to show 

 how to "Say It with Flowers." This 

 is the only difference. The national com- 

 mittee has been doing its part as far 

 as its means would permit. Any fair- 

 minded man will admit this. 



Teaching the How. 



Have we been looking after the local 

 end as faithfully? For instance, near- 

 ly everyone associates a bride's bouquet 

 with lily of the valley. Have we in our 

 local advertisements been telling the 

 public that valley can hardly be had, 

 that when it can be had the price is 

 prohibitive, that just as handsome a 

 shower bouquet can be made from 

 swainsona, white sweet peas, or any 

 other good flower that you may be able 

 to obtain for this purpose? 



Be frank with the public; lay the 

 cards on the table face up; the object 

 of the local campaign ^is to educate 

 the public and to show them the most 

 satisfactory way to invest their money 

 in flowers. Did you ever stop to think 

 that when a man thinks deeply of some- 

 one — his wife, daughter, or just a 

 friend — he cannot find words to express 

 what he feels? Money, books, candy and 

 numerous things are used, but what 

 conveys this feeling and is more satis- 

 fying to the sender, or better under- 

 stood by the recipient, than flowers? 

 Don't be afraid to let your advertise- 

 ment carry this message. Just a hint 

 will be all that is necessary, for he has 

 been puzzling his brain to find an out- 

 let for his feelings. This is true edu- 

 cation. Tate. 



ROOHESTER, N. Y. 



The Market. 



The influence of the hot, summer 

 weather has made itself felt in business. 

 Summer flowers are flooding the market. 

 Roses and carnations show the effects 

 of the hot weather and are getting 

 smaller and brown on the outer petals. 

 Roses are overabundant and have been 



