July 18, 1920 



The Florists^ Review 



•_" Th» florist* who«« cards appear on the paaw« oarrylnr this haad* ara praparad to fill ordars 



from othar florlsto for looal dallvary on tba usual basla* 



FOREIGN SECTION 



C. ENGELMANN 



Member Americar Florists' Telegraph Delivery 



Association. 



Life Member S. A. P. 



Member American Carnation Society. 



Member New York Florists' Club. 



Orders for England, Scotland and 



Ireland taken care of by 



C. ENGELMANN. Florist, Safifron 



Walden. Essex. ENGLAND, 



Cables: EnKelmann, Saffronwalden(2 words only) 



Orders for the French Riviera and 



Monte Carlo taken care of by 



C. ENGELMANN. Etablissement Hor- 



ticole "Carnation," Saint-Laurent-du- 



Var, near Nice. FRANCE. 



Cables: Carnation, Saint-Laurent-du-Var 



(2 words only) 



Liverpool, England 



DINGLEYS, Ltd., Florists 

 SHEFFIELD, ENGLAND 



WM. ARTINDALE & SON 



FLORISTS SEEDSMEN NURSERYMEN 



Manchester, England 



DINGLEYS, Ltd., Florists 



SCOTLAND 



SEND VOUR 

 ORDERS NOW TO 



LEIGHTON, Florist, GLASGOW 



Scotland's Only Member F. T. D. 



other fellows' investments lonp 

 enough." 



There are hundreds, yes, thousands of 

 florists throutjlioiit the country who 

 might well follow Mr. Five's lead. We 

 arc sure that if they looked upon our 

 movement in the right light, we should 

 not have to make so many appeals for 

 aid. Of course, we know that in tlje 

 main forgctfulness is the reason for 

 seeming apathy. More good intentions 

 are shelved than arc put into effect. 

 There is only one way to get them off 

 the shelf, as we all know. That shelf- 

 load for the publicity campaign ought 

 by now to be at the dumpirig point. 

 Why not get your good intention into 

 active shape — let it materialize? You 

 could not set it to work at a better 

 time. 



Our committee— your committee — is 

 now worried with the problem of com- 

 pleting arrangements for the publicity 

 which we shall need so much later on. 

 It is not the development of a plan 

 that causes worry so much as the put- 

 ting of that plan into effect. The finan- 

 cial end of it is a serious undertaking. 

 The publishers of the periodicals we aim 

 to use are obliged to begin work on their 

 issues many weeks in advance of their 

 publication dates. They have their own 

 problems to work out, problems which 

 in these days are more or less serious. 

 They must prepare well in advance of 

 their dates and if they are to be of serv- 

 ice to us we must fall in line with their 

 preparations. We must make our con- 

 tracts at the time they arrange for a 

 particular issue and our money to cover 



That Piece of Blotting 



Paper 



Last week's Ad was about how the by-products 

 of a business may hold more business than the 

 main ones. 



Which fact was going to prove this week by a 

 piece of blotting paper. 



Blotting paper happened. 



Happened because of a blundering workman who 

 mixed his paper mixture wrong. 



When the boss tried to write on it, the ink 

 spread all out. 



He was so furious he upset the ink bottle, and 

 that fcol paper just drank it rp. 



At once he saw how fine it would be to have 

 paper with an ink thirst like thfit, cut up in 

 strips for diying ink writing. 



He started making a little on the side as a by- 

 product. Soon he was making nothing else. 



His by-product had become the main one. 



Every business has both the by and main produ;ts. 



A blunder may prove which is which; but more 



often it is head work. 



Just plain, old-fashioned using one's head. 



One snowy night last .January, we discovered a 



by-product of our business that looks mighty 



good to us. 



Some day I'll tell you the particulars 



Have a notion they would bring you more F. '1'. 



D. orders. 



New York's 

 Favorite Flower Shop 



Fifth Avenue at 58th Street 



tliese contracts must be in sight also at 

 this time. We cannot expect the com- 

 mittee to incur liabilities they might 

 not be able to discharge. 



What Will You Invest? 



Now, it is just this way: If all those 

 florists who have good intentions and 

 the will power to put them into effect 



will act quickly and let the secretary 

 know what can be expected of them, the 

 committee can accomplish much to the 

 advantage of thi campaign. They can 

 put their plans over without disappoint- 

 ment through changes compelled by 

 limited resources. Our slogan, "8ay It 

 with Flowers," is too good and too val- 

 uable to be trifled with. Our campaign 



