68 



The Rorists^ Review 



July 29, 1920 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



.^.^^ 



W. U. CO-OPERATES WITH F. T. D. 



Special Form for Flowergrams. 



Perhaps the most important indica- 

 tion of the great growth in florists ' tele- 

 graph delivery is the action of the 

 largest telegraph system in the world in 

 preparing a special blank for florists' 

 use in sending such orders. It has been 

 said many times by trade leaders that 

 florists as a whole do not recognize the 

 importance of the industry, that they 

 do not realize to what important rank 

 the trade has advanced in late years. 

 When Albert Pochelon, secretary of the 

 F. T. D., first estimated annual telegraph 

 business in millions of dollars, he was 

 looked upon as overenthusiastic in hia 

 calculations, his hopes perhaps affecting 

 his arithmetic. But since that time 

 those who have made rough estimates 

 of the annual total of florists' wire or- 

 ders believe the secretary was conserva- 

 tive in those figures. Certainly the last 

 season's business of this sort has been 

 such as to remove all doubt as to the 

 great accomplishment effected in this 

 field and the still greater opportunities 

 ahead. Of this fact the Western Union 

 Telegraph Co. has shown its realiza- 

 tion by cooperating with florists in 

 staging window displays, running 

 branch wires and otherwise promot- 

 ing business. 



Special Blank. 



Now, following the suggestion of a 

 florist, the company has gone so far 

 as to prepare a blank specially de- 

 signed for the easy and accurate 

 transmission of telegraph orders 

 for flowers. The idea was given to 

 the telegraph company by Max 

 Schling, district representative 

 of the F. T. D., in New York city. 

 A copy of this form, headed, 

 *'8ay It with Flowers — by 

 Wire," is reproduced on this 

 page. It is filled out to show 

 the style to be followed. Op- 

 posite each line is a word or 

 phrase to guide the florist and at the 

 bottom is space for special instructions 

 or remarks by the sender. If more than 

 one order is sent by a florist, he uses 

 one blank for each order, cutting off 

 the heading and pasting tlie additional 

 blanks one on another over the signa- 

 ture line, signing only the last one. 



Ready for Florists. 



The letter reproduced with the form 

 states that these forms are now ready 

 for florists' use. The Western Union 

 Telegraph Co. has been supplied with a 

 late list of members of the Florists' 

 Telegraph Delivery Association. Those 

 who have joined since June 15 and flo- 

 rists not members of the organization 

 should make application to their local 

 office for the blanks, which will be fur- 

 nished on request. By employing this 

 special form, florists will, it is expected, 

 avoid a great many of the slight errors 



in transmission which caused great an- 

 noyance in the busy time of the year. 

 It is hoped that a similar form may be 

 obtained, for the use of Canadian flo- 



rists, from the Great Northwestern 

 Telegraph Co., since the Western Union 

 operates only in Nova Scotia and New 

 Brunswick. Till that is done, however, 

 florists in the Dominion should follow 

 the form reproduced on this page in pre- 

 paring their messages for transmission. 







'^ewvo 



''K 



' ""y is. 



^ ::- ^- -tv. 



ipao 





--..ti'^--^- 



|SAV IT WITH Ft-OWERS-BV WIRE 



WESTEBML UNION 



OTHCttWtU TMt MtSSACC 

 WU.L M TM)«lMrTTEO U« 



ruix-iun rcLCoiuw 



AM 



MCWeOM* CARLTON. pauiMNT OCO«aC W. C ATKINS. W*mwr *>c«.MuiO««iT 



Send tb« foUowfot m«Maft«, tubjcci to ihc tmna 

 ao bttck btrvof, whidi an hereby ttf4 to 



To_ 





f- 



IS- 



.1920_ 





Kitira MrssACE Pi.Aim.v heiuunocii 



SEND 



'>>v>^ 





VvCc^gc^^-^.^ 



\U Tm\«». gix ■■■» M ^ ax mt) 



3 V.'^- Pt^^rs^ 





CARD Jv-g%K. -j^t^rv,^ ^h^^*^ 



/Vui^ V'C^Cci^^ X^ 



Western Union Offers New Telegrapfi Blank to Florists. 



