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18 



The Florists* Review 



Sbptembeh 9, 1920 



"The fact that the sale of flowers is 

 furthered by a display of some sort or 

 other has always been recognized, but 

 the application of art to window dress- 

 ing is comparatively new. Many flo- 

 rists just push the flowers into the win- 

 dow without consideration of the ap- 

 pearance they are going to make from 

 the outside. 



"Surely the object of window 

 dressing is to attract attention. The 

 number of people who pass your store 

 is largely in excess of those entering 

 it; so it is certain that it will be to your 

 great advantage to have your windows 

 attractive and artistic every day. Most 

 people go upon the streets with a pur- 

 pose in view, which often may be the 

 purchase of just such goods as you carry. 

 To many such a handsomely decorated 

 ■window is an irresistible invitation to 

 enter and an inducement to buy. 



Tips for the Window Trimmer. 



"To secure the best possible results 

 the wdndow trimmer should constantly 

 keep in mind the appropriateness of his 

 display for the public, the class of peo- 

 ple passing daily and the need of nov- 

 elty, change and distinctive touch in his 

 work and of an observance of the rules 

 of art. 



"Use the color scheme to the limit. 

 Color is by far the most obvious means 

 for attracting the eye. Have a keynote 

 of color and stick to it. The rainbow 

 is a thing of beauty as it is seen against 

 a background of gray clouds, but do 



color, ornamentation and proportioning 

 or introduction of life." 



Beach Scene Effective. 



To illustrate his suggestions, Mr. 

 Tekniepe sketched out a window design 

 which would attract attention by its un- 

 usualness and please by the agreeable- 

 ness of both the scene and the combina- 

 tion of colors. Against a painted back- 

 ground of a sand dune, a bathing girl is 

 seen disporting herself on the Ijeach. 

 The center portion of the window floor 

 can be built up of lake or sea sand, ar- 

 ranged in a set or unconventional man- 

 ner and edged with water lilies or sea 

 shells. At the edges of the window may 

 be put a few touches of foliage of a 

 taller sort, such as cat-tails, bulrushes 

 or draped sea weed. Whether the at- 

 mosphere shall be that of the sea or 

 the lake will depend on the location of 

 the city in which it is used; however, 

 the stranger the scene to the passers-by, 

 the more it may attract. 



NATIONAL PUBLICITY CAMPAIGN. 



Success of Slogaji Song. 



It was pleasing at the close of last 

 month to receive from the Broadway 

 Music Corporation, New York, a check 

 for $302.20, royalties due us on the 

 song, "Say It with Flowers," composed 

 by Albert Von Tilzer and sold to the 

 public. Over 30,000 copies were put 

 out, and we can only imagine the 



View from the Altar down Bride's Aisle at Garden Wedding. 



not fancy that rainbow colors are al- 

 ways desirable. Green is the base of all 

 floral work; so use this color as a foun- 

 dation. In dressing a window the first 

 thing to be planned is the background. 

 A background may harmonize with the 

 display either by blend or by contrast. 

 The harmonious effect of a display is 

 the same as in a painting and should be 

 governed by the same rules. 



"In background designs the display 

 man should realize that his work does 

 not consist in reproducing great works 

 of art as the prominent feature, but 

 rather in the arrangement of masses of 



amount of publicity we have received 

 and are still receiving as the song is 

 rendered. We must not forget, too, the 

 large number of occasions when this 

 song has been featured, sometimes with 

 special stage settings and prominent 

 artists, in theaters, music halls and 

 cabarets throughout the country. Ad- 

 ditional publicity has also been gained 

 through the distribution of the song as 

 a phonograph record, the Columbia 

 Graphophone Co. having, we under- 

 stand, sold many thousands of records, 

 all of which, it is fair to believe, are in 

 constant use. 



Another important addition to our 

 fund is the sum of $1,000 subscribed 

 at the convention of the Texas Static 

 Florists' Association, at Fort Worth 

 July 20 to 22. This is an example oi 

 effective organization work. The sul) 

 scription, of course, although made up 

 of individual subscriptions, is outside o L' 

 the individual subscriptions from Texas 

 already reported. 



Interest Increasing. 



The members of our publicity com 

 mittee feel greatly encouraged over an 

 increased interest in their work which 

 is becoming apparent. If every florist 

 in the country would but give proper 

 thought to the campaign, the necessary 

 funds to carry out the committee's 

 plans would soon be forthcoming. They 

 have accomplished wonders with the 

 amount of money made available for 

 them. S. E. Latshaw, a noted publicity 

 expert, recognized this in the address 

 he made before the Cleveland conven- 

 tion of the society. He said: "You 

 have a wonderful slogan, one of the 

 best, probably, in all of the various 

 forms of advertising. With the amount 

 of money that has been put at the dis- 

 posal of your committee, I say to you 

 from twenty years o* experience, dur- 

 ing which time probably more than 

 $100,000,000 of advertising has passed 

 lihrough my hands, that I know of no 

 case when advertising has been done 

 so successfully for so trifling a sum as 

 has been expended up to the present by 

 your society. You have in your catch 

 line, 'Say It with Flowers,' a very 

 valuable asset, because it conveys such 

 a big idea in such a simple fashion. 

 You have made a magnificent start — 

 you have a real opportunity; there is 

 no question as to the feasibility and 

 profit of educating an entire nation, by 

 national advertising, to the enormously 

 increased use of your commodity." 



Can we get away from this ' ' surface- 

 scratching" procedure and secure the 

 full benefits that will undoubtedly fol- 

 low a prime effort? We can if the flo- 

 rists will think enough of their own 

 interests to back them up with their 

 subscriptions to the campaign fund. 

 Such a little support from each one is 

 required that it need occasion no hard- 

 ship. Let us hear from you. 



John Young, See'y. 



DAHLIA SOCIETY'S SHOW. 



The sixth annual exhibition of the 

 American Dahlia Society will be held 

 at the Hotel Pennsylvania, New York, 

 September 27 to 29. The premium list 

 has just been issued. It includes thir- 

 teen commercial classes, twelve for pri- 

 vate gardeners, twenty-one for ama- 

 tears only, twenty-three open to all and 

 eighteen special classes, having vari- 

 ous restrictions. The exhibits are to be 

 judged at 4 p. m., September 27. The 

 show will be open to the public that 

 evening and from 10 a. m. to 11 p. m. 

 the following two days. The judges 

 are: James Duthie, Oyster Bay, N. 

 Y.; Prof. Geo. W. Fraser, Storrs, Conn.; 

 Prof. J. B. S. Norton, Hyattsville, Md.; 

 James Kirby, Huntington, N. Y.; J. S. 

 Vincent, White Marsh, Md.; Peter 

 Duff, Orange, N. J.; John MacNicoll, 

 Cedarhurst, N. Y.; E. Stanley Brown, 

 East Moriches, N. Y.; Alexander Mc- 

 Kenzie, White Plains, N. Y. 



All communications in regard to the 

 show should be addressed to the sec- 

 retary of the society, Edward C. Vick, 

 205 Elwood avenue, Newark, N. J. 



