

24 



The Florists^ Review 



Sbptembbb 23, 1920 



cast one ballot for the members pres- 

 ent. After all unfinished business had 

 been cleared up, the meeting adjourned. 



Tour of Inspection. 



The delegates were then taken in 

 hand by the members of the St. Louis 

 Association of Gardeners for the rest 

 of their stay in the city. At 11 a. m. 

 fifty filled automobiles left the sunken 

 gardens at Fourteenth and Locust 

 streets for an inspection tour of the 

 St. Louis park system, the Missouri 

 Botanical Garden and country estates. 

 Luncheon was served at Bevo Mill, on 

 the invitation of the St. Louis Garden 

 Club, and the trip wound up at Forest 

 park, by invitation of the St. Louis 

 Park Department Association. The 

 members of the association took part in 

 a big barbecue. 



This ended the annual convention of 

 the National Association of Gardeners, 

 which in a final resolution said that the 

 1920 convention would long be remem- 

 bered by all who had attended. Among 

 those commending the entertainment 

 features were Philip J. Foley, of Chi- 

 cago; George McMahon, Des Moines, 

 la.; E. H. Peters, Chicago; Montague 

 Free, Brooklyn; Jack Baxter, Forest 

 Hill, 111.; Donald Shepard, Duluth, 

 Minn.; Peter Duff, Orange, N. J.; A. 

 Buschke, Noroton, Conn.; Conrad Wolf, 

 Hibbing, Minn.; C. O, E. Boehm, Dav- 

 enport, la.; P. W. Popp, Mamaroneck, 

 N. Y.; M. C. Ebel, New York; August 

 Koch, Chicago, and John B. Hay, Phila- 

 delphia. J. J. B. 



TWO WAYS OF ADVERTISING. 



In the comment in Women 's Wear, 

 one of the largest trade journals in the 



mercantile field, on a florists' advertis- 

 ing there is a hint which those who 

 haven't given their printed sales talk 

 so much attention as has Max Schling 

 might find profitable. The old form of 

 "business card" printed in large space 

 has been superseded by a more specific 

 and compelling sort of advertising, a 

 sort that combines artistic and per- 

 suasive appeals to the possible pur- 

 chaser. This is the way Women's Wear 

 put it: 



MAX SCHLING KNOWS. 



Max Schling the florist knows better than to 

 advertise that he has roses, violets, chrysanthe- 

 mums and potted plants in season. It is true, 

 but It doesn't register with that' part of the hu- 

 man being that buys flowers. For you know the 

 part of us that reads is not always the part of us 

 that decides to purchase. 



Max Schling took a little comer in the paper 

 and used a sketch of a telegraph pole with wires. 

 But what he did to the pole whispers a secret 

 to anybody who has a best girl somewhere. Iiit- 

 tle thorns sprout along the pole and at the top a 

 full blown rose bursts out into flower. The wires 

 stretch away, and as if to be sung, the words 

 rest against their lines like notes on a staff, giv- 

 ing this suggestion, "Wherever SHE IS — you can 

 send her flowers by wire." 



"The world is so full of a number of things" 

 that all merchandise becomes generality — and 

 only BO much impersonal stock — till the work of 

 advertising genius sees a way to make some par- 

 ticular appeal and address it to some specially 

 responsive chord in the "market." Who would 

 be most eager to buy flowers? A man who wants 

 to please his sweetheart, perhaps. So the Schling 

 advertisement is addressed to that man — and his 

 sweetheart — "Wherever She Is," and the visual- 

 ized idea is a rose by wire — growing right up out 

 of the telegraph pole, in fact. 



AMEBICAN BOSE SOCIETY. 



At New York Botanical Gardens. 



The directors of the New York Botan- 

 ical Gardens have invited the members 

 of the American Eose Society to hold a 

 meeting in the gardens September 29. 

 This date will permit those who wish 



to do so to attend the annual exhibition 

 of the American Dahlia Society in the 

 Pennsylvania hotel September 27 to 29. 

 The program follows, with the hours 

 given in daylight-saving time: 



10:30. Meet in the Mansion, situated on the 

 east Bide of the Bronx river a short distance 

 north of Felham parkway. Men will be stationed 

 at the elevated station, the Botanical Gardens 

 station and the Pelham parkway subway station 

 to direct visitors upon Inquiry. 



10:46. Visit rose garden, which is quite near 

 the Mansion. 



12:00. Lunch in the Mansion. Members are 

 requested to bring basket lunches. 



1:00. Business meeting, followed by an inter- 

 esting program. 



4:00. Inspection of the grounds and buildings, 

 including the dahlia garden, etc. 



Larger Dues for Greater Work. 



At the business meeting the proposed 

 changes in the constitution and by-laws, 

 as mailed to all members in the 1920 

 American Eose Annual, will be consid- 

 ered. These changes affect especially 

 an increase in the annual dues for 1921 

 from $2 to $3 and the establishment of 

 a group of research and sustaining mem- 

 bers. Membership in the society now 

 approaches 2,500. With proper activi- 

 ty on the part of the present members 

 this membership will total 5,000 in 1921. 

 The increased cost of publishing the 

 American Eose Annual and the mem- 

 bers' handbook and other expenses of 

 the society make the present member- 

 ship fee inadequate. The members of 

 the executive committee feel that the 

 value of the society to its members will 

 make them ready and willing to sustain 

 the present good work of the society 

 and to increase its usefulness by cheer- 

 fully paying the increased dues. An 

 interesting program is being prepared. 

 There will be a real rose feast. Come 

 and enjoy it. 



Registration Approved. 



The registration of the following va- 

 riety has been approved by the registra- 

 tion committee of the American Eose 

 Society, and unless objections are re- 

 ceived by the secretary within three 

 weeks of publishing of this notice the 

 registration will become permanent. 



Offered for registration by H. L. Col- 

 lier, Seattle, Wash.: 



Name — Eugenia. 



Class — Pernetlana. 



Parentage — Sport from Madame Bdouard Her- 

 riot. 



Description — This variety is similar to the pa- 

 rent in all respects except that the flowers are 

 flecked or striped with yellow. 



E. A. White, Sec 'y. 



NEW YORK. 



George H. Prlng. 



(Vico-Presi(ii>nt e'ect of tlie Natlonil A'^socliition of rranlonors.) 



The Market. 



The demand for cut flowers is a 

 little more active, but there is little 

 diminution in the supply noticeable. 

 About the only short item is roses, the 

 supply of which is barely suflBcient to 

 go around. White roses are quite 

 scarce. Gladiolus shipments are light- 

 er, and the quality of most arrivals is 

 poor, so poor in fact that $1.50 seems 

 to buy as much stock as an ordinary 

 man can carry. Some shippers are 

 sending in flower stalks that are really 

 worthless. The supply of dahlias is 

 larger, naturally, and some fine flowers 

 are seen. 



A sharp frost Sunday night, Septem- 

 ber 19, however, seemed likely to cur- 

 tail shipments for a day or two. Frosts 

 at this season are somewhat rare, but 

 weather conditions throughout the 

 summer have been somewhat irregular 

 and anything may be expected. 



