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TELLING PUBLIC 



TELEGRAPH TALE 



Presentation of the idea of florists* telegraph service to the public by 

 means of window displays is of high value, both educative and pecuniary. 

 How effective it might be was shown last week by the florists and depart- 

 ment stores of Indianapolis during the F. T. D. convention. 



aiiiiii^gSg rniMfs 



ALUABLE in many other 

 respects as well, the F. T, 

 D. meeting last week 

 brought strikingly before 

 the eyes of visitors to 

 Indianapolis what may be 

 accomplished by a group 

 of florists who set hard to 

 work to put plainly before 

 the public a feature of 

 their business. Enjoyable entertain- 

 ment was not the sole product of the 

 $2,500 fund raised by the State Florists ' 

 Association of Indiana. There was, in 

 addition, real business accomplishment. 

 The poster contest among the school 

 children and its splendid results have 

 been told elsewhere. More should be 

 said about the window displays in the 

 Hoosier capital. 



These were not confined to the contest 

 among florists for the prize cups under 

 the auspices of the Florists' Telegraph 

 Delivery Association. Department and 

 other retail stores were prevailed upon 



by the Indianapolis florists to put spe- 

 cial displays in their windows for the 

 occasion. The professional window 

 decorators of these stores introduced 

 the slogan, "Say It with Flowers," the 

 blooms themselves and various points 

 in telegraph delivery in the big win- 

 dows on the downtown streets. 



Stimulating Suggestion. 



One department store, one of the big- 

 gest in the city, devoted no less than 

 three of its windows to this use. In 

 these the idea of telegraph delivery of 

 flowers was combined with a display of 

 some of the store's own merchandise. 

 The result was so effective that the 

 thought arose quite commonly in the 

 minds of members of the trade who saw 

 it that here was something which should 

 be done more. Stores selling other lines 

 of merchandise could use the florists ' 

 cooperation to great advantage in their 

 windows and would in many cases wel- 

 come the florists' participation in it. 

 Both have much to gain in the way of 



publicity and business, and have noth- 

 ing to lose by such cooperation. 



The State Florists' Association of 

 Indiana provided prizes for the mer- 

 chants' windows, and the displays were 

 generally of such excellent character 

 that the matter of awards was not an 

 easy one. The winners were noted in 

 last week 's issue of The Eeview. 



There were several noteworthy win- 

 dow displays by the merchants. The 

 William H. Block Co. devoted three 

 windows to the cause. One showed an 

 opera singer, rehearsing her song in 

 her suite. Seated at a baby grand 

 I)iano was her accompanist, elegantly 

 gowned. But the center of attraction 

 was a beautiful box of flowers which 

 had just been opened by the maid. In 

 the rear was a Western Union mes- 

 senger to complete the story. L. S. 

 Ayres & Co. displayed a large picture 

 depicting scenes from coast to coast 

 and telegraph wires uniting them. 



Competition for the cups for the best 

 florists' windows caused several good 



Window of A. Wiegand's Sons G>^ Which Took the First Prize in F. T. D. Contest at Indianapolis Last Week. 



