The Florists^ Review 



March 10, 1921. 



Th e florists whose cards appear on tlie pare* carrylnc this head, are prepared to fill orders 

 . from otber florists for local delivery on the usual basis. 



YOUR ORDERS 



for Easter or any other 

 occasion always will 

 receive Prompt and 

 Careful attention. 



2134 Michigan 

 Avenue 



CHICAGO 



CO-OPEBATIVE ADVEBTISINa. 



Present-Day Problems. 



Cooperative advertising is in the air. 

 We are all thinking about it. We are 

 all talking about it and many of us are 

 applying it with greater or less success. 



This article is written as a brief re- 

 view, in order that we might better be 

 able to cope with the situation. Co- 

 operative advertising, if done judi- 

 ciously and under proper supervision, is 

 beyond question a success. The raising 

 of funds for cooperative advertising, if 

 done judiciously and under proper su- 

 pervision, is also undoubtedly a suc- 

 cess. To the latter, however, must be, 

 in a large measure, credited the greater 

 amount of failures. Speaking for the 

 florists' business itself, after careful ob- 

 servation for a decade or more, in 

 which this has been tried and carried 

 on, we must admit, and we have data to 

 prove it, that the only successful and 

 the most equitable plan for creating a 

 fund for this proposition is the per- 

 centage plan. The contribution plan 

 was tried in dozens of different ways 

 and invariably, after the first year, it 

 began to wane and about the second 

 year it dwindled out in every locality 

 where it was tried, with just one ex- 

 ception, and that one cannot hold out 

 much longer. It is now two years old. 



The Percentage Plan. 



On the contrary, the communities 

 adopting the percentage plan, and 

 applying it forcefully and judiciously, 



have not only continued on that plan, 

 but they have in each instance in- 

 creased, and in one case doubled the 

 percentage. This being the case, there 

 should be no doubt in the minds of the 

 florists of any community that the per- 

 centage plan is the only plan under 

 which funds can be collected and the 

 movement kept alive. 



We know of many communities 

 which started under the most auspicious 

 conditions on the lump sum contribut- 

 ing plan and each and every one has 

 failed sooner or later. Even the cities, 

 Milwaukee, Chicago and St. Louis, that 

 are now working so successfully on the 

 percentage plan, had for years before 

 tried various ways on a contributing 

 plan and every one failed. 



A Warning to Florists. 



Hence, this article is for the benefit 

 of those contemplating cooperative ad- 

 vertising, as a warning against making 

 the mistakes that so many others have 

 made. Whatever you do, get thoroughly 

 acquainted with the percentage plan. 

 If you are not, write the undersigned 

 or any member of the national publicity 

 committee and information will cheer- 

 fully be given you. This is of vital im- 

 portance to the whole trade. We have 

 now an opportunity to benefit by our 

 past mistakes and by our present 

 achievements. So, let us not waste time 

 and energy on a non-workable plan, but 

 let us unite on a plan that spells success, 

 not only now, but for future time to 

 come. No community where there are 

 two or more florists is too small, and 



none is too large to make this plan 

 workable. 



Don't stand in your own light. Get 

 into the big league. J. F. Ammann. 



SOCIETY OF AMERICAN FLORISTS. 



Meeting of Publicity Committee. 



A meeting of the publicity committee 

 was held at the New Willard hotel, 

 Washington, D. C, January 23. Chair- 

 man Ilenry Pehn, of Boston, presided. 

 There were also present: Secretary 

 John Young, New York; Treasurer J. J. 

 Hess, Omaha, Neb.; S. A. F. President 

 Thomas Koland, Nahant, Mass.; Wal- 

 lace E. Pierson, Cromwell, Conn.; 

 George Asmus, Chicago; J. F. Ammann, 

 Edwardsville, 111.; C. C. Pollworth, Mil- 

 waukee, Wis., and ex-President A. L. 

 Miller, Jamaica, N. Y. E. Allan Peirco 

 and George Moyse, Boston, Mass., were 

 present as visitors. The meeting opened 

 at 7:30 p. m. 



After reading the minutes of the last 

 meeting, the secretary presented his 

 financial report, which was quite 

 lengthy and was, on motion of Mr. Hess, 

 adopted as read. The secretary also 

 read the report in detail of Joyce & 

 Mattis, New York, public auditors, 

 which showed the accounts as kept by 

 the secretary to be in excellent shape. 

 On motion, the auditors' report was 

 turned over to the auditing committee 



The report of H. V. Swenson, man- 

 ager of the florists' publicity service 

 bureau, was, in the absence of Mr. 

 Swenson, presented by Mr. Asmus. The 



