12 



The Florists^ Review 



June 14, 1917. 



^ Send Flowers 



to cheer the side and 

 please the well 



&&& 



I I i^' y°" happen to be far from 

 \, J[honie and it should sudden- 

 ly occurtoyouthat it was Mother's, 

 Wife's, or Sweetheart's birthday 

 you can let her know that you 

 remembered by stepping into the 

 shop of the local Rotary Florist, 

 and he, by means of a telegraph 

 system, can deliver flowers to the 

 loved one within a few hours- 

 same price as at home, except c(jst 

 of telegram added 



The Telegraph Association is a 

 group of the best and most re- 

 liable men in the Floral industry, 

 who fill telegraph orders as con- 

 scientiously as they would your 

 verbal or written order. 



Associated Rotary Florists 



The Telegraph Delivery Idea. 



are considerably in excess of the aver- 

 age. Between sixty and seventy per 

 cent of the monthly copies are mailed to 

 the home addresses of the subscribers, 

 thus coming to the attention of the 

 wives and other members of the fam- 

 ilies. 



A Rotary Scheme. 



Tlie first advertising of the associated 

 Rotary florists in the organization pub- 

 lication evidently was productive of 

 good returns, for at last year's Rotary 

 convention at Cincinnati the leaders 

 planned to raise a fund to be expended 

 for and to guarantee continuous adver- 

 tising in the magazine during 1917. Ac- 

 cordingly, Rotarian Thomas II. Joy, of 

 Nashville, Tenn., secretary of the flo- 

 rists' division, assisted by William C^ 

 Gloeckner, of Albany, N. Y., then chair- 

 man, circularized Rotary florists with 

 letters asking contributions to an ad- 

 vertising appropriation. After a bit 

 of hammering, about 100 members re- 

 sponded to the call, each subscribing 

 an average of $10. Having thus 

 acquired the wherewithal, thanks to 

 their gumption and determination, the 

 officers of the division contracted for 

 twelve full pages in The Rotarian, be- 

 ginning with the December issue of last 

 year. 



The accompanying illustrations are 

 reduced reproductions of four of the 

 advertisements that have appeared so 

 far. In a way the Rotary ads are a 

 revelation to those who are familiar 

 with the attempts of the average florist 

 in writing effective advertising copy. 

 The appeals to sentiment are adroit, 

 neither overdone nor underdone; the 

 text explaining tlie telegraph idea is 

 boiled down to a happy minimum; the 

 cuts catch the eye. The current ad, ap- 

 pearing in this month's issue of the 

 magazine, has a most seasonable mes- 

 sage: "June is the month of brides, 

 sweet girl graduates, sunshine and flow- 

 ers. " At the close of the ad there is 

 a snappy spontaneous style: "The 

 thing is done — no trouble, no worry, no 

 delay, everybody happy!" The adver- 

 tisements were the work of the service 

 department of the publication. 



Florists of the Wheel. 



Following are the trade's Rotarians, 

 as contained in a list supplied by the 

 office of the international body: 



Aberdeen, S. D. — I?. F. Siebrecht. 



Akron, O. — Edward llecpe, the Heepe Co. 



Albany, N. Y.— Wm. C. Gloeckner. 



AUentown, Pa. — Charles H. Horn, of J. P. 

 Horn & Bros. ; Edward H. Kronlnger. 



Anaconda, Alont. — U. M. Greig. 



Asheville, N. C. — Edward E. Brown. 



Atlanta, Ga.— U. I. Greshani, of C. A. Dahl 

 Floral Co. 



Atlantic City, N. J.— George H. Berke. 



Auburn, N. Y. — William G. Dobbs, of Dobbs 

 & Son. 



Augusta, Me. — George H. Curtis. 



Austin, Tex. — Edgar Hall, of Hyde Park Flo- 

 ral Co. 



Baltimore, Md. — Edwin A. Seidewitz. 



Bay City, Mich. — Rudolph Boehringer. 



Berkeley, Cal.— Bert W. Perks, of B. W. 

 Perks Co. 



Binghamton, N. Y. — A. E. Fancher, of River- 

 side Gardens. 



Bloomington, 111. — George A. "Washburn. 



Boston, Mass. — John R Newman, of J. New- 

 man & Sons Corp. 



Brooklyn, N. Y. — George W. Crawbuck; J. 

 Ebb Weir, of J. E. Weir & Co. 



Buffalo. N. Y.— William A. Adams, of S. A. 

 Anderson's. 



Butte, Mont.—Philo King, of Butte Floral Co. 



Canuien, N. J. — James M. Thoirs. 



tn alt places, then, and in all Seasons, 



Flowers expand their light and Soul-like wings. 

 Teaching us, by most persuasive reasons. 



How akin they are to human things. 



Send Them Flowers 



C Wlii-n \i)U wish to riniemhiT your frk'nds at liume or 

 .ihroail, why nut stnil tlu'in sonietliiiiK tliat will convey a 

 inissani' of human sympathy and feeling? 



<!. i'lowcrs can do this more efTectively tlian anything els(, 

 for as Longfellow sa>s — 



C "They art.' akin to hutnait thinis." 



C *.ii'i it'^ >^> \*Ty f.isy the /M/(irv lrn_v--just "plionc or write >our IcxmI 

 Ki'l.MN i-liiri^t .uul u-ll liiin wh.it \oii want jtnl he will cAciute your com- 

 mission The exjH-nse will l»e t\u j;re.iler than il would it you were send- 

 iiiK II»»*iTs ftnlit in your own ri(y. unless yuu Jeljy ^ivum >our ordiT. (hen llic bin.ill 

 t'l.t ol telegram «ill he added to your bill 



<1 The flowfrs will reaeh destinatiwi (resli and i risp l(ecau** they will be delivefetl liv 

 (III kutary Florist in the rity where you a-k to ha\e them »eiit. The Rotary Morisls 

 huM established this spetial arranK'emeiil wheritiy they ina> l>e of great ef sei\ ite to >ini 



. , ^Publicity Committee of the 



f.'^'* florists' Section in Rotary 



''^^T Send Them Flowers 



Longfellow Good Ad Writer. 



Camp Chase, O.-^J. H. Woolman. 



Canton, O.— Albert T. Pollard. 



Cedar Rapids, la. — A. J. Diserens. 



Charleston, W. Va. — Samuel A. Gregg. 



Chicago, 111. — Charles Schneider. 



Cincinnati. O.i— Louis H. Kyrk. 



Clarksburg, W. Va. — N. J. Uayman, of Ilay- 

 nian Greenliouse Co. 



Cleburne, Tex. — J. Joiner, of Cleburne Floral 

 Co. 



Cleveland, 0. — 11. B. Jones, of Jones-Russell 

 Co. 



Clinton, la. — Leo Bather. 



Columbus. O. — T. J. Ludwig. 



Council Bluffs, la. — Blaine Wilcox and Roy F. 

 Wilcox, of J. F. Wilcox & Sons. 



Dallas, Tex. — Otto Lang, of Lang Floral & 

 Niirser.v Co. 



Davenport, la. — Frank L. Davis, of Davis Flo- 

 ral Co. ; George F. Forber, of Fort)er & Bird. 



Dayton, O. — Horace M. Frank, of the Ileiss Co. 



Denver, Colo. — J. A. Valentine, of Park Floral 

 Co. 



Des Moines, la. — Frank II. Page, of Iowa Flo- 

 ral Co. 



Detroit, Midi. — Edwaril A. Fetters. 



Diiluth, Minn. — J. J. Le Borious. 



Durham, N. C. — Christopher N. Ilibberd, of 

 Durliam Floral Co. 



Easton, Pa .^Charles H. Buenning. 



East St. Louis, 111. — M. W. Uhlschmidt, of 

 Grimm & Gorly. 



Elizabeth, N. J. — William Softon, of Ilitcli- 

 ings & Co. 



Elmira, N. Y. — Joseph O. Woolf, of Backer 

 Greenhouses. 



Erie, Pa. — Jolin V. Laver. 



Evansville, Ind. — C. L. Niednagel; E. N'ied- 

 nagel. 



Grand Rapids, Mich. — Arthur Crabb. 



Hagerstown, Md. — Henry Holzapfel, Jr. 



Ilarrisburg, Pa. — Louis F. Haehnlen; P. )' 

 Rldenour. 



Hartford, Conn. — Joseph F. Coombs. 



Highland Park, Mich. — Thomas Marshall, of 

 Marshall & Son. 



Holyoke, Mass. — George H. Sinclair. 



Houston, Tex.— Ed. L. Eichling; R. C. Kere 



Hutchinson, Kan. — J. R. Souder. 



Independence, Kan. — William D. Hasselmai. 



Indianapolis, Ind. — Walter H. Bertermann, ui 

 Bertermann Bros. Co. 



Ithaca, N. Y.— R. J. Roskelly, of Bool Flora' 

 Co. 



Jacksonville, Fla.— C. D. Mills. 



Kansas City, Kan. — Thomas A. Moseley, o, 

 Moseley Floral Co. 



Kewanee, 111. — Claude Hamilton, of Hamllto-. 

 & Plummer. 



Kingston, N. Y. — David Burgevin. 



Knoxville, Tenn. — Karl P. Baum. 



Lexington, Ky. — James Peter Keller. 



Lima, O. — Thor. Zetlitz, of Lima Floral Co. 



Lincoln, Neb. — L. C. Chapin and Howart: 

 Chai)in, of Chapin Bros. 



Little Rock, Ark.— J. B. Hurst, of Tipton *- 

 Hurst. 



Los Angeles, Cal.— A. F. Borden; T. H. 

 Wright, of Wright's Flower Shop. 



Louisville, Ky. — Fred Haupt, of F. Haupt & 

 Co. 



McKeesport, Pa. — Joseph M. Johnston. 



Macon, Ga. — D. C. Horgan. 



Madison, Wis. — Fred Rentschler, of Rentschler 

 Floral Co. 



Marshalltown, la. — James Leroy Denmead. 



Mason City, la. — Frank C. Goodman. 



Massillon, O. — A. Weaver. 



Memphis, Tenn.— W. Cleveland Johnson. 



Michigan City, Ind.^ — A. C. Reicher. 



Milwaukee, Wis. — Allister J. Currie, of A. 

 Currie & Co.; F. H. Holton, of Holton & Hun- 

 kel Co. 



Minneapolis, Minn. — John G. Taylor, of Whit- 

 ted Floral Co. 



Montgomery, Ala. — J. Haywood Paterson, of 

 Rosemont Gardens. 



Muskogee, Okla. — Robert Bebb and Morris R. 

 Bebb, of Muskogee Carnation Co. 



Nashville, Tenn. — Thomas H. Joy, of Joy Flo- 

 ral Co. 



New Albany, Ind. — Anders Rasmussen. 



Newark, N. J. — H. A. Strobell. 



Newark, O. — I'aul II. Ilalbrooks. 



New Castle, Pa. — Frank I*. Fischer. 



New Orleans, La. — Harry Papworth. 



New York, N. Y. — C. F. Bertanzel, of the 

 Wheatley Gardens; Harry Gessner. 



Norfolk, Va. — J. W. Grandy, Jr. 



Oakland, Cal. — E. M. Sanborn. 



Oklahoma City, Okla. — Lon M. Foster. 



Okmulgee, Okla. — William C. Bell. 



Omalia, Neb. — L. M. Rogers. 



Orange, N. J.^ — Fred C. Read. 



Parsons, Kan. — William J. Wirt, of Wirt Flo- 

 ral Co. 



I'aterson. N. J. — Edward Sceery. 



Philadclpliia, Pa. — Charles Henry Fox, of the 

 Sign of the Rose; Charles E. Median, of Pen- 

 nock-Meehan Co. 



I'hociii.v, Ariz. — II. J. Brazee, of Brazee's 

 Flower Shop. 



Pittsburgli, Pa. — Anthony W. Smith, Jr., of 

 A. W. Smith Co. 



Portland, Ore. — Max M. Smith. 



Pottsville, Pa. — W. Guy Payne. 



Providence, R. I.— E. C. Scott; J. L. Trottier, 

 of Westminster Greenhouses. 



Qiiiucy. 111. — F. W. Heckenkamp. 



f Send Them Flowers i 



SINCE the first Christmas celebration 

 Flowers have symbolized the Christmas 

 spirit; therefote. nothing could be more ap- 

 propriate than Flowers to convey to Rela- 

 tives and Friends, both at home and abroad, 

 messages of love and good cheer. 



But how can we send Flcwera.to those we wish to re- 

 member if\ distant cities? you a»k, and yef it's the simp- 

 lest thing in the world. Just 'phone or write your Ipcal 

 Rotary Florist, tell him what you want arid when you 

 want it and he will do the rest. Then dismiss the subject 

 from your mind until you receive the bill. 



And by the way. the bill will tie no-^ireater than it would be if you 

 were sending the Flower* right in your own city, unless you delay 

 in giving your order, tfien tl»e small cost of a telegram will be added — 

 only a trifle. 



No. the Fkmcrt will ik> tie wilted or fmnn beeluie they will be delivered imh 

 ftnd critp by the Roury Flon^t in the aty where your Fnends of ReUtivf* live- 

 The Rotary Flonsu have ettabltahed a complete chain whereby you gel Rotwy 

 Svelc* at both enda. 



Send Them Flowers 



Publicity CommiUft of the 

 FloruU' Seciion in Rotary 



\7here Is Santa Claus ? 



