May 19, 1921 



The Florists' Review 



23 



advertising that florista have done all 

 over the country, the outstanding fea- 

 ture hns been that slogan. This can be 

 easily seen by reading magazines and 

 newspapers. They often have a refer- 

 ence to ' ' Say It with Flowers, ' ' even in 

 their news sections. It is also easily 

 seen simply by talking flowers or ad- 

 vertisements or slogans to anyone out- 

 side of our trade. 



With that kind of advertising, the 

 whole trade benefits from individual ad- 

 vertisements. Suppose that a man 

 reads a Chicago paper and sees an ad- 

 vertisement of some Chicago florist. He 

 pays little attention to the name of the 

 florist, for the reason that he is only 

 in Chicago for a little while. But the 

 catchy slogan attracts his attention. 

 His next stop on his trip is, say, St. 

 Louis. He remembers that some St. 

 Louis friend of his is celebrating a 

 birthday or some other event at that 

 time. In racking his brain for a suit- 

 able remembrance, the slogan comes to 

 his mind. "By Jove! That's a capital 

 idea," he says, and goes to the St. 

 Louis florist and buys his flowers. In 

 that way, the St. Louis florist gets the 

 return from the advertising of the Chi- 

 cago florist. And that seems to be the 

 logical reason for the great lead we 

 have over other industries in this crisis. 

 Plenty of advertising and that co- 

 operative, for, in a sense, all advertisers 

 who employ that slogan are cooperators, 

 is what has made this year's big days 

 bigger and better than ever for florists. 



Special Advertising. 



That brings up the question of ad- 

 vertising for Memorial day. Taking 

 for granted the fact that advertising 

 should be done, the next question arises 

 as to what style and type of advertis- 

 ing is suitable for this day. Surely, all 

 advertisements should be patriotic and 

 sentimental as well. That is one big 

 thing in favor of Memorial day. It ap- 

 peals to those two dominant passions 

 of the heart, patriotism and sentiment. 

 So the advertisements for the day 

 should carry in them the idea of both. 

 The thoughts do not have to be plainly 

 expressed in words; they may be sug- 

 gested. An attractive, attention-get- 

 ting illustration or a line like that 

 quoted previously will do more for 

 bringing home the sentiment of the day 

 than a whole page explaining to the 

 readers what Memorial day is for and, 

 perhaps, quoting prices on some flowers 

 and plants. A simple advertisement 

 that does not take long to read or give 

 the reader too many things to think 

 about is, perhaps, the best. One adver- 

 tisement that was commented upon 

 quite freely last year was one that had 

 the trade slogan at the top of the ad- 

 vertisement, a special wreath with its 

 price in the center and the name of the 

 advertiser at the foot. Two other ad- 

 vertisements, which tell the story plain- 

 ly and well and also tersely, arc shown 

 on this page and that opposite. They 

 are advertisements printed by two flo- 

 rists' associations. They show what can 

 be done in the way of simple, attractive 

 copy. 



This year, What? 



We are back to the old question 

 again. What can be expected of 

 Memorial day this year? With other 

 days breaking records, with an added 

 incentive for observing the day, with 

 advertising boosting the entire trade, 

 with all flowers selling strongly — with 



all these things true, how can Memorial 

 day be anything else but one of the best 

 in years? There is little doubt that it 

 will be as big as it ever has been before, 

 and indications are that it will be added 

 to these days already on this year's list 

 of record-breakers. 



MINNESOTA COMPENSATION LAW. 



Every Minnesota florist, nurseryman 

 and seedsman, as well as anyone else 

 engaged in business in that state, who 

 employs one or more persons in his shop 

 or business, is affected by the recently 

 enacted amendments to the Minnesota 

 Workmen's Compensation Act. Al- 

 though not entitled to any credit or 



MEMORIAL 

 DAY 



MAY 30. 

 1920 



What Does 



Memorial Day 



Mean to You? 



Is It just anofher day in th« yeftr Qr 

 does It recall to your memory the loss 

 of some dear one whose hfe was given 

 that we might '"live in Peace>" 



There can be no more appropriate — 

 more affectionate — more lovable.way 

 to commemorate the death of a loved 

 ome than to 



Go to Your Florist- 

 Today or Tomorrow 



Tell him just wh»t you have in 

 mind — let him »how you how easily 

 and how economically your wishes 

 can be expressed with Flowers 



Atk any floriil any- 

 whore in Baltimore 



ASSOCIATED FLORISTSof BALTO 



Baltimoreans Believed This Their Best. 



blame for the general nature of the pro- 

 visions in the new act, the law editor 

 of The Review had the honor of having 

 a prominent part in drafting the new 

 law, as secretary of the state senate 

 interim commission, which reported the 

 bill to the legislature for passage. 



A copy of the act can be obtained by 

 writing to the Industrial Commission 

 of Minnesota, at St. Paul. 



The law provides a scale of benefits 

 to be paid by employers to injured 

 workers, whether the injury be caused 

 by fault of the employer or not. The 

 amounts fixed, however, are much be- 

 low what would ordinarily be allowed 



by a jury in a personal injury case. So, 

 what an employer loses under the act, 

 by being made liable for accidents not 

 due to his fault, he gains by the small 

 amount he must pay in any case. 



An employer is not bound to be gov- 

 erned by the act. If he wants to, he 

 can give notice as provided by the law 

 that he will not be covered by it. In 

 that case, he is not liable for accidents 

 not traceable to his fault, but as to 

 accidents due to his fault he must pay 

 all that a jury may award and the court 

 may allow in a personal injury case. 



One of the most important provisions 

 added to the act by the amendments is 

 a requirement that every employer 

 either carry insurance against liability 

 for injuries to his employees, or prove 

 to the Industrial Commission his finan- 

 cial ability to carry his own risk. After 

 the taking effect of the act, June 1, 

 1921, the employer who fails to take 

 out insurance or obtain permission from 

 the commission to carry his own risk is 

 subject to a penalty of $50. 



Free and official information concern- 

 ing rights and liabilities under the act 

 can be obtained any time from the In- 

 dustrial Commission. A. L. H. S. 



WABAN AUCTION SALE. 



The second day's sale of the personal 

 property of the Waban Rose Conserva- 

 tories, of Natick, Mass., was held in the 

 Federal court at Boston May 12 and 

 proved to be disappointing because of 

 the low price the few bidders present 

 offered. Auctioneer John H. Craig, of 

 Natick, put up 2o,420 new rose plants 

 and 54,870 old bushes, and the best offer 

 he could get was 5 and 6 cents each. 



The auctioneer tried to sell in small 

 parcels and again tried to sell in large 

 lots, but the bidding was lifeless and 

 far below the actual cost of the plants 

 and bushes. In fact, the offers were so 

 discouraging that Receiver Francis G. 

 Goodale withdrew the bids. 



Finally the Park Trust Co., of 

 Worcester, which had purchased the 

 greenhouses and real estate the day be- 

 fore, through its representative bid 

 .^6,000 for the lot, which conditional 

 sale will be held subject to the approval 

 of the court. 



The sale was continued to June 7 to 

 await the action of the court. 



TAB FOR PECKY CYPRESS. 



In answer to the inquiry in The Re- 

 view for May 12 concerning paint for 

 new pecky cypress lumber, I would say 

 that I think the best thing is coal tar, 

 or, as some call it, gas tar. I have used 

 it for many years on all new pecky 

 cypress boards. It is best to put the 

 tar on with a whitewash brush on a 

 bright day, as it spreads easily when 

 the weather is warm. Use enough to 

 fill all the holes, let it stand a day, put 

 on some straw, and you are ready for 

 filling. If you leave the ventilator sashes 

 open, the fumes will not hurt the plants. 

 If you are unable to get the tar, a good, 

 heavy wash of cement is the next best 

 thing. 



Just now I am rebuilding some 

 benches that have been up eight years 

 and most of them are good enough to 

 use again. To my mind, there is noth- 

 ing to the talk that gas tar is injurious 

 to plants, if it is put on in summer and 

 the ventilators are left open day and 

 night for at least seventy-two hours. 

 William Walker. 



