30 



The Florists^ Review 



JANUAEY 5, 1922 



RING OUT THE OLD! 



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ROLAND'S FABEWELL MESSAGE. 



Publicity Brought Prosperity. 



Most people will agree, I think, that 

 the year 1921 was generally prosperous 

 for horticulture, in spite of unsatisfac- 

 tory business conditions in most indus- 

 tries. For this result in our industry 

 I am satisfied a large measure of credit 

 is due to our publicity campaign, which, 

 in reminding people of the uses of flow- 

 ers, has kept off the mofo serious reces- 

 sions suffered in other directions. 



I am free to confess that up to the 

 time our society entered upon its pub- 

 licity campaign, I, as a grower, felt that 

 it was the duty of the retailer to mar- 

 ket the product — including furnishing 

 money for publicity. But today I feel 

 that the further successes of commer- 

 cial horticulture will be in proportion 

 to the amount of money properly spent 

 in good educational advertising; and I 

 believe that this expense should be 

 shared equally by producers and dis- 

 tributors. As a society, we should bear 

 in mind always that this work is di- 

 rected by a hard-working committee. 

 This work is not pleasure, but hard labor 

 — which we should all of us lighten by 

 promptly remitting subscriptions; for 



thus can we do a share which is ours, 

 and reap our part of a benefit with a 

 clear conscience. 



Flower Show. 



The fifth national flower show, to be 

 held in Cleveland March 25 to April 1, 

 deserves, and is, I hope, receiving the 

 earnest, active support of our entire 

 membership. This also is publicity, for 

 it fosters a knowledge and a love of hor- 

 ticulture among our whole people. The 

 exhibition as planned is the finest ever 

 held anywhere and has the unusual ad- 

 vantage of the great new building 

 erected for exhibition purposes by the 

 city of Cleveland. It is safe to state 

 that no previous flower show has ever 

 been housed in such splendid surround- 

 ings. I appeal to all growers to send 

 something to be shown at this exhibi- 

 tion, even if it be only one good plant 

 or one good flower, because the respon- 

 sibility for a great display rests upon 

 every grower in the country. All profit 

 by the results. Let all join in achieving 

 them. 



The Mother Society. 



It has been the fear of some well- 

 wishers of our society that the rapid 

 growth in size and number of special so- 



cieties might adversely affect the parent 

 society. I do not share this view. I 

 believe that as special societies increase 

 the need will be all the greater for one 

 great national society, able to act as a 

 unit in matters requiring joint consid- 

 eration and action. These special so- 

 cieties do specialized work best by them- 

 selves, but there will always come gen- 

 eral questions, of interest to all horti- 

 culturists, and needing a clearing house, 

 a chamber of commerce in one industry, 

 or whatever it may be called. These 

 questions will be as frequent and as in- 

 sistent as special questions. This posi- 

 tion should be occupied, always, by our 

 Society of American Florists, which 

 should aim always to be the natural 

 factor to which all others turn in 

 handling questions beyond the scope of 

 their endeavor, or beyond the reach of 

 their influence. 



I take this opportunity to thank sin- 

 cerely the members of our society for 

 their generous support, so freely given 

 during the last year. The loyal and 

 hard-working committees and ofiScers 

 have made the mark we may have at- 

 tained, and without enthusiasm and a 

 knowledge that combined efforts count 

 for more than individual effort, none of 

 us would be able to accomplish much. 



Therefore, I return to the ranks with 

 just one desire — to help make 1922 the 

 most successful in our society's history. 

 I most sincerely ask every member to 

 give the incoming administration his 

 strongest support. Thomas Roland. 



NEW PRESIDENT'S GREETING. 



Thomas Roland. 



(Retiring President of the Society of American Florists.) 



Future Has Much In Store. 



To each and every member of the 

 S. A. F. the incoming administration 

 extends heartiest greetings and best 

 wishes for the New Year. 



We feel the future has more in store 

 for humanity in this world of ours, to- 

 ward progressive civilization, better liv- 

 ing conditions, better feeling towards 

 our fellow-beings, more thought to that 

 which is elevating and refining, less of 

 that old spirit, ""Say It with Guns"; 

 so let us teach the world to "Say It 

 with Flowers." With all these advance- 

 ments in deed and thought, how can we 

 horticulturists, dispensers of one of 

 God's greatest gifts, help but be bene- 

 fited by that uplift that we are living 

 through? So let each one of us put forth 

 his best efforts and make 1922 the 

 crowning year of the history of the 

 S. A. F. 



Tremendous Strides. 



In going back over the thirty-seven 

 years of the history of the S. A. F., we 

 do not realize what tremendous strides 

 the society has made till we analyze the 

 renditions existing then and those of to- 

 day, and realize what wonderful oppor- 

 tunities the youth of today has, to learn 

 and to push ahead, compared with the op- 

 portunities of those of the past. In knowl- 

 edge there is wealth, and that is what 

 the S. A. F. has all these years been 

 givhig-nyunstintedly, helping each and 

 every one to conduct his affairs with 

 more up-to-date methods, both from a 



