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APBIL 80, 1922 



The Rorists^ Review 



29 



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ECHOES OF EASTER 



ST. LOUIS USES TWO PAGES. 



Page advertisements are not large 

 enough for florists, even in the high- 

 priced metropolitan newspapers. For 

 Easter the trade in St. Louis, that en- 

 terprising center of florists' cooperative 

 advertising, ran a 2-page spread in the 

 three leading newspapers. The total 

 cost of this advertising was $4,054.60, 

 which was borne about equally by grow- 

 ers and retailers. Each insertion of the 

 2-page advertisement cost as follows: 



Retailers paid Growers paid 



Times $ 496.00 $ 427.95 



Star 585.60 569.80 



Globe-Democrat 1,080.00 896.25 



Total $2,161.60 



?1, 893.00 



In addition, about $150 was expended 

 for cuts and electrotype plates, which 

 was borne by the growers. Their ehare 

 came from the local publicity associa- 

 tion, which in St. Louis is supported 

 solely by the growers. The retailers, 

 of whom there wore twenty-five, paid 

 according to the space each used. 



The center third of the two pages ad- 

 vertised Easter flowers in l&rge type, 

 with an appropriate illustration. Down 

 either side were arranged two columns 

 of advertisements, each four and one- 

 fourth inches wide and varying in depth 

 from an inch and one-fourth to ten and 

 one-half. The firms represented were: 

 Fred C. Weber, Browne, A. Waldbart & 

 Sons, Bergstermann Floral Co., J. W. 

 Boerm, Charles Beyer, H. J. Weber 

 Nursery Co., Common Floral Co., Julius 

 E. Schaeffer, C. Young & Sons Co., Rose 

 Bud Florist, Koenig Floral Co., Henri 

 Pasteur, F. H. Weber, A. Oppermann 

 Floral Co., Fred W. Bruenig, Paul T. 

 Heil, Ayres-Tubbesing Floral Co., Sand- 

 ers Nursery Co., Mullanphy Florists, 

 Joseph Witek, Aurora Florist, Westover 

 Nurseries, Grimm & Gorly, St. Louis 

 Seed Co. 



J. F. Ammann, secretary of the Na- 

 tional Flower Growers' Association, who 

 is one of the leaders in the St. Louis co- 

 operative organization, says of this ad- 

 vertisement: "This has long been my 

 dream for true local cooperative adver- 

 tising. The large advertisement in the 

 center represents the growers' adver- 

 tising, for which they are contributing 

 one per cent of their total wholesale 

 sales. The advertisements surrounding 

 are the individual retailers' wonderful 

 tie-up. This is a true spirit of coopera- 

 tion." 



CLEVELAND EASTER DISPLAYS. 



Last week's issue of The Review told 

 of the thousands of persons who visited 

 the greenhouses of the J. M. Gasser Co. 

 Palm Sunday to see the array of Easter 

 stock in full bloom. The same success 

 attended other displays of a similar na- 

 ture in Cleveland. One of the finest was 

 that staged by Albert Barber at the 

 con.servatorics of the Park Floral Co., 

 at 13336 Euclid avenue. This lasted four 

 days. During that time 10,000 visitors 

 viewed the flowers and many expressed 

 their delight at the opportunity. Photo- 

 graphs of these artistically arranged con- 

 servatories were used on the pictorial 

 pages of the local newspapers. A view 



of the display at the Park Floral Co. 

 greenhouses appears on this page. 



EDITORIAL ASSISTAMtiE. 



The Nashville Banner assisted the flo- 

 rists of its city by an editorial in the 

 Saturday evening edition, April 15, 

 headed, "Easter and Flowers." Aimed 

 to do no more than comment upon the 

 abundance of flowers to observe this 

 Eastertide, it nevertheless was felt to 

 be of value by members of the trade. 

 It began: 



"The Easter season, among its many 

 other pleasing suggestions, impressive 

 associations and generally bright and 

 joyous spirit, brings an abundance of 

 flowers, that most agreeably accord 

 with the significance of the day and 

 all its sacred envelopment. It would 

 be difficult to conceive a real Easter 

 without a profusion of flowers. Lilies 

 have usually been made especially 

 typical of Easter, but so many other 

 flowers come at that season that all 

 add to the color and brightness of the 

 celebration." 



Tracing the observance of Easter by 

 means of flowers, down through history, 

 the editorial went on to encourage flo- 

 rists more directly, thus: 



"Nashville enjoys the pleasing repu- 

 tation of being the chief center of the 

 florists' industry and business in the 

 central south. Flowers are grown and 

 shipped from this point to many distant 

 places, and systematic arrangement 

 exists by which they may be supplied 

 from this city to any point that may be 

 desired. 



"The sale and shipment of flowers 

 from Nashville on an occasion like the 



present, Easter, runs into figures that 

 are really astonishing in their bulk. 



"Nashville has reason to be proud of 

 its primacy in the flower industry and 

 should give it all possible encourage- 

 ment. But aside from the commercial 

 aspect, there is something especially 

 pleasing in the flowers that have come 

 with an unusual abundance at this par- 

 ticular Easter time." 



No wonder the Joy Floral Co. wants 

 to know, "How's this for some good 

 publicity?" 



ROWE'S RAMBLES. 



Easter Stock Abundant. 



Flower shops throughout central 

 Pennsylvania were crowded with both 

 flowers and customers during the week 

 preceding Easter. Hyacinths, tulips 

 and daffodils predominated, although 

 Easter lilies, narcissi, sweet peas, valley 

 and roses were to be had in quantities 

 at fairly reasonable prices. 



Some of the florists assert that the 

 warm weather that prevailed a week or 

 more before Easter brought on the flow- 

 ers a little too rapidly and thus made 

 an oversupply in some places. In Har- 

 risburg flower stands were erected 

 along the principal streets by huck- 

 sters and merchants who are not ordi- 

 narily engaged in selling flowers; potted 

 plants were also hawked about the 

 streets like turnips and cabbage. Legiti- 

 mate florists felt this competition be- 

 cause of cut prices. Similar conditions 

 prevailed at Lancaster and Reading. - 



A pot of hyacinths with two or three 

 blooms could be bought for 25 cents 



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Easter Plants on Exhibition Palm Sunday at Park Floral G>. Ginservatories. 



