APBIL 20, 1922 



The Florists^ Review 



29 



ECHOES OF EASTER 



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ST. LOUIS USES TWO PAGES. 



fuyt' advcrtisi'iiit'iits ;(rc iiol larjic 

 ffiouyh for florists, r\cii in tlic lii},'h- 

 [irif'cd mctr()|i()lit;tii iicwspapiTs. i-'or 

 EastiT flic ti-iidr in St. Louis, tli.-it on 

 ti'rprisiiij,^ ccjitcr of florists' cooiicrjitivc 

 iuivortisiii";, r;iii a L'li.'iuc s|)r('ii(l in the 

 tlircc l(>!i(lin}i ncwspMiicrs. The total 

 cost (if this advertising^ was .$ l.O.lt.Gli. 

 wliicli was home ahoiit ('(iiially hy jfrow 

 rrs anil ri^tailcrs. Kaeli insertion of the 

 'J |i;i«e ailverf iseiiient cost ;is follows: 



Kctiiilers juiid (iruwcis paiil 



■riini-r' $ 4'M\.i.)i) $ 427.il.'"> 



.Stiir .-)«.-). ("ill .''.•!!).«(> 



• Jlobp-Dpniocral l.OHO.OO 895. ^.'i 



■t""t:il $2,101.(!(1 «1,S!):!.0(I 



In addition, about $!;■)() wiis expended 

 for cnts and cdecti-ot yjic plates, which 

 v\;is liorne hy the fjidwers. Their shnri' 

 came from the local piihlieity associa- 

 tion, wliicli in St. lionis is supported 

 solely l>y the fjrowers. The retnilers. 

 of whom there were twenty-five, paid 

 aci'cirdiiif; to the .space eacli used. 



The center third of the two paj^es ad- 

 vertised Kaster flowers in larfjo type, 

 with an approjniati' illnstr;ition. Down 

 eitiier side were arranged two columns 

 of advertisemeiits, each four iiud one- 

 fourth inches wide and varyin<j in depth 

 from an inch and one-fourth to ten and 

 one-half. The firms rejirescnted were: 

 Fred ('. Weher, Browne, A. Waldbart & 

 Sons, P.er<jtstermann Floral Co., J. W. 

 Roorm, Charles Heyer, II. J. Weber 

 .Vursery To., Common Floral Co., Julius 

 \']. Schaeffer, C. Yotin-; & Sons Co., Rose 

 Hud Florist, Koenijr Floral Co., Henri 

 I'asteur, F. TI. Weber, A. Ojipermann 

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

 Heil, Ayres Tubbosinff Floral Co., Sand- 

 ers Nursery Co., Mullanphy Florists, 

 Joseph Witek, .\urora Florist, Westover 

 Xurserio, Grimm & Oorly, St. T^ouis 

 Seed Co. 



J. F. .\mmann, 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 coopernti\e adver- 

 tising. The larg(( advertisement in the 

 center represents the growers' adver- 

 tising, for which they are contributing 

 one jier cent of their total wholesale 

 sales. The ad\ ertis(>niei]ts surrounding 

 are the individu;il retailers' wonderful 

 tie uip. This is a trui' spirit of coopera- 

 t ion. 



CLEVELAND EASTER DISPLAYS. 



l-.ist week's issue of The Keview toM 

 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 

 attendiMl other displays of a similar na- 

 ture in Clev(dand. One of the finest was 

 that staged by Albert Barber at the 

 conMTvatori(\s of the Pjirk Floral Co., 

 at l.l.l.'ifi Hu( lid avenue. This lasted four 

 <iays. During that time Ui,0(iO visitors 

 viewed the flowers and many (>xjiressed 

 th.-ir delight at the ofijiortunity. I'hoto- 

 grajihs of these artistically arranged con- 

 servatories were used on the pictorial 

 pages of the local ncwsjiapers. A view 



of the <lis]day at the Park Floral < ', 

 grcnlioiises apjiears on this paye. 



EDITORIAL ASSISTANCE. 



The Nashville Banner assisted tlo' llu 

 rists of its city by an editorial in the 

 Satur'lay (;veniiig edition, Aiuii ]."i, 

 headed, '■ l^aster and I'Mowers. " .\inied 

 to do no more than <'ominenl upon the 

 .iliundani-e ol' flowers to observe this 

 Fast eit iili', it nexcrt heless was felt to 

 lie of value by iiirinliers of flir trade 

 It began: 



''The Faster se;ison, among its many 

 other jileasing suggestions, iin|iressive 

 as.sdciations and generally bright and 

 joyous spirit, biings ;ni iibundance of 

 flowers, that most agreeably .accord 

 with the significance of the day and 

 all its sacred enveloimu'nt. It would 

 be difficult to conceive a rial Faster 

 without a profusion of flowers. Lilies 

 li:ive usually been made especially 

 typical of Faster, Imt so many other 

 flowers come at that season that .all 

 .add to the color .and brightness of tin- 

 celebrat ion. ' ' 



Tracing the observance of Faster U\ 

 means of flowers, down through history, 

 the editorial went on to encourage llo 

 rists more directly, thus: 



" X.ashville enjoys the |ileasiiin repu 

 tation of being the chief center of the 

 florists' industry and business in the 

 central south. Flowers are grown and 

 shijiped from this point to m.any distant 

 jilaces, and systematic arrangement 

 exists by which they may be sufiplied 

 from this city to any point that may be 

 desired. 



''The sjile and shijiment of flowers 

 from Nashville ou an occasion like the 



pri'M'nt, I'^aster, runs into figures that 

 ire rejilly astonishing in their bulk. 



".X.ashville h;is reason to be proud of 

 its primacy in the flower industry and 

 ■■liouM gi\(' it all possililc encciurage- 

 iiiiiii. lint .asiib' from the commercial 

 .isprct, there is something especially 

 Jileasing in the flowers that have come 

 with an unusuitl abundance at tlii." ]iar 

 t iciil.ar Faster time. ' ' 



.\o wdihliT the ,loy Flor.al ''n. wants 

 to know, ''Ilo\v'> thi-^ for ^oiiie good 

 publicity ! ' ' 



ROWE'S RAMBLES. 



Easter Stock Abundant. 



Flower shojis throughout central 

 I'ennsyl v.ania were crowiled with both 

 tlowers and customers during the week 

 |irece,(|ing l^aster. Hy;icinths. tulips 

 and daffodils predominated, although 

 Faster lilies, narcissi, sweet peas, valley 

 and roses were to be had in (|uantities 

 .it f.airly reasonable prices. 



Some of the florists asseit that the 

 w.Vrm weather that prevailed a week or 

 more before Faster brought on the flow 

 ers ;i little too rajddly and thus made 

 ;in oversup]ily in some jil.aci's. In Har- 

 risburg flower stands were erected 

 .along the princijial streets by huck- 

 sters ;ind nierch.ants who are not ordi- 

 narily eng.aged in selling tlowers; jiotted 

 |il;ints were .also hawked about the 

 streets like turnips and cabbage. Legiti- 

 mate florists felt this comjietition be 

 cause of cut prices. Similar conditions 

 prevailed at Lancaster and Heading. 



.\. (lot of hyacinths with two or three 

 blooms could be bought for _.'> cents 



Easter Plants on Exhibition Palm Sunday at Park Floral Co. Conservatories. 



