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MOVING ON WITH 



MOTHERS' DAY 



To those who put the most minutes in the hours, Mothers' day offers 

 gilt-edged opportunities. Knowing how to angle for business is the special 

 knowledge of those most successful. Here is told how the public may be 

 brought into the florist's shop this Mothers' day. 



I'ON consideration, one will 

 realize tliat there are few 

 sentiments that ai)peal uni- 

 versally. A short while 

 ago the world seethed in 

 war and hot, bellicose blood 

 moved millions to hate — 

 but not everybody. Inter- 

 mittently the tickle fire of 

 politics Hares in the desires 

 of some and thereby ottices are won with 

 elation and lost witli chagrin — but not 

 by everybody. Some in the span of life 

 find a second love, the kind of love upon 

 which romantic novels are built — but 

 Jiot everybody. So one might go on, 

 indefinitely, naming sentiments confined 

 to different groups at different times. 



There is one exception — one sentiment 

 that is universal. The love for mother, 

 whether she be in the present life or in 

 memory, jiermeates to every corner of 

 the earth. For this first sentiment, 

 which takes its beginning with the ad- 

 vent of life, is the only affection and 

 emotion that remains unaltered to the 

 end of life. The centuries have proved 

 the fact. - It re(]uires lui 

 further evidence. 



Says a fragment of his- 

 tory," In the age of Shake- 

 s})eare and Queen Bess, 

 England designated a day 

 to be known as ' Mother- 

 ing day," and the first 

 flowers of field and garden 

 were picked to bring to 

 mother. It was a day to 

 decorate the home of the 

 living and the restijig 

 place (tf the dear departed. 

 It was left to America to 

 revive this tribute of grat- 

 itude to mothers." 



History Applied. 



"Left to America!" 

 These words recall more 

 recent history. E e c a 1 1 

 when, in 1908. Miss Anna 

 •larvis conceived the idea 

 of remembering mother 

 with flowers on a given 

 day. Recall how the flo- 

 rists awakened to the idea. 

 Recall how The Review 

 played its part by first 

 showing the trade the op- 

 portunities of the day and 

 the magic of cooperative 

 advertising. Recall how 

 the rhyme, "For mothers 

 living, flowers bright; for 

 mother 's memory, flowers 

 white," developed thou- 

 sands of buyers. 



But Mothers ' dav is 



The Mother on the Cover 



Of all the portrayals of mother on stage 

 and screen, that of Mrs. Mary Carr in 

 the motion picture production, "Over the 

 Hill," produced by William Fox, has ap- 

 pealed most to popular and critical taste. 

 Mrs. Carr won wide fame through this 

 film, being repeatedly called the "won- 

 derful mother." What more appropriate 

 cover could appear on this Mothers' day 

 number of The Review than the repre- 

 sentation of Mrs. Carr as the "wonderful 

 mother" with flowers recognized as sym- 

 bolic of the day in her arms ? Through 

 the courtesy of the Fox Film Corporation, 

 Mrs. Carr posed especially for this cover 

 illustration for The Review. 



with us in the present and the future. 

 It is with others than those in the trade. 

 Kvery year governors, legislatures, city 

 councils, churches and other bodies ask 

 publicly for the observance of the sec- 

 ond Sunday in May. With the florists 

 there is much chance for further develoj)- 

 mcnt of this day and a greater-than-ever 



Other's 

 Day 



Sunday May 8*il 



opportunity fur real service and resultant 

 profits. There is room for constructive 

 develojiment. How has it been done? 

 How can it be donef 

 . For Mothers' day, it is absolutely 

 necessary for the grower to produce a 

 large quantity of moderately priced 

 stock and for the retailer to carry that 

 stock, in order that the means of honor- 

 ing that universal possession, a mother, 

 may be available for everybody. When 

 once this stock has been produced, the 

 next step is to advertise. Advertise, 

 then, but do not so much stress the stock 

 that is offered as emphasize the senti- 

 ment of the day and the fact that these 

 flowers are for mother, (let the idea of 

 flowers for mother into the hearts of the 

 I)ubli( — and the butcher, the baker, the 

 candlestick-maker will buy orchids or 

 marigolds, if nothing else is available. 

 Those who have enjoyed the best busi- 

 ness assert consistently that advertising 

 is the "open sesame" of the day, and 

 these ])ersons are practical florists who 

 practice what they ))reach, to the tune 

 of success. They, if anybody, ought to 

 know. Their example is 

 good to follow. 



Upon examination of 

 s]»eciniens from various 

 sections of the country, 

 the advertising done is 

 found to fall naturally 

 into two groups — that 

 done by an individual firm 

 for its own benefit and 

 that form known as coop- 

 erative advertising, which 

 makes for the benefit of 

 the manv. 



Send Flowers 

 by Wire 



— if your Mother it 

 in mother city. 



No mattar what diituce ttut 

 <ity rnay be — mt Florut can 

 trtnamii your Flowar Order 

 to ■ reliable Floriat in the 

 town fom daiitnate and th« 

 Flowera will be datlvared to 



I our Mother withla • ftw 

 ourk' tuna. 



MOTHER t^'^:^Z 



always shared with you the laughter and tht 

 silences. Mother, whose open arms were a haven 

 for you and your troubles. Mother, the only one 

 in all the world who ever really knew you and 

 loved you for everything she knew. Reverently 

 we acknowledge her as lite'« sweetest influence— 

 -^d we pay her tribute on Mother's Day knowing 

 that in all the world there is no treasure like her. 

 Remetnber your mother on Mother's Day. Re- 

 member your children's mother on Mother's Day. 

 "Say it with Flowers" and they will tell her just 

 what your heart wants to say. 



All Flowers are Appropriate for Mother's Day 



Allied Fb»..c' A<.i> 



Early. 



number of 

 individual 



First Run in Chicago, This Ad Proved Popular Elsewhere as Well. 



Advertise 



There are a 

 ways for the 

 concern to make its facili- 

 ties known to the public, 

 and there is an unlimited 

 field for the conception of 

 fresh ideas to get atten- 

 tion in the columns of the 

 local newsjjaper. In a ma- 

 jority of cases those who 

 use these most successfully 

 insert advertisements from 

 three to five days before 

 Mothers' day and run 

 them right up until the 

 day itself. Last year the 

 Pershing Flower Shop, at 

 Logansport, Ind., did this. 

 E. H. Pershing, the pro- 

 I)rietor. described the re- 

 sults later, mo follows: 



"Our advertising was 

 based on the percentage 

 we could afford to spare 



