26 



The Rorists' Review 



Apbil 14, 1921 



liix NiK'cess nnd by lila ronflilciK't- in uiulertiikliiK 

 lloriciiltiiro on siiili a lar;;(' wciilc. Iio iiiatcrially 

 oiiliaiK'cd onr individual ainl>iti(>Ms. 



'I'lic Cliicatjo Florists' Club nu)Uiiis llio loss of 

 one who was so ever ready to do his Hliare for 

 the w(dfari' and the prosin'rity of tliost »\m- 

 ilaily ciiKatji'd and ho sinitTcly condole with the 

 family in llie Kroat loss. 



Hesolved, that those rosolutions bo spread 

 upon the records of the ('hicatio Florists' (Uub 

 and a copy thereof bo embossed and sent to the 

 family of our doceasod member and notiio of 

 sueli resolution be publislied by each of the trade 

 JournalH. 



Tlie committee which drew up tliis 

 resolution was instructed by President 

 Kohout to act similarly jn regard to 

 the late W. W. Barnard. The members 

 are T. E. Waters, J. E. Pollworth and 

 James Morton. 



Reorganization, 

 ganization ])lan of President Kohout, 

 cojjies of which were sent out with the 

 meeting notices, rei)orted as follows: 



Tjlie committee to consider the reor- 



Your committeo has carefully oousiderod I'resi- 

 <lent Kohout's reorganization i>lan and believes 

 that with some moditlcationH it nuKbt be ap- 

 proved by all the l(H'al trade orKanizations. 



Now that the restrainiiif,' effects of the war 

 are passinR away, there is opening to the Clii- 

 <:at;o Florists' Cluli a broad Held for educational 

 work and regulation to prevent waste in effort 

 and expense. 



Till- ttowor shows of former years need revival, 

 the I'aKoanl of I'ronross demands united effort 

 on the part of the trade, and there are many 

 questions of production and distribution which 

 must be tliorouKhly discussed if the trade of tills 

 territory is to be kept abreast of the times un- 

 der the rapidly changing conditions now con- 

 fronting us. 



This work requires the earnest coiiperation of 

 all trade interests, and your cominittee Is of the 



opinion that united action would produce highly 

 beiietlcial results. It is. tlierefore, recoiumeiided 

 that tile proposed ulan of reorganization be sub- 

 mitted to all other local trade bodies Interested 

 in tlie udvanceinent of floriculture, requesting: 



1. (Consideration of the plan. 



li. Modifications or amendments. 



3. Committee from each organization to dis- 

 cuss the situation. 



On receipt of the views of other interested 

 organizations, the Chicago Florists' Club would 

 be in position to take such further action as may 

 be necessary. 



It seems to your committee that the various 

 trade organizations could advantageously unite 

 for the common good on matters of general in- 

 terest, leaving each individual organization free 

 to transact its special business in its own way. 



The 'report was signed by M. C. 

 Wright, chairman; Philip J. Foley, Jr., 

 and Michael Barker. It was recom- 

 mended that the members be given ad- 

 ditional time to think this matter over 

 and it will come up for discussion at a 

 future nieeting. 



Secretary Lautenschlager called at- 

 tention to the tiuestionnaire sent out 

 with the April notices, and for the 

 benefit of those who have not yet sent 

 in answ'ers, the secretary read off a 

 number of the questionnaires which 

 have come in. From all indications, 

 the questionnaire will be of great 

 value to the members of the Florists' 

 dub, as it is an opportunity for each 

 mcml)er to express his individual de- 

 sires, and many valuable suggestions 

 were forthcoming. Those who have not 

 as yet sent in their questionnaires are re- 

 quested to do so immediately. 



fc^t yjl^^liy.'!! 



NEW YORK CLUB 



Sou 



NEW YORK CLUB MEETS. 



Returns on Flower Show. 



The New York Florists' Club met 

 Monday evening, A])ril 11, in the club's 

 quarters, in the Fngineering Societies ' 

 building. President I. S. Hendrickson 

 occui)ied the chair, and there were 

 about 100 members present. 



After the reading of the minutes of 

 the ])revious meeting, Secretary Young, 

 for the flower show committee, read a 

 ])reliminary report covering the 

 finances of the show held last month 

 in the Grand Central Palace. Receipts 

 from all sources were given as $71,- 

 411.26. Of this amount, over $41,000 

 was taken in at the box office, and the 

 trade space returns vere about $16,000. 

 The returns for trade tickets could only 

 be estiniattMl at ))resent, on account of 

 adjustments in jiro^ress for unused 

 tickets. The expenses attaching to the 

 exliibition were higher than usual, for 

 many reasons, one of which was the 

 ])reiiiiuni list, a large nuiiii)er of the 

 classes being wholly filled. The 

 liremiunis actually awarded amounted 

 to something like $16,00(1, outside of the 

 cost of all the gold, silver and bronze 

 nicd.ils. The coiiimitlee was unable to 

 dftcniiine the amount which would be 

 ;i\-;iil;il>]e as a surjiliis, but it was ex- 

 l)ected 1o be between $(),r)IHI and $7,000. 



John n. Pepjier jM'csented a resolu- 

 tion of syiii]);itliy on the death of 

 Charles !Millang, a member, which was 

 a(lo]ited, and a cojiy of it was ordered 

 .sent to the dece.'ised 's family. 



New Members. 



The following were elected to mem- 



bership in the club: Nicholas Grakas, 

 4215 Third avenue, and James F. Baird, 

 ^ry West Eighth street, New York; Wm. 

 A. Frankerbach, Southampton, L. I., 

 and Carl Oscar Carlson, Fairfield, Conn. 

 (life). Nominations for election at the 

 next meeting were: Paul E. Atkinson, 

 7 West Forty-fifth street, New York; 

 James Hagcrup and Frank S. Bosslvage, 

 15 Putnam avenue, Brooklyn; Anthony 

 Denis, 314 Lenox avenue. New York, 

 and Henry J. Apple, Whitestone, N. Y. 



The secretary read his financial re- 

 ])ort for the year ended December 31, 

 1920, reading of which was held over 

 from the March meeting on account of 

 the flower show. The report showed 

 the finances of the club to be in good 

 shape, with a balance in the treasury 

 of nearly $20,000. The report was, on 

 motion, accepted. 



Vice-j)resident Irwin, its chairman of 

 the iioard of trustees, presented the 

 i)udget committee's report, which rec- 

 oiiniiended a liberal api)ropriation for 

 expenses during the current year. On 

 motion, the re])ort was accepted and the 

 recommendations therein were adopted. 



Mr. Irwin, as chairman of the dinner 

 coiiimittee, rtqiorted that the dinner 

 held :it the Hotel Baltimore Miirch 16 

 was a great success and ])ractically 

 lina;iced itself, only a negligible defi- 

 ciency resulting. The report was ac- 

 cejited, with a vote of thanks to the 

 committee. 



Address on Advertising. 



The speaker of the evening was L. I), 

 l-'ernald, advertising manager of the 

 New York Kvening Post, whose sub- 

 ject was ' ' News]);iper Advertising, 

 witli Esjx'cial Keference to Advertising 



Policies for the Florists' Trade." Mr. 

 Fernald proved to be an able speaker, 

 and his address showed that he had 

 thoroughly studied his subject. He dis- 

 tributed copies of a useful little book 

 by Truman A. De Wcese, which he said 

 might be considered as a base for his 

 talki and he referred to important chap- 

 ters in the volume. Coming down to 

 the florists' advertising, he said that 

 it should not be forgotten that the flo- 

 rists were obliged, first, to consider 

 what he would term "habits and cus- 

 tomers." People did not think enough 

 about flowers, and the purpose of ad- 

 vertising should be to remind them of 

 tne beauty of flowers and that they 

 were essential in the home for many 

 reasons. It was not necessary to deal 

 with descriptions of flowers, for every 

 one knew and loved them. The florists 

 were fortunate, he said, in having a 

 commodity which interested everybody, 

 and, unlike dealers in pianos, phono- 

 graphs and many other articles of mer- 

 chandise, which usually met with but 

 one sale to one party, the florists would 

 make repeated sales to individual cus- 

 tomers, as many as two and three a 

 week, even one each day. Forgetful- 

 ness, he said, was a cause of a condition 

 of poor business, and this certainly 

 could be removed through judicious ad- 

 vertising. A good thought expressed in 

 a good advertisement would more than 

 likely create a desire, and this desire 

 would result in business. The often er 

 the advertisement, the better for the 

 flower business. 



Allied Florists' Association. 



A. M. Hensliaw, president of the Al- 

 lied Florists' Association, at the close 

 of Mr. Fernald 's talk addressed the 

 meeting and detailed what his organi- 

 zation had done in the way of publicity 

 for flowers. He deplored the lack of 

 support, even interest, on the part of 

 the retail trade, but expressed the 

 opinion that the retailers did not un- 

 derstand the situation or were not satis- 

 fied with the plan on which they were 

 expected to cooperate. At a meeting 

 of wholesalers held April 8 it was de- 

 cided that the only way to get equitable 

 support from the retailers was to offer 

 them a plan embodying an assessment 

 of one-half of one per cent on their pur- 

 chases, a small assessment, it was true, 

 but in the aggregate amounting to a 

 considerable sum. About $6,000 had so 

 far been collected, but $50,000 ought to 

 be available, and it would not be too 

 much. The advertising so far done, 

 which at best was only of a preliminary 

 sort, had proved its worth, and imme- 

 diate and satisfactory results had been 

 noted. 



Aubrey Nash, secretary of the asso- 

 ciation, gave some figures which were 

 quite interesting. On the guarantees 

 turned in there had been collections as 

 follows: Growers, $3,000; wholesalers, 

 $1,600; seed and bulb houses, • $800; 

 greenhouse interests, $300; suj)ply deal- 

 ers, $700; retailers, $25. These 'figures 

 were ajjiiroxiniate, as his actual figures 

 were not at hand. About $6,000 was 

 the amount in jill, of which about 

 $2,(100 had been ;)aid out for three ad- 

 vertisement issues. 



Wallace R. Pierson, Cromwell, Conn., 

 was iilso a speaker and expressed his 

 sur])rise that a greater interest was 

 not t;iken in the movement. 



A rising vote of thanks was tendered 



I Concluded on page 31.] 



