^^^:&.:. 



•:;vT 



.THE" 



^»; 



MOTHERS' DAY AND 



THE "GET TOGETHER" 



Do you suppose it's the Mother Spirit that brings Florists together for 

 ''Her" day? At any rate, it's easy to get the trade lined up for coopera- 

 tive advertising. It was done in a dozen cities last year. In this article, 

 Florists tell how it was done, and how it worked. 



VERYONE knows the 

 story of Mothers' day; 

 how it broke out sporadic- 

 ally in 1908; how the call 

 for white carnations 

 found florists unprepared; 

 how many wrote The 

 Review for information, 

 the first letter coming 

 from Chapin Bros., Lin- 

 coln, Neb.; how The Review had diffi- 

 culty in tracing the origin and ascer- 

 taining the purpose of Mothers' day; 

 how the trail finally led to a Philadel- 

 phia lady who had written an open 

 letter to a local newspaper; how The 

 Review, sensing an opportu- 

 nity for another flower holi- 

 day, exploited Mothers' day 

 in its late April issue, 1909; 

 how the trade took up the 

 idea and pushed it according 

 to the suggestions made in 

 The Review; how the public 

 responded in such force that 

 the supply of white carnations 

 became far short of the re- 

 quirements; how, to turn the 

 demand, The Review next 

 year suggested 



Working Together. 



One of the suggestions made by The 

 Review was that Mothers' day be ex- 

 ploited in each city by raising an ad- 

 vertising fund by subscription among 

 the trade. This never had been tried 

 when The Review printed the sugges- 

 tion, but since that day it has become 

 a regular practice in a large number 

 of cities. But Mothers' day more than 

 any other special flower day seems to 

 draw the trade together for united ef- 

 fort. Last year cooperative advertis- 

 ing was done in a dozen cities. Sev- 

 eral pages of this issue are used to 



For Mothers at home, flowers bright. 

 For Mothers' memory, flowers white: 



how, as the years rolled 

 around. The Review has of- 

 fered suggestions for the 

 further development of Moth- 

 ers' day that have been taken 

 up first by dozens, then by 

 hundreds and finally by thou- 

 sands of florists, until now 

 Mothers' day ranks fourth 

 and perhaps third in the list 

 of special flower days. 



Mothers' day, annually the 

 second Sunday in May, af- 

 fords a splendid illustration 

 of the power of publicity; of 

 the value of advertising; of 

 the splendid results that fol- 

 low united effort on the part 

 of the trade. While we are 

 indebted to an outsider for 

 the idea, Mothers' day has 

 been made by florists. Its 

 exploitation has been almost 

 wholly through newspaper ad- 

 '^:«>'ti8ing by retail florists. 

 And one of the most interest- 

 ing points has been that the 

 ilemand, originally centered 

 on the white carnation, has 

 been turned to include all 

 classes of flowers. And 

 turned by the simple expe- 

 dient of omitting reference 

 to carnations from the ads. 



TdD M(Q)ini(Dir tHhi© EesH MMheir 

 Wlh© Ever Lnved" YdDonr ©wen 



For Mothers Livi^tg — Blossoms Bright 

 For Mothers' Memory^—Flovoers White 



This mo»i beautiful idei jikI vfotimrat 

 originate) with Mus Addic J)ir«i» of Phila- 

 delphia. Th<- happv thought orrurred to h**.- 

 that all motheri. «ltrther living or drail, 

 should be Mproally hoitoird sonir one d«y. 

 rath Tftr. \r\A the t^ond ^SulKIav in May 

 «at' ert a>ide a^ "Mother* Dav." 



From a snwll be^inntn?. only a fe* ye»r; 

 affr<. rhi> idea, io honor and (ommemoraii; 

 the Mother, hap grown lo Ih** dimeuioiu of 

 a national holiday. 



Thr flonft-! of Baltimore >l■^e m*de e»er ■ 

 prepataiioii to supply ftoveri' ap)>ropnate (or 

 the day 



Complete arrarii^'f-m^nl* have been mad« 

 for Ihe delivery of flowers tomorrow aoU atao 

 for delivery at any pl«« out of town. 



The wearing of Canution# w«« the first 

 tuggeation for the recognition of "Mother^ 

 day, " but ao popular haa the "Mother's Day ' 

 idea became that mi>5t perfon< desire to 

 t*xA ■ Bouquet or Basket of 



Fragrant€ut Flo wers 



Or a 



Potted Plant. 



The abuBdaD<Y pi flowers aud consequent 

 moderate price at thia tfme of the year make* 

 it 'poasibte for everyone to send a floral tokrn 

 to the loved cne at borne. 



II§ T^ipipirdDipirnfflile 



"Pttt -jdtfrtiffwfnl IS i>*lt(i for bif thf f't-'^oiftng floruit end flonfr gnifrrt uy a tribute ti) 

 Hit gmtral rtlfarc of Ihr fotl trl. 



TVlHiiiCrmUm M. J:i H. Mow.M 



r.w".>'.Vi.V.«ii~. ni; l-itji »' 



Oarl.. .nd PLftMnl Xla 

 r*rm*rr. T»». ni» « rh»rl*. 61 

 FMI... A. o. < c«. !•! a i.'U<rl<a 



r«s, •. r» Til ColumM« Av. 



OraSUi. iL l~ «" » Nor. I. A>. 

 • nd (;l AlMUlth 81 



•UIIMay ar*^ !.'• N rn.ri.i I* 

 Manlt***. Jaa, Mount WaaMngion 

 Hott, O. m^ ;14* P*Ml*>1vanlo Ar* 

 JokMIM. Mm. Marr. :=> ^'- M^4I' 



.on Kl 

 KrM«. £4. »»■ E North Ava. 

 Lofcr »r«o- Rrooklyti. Md 

 l^faa.o'a Ptowar Oar«a«, ti: N 



Frftticnt Av. adi, ClaCS'ti a Halt 

 Mararaalrk. Jaa.. IS31 W. Baltlmora 



atf.at 

 ta.r.r-ailaaa. C»^ t: LlBtit 81. 

 Marsaa. Jantaa^ B.ltltnot* 

 Maaa, laaa. H_ Oovana. Md 

 MakiT. b. J.. 1)?: 8 Crtarl.a 81 

 ?ltaM«a, l.aa A C^^-1 W r.niraSt 

 PaaaM-li Maakaa C*., Franltlln and 



61 P.ul sta- 



Paaaaaalla. Ga» c. »«l r^ Oar at 

 ^U n t « Ca.. ta» N Otarlaa ■!. 

 •ala*. W al l / J, 7a8«aellfr A*a. 

 RMar. 4aa, Brooklyn. Md. 

 kaMaaaiaa'a Plawar Vha*. Sit M. 



Oarlaa 8t 

 •aattk. Cfcaa. ■. A Ca. 1?1 N Uk- 



arty St. 

 Svatk. A, Jr. « taaa. Cntkia Park. 

 Towaan. Md 



show the different plans employed 

 and in this article numerous letters 

 from participants are printed to show 

 how it has worked and what results 

 were obtained. It is timely because 

 within the next few days the subject 

 will be up for action, not in a dozen 

 cities but in score. The cooperative 

 advertising for Mothers' day this year 

 will exceed in volume and excel in 

 quality anything that has been done 

 in the past. And it goes without ques- 

 tion it will bring results. 



Showing How. 



The cooperative advertisements re- 

 produced in this issue nearly 

 all are much reduced in size. 

 The Cleveland and Boston ad- 

 vertisements are reproduced 

 full size, but the Dayton, 

 Columbus, Louisville and 

 Memphis advertisements were 

 full pages and all the others 

 much larger than they are 

 shown here — to show so many 

 it was necessary to make the 

 plates as small as possible and 

 still retain legibility. With- 

 out exception they are worth 

 study. It will be noted the 

 advertisements are of three 

 general characters. There is 

 the advertisement that is di- 

 vided into a number of small 

 spaces, each subscriber being 

 permitted to put in his space 

 whatever text pleases his 

 fancy. Then there is the ad- 

 vertisement that tells the 

 Mothers' day story only once, 

 the subscriber's part being 

 limited to the printing of his 

 name and address, each one 

 receiving equal prominence. 

 Then there is the advertise- 

 ment paid for by subscription 

 but containing no names, 

 merely an advertisement of 

 Mothers' day and flowers. 



The letters in this article 

 will show that each of these 

 forms of advertising brought 

 good results, but it will be 

 apparent that some of the ad- 

 vertisements are better than 

 . others. 



a«MMM«, w. t.., 1141 PtitDarivwii* 



VlM>^.«., J». Whll# lUrati. Ma. 

 Watftr*«k Pl*w*v M*t*. K1Uffl«nt 



Av# and Windsor Mills r«*i 



An Example of Vhat Not to Do— Too Crowded. 



The Best Ads. 



It will be apparent that the 

 most effective advertisement 

 is not the one that contains 

 the most text; the crowded 

 advertisement is not attrac- 

 tive; the best one is that 

 which "he who runs may 



