10 



The Florists^ Review 



Apbil 15. 1915. 



MOTHER'S DAY 



SUNDAY, MAY 10th 



She Would Appreciate Flowers—Send Them 

 WEAR A FLOWER 

 FOR HER SAKE 



Mother «' Mm€ 



rmMt>H>»A fM. 



QHE. irf>wrvjnce of the t^cond Sund^v in May ^^ Mmhrrv [>ty «nfwi 

 .)l«l wuh 4?h>ladt-lf>hia Udy, Miss Ann^i Jaiviv ^hu .>lHrrv«l lh« 

 lim annivrrury <>t th« dr^ih oi her moiher t>r wf arn*; «hiir lar 



. nattooi, h^i moihrr'i lavonif fkiwer Thr happv ihouiihl Ifirn or- - 



oirrMl to her ttui 4II moihrr^, whether living or d«ad. shoukl br lO h»nr>frd 

 ihai ihf s«:ond Sunday m May th* dat* of th« hnt <4ihrrvancr '•hould \» 

 rr(.otfniird as ibc lime loc thi-- inbiiie To r»ahf ihr di^mction cleaf, whiU 

 fl.>w(Ts ire worn a« a tribute toihe dead and bright tlowrrsinh'^noToMhrlivmc 



ALL >LO\y ERS_ARE APPROPRIATE 

 Spokane Flonsl G).-~A. J Burt— Hoyl Bros. G). 



mtev<M(A« Mw^MUhA It .« Knit 



Bumette Bros.— The Best Shop 



Five Columns in a Spokane Paper. 



read." Where the cooperative plan of 

 advertising has had the longest test it 

 has been found most effective in every 

 sense to have the subscribers' names 

 appear in the advertisement; the an- 

 nouncement appears to lose force un- 

 less its origin is plainly apparent. It 

 seems quite plain that the public has 

 been educated to accept advertising as 

 the natural thing and to place confi- 

 dence in the announcements that 

 frankly state their commercial purpose, 

 but to less readily understand and less 

 freely accept advertising which does 

 not show on its face the commercial 

 interest of its sponsors. 



The earliest cooperative advertise- 

 ments nearly all were divided into 

 separate spaces for each subscriber. 

 The result was that each man told the 

 whole story, or conflicting stories, and 

 an unattractive, almost unreadable 

 hodgepodge frequently resulted. The 

 best results thus far obtained have 

 come from the use of large space de- 

 voted to striking display, with brief 

 text and the signatures and addresses 

 of the subscribers. It will be noted 

 that last year at Memphis only three 

 florists subscribed to the fund, but they 

 used a full page. At Louisville there 

 were nine subscribers and at Columbus, 

 only seven. In cities of moderate size 

 a full page can be had in the leading 

 paper at from $50 to $200, where in 

 Chicago or New York the papers of 

 largest circulation charge perhaps $700 

 or $800. Ten florists can well afford 



MOTHERS' DAY 



May 10th, 1914 



niGHT r\jn^ 



Swidj>. Mjy 10. :? s<1 a^tiV offictjlly 

 throultMut tV VnivtJ Sutfs to ^ti«*r ftt< 

 hrm RMMhrr ^ho t\rf livwj — your o»n. 



Tyvr ptirpow of thts innounr«n*l»t N *o 

 prt5»fl» br.ng MOTHtRS' DAY lo'lV 

 attmtion of thr public aivi to rsimd tiw 

 popularity of this braultfal Hka. 



RrtfwmbfaiK^ should he made t»ith 

 dofal trtburrt tn iIk hoow and iw oo* 

 >hoal4 br withoul a Bot»*t oo Mothfrs' 



Each one 'Should do his best to keep 

 alive the observance of this beautiful day 



Detroit Omitted the Names. 



to pay $10 each and use. a full page 

 that costs $100. 



Eggs in One Basket. 



Whenever prospective advertising de- 

 velops there always is the cry of "Be 

 fair" on the part of the minor publica- 

 tions — they always want their ' ' share. ' ' 

 But experience has proved that the 

 best results' are had, not by dividing 

 the available funds by the nuriiber of 

 publications in the field, but by using 

 big, strong, striking display in the one 

 paper read by the most people of the 

 class the advertiser wants to reach. 

 In every city, as in every field, there 

 is some one best paper. Ordinarily 

 that one best paper is a long way ahead 

 of the second best paper. And any 

 man can pick out that one best paper 

 independently of anything the solici- 



Mothers^ Day 



Sunday, May 1 0th 



REMEMBER your mother. 

 EMEMBER that no mat- 

 ter how much you do for 

 her, you never can do enough 

 to repay her, that you never 

 can do too much to show 

 appreciation of her love. 



By buying flowers or a pretty plant 

 for her, or by wearing a flower in 

 her honor on the day set aside for 

 this purpose, you can show your ap- 

 preciation in a good way. 



Mothers' day thi!< year falls on 

 May 10th. Your Florist is excep 

 tionally welf prepared to take care of 

 your Mothers' Day wants. Just tel- 

 ephone to him. 



Be sure to remember your 

 mother if only by wear- 

 ing a blossom on your 

 coat lapel. 



Mothers' Day May 10th. 



How Clevelanders Did It. 



tors- may say. For any florist, any- 

 where, at any time, the one best paper 

 for him to use is the one that carries 

 the largest volume of advertising di- 

 rected at the same class of people the 

 florist wants to reach. If the florist's 

 offe? is a special sale of violets at 19 

 cents per bunch, then he wants to print 

 his advertisement in the paper that 

 carries the ads of the bargain base- 

 ments, but if he wants to reach good 

 trade the paper to use is the one that 

 carries the advertisements of the bet- 

 ter class of merchandise. 



Start Sometbing. 



The cooperative advertisements have 

 nearly all come about through some one 

 energetic florist having set the ball 

 rolling. In some cases a florist, im- 



Mothers Day, 



SUNDAY, May 10th. 



The second Sunday in May has baen set 

 apart every-where as the day upon which ^e 

 honor MOTHER 



A box of beautiful Flowers, sent to 

 YOUR MOTHER, or an appropriate plant 

 that she can watch grow and care for as only 

 Mothers know how, will make this day 

 happier and bring back to her thoughts 

 memories she holds most dear. 



Remember YOUR MOTHER. Tjtis is 

 her day. The day of Mother love. 



For Mother at home, Flowers bright, 

 In Mothers memory, a Flower white. 



Knozville Showed No Florists' Names. 



pressed with the opportunity, has col- 

 lected the fund. At Cleveland and at 

 Knoxville the Florists' Clubs took 

 charge, and at Boston the Eetail Flo- 

 rists' Club attached its name to the 

 advertising, but in most places the co- 

 operative advertisement has been the 

 result of a florist telephoning the ad- 

 vertising manager of the best paper in 

 the city. The newspaper usually has 

 been quick to grasp the opportunity 

 and has sent a solicitor to call on the 

 other florists. This probably is the 

 best way to work it. The Review sug- 

 gests that the reader here reach for 

 his 'phone and call up his newspaper; 

 then go on with the letters that con- 

 stitute the balance of this article' and 

 learn how the plan worked in other 

 cities last year as florists tell it here. 



BY FLOBISTS FOR FLORISTS. 



How Cooperative Advertising Works. 



Last year, at Mothers' day, The Re- 

 view asked its readers who partici- 

 pated in cooperative advertising to write 

 the Editor telling how they worked it 

 and how it worked for them. This ar- 



WEAR A FLOWER 

 MOTHER'S SAKE 



To Honor tht Bcflf Mofhcr 

 Who Evtr lioMi- Your Oum 



Thm h (*« ^t^pmm ml W*f *^* Ow 



Sunday^ May Tenth 



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 McA 7«v, mtd tkm M g>iirf Smmdmji m Vcy 

 mm M( flnrfc m 'tltihrn^u D99.' 



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tmpply tkmii mwtmmmf t mt>d 



pemptMy tm irmg "JfvfiWi OsjT to tfcr 

 lij^i it} W fJU> tMMfiW Wm. 



Thm WMftMMnvMf it paid far hy M* 

 tMzmihf twrimtt m» m trihmH to tW fwx f l 

 wtlfar* W tkm Hmwl mri. 



MAMK AtTKSH. 404 Mm* If. 



N. r. MKcmt. t§* jtoto j(. 

 orruatAMM « xTEtix. itr sm« st 



$ctiLATTtK A ton. «a «M» » 

 r. r. $MUHAn. i4i $m» It. 



Ut U$ Help You Properly Celebrate 

 *'Moih€r*$ Day*' 



L. 



A Quarter Page at Springfield, Mass. 



