14 



The Florists' Review 



Apbil 15, 1915. 



pooling a certain amount of money 

 and simply advertising Mothers' day, 

 in particular the sending of 'flowers' 

 to 'mothers living' and the wearing 

 of any 'white flowers in mothers' 

 memory.' In advertising in this way, 

 without any names attached to any ad- 

 vertising, my idea was to educate the 

 public to observe this day as a flower 

 day. Our local florists' society ap- 

 pointed a committee of five, one mem- 

 ber of each retail firm in the city. The 

 writer, being the first named on that 

 committee, arranged for a 5-inch dou- 

 ble-column display ad in both the 

 morning and afternoon papers, also for 

 six little locals, the copy for which was 

 taken from The Review, which were 

 scattered as reading matter in differ- 

 ent sections , of the papers. The cost 

 of the whole advertising was only $50, 

 each retail florist being assessed $10. 



"A delegation from this committee 

 visited the editors of the papers and 

 asked them to omit anything that 

 would conflict with our advertising 

 bright flowers for mother in the home, 

 white flowers in her memory. "We ex- 

 plained the necessity for omitting any 

 statement that the white carnation is 

 the appropriate flower of the day and 

 told them that if white carnations were 

 pushed for this occasion it would soon 

 kill the day, as there will never be 

 enough to go around. 



"My suggestion for improving the 

 advertising would be to take this mat- 

 ter up with the S. A. F. and have it 

 approach the Associated Press and 

 other news agencies to get them to 

 eliminate any mention of white carna- 

 tions. I note that several of the papers 

 received cuts of white carnations as 

 the official flower for this day. These 

 same news items in several of the 

 larger cities have practically killed all 

 efforts made by the florists." 



As It Worked in Ohio. 



Says Mrs. J. B. Freeman, successor 

 to George A. Heinl, Toledo: "It was 

 an easy matter to get each florist to 

 put in $10. It appeals to me as being 

 more effective than any other kind of 

 advertising, certainly more effective 

 than small individual ads. Most of the 

 retail florists in Toledo are old in the 



business and eve^ryone knows them. 

 When anything occurs that creates an 

 extra call for flowers nearly everyone 

 goes to a florist who has been dealt 

 with before. So what we want in the 

 way of advertising is something big 

 and striking that all the people will 

 see. The big cooperative ad calls 

 everyone's attention to buying flowers; 

 it escapes no one. Of course we got 

 the idea from reading in The Review 

 what others had done. We tried it, 

 and we like it; it gives us all more 

 publicity than we could get if we each 

 went at it alone." 



"I think cooperative advertising is 

 the proper thing and it certainly proved 

 a great success with us," writes H. H. 

 Bitter, Dayton, O. 



"The results were entirely satisfac- 

 tory," says H. W. Munk, president of 

 the Munk Floral Co., Columbus, O., who 

 adds: "The page ad was designed and 

 written by the newspaper in which it 

 ran and each florist was solicited by 

 that newspaper. The cost was di- 

 vided pro rata, amounting to abdut $17 

 to each advertiser. ^ Easter and Me- 

 morial day advertising could, and no 

 doubt will, be done along the same 

 lines, since the advantage of a full 

 page over small individual ads is ob- 

 vious." 



And this from the newspaper man: 

 "I am sending you a copy of the 

 Columbus florists' Mothers' day ad. 

 They'll have to step some to beat this, 

 won't they! The poem and idea for 

 the ad all were obtained from your 

 splendid publication. If every florist 

 in America isn't a subscriber to The 

 Review, that's what's the matter with 

 their business." 



without removing the blanket, yet pre- 

 senting a finished appearance when the 

 casket was closed. The pall and the 

 arrangement in the church was the 

 work of Holm & Olson. 



INDIANA FLORISTS MEET. 



FUNERAL FLOWERS AT ST. PAUL. 



The larger of the accompanying il- 

 lustrations shows People's church at St. 

 Paul arranged for the funeral of the 

 late Rev. Dr. Smith, The casket in 

 the foreground is shown open. In the 

 other illustration the casket cover is 

 shown as it appeared with the casket 

 closed. The pall was made in two 

 parts, one of which was attached to 

 and removable with the lid of the 

 casket, permitting opening the casket 



Large Attendance at Muncie. 



The State Florists' Association of 

 Indiana held its monthly meeting at 

 Muncie April 13, with one of the best 

 attendances of the year. The Commer- 

 cial Club of Muncie joined hands with 

 the local florists and assisted in arous- 

 ing interest among the florists through- 

 out the state and in handling the local 

 arrangements. The public was admitted 

 to the exhibition and in the evening 

 a program of music and talks was 

 given. The music was provided by 

 local talent of exceptional merit. E. G. 

 Hill gave an entertaining and instruc- 

 tive talk on roses as seen both in this 

 country and abroad, and only those 

 who have heard Mr. Hill give one of 

 these talks can appreciate this treat. 

 President Vesey gave a short talk on 

 orchids, following it with an elaborate 

 and instructive discussion of landscap- 

 ing, giving valuable hints on the best 

 trees and shrubs to plant. 



At the business session in the after- 

 noon four new members were taken in. 

 President Vesey gave an interesting 

 talk on working up new business, out- 

 lining some of the methods employed 

 with good success by his firm. Several 

 members joined in the discussion that 

 followed. A committee consisting of 

 A, F. J. Baur, H. White and F. King 

 were named to make arrangements for 

 the annual outing at Winona Lake in 

 July. Mr. Baur, on behalf of the In- 

 dianapolis members, challenged the out- 

 state members to a game of baseball 

 at this outing. 



Following the business session dinner 

 was served at the Y. M. C. A. building, 

 which was followed by a 2-hour auto- 

 mobile ride through the city, touching 

 at the various places of interest. 



There was a splendid display of cut 

 flowers and plants, F. H. Lemon, A. F. 

 Longren and F. J. Knecht being ap- 

 pointed to pass judgment on the vari- 



Caiket Cover by Holm & OUon, St. Paul, Made in Two Sections, to Permit Opening the Casket. 



