'■tU- 



'^W^*^ii-^h ■''>■'■ ''X ■.^'- .If .'*'••' ' 



JLOMSTS^ 



ONE FOR ALL and 



ALL FOR ONE 



When we work for Mothers* day, we work for ourselves, for each 

 other, for all. We owe it to the Trade to do each his individual part to 

 bring Mothers' day to the attention of the public. If our business acumen 

 does not prompt us to push, our self-respect should keep us from sitting 

 back to profit by the work of others. 



!.^ 



HE trade quite well under- 

 stands that the enormous 

 sale for flowers at Moth- 

 CT8 ' day has been the 

 direct result of The Re- 

 view's work of exploita- 

 tion, begun when nobody 

 knew what the day ■^as, 

 or what it meant, but 

 there still are thousands 

 who have not thought of their own duty 

 in the matter. They have not yet 

 realized that they owe it to themselves 

 to put their shoulders to the wheel 

 along with the shoulders of those who 

 thus far have don© the work. 



The Review saw the possibilities of 

 the day and brought them forcefully to 

 the attention of the trade. This paper 

 could not go direct to the public; that 

 part of the work rests in the hands 

 of those who deal with the consumers 

 of flowers. 



Possibility Now Fact. 



When The Review first made a 

 feature of Mothers' day it presented 

 no more than an opportunity; today it 

 presents an actuality. It is more than 

 a possibility; it is an established fact. 

 The possibilities have been demon- 

 strated. The men who first put their 

 time and money into advertising 

 Mothers' day to the public back in 



..^^ 



Remember Mother on Sunday, 



May 10th, 1914 



MOTHERS' DAY 



j j^-^i"! •»' ll"."^«, kim«-,l„ l,ta a^ .1, To ho»cr llK b« 

 I i—l-r .h. „, l„M -„., „..^4,„ j. ^ p,,,^ „, ^^^. p^ 

 ". t.rr, ih, 1„,», ^ 1,.,^, Ilock 0/ OB (I'-rt, ,n ,h, n„. 



Kates, Carnationt, Sweet Peat, Beaatitt 



"d cveryih^n^ >» trttna 



Mothers' Day Special 



Boi ot iMonvd Oowen, 



•plrndid ratic 



$1.00 



KtI, .^„i., „„ ,„,„, h,,^ „, ,„ ^j,^^ _^,^ j^|.^^^^ 



I F.iv r..» Si 



Art Floral Company 



*~>r.riVl. M,r 



Columbo« Used the Dollar Box, 



dolli 

 ^^ P 3r 



safttrda^ only 



moriieTS 

 da\i 



flowers 



for her 



HAYWARD HOTEL BUDG 



riasi MAiMi4«« 

 As Done in Los Angeles. 



1909, according to The Review's sug- 

 gestions, perhaps were taking a chance; 

 but those who advertise it for the first 

 time next week will take no risks. In- 

 deed, if they overadvertise they will 

 be only returning some of the profits 

 they already have had on the work of 

 others. 



Let there be no misapprehension; the 

 idea of Mothers' day was conceived 

 outside the trade, but it would have 

 amounted to nothing had it not been 

 for the florists. The trade made Moth- 

 ers' day — made it by advertising it. 



" Bright Flowers." 



How generally the day has been ex- 

 ploited along the lines suggested by 

 The Review is well shown by the al- 

 most universal use of the lines coined 

 for these Mothers' day articles: 



For brothers at home, flowers bright. 

 In Mother's memory, flowers white. 



The lady who originated Mothers' 

 day named the white carnation as its 

 emblem, but The Review appreciated 

 that the day had possibilities greater 

 than the supply of carnations of any 

 color and suggested the couplet as a 

 means of turning the demand to in- 

 clude everything in the florists' stock. 

 That practically all the work that has 

 been done grew out of The Review's 

 suggestions is proven by the use of 



the "bright flowers" idea in a great 

 majority of the advertisements. 



Make Everybody Welcome. 



In certain quarters there has been a 

 disposition to feel that, because one 

 was first to exploit Mothers' day in a 

 certain territory, others who took it up 

 were interlopers — buttinskies. It is the 

 wrong view. Welcome each one who 

 adds his might to the force now back 

 of the movement. 



That first year The Review told 

 what might be done BEFORE Mothers' 

 day, dozens took it up. The next year, 

 hundreds; then thousands. Let us hope 

 for still more help this year. 



One man alone can bestir no appreci- 

 able number of the hundred million peo- 

 ple in this country. Miss Jarvis, with 

 her open letter to a Philadelphia daily, 

 stirred a few. The Review, with its 

 first feature article, started several of 

 the live-wires, but the day took on no 

 real importance until a small army of 

 workers had been enlisted. Indeed, 

 Mothers' day still is an affair of the 

 towns and smaller cities; the retail flo- 

 rists of the three or four largest cities 

 have not yet got up sufficient steam to 

 have attracted much attention to the 

 day in their busy, blas6 communities. 



Sunday, 

 May 1 0th 



Sv K J FWww to MotKar, *r w>f o— mkoaoref K«r 



BrliB Hoxri /or Molhttt UtlKf 



fUttt Oiitr Et'lg 



Holm & Olson 



20-24 Wtil Fl/lt, SiFttI 



l[]pim®(s^^in)iM<s>i 



St. Paul Knows How to Do It. 



