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14 



The Florists* Review" 



Apkiz. 20, 1916. 



Fort Wayne and Mother's Day. 



In a small town it takes less effort to 

 arouse interest. 



How to Do It. 



In a big city the cooperative method 

 of advertising appears to have had the 

 best all-around results. It was to en- 

 courage this that The Eeview devoted 

 several pages of its issue for April 15 

 to showing what was done last year, and 

 how it worked. There were, of course, 

 many different advertisements, and 

 three general characters of advertise- 

 ments, but they practically all used: 



For Mothers at home, flowers bright. 

 In Mother's memory, flowers white. 



And there was enough variety of opin- 

 ion to keep life on this well known 

 footstool from becoming a humdrum af- 

 fair, but on the whole the letters in the 

 article showed splendid results from 

 last year's efforts. 



Cooperative advertising must be set 

 on foot early and the article of April 

 15 has resulted, as was planned, in 

 starting something of the sort in dozens 

 of cities — many more than tried it last 

 year. 



Individual Work. 



Today it 's time to start the individual 

 effort. It's up to every florist to do 

 something, if no more than to put a 

 sign in his window. But of course the 

 best work is done by a strong advertise- 

 ment in the best newspaper. Don't 

 fritter away your money, as so many 

 florists do, by advertising, just because 

 they ask for business, in every paper 

 that has a solicitor on the street. Put 

 the money in a big, strong display in 

 the one paper ntost buyers read. If 

 you are not sure, make the publishers 

 prove their circulations. Don't take 

 the solicitor's word that he has "as 

 much as the other paper;" on the con- 

 trary, you can regard such a claim as 

 probably a confession of its untruth. 



Wliat ShaU It Be? 



The Mothers' day ad should not only 

 be as large as the funds available will 

 permit, but it should be illustrated and 

 well displayed, not crowded. In tljis 

 issue are small photographic reproduc- 

 tions of individual retailers' ads of last 

 year, when Mothers' day fell May 10. 

 This year it is May 9. These ads are 



On this occasion every, 

 one sends flowers to 

 mother and in honor to 

 her memory flowers 

 are worn and sent 

 _ broadcast 



-Wilt. noWMi for ^otti»ri' M.morr — 

 Brlcht Flower, for Molbtra Uvlni.'* 



PlACO J'our order now bocauio Ih. t«t»r d.manil wit) uhsuRt 

 our itock of lh« ftiNst tfltctloiw ebtalnablo of booullfuk (re.li. 

 (r«Kr«ut flower*, 



Our Tet.tr.ph Delivery Eyerywhere Will Bneble 

 Veu to Remember the Ifotbcr In Borne DtetftAt City. 



Store 



6d Broadway 



Greenhouse* 

 5 South Terrace 



Motor DeliMrf in Fargo and Moorhead 



A North Dakota Success. 



worth studying. Each is attractive in 

 its way, but some of them show things 

 better not done, unless under excep- 

 tional circumstances. Better not use a 

 cut of carnations; better not mention 

 carnations in any way unless you are 

 seeking to increase the demand for 

 that special flower. Better not feature 

 the dollar box unless you are satisfied 

 with dollar deals on a holiday. Better 

 not feature any one flower; better 



jf Next Sunday # 



fjT^ May the Tenth ^ 



«f Is Mothers" Day ^ 



t 



In hoa«r ef «Bl**rHl Bioth*rlioo4. ih« aeeoad lua- 

 iajr In Har haa b««« —t aal4« br whole North America. 



It ta neat ttttUkg that mother, whether dead or Itv- 

 lB«. ahoMld W heaered on ihte eccaaloa. ka Ooveraer 

 fttuan ttpnmm it. 'The eentlment of Uothere' Day at 

 o»ee to«eli«a the tendrrvet emetMtna end erokea the 

 moat hallowed memonea to all men and all MAinen." 



WldU TUmtn for MotiMn' Mnnory. 

 Briffat riowwi for Mothon Urlaf . 



Odo for Tonr BnttoKkoto 

 A Baach for Mothor. 



Per thta eeeailoa we hare made epeelaJ vrepAjattaaa 

 le avtolr anr patrena with the moet appropriate 

 PRISM CUT pryiWVRB 



Plaee reur order ■■ earlr ee eonramleaL 



Frloit: WUU OanuUoni |1J0 por doooa. 

 Oolorod OtfBftttou $1.00 por doM& 



F, FALLON 



The Florist 



BO Soatk JiCaMa Mnet, Koaaolu, TiiflaU 



As Roanoket Va., Did It. 



9 



An IndlaoapoUs ModeL 



recommend "her favorite, thejr're all 

 appropriate." Better not onut: 



For Mothers at home, flowers bright. 

 In Mother's memory, flowers white. 



Better tell the newspaper to supply 

 an attractive cut for you; they nearly 

 all have facilities for doing it, one way 

 or another, but they will nearly all show 

 carnations unless you forbid it. 



Each for AIL 



But by all means, do something. If 

 you have not joined with \hQ rest of 



Mother's 

 Day 



Sunday May Tenth 



Th* day for rciMmbenne the nciMM and dnrcst w* lo alt— Mother. No oiw 

 «lM cw bring h«r th« plea.«ii« that will be her* in receiving FLOWERS 

 FROM YOU. Cut rtowen or Potted Plonu are equoUjr approfiriate. 

 White flowen for Mother's in glory. Bright f lawen for Mothera iUll here. 



She Marietta floral ^c. 



••rffOHOMfiff smM»" 



^ 



Marietta, O., Called for Carnations. 



the trade in your town to do some co- 

 operative advertising, pick out from the 

 suggestions here given the idea that 

 best fits your case and get something 

 started today. Of course you will do 

 a good business for Mothers' day any- 

 way, whether or not you lift a hand 

 to help it along, but can you afford to 

 sit back and let the rest of the trade 

 build up a business for you? Can yoii 

 afford to let "the other fellow" be 

 known as the progressive florist of yonr 

 townt Doesn't your self-respect forbid t 



Bemember, what you do for Mothers' 

 day benefits all the trade — and what 

 all the others do benefits you. 



So, get busy. 



THE TELEGBAFH OBDEBS. 



Oet Some to Send Out. 



Betail florists should remember that 

 Mothers' day affords a chance for tele- 

 graph orders not even second to St. 

 Valentine's day or Christmas. It can 

 be made by far the best day of the 

 year for sending flowers back home by 

 wire. 



Millions of men and millions of wom- 

 en are separated from the mothers 

 they love. It requires only the hint 

 that the florist can jieliver fine, fresh, 

 fragrant flowers to Her on the desig- 

 nated Sunday morning — the orders will 

 come as easily as any business you 

 ever tried to get. 



For anybody to receive telegraph 

 orders, somebody must send them — and 

 pocket twenty per cent for his trouble. 

 The florist who sends the most orders 

 also, in the long run, receives a great 

 many of them. 



Get some orders to send to other 

 florists; that, and your card in the 

 Telegraph Delivery department of The 

 Eeview, will do the rest. 



Explain the telegraph delivery fea- 



MOTHERS" DAY 



SUNDAY,MAY TEKTK 



Everyone Should Wear 



a Flower 



for MOTHER 



fcdi,.M., )!>.>««.*».' n il, K iil l il l»-W 

 JLl. J JJ I I ' ' T ■' - ■■■|- -^--*« 



U tvv Cm Fxi. - 1.^ WW e* >*«* •- 1'** 1 1 e I 

 f^ AID,, Saiv IMbo 



STUPPY 



FLORAL CO. 



hktm *i» »»*m;» its 



rMMM li Wt •>! 



St. JoKph, Mo., INd It This Way. 



