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Aucusf 19, 191S. 



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The Floi^ts' Revieviy 



View in the S. A. F. G>nveatioo Garden, Golden Gate Park, San Francisco, Cal. 



committee to deal with the problem. 

 Little has been done further than mak- 

 ing the following report, which we trust 

 may have a stimulating effect in an 

 undertaking the national society stands 

 much in need of. 



Large appropriations for the further- 

 ance of publicity throughout the land 

 arfe impractical from a financial stand- 

 point and unless carefully safeguarded 

 and given detailed attention, there is 

 much liability that a large percentage 

 would be wasted. 



Advertising experts of the larger 

 cities have in several instances made 

 suggestions to prominent members of 

 the S. A. F. in regard to national pub- 

 licity. In the main, their ideas were 

 practical and would no doubt bring re- 

 sults, but it was evident that the cost 

 was at no time in accord with the meas- 

 ure of direct returns receivable by the 

 florists' fraternity. In fact, one promi- 

 nent expert had it that $25,000 would 

 be a reasonable sum with which to 

 start in the city of New York. This, 

 of course, sounds well and no doubt 

 would be of immense value, but at the 

 same time it would be impossible to 

 carry such a project forward through- 

 out the country. 



Advertising Strength in Trade. 



One of the self-evi'Sent features that 

 has brought itself cj^fly to the front 

 in the last few years is the following: 

 That the great national flower shows 

 given in large centers, the extensive 

 advertising campaigns of the larger in- 

 dividual firms of the country and the 

 natioYial publicity campaigns of the Flo- 



rists' Telegraph Delivery show that 

 there is a great wealth of strength in 

 the S. A. F. itself, that we have a 

 strong advertising feature to stand on 

 within our organization. 



There are approximately 2,000 of the 

 better florists throughout the country 

 closely united, willing and only waiting 

 the call to send forth the proper issues 

 before the public. It is true that one 

 florist has not the strength in the small- 

 est fraction of a large newspaper, but 

 one individual florist has within him- 

 self the power to carry forward a cam- 

 paign which will interest thousands of 

 people. 



The florists of a large city like Chi 

 eago alone, it properly united on a 

 single subject, can place it before an 

 immense population. This is shown in 

 the newspaper features of united flo- 

 rists' advertising in Detroit, Cleveland 

 and Philadelphia newspapers. 



It is the firm belief of this commit- 

 tee that if any special line of adver- 

 tising be taken up and set before the 

 members of this organization in the 

 proper manner, the advertising will 

 be carried throughout the breadth of 

 the country and the expense from the 

 parent source be entirely within the 

 reasonable bounds to be expected. 



Working Through Organization. 



A few hundred dollars expended by 

 this organization, or collectively by in- 

 dividuals, in properly placing an out- 

 line before its members and in aiding 

 them to carry it out, will within a rea- 

 sonable time insure its appearance as a 

 national message to the flower buying 



public. This has been clearly demoa^ 

 strated through the efforts of the Flo- 

 rists' Telegraph Delivery, each individ- 

 ual member using feature advertising 

 on his letter-heads, on a majority of 

 1,000,000 folders or in his advertising 

 space in newspapers and periodicals. 

 This same plan can easily be carried 

 forward, as there is not a member of 

 you who is not willing to aid the par- 

 ent association and himself in such a' 

 manner. The sum of money expended 

 at the start, whether it be $1,000 or 

 $5,000, will easily return to the source 

 in the way of strength and influence or 

 in membership itself, for everyone con- 

 nected will be pleased with the results 

 and satisfied with the good accom- 

 plished. 



We say confidently that if the So- 

 ciety of American Florists wants its 

 members to sell a particular flower 

 next Christmas or if it wants a certain 

 line featured or if it has any publicity 

 of any special nature in niind, it 

 can safely accomplish its object through 

 its membership and at a cost less than :: 

 one-twentieth of what would be charged 

 by any professionals who are interested 

 in doing the work without the aid of" 

 2,000 florists themselves. 



It did not take long for the Mrs, 

 Russell rose to be known generally. 

 Why? Because thousands of florists 

 boosted it. Neither would it take long 

 for any worthy publicity to reach the , 

 public if handled along the same lines. 



The coming great Philadelphia show _ 

 will in itself add a stimulus to tiie local 

 flower business and with an advertis- 

 ing secretary of the S. A, F. acting 



