68 



The Florists' Rcvie>^ 



OCTOBHB 6, 1921 



- The flori«t« whose cards appear on the pages crarrying this head, are prepared to fill orders, 

 ^■" — from other florists for local delivery on the usual basis. 



I TATE'S TIPS i 



Publicity, Not Privacy, Wanted. 



Much talk is heard these days among 

 florists about other industries using the 

 idea of "Say It with Flowers" in their 

 publicity. Such paraphrasing of the 

 slogan as "Say It with a Bank Ac- 

 count," "Say It with a Graphophone" 

 and "Say It with Candy" arc often 

 seen. Indeed, the writer has met some 

 florists who were of the opinion that the 

 copyright laws were being violated. 

 Every florist should know that the 

 slogan was never copyrighted. Had this 

 been done by the Society of American 

 Florists, none but members in good 

 standing of that organization would 

 have been permitted to use it. No law 

 prevents any industry from saying it 

 with any commodity it chooses. The 

 firms that are plagiarizing it are every- 

 one of them familiar with the publicity 

 game. You can rest assured that before 

 it was used by any of them the legality 

 of the question was investigated. But 

 right here let mo ask my readers a ques- 

 tion. Did you over hear of anything 

 being counterfeited that did not have a 

 monetary value? There is no stronger 

 evidence to bo had of the value of our 

 slogan than this. Now let us look for a 

 few minutes at what gave the slogan 

 its value. 



Half -Hearted Publicity. 



If, when the Society of American 

 Florists adopted this slogan, it had been 

 locked in John Young's safe, would any 

 of these industries be using it today? 

 A committee was appointed to give it 

 publicity and, when we consider the 

 prominence that this slogan has reached, 

 especially over the northern half of the 

 western hemisphere, and at the same 

 time remember how the committee 

 was handicapped for money from the 

 beginning, we must take our hats off to 

 the men wlio formed this committee. 

 Ask any publicity expert today and he 

 will tell you that our publicity campaign 

 has been half-hearted from the start. 

 What surprises such men, then, is the 

 vast amount of publicity achieved for 

 so little money. 



The writer is ready to admit that it 

 is the sentiment the slogan contains that 

 is half the battle. But it must be given 

 publicity before this sentiment will 

 count for anything. That is, every time 

 one takes up a magazine he should see 

 staring at him, "Say It with Flowers." 

 Did you ever stop to think of the dif- 

 ferent moods one may be in when he is 

 reading a magazine? It may be a rail- 

 road journey, perhaps on some happj' oc- 

 casion, when the slogan will catch his 

 eye and remind him that flowers are the 

 thing that he requires. Or his journey 

 may be a sad one, carrying him, perhaps, 

 to the bedside, or to the last sad rites 

 over some loved one. In either case 

 the tedium of the journey is whiled 



<O j(Wjtwui i ^loweri 



Members 



of the 



F. T. D. 



Members 



of the 



F. T. D 



ORJE3SIVEli 



GUDE BROS.Ca 



FLORISTS 



12i4FST.N.W, 



\\^ASHlNGTORD.d 



TO OUR BROTHER FLORISTS: 



FLOWERS AND CO-OPERATION 



Let us learn from the flowers the lesson of co-operation. A single 

 flower, growing alone, makes no great show. Many flowers, grow- 

 ing in harmony, will transfigure even a desert. 



Member F. T. D. 



14th and H Sts.. N. W. 



Weishington, D. C. 



WASHINGTON, D. C. 



Louise Flower Shop 



ConnecUout Ave. at N St, N. W. 



Miss Louise W. DauRlierty, - - Proprietress 



Phones— Kniiiklin SST'.t, :«m, 3W2 



Member Florists' Telecrapli Delivery 



away with a magazine. As he turns the 

 pages of his magazine, he comes to a 

 page attractive and beautiful. How 

 often have you, my reader, stopped your 

 story to look at some attractive adver- 



ORDERS IN OR AROUND 



Washington, D. C. 



MEMBER F. T. D. 



GEO. C. SHAFFER 



900 Fourteenth Street 



tisemcnt? The traveler cannot help 

 looking at the beautiful page and the 

 one conspicuous thing he sees in this 

 case is "Say It with Flowers." Dou't 

 you see that he is at once interested? No 



