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REMOTE STORAGE 



The Florists^ Review 



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PUTTING MONEY IN THE 



X POCKETS OF THE TRADE 



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lU'viow 



IVKRYBODY 



j s familiar 



with the old 



() u o t a - 



lion about 



the man who 

 made two l)lades of grass grow 

 wiiere only one l)lade grew )je- 

 fore, and '\t may not be wholly 

 new to apply it to the purposes 

 of a trade jjaper, but the fact is 

 St. Valentine's day affords an espe- 

 cially fine illustration of how The Ke 

 view has ]Hit thousands upon thousands 

 of dollars into the pockets of the trade. 

 Not that The Review ever has caused 

 nionev to rain on the tlorists like mannsi 

 from heaven — that was a miracle, and 

 the (lavs of miracles are over — but that 

 the ]i'aper can and has, repeatedly, 

 shown to enterprising florists opportu- 

 nities and methods whereby the florists 

 nifiy increases their sales and their 

 profits. 



The beauty of it is Tlu 

 suggestions work out in 

 practice — they h a v e the 

 punch — they get there. 



Mothers' Day, for Instance. 



To cite a conspicuous ex- 

 ample that all will remem 

 ber, there's Mothers' day. 

 The Eeview did not origi- 

 nate Mothers ' day, but 

 scarcely any florists had 

 heard of it before The Re- 

 view, recognizing an oppor- 

 tunity for the trade as a 

 whofe to add many thou- 

 sands of dollars to the an- 

 nual sales, made Mothers' 

 day the feature of one of 

 its issues. Every florist 

 knows what happened: That 

 year hundreds of florists 



. pushed Mothers' day, and 

 The lleview reported how 

 they did it, and how the 

 public responded. The next 

 year thousands helped, and 

 now everybody features 

 Mothers' day. The result 

 is another^^pecial flower 

 day hrrs^'+Jeenx developed— 

 one that puts, xfi the aggre- 

 gate, an immense sum of 

 extra' moiiey into . circula- 



^tion in the trade. Tt might 

 have come to pass, in time, 

 without the assistance of 

 The Review ta point out 

 the oppoTttitiity and the 

 methods of developing it — 

 but take ^the case of St. 

 Valentine 's day. 



An Old Day Made New. 



how long has the day held any general 

 imjjortance for florists? Just one year; 

 this is the second. Look baidv to dan- 

 uary ,"50, i;)i;{, when The Review pub- 

 lished a St. Valentine's Day Number in 

 which it was conspicuously stated — 



" Tlic iinrpose of litis is^suv is io get 

 lojiuji fioiisis rtirh io do at Irost a little 

 something to attract the attention of the 

 IHihlic Io llir apiiropiiatciicss of /toners 

 for use as raleiil iites.' ' 



Tiiat. was the real beginning of St. 

 N'ahMitine s dav from a florists' flower 



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selling point of view. 

 That issue of The Re- 

 vi(!vv )iointed o u t an- 

 other ojijiortunity — and 

 showed how to take ad- 

 \antage of it. It illus- 

 trated the methods by which the 

 few retailers who had tried to do 

 something with the day had made 

 two dollars come in where only 

 one dollar canu' in before, and it 

 showed pictures of the corsage bou- 

 (piets and the packages that had proved 

 ready sellers. 



Perhaps the last year's St. Valen- 

 tine's Number of The Review fell 

 short of its purpose to get 10,OpO flo- 

 rists to push flowers for use as valen- 

 tines, but the results really were sur- 

 prising. Literally thousands took up 

 the work and the way St. Valentine's 

 day sales Juniped is matter of common 

 knowledge. / 



This year everybody is a(l\j<M-tising 

 St. Valentine's day. ' Jf the /markets 

 ease up a bit, so flowers 

 can be offered at reasonable 

 prices, sales will double, for 

 it has been demonstrated 

 that, as The Review said in 

 its St. ^'alentine's Day 

 Number, "all t ii <■ public 

 iieed:; is tl;'e suggestion to 

 send flowers. ' ' 



A WtlKLY JOUBNAL— FLORlSTh. SEIDSMEN-- NUBSERYMEN. 



Read up 

 tine 's day 

 find its origin 

 mists of lintiquity, 

 time immemorial 

 been the day on 

 brave men have sent fair 

 ladies fond tokens. But for 



pn St. Valen- 

 and you will 

 lost in the 

 Since 

 i t has 

 which 



ST. VALENTINE S D A\ NUMBER 



"The purposd of this issue is to get 10,000 florists each to do at least 

 a little something to attract the attention of the public to the appro- 

 priateness of flowers for use as valentines." 



Each Helps the Other. 



Advertising is of two 

 kinds, o/U' kind designed to 

 enable the advertiser to in- 

 crease his share of the busi- 

 ness resultiug from an es- 

 tablished demand, and an- 

 o t h e r kind designed to 

 awaken additional demand. 

 Of course the florist "who 

 buys newspaper space docs 

 so with the idea of increas- 

 ing his own individual 

 sales, but advertising-ihe 

 appropriateness of flowers 

 for use as valentines has 

 the efl'ect of stimnlating 

 business for all dealers in 

 flowers — everyone in the 

 trade leaps a benefit. The 

 more tlorists advertise val- 

 entine flowers the better it 

 is for all florists. (Jnce im- 

 press the well-to-do public 

 with the fact that flowers 

 afford a vehicle for the ex- 

 I)ressiou of sentiment that 

 opens to the grown-ups the 

 pleasures childhood finds in 

 the exchange of the highly 

 colored crimped paper con- 

 traptions and each retailer 

 then will find a profitable 

 opportunity to exploit the 

 quality of his individual 

 stock and service. 



Out of this situation de- 

 V e 1 o p e d the suggestion, 

 made in The Review's St. 

 Valentine 's Day Number, 

 for cooperative advertising 



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