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REMOTE STORAGE 



The Florists* Review 





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lYERYBODY 

 i s familiar 

 with the old 

 quota- 

 tion,, about 

 the man who 



made two blades of grass grow 

 where only one blade grew be- 

 fore, and it may not be wholly 

 ■ new to apply it to the purposes 

 of-a trade paper, but the fact is 

 St. Valentine's day affords an espe- 

 cially fine illustration of how The Ke- 

 view has put thousands upon thousands 

 of dollars into the pockets of the trade. 



Not that The Review ever has caused 

 money to rain on the florists like manna 

 ^from heaven — that was a miracle, and 

 the days of miracles are over — but that 

 the paper can and has, repeatedly, 

 shown to enterprising florists opportu- 

 nities and methods whereby the florists 

 m^y increase their sales and their 

 profits. 



The beauty of it is The Review s 

 suggestions work out in 

 practice-^they have the 

 _4viuich — they get there. 



Mothers' Day, for Instance. 



To cite a conspicuous ex- 

 ample that all will remem- 

 ber, there's Mothers' day. 

 The Review 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 

 whole to add many thou- 

 sands of dollars to the an- 

 nual sales, made Mothers' 

 day the feature of one of 

 its i^ues. Every florist 

 knows what happened: That 

 year hundreds of florists 

 pushed Mothers' day, and 

 The Review 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 special flower 

 day has been developed — 

 one that puts, in the aggre- 

 gate, an immense sum of 

 extra money into circula- 

 tion in the trade. It might 

 have come to pass, in time, 

 without the assistance of 

 The Review to point out 

 the opportunity and the 

 methods of developing it — 

 but take the case of St. 

 Valentine's day. 



An Old Day Made New. 



Read up on St. Valen- 

 tine's day and you will 

 find its origin lost in the 

 mists of antiquity. Since 

 time immemorial i t has 

 been the day on which 

 brave men have sent fair 

 ladies fond tokens. But for 



how long has the day held any general 

 importance for florists? Just one year; 

 this is the second. Look back to Jan- 

 uary 30, 1913, when The Review pub- 

 lished a St. Valentine's Day Number in 

 which it was conspicuously stated — 



"The purpose of this issue is to get 

 10,000 florists each to do at least a little 

 something to attract the attention of the 

 public io the appropriateness of flowers 

 for use as valentines." 



That was the real beginning of St. 

 Valentine s day from a florists ' flower 



"The purpose of this issue is to get 10,000 florists eaoh to do at least 

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

 priat»nfess of flowers for use as valentines." 



selling point of view. 

 That issue of The Re- 

 view pointed out an- 

 other opportunity — and 

 showed how to take ad- 

 vantage 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 came in before, and it 

 showed pictures of the corsage bou- 

 quets 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 reall^^were sur- 

 prising. Literally thousands took up 

 the work and the way St. Valentine's 

 day sales Jumped is matter 6f common 

 knowledge. 



This year everybody is advertising 

 St. Valentine's day. If 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. Valentine's Day 

 Number, "all the public 

 needu is the suggestion to 

 send flowers. '/ 



Each Helps the Other. 



Adv^ertising is of two 

 kinds,\one kind designed to 

 enable) the advertiser to in- 

 crease his share of the busi- 

 ness resulting from an es- 

 tablished demand, and an- 

 other kind designed to 

 awaken additional demand. 

 Of course the florist who 

 buys newspaper space does 

 so with the idea of increas- 

 ing his own individual 

 sales, but advertising the 

 appropriateness of flowers 

 for use as valentines has 

 the effect of stimulating 

 business for all dealers in 

 flowers— Everyone in the 

 trade reaps a benefit. The 

 more florists advertise val- 

 entine flowers the better it 

 is for all florists. Once im- 

 press the well-to-do public 

 with the fact that flowers 

 afford a vehicle for the ex- 

 pression 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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