. Florists' review [microform]. Floriculture. raiC^HE issue of The Review for Ijy—-^ ij January 30 ^as prepared as a c I a special St. Valentine's day n 1. n number, as it said, "to get jV^,_/| 10,000 florists each to. do at ^^ least a little something to at- tract the attention of the public to the appropriateness of Howers for use as ; As early as the iss-ue of February 13 it was seen, from news-letters and cor- respondence, that the idea had been taken up generally by the trade from the Atlantic to the Pacific and that, as a. result of* the suggestions in TYie Eeview, t
. Florists' review [microform]. Floriculture. raiC^HE issue of The Review for Ijy—-^ ij January 30 ^as prepared as a c I a special St. Valentine's day n 1. n number, as it said, "to get jV^,_/| 10,000 florists each to. do at ^^ least a little something to at- tract the attention of the public to the appropriateness of Howers for use as ; As early as the iss-ue of February 13 it was seen, from news-letters and cor- respondence, that the idea had been taken up generally by the trade from the Atlantic to the Pacific and that, as a. result of* the suggestions in TYie Eeview, the public was to be awakened to one more of the uses of flo'w- ers as "messengers of senti- ment. '' How thoroughly it worked to advantage of thetrafl« is apparent in today 's issue. In the majority of cases tbe exploitation of St. "Valentine 's day was undertaken a purely individual proposition—each re- tailer did what occurred to him as best for his own business. Some did no nioretha,n decorate the show window. Others sent out mailing cards, i>rinted ac- cording to personal ideas of what was fitting. Others wrote letters to customers. Others used dis- play advertisements in their lo- cal papers. But the loest results, apparently, were obtffiiined where cooperative publicity- was tried, in charge of a committee or in the hands of some progressive individual who was sufficiently enthused to get the florists of his town together. All through this issue of The Eeview, in practically every news-letter, there are references to the publicity woi-k that -was done, and to its success it never failed—but at probably no other place was it taken up in such businesslike fashion, or with such good results, as at Columbus, O. What was done %re^ and JjigjsrJt liAXued out, is tino subject of tliis intide. Let T. J. Jjudwig, manager of the cut flower department of the Livingston Seed Co., tell how it started: "After reading the St. Valentine's Numher of The of the
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