All about Flowers by Thomas J. Mickey

Author:Thomas J. Mickey
Language: eng
Format: epub
Publisher: Ohio University Press
Published: 2021-07-15T00:00:00+00:00

Figure 7.3. Abutilon. (Vick’s Monthly Magazine, 1879.)

8

Promoting the Seed Business

Historically, the seed business had survived by word of mouth or through plain, unadorned catalogs. Vick used his illustrated catalog both to promote his seed company and to build a community of lovers of flowers, seeking in any way he could to fill the nation with devotees to floriculture. Through his catalog, and later also through his magazine, Vick promoted the Victorian garden, filled with colorful flowers, as part of a lifestyle. An illustration in his catalog of 1874, for example, showed a family outside enjoying their fashionable home landscape, including flowers blooming in beds on the lawn (fig. 8.1).

The magazine served to strengthen the link to his customers that the catalogs already had established. One reader wrote, “Mr. Vick: I am so full of the love of flowers that I never get a number of the dear little Magazine without wanting to talk to you a bit.”1

Vick conducted a business based on his own personal experience and passed on his own love of flowers and of the garden to his customers; he wanted people to treasure a sense of floriculture, whether of outdoor or indoor flowers.

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