HOETICULTUBE 



July 1, 1916 



horticulture: 



VOL. XXIV JULY 1, 1916 NO. 1 



PII5LISHED WEEKLY BY 



HORTICULTURE PUBLISHING CO. 

 147 Summer Street, Boston. Mass. 



Teleplione, Oxford 29^. 

 WM. J. STEWART, Editor and Manager. 



SCBSCRIPTION K.\TES: 



One Year, in advance, §1.00; To Foreign Countries, $2.00; To 



Canada, $1.50. 



ADVERTISrNG RATES: 



Per inch, 30 inches to page $1.00 



Discoimts on Contracts for consecutive insertions, as follows: 



One month (4 times). 3 per cent.; three months (13 times), 10 

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 30 per cent. 



Page and half page space, special r&tes on application. 



Entered as second-class matter December 8, 1904, at the Post Office 

 at Boston, Mass.. under the Act of Congress of March 3, 1879. 



CONTENTS Page 



COVER ILLUSTRATION— General View of the San 

 Francisco Elxhibltion American Sweet Pea Society 



NOTES OX CULTURE OF FLORISTS' STOCK— Chrys- 

 antliemums — Crotons — Orchids — Raising Perennials — 

 Preparing Compost (or Carnations — Stock Plants — 

 John J. M. Fanell 7 



ROSE GROWING UNDER GLASS— Tying Young Beau- 

 ties — Disbudding — Picking Bottom Leaves on Beauties 

 — Scratching Over the Benches — Arthur C. Ruzicka 9 



THE LATE WM. F. KASTIKG— Patrick O'Mara 9 



SWEET PEA SHOW AT SAN FRANCISCO— Illustrated 10 



CLUBS AND SOCIETIES— National Sweet Pea Show- 

 Houston Convention Outlook. Illustrated — The Hous- 

 ton Trade Exhibit — Tarrytown June Exhibition — Rose 

 and Strawberry Show — Coming Exhibitions — Club and 

 Society Notes 11-12 



AMERICAN ASSOCIATION OF NURSERYMEN 13 



SEED TRADE— American Seed Trade Association — One 

 W^eek's Imports — Notes 14 



OF INTEREST TO RETAIL FLORISTS: 



New Flower Stores 16 



Flowers by Telegraph 17 



NEWS ITEMS FROM EVERYWHERE: 

 Boston, Chicago, Washington, New York, Pittsburgh, 

 Philadelphia. St. Louis 18-19 



OBITUARY— V.'illiam Bell— George Shoemaker 19 



FLOWER MARKET REPORTS: 



Boston, Chicago. Cincinnati, New York, Philadelphia 21 

 Pittsburgh, ^i. Louis, Washington 23 



DURING RECESS— The Waretown Opening, Illustrated 

 — Intrenched Against the .Mosquito. Illustrated — Field 

 Day at Cromwell 28 



MISCELLANEOUS: 



New Corporations — Business Troubles 16 



News Notes 16-30 



Visitors' Register 23 



Cucumber Mosaic Disease 29 



Greenhouses Building or Contemplated 30 



Patents Granted 30 



There lia= Ijeeu much lamentation evor 



The since the European war started, over 



best fertilizer our inability to get potash fertilizer as 



lieretofore and the serious conse- 

 quences to lollow this potash famine. Commenting 

 upon the various schemes that have been proposed for 

 utilizing h(3me .sources of potash supply the New York 

 Sun editorially remarks that "Our market, indeed. ha« 

 greatly contracted ; whereas our farmers once used near- 

 ly a million ton.s, now many except those engaged in 

 citrus fruit growing are learning to do without it." This 

 comes pretty near "hitting the nail on the head." The 

 fact is that veiy few soils are hopelessly deficient in the 

 necessary elements for plant giowtli. The trouble is 



mainly that we do not till the soil and really stint our- 

 selves'in the proper use of it. After all, soil acts prin- 

 cipally as a sponge or medium to storo and give out 

 moisture and plant food. The deeper the soil the 

 greater its capacity for storage and the more it is worked 

 tlie more gi-adual and continuous will the supply from 

 which plant tissues are built, be given out to the crop. 

 The gi-eat defect in agriculture and horticulture as prac- 

 ticed in this country is that we do not avail ourselves 

 as we should of the whole volume of material at 

 our command. It has been stated that if we were 

 to visit the south of Italy in late July or early 

 Augu.st when the grain crops have been harvested 

 we should find the farmers there turning the soil 

 each year to an ever-increasing depth. In this way they 

 bring about a disintegration of the soil elements and 

 make the latent material into available condition for 

 use. depending on atmospheric action to bring the 

 gi-ound to a condition of fertility without the addition 

 of any fertilizer, comparatively little of that being with- 

 iii tlieir reach, yet any diminution of the annual crop 

 would seriously affect the welfare of the ])eople. Many 

 of the light soils of the eastern states are particularly 

 adapted to improvement by deeper cultivation. The 

 deeper working of the ground makes possible the reten- 

 sion of more moisture and will help to carrj' crops 

 tlirough dry weather where, under lighter cultivation, 

 thev would suffer or perhaps perish. Rather than pay 

 the present abnormal price of potash it would seem wise 

 to invest a fraction of the cost of this material in deep 

 and thorough cultivation and there need be no fear of 

 llie result. There are comparatively few field or gar- 

 den crops that require a great amount of potash. 



Our esteemed New York contemporary 

 Advertising states as its opinion that "the value of 

 value an advertisement is gauged by the im- 



pression it makes upon the miud.*' 'Ihe 

 Western Union Telegraph Company in an announce- 

 ment sent out this week says that "the strength of ni- 

 vertising lies in its means of approach and its ability 

 to convince." "Means of approach" is certainly an im- 

 provement upon the previous definition of good ad- 

 vertising. Looking at it from Hoeticulture's angle 

 we would add one more desirable qualification, viz. 

 whom it approaches and whose mind it impresses. 

 HoRTiccLTURE has always taken pride in the qual- 

 ity and standing of the people who read it. 

 Its reading matter has from the start been selected with 

 "quality" as its first consideration in its contents and 

 also as to the ela.ss of readers to whom it should ap- 

 peal. Mere size of circulation, regardless of quality, 

 we have never striven for. One letter received today 

 says "Stop senting that papper. I get 4 pappers and I 

 dont open any of them." Another hotter Just received 

 says "Enclosed please find money order for One Dollar 

 for subscription to IToimcui/ruRE. T would not be 

 witliout it." EveiT trade pa]ier has readers who believe 

 in it but the supreme test of advertising value lies not 

 so much in their number as in their character. It goes 

 without saying that no good business man w-ould go very 

 far in .search of customers such as the writer of tlie first 

 quoted letter, while of such as the latter, one cannot 

 have too many of them. So it is true that while the 

 approach may be excellent and the "ability to convince," 

 may be consummate, that is not yet sulficient for suc- 

 cess for "the impression an advertisement makes upon 

 the mind" nntst depend finally upon the quality of the 

 minds it reaches. 



