﻿Apbil 16, 1920 



The Florists^ Review 



25 



ADVERTISERS PLEASE NOTE 



The steadily increasing size of The Review, both in number of pages 



and in circulation, makes it imperative that advertising copy be ob- 

 tained farther in advance of publication date. In order that forms may be held 

 open as late as possible, advertisers are urged to send instructions (to start or 

 change) to reach Chicago Thursday, Friday or Saturday, whenever possible. 

 Monday is the last day on which instructions regarding display advertisements 

 can be received for the issue of that week. 



able percentage of the total business, 

 you say. Not as low as one per cent; 

 oh! no, that would be ridiculous! 



Then if you sold them out right off 

 the reel — ^just like that (a snap of the 

 lingers) — ^and the cost of getting the 

 orders was 45 cents, you'd think you 

 had a bargain. 



A. lot of people are getting those bar- 

 gains in the Classified pages of The Ke- 

 view. Pretty nearly every letter cancel- 

 ing an ad tells about such a bargain — 

 a few cents' worth of advertising sell- 

 ing hundreds of dollars' worth of stock. 

 The Review is doing that selling for 

 florists at the bargain prices because its 

 volume of business reduces the propor- 

 tionate overhead cost. It doesn't charge 

 what the market will bear — why, you'd 

 pay considerably more than 45 cents to 

 move several thousand gladiolus bulbs 

 at $5 a thousand, wouldn't you? But 

 that's all it cost this florist: 



One ad In The Review more than sold out my 

 surplus of Gladiolus Empress of India planting 

 stock. Classified ads in The Review pay. — Alfred 

 Oesterling, Butler, Pa., April 5, 1920. 



If you hear a man complain of the 



cost of advertising you can be pretty 



certain he spends a good bit of money 



elsewhere than in The Review. 



BOCHESTEB, N. T. 



The Market. 



The cold, dark weather which set in 

 again the day before Easter continued 

 during the whole of last week; follow- 

 ing the beautiful, springlike weather of 

 ihe two or three previous weeks, it ap- 

 pears to have taken the pep out of busi- 

 ness. In addition, shippers have been 

 ^;omewhat up against it owing to the 

 threatened strike; at certain points 

 ■'•tock was not accepted for shipment by 

 xpress and the only way in which to 

 'Vercome the difficulty was to send 

 small packages by parcel post. This, 

 ;'Owever, did not make fast connections. 



The amount of business for Easter 

 vas greatly in advance of what was pre- 

 'I'cted. Plenty of good stock arrived 

 i»i last week, when the pre-Easter prices 

 ^vcre resumed. Included in this stock 

 was an unusual supply of Easter 

 -lies, which, in order to clear, were sold 

 '- $15 per hundred. 



^ I 'alias are plentiful, with only a small 

 ^'ilo. Roses, carnations and sweet peas 

 -rp plentiful and good stock is arriving 

 ■^ all grades. Plenty of bulbous cut 

 •^tock is arriving and it continues to sell 

 ^ell Gardenias are fine and have a 

 ^ood sale. The demand for violets was 

 |'"t particularly brisk last week, since 

 'uey were poorer in quality than before. 



However, with colder w«atk«r w« should 

 still be able to get some good stock on 

 the market again. Lily of the valley 

 continues to be quite plentiful, but has 

 no special demand. Orchids are in fair 

 supply, with only a medium demand. 

 Greens continue to be in sufficient sup- 

 ply for the demand. 



Club Meeting. 



A well attended meeting of the 

 Rochester Florists' Association was held 

 at the Osborn House Friday evening, 

 April 9. The speaker of the evening 

 was Hugo Teute, one of the members, 

 who spoke on his experience in growing 

 cyclamen plants. Mr. Teute is a par- 

 ticularly successful grower and his talk 

 was fully appreciated by all who at-" 

 tended. 



Irving W. Briggs, the new secretary, 

 presented nine names of candidates for 

 membership, all of whom were voted on 

 and accepted. 



Charles H. Vick and his committee re- 

 ported on the proposed flower show and 

 after discussion it was decided to hold a 

 flower show in the fall. Chrysanthe- 

 mums and a general line of blooming 

 plants will be featured. Among those 

 invited to exhibit are the city florists, 

 the growers and the many private flori- 

 culturists of Rochester. 



Wallace R. Pierson, of Cromwell, 

 Conn., will be entertained at a dinner 

 Friday, April 16. He is to address the 

 Rochester Rose Society in the assembly 

 hall of the Chamber of Commerce. Din- 

 ner arrangements are in charge of 

 George B. Hart, Edwin P. Wilson and 

 George T. Boucher. 



Various Notes. 



An excellent exhibit of Easter stock 

 was on display at the Lamberton Con- 

 servatories Easter Sunday, when thou- 

 sands of people took advantage of the 

 display. In spite of the bad weather, 

 the houses were well filled throughout 

 the day. 



Among the visitors to this city last 

 week were Milton Selinka, of Schloss 

 Bros., New York; J. Keur, of Keur & 

 Sons, Hillegom, Holland; William B. 

 Leipzig, of A. L. Leipzig, New York, 

 and J. K. Wilson, of the Taiyo Trading 

 Co., Inc., New York. 



A building covering a root cellar and 

 stock belonging to the Heberle Bros. 

 Nurseries, Brighton, N. Y., was burned 

 early Saturday morning, April 10. Only 

 the walls of the cement structure re- 

 main. Young trees and shrubs valued 

 at more than $10,000 were destroyed. 

 Altogether the loss is estimated by Ar- 

 thur H. Heberle at from $25,000 to 

 $30,000. The fire was discovered about 



3 a. m. by one of the workmen, who lives 

 a short distance from the root cellar and 

 who was awakened by the crackling of 

 the flames. Mr. Heberle also awakened 

 and telephoned for the fire department. 

 The firemen started out, but were pre- 

 vented from reaching the burning build- 

 ine by the condition of the road. 



H. J. H. 



WESTERLY, B. I. 



The greenhouses located on Franklin 

 street that have been owned and op- 

 erated by Conrad Schultz for a number 

 of years were sold at auction last week 

 in bankruptcy proceedings and were 

 purchased by Michael Dobridia, of Ho- 

 bart street, Westerly. The price at 

 which 'the property was struck off was 

 $2,150. The sale included four green- 

 houses and three acres of land. Conrad 

 Schultz went into bankruptcy several 

 months ago and the sale of this prop- 

 erty was in connection with the adjudi- 

 cation of his affairs. 



Farquhar Smith had the decorations 

 for the Larkin-Smith wedding at Ash- 

 away last week, palms, laurel and Easter 

 lilies being used. 



John Newton has more than 70,000 

 tomato, pepper, cabbage and lettuce 

 plants at his greenhouses at Bradford. 



The decorations for the Easter Mon- 

 day ball of Merrill post of the Ameri- 

 can Legion were furnished by Benjamin 

 Spargo. W. H. M. 



PUSHING SLOGAN ABBOAD. 



Not only in this country, but also 

 abroad is the force of the florists' slogan 

 recognized. It is being used by the 

 trade in Great Britain and one way of 

 impressing it on the public is by use 

 of such poems as have been printed in 

 the columns of The Review from time to 

 time. These have been reprinted by 

 florists in many parts of the United 

 States. Now William Leighton, at Glas- 

 gow, Scotland, wishes to give them cir- 

 cularization in his country. He writes: 



"The Review, to a Scotsman, is most 

 interesting and attractive. Many ar- 

 ticles in it give such valuable hints that 

 one feels he has lost much in being so 

 long without it. The issue of February 

 26 is just to hand. The poetry on 'Say 

 It with Flowers' is 'pat.' What I 

 want to know is, can I have permission 

 to reprint those on neat cards, for pres- 

 entation to my customers, and in this 

 way help to make the S. A. F, slogan 

 better known, as it ought to be, in 'Dear 

 Auld Scotland?' " 



LLo;. 



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