﻿28 



The Florists^ Review 



APBlli 29. 1920 



(t 



Eatabllshed, 1897, by Q. L. aRANT. 



Pnbllahed erery Thursday by 

 The Florists' Publishing COm 



620-660 Oaxtoa BnlldlnK, 



608 South Dearborn St., CblcaffO. 



Tele.. Wabash 8196. 



Reijrlstered cable address, 



Florriew, Ohicago. 



Entered as second class matter 

 Dec. 3. 1897, at the post-oflBce at Ohl- 

 CUtfo, lU., under the Act of March 

 U.1879. 



Subscription price, S1.60 a year. 

 To Uanada, $-2.60; to Europe. $3.00. 



Adyertlsintr rates quoted upon 

 request. Only strictly trade ad- 

 vertlslDir accepted 



Eesults bring advertising. 

 The Keview brings results. 



You usually get what you give — an- 

 other phase of the golden rule. 



Business is an exhilarating game if 

 you play it according to the rules. 



Trade preparations and anticipations 

 point to a record Mothers' day business. 



Memorial day is just three weeks 

 after Mothers' day. No rest in between 

 this year. 



Production is not likely to increase at 

 a rapid gait when help is so hard to get 

 as at present. 



Disappointment, if not loss of sales, 

 is sure to follow when an advertisement 

 reaches The Review too late to be printed. 

 Better be soon than sorry. 



Don't forget to emphasize other flow- 

 ers for Mothers' day and soft-pedal car- 

 nations. You'll have more requests for 

 them than you can fill, anyway. 



The Want Ad section of The Review 

 has proved almost as useful as the Clas- 

 sified plant ad section or the Pink Part. 

 It takes five pages to hold the Wants and 

 For Sales this week. 



Despite reports that the peak of high 

 prices has been reached, the Department 

 of Labor's statistics indicate an advance 

 of four points in the isdex of wholesale 

 prices, from 249 to 253, in March. 



One by one the trade is closing the 

 accounts of those who habitually are 

 slow pay. If people do not pay now with- 

 out compulsion, what will be the Chance 

 of getting the money after times change? 



Since it was through The Review that 

 Mothers' day was first brought to the 

 attention of the trade, it is fitting that 

 The Review should also publish the first 

 Mothers' day special number this week. 



Government figures show that lumber 

 and building materials have made the 

 greatest advance in cost of all com- 

 modities in the last year, amounting to 

 ninety-seven per cent. Can flower prices 

 absorb this increased cost of greenhouses? 



If you are a member of the S. A. F., 

 when your copy of the Journal comes to 

 hand don 't toss it aside without the read- 

 ing it deserves. The pamphlet costs the 

 officers much effort and the society and 

 you a lot of money. Effort and money are 

 wasted if the record is not read. 



Snapdragons should not be cut too 

 "green." They do not open in water as 

 do some other flowers. 



Send to The Review clippings of the 

 Mothers' day advertisements published in 

 the local newspapers by florists in your 

 city. 



For a single issue The Review now 

 pays as much for paper as a six months' 

 supply cost in the early days of the pub- 

 lication. 



In the strong demand there is tempta- 

 tion to send out plant stock before it is 

 ready, but the grower who resists it will 

 profit in years when the call is not so 

 heavy. 



All the signs point to an impending 

 change in the business situation. It be- 

 hooves every florist to collect the money 

 due him, to pay his debts and, if possible, 

 build up a reserve in the bank. 



Both the Want Ads and the Classified 

 Ads are a record this week, while the 

 Pink Part is a record for this holiday — 

 but for that matter The Review as a 

 whole never was so heavily patronized at 

 this season in any other year. 



With this issue The Review completes 

 its forty-fifth volume — twenty-two and 

 one-half years; the early ones strenuous 

 in the effort to get business, the later 

 ones still more so with the effort to pro- 

 vide promptlv, regularly and accurately, 

 under unusual conditions, the service the 

 trade has learned to expect. 



Features of the expanded S. A. F. 

 Journal for April are a reprint of the 

 Massachusetts Horticultural Society 's 

 bulletin on Kurume azaleas, an inquiry 

 department and Secretary Young's page 

 of notes and comments, covering the New 

 York show and the new orchid society, 

 which indicate the widening area of the 

 parent society's interests. S. A. F. mat- 

 ters covered are the national show com- 

 mittee meeting, the Cleveland convention, 

 plant registration and the publicity com- 

 mittee meeting, which were reported at 

 the time they occurred in the columns 

 of The Review. 



GOT YOUB GLASS? 



Scarcity of glass is the chief obstacle 

 to those who wish to add to their green- 

 house area this summer. The situation 

 is already one of great difficulty for 

 those who wish to build and the pros- 

 pects do not seem brighter in the next 

 few months. A report of the glass in- 

 dustry states: 



"The chances are that the glass manu- 

 facturing season will be extended two 

 or three weeks, possibly a month, from 

 now until May 13. None of the manu 

 facturers are accepting any new busi- 

 ness for the next few months. This 

 policy has been adopted in order to 

 complete old orders. Fu,el shortage, la- 

 bor troubles and traffic conditions have 

 made it impossible to keep up with de- 

 mands and no new business will be ac- 

 cepted until next fall, when all the old 

 orders are caught up. There will prob- 

 ably b,e a great scarcity of glass be- 

 tween now and October, especially win- 

 dow glass." 



EARLY BUYING URGED ALREADY. 



The trials and tribulations of the last 

 winter have left their impression on 

 others besides the grcenhousenien, so far 

 as coal is concerned. The campaign for 

 early buying has begun in earnest al- 



ready. To avoid the possibility of being 

 unable to {)rocure coaJ for next winter's 

 consumption, early buying was urged 

 by a committee of the American Rail- 

 road Association at a recent meeting 

 held in N,ew York. 



The committee on the storage of coal 

 reported that the storage of coal near 

 the point of legitimate consumption 

 should be encouraged, as storage at the 

 mines was practically impossible be- 

 cause of the congestion on the railroads 

 during the winter months. ' 



The bituminous coal commission in its 

 report recommended that steps be taken 

 by all government agencies to lay in a 

 three months' supply prior to tfuly 1. 

 Steps have already been taken by prac- 

 tically all of them to effect this. Sim- 

 ilar action will be. taken by the many 

 florists whose experience last winter is 

 still keenly recollected. It is not too 

 early for all coal consumers in the trade 

 to consider their next season's wants. 



QXnCK AND EASY. 



The way you speed up your business, 

 in store or greenhouse, is by keeping 

 everything just where it belongs. You 

 don't look for corsage ribbon in the 

 cash drawer or for fertilizer in the 

 boiler room. You put each article in 

 its proper place, so that valuable time 

 need not be lost looking in the wrong 

 places and so that you will not have 

 to go without when you want something 

 in a hurry. 



The same principle is applied in the 

 Classified columns of The Review. Un- 

 der a certain heading everything is put 

 that belongs there and nothing is put 

 there that belongs somewhere else — it is 

 put in its own proper place. When a 

 buyer wants a certain sort of plant, he 

 need only turn to see what offers are 

 listed under that name. He has the 

 selection before him. He need not look 

 to see whether it has been put some- 

 where else, upon som,e whim or to catch 

 certain buyers' eyes by another classi- 

 fication. Only in the cases where the 

 variety compels group classification 

 need the buyer look for anything but 

 the plant's own name — in such cases as 

 aquatics, bedding plants, berried plants, 

 hardy plants, nursery stock and vege^ 

 table plants. 



This exact classification is part of the 

 object of the Classified pages, to be a 

 quick and easy reference section. It 

 makes buyers' search for stock simple 

 and gives sellers certain contact with 

 such buyers. Adherence to such stand- 

 ard of classification seems amply justi- 

 fied by the general use and constant 

 commendation of The Review's Classi- 

 fied pages by buyers and sellers alike. 



HIBISCUS— HOT BISCUITS. 



After you've said that caption fast 

 three times, read on. 



Sometimes speed helps you, instead 



of tying your tongue in a knot. When 



"time is money," as it so often is, the 



quicker the work is done, the less 



money is needed to do it. So that when 



hibiscus goes like — but read the letter 



yourself: 



Please cut out hibiscus ad in olHSsiflod iids. 

 .Sure went like hot biscuits, with two inser- 

 tions. Good monpy-gettpr at little ex|)ens<'. — 

 H. 0. Hannah & Son, Sherman, Tex., April 19. 

 1920. 



If you h^r a man complain of the 



cost of advartising you can be pretty 



certain he spends a good bit of money 



elsewhere than in The Review. 



