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The Florists^ Review 



Afbil 22, 1020 



i 



Established, 1897, by a. L. GRANT. 



Pabllshed every Tharsday by 

 The Flobists' Publishino Co.. 



620-660 Oaxtoa Balldlnir. 



SOS Soatta Dearborn St., Ohlcagro. 



Tele., Wabash 8196. 



Reirifitered cable address, 



Plorvlew, Oblcaffo. 



Entered as second class matter 

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

 €k^n, IU„ under the Act of March 

 a. 1879. 



Subscription price, $1.60 a year. 

 To Canada, $2.S0: to Earope, 13.00. 



Advertlsinir rates quoted upon 

 request. Only strictly trade ad' 

 vertlslnr accepted. 



n 



EESULTS. 



We give them. You get them. 



We both have them. 



In increasing the production of flowers, 

 higher quality should be as much in mind 

 as higher quantity. 



Most business men will adjust a com- 

 plaint couched in polite language. Harsh 

 words are oftener ignored than heeded. 



Any grower who will need pipe this 

 summer will do well -to make arrange- 

 ments now for getting it when he wants it. 



At the rate the trade is buying cyclamen 

 seeds for summer delivery there will be 

 plenty of plants in the season of 1921-2. 



If one cannot buUd this season, he can 

 buy. Note the For Sale ads in The Ee-- 

 view; there are more of them than ever 

 before. 



Mant firms which send out catalogues 

 could effect a saving in paper and print- 

 ing costs by removing duplicated and 

 dead names from their lists. 



The journal of the French Society of 

 Chrysanthemum Growers commences in its 

 February-March issue a list of new va- 

 rieties introduced during the years 1914 

 to 1918. 



Collections never were easier than 

 now; any chanjjo must be in the direc- 

 tion of greater difEoulty in getting one 's 

 money. So why not look after collections 

 now, collect, pay up, clean the slates 

 while the cleaning is good? 



Paper now costs throe and a quarter 

 times what it did before the war and to 

 get it in quantity one must not only pay 

 promptly and with apparent cheerfulness, 

 but must wipe his shoes and take off his 

 hat when entering the paper dealer's 

 oflSce. 



The telegrajjh delivery feature of the 

 retail flower business is growing rapidly, 

 so rapidly, in fact, that some of those who 

 use it give the details less thought than 

 they should. Florists in small towns may 

 be able to make profitable delivery of $2 

 orders, but in the big cities distances are 

 so great and costs are so high it is 'impos- 

 sible to break even if an order is for less 

 than about $5. And by the same token the 

 city florist should not expect his small 

 town confrere to he carrying a stock of 

 everything from American Beauties to 

 gardenias when the telegram comes in. 



To make mistakes is only human; to 

 correct them promptly is only just. 



The trade will not need to be warned 

 so strongly this summer to buy coal early 

 after last winter's experiences. 



If the boys on the place are not satis- 

 fied, sell it to them; probably they'll pay 

 well for your services after you have had 

 a few weeks' vacation. 



A cabinetmaker's services are not ' 

 measured by the value of the wood he uses 

 in one of his pieces, nor should the retail 

 florist's be estimated merely by the flow- 

 ers he employs. 



Members of the Florists' Hail Asso- 

 ciation who have not paid the thirty-sec- 

 ond assessment no longer are in good 

 standing and are without protection. The 

 spring hail season is near and a word to 

 the wise should be sufficient. 



Any grower of young stock who has the 

 moral courage and the business sagacity 

 to refuse to ship until the stock is thor- 

 oughly ready, and who does not promise 

 more than he can perform, will find it 

 easily possible to charge profitable prices. 



The postoffice service, once the pride 

 and reliance of every American busi- 

 ness man, has fallen into decay. It no 

 longer is safe to count on the prompt de- 

 livery even of first-class mail. Guard 

 against disappointment by allowing an 

 extra day. 



To justify in customers* eyes printers' 

 increased prices, a typographical publi- 

 cation cites figures of 1914 and 1920. 

 They show increases in labor, paper and 

 engraving costs all over 100 per cent. 

 Publishing is not a cheap operation to- 

 day, as catalogue houses have become 

 aware. 



The trade feels in many ways the 

 shortage and high price of all kinds of 

 paper. Retailers feel it in the cost of 

 boxes, of tissue and of kraft; wholesalers 

 feel it in the cost of kraft and of old 

 newspapers, and growers share in the 

 tripled expense of the newspapers used in 

 large quantities for box lining. 



A list of the best chrysanthemums 

 in French cultivation, prepared by the 

 chrysanthemum section of the National 

 Horticultural Society of France, includes 

 Mrs. Gilbert Drabble as the best white; 

 Mrs. R. C. Pulling, best yellow; Captain 

 Fox, best red; Mrs. James Gibson, best 

 pink; Undaunted, magenta, and Queen 

 Mary, white. All are English varieties. 



- Consular reports state that window 

 glass production in Belgium lias probalily 

 been more completely revived than any 

 other important Beleian industry. At 

 present two-thirds of the existing furnaces 

 are in operation, but the average produc- 

 tion has been so increased that outpu> has 

 now prnctieally reached the level of July, 

 1914. It should be remembered, however, 

 that in the period immediately preceding 

 the war there was a slump in the Belgian 

 ,Tlass industry; in the early part of 1914, 

 for instance, only about two-thirds of the 

 working force was employed. 



NO BACK COPIES. 



The need for the conservation of 

 paper prevents printing a greater num- 

 ber of The Review than are called for 

 by orders in hand when printing of each 

 edition begins. Tt therefore is impos- 

 sible to start subscriptions with back 

 numbers, or to supply missing numbers 

 when subscribers fail to renew promptly. 



TIME FOB STEAMER ORDEBS. 



"Befo' de wah," but in this case the 

 late war^ the number of tourists depart- 

 ing for Europe at this season made the 

 steanfer^ business of florists at ocean 

 ports and the telegraph business inci- 

 dental to it a quite respectable item. 

 Now, after a lapse of five years, it ig 

 returning. The spring rush of trans- 

 Atlantic tourists out of New York, as in 

 the pre-war days, started April 17 with 

 sailings of 5,600 passengers on five 

 liners. The sailings were: American 

 liner Philadelphia for Plymouth, Cher- 

 bourg and Southampton; White Star 

 liners Baltic and Cedric for Liverpool, 

 the Anchor liner Columbia for Glasgow 

 and the Italian liner Taormina for 

 Naples and Genoa. 



The Philadelphia, Baltic and Cedric 

 take 1,440 cabin and 2,065 third-class 

 passengers; the Columbia, 950, and the 

 Taormina, 1,20C. 



The steamer Saturdays are here again. 

 Paste up in your store the steamer sail- 

 ings published in The Review; acquaint 

 the public with the facilities for hand- 

 ling bon vQjage gifts of flowers. The 

 time of bountiful steamer orders is here 

 again. 



MAKE IT PEBMANENT. 



The wave of prosperity upon which 

 this country has been riding during the 

 last several years has carried the aver- 

 age retailer out of the almost age-long 

 and perilous habit of extending exces- 

 sive credit to customers into the safe 

 harbor of short-time credit and cash 

 over the counter. In consequence, today 

 the retailer occupies a financial stand- 

 ing never attained before. 



This relatively sound flnancial posi- 

 tion is directly attributable, in part, to 

 three influences: 



1. The governmental conservation 

 plans in the war period. 



2. The additional earning power of 

 the people — the retailer's customers. 



3. The urgings that the retailer put 

 his house in order in the day of oppor- 

 tunity. 



If the retailer can maintain the cus- 

 tom of the new order of things and keep 

 down the total carried on his books, he 

 will continue to be in far better finan- 

 cial shape than he ever was. A return 

 to "normal," or to lower prices, how- 

 ever it is achieved, will not find him 

 badly off, if he attends to that phase 

 of his business. 



^ 



IT CEBTAINIiY PAYS. 



You've often heard it said: "I' 

 pays to advertise." But all advertisincj 

 doesn't pay. If you advertise tonin'o 

 plants in a coal magazine, it doesn t 

 pay; the right people don't see y*'"' 

 ad. But if you advertise what you have 

 to sell where the people see it who want 

 to buy, it works like this: 



Kindly discontinue classifled nd on tomnto-^ 

 ns I ain lx)okod to the limit from all "V "^ 

 thp I'nitod Stntos. M.v first order was f"' 

 10,000 plants alone and they have t)een ci>iin"-' 

 In on everv mail. It oertnlnly pavs to ndvcrli;' 

 in The Review.— C. W. Paige, Tlvoli, N. ' 

 April 10, 19L'0. 



Please (liseontinne our rlassified ads "'j''' '^ 

 ferns and begonias, ns we are sold up as <'?■"! 

 ns we rare to be. We are well pleased "itH 

 the results from our ad, having had sevenu 

 reorders.— Linwood Floral Co., Kansas City, Mo. 

 April 16, 1920. 



If you hear a man complain of the 

 st of advertising you can be pretty 

 certain he spends a good bit of money 

 elsewhere than in The Review. 



