22 



The Florists^ Review 



Mahch 16, 1916. 



n 



Brtabllshed, 1897. by Q. L. GBANT. 



PabllBhed every Tburaday by 

 The Florists' Publishing Co., 



630-660 Oaxton BulldiDK, 



SOSSoutb Dearborn St., Ohlcago. 



Tele., Wabash 8195. 



Bolstered cable addreas« 



Flonrlew, Cblcaso. 



Entered as second class matter 

 Dec. 3. 1897. at the post-office at Chi- 

 cago, IlL, under the Act of March 

 8, 1879. 



Subscription price, $1.00 a year. 

 To Canada, $2.00; to Europe, $3.00. 



Advertlalngr rates quoted upon 

 request. Only strictly trade ad> 

 Tertlslng accepted. 



n 



NOTICE. 



It is impossible to guarantee 



the insertion, discontinuance or 



alteration of any advertisement 



unless instructions are received 



BY 6 P. M. TUESDAY. 



SOCIETT OF AMERIOAH FLOKIBTS. 

 Incorporated by Act ot Congress, March 4. 1901. 



Ofllcers for 1916: President. Daniel MacRorle. 

 flan Francisco; Tlce-presldeat, R. O. Kerr, Hous- 

 ton, Tec; secretary, John Tounx, 63 W. 28tb 

 8t., New York City; treasurer, W. F. KastiuK, 

 Buffalo. 



Thirty-second annnal conTentlon, Houston, 

 Texas, Aognst ir to 18, 1910. 



RESULTS. 



We give them. Tou get them. 



We both have them. 



The ground hog proved a faithful pro- 

 phet this year, all right, but his time is 

 up. Spring is due and we want our dues. 



Cypress is one of the few items enter- 

 ing into greenhouse construction and 

 maintenance which has not advanced ma- 

 terially in price; the rise on tank grade 

 air-dried cypress lumber is only about 

 five per cent. 



We can see the reason for calling Mme. 

 Paul Euler rose by the easier name of 

 Prima Donna, or, perhaps, for rechristen- 

 ing for retail purposes Antoine Rivoire 

 as Mrs. Taft, but with Ophelia why call 

 it Lady Love, as is done in England? 



Stock for Easter is likely to lack some- 

 thing of the usual variety this year. The 

 date of Easter coming so late, the latest 

 Easter between 1886 and 1943, many 

 plants will be past their season. Bulbous 

 stock already is on the wane; so are 

 azalesis; violets will be gone. It looks 

 as though the rose and carnation growers 

 should profit by good crops. 



AccoRDiNO to (Jeorge Sykes, western 

 manager for Lord & JBurnham Co., one 

 of the chief reasons why greenhouse 

 building concerns have been able to hold 

 their prices down the way they have this 

 season is that the economies of standardi- 

 zation are just beginning to be realized. 

 The houses now being built are nearly all 

 standard, width, instead of the random 

 widths of other years. The result is steel 

 and other material was bought to cut 

 without waste and was worked up for 

 stock with economy all along the line. 



OUR UNOEBINa WINTER. 



The March wind blows over melting snowa. 



The air Is soft In the woodland glen; 

 'Tl8 the time o' year when spring is here — 



If It doesn't, get cold and snow again. 

 The song o' the bird again Is heard. 



And one flits over you now and then; 

 You say, "Ah, soon they'll be all In tune — 



If It doesn't get cold and snow again." 

 The March sun gleams over flooded streams. 



The snow is gone from blllside and glen; 

 'TIs the time o' year when spring is here — 



If it doesn't get cold and snow again. 



— Chicago Tribune. 



MOTHER AND ST. PATRICK. 



Mothers' day is so new an institu- 

 tion that all sorts of liberties are being 

 taken with it. For instance, the State 

 Superintendent of Public Instruction in 

 Indiana has taken it upon himself to 

 change the date of Mothers' day this 

 year, combining its observance with 

 St. Patrick's day, March 17. He has 

 issued a long letter to the school teach- 

 ers of Indiana with reference to the 

 matter. Least objectionable is his re- 

 quest that a collection be taken on 

 that day to erect a memorial to the 

 pioneer mother; what the trade objects 

 to is the confusion created by an at- 

 tempt to designate as Mothers' day 

 any other day than the second Sunday 

 in May. 



AGAIN, CAN YOU BEAT IT? 



Week after week the evidence piles 

 up that there is no means by which 

 a florist can sell his stock at whole- 

 sale so quickly and at so little cost 

 as by advertising it in The Eeview. 

 Indeed, the splendid volume of adver- 

 tising carried proves the point without 

 such letters as the following: 



We are Just flooded with orders, thanks to 

 The Review; shall have to return checks to sev- 

 eral whose orders cannot be filled. — Charles Tay- 

 nor. New Carlisle, O., March 2, 1016. 



Please discontinue our ad, as we have sold out 

 90,000 vlncas and cannot supply any more. All 

 anybody needs Is the goods, the price and an 

 ad In The Review; business begins right away. — 

 I>ampert Floral Co., Xenia, 0., March 7, 1916. 



Anyone who takes the trouble can 

 check up and find that the Lampert ad, 

 five lines in the Classified department, 

 had appeared five times when this let- 

 ter was written; total cost, $2,50. (The 

 ad appeared a sixth time in the issue 

 printed the day the letter was on its 

 way from Xenia to Chicago.) The ad 

 offered stock at 60 cents per hundred, 

 $5.50 per thousand. If all were sold 

 at the thousand rate the sales footed 

 up $495. On an advertising expendi- 

 ture of $2.50! Again, can you beat itt 



When you hear a man complain of 

 the cost of advertising you can be 

 pretty sure he spends a good bit of 

 money elsewhere than in The Review. 



THE OIJ^ES MARKET. 



The window glass market is an un- 

 known quantity. Prices have ad- 

 vanced, but not so much as conditions 

 seem to indicate soon will be the case. 

 The end of the manufacturing season 

 is not far away, and there are no large 

 stocks of greenhouse sizes in the hands 

 of manufacturers; most of the stocks 

 are held by jobbers or material mills 

 that bought early and are using their 

 . ability to supply glass as a means of 

 securing contracts for other work. The 

 glass factories are having trouble with 

 labor, not only on the question of 

 wages but in the matter of cutting the 

 smal^ isizes required Ifor greenhouse 

 use; the men make more money cutting 

 larger sizes. Also potash, an essential 

 for glass-making, is difficult to obtain, 

 and many factories soon must close for 



its lack. It is stated the largest manu- 

 facturer has instructed all branch 

 managers that no further sales are to 

 be made without reference to the head 

 office, indicating that if price and 

 specifications are not regarded with 

 favor the business will be declined. 



THE NEW ROSE ANNUAL. 



The Annual of the American Rose 

 Society for 1916, edited by J. Horace 

 McFarland and published by the Mount 

 Pleasant Press, made its appearance 

 last week and made good the advance 

 notices. It is quite the most attractive 

 book ever issued by a special flower 

 society or horticultural trades organiza- 

 tion in this country and should go far 

 toward the great desideratum, the in- 

 crease of membership, for there must 

 be thousands of garden lovers in this 

 country who will remit $1 yearly for 

 associate membership when it brings to 

 them a substantial volume of this char- 

 acter and contents. The book is bound 

 in cloth-covered boards and every page 

 of the 180 within those covers carries 

 something of interest. The editor of 

 The Eeview cannot remember ever to 

 have read one-tenth as much of any 

 other annual, of this or any other so- 

 ciety, as he has read of this volume 

 compiled by Mr. McFarland. It is good 

 all the way through. One of the best 

 features is that none of the articles 

 is long; one can get through the least 

 interesting of them without becoming 

 wearied. While the book was designed 

 primarily for the nonprofessional 

 grower, there is much in it bearing 

 directly on trade affairs. For instance: 



The Future of the Commercial Growing of 

 Roses for Cut Flowers, by Wallace R. Plerson. 



A Review of the Standard and Newer Varie- 

 ties of Roses for Forcing, by Charles H. Totty. 



Commercial Rose Growing, by John Welsh 

 Young. 



The Growing of the Best Cut Flowers, by 

 William F. Gude. 



What the Wholesaler Looks For In the Han- 

 dling of Roses as Cut Flowers, by Samuel S. 

 Pennock. 



The announcement is made that the 

 same capable management will issue 

 another and even better Rose Annual 

 February 15, 1917. By rosarians it 

 will be awaited with impatience. 



OHIOAQO. 



The Market, 



There is nothing in the existing mar- 

 ket conditions to give rise to complaint. 

 And though the Lenten season is now 

 on, there has not been the appreciable 

 falling off in demand generally expect- 

 ed. This is quite probably attributed 

 to the preponderance of cold days over 

 mild. 



One of the most striking features of 

 the market is the changed complexion 

 of the Beauty situation. The spring 

 crops are beginning to come in, with 

 the result that prices are more or less 

 uncertain, with a downward tendency 

 in long and medium length stock. Short- 

 stemmed stock is already considerably 

 lower,- Other roses are in slightly bet- 

 ter supply than they were last week, 

 but they are experiencing a relatively 

 stronger demand. Russell and Milady 

 seem to lead in popularity, though 

 Ophelia and Sunburst are meeting with 

 a ready sale. White roses have not 

 been moving as well as they should. The 

 heaviest call in all varieties is for the 

 shorter lengths. 



As a result of St. Patrick's day de- 



