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22 





The Florists' Review 



.^' : :<-Jl< 



April 20, 1916. 



Estebllshed, 1897. by a. L. GRANT. 



PabllBhed every Tharaday by 

 Thk Florists' Publishing Co., 



630-S60 Oaxtoo Balldin?. 



008 South Dearborn St., Ohlcaffo. 



Tele., Wabash 8196. 



Befflstered cable addrew, 



Florrlew, Chicago. 



Entered a« second class matter 

 Dec. 3. 1897, at the poet-offlce at Ohl- 

 cago. IIL, under the Act of March 

 8, 1879. 



Subscription price, $1.00 a year. 

 To Canada, $2.00; to Europe. 13.00. 



Advertlslntr rates quoted upon 

 request. Only strictly trade ad- 

 TerUsing accepted. 



n 



NOTICE. 



It is imposaible to guarantee 



the insertion, discontinuance or 



alteration of any advertisement 



unless instructions are received 



BY 6 P. M. TUESDAY. 



SOCIETT OF AHEBICAK FLOEISTS. 

 Incorporated by Act of Congress, March 4, 1901. 



Oflncers for 1916: President, Daniel MacRorle, 

 San Francisco; Tlce-presldent, B. C. Kerr, Hous- 

 ton, Tex.; secretary, John Young, 63 W. 28th 

 St., New York City; treasurer, W. F. Kastlng, 

 Buffalo. 



Thirty-second annual convention, Houston, 

 Tens, August IS to 18, 1916. 



Results bring advertising. 

 The Review brings results. 



The price of paint continues to ad- 

 vance steadily. 



Easter this year seems decidedly to 

 mark the advent of summer rather than 

 of spring. 



Each letter The Review receives from 

 Canada, and nearly every one contains 

 $2 for a year's subscription, now bears 

 the sticker that shows it to have been 

 opened and resealed by the censor. 



The spring shows and the Easter dis- 

 plays in the flower stores all indicate that 

 Pink Pearl is the best forcing rhododen- 

 dron. The fall in price which has ac- 

 companied the working up of large stocks 

 of this variety has served to greatly in- 

 crease the popularity of the rhododendron 

 as a pot plant for Easter. 



Early this week the Western Union 

 distributed many thousands of large dis- 

 play cards advertising its new purchase 

 and delivery service as applied to Easter 

 flowers. It could not do otherwise than 

 largely increase the number of deliveries 

 to be made at distant places and every- 

 thing that means more sales of flowers is 

 a boost for each of us. 



SoifE day everyone will know Narcissus 

 King Alfred. The trumpet and perianth 

 are all of one shade, a splendid golden 

 yellow. At the present time the variety 

 is higher in price than any other in the 

 list and in some of the recent Dutch cata- 

 logues a pen has been used to advance 

 the quotation to $35 per hundred bulbs. 

 The trade cannot use a variety at that 

 price, but when the price comes down 

 within reach everyone will grow it. 



DATES OF EASTES. 



The latest Easter in this century oc- 

 curs in 1943, when the date is April 

 25; otherwise the Easter of 1916 is the 

 latest with which any florist now living 

 will have to contend, unless he was in 

 the business in 1886, when Easter fell 

 on the same date it will in 1943. The 

 dates of Easter for the next dozen 

 years are: 



Year ' Date 



1917 April 8 



1918 , March 81 



1919 April 20 



1920 April 4 



1921 March 27 



1022 April 16 



1923 April 1 



1021 April 20 



1925 April 12 



1025 April 4 



■>927 April 17 



1928 April 8 



EASTINa WINS SUIT. 



In a decision handed down by Judge 

 Whittelsey at Erie, Pa., April 14, Mabel 

 A. Baur was ordered to pay William F. 

 Kasting for the reconveyance of prop- 

 erty in West Twenty-sixth street and 

 the final account of the auditor in the 

 case was ordered to be filed within 

 twenty days. The decision brought to 

 an end a dispute over the title of the 

 property formerly held by the Nie- 

 meyer estate. 



The case was first brought up in 

 court in May, 1913. Mr. Kasting and 

 Mabel Baur, with her husband, S. Al- 

 fred Baur, formed a partnership for the 

 conduct of a greenhouse. Later, Mr. 

 Kasting bought out the Baurs' interest 

 and conducted the business himself, 

 but owing to a failure to convey the 

 property to him, action was started in 

 court, which now has resulted in his 

 victory. 



Mr. . Kasting is head of the W. F. 

 Kasting Co., Buffalo, and is postmaster 

 at Buffalo; also he is treasurer of the 

 Society of American Florists. He is 

 said to have felt keenly as an injustice 

 the characteristic legal allegations made 

 at the time the Baurs started the case 

 now decided in his favor and therefore 

 to take special pleasure in the result. 



EASTER Pl^ANTS CLEAN UP WEIiL. 



With unimportant exceptions the 

 growers of Easter pot plants have had 

 their record season. Appreciating the 

 generally prosperous condition of the 

 business, nearly all of them set out 

 early in the season to prepare the 

 largest stock ever offered for the spring 

 flower festival. A late Easter made it 

 easily possible to have everything 

 ready; the only difficulty was to hold 

 back some of the early blooming stock. 

 But nowadays every important plant 

 forcing establishment has its storage 

 houses, where the unwelcome sun can 

 be kept from stock that seems likely to 

 be ready too soon. The Easter plants 

 seldom have been of better quality, 

 nor has the variety ever been greater. 

 A good many of the lilies were short 

 in stem, but since the basket arrange- 

 ments became popular shortness in the 

 stem of the lily is not the important 

 factor that it was when lilies were sold 

 cut, or only one plant to the pot; nowa- 

 days the retail stores need short lilies 

 and are looking for them instead of de- 

 clining to buy them. 



The four days beginning with Palm 

 Sunday are the busiest in the plants- 

 men's year. Then they sell and deliver 

 their spring crop. Most of them have 

 cleaned out as completely as ever will 



be possible. There has been a marked 

 increase in the popularity of the roses, 

 in which Crimson Rambler has not 

 shared. The varieties most wanted have 

 been Tausendschon, Dorothy Perkins, 

 Hiawa'tha and Erna Teschendorff. Other 

 subjects have sold about as usual, ex- 

 cept that spiraea appears to be losing its 

 popularity; a number of growers report 

 that while everything else had been 

 ordered up by Palm Sunday, they still 

 had quantities of good spiraea that were 

 slow sale at low prices. 



WHAT MAKES IdEBIT? 



The value of the advertising space 

 in a periodical depends first of all upon 

 the way that periodical is regarded by 

 those for whom it is published. Any- 

 body who has the price can print a 

 paper — it is not so easy to get it read. 

 That is why letters like these have a 

 value: 



I could not begin to tell you how much I enjoy 

 every issue of The Review, but I read every 

 number from cover to cover. Your report of the 

 National Flo'ner Show at Philadelphia certainly 

 was complete and I was able to enjoy the show 

 almost as much as if I had been there. As for 

 the illustrations, well, they were fine! — Robert 

 W. Yeo, Ncwth Bergen, N. J., April 12, 1916. 



We have the pleasure to inform you that we 

 always are interested by The Review, as in it 

 we are able to see communications regarding 

 the horticulture of the world. Indeed, The 

 Review I4 the very best Journal in this line. — 

 Saitama E:ngel & Co., Ltd., Tokyo, Japan, March 

 29, 1916. 



Sending out free copies to those who 



don't care enough about a paper to pay 



for it does not bring letters like the 



above. Nor does a free circulation 



produce results for advertisers like the 



following: 



You receive so many compliments from adver- 

 tisers In The Review, about good results ob- 

 tained, that we are afraid you will not care very 

 much for our mite of acknowledgment. But 

 to state facts: We owe The Review the estab- 

 lishment of our business. The kind Information 

 you have j;lven us at times has helped us along 

 wonderfully and last year, when the time came 

 to offer our stock for the first time, we con- 

 cluded to advertise in The Review only. The 

 expenses for that year's ads were $8.40, and this 

 year $7.20. As for the results: Last year we 

 sold over 6000 bulbs; this year so far, over 

 12,000, and the few we have left will surely go 

 with another two insertions of a classified ad. — 

 Gerbing Floral Garden Co., Femandlna, Fla., 

 April 12, 1916. 



The Gerbing Garden specializes in 

 fancy-leaved caladiums, offering them 

 at $8, $10 and $12 per hundred. Sup- 

 posing that all were sold at the aver- 

 age price, it would mean that the first 

 season's expenditure of $8.40 brought 

 returns of $600 and that this season's 

 expenditure of $7.20 brought returns 

 of $1,200. 



When you hear a man complain of 

 the cost of advertising you can be pret- 

 ty sure he spends a good bit of money 

 elsewhere than in The Review. 



OHICAOO. 



The Market. 



At last the regenerating effect of 

 Easter is abroad in the Chicago market, 

 and the local trade is vying with ship- 

 ping business in activity. The local 

 demand, however, did not come to life 

 until April 15. Then it began to make 

 itself felt, and each day since it has 

 been increasingly strong. According 

 to many of the larger wholesalers, there 

 is every prospect of a better Easter 

 business than the trade has ever en- 

 joyed. To be sure, the cool weather 

 has had much to do with this, for with- 

 out it the growers would not have been 

 able to hold back the blooming plants 

 that are now coming in just right. 



Good Beauties are again inclined to 



