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The Florists' Review 



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Hat 4, 1916. 



the bird propaganda, now are making 

 houses for birds in many novel designs 

 and shapes. An idea of the variety may 

 be had from the illustration on page 

 18, which is a reproduction of a re- 

 cent bird window in the store of Holm 

 & Olson, of St. Paul. Other florists and 

 retailers have been quick to take ad- 

 vantage of the movement and are do- 

 ^^g B. good business in the side line. 

 Following is a letter by Hermann 

 Lange, of Worcester, Mass.,, who speaks 

 enthusiastically of the new source of 

 profits: 



Blrdology. 



"With the campaign for feeding the 

 birds of Worcester and vicinity during 

 the period that the ground was covered 

 with snow, has come a moire general in- 

 terest in the care of birds and conserva- 

 tion of bird life. 'Bring Back the 

 Birds i^-is a slogan that may well be 

 adopted by every community where the 

 birds have been driven away or killed 

 through various agencies. But in or- 

 der to bring back the birds their faith 

 and friendship must first be gained, and 

 they must be shown tha:t, while for- 

 merly they fvere abused and driven 

 away, they now will be protected and 

 cared for. 



* * With the advent of spring, bird lov- 

 ers are turning their thoughts and at- 

 tention to making and placing bird 

 houses in their gardens. Within a few 

 weeks the birds will begin to nest, and 

 if they find houses for their special use 

 they are sure to return in full force to 

 the places from which they have been 

 absent so long. 



A Style for Each Kind. 



"Recently I had a display of happy 

 bird houses, little bird boxes made from 

 hollowed logs, covered and combined 

 with birch and cedar bark. These houses 

 are made in several styles to conform 

 with the nesting peculiarities of the 

 birds for which they are intended. 



"The birds that need boxes for their 

 nests are the bluebird, the house wren, 

 chickadee, tree swallow, purple martin 

 and flicker. The houses are easily 

 cleaned and some of the larger ones, 

 when placed on the tops of long poles, 



are pretty ornaments for any" garden. 

 When they are inhabited they make an 

 interesting and educational feature. 



"One of the bird houses is designed 

 for the wren family and is made from 

 a hollowed cedar post, with a slanting 

 top and a perch bracket in front of the 

 entrance. Another wren house is made 

 of slabs of wood, covered with a combi- 

 nation of cedar and birch bark. An- 

 other house may be opened and closed, 

 thus making it easy to clean at the end 

 of the season. .|iThe martin houses are 

 designed for several families and range 

 from a plain 4-family house to an elab- 

 orate apartment house for fourteen fam- 

 ilies. 



Propaganda Likely to Grow. 



"The public in general are enthusi- 

 asticover the idea and have already in- 

 stalled the little houses. I have re- 

 ceived many orders, and, no doubt, the 

 birds of Worcester will have beautiful 

 made-to-order homes this summer." 



It is evident that Opportunity, ac- 

 companied by Additional Profits, is rap- 

 ping loudly on the doors of those who 

 retail, and the men who conduct their 

 stores with their headfj as well as with 

 their hands at least will give heed. In- 

 asmuch as the bird propaganda is like- 

 ly to grow each year, there is not much 

 danger of overstocking or having un- 

 salable ^oods on hand. What won't 

 move this year may be featured next 

 year. 



ANOTHER DE LUXE STOBE. 



As self-laudation nowadays is in 

 vogue even among the elite and those 

 heretofore occupying pedestals, the fio- 

 rists of the country may as well have 

 a try at a few self-made encomiums. But 

 for what can the trade clap itself on 

 the back and say: "We did it; they 

 are ours"! To be' sure, nothing more 

 or less than the de luxe flower stores 

 of the country! What other trade or 

 line of business can boast of prettier, 

 more artistic stores? French mirrors, 

 handsome tile floors, classic stone 

 seats, rich draperies, delightful foun- 

 tains, costly woodwork — all the mate- 

 rials that help to make ideal set- 

 tings for flowers have been utilized. 



A New York millionaire was so 

 fascinated by the interior of a San 

 Francisco flower store while on a visit 

 there last summer that at New Year's, 

 in New York, when ordering a batch 

 of floral greetings to be presented to . 

 his San IVancisco friends, he specified 

 the store that had pleased hiin as the 

 one that should execute the orders. 

 But the San Francisco store does not 

 stand alone — there are replicas of it 

 everywhere. 



The accompanying illustration shows 

 one of the de luxe stores on a smaller 

 scale. Look at it closely and note the 

 artistic get-up. Surely every man or 

 woman that enters will be glad that he 

 or she did so. And this business of 

 pleasing the aesthetic senses of the peo- 

 ple is not extravagance; there is a com- 

 mercial equivalent that makes for big- 

 ger and better business. 



The illustration is of the new store 

 of the MacRorie-McLaren Co., on 

 Powell street, San Francisco. On the 

 day of the opening, April 18, every 

 woman visitor was presented with a 

 phaleenopsis corsage. Incidentally that 

 day marked the company's advent into 

 the retail end of the business. 



New Retail Store of the MacRorie-McLaren Co., San Francisco. 



MAEIINO OASBIEBS LIABLE. 



It will be good news to those of the 

 trade who have suffered through delays 

 on the part of the express companies 

 that the courts are beginning to afford 

 prompt redress. 



A Municipal court decision at New 

 York April 27 held that the Erie rail- 

 road was liable for loss sustained by 

 delay in delivering perishable products. 

 William R. Mankoff & Co. purchased 

 four carloads of onions at Pine Hill 

 and Florida, N. Y., valued" at approxi- 

 mately $1,800. They accepted the goods 

 on arrival, but alleged that when an 

 attempt was made to dispose of the 

 onions it was found one-half of them 

 had been frozen and damaged, causing 

 a loss of $811.16, for which they 

 brought suit and obtained judgment. 

 The defense took a stay for an appeal. 



It was charged by the plaintiffs that 

 the shipment should have been carried 

 to its destination within twenty-four - 

 to seventy-two hours, whereas seven 

 days elapsed from the time of shipment 

 to delivery, and this delay was respon- 

 sible for the damage to the product. 

 Allen S. Hubbard of counsel for the 

 railway company contended the prod- 

 uct was in bad condition when received 

 by the railroad. Justice Jacob Marks 

 said: 



"I find for the plaintiffs on the 

 ground that it is the duty of the rail- 

 road company to notify the owners 

 where there is congestion at the time 

 of shipment, and where unreasonable 

 delay results in delivery of perishable 

 goods. ' ' 



BADOLEY TO THE DEFENSE! 



The Sunday Call, of Newark, N. J., 



for April 30 gave another illustration 



of the truth of the old saying that "a 



little knowledge is a dangerous thing" 



by printing the following editorial: 



Tremendous sales of Easter flowers, which now 

 inclade every variety, were recorded a week ago. 

 One splendid American Beauty, bought on Satur- 

 day night of a Newark florist, was still in perfect 

 bloom on Wednesday. An observant grower said: 

 "Well, that flower wasn't pickled." It seems 

 that is the trade name for flowers that are put 

 on ice or in cold storage. The grower delivers 

 these to the New York middleman about tbre« 

 weeks before the busy season and he "pickles" 

 them until the big demand comes and hign prices 

 prevail. Then the flowers are taken from cold 



