22 



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The Florists' Review 



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Mat 11. 1916. 



Eatabllshed. 18ST. by G. L. QRANT. 



Published erery Thursday by 

 The Florists' Publishimo COh 



S30-S60 Oaxton Bulldlnsr, 



SOSSoutb Dearborn St., OhlcagO. 



Tele.. Wabash 8196. 



Rertstered cable addreoSi 



Florrlew, Chicago. 



Entered as second class matter 

 Deo. 8. 1897, at the poet-offlce at Ohl. 

 cafiTo, 111., under the Act of March 

 J. 1879. 



Subscription price, tlJOO a year. 

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



Advertlslnsr rates quoted upon 

 request. Only strictly trade ad- 

 vertlslnff accepted. 



n 



NOTICE. 



It is impossible to i^arantee 



the insertion, discontinuance or 



alteration of any advertisement 



unless instructions are received 



BY 6 P. M. TUESDAY. 



SOCIETT OF A3CERICAN FLOSISTg. 

 Incorporated by Act of Congress, March 4, 1901. 

 Offlcers for 1916: President, Daniel MacBorle, 

 Ban Francisco; vice-president, R. C. Kerr, Bons- 

 toB, Tex.; secretary, John Young, SS W. 28th 

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

 Baffalo. 



Thirty-second annual conTention, Houston, 

 Texas, August IS to 18, 1016. 



Results bring advertising. 

 The Beview brings results. 



The value of Mothers' day again is 

 demonstrated by the fact that the supply 

 of cut flowers is the largest of the cur- 

 rent season. 



If collections are not good, the reason 

 is that credit has been extended unwisely 

 or else debtor and creditor have been so 

 busy selling that office detail has been 

 neglected. 



Business in retail flower stores never 

 is of the best during the week that first 

 lets the people into their gardens; this 

 is the turn of the florist who has some- 

 thing to go into the soil. 



The neatest Mothers' day ad of the 

 many that have come to The Review is the 

 little booklet received from E. P. Krei- 

 mer, of the Duluth Floral Co., written by 

 Charles Henry Mackintosh. 



Prices of paint have, been advancing 

 steadily for several months and the mar- 

 ket now has reached a condition that has 

 necessitated the withdrawal of quotations. 

 Prices now quoted are from day to day 

 only. 



Letters have been sent out by many 

 of the leading box manufacturers to the 

 effect that the cost of paper boxe^ has 

 advanced fifty per cent. Quotations on 

 orders not in the mails prior to May 4 

 were canceled. 



Taking it by and large, it can be said 

 the trade never has had a better season. 

 Business has been good ever since the 

 early autumn and there have been only 

 brief and relatively unimportant gluts, 

 so that average prices have been excel- 

 lent. 



Ophelia is easily the most popular rose 

 on the markets today, Hadley the most 

 talked of. 



The cost of glass is nearly 100 per 

 cent greater than a year ago and steel, 

 now an important item in greenhousb 

 construction, has advanced about as 

 much. But cypress has not gone up a 

 great deal and the material mUls are se- 

 curing great economies by standardiza- 

 tion and large volume, so that a com- 

 plete greenhouse can be had for only 

 five to ten per cent more than a year ago. 



NO, YOU CAN NOT BEAT IT! 



Under the head, "Can You Beat 

 It?" there have appeared in this col- 

 umn a large number of letters from 

 users of The Review, telling of the 

 profitable results obtained, either 

 through reading The Beview or through 

 advertising in it. Here is one in the 

 same line, but a little different: 



Those three little lines sold out my stock and 

 we have had some orders we could not fill. The. 

 Review not only has proven a good advertising' 

 medium for me, but the best; in fact, the only 

 one that has paid me. — C. D. Otis, Lake Charles, 

 La.. May 2. 1916. 



The advertisement that sold out Mr. 

 Otis' stock cost 90 cents. 



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. 



BEVEBSINQ THE OUBBENT. 



Since the beginning in this trade, as 

 probably in most others, the general 

 direction of the movement of merchan- 

 dise has been from east to west. This 

 has been specially true of cut flowers, 

 many of which have gone west from 

 eastern markets and few of which have 

 moved far in an easterly direction. But 

 a current from west to east has been 

 set up through the enterprise of certain 

 California shippers and the cooperation 

 of the express companies. Last autumn 

 large quantities of mums moved east 

 from Los Angeles and San Francisco, 

 during the winter greens and violets 

 have been shipped and now freesia and 

 many other flowers are being shipped. 

 A San Francisco grower is sending 

 Mile. Cecile Brunner roses regularly to 

 New York, although as a general rule 

 the California flowers do not yet cross 

 the Mississippi in any important 

 numbers. 



The enterprising Californians have 

 had the assistance of both the Amer- 

 ican and Wells-Fargo express compa- 

 nies, which have established regular 

 through refrigerator car service from 

 coast to coast. 



THE CONVENTION OABDEN. 



The spring months step lively and 

 before we are aware of it midsummer 

 and the Houston convention will' be 

 upon us. And surely no one knows this 

 better than C. QLi. Brock, the man re- 

 sponsible for the big convention gar- 

 den, at Sam Houston park, Houston, 

 Tex. Mr. Brock has been working hard 

 whipping things into shape at the gar- 

 den and it is said there will be some 

 real surprises for the visitors. Every- 

 thing is being taken care of and 

 nothing forgotten — a winning way the 

 efficient Texans have. Just one of the 

 little features of the garden will be 

 the greetings of Houston to the visi- 

 tors, made of blooming and foliage 

 plants, on a hillside at the entrance to 



the gardens, saying, "Welcome, Amer- 

 ican Florists." 



Although most of the space for ex- 

 hibits in the garden has been allotted, 

 there still is room for a few more ex- 

 hibitors and the Texans really will not 

 be completely satisfied until all the 

 space has been parceled out. Vice- 

 president R. C. Kerr, under date of 

 May 6, writes as follows: 



I wish to call the attention of the trade to 

 the fact that it is not too late to arrange for 

 exhibits in the convention garden at Houston. 

 Our garden now is an assured success. We have 

 a grreat many substantial exhibits. The mem- 

 bers of the trade should avail themselves of this 

 opportunity of putting their stock before the 

 florists of the south. Remember that we will 

 have a record-breaking attapdance from the 

 south. f^ 



The soutb^fA' florists are heavy b^jyers, and 

 this is possibly the richest field for thtf'miolesale 

 of any sections of the country. The space chaise 

 for shrubs, evergreens, etc., is 5 cents per 

 square foot; blooming plants 10 cents per square 

 »foot. A plot 150 to 260 square feet will make 

 an attractiV'3 medium-sized exhibit. 



Make shipment of exhibition material to C. L. 

 Brock, park superintendent, at Houston, Tex. 

 Remember the florists of the south expect your 

 co-operation. 



HONOBABLE MENTION. 



Not a few subscribers save them- 

 selves the bother of annual renewal by 

 sending The Beview $2, $3, or some- 

 times $5, instead of the dollar bill that 

 insures fifty-two visits of the paper. 

 Among those who have this week en- 

 rolled themselves for more than one 

 year in advance are: 



FIVE YEARS. 

 Wolfe the Florist, Waco, Tex. 

 THREE YEARS. 

 Kummer Floral Co., Milwaukee, Wis. 



TWO YEARS. 

 Stockdale, E. E., Kansas City, Mo. 

 Hammer, C, Van Horn, la. 

 Dayton Floral Co., Dayton, O. 

 Bennett, J. S., Paw Paw, 111. 

 Simpson, J. W., Wobum, Mass. 

 Kerms Floral Co., Portsmouth, O. 

 Gross, otto, Barnard, N. Y. 

 Larkin, P., Kansas Cltv, Mo. 

 WolfT, Joseph, Menomonie, Wis. 



The Review stops coming when the 

 subscription runs out. The green no- 

 tice with the last copy tells the story; 

 no bills are run up; no duns are sent. 



CHICAQO. 



The Market, 



Chicago market conditions since 

 Easter would seem to indicate that the 

 trade is about to enter a period of un- 

 equajed activity. Not but what there 

 will be periods of inactivity, for these 

 at times are seasonable, but business 

 on the whole seems to be on a broader 

 and firmer foundation of popular de- 

 mand. Last week showed no abate- 

 ment of business — only a change of di- 

 rection. Demand everywhere was for 

 short and the cheaper grades of stock. 

 This, however, has reference only to the 

 demand for present consumption. As 

 early as the end of last week Moth6r8' 

 day orders began to bulk large in the 

 mail of every wholesaler who caters to 

 the shipping trade. So great is the de- 

 mand for carnations in these advance 

 orders that many of the wholesalers 

 have declined to accept further orders 

 for them. And everyone with the in- 

 terests of the trade in mind is recom- 

 mending the use of other flowers as 

 the only solution of an otherwise hope- 

 less situation. 



Only the shorter-stemmed Beauties 

 find a ready sale, and, as a result, it 

 requires no little effort to move those 

 in the other grades. Practically the 

 same thing may be said of all other 

 varieties of roses. Short stock is not 

 sufficient to fill requirements, while 

 long-stemmed stock is inclined to hang. 



