^f^ 



22 



The Florists^ Review 



June is, J916. 



(I 



Established. 189T, by Q. L. GRANT. 



Published every Thursday by 

 Thk Flokists' Publishing Co^ 



630-660 Oaxton BulldlDK, 



606 South Dearborn St., Chlca^a 



Tele.. Wabash 8196. 



Registered cable address, 



Florvlew, Chicago. 



Entered as second class matter 

 Dec. 3, 1891. at the post-office at Chi- 

 cago, 111., under the Act of March 

 8. 1879. 



Subscription price. $1.00 a year. 

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



Advertising rates quoted upon 

 request. Only strictly trade ad- 

 Tertlslnff accepted. 



!! 



NOTICE. 



It< is impossible t« {guarantee 



the insertion, discontinuance or 



alteration of any advertisement 



unless instructions are received 



BY 6 P. M. TUESDAY. 



SOCIETY OF AMERICAN FLORISTS. 

 Incorporated by Act of Congress. March 4, 1901. 



Officers for 1916: President, Daniel MacRorle, 

 San FVanclsco; vice-president, R. C. Kerr, Hous- 

 ton, Tex.; secretary, John Young, 53 W. 28th 

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

 Buffalo. 



Thirty-second annual convention, Houston, 

 Texas, August 15 to 18, 1916. 



Besults bring advertising. 

 The Heview brings result. 



The growers of sweet peas under glass 

 have had an excellent season, possibly the 

 best since the sweet pea became an im- 

 portant greenhouse crop. 



A FLORIST in New England recently 

 wrote to The Eeview to ask, ' ' How can I 

 send flowers by telegraph ? ' ' And yet 

 most of the retailers seem to suppose the 

 public knows all about it! 



That fad for canary birds in flower 

 stores struck us at the wrong time. Be- 

 cause the war shut off the Harz mountains 

 supply, good singers are hard to get at 

 from two to four times normal prices. 



The plantsmen should not complain. 

 Although the spring bedding season was 

 right on the heels of Easter and many 

 did not have their crops ready, a benign 

 Providence postponed much of the de- 

 mand two or three weeks, thereby letting 

 the growers get ready. 



Apparently the geranium stocks 

 through the country are badly mixed. 

 Dozens of inquiries reach The Keview 

 each season from subscribers who want 

 to ascertain the name of some variety 

 that has appeared in a batch of some- 

 thing else. And naming geraniums from 

 a fragmentary specimen is not without 

 its difficulties! 



One of the features of the replanting 

 season with the rose growers has been the 

 ready sale for the old plants cleared from 

 the benches. Not so many years ago these 

 went to the brush heap and were burned, 

 but now there is a sale at good prices for 

 bench plants of whatever variety. This 

 season the demand, from seed stores and 

 florists who sell beddiirg stock, was 

 greater than the supply. 



HONORABLE MENTION. 



Not a few subscribers save them- 

 selves the bother of annual renewal by 

 sending The Review $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. 



Ruzlcka, A., Rowayton, Conn. 



THREE YEARS. 

 Moss, C. A., Spartanburg, S. C. 

 Ruff, D. C, St. Paul, Minn. 



• TWO YEARS. 



Stentlford, Thos., San Rafael, Cal. 

 Miiler, C. C, Belpre, O. 

 Donovan, L. H., Jr., Boston, Mass. 

 Kleckner, K. G., Battle Creek, Mich. 

 Frledrlch, E., Austin, Tex. 

 O'Belrne, C. R., Martins Ferry, 0. 

 Zom & Gacrtner, Saginaw, Mich. 

 Gallagher, B. T., Des Plaines, 111. 



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 J^re sent. 



QUICK ACTION. 



If you have a surplus do not wait 

 until the season is over before you try 

 to clean up. True, there is a Eeview 

 reader somewhere who is pretty sure 

 to be looking for the stock whenever 

 you want to let it go, but now is the 

 time to get quick action. Like this: 



Please omit our pelargonium and fern ads, as 

 one Insertion sold out 2500 plants. — Helnl & 

 Weber, Terre Haute, Ind., June 12, 1916. 



Please discontinue our ad for feverfew, as the 

 two Insertions sold every plant we had. Orders 

 came from near-by New Jersey and from far-away 

 Maine and Tennessee. — L. M. Smith & Co., Lau- 

 rel, Del., June 7, 1916. 



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 PHILADELPHIA SUCCESS. 



Treasurer W. F. Kasting has mailed 

 to those who guaranteed the National 

 Flower Show checks refunding the sums 

 advanced, which were half the amounts 

 subscribed, together with twenty per 

 cent additional. The checks were ac- 

 companied by the following letter: 



The gratifying result of the recent Fourth 

 National Flower Show at Philadelphia has en- 

 abled the committee. In behalf of the Society of 

 American Florists, to return to the guarantors 

 a ten per cent profit on the full amount of 

 money subscribed to the guarantee fund, instead 

 of the ten per cent of tihe amount paid as per 

 call. ' 



The Immensity of the National Flower Show 

 was such that we feel that thanks are due you 

 as one of its supporters, and surely the object 

 is being achieved when 100,000 people view the 

 fruit of skill and labor of America's most prom- 

 inent growers and merchants. 



Philadelphia has received a horticultural bene- 

 fit which could not be had by any other means. 

 One-half million lines of reading matter were 

 published In the newspapers and magazines, be- 

 sides the paid advertising. More people paid 

 admission to this show than to any two llower 

 thows ever held In this country. 



OUR CRATT. 



The flower business is a business 

 based on sentiment, conducted by senti- 

 mentalists. Few men engage in the 

 flower business solely because of its 

 financial rewards and still fewer remain 

 in it for the one reason that it pays. 

 The fact is, flowers make their strongest 

 appeal to men and women of tempera- 

 ment, as an avocation as well as an ob- 

 ject of virtu. What more natural, then, 

 that the cold rules of the unsentimental 

 business world do not always fit the 

 needs of a group of temperamentalistsf 



But because one has temperament it 

 is no excuse for the display of temper. 

 Self-restraint and toleration, a willing- 



ness to consider the other man's neces- 

 sities and viewpoint, are as necessary in 

 an artist as in a bricklayer. We are 

 not to consider that because we are tem- 

 peramental we also always are right; 

 nor are we privileged to feel that tem- 

 perament places us above criticism or 

 releases us from the necessity of meet- 

 ing such obligations as other men must 

 meet. 



We of the craft are the richer for our 

 temperament just in so far as we possess 

 it in addition to the qualities that make 

 the man in another walk of life. 



AMERICAN ROSE SOCIETY. 



The rose test garden established by 

 the American Rose Society at Cornell 

 University, Ithaca, N. Y., will be 

 opened for judging by the society 

 Thursday, June 22. Members are in- 

 vited to assemble in the offices of the 

 department of horticulture, Roberts 

 hall, and to go from there to the gar- 

 den. The Syracuse Rose Society is 

 planning to attend in a body. A cor- 

 dial invitation is extended to all. 



Benjamin Hammond, Sec'y. 



JOY'S ENJOYMENT. 



'Labor of certain classes has been 

 scarce this spring and growers have 

 been looking for it in unaccustomed 

 places. The Joy Floral Co., Nashville, 

 recently advertised in a Tennessee farm 

 paper for laborers and a man to run 

 a steam pump. Some of the applica- 

 tions were a delight, if they possessed 

 no other value. Like this one: 



Dear sir: I see your Add In Tennesean wanting 

 2 Labores and man to run steam pump What 

 will you pay to run your pump. I never have 

 run a pump but have run steam Engine. I owned 

 and run an Auto near 4 weaks for hire and had 

 one puncture and put in 2 felt washers so I 

 think I could run your pump: how many hours 

 in day do yon work Would like to hear from 

 you 



BUSINESS EMBARRASSMENTS. 



Norw^ich, N. Y. — A petition in bank- 

 ruptcy has been filed in the United 

 States court at Albany by Walter N. 

 Lockrow, showing liabilities of $1,- 

 286.28 and assets of $834.04. Mr. Lock- 

 row, who was a retailer, was formerly 

 of Schenectady, where most of his 

 creditors reside. Brant Bros., of Utica, 

 are creditors to the amount of $80.44, 



Wakefield, Mass.— With liabilities of 

 $16,427 and assets uncertain, Charles C. 

 Ball, the Yale avenue florist, has been 

 declared bankrupt. 



chicXgo. 



The Market. 



Though a pronounced shrinkage has 

 taken place in the volume of business 

 being done, the Chicago market, taking 

 it by and large, is in good condition. 

 To be sure, the long, cold rain the latter 

 part of last week and the first of this 

 week caused a sharp recession in local 

 demand, but it also operated to check 

 the heavy flow of supply to the market. 

 A week ago the market was so flooded 

 with stock of poor quality that the situ- 

 ation began to assume an unpleasant 

 aspect, but June 9 and 10 the depart- 

 ment store buyers appeared on the scene 

 and the market was practically cleared 

 of all surplus stock. With the begin- 

 ning of their activities the market 

 stiffened perceptibly, and the opening of 

 this week found a satisfactory, if a 

 somewhat quiet, market. Commence- 



