20 



The Florists' Review J''^" 29. iQie. 



EMsbllshed. 1897. by a. L. aRANT. 



Pnbllahed every Tharsday by 

 Tbs Florists' Publishing Co.. 



SSO-660 Oaxton Balldlng, 



608 South Dearborn St., OhicaffO. 



Tele.. Wabash 819S. 



Be^stered cable address, 



Florview. Chicago. 



Entered as second class matter 

 Dec. 8. 1897. at the post-office at Ohl> 

 ca«o. IIU under the Act of March 

 8. 1879. 



Subscription price, $1.00 a year. 

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



Advertislnir rates quoted upon 

 request. Only strictly trade ad* 

 Tertislnff accepted. 



I! 



NOTICE. 



It' is inip«saible to guarantee 



the insertion, discontinuance er 



alteration of any advertisement 



unless instructions are receiTod 



BT 6 P. M. TUKSDAY. 



SOCIETY OF AMETtlCAM FL0KI8T8. 

 Incorporated by Act of Congress, March 4, 1901. 



Officers for 1916: President, Daniel MacRorie. 

 |3an FVancisco; vice-president, R. C. Kerr, Hous- 

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

 Bt., New York City; treasurer, W. F. Easting, 

 Buffalo. 



Thirty-second annual convention, Houston, 

 Texas, August 15 to 18, 1916. 



Results bring advertising. 

 The Review brings resalte. 



Growers of pot plants who have de- 

 pended on German cyclamen seed are be- 

 ginning to worry over the prospect, since 

 the usual summer deliveries of seeds are 

 much in doubt. 



Yes, by all means hold the old cus- 

 tomers, for no business, not even a circus, 

 can exist without the repeaters; but old 

 customers die, even if you have pleased 

 them, and the business that makes no new 

 friends dies with them. Advertise. 



Ophelia is said this season to have 

 paid better than any other rose in the es- 

 tablishments of many growers. It has 

 been planted much more numerously for 

 next season and it is not to be expected 

 that the extra prices of last winter are 

 io be realized indefinitely. 



At the rate chrysanthemums from small 

 pots are selling it seems as though half 

 the greenhouses in America are being 

 planted for a crop of the autumn flow- 

 ers. The growers did well last season and 

 are not hesitating to use all the avail- 

 able space for mums this year. 



A FLORIST whose business is growing 

 rapidly sends to every customer who pur- 

 chased during the previous July, August 

 and September a letter referring to their 

 previous hot-month purchase and asking 

 if, perchance, the remembrance is to be 

 repeated during the current summer. 



Every little while a grower writes to 

 The Review to ascertain the probabilities 

 for profit through the use of electric or 

 acetylene gas light in greenhouses to ac- 

 celerate growth. The Review never has 

 heard that there was a "probability for 

 profit" in the method. Has any reader! 



CLEABINO THE SUBPLUS. 



Don't let surplus stock go to waste — 



somewhere there are readers of The 



Review short just the items you want 



to clear. Like this: 



It certainly pays to advertise siu^Ius stock In 

 the Classified lists in The Review. Our two lit- 

 tle one-time ads in the issue of June 8, offering 

 pelargoniums and ferns, brought us orders from 

 thirteen states, from Delaware to California, 

 and one from Canada. The orders aggregated 

 $326 in value. — Helnl & Weber, Terre Haute, 

 Ind., June 21. 1916. 



Reference to the records shows that 

 the cost of the ads that brought $325 

 worth of orders was exactly $1.20, two 

 ads of six lines each. How else can 

 one sell stock at a cbst of about one- 

 third of one per cent? 



And here's one from the south: 



Please cut out our ad of ferns; The Review did 

 the work as usual. Two Insertions sold over 

 4,100 ferns; had more orders than we could fill. 

 — J. W. Yates, manager Oak Grove Greenhouses, 

 Tuskegee, Ala., June 19, 1016. 



Again reference to the records shows 

 that the ad, changed once, actually ap- 

 peared three times, a total of seven- 

 teen lines, costing $1.70. It"* offered 

 stock at $4 per hundred, so the sale of 

 4,100 amounted to $164, making the ad- 

 vertising cost about one per cent. 



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. 



WHJ. rally AT HOUSTON. 



R. C. Kerr, vice-president of the 

 S. A. F., has been canvassing the pros- 

 pects for the attendance of southern flo- 

 rists at the Houston convention in Au- 

 gust and takes much pleasure in the re- 

 plies received to his letters. From El 

 Paso word has come from H. L. Porter 

 that western Texas will be strongly 

 represented; from Sherman H. O. 

 Hannah sends word that eighty per 

 cent of the trade in northern Texas will 

 be present, while from Dallas Otto 

 Lang writes as follows: 



Regarding the prospects for attendance from 

 Dallas, I wish to state that you may safely ex- 

 pect three-fourths of all North Texas florists. 

 The reason is simple: It will be many years 

 before we will ever have another national con- 

 vention in the south, and especially in Texas. 

 Many of the florists know that the S. A. F. con- 

 vention is educational and therefore would like 

 to attend, but are not flnanoially «ble to jro to 

 Minneapolis, Boston and San Francisco. These 

 were the three last convention cities and you 

 will note no farther places from Texas could 

 have been selected. Now that it is in reach of 

 this hungry throng, you can look for them, as 

 they will be there. 



Personally, I would like to see every employer 

 of store and greenhouse help send his best help 

 down. All of our employees receive two weeks' 

 vacation at full pay and most of them will ar- 

 range their vacations to attend this convention. 

 Since we have thirty on our payroll for the stim- 

 mer, it will mean several from our house alone. 

 We expect the other houses to do likewise and 

 hope this flrat of its kind, namely the S. A. F. 

 convention in the south, will be a grand success. 



J. W. Furrow, of Guthrie, writes Mr. 



Kerr that Oklahoma will be represented 



and T. C. Joy, of Nashville, Tenn., is 



the most enthusiastic of all, for he says, 



"We expect to bring ninety per cent 



of the local florists to the convention." 



NEW ENGLAND QUARANTINE. 



Readers of The Review located in 

 New England should send to the Fed- 

 eral Horticultural Board, Washington, 

 D. C, for a copy of Notice of Quaran- 

 tine No. 25, extending the quarantine 

 against the gipsy and brown-tail moths 

 in Maine, New Hampshire, Vermont, 

 Massachusetts^ Rhode Island and Con- 

 necticut. The regulations apply to (1) 

 coniferous trees, such as spruce, fir, 

 hemlock, pine, juniper (cedar), and ar- 



bor-vitSB (white cedar), known and de- 

 Scribed as "Christmas trees," and 

 parts thereof, and decorative plants, 

 such as holly and laurel, known and de- 

 scribed as "Christmas greens or green- 

 ery," and (2) forest-plant products, in- 

 cluding logs, tan bark, posts, poles, rail- 

 road ties, cordwood, and lumber, and 

 (3) field-grown florists' stock, trees, 

 shrubs, vines, cuttings, and other plants 

 and plant products for planting or 

 propagation, excepting fruit pits, seeds 

 of fruit and ornamental trees and 

 shrubs, field, vegetable and flower 

 seeds, bedding plants, and other herba- 

 ceous plants and roots. 



THE ALMIGHTY DOLLAR. 



One of Boston's leading florists not 

 long ago gave up the old stand he had 

 occupied for many years and moved to 

 a less desirable one. His many friends 

 and the flower-buying public in general 

 wondered why he made the change. 

 Here are the facts: His old lease ex- 

 pired. He had been paying $23,000 

 annually. A clothing concern offered 

 $28,000 for the "corner." The florist 

 came up to $25,000. The owners re- 

 fused and held for the $28,000. The 

 florist refuseB and moved his quarters. 

 Then the clothing concern "went up in 

 the air." The store was vacant for a 

 while and was then leased for $18,000. 

 Moral for the real estate dealer: "Bird 

 in the hand, etc." 



CHICAGO. 



The Market. 



Market conditions, considering the 

 time of the year, have been decidedly 

 good during the last week. Stock was 

 not overplentiful the latter part of the 

 week, because of the cool weather; and, 

 as a result, it cleared in almost every 

 instance, but not at high prices. The 

 warm weather of the last few days, 

 however, has served to increase the 

 supply, but not to a point where it has 

 become unwieldy. 



Beauties have been selling fairly 

 well, as the supply is increasing. Young 

 Beauties are beginning to arrive on the 

 market, and they go far to arouse de- 

 mand. Killarney is quite plentiful and 

 still is of good color, though the flow- 

 el's are smaller. White Killarney is a 

 good seller and there is a large sup- 

 ply of short stock to meet the demand 

 for funeral flowers. Killarney Brilliant 

 is always a good seller in the summer 

 time. Russell, though, still remains the 

 leader, and Ophelia may be classed as 

 second. .Sunburst remains a popular 

 yellow and Milady is giving a good ac- 

 count of itself. 



Carnations are holding on with re- 

 markable tenacity, but a little hot 

 weather will put them out of the run- 

 ning. There has been a large supply 

 of stock that is unusually good for the 

 last half of June and low grade flowers 

 therefore could only be sold to the kind 

 of buyers who only appear in the mar- 

 ket at this season. Vallev still is re- 

 ferred to as on the short side. There is 

 a fair supply of Easter lilies and they 

 are selling well, though at a low figure. 

 Cattleyas continue in small supply. 

 There are more good sweet peas on the 

 market now than there were a week 

 ago. The really good ones meet with 

 a ready sale, but there is a quantity of 

 inferior stock that can find no profit- 



