26 



The Florists^ Review 



October 5, 1916. 



Ertabliahed. 1897. by a. L. GRANT. 



Pnbllshed every Thursday by 

 Thb Fu)ri8ts' Publishino COh 



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808 South Dearborn St., Ohlca<o. 



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Entered as second class matter 

 Dec. 3. 1897. at the post-office at Ohl- 

 caffo. IlL, under the Act of March 

 S. 1879. 



Subscription price, H.OO a year. 

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



Advertlslngr rates quoted upon 

 request. Only strictly trade ad' 

 Tertlslnc accepted. 



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NOTICE. 



It is impossible to guarantee 



the insertion, discontinuance or 



alteration of anj advertisement 



unless instructions are received 



, BY 6 P. M. TUESDAY. 



^ ■ — — -.^ ■ — - ■■ ■ I ^ 



SOCIETY OF AUERIOAN FLORISTS. 

 Incorporated by Act of Congress, March 4, 1001. 



Offlcera for 1916: President, Daniel MacRorle, 

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

 to», Tex.; secretary, Jehn XounK, 63 W. 28th 

 Bt., New York City; treasurer, J. J. Hess, 

 Omiaha. 



Offlcera for 1917: President, Robert 0. Kerr, 

 Honston, Tex.; vice-president, A. L. Miller, Ja- 

 maica, N. Y. ; secretary, Jehu Young, 63 Vf. 28th 

 Bt., New York City; treasurer, j. J. Hess, 

 Omaha, Neb. 



Thirty-third annual convention. New Tork, 

 W. Y., August 21 to 24, 1917. 



Besults bring advertising. 

 The Review brings resulta. 



Some florists kick because they are un- 

 able to discover where the shoe pinches. 



Almost 9,000 pounds of paper were re- 

 quired to print this edition of The Re- 

 view. 



In this trade the price-cutter is not 

 looked upon as a leader; the idea is that 

 if a man's goods are worth as much as 

 the other fellow's he will ask as much 

 for them. The asking of lower prices is 

 regarded as a confession of inferiority. 



Palms are almost sure to be even bet- 

 ter property next season, and the season 

 after, than they are now. The quantity 

 of seeds gathered in the Lord Howe 

 islands and shipped to Europe has been 

 less than usual, stocks of plants are light 

 and production is much below normal, to 

 say nothing of the difficulties of ship- 

 ment from European growing centers. 

 The production of palms in America 

 never has anywhere near met the demand. 



No DOUBT Roman hyacinths will be the 

 first resource as a substitute for valley 

 after the present supply of pips is used 

 up, but after the season for Romans 

 freesias will have a big demand, a de- 

 mand already reflected in the demand for 

 bulbs, which are said to be scarce the 

 world around, although there is no bulb 

 that is grown in so many places. The 

 trade in this country draws its principal 

 supply from California, but large quan- 

 tities come from Berm_uda, from France 

 and from Italy, besides many grown in 

 greenhouses. The Italian freesia is said 

 to bloom earlier than the French. 



INDIANA-KENTUCKY MEETING. 



The combined meeting of the State 

 Florists' Association of Indiana and th% 

 Kentucky Society of Florists will be 

 held at New Albany, Ind., and Louis- 

 ville, Ky., October 17 and 18, instead 

 of October 10 and 11, as previously an- 

 nounced. 



TAKING ADVANTAGE. 



Human nature is much alike the 

 world over and there is much to be 

 gained by taking advantage of what 

 knowledge one possesses of it. For in- 

 stance, when The Review publishes an 

 item dealing with a certain subject, the 

 mail of two or three days later always 

 brings a letter to this effect: 



I read with pleasure the kind little note in 



The Review about . Such things 



are always gratifying, as It is a great satisfac- 

 tion to know that people think well of one's 

 work and are friendly enough to tell the public 

 about It. 



Do you doubt that the "kind little 

 notes" are more numerous for such ex- 

 pression of appreciation? If the flo- 

 rist's local newspaper doesn't seem to 

 notice him often enough, it might pay 

 to try next time something of the kind 

 on its editor. 



A "MISBRANDING" BIU.. 



There -wafi introduced in Congress 

 January 31, 1916, a bill that was re- 

 ported and was on the calendar when 

 Congress adjourned the other day, but 

 which had not passed the House. It 

 was entitled, "A bill to prohibit the 

 manufacture, sale, or transportation in 

 interstate commerce of misbranded ar- 

 ticles, to regulate the traffic therein, 

 and for other purposes." No doubt 

 this bill will be heard from at the 

 next session. Although not drawn with 

 the idea of regulating the sale of 

 plants or nursery stock, the ii.dications 

 are that the bill, should it become a 

 law, probably could be applied to deal- 

 ings in this trade. Not the most im- 

 portant of its provisions is that which 

 makes a violation of the law punish- 

 able by fine of not to ejQceed $500, or 

 imprisonment for a period not to ex- 

 ceed two years, or both; a still more 

 important paragraph is that which pro- 

 vides that "where such articles, when 

 so purchased by the dealer, are so 

 branded or labeled as to indicate or 

 purport that same are not misbranded 

 within the meaning of this act, and 

 the dealer in good faith relies upon 

 such branding, or labeling, same shall 

 be construed in law as a guaranty to 

 him." In other words, the man who 

 ships stock inaccurately labeled would 

 be considered in law as guaranteeing 

 its trueness and would be liable in a 

 suit for damages in case of error. 



For the purpose of this Act an article 

 shall be deemed to be misbranded 

 (among other things) "if it be 

 * * * offered for sale under the 

 name of another article." One could 

 easily stretch that to cover the case of 

 the sale of a high-priced variety that 

 turned out to be something cheap and 

 common. 



When the bill comes up again a con- 

 certed attempt on the part of all trade 

 societies should be made to have in- 

 serted a clause which will specifically 

 exempt plants, seeds and bulbs, for it 

 is impractical to impose a guaranty by 

 law on products of nature which can- 

 not be distinguished, one from the 

 other, either by seller or purchaser, ex- 

 cept at certain stages of growth. 



"COMING SOON.'» 



Without any question the best selling 

 book ever printed for florists is "The 

 Album of Designs," the fourth edition 

 of which now is on the press of The 

 Review. The first edition of this book 

 of handsome pictures was published in 

 1912. Three thousand copies were print- 

 ed and the publishers expected that it 

 would be as many as could be sold in 

 several years. But the first edition was 

 sold out within the first few months. 

 Since then two other large editions 

 have been printed and sold. Orders 

 now are accumulating for the fourth 

 edition, which probably will be ready 

 for mailing within the next fortnight. 



In spite of the largely increased cost 

 of this edition, caused by the great rise 

 in the price of paper, the price remains 

 75 cents per copy postpaid, the idea be- 

 ing to keep the price within the means 

 of every florist, especially so that old, 

 soiled and unsightly copies will be dis- 

 carded and replaced with fresh, new, 

 neat books that will be a much better 

 aid in taking the orders of discriminat- 

 ing customers. 



The fourth edition does not differ 

 greatly from the three preceding edi- 

 tions, though it is printed on new art 

 paper that gives the cuts a much hand- 

 somer appearance. Many of the old 

 illustrations are replaced with new and 

 better ones. 



The Album of Designs has proved a 

 splendid help in taking orders where it 

 is impossible for the florist to show. his 

 finished work; the Album shows it, in 

 finely printed pictures. 



CHICAGO. 



The Market. 



In spite of the increase in supply, the 

 market for the last week has been short. 

 Receipts of practically every standard 

 item, with the exception of carnations, 

 have been increasingly large, but so, 

 too, has been the demand. There has 

 been nothing exciting about it, but 

 quietly and unostentatiously demand 

 has managed to keep about two jumps 

 ahead of supply. Shipping business is 

 unusually good and local business is im- 

 proving. 



Beauties, which are in much larger 

 supply than they were a week ago, are 

 moving promptly. Quality is markedly 

 better. Other roses in general are the 

 only items that approach the long side 

 of the market, and they, too, clear 

 regularly. True enough, short stock is 

 not in the demand one would expect, 

 but it can be cleared, and that should 

 leave no room for complaint. Of course, 

 Russell is far short of requirements. 



At last valley is approaching the long 

 side and supply is balancing demand. 

 This condition, however, is only transi- 

 tory. Lilies are in big demand, but 

 the supply is unusually small. The sup- 

 ply of cattleyas is slowly increasing. 

 Gladioli and asters still come to the 

 market and clear at good prices. The 

 supply, though, is quite erratic. Chrys- 

 anthemums are gradually nearing the 

 center of the stage. Pacific and Robin- 

 son have been added to the list of va- 

 rieties offered. 



Carnations are, perhaps, the scarcest 

 item on the market. So short is the 

 supply that only the earliest orders are 

 satisfied. Indoor snapdragon is putting 

 in an appearance. Violets, both double 

 and single, are seen on the market, but 

 in quite small quantities. 



