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26 



The Florists^ Review 



November 30. 1916. 



■irtabUahed. 1897. by a. L. GRABT. 



Pabllshed every Tbaraday by 

 The Ploeists' Pdblishino Co., 



BSO-MO Oaxton BnUdlngr, 



SOS South Dearborn St., OhioacOi 



Tele.. Wabash 819B. 



Befflstered cable addreaa, 



Florrlew. Ohlcago. 



Entered as second class matter 

 Dec. 8, 1897, at the post-offloe at Ohl> 

 eaaro, JIL, OBder the Act df March 

 1,1879. 



Subscription price, $1.00 a year.. 

 To Canada, $2.00; to Europe. $3X0. 



Advertising rates quoted npbn 

 request. Only strictly trade ad- 

 ▼ertlslnc accepted. 



If your boiler needs new tubes they will 

 cost 40 cents per foot as against a nor- 

 mal 3^rice of about 18 cents for 4-inch 

 tubes at Chicago. 



There seems to be no limit to the sup- 

 ply of holly, especially as the abundance 

 of Christmas red berries has made the 

 majority of buyers indifferent as to the 

 number of berries on the holly. 



There are reports that indicate that 

 there have been large losses as the result 

 of the unseasonable cold snap that swept 

 over the country November 10 to 15. The 

 cold wave was widespread and it de- 

 stroyed large quantities of unprotected 

 stock in districts that seldom have freez- 

 ing weather at this date. Also, it caught 

 a lot of plants on the rail, including some 

 important imports of Belgian stock. 



NOTICE. 



It' is impoasible to yuarantee 



the inaertion, diseoBtinuance or 



alteration of anj advertiaement 



nnloaa inatrnctiona are reeelTed 



^Y 4 P. M. TUBSDAT. 



800IETT OF AKERIOAK FLOEISTS. 



iBOorporated by Act of OoBgreM, March 4, 1901. 



Offloers for 1D16: President. Daniel MacBorle, 

 ■an Trandsco; Tloe-prealdent, S. 0. Kerr, Hons- 

 tam, Tex.; secretair, Joha Tenas, 68 W. 28th 

 8t., New York 01^; treasurer, 7. J. Hess, 



Ofllcers for 1917: President, Bebert 0. Kerr, 

 Hooston, Tez.; vice-president, A. L. Miller, Ja- 

 malea, M. T.; secretary, John TonnK, B8 W. 28tb 

 It., Kew T«rk City; treasurer, 3. 3. Hess, 

 Oiittha, Neb. 



Thirty-third annual convention, New Terk, 

 N. T.. Ancnst St t* 34, 1917. 



RESULTS. 



We give them. You get them. 



We both have them. 



This year we get up from the Thanks- 

 giving dinner table and find ourselves .nl- 

 most in the midst of the Christmas rush. 



For the same reason that it is impos- 

 sible for a Pierce-Arrow to get up full 

 speed like a flivver, The Review finds it 

 necessary to advance the hour of closing 

 its advertising forms. In the days when 

 there were few ads to set and not many 

 copies to print, it was not necessary to 

 get an early start, but now Tuesday clos- 

 ing is essential if the paper is to catch 

 the mail trains Thursday. 



No great successes ar^ made in this 

 trade by trying to see how cheaply 

 stock can be sold, and trimming the 

 quality to fit thie price. Abusiness built 

 on price has no permanent customers. 

 The real successes are built "oh quality, 

 on supplying the best stock in the best' 

 way, at prices that cover the cost and 

 give a fair profit.' A business built on 

 quality gains customers it can claim as 

 its own. 



Collections in the trade are just fair. 

 Prices of everything are so high that 

 everybody needs the money to meet his 

 own bills and everybody is pushing col- 

 lections harder than usual. Consequently 

 the florist who is the exception to the rule 

 is the man who finds collections slow; the 

 ones who are pushing are getting all the 

 money and there is none left for the man 

 who neglects that part of the business. 

 If you don't keep at it you don't get 

 yours. 



FROM BOTH COASTS. 



That Chicago is the ideal city fot 



publishing a trade paper is shown by 



the day's mail. Here is a letter from 



New England: 



I am enclosing $2 to pay for The Hevlew two 

 ycar^ in ndvance. In this connection I wish to 

 state that it is a great asset In my business 

 and I would not care to he without it. — F. P. 

 Fnik, Mt. Hope, Boston, Mass., November 22, 

 191C. 



And here is one from the extreme 



southwest: 



I enclose $2 to pay for The Review for the 

 next two years. We consider it a most im- 

 portant adjunct to the business and look for- 

 ward to Its weekly arrival with keen interest, for 

 it keeps us informed on th'j ir.any phases of the 

 ilorlsts' and nursery but,ines8. — H. C. Pease, San 

 Bernardino, Cal., November 21, 1916. 



With the following as evidence from 



an advertiser: 



It may have caused you some surprise that I 

 have not done more advertising with you, but 

 ■■he fact is, you people did yourselves out of a 

 job the last time you ran my ad In The Review. 

 It brought me new customers who since have 

 taken practically all I can produce. I am satis- 

 fled no better Investment could be found for 

 money; a few dollars did the trick and a whole 

 lifetime's business Is the result. — A. "W. War- 

 ren. Corry, Pa., November 20, 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. 



A BRITISH VIEW. 



Commenting on the necessity faced 

 by the greenhouse trade in the United 

 States, that of higher selling prices to 

 make up for the increased cost of do- 

 ing business, a British trade paper says: 



"As with us, the genuine business 

 man, who calculates what his stuff 

 costs him to produce, and tries to sell 

 it at a price which will yield him a 

 fair profit, is faced with the competi- 

 tion of men who, through ignorance or 

 indolence, omit 'costing' '"altogether 

 from their work, and others who are 

 too timid to take a step in advance be- 

 cause they are afraid the other man 

 will not follow. 



"In our opinion, it is the grower and 

 producer who ought to take the first 

 step when a move is necessary; then 

 the middleman will be compelled to 

 follow suit. This is the natural se- 

 quence, just as in the corn trade, when 

 the farmer or dealer gets a rise in 

 wheat, the miller raises flour, and the 

 baker in turn promptly passes on the 

 rise to his customers. 



"To our mind ^here is too much 

 dread of the price cutter in our busi- 

 ness. In the motor trade, the Daimler 

 and Rolls-Royce people do not adjust 

 their prices to meet Mr. Ford and in 

 many other trades we find the best class 

 men manage to run on their own lines. 



and ask and get prices based on the 

 value of the goods they turn out, not 

 on what the cheap-jacks in their trade 

 manage to quote. 



"Our trade will never be a really 

 prosperous one until the majority give 

 this question of prices their serious at- 

 tention and settle it upon a sound com- 

 mercial basis. But the thing that would 

 help on the millennium more than any- 

 thing would be for everyone to set his 

 wits to work to grow stuff better than 

 ever done before, and give customers 

 the best service possible, instead of 

 trying to attract trade by selling rub- 

 bish at cut-throat prices." 



INSECTICIDE LAWS. 



A pamphlet that will be of interest 

 to many readers of The Review was 

 issued September 16 by the Insecticide 

 and Fungicide Board of the U. S. De- 

 partment of Agriculture. It contains 

 copies of the insecticide and fungicide 

 laws of all the states that have passed 

 special legislation on the subject. These 

 states are: 



California, 



Colorado, 



Idaho, 



Kentucky, 



Louisiana, 



Maine, 



Maryland, 



Michigan, 



Minnesota, 



Montana, 



A perusal of the pamphlet will show 

 members of the trade who deal in in- 

 secticides and fungicides the special re- 

 quirements they must observe. There 

 are in addition laws in other states 

 which are specifically food and drugs 

 laws, but which apparently, but not in 

 so many words, include insecticides and 

 fungicides because of their poisonous 

 character. 



Copies of the document may be bad 

 without cost by those interested who 

 address the Insecticide and Fungicide 

 Board at Washington, D. C. 



New Hampshire, 



New Jersey, 



New York. 



North Dakota, 



Ohio, 



Oregon, r 



Pennsylvania, ' 



Washington, 



Wisconsin. 



CHICAGO. 



The Market. 



There seems to be every reason why 

 all those identified with the growing 

 and wholesaling of cut flowers in the 

 Chicago market should have a pleasant 

 Thanksgiving; business never was bet- 

 ter, the demand exceeding last year's 

 high record by a good margin. 



In a general way two factors are 

 given credit for the increased demand 

 and excellent but not unreasonably 

 high prices. In the first place, the 

 country is more prosperous than it ever 

 was before, Ijut of equal importance in 

 bringing orders into the .Chicago mar- 

 ket is the fact that Thanksgiving is 

 nearly a week later than ever before, 

 while the late mums were a little ear- 

 lier than usual, so that florists who 

 sometimes rely on their home mums 

 for this holiday were obliged to send 

 to Chicago for stock this year. In a 

 general way the stock in greatest 

 abundance this week is pompon mums 

 and carnations, with violets on the 

 short side, with valley and cattleyas, 

 and a fairly plentiful but by no means 

 overabundant supply of roses and large 

 mums. Of course the bulk of the sales 

 are on the plentiful items, with the 

 most numerous inquiries for the less 

 abundant stock. 



The end of last week found the mar- 

 ket in a decidedly improved condition. 

 The supply of stock was considerably 



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