24 



The Florists^ Review 



August 16, 1917. 



Established, 1897, by O. L. GRANT. 



Published every Thursday -by 

 The Florists' Publishing Co., 



620-B60 Oaxton Building, 



608 South Dearborn St., Chicago. 



Tele., Wabash 8195. 



Keeristered cable address, 



Florvlew, Chicago. 



v:ntered as second class matter 

 Dec. 3, 1897, at the post-oftlce at Chi- 

 cago, 111., under the Act of March 

 3 1879. 



Subscription price, 11.50 a year. 

 To Canada, $'2.60; to Europe. $3.00. 



Advertising rates quoted upon 

 request. Only strictly trade ad- 

 vertising accepted. 



'UTTiiair 



NOTICE. 



It is impossible to guarantee 



the insertion, discontinuance or 



alteration of any advertisement 



unless instructions are received 



BY 4 P. M. TUESDAY. 



BOOIETT OF AKEKIOAN FLOKISTS. 

 Incorporated by Act of Congress, March 4, 1901. 

 Offlcon for 1917: President, Robert 0. Kerr, 

 HonatOB, Tex.; Tice-presldent, A. L. Miller, Ja- 

 BMlca, N. Y.; aecretary. John Young, B8 W. 28th 

 St., New York Olty; treasurer, J. J. Heaa, 

 Omaha, Neb. 



Thirty-third annual convention. New York. 

 M. Y.. August 21 to 24. 1917. 



EESULTS. 



We give them. You get them. 



We both have them. 



Pity the man whose job it is to collect 

 for the stock that went to sea in the Nieuw 

 Amsterdam. 



The freesia is more popular than ever 

 this season. One large California grower 

 expresses the belief that the demand for 

 bulbs will be greater than the supply. 



The question is, if any azaleas come, 

 what will the quality be? The opinion 

 obtains that there has been so little care 

 pot on the azaleas in the last few years 

 that there is extremely little first-class 

 stock in, Belgium. 



The florist who must forgo the pleas- 

 ure to be derived from attending the 

 S. A. F. convention in New York next 

 week, will get the benefits of the gather- 

 ing by reading the Convention Number of 

 The Review, out August 23. 



We all know that the cyclamen is one 

 of the daintiest of cut flowers, and a 

 cyclamen specialist says that if the stem 

 is pulled from the corm and then cut an 

 inch and a half from the base the flower 

 will last well in water. Flowers for ship- 

 ment should always stand in water six 

 hours before packing. 



What the consumer thought of the coal 

 producers and the prices they charged 

 bothered those gentlemen not a bit. But 

 the moves of several states looking toward 

 confiscation of coal properties, and the 

 announcement that President Wilson in- 

 tends taking drastic action, were fol- 

 lowed by promises of material reduc- 

 tions. Tickling a mule'.s heels is 

 dangerovus business, even if you are 

 agile. 



BEST BAIT FOR BUSINESS. 



Business, sensitive creature, won't 

 hang her hat on the hall tree of the man 

 who gives her the icy stare and cold 

 shoulder. She must be invited, wel- 

 comed and encouraged to stay, and one 

 of the best ways to coax her around is 

 by advertising. 



Now, there is advertising and adver- 

 tising, as everybody knows, but it's the 

 riglitly placed kind, the fairly priced 

 and really read kind, that brings home 

 business, like this: 



Please discontinue our coleus nd in The Re- 

 view. We sold tliousands of coleus plants and 

 had to return money. That's the only thing we 

 rton't like ubout our ads in your publication. — 

 Avenue Floral Co., C. W. Eichling, president. 

 New Orleans, La., August 6, 1917. 



When you hear a man complain of the 



cost of advertising, you can be pretty 



certain he spends a good bit of money 



elsewhere than in The Eeview. 



U. S. CROP ESTIMATES. 



The crop reporting board of the Bu- 

 reau of Crop Estimates makes the fol- 

 lowing estimates from reports of the 

 correspondents and agents as of Au- 

 gust 1. 

 TOTAL V. s. rnoDrcn'iON ix millions of 



HUSIIELS. 



191C. Price Per Bu. 

 1917. December August 1. 

 .\ugu8t Esti- 1917. 1916. 

 Crop. Forecast, mate. Cents. Cents. 



Winter whciit 417 482 



Spring wheat •SMI l.'iS 



All wheat «53 640 228.9 107.1 



Corn 3.191 2,583 196.6 79.4 



Oats 1,456 1,252 73.7 40.1 



Barley 203 181 114.5 59.3 



Rye 56.0 47.4 178.1 83.4 



Buckwheat 19.9 11.8 189.3 89.0 



Wliite potatoes.... 467 285 170.8 95.4 



.Sweet potatoes 86.4 71.0 129.3 87.1 



Tobacco, lbs 1,270 1,151 



Flax 12.8 15. .'■i 271.6 178.1 



Rice 34.6 40.7 



Hay, all, tons 100 110 $13.42 $10.68 



Cotton, lbs 11.9 11.4 24.3 12.6 



S. beets, tons 7.82 6.23 



Apples, total 188 202 127.0 80.4 



Apples, commerc'l. 22.6 25.7 $3.71 $2.41 



Peadies 42.7 36.9 144.8 109.1 



Such a showing of crops seems to be a 

 guarantee of a good season for florists, 

 seedsmen and nurserymen. 



PROSPEROUS TIMES COMING. 



The current issue of one of the popu- 

 lar magazines contains an article in 

 which an attempt is made to forecast 

 what will happen to business in the 

 United States during the war. The 

 forecast is based on the experience of 

 Canada and the European countries. In 

 those countries, it is asserted, there has 

 been an orgy of spending by the classes 

 who are most benefited by the war, and 

 are least taxed for its cost — the skilled 

 workmen. 



Such authorities as H. G. Selfridge, 

 owner of the largest department store 

 in London and an American; a promi- 

 nent Canadian banker, and Frank A. 

 Vanderlip, president of the National 

 City Bank, New York city, are quoted. 

 All agree that the United States, be- 

 cause of its entry into the war, is about 

 to experience an unequaled era of pros- 

 {terity. They declare that labor will 

 weekly draw a greater aggregate sum 

 than ever before; -that this money will 

 he spent not only for necessities, but for 

 luxuries as well. On the other hand, 

 it is predicted, the wealthy class will 

 curb its expenditures, as it will bear a 

 great proportion of the taxation that 

 will be imposed to carry the war bur- 

 den. 



This means, the conclusion is drawn, 

 that there will be more money spent for 

 luxuries, unless, of course, the govern- 

 ment interferes, than ever before. It 



will bring about a change in the class of 

 people that will do the buying. 



Florists need have no fear that much 

 of this money will not be spent for 

 flowers. The heretofore poor man, now 

 that he has money, will be as apprecia- 

 tive of flowers as the rich man. He will 

 be as ready to make his wife, or family, 

 happy by the gift of flowers as his more 

 fortunate brother. All signs point to a 

 banner flower selling season. 



CREDITS. 



Probably no other subject is receiv- 

 ing so much attention as is being given 

 to credits — but the attention is of the 

 wrong kind thus far. The solution of 

 the credit problem is like the charity 

 of the proverb — it should begin at 

 home. 



Not one bit of improvement will be 

 made by talking about the necessity 

 for prompt pay — one can lecture his 

 neighbor until he runs out of breath 

 and about all he will get for the trouble 

 will be, "Why don't vou do it your- 

 self?" 



To strengthen the credit situation in 

 this trade there is just one way to go 

 about it: Stop selling to the man who 

 pays too slowly; don't ship without 

 looking up the credit of the new cus- 

 tomer. Transients should be asked for 

 cash, as far as that is practicable. It is 

 a matter in which each individual must 

 act for himself. 



WHEN THINGS ARE MUTUAL. 



It is as important for a mutual as- 

 sociation as for one organized for profit 

 to let the advantages it offers be known 

 and to take such steps as are necessary 

 to cause them generally to be availed 

 of. A large and constantly increasing 

 membership is essential to the success 

 of an organization for mutual insur- 

 ance — a large membership spreads the 

 losses among a considerable number of 

 people, guaranteeing that unexpectedly 

 heavy losses will not fall as a burden 

 on a few; steadily increasing member- 

 ship is a guaranty that the man who has 

 stood his assessments for years will not 

 some day be left to "hold the bag." 



The directors of the Florists' Hail 

 Association would not be making an un- 

 warranted use of the members' money 

 if they were to use part of it in making 

 that mutual organization's unquestion- 

 able merits generally known to those in 

 the trade. 



CHICAGO. 



The Market. 



Although trading was rather slow at 

 tlie beginning of last week in the whole- 

 sale cut flower market, a general 

 strengthening of demand was to be 

 noticed August 9, which increased with 

 the remaining days of the week and left 

 the credit side of the ledger in a satis- 

 factory condition for the seven days. 

 The poor condition of the market the 

 early part of last week was due in a large 

 measure to the great quantities of early 

 asters which had arrived, but this sup- 

 ply is almost over and the late stock 

 lias not yet arrived. It is said many 

 plants have died this year from stem- 

 rot. 



The beginning of this week finds the 

 market in a fairly satisfactory con- 

 dition. Business would be better if 

 there were more stock. Good roses are 



