24 



The Florists^ Review 



Mat 1, 1919. 



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Established, 1897, by G. L. GRANT. 



Published every Thursday by 

 The Florists' Publishing Co., 



620-560 Oaxton BulldlnBr, 



S08 South Dearborn St., Chicago. 



Tele., Wabash 8196. 



Reir)<!tered cable address, 



Florvlew, Chicago. 



Entered as second class matter 

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

 cago. 111., under the Act of March 

 3,1879. 



Subscription price, S1.60 a year. 

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



Advertising rates quoted upon 

 request. Only strictly trade ad- 

 Tertlslng accepted. 



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Besults bring advertising. 

 The Review brings results. 



There is plenty of business for the flo- 

 rist who goes after it. 



James McHutchison, New York, 

 has returned to business after an absence 

 of eleven months, due to illness. 



Among the large number of new flo- 

 rists are many women. Especially in the 

 smaller cities, the business has a strong 

 attraction for the ladies. 



Secretary John Young is making an- 

 other of his trips in the interest of the 

 S. A. F. and the publicity campaign. He 

 is in the middle west this week. 



Still going up! The price of print- 

 ing plates, halftones, zinc etchings and 

 electrotypes was advanced again at Chi- 

 cago May 1, this time ten per cent. 



Dozens of new flower stores are be- 

 ing opened all over the country, but espe- 

 cially in the middle west, where there 

 still are many towns in which retailing 

 has been done only from greenhouses. 



The public will pay reasonable prices 

 for bedding plants, but it will be a mis- 

 take to go so far that customers will not 

 buy with something approaching their 

 usual freedom. 



James L. Denmead, of Marshalltown, 

 la., reports that he has a Red Laddie 

 carnation. He found it in a batch of 

 plants, the cuttings for which were ob- 

 tained of Dorner. 



Another thing the plant quarantine is 

 doing is to delay preparations for another 

 national flower show. Chairman Asmus 

 says the committee does not feel like 

 proceeding until the effect of the quar- 

 antine has beeil demonstrated. 



With so many new people starting in 

 the florists' business, it again becomes in 

 order to advise that one of the first steps 

 is to get a printed letter-head. Some of 

 the houses best worth dealing with refuse 

 wholesale prices to those whose connec- 

 tion with the trade is not apparent. 



The trade might as well accept the 

 quarantine as a fact. Whatever we may 

 think of its necessity or purpose, it is a 

 condition we can not at present escape, 

 and we may as well do the best we can 

 under it while patiently waiting the day 

 we can make our wishes res]iccted at 

 Washington. 



The only thing likely to interfere with 

 the production of stock next season is the 

 difficulty of securing enough competent 

 help. Good growers are scarce. 



It is safe to say that little putty will 

 be used on greenhouses this season; the 

 new glazing cements are crowding it out 

 of the field. 



It is reported that the inability to get 

 the necessary quantity of Manetti stocks 

 has compelled the E. G. Hill Co. to cut 

 down the orders taken for grafted plants 

 of Rose Premier, which has been the best 

 selling novelty ever put out in America. 



Don't throw away the bulbs of the 

 Spanish irises; none can be im- 

 ported next year for fear of bringing in 

 insects or diseases threatening American 

 agriculture. Instead of dumping the 

 bulbs, plant them out and see what can 

 be done with them later. 



The fuel year is a month old, with no 

 change except a slight tendency to 

 strengthen May 1. There seems to be 

 even less prospect than April 1 of cheaper 

 fuel next season. Signing the peace 

 treaty may precipitate a change in the 

 situation, as it will bring miners' wages 

 up for readjustment. How much chance 

 do you think there is they will go down? 



CAUSE AND EFFECT. 



There is no florist so heedless that he 

 has failed to note the change in the 

 state of affairs with florists in the last 

 six or seven months. It has become a 

 "real" business, one we can all be 

 proud of. 



What has made the difference? Noth- 

 ing but the opportunity to get a little 

 more money for what we sell. It has 

 put us on our feet. 



And still there are florists who cut 

 prices whenever they can! 



BENEFICIAL, NOT HARMFUL. 



From the Waterbury Democrat, of 

 Waterbury, Conn., the following is 

 taken: 



Viewing the Easter parade from another angle 

 yesterday, the florists' happy slogan, "Say It 

 with Flowers," was almost the universal lan- 

 guage. This custom bids well to put the tele- 

 phone and telegraph companies out of business. 



The editor of the Democrat evidently 

 is not familiar with the idea of the F. 

 T. D., or he would not have referred to 

 the slogan as one likely to be detri- 

 mental to the business of the telephone 

 and telegraph companies. The populari- 

 zation of the slogan should boom the 

 business of these companies, not harm it. 



QUE PATHS DIVERGE. 



The estimable lady who "founded" 

 Mothers' day dislikes to have her ideas 

 tinkered with — the white carnation was 

 the symbol she chose and she insists that 

 so it shall remain. 



But the trade can not agree to the 

 limitation of the business of the day 

 to the available supply of white carna- 

 tions — better let the observance drop 

 than adhere to insignia the supply 

 of which is so strictly limited by natural 

 laws. 



The Mothers' Day Association, of 

 which Miss Jarvis is president and guid- 

 ing spirit, has prepared an "official" 

 poster it would like to have florists buy 

 and use. And no doubt most florists 

 would like to do it, except that it shows 

 Uncle Sam putting a carnation in his 

 buttonhole and the text advises that 



the badge (of Mothers' day) is th; 

 white carnation. 



Everyone in the trade will regret tha 

 the florists and the lady to whom we slu. 

 indebted for the idea can not work to 

 gether, but so long as she and thost 

 associated with her insist on advertising 

 the white carnation as the flower of the 

 day, they will have to get along without 

 our company. Our path lies in another 

 direction. 



■\r 



CO-OPERATIVE ADVERTISING. 



Cooperative Easter advertising as 

 done by the florists of Albany, N. Y., is 

 worthy of praise. A display advertise- 

 ment seven and one-half inches deep and 

 extending across four columns was pub- 

 lished in the leading newspaper of the 

 city just before Easter. 



The advertisement was illustrated 

 with an engraving showing an attractive 

 young woman receiving a package of 

 flowers from a delivery boy, who car- 

 ried in his arms a potted Easter lily 

 plant. 



The slogan, "Say It with Flowers," 

 was used three times in the advertise- 

 ment. It was printed in large type over 

 the illustration and twice in smaller type 

 in the body of the layout. 



Calling attention to the fact that 

 Easter is a holiday always associated 

 with flowers, the advertisement sug- 

 gested "corsage bouquets for personal 

 gifts; lilies, roses, sweet peas, spring 

 flowers, hampers of growing plants and 

 arrangements of flowers or growing 

 plants in baskets, ' * as suitable for gifts. 



There was no signature on the adver- 

 tisement, but at the bottom was printed: 

 "All of the Albany florists have at- 

 tractive Easter displays that are well 

 worth seeing." This method of adver- 

 tising has proved quite satisfactory to 

 the Albany members of the trade. 



GIRL BOOSTS TRADE. 



' To a girl of 14 years the florists of 

 Waynesboro, Pa., give credit for an in- 

 crease in their business. Some verses 

 printed in a Waynesboro newspaper re- 

 cently were written by the girl. Mar- 

 guerite Truxal, and business immedi- 

 ately thereafter showed signs of stimu- 

 lation. 



The stanzas follow: 



"SAY it with flowers." 



Say It with Flowers! If you wish to greet 

 A life but newly budded here; 

 A new child-blossom for this aged earth, 

 Send a sweet message of welcome dear; 

 "Say It with Flowers." 



Say It with Flowers! It the natal day, 



The birthday of someone^who's dear, 



You would remember lovingly 



And show that to some heart they're very near; 



"Say It with Flowers." 



Say It with Flowers! Send fair messengers 



To bear thy greetings to the bride; 



Or to the fair young graduate 



A message that you think of her with pride; 



"Say It with Flowers." 



Say It with Flowers! When a dread disease 

 Holds friend or dear one In Its power 

 Send cheery thoughts, with blossoms twined. 

 To shed the sunlight through pain's weary hour; 

 "Say It with Flowers." 



Say It with Flowers! If the angel dark 



Takes from this earthly home a friend 



Or some dear loved one, and thou fain wouldst 



send 

 A token of tender sympathy; 

 "Say It with Flowers." 



"Say It with Flowers" is used effect- 

 ively in the verse, which is exceptionally 

 good, especially so when the age of the 

 writer is considered. 



