22 



The Florists^ Review 



NOYBUBIB 7, 1918. 



fl 



Eitabllshed, 18t7, by Q. L. ORANT. 



Published every Tbnradar by 

 Thb Flokists* Publishing Co., 



S20-66O Oaxtoa Balldln^, 



SOS Soath Dearborn St, Ohlcafo. 



Tele.. Wabaab 8196. 



Regrlstered cable addreos, 



Florvlew, Oblcago. 



Entered as second class matter 

 Dec. 8. 1897. at the pcet^fflce at Ohl- 

 caffo. 111., under the Act of March 

 8 1879. 



Subscription price, tlJSO a year. 

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

 - Advertising rates quoted upon 

 request. Only strictly trade ad* 

 Tertlslnc accepted. 



(I 



NOTICE. 



It is impoasible to ipiarantee 



the insertion, discontinuance or 



alteration oi any advertisement 



unless instructions are received 



BY 4 P. M. TUKSOil.Y. 



800IETT OF AMEIUOAN FLOBXSTS. 

 Ueoipontsd by Act of OonKieas. March 4, 1901 



OIBcsm f«>Hfl918: President. Charles H. 

 Tstty, Madlam, N. J.; Tlce-presldent, Jules 

 Bonrdet. St. Lenla. Mo.; secretary, John Toung, 

 U70 Broadwax. New Tork City; treasurer. J. 3. 

 Hms. Omaha, Keb. 



Ofltoezs for 1910: President, J. F. Ammann, 

 ■dwsidsTUl*. QL; vlce-prwrident, ■. A. Fetters, 

 Detralt; secretary and treasurer as before. 



Thlrty-flfth annual conTentlon, Detroit, Mich., 

 August 19 ta 21. 1919. 



Results bring advertising. 

 The Eeview brings results. 



No florist can fail to rejoice that the 

 German militarists now are to take school- 

 ing in the three R's — restitution, repara- 

 tion and renunciation. 



With the war nearly won, with the 

 "flu" on the wane and with the fuel re- 

 striction order nearly off, we may all be 

 thankful and prepare for Thanksgiving. 



For the last four or five months it has 

 been the general opinion, even in the east, 

 where coal was scarcest, that the labor 

 shortage is more important than the fuel 

 situation. 



Moss is one of the items it will be well 

 to conserve. The season's supply prac- 

 tically is out of the swamps and the quan- 

 tity is much smaller than usual. If we 

 don 't save moss we shall be out of it 

 before spring. 



Among the bad habits of plantsmen is 

 that of holding, unacknowledged, until 

 the next batch of stock is ready, orders 

 received in excess of those which can be 

 filled at once. Curiously, some of those 

 who do this when they are sellers, holler 

 hardest when they are buyers and the 

 other fellow fails to answer letters about 

 the non-arrival of needed stock. 



One of the paper-saving orders of the 

 War Industries Board makes it obligatory 

 for publishers to stop sending the paper' 

 when the subscription runs out. Any pub- 

 lisher who does otherwise risks his busi- 

 ness life. The Review now sends its re- 

 quest for renewal three weeks before sub- 

 scriptions expire. To avoid missing a 

 copy, renewals should be sent promptly 

 fiack numbers are not available. 



THE PINK PABT. 



None of the features of The Review 

 have proved more successful than the 

 Pink Section, devoted exclusively to 

 the advertisements of florists who are 

 prepared to fill orders for local delivery 

 as received from florists at a distance. 

 The pink paper has made it possible to 

 open the magazine directly to these ad- 

 vertisements; the index by towns takes 

 one directly to the page. It is by far 

 the handiest arrangement thus far de- 

 vised and the Pink Section is in uni- 

 versal daily use. Like this: 



During the last week I have consulted the 

 Pink Section of The Bevlew several times a day 

 and I want my Shoppe to be represented. — B. S. 

 Fearn, Elyrla, 0., October 81, 1918. 



For mechanical reasons it is feasible 



to print only sixteen pages in the pink 



section. It looks as though the section 



might soon be filled to its capacity. 



A CHANCE TO CLEAN X7P. 



The tremendous demand and unusual- 

 ly good prices during the month of 

 October afford an opportunity the good 

 business men in the trade will not let 

 slip by. It gives a chance to clear the 

 books. 



For many men operating greenhouses 

 1918 has been a hard year. It began 

 with the worst winter ever known. Few 

 greenhouses produced the expected reve- 

 nue and expenses rose alarmingly. Dur- 

 ing the summer it has been necessary to 

 make large investments in coal for the 

 approaching winter. Bills have accumu- 

 lated. ' Collections in the trade have 

 been slow. 



But improvement was noted in Oc- 

 tober, and in November the trade has 

 the best chance in a long time to get the 

 books cleared. Collections should be 

 good. The public has bought flowers as 

 never before; there has been no waste; 

 good prices have been obtained; retail- 

 ers, if they look after their collections 

 as they should, will be able to pay 

 their bills. Passing the money on, 

 everybody will be placed in a more 

 comfortable position than for many 

 months. 



Don't neglect collections this month. 



THANKSGIVING PROSPECTS. 



With turkeys soaring around 50 cents 

 a pound and every loyal American re- 

 quested to forego the toothsome Thanks- 

 giving treat so that "our boys over 

 there ' ' can have the one thing that will 

 remind them of home, there is going 

 to be a somewhat different celebration of 

 the holiday in the homes of the United 

 States this year. But there is one thing 

 that goes with Thanksgiving that every- 

 one can have in greater measure than 

 ever before and that is the chrysan- 

 themum. 



Because of fuel and labor restrictions, 

 a great majority of the growers this 

 year planted heavily to mums, planning 

 so that after the crop is harvested the 

 houses can be closed. Consequently, 

 mums at Thanksgiving will be even 

 more plentiful than usual, but the de- 

 mand for flowers is greater, so that there 

 will be no chance that the big supply 

 cannot be moved. 



Already the S. A. F. has opened the 

 advertising drive for the sale of chrysan- 

 themums this season. A full page ad- 

 vertisement in color appeared in the 

 November issue of the Metropolitan 

 magazine. It is up to every florist to 

 get the benefit of this national adver- 

 tising by calling attention to it in his 



local newspapers; post the page in color 

 in his store and in the windows and 

 keep the latter filled with a display of 

 seasonable flowers, with mums predomi- 

 nating. 



Just because there is a heavy supply 

 of mums, as it seems certain there will 

 be, there is no reason to cut prices. Keep 

 the price up, but make the stock move 

 by intensive selling methods. Advertis- 

 ing is the one best bet at times like 

 these and as most people have more 

 money than ever before, the holiday 

 should bring bigger and more profitable 

 business than in the years gone by. 



COAI. SITUATION EASES. 



Observers of the situation have noted 

 a steadily easing tendency in regard to 

 coal ever since the new season opened. 

 Scarcely an issue of The Review has 

 appeared without some item indicating 

 that the lusty admonitions of the Fuel 

 Administration were merely the beat- 

 ing of the big bass drum to call the 

 crowd; the restriction orders were so 

 much more drastic than there was need 

 for them to be that relaxation steadily 

 has followed the development of sup- 

 plies in excess of the demand. 



The handling of the situation by the 

 authorities has not been wholly to the 

 liking of the trade. In the first place, 

 the restrictioii order came so late in 

 the season that many growers had made 

 commitments which would have caused 

 them considerable loss had the situa- 

 tion turned out to be as serious as the 

 authorities then said it was. On the 

 other hand, numerous growers who have 

 closed or even demolished greenhouses 

 under the belief that a strict compli- 

 ance with the restriction order was 

 necessary now pay the penalty for their 

 loyalty and faith; it is too late for them 

 to save themselves a loss. 



It must be said, however, that we all 

 are better off that the situation has 

 turned in this way than we would have 

 been with a repetition of last winter's 

 heatless days. Also, there is no ques- 

 tion that, high as coal prices are, they 

 would have been much higher had it not 

 been for the government regulation. 



CHICAGO. 



The Market. 



Such a market as that of the first 

 week in November deserves more than 

 passing comment. The like of it sel- 

 dom, if ever, has been known in Chi- 

 cago. If we have not already turned 

 the peak of the chrysanthemum season, 

 we shall do so within a few days, as 

 the varieties now most conspicuous in 

 the market are Bonnaffon, Chieftain 

 and Chadwick. Not within the memory 

 of the oldest inhabitant have chrys- 

 anthemums brought such good prices 

 during the height of their season, nor 

 have the prices of other flowers been 

 so little affected by the heavy supplies 

 of chrysanthemums. The prices of 

 mums are not so high as they were be- 

 fore the heavy midseason cuts came on, 

 but they are much higher than during 

 the same time last year; reports show 

 that the averages are anywhere from 

 fifty per cent to 100 per cent higher 

 than for the last week in October and 

 the first week in November last year. 

 Much of the difference in comparisons 

 with last year is accounted for by the 

 quality of the stock. The market is 

 heavily supplied with low-grade flowers, 



