40 



The Florists' Review 



Adodst 21, 1919. 



ff 



Published every Thnrsdar hy 

 Thb Flouists' Publishing Co., 



621 MM Oaxton BulldlnRr, 



508 Soutb Dearborn St., Olilcaero. 



TeIe.,Wuba8h819S. 



BeffUtered cable address, 



Florriew, Chicago. 



Entered as second class matter 

 Dec. 3. 1H>J7. »t the post-omce at Cbi- 

 caffn, IIL. under the Act of March 

 8.1879. 



Sahscrtptlon price, tt.SO a year. 

 To (Januda. $2 SO; to Europe. $8.00. 



AdvertlsirKf rates quoted upon 

 reqiieft. Only strictly trade ad- 

 Tertislng accepted. 



n 



Besults bring advertising. 

 The Review brings results. 



Lowest prices never bought highest 

 quality. 



Good morning ! Have you bought your 

 coal yett 



One way of meeting high costs is to 

 keep down waste. 



Fuel economy may be practiced by 

 closing up the cracks and crevices in the 

 glazing. 



Sellers who see the buyers' point of 

 view are the rare individuals who build 

 up businesses that last. 



Talk about carrying coals to Newcas- 

 tle, the San Francisco news letter this 

 week speaks of shipping asters from the 

 coast to Rochester ! 



The price of grafted roses is due for 

 a big increase, the supply of Manetti 

 stocks being small enough so that the 

 growers in Europe are asking three or 

 four times last year's prices. Stocks 

 have not yet been success! ully grown 

 in America. 



There are four full pages of Wanted 

 and For Sale advertisements in this is- 

 sue. This department of The Review is 

 beginning to be a feature of interest 

 comparable with the Classified section 

 and the Pink part. They grow because 

 they are of real use to the trade. 



A California f reesia grower says it is 

 expected that the freesia acreage will be 

 light next season, due to increased cost of 

 labor, meaning that the crop will not be 

 as large as usual. The same authority 

 says there is a surplus of %-inch bulbs 

 this year, although large sizes are cleaned 

 up. 



Every woman knows that the impulses 

 governing human actions apply to all 

 men— except her husband. Every florist 

 credits every business— except his own — 

 as being regulated by certain fixed rules. 

 These mental exceptions explain the 

 growth of divorce suits and florists' fail- 

 ures. 



There seems to be no danger that the 

 prices of pot plants will fall this sea- 

 son ; the supply has not increased and 

 the demand certainly is as strong as ever. 

 As ffli^ cut flowers, they seem likely 

 to bring as much as the quality justifies; 

 the American p«pple are not seeking any- 

 thing but the best these days. 



MEAT EATEBS BUY FLOWEBS. 



Flower buying was once considered 

 an extravagance; it is no longer, or if 

 it is, the American public is so given 

 to extravagance in general at this day 

 that this particular form is overlooked 

 as a milder variety. But the more pros- 

 perous people are, the better flower buy- 

 ers they become. And now the Ameri- 

 can public has reached the point, ac- 

 cording to U. S. "Wheat Director Julius 

 H. Barnes, where they shun the econom- 

 ical loaf of bread as their food and 

 consume instead the higher-priced forms 

 of nourishment, such as meat, eggs and 

 butter. The flour consumption of Amer- 

 ica has fallen from its normal of 235 

 pounds per capita to 171 pounds during 

 the last year. In other words, the 

 American public has the money and 

 wants to spend it. A meat-eating pub- 

 lic should be a flower-eating public. 



THE BIBBON MABKET. 



One of the leading New York ribbon 

 manufacturers states that the price of 

 raw silk is probably stabilized for some 

 time to come and that the eight-hour 

 day for labor will mean a curtailment 

 of production and a consequent guaran- 

 tee against overproduction, which would 

 be the only cause for a radical decline in 

 prices. Furthermore, the strikes that 

 are now taking place in many mills are 

 also contributing to the scarcity of rib- 

 bons. As the buyers come into the mar- 

 ket for the usual holiday supply, this 

 house anticipates a real scramble for 

 almost any kind of merchandise for 

 quick delivery. 



The chiffon situation is a little better. 

 European manufacturers are experienc- 

 ing similar labor troubles and the gen- 

 eral adoption of the eight-hour working 

 day in Europe also is tending to the re- 

 striction of production. 



BABS DOWN TO CANADA. 



Plants of Canadian origin, not mere 

 reproductions of stock grown in Europe, 

 can come into the United States under a 

 new regulation (No. 3), supplemental to 

 Quarantine 37. The new rule, which 

 went into effect August 16, is: 



"When it is deemed by the Secretary 

 of Agriculture that the importation 

 from countries contiguous to the United 

 States of any class or classes of nursery 

 stock and other plants and seeds the 

 entry of which is not otherwise provided 

 for by these regulations will not be at- 

 tended by serious risk to the agriculture, 

 horticulture, or floriculture of the 

 United States, permits may be issued, on 

 application, authorizing the entry of 

 such nursery stock and other plants and 

 seeds under such safeguards as may be 

 prescribed in the permits: Provided, 

 That importations under this regulation 

 shall be limited to specific classes of 

 nursery stock and other plants and seeds 

 which can be considered as peculiar to 

 such contiguous countries, and not mere 

 reproductions of imported stock from 

 foreign countries, and which are not 

 available in suflScient quantities in the 

 United States: Provided further, That 

 this shall not apply to nursery stock and 

 other plants and seeds^governed by spe- 

 cial quarantines and other restrictive or- 

 ders, other than Quarantine 37, now in 

 force, nor to such as may hereafter be 

 made the subject of special quarantine : 

 Provided further, That In addition to 

 the certificate required by Regulation 7, 



the invoice covering nursery stock and 

 other plants and seeds offered for entry 

 under this regulation must be accom- 

 panied by a certificate of a duly author- 

 ized ofKcial of the country of origin, 

 stating that the nursery stock and other 

 plants and seeds proposed to be exported 

 to the United States have been produced 

 or grown in the country from which they 

 are proposed to be exported." 



MABVELOUS! 



A florist who had occasion to move 

 some surplus stock through a classified 

 ad in The Review made this comment 

 last week: "There certainly is no rela- 

 tion between your charges and the re- 

 turns the advertisers get; the cost of 

 the little liners is instignificant compared 

 with the value of the orders they 

 bring." He was right; The Review's 

 rates are not based on what the trafilc 

 will bear, but on what it costs to publish 

 the paper. Nevertheless, it is a satis- 

 faction to know that users of The Re- 

 view recognize that the service is effi- 

 cient. Like this, from another adver- 

 tiser whose expenditure was $1.25: 



The pulling power of The Review is indeed 

 msrrelouii: we have sent back $200 since we were 

 sold out of the stock sdvertlsed. — Walnut Hills 

 Floral Co., Uarrodsbiirg. Ky., August IS, 1919. 



If you hear a florist complain of the 



cost of advertising you may be pretty 



certain he spends a good bit of money 



elsewhere than in The Review. 



CHICAGO. 



The Market. 



Last week, starting rather dull, turned 

 out to be one of the best of the summer 

 to date. As the week advanced, demand 

 increased until it reached the point that 

 there was not enough good stock to go 

 around. There were quantities of low 

 grade flowers which could not be sold, 

 but it was only because the quality was 

 not good enough to meet the needs of 

 the buyers. The market's condition was 

 apparent from the fact that the whole- 

 sale houses had their buyers out almost 

 continuously, in search of stock good 

 enough for the shipping trade. Any- 

 thing good that a wholesale house did 

 not need for its own orders was prompt- 

 ly taken up by some competitor. Friday 

 many shipping orders went out only 

 partly filled. 



This week things started quiet again. 

 It seems that convention week almost 

 always is dull. Perhaps it is because a 

 large number of the leaders in the mar- 

 ket are out of town for the convention, 

 but it may be that it is only because the 

 demand in summer is spasmodic, depend- 

 ing largely on the call for funeral flow- 

 ers. 



Considering flowers grown under 

 glass, the rose is almost the only impor- 

 tant item now on the list. There are 

 large receipts of roses, the grade vary- 

 ing widely. There are some long- 

 stemmed, fancy roses, stock that would 

 class up with the best ever seen in sum- 

 mer, but by far the greater part of the 

 receipts are short in stem, small in 

 flower and, especially after hot days, 

 wide open. Between the two extremes 

 there are moderate quantities of other 

 grades. A few roses are being sold as 

 high as $25 per hundred, but only a few. 

 It would not take a large increase in the 

 supply of the extra long stock to over- 

 load the market. The bulk of the de- 

 mand is for medium stems. Columbia, 

 Russell and Premier are the leaders, but 



