28 



The Florists^ Review 



Febbdary 26, 1920 



tl 



Established, 1897. by O. L. GRANT. 



Pabllshed OTery Thonday by 

 Tbk Fu>ri8T3' Pcbushino Co., 



820-660 OaxtOD BQildlnir, 



BOB South Dearborn St., Ohicaaro. 



Tele., Wabash 8195. 



Registered cable address, 



Florrlew, Chicago. 



Entered as second class matter fl H 

 Dec. 3. 1897. at the post-offlce at Ohl- | 

 c»go, lU., under the Act of Mu<ch 

 ;j,1879. 



Subscription price, 11.50 a year. 

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



Advertlslnir rates quoted npoD 

 request. Only strictly trade ad- 

 vertising accepted. 



RESULTS. 



We give them. You get them. 



We both have them. 



Epidemics seem to be on the wane and 

 funeral work is lessening. 



Brighter weather in nearly all sections 

 has created brighter expectations as to 

 the supply of cut flowers. 



The S. a. F. advertising for St. Val- 

 entine 's day was so successful that florists 

 are asking for more for other holidays. 



And now the F. T. D. follows in the 

 footsteps of the S. A. F. by getting out 

 some handsome folders for its members 

 at low cost. 



Prompt collections are particularly im- 

 portant to small florists just now, for a 

 limited capital will not go so far with 

 high prices. 



The trade will watch the restoration 

 of private operation of the railroads with 

 much interest, in the hope of better serv- 

 ice ere long. 



There are in the United States 7,459,- 

 607 automobiles, or one for every 13.8 

 persons — evidence of prosperity and prop- 

 aganda for billboards. 



Ask customers if they wish to pay 

 when they make purchases, instead of 

 merely charging without a word. You'll 

 find a larger amount in the cash drawer 

 if you do. 



Strange as it may seem, young rose 

 stock, while high in price because of 

 costs, is much easier to obtain than last 

 year. This is especially true of Bussell 

 and Columbia. 



With Easter April 4, there will be al- 

 most two months between the big spring 

 flower festival and Memorial day, the 

 peak of the bedding-out season. It gives 

 the plantsmen a chance. 



The officers of the national llower 

 growers' association will meet during 

 the international flower show at New 

 York to draft plans for organization, to 

 be perfected at Cleveland in August. 



Those who send material to be pub- 

 lished in the reading columns of The 

 Review should mail it so as to reach this 

 oflBce Thursday, Friday or Saturday when 

 possible. The large size of the paper 

 makes it impossible to handle any but im- 

 portant news copy Monday and Tuesday. 



If the F. H. B. adds a few more quar- 

 antines, may not the pile of edicts be- 

 come so heavy as to topple of its own 

 weight ? 



No more shortage of cut flowers is 

 likely this season. Every florist should 

 do his part to let the public know the 

 scarcity is over and that prices are 

 down. 



Glass manufacturers are not so much 

 concerned with getting prices as they are 

 with production. Large demand and 

 small labor supply are the principal 

 factors. 



Flower stores that were begun as a 

 side-line by business men who had more 

 profits than they wished to invest in their 

 regular enterprises have in many eases 

 grown so rapidly that they now over- 

 shadow their owners' original occupa- 

 tions. 



The florists' business is not the only 

 one in which activity has subsided in the 

 last two or three weeks. The pace at 

 which general business has been going this 

 winter was too swift to be maintained. 

 In many lines production now seems to 

 be overtaking demand. 



Exhibited at the January show of the 

 Royal Horticultural Society, London, 

 England, Carnation Laddie, shown by 

 Carl Engelmann, of Saffron Walden, Eng- 

 land, who was in this country at the time, 

 was an object of much interest and praise, 

 being characterized as a "great carna- 

 tion. ' ' 



BoxBOARD of the quality used in cut 

 flower boxes continues among the scarce 

 items. Most mills decline new business 

 and many are rationing their regular cus- 

 tomers. Prices are higher than ever be- 

 fore and, naturally, the florist must pay 

 more for his boxes. The reason assigned 

 for the shortage of boxboard is the rise 

 in the cost of wood packing cases, which 

 has turned many shippers to the use of 

 corrugated fiberboard containers. 



WHO KNOWS THIS PLANT? 



Several years ago I had a plant that 

 looked like a salvia, but was a lighter 

 green in color, with a strong odor of 

 pineapple. It had a small red salvia- 

 like bloom. We knew it by the name 

 of Salvia robusta. It grew about four 

 feet high. I have looked in many cat- 

 alogues, but cannot find anything like 

 it listed. Can you give me the name 

 of it from this description? I should 

 like to get some plants of it. J. M. 



CO-OPERATIVE CAMPAIGNS. 



The satisfaction produced in the cities 

 where cooperative advertising cam- 

 paigns have been undertaken speaks for 

 their success louder than any praise. 

 From these cities the example has 

 spread to other communities. Chicago 

 will begin a plan similar to Milwau- 

 kee's March 1. Philadelphia and Balti- 

 more are making efforts to establish 

 such a project. In other localities the 

 subject has been discussed and action 

 will follow in time. 



To acquaint those discussing this sub- 

 ject with its various angles and prob- 

 lems, The Review presents to its read- 

 ers this week stories of the three cam- 

 paigns whose success has made them 

 talked of among the trade all over the 

 country. These articles are contributed 

 by the men who are leading in the work 

 of carrying on these campaigns in 



these three communities. They are in- 

 timate and accurate accounts of how 

 each of these cities worked out its par- 

 ticular problems to accomplish co5per- 

 ative advertising and how the cam- 

 paigns are carried on. Whether the 

 prospect of your community's establish- 

 ing such a campaign is near or remote, 

 you should save these articles to guide 

 its formation when the time comes, for 

 this movement will go marching on. 



A MONTH AWAY. 



By the time this issue of The Review 

 is in the hands of its readers, the big 

 holiday of the florists will be only a 

 month away. So rapid an approach of 

 Easter requires thought and consider- 

 able of it. The ordering of supplies can- 

 not be left to the last moment; it is 

 not a commendable policy at any time 

 and under present conditions it is well- 

 nigh fatal. Last-minute orders are 

 nerve-racking to sender and recipient 

 alike and are rarely without resulting 

 dissatisfaction. Preparation made ade- 

 quately beforehand leaves the florist 

 ready to handle the rush when it comes. 

 He has his hands full when things run 

 at their best. He should take pains be- 

 forehand to have things no worse to 

 start with. 



This year such forethought is needed 

 if the trade is to take advantage of the 

 great business the holiday promises to 

 bring. Inilications are for sales that 

 will surpass everything the trade has 

 known. The only handicaps will be 

 shortage of stock and shortage of help. 

 The former cannot be obviated under 

 present conditions. The latter can be 

 somewhat alleviated by forethought and 

 preparation. One must begin on that 

 now, since Easter is only a month away. 



BRIEF ANSWERS. 



W. S., Ind. — You cannot flower for 

 Memorial day any market crop from 

 seed planted at the beginning of March. 

 Your best chance would be to buy snap- 

 dragon plants. 



E. H., Ont. — Consult your market; 

 the man who is to handle your output 

 is the one to advise what to grow. 



BRANCH OUT. 



Any florist who is not satisfied with 

 the limitations of a local retail trade 

 may go as far as he likes under pres- 

 ent business conditions, merely by 

 growing good stock of any kind that is 

 salable to other florists. Having pro- 

 duced ^he stock, the rest is simple. 

 Like this: 



The first insortlon sold all the stock within 

 a few days. When we have somothinB more 

 to offer .von can count on us to advertise 

 in The Review. — Roy E. Shell.v, The Edffewater 

 Farm, SterllnR, 111., February 14, 1920. 



We sure get benefits from The Review, as 

 we have sold ont on geraniums, primulas, callas 

 and Sprengerl through our Classified ads. — Fair- 

 view Gardens, Elnora, Ind., February 10. 1920. 



I am just swamped with orders from n>y 

 Classified ad in The Review. They come by 

 mail and telegraph. Orders for 57.000 in flye 

 days. When we catch up I will notify you. — 

 A. Morlander, Minneapolis Nursery, Minneapolis, 

 Minn., February 14, 1920. 



Cut out our ad of greens. It sure has brought 

 results. Thanks. — W. M. Woodruff & Son, liOW- 

 gap, N. C. Febniary 10, 1920. 



The Classified ad got rid of the other rose 

 plants in a hurry. — Wallace Paterson. The 

 Rosemont Gardens, Montgomery, Ala., February 

 10. 1920. 



Your Classified ads sold me out of gladiolus 

 bulbs. Thank you. — E. Roush, Lima, C, Febru- 

 ary 15, 1920. 



If 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 Review. 



