^^flP9iPP!Klfipinp[|J.<iSUiiiiiWJ,ni 



52 



The Florists^ Review 



Masch 18, 1820 







EstaUlohed. 1897, by a. L. GRANT. 



Pabllahed every Tharaday by 

 Thk Florists' Publishino Ck)., 



620-660 Oaxtoa Balldinir. 



808 South Dearborn St., ObtcaffO. 



Tele., Wabash 819S. 



Registered cable addreas, 



Florrtew, Oblcago. 



Entered aa second class matter 

 Dec. 3. 1897. at the post-office at Ohl- 

 caffo, IIU, under the Act of Munb 

 tf, 1879. 



Subscription price, $1.60 a year. 

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



AdTertl8in«r rates quoted apon 

 request. Only strictly trade ad- 

 Tertlslnf accepted. 



(» 



Results bring advertising. 

 The Review brings results. 



Tou can 't saw wood with a hammer. 



Easter is early this year, but next year 

 it will be a week earlier. 



Local cooperative publicity may now 

 be said to be nation-wide. Los Angeles 

 is taking it up. 



Milder weather has improved express 

 conditions in the east, but no mildness has 

 appeared in the strike which ties up the 

 service in Chicago. 



A BUSINESS that is built on personal 

 influence or friendship is always limited 

 in scope, but one built on service becomes 

 national and even international. 



People who speak of eastern this and 

 western that are thinking in terms of 

 stage-coach days, not of the Twentieth 

 Century Limited and special delivery mail. 



Doctored flowers are not so numerous 

 at St. Patrick's day as they were for- 

 merly. The trade has found adequate out- 

 let for the stock without resorting to 

 green dye. 



It seems certain that coal for the season 

 of 1920-21 will cost more than the green- 

 house trade ever thought possible. In 

 that respect the grower will be like the 

 publisher, who finds his paper bill trebled. 



There are signs of a change in the 

 general trend of business, but the peak 

 of high prices scarcely can have been 

 reached so long as the country has not ad- 

 justed itself to freight, express and other 

 public utility rates which will make the 

 companies profitable to their owners. 



The king of the Belgians has bestowed 

 upon Sir Harry Veitch, of James Veitch 

 & Sons, London, England, the cross of 

 Oflicier de I'Ordrc de la Couronne in rec- 

 ognition of the valuable services he has 

 rendered to Belgium as treasurer of the 

 Royal Horticultural Society's war relief 

 fund. 



The old-fashioned publicity stunt 

 pulled, among others, by florists and allied 

 trades, is worn out. Since the newspapers 

 have got wise to the publicity "man- 

 ager's" plan of charging his client a per- 

 centage of the regular advertising rate 

 for the stuff gotten into free print, the 

 editors have seen to it that, if they print 

 anything at all, it has absolutely no com- 

 mercial value. 



Transfer of the railroads to private 

 hands has occasioned optimistic predic- 

 tions from coal shippers and steel manu- 

 facturers which give encouragement to the 

 trade. 



British florists will undertake coopera- 

 tive advertising if the trade responds in 

 voluntary contributions to the extent of 

 £5,000 (normally $25,000). The first 

 twenty-one pledges totaled £1,000. 



The report of the bituminous coal com- 

 mission has led many to believe that the 

 transactions in regard to settling the 

 miners' demands at Washington were not 

 carried on with the fullest frankness so 

 far as the consumers* interests were con- 

 cerned. Organization of consumers, such 

 as is being effected by the growers' asso- 

 ciation, will be valuable on future occa- 

 sions of similar character. 



QUARANTINE FOUR STATES. 



Corn Borer Order Is Out. 



The Secretary of Agriculture, on 

 March 15, signed the order for quaran- 

 tine Number 43 and issued regulations 

 on account of the European corn borer, 

 effective on and after March 29, 1920. 



The notice sets forth that the Secre- 

 tary of Agriculture "Does hereby quar- 

 antine the States of Massachusetts, New 

 Hampshire, New York and Pennsyl- 

 vania and by this notice of quarantine 

 Number 43 does order that corn and 

 broom corn, including all parts of the 

 stalk; celery, green beans in the pod, 

 beets with tops, spinach, rhubarb, oat 

 and rye straw as such or when used as 

 packing, cut flowers or entire plants of 

 chrysanthemum, aster, cosmos, zinnia, 

 hollyhock, and cut flowers or entire 

 plants of gladiolus and dahlia, except 

 the bulbs thereof, without stems, shall 

 not be moved or allowed to be moved 

 interstate from any areas in said quar- 

 antined states designated in the regula- 

 tions supplemental hereto as infested 

 with corn borer in manner or method or 

 under conditions other than those pre- 

 scribed in the rules and regulations 

 hereinafter made and amendments 

 thereto." 



The regulations are drastic and 

 sweeping and after describing infested 

 areas in the states named make inspec- 

 tion and certification a condition of 

 movement from infested areas, marking 

 and certification a condition of inter- 

 state transportation. 



Certificates of inspection will issue 

 only for plants and plant products 

 which have been actually inspected by 

 the United States Department of Agri- 

 culture, except in cases where permits 

 are granted for individual premises or 

 districts within an infested area where 

 it shall be determined by competent in- 

 spection that the corn borer does not 

 infest any of the cultivated products 

 grown in such premises or districts. 

 Thorough cleaning is required of cars, 

 boats and other vehicles before moving 

 interstate. The restrictions apply to all 

 products enumerated in the notice of 

 quarantine given above. T. O. M. 



A RECORD NUMBER. 



This week's issue of The Review sets 

 a record that surpasses all in the his- 

 tory of the horticultural trade press — 

 that is to say, those which previous num- 

 bers of The Review have made. It is 



the first time that one has reacho<l the 

 200-page mark. Even for a speoi«l 

 number, that is a large figure and one 

 that will be shot at for some time— at 

 any rate until The Review's next Clirist- 

 mas or Easter special number. 



This large size is due to the increase 

 in the trade's business. The Revi(!w is 

 known as the paper that grows with the 

 trade. As one compares this year's ig. 

 sues with last year's and last year's 

 with those of years before, one gels an 

 idea of the trade's progress. 



The largest Easter number previously 

 printed was that of 1914, containiii<; igQ 

 pages. The largest issue of any was that 

 of last Christmas, 188 pages, twenty- 

 four less than the number printed this 

 week. 



A striking feature is the growth of 

 the Pink Part, which attains forty-eight 

 pages this week, eight pages more than 

 it contained last Christmas and sixteen 

 pages more than in any issue other than 

 that one. 



The paper consumed in printing this 

 week's edition totals 14,520 pounds, or 

 more than seven and a quarter tons. 



THE GOIJ>EN BULE. 



How would you like to order some 

 21^-inch plants at a price twice to three 

 times what you paid three years ago 

 and, when the stock came, find that the 

 shipment was nothing but rooted cut- 

 tings which, perhaps in the hope of 

 saving the shipper's soul, had been giv- 

 en a week in pots? 



In the good old days a plant "from" 

 a 21^-inch pot was supposed to have 

 been in that container long enough to 

 be well rooted around; to be a credit 

 to the shipper the roots should show 

 all around the ball of soil when the 

 plants were knocked out of the pot. 

 But today plants should be offered as 

 "for" such-and-such a size of pot, in- 

 stead of "from" that pot, as too many 

 florists are content to ship stock which 

 has been shifted scarcely long enough 

 ago for the soil to have settled in the 

 pot. 



Of course it is the unprecedented de- 

 mand for plants which is at the bottom 

 of this trouble. If stock were plentiful 

 it would be impossible for any shipper 

 to send out unestablished plants and 

 get away with it. Today buyers accept 

 such material or go without. The dan- 

 ger is that increasing numbers will do 

 just that — go without. It will kill the 

 trade of many a shipper and discourage 

 many a buyer unless an increasing num- 

 ber practice the golden rule. 



The man who sends out strictly first- 

 class stuff under the present conditions 

 need not worry about the future of hi' 

 business. He will make enough fri'nds 

 to keep his trade booming the rest of 

 his life. 



PROMPT ACTION. 



Any member of the trade who w ints 

 prompt action should put his proposi'ioii 

 before the readers of The Review. I* 

 works like this: 



We are so nearly sold out of Louise as tl'" •*' 

 suit of the page advertisement that we wil! noi 

 want any more space until next fall. Havo aoia 

 nearly 4,000 of It this last week [the prii< «^ 

 vertlsed was $1 per bulb. — Ed.] and orders are 

 coming In by the dozens. — M. F. WrlRlf * 

 Daughter. Sturgls, Mich.. March 11, 1920. 



If you hear a man complain of the 

 cost of advertising you can be prcttf 

 certain he spends a good bit of m'^^^y 

 elsewhere than in The Review. 



