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'30 



The Florists^ Review 



Mabch 25, 1020 



day's prices for future delivery and for 

 a smaller volume of goods. This, it 

 may be expected, will result in accumu- 

 lations of manufactured stocks and com- 

 petition to dispose of them at price con- 

 cessions. 



"The banks express satisfaction at 

 the manner in which their counsel fa- 

 voring retrenchment is received. And 



even if such counsel were not regarded 

 with favor the pressure of interest rates 

 would in time effect the result desired. 

 "The large local institutions dealing 

 with credit in the middle west feel con- 

 vinced that the high price era is pass- 

 ing, that demands have started to ap- 

 proximate normal and a more whole- 

 some condition is being established." 



to be a big influence in helping turn 

 the trade's big stock of lilies into cash 

 next week. 



It is figured good lilies should retail 

 this Easter for 75 cents per flower and 

 bud. 



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HERE'S SOMETHING NEW 



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BULB DEALER BOOSTS TOR YOU. 



Publicity for the Lily of Easter. 



Here's a new use for publicity, one 

 that is in the interest of the trade as a 

 body, but the cost is being met by only 

 one concern. 



The American Bulb Co., Chicago, has 

 arranged for an advertisement of ap- 

 proximately half a page in the Sunday 

 Tribune of' March 27 to advertise lilies: 

 "Your florist will help you select a 

 perfect potted plant, or a bouquet of cut 

 lily blooms." It is in line with the co- 

 operative publicity for flowers being 

 conducted by the associated florists of 

 many cities, but is in the interest of the 

 one flower in which the concern that 

 pays the bill is specially interested. 



Wliat the Advertisement Says. 



The advertisement is well written and 

 illustrated. The cuts show a basket of 

 lily bulbs, a field of lilies in Japan, a 

 cleaning and grading scene with Presi- 

 dent Miller watching the work, and a 

 pot of well bloomed lilies. The text 

 will be as follows: 



THE ROMANCE OF YOUR EASTER LILY. 



On Easter morninK it greets you— the most 

 majestic of flowers. A slender Ktem arising from 

 warm, brown earth. I>eave« of tender green, 

 delicately curved and pointed. The dewy blos- 

 som—a Clip of pearl filled with gold. 



It greets you on Easter morning — the lily— for 

 five years nourished and cultivated in prepare 

 tion "for this hour! 



Asleep in a round, brown bulb, you would first 

 find vour lily plant. In Japan, where flowers 

 All the fields and cover the hillsides, the Uly 

 bulbs are propagated. It requires from three 

 to five vears for them to mature, and each year 

 tliev must be transferred to new soil. When 

 developed to flowering size, the bulbs are packed 

 in moist, sterilized earth and started on their 

 journev across the Pacific. 



In early fall vour bulb arrives at San Fran- 

 cisco or Seattle, or New York by way of Panama 

 canal, and is shipped in a refrigerator car to 

 the florist. The temperature of the ear must b«- 

 kept low to prevent premature sprouting. No 

 food for your table is handled more carefully. 

 Hefore we sit down to the Thanksgiving feast 

 the lilies for Easter have been planted, one 

 brown bulb in each round pot. 



Then comes a season of greatest vigilance. 

 During the first three weeks the temperature 

 of the greenhouse is kept low. but when the 

 green sprouts rise to eight inches in height the 

 temperature is increased to 70 or SO degrees 

 This is summer heat, and must be preserved all 

 through the long winter— through storms of 

 driven snow and shortages of coal. The florist 

 becomes guardian of your treasure. 



Five months are required for the taster Illy 

 to emerge from the bulb. In the late winter the 

 plants must be closely watched to keep the buds 

 from spreading their petals tf)o quickly Each 

 plant must be held back or hastened forward, 

 so that it will open, in full radiance, not a day 

 too soon nor a day too late, but exactly on 

 Easter morn. , ^. _ » 



The American Hulb Cx>., through the efforts 

 of its president, Mr, A. Miller, who made a per 

 sonal Journev to Japan, has brought to America 

 two-thirds of the great Japanese bulb crop. 

 These bulbs are now in American greenhouses. 

 American florists, this Easter, will offer the 

 largest and most magniflcent displays of Easter 

 lilies ever grown. ,ti, , 



Can it reallv be Easter in your home without 

 the Easter flower? And at this season of glad 

 rejoicing when vour heart turns in devoted re- 

 membrance to those you love, could you send 

 a more welcome token than the Easter lily .' Is 



there any offering that could better carry the 

 Easter spirit into the sick room? 



Your florist will help you choose a perfect 

 potted plant for your own home, or a bouquet 

 of cut lily blooms mingled with other flowers 

 suggestive of the season. 



Talk to your florist today that he may person- 

 ally select the choicest blooms for your partic- 

 ular order. 



Say It with Flowers. 



The advertisement is to be signed 

 ' ' Contributed to the Publicity Campaign 

 of the Allied Florists' Association of 

 Illinois by the American Bulb Co." 



A Real Boost. 



Not only is it a real boost, occupying 

 so large a apace in a newspaper of over 

 750,000 circulation, but it will cost 

 real money. The advertisement occu- 

 pies 250 agate lines on four columns, a 

 total of 1,000 lines. The Tribune's Sun- 

 day rate is 80 cents per agate line — 60 

 cents to contract advertisers like the 

 Allied Florists' Association — in addi- 

 tion to which is the cost of writing, 

 photographs, drawing and cuts, also of 

 a large number of proofs which are be- 

 ing mailed to florists with the good 

 suggestion that they paste them in their 

 windows next week. 



It is a unique stunt, costly, but sure 



GALVIN'S NEW OFFICERS. 



At the recent annual meeting of tho 

 directors of the Thomas F. Galvin cor- 

 poration, Charles F. Boyle was elected 

 president and general manager. Mr. 

 Boyle has been connected with the firm 

 for over twenty-two years, ten of whicli 

 were spent as manager at 799 Boylston 

 street, Boston. The last three he has 

 be.en general manager of the firm's two 

 Boston stores and also its New York 

 store. 



James J. Slattery, for over twenty 

 years with the firm, and recently man- 

 ager of sales, becomes assistant gen- 

 eral manager and is in charge of the 

 store at 1 Park street, Boston. Both 

 men are .prominent in the trade and 

 have been conspicuous in pla/jing the 

 firm in its high position among retail 

 concerns in this country. 



John R. McDonough advances to a 

 manager's berth at the Boylston street 

 store. The New York store continues 

 under the able direction of R. A. Hale. 

 Both are younger men, full of enthu- 

 siasm and with promising careers at 

 their bidding. 



The firm's business has increased, 

 Mr. Boyle states, by leaps and bounds 

 during the last year. With an energetic 

 staff working hard for success, the firm 

 has a high position in the flower world, 

 where for seventy-three years its lead- 

 ership has brought international fame. 



Emporia, Kan.. — O. G. Rindom, who 

 was formerly manager of a real estate 

 firm in Wichita, Kan., has taken charge 

 of the Riverside Gardens. 



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i^ C. H. A. CORNER ^ 



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CANADIANS ARE ACTIVE. 



Coming Events Are Important. 



The arrangements for the executive 

 meeting of the Canadian Horticultural 

 Association to be held at Hamilton, 

 Ont., April 12 and 13, are nearly com- 

 pleted and the local committees are 

 making a final effort to cope with the 

 many details of the comprehensive pro- 

 gram. 



Besides making all arrangements for 

 the business end of the convention, the 

 educational committee will take another 

 step and an effort will be made to form 

 a permanent council of horticulture, 

 whose duty it will be to carry proposi- 

 tions for training schools, botanical gar- 

 dens, etc., to the proper sources. 



In connection with this work, a repre- 

 sentative of one of the great American 

 universities is expected to address a 

 meeting which will take the form of a 

 banquet. Plant registration will also 

 receive attention, a permanent commit- 

 tee being appointed to look after this 

 important feature. 



There is much favorable comment 



on the general activities of the 

 C. H. A., not the least of which is its 

 cooperation with the F. T. D. in secur- 

 ing a clearing house in Canada, thus 

 allowing American bills to be paid in 

 Canada with Canadian currency. This 

 is admittedly a great benefit to all re- 

 tailers and both the F. T. D. and the C. 

 H. A. are to be congratulated on the 

 spirit of real cooperation shown. 



Convention in Atigust. 



Two days of solid work will be neces- 

 sary to complete the arrangements for 

 what will undoubtedly be the greatest 

 Canadian convention of all time. A 

 record attendance is assured and it is 

 especially gratifying to learn of the 

 success attending the efforts of the offi- 

 cials to increase the membership. At 

 this early date the membership list has 

 been doubled and names are recorded 

 from coast to coast, with many from 

 the United States. 



This convention, which will take place 

 in Hamilton, August 10 to 13, will be of 

 great interest to everyone connected 

 with the trade and it is not too early to 

 urge our American brothers to try to 



