24 



The Florists^ Review 



Mat 6, 1020 



(I 



EataUlahed, 1897. br Q. L. aiUMT. 



PabHshed eTery Tbanday br 

 Thk Florists' Pdbushinq Cku, 



820-680 Oaxtoo Building, 



608 Sootta Dearborn St., OblcaffO. 



Tele., Wabash 8196. 



Registered cable addreos. 



VloiTlew. Oblcaco. 



Entered as second class matter 

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

 fifegro. 111., under the Act of March 

 S.187a. 



Subscription price, fl.SO a year. 

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



Adyertlsln? rates quoted upon 

 request. Only strictly trade ad- 

 TerUslag accepted. 



(I 



RESULTS. 



We give them. You get them. 



We both have them. 



It is cheaper, if not better, to buy than 

 to build this season. 



High costs are not injurious unless 

 they cause low profits. Watch your 

 margin. 



Indications are that the surplus of 

 field-grown carnation plants will not be 

 large this summer. 



No previous issue of The Review car- 

 ried so much Classified advertising as 

 appears this week. 



Eetaliation begets retaliation and fair 

 play begets fair play — which do you 

 want? Then start it. 



Don't slow up in anticipation of bad 

 times ahead. Work the harder to make 

 the bank account bigger before they 

 come. 



There can be no overproduction in 

 the florists' business so long as capable 

 greenhouse workers are so scarce as at 

 present. 



Deliveries on greenhouse construction 

 material are likely to be delayed further 

 by the slowing up at the steel mills re- 

 sulting from the railroad embargoes. 



Save paper. Nearly every florist uses 

 more than he needs and paper now not 

 only costs three times as much as before 

 the war, but is hard to get at any price. 



One of the most important, in aggre- 

 gate, of the increases in business costs 

 lies in charges for "extras," formerly 

 considered too insignificant to appear on 

 the bill. 



The altitudinous price of good Frejich 

 chiffon already has developed American 

 substitutes, brit some of them hardly are 

 of a quality lo appeal to the buyers in 

 high-class stores. 



Plants quoted at $10 per hundred are 

 not at 'all likely to be as good as those 

 offered at $20. Buyers should bear this 

 in mind when they purchase stock at 

 "bargain" prices. 



Telephone inquiries at The Review 

 office for florists in towns not represented 

 in the Pink Part show the growing oppor- 

 tunities via telegraph for florists in 

 smaller communities. 



Low prices do not always indicate bar- 

 gains. Often they indicate low quality. 



A FLORIST now needs at least twice as 

 much capital as was necessary in the pre- 

 war years. 



The florists' industry is big enough to 

 provide everybody in it a living who is 

 willing to work for it. 



The S. a. F. Journal has not proven 

 the success that was expected. Many 

 members say they prefer the former an- 

 nual volume to the present periodical 

 bulletin. 



All sources of credit are gradually 

 closing down. The obvious tting for 

 florists to do is to collect their bills, pay 

 their debts and get as nearly as possible 

 on a cash basis. 



When the florist pays twice as much 

 for labor as he once did and the laborer 

 does only half as much work as he once 

 did, the need for systematizing every 

 job about the place is increased fourfold. 



The small-town florist who does not 

 get his name before the trade is losing 

 out in these days of rapidly multiplying 

 telegraph orders. His neighbor in an 

 adjoining town gets the orders he might 

 have had. 



The Want Ad department of The Re- 

 view contains more opportunities just 

 now than it ever has before. The serv- 

 ice it gives its users has caused it to grow 

 to record proportions. It pays to watch 

 these offers. 



The confidence which prompted the 

 promotion of new large greenhouse enter- 

 prises early in the year has now been 

 replaced by caution, with the result that 

 many ambitious plans are being canceled 

 or modified. 



Carnations are higher in price at 

 Mothers' day for the same reason shines 

 are 15 cents on Saturday — not that they 

 cost more to produce or are worth more 

 than at other times, but because they are 

 in greater demand. 



It is greatly to be regretted that inter- 

 est in the S. A. F. publicity program is 

 on the wane. The campaign has been of 

 inestimable worth to the trade and it will 

 be a distinct loss if funds are not forth- 

 coming to keep it going. 



There are large numbers of growers 

 and others who would sell out if they 

 could. They have made money, true, but 

 measuring the present difficulties of do- 

 ing business against the prospect for con- 

 tinued profit they conclude they will take 

 their money out if they can get it. 



Copies of the resolution embodying a 

 lost or damaged goods agreement adopted 

 at Buffalo last October have been sent out 

 by the F. T. D. This agreement, printed 

 in The Review at the time of its adoption, 

 provides that seller and buyer shall pre- 

 sent a joint claim against a carrier and, 

 if it is disallowed, share the loss equally. 



BIGGER THAN EVER. 



From the day that The Review first 

 urged florists to push Mothers' day for 

 all that it was worth, the growth of that 

 infant holiday has been gratifying. The 

 increase each year has been larger as 

 the efforts of the trade in its behalf 

 have increased. This year those efforts, 

 so far as })reparations are concerned, 

 surpass to a marked extent those of 

 years preceding. Many florists have 

 followed the suggestions made in these 



columns two weeks ago for window dis- 

 plays. A picture representing mother, 

 either Whistler's i>ainting or some 

 other, forms the center of numerous 

 decorations; sometimes the cover page 

 of the Mothers' day numbed of The Re- 

 view serves to attract passers* eyes. 

 And newspaper advertisements, clip- 

 pings of which are already coming into 

 The Review office, follow out the points 

 emphasized in the article on that sub- 

 ject. Altogether the trade is working 

 for Mothers' day in a manner that fore- 

 shadows big sales. One cannot be 

 wrong in predicting a business next 

 Sunday that will far exceed previous 

 records, with due consideration, such as 

 one must always give, to the fickle 

 whims of the weather man, who, how- 

 ever, did not treat the trade with much 

 consideration at Easter and therefore 

 owes us a good turn next Sunday. 

 Granted fair weather, May 9 will be a 

 red-letter harvest for florists. 



OPPORTUNITY IS KNOdKING. 



If you are generally in touch with the 

 other members of the trade in your city 

 and find it not difficult to wield a pen, 

 or pencil, there is an* opportunity for 

 you, if you reside in a city not already 

 represented in The Review, to add a 

 few dollars to your income in a way that 

 is pleasant and profitable in experience. 

 Send in a weekly or fortnightly news- 

 letter, along the lines of those now ap- 

 pearing in The Review. Among the 

 cities in which correspondents are want- 

 ed are: 



New Haven, Conn. 

 Lowell, Mass. 

 Springfield, Mass. 

 Buffalo, N. Y. 

 Syracuse, N. Y. 

 Ctlca. N. Y. 

 Scran ton. Pa. 

 Beading, Pa. 



Oleveland, 0. 

 Toledo, O. 

 Dayton, O. 

 Springfield, O. 

 Omaha. Neb. 

 New Orleans, La. 

 LoulsTlUe, Ky. 

 Denyer, Colo. 



This list is not exhaustive; if your 

 city is not on it, don't let that stop 

 you. If you wish to act as correspond- 

 ent for The Review in your town, send 

 in a news-letter and let the editor see 

 what you can do. Here's a chance to 

 put your city on the map and to earn 

 a little in so doing. 



NO COMPARISON. 



For the florist who has a surplus of 



stock which he wishes to turn into 



money there is ample opportunity just 



now. Many other florists want just 



what you have on your hands. And 



they are looking for it in the Classified 



ad pages of The Review. That is why 



a florist vn-ites as follows: 



Our mall carrier remarked at the number of 

 checks and money orders in my mail this morn- 

 ing, saying, "That trade paper you advertise In 

 Is the damdest money-getter 1 ever saw." I 

 endorse his statement. — C. E. Majors, Denison, 

 Tex., May 1, 1920. 



The striking thing about it is, how- 

 ever, the low cost in proportion to the 

 results. In thie respect there is no com- 

 parison to be made with any other 

 means. A few lines, costing a little 

 small change, sell hundreds of dollars' 

 worth of stock. This fact impresses it- 

 self so strongly on the mind that a 

 florist writes: 



Kindly discontinue our ad In The Review and 

 send bill for same. We are sold out, thanks to 

 The Review. If a florist has an oversupply of 

 Htock, he can always dispose of it at little cost 

 by advertising in The Review. — L. O. Snyder, 

 Dayton, O., April 28, 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. 



