52 



The Florists^ Review 



May 27, 1920. 



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Pacific Coast Department 



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CONTINUOUS ADVERTISING. 



W. E. King, East Santa Cruz, Cal., is 

 just adding one more voice to the multi- 

 tude when he says that it pays to ad- 

 vertise. Mr. King has run a 1-inch ad- 

 vertisement in the daily papers for the 

 last six months and has found that it is 

 an excellent drawing card and has made 

 .arrangements to run it daily for a year. 

 He increased his space to two inches 

 for the week before Mothers ' day. Mr. 

 King has been in business in the one 

 place for over thirty years. 



LOMPOC, CAL. 



There are, in this vicinity for seed 

 this year, perhaps 200 acres of sweet 

 peas, where in some other seasons there 

 have been over 1,000 acres. For in- 

 Ftance, A. C. Zvolanek & Sons have less 

 than fifty acres this year where in their 

 record season they grew over fiOO acres. 

 The principal reason for the decline of 

 the industry is the aphis, although its 

 recurrence and devastation have not 

 been so serious here as at certain other 

 former big growing centers, but an- 

 other factor is the high cost of produc- 

 tion; Kuital)le land now commands an 

 annual rental of .^o;") per acre and labor 

 is not to be had short of $5 for eight 

 hours. Thus far the crops here look 

 well, although the rainfall this season 

 was only nine inches. 



A. C. Zvolanek has gone to Europe for 

 a six months' visit at the old home in 

 Bavaria, and for a tour of England and 

 the continent. Although he is supplying 

 sweet pea seeds direct to many thou- 

 sands of florists, Mr. Zvolanek feels re- 

 lieved from the necessity for attention 

 to business by the presence of his sons, 

 who are following in their father's foot- 

 steps. Edward, the elder son, is 28 years 

 of age and has charge of all field work, 

 while William, only recently returned 

 from France, where he was attached to 

 General Pershing's headquarters until 

 they were removed to America, has 

 taken charge of all the office and sales 

 work. 



LOS ANGELES, CAL. 



The Market. 



As usual befftre a holiday, stock is 

 piling up around the wholesale houses 

 and carnations in particular have been 

 overplentiful. Eetailers report an aver- 

 age business. There is every prospect 

 of a big Memorial day trade, as flowers 

 will be plentiful, and it is hoped that 

 the weather will not be unduly hot. 



Roses are arriving in better shape 

 and the arrivals of gladioli have in- 

 creased. There is a big demand from 

 out-of-town points for wreaths of mag- 

 nolia, statice and strawflowors. 



Club Meeting. 



At the meeting of the Los Angeles 

 Florists' Club called by President 

 Armacost to consider the advertising 

 ai>propriation, about twenty members 

 were present. There was little discus- 

 sion and apparently a fairly compre- 

 hensive scheme will be carried through. 

 By the end of last week about $8,000 



had been promised and the publicity 

 committee is working on the details of 

 copy and contracts. 



Various Notes. 



Donald McLaren, of the MacRorie- 

 McLaren Co., San Francisco, was visit- 

 ing friends in the city last week. 



C. J. Groen, of Montebello, has taken 

 additional land not far from his nurs- 

 ery. He is growing many novelties in 

 the line of freesias, gladioli and other 

 bulbous stock and is going to erect more 

 glass. 



The many friends of E. J. Reynolds, 

 formerly of San Francisco and Denver, 

 will be interested to know that he is 

 now manager of the Art Flower Shop, 

 at Long Beach. 



The L. A. Floral Co. continues to be 

 headquarters for the early gladioli in 

 both dwarf and standard varieties. 

 Large quantities are being shipped out 

 daily. 



FrcMl Westrum, manager of Wright's 

 Flower Shop, says that he is well satis- 



fied with the way business is keeping 

 up. Mr. Wright is still putting in a 

 good deal of time in the desert in con- 

 nection with his mining interests. 



Peter Morgen, of Huntingburg, Ind., 

 has been visiting this city and neigh- 

 boring places. He was much impressed 

 with the great progress made here since 

 his last visit, twelve years ago. Speak- 

 ing of the nurseries visited, he is loud 

 in his praises of the establishment of 

 the Howard Rose Co., at Hemet, and 

 that of Roy F. Wilcox & Co., at Monte- 

 bello. H. R. Richards. 



SAN FRANCISCO, CAL. 



The Market, 



The month' of May has seen wide 

 variations in the cut flower market 

 here. The supply has run the gamut 

 from abundance during the first few 

 days of the month to shortage around 

 Mothers' day and back to overproduc- 

 tion last week. Prices have varied ac- 



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I Service that Advertises I 

 I GEORGE J. HALL & CO. I 



I WHOLESALE I 



I FLORISTS i 



i 423 East 5th St. 



Los Angeles, Cal. | 



5 WE NEVER FAIL S 



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Many Thanks 



To all our old customers who have stood by us 

 in spite of everything, and to the many new ones ^ 



we are adding to our list, our sincere thanks are 

 due for making this the best season in the history 

 of our house. We welcome criticism, adjust claims 

 promptly, and are always alive to the need of keep- 

 ing up our reputation as 



The House of Quality and Service 



L. A. FLORAL CO. 



236 EAST FOURTH ST., 



LOS ANGELES, CALIF. 



