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26 



I 



The Rorists^ Review 



AoonsT 5, 1920 



EstebUabed. 189T, hj a. L. QRANT. 



Pabllahed eveir Tbondar br 

 Thk Fix>rists' Pobushimo Co., 



020-SflO Oazton Balldlnr, 



608 South Dearburn 8t, Ohi«aca 



Tele.,WabMbn9S. 



Beolstered cable addraw, 



yionrlew. Oblcavo. 



Entered as seoond cIsm matter 

 Dec 8. 1897. at the poat-offioe at Ohl> 

 ago, UL, onder the Act of Maroh 

 8, 1879. 



Snbflcrlptlon price, flJU a Tear. 

 To Canada. |2JI0; to Earope. fS-OO. 



Advertlslnr ratea qooted apoa 

 reqaeat. Only etiieUy trad* ad* 

 veitlslDff accepted. 



II 



Besnlts bring advertising. 

 The Beview brings results. 



Cash sales are better this siunmer 

 than ever before in nearly all flower 

 stores. 



Express rates in Canada will rise 

 forty per cent if the applications filed 

 last week by the companies operating in 

 the Dominion are granted. 



Canadians will gather at Hamilton, 

 Ont., August 10 to 13 to change the 

 C. H. A. into the S. C. F., so well do 

 they like the American organization. 



Only a few greenhouses remain idle 

 and those are in sections in the east 

 where the trade is numerous. Ranges 

 in the west are all working to capacity. 



In many sections the trade notes a 

 decided easing in the labor situation, 

 the result of the closing of factories and 

 laying off of employees in other indus- 

 tries. 



The attitude of the presidential can- 

 didates towards the excess profits tax 

 seems more important to many florists 

 than their views on the league of na- 

 tions. 



Uneasiness in retailers' minds in this 

 trade is only in regard to what effect a 

 slackening in other lines will have on 

 their business. There is no fault to find 

 with present sales. 



Printing The Review begins on Tues- 

 day each week. To make sure of the in- 

 sertion, alteration or discontinuance of 

 an ad it is necessary that instructions 

 be received by Monday. 



One would judge eggs would be the 

 last commodity to need advertising at 

 present prices, but the American Poultry 

 Association is contemplating a national 

 campaign similar to that of the S. A. F. 



As prices recede there will be need 

 for additional vigilance regarding cred- 

 its. Almost anybody can make money 

 in times of high prices, but some will 

 have trouble paying their bills unless 

 they cut expenses as income goes down. 



The annual meeting of the American 

 Gladiolus Society will be held Saturday, 

 August 14, at 3 p. m., in Horticultural 

 hall, Boston, at the time of its show, in 

 connection with that of the Massachu- 

 setts Gladiolus Society and the Massa- 

 ebnsotts Horticultural Society. 



When the last of the idle glass re- 

 sulting from war restrictions was about 

 to be opened up again, the coal short- 

 age brought a second thought to the own- 

 ers ' minds. 



Adequate fuel supply is the prime req- 

 uisite of the trade for another highly suc- 

 cessful season. The grower who can 

 fill his bins this summer will reap reward 

 next winter. 



Each issue of The Review contains 

 large numbers of advertisements never 

 seen elsewhere. It undoubtedly is one 

 of the features which give this publi- 

 cation exceptional value in the eyes of 

 the trade. 



Pottery la finding increasing favor in 

 retail flower stores, but the sources of 

 ■^PPly generally known to the trade are 

 few. Will readers who handle this line 

 send the names of the firms supplying 

 them to The Review! 



Sharp cuts are being made in some 

 mercantile lines, but florists should beware 

 of offers from unknown concerns of sup- 

 plies at bargain prices and not send re- 

 mittances before they are certain of ob- 

 taining the merchandise. 



The influx of outsiders into the trade 

 looked for after the war has not mate- 

 rialized. Not tiU slackening of the la- 

 bor demand in other trades makes con- 

 ditions in this one comparatively better 

 will expansion take place. 



Week after next the S. A. F. conven- 

 tion will fill Cleveland with tra'de vis- 

 itors, August 17 to 19. Those wKb do 

 not want to repeat their lodging expe- 

 riences at Detroit last year should tele- 

 graph for hotel reservations. James 

 MacLaughlin, 421 High avenue, Cleve- 

 land, is receiving them. 



aOINa TO CIJiVEIiAKD? 



One with an eye on the news reports 

 from various parts of the country can- 

 not have failed to notice how many 

 members of the trade have signified 

 their intention of visiting Cleveland 

 during the noteworthy days from Au- 

 gust 17 to 19. The number is larger 

 than for a number of years, and trade 

 visitors in the Fifth City during the 

 convention bid fair to establish a record 

 attendance. 



The factors favorable to the conven- 

 tion's success in this respect are numer- 

 ous. The central location of Cleveland, 

 speaking in respect of trade, is one; 

 the city is readily accessible to the At- 

 lantic seaboard as well as to the central 

 and western sections. It is a good sum- 

 mer convention city as well, feeling the 

 cool breezes of the Great Lakes. Then 

 the busy season through which florists 

 have just passed has put them in the 

 mood for a vacation and given them the 

 ample wherewithal to take it. Finally, 

 though the list has not been given com- 

 pletely, members of the trade wish to 

 know their fellows' opinions regarding 

 the coming season and what it holds in 

 store. Reasons of both business and 

 pleasure urge florists to go to Cleveland. 

 And the indications are that many, 

 many of them will. 



business on their books than in former 

 years. Not only is the gross income 

 larger, but the net profits also are more 

 than in the past. Growers and retailers 

 both have made money. 



As prosperity, in those two years, has 

 increased, interest in and contributions 

 to the national publicity campaign have 

 steadily decreased. The reverse ratio 

 has steadily been maintained. Reasons 

 therefor have not been advanced. There 

 has not been suf&cient interest even 

 for that. No one has said he could not 

 afford to contribute; more often the 

 statement has been that he was too 

 busy. 



Consideration is due this subject, how- 

 ever. If the national caqipaign has 

 been of benefit, it can be still more 

 beneficial, and the value of advertising 

 even when one's market is tight is not 

 to be overlooked. If it has been lacking 

 or defective in some re8i>eets, the rem- 

 edy should be determined^^ for the ad- 

 vantages to be gained by trade adver- 

 tising have been so decidedly demon- 

 strated in other fields that its possible 

 benefit for florists should not be lightly 

 passed by. Whether it is a diagnosis 

 or an autopsy, a consideration of the 

 national publicity campaign should be 

 held at Cleveland for the trade's best 

 interests. 



FREIGHT COSTS A THIBD MOBS. 



By the end of this month will go into 

 force the largest advance in transporta- 

 tion rates ever made under government 

 regulation. Florists will feel the effects 

 of it in many ways — in the added cost of 

 coal, fertilizer, lumber and other ma- 

 terials shipped by freight, and in a prob- 

 able increase in express rates, already 

 applied for. 



The increase is greatest in the eastern 

 territory, where it amounts to forty per 

 cent, in western territory it is thirty- 

 five per cent, and in southern and 

 mountain-Pacific territory twenty-five 

 per cent. The average is close to one- 

 third of the old rates. This will add a 

 dollar or two per ton to the cost of coal, 

 depending upon the distance to the 

 mines. It will add to the cost of build- 

 ing greenhouses. The price of bulbs will 

 be more. In fact, there are so many 

 ways in which this rise affects the 

 grower that he will be compelled to get 

 better prices than ever to keep his 

 greenhouses going. 



PROSPERITY AND PUBIJCITT. 



No two years in the history of the 

 florists' trade can compare in prosper- 

 ity with those just past. The price of 

 flowers has more than kept step with the 

 advance in cost of other commodities. 

 All florists show a greater volume of 



SUMMER WINDOWS. 



The time is here when the display 

 windows of florists, or some of them, 

 show the cool-looking miniature ponds 

 encircled by green shores, the brook- 

 lets, falls and waterwheels, the duck- 

 lings and the dozens of other sorts of 

 attractions that keep passers gazing 

 into the plate-glass enclosures on days 

 when it is too hot to keep flowers there. 



Those who featured such displays last 

 year are repeating. Sometimes they 

 use the identical idea and sometimes 

 not. If it was successful last year, it 

 is apt to be successful this year. The 

 florist has an opportunity hgre that he 

 should not neglect. Cool window dis- 

 plays get pedestrians' attention at this 

 season to a degree that only those who 

 have tried them fully appreciate. This 

 form of advertising is easy and inex- 

 pensive, especially in comparison with 

 the notice it gets. Put something into 

 your window with a little more life than 

 palms and ferns. 



