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28 



The Florists^ Review 



AuQUST 12, 1920 



I) 



EaUblished, 1897. by Q. L. GRANT. 



Pabllahed eyeir Thoraday by 

 Thb Flobists' Pcbushino Co., 



83O-S0O Oaxton Building, 



■808 Soath Dearbum St., OhlcaffO. 



Tele.. Wabash 8196. 



Beelsterad cable address, 



Floniew. Otalcago. 



Entered as second class matter 

 Dec 8. 1897, at the poet-office at Ohi> 

 esffo. 111., under the Act of March 

 8.1879. 



Snbserlptlon price, tlJBO a year. 

 To Canada, $2.60; to Enrope. |S.OO. 



Advertlslnir rates quoted upon 

 request. Only strictly trade ad- 

 vertlslnc accepted. 



n 



EESULTS. 



We give them. You get them. 



We both have them. 



There are signs that Ficus elastica is 

 coming back. 



Cash the profits you have made this 

 season by pressing collections. They will 

 not be easier later. 



Expectation of a business revival in 

 autumn is strong in all lines, though a 

 great deal depends on the transportation 

 situation. 



Collections within the trade are re- 

 ported as having slowed up to a point 

 below the same period in either of the 

 last two years. 



Fuel priorities for lake shipments are 

 likely to make further delay in the 

 florists' receiving their orders. Car move- 

 ment seems, however, to be better. 



There are indications that galax will 

 be scarce next winter and much higher 

 in price. But there seems no danger of 

 a scarcity of prepared magnolia leaves, 

 used for the same purpose. 



Lack of coal and raw materials delayed 

 a number of glass factories from start- 

 ing their second operating period for 

 1920, and the possibility of their catch- 

 ing up on orders is more remote than be- 

 fore.- 



As a class, florists still are reluctant to 

 meet the market on the things they need. 

 It would be unwise at this time to buy in 

 anticipation of needs in the far future, 

 but the prosperous florist today is the one 

 who has not held back during the last two 

 years. 



There are seven, count them, seven 

 double-page advertisements in this issue 

 of The Review and an interesting fa<>t is 

 that, although extremely welcome, not 

 one, of these big, impressive ads was 

 directly solicited. In each case the ad- 

 vertiser took the initiative. 



W. F. Therkildson, no longer in the 

 trade but still in close touch with it as 

 manager of the agricultural division of 

 one of the great advertising agencies, 

 says that a year ago the bulk of the flo- 

 rists were unqualifiedly opposed to Quar- 

 antine No. 37, but that he believes that if 

 a vote were taken today a majority would 

 favor its continuance with modifications. 



Hot weather is not the deterrent to 

 good business in this trade that it was 

 formerly regarded to be. 



When prices are high expenses are apt 

 to be overlooked, which will be a serious 

 impediment when margins are not so 

 liberal. 



The restrictive influence of credit limi- 

 tation and lower prices is felt most keenly 

 by firms whose growth has been more 

 rapid than their ability to accumulate 

 capital. 



Advertising patronage in The Review 

 has been running about thirty per cent 

 heavier than at the same time last year, 

 from which on« may deduce a number of 

 interesting things concerning the trade's 

 activity. 



If you think The Review is fairly good 

 value at $1.50 per year, fifty-two copies, 

 tell it to your friends in the trade. The 

 reason for adhering to the low subscrip- 

 tion price is to keep the paper within the 

 means of every florist who cares to keep 

 himself posted. 



Too many dealers first cash the check 

 and then cast about to see what they can 

 do toward filling the order. They seem 

 surprised at the suggestion that it would 

 be the honesty which is the better policy 

 to return by next mail the check uncashed 

 unless it is certain the stock can be 

 shipped as promised. 



With the average issue of The Review 

 now about 148 pages and cover, eleven 

 presses would be needed if the entire pub- 

 lication were printed at one time. But it 

 is impossible, also, to get that many pages 

 ready for the presses all at once. So 

 printing The Review begins Tuesday 

 afternoon and continues uninterruptedly 

 until Thursday, when the job is finished. 

 To make sure of attention for a given 

 issue, advertisements must be received 

 not later than the Monday preceding. 



FAVORABLE FOB BUSINESS. 



Opinions voiced by business observers 

 throughout the country indicate gradual 

 change to conditions which will be 

 highly favorable for another banner 

 year in the florists' trade. The sole 

 handicap is coal. Many growers, how- 

 ever, have theirs in already. Transpor- 

 tation and labor are likely to be better. 

 And prices, it is believed, will continue 

 high, in othar lines, as well as for 

 flowers. 



Reports received by the Continental 

 and Commercial National bank, of Chi- 

 cago, from 500 business concerns in all 

 parts of the country show no marked de- 

 parture from the feeling of confidence 

 and optimism, says the bank in its an- 

 nual midsummer review of business and 

 crop conditions. The question of coal 

 supply, however, promises to be a vital 

 problem for several months to come. 

 Labor conditions are easier. Improve- 

 ment in railroad service is anticipated 

 as a result of the recent wage and rate 

 decisions. As to whether the riot of 

 extravagance has been curbed, opinions 

 are equally divided. 



"The reasons why prices will remain 

 high, as compared with 1913, are many 

 and cogent," says the bank's statement. 

 "They may be found in other factors 

 than supply and demand, labor costs and 

 transportation. There has not been a 

 sufficient decline in money and bank 

 credit or a sufficient increase in the vol- 

 ume of domestic trade to justify antici- 



pation of a speedy and marked increase 

 in the purchasing power of the dollar. ' ' 



CinCAGO TO CLEVELAND. 



Announcement has been sent to mem- 

 bers of the Chicago Florists ' Club of the 

 special train to the Cleveland conven- 

 tion leaving at 11 p. m. August 16, as 

 well as other schedules. 



The club 's special train will leave 

 the La Salle street station on the New 

 York Central railroad at 11 p. m. Mon- 

 day evening, August 16. It is due at 

 Cleveland at 8 a. m. the following morn- 

 ing. One-way fare, tax included, is 

 $11.03. The Pullman fares are: Seat, 

 $1.62; lower berth, $2.70; upper berth, 

 $2.16; drawing room, $9.72. 



Other trains leaving Chicago over the 



New York Central road are as follows: 



Leave Chicago Arrive Cleveland 

 8:2fi a. m 6.05 p. m. 



10:29 a. m. (Pullman only) 7:00 p. m. 



10:30 a. m 8:S0 p. m. 



1:30 p. m 11:20 p. m. 



For reservations address O. W. Crap- 

 ser, city passenger agent, 1220 La Salle 

 street station, Chicago. Telephone: 

 Wabash 4200, Local 65. 



Automobile parties will be supplied 

 with directions and pennants by Guy 

 French. Arrangements are being made 

 to provide a pilot car. Those expecting 

 to go by automobile are asked to com- 

 municate with Guy French at once, 

 at 172 North Wabash avenue, Chicago. 

 Telephone, Randolph 3316. 



Out-of-town florists are invited by the 

 club to arrange to go via Chicago and 

 accompany the party. 



IT MOVED. 



You may not like things sentimental, 

 but if you meet what is called a moving 

 appeal you are pretty sure to be affected 

 by it and "come across." If it really 

 is moving, it does the job; if it leaves 

 you unmoved, it's no good. 



So with a moving ad; it moves, not 



your emotions or your tears or your 



hand to your change pocket, but your 



order blank and your pen. Or, if you 



are the one who put in the ad, it moves 



your stock. It does the job. Like 



this one: 



Discontinue our classified ad of Sprengeri. 

 We are cleaned out. Stock moved beyond our 

 expectations. — Jos. H. Cunningham, Delaware, 

 O., August 2, 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. 



BRIEF ANSWERS. 



C. G. B., 111.— Dig the clumps in 

 autumn, divide and replant. 



C. B., Minn. — Use pure water, changed 

 frequently. Chemicals are unavailing. 



B. S. P., O. — Start seed now for an 

 autumn crop, or later for winter or 

 spring crops. Set plants two inches 

 apart in the rows and have the rows 

 from two to five feet apart; the later 

 you plant the closer you can put them. 



F. H. M., Mich. — Begonia rubra. 

 H.''& S., Neb. — Grow the things your 

 market calls for. 



C. F. B., O. — Address any of those 

 who advertise greenhouse building ma- 

 terial in this paper. 



L. N. B., O. — You can buy hydrangeas 

 from small pots now and flower them 

 for Easter; if larger plants are wanted, 

 buy stock from larger pots now. We 

 never have heard of a white sport of 

 Easter Greeting pelargonium. 



