44 



The Florists' Review 



NOVBUBBB 13, 1919. 



Established, 1897. by a. L. ORANT. 



Pablished every Tharsday by 

 The Florists' Publishino C!o.. 



620-560 Oaxton BulIdlnR, 



808 South Detirbora St., Chlcagro. 



Tele., Wubasb 8195. 



Registered cable address, 



Florvlew, Chicago. 



A 



Entered as second class matter i 

 Dec. 3, 1897, at the poet-office at Ohl- 

 cafro. 111., under the Act of March 

 8,1879. 



Subscription price, S1.60 a year. 

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



AdTertislntr rates quoted upon 

 request. Only strictly trade ad- 

 vertising accepted. 



Results bring advertising. 

 The Review brings results. 



This week's issue of The Review 

 weighs almost six tons. 



The F. T. D. now has 1,245 members, 

 the accessions since October 6 numbering 

 fifty-one. 



John Cook, Nestor of American rosar- 

 ians, will be 86 years of age next Sunday, 

 November 16. 



Highest cotton prices for nearly two 

 generations promise a good season for 

 southern florists. 



It looks as though there will be enough 

 giganteum bulbs at the price to meet the 

 needs of the trade. 



After effects of the war are noticeable 

 in this year's chrysanthemum shows, 

 where commercial growers are conspicu- 

 ous by their absence. 



Immortelles are arriving from France, 

 129 cases having come on the steamer 

 Roma, from Marseilles, which reached 

 New York November 5. 



Success of the administration in break- 

 ing the coal strike gives hope that labor 

 disorders will be less prominent as a pub- 

 lic trouble than they have been lately. 



A REFRIGERATING machine capable of 

 handling two big cold rooms for a flo- 

 rist costs no more than a moderately well 

 built delivery car and costs a great deal 

 less to operate. 



E. G. Hill and Mrs. Hill have returned 

 to their home at Richmond after a two 

 months' tour of the Pacific coast. Mr. 

 Hill is more than ever confident of Amer- 

 ica 's ability to supply itself horticultural- 

 ly, but thinks some people make the im- 

 mediate future rather too rosy. 



Although it comes too late for the 

 larger part of the chrysanthemum ship- 

 ments, the resumption of refrigerator ex- 

 press cars from San Francisco to Chicago 

 will greatly facilitate shipping business 

 from that point. The cars leave Wednes- 

 days and Fridays and travel via Ogden 

 and Omaha. 



The Sunday magazine supplement of 

 the St. Louis Globe-Democrat, November 

 9, carried an article of more than a page 

 on chrysanthemums. In the same edition 

 the St. Louis florists carried a 9-inch ad- 

 vertisement across three columns on ' * Au- 

 tumn Time Is Chrysanthemum Time." 

 Double-barreled publicity. 



Conserve coal; stock grown cool is bet- 

 ter than that which is overforeed and we 

 all may need the fuel later. 



The season's largest trade show seems 

 to be that of the Indiana State Florists' 

 Association at Indianapolis this week. 

 Private entries compose most of the other 

 exhibitions. 



With its roster of club members the 

 St. Louis Florists' Club is sending out a 

 leaflet bearing the names of florists who 

 are not members. A good wager would 

 be that the next list will not be so long. 



There will be a large number of cycla- 

 mens on the market for Christmas and 

 later, with a still larger supply in pros- 

 pect for the season of 1920-21. Although 

 the demand for cyclamen seeds during re- 

 cent months was greater than the supply, 

 it develops that many growers got hold 

 of unheard of quantities. 



The Federal Horticultural Board will 

 not permit foreign plants, if shipped with 

 unsterilized soil about the roots, to pass 

 across from New York to Canada. Prob- 

 ably in his mind's eye Dr. Marlatt can 

 see a trail of disease and destruction in 

 their wake like the droppings from a 

 gondola of coal. 



It looks as though there will be larger 

 available supplies of green and holly this 

 year, but the prices will continue high 

 in sympathy with other things, with the 

 result that demand will be much less than 

 before the war. Particularly with bou- 

 quet green, the demand has been greatly 

 reduced by the ascending priced. 



While American dyes have supplanted 

 to a great extent those imported from 

 Germany before the war, those who failed 

 to find florists' supplies colored with do- 

 mestic dyes as satisfactory as the others 

 will have interest in the receipt of the 

 first shipment of aniline dyes from Ger- 

 many since the war. It arrived on the 

 Nieuw Amsterdam, from Rotterdam, last 

 week. 



As an indication of the way the French 

 hydrangea is to be used to take the place 

 of azaleas in the United States, it is re- 

 ported that Henry A. Dreer, Inc., River- 

 ton, N. J., filled one order for two car- 

 loads for a single purchaser in a middle 

 western city and that seven other orders 

 to various parts of .the country were for a 

 carload each. It is said, also, that the 

 supply was sold out at least three months 

 before shipment could begin. 



THANKSGIVINO'S OPPORTUNITY. 



A holiday that is growing in its in- 

 come for florists year by year is just 

 two weeks off. It is time to start active 

 work to draw in the orders for that day. 

 There is on this occasion an opportunity 

 to reach that class which does not yield 

 to the trade the proportion of its lately 

 increased wealth — the wage-earning 

 class. This year they will eat turkey, 

 whereas they were forced to do with a 

 roast at best five years ago. Now they 

 have so much to spend on clothes and 

 food that the florist would like to find 

 some means of intensive education to 

 draw them into the flower-buying class. 



That means advertising to a list of 

 persons not hitherto reached or ap- 

 proached. The way is not so easy — no 

 roads to the most desired goals are car- 

 peted. But the florists who can find a 

 means of getting into the minds of the 

 factory and mill workers that they 

 should buy flowers will reap a real har- 

 vest. Thanksgiving offers an opening 

 for a drive for such trade. At Christ- 



mas they will buy jewelry and clothes 

 for gifts — those are what their minds 

 are most set on — but such things do not 

 carry the Thanksgiving idea. Flowers 

 are more suitable. Perhaps someone 

 knows a way to impress this on the 

 minds of these potential customers. 



GOVERNMENT BREAKS STRIEE. 



Using the big stick of a court injunc- 

 tion, the federal government forced the 

 leaders of the coal miners' organiza- 

 tions to rescind their strike order. 

 Forced into a crucial position by the in- 

 junction order obtained by the attor- 

 ney-general, the officials stated, "We 

 cannot fight our government, " and re- 

 called the strike order. 



While the strikers are going back to 

 work in some localities, in others they 

 will be slow in resuming their places 

 in the mines. However, the danger of 

 a greatly reduced supply of coal and 

 possibility of famine is lessened by 

 withdrawal of the strike orders and the 

 greenhousemen who have still part of 

 their winter's supply to secure no lon- 

 ger fear the impossibility of getting it. 



POPPIES FOR ARMISTICE DAY. 



Influenced doubtless by the poetical 

 allusions to Flanders' fields, some per- 

 sons of little florieultural knowledge 

 voiced suggestions of poppies as suitable 

 flowers for Armistice day. Such mis- 

 guided enthusiasm works at cross-pur- 

 poses with the florists' provisions for 

 celebrating the day. The persons who, 

 following a suggestion published with- 

 out thought, ask their florists for pop- 

 pies for November 11, are disappointed. 

 Some are content with other blooms; 

 some are not. 



In such an instance, the necessity for 

 active work by florists to guide public 

 sentiment in proper channels is strongly 

 evident. Cooperative campaigns by ad- 

 vertising and publicity through news 

 columns would forestall such sugges- 

 tions by the proposal of suitable flowers, 

 or meet such suggestions by public ex- 

 planation of their impracticability. The 

 possibilities of cooperative effort by the 

 trade are most evident on occasions 

 such as this. 



TELL YOUR NEIGHBOR. 



It has been years and years since 

 The Review has found it necessary to 

 make an effort to obtain subscribers. Of 

 course, ordinary business diligence is 

 used in calling the paper to the attention 

 of anyone reported as starting in the 

 business, but usually it is found that the 

 new florist had heard of The Review be- 

 fore The Review had heard of the new 

 florist — his first step in starting in the 

 business was to subscribe for this pa- 

 per. When a publication is so fortunate 

 as to have thousands of readers recom- 

 mending it to others to whom it will 

 be useful, the circulation problem solves 

 itself. Like this: 



Permit us to express our appreciation of that 

 wonderful trade paper, probably the best In the 

 world. The Florists' Review.— Hall & Robinson. 

 Montreal, Can., November 4, 1919. 



And where readers are so interested 

 and so loyal the advertisers' results are 

 sure. Like this: 



You may discontinue my adTertisement of 

 gladlo us bulbs. As a result of the advertise- 

 ment in Ihe Review I am completely sold out.— 

 Jacob D. Spiegel, Norma, N. J., November 1, 1919. 



If you hear a man complain of the 



cost of advertising you can be pretty 



pertain he spends a good bit of money 



elsewhere than in The Review. 



