46 



The Florists' Review 



Decembeb 11, 1919. 



ff 



Established, 1897, by O. L. ORANT. 



Published every Thursday by 

 The Florists' Publishino Co., 



620-S60 Oazton Bulldlnflr. 



608 Soatb Dearborn St., Ohlcaffo. 



Tele., Wabash 8195. 



Refirlatered cable address, 



Plorrlew, Chicago. 



Entered as second class matter 

 Dec. 3. 1897. at the postH)face at Ohi- 

 cago, IlL,. under the Act of Alarch 

 8. 1879. 



Subscription price, 11.60 a year. 

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



Advertlsinor rates quoted upon 

 request. Only strictly trade ad- 

 Tertlslnir accepted. 



T! 



Besults bring advertising. 

 The Review brings results. 



The paper used in printing this issue 

 of The Review weighed 12,476 pounds. 



Economy of fuel frequently has tw« 

 merits; it not only saves its cost but it 

 results in a better quality of output. 



Both bouquet green and holly are in 

 smaller supply than in many years, with 

 prices the highest in the history of the 

 trade. 



As a trade, florists should be anxious 

 for the continuation of high wages. Good 

 pay for the people means prosperity 

 for us. 



John Young, the trade's greatest sec- 

 retary, will be 51 years of age Decem- 

 ber 17. He has served the New York 

 Florists ' Club half his lifetime. 



The Pink Part in this issue of The 

 Review consists of forty well-filled pages. 

 The live retailers and imitative publish- 

 ers know a good thing when they see it. 



On the steamer Hatteras, from Mar- 

 seilles, which arrived at New York De- 

 cember 3, were 329 cases of immortelles. 

 Twenty-five were consigned to the M. Rice 

 Co., Philadelphia, 124 to the American 

 Express Co., 169 to the Philadelphia Na- 

 tional Bank and twenty to B. Rosens & 

 Bro. 



The annual meeting of the Illinois 

 State Florists' Association will be held 

 in Chicago Thursday afternoon, January 

 29, in connection with the American Car- 

 nation Society's meeting and show. The 

 state organization is making a drive for 

 life nieml>ors in its ranks and the S. A. 

 F. together at the combined rate of $35 

 before January 1, striving for the 100 

 members needed to put the president on 

 the executive board of the S. A. F. 



Modestly refuting a correspondent's 

 statements in The Review, Charles P. 

 Mueller, of Wichita, Kan., states that 

 while he is on the Iward of education, a 

 Rotarian, director of the board of com- 

 merce and interested in many other civic 

 institutions, he does not aspire to the 

 head of any of them. The only leader- 

 ship Mr. Mueller claims is a trade one — 

 that he is the largest grower of cut 

 flowers in the state of Kansas. Mr. 

 Mueller regards the coal situation in his 

 state so seriously that he is installing oil 

 burners in order to save his stock. 



There seems to be nothing which leads 

 more frequently to dissatisfaction than 

 do dealings in rooted cuttings of gera- 

 niums. 



The president of the American Dahlia 

 Society will celebrate his seventy-sixth 

 birthday anniversary at White Marsh 

 December 16. 



The facile pen of James McLaughlin 

 makes the monthly bulletin of the whole- 

 sale store of the J. M. Gasser Co., Cleve- 

 land, something for reading as well as 

 for reference. 



THE BIQOEST CHBISTMAS. 



After enjoying a Thanksgiving busi- 

 ness which broke all records for that 

 holiday and also for some holidays pre- 

 viously considered more important, 

 florists are preparing for Christmas 

 sales which will be the biggest in the 

 trade's history. Just as the various 

 impediments of industry this season have 

 failed to hinder the sale of flowers, so, 

 some believe, will the difficulties of the 

 present situation fail to restrict holiday 

 sales. How veracious is such prediction 

 is yet to be seen, but the trade has not 

 hesitated in its preparations for un- 

 precedented business at this time. Fears 

 are more often expressed by farsighted 

 individuals that preparation will prove 

 insufficient than that it will have been 

 overdone. 



Certainly this issue of The Review re- 

 flects the trade's belief in a holiday 

 business that will surpass all previous 

 ones. For this week's issue exceeds in 

 size not only all previous Christmas 

 numbers, but all previous regular or 

 special numbers of The Review as well. 

 There never has been so large an issue 

 published before in the history of the 

 florists' tralde. "niough the growth, 

 like that of the trade, is everywhere, an 

 important part of it is in the Pink Sec- 

 tion, which this week fills forty pages, 

 or twenty-five per cent more than it ever 

 occupied before. It is a matter of satis- 

 faction to its readers and advertisers 

 that the growth of The Review keeps 

 pace with that of the trade. 



HOW DOES THIS ONE SUIT? 



One of the chief compensations for 

 the work of publishing The Review is 

 knowledge that so many members of the 

 trade watch this paper's progress with 

 friendly interest. Like this: 



About a dozen years ago, in renewing my sub- 

 scription, I congratulated the editor on the great 

 strides the paper was making, from the first 

 • dltion, of thirty-six pages, If I remember right, 

 to the then ninety-six pages, and I said I would 

 soon be looking for 150 pages or even 200 pages 

 in the not distant future. Well, the 150-page 

 weekly is here — no doubt about that — the last 

 few issues prove it. Now please hurry up with 

 tliose other pages, for I want to see a 200-page 

 issue l)efore I die. I have been a subscriber 

 from the start and I do not see how it would be 

 Iiossible for any florist to get along without The 

 Review. — John Beimford, Norton, Kan., Novem- 

 ber 28, 1919. 



Because of the number of readers who 

 have shown interest in the paper's prog- 

 ress. The Review talks about itself more 

 than it otherwise would and this seems 

 an opportune time to say that further 

 increase in the number of pages will 

 depend on the ability to procure adver- 

 tising copy further in advance of the 

 date of publication. When a publica- 

 tion grows to a size of 150 pages, or 

 more, each week it is impossible to 

 maintain a force capable of setting the 

 type in one or two days. Composition 

 must go on continuously through the 

 week. 



At present the bulk of the advertis- 



ing copy for each issue of The Review 

 comes to hand Monday and Tuesday. 

 The composing room is "buried" then 

 and highly expensive overtime is neces- 

 sary to maintain the prompt service 

 which has been given. There are two 

 simple ways of meeting the situation: 

 The one adopted by trade papers in 

 other lines is to require all advertising 

 copy to be in far enough ahead to leave 

 comfortable time for the typesetting 

 (the Saturday Evening Post requires 

 copy six weeks in advance of publica- 

 tion), in which case an adequate force 

 of typesetters can be continuously em- 

 ployed. But this slowing up of the serv- 

 ice can be avoided if advertisers will 

 make it their general practice to place 

 copy in the printers' hands Thursday, 

 Friday or Saturday; then the way can 

 be kept open to take care of the patron 

 whose instructions are unavoidably de- 

 layed to Monday or even Tuesday — the 

 first forms go on the presses Tuesday 

 evening. 



OIiASS PKECES UP FABTHEB? 



' ' One of the largest producers of win- 

 dow glass, representing a big percent- 

 age of the entire production of window 

 glass in this country, withdrew from 

 the market until further notice a few 

 days ago," states a commercial journal. 

 "At the end of the present manufac- 

 turing season factory stocks will be 

 small and poorly assorted. Jobbers' 

 stocks will be in like condition. Re- 

 sumption of operations in glass fac- 

 tories will begin early in January, 1920, 

 and a more evenly balanced production 

 is looked for in the next manufacturing 

 season, as well as an increased produc- 

 tion over the 1918-1919 period. As stocks 

 decrease and cutting of larger sizes be- 

 comes necessary to meet the unexpected 

 market conditions at this time of the 

 year, consumers may expect prices to 

 increase proportionately." , 



IT'S UP TO YOU. 



In every large city there is one recog- 

 nized Classified medium, rarely two. 

 Everybody knows that the same ad in- 

 serted in the Classified section of two 

 or three newspapers will produce widely 

 varying results, a pack of answers from 

 one and little or nothing from the 

 others. It is enough that the people 

 of the community understand the fact; 

 they care nothing for the reason. 



That the same conditions exist in 

 trade paper fields is only partially ap- 

 preciated. Of course there are hun- 

 dreds, even thousands, who recognize the 

 pulling power of Classified ads in The 

 Review, but there are other hundreds, 

 especially in the extreme east, who have 

 not applied that knowledge. They 

 might, as well as not, have for them- 

 selves results like these: 



We have sold our stock, thanks to The Review 

 — W. J. Bvenden's Sons, Williamsport, Pa.. No- 

 vember 28. 1919. • 



Stop the ads; w^ are sold out of stock. 



Kallsch Bros. Floral Co., St. Louis, Mo.. Decem- 

 ber 3, 1919. 



We are all sold out on the items advertised 

 in The Review.— L. F. Benson, Indianapolis. 

 Ind., November 28, 1919. 



We did not stop tlie nil soon enough, as orders 

 are still coming in, after we are entirely sold 

 out.— M. Phillip Co., Wausau, Wis., December 



1. 1919. 



We received so many more orders than we 

 coiild fill that to return the unfilled orders ac- 

 tually cost us as much as we paid for the Classi- 

 fied ad in The Review. — Carter & Son, Mount 

 Holly, N. J., Deceml)er 1, 1919. 



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. 



