24 



The Florists^ Review 



Junk 30, 192] 



Batabllshed 1897, 

 by G. L. Grant. 



Publlghed every Thursday by 

 The Florists' Publishing Co., 



600-560 Oaxton BuUdlnt;, 



GOB South Dearborn St., Ohlcago. 



Tel., Wabash 8196. 



ReKistered cable address, 



Florvlew, Chicago. 



Entered as second class matter 

 Dec. 3. 1897. at the post-omce at Cbl- 

 caffo, in., under the Act of March 

 3. 1879. 



Subscription price, $2.00 a year. 

 To Canada, $3.00; to Europe. $4.00. 



Advertisinir rates quoted on 

 request. Only strictly trade ad- 

 vertlslDK accepted. 



t1 



RESULTS. 



We give them. You get them. 



We both have them. 



Summer is a good time to boost birth- 

 day flowers. 



It seems probable there will be a con- 

 siderable shortage of field-grown carna- 

 tion plants this season. 



Houses are being well stocked with 

 roses for next season. Those having sur- 

 plus lots of these. plants have found rapid 

 sale for them of late. 



Weddings and flowers should not be 

 divorced. Florists should emphasize the 

 traditional necessity of one to the other, 

 lest the public lose the habit. 



Big business men in the east are start- 

 ing a Sell Now League, whose sole idea 

 is to carry out the name. It costs florists 

 nothing to join — just sell flowers now. 



During the last season The Review has 

 added 800 names to its list of subscrib- 

 ers, principally through one florist recom- 

 mending the paper to a neighbor, or to a 

 beginner in the trade. 



Automobile salesmen testify to the 

 public ".s continued purcha.ses of pleasure 

 cars, though sales require more effort 

 than formerly. Tlien we can surely sell 

 the public flowers if we try hard enough. 



The true measure of financial success 

 is not found in the size of a business, but 

 in ability to pay bills as they become due. 

 Those wlio do pay re<i;ularly and jironiptly 

 are successful : those who do not do so 

 seldom ;ii(^ lontinuously prosperous. 



Window <lisplays cost little besides 

 time, mid florists have plenty of that 

 in sunnner. You can advertise cheaply 

 and effectively with a good summer dis- 

 play, such as the old mill pond which 

 many florists have staged so well. 



The depression of the coal market is 

 unjiarallcled and i)roduction has fol- 

 lowed the market downward. When fac- 

 tories begin to buy coal in the autumn, 

 there will be a soaring of prices and a 

 shortage of fuel. Better buy yours now. 



The trade has been doing exceptional 

 business, and corresponding efforts may 

 be needed to get bills paid. Rest assured 

 others are as assiduous as you are; if 

 you aren't, the money will go to other 

 merchants who are more strenuous col- 

 lectors. 



Word from Detroit is that E. A. Fett- 

 ers is on his honeymoon. The wedding 

 took place June 25. 



Sir Harry Veitch has been elected 

 president of the British Chamber of 

 Horticulture, to succeed George Munro. 



Unless the business shows an unthink- 

 able falling off, there surely will be a 

 shortage of stock in many lines next sea- 

 son. 



Flowers are not costly if one makes 

 comparison. The price of a Sunday 

 afternoon automobile ride will put a vase 

 of flowers on the dining table that will 

 last beyond the Sabbath. Show cus- 

 tomers the value of what you have to 

 sell them. 



WHAT IS YOUR CHAEGE? 



Our firm fills and delivers about thirty 

 lawn vases at a price of $3 each, unless 

 special stock is required. In this respect, 

 we are wondering what other florists get 

 for the same service. We suppose some 

 get more, some less. What would be a 

 fair price and how much of that should 

 be for stock and how much for services? 



We have no growing facilities, so it is 

 necessary that we buy our plants for 

 vases and bedding. For locating the 

 necessary stock, we find The Review in- 

 dispensable. F. A. Forbes. 



ACQUAINTED WITH THESE? 



I wonder if some reader of The Re- 

 view can answer two queries for me. 

 A woman who lives near me has some 

 beautiful lily-like flowers in bloom. She 

 bought the bulbs in a near-by city. 

 Planted on the north side of the house, 

 they grew rapidly, with leaves like 

 amaryllis. The flowers are pure white 

 and fragrant, with several bloom stalks 

 to a bulb. As little sunshine reaches 

 them, they last well. I have thought 

 that the variety is Ismene calathina. Is 

 it? If so, what is the best treatment 

 for tlie bulbs after blooming? Should 

 they be well dried after being taken 

 up? 



Another neighbor of mine has a fine 

 begonia which belongs to the ricinifolia 

 family. The leaf is large and has from 

 nine to ten points and is of a rich, dark 

 Indian red. The stalk is heavy and 

 hairy, about three feet in length. The 

 large, spray-like bloom is of a rich peach 

 pink color, like Duchartrei. If any flo- 

 rist has this or anything like it, I should 

 like to hear from him. 



Mrs. Jennie Farmer. 



SOME WAYS OF ECONOMY. 



Economy does not always consist in 

 saving money. (Sonietinies the truest 

 (M'on.omy is to spend it. This is true at 

 the j)resent time. During tiie last few 

 months, when liquidation sales of stocks 

 have been held, there has been a re- 

 luctance on tlio part of many to buy. 

 When it was difficult to get goods, every- 

 body ordered large amounts well in ad- 

 vance, hoping that a part of their order 

 would be delivered in the course of 

 time. Now there are plenty of goods, 

 and deliveries are reasonably prompt, 

 and the market is slow. A little later, 

 when affairs loosen up, as they are bound 

 to do, everybody will begin to order at 

 once. Prices will grow firmer and de- 

 liveries will be slower. 



Then there are many who are not 

 spending or planning to spend as much 

 as usual for advertising. They argue 



that printing is costing a good leal 

 and consequently they must cut dowa 

 on expenses of this kind. This is aljout 

 aa good business policy as to expect the 

 cow to continue giving milk asun- 

 dantly after you have reduced her feed 

 to just enough to keep her alive. Ij 

 place of cutting out advertising, i jg 

 more to the point for the florist wlm is 

 alert and wide-awake to roll up his 

 sleeves and say: "This is the time for 

 me to do more than ever, but I n ust 

 be careful to do it in a way that viii 

 be economical and bring results." 



Economy may mean borrowing mo ley 

 that we may finance our business -30. 

 nomically, for by paying six per ( nt 

 annually and discounting our IIII3 

 monthly, we can make anywhere ii»m 

 twelve to twenty per cent clear ou 

 money that we do not own. 



Economy is not miserly conduct. It 

 is the ability to exercise wise discrimi- 

 nation as to what we spend our moi.ey 

 for, how we put in our time and how 

 we build for the future. This is the 

 period of readjustment in more ways 

 than the superficial thinker realizes. 

 Consider well what is truly economical 

 in relation not only to today, but to the 

 business of tomorrow as well. 



CHICAGO TO WASHINGTON. 



The Baltimore & Ohio railroad has 

 been chosen for the trip of the Chicago 

 Florists' Club and friends to the an- 

 nual convention of the Society of Ann r- 

 ican Florists, at Washington, D. C, 

 August 16 to 18. The pvty will leave 

 the Grand Central station, Harrison and 

 Wells streets, at 8:40 a. m., standard 

 time (9:40 a. m., Chicago time) Monday, 

 August 15, arriving at Washington the 

 following morning at 7:30 o'clock. 



A rate of a fare and one-half for the 

 round trip, on identification certificates, 

 has been authorized, making the fare 

 $44.96, including war tax. The one way 

 rate is $29.97, including tax. Tickets 

 will be on sale August 12 to 18; valida- 

 tion must be made August 18 to 23, and 

 the return limit is August 24. Pullman 

 fares, including surcharge and war tax, 

 are: Lower berth, $8.91; upper berth, 

 $7.13; compartment, $25.11, and draw- 

 ing room, $32.40. 



Other trains for those unable to ac- 

 company the party are given below: 



BALTIMORE & OHIO RAILROAD. 

 Leave Chicago Due W.TSliinst' ;; 



8:40 a. m 7.30 a. :i 



10:4,"> a. m 9;00 a. 11 



5:40 p. m 4:40 p. i; 



9:15 p. m 10:25 p. 11 



PENNSYLVANIA RAILROAD. 



Leave Chicago Due Wasliingt ' 



10:.30 a. m. -Manliattan Limited 9:28 a. 11 



5:30 p. ra. I'cniisylvuiiia Limitert... 4:50 p. 11 



Florists from the north, south aii' 

 west are invited to join the party a 

 Chicago. 



For reservations, address P. C. Bcii' 

 diet, division passenger agent, Bait: 

 more & Ohio railroad, 112 West Adan. 

 street, Chicago. Telephone Wabas': 

 3242. 



BRIEF ANSWERS. 



J. J. M., la. — Probably Santolin: 

 Chamajcyparissus, or lavender cotton. 



W. W. C, Ark.— The leaves sent wer. 

 not easy to identify, but appear to bi 

 those of Strobilanthes Dyerianus. 



E. L., Mass. — No. 



A. A. M., Mich,— Probably Vici: 

 sativa; can not be positive without see 

 iug flowers. 



