22 



The Florists^ Review 



July 14, 1921 



Established 1897, 

 by a. L. Grant 



Published every Thursday by 

 The FixjRisTs* Puiiushino Co., 



SOO S60 Oaxton Bulldlne, 



608 South Dearbora St., Chicago. 



Tel., Wabash 8196. 



Reirlstered cable address, 



Florview, Chicago. 



Entered as second class matter 

 Dec. 3. 1897. at the poet-offlce at Obl- 

 caffo. 111., under the Act of March 

 3. 1879. 



Subscription price, $2.00 a year. 

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



Advertising rates quoted on 

 request. Only strictly trade ad- 

 Terttslng accepted. 



IT 



RESULTS. 



We give them. You get them. 



We both have them. 



The reductions in steel prices an- 

 nounced last ■week include $5 a ton in 

 wire nails and plain wire, $2 to $6 a ton in 

 standard steel pipe, and $4 to $12 a ton 

 in boiler tubes. 



Use this month to revise your mail- 

 ing list. Printed matter is costly when 

 mailed to a list that includes dead names 

 and wrong addresses, but cheap when 

 properly distributed. 



Only a month away, the S. A. F. con- 

 vention at Washington August 16 to 18 

 is impelling florists to make out automo- 

 bile and railroad itineraries so as to visit 

 the national capital then. Better come, 

 too! 



Large numbers of florists are prepar- 

 ing to handle shrubs next autumn and 

 spring. Increasing demand makes it ap- 

 jiarent that, from the public's point of 

 view, the florist is tlie proper person to 

 supply this class of stock. 



A PKOMiXKNT banker states the neces- 

 sitii'S ill the present business situation 

 are courage, straight thinking, the re- 

 storation of a sound moral code, but, 

 above all, action. We can sell flowers 

 this summer and all the time if we try. 



In his notice to S. A. F. members 

 coneeriiing the Washington convention. 

 Secretary Young is sending a question- 

 naire, in the effort to secure much-need- 

 ed statistics concerning the composition 

 of the society and tlie interests it repre- 

 sents. 



Buyers of bituminous coal seem to be 

 looking for furtlier price reductions later 

 in the summer. As a matter of fact, 

 there is no tangible evidence to sub- 

 stantiate the belief that downward revis- 

 ion of railroad rates will follow tlie wage 

 reductions made July 1. 



The publisher's costs, like the florist's, 

 are some of them going up insteaa of 

 coming down. Tlie sliortoiiing of the 

 printers' week to forty-four hours in- 

 creased production costs', and the new 

 postage rates add as much as twenty per 

 cent to tlie cost of mailing a magazine 

 such as The Review, whose Circulation 

 is large on both Atlantic and I'acific 

 coasts and not limited to its home state 

 and adjoining territory. 



order to purchase your ticket at the spe- 

 cial rate. 



The oflScers of the Ladies' S. A. F., 

 who are rounding out a year of splendid 

 service in preparation for this conven- 

 tion, are the following: President, Mrs. 

 Irene Asmus, Chicago; first vice-presi- 

 dent, Mrs. W. F. Gude, Washington, 

 D. C; second vice-president. Miss M. C. 

 Gunterberg, Chicago; secretary, Mrs. 

 Albert M. Herr, Lancaster, Pa.; treas- 

 urer, Miss Perle B. Fulmer, Des Moines, 

 la.; directors, Mrs. F. H. Traendly, New 

 York; Mrs. W. W. Edgar, Waverley, 

 Mass.; Mrs. R. C. Kerr, Houston, Tex.; 

 Mrs. Joseph Manda, South Orange, 

 N. J.; Mrs. Theodore Wirth, Minneap- 

 olis, Minn.; Mrs. Philip Breitmeyer, De- 

 troit, Mich. 



So, plan to visit the national capital, 

 for it's the first time in fifteen years v 

 the S. A. F. has met there and maybe it 

 will be as long before it meets there 

 again; go because it will help you and 

 aid the S. A. F.; go because the ladies 

 so cordially urge you! 



The hardest thing :.n any established 

 business is to keep out of ruts. Distin- 

 guish between routine that is a well oiled 

 track and that which is a worn groove. 



Do you believe there's something in a 

 name? Take Fruit Smith, for instance; 

 he's a nurseryman who reads The Re- 

 view. Then there's the establishment 

 of Margaret Scott Oliver, at Rose Valley, 

 Moylan, Pa. She calls her place The 

 Little Glass House on the Hill. 



Florists fail to get their money when 

 they should because they do not mail 

 bills promptly. Recipients of statements 

 from you judge your business methods 

 by the date of arrival. If you are not 

 prompt in asking for your money, they 

 are inclined to believe they need not be 

 prompt about paying it. 



The recipient of a telegraph order 

 supposes the sender to have been some- 

 what lavish and is apt to be either dis- 

 appointed or suspicious when but a few 

 flowers of low cost are received. To 

 avoid such a reaction and protect our- 

 selves, we should endeavor to turn the " 



$2 telegraph orders into $5 ones. It ^ MATTER OF COMPAEISON. 



can be done. A good many of the present crop oi 



The new postage rates, which were pessimists would gain a little more 

 instituted July 1, increased the bill for roseate perspective of the business situ- 

 mailing last week's issue of The Review ^tion if they could get their minds off 

 by $65, or more than Va, cent per copy. ^^^ post-war boom of the previous two 

 The $4,000 which the increased rates will y^^^^ ^"^ ^°°^ }^^^ ^o years that offer 

 cost The Review in additional postage ^ less abnormal standard for compari- 

 during the next twelve months should ?o"- Those individuals who were travel- 

 enable Uncle Sam to give better mail ser- ^"g ^^ aeroplane speed for two years 

 vice than has recently been had. At ""^ ^° naturally find the return to a legal 

 least we hope so automobile pace somewhat lacking in 



' sensation; yet they bewail the change 



as though even the automobile were 



S. A. F. SPORTSMEN, NOTE! junked and they bad to get out and 



The Washington florists' entertain- walk To reassure themselves that they 



ment committee for the S. A. F. conven- 'Y'' '^'"- ^f ^?"' *^''' shoe-leather stage 



tion desires to obtain immediately the ^^f^ ""S^^* glance at Dun's record of 



names of all those interested in bowl- failures during the last ten years. Ex- 



ing, shooting or golf. Florists intend- amination will show that in the years 



ing to visit the Washington convention, J"«* ^^^"'"'^ }^^ "^J""^ failures were not 



August 16 to 18, who answer the descrip- "?^"5' ^''^^ ^3"" ^^^ ^/!v''T;, """^ '^ 



tion should communicate at once with the comparative value of the dollar then 



Z. D. Blackistone, Fourteenth and H f."^,"".^' '^ considered, the assets and 



streets, northwest, Washington, D. C. liabilities will appear not far off. To 



' get the latest figures, the number of 



THE LADIES INVITE YO'U failures for the second quarter — April, 



,. , , . ■ Mav and June — of each year is given 



An exceedingly alluring illustrated below: 



folder is being circulated by the Ladies' no Assets. Liabilities. 



S. A. F., inviting the members of the 1921 4.i3,s $83,ci8,6i7 $127,621,553 



trqdn—pvprvnnp whptliPr S A P ttiptyi ^^^O 1,72.1 40,305,822 57,041.377 



Trade everyone, wnctner to. A. i< . mem- jgu, ^ --,9 18,422,072 32,889,834 



hers, ladies, employees or what not — to 1918 2.589 22,720,014 38,013,2C2 



Washinp-ton Aucnist 16 to IS fnr wTiit ^^17 3,.->51 24.729,452 42,414,257 



vTi^ dsnington august lo to la, lor wnat ^g^^ 4 j^g 27,134,050 49,748,675 



tnev term "the finest and largest con- 1915 5,524 51,928,868 82,884,200 



vontion ever held " 1911 3. 'JIT 77.850,079 101,877,904 



vtmion ever neiQ ^^^^ ^ „^. 39 gg,, -gO 56,078.784 



Ihey state that they "have planned, 1912 3.489 30,304,05i 44,999,900 



with the kind cooperation of the ladies 



of Washington, many social events for "BEST IN AMERICA." 



the ladies attending the convention, 



which will make their 3-day stay a con- To say that The Review is the best 



tinual round of pleasure and enjoy- medium for reaching the trade buyers 



ment." They insist "this is not to be becomes increasingly true. The circula- 



a man's convention exclusively." They tion of The Review at present is larger 



do maintain that "this convention will than at any other time in the trade's 



be the finest ever held. The florists of history, but it is growing steadily and 



Washington, long famed for their gen- of late the growtli lias been more'rapid 



erous hospitality, are going to outdo than in any recent year. It works out 



themselves this year. To be absent like this: 



from this convention is to miss one of j ^.,„t ^^ ,„j. t„„t The Review is by far the 



tlic real events of your hfotime." best advertising medium in America if one wishes 



In addition to attractions of pouvpti- '" '■•'"'^'^ '•'<' trade. This amount of advertising 



J.11 cHiuiiioii 10 ciiir.iciions or con\cn ($12.10) has sold several hundred dollars' worth 



tion and capital are historic and scenic of stock, while almost identical advertisements 



places of interest to visit in the cast. '" *"? ^"'Sr ."I'lfc-'izines appear to give returns 



;, „ ,, . . -,■,■,„■,-, searoely sufficient to pay the cost of tlie advcr- 



t>omc Ot these are pictured in the folder. tisements— C. II. Houdyshel. Laverne, Cal., 



And the special round-trip rate of fare J""t' 30. 1921. 



and one-half lessens r.ailroad expense. If you hear a man complain of the 



But don 't forget to secure your certifi- cost rtf advertising you can be pretty 



cate from Secretary John Young, 43 certain he spends a good bit of money 



West Eighteenth street, New York, in elsewhere than in The Review. 



