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The Florists' Review 



Decbmbesr 22, 1921 



M 



Established 1897, 

 by G. L Qrant 



Published every Thursday by 

 The Flokists" Publishing Co.. 



600 560 Oaxton Bulldlnsr, 



808 South Dearborn St., Chicago. 



Tel., Wabash 8196. 



Reirlstered cable address, 



Florvlew, Chicago. 



Entered as second class matter 

 Dec. 3. 1897, at the poet-omce at Ohi- 

 caKo, III., under the Act of March 

 3, 1879. 



Subscription price, $2.00 a year. 

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



Advertlslnff rates quoted on 

 request. Only strictly trade ad* 

 vertlslng accepted. 



n 



Results bring advertising. 

 The Eeview brings results. 



This is to remind you to send a copy 

 of your Christmas' advertisement to The 

 Eeview. 



If there is any florist who does not 

 read The Review we hope to reach him 

 early in 1922. 



Easter in 1922 falls on April 16. 

 That's only fifteen short weeks from the 

 first of the year. 



It is the opinion of many in the trade 

 that generally lower retail prices would in- 

 duce the public to buy more flowers. 



Proposed changes in freight rates on 

 nursery and florists' stock a4'e noted in 

 the Nursery Trade Department this week. 



Early orders of cut flowers and sales 

 of blooming plants presage an excellent 

 holiday business. Many of the growers 

 of pot plants are completely sold out. 



Just a hop to Easter, then a skip to 

 Mothers' day and a little jump to Me- 

 morial day and we are in the midst of a 

 big spring business. How time flies when 

 we are busy ! 



High Pressure Knoble, known among 



his friends as "H. P.," landed at Castle 



Garden on Christmas day, 1884. It isn't 



everybody who can keep the pressure going 



higher and higher for thirty-seven years. 



The trade reviews covering the last 

 week in the general mercantile field fail to 

 reveal any pronounced change in condi- 

 tions save the betterment naturally to be 

 expected at the holiday season. This ap- 

 plies more particularly to retail business. 

 The wholesale phase continues quiet, with- 

 out striking feature. Dun's reports 573 

 failures, against 587 in the preceding 

 week and 260 in the corresponding week 

 last year. 



Here we are again, at the shortest 

 day of the year. But, really, it does 

 not seem so short as that day, a week 

 ago, when we issued the Christmas Num- 

 ber, tlie largest Christmas edition ever 

 called for by the trade, largest both in 

 number of pages and number of copies 

 printed. Had all been operated simul- 

 taneously, seventeen presses would have 

 been required to print the Christmas 

 Number. Or had one press only been 

 available, it would have required about 

 255 hours of continuous operation, or 

 thirty-two working days. Nearly seven 

 and a half tons of paper were consumed. 



Get ready for spring. If there is any 

 surplus of stock it will be low-grade 

 stuff, or that not ready in time. 



Sunshine is perhaps the best anemone- 

 flowered chrysanthemum so far developed, 

 but it makes a lot of difference who grows 

 it. Fine and salable as it is when dis- 

 budded and well grown, stock with which 

 nature is permitted to take its course has 

 nothing special to commend it. 



Preparations at Hartford, Conn., indi- 

 cate that the exhibition and meeting of 

 the American Carnation Society to be 

 held there January 25 to 27 will be worth 

 a long trip. The New Englanders, not 

 having had an important trade gathering 

 in their midst for several years, are 

 making up for that lack. 



Do not let copies of The Eeview lie 

 about in your store so that customers may^ 

 peruse them or carry them away. Of- 

 fers advertised in these columns are in- 

 tended for the trade only, and you will 

 save yourself and others annoyance by 

 keeping them from the notice of persons 

 for whom they are not intended. 



When the Tiger Store, at Monticello, 

 Ind., printed in its newspaper advertise- 

 ments, "Say It with Furniture — Flowers 

 Fade," C. I. Switzer, proprietor of the 

 Monticello Floral Co., sent the manager 

 of the store a box of chrysanthemums, 

 with this card, "Some Slogan: 'Say It 

 with Flowers.' Yours for Service, C. I. 

 Switzer." The perverted slogan has not 

 appeared in the newspaper since. 



Christmas greetings are sent out by 

 W. H. Englehart, president of the Idle- 

 wild Greenhouses, Memphis, Tenn., in the 

 form of a small white calendar, 5x6% 

 inches, simply adorned with a Yuletide 

 scene. No advertisement of the concern 

 appears on its face; a card hanging on 

 the same bow, at the back, bears an 

 engraved holiday verse and the signature. 

 The firm's customers will save such a 

 calendar to hang in the home. 



Three blooms have graced the Editor's 

 desk of late, which drew unusual atten- 

 tion. They were of a two-colored sport 

 of Ophelia, from the Wendland & 

 Keimel Co., Elmhurst, 111. While the 

 petals mainly are yellow, the edges are a 

 delicate pink, that deepens as the flower 

 ages. As a corsage rose, it would, by 

 reason of its coloring, be a real acquisi- 

 tion, provided it satisfied the grower in 

 other respects. W. J. Keimel, who has 

 several interesting sports at Elmhurst, 

 watches this one with particular care. 



Florists' supply houses have had a 

 good Christmas season, but quite differ- 

 ent in some respects from those of recent 

 years. Large advance orders wore much 

 less numerous, but late mail orders have 

 come in by thousands, some buyers or- 

 dering by mail or long-distance tele- 

 phone throe or four times during Decem- 

 ber. That the same tendency exists in 

 other lines of business is shown by the 

 following note circulated by Faireiiild's 

 news service in the textile trades: "The 

 spring season in women's apparel is not 

 gathering the momentum in the whole- 

 sale trade that it has in other years at 

 this time. The outstanding influence ap- 

 pears to be that buyers are following the 

 recently adopted policy of not buying too 

 far in advance of resale." 



ber 8 headed, "Is This an Infringe- 

 ment?" I saw a quarter-page adver- 

 tisement in a Muncie, Ind., paper in 

 which a music house used the headline,' 

 "Say It with Music." Personally, I 

 think we florists who have put so much 

 money in our slogan ought to have the 

 monopoly of its use, and, if possible, an 

 effort ought to be made to see if we 

 cannot. L. G. Barbier. 



It has been stated by the secretary 

 of the Society of American Florists 

 many times that it is not possible to 

 trade-mark a slogan such as ours, under 

 the federal law. Nor was it thought ad- 

 visable to do so, for in that event its 

 circulation would have been much more 

 restricted than it now is. 



By the mental process of recollection, 

 such parodies of our slogan as have been 

 seen frequently of late serve to adver- 

 tise the original, "Say It with Flow- 

 ers." When the public sees "Say It 

 with Music" or "Say It with Furni- 

 ture" it recalls the original phrase. 

 Thus is our slogan reinforced and the 

 more widely advertised. There is no 

 compliment so high as that of parody 

 and no flattery so sincere as imitation. 



SLOOAN NOT TRADE-MARK. 



Almost simultaneously with reading 

 the open letter in The Eeview of Decem- 



CARNATION MEN AT HARTFORD. 



The schedule of premiums for the 

 thirty-first annual meeting and exhibi- 

 tion of the American Carnation Society, 

 to be held at Hartford, Conn., January 

 25 to 27, has just been sent out by Sec- 

 retary Baur. All entries must be in the 

 secretary's hands not later than Janu- 

 ary 15. All competitive exhibits must 

 be up by 1 p. m. January 25, except 

 those for certificates of merit. 



Headquarters will be at the Bond An- 

 nex, across the street from the Foot 

 Guard Armory, where the exhibition ia 

 to be staged. Local florists are plan- 

 ning _ displays of various flowers, and 

 the cut flower section of the American 

 Eose Society will gather some rose ex- 

 hibits. 



Since this is the first visit of the so- 

 ciety to Hartford, the New England car- 

 nation growers, whose number is con- 

 siderable and whose reputation is high, 

 plan to make this an extraordinarily 

 good exhibition. The Hartford florists 

 apd the society's officers are also work- 

 ing for a particularly noteworthy show- 

 ing. 



The opening business session will be 

 held Thursday morning, January 26, at 

 9 o'clock. At this time reports of officers 

 and committees will be presented. Nom- 

 inations for new officers and the next 

 meeting place will be made. Albert M. 

 Ilorr, of Lancaster, Pa., will address the 

 meeting on "The Carnation Industry — 

 Past, Present, Future." The discussion 

 on carrying carnation plants through 

 the second year, begun at Washington 

 last year, will be continued. A second 

 session, for election of officers and any 

 other business, will be held. 



The banquet will be held Wednesday 

 evening, instead of Thursday, as has 

 been the custom in the past. 



BRIEF ANSWERS. 



H. L. 0., Mo.— Chrysanthemum Vic- 

 tory. 



W. G., 111. — The white pompon is 

 Peace; the pink. Western Beauty. 



J. P., Mo. — The pompon blooms were 

 so badly dried up that it was impossible 

 to identify the variety. 



