42 



The Florists^ Review 



January 12. 1922 



W 



Established 1897, 

 by a. Jj. Grant. 



Pabllshed every Thursday by 

 The Florists' Publishino Co.. 



600-560 Oaxton Building, 



808 South Dearborn St., Ohlcago. 



Tel., Wabash 8196. 



Retrlstered cable address, 



Florvtew, Obicago. 



Entered as second class matter 

 Dec. 3. 1897, at tlie poet-ofBce at Ohl- 

 cago. 111., under the Act of March 

 S, 1879. 



Subscription price, 12.00 a year. 

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



Advertlslngr rates quoted on 

 request. Only strictly trade ad- 

 vertialnc accepted. 



BESULTS. 



We give them. You get them. 



We both have them. 



The demand for flowers since the holi- 

 days has been unusually good, above the 

 anticipation of most florists. 



The times call for a larger proportion 

 of short-stemmed flowers and a smaller 

 of long-stemmed stock in roses. 



If you notice that the pages of this 

 issue of The Eeview are not so well illus- 

 trated as usual, it is because an en- 

 gravers' strike makes it impossible to 

 have cuts made. 



If all the people in this trade who are 

 in position to pay all their bills right now 

 would do so, it would ease the paths of 

 many who have served them well. Also, 

 it would remove some uncertainty as to 

 who can and who can't. 



Again this season The Review is print- 

 ing each week more clas^fied ads than 

 at the same date in any previous year. 

 A notable increase has been made in the 

 number of these little liners published for 

 florists in the eastern states. 



If florists would give a little atten- 

 tion to filling window boxes with ever- 

 greens for winter they soon would open 

 a fine line of new business. Customers 

 who once have their boxes filled for winter 

 are found to reorder as regularly as the 

 season comes around. 



The numerous projects for greenhouse 

 building, many of which already have 

 been started, do not lead to the idea that 

 growers have had so bad a season as 

 some might think, and such undertakings 

 point most conclusively to confidence in 

 the future of the business. 



The thing for florists to do now is to 

 collect their outstanding accounts and 

 pay their bills. It can not be done ^1 

 at once, but if this part of the work is 

 neglected the trade will backslide to the 

 condition which prevailed when the epi- 

 demic of influenza came to our financial 

 relief in the autumn of 1918. 



The florists' business has not yet 

 reached the impersonal stage. The larg- 

 est and most successful businesses have 

 been built around some man's personal- 

 ity, by his individual effort, and, as most 

 of these businesses still are in control of 

 the man who built them, it remains to 

 be seen where they will go in the hands 

 of his successors. 



The times are demonstrating that the 

 flower-buying habit, once acquired, is not 

 easily broken. People who are short of 

 money may reduce their purchases, but 

 they do not discontinue them. 



The bulletin of the Standard Oil Co. 

 of California calls attention to the fact 

 that $1,000,000 in telegraph tolls is said 

 to have been invested last year in the 

 use of one word, "Please." If it is 

 worth the spending of so much money 

 to send over the wires, it is worth the 

 little extra energy required to say it 

 oftener, particularly in flower stores. 



GXTDE BJIEAES ANKLE. 



While crossing the floor of a room at 

 his home, 3800 New Hampshire avenue, 

 northwest, Washington, D, C, last Sun- 

 day, January 8, William F. Gude, presi- 

 dent of Gude Bros. Co., slipped and 

 broke the ankle of his left foot. His 

 physician was called immediately and 

 the ankle placed in a plaster cast. This 

 painful accident will keep Mr. Gude con- 

 fined to his home for some weeks, it is 

 reported. 



'TIS PLEASANT TO BE YE ED. 



The Editor's desk has been gay for 



several days with a huge bouquet of 



fine Premier roses and Paper Whites, 



which arrived January 7, accompanied 



by the following note: 



As president of the Ladies' Society of Ameri- 

 can Florists, I "Say It with Flowers": May 

 the New Year bring you many happy hours; 

 may you come nearer to reaching that goal to 

 which you aspire and may your great service to 

 the trade be rewarded with prosperity and suc- 

 cess. Cordially, Martha C. Gunterberg, Pres. 



There are many nice things about ed- 

 iting, but could anything be nicer than 

 that? Wishing you the same, Miss Mar- 

 tha, to you and yours! 



IT CIGAES, WHY NOT FLOWERS? 



The United Cigar Stores Co. has an- 

 nounced plans for the opening of 500 ad- 

 ditional stores, bringing the total up to 

 2,500. 



"It is the belief of the manage- 

 ment," said the company's announce- 

 ment, "that business conditions are 

 changing to such an extent that by the 

 opening of these new stores gross sales 

 can be increased to not less than $110,- 

 000,000 a year." 



If "business conditions are changing 

 to such an extent" in favor of sales of 

 smoking tobacco, the times should be 

 propitious for florists. 



ON TO HARTTOED. 



Florists of Hartford and vicinity have 

 not enjoyed the presence of a trade 

 gathering in their midst for a number of 

 years. To show visitors what they have 

 missed, it would appear, preparations 

 are being made in the Connecticut city 

 on an elaborate scale for the meeting 

 which stands as the trade's chief mid- 

 winter event. The American Carnation 

 Society, in holding its exhibition at 

 Hartford January 25 and 27, has re- 

 ceived the support of the cut flower sec- 

 tion of the American Rose Society and 

 of the National Flower Growers' Asso- 

 ciation, so that it will be an all-around 

 show and not limited to one or two 

 species of flowers. 



The latter organization, as well as the 

 American Carnation Society, will hold 

 its annual business meeting during the 

 days of the exhibition. So the attend- 

 nncc of visitors from all parts is ex- 



pected to be large. From any part of 

 New England or the north Atlantic 

 states, Hartford is but a few hours' 

 ride, and an especially large turn-out of 

 easterners is anticipated. The Chicago 

 Florists ' Club, at its meeting last week, 

 planned for a party to leave Chicago 

 Tuesday morning at 8:25, January 24, 

 on the Interstate express, which is due 

 at Hartford at 9:45 a. m. Wednesday. 

 The fare one way is $34.12 and berth, 

 $9 for lower and $7.20 for upper. It is 

 likely a good-sized party will go on that 

 train. 



Because a crowded Hartford is looked 

 for, reservations for hotel rooms should 

 be made at once. Send your letter and 

 telegrams regarding them to Andrew 

 Welch, E. M. Welch Flower Shop, Hart- 

 ford, Conn. The rates of the leading ho- 

 tels are as follows: 



The The 



The Bond Greater 



Single: Bondmore Annex Bond 



Without bath $2.00 $2.00 $2.50-$3.00 



With bath 2.60 $2.50-$3.00 $3.60 



Double: . 



Without bath .... 3.00 $3.00 $3.50$4.00 



With bath 3.50 $3.50-$4.00 $8.00 



GOOD NEWS IF TRUE? 



A dispatch from London, England, 

 which appeared in a Boston daily paper 

 last week, gives florists this piece of 

 extraordinary news, under the head- 

 lines, "Disease-Resisting Carnation 

 Bred After 24 Years": 



London, Jan. 7. — Crossing the American car- 

 nation known as Mrs. T. W. Lawson with Eng- 

 lish plants has produced, after twenty-four years 

 of selective breeding, a dazzling white variety, 

 the first of a new race of disease-resisting flow- 

 ers, which is described as a triumph of horticul- 

 ture. 



Its breeder, Stuart Low, who Is showing his 

 novelty, named White Pearl, at the Royal Hor- 

 ticultural hall here, has succeeded in retaining 

 the old carnation fragrance, which in many mod- 

 ern varieties has almost vanished. It is stated 

 that the new pedigree carnation has gone through 

 all disease tests and has come out unscathed. 



WHO WILL REPLY7 



I should like to have you insert the 

 following question in The Eeview for 

 me, and let anyone who can answer it: 



How would you pack a casket blanket, 

 3%x6% feet, to be shipped by express? 



A. D. K. 



WHO CAN ANSWER THIS? 



Allow me to ask if you can help locate 

 a variety of white snapdragon which, 

 when grown single from the seed or kept 

 disbudded as it grows, attains a height 

 of six or seven feet and is quite heavy 

 in stem, having a flowering spike two to 

 three feet long practically covered solid- 

 ly with blossoms to the number of 100 

 to 140 on a single spike. Would like 

 to know the name and where I can pro- 

 cure seed. J. C. W. — Pa. 



PUTTING IT ON RECORD. 



In considering the statement of fact 



contained in the following quotation 



from a letter received January 6, it will 



be worth while to remember that the 



advertising referred to, in The Review, 



cost $25 for two insertions a fortnight 



apart: 



I might say that the advertisement on Phil- 

 adelphia Pink snapdragon which we ran in your 

 columns last summer brought us 400 orders with- 

 in fifteen days, as compared to twenty-seven 

 orders brought us by one of your contemporaries 

 in the east. — ^The AUman Nurseries, by Drue 

 AUman, Holmesburg, Philadelphia, Pa., January 

 4, 1922. 



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. 



I 



