34 



The Florists^ Review 



Septbmbbb 22, 1921 



m 



Pobllshed every Thursday by 

 The Florists' Publishing Co., 



600-S60 Oaxton Bnlldlnfr, 



506 South Dearborn St., OhIcaKO. 



Tel., Wabash 819B. 



BeRristered cable address, 



Florriew, Chicago. 



Entered as second class matter 

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

 caflTO, III., under the Act of March 

 8. 1879. 



Subscription price, $2.00 a year. 

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



Adyertlsinr rates quoted on 

 request. Only strictly trade ad- 

 Tertislnc accepted. 



RESULTS. 



\V<' oive them. You get them. 



We both have tliem. 



Time to got ready for frost. We may 

 cxjiect a freeze any time now. Don't get 

 cauglit. 



The home-eoming of tlie boys wlio died 

 in France is creating a call for many 

 funeral flowers. 



The tlorists' business* is influenced to :i 

 large extent by the weather. A heavy frost 

 would be unwelcome to some, but it would 

 start most of us stepping lively. 



Most businesses, like most individuals, 

 spend as they make. But the way to 

 continuous success lies through accumu- 

 lation. The business house which does not 

 lay away a jiart of its earnings will, soon- 

 er or later, encounter the proverbial 

 rainy day. 



It is an old saying tiiat half the world 

 is s(iuirrels and half the world is nuts. 

 We lio]ie tlorists have, like the scpiirrels, 

 laid by, in the recent summer of th',' 

 trade's jirosperity, .a sufficient store of 

 resources to carry them through a possible 

 hard winter. 



HORTICULTUIIAL advertising is among 

 the most difficult of the many varieties. 

 Those engaged in it, and some who aren't, 

 will find .John Watson's discussion of it 

 t'rdui the nurseryincn 's angle, on i)age 

 lis of this issue, extraordinarily able 

 and full of iinjiortant suggestions. 



While we are making plans for a na- 

 tional campaign next year to advertise 

 llowers of all parts of the United States 

 .'it an exiienditure of $100,000, it is pro- 

 posed to spend a like amount to advertise 

 ajiples from one section of the country 

 only. Definite ])lans to raise and spend 

 within the next twelve months not less 

 than $100,000 in a national advertising 

 (•ninjiaign to jironiote the sale of Pacific 

 northwest apples were laid at a recent 

 meeting held in Seattle of representatives 

 of all the larger apple producing and dis- 

 tributing organizations of Washington, 

 Oregon, Idaho and Montana. Under the 

 plan approved, the growers and shippers 

 will be asked to contribute on a basis 

 of 1 cent a box to the advertising fund. 

 Growers' and distributors' organizations 

 and county farm bureaus will be largely 

 depended upon to conduct the money 

 raising campaign, thereby eliminating the 

 expense of maintaining field organizations 

 for that purpose. 



It is worth saying again: "What the 

 trade needs more than increased produc- 

 tion is improved quality of output. ' ' 



Collections are slow only for those 

 who do not have adequate system. Those 

 who go at it in the right way are getting 

 their money with satisfactory prompt- 

 ness. 



The safest expansion in business is 

 slow expansion. That requires prepara- 

 tion. If you are counting on rising with 

 the next business boom, begin planning 

 now. 



All florists who do spring bedding 

 should do fall planting. The man who is 

 fixed for it, and who makes the necessary 

 selling effort, can move a lot of bulbs, 

 shrubs and hardy perennials in the next 

 six weeks. 



The Federal Horticultural Board has 

 refused to grant further permits for im- 

 portations of new varieties from one 

 European concern, for the reason that, it 

 is alleged, articles were shipped other 

 than those for which permits were is- 

 sued. 



Five double-page advertisements again 

 in this issue! Dealers in all lines of trade 

 commodities are learning that a big ad 

 in The Review goes farther and costs 

 less than a circular, not to mention any 

 other medium. Also, The Review works at 

 high speed. Copy received as late as 

 Monday is printed and in the mails Thurs- 

 day. 



The trade has not bought the usual 

 quantities of florists' supplies this year, 

 for autumn stocks. But it is impossible 

 to sell flowers without the accustomed 

 accessories. The result will be a continu- 

 ous flow of mail orders all through the 

 .season. Practically everything a florist 

 uses is offered each week in The Review, 

 a many times larger lino than any sales- 

 man carries. 



CHEROKEE ROSES WANTED. 



We have been trying to locate cream 

 and yellow Cherokee roses. We have 

 applied to most of the rose growers on 

 the Pacific coast, who have not been 

 able to find the plants. Is there any 

 grower in the east who has them? 



II. E. C— Cal. 



FALL PLANTING IS WISEST. 



Many buyers, especially florists, are 

 ill a (juandary as to when is the bvst 

 time to plant hardy ]ilants. And in 

 this respect the question .-irises as to 

 whether fall is the proper time to plant 

 shrubs, ])tTenniaIs, etc. In answer to 

 this question tlu; writer can say that 

 from experience he has learned that fall 

 planting in ordinary climates is ad- 

 visable. The month of October is the 

 best time to plant. This will give the 

 lilants ample time to become established 

 before cold, freezing weather sets in, 

 and they will, be all ready to start grow- 

 ing in the spring, with best results. 



And another advantage is that the 

 average planter has more time in the 

 fall, for when the spring season opens 

 there are many things of importance 

 that loom up, such as planting seed, lin- 

 ing out young stock, the Easter rush, 

 etc., all of which take time. Of course, 

 spring is also a good time to plant and 

 most of the planting is done in the 

 s])ring, but as a general rule plants, 

 trees and shrubs start root action early 

 and, when disturbed, do not give the 



best results the first year. Fall plant- 

 ing is highly preferable wherever the 

 climatic conditions afford the oppor- 

 tunity. T. J. M. 



WATCH YOUR STEP. 



Subscribers to magazines and news- 

 papers should know that there is a per- 

 ennial outcropping of fake solicitors. 

 These persons perhaps once made an 

 honest living selling magazines, but 

 temptation was too great; they now go 

 from house to house or store to store, 

 soliciting subscriptions for publications, 

 whether they represent them or not. 

 Most of these fakers have some sort of 

 printed receipt blank, but they rarely 

 turn in to the publisher any of the 

 money they get. One of the large sub- 

 scription agencies estimates that the ex- 

 tent of these swindles throughout Amer- 

 ica is from $20,000 to $30,000 per year, 

 this representing money that is collect- 

 ed on some pretext or other by unau- 

 thorized persons who never turn it in to 

 the publishers. 



Florists should know that it is not 

 necessary to pay money to strangers. 

 Don't do it for any other publication 

 and certainly not for the account of 

 The Review. The Review employs no 

 subscription solicitors. Its correspon- 

 dents in the various cities are all well 

 known members of the trade. If you 

 never saw a person before, don 't pay 

 money. Mail a check. 



WHEN WILL GOOD TIMES COME? 



The man who can predict the date 

 when prosperity will again be general is 

 not among us. But it is possible to de- 

 fine the conditions under which good 

 times will be restored. Then, by chart- 

 ing the necessary steps, one can state in 

 terms of these when good times will 

 come back. Here is the answer to the 

 ((uery, according to a recent country- 

 wide questionnaire sent to business men 

 of all kinds: 



.1. When farm, ranch and mineral products 

 iiiM iisain he sold for at least the cost of pro- 

 duction, a large part of several of last year's 

 entire national output of raw products beintc 

 still held in warehouses for higher prices or 

 being now in i)rocess of being sold at a serious 

 loss. 



2. Wlien railroads can be operated on freight 

 rates low enough to permit shippers to sell their 

 merchandise at a jirotlt. 



3. When labor again, generally speaking, will 

 do a maxim<im day's work in full cooperation 

 witli employers <ui a readjusted wage. 



4. When readjusted retail commodity prices 

 permit wage-earners to live self-respectingly upon 

 such readjusted wages. The retailer seems to 

 l)e tlie retarding influence. 



.">. When the post war unemplo.vert class find 

 and settle down into permanent usefulness. 



The la.st two weeks have developed 

 signs of the first; there are slight changes 

 toward the second; something of the 

 third is evident; the fourth has taken 

 jilace in this industry and some others; 

 the fifth can only be ultimately 

 achieved. It would seem good times are 

 on the way. The two vital things need- 

 ed — more money in action and increased 

 employment— are noted in a number of 

 sections. There is a variation according 

 to locality and line of business. Re- 

 jiorts from florists are among the best. 



BRIEF ANSWERS. 



F. R., Ind. — The blooms were faded on 

 receipt, but the plant seems to be Ver- 

 bena venosa. 



W. A. C, Pa. — Flowers were crushed 

 and completely dried up on arrival. 

 Identification was impossible. Send 

 fresh specimens, carefully packed, affix- 

 ing special delivery stamp. 



