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34 



The Rorists^ Review 



NOVEMBEB 10, 1921 



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PablUbed every Thursday by 

 The Florists' Publishing Co.. 



600-B60 Oaxton BuIIUIdk, 



SOS South Dearbora St., OhIcaKO. 



Tel., Wabash 8195. 



Regrlstered cable address, 



Florvlew. Chicago. 



Entered as second class matter 

 Dec. 3. 1897. at the post-office at Obi- 

 caffo. 111., under the Act of March 

 3. 1879. 



Subscription price. 12.00 a year. 

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



AdvertlslnK rates quoted on 

 request. Only strictly trade ad- 

 vertlsinff accepted. 



t 



Results bring advertising. 

 The Review brings results. 



Fkowns are out of place among flowers. 

 Greet your customers with smiles and 

 your sales will respond. 



PoiTHTViNE geranium, scarce last season, 

 again is in special request and propagators 

 quickly sell out of stock. 



Any florist who finds spring profit in 

 filling window boxes can find autumn 

 profit in refilling them with evergreens. 



If you want tO be considered a business 

 man, give yourself the appearance of one. 

 Business stationery is a first essential to 



that. : :.. .'^; 



There are a great many localities from 

 which comes the report that it is much 

 easier to make fresh sales than it is to- col- 

 lect past due accounts. 



* ' Grow your own ' ' is this year 's motto 

 of a good many florists who last season 

 had trouble locating young stock of the 

 right quality and price. 



"As near to you as the nearest 

 'phone," is advertised by many florists, 

 in a laudable effort to encourage custom- 

 ers' reliance on them, which will meet 

 with success insofar as such florists, 

 through painstaking and perfect service, 

 deserve it. 



It is just foolishness to talk of this 

 trade in terms of big business and to try 

 to apply to it the methods of big busi- 

 ness. Scarcely any flower business has 

 got beyond the point of being maintained 

 and increased by one man's jjfork and 

 l)ersonality. 



Change your window display from 

 week to week by alternating the different 

 lines yon handle. Use cut flowers one 

 time, then plants, then bulbs, then pot- 

 tery, then baskets, then funeral wreaths, 

 then bridal flowers, and so on. Give the 

 passers something new to look at and 

 you'll get their attention. 



It is reported that merchants in other 

 lines are laying off' of high-priced items 

 of Christmas goods and are buying heavily 

 of lowcr-i)riced gift articles. It is an- 

 other indication that business will be good 

 in flower stores, as it frequently has haji- 

 pened that florists have had exceptionally 

 ffood Christmas trade when there was 

 little doing in diamonds, furs and motor 

 cars. 



Next week the annual meeting and ex- 

 hibition of the Chrysanthemum Society 

 of America is expected to draw many 

 visitors to Chicago, November 16 and 17. 

 The Chicago Florists' Club will hold a 

 general flower show in conjunction at the 

 Auditorium hotel and has laid plans for 

 exceptional entertainment. 



A FLORIST in a residential district of a 

 large community is able to interest many 

 home-owners in the decoration of their 

 grounds. He reaches many whom the 

 nurseryman or landscape gardener does 

 not and so makes business not only for 

 himself, but also for the nurseryman, 

 whose cooperation and assistance he de- 

 serves. 



The Classified department of The Re- 

 view contains offers of a great variety of 

 plants, bulbs, seeds and accessories. The 

 buyer can find there pretty nearly any- 

 thing he wants. But there are a few items 

 not represented. The Review especially 

 wants advertisements of plants and grow- 

 ers' accessories not now offered in the 

 department. The aim is to make the 

 Classified section a complete guide to the 

 trade's needs. By serving the buyers we 

 best serve the sellers. 



Golden Glory is the name of the big 

 yellow mum which has decorated the edi- 

 torial rooms of The Review for the last 

 few days. The^ departure from the formula 

 is necessary because these blooms were 

 too large and the stems too long for use 

 in decorating a desk. Golden Glory is one 

 of the originations of Baur & Steinkamp, 

 of Indianapolis. It is the result of a 

 cross between Comoleta and Richmond 

 and is in its fourth year. The originators 

 say it is an easy doer and gives the grower 

 no trouble in the selection of buds, as 

 they grow it entirely on the terminal bud. 

 It grows four feet from June planting 

 and The Review never has seen finer yel- 

 low bloofns at the beginning of November. 

 The stem is extremely strong and carries 

 foliage right up to the flower. Every 

 trade visitor to The Review oflSee this 

 week wanted to know the name of the 

 variety. 



CIiEAN UP. 



Cleanliness as a virtue next to god- 

 liness may not have an appeal to green- 

 house men. But as a necessity if one 

 would grow the best grade of stock it 

 should appeal to every one of them. 

 Unfortunatelj'j it does not, or we should 

 have more of the higher quality flowers 

 on the market. 



Rubbish under the benches, in the 

 walks and accumulating in out-of-the- 

 way corners is a foothold for pests that 

 cause trouble and losses to the grower. 

 Many hundreds of dollars in fumigants 

 and insecticides might be saved in the 

 course of a year if the trash that starts 

 or assists trouble were removed ere it 

 performed its nefarious seTvice. Many 

 more hundreds of dollars might be saved 

 in losses of stock avoided and still more 

 gained in l)etter prices for one's crops. 

 In these days when all of us need to cut 

 our costs and increase our productive- 

 ness, one sure way is to maintain a spot- 

 less greonliouse. A few hours with the 

 broom and shovel each week will do the 

 work. Keep your houses clean. 



SEND BILLS PROMPTLY. 



Never was there a time when it was 

 so important as it is now to give special 

 attention to the collection of the ac- 

 counts on your books. A good many 



florists, as well as men in other lines of 

 business, report that they can dispose of 

 plenty of merchandise, but that they 

 can 't get their money for it. Money is 

 not so loose as it was some time ago and 

 it requires more effort to separate even 

 some good customers from it — particu- 

 larly if you haven't trained th^m to 

 pay you promptly. 



One of the easiest ways of getting 

 payment promptly is to send out bills 

 and statements promptly. A customer 

 who gets a statement by the fifteenth or 

 twentieth of the month is not likely to 

 pay it so promptly as one he got as soon 

 as the month opened. That there are 

 florists much more lax than this was in- 

 dicated by a statement of William F. 

 Gude to the effect that a few days previ- 

 ously he had been given by his secretary 

 a list of eighty-one florists to whom 

 had been written three or four letters 

 asking for a bill for telegraph orders 

 relayed by Gude Bros. Co. Do such 

 florists wait to have money for their 

 flowers thrust upon them by their cus- 

 tomers, meanwhile bemoaning the difii- 

 cult times? 



HAVE AN UNDERSTUDY. 



Every actor in the play you saw last 

 week has an understudy, one who could 

 carry his or her part if occasion arose. 

 For the butler as well as for the star, 

 an understudy is trained. That is a 

 matter of insurance; otherwise several 

 thousand dollars a night might be lost. 



In every important organization there 

 is a vice-president under the president. 

 If the latter is unable to perform his 

 duties, the understudy is there to step 

 in. Otherwise, in the case of a great 

 corporation, enormous losses, if not 

 catastrophe, would be risked. 



Neither the drama nor a business or- 

 ganization, no matter how great, is so 

 hazardous as the greenhouse industry in 

 its financial risks. A moment's care- 

 lessness, a single mistake, one blunder 

 of inexperience may ruin an entire crop 

 and cause hundreds or thousands of dol- 

 lars' loss. Aside from such emphatic 

 cases, how frequently does the proprie- 

 tor's sickness or his absence on an ur- 

 gent errand result in serious setbacks! 

 Growers, too, need understudies, need 

 them most of all. Train one now, for 

 insurance against an untoward time. 

 Then, too, you'll have a chance to shift 

 responsibility when the time comes that 

 vou wish to. 



FROM OHIO. 



Where a paper is printed has some- 

 thing to do with getting advertising for 

 it, but nothing whatever to do with get- 

 ting orders for the advertisers. From 

 the advertisers' point of view it is 

 where a paper is read, not where it is 

 printed, that counts. 



The Review has more subscribers in 

 the state of New York than in any other 

 state in the Union. Pennsylvania is 

 second, Ohio third and Illinois fourth. 

 How it looks from Ohio is like this: 



.T. Dnlibprton & Son rprtainly spokp tho truth 

 wlirn tlioy siiid: "A few lines in The IJeviow 

 will polish tho mnil bo»" It would have pol- 

 isliert mine if it had ttjb ever so rusty. — C. Ji. 

 Fies. Dayton. O.. Oeto1>er SO, 1921. 



Have been reeeivinpr inquiries every day from 

 nil over tho country since the Monday after the 

 ad appeared. — E. M. Newhart, Prop. Eden Dah- 

 lia (Jarden, Cincinnati, 0.. October 28, 1921. 



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. 



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