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The Florists^ Review 



Apbil 6, 1922 



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Establfgbed 1897. 

 by a. L arant. 



Published every Thursday by 

 The Florists' Publishino Co.. 



600-fi60 Oaxton BalldlOK, 



008 South Dearborn St., OhlcaffO. 



Tel., Wabash 8196. 



Reolstered cable address, 



Florvlew, Chicago. 



Entered as second class matter 

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

 ca«o. 111., under the Act of March 

 8. 1879. 



Subscription price, 12.00 a year. 

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



Advertising rates quoted on 

 request. Only strictly trade ad- 

 ▼ertislnv accepted. 



n 



Results bring advertising. 



The Review brings results. 

 If you have some ground vacant, jtut 

 ill a jilot of perennials this si)ring. It 

 will pay. 



Westward the course of Uoriculture 

 takes its way. The national flower sliow 

 was at Indianapolis and the S. A. F. con- 

 vention next August will be at Kansas 

 City. Following Horace Greeley's ad 

 vice I 



The Indianapolis show was the first 

 national flower show held west of Phila- 

 delphia for a decade- and a half. Its 

 success converted any \vho still thought 

 that floricultural interest flourished oidy 

 on the Atlantic seaboard. 



It is reported that the associations of 

 Dutch bulb growers and plantsmen are 

 raising a fund of $00,000 to promote the 

 sale of their products in this country. 

 That is, if the coming conference at Wash- 

 ington does not make such action useless. 



Constituents are receiving packets of 

 seed from their congressmen now, just as 

 the Si'nate and the House are preparing 

 for their annual wrangle. Some day the 

 Senate may win, but the i)redilectioii for 

 "pork" seems too strong for it to liap 

 pen in the present Congiess. 



Caknation cuttings are becoming well 

 sold up. Anyone with a surjilus can 

 convert it into cash if the stock is good 

 and tlie prices right. Of course the 

 greatest demand is for the newer varieties, 

 but there are buyers who want Enchant- 

 ress and won't take anything else. 



The business tide is turning. In a 

 recent circular of a manufacturer of arse- 

 nate of lead we find this sentence: "If 

 you desire to cancel any unfilled orders 

 now on file we will be glad to accept such 

 cancellation if advised immediately." If 

 insecticide people can talk that way, there 

 may be hope for the fertilizer business-- 

 and the seedsman can cheer ui>. 



Whether the miners' strike is as com- 

 jilete a walk-out as tlie union leaders say, 

 or will jirove as short-lived as the opera- 

 tors predict, the days since the susiten- 

 sion of work have been too few to indi 

 cafe. Reserves of fuel are large and the 

 weather is opening, so that alarm over the 

 situation is not great. Most florists have 

 enough coal on hand to carry them till 

 summer, when they hojie resumption of 

 work on a lower wage scale will enable 

 them to buy fuel cheaper. 



While no large ranges are conteni 

 plated, many florists have placed orders 

 for small additions of glass. With this 

 type of job all the construction companies 

 are busy. 



Dklphinu'Ms may be forced without 

 difficulty and are highly attractive in 

 hasket work. ]). Belladonna is light blue 

 and U. Bellamosa is dark blue. Their 

 habits and culture are the same. 



An editorial in the Pittsburgh Gazette 

 jiraises the displays in the park conserva- 

 tories in thatcity,but deplores the fact that 

 the plants are not labeled so that the pub- 

 lic may become familiar with plant names. 

 Those who saw how such labels were 

 studied by the public at the Indianapolis 

 show will agree with the newspaper. 



SOMETHINQ TO SHOOT AT. 



Large as was last week 's Review, this 

 week 's issue is larger, constituting a 

 record in size, 224 pages and cover. 



The weight of the paper used to print 

 it is seven and one-half tons. If the 

 13,000 copies were laid one on top of an- 

 other, the pile would equal in height the 

 new Wrigley building tower in Chi- 

 cago. 



Eighteen presses are required to print 

 this week's edition of The Review, six 

 starting Tuesday night and twelve 

 Wednesday night. If only one press did 

 the work, ten and one-half days would 

 be required for the job. As it is, every 

 copy is mailed by quitting time Thurs- 

 day. 



OUR FIFTH SHOW. 



Despite diverse handicaps, the fifth 

 national flower show ended at Indian- 

 aj)olis April 1 as a thorough success. 

 Everyone who attended felt amply re- 

 jiaid for so doing. Praise of the Indiana 

 florists for their energy, of the national 

 flower show committee for its perse- 

 verence, of the Cleveland leaders for 

 their gameness, of the members of the 

 trade in many parts of the country for 

 their loyal support — such praise was 

 heard on every hand. All of it is de- 

 served, well deserved. 



Emphasis should be placed on the loyal 

 sui)port of the trade. The value of the 

 national flower show is that, though the 

 public 's attendance is largely local, the 

 trade looks on it as "our" show. It is 

 not one city's show, a st.ate show or a 

 sectional show; it is a national show, to 

 which the florists of the entire country 

 contribute and in which all of them are 

 interested. While it is valuable as an 

 advertisement of our products to the 

 jmblic — a most forceful advertisement — 

 it is even more valuable as a bond that 

 ties the trade in greater unity. The 

 success of the Indianapolis exhibition 

 leads nuiny to look forward to "our next 

 show." Let the sixth come soon. 



GOING US ONE BETTER. 



The florists blazed the way in na- 

 tionally advertising a trade slogan. 

 They aroused the jewelers to action. 

 The latter coined ''Gifts That Last" 

 to rival "Say It with Flowers." Now 

 they seem to he going us one better in 

 putting their slogan and their wares be- 

 fore the public. 



In the Saturday Evening Post of 

 April 1 appears a full-page advertise- 

 ment of the jewelers, with its topic, 

 "Correctness at Easter-tide." It costs 

 $;l,OnO a shot, but it looks like $5,000 

 well shot, since two and a quarter mil- 



lion people bought copies of that Post 

 and probably a few million more read 

 them. 



We don't believe anyone will buy a 

 clock or a ring instead of an Easter 

 lily nejct week, but persons who read 

 the query, "Whose Birthday This 

 Month?" are likely to buy "Gifts That 

 Last" if we don't insist strongly 

 enough that they "Say It with Flow- 

 ers." 



GET BUSY EARLY. 



The trade will have to get busy early, 

 it appears, if it is to refute the charges 

 of profiteering at Mothers' day and 

 counteract the propaganda against flow- 

 ers spread by those who make such 

 charges. The following dispatch ap- 

 peared in the Kansas City Star March 

 28: 



HIT AT FLOWER PROFITEERS. 



Nebraska Organization Would Omit Carnations 

 Mothers' Day. 



Omaha, March 28. — Mrs. Max A. Hostetler. 

 of Shelton, Neb., president of the Nebraska 

 auxiliary of the International Association for 

 Mothers' day, issued a statement yesterday in 

 whk'h she said the association uaks that no Sow- 

 ers be worn on Mothers' day, the second Sunday 

 in May, on account of profiteering and "false 

 Iiropaganda that 'any flower will do' " for the 

 occasion. 



"We are doing this," she said, "because of the 

 vast number of complaints coming from persons 

 who wished to wear carnations last year, but 

 who were unable to pay the price." 



While no person or organization has 

 sufficient authority or influence to dic- 

 tate to the public how Mothers' day 

 shall be observed and while statements 

 of this kind are not, experience has 

 shown, so damaging as they sound, we 

 should do what we can to prevent them 

 or to counteract them. This is a job 

 for the florists in whose community 

 such propaganda appears. Send the 

 editor of your local paper a statement 

 of the facts and a bunch of flowers. 

 That will do the work. 



A COUPLE OF POST CARDS. 



Nothing is so good as an example. 

 The Review has repeated, time and 

 again, that florists who sell plants at 

 wholesale should systematically ac- 

 knowledge orders and advise customers 

 in case shipment is to be delayed. Two 

 post cards, as has before been said, 

 would do the work. Here are two now 

 used by a Kentucky firm of wholesale 

 plant growers. The first reads: 

 Dear Customer: 



We are shipping your plants todav and hops 

 they reach you promptly. We have tried to send 

 you Bo(Ki plants that wlU "Put Profit in Your 

 Pocket so that you will remember us again 

 when in need of plants. Thanking you. 



The other card, one which every ship- 

 per of jilants should have for his own 

 use, reads ;is follows: 

 Dear Customer: 



Vour letter just received ami we thank you 

 very mucli The order will have our prompt and 

 careful attention. 



„„i'^'' i^'i" ^'"", t'"" P'«nts (approximate date) 

 and notify you day of shipment. 



These two cards, if used by every flo- 

 rist who undertakes to do business with 

 fellow florists by mail, would remove 

 a great deal of troublesome annoyance 

 If you haven't something of the kind' 

 use these forms, or part of them if you 

 w-ish, and have your local printer run 

 off a few hundred of each 



BRIEF ANSWERS. 



J. C. M., Mich.— Full name should be 

 given for queries to receive attention. 



i. P. IL, Can.— Seed of double Prim- 

 ula malacoide« is listed by T J Grey 



M^ass^^ ^°"*'' ^"^^^ ^^^^^^' Boston, 



