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The Rorists^ Review 



April 18. 1922 



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Established 1897. 

 by Q. L Qrant. 



Published every Thoredar br 

 The Fixmusts' Publishing C!o., 



600-S60 Oaxtoa BnlldlnK, 



808 Sootb Dearborn St., Ohloavo. 



Tel., Wabash 8196. 



Registered cable address, 



Florrlew, Oblcago. 



Entered aa second class matter 

 Dec. 8. 1897. at the post-office at Ohl- 

 caso. 111., under the Act of March 

 8. 1879. — — 



Snbscrlption price, 12.00 a rear. 

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



AdTertlalnv rate* qaotad on 

 request. Only strictly trade ltd- 

 vertlsinc accepted. 



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RESULTS. 



We give them. You get them. 



We both have them. 



Mail the Editor a clipping of your 

 Easter advertisement. 



The approaching summer will afford 

 many excellent opportunities for getting 

 into the florists' business in a first-class 

 way. 



There is a good piece of money waiting 

 for the man who comes forward with the 

 right red rose. Ditto the yellow and 

 white. 



The number of business failures has 

 been falling off lately. The sound firms 

 are over the bumps and the others have 

 mostly fallen by the wayside. 



Chrysanthemum midge is appearing 

 here and there with suflScient frequency 

 to cause growers to be on their guard. 

 Inspect carefully the cuttings you receive. 

 Some growers do not know they have the 

 midge. 



Mothers ' day follows fast upon Easter 

 — only four weeks away. It will keep 

 florists stepping to get ready for a big 

 day May 14. And, despite the remarks 

 of sundry ovcrzealous persons about 

 flower prices, it will be a big day for 

 florists. 



The first week of the strike of the 

 union bituminous miners ended with the 

 market for coal practically unruflSed. 

 There has been no improvement in de- 

 mand and this apathetic situation dis- 

 closes that the market is apparently well 

 stocked. 



The British trade talks of exclusion 

 being threatened rose stocks, narcissus 

 bulbs and possibly other horticultural 

 products by extension of quarantine 37. 

 Our federal horticultural board has given 

 no warning. No one yet knows what will 

 be the subjects of discussion May 15. 



On the list of nominees for the Legion 

 of Honor recently announced by the 

 French government is the name of Mme. 

 Philippe de Vilmorin, widow of the fa- 

 mous French horticulturist. At the same 

 time similar honor was conferred upon 

 M. Graindorge, who is vice-president of 

 the National Federation of Horticul. 

 turists' Associations of France and presi- 

 dent of the association of the Paris dis- 

 trict, the largest and most powerful as- 

 sociation of France. 



Advertising is a powerful agency, 

 whether used by upright persons or other- 

 wise. It is different from most other 

 strong forces, however, in that it even- 

 tually reacts on the unscrupulous user in 

 proportion to his use of it. 



From the interest displayed by grow- 

 ers, Mrs. Warren G. Harding's name- 

 sake rose is one she may be proud of. 

 Shown at Hartford, at New York and 

 at Indianapolis, this dark pink sport of 

 Columbia appealed to a considerable num- 

 ber. 



The variety of Easter plants has been 

 enriched this year by the addition of 

 Paul's Scarlet Climber. Introduced as 

 of outstanding merit for outdoor use, 

 the variety is proving amenable to pot 

 culture and some splendidly flowered 

 specimens are seen in various markets. 



The F. T. D. Association continues to 

 enjoy an income considerably greater than 

 is necessary to care for the work now be- 

 ing done. Wonder if anyone has sug- 

 gested using the surplus to advertise the 

 F. T. D. service in the Saturday Evening 

 Post, a rather widely read publication 

 not recently used by the S. A. F. national 

 publicity committee. 



OUB NATIONAL ADVERTISING. 



Advertisements are appearing in a 

 number of national magazines, placed 

 by the publicity committee of the So- 

 ciety of American Florists. If you 

 haven't noticed them, you will find 

 them, occupying one-column space, in 

 the following periodicals, in the issues 

 noted: 



Literary Digest — March 11, May 6. 

 Outlook— March 8, April 6, May 3. 

 McLean's — March 16, April 15, Mny 15. 

 Life — March 23, April 8, May 13. 

 (Collier's— April 1, M.-iy 13. 

 American — May. 

 Red Book— May. 

 Cosmopolitan — May. 

 Sunset — May. 



Reprints of these are being mailed 

 out to florists who do not contribute to 

 the campaign. If those who are not 

 helping this good work would "come 

 through," the committee would be bet- 

 ter able to use magazines of still larger 

 circulation than those named above and 

 also advertisements of larger size. 



WHY NOT MOBE CAEE? 



As the growers and sellers of plants 

 and flowers, members of this trade are 

 looked to by the public as authority 

 in matters of floriculture. We ought 

 to try to live up to that reputation. 

 Whenever the public finds reason for 

 doubt, it is to our disadvantage. It is 

 surprising the frequency that the pub- 

 lic is given such occasion for doubt in 

 florists' advertising, by reason of mis- 

 spelled names. There are certain mis- 

 spellings which are more common than 

 others, such as 'Millies, " "gladiolas," 

 and the like, but the list does not stop 

 there. In an Easter folder mailed to 

 his customers last week, one florist — 

 and one of some repute, at that — al- 

 lowed the following misspellings to ap- 

 pear: 



Lilys, Poeticers, niisturtinins, nnsturitums, cin- 

 norias, hydrandgeas, marguriet, Jouqueil. toma- 

 toe, plieonix, candytuff, chrysanthmums, gypsol- 

 phia, helitrope, zinins, pansys, Aspnragiis phi- 

 mosa, Aspuragus sprengrie, rnbarb, laiiral. 



Probably the printer was responsible 



for those misspellings. In that case the 



florist should change his printer, or 



should ask that a proof be given before 



the pages are finally printed. If the 



florist was responsible, he should know 



better. By referring to a current issue 



of The Review he could have found the 

 correct spelling of pretty nearly every 

 plant mentioned; much time and effort 

 is devoted to putting every botanical 

 name in its proper form in these col- 

 umns. And a small dictionary giving 

 the correct spelling and pronunciation 

 does not cost much. 



LOOK OUT FOB HIM. 



On March 7 a medium-sized man, of 

 rather delicate appearance, apparently 

 of good breeding and refinement, intro- 

 duced himself as J. B. Corl, of the 

 Berryhill Nursery, Harrisburg, Pa., 

 and appealed to us at the Fraser Nurs- 

 ery Co., Birmingham, Ala., for financial 

 assistance. He stated that he had been 

 south attending a Mardi Gras, at Mobile 

 and New Orleans, accompanied by his 

 wife, who was in bad health. While in 

 Mobile he had been robbed of all the 

 money he had, with the exception of 

 enough to get to Birmingham, where 

 he hoped to find an old friend. On his 

 arrival in Birmingham he failed to lo- 

 cate this friend. He stated that he had 

 wired to the Berryhill Nursery for suf- 

 ficient money to get him home, but did 

 not have enough to buy food in the 

 meantime. 



The writer talked with this gentle- 

 man at some length, sounding him out 

 as to the extent of his acquaintance in 

 the nursery trade. His answers gave 

 reasonable assurance that he was just 

 what he represented himself to be. He 

 seemed to have a good acquaintance 

 with the nurseries all over the country, 

 and he knew considerable about the 

 nursery business. He spoke of a personal 

 acquaintance with several people in Har- 

 risburg whom the writer knew. On the 

 strength of these statements we lent 

 him $25, to be returned as soon as he 

 received funds from Harrisburg. To 

 date we have heard nothing further 

 from him. On March 30 we wrote the 

 Berryhill Nursery, O. P. Beckley and 

 J. Horace McFarland, whom he had 

 mentioned as knowing intimately. All 

 of these persons report that he is a 

 fraud, that there is no one by that 

 name connected with the Berryhill 

 Nursery and that we have been vic- 

 timized. 



This man is small of stature, appar- 

 ently about 50 years of age, bald- 

 headed, with teeth somewhat irregular 

 and prominent, rather sallow complexion 

 and a nervous, timid manner. 



Please warn your subscribers to be 

 on the lookout for him and anyone 

 with whom he is connected. We are 

 willing to spend some money to prose- 

 cute him, as we believe steps should be 

 taken to bring this man to justice. 



O. W. Fraser. 



WHY BUSINESS IS GOOD. 



Business is good with many florists 

 for the reason that The Review prints 

 13,000 copies of each issue and because 

 somewhere in the country there is a 

 demand for every kind of stock. The 

 combination works like this: 



Kindly take out our geranium ad, as we have 

 sold more than we intended. — Emile Blum & Son. 

 Pineville, La., April 6, 1922. 



The Review brings big results at low cost. — 

 J. Dobbertin Sons, Rochester, N. Y., April 8. 

 1922. 



Please discontinue my chrj-santhemum ad, as 

 I have more orders than I can flJi this season. — 

 William Doel, Pascoag, R. I., April 8, 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. 



