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36 



The Florists^ Review 



Uabcu 9. 1922 



II 



Establlsbed 1897. 

 by a. L Grant. 



Pobllshed every Thursday by 

 The Florists' Publishing Co., 



600 560 Oaxton BulldiDff , 



808 South Dearborn St., Ohlcaffo. 



Tel., Wabash 8195. 



Registered cable address, 



Florvlew, Chlcaso. 



Entered as second class matter 

 Dec. 3. 1897, at the post-ofSce at Ohl- 

 cago. 111., under the Act of March 

 8. 1819. 



Subscription price, 12.00 a year. 

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



Advertlslngr rates quoted oa 

 request. Only strictly trade ad- 

 vertUlns accepted. 



Results bring advertising. 

 The Review brings results. 



Have you a national flower show poster 

 in your window! 



Income tax returns must be filed by 

 next Wednesday, March 15. 



"Business is good," is the general 

 report, "but the public will no longer 

 , pay high prices. ' ' 



Ireland is free. It will be a great 

 St. Patrick's day in America. Are you 

 ready with your shamrocks, little high 

 hats and other accessories? 



Poitevine geranium is scarce again 

 this year. Some of the rooted cutting 

 specialists have been weeks and months 

 behind their orders all season. 



The heads of many of the large con- 

 cerns in the trade are having The Review 

 sent to their homes. They want to read 

 it more thoroughly than they find time 

 for during business hours. 



Holland bulb salesmen traveling in 

 this country have become so numerous 

 that they impede one another's efforts 

 merely by their number. And this sea- 

 son many are doing little more than in- 

 crease the railroads ' receipts. 



There is no bad luck in The Review's 

 having reached 13,000 in circulation. 

 Rather is it the best good fortune for 

 advertisers, who are now able to get the 

 attention of the largest number of read- 

 ers ever reached in this field at prices 

 no higher than those asked for far 

 smaller circulation. 



The other day the opinion was ex- 

 pressed that florists and nurserymen had 

 passed through the period of business re- 

 adjustment best of all the industries of 

 this country. The reason was given as 

 underproduction. And to avoid excessive 

 prices consequent on heavy demand when 

 prosperity is again at the zenith, we shall 

 need to begin enlarging our facilities for 

 production now. 



Rent is assuming constantly increasing 

 importance to retail florists. Given 8ufl5- 

 cient volume of sales and rent is an in- 

 significant matter, but when volume falls 

 off high rent quickly drives the average 

 florist to the wall. Unless conditions 

 take a new turn, the day is not far dis- 

 tant when flori.sts will be driven out of 

 the high rent districts of all the principal 

 cities, as, indeed, many of the best flower 

 stores now are located in residence see 

 tions. 



Increase of glass area in this country 

 has been far behind the expansion of the 

 flower market. To prepare for continued 

 good times ahead, it would be wisdom 

 to make possible greater production. 

 What are you doing t 



No florist would pay the same price 

 for 24-inch roses that he would for 48- 

 inch. But many seem willing to pay 

 practically the same for an advertise- 

 ment that goes only to 3,500 or 5,000 

 readers as for one that is read by several 

 times that number. 



The Chicago & Eastern Illinois, Chi- 

 cago, Indianapolis & Louisville and the 

 Mobile & Ohio railroads have joined the 

 Illinois Central in general freight rate 

 reductions on southern pine-and cypress. 

 The reductions become effective March 

 13. An average reduction of nineteen 

 per cent will be made under the new 

 schedule, an average saving of $48 a 

 carload. 



F. H. B. WOUIJ> DISPEL FEABS. 



The fears of the trade that the con- 

 ference on quarantine 37 at Washington 

 April 19 presages further restrictions on 

 horticultural imports are unfounded, we 

 are led to believe by Dr. Marlatt, chair- 

 man of the Federal Horticultural Board. 



Dr. Marlatt informs The Review: 

 "The board has no program, but ex- 

 pects the information which will be de- 

 veloped at the hearing to be a guide to 

 changes, if any, which may be made in 

 the existing quarantine status. 



"In view of a feeling which seems to 

 be developing that the board has some 

 drastic action in mind, a statement is 

 being issued to clarify the situation." 



The trade will read that statement, 

 on page 24 of this issue, with much in- 

 terest. 



PROTECTING OUB SLOQAN. 



Henry Penn forwards a copy of a let- 

 ter he has received from the Associated 

 Advertising Clubs of the World, with 

 which he took up the matter of the mis- 

 use of our slogan, "Say It with Flow- 

 ers," by furniture dealers. From this 

 letter members of the trade may realize 

 what is being done for our slogan by the 

 national publicity committee and more 

 heartily do their share towards cooperat- 

 ing in extending the use of our slogan in 

 the proper way. 



The letter which follows was ad- 

 dressed to Mr. Penn by M. L. Smith, of 

 the national vigilance committee of the 

 Associated Advertising Clubs: 



We are writing to you in further reference to 

 your letter of Deceml>er 16, 1921, in which you 

 called our attention to the misuse of your slogan 

 by certain furniture manufacturers. 



Today, February 24, we have a letter from Mr. 

 K. W. Lyon, of the American Home Bureau, In 

 reply to a letter which we addressed to Mr. Rob- 

 ert L. .Inrdnn, of the Furniture Publicity Bu- 

 reau, Chicago, stating that he regretted very 

 much the use of this slogan, and that his office 

 would gladly coflperate in attempting to wipe out 

 Us use, because he feels that It is absolutely 

 unfair and not at all in harmony with their ideas 

 of conducting a publicity campaign. 



We will continue to work for the abolition of 

 this misuse of your slogan and hope, with you, 

 that it will soon die of Its own weight. 



BUSINESS CONDITIONS. 



General business, including the flo- 

 rists ' business, unquestionably is look- 

 ing up. There is general confidence that 

 the worst is over. 



Conditions in the south are much bet- 

 ter than they were; the south was first 

 to start back to normalcy. In the mid- 

 dle western agricultural sections senti- 

 ment and business have been greatly 



improved by the rebound of prices for 

 farm products. In the manufacturing 

 cities, factories long closed are start- 

 ing up. Overstocks of high-cost mer- 

 chandise have been worked off; some- 

 body has swallowed the loss and opera- 

 tions are being resumed on a new basis, 

 but the renewed activity is not likely 

 soon to be hectic, as manufacturing for 

 the present will be only against current 

 demand. 



There are a few low spots on the map 

 of business. While automobile facto- 

 ries have resumed with the rest, the 

 conception finally has penetrated that 

 this industry is in a different situation 

 from most others and that the cities in 

 which the automotive industry has cen- 

 tered, instead of being the boom towns 

 of the continent, for some time to come 

 probably will be the reverse. The pan- 

 icky feeling in those places is apparent 

 outside. Other low spots .are those in 

 which the inevitable wage reductions are 

 being fought with strikes. In some of 

 the mill towns of the east these strikes 

 are delaying the return of a moderate 

 degree of activity. The threat of a coal 

 strike is not taken seriously, not so 

 seriously, perhaps, as it should be. The 

 idea seems to be that at this time strik- 

 ers lose more than anyone else and that 

 no strike, therefore, will be long con- 

 tinued. 



Prices in most lines have fallen about 

 as far as they well can go until another 

 set of conditions comes in. The lines in 

 which prices have not yet fallen usually 

 are the ones in which wages have not 

 been readjusted, and these are the lines 

 least active now. 



Business failures continue to be nu- 

 merous and banking opinion seems to be 

 that there still are a good many concerns 

 that will have to give up, for the reason 

 that there will not immediately be busi- 

 ness enough to support them all. The 

 belief appears to be that survival and 

 a moderate degree of prosperity will be 

 the reward of the individual, the firm 

 or the company whose ability it is to 

 give the most for the money. 



THIBTEEN THOUSAND. 



It is a matter of general trade in- 

 terest that 13,000 copies now are being 

 printed of each issue of The Review. 

 Never before in the history of trade 

 paper publishing in this field has a pub- 

 lication enjoyed so wide a circulation. 

 The growth is continuous. It comes 

 about like this: 



Enclosed find check to coyer our advertisement 

 in the Issues of March 2 and March 9. This 

 has been our first spring to advertise and the 

 results were good. We hope to place our ad In 

 The Review neit fall, on both dahlias and 

 gladioli, and keep them there regularly each 

 week. At present we are sold up on surplus 

 stock, but look for a banner year. 



We find we cannot get along without The 

 Review. Frequently we find one article that 

 is worth the whole year's subscription price. — 

 Geo. Woifrum, Proprietor Sunnvslde Floral 

 Gardens, Berlin, N. J., March 2, 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. 



BRIEF ANSWERS. 



H. K., Wis. — To be ready the middle 

 of May, your cannas should be started 

 now. 



I. L. T., Ind.— The plant arrived 

 frozen, but seems to be a species of 

 strobilanthes. 



F. W. C, Cal. — Know no variety of 

 grape called Empress and it is not in 

 lists" or mentioned in books on grapes. 



