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64 



The Florists^ Review 



Makcu 30. 1922 



(I 



Established 1897. 

 br a. li Grant. 



Published every Thnrsdar by 

 The Florists' Publishing Co., 



600-S60 Oazton BulIdlDK, 



BOe Soath Dearborn St., OhlcaffO. 



Tel., Wabash 8196. 



Refrlstered cable address, 



Florrlew. Chicago. 



Entered as second class matter 

 Dec. 3, 1897, at the post-office at Chi- 

 cago, lU., under the Act of March 

 8. 1879. 



Subscription price, (2.00 a rearr 

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



Advertlslntr rates quoted on 

 request. Only strictly trade ad- 

 vertising accepted. 



(» 



RESULTS. 



We give them. You get theui. 



We both have them. 



The customer who pays only when he 

 lias to is of little profit as a customer at 

 all. 



In boom times the buyer hunts the 

 ■seller. In dull tiiiM's the seller miwt iuiut 

 the buyer, and his Ijusincss puosfiers in 

 ])roportioii to his energy in tlie pursuit. 



liuYEHS no longer will tolerate some of 

 the slack business habits which grew up 

 during the war. There no longer is labor 

 shortage or excuse for tlie negh'ct of de- 

 tails. 



Nobody knows who is John Kingdou 



: Smith. If his statements are as uncer- 



t;iin tin his identity, the F. 11. H. will 



• have a .chuckle at the expense of those 



who swallowed the jnossy ".lohn Smith" 



just because a "Kingdon'' was added. 



Thkue is needless lost motion in this 

 iiulustry because of the disintegration of 

 large and successful greenhouse establish- 

 uu'uts at the death of the men who have 

 built them up. So that the trade can go 

 steadily fiiiward, these establisliments 

 should be carried on and still orher.s be 

 built u]i. 



Competition for business is having the 

 t>fFect of jilaciiig nuire resi>onsibility on 

 the seller. The buyer today is able to 

 j>i(-k and choose to such a degree that 

 the seller who does not conform to the 

 best standards, in ])usiness practice and 

 in mercliandise, will find himself and his 

 wares neglected. 



Slowly but surely the trade is return- 

 ing to the standards of business morality 

 which jirevailed before the war. It is 

 difhcult for some people to realize that 

 buyers no longer need stand tieatinent 

 such as was tolerated during and just 

 after the war, but competition eventually 

 will eliminate those who do not deal s;itis- 

 factorily. 



Some ]iersons comjihiin wIk'h tliev do 

 not get a jiat on the l)ack for their work, 

 grumbling for the "sweet word'" that, 

 in their eyes, promotes elliciency. If .-ill 

 work was done with this attitude, this 

 would be a sad woild. Their own con- 

 sciousness of tasks well done sjnirs most 

 ]>eople to further ncliievements. The 

 "sweet words," if worth anythinu', will 

 come unasked. 



A SMALL booklet or folder telling cus- 

 tomers how to care for cut flowers ahd 

 house plants is valuable propaganda for 

 any florist. 



(iLADiOLUS bulbti from known sources 

 of supply are in excellent demand. There 

 .seems to be, really, no limit to the mar- 

 ket possibilities, but it is necessary that 

 the stock meet definite standards of qual- 

 ity. The day has passed when "any- 

 thing will get by. ' ' 



Dandelion greens grown under glass 

 on Long Island are of suflScieiit com- 

 mercial importance to entitle them to a 

 recognized place in the produce market. 

 The vegetable is shipped in 32-quart crates 

 weighing fifteen pounds each, yvhich sell 

 at this time at $2.50 to $3 a crate, or 16 

 to 20 cents a pound wholesale. 



THE LARGEST YET. 



Many former records in The Review- 

 office have gone by the boards this sea- 

 son. This week goes the chief of all — 

 that of the biggest issue ever published. 

 The Easter number in 1920 contained 

 208 pages and cover; this week's issue 

 comprises eight pages more, 216 and 

 cover, a total of 220 pages. 



Largest in size and in circulation of 

 any horticultural trade publication. The 

 Review owes its position to the realiza- 

 tion of the trade that its service, to 

 readers and to advertisers, is un- 

 equalled. That widespread realization, 

 in turn, enables The Review to perform 

 such service at a cost extraordinarily 

 low — a subscription price that does not 

 pay the postage, which is nearly 5 cents 

 on this copy, and an advertising rate per 

 thousand circulation which is the lowest 

 obt;iiuable. 



THIS WEEK'S COVER. 



This week the interest of the floricul- 

 tural industry of this country centers 

 at Indi.-mapolis, where the fifth national 

 flower show is being held. In the center 

 of that city is the noted Soldiers' and 

 Sailors' monument, which occupies 

 what is known as the Circle. Appropri- 

 ately, therefore, this monument typi- 

 fies the focusing of the trade's interest 

 on the <'apital of Indiana, and for this 

 reason the famous piece of sculpture 

 ai)pears on the cover of this week's 

 issue of The Review. 



The Soldiers' and Sailors' monument 

 at Indianapolis is one of the most noted 

 examples of colossal sculpture in the 

 country. This shaft, a memorial to the 

 soldiers and sailors of the Civil war, is 

 second in height only to the Washing- 

 ton monument at the national capital. 

 It is in the exact center of the down- 

 town business district of the city. 

 When it was erected, it was the center 

 of the entire city as well, but growth 

 h;is been une(|ual in various directions, 

 so that this point no longer holds. Close 

 to the principal hotels of the city, the 

 inonument was admired by many of the 

 florists who attended the national 

 flower show. 



NATIONAL HOSPITAL DAY. 



National Hospital day, May 12, which 

 lias been endorsed by President Hard- 

 ing, Surgeon-General Cuming, of the 

 United States public health service, 

 governors of many states and other 

 leaders in public life, ofTers an ojipor- 

 tunity to florists. 



Mav 12 will be the second annual 



National Hospital day, and already in 

 different parts of the country retailers 

 are getting ready to capitalize this da\ . 



It is expected that 4,000 hospitaU 

 throughout the United States and Can 

 ada will be visited by nearly half a mil 

 lion people May 12. Last year mor' 

 than 250,000 people took advantage of 

 the hospitals' invitation to come in and 

 see how they care for the sick and un 

 fortunate of the community. 



Incidentally, florists who help to prci 

 mote National Hospital day through 

 the use of window displays ^nd pub 

 licity calling attention to the event will 

 profit by the good will of the hospitals, 

 each of which represents a tremendous 

 buying power, in addition to the good 

 will of the community and of the pa- 

 tients and their friends. 



The National Hospital day commit 

 tee, 5.37 South Dearborn street, Chicago, 

 will be glad to give additional informa 

 tion to any florist desiring to cooperate 

 with the hospitals in this movement, 

 which is purely for the education of the 

 people to the importance and value ol' 

 liospitals and hospital service. 



HOW MANY FLOWERS? 



Large manufacturers discuss with 

 merchandising leaders and advertisinj: 

 experts what the possible extent ot' 

 their output is and at what point satura 

 tion may be reached. It would seein 

 that the saturation yioint in flowers is 

 far, far away. In the eastern half «( 

 the country there are more florists in 

 proportion to the population than far- 

 ther west. Many towns having as few 

 as 2,000 inhabitants provide all the 

 business one florist can handle and one 

 can recall many towns of 3,000 to 5,00(» 

 wliich give two florists all the work 

 they can do. In the large cities it is 

 calculated that, from the number of 

 florists in the telephone directory, there 

 is about one to each 4,000 or 5,000 in 

 habitants. No one, in his rosiest en 

 thusiasm, has ever put the number of 

 florists in this countrv above 20,000. 

 In a country of 110,000,000 inhabitants, 

 this indicates one florist to each 5,500 

 inhabitants. If 15,000 retail florists is 

 nearer the mark, there would be one to 

 ;ibout each 7,500 ])ersons. 



It is said that figures can be made to 

 j)rove anything. But a glance at tho^c 

 presented liere should indicate to any 

 thinking person that the florists' busi- 

 ness is only on the threshold of its op- 

 portunity in this country. As more 

 aggressive sales methods and wider pub- 

 licity educate the public into greater 

 use of flowers, the demand for our prod 

 uct will be iruiltiplied and the oppor- 

 tunity for able business men in this field 

 will be much enlarged, though even to- 

 day it is great. 



THIRTEEN THOUSAND. 



Thirteen thousand concerns in the 

 trade now arc subscribers to The Re- 

 view. It is a rather large number, and 

 the more you think about it the larger it 

 seems. It accoiiuts for letters likt' 

 these: 



I'ICHSC St(l|l Ill.V C<)1<>11S (1(1: sold out for 111' 



sciiKon iilrcad.v. (icorRp W. Mount, March JU. 

 192:;. 



Ill spiidinB Ill.V clipck I will say Tlie UpvIch 

 liiis III) oiimil lis ;i niciliiiin for movinK stock. — 

 (Jcorso O. Ovcrliiilscr. March 27, 1922. 



If you hear a man complain of the 

 cost of advertising, you can be prett> 

 certain he sjiends a good bit of money 

 elsewhere than in The Review. 



