46 



The Florists^ Review 



Mat 4, 1922 



(I 



Eatabllsbed \m, 

 by a. L OntDt. 



Pabllahed every Thursday by 

 The Florists' Publishing Co.. 



S00-B6O OaxtoD BulldlaR, 



SOe Sonth Dearborn St., Ohlcairo. 



Tel., Wabash 8196. 



Registered cable address, 



Florylew, Chicago. 



Entered as second class matter 

 Deo. 3, 1897. at the poet-omce at Ohl- 

 caffo, IlL, under the Act of March 

 8. 1879. 



Snbecrlptlon price, I2.0O a year. 

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



AdverUslng rates quoted on 

 request. Only strictly trade ad~ 

 Tertlalnff accepted. 



n 



Results bring advertising. 

 The Review brings results. 



This month of May sliould be a record 

 month with nearly all in the florists' bus- 

 iness. 



Soft-pedal the carnations for Moth- 

 ers' day. Push other flowers. The day 

 is properly observed by the wearing of 

 any sort of flower. 



Do you print on your invoices and 

 statements the terms on which credit is 

 granted? If customers know when you 

 expect p.ayment, they are more apt to pay 

 by that date. 



It was a Virginia florist who said he 

 felt lost any week The Review failed to 

 arrive on time. "I like to read it on my 

 Sunday afternoons, and before I go to 

 bed I usually send off ten or a dozen tele- 

 grams," he said. 



Mothers' day will be what the trade 

 makes it. In communities in which flo- 

 rists sit down to wait there will be little 

 extra demand, but where florists individ- 

 ually or in cooperation advertise Mothers ' 

 day and flowers the business can be made 

 at least as large as at Easter. Think of 

 it! Another Easter! Wake up! Get 

 busy! Don't let the opportunity slip. 



A JOINT resolution lately passed by 

 Congress allots $200,000 for the reimburse- 

 ment of states which have compensated 

 farmers for losses due to their being com- 

 pelled to abandon the production of cot- 

 ton through efforts to exterminate the 

 pink bollworm. If the federal horticultural 

 board is going to pay the farmers of the 

 south because they must grow something 

 else besides cotton, why shouldn 't it re- 

 imburse florists and nurserymen for stock 

 destroyed in the enforcement of quaran- 

 tine regulations! 



Plans are being discussed for a Horti- 

 cultural Society of America, which shall 

 promote all branches of horticulture, with 

 the especial view of interesting the pub- 

 lic more largely and more deeply in 

 flowers, trees and shrubs. A vast amount 

 of good might be done by such an organi- 

 zation, and in time it might be made one 

 of the most powerful agencies of benefit 

 to the horticultural trades and to the 

 country at large. J. A. Young, of Aurora, 

 111., is a prime mover in the undertaking. 

 His "Plan to Plant Another Tree" cam- 

 paign has been so successful in Illinois 

 that it might be made national in scope, 

 with tremendous benefit, under the aus- 

 pices of a national horticultural society. 



SEvEiiAL cities are not represented in 

 the news columns of The Review as regu- 

 larly as they should be. If you are lo- 

 cated in one of them and believe you 

 could furnish an interesting weekly news- 

 letter, you are requested to write the 

 Editor. 



The 1922 bulletin and schedule of the 

 American Sweet Pea Society has been 

 just issued, in the same neat and attrac- 

 tive form as it has appeared in previous 

 years. It contains the schedule of pre- 

 miums for the fourteenth annual exhibi- 

 tion, to be held at Horticultural hall, Bos- 

 ton, June 24 and 25. Instructive articles 

 on sweet peas under glass, by William 

 Sim ; growing sweet peas in tubs, by A. E. 

 Thateher, and growing sweet peas out- 

 doors, by Edwin Jenkins, are reprinted 

 from previous bulletins of the society. 



At a recent meeting the executive coun- 

 cil of the Horticultural Trades Associa- 

 tion of Great Britain urged, the ministry 

 of agriculture of that country to send an 

 accredited representative to the confer- 

 ence on quarantine 37 to be held at Wash- 

 ington, D. C, May 15. The council also 

 drew up a list of the more important 

 plants on which it was considered especi- 

 ally imjiortant that the quarantine be 

 lifted. Mr. Lobjoit, controller of horti- 

 culture, will represent the British govern- 

 ment at the conference. Representatives 

 of the French, Belgian and Dutch gov- 

 ernments are expected also to attend the 

 conference. 



ACT NOW. 



Last week the Allied Florists' Asso- 

 ciation of Illinois ran in the Chicago 

 ncAvspapers advertisements urging the 

 public to take advantage of the abun- 

 dance of flowers to buy at low prices. 

 The text read: 



"Warm weather and sunshine have 

 greatly increased the supply of flowers. 

 The cold, dark days of the past few 

 months have held flowers in the green- 

 houses from coming into bloom. Now, 

 favorable weather is literally forcing 

 millions of flowers into bloom. They 

 are plentiful and prices are down. En- 

 joy flowers now — -in your home — your 

 office. Remember vour friends. Just 

 'Say It with Flowers.' " 



If florists in smaller communities as 

 well as in large ones would make a little 

 extra effort at this time, the public 

 would be able to enjoy flowers without 

 paying high prices for them, and the 

 glut which threatens the markets at 

 this season would be avoided. 



PLAN TO PLANT ANOTHER TREE. 



The campaign inaugurated by the 

 Illinois State Nurserymen's Association 

 to promote tree planting has been mark- 

 edly successful in the short time it has 

 been conducted. Part of this success 

 is due to the energy and resourceful- 

 ness which the secretary, J. A. Young, 

 of Aurora, has shown in arousing in- 

 terest throughout the state. Through 

 chambers of commerce, Rotary and Ki- 

 wanis clubs and other organizations, 

 interest in the movement was nour- 

 ished in each community. The slogan, 

 "Plan to Plant Another Tree," is the 

 catchiest originated in the nursery 

 trade. In a department bearing this 

 slogan at its head, over 200 news- 

 papers in the state of Illinois are print- 

 ing material from the clip sheet sent 

 out by Secretary Young. Even the 

 metropolitan dailies of Chicago, which 

 seldom use items from clip sheets, are 

 running this material in their columns. 



How completely editorial interest has 

 been aroused is evident from the fact 

 that Mr. Young has received a number 

 of suggestions from newspapers 

 throughout the state which have been 

 mutually helpful. The questions and 

 answers corner of this department is 

 keeping Mr. Young busy; some of the 

 answers are printed on the clip sheets, 

 though most of them are answered di- 

 rect. Showing real altruism, the clip 

 sheet bears articles not only about trees 

 and shrubs, but also about vegetables 

 and flowers for the home garden. 



The campaign as conducted by Mr. 

 Young has so far shown, by its success, 

 two things; first, that a national cam- 

 paign by nurserymen along this line 

 would be as helpful and as profitable a 

 piece of publicity as the trade has ever 

 done and, second, that the florists in 

 their national publicity campaign 

 might make use of the clip sheet idea to 

 acquaint the public, through the news- 

 papers, with the culture and care of 

 flowers, and might give the public a 

 more intimate knowledge of our highly 

 interesting occupation. A "Say It 

 with Flowers" column in daily news- 

 papers might be made one of the most 

 appealing features of the home page. 



AS OTHERS SEE US. 



Writing in the bulletin of the British 

 Florists' Federation, J. Wilson, one of 

 its members, deplores the absence of a 

 trade journal in England catering to 

 the retailer's as well as the grower's 

 needs. He says the reason no trade 

 publication in his country has a circu- 

 lation among flower shop owners is be- 

 cause none makes itself interesting and 

 useful to them. He then remarks: 



I linvc before me while writing this article 

 several copies of an American publication, The 

 Florists' Review, and a very wonderful produc- 

 tion it is, with a very large circulation. It is 

 issued weekly; contains about 150 pages, of 

 which about two-thirds are advertisements: Is 

 Iprightly edited, nicely illustrated, well printed, 

 and on good paper, and costs $2 per year. 



I am not suggesting for a moment that a 

 publication of that size would be necessary In 

 this country— I am fully aware of the tre- 

 mendous difference there is between England and 

 America in point of size and population: but I 

 am suggesting, and verj- strongly, that if a 

 journal of this description, of course proportion- 

 ately moilitied to suit the requirements, were 

 to be inaugurated, it would be of incalculable 

 value to the whole trade collectively and could 

 hardly fail to be a commercial success. 



MOTHERS' DAY CAMPAIGN. 



Florists who read in The Review last 

 week of the splendid opportunity af- 

 forded by the publicity committee of 

 the Society of American Florists to 

 take advantage of the American Le- 

 gion's statement in behalf of Mothers' 

 day have responded in large numbers, 

 requesting matrices of the newspaper 

 advertisement reproduced in The Re- 

 view and posters to put in their win- 

 dows. The florists in a number of 

 cities have got in touch with the local 

 posts of the American Legion, in order 

 to further the local observance of the 

 day, and some florists are getting mer- 

 chants in other lines of business to dis- 

 play the posters described in last 

 week's Review. With such coopera- 

 tion, the campaign for Mothers' day 

 cannot fail of success. But everyone 

 must keep pushing. If any florist has 

 not received posters, send for them at 

 once. They will be sent special de- 

 livery upon application to H. V. Swen- 

 son, 225 North Michigan avenue, Chi- 

 cago, who is sending out material free 

 for the publicity committee of the So- 

 ciety of American Florists. 



