26 



The Florists' Review 



June 20. 1U22 



II 



Established 1897. 

 by O. L arant. 



Pabllsbed erery Tharsday by 

 Thb Fu)kists' Pdblishing Co., 



600-560 Oazton Balldlng. 



608 Sontti Doarborn St., OhicsffO. 



Tel.. Wabash 8196. 



Registered cable address, 



Florrlew, Oblcago. 



Entered as second class matter 

 Deo. 8. 1897, at the post-office at Ohi. 

 caffo. 111., nnder the Act of Uaroh 

 8.1879. 



SabscrlpUon price, 12.00 a year. 

 To Oanada, $3.00; to Barope, 14.00. 



Adyertislnff rates qnoted on 

 reqnest. Only strictly trade ad- 

 ▼erUsUw acoepted. 



n 



Kcsults bring advertising. 

 The Review brings results. 



Acknowledgment of an order on re- 

 ceipt is now the rule with the b6st firms in 

 the trade. If you do not make it a prac- 

 tice, use the first opportunity to devise a 

 system for doing so. 



Neglect is a poor reason for the non- 

 payment of bills when they are due, 

 though it is the one most frequently given. 

 Neglect does not grow good roses, nor 

 does it produce good credit. 



It appears that the quantity of gigan- 

 teum bulbs in cold storage is decidedly 

 limited and that a few hundred thousand 

 blooms will have to satisfy the public until 

 the 1922 oroji of bulbs arrives and can be 

 flowered. 



The Fourth of July holiday makes it 

 necessary to advance the printer's sched- 

 ule on next week 's issue of The Review. 

 Copy should, therefore, be mailed a day 

 earlier than usual to reach this ofiBce 

 in proper time. 



Why quit? It isn't necessary to stop 

 <loing business in the summer. Winter 

 volume may not be possible, but retail 

 stores that maintain their sales effort will 

 find it easy to keep the business ball roll- 

 ing even in July and August. 



Here and there one finds a surplus of 

 bedding stock, mostly geraniums, but it 

 was due to an error in calculating local 

 <lemand, as all stock ready in time was 

 taken if offered to readers of The Re- 

 view, many of whom are still buying. 



In the readjustment of business the 

 trade is getting down to the point where 

 credits and collections take on their old- 

 time importance. Continued success de- 

 mands that every florist arrange to look 

 after collections with the same regularity 

 and thoroughness that he takes care of the 

 stock in his greenhouses or store — and 

 that outgo l>o firmly held within cash in- 

 come. 



The general report from all parts of 

 tlie United States, including eastern manu- 

 facturing centers as well as middle-west- 

 ern agricultural districts, is that florists 

 have had a goo^ spring season; rather 

 better than most of them expected. No 

 special degree of activity in the next two 

 months is anticipated, but there is a wide- 

 spread belief that the season of 1922-23 

 is to be a profitable one for all whose 

 methods are such as to merit success. 



Hollanders engaged in the production 

 of rhododendrons and azaleas in this 

 country speak encouragingly of the pros- 

 pects of success, though a supply large 

 enough to be of commercial importance 

 is still far distant. 



The florist who declines further credit 

 dealings with those who do not pay 

 promptly may not rapidly increase his 

 business, but he will have something sub- 

 stantial baSfesof him and will be as free 

 from worry asSHy business man can be. 



This trade was among the last to feel 

 the effects of the restricted buying con 

 sequent on post-war deflation. Scarcely 

 has this trade been affected ere other lines 

 show a change for the better. If we are 

 alert, our curtailment of business should 

 be brief. 



If you do spring planting why not do 

 fall planting, too? "The autumn planting 

 season usually is longer than the one in 

 spring. If you don't grow the hardy 

 stock needed for fall, it is' easy to ship 

 and handle. Now is the time to begin 

 booking orders for shrubs to be planted 

 when the leaves have fallen. 



It is specially important to pay prompt- 

 ly petty out-of-town accounts. Most of 

 these probably arise from telegraph orders 

 sent to small places where no monthly 

 account has been established. The man 

 who fills such an order is entitled to his 

 money ' ' right off the bat. ' ' He has filled 

 the order, most likely, on faith, with no 

 actual knowledge of the sender's financial 

 standing or business habits. Frequently 

 such orders are for small amounts and 

 filling them has caused a long delivery 

 trip. Rills should be rendered promptly 

 and should be paid on receipt, if for 

 no other reason than to encourage pains- 

 taking attention to the next order that 

 comes in a similar wav. 



tains some dead wood; there is an 

 escapable waste of printed matter and 

 postage. Every subscriber of the 13,000 

 on The Review's list has paid $2 in ad- 

 vance for 1922; no waste there. 



SOME DIFFERENCE. 



Probably many concerns in the trade 

 recently have received circular letters 

 from addressing concerns, offering them 

 so-called new lists of florists, etc. This 

 is the result of the recent publication 

 of a new edition of the trade directory. 

 The concerns which make a business of 

 soiling lists of names buy the trade 

 directorv and copy out of it lists of 

 names divided according to their own 

 notions. Most of them take the direc- 

 tory lists and divide them into half a 

 dozen different groupings, because the 

 more groupings the more likely they are 

 to meet the notion of the man who, 

 without a knowledge of the trade, is 

 buying names. 



One such circular which has reached 

 The Review offers the names of 12,000 

 florists supplied in typewriting for $50. 

 If any florist is interested, The Review 

 will supply the trade directory, post- 

 pnid, on receipt of $5. 



By way of comparison, after having 

 paid from $.'5 to $50 for the names, it 

 will take 12,000 1-cent stamps, 12,000 

 envelopes and 12,000 pieces of printed 

 matter, not to mention time, to make the 

 names of value. To send even the 

 cheapest kind of a circular to 12,000 

 names will cost not less than $250. 

 Yearly advertisers in The Review pay 

 !f!.T7.56 per page each insertion. The 

 $250 that it would cost to put once the 

 cheapest kind of circular in the hands 

 of 12,000 florists would put a page ad- 

 vertisement in the hands of 13,000 read- 

 ers of The Review once a month for 

 seven months. 



Every purchasable list of names con- 



THE SAME TO YOU, LADY! 



Eleanor Franklin Egan has this to say, 



among many other things, in last week's 



Saturday Evening Post: 



I enjoy looking at beautiful things and I am 

 always thankful that there are rich people who 

 produce them for my benefit. The rich people 

 have all the responBibility for them, while I have 

 at least a part of the enjoyment. One of my 

 pet loves is a lore for florists. I cannot afford 

 bowers of orchids and roses and feathery ferns 

 and a show for myself of all the beauties of the 

 world of flowers as these beauties unfold through 

 the seasons, but the florists, in their sordid pur- 

 suit of gain, make me a present of this show in 

 their beautiful windows and, passing by in sim- 

 ple and unhampered happiness, I thank them. 



Would it be too much for us to say 

 here that we cannot afford to gad about, 

 as Mrs. Egan does, to the ends of the 

 earth, but that the fact gives us no 

 sorrow? Instead, we get much simple 

 pleasure in beholding through Mrs. 

 Egan's eyes, experience and facile pen, 

 the sights in lands we may not visit. 

 Lady, we thank you! 



BUSINESS EMBABBASSMENTS. 



Kansas City, Mo. — Recently an in- 

 voluntary petition in bankruptcy was 

 filed against the Pinehurst Floral Co. 

 Joseph M. Jones, of Kansas City, re- 

 ceiver in bankruptcy, states that in all 

 probability the property will have to be 

 sold later on. Last December it was 

 reported that creditors had received let- 

 ters explaining the financial condition 

 of the company. At that time, upon the 

 resignation of P. A. Manson as general 

 manager of the company and the suc- 

 cession of R. L. Isherwood to his place, 

 the latter found it necessary to place a 

 labor lien against the company for 

 about $7,000. Since there were at that 

 time $53,000 in bonds outstanding, se- 

 cured by first-mortgage deed of trust, 

 $6,000 of which were due November 1, 

 1921, it was problematical, the secre- 

 tary of the company at that time stated, 

 whether creditors would receive any- 

 thing unless a plan of refinancing the 

 company were worked out to enable it 

 to continue. 



"THE TESTIMONY OF USERS." 



Under the heading, "The Testimony 

 of Users Is Gilt-Edged, " the Hinde & 

 Dauch Paper Co., manufacturers of flo- 

 rists' shipping boxes, has this to say: 

 "As a basis for determining your own 

 future satisfaction with the use of a 

 product, it is the very next thing to 

 having actually lived through the ex- 

 perience yourself. The words of a user, 

 unbiased, and based on the knowledge 

 of having seen and lived the facts and 

 figures you want to know, are 100 per 

 cent proof." 



Which leads to this quotation: 



Vincas all sold on first insertion of my ad in 

 The Review and am now returning checks.— Geo. 

 A. Halladay, Bellows Falls, Vt., June 17, 1922. 



If you hear a man complain of the 

 cost of advertising, you can be pretty 

 certain he spends af good bit of money 

 elsewhere than in The Review. 



BRIEF ANSWERS. 



J. J. U., Mich. — The white perennial 

 is Valeriana officinalis, commonly called 

 the garden heliotrope. The geraniums 

 and other plants were so badly faded 

 as to be unrecognizable. 



