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The Florists^ Review 



July 13, 1922 



Established 18S7. 

 by a. L. arant. 



Published every Tbnraday by 

 Thb Florists' Publishing Co., 



600-S60 Oazton BnlldinK. 



808 Sontb Doarborn St., Ohlcaso. 



Tel., Wabash 8196. 



Registered cable addreM, 



Florrlew, Oblcago. 



Entered as second class matter 

 Doc. S. 1897. at the post-office at Ohi- 

 caffo. 111., under the Act of Uarch 



Eesults bring advertising. 

 The Review brings results. 



Rain has ended the forty dtrys' drought 

 in the middle west, to the ^t^t relief of 

 all growers of outdoor crops. ^ 



It is so easy to get and to iWld cus- 

 tomers by giving the best you csn for 

 the money that it is surprising not^iore 

 try it. \ 



Now is a good time to advertise the 

 telegraph delivery service to the pub- 

 lic. Such orders now are even more de- 

 sirable than at a busier time. 



The display window will work just as 

 hard for you in summer as in winter if 

 you will give it a chance. Brighten it 

 up with flowers. Don't fill it with palms 

 and ferns. 



A FEW price cards on vases of flowers 

 in a florist's window at this time of 

 year will sell many flowers. The public 

 at large does not realize how cheaply they 

 can get good flowers. 



It is an axiom among economists that 

 high prices increase production. Nothing 

 could do more to develop American pro- 

 duction of Paper Whites and Lilium gi- 

 ganteum bulbs than is being done by the 

 rise in prices in France and Japan. 



There are times when business expendi- 

 tures must run ahead of business income, 

 but cash in the bank and a clean slate 

 usually depend on the character of the 

 management. The manager who cuts out 

 non-essentials usually accumulates a sur- 

 plus and can pay on the dot for all essen- 

 tial needs of his business. 



Ed. a. Humfei.Dj chairman of the en- 

 tertainment committee of Kansas City 

 florists for the S. A. F. convention, prom- 

 ises a "great time" for those who at- 

 tend. He and his fellow hosts are ex- 

 j)ecting a record attendance, since he 

 "knows a great many eastern florists 

 will be crazy to see the buffalo roaming 

 around on our streets. ' ' 



The present is most decidedly not the 

 time for the greenhouse man to enter 

 the market for his coal supply. The de- 

 mand from railroads, public utilities and 

 factories is forcing prices up on the 

 limited supply, curtailed by local rail- 

 road tie-ups as well as the miners ' strike. 

 In anticipation of a settlement ere au- 

 tumn's approach, those not in present 

 need of coal are holding aloof. 



The Tuinbouw Aankoop Centrale, with 

 headquarters at Aalsmeer, Holland, is 

 said to be the largest organization of 

 florists in the world, having nearly 5,000 

 members. 



If urban apartment dwellers knew how 

 much they could brighten their homes 

 with a couple of dollars ' worth of garden 

 flowers from the florist at this season of 

 the year, we'd sell many more of those 

 that now go to the ash can. 



When you want to know anything per- 

 taining to the trade, ask Review readers. 

 One recently wanted a pair of pruning 

 shears with two cutting blades. The re- 

 ply at hand is: "Write to William Von 

 Helms, Monsey, Rockland county, N. Y., 

 for Kundo & Son normal double-cut 

 jiruning shears." 



In most large business houses the "in- 

 formation" desk is directly in front of 

 the entrance. A certain bank pays one of 

 its florist depositors $15 weekly for plac- 

 ing, every other day, a fresh basket of 

 flowers on the desk of the information 

 clerk, where they will be seen by every- 

 one who enters. After several months of 

 experience the manager says it is the 

 best thing he ever did to produce an at- 

 mosphere of good cheer and friendliness 

 in his institution. See if you cannot get 

 some good concern in your vicinity to try 

 it. Help the idea to spread. 



As it is the practice of some publishers 

 to send out canvassers for subscriptions, 

 a petty swindle often is perpetrated by 

 persons who profess to represent publish- 

 ers or subscription agencies, but who, as 

 a matter of fact, merely have some ficti- 

 tious receipt blanks and pocket whatever 

 money they can get, without forwarding 

 any subscriptions to the publishers. Us- 

 ually such petty swindlers claim to rep- 

 resent some agency, so that they may 

 seem qualified to take subscriptions for 

 any publication their victim will pay for. 

 It is a good rule never to patronize such 

 canvassers. If a publication is worth 

 reading it is worth sending for — send the 

 l)ublisher your subscription in a letter. As 

 for The Review, this paper never has em- 

 ployed canvassers. Its news correspond- 

 ents are its only representatives and they 

 are all weM known in their own commu- 

 nities. If a stranger asks you to pay him 

 money for The Review, don't do it. 



GRAFTED DOUBLE GYPSOPHTLA. 



The Review has received several in- 

 quiries from subscribers who wish to 

 purchase plants of grafted double gyp- 

 sophila, like the ones the subscribers 

 formerly obtained from Holland. If 

 anyone has these to offer, The Review 

 would like to hear from him. 



If some reader who knows the process 

 of grafting the gypsophila will describe 

 it in The Review, undoubtedly a number 

 of subscribers would like to try grow- 

 ing it for themselves, and probably we 

 can develop another item on which 

 ])rofitablc business can be done season 

 after season. 



MOTOBINa TO KANSAS CITY. 



For *he benefit of those florists who 

 plan to travel by automobile to the 

 S. A. F. convention, at Kansas City, 

 August 15 to 17, Alpha Elberfield, chair- 

 man of the local publicity committee, 

 points out that there are free tourist 

 camps delightfully situated on some of 

 Kansas City's highest points within 

 four minutes' ride of the heart of the 

 city. To those who wish them, road 



maps will be supplied, showing the best 

 roads to Kansas City from various parts 

 of the country and indicating the loca- 

 tion of the tourist camps. A great 

 many visitors are expected to travel to 

 th4 convention by motor. Those who 

 travel from Chicago and vicinity are 

 advised to take the Tib road from Chi- 

 cago to Des Moines, thence to Kansas 

 City. 



Those who wish the comforts of a ho- 

 tel after motoring to the convention 

 city will find ample accommodations. 

 The local convention bureau issues a 

 folder in which are listed about seventy- 

 five of the city's hotels and their rates. 

 In next week's issue, The Review will 

 present a list of those most convenient 

 and desirable for convention visitors. 



GET YOUR CERTIFICATE. 



Members of the Society of American 

 Florists, and dependent members of 

 their families, journeying to Kansas 

 City will be able to purchase round- 

 trip tickets at the rate of one fare and 

 one-half on the identification certificate 

 plan, only good via the same route in 

 both directions. Return tickets must 

 be validated at Kansas City by ticket 

 agents at the regular ticket offices of 

 the lines for which they are issued, on 

 any date to and including final return 

 limit, provided a train selected reaches 

 the original starting point prior to mid- 

 night of the date limit. 



Certificates will be furnished on ap- 

 plication to the secretary of the So- 

 ciety of American Florists, John Young, 

 43 West Eighteenth street, New York. 

 One certificate will suffice for each 

 member and includes the dependent 

 members of his or her family. These 

 certificates should be properly filled 

 out before presentation to the ticket 

 agent. 



The certificates will be available for 

 Chicago florists going August 11 to 17, 

 the return limit being August 23. 



HOW'S YOUR STAFF? 



From .'ill the indications, there is a 

 long period of prosperity ahead of 

 everyone in the florists' and nursery 

 business. The concerns which realize 

 the benefits of the long run of steady 

 good business, which seems just ahead, 

 will be the ones adequately organized. 

 A one-man institution can do only one- 

 man volume. To handle more than a 

 limited quantity of business requires 

 capable and experienced help. Have 

 you got it? Enough of it! Now is the 

 time to prepare. At the moment ex- 

 perienced help is more abundant than 

 it has been at any time since 1917. Not 

 in the last five years have the oppor- 

 tunities been so good to build a strong 

 organization. It's like this: 



Kindly (liBoontiniie our Help Wanted ad. We 

 liave been swamped with answers. The little 

 liner rosting only 54 cents per week already has 

 brought forty-three appliontions. Never saw any- 

 thing to equal It. — Enid Floral Co., Enid, Okla., 

 July n. 191.':2. 



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. 



W. N. C, Mich.— One of the flowers 

 forwarded is the common spidcrwort, 

 Tradescantia virginiana, or virginica, 

 which has deep blue flowers. The other 

 specimens wei'e too dried up for identifi- 

 cation. 



