20 



I 



The Florists' Review 



%'->- 'Sn?TBHBBB 25, 1913. 



Index to Advertbers, Pa{e 94. 



...CONTENTS... 



The Retail Florist 9 



— The Standing Wreath (lllus.) » 



— Advertising By Retailers 9 



— Discourage the Insatiable 9 



— To Keep Before Them 9 



— Appropriate to Ills Calling (liius.) 10 



Win Some Eil£ Answer? 10 



Begonias Losing Foliage 10 



Relation of Glass to Light 10 



Cleveland Boosts Business (iUus.) 11 



Carnations 12 



— Names to be Dropped 12 



— Stt'm-Boring Larvae 12 



Violets 12 



— Diseases of the Violet 12 



To Winter Gloxinia Bulbs 13 



Proper Soil for Asparagus 1.3 



A City Block of Geraniums (illus.) 13 



A Field of Geraniums (llius.) 13 



Chrysanthemums 14 



— Mulching Chrysanthemums 14 



— Mums Losing Foliage 14 



A Philadelphia Dahlia Siiow (illus.) 15 



L. K. Peacoel£ (portrait) l-^ 



N6 More Obconica Poisoning 15 



Perennials Sown Indoors 15 



Rest for Cyclamen Plants l.'i 



Business Embarrassments 1." 



Dutch Bulbs Kl 



— Preparations for Planting 1(> 



At the Vlck Seed Farm (illus.) 17 



New York 1" 



Kansas City, Mo IS 



From Coast to Coast (illus.) 18 



Providence, R. 1 18 



Rochester, N. Y 19 



Motoring In Milwaukee ( ilbis. ) 19 



Obituary J 19 



— George McWiiliam 19 



— WilUnni Ellas 19 



Prize Winners Wanted 20 



The Story of a Half -Page Ad 20 



Chicago 20 



New Orleans 20 



Philadelphia 28 



Boston 32 



Louisville, Ky 38 



St. Louis 38 



Steamer Sailings 44 



Index to Rf tall Cards 4.'i 



Pacific Coast Department 4<i 



— San Francisco 40 



— Los Angeles, Cal 47 



— Seattle, Wash 4S 



Seed Trade News .50 



— Sutton Gets Veitch's Seeds .50 



— Plenty of Romans? 52 



— Clover Seed 54 



— Dutch Bulb Arrivals iit) 



— Catalogues Received •">0 



News of tlie Nursery Trade 62 



— The Phoenix Assets 02 



— Tree Seeds in Wisconsin 62 



— Low Shrubs for Bank 62 



Pittsburgh, Pa 63 



Kansas City 64 



Cincinnati 66 



Columbus, 68 



Evansvllle, Ind 70 



Springfield, Mass 82 



Milwaukee Florists' Out lug 82 



Greenhouse Heating 84 



— A West Virginia Range. 84 



— Piping for Three Houses 85 



— Size of Coil Heater 86 



— Steam Pipes on Incline 86 



Lancaster, Pa 8S 



Taunton, Mass 90 



St. Paul 92 



THE FLORISTS' REVIEW 



Founded, 1897, by G. L. GRANT. 



Ipswich, Mass. — Henry Lawrence has 

 built a greenhouse here and expects to 

 cater to the local trade. 



Alexandria, Ind. — H. A, Maxiner has 

 sold his greenhouse to M. E. Goode, 

 of Jackson, Minn., who will move here 

 with his family to take charge of the 

 plant October 1. Mr. Maxiner and his 

 family will probably go to Cuba, where 

 he has some property. 



Fort Thomas, Ky. — A fire of unknown 

 origin destroyed the new bungalow of 

 Henry Gorkel September 17 and caused 

 a loss of about $4,000. Mr. Gorkel dis- 

 covered the blaze about 4 o'clock and 

 summoned the fire department. The 

 firemen were unable to check the flames 

 and the home was burned to the 

 ground. This was the second time the 

 bungalow burned. About six months 

 ago the house caught fire and was 

 completely destroyed. Mr. Gorkel is in 

 <loubt whether he will build again. The 

 greenhouses were not damaged. 



PCBUSHKD KVEEY THURSDAY BT 



The FLORISTS' Publishing Co. 



* 530-060 Caxton BnildinK. 

 608 South Dearborn St., Chicago. 



Telephonk, Uabbison 6429. 



bxoibtkbbi) cable abdbkss, ixobyiew, ohioaoo 



New York Office: 



1310 Forty-Ninth St Brooklyn. K. Y. 



Tklkphonx, 2632 W. Borouerh f ark. 

 J . Austin Shaw, Mamaqeb. 



Subscription price, $1.00 a year. To Canada, $2.00 

 To Europe, t2J50. 



AdTertislng rates quoted upon request. Only 

 strictly trade advertislner accepted. 



Advertisements must reach us by 6 p. m. Tuesday, 

 to Insure insertion in the issue of that week. 



Entered as second class matter December 3, 1897, 

 at the post-oflice at Chicago, 111., under the act of 

 March 3, 1879, 



This paper Is a member of the Chicago Trade 

 Press Association, 



SOCIETT OF AMESICAK FLOBISTS. 

 Incorporated by Act of CongreBi, March 4, 1901. 



Officers for 1913: President, J. K. M. L. 

 Farquhar, Boston, Mass.; vice-president, Theo- 

 dore Wlrth, Minneapolis; secretary, John Young. 

 54 W. 28th St., New York City; treasurer, W. F. 

 Hasting, Buffalo, 



Officers for 1914: President, Theodore Wlrth, 

 Minneapolis; vice-president, Patrick Welch, Bos- 

 ton; secretary, John Young, 54 W, 28th St., New 

 York City; treasurer, W. F. Hasting, Buffalo. 



Thirtieth annual convention, Boston, Mass., 

 August 18 to 21, 1914. 



KESULTS. 



We give them. You get them. 

 We both have them. 



KosES in most of the large city whole- 

 sale markets are unusually good for this 

 time of year. 



A SHARP fall in temperature last week, 

 in many places to levels unknown for 

 September, shortened "supplies and gave 

 business a boost. 



There still is an active demand for 

 field-grown carnations, although it ap- 

 pears that the loss from stem-rot after 

 benching has not been so heavy this year 

 as usual. 



In the San Francisco letter, on another 

 page of this issue, is a report of the 

 marriage of J. E. Fotheringham, of Tar- 

 rytown, N. Y. Mr. Fotheringham has 

 so many friends, east and west, that the 

 news is of general interest. 



The designers of the slit skirt and 

 other articles of feminine adornment have 

 done florists a favor by inventing fashion 

 week, or style show week, as the name for 

 the period of autumn store openings. 

 Getting these affairs concentrated into 

 one week creates a spirit of rivalry that 

 tends toward a more lavish use of flow- 

 ers. 



PEIZE WINNERS WANTED. 



C. N. Euedlinger, 2924 Aldrich ave- 

 nue, Minneapolis, who was chairman of 

 the sports committee for the conven- 

 tion, writes: "We have on hand two 

 prizes which were not claimed at the 

 S. A. F. outing at Tonka Bay, August 

 23. One prize is for a Miss Raymer, 

 who won third prize in the girls' race, 

 10 years and under. The other prize is 

 for a Miss Nelson, who won third prize 

 in the ball throwing contest. We have 

 been unable to locate these parties and 

 hope an answer will be received after 

 having the paragraph in the paper. 

 Their prizes will be sent them if they 

 write to me and I will see that they 

 are mailed at once." 



THE STOBY OF A HALF PAGE AD. 



Advertising in The Review has be- 

 come so generally recognized as the 

 principal and standard means of market- 

 ing florists* crops at wholesale that the 

 old question, "Does advertising pay?" 

 hardly ever is heard; it is not a ques- 

 tion; everybody who ever has offered 

 seasonable stock in The Review know? 

 from experience that advertising pays; 

 at least, tJ^t advertising in The Re- 

 view pays/^The point is that a good 

 m^ny do not recognize how extremely 

 well it pays. In most cases no records 

 of results and costs are kept. But here 

 is a letter that tells the story of a half- 

 page ad: 



Please cut out our carnation ad; have more 

 orders than plants and have sold close to 50,000. 

 — C. H. Frey, Lincoln, Neb., September 18, 1013. 



When this letter was written the 

 half -page advertisement to which it re- 

 ferred had had three insertions, one in 

 the Convention Number, and two in 

 September. The original offer was 

 "5d,000 field-grown carnations plants, 

 $5 per hundred; $45 per thousand." 

 Allowing for all sales being made at the 

 thousand rate, the total was $2,250 — 

 and the cost of three insertions of the 

 half page was only $31.50. 



Here was $2,250 worth of business 

 obtained for $31.50! a little over one 

 per cent! Not one and one-half per 

 cent. 



How otherwise does any florist get 

 sales so cheaply! 



Is it any wonder that when once a 

 grower has a surplus and finds how 

 easily The Review turns it into cash, he 

 keeps on season after season growing 

 larger and larger quantities to whole- 

 sale? 



A good many rely on classified ads, 

 which bring splendid results in com- 

 parison to their trifling cost, but this is 

 the story of $2,250 of business IN 

 THREE WEEKS as the result of big, 

 strong display — and it cost only $31.50. 



CHICAGO. 



The Great Central Market. 



> 



Always susceptible to weather influ- 

 ences, the Chicago wholesale cut flower 

 market has had an experience this week 

 that reminded the old-timers of by- 

 gone days. A cold wave unprecedented 

 for this date struck the growers Sejt 

 tember 20 and held for three days. 

 Coming just at a' time when business 

 activity was on the increase, the effect 

 was more apparent than it otherwise 

 would have been. Cuts were sharply 

 curtailed in practically all departments, 

 while the demand increased strongly. 

 It is an axiom that whenever the sup- 

 ply in the Chicago market is sharply 

 cut down there will be an equally sharp 

 increase in demand. The reason is that 

 the same condition of reduced supply 

 prevails through a large area. It was 

 natural under the circumstances that 

 prices should stiffen. There was a 

 buyer for practically every good flower, 

 so that the only bargains offered were 

 stock of questionable quality. 



But the Chicago market now is so big 

 that there always are flowers for every- 

 one; perhaps not always just the vari- 

 ety or length of stem, or at the price, 

 that is specially in request, but never- 

 theless there are flowers. 



While cuts of Beauties became lighter 

 there continue to be plenty of long 

 stems' for those who can pay seasonable 

 prices. The supply of short Beauties is 



