42 



The Florists^ Review 



NOTBUBBB 12, 1914. 



Established, 1897. by Q. L. GRANT. 



Published every Thursday by 

 The Fi.orists' Puulishino Co., 



63 )-560 Oaxton BnildlDK, 



608 South Deirbora St , CUlcagro. 



Tele , Wabash 8195. 



Reentered cable addtess, 



Florvlew, Chicago. 



Kntered as second class matter 

 Dec. 3, 181W. at the post-oflice at Chi- 

 cago, III., under tlie Act of March 

 3.1879. ■ 



Subscription price, $1.00 a year. 

 To Canada, $-2.00; to Euroi)e. $:J.OO. 



Advertising rates quotrd upon 

 request. Only strictly trade ad- 

 vertlslngr accepted. 



I-MIJ. .. ,.....' 



NOTICE. 



It U impoBsibl* to guarant** 

 til* inaertioB, diacontinuaoc* 

 or altoration of anjr adTortUo- 

 mont nnloss instruetions aro 

 rocoiTod hj 



5 P. M. TUESDAY. 



SOCIETY OF AMEBICAM FL0BI8TS. 

 Incorporated by Act of Controu, March 4, 1901. 



Officer* for 1814: President. Theodore Wlrtta. 

 MlnneapolU; vlce-presld<fut, I'atrick Welch. Boa- 

 ton; secretary. John Young, 53 W. 28tb St., New 

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



Offlcera for 1915: Preaident. Patrick Welch, 

 Boston; vlce-prealdent, Daniel MacRorle, San 

 Francisco; aecretary, John Young, 53 W. 28th 

 St., New York City; treaanrer, W. F. Kaatlng, 

 Buffalo. 



Thirty-flrat annoal convention, San Francisco, 

 Cal., Augnat 17 to 20, 1915. 



Results bring advertising. 

 The Review brings results. 



With this issue The Review starts its 

 eighteenth year. 



The unemployment in the florists' 

 business is nothing like what it is in al- 

 most every other line. On the whole, 

 florists should count themselves lucky 

 this season. 



The originator of the Hadley rose says 

 that if a grower does not cut thirty to 

 forty blooms per plant in ten months of 

 the year there is something wrong with 

 the culture. 



Can you think of anything more re- 

 sponsible for the fall in the price of 

 roses than is the fact that production 

 per plant has increased so greatly now 

 that everybody grows the Killarneys as 

 standard varieties? 



The average florist is more inclined 

 to scramble with the other fellow for 

 such trade as is going, than to think up 

 ways to make new flower buyers. One 

 new customer is worth, to the trade, any 

 number coaxed away from some competi- 

 tor; there's no gain there. 



It is the opinion of more than one or 

 two that the principal reason for the 

 present poor condition of business is a 

 ' ' psychological ' ' one — people don 't know 

 but what there are real "hard times" 

 ahead and are putting their money away 

 instead of spending it. It may take a 

 little extra advertising in the way of 

 printers' ink to make them loosen up, 

 but when they do the money will come 

 the faster. 



THE SWEETEST WOBDS. 



There are three words, the sweetest worda 



In all of human speech — ■ 

 More sweet than are the songs of birds 



Or pages poets preach. — 



This life may be a vale of tears, 



A sad and dreary thing — 

 Three words, and trouble disappears 



And birds begin to slug. 



Three words, and all the roses bloom. 



The sun begins to shine. 

 Three words will dissipate the gloom 



And water turn to wine. 

 Three words will cheer the saddest days. 



"1 love you"? Wrong, by heck! — 

 It Is another, sweeter phrase, 



"Enclosed find check." 



— .\merlcan Lumberman. 



ILLINOIS FLORISTS TO MEET. 



The executive board of the Illinois 

 State Florists' Association held a meet- 

 ing at Indianapolis, Ind., November 7 

 and decided to hold the next annual con- 

 vention of the organization at Urbana, 

 111., the first Tuesday and Wednesday in 

 March. 1915. 



SETTING AN EXAMPLE. 



The Review has tried consistently to 

 work toward better things, to improve 

 the quality of its matter in contrast to 

 the twaddle that burdens the columns 

 of many trade papers, to lead the trade 

 upward instead of backward. It isn't 

 so easy as to follow looser business 

 methods, but it is appreciated — and be- 

 coming better appreciated every week: 



The Review's new fall costume certainly is be- 

 coming, and the contents of the paper also Is 

 improving steadily. Of course, being the leading 

 trade journal, we expect The Review to set a 

 j;iK)d example for us florists to emulate. — Bert 

 Clippinger, Laramie, Wyo., October 23, 1014. 



JUDGE VESEY TO WED. 



The Indianapolis papers of November 

 6, the day the city had numerous trade 

 visitors for the silver jubilee banquet 

 of the State Florists' Association of 

 Indiana, in a telegram from St. Louis 

 announced the engagement of W. J. 

 Vesey and Miss Cleo Freeling, a singer 

 of that city. Judge Vesey, besides be- 

 ing well known in the trade as head of 

 the firm of W. J. & M. S. Vesey, is a 

 former judge of the Indiana Supremo 

 court and one of the best known men 

 in the state. He is a widower and 60. 

 The dispatch stated that Miss Freeling 

 is young and beautiful. 



DON'T OEUNT; DO YOUK STUNT. 



Think of the wonderful possibilities 

 that lie before us in the crops just har- 

 vested! Preliminary estimates of the 

 important farm crops announced by the 

 Department of Agriculture, and statis- 

 tics of the average prices paid to pro- 

 ducers November 1, indicate that this 

 year's wheat and corn crops are the 

 most valuable ever grown in the United 

 States, that the wheat and apple crops 

 are record harvests, and the potato crop 

 is the second largest ever raised. 



The values of the important crops, 

 based on the average prices paid to pro- 

 ducers November 1, and their values 

 last year follow: 



1014. 1913. 



Corn ?1,?*5.?C7,000 |1,7.'MI.021,000 



Wlieftt 8.58,056,000 587,863.000 



Oats 4S4,.39n,n00 425,150.000 



Uarley lOO.&SP.OOO 97,469.0<iO 



Rye :!4,:iS7,00O 20, l.-)3,000 



Buckwheat 13,297,000 10,444,000 



Potatoes 219,.390,n0O 2.'?0,741.0fl0 



Sweet potatoes 42,751,0(;0 44,706.000 



Hay 803,.S53.000 786,062,000 



Cotton 462,4S3,000 880,360,000 



Flaxseed 18,060,000 21,192.000 



Apples 144.963,000 124.471,000 



Is it any wonder that out in the great 

 grain states of the middle west business 

 never was better f 



HONORABLE MENTIOl^i 



Not a few subscribers save them- 

 selves the bother of annual renewal by 

 sending The Review $2, $3, or some- 

 times $5, instead of the dollar-bill that 

 insures fifty-two visits of the paper. 

 Among those who have this week en- 

 rolled themselves for more than one 

 year in advance are: 



FIVE YEARS. 



Wlchtendahl, Wm., Maywood, 111. 



TWO YEARS. 



McGowan, Frank, Dtica, N, Y. 

 .Sexton, Edwin, Delmar, N. Y. 

 Kohout, Joseph, Llbtrt.vville, 111, 

 Weaver, Chas. M., Ronks, Pa. 

 La Crosse Floral Co., La Crosse, Wis. 



The Review stops coming when the 



subscription runs out. The green notice 



with the last copy tells the story; no 



bills are run up; no duns sent. 



NO SCARCITY IN REQUISITES. 



It develops that the dealers in flo- 

 rists' supplies, who were hard hit by 

 the war, have been able to regain a lot 

 of the lost ground. They depend in 

 large measure on Germany and at first 

 it looked as though they would be un- 

 able to make their usual importations 

 this year. By much effort, and at con- 

 siderable increase in c^st for traveling 

 expense, cables, freight and insurance, 

 they have been able to get possession 

 of a large part of their purchases, with 

 more on the way via Holland. Certain 

 items still are on the doubtful list, but 

 on the whole the situation now is far 

 better than seemed possible in August. 

 The ribbon men now are the ones who 

 are down in the mouth. They have the 

 stock, but the orders for it have not 

 been so good as was expected. 



CHICAGO. 



The Market. 



Sentiment has improved more than 

 business. A couple of days of season- 

 able weather at the opening of the 

 Aveek served to cheer everybody up. 

 But business still lags. There is a 

 good run of orders at the ends of the 

 week, but the middle of the week is 

 dull. Always at this time of year 

 there comes a fortnight or so that the 

 shipping demand is affected by the 

 large supplies of chrysanthemums 

 through the country. Practically every 

 florist who has any glass has been 

 cutting mums in the last ten days. 

 With mums ready for sale, either in 

 his own place or in some near-by 

 wholesale establishment, the country 

 florist is pushing mums and not order- 

 ing anything more than he can help 

 from Chicago. It always is this way. 

 As soon as the mums through the coun- 

 try are cleaned up, the shipping de- 

 mand will revive, almost with startling 

 s.uddeniiess. 



The Chicago market is loaded with 

 mums. There is so much low grade 

 stock that it can only be cleared out 

 to the cheap sales people at figures 

 that would not look well in print. 

 There is no oversupply of strictly high 

 grade mums and such of these as are 

 received are selling rapidly, though at 

 no high prices. The retailers complain 

 they cannot get all the fancy mums 

 they need; there is something wrong 

 with most of the better stock. The 

 season has progressed so far that it 

 seems doubtful if there will be the 

 usual supplies for Thanksgiving. This 

 is expected to put quite a different 



