■■<:i^'. 



The Florists^ Rcvie^ 



JANU4BY 28, 1916. 



ir 



EstabliBhed, 1897. by O. L. GRANT. 



Pabll8hect every Thursday by 

 Thk Florists' Publishing Co., 



633-S60 Oaxton BnlldlDi;, 



606 South Dearborn St.. OhicaDTO. 



Tele.. Wabash 8195. 



K«8rl'<tered cable address, 



Fiorvlew. Chicago. 



Entered as second class matter 

 Dec. 3. 1897. at the poetK>ffice at Chi- 

 cago. 111., under the Act of March 

 3. 1879. 



Subscription price, $1.00 a year. 

 To Canada, $2.00; to Europe. $3.00. 



AdvertlBlng rates quoted upon 

 request. Only strictly trade ad- 

 vertising accepted. 



NOTICE. 



It is imposiible to guarantee 

 the insertion, discontinuance 

 or alteration of any advertise- 

 ment unless instructions are 

 received by 



S P. M. TUESDAY. 



SOCIETT OF AMERICAN FL0BI8TS. 

 Incorporated by Act of Congreu, Maxoh 4, 1001. 



Officers for 1915: President, Patrick Welch, 

 Boston; Tlcie-president, Daniel MacRorie, San 

 Francisco; secretary, John Young, 63 W. 28th 

 St., New Yorit City; treasurer, W. F. Kasting. 

 Buffalo. 



Tliirty-flrst annual couTention. San Francisco, 

 Csl., August 17 to 20, 1016. 



RESULTS. 

 We give them. You get them. .,>j. 

 We both have them. 



For the exploitation of the New York 

 show, to open March 17, E. F. Horbel, 

 professional press agent, 1790 Broadway, 

 New York city, has been employed. F. 

 R. Pierson is chairman. 



Members of labor unions henceforth 

 will have nothing on members of the 

 8. A. F., as Secretary Young this year 

 is supplying as a receipt for dues a 

 typical union card certifying that the 

 bearer named is a member in good 

 standing. 



John Young, secretary of the S. A. 

 F., is sending out reprints of the draw- 

 ings showing the standard flower pot 

 sizes as approved by the society in 1889. 

 These never have been printed before 

 save once, in The Review for September 

 24, 1914. 



There have been many reports this 

 winter of losses through illuminating gas 

 /filtering into greenhouses as the result 

 of the ground outdoors being frozen 

 solidly. The colder the weather the more 

 numerous these losses become. They 

 rarely occur in summer. 



The question, "Is my growing stock 

 taxable ? ' ' comes in with increasing fre- 

 quency. Regretfully, it must be said 

 that the courts generally hold that flo- 

 rists' stock is assessable under the same 

 laws as other personal property. Ap- 

 parently a majority of the trade have 

 been escaping assessment, but more and 

 more are being assessed each year. The 

 effort should be to obtain reasonable 

 valuations rather than to escape alto- 

 gether. 



Edward Winkler, Wakefield, Mass., 

 last week sent The Review by parcel 

 post a dozen blooms of his new seedling 

 carnation, Morning Glow, a shade of 

 pink that fits the name. The blooms 

 were badly crushed when received, but 

 when put in water freshened up most 

 delightfully and stood on the editor's 

 desk in fine shape for four' days after 

 their 1,100-mile journey. 



A HUNCH. 



Bo you want some orders? 



Well, here's how to get them, 

 quickly, easily, cheaply. 



Run your eye through the Classified 

 ads in this paper. Note the items of 

 stock you can offer that are NOT listed , 

 there, or not offered by anyone in your 

 part of the country. 



Slip in a little ad next issue, or sev- 

 eral little ads if you have the stock. 



The Review and its readers will do 

 tlie rest. 



THE BUSINESS WEATHERVANE. 



Here are some of last week's news 

 items that show how the business wind 

 is blowing: 



Wheat reached $1.45 per bushel, with 

 one-third the great crop of 1914 still 

 in farmers' hands. 



Steel mills busier than at any time in 

 1914. After long series of dividend 

 reductions, Bethlehem Steel Co. adds 

 two per cent to its preferred stock pay- 

 ment. 



Government reports December ex- 

 ports $246,266,047; $13,070,419 greater 

 than in 1913; $131,863,077 greater 

 than the imports for the month. The 

 trade balance in favor of the United 

 States in the last four months reaches 

 the unprecedented sum of $284,246,720. 



IN THE EYE OF THE WORLD. 



Every now and then some thought- 

 less person voices his surprise at find- 

 ing what far corners of the world are 

 penetrated by The Review. But noth- 

 ing could be more a matter of course 

 than that The Review should go to the 

 ends of the earth — wherever men are 

 interested .in the broader phases of 

 trade activities. Leading houses in the 

 trade the world over read The Review 

 for the same reason stated by these 

 widely known Holland exporters in re- 

 newing their subscription: 



We are convinced that everybody Miio wishes 

 to keep in touch with trade wants in your coun- 

 try has to read The Review, it being the leading 

 paper In America for florists and seedsmen. — 

 Vnn't Hof * niol<lier. Akersloot, Holland, .Tnn- 

 narv 7, 1915. 



ROOM FOR BETTERMENT HERE. 



"The more I see of the advertise- 

 ments in the horticultural papers," 

 says an observer writing in the Horti- 

 cultural Trade Journal (British), "the 

 deeper becomes my impression that 

 what the trade requires is the aid of 

 expert advertisement writers — not the 

 ever importunate general advertising 

 agent whose greatest genius sometimc«. 

 appears to lie in the direction of secur- 

 ing commission and discounts, but ex- 

 pert, practical horticulturists, whose 

 knowledge of the trade is coupled with 

 the rare ability to condense into lim- 

 ited space, appeal, suggestion and per- 

 suasion; who can, in short, make the 

 best possible use of advertisement 

 space. I am not one of those who wor- 

 ship everything in the shape of Amer- 

 ican ideas, but in this respect Uncle 

 Sam can and does give us points." 



TENNESSEE FLORISTS TO MEET. 



In connection with the annual meet- 

 ings of other state societies, the Ten- 

 nessee State Floral Society will hold its 

 yearly convention Friday, January 29,^ 

 at the Maxwell House, Nashville. Re- 

 duced railroad rates, an attractive pro- 

 gram, etc., lead to expectations of a 

 good attendance. The program, which 

 begins at 7:30 p. m., is as follows: 



Address of welcome, by T. C. Joy, Nashville. 



Response and president's address, by Charles 

 Baum, Knoxville. 



"Tennessee's Floral Interests," by G. M. Bent- 

 ley, Knoxville. 



"Looking Toward Closer CoSperatlon," by L. 

 Haury, Nashville. 



"Design Making," by Mrs. G. H. McNeill, 

 Jackson. 



"What We Can Make Our State Society," by 

 Carl Baum, Knoxville. 



"History of the Knoxville Florists' Society," 

 by A. J. McNutt, Knoxville. 



"Who Will Be Benefited by the State Organ- 

 ization of Florists?" by Alex. Dalley, KnoxvilU'. 



Klection of officers. 



Appointment of committees. 



HONORABLE MENTION. 



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: 



TWO YEARS. 

 Jurgens, Wm., Newport, R. I. 

 Splwak, Wm., Woodside, L. I. 

 Kerpen, Frank, Jersey City, N. J. 

 Jahn, Florist, Brockton, Mass. 

 Kltchenmelster, E., Perth Amboy, N. J. 

 McLeod, D., Concord, N. H. 

 Pennock, Herbert A., Jupiter, Fla. 

 Schleider, J. S., Owosso, Mich. 

 Carbone, J. .4., Berkeley, Cal. 

 Busch, Hugo, Jefferson City, Mo. 

 Wellsher, T. H., CorvaUls, Ore. 



The Review stops coming when the 

 subscription runs out. The green no- 

 tice with the last copy tells the story; 

 no bills are run up; no duns sent. 



CHICAGO. 



The Market. 



The change in the market reported 

 last issue became more pronounced as 

 the week advanced. Supplies in the 

 j^rincipal lines continued to go down 

 and the demand, especially from out of 

 fown, continued to increase, with the 

 result that by the end of the week 

 conditions had become almost normal. 

 There still are rather more flowers than 

 there were at this date last year, but 

 in its main characteristics the market 

 is almost the same as it was a year 

 ago. The somewhat larger supplies and 

 somewhat better quality of stock ap- 

 parently are due to fairly favorable, 

 bright January weather; there are dark 

 days, but there are occasional long 

 hours of sun. 



The shortage, of course, is of low- 

 priced roses. The growers who were 

 in heavy crop at Christmas now are 

 pretty well off. It is impossible to fill 

 all orders for short and medium-stem- 

 med roses. The buyer who is willing 

 to pay the price usually can find long- 

 stemmed roses of the variety he wants^ 

 but a large percentage of the business 

 now being done in the retail stores 

 is funeral work and the trade cannot 

 use 10-cent to 15-cent roses for this. 

 The result has been to turn a consider- 

 able part of the demand to carna- 

 tions. While the receipts of carnations 

 are lighter than they were, there is no 

 shortage except for the man who is un- 

 willing to accompany the rise in the 

 market. It is almost the first time this 



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