22 



The Florists^ Review 



Fbbboary 4, 1916. 



CHEEK FOB CUT FLOWEB MEN. THE LiaHTINQ SYSTEM FOB tOTJ. 



(I 



Establtohed, 1897. by Q. L. GRANT. 



Pobllshed every Tburaday by 

 The Fix)Risrs' Publishing CJo., 



630-66O Oaxtoa Bulldingr, 



608 South Dearborn St., Chicago. 



Tele., Wabash 8195. 



ReKi'itered cable address, 



Florview, Chicago. 



Entered as second class matter 

 Dec. 3, 1897, at tlie poet-offlce 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. 



Advertising: rates quoted upon 

 request. Only strictly trade ad- 

 vertising accepted. 



NOTICE. 



It is impossible to guarantee 

 the insertion, * discontinuance 

 or alteration of any advertise- 

 ment unless instructions are 

 received by 



5 P. M. TUESDAY. 



SOOIETT OF AXE&IOAN FL0KI8TS. 

 laoorporated by Aot of OoncreM, lUroli 4. 1901. 



Offloers for 1915: President, Patrick Welch. 

 Boston; Tlce-presldent, Daniel MacBorle, San 

 rrandsco; secretary, John Young, B3 W. 28th 

 St., New York City; treasurer, W. F. Easting, 

 Buffalo. 



Thirty-flnt annual conventloB, San Francisco, 

 Csl.. August 17 to 20, 191S. 



EESULTS. 



We give them. You get them. 



We botti have them. 



Thb carnation convention demonstrated 

 that all the numerous coddlers of new 

 flesh pink varieties have cut out quite a 

 task for themselves in beating Pink De- 

 Ught. 



Growers of cut flowers for the whole- 

 sale markets will not build many green- 

 houses this season, but the country flo- 

 rists, especially in the middle west, will 

 keep right on building the same as usual. 

 Trade in the grain states never was bet- 

 ter than now. 



Now that Christmas is far enough 

 in the past to give the right perspective, 

 it seems clear cut flowers did not suffer 

 any more than did begonias. A great 

 many stores refused to handle begonias 

 this Christmas, resulting in some of the 

 growers getting badly stuck, but a great 

 many more stores will pass them next 

 season and a lot of growers will be care- 

 ful not to overproduce. The trouble is 

 the public expects too much of begonias. 



ONLY ONE BEQBET. 



In this year of off business there 



seems to be only one method of selling 



that is working as steadily as ever. It 



is the classified section of The Beview. 



Like this: 



Enclosed And check for $1.50 in payment for 

 recent geranium ad In your paper. It did the 

 work in quick time. We bad replies from Phila- 

 delphia, Omaha, St. Joseph, Quincy, III., and a 

 number of other places. In fact, we received 

 about five tlmea as many order* aa we could 

 flU before we could get you word to kill our 

 ad. We have but one regret, and that Is the 

 necessity of returning good money for want of 

 plants. — Colorado City Floral Co., by E. L. Endl- 

 cott, January 22. 1915. 



"You say you would rather sell 

 plants than cut flowers at Christmas t 

 Well, let me tell you I don't agree to 

 that at all." The speaker was E. Wien- 

 hoeber, who is one of Chicago's oldest 

 retailers, one of the largest, and whose 

 opinion frequently is sought and always 

 is valued for its conservatism. 



"Let me tell you it was only the 

 scarcity, high price and low quality of 

 cut flowers that ^ave the plants their 

 start. Now it will be different. The 

 days of holiday high prices are over. 

 And did you have more trouble with 

 your cut flowers than with your plants 

 at Christmas? How about the begonias 

 and azaleas f People expect too much 

 of plants and when we make them good 

 on complaint we encourage them to ex- 

 pect more. We can put $200 to $300 

 of cut flowers in our machine and de- 

 liver on one trip. How about the big, 

 bulky, hard-to-wrap plants? 



"We never sold so many cut flowers 

 as this Christmas, but we shall sell 

 more another time. All the trade needs 

 is the assurance that good stock can 

 be had at reasonable prices and the 

 Christmas cut flower business will 

 jump. You can't get $5 a dozen retail 

 for roses in any great quantity, but put 

 us in position to offer good Killarney 

 at, say "$3, and we can sell a wonder- 

 ful lot of them and would rather do 

 it than sell plants." 



S. A. F. BOABD TO MEET. 



The board of directors of the Society 

 of American Florists 'will hold its Len- 

 ten meeting at the Hotel La Salle, in 

 Chicago, early in March. It is the rule 

 for the board to meet in the convention 

 city, but at its last session, held in Au- 

 gust, it was the consensus of opinion 

 that it would be inadvisable to try to 

 call the board to San Francisco. Chi- 

 cago has been selected as the most con- 

 venient point and the call will reach 

 the members of the board within a 

 few days. 



The meeting will be of unusual in- 

 terest and importance for several rea- 

 sons, but most of all for the fact that 

 it will be the first one participated in 

 by the representatives of the affiliated 

 societiea Those who are entitled to 

 votes are: 



The Junior ex-presldent — Theodore Wlrth, of 

 Minneapolis. 



The president — Patrick Welch, of Boston. 



The vice-president — Daniel MacRorie, of San 

 Francisco. 



The secretary — John Toung, of New York. 



The treasurer — Wm. F. Kasting, of Buffalo. 



The directors — A. F. Poehlmann, Morton Grove, 

 III.; Thomas Roland, Nahant, Mass.; J. J. Hess, 

 Omaha, Neb.; J. A. Peterson, Cincinnati; Wm. K. 

 Nicholson, Framlngham, Mass.; R. C. Kerr, Hous- 

 ton, Tex. 



The president of the American Rose Society — 

 Wallace R. Plerson, Cromwell, Conn. 



The president of the American Carnation So- 

 ciety — Samuel J. Goddard, Framlnpham, Mass. 



The president of the Florists' Telegraph Deliv- 

 ery — Irwln Bertermann, Indianapolis, Ind. 



The president of the Boston Gardeners' and 

 Florists' Club— H. H. Bartsch, Waverley, Mass. 



The president of the New York Florists' Club- 

 Harry A. Bunyard, New Y<»k. 



The president of the Philadelphia Florists' Club 

 — George Burton, Chestnut Hill, Pa. 



By action of the society, Wm. F. 



Gude, Washington representative of the 



organization, also is entitled to mileage 



to attend the meeting. 



Since the above was in type Secre- 

 tary Young has sent out the following 

 notice: "President Patrick Welch has 

 issued a call for the meeting of the 

 board of directors at the La Salle hotel, 

 Chicago, 111., Monday, March 1, at 

 10 a. m." 



The traveling commission man, 

 above all others, needs a lamp to guide 

 him to the best opportunities, and is 

 therefore a good judge of lighting sys- 

 tems, metaphorically speaking. So 

 many florists use The Review as their 

 individual lamp to light up their road 

 to business success that an advertiser 

 who puts his offer in the paper steps 

 into a veritable limelight. The 

 strength of the illumination is what 

 the following tries to express: 



I am surely well pleased with your valued pub- 

 lication. It is a lamp unto my feet. It enables 

 the tourist merchant and wayfarer to locate by 

 intuition the object of bis pursuit. It Is the 

 meat and marrow, the backbone and right arm of 

 the profession. I certainly ought to know, hav- 

 ing lived mostly on percentage since I subscribed 

 for it.— C. F. Blair, Wichita Falls, Tex., Jan- 

 uary 23, 1915. 



HONORABLE MENTION. 



Not a few subscribers save them- 

 selves the bother of annual renewal by 

 sending The Eeview $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: 



THREE YEARS. 

 Rentschler, George, Madison, Wis. 



TWO YEARS. 

 Miller, Wm., Plymouth, Mass. 

 Cartier, F. J., Springfield, Mass. 

 Witt, John G., & Son, Chicago. 

 Koprlver, Frank, Duquesne, Fa. 

 Woodruff, L., Belle Plaine, la. 

 Toerner, Tony, Logan, O. 

 Walker, S. W., Portland, Ore. 

 Webster-Citizens Co.. Buffalo, N. Y. 

 Muntz, S. E., Dubuque, la. 

 Grallert, Paul W. A., Oakland, Cal. 



The Eeview 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. 



CHICAOO. 



The Market. 



The market is easier. Last week busi- 

 ness was excellent; demand was suffi- 

 ciently brisk to clean up stock in nearly 

 all lines and the week's total for most 

 of the wholesale houses was the best 

 of the season to date, excepting Christ- 

 mas week, of course. Then came a 

 day of snow, two of rain and a cheer- 

 less ground-hog day. The weather con- 

 ditions were such as always result in 

 diminishing demand; so bad a Sunday 

 as the last day of January invariably 

 means an inactive market Monday. 

 Shipping trade this week is again the 

 backbone of the market. Even shipping 

 trade has fallen off, but not nearly so 

 much as the city business. The general 

 opinion is that it is primarily the result 

 of the bad weather, and that supplies 

 of stock have not increased enough to 

 account in any large part for the 

 change in the situation. It is expected 

 that the market will revive with the 

 return of good shopping weather. 



Rose crops are coming on again. The 

 increase in supply is not yet great, but 

 the worst of the scarcity is over; the 

 shortage was only of a few days' dura- 

 tion this year. Short roses continue 

 scarce and difficult to locate, but there 

 are enough long, fancy roses to meet the 

 demand. The fact is that even the best 

 stores are reluctant to pay more than 

 8 cents for any considerable part of 

 their day's purchases; they want roses 

 at 4 cents to 6 cents and buy lightly of 

 the higher grades. In general the qual- 

 ity of the roses is excellent. Beauties 



