40 



The Florists' Review 



MaBCH 2S, I&IS. 



Established, 1897, by a. L. GRANT. 



Published every Thursday by 

 The Flokist8' Publishing Co., 



630-660 Oaxtoa BulldlDK, 



006 South Dearborn St., Chicaaro. 



Tele., Wabash 8196. 



Regri^tered cable address, 



Florvlew, Chicago. 



Entered as second class matter 

 Dec. 3. 1897, at the post-ofBce 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. 



11 1 1 1 1 1 1 1 1 1 1 1 1 III 1 1 1 HI I n'lBPa 



NOTICE. 



It U impoMible to guarantee 

 the insertioii, discontinuance 

 or alteration of any advertiae* 

 ment unless instructions are 

 receiTed by 



6 P. M. TUESDAY. 



BOOIXTT or AMXBJOAX floxhti. 

 lasorpmttsd ky Aot sf Omctms, Manh 4. IMl. 



Offlc«ra for ISIS: PresMsat, Patrick Wslck. 

 Boston; vlcs-prMldsnt, Daalel IfacRorlo, Ssb 

 rrandsco: aocretarjr, John Tonng, 68 W. SStli 

 St., Now York City; trcasnrer, w. F. KaatlBC, 

 Buffalo. 



TUrty-flrst aonnal coaventloa. Ban Itaaclsoo, 

 Cal.. Ancnst 17 to 2». UIB. ; 



Besults bring advertising. 

 The Eeview brings results. 



As one of the effects of the war, crepe 

 paper is scarce. 



It looks as though it will be a popular 

 priced Easter — a big business but no in- 

 flated values. 



Trade advertisements too often are 

 merely price lists. They should tell 

 "Why" as well as "How Much." 



If the retail end of the trade would 

 pay a little more attention to collections 

 and the prompt payment of bills it would 

 ease the tension all along the line. 



In one week this month the United 

 States exported $47,229,559 more than it 

 imported, which does not look a bit like 

 the old lament, "Everything goin' out; 

 nothin' comin' in." 



All the experts advise against carry- 

 ing carnation plants a second year, but 

 we find dozens of good growers experi- 

 menting with the method, and getting 

 surprisingly good results with certain 

 varieties. 



Robert G. "Kkrr, president of the 

 Texas State Florists' Association, has 

 sent an official invitation to each officer 

 and director of the S. A. F. to attend 

 the second annual meeting of the Texas 

 body, at Fort Worth, July 13 and 14. 



Why is it so many men will hand out 

 to strangers cash change on checks f 

 Florists are not the only ones in whom 

 the bump of caution seems undeveloped. 

 Recently a swindler working Chicago 

 caught six druggists and only four flo- 

 rists, but drug stores are closer together 

 than flower shops I 



HONOBABI.E 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: 



THREE YEARS. 

 Fischer, Rudolph, San Gabriel, Gal. 



TWO YEARS. 

 Pl^don, J. H., Andover, Mass. 

 Braffey & Co., Charlottesville, \a. 

 Lund, Chris., Wausau, Wis. 

 Corfman, A. H., Edgewater, Colo. 

 Small, L. E., Tewksbury, Mass. 



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. 



THE PREVENTION OF FAILURES. 



The proper limitation of credit is 

 important for the seller, but it is more 

 than that, it simply is life itself, for 

 many a buyer. 



A failure seldom means irretrievable 

 loss to the seller, but it means extinc- 

 tion for the buyer. Consequently, a 

 course on the part of sellers which re- 

 sults in keeping the buyer in business 

 really is of greater assistance to the 

 buyer than to the seller. 



But the average man refused fur- 

 ther credit does not see it in that 

 light. 



The credit association operated by 

 the New York wholesale florists has 

 proven a most beneficent organization. 

 Not only has it saved its members loss 

 but it has prevented failures — it has 

 kept buyers from going beyond their 

 depth; it has kept them in business. 



A man who has difficulty paying one 

 month's bill has still harder work when 

 it is two months'. 



BUSINESS OPENINGS. 



Every now and then The Review re- 

 ceives a request from someone who is 

 looking for a first,-class place in which 

 to, start a greenhouse business. If any 

 reader knows of a town of fair size in 

 which there is no florist, such reader 

 will confer a favor on The Review and 

 on one or another of its subscribers by 

 sending word of the business opportu- 

 nity. 



WANT BATE INOBEASE. 



In petitioning the Interstate Com- 

 merce Commission for permission to re- 

 vise their rates the express companies 

 pointed out that the three elements com- 

 posing the rate structure proposed by 

 the commission and now in effect are, 

 first, a terminal allowance of 20 cents 

 per shipment, which does not vary with 

 the weight or distance; second, a 

 weight allowance of 25 cents per hun- 

 dred pounds, which varies with the 

 weight but not with the distance, and, 

 third, a haulage allowance for each 

 fifty miles carried. 



The express companies requested per- 

 mission to increase the terminal allow- 

 ance from 20 to 25 cents per shipment 

 and to reduce the weight allowance 

 from 25 to 20 cents per hundred pounds, 

 and asked for such further relief as the 

 commission may deem proper. The 

 companies stated that the changes re- 

 quested would result in an increase of 

 the gross revenue of the express com- 

 panies of approximately three and mie- 

 half per cent. 



FROM NEAB AND FAB. 



The cosmopolitan character of The 

 Review is a constant cause for com- 

 ment on the part of those who do not 

 stop to consider that the trade inter- 

 ests are more or less the same the world 

 around. Like this: 



We find advertising In The Review pays well 

 and we enclose postal order for $4 for two more 

 insertions of our ad. — CUngendaal Nursery, The 

 Hague, Holland, February 0, 1015. 



And then the other side: 



In this morning's mall I received an order from 

 Sydney, New South Wales, Australia, dated Feb- 

 ruary 16, In reply to my ad In The Review. It 

 was a surprise to me that a SO-cent ad can reach 

 so far, but It speaks well for The Review and 

 shows Its value to the trade as a convenrence for 

 buylnff and selling.— C. W. Harrold, Decatur. 

 111.. March 17, 1916. 



A BECOBD. 



Counting the Easter season, which 

 covers five issues. The Review has made 

 another new record this year. Busi- 

 ness has been ahead of even the big 

 season of 1914 — ahead in advertising 

 patronage and ahead in number of cop- 

 ies printed to supply the demands of 

 subscribers. 



In the five just-before-Easter issues 

 The Review has printed and mailed to 

 its readers almost twenty-seven tons of 

 magazines; in fact, the white paper 

 used amounted to 51,000 pounds, not to 

 mention 2,760 pounds of cover stock — 

 almost a ton and a half of covers. 



Twenty-seven tons of Reviews I 



OKEOAGO. 



The lAarket. 



There has been a quite apparent im- 

 provement in the market since last 

 week. Continued cold, cloudy weather 

 no doubt has been the principal factor, 

 but supplies have decreased and de- 

 mand has improved. That the condi- 

 tion exists in other places as well as 

 in Chicago is shown by the receipt of 

 more numerous and larger orders from 

 out-of-town buyers. City trade has 

 been and is rather better than usual for 

 the Lenten season, now drawing to a 

 close. 



While all stock has shortened up this 

 week, the condition is most apparent in 

 the carnation market. It might almost 

 be said that carnations are scarce. The 

 crops are much smaller than usually is 

 the case for the end of March. Some 

 of the growers of fair size are shipping 

 only every other day and March 22 

 commission men found it necessary to 

 call in stock to fill orders. Prices natu- 

 rally have improved, being now decid- 

 edly better than a year ago at this 

 date, but many buyers turn to other 

 flowers when they think they are asked 

 too much for carnations, no matter 

 how scarce they are. Splits are quickly- 

 taken up, for funeral work, and consti- 

 tute no unusually large part of the 

 supply, but it is feared the dark weather 

 will result in many splits by Easter. 

 The growers are a unit in stating there 

 can be no large supply of carnations by 

 April 1. 



Beauties are showing the effect of 

 dark^ skies; the quality has retrograd- 

 ed. At present Killarney Brilliant de- 

 serves to be classed as the leader of 

 the rose list, but Mrs. Russell is ex- 

 cellent and is mueh more plentiful than 

 was the case earlier in the year. Sun- 

 burst and Ward also are fine. Some 

 excellent Shawyer are seen, but this 

 rose seems to be losing ground. Most 



