22 



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The Florists' Review 



April 22, 1915. 



EstBblMied, 1897, by Q. Ii. GRANT. 



f^m 



PublUhed every Tburaday by 

 The Florists' Publishing C!o., 



630-S60 Oaxtoa Buildlnfir, 



006 South Dearborn St., Gblcaco. 



Tele., Wabash 8195. 



Refclstered cable address, 



Florvlew, CbicaKO. 



Entered as second class matter 

 Dec. 3. 18a7, at the poet-offlce at Chl- 

 ca);o. 111., under the Act of March 

 3,1879. 



Subscription price, $1.00 a year. 

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



Advertlslnijr rates quoted ajmn 

 request. Only strictly trade (ul- 

 Tertislnff accepted. 



OB 



NOTICE. 



It is anpoMibl* to gnarant** 

 til* iiu«rtion, discontiiniaBC* 

 or altontioa of aay adTortUe- 

 ment unless instructions ar« 

 recMTadI by 



8 P. M. TUESDAY. 



SOCIETY OF AKEHIOAK FL0BIST8, 

 Inoorporatsd by Act of Congresa, March 4, IMl. 



Officers for 1815: President, Patrick Welch, 

 Boston; Tlce-president, Daniel MscRorle, San 

 rranclBCo; secretary, John Young, 53 W. 28th 

 St., New York City; treasnrer. w. F. Easting, 

 Baffalo. 



Thlrty-flrst annual conTentlon, San Francisco. 

 Oal., August 17 to 20, 1915. 



Results bring advertising. 

 The Review brings results. 



The members of the S. A. F. this week 

 received their 1915 buttons, which are of 

 standard design but unusually attractive 

 in coloring this year. 



John Wanamaker said that adver- 

 tising ' ' pulls ' ' — that it does not 

 "jerk." It is a big thought, expressed 

 simply, and a splendid guide for the man 

 »vho is just beginning to advertise. 



Everyone recognizes that nowadays 

 success in the flower business can be 

 secured in a few years, where formerly 

 ft whole lifetime often was required. But 

 how many have stopped to consider the 

 part newspaper advertising plays in 

 these quick successes f 



The evidences are that moderate prices 

 will secure the distribution of far 



freater quantities of flowers than ever 

 ave been produced in this country, 

 but that it may necessitate some 

 changes in the methods or machinery 

 of distribution to prevent congestion. 



Thxke is a well known saying that 

 "It is an ill wind that blows nobody 

 good." That will apply to the reported 

 destruction by frost of a large part of 

 the Texas cape jasmine crop. If the 

 supply of cape jasmine is less the Me- 

 morial day demand for peonies will be 

 greater. 



This is the time of year when collec- 

 tions demand a larger share of one's at- 

 tention than they usually receive. The 

 summer will soon be here and the flo- 

 rist's patrons will be vacationing. Ex- 

 perience teaches that bills not collected 

 in the spring are apt to hang over until 

 autumn. 



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: 



THREE YEARS. 

 Hooper, James D., Richmond, Va. 



TWO YEARS. 

 r..ehr Bros., Baltimore, Md. 

 Brown, B., Utlca, N. Y. 

 Phillips, John, Amanda, 0. 

 Wlsterman & Co., Gallon, O. 

 Jamps, E., Oakland, Cal. 

 Bagley's Floral Place, Anamosa, la. 

 Plowman, G. F., Iron Mountain, Mich. 

 Luthringer, L., Woodland, 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. 



THE EASTEB SURPLUS. 



A consideration of the reports pf 

 Easter business, including those from 

 all sections of the country, brings out 

 a surprising similarity of experiences; 

 the diflference seems to be in degree 

 only. Think it over. 



Almost everywhere business was 

 good; a storm did much harm over a 

 wide section of the country, but it did 

 not obscure the evidences that the peo- 

 ple want flowers more than ever they 

 did. But the retail demand came al- 

 most all in the last couple of days. 

 And there was more or less stock left 

 almost everywhere — more stock unsold 

 than ever before even in the cities and 

 towns where business conditions were 

 best. 



It leads to the conclusion that the 

 production of plants and cut flowers 

 has outstripped the development of the 

 retailing end of the business. The 

 people want the stock and, at pre- 

 vailing prices, will take in the aggre- 

 gate far greater quantities than ever 

 before, but the selling end can not dis- 

 play, sell and deliver all that is pro- 

 duced and get away with it in the few 

 short hours during which the work 

 heretofore has been done. 



The trouble, for trouble evidently 

 there is, lies not with the demand, 

 which is stronger than ever, but with 

 the trade's methods of meeting the de- 

 mand. 



What the trade seems most to need 

 is a means of suddenly expanding and, 

 again, suddenly contracting its contact 

 with the public. Regretfully, the 

 growers find the department stores the 

 easiest if not the only way of getting 

 the great expansion of outlet that oc- 

 casionally is required. 



TAa MEN SHARE PROFITS. 



So many florists get their delivery 

 tags made to order by the Dennison 

 Mfg. Co. that the trade will be inter- 

 ested in the following news item from 

 Boston, where the company has its 

 general offices: 



"The most radical profit-sharing plan 

 ever undertaken by a big corporation 

 has been put into effect by the Denni- 

 son Mfg. Co. This $6,000,000 corpora- 

 tion, with factories at South Framing- 

 ham, has been turned over to its 2,400 

 employees, who will have full control. 

 Only the eight per cent preferred stock 

 is retained by the owners, who will 

 have no voice in the affairs of the 

 company. ' * 



AGAIN THE RECORD. 



No issue of The Review ever had 

 carried so much classified plant adver- 

 tising as appeared in last week's paper 

 — 18% pages of the "little wonder 

 ads," as one user called them. 



The increase in the number of classi- 

 fied ads this season has been due prin- 

 cipally to the florists in the east who 

 are finding the middle west their best 

 market this year — those who are turn- 

 ing to The Eeview as a means of clean- 

 ing up a surplus or as the vehicle for 

 carrying their offers to the buyers in 

 the most prosperous section of the 

 United States. 



EVERYBODY PLEASED. 



The successful business man, in any 

 line, will tell you that one of his prin- 

 cipal compensations is in the knowl- 

 edge that he is giving service, satisfac- 

 tion and profit to his customers. The 

 sense of giving value received comes 

 from such expressions as these: 



I must say The Review is the best and safest 

 selling agent under the sun. Whenever stock 

 goes slow I use The Review to push it. Enclosed 

 gee what a good customer of mine says of The 

 Raview. — W. Bezdek, Cedar Rapids, la., April 19, 

 1915. 



And this is what the good customer 

 said I 



I saw your ad in the good old Review. — A. A. 

 Lohman, Hastings, Neb., April 15, 1915. 



And then there's the report from the 



other end of the country: 



The classified ad In The Review has sold well 

 for me. — George H. Glaentzel, proprietor Lily 

 Pond Nurseries, Camden, Me.. April 19, 1915. 



CHICAGO. 

 The Market. 



Weather forecast for the week beginning 

 Wednesday. April 21, issued by the U. S. Weath- 

 er Bureau, Washington, D. C, for the upper Mis- 

 sissippi and plains states: Generally fair weather 

 with temperatures considerably above the normal 

 is indicated for these districts during practically 

 the entire week. 



The market continues weak, although 

 the glut is not so pronounced as that 

 of last week. Since April 15 stock has 

 been moving slightly better. Prices, 

 however, remain not far from the low 

 mark for all but fancy and select 

 grades. The worst sufferers are those 

 who depend to a great extent on the 

 city trade. Those with a wide ship- 

 ping business are in a position to move 

 their high grade stock with less difi^- 

 culty and clean up fairly well. The 

 quality of the stock offered ranges 

 from excellent to poor. Practically all 

 bulbous stock is in the latter class and 

 finds little demand. 



Carnations are plentiful, although 

 nothing but the best stock, of which 

 there is an abundance, finds any real 

 sale. Roses of all kinds, with the pos- 

 sible exception of fancy Beauties, con- 

 tinue in good supply; but the mar- 

 ket for them has been far from lively. 

 Quality was affected to a certain de- 

 gree by two days of midsummer 

 weather at the opening of this week. 

 Southern jonquils are here in abun- 

 dance and there still is considerable 

 home-grown stock on the market, but 

 the demand for these, as for Paper 

 Whites and daffodils, seems dormant. 

 Easter lilies and callas are still on the 

 market in large numbers and selling 

 cheaply in quantity, but the flood of 

 lilies that missed Easter now is reced- 

 ing. A pleasing feature of^the market 

 is the unusually high quality of the 

 sweet peas. As corsages, these seem 

 to have supplanted almost everything 



