26 



The Florists^ Review 



Apbil 29, 1915. 



n 



EsUbllshed, 1897, by Q. L. GRAKT. 



Published every Tbnraday by 

 Thk Florists' Publishing Co., 



630-560 Oaxtoa Bulldint;, 



606 South Dearborn St., Chicago. 



Tele., Wabash 8196. 



Refflstered cable addfess, 



Florvlew, Chicago. 



Entered as second class matter 

 Dec. 3. 1897, at the post-offlce at Chi- 

 cago, 111., under the Act of March 

 3.1879. 



Subscription price, H.OO a rear. 

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



Adyertlsinii: rates quoted upon 

 request. Only strictly trade ad- 

 rertlslnff accepted. 



n 



NOTICE. 



It U impossible to guarantee 

 the insertion, discontinuance 

 or alteration of any adTortise* 

 ment unless instructions are 

 receiTod by 



6 P. M. TUESDAY. 



SOCIETY OF AMEBIOAK FLORISTS. 

 Inoorporated by Act of Conrress, Maroh 4, 1001. 



Officers for 1915: President, Patriclt Welch. 

 Boston; Tice-presideot, Daniel MacRorie, San 

 rranclsco; secretary, John Young, 53 W. 28tb 

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

 Buffalo. 



Tbirty-flrst annual convention, San Francisco. 

 Oil.. AuRURt 17 to 20, 1015. 



R HSULTS. 



We <jive them. You {jet them. 



We both have them. 



Collections in the trade can be called 

 no better than fair. And getting the 

 money is the really essential part of the 

 sale. 



C. W. Johnson, secretary of the Chrys- 

 anthemum Society of America, has issued 

 the annual pamphlet recording the work 

 of the organization. 



There seldom are enough geraniums 

 that are ready when the season opens; 

 later, after the season has closed, there 

 almost always is a surplus. 



Caution is advisable in the matter of 

 outdoor work. Where April has brought 

 abnormally high temperatures May is apt 

 to bring the other swing of the pendulum. 

 Watch out for the late frost. 



A MIGHTY fine thing to enclose with 

 each bill that goes out of your store is a 

 neat card explaining that you have cor- 

 respondent florists in 250 cities and towns, 

 making it po.^sible to deliver flowers any- 

 where in America on a few hours' notiee. 



The American ba.«ket industry would 

 develop far faster were there a home 

 supply of raw material. At present, if 

 florifts' baskets are not made in Europe, 

 the materials come from there, and reed 

 is almost unobtainable in the United 

 States today. 



Seldom has the latter part of April 

 brought such warm weather as this year. 

 It is not good for the trade. It has 

 forced the stock under glass, increased 

 the production of cut flowers, while reduc- 

 ing the demand, and it is yet too early 

 for safety for outdoor operations. 



The action of the New York and New 

 Jersey Association of Plant Growers, 

 which has pledged its members to buy 

 Belgian and Holland stock only f. o. b. 

 New York, has attracted wide attention. 

 The European gentlemen are a bit uncer- 

 tain what to do about it, but on this side 

 of the water it looks like a practice that 

 might spread. 



DAHLIA MEETING CHANQED. 



Owing to the closing of the Hotel 

 Earlington, the meeting for the organi- 

 zation of the national dahlia society 

 will be held at the Grand hotel, Broad- 

 way and Thirty-first street. New York. 

 The time and date remain the same, 

 May 10, 2 p. m. 



ANOTHER RECORD. 



Last week's issue of The Review 

 again set a new high record for volume 

 of Classified ads. No previous issue 

 ever had carried so many. There were 

 over nineteen solid pages of these 

 ' ' little wonder ads, ' ' as one user called 

 them — they ran over onto the twen- 

 tieth page. Each week now the record 

 is raised. 



The splendid increase in this depart- 

 ment of The Review is largely due to 

 florists in the extreme east, .who at 

 length are awakening to a realization 

 that the Classified ads are exception- 

 ally useful to them — in the east — use- 

 ful in selling as well as useful in 

 buying. 



MIDSUMMER IN APRIL. 



Never in the history of the U. S. 

 Weather Bureau, to say nothing of the 

 memory of the oldest members of the 

 trade, has there been anything to com- 

 pare with the heat of this April. Back 

 in 1899 there was some warm weather 

 in the spring and April 29 of that year 

 was as hot as any of the days of the 

 last week, but there never has been 

 a stretch of several consecutive days 

 that were in any way comparable with 

 what has been experienced since April 

 15. The condition has been general 

 over almost all the country east of the 

 Rocky mountains, maximum tempera- 

 tures running from 80 degrees to as 

 high as 94 degrees at most of the points 

 where the interests of this trade are 

 largest. ' 



Of course such weather is bad, ex- 

 tremely bad, for the business of flo- 

 rists. 7t forces crops and, besides 

 overloading the market, causes quality 

 to deteriorate. At the same time, it 

 causes people to seek the open air, 

 thereby reducing the demand for flow- 

 ers. 



These are of the things that must be 

 taken as they come — and reflection will 

 show that a number of such events in- 

 terrupt the ordinary course of business 

 in every year. If it is not too hot, 

 then it is too cold, too dry or too wet. 

 It takes a calm faith to sit idle with- 

 out loss of temper, or to work with 

 feverish energy without much result 

 and see the huge cuts of good flowers 

 quickly wilt to worthlessness. But 

 there is this much consolation: None 

 of these periodical bad markets due to 

 weather conditions in any way affect 

 the basis on which the business is built 

 — the people are steadily buying more 

 flowers, paying in the aggregate more 

 money for flowers than they did in the 

 years before. If we have bad business 

 today we will have good Inisiness to- 

 morrow. 



NEXT WEEK'S WEATHER. 



Weather forecast for the 

 week beginning Wednesday, 

 April 28, issued by the U. S; 

 Weather Bureau, Washington, 

 D. C: 



^j^^ For the Upper Mississippi 



^^^^ Valley and Plains States — 

 ^^^^ Generally fair weather, with 

 temperature somewhat above 

 the seasonal average probable during 

 the next several days, but local show- 

 ers and lower temperature indicated 

 toward the end of the week. 



For the Region of the Great Lakes — 

 Mild temperatures for the season prob- 

 able in this region until after May 1, 

 when lower temperatures will set in. 

 The week will give local showers at 

 its beginning and again after April 30, 

 but on the whole it will be one of 

 generally fair weather. 



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. 

 Holnl.v, Irwin W., Royersford, Pa. 

 Welsh, John P.. Geneva, N. Y. 

 K. S. F. Co.. Boone. la. 

 Harrold, C. W., Decatur, III. 

 MarRravo, Susan. Hiawatha. Kan. • 



Thill. Wni. L.. Du Quoin. 111. 

 Nyflot, John. St. Louis, Mo. 



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. 



FROM NEAR AND FAR. 



The Review is printed almost at the 

 exact center of population in the United 

 States; there are as many people west 

 of Chicago as east of Chicago, and fifty 

 millions live within a night's ride of 

 the office of The Review. But it is 

 not where a paper is printed that makes 

 for value to advertisers; it is where 

 the paper is read that counts. Review 

 readers are buyers. Like this: 



Cut it out; it has done its work: The Review 

 sure gives results. — Simon llumfeld, Muncle, 

 Ind.. April 21, 1915. 



TTie Review Is sure some reply jtetter: had 

 forty replies to a 1-inoli ad. — Geo. E, Valker, 

 .Minot, N. I)., April 20. 191.5. 



The first Insertion of niy Hdvertisement cleaned 

 me up entirely: Rot many checks I had to return. 

 — C. L. NIednagel, Evansvllle, Ind., April 20, 

 1915. 



We are glad to say the results of our adver- 

 tisements in The Review were very satisfactory. 

 — P. Hopman & Zonen, Hlllegom, Hollniid, April 

 6. 191.J. 



CHICAGO. 



The Market. 



The continued hot weather is per-, 

 petuating the unsatisfactory market 

 conditions of the last two weeks. Stock 

 of all kinds is plentiful and still pours 

 in as an unabated flood. But there is 

 a difference. Last week the stock, 

 though abundant, was of high quality. 

 This week, however, the stock is show- 

 ing the effects of the prolonged heat 

 and, with little exception, the quality 

 is palpably inferior. So true is this 

 that wholesalers are obliged to exer- 

 cise a most unusual degree of care in 

 selecting stock for shipping. As a 

 matter of course, the general demand 

 has not been sufficient to move stock 

 in as large quantities as it did two 



