r^ 'vV/v^J' "1 • v^' ' "v '.:■ tT •' ■T''^.' f^- ^'p-. ■ -' -. 



•«5j-;-inrr»<r»»r''^ 



26 



■■'".: -■■"■■.■•■;,' * _ V . ".'■'' ^• ■ »;',■■ 

 \ 



The Florists' Review mat e. wis. 



ff 



Establlahed, 1897, by G. L. QRANT, 



Published every Thursday by 

 The Fu)rists' Publishing Co., 



630-660 Oaxtoa Bulldinf;, 



006 South Dearborn St.^ Chicago. 



Tele., Wabash 8196. 



RftKistered cable address, 



Florvlew, Chicago. 



Entered as second class matter 

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

 cago. 111., under the Act of March 

 3.1879. 



Subscription price, 11.00 a year. 

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



AdTertisinHT rates quoted upon 

 request. Only strictly trade ad- 

 vertising accepted. 



J! 



NOTICE. 



It U impo««ible to gttarant«« 

 the insertion, discontinuance 

 or alteration of any adTertise* 

 ment unless instructions are 

 receired by 



6 P. M. TUESDAY. 



SOCIETY OF AlCEBICAN FLORISTS. 

 Inoorporated by Act of Oongresi, Maroh 4, 1901. 



Officers for 1015: President. Patrick Welch. 

 Boston; vice-president, Daniel MacRorle, San 

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

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

 Bnffalo. 



Thirty-flrst annual convention, San Francisco, 

 Cal., August 17 to 20, 191S. 



Results bring advertising. 

 The Eeview brings results. 



The progressive florist must be a good 

 prophet, getting a correct idea of the 

 future in the light of the present and the 

 past. 



Now that most of the carnation plants 

 have gone into the field, quite a few 

 buyers are looking for cuttings. It is 

 ever thus. 



Not a few subscribers save themselves 

 the bother of annual renewal by sending 

 The Review $2, $3, or sometimes $5, in- 

 stead of the dollar-bill that insures fifty- 

 two visits of the paper. 



The trade is taking up Pink Delight 

 to a greater extent this season than in 

 any other since it came out, and Match- 

 less will be planted by many hundreds of 

 growers who have been watching it 

 through its first season. These two are 

 the varieties that have made most new 

 friends the last few months. 



It is to be noted that, while the cotton 

 states are not prosperous this season, 

 florists located in that section are having 

 a fair season, in some cases the best 

 ever. The inference is that we have been 

 going ahead with such speed in that part 

 of the country that it takes more than 

 one year of low-priced cotton to over- 

 come our momentum. 



With Easter three weeks later next 

 year, the lilies should be more generally 

 on time than was the case this Easter. 

 Every large cut flower market in the 

 country has been loaded with belated 

 lilies all through ApriL No* only did a 

 largor part of the crop than usual- ^ail 

 to make Easter, but the prices received 

 for the after-Easter cut were the low- 

 est ever recorded. 



WHAT WILL PEOPIiE THINK? 



Last week many a wholesale florist 

 found it difficult to clean up accumu- 

 lated carnations at a nickel a bunch. 

 At the same time 5 cents per flower 

 was the quotation for Mothers' day. 



The average florist, -with his knowl- 

 edge of trade conditions, understands 

 such a situation and thinks little 9f 

 it. But how about the public! What 

 does the consumer think of $1 to $1.50 

 per dozen this week after having had 

 carnations thrust at him in every de- 

 partment store and on every street cor- 

 ner last week at 5 to 10 cents per 

 dozen? 



A great many times we have had 

 low prices following high prices, but 

 not often have prices jumped as Moth- 

 ers' day has made carnation prices 

 jump this year. Will the people un- 

 derstand? 



THERE WITH BOTH FEET. 



The twofold object of a trade paper 

 is, first, to tell its readers what is go- 

 ing on in the trade and, second, to put 

 them in touch with business oppor- 

 tunities through its advertisements. 

 The journal which gives its subscribers 

 a great lot of reading matter but fails 

 to keep them in touch with the best 

 sources of supply, as well as the journal 

 which neglects the news and is satis- 

 fied with printing what advertising it 

 can get, is like a one-legged man; one 

 is without a right leg, the other lacks 

 its left limb. Either sort of trade - 

 paper may hobble along with some sort 

 of crutch to take the place of the miss- 

 ing member, but they are both left far 

 behind in the race with the paper that 

 is there with both feet. See how this 

 man vouches for the soundness of both 

 the pedal extremities of The Review: 



The Review \w the brightest and spiciest 

 trade paper published, and is always a wel- 

 come visitor to US. 



When I ioo>{>for anything I need in the 

 florists' line. I con find it amongr your ad- 

 vertisers. — Clarence L. Spabr, Tarentum, Pa., 

 April SO, 191S. 



BOOMERANG. 



We hear a great deal about the bar- 

 gain counter sales during a glut edu- 

 cating a lot of people to buy flowers. 



But how about this? 



During the recent unpleasantness in 

 the wholesale markets a commission 

 man was noted handing over to a de- 

 partment store messenger several 

 bundles of roses that were longer than 

 it seemed should go to a store that 

 has no regular flower department — 

 where the special sales of roses are a 

 penny a flower. "Don't worry," said 

 the seller, "we are getting all they 

 are worth; been in the icebox just two 

 weeks today." 



Doubtless the department store eas- 

 ily sold the flowers, but how about the 

 educational feature? Do you suppose 

 the women who took them home were 

 in a hurry to buy more, at any price? 



Of course such stock ought only to 

 go to the— but it's easy to tell what to do 

 with the other fellows' dollars. 



IT'S ALL THE SAME. 



Florists who use the classified sec- 

 tion of The Review to clean up their 

 surplus stock all make the same re- 

 port. Like this: 



We find "The Review indispensable. — Boonevllle 

 Floral Co.. Boonevllle, Miss., April 30, 1916. 



I thank The Review for good results. — Charles 

 Taynor, New Carll?le O., April 80, 1915. 



NEXT WEEK'S WEATHER. 



► Weather forecast for tlve^ 

 week beginning Wednesdak 

 May 5, issued by ihe U. S; 

 Weather Bureau, Washington, 

 D. C. 



For the Region of the Great 

 Lakes — Indications are that 

 generally fair weather with 

 moderate temperatures will 

 prevail throughout the week. 



For the Upper Mississippi Valley and 

 Plains States — Fair weather, with 

 slowly rising temperature, is indicated 

 for several days, probably followed to- 

 ward the end of the weekly period by 

 showers over the extreme northwest. 



For the West Gulf Stages— Showery 

 weather early in the week will be fol- 

 lowed by generally fair for iouB j^ five 

 days; temperatures will be seasdnable. 



CONGRATULATIONS ALL AROUND. 



The Review's business is more nearly 

 normal this spring than is the busi- 

 ness of any other trade publication 

 with which we are acquainted. It is a 

 matter for mutual congratulation, be- 

 cause it seems to indicate that on the 

 whole the business of florists, seeds- 

 men and nurserymen is more nearly 

 normal than is the business of the 

 trades behind the other publications — 

 coal, lumber, iron, textiles, contracting, 

 automobiles, etc. The business of the 

 horticultural trades always is seasonal, 

 more or less a feast or a famine, but 

 it looks from this point of view as 

 though this trade ia enjoying rather 

 better times than are those who pro- 

 vide the so-called necessities of life. 



CHICAGO. 



The Market. 



The inevitable has happened. The 

 change anticipated in Chicago market 

 conditions began to operate April 30, 

 and that day and the following stock 

 cleared in good shape. To begin with, 

 the superabundance of stock that has 

 been crowding the market for almost 

 three weeks has, in the nature of 

 things, found its way out, either 

 through the regular channels of trade 

 or by way of the waste pile. And 

 then, as though to obviate any possible 

 recurrence of the passing conditions, 

 the weather became unqualifiedly cool. 

 As a result, there has been an appre- 

 ciable stiffening in the prices as well 

 as improvement in the quality of the 

 stock. Supply and demand are more 

 nearly balanced this week than they 

 have beei^ in many months. 



Roses, as a matter of course, have 

 not fully recovered from the deteriorat- 

 ing effects of the extreme heat. And 

 while the stock is perceptibly firmer, 

 it is small in bloom and much of it 

 cannot be classed as excellent. As 

 for the demand, roses, with the excep- 

 tion of Beauties and the possit^ excep- 

 tion of short-stemmed stock, Tn-e not 

 moving as well as they should under 

 the circumstances. They are, however, 

 clearing better than they did last week. 

 Outdoor bulbous stock is going off 

 the market rapidly, and this will have 

 a tendency to increase the demand as 

 well as the prices for other lines. Snap- 

 dragon, though of superior grade, 

 seems to be losing favor, as the de- 

 mand is not even fair. The same thing 



