40 



The Florists' Review 



Mat 20, 191S. 



Eatabllshed, 1897, by G. L. GRANT. 



Pabllahed every Thursday by 

 The Floriots' Publishing Co., 



630-S60 Oaxton Bulldlngf, 



008 South Dearborn St., Cblcairo. 



Tele., Wabash 8196. 



Reiflstered cable address, 



Florvlew, Chicago. 



Entered as second class matter 

 Dec. 3, 1897. at the poetofflce 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. 



AdTertisiniT rates quoted upon 

 request. Only strictly trade ad- 

 Tertlslns accepted. 



mill I mj.tJuamjjjjjmB 



NOTICE. 



It is impoctible to guaruita* 

 the insertioii, discontinaaiice 

 or altoratioii of any adTortise- 

 ment unlets instructions are 

 receired by 



6 P. M. TUESDAY. 



SOOI£TT OF AlCESIOAK FL0BI8TS. 

 iBOorporsted by Act of ConcroM, Maroh 4, 1901. 



Offlcera for 181S: President, Patrick Welch, 

 Boston; Tice-president, Daniel MacRorle, San 

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

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

 Buffalo. 



Thirty-flrst annual convention, San Francisco, 

 Oal.. August 17 to 20, 1015. 



Besults bring advertising. 

 The Review brings results. 



Good ferns are good property again 

 this spring. There usually is a glut in 

 the autumn and a scarcity in early sum- 

 mer. 



Hail is playing a machine-gun tune 

 over the greenhouses in the middle west 

 again this spring, but ippst of the losses 

 have been comparatively small thus far. 



Growees for wholesale markets are 

 quite generally dropping the Mrs. Aaron 

 Ward rose this season, popular as it has 

 been with the public for corsage pur- 

 poses. 



' How do you feel when you see yester- 

 day 's customer at the door today; do 

 you advance with a smile or with doubt f 

 There's the key to the correctness of 

 your business policy. 



It now appears that the number of 

 plants of the Mrs. Russell rose benched 

 this season would have been considerably 

 larger had some of the propagators had 

 better success with their grafts. 



Even the angel Gabriel must blow his 

 own horn, and the man who points out 

 the good qualities of his wares shows 

 that he is a good salesman. But the man 

 who knocks a competitor reveals his lacH 

 of selling ability and a want of confi- 

 dence in his own wares. 



There is the usual excellent early de- 

 mand for geraniums in bloom. Year 

 after year it happens that stock that is 

 ready is cleaned up by the early buyers 

 without satisfying the demand; then, 

 later, when everybody has his plants in 

 bloom, there is a surplus that cleans 

 up slowly. 



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. 

 Rothe, Max H., Philadelphia, Pa. 

 Dieterich, C. P., & Bro., Maysville, Ky. 

 Forest, Jacob, Greenfield, Ind. 

 Schrodt, Henry, TaylorvlUe, 111. 

 Cowan Bros., Terre Haute, Ind. 

 WIflJn, Grant, Des Plalnes, 111. 

 Thomas, V. H., Augusta, Ky. 



Thel 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. 



ENTHUSIASM. 



The reports on Mothers' day, in last 

 week's issue of The Review, made in- 

 teresting reading, especially for those 

 who have been at work to build up, 

 for the good of the trade, the flower 

 business for this particular event. 

 There is frequent prediction that Moth- 

 ers' day is destined to become the big 

 day of the year, and in several places 

 it is noted the day this year was "bet- 

 ter than Easter.'' Such enthusiasm is 

 inspiring — it will lead to still greater 

 efforts next year — but it seems doubtful 

 if the day has as yet become all that 

 one might think from a perusal of the 

 reports. While an individual's sales 

 here and there may have exceeded the 

 record of other recent special fiqwer 

 days, it is open to question if any of 

 the important flower centers found 

 Mothers' day "better than Easter" ex- 

 cept in the general tone of the market 

 — the quantities of stock handled were 

 much less and it seems inconceivable 

 that the money value of sales the one 

 Sunday anywhere approached those 

 of the other, although it is quite clear 

 the average price of carnations may 

 have exceeded that of Christmas as well 

 as Easter. 



Have you noticed that for general 

 satisfaction the tone" of the market fre- 

 quently counts for more than the nuni- 

 ber of dollars put in the till? The aver- 

 age man, it seems, would rather sell a 

 small quantity of flowers at stiff prices 

 than to sell a large quantity at smaller 

 prices. 



GIiADIOLUS SOCIETY OF OHIO. 



Will Hold Show in Cleveland. 



The next annual exhibition of the 

 Gladiolus Society of Ohio will be held 

 in the Hollenden hotel assembly rooms, 

 as last year, at Cleveland, O., August 

 13 and 14. Previous exhibitions of the 

 society have been most gratifying and 

 successful, and a premium list is being 

 prepared for the coming show which, it 

 is expected, will be equal to any yet 

 sent forth. 



Wilbur A. Christy, Sec'y-Treas. 



«* 



SWEET PEA SHOW POSTPONED. 



On account of the recent long wet 

 spell in California, the date of the San 

 Francisco show of the American Sweet 

 Pea Society has been* changed from 

 June 4 to June 23 and 24. Frank G. 

 Cuthbertson reports that sweet peas in 

 California are now in vigorous growth 

 and all buds dropped. 



NEXT WEEK'S WEATHEB. 



► Weather forecast, issued by 

 the U. S. Weather Bureau, 

 Washington, D. C, for the 

 week beginning Wednesday, 

 May 19, 1915. 



For the Region of the Great 

 Lakes — Rains for two days, 

 except extreme northern dis- 

 tricts, followed by generally 

 fair weather during remainder of week. 

 Continued low temperatures first half of 

 week, warmer later. 



For the Upper Mississippi Valley and 

 Plain States — Generally fair over north- 

 ern districts, followed by rain toward 

 the end of the week in the extreme 

 northwest, rising temperatures after 

 Thursday. Rain Wednesday over cen- 

 tral and southern districts, continuing 

 Thursday over eastern sections; other- 

 wise, generally fair weather during the 

 week. Cool for two or three days, fol- 

 lowed by rising temperatures. 



For the Ohio Valley and Tennessee — 

 Showers and continued cool weather 

 during the first half of the week, fol- 

 lowed by generally fair and warmer 

 weather during the second half. 



For the West Gulf States — Showers 

 the first half of the week, followed by 

 generally fair weather the second half; 

 somewhat cooler about Thursday, fol- 

 lowed by rising temperature Friday or 

 Saturday and by moderate temperatures 

 thereafter. 



MONEY FOB EASTEEN PATEONS. 



The special feature in connection 

 with the Classified Ad section of The 

 Review this season has been the in- 

 crease in the number of far eastern 

 florists who use these "Little Wonder 

 Ads," as one patron c^led them, to 

 move their surplus stocK. It works 

 like this: 



Stop the ad; I am sold out and it is costing 

 me real money to return the checks.— Charles E. 

 Brown, Brldgevllle, Del., May 14, 1915. 



The ad brought very good results. — M. H. Hos- 

 tetter, Manheim, Pa., Kay 16, 1915. 



We are well pleased with the pulling powers 

 of the little ad we have heen running ia The 

 Review. — I. Shelby Crall Co., Uonongafaela, Fa,, 

 Hay 11, 1916. 



CHICAGO. 



i; 



The Market. 



Last week ended with everything 

 clearing well. All kinds of stock were 

 of somewhat better quality because of 

 the continued cold weather, and prices 

 were stiff enough to leave no room for 

 complaint. This week started out a 

 bit slowly, but not enough so to give 

 rise to any uneasiness. For, consider- 

 ing the prevailing conditions — rain^ 

 gloom, and the fact that we are mid- 

 way between two holidays — business 

 has been better than could reasonably 

 have been expected. And, inasmuch as 

 many in the trade looked forward to 

 an unusually dull week, it is much to 

 be able to say that all things moved, 

 though nothing moved with any spe- 

 cial degree of speed. 



Roses seem somewhat inclined to 

 come into crop ahead of time — too far 

 ahead to look well for Memorial day 

 prospects. In supply they are fully 

 equal to the demand, which may be 

 ranked as good, though by no means 

 unusually so. If there is preference 

 shown for any particular class of roses, 

 it is possible to perceive a slight ten- 

 dency toward the yellows. This ten- 

 dency, however, has not shown itself 



