24 



The Florists' Review 



Mat 27. 101b. 



Establtahed, 1897. by <3t. L. GRANT. 



Published every Thursday by 

 The Florists' Publishing C!o„ 



637-660 Oaxton Baildinir, 



SOB South Dearborn St., Cblcaco. 



Tele., Wabash 8196. 



Registered cableaddress, 



Florvlew. Chicago. 



Entered as second class matter I 

 Dec. 3. 1897. at the p.ost-offlce at Chi- 

 cago. 111., under the Act of March 

 8. 1879. 



Subscription price, Sl.OO a year. 

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



Advertising ratos quoted upon 

 request. Only strictly trade ad- 

 Tertlsinff accepted. 



NOTICE. 



It is impossible to guaranteo 

 the insertion, discontinuance 

 or alteration of any advertise- 

 ment unless instructions are 

 receiTed by 



6 P. M. TUESDAY. 



BOCIETT or AMERICAN FLORISTS. 

 laoorporaUd by Aot of Concreaa. Msreh 4. 1901. 



OflWrs for 1»13: Pmldmt. Patrick Welch. 

 BmIoo: Tlce-pivHldeDt, Daniel MscRorle. San 

 rraacisco: srcrrtary. John YoanR, S3 W. 28th 

 ■t.. New York Cltj; treasurer. W. F. Ksstinc, 

 Bnffalo. 



Thlrty-flrat annual convention, San Francisco. 

 Oal.. AuKUSt 17 to 20. 19IS. 



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 florist whose first care is to see 

 that every customer has reason to be 

 ' satisfied is on the high road to success; 

 the one whose first thought is not of the 

 customer's view is trifling with his busi- 

 ness chances. 



Conditions in Belgium seem to indi- 

 cate a shortage in bay trees for several 

 years. Many a pursery has been stripped 

 of stock by the soldiers, who have placed 

 the bay trees in .pairs at the entrances 

 to their dugouts. . 



The jobbers in florists' supplies are 

 not making their usual European trips 

 this year, the situation over there being 

 regarded as hopeless. Instead, they are 

 arranging to meet the demand next sea- 

 son with merchandise from other sources. 



Thu first free state fair in the United 

 States will be held in Topeka next Sep- 

 tember, by the Kansas State Fair Asso- 

 ciation. A special tax levy has been 

 voted with which to pay the fair premi- 

 ums and this enables the fair association 

 to announce that the general admission 

 gate will be thrown open for the entire 

 week. 



A QUITE general confidence has devel- 

 oped that Killarney Brilliant will prove 

 a better sort than many thought it to be 

 three or four months ago. The policy 

 of watchful waiting has resulted in the 

 belief that stronger plants and a more 

 sympathetic appreciation of the variety's 

 special needs will demonstrate that Kil- 

 larney Brilliant is aU its introducers 

 claimed for it. 



Besults bring advertising. 

 The Beview brings results. 



TWO NAMES FOB SAME THXNG. 



When those who have used classified 

 ads in The Review write of the results 

 they use various expressions, but they 

 all mean the same thing — satisfaction. 

 Like this: 



Those ads sure bring the business. — F. B. 

 SelkregK, North East. I'a., May 8. lOtS. 



The little ails In The Itevlew surely bring us 

 the simoleona. — Albert Troth, Cantrll, la.. May 

 7, 1915. 



IMMORTELLES LOWER IK PRICE. 



One of the effects of the European 

 war will bo, it is said, to put the price 

 of immortelles back where it used to 

 be, or at least to make them cheaper 

 than last year. The supply comes from 

 southern France and the demand in 

 Europe is mucli less than under normal 

 conditions, so that America will get 

 the bulk 01: the supply without so 

 much competition as usual. Word 

 comes from Ollioules, via Marseilles, 

 that the crop is looking good, with 

 dealers willing to book orders for ship- 

 ment, in due course at prices below 

 those of last season. 



PROTEST THE PLANT EMBARGO. 



The State Department at Washing- 

 ton has received a request from the 

 Merchants' Association of New York 

 that it try to obtain the consent of 

 Great Britain to the exportation of 

 certain flowering plants which are pro- 

 duced only in Belgium. A letter to 

 Secretary Bryan from S. C. Mead, sec- 

 retary of the association, declares that 

 the plants can not be obtained from 

 any country other than Belgium, that 

 these shipments constitute one of the 

 few remaining trade links between this 

 country and Belgfium, that this is the 

 only open market for the sale of these 

 goods, and that if fall shipments of 

 azaleas do not leave Belgium, florists 

 here will face serious losses. 



THE PROOF OF THE PUDDING. 



The Mothers' day reports again 

 demonstrate the accuracy of the old 

 saying that "the Lord helps those who 

 help themselves." There are just 

 enough people who see nothing to en- 

 thuse over to afford the necessary con- 

 trast to make the reason for success 

 stand out fairly clear and sharp. 



There still are a good many florists 

 ■vyhose only effort to get business is to 

 keep the store open. And, naturally, 

 these trust-to-luck florists dwell in 

 communities. They are the ones who 

 tell you Mothers' day was "nothing 

 much" — a disappointment. Mothers' 

 day was made by florists by advertis- 

 ing. Of course where only one florist 

 advertises all the others get a part of 

 the benefit, but usually the advertiser 

 forges to the front so fast a lot of 

 others begin to use the same means 

 of salesmanship — in print. Then they 

 all go forward fast. 



It was so at Mothers' day. In the 

 cities where the most advertising was 

 done the demand increased fastest; in 

 the cities where the least advertising 

 was done, there the demand showed 

 little development — the Lord neglected 

 to provide for those who neglected to 

 provide for themselves. 



When you see a good thing talked of 

 and advertised in The Review, pass on 

 the talk and the advertising to the 

 publi<^ or it will do you little good. 



NEXT WEEK'S WEATHER. 



j^^ Weekly weather forecast, is- 



1^^^^ sued by the U. S. Weather 

 1^^^^ Bureau, Washington, D. C, for 

 1^^ the week beginning Wednes- 

 L^ day. May 26, 1915: 

 l""^ j For the Region of the Great 

 I Lakes — Thunder showers will 



I be followed by generally fair 



[ ' — ' weather. Somewhat warmer, 

 except in the Lake Superior region, 

 but moderate temperatures will be the 

 rule. 



For the Upper Mississippi Valley and 

 Plain States — Generally fair weather 

 will prevail, with seasonable tempera-, 

 tures. 



For the Ohio Valley and Tennessee — 

 Generally fair weather is indicated, ex- 

 cept possibly local thunder showers; 

 seasonable temperatures. 



For South Atlantic and East Gulf 

 States — Fair weather will prevail, ex- 

 cept that occasional day thunder storms 

 are probable in the Florida peninsula. 

 Temperatures will be normal or slightly 

 above. 



For the West Gulf States— Fair 

 weather will prevail; temperatures will 

 be normal or slightly above. 



AMERICAN ROSE SOCIETT. 



The American Rose Society will meet 

 at thd store of Gude Bros. Co., 1216 

 F street, Washington, D. C, at 1 p. m., 

 Wednesday, June 2, to go to the trial 

 rose garden at Arlington. All mem- 

 bers of the society, and others who are 

 interested, are cordially invited to join 

 the party. 



CHICAGO. 



The Market. 



The Chicago market conditions con- 

 tinue to improve, not erratically and 

 by jumps, but slowly and conserva- 

 tively. Prices are not high, but they 

 are steady, which is much more desira- 

 ble. Supply, too, though barely enough 

 to meet the demands in most lines, has 

 been quite even. Demand, which is 

 altogether alive and alert, has been 

 active enough to keep the market 

 cleared of superior stock and discrim- 

 inating enough to decline the palpably 

 inferior stock that still finds its way 

 to the salesrooms. 



Rpses find a good demand, which is 

 fully equaled by the supply. Mrs. 

 Charles Russell leads all other varieties 

 and seems to have forged far ahead of 

 Beauties in the public favor. That this 

 is so is evidenced by the fact that the 

 Russell invariably clears early, while 

 Beauties quite frequently remain in 

 the iceboxes as holdovers. And this 

 in spite of the fact that the receipts of 

 Russell, taking the market as a whole, 

 are much larger than those of Beauties. 

 The demand for Ophelia, Sunburst, Mi- 

 lady and White Killarney, while not 

 approaching that for Russell, is quite 

 satisfactory. 



Carnations are again in the limelight 

 as a commodity most desirable and 

 rather scarce. A repetition of Mothers' 

 day conditions is undoubtedly sched- 

 uled for Memorial day. It seems the 

 usual thing and quite the order of the 

 day to meet a procession of whole- 

 salers' buyers making the rounds of 

 the market trying to persuade their 

 competitors to part with at least a few 

 white carnations. But their efforts are 

 generally unavailing, for white carna- 



