., ,■• -•'■ ., •- -. t L 



4 ' ■:,«• . 'If. ■ .'T-Tr;-;t«-,|».j^..-<- - ' ,'(»;;-■ i.*" "f-f:. 1, r, iiT,i<<y 'i;?«I.« ,»jfr^»3)»-« 



24 



The Florists' Review 



juNa s, 1916; 



(I 



Eatabllshed, 1897, by O. L. QIUNT. 



Pabllfthetjl^Tecr Ti^ucaday by: 

 Thk FLoaiBTs' Publishing Co., 



tsan,feo Oaxton BulIdlDir. 



508 South Dearbora St., CbicaffO. 



Tele., Wabash 8196. 



Re«i«tered cable address, 



Florview. Chicago. 



Entered as second class matter 

 Dec. 3. 1897, at the poet-office at Chl- 

 casro. 111., under the Act of March 

 3, 1879. 



Subscription price, Jl.OO a year. 

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



AdTertlalnir rat<^ quoted upon 

 request. Only strictly trade ad- 

 vertlslnff accepted. 



n 



NOTICE. 



It is fanpoMible to guaranta* 

 the inaertion, <liscontinuance 

 or altorstion of any adTortuo- 

 Bont unlesa inatructions aro 

 raceiTod by 



8 P. M. TUESDAY. 



■OCIETT or AJfERICAM FL0EI8T8. 

 laoorporatad by Aot of Oonsrass. March 4, 1901. 



Offlr«r« for 1A1S: PrMldent. Patrick W^lrh. 

 Boston; Tlc«-pmiident, Daniel MacBorle, San 

 rraaclsco: secretary, John ToanR, S3 W. 2Kth 

 St., New York City: traasorer. W. F. Kastlng, 

 Buffalo. 



Thlrty-flrst annual conTcntlon. Ban Francisco, 

 Dal.. ADffliMt 17 to 20. 1A1S. 



Besults bring advertising. 

 The Review brings results. 



With a fairly favorable summer sea- 

 son there should be an unusually good 

 supply of field-grown carnation plants 

 for benching in July and later. 



• ' If your competitor is taking business 

 away from you because of successful ad- 

 vertising, it is YOUR lost profits which 

 pay for His advertising." — Batten. 



Last week's Eeview recorded the mar- 

 riage of an Indiana lady florist with a 

 gentleman named Blossom. Can any- 

 body beat that for sticking close to her 

 work! 



Each summer American tourists spend 

 $200,000,000 in Europe. This summer 

 they will scatter the money nearer home. 

 It should not hurt the flower business 

 even a little bit. 



The stability of a business is among 

 the first things for a florist to consider. 

 What availeth you or I to so deal that, 

 while we make a dollar today, our 

 customers do not come again f 



Now is the time to get busy on col- 

 lections. In a few weeks the vacation 

 season will have begun and the florist 

 will be left, with others equally neglect- 

 ful, to await the return of autumn and 

 his customer. 



The quantity of gladiolus bulbs 

 planted this season is beyond all prece- 

 dent; neither the trade nor the public 

 ever has planted anything like so many. 

 While the wholesale cut flower markets 

 may be overloaded, there is no danger 

 that the florists who retail what they 

 g^ow will fail to reap a good profit, and 

 as for the public, it has only begun to 

 appreciate the gladiolus. 



HONORABLE MENTION. 



Not a few subscribers save them- 

 selves the bother of annual renewal by 

 sending The Eeview $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 YBAHS. - ■ ^ 



Turner, Wm. M., Wllkinsburg, Pa. 



TWO YEARS. 

 Wilson, Oliver S., Minneapolis, Minn. 

 Peterson. H. J., Chicago Heights, 111. 

 Shrock, Otto O., Llgonier, Ind. 



• 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. 



THE GOLDEN RULE. 



Every advertiser should practice the 

 golden rule — indeed, dealing with a per- 

 ishable article, not readily returnable 

 in case the customer is not fully satis- 

 fied, it is especially important that 

 each seller do as he would be done by. 



There probably is no line of business 

 in which disagreements are so difi&cult 

 of adjustment as is the case with 

 plants and flowers — the non-standard- 

 ized, perishable, unreturnable character 

 of the merchandise makes it so. No 

 man who cherishes his good name, who 

 hopes to receive repeat orders, who 

 hopes to profit by the valuable free ad- 

 vertising that passes from mouth to 

 mouth through the trade, or who cher- 

 ishes the good name of florists, as a 

 class, will ever send out any other stock 

 than he would be satisfied to receive 

 were he in the buyer's position. 



The man who invariably applies the 

 golden rule will never want for cus- 

 tomers. 



A "WEATHER" BUSINESS. 



The fact that ours is a business that 

 depends on the weather seldom has 

 been more clearly shown than by con- 

 trasting the experience of Memorial 

 day of 1915 with the one of 1914. This 

 year the weather was unseasonably cold 

 over the greater part of the country, 

 with the result that stock was rather 

 scarce, but of good quality, and a 

 most satisfactory if not banner busi- 

 ness was done. Last year a heat wave 

 swept over the eastern half of the 

 United States the week before Memo- 

 rial day, with the result that flowers 

 were forced onto the markets in un- 

 wieldy quantities, were of soft, unde- 

 pendable quality and the business done, 

 if large, was highly unsatisfactory. It 

 was the weather, and nothing else, as 

 other conditions then were more favor- 

 able than this year. 



PAINTINO OLD GUTTERS. 



Will you kindly tell me whether 

 pitch and unslaked lime are good to 

 use on old greenhouse gutters! I do 

 not know how to mix them. 



W. B.— Ohio. 



For new wooden gutters I prefer to 

 use three coats of lead and oil paint, 

 making the priming coat rather thin. 

 If for old gutters which have become 

 checked and cracked, a coat of hot 

 pitch may be applied after removing 

 all loose paint and putty. Care should 

 be taken to use only enough pitch to 

 fill the cracks, scraping off all surplus. 

 While lime washes are sometimes ap- 



plied to the gutters, after the pitch 

 has hardened, X prefer to use two coatB 

 of paint. Coal tar is sometimes used 

 in old gutters, but there is danger thai 

 it will injure the plants grown in the 

 houses. . _^ - T. • 



NEXT WEEK'S WEATHER. 



► Weekly weather forecastj 

 issued by the U. S. Weathe* 

 Bureau, Washington, D. C, tot 

 the week beginning Wednesr 

 ^^_^ day, June 2, 1915: 



Jfr^~~ — 1 For the Region of the Great 

 11 Lakes — Generally fair weather 



II I may be expected. The tem? 



f ' perature changes will be unim? 



portant. 



For the Upper Mississippi Valley and 

 Plain States — The weather will be gen- 

 erally fair throughout the period, ex-s 

 cept that local rains in the north por- 

 tion are probable about Friday. The 

 temperature will rise slowly and pastj 

 above the normal early in the period; 

 For the Ohio Valley and Tennessee— r 

 Cloudy, rainy weather at the beginning 

 of the period will give way by Friday 

 to fair and warmer weather, which 

 will continue until the end of the 

 period. 



For the West Gulf States— The indi: 

 cations are for fair weather, with tem- 

 peratures slightly above the seasonal 

 average. 



NATIONAL PEONY SHOW. 



The American Peony Society will hold 

 its annual meeting at Boston this year, 

 with its exhibition in connection with 

 the peony show of the Massachusetts 

 Horticultural Society. The date is Sat- 

 urday, June 12, and the exhibition will 

 remain open over Sunday. 



CHICAGO. 



The Market. 



Memorial day, 1915, will be long re- 

 membered as the most profitable in the 

 history of the trade, with the possible 

 exception of that of 1913. The rush 

 began as early as the middle of the 

 week, and by May 28 developed into A 

 scramble that duplicated that exhibited 

 at the eleventh hour in the Mothers' 

 day rush. The end of the week saw 

 buyers offering fancy prices for carna- 

 tions, but in most cases their demands 

 had to go unsatisfied, as the stock was 

 not to be had. Generally speaking^ 

 there was a great demand for every- 

 thing, and in nothing was the supply 

 more than sufficient. Under normal 

 conditions a certain part of the public 

 depends to a great extent on garden 

 flowers for Memorial day purposes. 

 This year the cold rains throughout al- 

 most the entire month of May quite 

 effectually put these out of all consid- 

 eration, and the demand turned to prac- 

 tically everything grown under glass. 



Carnations, of course, were far short 

 of the demand, and while a few of the 

 early orders were filled in full, the ma- 

 jority of the shipping orders and nearly 

 all of the city orders were liberally 

 cut. Many houses were compelled to 

 refuse all orders for carnations except 

 from their regular customers. The 

 quality of the stock handled was un- 

 usually good', owing to the cold weather 

 of last month. 



Boses, while by no means plentiful, 

 wer6 not nearly so short as antici- 

 pated. The demand, though excellent, 



