22 



The Florists' Review 



June 17, 1915. 



Established, 1897, by Q. L. GRANT. 



Published every Thursday by 

 The Florists' Publishing Co.. 



630-S60 Oaxton Building, 



608 South Dearborn St., Chicago. 



Tele.. Wabash 819S. 



Reiirlstered 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, $1.00 a year. 

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



Advertlslnir rates quoted upon 

 request. Only strictly trade ad- 

 vertising accepted. 



n 



NOTICE. 



It is impossible to guanmteo 



the insertion, discontinuance 



or elteration of any advertise' 



ment unless instructions are 



I receiTod by 



5 P. M. TUESDAY. 



SOCIETT OF AlCEBIOAN FLORISTS, 

 laoorporatad bx Act of ContrMa, Msroh 4, 1901. 



Officers tor 1015: President, Patrick Welch. 

 Boston: Tice-president. Daniel MscRorle, San 

 rrsBclsco; secretary, John VonnK, 53 W. 28th 

 St., Now York City; treaaorer, W. F. Kastlng, 

 Baffalo. 



HilrtT-flrst annnal convention, San Francisco, 

 Oal., Angnat 17 to 20. 1915. 



Results bring advertising. 

 The Beview brings results. 



W. W. WiLMORE, Jr., of Wheatridge, 

 Colo., is working on the ' ' Gladiolus Man- 

 ual," which he expects to publish soon. 



Buyers should not pick out the cheap- 

 est offer with the fatuous thought that 

 they are thereby securing for themselves 

 the best stock. It may work that way 

 sometimes, but it is not a reliable guide. 



The first thing to do, if you have no 

 business stationery, is to get some printed 

 letter-heads. They are inexpensive and 

 they go even farther than they should in 

 establishing one's standing in the trade. 



One of the noteworthy features of the 

 growth of the trade is the number of 

 women who are engaging in it, usually 

 in a small way at the start, but "great 

 oaks," you know, and nearly always 

 the woman is successful according to her 

 ambitions. 



Each year sees an increase in the num- 

 ber of peony blooms subjected to the 

 cold storage process as the result of 

 overstocked markets during the flower- 

 ing season. As the growers, one by one, 

 find out how to handle the stock success- 

 fully the duration of the peony season 

 is being extended. It now covers from 

 mid-May to July 4, or later. 



JoHX Young this week has distributed 

 the premium list for the International 

 Flower Show, to be held at New York, 

 March 17 to 2.3, 1916, one week preced- 

 ing the National Flower Show at Phila- 

 delphia, of which Mr. Young also is sec- 

 retary. Those who wish to consult Mr. 

 Young regarding either of tliese shows 

 or the trade exhibition at San Francisco 

 in August can address him at .'53 West 

 Seventy-eighth street, New York. 



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: 



THIIEE YEARS. 



Sliitp Nursery Co., Ileleiiu, Mont. 

 TWO YEARS. 



l.<'itli & S<m. Haverhill, Muss. 



Kirelilioff Co., W. E., Pembroke, N. Y. 



.Seliilt, I'eter, Evaiiston, 111. 



Simoiisoii, C. A., Mel'lierson, Kan. 



Ilavis Floral Co., I'Ine Bluff. Ark. 



Bather. .1. U.. Co., Clinton, Iowa. 



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. 



brings. And remember, you cannot 

 help those with whom you are doing 

 business without its helping yourself. 



GREAT CROPS MEAN BUSINESS. 



To the florists who prosper with the 

 l)rosperity of the men next the soil, 

 which means a large part of the trade, 

 it will be good news that the farmers 

 of the United States are to go one bet- 

 ter than last year in the matter of crop 

 production, and the phenomenal wheat 

 yield of li>]4 will be outdistanced un- 

 less actual disaster overtakes the crop 

 between now and harvest. A total 

 wheat crop of 950,000,000 bushels is 

 l)redicted by the government crop 

 bureau, as against 891,000,000 last year 

 and an average of 686,000,000. 



According to the official figures, there 

 will be plenty of oats. The crop prom- 

 ises 1,288,000,000 bushels, as against 

 1,141,000,000 last year and an aver- 

 age of 1,131,000,000 bushels. There 

 has been an increase of 4.6 per cent 

 in the acreage. Barley acreage has 

 been reduced 2.3 per cent in favor of 

 spring wheat, but the condition of 94.6 

 indicates a crop of 197,000,000 bushels, 

 against 19,'5,000,000 harvested last year 

 and an average of 182,000,000 bushels. 

 Such big crops mean good business for 

 a great many florists. 



A READER'S SUGGESTIONS. 



A reader of The Review, in speaking 

 the other day of business getting and 

 advertising, spoke warmly of the great 

 as.sistance to all advertisers that would 

 accrue from the exercise of a little 

 more care and thought on the part of 

 those answering the ads. As most ad- 

 vertisers have a more or less fixed ap- 

 propriation to be \itilized for purposes 

 of publicity, it behooves them to spend 

 it where it will produce the best re- 

 sults. To this end, most advertisers 

 make an effort to check up on their 

 advertising, that they may be enabled 

 to drop those mediums that are non- 

 productive of results and increase their 

 space in those that are productive. 



To give every possible assistance to 

 the advertiser, The Review is contin- 

 ually reminding its readers to mention 

 The Review when writing advertisers. 

 Yet in s])ite of these constant re- 

 minders, there are many who do not 

 take the time to do themselves, -the 

 advertiser or the paper the justice to 

 write five little words — "your ad in 

 The Review." To do so would enable 

 the advertiser to ascertain to a nicety 

 just what proportion of his business was 

 attributable to systematic advertising; 

 and it would render unto the paper 

 that thing that belongs to the paper 

 — the credit for getting the results it 



NEXT WEEK'S WEATHER. 



Weekly weather forecast, 

 issued by the U. S. Weather 

 Bureau, Washington, D. C, for 

 the week beginning Wednes- 



► day, June 16, 1915: 

 For the Region of the Great 

 Lakes^Showets in the upper 

 lakes region Wednesday and 

 Thursday and again on Mon- 

 day, with temperature slightly above 

 the seasonal average. 



For the Upper Mississippi Valley and 

 Plains States — Scattered showers are 

 probable Thursday and again on Sun- 

 day; temperatures rather above the 

 average are probable. 



For the Ohio Valley and Tennessee — 

 A shower period beginning Friday will 

 continue intermittently until the end 

 of the week; temperature will be above 

 the season average. 



For the West Gulf States — Intermit- 

 tent showers for the period beginning 

 about Friday will continue through- 

 out the remainder of the week, with 

 temperatures above the seasonal aver- 

 age. 



AMERICAN GLADIOLUS SOCIETY. 



The Newport Show. 



It is important that all who intend 

 making trade exhibits at the American 

 Gladiolus Society's show at Newport, 

 R. I., August 18 and 19, should advise 

 me at once as to the space they will 

 require. This will facilitate matters 

 and avoid disappointment. No charge 

 for tables will be made. 



H. Youell, Chairman 

 Exhibition Committee. 



Syracuse, N. Y. 



CHICAGO. 



The Market. 



As a result of the strike of street 

 car operatives, combined with cold, 

 dark, rainy weather, local business is 

 below normal. The buyers for the out- 

 lying retail establishments can reach 

 the market only with great difficulty 

 and their present needs are small at 

 best, as the flower buying public, or 

 that part of it that consumes the 

 greater quantity of stock, is under the 

 necessity of remaining at home. But 

 this condition, disagreeable though it 

 may be, so far from crippling the Chi- 

 cago market only serves to throw into 

 greater relief the importance and mag- 

 nitude of the shipping end of the busi- 

 ness. It also imposes on the commis- 

 sion men the obligation of doing every- 

 thing that lies within their power to 

 place their stock where the demand 

 is not affected by the unfavorable local 

 circumstances. "That most of them real- 

 ize this obligation is evidenced by the 

 volume of shipping transactions, which 

 remains quite near normal. 



Beauties, Russell and the yellow va- 

 rieties of roses have monopolized the 

 greater part of the demand. Beauties, 

 however, are rapidly losing ground to 

 Russell. Long and medium-stemmed 

 Russell have sold well and brought 

 good prices. Beauties and the yellow 

 varieties have held up well, but of 

 short-stemmed roses there has been an 



