26 



The Ffoifets' Review 



June 24, 1915. 



ff 



Eatabllshed, 1897, by G. L. GRANT. 



Published every Thunt^btf by 

 Thk Florists' PublisHiwo Co., 



630-660 Oaxton Buildlnfir, 



606 South Dearborn St., OhlcaKO. 



Tele., Wabash 8196. 



Registered 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. 



Advertising rates quoted upon 

 request. Only strictly trade ad- 

 vertising accepted. 



n 



NOTICE. 



It b iinpo««ible to guarantaa 

 th* insertioii, discontinuaiice 

 •r altorktioB of •mj aclTortuo* 

 nent unloss instmctioiu aro 

 roeotTodI by 



5 P. M. TUESDAY. 



SOCIETY OF AMERICAN FLORISTS. 

 Inooroprated by Act of Congress, March 4, IMl. 



Officers for 1915: President, Patrick Welch, 

 Boston; vice-president, Daniel MacRorie, San 

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

 St., New Tork City; treasurer, W. F. Kastlng, 

 Buffalo. 



Thirty-flrst annual convention, San Francisco, 

 Cal., August 17 to 20, 1915. 



BesultB bring advertising. 

 The Review brings results. 



A GOOD many sm.ill florists think they 

 are economizing by not having printed 

 letter-heads, but the fact is it's a case 

 of "penny wise and pound foolish." 



Enchantress Supreme has added ma- 

 terially to its already long list of good 

 friends since the warm, bright weather 

 came. There will be a big demand for 

 cuttings of it next season. 



As Fra Elbertus once said, the busi- 

 ness of life is to idealize, to imagine a 

 thing first and then to create it. A flo- 

 rist who loves his profession does just 

 that; and one who is not an idealist has 

 no business in this business. 



Those of the readers of The Review 

 who are interested in such subjects may 

 obtain a pamphlet on "Nematodes and 

 Their Relationships," by addressing the 

 U. S. Department of Agriculture at 

 Washington, D. C. It is by N. A. Cobb, 

 technologist in charge of agricultural 

 technology in the bureau of plant in- 

 dustry, and was originally prepared for 

 the Yearbook of the department for 

 1914. The call for the article required 

 a second separate printing. 



Wholesale cut flower markets fre- 

 quently seem most inactive when the 

 largest quantities of stock are being ab- 

 sorbed by the ultimate consumers and, 

 conversely, the markets sometimes seem 

 most active when comparatively little 

 stock is being sold. But it usually js 

 the fact that the small quantity sold at 

 high prices brings the producer more 

 money than does the great quantity sold 

 at the sacrifice rates that prevail when 

 the outlet is more or less outside of reg- 

 ular trade channels. 



HOUOBABLE MEITTION. 



Not a few subscribers save them- 

 selves the bother of annual renewal by 4*, 

 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: 



FIVE YEARS. 

 Rlssmann, Mrs. C, Herington, Kan. 



THREE YEARS. 

 Wagenfo^ir, Fred W., Corona, N. Y. 

 TWO YEARS. 



Stamp, J. 0., Watertown, N. T. < 



Albrecbt, Mrs. Chas., San Antonio, Tex. 



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. 



NOT YET DECIDED. 



John Young, secretary of the com-^ 

 mittee that has charge of the New York 

 flower shows, advises that the holding 

 of a spring exhibition in New York in 

 1916 is as yet undecided. The state- 

 ment in last week's issue of The Re- 

 view that Mr. Young has sent out pre- 

 mium lists for such a show was an error. 



THE PAST OF PKUDENOE. 



While it is true that the flower busi- 

 ness seems to be about as good as most 

 lines the country over, with excellent 

 conditions in certain sections, it can 

 not be contended that the next few 

 months hold out an altogether pleasing 

 prospect. It seems scarcely probable 

 that business conditions will improve 

 greatly, for florists, during that part 

 of the year that lies before frost. 

 While florists probably will fare better 

 this summer than last, normal business 

 hardly can be expected. Until other 

 lines are busy as usual it is too much to 

 hope that our trade will be as in years 

 gone by. 



In the meantime, prudence counsels 

 conservatism. The careful man will, 

 first of all, seek to free himself of 

 obligation, a thing much easier said 

 than done; he will give careful and con- 

 tinuous attention to collections, to the 

 clearing of both sides of his ledger. 

 Capable financiering does not consist of 

 postponing the day of reckoning — 

 rather, it lies in a state of preparedness 

 to meet contingencies. 



THE TBADE IN GREAT BRITAIN. 



When one considers that the Census 

 Bureau found, in 1910, 10,614 green- 

 house establishments in the United 

 States, with a total of 105,165,730 feet 

 of glass, it is interesting to note the 

 results of an attempt at a census of 

 the trade in Great Britain. This was 

 undertaken some time ago by the Horti- 

 cultural Trades' Association through a 

 certified public accountant. The re- 

 sults were made public at a dinner in 

 London in May. The chairman, Wil- 

 liam Cuthbertson, of Dobbie & Co., 

 Edinburgh, said: 



"The association sent out forms ask- 

 ing for particulars about the horticul- 

 tural trade of the country. About half 

 of thjB number replied, so the figures 

 could not be taken as authoritative, but 

 in coming to their conclusions they 

 thought they were justified in doubling 

 the figures received. The returns 

 showed that the area cultivated amount- 

 ed to over 26,000 acres, which, doubled. 



gave, roughly, 50,000 acres. The area 

 under glass was 20,000,000 square feet — 

 doubled, 40,000,000. The number of 

 employees doubled for the whole trade 

 was 30,000 men; boys, 6,400; women, 

 3,350; girls, 1,500; giving oyer 40,000 

 employees in the whole trade of Great 

 Britain. The wages, doubled, were 

 nearly £2,000,000 per annum, and the 

 capital involved was something be- 

 tween £8,000,000 and £9,000,000.'° 



NEXT WEEK'S WEATHEB. 



Weekly weather forecast, 

 issued by the U. S. Weather 

 Bureau, Washington, D. C, for 

 the week beginning Wednes- 

 day, June 23, 1915: 

 For the Region of the Great Lakes — 

 Fair weather will continue until about. 

 Friday, when a brief shower period may 

 be expected; showers are probable 

 again on Tuesday, June 29. Average 

 temperatures will prevail. 



For the Upper Mississippi Valley and 

 Plains States — Showers are probable 

 about Saturday, June 26, and again on 

 Sunday, June 27. The temperatures 

 will be close to the seasonal average. 



For the Ohio Valley and Tennessee — 

 A period of intermittent showers will 

 set in about Friday or Saturday, and 

 again on Tuesday, June 29. The tem- 

 perature will be close to the seasonal 

 average. 



For South Atlantic and East Gulf 

 States — Fair weather, with continued 

 high temperature, is probable through- 

 out the week. 



For the West Gulf States— Fair 

 weather, with continued high tempera- 

 ture, is probable throughout the week. 



CHICAGO. 



The Market. 



By a superficial observer, Chicago 

 market conditions during the last week 

 would probably be denominated bad. 

 But as a matter of fact, this is not 

 true considering the time of the year. 

 True, prices were, generally speaking, 

 not only weak but inclined. to be uncer- 

 tain, while the same week last year 

 they were much better. On the other 

 hand, however, a much greater quantity 

 of stock was moved last week than a 

 year ago. This, to a large extent, bal- 

 ances the scale of trade. It should be 

 borne in mind, though, that the low 

 prices bear no relation to the really ex- 

 cellent stock — stock that is of sufficient 

 quality to stand shipping, but only to 

 the abundance of poor stock that has 

 been flooding the market. From the 

 standpoint of both grower and commis- 

 sion man, it would appear by far the 

 more profitable plan to dump this class 

 of stock before it reaches the market, 

 as it has a strong tendency to pull 

 down with it, by the mere force of asso- 

 ciation of ideas, the price of fairly 

 good stock. 



Roses of practically all grades were 

 in heavy oversupply. The demand, 

 after the shipping trade had been taken 

 care of, was more forced than natural. 

 There was much good stock on the mar- 

 ket, but there was also much that 

 should not have been there. Russell, 

 as usual, led the demand, and in the 

 greater lengths practically usurped the 

 place formerly belonging to Beauties 

 alone. Ophelia is not in such good re- 

 quest as earlier in the season, for it 

 is received in moderate quantities from 



