20 



The Florists' Review 



Jdl1l 22, 1915. 



fl 



Ertabllshed, 1897, by O. L. GRANT. 



PnbllBhed every Thursday by 

 The Floeists' Pdblishino Co.. 



630-660 Oaxtoa BulIdloK, 



fiOeSoatta Dearborn St., GhlcaffO. 



Tele., Wabash 8196. 



Registered cable address, 



Florrlew, Chicago. 



Entered as second class matter 

 Deo. 3. 1897. at the poet-office at Chi- 

 cacro. 111., under the Act of March 

 3, 1879. 



Subscription price, 11.00 a year. 

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



Advertlslnir rates quoted upon 

 request. Only strictly trade ad- 

 vertising accsepted. 



M 



NOTICE. 



It ia impocuble to gumrmntmm 

 th« insertion, diieontinii«nc« 

 •r alteration of any advortiM- 

 mont unless instructions are 

 receiTodl by 



B P. M. TUESDAY. 



SOCIETT OF AMERICAN FLORISTS, 

 laooroprated by Act of Congress, March 4, 1901. 



Officers for 191S: President, Patrick Welch. 

 Boston; vice-president, Daniel MacRorle, San 

 Firanclsce; secretary, John Toung, 53 W. 28th 

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

 Buffalo. 



'ihirty-flrst annual convention. San Francisco, 

 Cal., August 17 to 20. 1015. 



Besults bring adTertising. 

 The Review brings results. 



Now 13 the time to advertise your 

 field-grown carnation plants; the larger 

 buyers do not wait until everyone else is 

 planted up. 



The Missouri Botanical Garden says 

 the interest in garden roses in St. Louis 

 is increasing rapidly and devotes the 

 Juno bulletin to a discussion of cultural 

 methods, with lists of recommended va- 

 rieties. 



When one buys a 15-dollar suit one 

 knows what kind of cloth and tailoring 

 to expect; there is no complaint because 

 it is not of 25-dollar quality. Why, then, 

 complain because the plants offered at 

 the cheapest price are worth no more 

 than is asked? 



One of the results of the war is that, 

 both in Europe and America, novelties 

 are being withheld to await a more 

 auspicious moment for their introduc- 

 tion. The signing of the peace treaty 

 will be the signal for many interesting 

 announcements in the horticultural world. 



When the committee of women who 

 received the $1,300 from the benefit ex- 

 hibition of Admiral Aaron Ward's rose 

 garden at Willowmere, Roslyn, L. I,, 

 wished to name for the admiral the auto- 

 mobile ambulance they had purchased 

 for operation on the French frontier, he 

 requested that instead it be named for 

 Claude Pemet, the son of the famous 

 French rose raiser, who was killed at the 

 front last winter. The admiral's forma- 

 tion of his famous rose collection 

 brought him the acquaintance of the 

 French rosarian, and led to friendship 

 between the families 



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. 



Phelps, W. S., Lexington, Mass. 

 Nicholson, Robert, Dallas, Tex. 

 Wilson's Flower Shop, Palnesvllle, O. 

 Goldthwalt, Mrs. E., Elkhart, Ind. 

 Forder, Alfred, Cincinnati, O. 

 Anderson, Mrs. A. C, Missoula, Mont. 

 Weller, M. E., Milan, Mich. 



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 are sent. 



The growth in The Review's circulation 

 now comes through old subscribers 

 recommending the paper to beginners 

 in the business. 



GENERAL BUSINESS. 



As business is in other lines, so it is 

 with florists and the trade will be in- 

 terested in reports on general business 

 conditions as observed by the Simmons 

 Hardware Co., of St. Louis; Hibbard, 

 Spencer, Bartlett & Co., Sears, Roebuck 

 & Co., and Montgomery Ward & Co., 

 of Chicago, summarized as follows: 



Middle Atlantic Coast. — Activity 

 slowly gaining, but collections poor. 

 Railroad earnings will increase on ac- 

 count of war materials and tonnage. 



New 'England States. — Collections 

 poor and textile and shoe markets 

 quiet; warm weather needed to start 

 business. 



Southern States and South Atlantic 

 Seaboard. — Steady gains in movements 

 of nearly all lines of goods, encouraged 

 by better cotton markets. Collections 

 better and money conditions stronger 

 than any time since the war began. 



Central West. — Increasing confidence 

 in all lines of manufacture, with pros- 

 pect of heavy railroad tonnage. 



Western States. — Crop prospects 

 make confident tone and jobbers are 

 doing a rushing business. 



SMILE. 



You cannot treat all customers the 

 same. To some customers you must 

 smile, to others you may speak freely. 

 A firm, fixed rule cannot be laid down 

 for selling. One thing is certain — all 

 customers are attracted by a face that 

 does not frown. — The Silent Partner. 



STILL THERE ABE A FEW WHO DO. 



Please credit me two years' subscription in ro- 

 tum for the enclosed remittance. How could I 

 miss so good a paper! — Peter A. Freeman, Au- 

 rora, 111. 



One by one the members of the 

 trade have come to realize that in Tho 

 Review they get big value for their 

 money — although there still are a few, a 

 very few, florists who do not use the 

 paper. In most trades a paper of the 

 size and quality of The Review could 

 only be purchased at from $3 to $5 

 per year, but it has been the policy of 

 the publishers of The Review to keep 

 its subscription price as low as possi- 

 ble, in order that the paper might be 

 within the reach of every member of 

 the trade. 



The circulation of The Review no 

 longer increases rapidl)^ — for some time 

 it has been so large there was little 

 room for growth except as the trade 

 grows. Consequently there is no rea- 

 son for the sample copy editions that 

 are so common with publications that 

 do not have large regular editions. 



NEXT WEEK'S WEATHER. 



Weekly weather forecast, is- 

 sued by the U. S. Weather 

 Bureau, Washington, D. C, for 

 the week beginning Wednes- 

 day, July 21, 1915: 

 j^^^ For the Region of the Great 



1^^^^ Lakes — Generally fair weather 

 j^^^^ and moderate temperatures 

 F" probable until near the end of 



the week, when warm weather 

 is probable. 



For the Upper Mississippi Valley and 

 Plains States — Moderate temperatures 

 and generally fair weather the first 

 half of the week. The latter half will 

 be warmer and generally fair, except 

 that widely scattered thunder showers 

 are probable. 



For the Ohio Valley and Tennessee — 

 Generally fair weather and moderate 

 temperatures are probable during the 

 next several days; warmer weather is 

 indicated for the latter part of the 

 week. 



For the West Gulf States — Overcast 

 weather, occasional showers and mod- 

 erate temperature are probable in this 

 district during the next several days. 

 The latter part of the week will prob- 

 ably be fair and warm. 



PARCEL POST AMENDED. 



Orders have been issued by the post- 

 master-general increasing the parcel 

 post size limit and providing for the 

 issuance of a receipt for articles mailed 

 by parcel post. The first order becomes 

 J effective at once, while the other will 

 go into effect September 1. Section 454 

 of the postal laws and regulations is 

 so amended as to increase the size limit 

 from seventy-two to eighty-four inches 

 in length and girth combined. 



The new regulation regarding re- 

 ceipts amends section 458%. On pay- 

 ment of 1 cent, the postmaster at the 

 mailing office may give a receipt to 

 the sender of an ordinary parcel of 

 fourth-class mail. A postage stamp to 

 cover the charge for the receipt will 

 be affixed to the parcel, and the name 

 and address of the addressee must be 

 written on the receipt by the sender. 

 The receipt will constitute evidence of 

 the mailing of the parcel. C. L. L. 



CHICAGO. 



The Market. 



The only appreciable difference be- 

 tween existing market conditions and 

 those of a week ago is in the matter 

 of supply, and even here the variation 

 is by no means startling. To be sure, 

 the receipts are falling off, but even 

 yet they are considerably in excess of 

 the demand. But, after all, the prin- 

 cipal sufferers are those who have lim- 

 ited their spheres of activities to the 

 city trade. They, as a matter of course, 

 find theinselves under the necessity of 

 hunting some sort of an outlet for large 

 quantities of stock, as the city retail- 

 ers are only buying ' enough to supply 

 their immediate wants. Quite differ- 

 ently circumstanced are those who have 

 built up a regular out-of-town patron- 

 age. For the out-of-town retailer must 

 necessarily keep a sufficient quantity 



