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ONE YEAR AGO WE 

 i^ PUT ON LONG PANTS 



Fifty-two weeks ago today The Review laid aside the habiliments of 

 youth and, in assuming a new fall dress, gave to the Trade for the first 

 time a Magazine in appearance as good as its contents. That the Trade 

 has appreciated the departure from the pamphlet style has been apparent 

 to the most casual observer — it has hern The Review's biggest year. 



WADDLING clot lies fre- 

 quently suflico for a publi- 

 cation much longer than 

 they do a member of the 

 genus homo. In fact, a 

 large percentage of the 

 publications of this coun- 

 try, brought forth, so their 

 sponsors fondly hoped, to 

 "fill a long felt want," in 

 the course of time develop a striking 

 similarity to Peter Pan, whom you will 

 remember as a cute little fairy who 

 never grew up. 



It took The Review almost seventeen 

 years to get its first suit with long 

 pants — that was a year 

 ago this week. 



The Review had at- 

 tained a robust growth 

 in its youthful dress — 

 the pamphlet style — and 

 it really should have 

 donned man's attire — 

 the dress of grown -up 

 magazines — a year be- 

 fore it did, but you 

 know how prone people 

 are to let well enough 

 alone, to cling to what 

 has served them fairly 

 well in spite of the fact 

 that something much 

 better has become avail- 

 able. 



A Lucky Move. 



But today its pub- 

 lishers count themselves 

 fortunate that The Re- 

 view was able to make 

 the great improvement 

 just at the moment it 

 did — count themselves 

 fortunate that they did 

 not permit the unsettlc- 

 ment that existed a year 

 ago to deter them from 

 incurring the increased 

 fixed expense that went 

 with the improved style 

 of printing and binding. 



For The Review, for 

 the last year at least, 

 unquestionably has been 

 in a class by itself. 



In a year of business 

 unsettlement, when prac- 

 tically all publications 

 quite plainly have been 

 losing both circulation 

 and advertising, The Re- 

 view has done the larg- 

 est business in its his- 

 tory — has gained in cir- 

 culation, in advertising 



Jind, above all, in the frivndly regard 

 of those for whom it is published. 



Boosted by Its Patrons. 



The greater part oi' the new subscrip 

 tious — and subscribers are the main- 

 stay, the reliance, the backbone of the 

 l)usiness — have come through the cour- 

 tesy of readers who have recommended 

 the paper to other florists, and espe- 

 cially to beginners in the business. In 

 a number of cases subscribers even 

 have' gone farther than to recommend 

 The Review— they have taken charge 

 of the remittance of the now man. 



Does this look as though each subscriber 

 gets his Dollar's worth per year? 



Last Year's Copies of The Review Make a Stack a Foot High. 



sending it in with word that it was a 

 pleasure to thus render a double service. 

 But the bulk of Review subscriptions 

 always have come singly, direct from 

 the subscriber. The Review never has 

 employed subscription canvassers — its 

 effort has been for suflScient editorial 

 strength to secure spontaneous subscrip- 

 tions by mail, and to hold them. Ad- 

 vertisers long since have learned that 

 a circulation among people who write 

 for and pay for a paper because they 

 want it to read is far better than a 

 circulation obtained either by offering 

 jtremiums or through canvassers. In 

 the one case, many sub- 

 scribers really buy the 

 premium; they may 

 never read the paper 

 that comes with it. And 

 in the other case — well, 

 the canvasser usuallv 

 pockets the greater part 

 of the subscription fee 

 and cares nothing be- 

 .yond that; he would as 

 soon as not sell a flo- 

 rists' paper to a black- 

 smith or to Mrs. Got- 

 rocks — and you know 

 what a smootli talker 

 can do! No, thank vou. 

 The Review never "has 

 cared for either the pre- 

 mium-built or the can- 

 vasser-got kind of cir- 

 culation. 



Subscribers Stick. 



That the circulation of 

 The Review is today, 

 after a year of business 

 depression, larger than 

 it ever was before is 

 directly due to the fact 

 that the trade likes the 

 paper well enough so 

 that ninety per cent of 

 the subscriptions are re- 

 newed within three 

 weeks of expiration. 

 And it may be of inter- 

 est to note that the pa- 

 per now is considerablv 

 the largest strictlv hor- 

 ticultural trades' period- 

 ical printed anywhere in 

 the world — largest in 

 size and number of 

 pages; largest in circu- 

 lation. While it has lost 

 considerable of its Euro- 

 pean circulation in the 

 last year, due to Euro- 

 pean readers being at 



