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'■^J »''•:;■*' 



24 



The Florists' Review 



OoiOBBt 7, 1815. 



fl 



Pnblished every Tharadar by 

 The Florists' PcBLisHiNa Co„ 



630-660 Oaxton Building, 



008 South Dearborn St., Chica^. 



Tele., Wabash 8196. 



Regifitered cable address, 



Florvlew, Chicago. 



Entered as second class matter 

 Deo. 8. 189), at the poet-office at Chi- 

 cago. 111., under the Act of March 

 8. 1879. 



Subscription price, fl.OO a year. 

 To Canada, $2.00; to Europe. IS.OO. 



Advertisinir ratps quoted upon 

 request. Only strictly trade ad> 

 vertlslng accepted. 



n 



NOTICE. 



It is impossible to g^uarantee 



the insertion, discontinuance or 



alteration of any advertisement 



unless instructions are rfcceived 



BY 6 P. M. TUESDAY. 



BOCIETT OF AMERICAN FLORISTS. 



iBeorporated by Act of Congress, March 4, 1901. 



Officers for 1915: President, Patrick Welch, 

 Boston; rice preHirlent, Daniel MacRorle, San 

 rranoisco; secretary, John Toung. 53 W. 2Sth 

 St.. New York City: treasurer. W. F. Easting, 

 Boffals 



Offlcera for 1910: President. Daniel MacRorle, 

 Ban Francisco; vIce-preMlilent, R. 0. Kerr, Hous- 

 ton, Tex. Secretary and treasurer as before. 



Thirty-second annual conrention. Houston, 

 Texas, August 15 to 18, 1916. 



Traveling salesmen returning from the 

 •west report excellent business, the recent 

 improvement being especially marked on 

 the Pacific coast. 



In spite of the fact that the petty 

 swindle has been reported dozens of 

 times, florists still hand strangers cash 

 change for bad checks. 



That old-time favorite, Livistona ro- 

 tundifolia, the fan palm, is coming back 

 into popularity. Perhaps, then, some 

 day there will be call again for Latania 

 Borbonica. 



The Christmas supply of ruscus will 

 cost more than last year, both the 

 bleached stock and the dye coming higher, 

 but at the same time the quality averages 

 better than before. 



The woods are full of men with little 

 hammers who use them constantly. Most 

 of us, however, prefer the- man who 

 carries a big stick but who uses it only 

 on rare occasions. 



* 



The first 1916 calendar to reach The 

 Review probably will hold the season's 

 record for size and beauty. It came, Octo- 

 ber 6, from A. W. "Warren, Corry, Pa. 

 The subject is Traver's "The Rose 

 Girl," done in colors. 



The old-time practice of enclosing a 

 stamp when one asks a question by mail 

 seems to have fallen into what Grover 

 Cleveland called innocuous desuetude — at 

 least most of those who ask The Re- 

 view for "an immediate reply by mail" 

 are in too big a hurry to remember the 

 stamp. 



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: 



■ THREE YEARS. 



Hughes, H. M., Norrlstown, Pa. 



Hoffacker, Carl, Elizabeth, N. J. ^ 



TWO YEARS. 



Glllham, B. A., Rockford, la. 

 Loefller & Benke, Watertown, Wis. 

 Henderson, J. h., Unlontown, Pa. 

 Henry, F. L., Watseka, 111. 



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. 



mand. The improvement is general in 

 all departments of the trade, and there 

 is every prospect of a banner season. . 



WHAT THEY DO. 



Regularly, week after week, The Re- 



ciew contains between 1,600 and 1,700 



separate advertisements. Some of them 



merely are cards calculated to keep the 



advertiser's full name and address 



where the trade can find them, but the 



majority are written with the idea of 



pulling direct mail orders. And that 



they do it is shown by the receipt of 



many such letters as the following 



three, which were all in one mail: 



Please discontinue my ad, as everything is sold. 

 It certainly pays to advertise in The Review. — 

 James Clelland, Grove City, Pa., October 2, 1915. 



We shall have to ask you to omit our pelar- 

 gonium advertisement until we catch up with the 

 orders.— Hartford City Floral Co., Hartford City, 

 Ind., October 4, 1915. 



Please discontinue our advertisement of carna- 

 tions for the season. We have had large orders 

 resulting from this advertisement and are well 

 satisfied with the returns. — Gullett & Sons, Lin- 

 coln, 111., October 4, 1915. 



It would pay specially well, if you 

 have the stock, to list items in the 

 Classified Department that are not 

 already listed there. 



SEASON STABTINa FINELY. 



We all should take much pleasure in 

 the way the autumn season has opened 

 during the last fortnight. In pleasing 

 contrast to a year ago, everything now 

 seems bright and promising. The latter 

 part of September brought a marked 

 increase in business in many sections, 

 and the first few days of October have 

 seen a trade revival little short of mar- 

 velous. 



Conditions a year ago were sadly dis- 

 turbed; everyone was in a pessimistic 

 frame of mind, and this included the 

 trade itself as well as those who buy 

 plants and flowers. Today quite an op- 

 posite condition is apparent. Business 

 is decidedly improved in nearly all lines 

 of activity, and florists of all degrees, 

 and almost everywhere, are doing far 

 better than a year ago; indeed, there 

 are many who find business today even 

 better than it was two years ago, which 

 means that it is the best in the history 

 of the trade. 



In the grain states business has been 

 good right along; there is no change 

 today. The manufacturing centers be- 

 gan to feel a trade revival some months 

 ago and the autumn finds business pick- 

 ing up in the sections hardest hit by 

 the depression coincident with the war. 

 Florists in the manufacturing cities of 

 the east are doing well. In the cotton 

 states confidence has returned and the 

 people are buying flowers. On the 

 Pacific coast florists are doing well, 

 much better than at any time in the 

 last year, and the production of stock 

 there still is considerably below the de- 



NEXT WEEK'S WEATHEE. 



1 ^ Weekly weather forecast, ia- 



^^^^ sued by the U. S. Weather 

 V^^^^ Bureau, Washington, D. C, for 

 1^^ the week beginning Wednes- 

 L_ -day, October 6, 1915: 

 IP* I For the Region of the Great 

 i] Lakes — There will be showers 



H October 6 or 7 in the upper 



I " — ' lake region, with rising tem- 

 perature, and October 7 or 8 

 in the lower lake region, followed by 

 generally fair weather during the re- 

 mainder of the week. The showers will 

 be accompanied by rising temperature 

 and will be followed by falling tem- 

 perature. 



For the Upper Mississippi Valley and 

 Plains States — Showers and higher tem- 

 peratures October 6 or 7 will be fol- 

 lowed by generally fair weather during 

 the remainder of the week, with sea- 

 sonable temperatures. 

 • For the Ohio Valley and Tennessee — 

 Cool and frosty weather October 6 will 

 bo followed by rising temperature for 

 a day or two, and again by a moderate 

 fall during the latter half of the week. 

 The weather will be generally fair, al- 

 though local rains are possible October 

 7 or 8. 



CHICAGO. 



The Market. 



The latter part of last week business 

 was unusually good, with a short, stiflE 

 market and demand strong. The open- 

 ing of this week was not so auspicious, 

 but with the same conditions as to sup- 

 ply and a sharpening of the* weather, 

 which continued bright, demand quickly 

 recovered. Quality, quite naturally, is 

 wonderfully improved. The fact that 

 the St. Louis market was too short to 

 supply the wants attendant on the 

 Veiled Prophet celebration resulted in 

 some excellent orders being placed on 

 the Chicago market. 



Beauties are decidedly scarce and are 

 clearing accordingly, regardless of 

 quality or length of stem. Other roses 

 are equally scarce, especially the pink 

 varieties, and are generally moved as 

 soon as they are graded. While buyers 

 find it necessary to be on the market 

 early to fill their wants to their liking, 

 they have the advantage of selecting 

 from stock of the first quality. 



Although receipts of carnations are 

 much heavier, the supply is short of 

 the demand and wholesalers experience 

 no difficulty in moving them at a good 

 price. Asters have receded so far into 

 the background that they no longer 

 strike the eye. Dahlias and gladioli 

 have ceased to be a feature of the mar- 

 ket. Gardenias are in somewhat bet- 

 ter supply and enjoy a better call than 

 usual. Easter lilies are in strong de- 

 maud and remarkably short supply, 

 most of the growers laying off until 

 after the deluge of chrysanthemums, 

 which proverbially makes a bad mar- 

 ket for lilies, only this time there is a 

 hiatus instead of the usual overlap- 

 ping of crops. Rubrums sell well. Val- 

 ley is again short of the demand. The 

 growers are realizing that to keep val- 

 ley in good demand, they must not 

 plant too many pips. Orchids are suf- 

 ficient for the demand. 



