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24 



The Florists^ Review 



OCTOBEE 14, 1915. 



(I 



EBtobUshed, 1887, by Q. L. GRANT. 



PnbUshed every Tbaraday by 

 The Florists' Pubhshinq Co., 



630-660 Oaxton BuildlDtr, 



808 South Dearborn St., Chlcafiro. 



Tele., Wabash 819S. 



RAfiristered cable addreaa, 



riorvlew, Chicago. 



Entered as second class matter 

 Dec. 3. 1897, at the post-office at Ohi- 

 cago. 111., under the Act of March 

 8. 1879. 



Subscription price, $1.00 a year. 

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



AdTertlsinijr rates quoted upon 

 request. Only strictly trade ad- 

 Tertislnff accepted. 



n 



NOTICE. 



It ia impossible to guarantee 



the insertion, discontinuance or 



alteration of any advertisement 



unless instructions are received 



BY 6 P. M. TUESDAY. 



80CIET7 OF AMERICAN FLORISTS. 

 Inoorporated l>7 Act of Oonrreu, Karoh 4, 1901. 



Officers for 1816: President. Patrick Welch. 

 Boston; Tlce-presldent, Daniel MacRorie, San 

 ■Yanclsco; secretary, John Young, 63 W. 28th 

 St.. New York City; troMurer. W. F. KastlUK, 

 BaCalo 



OfflcOTS for 1816: President. Daniel MacRorie, 

 ■an Francisco: Tlce-presldent, R. 0. Kerr, Hons- 

 tMt. Tex. Secretary and treasurer as before. 



Thirty-second annaal convention, Houston, 

 Texas, ADKUSt 16 to 18. 1916. 



Talk about sticking close to your 

 work: Violet Rose is a lady florist in 

 the City of Brotherly Love. 



The flood of chrysanthemums is rising 

 day by day, but thus far the trade chan- 

 nels have been ample to take care of 

 them. There will be more mums to mar- 

 ket in the next six weeks than ever before. 



This should be a fine season, if quan- 

 tity of stock prepared for sale means 

 anything. Practically everyone has spent 

 a busy summer getting ready for autumn 

 and the first frost tnda florists sis a class 

 better prepared than ever before to put 

 good stock on the market in quantity. 



Not only are the azaleas coming, but 

 it can be said that a part of them 

 actually have arrived. The Noordam, 

 which sailed from Rotterdam September 

 18 and reached New York October 4, 

 settled the question. It brought 945 

 cases of plants, most of which were 

 azaleas. 



It is common to ask for a remittance 

 with order, and frequently someone ad- 

 monishes buyers not to delay, but a re- 

 cent ad told the whole story in "Dash, 

 Please. ' ' It was a case where the appre- 

 ciative proofreader did not have the heart 

 to interfere with the work of an inspired 

 compositor. 



There is an old saying, "Busy as 

 Bees," and that Liverpool concern of 

 the name must be living up to the repu- 

 tation, for twice it has sent The Re- 

 view advertising orders across the At- 

 lantic by wireless. The Review re- 

 ceives frequent orders by cable, but 

 Bees is the first advertiser to make 

 regular use of marconigrams. 



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. 

 Plummer, F. W., Kewanee, 111. 



TWO YEARS. 

 Robbel, A. W., Marine City, Mich. 

 Meader, H. E., Dover, N. H. 

 Murpbey's Sons, R. Hr, Urbana, 0. 

 Karllck, John, Thongs, Wash. 



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. 



BUSINESS INCREASES. 



The increase in business in the last 

 week has been so great as to justify 

 special comment and it is noteworthy 

 also for the fact that it has been gen- 

 eral over the principal cut-flower-con- 

 suming section of the United States. 

 First frosts and general weather con- 

 ditions have operated to reduce sup- 

 plies on nearly all markets and the in- 

 crease in demand has been such as to 

 give the trade increased confidence in 

 the fundamentally sound condition of 

 the business. The result, for the mo- 

 ment, has been a cut flower market in 

 many cities too tight for the best re- 

 sults. What is wanted is a supply of 

 good stock large enough to fill all orders 

 at fair prices. 



WHAT THEY SAY. 



The worthiness of a trade paper as an 

 advertising medium is invariably deter- 

 mined by the esteem in which it is held 

 by its readers. It is that ironclad gauge 

 that has won for The Review special 

 distinction. The following letters are 

 just two of the testimonials that ar- 

 rived in the course of a day's business. 

 If all the bouquets were printed, this 

 entire page could be filled every little 

 while : 



I have taken The Review for the last Ave 

 years and hope to receive Its weekly visits for 

 the next twenty-five years. Enclosed find $2 to 

 rover two years' subscription. — H. E. Meader, 

 Dover, N. H., October 4, 1915. 



I happened to see a copy of The Review some 

 time ago. There was more information in that 

 one copy than in a book I paid $1.00 for. That 

 is why I am anxious to get In my subscription. 

 —Sherman L. White, GalllpoUs, O., October 5, 

 1915. 



PROSPERITY IN BIG CROPS. 



The florists of the United States 

 never have had a bad year when farm 

 crops were good. 



Consequently the government crop re- 

 port of October 7 may be taken as a 

 sort of blanket insurance policy for the 

 trade — only it must never be forgotten 

 that "the Lord helps him who helps 

 himself." Good business seldom comes 

 to a sloth. 



The grain crops for 1915 are even 



better than last year, when, it will be 



remembered, they were the means that 



gave middle-western florists a normal 



year's business while trade in the other 



parts of the country was dull. Here 



are the latest government figures: 



Final Esti- 



Crop Oct. 1,1915 mate,1914. 



Corn 3,030,000,000 2,673,000,000 



Wheat 1,000,000,000 871,000,000 



Oats 1,520,000,000 1,141,000,000 



Barley 2.37,000,000 104,953,000 



Potatoes 368.000,000 405.921,000 



Apples 71,600,000 84,400,000 



Prices are not now quite so high as 



a year ago, but no doubt this is better 

 for florists as a body. 



Another government report that 

 spells prosperity for florists has to do 

 with exports, which in part are grains, 

 but mostly manufactured articles — war 

 supplies. The exports are the greatest 

 in the history of the United States, 

 while imports are light, giving us now 

 *he greatest balance of trade in our 

 favor ever known. 



CORRESPONDENCE. 



The Review would like to publish a 

 weekly news-letter from each city of 

 importance in the trade. There are 

 several in which the number of people 

 engaged in the business, and their ac- 

 tivities, afford interesting matter, that 

 now goes unchronicled. Among them 

 are: 



Utiea, N. Y. 



Louisville, Ky. 



St. Paul, Minn. 



Minneapolis, Minn. 



Houston, Tex. 



New Orleans, La. 



Omaha, Neb. 



Who wants to put these towns on the 

 trade map? 



NEXT WEEK'S WEATHER. 



► Weekly weather forecast, is- 

 sued by the U. S. Weather 

 Bureau, Washington, D. C, for 

 the week beginning Wednes- 

 day, October 13, 1915: 



For the Region of the Great 

 Lakes — Local rains are proba- 

 ble about October 15 in the 

 upper lake region; otherwise 

 generally fair weather will 

 prevail. It will be somewhat cooler in 

 the upper lake region, but on the whole 

 temperatures will be moderate. 



For the Upper Mississippi Valley 

 and Plains States — Fair weather will 

 be followed by rain October 14 or 15 

 and again by generally fair weather 

 during the remainder of the week. It 

 will be warmer in the plains states and 

 probably somewhat cooler about Octo- 

 ber 15 over the northern districts. 



For the Ohio Valley and Tennessee 

 — Rains October 13 will be followed by 

 generally fair weather during the re- 

 mainder of the week without decided 

 temperature changes. 



I\)r South Atlantic and East Gulf 

 States — Partly cloudy weather with oc- 

 casional showers is probable October 13 

 and 14, with generally fair weather 

 thereafter. Temperatures will be near 

 and slightly above the seasonal average. 

 For the West Gulf States — Showers 

 October 13 will be followed by gen- 

 erally fair weather during the remain- 

 der of the week; no decided tempera- 

 ture changes, although somewhat cooler 

 in the interior. 



CHICAGK). 



The Market. 



Not in years has the Chicago mar- 

 ket experienced in October the degree 

 of shortness that has prevailed during 

 the last few days. There is not one 

 item that tends to the long side. And 

 the general condition has been height- 

 ened by the fact that all outdoor stock 

 is off the market. Every wholesale 

 house has been compelled to turn away 

 business, while the cutting of orders 

 and substitutions have been quite the 

 order of the day. Yet in spite of these ^ 

 conditions, regular patrons, both city 



