26 



The Florists' Review 



OCTOBDB 28, 1915. 



(I 



EstebllBhed. 1897, by Q. L. GBANT. 



Pabllshed every Thursday by 

 The Florists' Publishing Co^ 



S30-S60 Oaxton Building, 



006 South Dearborn St., Ohlcaaro. 



Tele.. Wabash 8196. 



Registered cable address, 



Florvlew. Chicago. 



Entered as second class matter 

 Dec. 3. 1891 . at the poet-offlce at Chi- 

 cago. 111., under the Act of March 

 8, 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. 



NOTICE. 



It is impossible to guarantee 



the insertion, discontinuance or 



alteration of any advertisement 



unless instructions are received 



BY 6 P. M. TUESDAY. 



BOCIETT OF AXEKICAM FL0KI8TS. 



Znoorporated by Act of Congress, UMtch 4, 1001. 



Offlcors for 1816: President. Patrick Welch. 

 Boston; vice president, Daniel MacRorie. San 

 Wanclsco; secretary, John Tonng, 58 W. 28tli 

 St.. New Torli City; treasurer. W. F. Kastlng. 

 Buffalo 



Offlcers for 1918: President. Daniel MacRorie, 

 Baa Francisco; Tlce-presldent. R. O. Kerr, Hons- 

 ton. Tex. Secretary and treasurer as batora. 



Thirty-second annnal convention. Houston, 

 Texas, Aagust IS to 18. 1916. 



Results bring advertising. 

 The Review brings results. 



There are plenty of good things for 

 florists to talk about besides the faults 

 and shortcomings of others in the same 

 line as themselves. 



If it turns out that the valley pips of 

 1915 crop get through the blockade all 

 right, there are buyers who will wonder 

 why they took hold of Romans so strongly. 



There are a lot of florists, selling from 

 their greenhouses and lacking a cost sys- 

 tem, who are charging too little. Sooner 

 or later they realize it, but usually it is 

 too late. 



It is interesting to note that the Mrs. 

 Russell rose is making good on the Pa- 

 cific coast and in the south, as well as 

 in the middle west, reminding one of 

 the old saying about the prophet. 



WILL COME AGAIN. 



Sometimes it takes a surprising 



amount of persuasion to induce a man 



with stock to sell to try the logical 



method of telling the trade — through 



an ad in The Review — but, once tried, 



it scarcely ever is necessary to urge 



that man further. He comes again of 



his own accord, as soon as ever he can. 



Like this: 



This was our first trial of advertising in The 

 Review and we are pleased with the result. You 

 will hear from ns again as soon as we have stock 

 to offer. — Henry E. Richardson, Woonsocket, 

 S. D., October 17, 1015. 



There are several wholesale plants- 

 men, especially in the east, who could 

 profit by the Woonsocket florist's expe- 

 rience. 



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. 



Hack, William, Indianapolis, Ind. 

 Bezdek, W., Cedar Rapids, la. 



TWO YEARS. 

 Jones, Wm., South Hamilton, Mass. 

 Gove the Florist, Burllugton, Vt. 

 Miller, John F., McHenry, III. 

 Flanders, Pearl, Ann Arbor, Mich. 

 Llppold, F. C, Reading, Pa. 

 Schwab, H., Zanesvilie, O. 



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. 



PHOTOGRAPHS WANTED. 



The Review wishes to receive several 

 good, sharp photographs of Halloween 

 window decorations. To be useful, the 

 reflection in the glass must be avoided 

 by night photography or other device, 

 so that the details of the decoration 

 will be apparent. For such photographs 

 as meet its requirements The Review 

 will defray the cost of the florist. If 

 you have a good special Halloween 

 window, have it photographed tonight. 



WHY BUSINESS IS (H)OD. 



The government crop reports show 

 the 1915 harvests to be the largest ever 

 — and we all know that good crops 

 mean good business for florists of the 

 middle west. 



Now comes another department of the 

 government with a report of exports, 

 mostly manufactures — and we all know 

 brisk business for eastern manufactur- 

 ing towns means good business for flo- 

 rists there. 



According to the U. S. Department 

 of Commerce, ' ' exports during the week 

 ending October 16 amounted to the as- 

 tonishing total of $73,694,600. This is 

 the highest record established for any 

 week since the outbreak of war in 

 Europe. It exceeded by more than 

 $5,945,000 the exports for the week end- 

 ing October 2, which was the previous 

 high record. The report shows that the 

 exports since the beginning of October 

 have been extremely large, promising 

 to break the monthly record for the 

 war period thus far. 



"The imports during the week 

 amounted to $29,782,000, the smallest 

 recorded since the week ending Septem- 

 ber 11. As a resuk, the balance in our 

 favor amounted to $43,912,500. 



WHERE'S THE PUNCH? 



In half a dozen cities, from Boston 

 to Denver, those who call themselves 

 publicity specialists now are urging the 

 trade to buy and distribute stock ad- 

 vertising literature of more or less pre- 

 tension — calendars, mailing cards, book- 

 lets, and what not; there is as great a 

 variety as there are manufacturers of 

 the material. Some of the work is ex- 

 tremely flne when judged by artistic 

 standards and prices are held fairly 

 reasonable by printing in quantity and 

 selling to a considerable number of flo- 

 rists, one in a town, merely striking in 

 the name and address of the buyer in 

 a space left for that purpose. Going on 

 the theory, often recommended to retail 



florists, that any advertising is better 

 than no advertising, all this artistic 

 stock literature is good, some of it ex- 

 tremely attractive, and sure to get a 

 look. But the question that should be 

 asked of himself by every intending 

 buyer is, "What are the selling quali- 

 ties, especially the selling qualities for 

 met" The fact is, most of this pretty 

 stock printing has no direct sales power 

 and those who expect direct returns are 

 disappointed. If the florist thoroughly 

 understands that he is paying a cer- 

 tain sum for general publicity, all well 

 and good; he then can judge his pur- 

 chase on that basis. If it does not cost 

 too much, it is well worth doing. 



NEXT WEEK'S WEATHER. 

 1^^^^ Weekly weather forecast, is- 



FHlli ^"®<^ ^y *^® ^- ®' Weather 

 UlDj Bureau, Washington, D. C, for. 

 l^HH the week beginning Wednes- 

 ' day, October 27, 1915: 



1 ^^ For the Region of the Great 



^^^^^ 'Lakes — Partly cloudy October 

 ^^^^ 27 and 28 will be followed by 

 ^^^ rain October 29 or 30, and 

 r probably by fair weather at 



the end of the week. It will be warmer 

 October 28 and 29 and somewhat cooler 

 during the second half of the week. 



For the Upper Mississippi Valley and 

 Plains States — There will be rain Octo- 

 ber 28 or 29 in the northwest, extend- 

 ing October 29 and 30 into the central 

 plains states and the upper Mississippi 

 valley, probably followed again by fair 

 weather October 31. Temperatures will 

 rise early in the week and should again 

 fall October 29 and 30, but no unusu- 

 ally low temperatures are expected. 



For the Ohio Valley and Tennessee — 

 Fair weather for about three days will 

 be followed by unsettled weather with 

 rain October 30 or 31 and again by fair 

 weather November 1 and 2. It will be 

 somewhat cooler October 27, followed by 

 rising temperature October 28 and 29, 

 and again by falling temperature 

 toward the end of. the week. 



For South Atlantic and East Gulf 

 States — With the exception of local 

 showers October 27, generally fair 

 weather will prevail during the week, 

 with seasonable temperatures. 



For the West Gulf States — Generally 

 fair weather, with seasonable tempera- 

 ture, is indicated during the week. 



CHICAGO. 



The Market. 



The Chicago market is in a decidedly 

 erratic condition. The end of last week 

 saw a rather short market, with good 

 demand. The opening of this week re- 

 vealed an easier supply and an appre- 

 ciable falling off in demand. This varia- 

 tion in the demand, however, was only 

 transitory. The quality of the stock 

 received is, on the whole, quite satis- 

 factory. As to the volume of the com- 

 ing week's business, there is no uneasi- 

 ness, for a large number of advance 

 orders for All Saints' day have already 

 been booked. 



Although nothing is positively short, 

 there is no surplus of roses. There are 

 enough of them, however, to fill orders 

 without substitution. Russell, as a mat- 

 ter of course, leads, with the other 

 newer roses next in request. Beauties 

 are still reveling in excellent quality 

 and urgent demand. 



