The Weekly Florists' Review. 



OCTOBEB 17, 1907. 



last few years many quite humble estab- 

 lishments have followed suit. The dusty 

 imitation plants and the decrepit aspidis- 

 tras have been consigned to the dustbin, 

 and neatly arranged vases of the flowers 

 in season, with azaleas, genistas, deut- 

 zias, lilacs, roses and chrysanthemums, 

 show how the taste of the public has im- 

 proved. Recently we noticed a very 

 charming arrangement of flowering plants 

 at the l^se of the columns supporting a 

 balcony in a west end restaurant, white 

 chimney campanulas and liliums of the 

 speciosum group being placed alternately, 

 the pots being hidden by spreading 

 plants of Spiraea Japonica. ^The captious 

 critic may feel tempted to say that it 

 is merely a matter of fashion, but it 

 is impossible to believe that we can ever 

 return to the days of paper flowers and 

 imitation palms — quite as impossible as 

 to think that we shall ever again fill our 

 empty fireplaces with the paper shaving 

 abominations of thirty years ago. — Gar- 

 deners' Magazine. 



RETAILERS' ADVERTISING. 



Every now and then a retail florist 

 feels called upon to keep up an adver- 

 tising contract when he really has noth- 

 ing to say. To such a suggestion as to 

 how the space may be filled to some ad- 

 vantage will be welcome. The accom- 

 panying illustration of an advertisement 

 shows one used by Dobbs & Son, of Au- 

 burn, N. Y. There is good talk in this 



ARTISTIC ARRANGEMENTS. 



A glance about The Sign of the Rose, 

 the unique flower shop of Oharlts Henry 

 Fox, makes the visitor feel that he is in 

 London rather than in Philadelphia. The 

 rich, old-fashioned furniture, the wain- 

 scoting, the old English clock, the open 

 fireplace and the general absence of 

 obtrusive business signs are all most 

 pleasing to the fastidious flower lover. 

 Mr, Fox's aim has been to create a 

 quiet, restful atmosphere, wliere his own 

 and his patrons' artistic ideas of flower 

 and plant combinations should not be 

 interfered with by the rush of American 

 business life. The accompanying illus- 

 tration shows one . corner of the main 

 salesroom as it appeared last Easter, and 

 affords a glimpse into the inner room, 

 where the fittings and decorations are of 

 the same type. On the left is the open 

 fireplace, an indispensable feature of 

 substantial English architecture. The 

 carved mantel over this fireplace has a 

 bit of history attached to it that is of 

 more than ordinary interest. When the 

 old Lippincott mansion, at the neighbor- 

 ing corner of Broad and Walnut streets, 

 was sold to make room for modern im- 

 provements, Mr. pox bought the first 

 selection of the Lippincott elm. The tree 

 had been a landmark to Philadelphians 

 for several generations. This piece of 

 wood from the elm forms the mantel 

 over the open fireplace in The Sign of 

 the Rose. All the furniture of the shop. 



High Grade Flowers and 

 Floral Designs 



There are times and'events which 

 teem to demand the presence of flow- 

 ers and nben these occasions do 

 come, u is Well (0 know just where 

 you can And (he choicest and finest 

 variety at most moderate prices. 



Whether j-oo desire a bouquet of 

 beautiful cut flowers, some blossoms 

 for your borne decoration or a^ funer- 

 al tribute to the memory of some 

 departed one, you will And our flow- 

 ers to be the very best and our priced 

 invariably moderate. 



A trial order will testify. 



1^>ur phone o.rder will have oar 

 Immediate and careful Attention. 



For flowers of every description (O 

 to 



141-lSl S. Division St. BoOi 'Phones. 



An Excellent General AdvertiMment {or a Retailer. 



advertisement and the display is excel- 

 lent. Originality is something every 

 florist should possess, but not many of 

 them do possess it when it comes to writ- 

 ing advertising. Here is an advertise- 

 ment which may be adapted to one's 

 needs without loss to Dobbs & Son and 

 perhaps to the advantage of those who 

 may be similarly situated. 



The Review will be pleased to receive 

 other good retail ads. 



the wainscoting on the walls, and the low 

 ceiling, are exact reproductions of the 

 best in old English style. Just enough 

 handsome plants were used in this Easter 

 decoration to enhance the natural beau- 

 ties of the shop. 



We would not think of giving up the 

 Review if we had to borrow the money 

 to pay the subscription. — K. Heitger & 

 Son, Bedford, Ind. 



WINTERING FUCHSIAS. 



I have a number of fuchsias left over 

 from last spring. Would they remain in 

 good condition if kept in a cellar over 

 winter in a dormant or semi-dormant 

 state? ; • 



The fuchsias should winter nicely in a 

 cellar if kept on the dry side and just 

 clear of freezing. Keep them in a cool 

 and light position and water just suf- 

 ficiently to keep the wood plump. A 

 warm cellar and much moisture at the 

 root would cause the plants to make 

 weak, spindling shoots and would spoil 

 them. C. W. 



GROWING OF CUT FLOWERS, 



[A paper by F. R. Plerson, of Tarrytown, 

 N. Y., read before the Congress of Horticul- 

 ture at the Jamestown exposition, September 23, 

 1907, continued from the Review of October 3.1 



Improvement in Greenhouses. 



In .■the character of the greenhouses 

 devoted to the cultivation of cut flowers 

 there has been a wonderful advancement 

 in the last twenty-five years. Twenty- 

 five years ago 11-foot houses were in the 

 majority. Then came houses eighteen 

 to twenty feet in width, and when, fif- 

 teen years ago, we built a range of four 

 iron houses, each 20x300 feet, it was con- 

 sidered a model range, being much in 

 advance of anything that had been built 

 up to that time; but during the last five 

 years especially, there has been a marked 

 increase in the size of the houses erect- 

 ed, and today we believe that the best 

 house that can be built is one ranging 

 anywhere from fifty to sixty feet in 

 width. We are now building houses 

 fifty-six feet in width, running east and 

 west, in which we use 16x24 glass and 

 reinforced concrete sides, and we believe 

 that houses of this kind are the most 

 economical in construction and operation. 

 While houses fifty-six feet in width are 

 seldom seen today, I do not believe that 

 the limit of size has been reached, by 

 any means, and I believe that the ten- 

 dency will be toward still wider houses. 



Styles of Construction. 



Large ranges have been built of the 

 narrower ridge and furrow connected 

 houses, in an effort to obtain large areas 

 under one roof, but we do not consider 

 this style of construction as advan- 

 tageous as the large, separate, wide 

 houses. Ten years ago no one had any 

 idea that such houses as are being built 

 today were even practicable! Today the 

 tendency is to gather under one roof 

 more area than ten years ago would have 

 comprised an entire establishment. The 

 reason for this is the tendency toward 

 specialization and the growing of one or 

 two varieties of flowers by different 

 growers, one grower devoting his atten- 

 tion to one variety of roses, such as 

 American Beauty, one concern alone 

 growing as many as a hundred thousand 

 of this variety. .The same thing applies 

 to carnations, some concerns grow- 

 ing between one and two hundred thou- 

 sand carnations alone; and, of course, 

 with the' increased quantities of one va- 

 riety, much larger houses have become a 

 necessity. 



The tendency here in greenhouse con- 

 struction is to increase the size of the 

 house and the size of the glass, and, by 

 the use of steel rafters, to eliminate as 

 much woodwork as possible in order to 

 get the maximum amount of sunlight, 

 thus enabling tlie grower to produce the 

 largest number of flowers during the 



