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The Rorists^ Review 



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Published every Thursday by 

 Thb Florists' Publishinq Co., 



SOO 660 Oaxton Building, 



608 South Dearborn St., CblCBKO. 



Tel., Wabash 8196. 



Refdgtered cable address, 



Florvlew, Chicago, 



Entered as second class matter 

 Dec. 3. 1897, at the post-omce at Chi- 

 cago, IlL, under the Act of March 

 3. 1879, 



Subscription price, $2.00 a year. 

 To Canada, $3.00; to Europe. $4.00. 



AdTertialncr rates quoted on 

 request. Only strictly trade ad- 

 vertlslns accepted. 



RESULTS. 



Wc give them. You get tliem. 



We both have them. 



Immoutkllks and teasels hiive begun to 

 arrive on steamers from Marseilles, 

 France. 



Have you an ample coal supply? Cold 

 weather, when it conies, is likely to pro- 

 ilucc a shortage. 



Service forms the greatest part of what 

 the retail florist sells. Let it begin when 

 a passer steps in the door. (Courtesy can- 

 not be overdone. 



The cooler weather ushered in by Oc- 

 tober has had a stimulating effect in the 

 flower markets. Everybody awaits a frost 

 for marked improvement. 



Is the door of your store on a level 

 with the sidewalk, or above it? Retailers 

 are doing away with the step. Make it 

 easy for passers to come in. 



Employees in flower stores who wonder 

 how they can get more pay from the boss 

 would get it sooner by thinking about 

 how they can give him more business. 



Florists' orders for Dutch bulbs are 

 larger than usual, according to importers ' 

 reports. The trade is preparing for a 

 good business in the spring, but largely 

 at moderate figures. For such, bulbous 

 stock is highly useful. 



One growers' organization plans to take 

 steps against persons who receive orders 

 and cash the remittances, but send no 

 acknowledgment and forward the stock 

 only when they are ready. No action is 

 likely to be too drastic to win the sup- 

 port of many other organizations. 



Many a firm has built up a prestigt- 

 that makes its name worth thousands of 

 dollars only to go downhill because of 

 inability to meet the new conditions de- 

 veloped by the rising generation. Don't 

 wait till you are three score and ten to 

 develop a youthful assistant who may be- 

 come your successor. 



The editor's desk has been gay for sev- 

 eral days with a fine vase of roses from 

 Fred H. Lemon, Richmond, Ind. Three 

 varieties were sent, Angelas, the new- 

 white which is to be disseminated this 

 year; Amelia Gudc, a two-tone yellow, 

 and Rotarian, the latter in the class with 

 Premier and Russell, but slightly deeper 

 in color. The roses have attracted much 

 attention from visitors to the office. 



Ai!K there little leaks in your business 

 tliat drain away what should be part of 

 your profits? It behooves each one of 

 us to scrutinize disbursements carefully, 

 not once, but freijuently. 



Men who advertise and find their busi- 

 ness prospering keep on advertising. Men 

 whose business has been slow sometimes 

 try advertising and find their business 

 suddenly growing. Then they keep on 

 advertising. 



Sometimes you get stock of excellent 

 (juality at low prices; that's a bargain. 

 Usually you pay high prices for high- 

 grade stock and low prices for low-grade 

 stock; that's everyday business. Don't 

 expect too many bargains. 



Next week the F. T. D. meeting at 

 Toronto will attract a large gathering of 

 retailers, since business has not picked up 

 enough to keep many at home. Don't 

 forget to change your pocket money to 

 Canadian at the bank ere you start. 



Planting in an autumn such as this 

 has fewer disadvantages than planting in 

 :i spring like the last. Some florists 

 are recognizing the profitableness of in- 

 creasing their landscape planting sea- 

 son. The way is easy for many more. 



Fill some bowls with Paper White 

 narcissi and Chinese lilies, together with 

 the necessary pebbles, so that the cus- 

 tomer can buy the outfit, take it home, 

 add water and watch for the flowers. A 

 window display or a table in your store 

 will sell many such outfits. 



The president-elect of the S. A. F. will 

 sail from Southampton October 25 for 

 home. B. S. Pennock, as " Beauf tragter 

 fiir Westdeutschland," has performed 

 splendid service at Essen, Germany, in 

 charge of the work of the American 

 Friends' Service Committee. 



Entertainment preparations that will 

 outdo those at the time of the American 

 Carnation Society meeting a year ago 

 last January arc being jierfected by Chi- 

 cago florists for the meeting and ex- 

 hibition of the Chrysanthemum Society 

 of America, at the Auditorium hotel No- 

 vember 16 and 17. 



The Westbury Rose Co., Westbury, L. 

 I., is doing its bit to su])ply the sliort- 

 nges created by Quarantine 37. The com- 

 l)any has this season a fine stand of Rosa 

 niultiflora japonica, some good boxwood, 

 t;ixus from 2-year cuttings and a number 

 of other items not grown in quantity un- 

 til tlie quarantine superseded the protec- 

 tive tariff. 



Curiously, perhaps, it was a clothier 

 who recorded that "there's a good deal 

 of similarity between advertising and ag- 

 riculture. You have got to plant the seed 

 and tend it carefully in order to get the 

 liarvest. Some time usually elapses be- 

 tween the planting and the reaping. It's 

 the same with advertising; you've g«t 

 to start advertising and keep advertising, 

 if you want to get results, but the harvest 

 is increased sales, and the crops are bump- 

 er if you keep on tilling." 



to ' ' make friends with candy. ' ' Makers 

 and dealers have arranged to provide 

 large supplies of candy Saturday for 

 the children in the charitable institu- 

 tions. 



The proposals for a national "Say It 

 with Flowers" day or week, the result 

 of community observance of such an 

 occasion, preceded this idea of the 

 candy makers, but they seem to have 

 worked together a little faster. The 

 local "Say It with Flowers" weeks 

 have done all, and more, than the con- 

 fectioners propose to do. How about 

 a national affair? 



WHY NOT A "FLOWER DAY"? 



Candy manufacturers and dealers 

 throughout the country have designated 

 Saturday, October 8, as "National 

 Candy Day." Efforts will be made to 

 arouse greater interest in the candy in- 

 dustry and to promote sales. It is the 

 desire of the industry to urge the public 



WHO KNOWS? 



Please advise me where I can obtain 

 plants of the new twice-bearing French 

 strawberry, Louis Gauthier, and also 

 where I can get seed of the Alpine Per- 

 petual strawberry. C. W. P. — Conn. 



STORING THE EXTRA CHANQE. 



"Why," asked a retailer the other 

 day, ' ' is Jim Jones, who put up his 

 first greenhouse about the time I opened 

 this store, worth about $75,000 or $100,- 

 000, according to the valuation of his 

 range, land, dwelling, and property con- 

 nected with his place, while I haven't 

 much more than these store fixtures?" 

 This retailer does a good business in a 

 central location in a large city, and his 

 income is not meager. 



But he had already told the answer. 

 He spoke of the automobile business he 

 had been interested in; the experience 

 cost him $2,500. He mentioned securi- 

 ties in his safety deposit box, among 

 them oil stock not worth keeping. A 

 motion picture enterprise had been an- 

 other "lemon." 



Evidently Mr. Retailer had made 

 about as much money as Jim Jones. 

 The difference lay in what he had done 

 with it. All the time Jim Jones had 

 been putting every spare cent back into 

 his business — in land, greenhouses and 

 improvements of various kinds. His 

 money was put where he could watch it, 

 into something he knew all about. Mr. 

 Retailer put his earnings into some- 

 thing that somebody else thought was 

 going to be a money-maker. He didn't 

 take the time to learn about it for him- 

 self. Next time you have a couple of 

 thousand to store away, don't take a 

 friend's advice. Go to your banker. If 

 you can't put your money where you 

 can watch it, put it where someone 

 reliable will watch it for you. 



ERIE IS CENTRAI.. 



There still are quite a few florists 

 who do not stop to think that it is where 

 a newspaper is read, not where it is 

 printed, which counts in bringing re- 

 turns to its advertisers. The Review has 

 more subscribers in New York and Penn- 

 sylvania than in any other states. Ohio 

 is third. Erie, Pa., therefore, would be 

 centrally located as regards a large per- 

 centage of The Review readers, and the 

 following letter would seem to come in 

 the natural order of things: 



Ploase fliscontiniie our nds on ••*. We are 

 cntlFfly sold out on these ifpms and are re- 

 tiiniine checks each day on orders that we can- 

 not fill.— J. E. Kallenbach & Sons, Brie Pa 

 September 28, 1921. 



If you hear a man complain of the 

 cost of advertising, you can be pretty 

 certain he spends a good bit of money 

 elsewhere than in The Review. 



