38 



The Florists' Review 



OcTOii« 13, lft2l 



(I 



BstebllRhed 18S7. 

 by a. li Graot. 



Pabllahed erery Thursday by 

 The Plowsts* Publishing Co.. 



SOO-seo Oazton BalldinK, 



BOB Sontb Dearborn St., Obicaso. 



Tel., Wabash 819S. 



' Beffistered cable address, 



Florrlew, Chicago. 



Entered as second class matter 

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

 cago. 111., under the Act of March 

 8. 1879. 



Subscription price, 12.00 a year. 

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



Advertlslngr rates quoted oa 

 request. Only strictly trade ad* 

 verUstnc accepted. 



tl 



Besult.s bring advertising. 

 The Review brings results. 



Skkvice keeps the old customers and 

 advertising gets new ones. You need 

 both if your business is to grow. 



Thk spot just inside your door is the 

 Ijest selling space in the store. Put the 

 flowers there that you wimt''to sell. 



Have you revised your mailing list for 

 the coming season? A saving without sac- 

 rifice can be secured by cutting off dead 

 names and eliminating duplicates. 



Show cards are a valuable aid to the 

 florist, even if they are only price cards. 

 They put into words the idea of the dis- 

 l)lay so that those who run may read. 



When Imsiness is good advertising is 

 an o])portunity; when business is bad ad- 

 vertising is a necessity. For advertising 

 is the extra salesmanship that gets more 

 business. 



Because money seems to be tight 

 florist* should not allow the bills receiv- 

 able to accumulate. You cannot do busi 

 ness without money any more than your 

 patrons can. 



Have a definite understanding with 

 customers when the flowers they jjurchasc 

 are to be paid for. Better not sell any 

 for which you are doubtful alwut receiv- 

 ing tlie money. 



The (liicago market tends more and 

 more (■a4-h year to become a specialized 

 rose market. Many growers now produce 

 nothing but roses and pnictically .'ill the 

 wholesiilc houses in (Chicago do the bulk 

 of tlu^ir business with roses. 



Thk meeting of the V. T. D. this week 

 ought to remind you to start your cam- 

 paign for telegraph orders during the 

 coming season. Use local publicity medi- 

 imis to secure orders for sending. A card 

 in the Pink Part of The Review will bring 

 you orders from other florists. 



The .secretary of the CUirysanthemuni 

 Society of America, (diaries W. Johnson, 

 doubles i)i tlio role of president of the 

 American ('arnation Society, while the 

 president of the 0. S. A., Samuel S. Pen- 

 nock, is president-elect of the Society of 

 American Florists. Their efforts and in- 

 fluence, with that of Vice-president N. J. 

 Wietor and Treasurer Clliarles H. Totty, 

 promise to make the annual exhibition, at 

 Chicago, N'ovember 16 and 17, a notable 

 one. 



If The Review can ])e of assistance to 

 you in other ways than publicity, do not 

 hesitate to command its energies. The 

 .success of this publication is founded on 

 service to the trade. 



Field-grown carnation plants have 

 practically all been sold and benched. In 

 many sections the stock was not up to 

 standard and the houses do not present so 

 <'X)od an appearance as usual. 



The buyer of flowers at a moderate 

 price is the one who comes back oftenest. 

 We should cultivate more customers at 

 medium prices rather than fewer at high 

 (irices if we would make progress. 



Human nature is nine-tenths a mirror. 

 The florist with a smile will win a smile 

 from his customer. And it's always 

 easier to make a purchaser of one in good 

 temper than of one with a frown. 



How often for the sake of immediate 

 profit, convenience or comfort, the ulti- 

 mate gain is thrown away! Invariable 

 l>atience and consideration toward cus 

 toniers are traits of the farsighted. 



One sign that readjustment is nearin^ 

 I'ompletion is seen in the fact that Sep- 

 tember 's total of business failures showed 

 a decrease from the preceding month's. 

 The total in liabilities, according to 

 Bradstreet's, is the lowest for any month 

 ii| nearly a year. 



Retail prices do not vary much as be- 

 tween leading florists in cities of goo<l 

 size. The differences are between the 

 ]>rices charged in the big cities and in the 

 country towns, or between florists who 

 sell fine flowers with good service and 

 those who handle low-grade stock sans 

 service. 



The volume of business during Sejt- 

 temlx-r in the district covered by his re- 

 ])ort, savs the chairman of tiic l)oard of 

 the Federal Reserve Bank of Cliicaito, 

 was nineteen per cent below that of a 

 year ago. Sine* prices kive dropped 

 more than tliat amount in tlie twelv<' 

 months, it is as.serted tliat the volume of 

 transactions in merchandise is greater 

 tlian tliat of a j'car ago. The sanu> con- 

 dition liolds good for the flower market 

 in that center and probably for the trade 

 ill ijencra]. 



WHAT NEXT? 



Wliat will the fleet-winged tenants of 

 the sky and the sharp-finned dwellers 

 of the dee)) do now.' So far the warb- 

 ling canary, with its sweet musical trill, 

 and the olivaceous goldfish, scampering 

 hither and thither, have had a monopoly 

 on the sunflower; but those days arc 

 over. In many districts of Alberta, 

 t'anada, the sunflower has opened her 

 heart and is now producing food for 

 the cow as well. The farmers are build- 

 ing silos and silaging sunflowers as well 

 as corn. 



INCORPORATION'S ISSUE. 



The entrance of the corporation into 

 the florists' business carries a meaning. 

 It bears a message of opportunity to 

 the individual and an augury of greater 

 iichievement for the trade. Formerly. 

 when a grower, by years of sweat and 

 saving, liad built up a great range of 

 glass, he relied for its continuation upon 

 ilia sons. If they forsook him for other 

 lines of business, there was no chance to 

 sell, for a grower capable of operating 

 .so extensive a place either had not the 



required capital or held it in a like 

 business of liis own. So the hoases were 

 dismantled at the owner's death; an op- 

 portunity was lost and the industry was 

 the poorer. 



Now it is possible for an extensive 

 establishment to be perpetuated through 

 its incorporation. A capable manager 

 may be found in one ready to purchase 

 a lesser part of the stock, the rest of 

 which may be sold either to members 

 of the trade in the market through 

 which the products of the range are dis- 

 posed or to other persons in the com- 

 munity. By this means a young man is 

 given his opportunity thoagh his father 

 has not left him a range or a fortune. 

 By this means the trade's productive 

 capacity may be increased as the de- 

 mand grows, so that a time does not 

 come, as today, when supply lags far 

 behind what could be used. A per- 

 manency will be added to our industry 

 ;is a whole and the opportunities avail- 

 able will urge youths to serve the ar- 

 duous apprenticeship necessary in the 

 hope of getting reward before their de- 

 clining years. 



COMPETITION SCnST BE FAIR. 



The holding of the New Jersey Court 

 of Chancery in a recent case concerning 

 the mutual rights of parties to a sale of 

 a going business is in line with what 

 courts generally hold. It was decided 

 that by selling a business previously 

 conducted under one's own surname the 

 seller does not lose the right to re- 

 engage in the same line of business in 

 the same community under that name, 

 unless he has specially agreed not to, 

 or unless he uses his name under such 

 circumstances as inequitably to injure 

 the person to whom he has sold his old 

 establishment, by deceiving the public 

 into believing that the new and the 

 old establishments arc identical. But 

 it was decided that the sale of a busi- 

 ness and its good will carries to the 

 buyer the right to continue the use of 

 such trade names and trade-marks as 

 have been previously used in the busi- 

 ness. (109 Atlantic Rciwrtcr. 735.) 

 S. 



WHAT A HAI^-PAGE DOES. 



Most of the notes which have ap- 

 jieared in this department of The Re- 

 view have had to do with the excellent 

 results obtained through the use of 

 Classified advertisements in this paper. 

 The subjoined letter refers to a half- 

 l)age display advertisement. John Wat- 

 son says that "large space is more ef- 

 fective and therefore cheaper than small 

 Njiacc. " Perhaps this narrative bears 

 out his contention. 



The Xcwton Floral Co., of Newton, 

 Kan., raised a new geranium, which was 

 named F. H. Kunzc, after one of the 

 ]»roprietors of the concern. Being pre- 

 ]iared to introduce the variety to the 

 trade, ;irrangement was made for a se- 

 ries of four Jialf-pago advertisements to 

 apjiear fortnightly in The Review, each 

 advertisement carrying a good cut and 

 telling the essential points about the 

 new variety. The result is shown in the 

 following letter, received aft«r three in- 

 sertions of the ad had been given: 



We already have recolved morn orders than we 

 • all flu. HO pleaM' do not piiMinli the advertise 

 iiient for the fourth in»ertioii ordered. — NeAvton 

 Floral Co.. Newton, Knn., October 8, 1921. 



If you hear a man complain of the 



cost of advertising, you can be pretty 



certain lie spends a good bit of money 



elsewhere than in The Review. 



