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The Florists' Review 



October 27, 19-21 



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Published every Thursday by 

 The Florists' PoBusHiNa Co., 



600-660 Caxton Bulldtn«;, 



608 South Dearborn St., Ohlcago. 



Tel., Wabash 8195. 



Be(;i8tered cable address, 



FlofTlew, Cblcago. 



Entered as second class matter 

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

 ca«ro. 111., under the Act of March 

 3, 1879, 



Subscription price, I2.0O a year. 

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



Advertlslntr rates quoted on 

 request. Only strictly trade ad- 

 Tertislug; accepted. 



Eesults bring advertising. 

 The Eeview brings results. 



When you find some one engaged in 

 knocking liis competitor's business, you 

 may be sure lie lacks talking points in 

 his own. 



M.^KE your window dis]ilays represent 

 an idea, not be merely a mass effect. 

 Give those who see it a message, not just 

 an impression. 



A LITTLE while ago there was Candy 

 day. Now comes the announcement of 

 Canned Goods week, March 1 to 8, 1922. 

 How about that "Say It with Flowers" 

 week f 



Grow something different from your 

 neighbor or, if you must grow the same 

 thing, grow it better — this is advice from 

 a noted florist wise as to where the ])rof- 

 its come from. 



Possibility of a railroad strike does 

 not cause the alarm it once did. Senti- 

 ment is general that there will be many 

 who will want jobs operating the trains 

 if the present workers do not. 



There are indications that, although 

 dealers in diamonds, furs and motor cars 

 may not have a record Christmas this 

 year, the florists' Christmas will be good. 

 It often has happened that when high- 

 priced articles were in light demand, flow- 

 ers sold well. 



One man 's work in behalf of the na- 

 tional i)ublicity camjiaign for the coming 

 four years amounts to $2,.'i60 in 1-year 

 .subscriptions and $9,420 ns the total for 

 four years. If a few others work like 

 Mark P. Mills, of Philadelphin, the $1(10, 

 000 fund is assured. 



Rise in cotton prices has cheered the 

 .south, farmers in the middle west rejoice 

 over good crops and lower freight rates, 

 and factories in many jdaces are increas- 

 ing their activity. Though we shall not 

 reach the top of the hill at a bound, 

 the de{>ths are behind us. 



Too rapid expansion in ])revious ye.irs 

 has left some florists with enormous over- 

 head expense, too great to be met now 

 tliat income is reduced. Theirs is the 

 problem either of taking strenuous meas- 

 ures to build up their trade to the size 

 of their organization or of curtailing their 

 organization until business comes in more 

 easily. The former re(|uir('s courage, 

 mucli energy and strong sales effort, but 

 it can be done. 



Ix all that concerns trade matters The 

 Review is glad to help its readers solve 

 their problems. Send your inquiries along, 

 but givi' your name as it appears on our 

 subs(rij)tion list if you do not use your 

 business stationery. (Jomniunications sent 

 anonymously or under assumed name are 

 not given attention. 



Next week, November 1 and 2, the 

 Tennessee State Florists' Association will 

 hold its annual meeting, at Chattanooga. 

 One of the livest of state organizations, 

 this association 's convention is expected to 

 draw a large attendance, having this time 

 the additional attractions of an interesting 

 program and a meeting i>lace of scenic 

 and historical note. 



The shipping of geranium cuttings is 

 risky. Many of those who make a busi- 

 ness of propagating young stock for the 

 trade decline to shij) geraniums until 

 they have been established in ])ots and 

 can be sliipped with soil. And experience 

 also has taught many buyers it is better to 

 pay the extra cost of plants rather than 

 run chances by ordering cuttings. 



(iEOi<(iE AsMis calls attention to the 

 leading story entitled "Say It witii 

 Flowers," in Vanity Fair for November. 

 Mr. Asmus thinks tiiis is an unusually 

 good illustration of the way the trade's 

 slogan has taken hold on the public, and 

 that every florist should ])rocure the 

 magazine and make some use of the 

 article, if only to include it in his window 

 display. 



When the (|iiarantine shut luit irises, 

 tingitaiia, filifolia and of the Spanish 

 type, th(>re was a wail from dealers, grow- 

 ers and wholesalers, but a short time has 

 served to develop a domestic su]i])ly and 

 — lo and iK^hold ! — so few are interested 

 the producer in California must replant 

 for want of a market, though perhajis all 

 he lacked was a little advertising at the 

 right time. 



The issue of wages in any industry is 

 not so much between worker and employ- 

 er as In'tween the workers in that indus- 

 try and the workers in others. Readjust- 

 ment demands that the relative pay of 

 the greenliouse worker, the farm hand, the 

 jirinter and the mill hand conform as be- 

 fore. Since some have borne a reduc- 

 tion in pay, others it justice must do 

 likewise. When all nKAe done so, we'll 

 find that everybody's dollar buys the 

 same as it did, proportionately, before 

 the decline began. 



SPREADING OUR SLOGAN. 



Since the S. A. F. convention in Au- 

 gust the drive lias V)een on, without 

 much noise but with i)lcnty of energy, 

 to secure renewals of publicity cam- 

 |)aign pledges for the next four years 

 and to add to the present list of con- 

 tributors those who have hitherto given 

 iiotliing towards spreading our slogan. 

 The first 4 y(>ar term expires with the 

 ])assing of 1921. The projects for con- 

 tinuing the fund for national advertis- 

 ing have none of them been of sufficient 

 merit to supersede the subscription 

 plan. But instead of $2.'),000 to $.")0,000 

 a year, which has b(>en spent in the first 

 4-year term, it is hoped that not less 

 than $100,000 a year will be raised for 

 the next four years. That amount will 

 he needed. There will not be, in prob- 

 ability, another epidemic of flu to assist 

 our tratle, or another era of high wages 

 and easy sjiending. We must work for 

 what we get the next four years, and if 

 we would sell flowers, we must compete 



with all the other lines that seek to lure 

 the extra dollars from the public's 

 pocketbook. A national advertising 

 cami)aign has done much at small cost 

 for florists in these four years. That 

 was because of our slogan and its new- 

 ness. Now its pristine attraction is 

 worn off, greater effort will be needed to 

 keep in the public mind the message of 

 "Say It with Flowers." 



If you haven't done so yet, send in 

 your pledge for the next four years to 

 Secretary Young, 43 West Eighteenth 

 street, New York. 



TWO WEEKS AWAY. 



In just two weeks will occur the day 

 that florists in the south have been 

 working hard to make into a special 

 flower day and one which has been 

 found by many florists to be an occasion 

 for a considerable amount of extra busi- 

 ness. Armistice day might be made a 

 much more widely celebrated day than 

 it is, florally speaking. Florists ' can 

 make it so, if they will begin, a week 

 before the day, to bring it to the atten- 

 tion of the public. Not a person in this 

 land but had a friend or relative in the 

 French battlefields. Many thousands 

 suffered the loss of such a one either 

 there or in this country while in the 

 country's service. The hundreds of 

 bodies brought home have iriade the be- 

 reavement again poignant,' and the cere- 

 monies at Arlington cemetery at the 

 burial of the "unknown warrior" will 

 attract n.ation-wide attention. These 

 factors all add to the stir of the emo- 

 tions which best has its outlet in floral 

 expression. To the Gold Star mothers, 

 to other members of bereaved soldiers, 

 to the disabled veterans, flowers may be 

 given November 11. Or one may be 

 worn in honor of the day; not any par- 

 ticular one — we do not wish to repeat 

 the mistake of Mothers' day — just a 

 flower. Use your display window, use 

 your local newspapers, and any other 

 means at your h.and. Make Armistice 

 day a flower day. 



FROM EAST TO WEST. 



It has come to be pretty generally rec- 

 ognized that it is not where Bwpaper is 

 printed, but where it is read, *h«ifCOunts 

 in producing results for advertisers. The 

 Review is like the St. Valentine's day 

 cut flower box, because it is "read all 

 over" and the results are the same to 

 advertisers wherever located. Like this: 



ricnsc disrontiniu' our iids for llio prosent, 

 iiH «(' i\ri' i>racticnllv sold out.- .1. Mulluiuser & 

 Son. Syriu'iiso, N. Y.. October 17, 1921. 



I'lf.'isH (liscoiitiniK' our crraniiini Hdvprtise- 

 ini'iit in 'riM> Kcvii'w. us up lire piitlrelv sold 

 out. We coiild hiiv." sold L'OO.OOO iiiorc— .1. N. 

 Siniiiiitipl & Sons, i'olnmliiiina, 0.. 0<'tolHT 21, 

 liti;i. 



IMt'usp (lisriintiniio our pansy and oyclamon 

 Mcls. as \vi' are stdd out un tlicni. — Sunny Point 

 Floral Co., North .Milwaukee, Wis., OitoN-r 18, 

 IHL'l. 



Kindly cnnrel all niir ads in The Kevlew. as we 

 are entirel.y sold out of the stock advertised. — ■ 

 Park Flir'al Co., Denver, Colo., October 18, 

 1»21. 



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. 



BRIEF ANSWERS. 



K. C. W., 111.— Most bulblets on 

 glatlioli are white. Especially on 

 ]irimuliiius varieties, these are just as 

 good as the brown-c<dored ones. 



F. C. P., la.— The name of the plant 

 is Seduni acre, or stonecrop. 



