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20 



The Florists' Review 



October 22, 1914. 



Establlahed, 1897, by Q. L. GEAKT. 



Published eveiT Tharaday by 

 The Florists Pcblishino Co., 



633-560 Oaxton Building, 



608 South Dearborn St., ChicaffO. 



Tele., Harrison 6429. 



Registered cable addreas, 



Florriew, Ohlcago. 



Entered as second class matter 

 Dec. 3. 1897. at the post-office at Ohl- 

 cago. 111., under the Act of Maich 

 3. 1879. 



Subscription price, $1.00 a year. 

 To Canada. $2.00; to Europe. fe.OO. 



Advertising rates quoted upon 

 request. Only strlcUy trade ad- 

 vertising accepted. 



n 



NOTICE. 



It is impossibl* to guarant** 

 tli« insertion, discontinuaneo 

 or altoration of mnj adTortiso- 

 mont nnloss instructions aro 

 rocoiTod hj 



5 P. M. TUESDAY. 



SOCIETT OF AXERIOAX FLOSISTS. 

 Incorporated by Aot of Concreu, Maroh 4, 1901. 



Offlcert for 1014: President, Tbeodor* Wirtb, 

 lllnneapolia; Tlce-presldent, Patrick Welch. Bos- 

 ton; secretary, John Yonng, 63 W. 28tli St., New 

 York City; treasurer, W. F. Easting, BnfTalo. 



oncers for 1015: President, Patrick Welch, 

 Boston; Tics-president, Daniel MacRorle, Ssn 

 Francisco; secretary, John Young, 68 W. 28th 

 St., New York City; tressurer, W. F. Kmstlng. 

 BntTslo. 



Thirty-flrst annual conrentlon, San Ftanclsco, 

 Cal., August 17 to 20, 1015. 



Besulta bring advertising. 

 The Review brings results. 



Hold a hyacinth sale and help the 

 seed stores clean up their surplus stock. 

 Why not! 



The yellows of asters never caused 

 greater loss than in the season of 1914. 

 Who has the remedy? 



Two or three years ago a lot of grow- 

 ers were building concrete benches who 

 have this season reverted to pecky cypress. 

 Why? 



OuBS is a weather business. Trade does 

 not become active until there have been 

 general killing frosts, and this season 

 the autumn has been summerlike. 



The man who writes his business let- 

 ters on a leaf from a school tablet may 

 be as good a florist as the one who has 

 printed letter-heads, but, somehow, it is 

 diflScult to think so. 



If the florists in the middle west do 

 not have a big season it will not be be- 

 cause of a scarcity of money in their 

 neighborhood. The splendid crops have 

 drawn hundreds of millions west of the 

 Mississippi. 



LiLiUM BiONDii is a new Chinese species 

 that has attracted considerable attention 

 in England, where it recently received 

 an award of merit from the Royal Horti- 

 cultural Society. The flowers are rich, 

 deep orange, spotted with black, as many 

 as nine on a stalk. It is considered a 

 promising novelty, inasmuch as it is said 

 to be an easy doer, requiring only ordi- 

 nary soil and treatment. 



A WONDEErUL EECOVEEY. 



When the European war shut off trans- 

 atlantic transportation in August it 

 brought out as never before the inter- 

 dependence of America and Europe; it 

 looked as though nearly everybody in 

 America was out of business, either for 

 lack of things usually imported or for 

 lack of a market for things usually 

 exported. That, of course, was an exag- 

 gerated statement of the case, but it 

 was bad. Calm judgment, however, indi- 

 cated that conditions were almost sure 

 to work back somewhere near normal. 

 How wonderful has been the recovery 

 is shown in the figures of September 

 imports and exports just made public 

 by the government: 



September— 1914 1913 1912 



Imports ..$139,204,267 ?171,084,843 1144,819,493 

 Exports ...156,188,790 218,240,001 199,078,062 



The figures are astonishing compared 

 to the state of the public mind in 

 August. Of course, some special items 

 still are scarce, but it may be taken 

 that imports are about normal — the 

 September figures for 1914 are almost 

 identical with those of 1912. And even 

 the exports were three-quarters what 

 they were in 1912! 



All reports indicate that orders for 

 food stuffs and war materials for ex- 

 port have come strongly since October 

 and that the official records of sales to 

 Europe soon will show the effect. 



It looks like good business. 



PAYING UP. 



The man who pays his bills in full 

 once a month is the man who leads a 

 carefree life. The man who pays irregu- 

 larly and only when he is pushed will 

 some day find himself walking with 

 Old Man Worry. 



There are few florists who are not 

 making enough money so that they can 

 keep paid up if they try. The trouble 

 is, in most such cases, they don't try. 

 If they don't pay business bills, they 

 spend the money some other way. 



When a florist applies his income first 

 of all to paying business bills, that 

 florist soon is standing on a rock. When 

 he pays other bills ahead of business 

 bills his footing is among the sands. 



AND STILI. THEY COME. 



Each day's mail brings its quota of 

 commendations for the new magazine 

 style of trade paper adopted a month 

 ago by The Review. After four issues 

 being sent out in the new form, the 

 approval is even stronger than in the 

 beginning. It will now be impossible 

 for The Review to employ the pamphlet 

 style of make-up: 



In sending my subscription for another 

 year, I want to say I have felt I could 

 not afford to miss a single number. The 

 new form makes it all the more valuable. 

 — M. W. Walters, Bettsville, Ohio. 



We like the new form of The Review, 

 but we are inclined to believe that green 

 would have been a better color, even 

 though the one used is extremely good. — 

 W. T. Jackson, Stevenson, Wash. 



As one of the first subscribers to The 

 Review, I want to compliment the new 

 style in which the paper has made its 

 appearance, in its new dress of striking 

 color. We now can place our hands on 

 The Review no matter how many maga- 

 zines there may be on our table. Some 

 years ago the writer informed The Re- 

 view that it was "black on white and 

 read all over," as we had orders coming 

 in long after our ad was ordered dis- 



continued. The same condition exists 

 today, and I am more than ever con- 

 vinced that The Review is "read all 

 over," even if some readers thinl. it 

 should be green all over. — Louis Bau ch- 

 er, Freeport, 111. 



You certainly have made a big im- 

 provement with the new dress and ar- 

 rangement of matter, but we wf!ui(j 

 prefer a good lively shade of foliage 

 green and the elimination of the adver- 

 tisements on the front cover, putting 

 the index there and printing on a white 

 ground. — Fred Gowan, Mgr. Marion 

 Plant & Flower Co., Marion, Kan. 



ADVERTISING. 



The investment of money in advei tis- 

 ing space is a serious business, requiring 

 careful thought and analysis of values. 



Friendship, sentiment, plea, promise 

 or cut-rate do not declare dividends. 



Spend your advertising money in the 

 newspaper that offers you the greatest 

 possible number of people who are able 

 and willing to buy what you have to 

 sell. 



YOUB NEIOHBOBS BEAD IT. 



No matter where you are — east or 

 west, north or south— your neighbor flo- 

 rists are reading the same paper you 

 read. The Review. That is the secret of 

 its advertisers' satisfaction, for it is 

 where a paper is read, not where it is 

 published, that counts. The advertiser 

 on the shores of the Atlantic, 1,000 miles 

 away from the place of publication, finds 

 The Review is as generally read in his 

 territory as it is in the middle or far 

 west. That is why it produces these re- 

 sults: 



Please cut out my ad for privet, the 18 to 24- 

 Incb, as I am all sold out of that size. The Re- 

 view certainly does bring the answers. — Charles 

 L. Smith, Pennsgrove, N. J., October 13, 1014. 



CHICAQO. 



The Market. 



There has been considerable change in 

 conditions in the last seven days. The 

 market still is having irregular business, 

 dull in the middle of the week, but active 

 on Friday, Saturday and Monday. For 

 a few days it will seem as though regular 

 business conditions are about to become 

 reestablished, but the demand does not 

 persist through the seven consecutive 

 days. 



Since last report the receipts of roses 

 have been cut down sharply. The supply 

 now is nowhere near so large as it was a 

 fortnight ago, or even a week ago, and, 

 should normal business develop at this 

 juncture, a consiilerable scarcity would 

 result. The demand thus far has not 

 been strong enough to cause any ( on- 

 siderable rise in the quotation for the 

 best selected grade of shipping st'ck, 

 but it already has had a marked eOect 

 on the average price, there now b' mg 

 little stock accumulating, to be jofc'>ed 

 off at low figures. The average p; ic^, 

 however, is not yet up to last v ar. 

 There has been no frost, a condi io'' 

 without precedent in the years since the 

 market became so large an affair, t'he 

 supply of Beauties has declined, as a re- 

 sult of the weather, less than rose re- 

 ceipts have been affected. Short ruse* 

 and short Beauties are compa^ati^ ely 

 scarce; the receipts are running to the 

 medium and long grades. 



The supply of carnations seems to l'/*^* 

 been little affected by the conditions 

 which have caused the sharp reduciio" 



I 



