62 



The Florists^ Review 



Apbil 2, 1914. 



ft 



EatabllBhed, 1897, by O. L. GRANT. 



Published every Tbareday by 

 The Florists' Publishinq Co., 



630-660 Oaxtoa BuDdlngr, 



608 South Dearborn St., Ghtcaffo. 



Tele., Harrison 5429. 



Registered cable address, 



Florvlew, Cbicasro. 



Entered as second class matter 

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

 cago, 111., under the Act of March 

 8. 1879. 



Subscription price, Sl.OO a year. 

 To Canada, $2.00; to Europe, $2.60. 



Advertising rates quoted upott 

 request. Only strictly trade id- 

 vertlalnK accepted. 



n 



Index to Advertisers, Page 34. 



NOTICE ! 



It it impossibl* to guarant** 

 tka inaertion, discontinuanca 

 or altoration of anj advertUa- 

 mant unlass instructions ara 

 racaivad bjr 



5 P. M. TUESDAY. 



BOCESTT OF AMERICAN FLORISTS 

 Incorporated by Act of Oon(TMs, March 4, 1901. 



Offlcem for 1914: President, Ttaeodors Wlrth, 

 Minneapolis; vice-president, Patrick Welch. Bos- 

 ton; secretary, John Young, 63 W. 28th St.. New 

 York City; treanirer, W. F. Kasting, Buffalo. 



Thirtieth annual convention, Boston, Mass., 

 Angost 18 to 21. 1914. 



If all carnations had the keeping 

 quality of well -grown Pink Delight the 

 "divine flower" would provoke less 

 cussing. 



The high fragrance of the new rose, 

 Hadley, promises to be as much of a 

 factor as its distinct color in bringing 

 it into quick popularity. 



The season is approaching when there 

 will be a fine demand for ferns of the 

 Boston type, and a scarcity of the right 

 kind of stock. It is so every spring. 



If it interests anyone except the pub- 

 lisher, the white paper necessary to 

 print this issue of The Review weighed 

 a little over seven tons; to be exact, 14,- 

 374 pounds — and it isn't a sample copy 

 edition either. 



It always was a shock to William 

 Scott's sense of fitness to hear anyone 

 speak of the "dirt" used in connection 

 with the growing of stock. "Dirt," he 

 would exclaim, "is what a few florists 

 have back of their ears ; soil is what they 

 use on their benches I ' ' 



The F. R. Pierson Co., Tarrytown, 

 N. Y., has 20,000 Killarney Queen in its 

 houses this season and is so well pleased 

 with the way the variety is doing that 

 the number will not be reduced next sea- 

 son. It is not a rose that could be sold 

 in unlimited quantity, but the extra price 

 obtainable for a moderate number of 

 extra fine flowers fully makes up for 

 some slowness of the plants. When roses 

 can be sold regularly for 20 to 25 cents 

 each it does not take many blooms per 

 plant to make a variety profitable. 



Results bring advertising. 

 The Review brings results. - 



Not a few subscribers save themselves 

 the bother of annual renewal by sending 

 The Review $2, $3, or sometimes $5. in- 

 stead of the 4ollar-bill that insures fifty- 

 two visits of the paper. 



PitOMPT collections are more neces- 

 sary today than at any other time in the 

 history of the trade. In the boom days 

 of old almost any florist could make 

 money and was safe, but as competition 

 sharpens and margins of profit grow less 

 and less, it takes good management to 

 succeed and the best way a florist can 

 make himself secure is by collecting 

 his bills and paying his debts. 



In a certain town there is a man with 

 so fine a business that every now and 

 then someone opens near by for the evi- 

 dent purpose of chipping off a piece of 

 the old man's trade. But it never seems 

 to work. The reason is that for years 

 and years this florist has sold only good 

 stock at fair prices. He never has 

 scrambled for the cut-price trade, but it 

 has been his constant care that every 

 customer received full value on every 

 purchase. He has made himself prac- 

 tically immune from competition. 



BUSINESS EMBABBASSMENTS. 



New York, N. Y. — A petition in bank- 

 ruptcy has been filed against James F; 

 Larkin, dealer in florists' gold letters 

 at 291 Mercer street, by Albert Hubner 

 Nachfigr, of Berlin, Germany, a creditor 

 for $1,077. Judge Hough appointed 

 Wm. Henkel, Jr., receiver, bond $500. 

 It was stated that Mr. Larkin locked 

 up the store two months ago and aban- 

 doned the premises. The assets are esti- 

 mated at $750, most of which were pur- 

 chased from the petitioning creditor. 

 Mr. Larkin began business June 1, 1913. 



LOOKINO AHEAD. 



Have a plan. The man who is sat- 

 isfied with what comes to him unso- 

 licited answers few knocks at the 

 door. The stay-at-home misses daily 

 opportunities that pass at the next cor- 

 ner. Get away from the desk — get out 

 of the chair-tilting class. Opportuni- 

 ties are in perpetual motion. Get after 

 them. Lay out a plan, a campaign for 

 new business — then go after it. Ex- 

 haust every source, swing every pros- 

 pect into line. Don't be satisfied with 

 the business that you have. Get more. 

 — System. 



ENOLISH CABNATION YEAB BOOK. 



J. S. Brunton, chairman of the Per- 

 petual Flowering Carnation Society, of 

 Great Britain, has sent to The Review 

 a copy of the organization's year book 

 for 1914. The book is edited by Mr. 

 Brunton and consists of eighty pages, 

 aside from the advertisements, which 

 occupy eighteen pages more. Besides 

 the annual report, with the addresses 

 delivered at the annual dinner and the 

 names of the officers and members, the 

 book contains the society's by-laws, its 

 rules for the registration of new varie- 

 ties of carnations, a list of carnations 

 registered from 1907 to 1913, inclusive, 

 and other such information. Among 

 the illustrations, which are numerous, 

 are portraits of a few of the English 

 notables in the trade and pictures of 

 some of the newer varieties of carna- 

 tions. 



THE DATE OF EASTER. 



Not for four years does the date of 

 Easter again fall in March, on the last 

 day of the month in 1918, and only once 

 in the next seven times does Easter fall 

 on a date earlier than April 4. The 

 dates of the next ten Easters are as fol- 

 lows: 



1915 April 4 



1916 April 23 



1917 April 8 



1918 March 81 



1919 April 20 



1920 April 4 



1921 March 27 



1922 April 16 



1923 • • • • -April 1 



WHAT IS DISTANCE? 



A thousand miles is a long way to 

 go after business if you have to walk. 

 But several times this distance cuts no 

 figure to advertisers in The Review. 

 The orders come from across the con- 

 tinent as well as from near by. The 

 paper may be printed a thousand miles 

 from the advertiser -end read another 

 thousand or two farther -away, but the 

 orders come just the same. There may 

 be more than one way for advertisers to 

 reach the trade in their own town, but 

 for those who want to reach those far 

 away as well as those near by, to take 

 in the trade in every part of the coun- 

 try, there is nothing like The Review. 

 For instance: 



The business coming from the dispUiy advertise- 

 ments of our square paper pots and dirt bands In 

 The Review Is taxing our capacity. Inquiries 

 have come from Calgary, Indian Head. St. Albert 

 and Medicine Hat, showing that The Keylew 

 draws business even from the borders of civiliza- 

 tion. Orders and inquiries are coming from all 

 through Canada, the Pacific slope. Texas, toe 

 Gulf states and all states between.— F.W. 

 Rochelle & Sons, Chester, N. J., March 18, 1914. 



CHICAGO. 



The Great Central Market. 



The demand has been somewhat er- 

 ratic, but on the whole business has 

 been good. As always is the case at 

 this season of the year, the cuts have 

 been large, so that clearances only could 

 be secured with* the aid of a large de- 

 mand. Prices have not been high, but 

 the quantity of stock marketed has 

 run into a good aggregate money value. 

 Three days* rain, March 28 to 30, dis- 

 turbed conditions, causing a bad ac- 

 cumulation of stock. 



Roses have been the most abundant 

 item on the list and it has been impos- 

 sible to keep the receipts cleaned up. 

 The market offers everything any 

 buyer could ask. Of course Killarney 

 is much more in evidence than any 

 other rose, white being, in most houses, 

 decidedly less plentiful than pink. 

 Most of the cut is in the medium 

 lengths; there is no large supply of ex- 

 tremely short roses and not any spe- 

 cial quantity of the extra long grade. 

 Killarney Queen, however, is received in 

 sufficient quantity to supply every de- 

 mand for the special grade of roses. 

 Sunburst is more abundant than Ward 

 and shows longer stems, but is not of 

 such deep color. Richmond is much 

 more abundant than Milady, and the 

 latter is of varying quality. Bulgarie 

 is received in moderate quantities from 

 one or two growers. Other sorts are 

 in light supply. Cecile Brunner, the 

 baby pink rose, is not in so heavy de- 

 mand as before the sweet peas were of- 

 fered for corsage work. A handful of 

 Bon Silene is seen now and then, but 

 no large quantity would be salable. 

 Beauties are improving, moderate quan- 



