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May 7, 1914. 



The Rorists' Review 



21 



Arrow points to Carl ClaesoD, foreman of range. Rnnsrc of 24 



The New Establishment at Sedalia, Mo., Known as the State 



,000 feet erected last summer. 

 Fair Floral Co. 



other who wrote on the stationery of a 

 steam shovel works proved to be a book- 

 keeper with a greenhouse that he said 

 turned a profit in excess of his salary. 

 Nearly everyone knows that one of the 

 country's largest textile manufacturers 

 also is one of Boston's important grow- 

 ers of cut orchids for market. A pickle 

 manufacturer is one of the largest grow- 

 ers of cut gladioli for the Chicago mar- 

 ket. 



Whether or not a would-be buyer is 

 entitled to trade prices is a matter that 

 can not be decided by rule. The cir- 

 cumstances of every case must be con- 

 sidered. The difficulty lies, not with 

 those who grow purely for pleasure, but 

 with those who are, like Centaur, half 

 one thing and half another. 



WHEN TO PLANT OUT. 



How much frost will geraniums and 

 vincas stand? How soon can they go 

 out along Lake Brief S. & S. 



Geraniums in spring are seriously in- 

 jured if the temperature falls to 30 to 

 32 degrees. In fall they will with- 

 stand more cold. A great deal depends 

 on how succulent the plants are and 

 whether the ground at the time is dry 

 or moist. Sometimes 6 or 8 degrees of 

 frost will do no apparent harm, while 

 at other times a temperature of 28 de- 

 grees will blacken the foliage. Vincas 

 are somewhat hardier; 10 degrees below 

 freezing may not harm them in the fall. 

 I should say it will not be safe to plant 

 geraniums out before May 28 to 30 in 

 your latitude. C. W. 



HUSTI.EBS IN MISSOUBI. 



Four months after the announcement 

 of the organization and plans of the 

 State Fair Floral Co., at Sedalia, Mo., 

 in The Review last June, the range, 

 comprising 24,000 feet of glass, had been, 

 erected and planted. The four houses, 

 each 30x200 feet, were ready for 

 business, the office, workrooms and 

 large storage cellar completed, and 

 the two big low-pressure steam 

 boilers already eating up coal. In- 

 deed, plans had even then been made 

 for more glass, and now material for 

 two additional houses has been ordered 

 from the John C. Moninger Co., of Chi- 

 cago, which furnished that for the green- 

 houses first built. The range, shown in 

 the accompanying illustration, is located 

 just outside the city limits, near the 

 state fair grounds; hence the name. The 

 downtown store, opened^^last Thanksgiv- 

 ing, is doing its share to. swell the busi- 

 ness of the concern. 



The rapid erection of the range, how- 



ever, is not the sole indication of the 

 speed displayed by this concern. It has 

 not waited for business to come to it, 

 but has gone out after it hot-foot. It 

 has made liberal use of advertising space 

 in the local newspapers and has put a 

 little life into the advertisements by 

 catchy phrases — witness the last sen- 

 tence and the couplet in the ad'Vertise- 

 ment reproduced herewith. The couplet 

 has been used in a number of advertise- 

 ments, with success. 



Newspaper space, however, is not the 

 only means of advertising employed. 

 The company proposes a plan to cus- 

 tomers whereby it will deliver ferns, 



Flowers 



The 



Feminine 

 FMicy 



CAN you piaase bar any more than by the preaenta- 

 t ion of a beantifal box of American Beaatiea or 

 roaaa, or a ooiaage boqaet? You know how all 

 woman dote on the baaaty and fra^aooe ot flowers, and 

 if you really want the otmoBt of her apprsoiation, aee 

 or phoue na. We'll meet yoor appropriation — we'ir 

 meet her gratificatiOD. 



State Fair Floral Co. 



SKSMthOirfa. lifliutLWt BeO PImm 4M and IN 



"Jad and Jill atnt hunting ftouen. 

 7Vp gitit; none iwre at good at oan." 



The Couplet Caught Cttstomers. 



aquaria or house plants and exchange 

 them each week, or, at least, once in two 

 weeks, making no charge except for the 

 delivery. This is certainly a saving to 

 the customer, and just as certainly a 

 good advertisement for the company, as 

 well as a means of educating the public 

 to the greater use of flowers and plants. 

 The man with the money behind the 

 State Fair Floral Co. is Dr. J. E. Can- 

 naday, who has made a name for himself 

 in that town as an eczema specialist, 

 temperance worker, councilman from the 

 Fourth ward and a close second in the 

 last mayoral election. The superintend- 

 ent and grower is Carl A. Claeson, for- 

 merly foreman for the Archias Floral 

 Co.j of the same town. The company 

 boasts of the variety of nationalities 

 represented on its force, which includes 

 Mr. Claeson, the* Swedish grower; Miss 



Marie Zorn, the German designer; 

 Mosuo Akagi, the Japanese delivery 

 boy, and Mr. Flores, the Mexican book- 

 keeper. 



' 'POWEE OF THE PRESS. ' ' 



If anyone wants a demonstration of 

 the power of the press to influence the 

 action of a large body of men, let the 

 evidence be found in the almost uni- 

 versal use of the Mothers' day phrase 

 originated and suggested by The Re- 

 view: 



For Mothers living, blossoms bright, 

 For Mother's memory, flowers white. 



The words are varied in many cases, 

 sometimes making an improvement over 

 the original and sometimes half losing 

 the idea through thoughtless misquota- 

 tion, but there is scarcely a Mothers' 

 day advertisement being printed any- 

 where in the United States this week 

 that does not carry, in one form or an- 

 other, evidence that the big Mothers' 

 day business is the result of the ex- 

 ploitation of the opportunity by The 

 Review. 



TELL US ABOUT IT. 



The Review will especially appre- 

 ciate the courtesy of its friends if they 

 will send samples of their Mothers' day 

 advertisements, photographs of window 

 decorations, or letters telling what they 

 did to give publicity to the event-^ 

 and how it worked, r 



PURELY PERSONAL. 



B. Eschne^ president of the M. Rice 

 Co., Philadelphia, and Mrs. Eschner are 

 in Rome. 



E. Gurney Hill is feeling fine. His 

 recent illness was slight. 



Peter Reinberg finds the troubles of 

 the cut flower grower as nothing com- 

 pared to those of the president of the 

 Chicago school board. 



Nic Zweifel, of North Milwaukee, 

 will sail from New York May 15 for 

 a summer's holiday in Europe. 



P. O. Mumma finds time, in addition 

 to running the greenhouses, to run the 

 city of Leesburg, O, If the horti- 

 cultural drummer does not find him in 

 the packing-shed he looks for him in 

 the mayor's office. 



Pontiac, HI.— A hail storm April 24 

 did considerable damage to the glass in 

 the range of W. J. Miller & Sons. 



Santa Clara, Cal.— Mrs. J. G. Robin- 

 son, whose letter stating she is an old 

 subscriber recently was used as a testi- 

 monial by a trade paper, is not in any 

 way connected with the trade or en- 

 titled to trade prices. 



