20 



The Weekly Florists' Review. 



Dbcbmbbb 22.. 1910.. 



THE FLORISTS' REVIEW 



G. L. GRANT, Editor and Manages. 



PCBUSHED EVEBY THUBSDAT BT 



The FLORISTS' Publishing Co. 



5S0-560 Caxton Building, 

 834 Dearborn Street, ChioaKO. 



Telephone, Harbison 5429. 



■■aiBTKBED cable ADDBX88, FLOBVIXW, OHIOAOO 



New York Office: 



Borougb Park Brooklyn, N. Y. 



J. Austin Shaw, Manaqeb. 



Snbocriptlon price, HjOO a year. To Pan aria, $2.00. 

 to Europe. I2JK). 



Adyertlslngr rates quoted upon request. Only 

 Itrlctly t-tule advertlsiner accepted. 



Advertisements must reach us by 6 p. m. Tuesday, 

 to Insure insertion in tlie issue of that week. 



Entered as second class matter December 3. 1897, 

 »t the post-office at CMcago, 111., under the act of 

 ICarch 3. 1879. 



This paper is a member of the Ohlcago Trade 

 Preos Association. 



Index to Advertisers Fare 82. 



CONTEXTS. 



The Retail Florist 9 



— Advertising for Retailers (lllus.) 9 



— How to Bank a Mantel 9 



— Wie^and's Auto (IHus. ) 10 



— A Nugent Wreath (lllus.) 10 



— Will iDTestigate Express 10 



Irises 11 



Various Kinds of Leaks 1» 



Canterbury Bells 11 



New Tying Device (iUus. ) 12 



Seasonable Suggestions 12 



— Amaryllis 12 



— Bouvardia Humboldtii 12 



— Primulas 12 



— Calceolarias 12 



— Allamandas 12 



— Gloxinias 12 



— Hydrangoas 13 



— Coreopsis Grandlflora l.S 



— Dlmorphotheca Anrantlaca 13 



Cold Storage Lilies 13 



Veronica Buxlfolla 13 



The Quartet (lllus.) 13 



Boston 14 



Roses In CaMfomla (Ulna.) 15 



New York 15 



Obltuarv 16 



— J. William Colflesh (portrait) 1« 



— Anthony Wlegand (portrait) 17 



— Mrs. Peter Mergen 17 



— Robert Bulst 17 



St. Lonls 18 



Pittsburg 18 



Trimble's Progress (illns.) 18 



News Notes and Comments 19 



Agency Commissions 20 



What Makes Advertising.. 20 



Society of American Florists. 20 



Nearly Every Week 20 



Chicago 20 



New Orleans 25 



Philadelphia 28 



American Carnation Society 29 



Dayton, 30 



Providence .S4 



Cincinnati .16 



Steamer Sailings 39 



Seed Trade News 42 



— Brnslan at Home , 42 



— Valley Pipe 44 



— Imports 44 



— Oatalognes Received 44 



— Insertlclrle Regulations 44 



Vegetable Forcing 48 



— Vegetable Markets 48 



— Leaf-burn of Lettuce 48 



Pacific Coast 64 



— San Francisco 64 



— Los Angeles 65 



Tulips for Bedding 55 



Nursery News .Ifl 



Westerlv. R. 1 66 



Glen COTC. N. Y 68 



New Bedford 60 



Detroit 62 



Greenhouse ^eating * . . -72 



— Size of Main Flow 72 



— General Purpose House 72 



— Fumes from Heating Pipes 72 



Kansas City, Mo 72 



I>»wIston, Me 76 



Yonkers. N. Y 76 



Colnmhns. 78 



Buffalo 78 



Rochester 80 



Lockland, O. — The Bloomhurst Floral 

 Co., organized here early last spring, 

 proceeded at once to put its establish- 

 ment, on North Ruffner street, in good 

 ecmdition for business and is now grow- 

 ing stock of high quality for the local 

 trade. 



60CIBTT OF AHEBICAN FLOBISTS. 



IHOOBPOBATXD BT AOT OV OONaBBSS, Maboh 4 • '01 



Officers for 1910: President. F. R. Pierson, Tarry- 

 town, N. Y.; vice-president, F. W. Vlck. Rochester, 

 N. Y.; secretary, H. B. Domer. Urbana, III.; treas- 

 urer. W. F. KasUng. Buffalo. N. Y. 



Special convention and National Flower Show. 

 Boston, Mass.. March 26 to April 1. 19U. 



Annual convention. Baltimore. Md.. August Ifi to 

 18. 19U. 



RESULTS. 



We give them. You get them. 



We both have them. 



Put The Review on your mailing list 

 to receive copies of your catalogues, 

 price-lists and special offers. 



Growers blame the excessively dry 

 summer for the fact that the carnation 

 plants are not blooming as freely as 

 usual this season. 



Yesterday was the shortest day of the 

 year, but it will be December 26 before 

 the twenty-four hours are long enough 

 for all the work the retail florist must 

 crowd into them. 



Not a few subscribers save themselves 

 the bother of annual renewal by sending 

 the Review $2, $3, or sometimes $5, in- 

 stead of the dollar-bill that insures fifty- 

 two visits of the paper. 



L. Merton Gage, secretary. Orange, 

 Mass., is distributing Bulletin No. 1 of 

 ' the American Gladiolus Society, contain- 

 ing a report of the organization of the 

 society, at Boston, and its initial exhibi- 

 tion, at Rochester. 



Now that there is a real prospect of 

 making a beginning on a parcels post 

 system powerful opposition develops, 

 backej^ by the big jobbing houses that 

 pose as the champions of the country 

 merchants. 



The weather has been extremely un- 

 favorable in the districts whence come the 

 southern greens, particularly boxwood 

 sprays and bronze galax. Such early 

 snows seldom have been known in the 

 Virginias and in North Carolina. 



AGENCY COMMISSIONS. 



Every now and then some advertiser 

 in the allied trades section of The Re- 

 view is solicited to turn over his ac- 

 count to one of the innumerable small 

 advertising agencies on the ground 

 that the agency's services will cost the 

 advertiser nothing — that "the commis- 

 sions paid by publishers support the 

 agency." Perhaps they do, in certain 

 cases, but it is well to bear in mind 

 that the stronger trade papers refuse 

 to pay commissions to agencies, and 

 they refuse to pay because their ex- 

 perience is that the agency creates no 

 new business for them, but rather gives 

 them new business only when forced to 

 do so by. the advertiser. The impulse 

 back of this force when it is exerted 

 by the advertiser is usually the cul- 

 mination of a long, patient, expensive 

 siege laid by the publisher of the trade 

 paper, personally or through his solicit- 

 ors. 



He. created the demand and feels 

 that he is entitled to the business di- 

 rect, rather than to share it with an 

 organization whose whole influence has 

 been against rather than with him. 



But back of this, the real reason is 

 that trade papers have small circula- 

 tions individually, compared with the 

 great national magazines, and rates so 

 low that even if they did offer to pay 

 I the agency fifteen per cent, the com- 



mission would not begin to pay the cost 

 of writing the copy and handling the 

 business. So the agencies really are 

 not tQ blame if they turn their influ- 

 ence toward the great magazines, that 

 charge a small fortune for a page, and 

 against the trade paper, which asks for 

 a page not so large a sum as the com- 

 mission the big magazine can well af- 

 ford to pay to get a new order. But 

 the leading advertising agencies no 

 longer accept accounts from- advertisers 

 who are not ready to pay the cost of 

 the service; in that case they give the 

 advertiser the benefit of any commis- a 

 sions they can secure, and, being ex-^ 

 perienced and unprejudice'd, render the 

 advertiser a really valuable service. 



WHAT MAKES ADVEBTISING. 



Every little while someone asks The 

 Review how in the world we get to- 

 gether the great volume of advertising 

 that is published in each issue. Fact is, 

 we don't get it together — it just comes 

 to us, as you can see this man's adver- 

 tisement coming: 



Please discontinue my ad of gladioli, as my 

 stock is nearly all sold, and I will tell yon I will 

 not be so shy in using your columns again, thank 

 vou. — B. S. Foster, Fulton, N. Y., December 8, 

 1910. 



SOCIETY OF AMERICAN FLOEISTS. 



Department of Registration. 



As no objections have been filed, 

 public notice is hereby given that the 

 registration of the canna, Olympic, by 

 the Conard & Jones Co., of West Grove, 

 Pa., becomes complete. 



H. B. Domer, Sec'y. 



December 15, 1910. 





NEARLY EVERY WEEK. 



Some of the readers of The Review 

 have, it appears, not only noted the 

 growth of the paper, but predicted it: 



Enclosed find renewal of my subscription. A 

 couple of years ago I prophesied you would some 

 day publish 100 pages a week. That time seems 

 to be Just about here. — John Beimford, Wilton 

 Junction, la., December 15, 1910. 



CHICAGO. 



The Great Central Market. 



Business continued excellent through 

 last week, but Sunday 's' storm caused 

 retailers to carry over considerable 

 stock to the beginning of the present 

 week, and the natural lull which pre- 

 cedes the holiday activity also had an 

 effect, so that Monday and Tuesday 

 were quiet days in the market. On 

 Wednesday the Christmas shipping as- 

 sumed considerable volume and the rest 

 of the week promises to be the busiest 

 the Chicago market ever has known. 



Supplies of stock have proved larger 

 than anticipated. The weather scarcely 

 could have been more favorable for cut 

 flower crops and, as most of the grow- 

 ers of roses were just coming into crop, 

 the supply in this department is greater 

 than ever before at Christmas. This 

 fact, and the erroneous deductions 

 drawn from the operations of some of 

 the retailers, resulted in putting the 

 wholesalers under much pressure at the 

 opening of the week. There were con- 

 siderable Quantities of open, blue and 

 crippled Beauties that were seeking an 

 immediate buyer at low prices, and 

 these sales reported as being the prices 

 of good stock were naturally disturb- 

 ing. At the same time, several of the 

 leading retailers were advertising long 



