April 14, 1917 



HOETICULTURE 



491 



THE VERY NEWEST AND QUICKEST METHOD OF DESTROYING WEEDS, 



GRASS AND OTHER GROWTH IN GARDEN WAtKS, GUTTERS, 



TENNIS COURTS, DRIVEWAYS, ETC. 



This fluid absolutely destroys all -weeds and otlier growth wherever applied, 

 and its effect on the ground prevents the growth of fresh ones for a year and 

 thus saves a great deal of time and lalior, as no cutting, hoeing or hauling away 

 of the weeds is required. 

 We manufacture the strongest line of DISINFECTANTS on the market. 



CORRESPONDENCE SOLICITED 



WEED KILLER P.-L chemical CO., 507-509 W. lOth St., New York 



mmm 



EDITORIAL EFFICIENCY THE 

 MEASURE 



Here's something interesting for 

 advertisers who believe that the way 

 to test the value of a medium is to 

 glance at the paper stock, flip through 

 the advertising section, and let er go 

 at that. 



E. J. Walker, president of the Walk- 

 er Bin Company, of Penn Yann, N. Y., 

 one of the largest manufacturers of 

 bins in the country, says that he was 

 "stung" through advertising by using 

 a lot of publications that were not 

 read — and were not read because they 

 were not giving their readers helpful, 

 constructive stuff. 



Nowadays he selects his papers ac- 

 cording to the appeal they have for 

 readers, rather than according to the 

 surface appeal they make to advertis- 

 ers, and he is consequently getting re- 

 sults. 



CONCENTRATED PULVERIZED 



MANURE 



Pulverized or Shredded 



Cattle Manure 



Pnlverized 



Sheep Manure 



The Florists' standard of uniform 

 high quality for over ten years. 

 Specify : WIZARD BRAND in 



your Supply House order, or write 

 us direct for prices and freight rates, 



THE PULVERIZED MANURE CO. 



34 rnion Stock Yard, Chicaeo 



4. 



IMP. 

 SOAP SPRAY 



Quarts, 55c. Gallons, $1.65 



Fives, $6.50 



Try with 24 parts water. Often effective 

 weaker. 



A»k your dealer or write 



EASTERN CHEMICAL CO. 



BOSTON, MASS. 



"Our experience of twenty years 

 with trade papers," Mr. Walker wrote 

 to Class, "had been expensive and 

 most unsatisfactory. 



"Being gluttons for information we 

 attempted to analyze the failure to 

 draw inquiries, for we had 



1. Copy prepared by the trade 

 papers, who should have the pulse of 

 their readers under their thumb. 



2. Copy prepared by expert writers, 

 the specialists capable of analyzing 

 blood pressures of readers. 



3. Copy prepared by ourselves, us- 

 ing a line of arguments that had 

 never failed, even in desperate cases. 



"All failed to get results. 



"Then a personal canvass among 

 subscribers, with the searchlight of 

 Inquisitiveness, disclosed the real 

 trouble. 



"The subscribers were not readers. 



"The reason was then analyzed and 

 we found that some subscribers re- 

 subscribed through habit — through the 

 subtle influence of a premium — through 

 the cleverness of a canvasser — through 

 an appeal to vanity. 



"No effort was being made by the 

 publishers to ascertain why readers 

 failed to read. 



"Waste baskets were a veritable 

 morgue for publications incased in 

 their original shrouds, with none but 

 the junkmen to claim the remains. 



"Pick up the average trade paper 

 and you'll find that the copy reads 

 like an obituary. Instead of printing 

 a limited amount of readable stuff, an 

 attempt is made to cram it full of 

 senile piffle to increase 'reading mat- 

 ter' so as to make the gullible adver- 

 tiser clamor for space 'next to' this 

 rubbish." 



Class does not believe that this is a 

 fair picture of the trade papers at 

 large, nor even of those in the grocery 

 field, to which Mr. Walker has special 

 reference, as his experience was with 

 publications in that line. The modern 

 trade paper is well edited and actually 

 develops reader interest. 



The point for advertisers to consid- 

 er, however, along with analyses of 

 circulation and other purely technical 

 and mechanical features, is whether 

 the paper contains material which will 

 justify its being read; whether the ad- 

 vertiser, if he were in the position of 

 the subscriber, would spend time In 

 going through the publication. This Is 

 a simple, easy test of publication value 

 which few space-buyers think worthy 

 of using — and yet use of it would en- 

 able advertisers to select winners 

 every time, because every paper which 

 is worth being read actually is. 



Mr. W^alker is not an opponent of 

 trade paper advertising, as he Is at 

 present running a campaign In half and 

 full pages in The Seed World, Chicago, 

 in which he has secured fine results. 



— Glass. 



The Recogrnized Standard Inseeticide. 



A spray remedy for green, black, white fly, 

 tlirips and soft scale. 



Quart, $1.00; Gallon, $2.60. 



FUNCINE 



For mildew, rust and otlier blighta affect- 

 ing flowers, fruits and vegetables. 

 Quart, $1.00; <iiilIon, $3.60. 



VERMINE 



For eel worma. angle worms and other 

 worms working in the soil. 



Quart, $1.00; Gallon, $3.00. 



SOLD BY deau:rs. 



Aphine Manufacturing Co. 



MADISON, N. J. 



vS^ANDA-^ 



SECTICI 



Save your plants and trees. Just the 

 thing for greenhouse and outdoor use. 

 Destroys Mealy Bug, Brown and White 

 Scale, Thrlps, Red Spider, Black and 

 Green Fly, Mites, Anta, etc., without 

 injury to plants and without odor. 

 Used according to direction, our stand- 

 ard Insecticide will prevent ravages on 

 your crops by Insects. 



Non-polsonou's and harmless to user 

 and plant. Leading Seedsmen and 

 Florists have used It with wonderful 

 results. 



Destroys Lice In Poultry Houses, 

 Fleas on Dogs and all Domestic Pets. 

 EiccUent as a wash for dogs and other 

 animals. Relieves mange. Dilute with 

 water 30 to BO parts. 

 Vz Pint, «Bc. ; Pint, 40c.: Quart, 7So.i 

 1^ Gallon, $1.26; Gallon, $2; B Gal- 

 lon Can, $0; 10 Gallon Can, $17.(10. 

 Directions on packaare. 



LEMON OIL COMPANY 



lift S. 420 W. Lixington St, Biltiiiion, Md. 



When writing to advertitere kimJIy 

 „„,„tlon HORTICULTURE. 



NIKOTEEN 



For Spraying 



APHIS PUNK 



For Fumiffatinc 

 A<k Yoor DmIw For h. 



nCOTIRE 1F6. CO. 



ST. LOUB 



