SEVENTEENTH ANNUAL REPORT 97 



We are still without a large souvenir booklet, for which 

 there is a considerable sale. It is proposed to issue a limited 

 edition as early as practicable in the coming season. 



Consideration is also being given to the preparation of a 

 souvenir book designed especially for children, to contain princi- 

 pally illustrations of young animals. It is believed that one can 

 be made to retail at fifty cents, that will have a very wide sale. 



Postal Cards. — Early in 1912, the largest issue of postal 

 cards we have ever ordered was delivered. It contained in all 

 more than a million and a half of cards. The cards are from 

 four-color plates and are far superior to our previous issues, in 

 every way. 



It was decided to give the public the benefit of the prices 

 obtained by such a large edition, and they are being sold in sets 

 of twenty-four for twenty-five cents. The result was that sales 

 increased 37 per cent, over the year 1911, and 22 1-2 per cent, 

 over any previous year. Mail orders are constantly coming in 

 from parties in all parts of the country who have visited the 

 Park and purchased one set and wish the other sets to com- 

 plete the series. 



Photogravures. — An entirely new departure was made in 

 getting out an issue of twenty thousand photogravures, con- 

 sisting of 5,000 each from a series of four carefully selected 

 photographs. They were reproduced in sepia, size 8x10, and were 

 placed on sale at fifty cents for the set. As they are somewhat 

 inconvenient to carry, arrangements were made for mailing 

 them to any address in special reinforced envelopes, without 

 additional cost. At the close of the year, sales were increasing 

 rapidly, and the issue of another series is being considered. 



Guide Book. — The tenth, or "Spectacled Bear Edition," of 

 the Guide Book, 30,000 copies of which were printed, and placed 

 on sale late in August, 1911, has met with exceptionally good 

 sales, due no doubt, to its complete revision, the addition of about 

 twenty new pages and entirely new illustrations. The stock is 

 now so far depleted as to make it necessary to take up the print- 

 ing of a new edition very early in 1913, in order that it may be 

 ready for delivery by April 1st. The new edition will come from 

 the last set of plates with only slight alterations, as the text is al- 

 ready well up-to-date. Because of the rapid sale of the last issue, 

 it may be found that the forthcoming edition should be increased 

 from 30,000 to 50,000. 



