October, 1910 



THE CANADIAN HORTICULTURIST 



111 



The Canadian Horticulturist 



Contents for October 



Driveway to an Ontario Home Cover 



Fruits and Fruit Growring 



Ontario Apple Industry . . . . G. F. Marsh 227 



Fall Treatment of Grape Vines . W. M. Robson 229 



The Cider Industry L. Muenier 229 



Benefits of Spraying Demonstrated 229 



Thimbleberrry Culture .... John Wilson 230 



Packing- of Ontario Fruit 231 



Flower Garden and Lawn 



Familiar Autumn Flowers . .H.J. Snelgrove 232 



Flower Gardens of England Mrs. Allan Baines 233 



Hints about House Plants . . , Wtn. Hunt 234 



Winter Flowering Bulbs .... Wm. Hunt 235 



Cultivation of Hyacinths and Tulips .... 235 



Vegetables and Market Gardening 



Vegetable Problems Discussed 236 



The Ginseng Seed Bed . . . E. A. Russell 239 



General 



Editorials 238 



Ontario Apple Prices 239 



Fruit at the Canadian National 239 



Ontario Horticultural Exhibition 240 



Niagara District Horticultural Exhibition . . . 241 



Ontario Peaches in England 241 



Quebec Pomological Society 242 



Notes from The Provinces 224 



INDEX TO ADVERTISEMENTS. 



Bank 242 



Books 249 



Boxes, Baskets and Barrels 240 



Building Material 249 



Cameras 249 



Classified Advertisements vi 



Cold Storage Rooms 242 



Commission Merchants .... 240, 241, 242, 248, 249 



Exhibitions ii, 243 



Fencing . . 240 



Fertilizers ii 



Flower Pots . . , . 249 



Fruit Lands vi 



F'urnaces 249, 2.tO 



Greenhouse Material ii, iv 



Growers' Supplies 244 



Implements and Tools vi 



Insecticides 243, 24(i 



Landscape Architecture 246 



Mail Order House , . . . v 



Magazines 24.5 



Nursery Stock ... iv, 239, 240, 243, 244, 246, 247, 249, v 



Pianos 247, 248 



Rubber Stamps and Stencils 249 



Safes 246 



Schools and Colleges 241, 248 



Seeds and Bulbs . 241, 242, 243, 247 



Steamship Companien . . . vii 



Stove Polish 248 



Telephones viii 



Tree Protectors vii 



Veterinary Remedies ... vi 



Washing Machines 248 



Talks on Advertising 

 No. 1 



A full page advertisement in The Ladies' Home 

 Journal costs $5,000. A full page in The Saturday 

 Evening Post, published by the same company, costs 

 only $3,000. Yet the circulation of The Saturday 

 Evening Post is as large or possibly larger than The 

 Ladies' Home Journal. Why is advertising space in 

 one paper worth nearly twice as much as in the 

 other ? 



In determining the value of advertising space in 

 a publication, there are several things to be taken 

 into consideration. The frequency of publication is 

 an important factor. In the case of the two papers 

 mentioned, one is (or was until recently) published 

 monthly ; the other weekly. A paper which reaches 

 its readers only once a month is read much more 

 carefully than a paper which comes more than four 

 times as often. A weekly paper must be read as 

 soon as received, or the next issue comes along, and 

 it is old. A monthly paper is read, not glanced 

 through. The best articles are read again, and then 

 the copy is kept for future reference. How oftej do 

 you see a member of your family going over a pile 

 of old Saturday Evening Posts, dating back for a 

 couple of years ? Yet this is a familiar sight iii the 

 case of The Ladies' Home Journal, and of all month- 

 ly publications. The fact that The Canadian Horti- 

 culturist is a monthly publication is one reason why 

 its advertising columns are so valuable to those 

 who use them. 



Character of Circulation 



has much to do in determining the value of adver- 

 tising space in a publication. Take the case of the 

 same two publications. The Ladies' Home Journal 

 is essentially a home publication. The copy may be 

 purchased at a news stand or from a newsboy, but 

 it is taken home to be read. The general character of 

 the articles published are designed to teach some- 

 thing, rather than to please for the moment. The 

 Saturday Evening Post has a larger percentage of 

 circulation among the general public and in many 

 cases it is simply purchased to pass the time for an 

 hour or two, and is then discarded. 



The Canadian Horticulturist is designed to teach 

 its readers in regard to the principles and practices 

 of horticulture. Its readers are those who want to 

 learn something from its columns, who read the paper 

 in their homes, and see who advertises in its columns. 

 They are a well to do class, and their trade is worth 

 while to advertisers who seek to attract it by using the 

 advertising columns of this paper. 



Subscribers who chance to miss their copy of The 

 Canadian Horticulturist, when asking that another 

 be sent, frequently state that they are preserving 

 their copies, and have a complete file dating back for 

 a number of years. The paper supplies something 

 in the reading line they want, and they feel that they 

 do not like to throw away or destroy a single copy. 

 They look upon The Canadian Horticulturist as a 

 friend who comes each month giving suggestions 

 and instructions as to how they can get the most 

 out of their fruit farms or gardens. When the readers 

 of a publication have confidence in its reading col- 

 umns, they will have confidence in the firms which 

 use its advertising columns. That firms using ad- 

 vertising space in The Canadian Horticulturist have 

 the confidence of its readers and are securing satis- 

 factory results, is indicated by the fact that the 

 advertising patronage of the magazine has increased 

 several hundred per cent, during the past five years, 

 and that this year the advertising carried and the 

 number of advertisers is greater than ever before. 

 Firms not advertising in The Canadian Horticulturist 

 would do well to investigate its merits. 



