January, 1912 



THE CANADIAN HORTIC ULT QRIST 



»3 



ment thousands of dollars to have secured 

 had it been forced to gather the informa- 

 tion for itself. 



The Ontario Horticultural Association 



Why Read Advertisements? 



"Why did you cut out the adver- 

 tisements? That is the only part of 

 a magazine that I read. I can write 

 stories myself." This is what a well 

 known novelist and writer wrote a 

 friend who had sent him some maga- 

 zines and had removed all the adver- 

 tising pages to save postage. 



More than one prominent man has 

 said that if magazines ceased to pub- 

 lish advertisements they would stop 

 taking them. They have not time to 

 read the stories, but feel that THEY 

 HAVE TO LOOK OVER THE AD- 

 VERTISEMENTS TO KEEP THEM- 

 SELVES INFORMED IN REGARD 

 TO WHAT IS DOING IN THE BU- 

 SINESS WORLD. They find the ad- 

 vertising columns of the various peri- 

 odicals they read the best means of 

 keeping themselves posted along this 

 line. 



Did you ever stop to think how much 

 you learn consciously or unconscious- 

 ly through the reading of advertise- 

 ments? How often you learn about 

 some new labor-saving device for the 

 farm or home, some new industry 

 which has just opened up, some new 

 use for an old article, or any one of 

 the hundreds of things which you can 

 make use of to add to your comfort, 

 pleasure or profit, through reading 

 about these things in advertisements 

 in newspapers or magazines. MUCH 

 OF THE KNOWLEDGE WE GAIN 

 ABOUT THE ARTICLES WE WEAR, 

 EAT, WORK WITH, OR USE FOR 

 ANY PURPOSE, COMES THROUGH 

 THE READING OF ADVERTISE- 

 MENTS. Advertising is simply news 

 about the goods that are offered for 

 sale, and when the advertisements are 

 well written, it is very interesting 

 news. 



..Several advertisements in this issue 

 of The Canadian Horticulturist con- 

 tain news that will interest you. Look 

 them over. There may be something 

 advertised in this number that is just 

 the thing you have been looking for. 

 Or, there may be something that will 

 save or make for you many dollars 

 in the course of a few months. Write 

 to those advertisers. You will find 

 them willing and glad to tell you more 

 about their goods. 



Remember that WE DO NOT AC- 

 CEPT ADVERTISEMENTS FROM 

 FIRMS OR INDIVIDUALS WHICH 

 WE DO NOT BELIEVE TO BE 

 THOROUGHLY RELIABLEl. With- 

 in the past month or two we have re- 

 fused to accept several advertisements 

 which we did not feel we could recom- 

 mend to our readers. This cost us 

 something in loss of advertising re- 

 venue, but we felt that by keeping up 

 the standard of the advertisements we 

 print, we are not only acting in the 

 best interests of our readers and ad- 

 vertisers, but of ourselves as well. 



Don't hesitate to ii-ritc to any of 

 the advert is f.rs in this issue of The 

 Canadian Horticulturist. They have 

 our recommendation. 



purposes asking the provincial minister of 

 agriculture, Hon. Mr. Duff, to print enough 

 copies of the annual report of the associa- 

 tion to enable a copy to be mailed free to 

 each member of a horticultural society in 

 Ontario. This request should be granted 

 without hesitation. The government de- 

 Kerves credit for tlie improvement it has 

 made of late years in the quality of the 

 paper used in these reports as well as in 

 their typographioal appearance. This gixwl 

 work, to be made complete, requires to be 

 carried only a little further. This will be 

 acciomjilished when arrangements have been 

 completed which will ensure every member 

 of a horticultural society receiving a copy 

 of the report each year. 



The officers of the Ontario Vegetable 

 Growers' Association have lost no time in 

 laying before the new Conservative admin- 

 istration at Ottawa their request that legis- 

 lation be enacted establishing standard 

 weights for vegetables by the bushel and by 

 the bag. This request is so manifestly in 

 the interests of not only the producers but 

 of the consumers, also, we may naturally 

 expect that the request will be grante<l 

 readily by the government. 



mi 



fl^i 



PUBLISHER'S DESK 



As will be noticed by the circulation state- 

 ment published on the editorial page ad- 

 joining, the average circulation of The 

 Canadian Horticulturist during 1911 

 aihowed a marked increase over preceding 

 years. It will be observed also that the 

 circulation of The Canadian Horticultur- 

 ist has been increasing steadily, even rap- 

 idly, for the past four years. Already there 

 are indications that this year's i-ecord will 

 establish another distinct advance. In all 

 parts of Canada there is a marked increase 

 in the interest being manifested in horticul- 

 tural pursuits. The increased demand for 

 horticultural information is reacting to the 

 advantage of The Canadian Horticultur- 

 ist, and its circulation is showing the re- 

 sults. Not only are we receiving a large 

 number of individual subscriptions, but or- 

 ganizations are forwarding more subscrip- 

 tions than ever before. Two large city or- 

 ganizations, for instance, which did not 

 send The Canadian Horticulturist a single 

 subscription will this year send us between 

 one and two thousand new subscriptions. 

 This all means that we will be able to con- 

 tinue to enlarge and improve The Canadian 

 Horticulturist in many way in the future 

 as we liave in the past. 



With this issue we introduce an impor- 

 tant change in connection with the adver- 

 tising policy of The Canadian Horticultur- 

 ist, inasmuch as noreafter all advertise- 

 ments will be accepted on a flat rate basis 

 of a dollar an inch irrespective of the num- 

 ber of insertions. This means that sanall 

 advertisers wUl pay less for their adver- 

 tiements and some of the large advertisers 

 slightly more. In common with most i)a- 

 pers The Canadian Horticulturist has 

 been charging small advertisers what pro- 

 portionately have been high rates. On the 

 flat rate basis hereafter all will be treated 

 alike. The fl.at rate is the ideal basis of 

 handling advertising both for the advortas- 

 er and the publisher. The advertiser can 

 at all times figure just what his advertising 

 is costing him and just what any increase 

 or decrease in the space he is using will in- 

 volve. He knows, also, that he is |>lacing 

 his business on the same basis as all other 



advertisers and that none, due to the in- 

 tricacies of the average advertising rate 

 card, are getting a better rate than he is. 

 For the publisher it means an avoidance of 

 the troubles incident to the adjusting of 

 rates involved in the handling of different 

 contracts, and it establishes a standard of 

 value that facilitates the procurement of 

 business and the ease of handling it. Adver- 

 tisers are all times free to withdraw their- 

 advertising if they so desiire. At tlie same 

 time they know tliat if they desire preferred 

 positions they must contract for it for 

 considerable periods in advance. We pre- 

 dict that all our advertisers wiU be pleased 

 with the change and that the volume of 

 advertising in The Canadian Horticultur- 

 ist will soon show a maiked inorciise not 

 only on this account but also on account of 

 the increased circulation of The Canadian 



nORTICULTURIST. 



With the pul,lication in this issue of the 

 desci-iption of the garden at Ottawa of Lady 

 (jtrey, by Mr. W. T. Maooun. we commence 

 the publication of the first of a series of 

 articles describing successful Canadian 

 flower growers. Most of these gardens will 

 be those of amateur growers. We expect 

 that they will prove a most interesting and 

 valuable feature of The Canadian Horti- 

 culturist during 1912. These articles 

 alone should be well worth the price of a 

 year's subscription to The Canadian Hor- 

 ticulturist. 



The February issue of The Canadian Hor- 

 ticulturist will devote special attention to 

 spraying. There will be timely, instruct- 

 ive articles in all departments dealing with 

 this important subject. They will be writ- 

 ten by well known authorities and will be 

 full of interesting articles, well illustrated. 



Ginseng Growers 



The executive committee of the Ontario 

 Ginseng Growers' Association, at the 

 annual meeting of the association held 

 recently in Toronto, was instructed 

 to take up the matter of a central station 

 for the drying and shipping of roots and 

 communicating with merchants in China to 

 handle the roots of the members of the as- 

 sociation. The committee will report at the 

 next meeting. 



Papers were read on the washing and 

 curing of roots, Ly Mr. CJias. Leggatt of 

 Kingsville; by Rev. Dr. Medd of Goderich, 

 on the "Effect of Seed Bearing on lioot 

 Development," and by H. Q. Watson of 

 Newmarket, on "The Best Fertilizers." 

 General discussion took place on all these 

 topics as well as on the possibilities of 

 germinating seeds the first year. This last 

 discussion was led by the veteran grower 

 and experimenter, Mr. P. Menzies of Mil- 

 ton, Ont. The meeting was full of interest 

 and profitable. 



The Canadian Horticulturist is in receipt 

 of some preliminary advertising material 

 for the Royal International Horticultural 

 Exhibition to be held in I^ondon May 22 to 

 30, 1912. It is expected that this will be 

 the largest horticultural exhibition ever 

 held. King George has intimated his inten- 

 tion to offer a cup valued at $500 for the 

 best exhibit in the show. 



Never stoj) my subscription to The Cana- 

 dian Horticulturist. I cannot very well 

 do without it. Sometimes I neglect the 

 small matter of remitting right on time, but 

 I would not be without this valuable paper 

 as a reference for ten times what it costs 

 per annum. — James Barnes, Buctouobe, 

 N.B. 



