May, 1912 



THE CANADIAN HORTICULTURIST 



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I 



Toronto, and this without the work of the 

 present society being handicapped in any 

 way. Their establishment, however, would 

 make it necessary for the government to in- 

 crease materially the grant voted for dis- 

 tribution among the societies of the pro- 

 vinces at large. 



MOTHERS' DAY 



This year, as usual, the second Sunday in 

 May will be observed as Mother's Day. 

 Last year Mother's Day was celebrated 

 more generally than ever before, and this 



I 



Company — Good vs. Bad 



Advertisers are recognizing more 

 than ever before that space in a pub- 

 lication that will publish only clean, 

 truthful, reliable advertisements, is 

 worth much more to them than space 

 in a publication where their an- 

 nouncement is apt to appear alongside 

 an advertisement which is a bald lie 

 or ridiculous exaggeration, or some 

 disgusting patent medicine ad. In the 

 one case, readers recognize that every 

 advertisement which appears in a 

 publication has the personal endorse- 

 ment of the publishers. In the other 

 case it is simply a matter of, "Here 

 it is. Use your own judgment, and 

 if you are "stung," it is your own 

 fault for not being wise enough to dis- 

 tinguish between a fake and a relia- 

 ble advertisement." 



The attitude of advertisers towards 

 this policy of The Canadian Horticul- 

 turist to publish only such advertise- 

 ments as the publishers felt they 

 could personally recommend, is pret- 

 ty well shown in the following letter 

 recently received from the Gilson 

 Mfg. Co., of Guelph, who have been 

 using the Canadian Horticulturist to 

 advertise their line of power sprayers. 



"We want to commend the attitude you 

 take lor the protection of the readers of 

 your paper in your 'Protective Policy.' 



"If you follow out this policy honestly 

 and consistently, you will gain prestige 

 with your readers and your advertisers, 

 and your advertising space will become 

 more valuable as time goes on." 



The, fact that advertising space in 

 The Canadian Horticulturist IS be- 

 coming more valuable is shown by the 

 increasing volume of advertising car- 

 ried, the first four issues of 1911 hav- 

 ing been the largest issues for_ their 

 respective months ever published, 

 and having carried the greatest arn- 

 ount and value of advertising. This 

 splendid showing has been brought 

 about to a great extent, we believe, by 

 the fact that advertisers know their 

 announcements in The Canadian Hor- 

 ticulturist are in good compay, as 

 well as by the fact that the circula- 

 tion of The Canadian Horticulturist 

 has made such a marked increase 

 during the past year, being now over 

 11,500, an increase of over 2,000 with- 

 in the past year. And it is still in- 

 creasing. 



If you are not advertising in The 

 Canadian Horticulturist, it will pay 

 you to get our rates and look into its 

 merits for your purpose. 



Wf fin tint admit advertisers to our 

 rolumns except such as we helieve are 

 thorouohhj rclinhle. 



year we may expect that it will be attend- 

 ed by still further evidences of public ap- 

 proval. It is a day that we should all re- 

 spect. 



Well may we, who are so fortunate as to 

 have our mothers still with us, remember 

 thorn on Mother's Day, not only by wearing 

 a flower ourselves, but also, by giving them, 

 where this is possible, tangible evidence of 

 our love in the form of a gift of flowers. 

 Where this cannot be done we should send 

 these flowers in time that they may receive 

 them on that day with letters that will tell 

 them still more plainly how we appreciat>e 

 what they have been and are to us. Those 

 whose mothers have passed beyond will be 

 blessed themselves and will bless others by 

 their example if they observe the day in 

 the customary way by wearing a flower, 

 white if possible. 



Last year a number of churches observed 

 Mother's Day. Special services were con- 

 ducted and appropriate addresses deliver- 

 ed, especially to children. Special services 

 of this character may well become a fitting 

 feature of the day. The cultivation of love 

 for one's mother for flowers embodies such 

 a lovely idea it is not surprising that the 

 day is increasing so rapidly in pubic favor. 



the increase in advertising rate amounts to 

 only twenty-five per cent, while, as already 

 stated, the circulation of The Canadian 

 Horticulturist has been increased over 

 seventy-five per cent, it is clear that our 

 new advertising rates will be relatively 

 lower in proportion to our circulation than 

 our rates have been up to comparatively 

 recently. According to our space rates our 

 proiposed advance in rates is small indeed. 

 Up to the fir.st of this year we charged as 

 high as two dollars an inch for a one-inch 

 advertisement receiving one insertion. 

 From this rate we allowed reductions in 

 proportion to the size of the advertisement 

 and the number of times it was to appear. 

 The average cost per inch of space was one 

 dollar twenty cents. Our new rate will be 

 only one dollar twenty^five cents an inch. 

 As soon as possible after the new rates have 

 gone into effect we purpose making a num- 

 ber of improvements in The Canadian JIor- 

 TicuLTURiST that will prove of benefit not 

 only to our advertisers, but to our readers 

 as well. 



Many lovers of flowers heard with deep 

 regret a few weeks ago of the death of Mrs. 

 Annie L. Jack, of Chateauguay Basin, Que- 

 bec. The late Mrs. Jack, besides being the 

 author of the well-known book. The Cana- 

 dian Garden, was a well-known and appre- 

 ciated contributor on floral and fruit grow- 

 ing subjects to numerous Canadian publica- 

 tions. During the past year several ar- 

 ticles from her pen appeared in the columns 

 of The Canadian Horticulturist. Art, 

 music and flowers abounded in Mrs. Jack's 

 farmhouse home, where, in addition to her 

 literary pursuits, she accomplished the 

 notable achievement of bringing up ten 

 children, six sons and four daughters. 

 Death called her away suddenly at the 

 age of seventy-four. Canada was enriched 

 by the life of Mrs. Jack. 



vcn 



IM 



PUBLISHER'S DESK 



Have you noticed the great increase that 

 has taken place in the circulation of The 

 Canadian Horticulturist during the past 

 five years? In 1907 the average circulation 

 of The Canadian Horticulturist was 6,627. 

 Last year the average circulation was 9,541. 

 Up to date, this year, including the May 

 issue, the average circulation has been 

 approximately 10,500, and we anticipate 

 that the average for the year will be con- 

 siderably over 11,000 co;iies per issue. Dur- 

 ing the Via.st five years the advertising rate 

 of The Canadian Horticulturist has been 

 onlv seven cents a line. The great increase 

 in wir circulation, amounting to consider- 

 ably over seventy-five per cent for the 

 period mentioned, has not only greatly 

 benefited our advertisers, but, naturally, 

 has also greatly increased our expenditures. 

 We now find it necessary to advance our ad- 

 vertising rate to a flat rate of one dollar 

 twenty-five cents an inch, or nine cents a 

 line This new rate wi'l go into effect on 

 and after the first of next August. Exist- 

 ing contracts will, of course, be fulfilled at 

 our nresent rates. Our advertisers are 

 thus being given three months' notice of tjie 

 change in ratee. In view of the fact that 



We find it very difficult to predict with 

 safety each month the articles which will 

 appear in the succeeding month's issue. 

 Contributors who sometimes promise faith- 

 fully to furnish articles on stated subjects 

 are sometimes prevented, for one reason or 

 another, from doing so, or their articles 

 reach us a little too late in the month to 

 make their publication possible. Some- 

 times, also, the iiressure on our reading 

 columns is so great, articles which we ex- 

 pected to publifsh have to be held over to a 

 later issue. This month, for instance, we 

 have been able to publish only a small part 

 of a splendid article by Mr. F. E. Buck, of 

 the Central Experimental Farm, Ottawa, 

 on the perennial border. The best x>a.rt of 

 this article has been held over for publica- 

 tion in our June issue. An article on pota- 

 to growing, by Prof. C. A. Zavitz, of the 

 Guelph Agricultural College, which was to 

 have appeared in this issue, reached us too 

 late for publication, and will also appear in 

 our June number. Two articles of special 

 interest that we expect to feature in the 

 June number include one on June spraying 

 in the orchard by Mr. R. J. Messenger, of 

 Bridgetown, N.S., and one dealing with 

 the profit derived by thinning fruit by Mr. 

 R. M. Winslow, Provincial Horticulturist, 

 Victoria, B.C. A portion of the first prize 

 essay, entitled "My Favorite Flower, the 

 Geranium, and How I Grow It," by Mr. A. 

 V. Main, of Ottawa, will also be published. 

 The articles already on hand for our June 

 number ensures its proving one of the most 

 interesting issues of the year. 



Recent Bulletins 



Bulletin 151, of the University of Illinois 

 Agricultural Experimental Station at Ur- 

 bana, 111., describes some important insects 

 of Illinois shade trees and shrubs. Bulletin 

 154 deals with the home vegetable garden. 



From the Maine Agricultural Experiment 

 Station at Orono, we have received bulle- 

 tins 195 and 196. The former is entitled 

 "Insect Notes for 1911." The latter is Part 

 III. of "The Fungus Gnats of North Amer- 

 ica." 



The New Jersey Agricultural Experiment 

 Station has issued bulletin 240 and the New 

 Hampshire Exiicrimcnt Station bulletin 

 155, both of which deal with the inspection 

 of fertilizers. The former is particularly 

 complete. It deals with the subject at 

 leuttth. 



