July, 1913 



THE CANADIAN HORTICULTURIST 



179 



Ad. Talk 



There is a law of average. A pro- 

 minent authority has summed it up 

 in the following simple and conclu- 

 sive manner. He says: 



"Nothing is so uncertain as the 



duration of the life of an individual. 



"Nothing is more certain than 



the average duration of the life of a 



thousand individuals. 



"We know for example that the 

 average duration of the human life 

 is about thirty-three years. We also 

 know that one-quarter of the people 

 on the earth die before the age of six, 

 one-half before the age of sixteen, 

 and that only one person in every 

 hundred born, lives to be sixty-five 

 years old. 



"The operations of the "Law of Av- 

 erage" are not confined to the field 

 of vita! statistics. Of one thousand 

 men, so many smoke; so many at- 

 tend baseball; so many like straw- 

 berries." 



You will, of course, admit the fore- 

 going. 



Did it ever occur to you, however, 

 that there Is a like law operating 

 in connection with your advertising . 

 If you could tell how many persons 

 in a hundred or a thousand would 

 like your product or would be inter, 

 ested in your line, you would have a 

 pretty solid foundation on which tc 

 build. This is not so easily found 

 out. You can at least tell roughly the 

 class of people who would be most 

 interested in your goods. 



When you come to place your ad- 

 vertising, with this in view, ycu will 

 consider the medium that will 

 reach the class of fjeople whom you 

 are seeking. If everyone likes your 

 product, any medium of general cir- 

 culation will be good. If not one per- 

 son in a hundred likes it, advertis- 

 ing in a medium of that kind will be 

 of very doubtful value. You must, 

 therefore turn to a publication, every 

 subscriber of which is interested in 

 your product; in other words, a 

 class publication. In such a publica- 

 tion one hundred people out of one 

 hundred are interested. The greater 

 value of advertising in it is readily 

 admitted. 



The Canadian Horticulturist, com- 

 bined with The Canadian Horticul- 

 turist and Beekeeper, is such a me- 

 dium. Taken for its all-round prac- 

 tical value in the horticultural field, 

 where it stands alone, it occupies a 

 position of more than ordinary im- 

 portance to the advertiser who has a 

 product of interest to fruit men, flow- 

 er and vegetable growers and bee- 

 keepers. 



The growth and increasing interest 

 along all horticultural lines will mean 

 greater opportunities for business for 

 you this coming year; more people 

 will seek your products if you are 

 willing to seek them — by advertising. 

 When planning ycur advertising 

 this fall just keep in mind that the 

 "Law of Average" will be decidedly 

 in your favour, if you include The 

 Canadian Horticulturist. 



tii-iilrix xliili' (hiih/: " II',' Inn/ ,,,■ 

 lirh-.i iifh-erli.ird ill Thf Ciimuliaii Hoi- 

 Hiulfiiri.it biriivxe they arr rpliahlc." 

 That ix ht'cininf irr (pinianter the re- 

 rrtliilitif iif oiir itffvertisrr!^. 



PUBLISHER'S DESK 



Did you notice our front cover illustra- 

 tion this month ? You could hardly miss 

 it. We consider it one of the most unique 

 over published in The Canadian Horticul- 

 tourist. You will there recognize two of the 

 humbler forms of life. In the centre ap- 

 pears the common and extremely virulent 

 toad stool. Under it, sheltered from the 

 rays of the noonday sun, with his solemn, 

 calm, meditating eye and dignified mien, 

 is our humble but useful garden friend, 

 the toad, whose assistance in fighting all 

 kinds of insect pests we are too apt to un- 

 derestimate. Surely in this setting he is a 

 subject worthy of the painter's palette ! 



We know that Horticulturist readers ap- 

 preciate the usefulness and attractiveness 

 of a conservatory or greenhouse attached 

 to the home, .■\bout this time of year many 

 of you are beginning to form hazy plans 

 in your minds in the line of conservatory 

 or greenhouse construction. We are pre- 

 paring to give you information that will 

 (>nable you to make those hazy ideas defin- 

 ite. 



The month of August will usher in the 

 season when greenhouse construction is at 

 its height. The August number of The 

 Horticulturist will be largely -devoted to 

 this subject. W'e have arranged for several 

 timely articles on such subjects as "The 

 Greenhouse for the Amateur," and "Green- 

 house Preparation for Ne.xt Winter's Crops." 

 These articles will be given additional val- 

 ue by being well illustrated. Whether you 

 want a greenhouse for pleasure or for pro- 

 fit, you will find something of special in- 

 terest to you in our August issue. 



Our Second Annual Exhibition and Fall 

 Packing Numljer, issued last September, 

 was so well received by our readers that we 

 are taking a long look ahead, aind are 

 making a special effort to give you some- 

 thing this year in the September number 

 that will entirely eclipse last year's 

 effort. Fruit picking and packing will be 

 right to the fore in our September issue. 

 You will be pleased to know that we have 

 been successful in securing special articles 

 on these two subjects by the very best auth- 

 orities in the land. 



A strong feature of the September issue 

 will be the illustrations. Each article will 

 be profusely illustrated. A special feature 

 that will please everyone of our readers is 

 the new cover design that is now being 

 prepared. Watch for this issue. We know 

 it will please you. 



We would like this special September Ex- 

 hibition Number to reach every fruit grow- 

 er and gardener in the land. Your friends, 

 who are not already Horticulturist readers, 

 would apprfciate your interest in them did 

 x-ou call this number to their attention. 

 You have been intending to add a fpw 

 n;imes to our list of readers for some time. 

 Why not make a special effort b'-fore our 

 September number is out? You know, the 

 more readers we have the biwger nnd het- 

 tr-r we can afford to make Thr Canadi.in 

 Horticulturist. 



ing, kindly forward same to us. We have re- 

 ceived several requests for copies of this is- 

 sue, aind owing to our supply having been 

 exhausted, have been unable to fill these re- 

 quests. If there are any readers who can 

 grant us this favor it will be much appre- 

 ciated. 



SOCIETY NOTES 



W« Inrite the offlcere of Hortd- 

 culMixal Societies to send in short, 

 pithy reijorta of work that would in- 

 terest members of other Horticultural 

 Societies. 



Hamilton 



Messrs. MicCuUoch and Kneeshaw, of 

 the Hamilton Horticultural Society visit- 

 ed all city schools in May and distribut- 

 ed fifteen hundred packages of seeds for 

 the Children's Aster Show, which will be 

 held about September fifth. Besides this, 

 foU'F hundred packages were given to the 

 county schools to assist in the work of 

 encouraging the school gardens through- 

 out the county of Wenitworth. Besides the 

 public schools, the Boys' Home amd the 

 Girls' Home and Separate Schools were 

 not overlooked. 



Smiths Falls 



The Smiths Falls Horticultural Society, 

 among other things, has entered upon an 

 educational campaign, and has arrajnged 

 for monthly lectures by horticultural ex- 

 perts. So far three have been given with 

 gratifying results. Nine hundred papers 

 of seeds have been distributed to the school 

 children, park improvement is going on, 

 and there is the usual la win and garden 

 competitions, to be followed by a flower 

 show in the fall. 



It is encouraging to note that the in- 

 terest of the citizpins is becomiinir fully 

 awakened to the benefit and importance of 

 the work of the society. Several citizens 

 have volunteered to give substantial prizes 

 in the various competitions, in addition 

 to those oifcred by the society. 



Toronto 



The first exhibit of the Toronto Horti- 

 cultural Society for the year 1913 took the 

 form of a flower show held in Foresters' 

 Hall. Owing to the unusually early spring 

 the showing of bulbs was large. Several 

 collections that were exhibited are worthy 

 of some comment 



That of the Allan Garden adorned the 

 platform. Behind it an orchestra was 

 placed, adding to the pleasure of the 

 evening. The specimen of double cherry 

 in the collection of J. D. Hayden, of 

 Cobourg, was much admired. T. A. Man- 

 ton and Mr. Jennings had especially fine 

 collections. Miss Blackstock showed some 

 beautiful perennials. 



Will any of our roaderis who have finished 

 reading and who do not require their April 

 copv of The Canadian Horticulturist for fil- 



St. Catharines 



This year Miss L. A. Kadcliff and Mrs. 

 Perry Blaini, secretaries, made a visit of 

 the citv schools, as well as Port Dalhousie 

 amd Merritton Central, where they placed 

 in the hands of every pupil who desired it 

 a package of aster seed. With the growth 

 of population amd the added interest in the 

 ^(•^d pU'-nting, upwards of about three 

 thousand packages were needed to fill 

 the demand this year. Previously two 



thousand were sufficient. In the fall prizes 

 (C'iiiitiiinril nn pugr 182) 



