174 



THE CANADIAN HORTICULTURIST 



July, 191D. 



The Canadian Horticulturist 



COMBINED WITH 



THE CANADIAN HORTICULTURIST 

 AND BEEKEEPER 



with which has been Incorporated 



The Canadian Bee Journal. 



Published by The Horticultural 



Publishing Company, Limited, 



PETERBORO, ONTARIO 



H. BRONSON COWAN, Managing Director. 



The Only Magazines In Their Field In the 

 Dominion 

 Official Organs of the Ontario and 

 Quebec Fruit Growers' Associations 

 and of the Ontario, Manitoba and 

 New Brunswick Beekeepers' Associ- 

 ations. 



REPRESENTATIVES 



UNITED STATES 

 STOCKWELL'S SPECIAL AGENCY. 

 Chicago Office— People's Gas Building. 

 New York Office— Tribune Building. 



GREAT BRITAIN 

 W. A. Mountstephen, 3 Regent St., London, S.W. 



1. The Canadian Horticulturist Is published in 

 three editions on the 25th day of the month 

 preceding date of issue. The first edition is 

 known as the fruit edition, and is devoted 

 chiefly to the commercial fruit Interests. The 

 second edition is known as the floral edition, 

 and is devoted chiefly to the Interests of ama- 

 teur flower, fruit and vegetable growers. The 

 third edition is known as The Canadian Horti- 

 culturist and Beekeeper. In this edition several 

 pages of matter appearing in the first and 

 second Issues are replaced by an equal number 

 of pages of matter relating to the beekeeping 

 Interests of Canada. 



2. Subscription price of The Canadian Horti- 

 culturist in Canada and Great Britain, Jl.OO a 

 year; three years for $2.00, and of The Cana- 

 dian Horticulturist and Beekeeper, $1.00 a year. 

 For United States and local subscriptions In 

 Peterboro (not called for at the Post Oflflce), 

 25 cents extra a year, including postage. 



3. Remittances should be made by Post OfBce 

 or Express Money Order, or Registered Letter. 



4. Change of Address — When a change of ad- 

 dress is ordered, both the old and the new ad- 

 dresses must be given. 



5. Advertising rates, $1.40 an Inch. Copy re- 

 ceived up to the 20th. Address all advertising 

 correspondence and copy to our Advertising 

 Manager, Peterboro, Ont. 



CIRCULATION STATEMENT 

 The following is a sworn statement of the net 

 paid circulation of The Canadian Horticulturist 

 for the year ending with December 1913. The 

 figures given are exclusive of samples and 

 spoiled copies. Most months. Including the 

 sample copies, from 13,000 to 15,000 copies of 

 The Canadian Horticulturist are mailed to peo- 

 ple known to be interested in the growing of 

 fruits, flowers or vegetables. 



January, 1913 ...11,570 August, 1913 12,675 



February, 1913 ..11,550 September, 1913 .13,729 



March, 1913 11,209 October, 1913 ...13,778 



April, 1913 11,970 November, 1913 .12,967 



May, 1913 12,368 December, 1913 .13,233 



June, 1913 12,618 



July, 1913 12,626 Total 150,293 



Average each Issue In 1907 6,627 



Average each Issue In 1913 12,524 



Sworn detailed statements will be mailed upon 

 application. 



OUR GUARANTEE 

 We guarantee that every advertiser In this 

 Issue is reliable. We are able to do this because 

 the advertising columns of The Canadian Horti- 

 culturist are as carefully edited as the reading 

 columns, and because to protect our readers we 

 turn away all unscrupulous advertisers. Should 

 any advertiser herein deal dishonestly with any 

 subscriber, we will make good the amount of 

 his loss, provided such transaction occurs within 

 one month from date of this issue, that it Is 

 reported to us within a week of Its occurrence, 

 and that we find the facts to be as stated. It 

 Is a condition of this contract that In writing to 

 advertisers you state: "I saw your advertise- 

 ment In The Canadian Horticulturist." 



Rogues shall not apply their trade at the ex- 

 pense of our subscribers, who are our friends, 

 through the medium of these columns; but we 

 shall not attempt to adjust trifling disputes be- 

 tween subscribers and honorable business men 

 who advertise, nor pay the debts of honest 

 bankrupts. 

 Communications should be addressed 

 THE CANADIAN HORTICULTURIST, 

 PETERBORO, ONT. 



Effects of the War 



The great war which .is raKing not only ia 

 Europe but In portions of Asia and Africa as 

 well Is proving a most disturbing factor in 

 business circles. Naturally, fruit growers 

 are wondering to what extent the price of 

 fruit will be affected by it next fall and win- 

 ter. To our mind, trade will not be greatly 

 aifected iby it during the next year, if the 

 war lasts that long. The serious effects of 

 the war are not likely to become apparent 

 until the war has lasted for a couple of 

 years or more or until .its close, when ever 

 that may be. 



Some optimists contend that the war is 

 bound to prove a blessing from a commercial 

 standpoint to Canada. They base this claim 

 on the ground that Canada will have to pro- 

 duce those things which the warring nations 

 will require, and therefore that our Cana- 

 dian trade is sure to be maintained at a high 

 level. This reasoning does not satisfy us. 

 lit neglects to consider certain factors that 

 control the situation. 



Over 20,000,000 men in Europe are fighting 

 under the flags of the different warring na- 

 tions. In addition several million men are 

 engaged in the manufacture of war supplies 

 of one kind or anothe: which presumably 

 will soon be destroyed in the conflict that 

 is raging. A year ago these men were en- 

 gaged in profitable production. Some were 

 farming and thus producing necessities of 

 life. Others were engaged in mercantile 

 and manufacturing industries and thus were 

 providing such essentials to our comfort as 

 boots, shoes, clothing, and other needed 

 articles. Now all this useful labor has been 

 stopped. Already a shortage of these essen- 

 tials is becoming apparent in a number of 

 lines and prices are advancing. This ten- 

 dency will develop with increasing rapidity 

 the longer the war lasts. Sooner or later, if 

 tbe war continues, prices for «ia.ny articles 

 will advance beyond the reach of the poorer 

 classes. Thus if the war continues indefii- 

 nltely hard times are certain to develop. 



IShould the war end soon, it will be diffi- 

 cult if not impossible to avoid at least a 

 brief period of commercial depression while 

 conditions are readjusting themselves. Lines 

 of trade which have been broken cannot be 

 reestablished in a few weeks or months. The 

 moment the war ceases thousands of fac- 

 tories which are now engaged in the manu- 

 facture of war supplies will have to close or 

 will operate on short time while picking un 

 the tangled skein of former business activi- 

 ties. iHundreds of thousands of the men 

 now engaged 'n war wiil find it difficult to 

 obtain profitable employment. While it is 

 true that there may be a demand for the 

 ETOods which Canada should be able to pro- 

 duce, there is a strong probability that the 

 people who would like to buy these goods 

 will not be in a position to pay for them. 

 Thus for a neriod at least a certain degree 

 of commercial depression appears to be 

 inovitaible. 



The truest oatiiotism is that which strives 

 to look conditions in the face and then to 

 deal with them on their merits. Fruit grow- 

 ers will do well to do this. Courage and 

 faith in the ultimate outcome are what are 

 required. The agencies of production are 

 now so enormous we venture to predict that 

 within a short period after the war closes 

 business will begin to reestablish Itself on 

 sound lines. Any period of depression there 

 may be will be shortened It we plan now to 



prepare for it and strive to .Improve our 

 methods of business in every way that lies 

 within our power. 



A New Factor in Fruit Growinji 



Fruit growers throughout Canada as well 

 as In the United States are (>eginning to 

 launch out into the broad sea of advertising. 

 This sea is a much larger one than most 

 people realize. It has many shoals and 

 rocks which have wrecked numerous com- 

 mercial enterprises and only pilots of knowu 

 experience and ability should be engaged 

 to navigate its many cross-currents and 

 treacherous tides. 



The great success which has attended 

 many vessels which have navigated this sea 

 and which have unloaded large cargoes In 

 markets where they have realized fancy 

 prices is apt to prove a lure to the unltiated. 

 Always and ever there are those who are 

 quick to jump to the conclusion that because 

 some people have done certain things in 

 certain ways everybody can follow their ex- 

 ample and prove equally successful. This 

 is not the case in the field of advertising. 



Of iate years advertising has been reduced 

 to a science. The principles of advertising 

 practice are now being taught In a number 

 of universities. They are outlined in several 

 hundred books and magazines. Most mis- 

 takes in advertising ventures have occurred 

 through the neglect of the advertisers to 

 consider advertising In relation to other fac- 

 tors connected with it. For instance, much 

 depends upon the style of copy used, and 

 the mediums selected. Many ventures have 

 failed because of a neglect to prepare suit- 

 able follow-up material to place in the hands 

 of the people replying to the advertisements 

 and thereby convert their enquiries into 

 sales. One of the greatest defects has been 

 due to the neglect of the advertiser to 

 furnish a product equal to the expectations 

 of the buyer. Thus, repeat orders have failed 

 to materialize. 



Elsewhere in this issue appears an article 

 by Mr. Grant S. Peart, who emphasizes the 

 Importance of fruit growers endeavoring to 

 market a strictly high-class product. Unless 

 this is done by associations and individuals 

 who undertake to create a demand for their 

 goods through advertising much of their ex- 

 penditures for this purpose will ultimately 

 be wasted. Now that our fruit growers are 

 commencing to advertise they should plan 

 to adopt brands for their product and then 

 see to it that nothing but high-elass fruit is 

 sold under their brands. In this way their 

 brands will ultimately acquire a commercial 

 value of great importance. 



Much of the success which has attended 

 the efforts of the fruit growers of California 

 to advertise their fruit has been due to the 

 fact that they lost no time in adopting trade 

 marks which, like the "Sunkist" brand of 

 oranges, now have a national reputation 

 worth millions of dollars. By all means, let 

 us advertise our fruit, but let us also see that 

 the responsibility for doing so is placed in 

 the hands of men of good jud.ement who un- 

 derstand the essentials of advertising suc- 

 cess. 



Recent decisions of the Dominion Railway 

 Commission as announced elsewhere in this 

 issue by Mr. Geo. E. Mcintosh, traffic expert ; 

 for the Ontario Fruit Growers' Association, : 

 will Impress the public as being eminently 

 reasonable and in the interests of the public, 

 while not being unfair to the railway com- 

 panies. It is just as fair that railway com- ; 

 panics who have once iced cars should not 

 be held responsible for damage to the fruit 

 carried in tliese cars which is caused by the 

 failure of the fruit grower to load the cars 



