The Florists^ Review 



I)ECEMl!Klt 21, 1!M 



A Greenhouse Construction 

 of Everlasting Lastingness 



First Cost 



r'S not what a thing actually costs at the start that 

 is its real cost. It is what it costs at the start, 

 combined with what it continues to costyou. That's 

 the only safe and sound way to tigure comparative costs 

 of our house of Everlasting Lastingness with any other 

 construction. 



What a house continues to cost you, is of two kinds. 



1. The continued cost of repairs. 



2. The continued cost of the cost of less stock pro- 

 duced, and poorer quality of stock grown. A cost loss in 

 both quantity and quality. 



To consider only the first cost and ignore the continued 

 cost, is only figuring half way. 



Erection Cost 



The erection cost of our Iron Frame house is less than 

 for the Semi-iron, so what you save in cost of materials 

 on one you come close to making up on erection saving on 

 the other. 



The fact that so much of our Iron Frame is assembled 

 and hot-riveted or bolted together at our factories gives a 

 decided erection speed advantage over other constructions 

 of similar type. 



^ Protection 



It makes absolutely no difference what type of con- 

 struction you put up, the cost of the benches, ventilating 

 apparatus, heating system, glass, putty, paint stock, the 

 glazing and the painting will cost exactly the same in one 

 house as the other. 



These thiogs are fixed costs. 



This being so. it is only the logical thing to spend a 

 few dollars more and get a frame of Everlasting Lasting- 

 ness, that will protect these fixed costs and make their 

 expenditure a permanent investment. 



That is exactly what the Lord & Burnham Iron Frame 

 construction does. 



Productiveness 



The telling test of a house is not/i 

 a plant house, but its yield in roses, 

 final test. A house, then, that will 

 quantity an^highest (luality of roses 

 duce practically anything. 



A prominent grower, who has a 

 half-dozen or so of our wide Iron- 

 framers, says: " If you want to 

 aet top-notch prices, build top- 

 notch houses, that will grow top- 

 notch stock. Some houses may 

 produce top-notch some of the 

 time. What the grower wants is 

 a house that will do it most of 

 the time." 



The fact that 75 "^i of the prize 

 winnings in the big shows are 

 won with stock grown in our 

 houses tells its own story of their 

 superior productiveness. 



ts productiveness as 



That's the actual 



produce the greatest 



can be made to pro- 



Col 



umns 



We can build you an Iron Frame house as wide as 7,S 

 feet, and use only two columns. This we accomplish 

 without any elaborately involved system of truss-stiffen- 

 ing of the frame. 



For those, however, who prefer more columns we will 

 gladly use them. But our houses up to 7<S feet are abun- 

 dantly strong with but two. For a time we extensively 

 used double angle iron columns, but the pipe column is 

 now a part of our standard construction. It is easy to 

 keep painted, and in most cases is sufficiently strong. 



Rigidity 



Loosening of glass tells of lack of rigidity. The fact 

 that our houses "stay tight" year after year lells its 

 own story of right glazing methods and entire frame 

 rigidity. 



Wide Rafter Spacing 



Some' itime? before anyone else had even started to 

 work out a construction with wide rafter spacing, we had 

 erected two big houses, using a spacing of eight sixteen- 

 inch lights of glass between rafters, instead of six. It 

 was a decided success— so much so that we have erected 

 for the same company eight other additional houses. 



Not until two years after this radical improvement 

 did we advertise the fact of a wide-spaced construction. 

 In those two years we were systematically making close 

 observations, based on which we worked out a construc- 

 tion that went still a step farther. The present nine- 

 light spacing, or 12 feet (5 inches between rafters, is the 

 result. 



It greatly reduces the number of rafters and columns 

 over the old six-light spacing, making one of the lightest, 

 prettiest houses you ever set foot in. 



It's the model construction of today. 



Expert 



The 60-foot Iron Frame house of Ever- 

 lasting Lastingness erected for W. J. 

 Chaplin, St. Catharines, Ontario. 



Tw4 gfitiniham(o. 



Builders of Greenhouses and Conservatories 



Advice 



Remember that at all times 

 you are welcome to the consulting: 

 advice of our construction experts. 

 It is a service we urge you to take 

 advantage of. If you are ready tt 

 talk over building possibilities, 

 say when and where and we'll bt 

 there. 



NEW YORK 

 42d Street Bldg. 



BOSTON 

 Tremont Bldg. 



SALES 



PHILADELPHIA 

 Wldener Bldg. 



TORONTO 

 Royal Bank Bldg. 



omcES 



CHICAGO 

 Rookery Bldg. 



MONTREAL 

 Transportation Bldg. 



ROCHESTER 

 Granite Bldg. 



CLEVELAND 

 Swetland Bldg. 



^ 

 ^ 



mi 





m 



FACTORIES: Irvlngton, N. T. Des Plalnes, 111. 



