170 



THE (IAKDKN MAGAZINE 



May, 19 18 



It is useless to count 

 on the "weather man" 

 for dividends of rain. 

 You can assure your 

 own rain, at any time, 

 with 



Overhead for Vegetable 

 Gardens 



vomttt 



Systems of Irrigation 



Large 

 Portable 



You can be certain of 

 lawns of rich, green 

 beauty. You can count 

 on productivegardensof 

 vegetables and flowers. 



The very maximums of 

 economy, simplicity 

 and 'efficiency are given 

 byCornellOverhead and 

 Underground Irrigation 

 systems, equipped with 

 the patented, adjust- 

 able Rain Cloud 

 Nozzles. Inexpen- 

 sive in cost of 

 water, time and la- 

 bor. True conserva- 

 tion. Installed at 

 any time. No in- 

 jury to lawn or gar- 

 den. Can be applied 

 to any area, includ- 

 ing portable sprink- 

 ling apparatus. 



Illustrated Booklet Free 



W. G. CORNELL 

 COMPANY 



Plumbing, Heating, 

 Lighting 



45 EAST 17th STREET 

 NEW YORK CITY 



Railway Exchange Bldg.. Chicago 



Munsey Bldg.. Baltimore 

 334 Shawmut Ave.. Boston 



Leader News Bldg.. Cleveland 

 Commerce Trust Bldg., Kansas City 



923-1 2th St.. N. W„ Washington 

 86 Park Place. Newark 



cA LETTER^ 

 TO THE READERS 



From the Advertising Department 



Explaining the policy that guides our efforts in 

 building a more helpful advertising section for you 



1"~^URING the past year, it has been one of the many pleasures that come to 

 •*-^ us through letters from our readers, to have our advertising pages compli- 

 mented for their constant interest and helpfulness. 



Now that we are at the top of the wave of garden activity for the greatest 

 year in American gardening, we are going to take a few moments of your time 

 to tell our plans and policies for building these pages of advertising in the 

 Garden Magazine, and to suggest lines of future development of their service- 

 ability to you — at the same time calling upon you for assistance in reaching this 

 ambition, for our mutual gain. 



First, the Garden Magazine, from cover to cover is built solely for the 

 reader. Our whole aim, at all times, is to give you each month the information 

 and the suggestions that are timely, helpful, and authoritative. 



It is unusual for the advertising department of a magazine to call its 

 readers into conference on its plans, but we believe that the very intimacy and 

 mutual enthusiasm for gardening that exists among us all — reader, advertiser, 

 and publisher alike — calls for an understanding of our ideals for the further 

 development of gardening in America. 



As the Garden Magazine holds the position of leadership among publica- 

 tions in this country in its field, and is the only one of National circulation treat- 

 ing gardening as its only interest, we believe it is safe to say that this maga- 

 zine represents American horticulture more sincerely than does any other pub- 

 lication. 



Built for the reader — and for the furtherance of horticulture in this coun- 

 try — gardening in all its phases — it is natural that the superstructure should 

 rest on a foundation stone of service, for service is the basis on which any pub- 

 lication or business must build to deserve success — and only in proportion to 

 the service it renders does it gain success. 



The advertisers in these pages month after month, represent the com- 

 mercial side of horticulture in this country. 



You, good reader, are one of the people upon whom the development of 

 gardening and horticulture in this country depends — while we, as publishers of 

 the Garden Magazine, have the enjoyable occupation of furnishing a medium for 

 the spread of horticultural knowledge — a vehicle by which, with your permis- 

 sion and interest, we are enabled to carry the news of reliable firms who supply 

 the means for the furtherance of your gardening ambitions. 



We aim to work out the policy that the advertising pages are import- 

 ant and helpful to you in such degree as they are of service to you; the 

 accomplishment of that purpose depends upon the understanding our adver- 

 tisers have of what you wish to see in these pages, and the ability with which 

 they make their announcements interesting to you. 



In the past two years, we have been writing for the assistance of our 

 advertisers, a Garden Magazine Bulletin (more recently named "Horticultural 

 Advertising"). In this we have endeavored to interpret to our advertisers the 

 wants and needs of many thousands like you. 



The changes you have noticed in the appearance and quality of the 

 advertisements is in part due, we believe, to the better understanding these 

 firms have of the kind of information you want. And, of course, the kind that 

 proves profitable to them — for in the long run their profit depends wholly upon 

 their ability to serve you. 



Now, without going into further detail at this time, do you not see the 

 relation that has sprung up among us? We are all dependent upon one 

 another for mutual help. 



May we ask you at this time to help us in giving you a group of adver- 

 tisements even more in accord with your needs than those which are now put 

 before you. 



Will you please write to the advertiser, or perhaps better still, write to us, 

 and suggest which advertisements are really helpful to you — and which ones 

 lack qualities that you believe they should contain? 



If you'll do this, we will acquaint advertisers with your desires, and help 

 them to give you more helpful and interesting advertising. You will be bene- 

 fitting yourself as well as every other reader because you will be making the 

 magazine better, and you will receive our sincere appreciation for your kindness. 



Some may say, "Why should I help the advertiser?" The only answer to 

 that is that as you, or we as your publishers, help the advertiser to present the 

 kind of advertising which interests garden enthusiasts, by just so much do we 

 increase the effectiveness of the Garden Magazine and aid the cause of Ameri- 

 can horticulture. 



Will you help? Will you write us — at length and as frankly as we have 

 written you? 



THE ADVERTISING DEPARTMENT 



Address The Advertising Department 



The Garden Magazine 



120 W. 32nd Street, New York 



The Readers' Service will gladly furnish information about Nursery Stock, etc. 



