137 
PARK AND CEMETERY. 
Qhica^o*s 
Most Beautiful 
Park 
FIRST OF SERIES OF STREET CAR ADS. OF MOUNT NOPE CEMETERY, CHICAGO. 
instrumental in making even one man real- 
ize this and provide for it by purchasing 
a lot in the cemetery advertised or any 
other, they will have accomplished more 
for the good of humanity than a doz?n 
hypercritical individuals. I speak advised- 
ly, for I have seen numerous cases where 
undertakers have leaped ill-gotten gain by 
selling lots and gi’aves at high price? to 
bereaved persons ‘when the crape is on the 
door.’ Long live the yellow signs, say I, 
and much good may they do — and they 
will." 
These headlines are an example of 
a good point unintelligently handled. 
It is eminently reasonable to argue 
the advisability of purchasing a lot 
before it is needed, but this argument 
may not be urged except to those who 
have signified a willingness to hear. 
Still less may it be shouted from a 
billboard. And this touches- one of 
the inherent disadvantages of the bill- 
board for cemetery advertising. Its 
appeal is a shout, and therefore inap- 
propriate; it is fired indiscriminately 
at the flying public, offering no chance 
for connected argument, educative 
reasoning, or the presentation of a 
beautiful picture, all important feat- 
ures of cemetery advertising. The ex- 
clamatory “Uneeda” form of advertis- 
ing is to be strictly shunned. More- 
over, billboards, in popular disfavor as 
defacers of natural scenery, are now 
vigorously combatted by civic im- 
provement workers, and it ill becomes 
an exponent of natural beauty to use 
them. 
The newspaper is a form of local ad- 
vertising that has been successfully 
used in promoting new cemeteries, and 
in at least one case an advertisement 
for direct sales with a coupon at- 
tached has brought results. The ad- 
vertisement of the New Mount Hope 
Cemetery Association of Champaign, 
111., reproduced herewith, occupied 
nearly a half page in the Champaign 
Daily News and Mr. Frank J. Web- 
ster, president of the association, 
writes that it was very satisfactory in 
stimulating a sale of lots. Many peo- 
ple purchased lots at the office before 
looking at the ground, and were al- 
lowed to select their locations later 
when the grounds were in good shape. 
The text is a well written exposition 
of the essential points in modern cem- 
etery management on which the public 
needs information, and will bear plose 
study. 
Illustrated descriptive matter, which 
appears from time to time in local 
On beautiful high rolling ground. 
Safe from disturbance by the city’s growth. 
Two of many advantages of MOUNT HOPE 
Qhica^o’s 
Most Beautiful Park 
CEMETERY 
Area, 305 Acres. 
Inspection cordially invited. 
A LATER CAR CARD IN SERIES USED BY MOUNT HOPE. 
