1 98 
JOHN W. KELLEIi AND D. HOWELL 
AT RIGHT, framing UP A PLOT 
AGAINST SOMEBODY. 
ence, or art, or whatever one may choose to call 
it, of comparatively recent origin. 
Of course “advertising” as a mere process for 
the exploitation of wares, has been a more or less 
intluential feature of business for many years. 
But tile true force of advertising — as a factor not 
only in the creation of desire for tlie possession of 
things and of confidence in those things, but as 
the most powerful factor in the shaping of public 
opinion, the establishing of good will and prestige, 
and the swaying of the national consciousness, 
whether in relation to puldic utilities, political 
movements, ordinary merchandising or the eleva- 
tion of industries of all classes — has but recentbv 
become a recognized and appreciated element in 
the minds of those who read and who are con- 
trolled to a degree by that which they read. 
That you gentlemen represent an industry of 
primary importance cannot be denied — and that it 
is doubly important because of its practical and 
sentimental <iualities is, 1 believe, a fact to be 
recognized withcait dispute or controversy. And 
that your industry, outside the realm of advertising 
though it may be considered — is susceptible to the 
same influence which shapes the habits and tastes 
of people throughout the civilized world, is a state- 
ment not to be disputed. 
Dignifled advertising is doing much for the mod- 
ern cemetery because advertising in its broadest 
sense is influencing both the dealer in memorials 
and the people who buy them. It is creating a 
more artistic atmosphere around the cemetery — 
stimulating mere desires for the harmonious and 
the beautiful — fostering that pride which dealer and 
ultimate buyer ought to have in the finished prod- 
uct — giving everyone interested a greater appre- 
ciation of values all along the line. 
The superintendent of the modern cemetery can 
well afford to be in sympathy with good adver- 
tising — and, in fact, should be enthusiastic about 
it — because it is undoubtedly helping to make each 
cemetery a better one. 
Another advantage in connection with dignified 
advertising as applied to this industry is that it 
gives a practical touch to a subject that has been 
considered one to be postponed as long as possible 
and, when finally taken uj) at all, handled in a 
more or less indifferent way. One of the principal 
purposes of the memorial advertising with which 
my company has had more or less to do — that per- 
taining to Barre granite — has been to drive home 
the fact that the erecting of monuments, mauso- 
leums. etc., is a present-day duty rather than one 
to be left to the uncertain future. 
Of course such work as this, done by good adver- 
tising, is resulting in better cemetery conditions 
everywhere, and it is a matter of record in many 
localities that this api)eal for proper attention to 
the erection of memorials on the part of heads 
of families, even before burial places are needed, is 
having visible and definite results. 
Good advertising is also resulting in a more 
general desire for better types of memorials, and 
this is working to the advantage of both the ceme- 
tery and the retail dealer. Showing the most de- 
sirable monumental types in advertisements un- 
questionably has the effect of increasing public 
appreciation of such types. The dealer, who in 
most cases is only too glad to meet the customer 
P A R K AND CEMETERY 
more than half way in iroviding these better memo- 
rials, wins the co-operation of the cemetery super- 
intendent in this work of improving conditions, and 
so a chain of wholesome results is traceable to 
the printed word and the attractive illustratkn 
appearing in publications that command the con- 
fidence of the people. 
The tendency of all good advertising is upward. 
It is essentially constructive. It has been a most 
important factor in the sale of luxuries, conveni- 
euces and comforts of all kinds, and there is no 
i ne here w’ho will deny that it has exerted a most 
powerful influence over the customs and habits of 
all. That same force is at work today for the 
modern cemetery — creating desires for better memo- 
rials, stimulating the trade to greater efforts, in- 
spiring the manufacturers and the qiiarriers them- 
selves to finer achievements in the conduct of this 
splendid industry. For advertising is not gocd ad- 
vertising unless the authors of it live up to it, 
and if there is any trade influence that compels 
the producer to adhere to certain principles and 
standards it is advertising. 
For advertising is a declaration of principles. 
It constitutes a series of messages which, once 
turned loose, cannot be recalled. It fixes a mark, 
and the business must come up to that mark or 
the advertising rei)resents a' loss. All of this, of 
course, helps the cemetery. All of this constitutes 
an influence which the superintendent will do well 
to appreciate, and which, I venture to say, you 
men do appreciate to the fullest extent. 
The cemetery has ceased to be regarded as a 
mere depository for the dead. Rather, it is now a 
place of beauty where architecture and building 
skill and landscape gardening go hand in hand 
with Nature for the achievement of Art. Good 
advertising in this class must be artistic, and when 
it is artistic it is simply increasing the desire of 
the pubic for the artistic and appreciation of it. 
The memorial advertising with which we have 
to do has such aims and purposes. It is designed 
for your good as well as the good of dealer, 
manufacturer and quarrler. For just as succe^-’s 
in any line feeds upon .success, so the results real- 
ized by the producers and distributors of these 
materials which help to make cemeteries beautiful 
are going to depend upon the results yon super- 
intendents realize in the growing attractiveness of 
your properties. It is a mutual proposition, through 
and through, and my hope is that you may appre- 
ciate it as such and work with it as far as lies 
within your power. 
Frederick Green of Cleveland was un- 
alile to be present, but his paper entitled, 
“The Ideal Cemetery,” was read by the 
secretary. 
THE IDEAL CEMETERY. 
By Frederick Green. 
In five, ten, fifteen, twenty or more years, when 
the insanity incident to a world’s war shall have 
passed from the minds of men, and they shall 
again turn to the pleasures of peaceful pursuits, 
the creation of the ideal cemetery will again be- 
come a possibility. 
THREE BUSY MEN. 
Left to light: W. B. Jones, W. D. McDon- 
ald, President Barre Manufacturers’ Assn., 
and Geo. M. Painter. 
LOADING THE CARS IN FRONT OF 
HOTEL BAItRE FOR TRIP TO 
GRANITE PLANTS. 
The ideal cemetery can never^ endure for any 
length of time on any higher plane than the Ideals 
of the people of the community where it is lo- 
cated. 
It cannot he created by riches alone. It will 
never be possible for any rich man, or group of 
rich men, to order the building of a beautiful 
cemetery as they would the building of a house. 
It can only be built by the co-ordinate labor 
of m.any minds and many hands with an enduring 
and flexible leadership; it must be as nearly per- 
fect in all the details of all of its departments 
as the best minds in the country can make it. 
To this end provision must be made whereby a 
constant stream of now blood, with its accom- 
paniment of new ideas, will flow into its organi- 
zation at all points, and to accomplish this, it is 
absolutely imperative that throughout the entire 
organization, from its president down to its hum- 
blest workman, the exact time of the permanent 
retirement of each should be known in advance 
and come to eacli as an honor won and financial 
success attained, at least to an extent to free the 
mind from that great curse of our modern civiliza- 
tion, viz., the fear engendered by the thought of 
abject poverty. 
To be a cemetery superintendent looks easy 
from tbe outside, but it is only after one has been 
in the work for a considerable length of time that 
he comes to realize how difficult the task really 
is. The realization of these difl3culties is very 
likely to dampen a man’s ardor to such an extent 
that he gives up, and is content to become merely 
a foreman to carry out plans formulated by others 
of greater egoism, or he quits his job. 
In past years the narrow, selfish view of allied 
commercial interests has done much to retard the 
development of the ideal cemetery, but now it is 
most encouraging to note the broader unselfish view 
which has come with the development of the larger 
units now controlling some of these allied in- 
terests. 
In Cleveland we have been fortunate in that a 
spirit of co-operation and civic pride has support- 
ed and will continue to support the cemetery work 
and we have found strong men willing to devote 
their time and energy to it. 
As eternal vigilance is the price of liberty, we 
cemetery men must never forget that “eternal 
vigilance” and ‘“eternal hard work” is the price 
of tlie Ideal cemetery. 
“Relations of the Probate Court to the 
Cemetery,’’ was the subject discussed by 
Judge Frank J. Martin of Barre. This 
will appear in a later issue of Park and 
Cemetery. 
Wednesday was certainly a big day. 
Nearly seventy automobiles furnished by 
Barre citizens were drawn up in line near 
Hotel Barre at 8 o’clock in the morning 
and a jolly holiday party set off for the 
45-mile ride through the heart of the 
