215 
PARK AND CEMETERY . 
Now for Jacksonville, Florida. 
Got there at midnight and with 
difficulty found a room to sleep in, 
so crowded were the hotels with 
northern tourists and folks attending 
the horse races. But we fared all 
right, and next morning found us at 
Evergreen Cemetery. When riding up 
to it I exclaimed to my daughter, 
“Jeannie, you bet there’s a man here!” 
for there was an air of neatness and 
order about- the place, the fences and 
gates were in perfect order and paint- 
ed and everything was ship-shape. 
Then we came upon Mr. Coleman, 
the superintendent. That settled it; 
no longer were we our own masters. 
He owned us, and his good wife 
killed the fatted calf, and we feasted, 
rested, rode and saw. 
The cemetery is a wide stretch of 
level land reclaimed from a long- 
leaved pine forest, and very, very 
CEMETERY L 
Mr. A. M. Ingraham, of the Cross- 
Morton Advertising Co., of Cleveland, 
O., has made something of a specialty 
of advertising difficult and unusual 
propositions and has recently given par- 
ticular attention to advertising ceme- 
teries. He writes us as follows con- 
cerning his plans for cemetery adver- 
tising : 
“As cemetery associations derive their 
profits from the sale of lots, the quick- 
ening of the sales means larger divi- 
dends. An association having an invest- 
ment of $100,000, which was selling lots 
at a rate that would clear out the prop- 
erty in twelve years, began a systematic 
course of advertising and shortened the 
period to seven years. Their annual 
expense, including interest on the in- 
vestment, was about $10,000, and clip- 
A. A. C. S. CO 
The executive committee in charge 
of the arrangements for the annual 
convention of the Association of 
American Cemetery Superintendents 
at Chattanooga,, Tenn., held its first 
meeting in February, and decided on 
Wednesday, October 13, 1910, as the 
opening date for the convention. 
September is likely to be rainy in that 
locality, while October answers very 
nearly to September on the Atlantic 
Coast. A general outline of the pro- 
gram, of papers, etc., and entertain- 
ment was agreed upon: A boat trip 
down the Tennessee River to the 
great Lock and Power dam and the fa- 
mous old Shell Mound, with business 
session and dinner aboard, returning 
sandy. Permanent grass in winter is 
impossible. But when lot owners 
care to go to the expense, perennial 
rye grass is sown in fall; and if 
mown, keeps green over winter to die 
in spring. The ground has been sys- 
tematically platted. Some substantial 
monuments have been erected, and 
there is a complete modern air about 
the place. The tree and shrub growth 
here is practically a duplicate of what 
we noted at Savannah. Oriental 
thujas are extensively used and happy. 
And here I found the finest speci- 
mens of Magnolia fuscata, 9 ft. high, 
broad and dense from crown to 
ground, I ever saw. .The parks, os- 
trich farm, and all around the city 
were part of our program, and a 
beautiful, busy, substantial, and mod- 
ern-appearing city Jacksonville is. At 
night Mr. Coleman delivered us at 
the hotel. And here, by accident, we 
OT SALE BY 
ping five years off from the time re- 
quired for selling the lots meant a clear 
saving of $50,000. 
“The principle upon which I always 
act is the adoption of a simple plan 
with rigid execution. That means, to 
merely lay out the most obvious course 
for selling and then follow the plan 
unvaryingly. A moderate amount of ad- 
vertising done systematically through a 
long period is far more productive of 
results than a splurge. 
“As a suggestion for a plan, the fol- 
lowing may be taken as an example. 
“A carefully prepared series of let- 
ters to stockholders and a letter for 
stockholders to send to their friends. 
Letters to clergymen, nurses, funeral 
directors, attorneys and a general list 
of names, including persons who might 
NVENTION AR 
through the Raccoon Mts., by rail, is 
the sechedule for one day — if the river 
should be navigable on that date. An- 
other feature is a tour ,of the National 
Park and Cemetery and of Lookout 
Mountain, etc. Papers are being ar- 
ranged for and other details. 
The committee is particularly de- 
sirous of getting a strong paper, or 
address on the “Cemetery Beautiful,” 
or some similar title — a paper which 
would bring out the salient features 
of the up-to-date cemetery, as against 
the still alarmingly prevalent notion 
of the “grave yard.” Something of 
this kind would greatly benefit the 
local community, and the new mem- 
bers and visitors who may be in at- 
stumbled upon Mr. Platt, the southern 
representative of the Harrison Gran- 
ite Co., and he showed us marked at- 
tention and the town by moonlight. 
Then Came St. Augustine. 
It is here, as it is in all of the cities 
we stopped at between this and 
Miami in the extreme south of Flor- 
ida, the cemeteries everywhere are 
like common country burying grounds 
anywhere else in the country, except 
the difference in the trees, shrubs and 
other plants that inhabit them. St. 
Augustine is the oldest town in Amer- 
ica and its cemeter yis almost as an- 
cient. It is one of the sights of the 
city, but aside from its historical as- 
- sociation it has little of other inter- 
est in our line. As we travel south- 
ward the vegetation becomes more 
and more tropical and this is the 
main difference between the ceme- 
teries. William Falconer. 
(To be continued.) 
ADVERTISING 
purchase as an investment with a view 
of selling again. 
“Handsomely printed booklets show- 
ing the cemetery entrance, chapel, drives 
and some characteristic monuments 
should be enclosed with the letters from 
time to time. System and persistency 
are the two elements which result in 
success and spasmodic effort is never 
satisfactory. The ability to write fresh 
letters and booklets is the qualification 
to make an advertising campaign for the 
sale of cemetery lots profitable. 
“When competition exists, the ceme- 
tery association or the builders of monu- 
ments, who advertise, are more success- 
ful in the transaction of desirable 
business than competitors who do not 
systematically and judiciously appeal to 
the public. 
RANGEMENTS 
tendance from the south. The care 
of the small cemetery is a practical 
question, and growing with the 
growth of better cemeteries in the 
cities. Then the “Perpetual Care” of 
cemeteries does not seem to be set- 
tled. The value of burial vaults might 
be profitably considered. Nor does 
the committee believe it quite time to 
dismiss the matter of roads and 
drives. Any suggestions along any 
one of these lines will be greatly ap- 
preciated. The members of the com- 
mittee are: Daniel E. Bushnell, For- 
est Hills Cemetery, Chattanooga, 
Tenn. Dr. R. N. Kesterson, Knox- 
ville, Tenn.; and John R. Hooper, 
Richmond, Va. 
