407 
PARK AND CEMETERY . 
MORE GOOD ADVERTISING of the MODERN CEMETERY 
\\'hether it be the decline of sentiment 
as some believe, or the advance of good 
business sense, as is urged with equal 
reason by others, the fact becomes in- 
creasingly evident that the industries 
and institutions having to do with the 
disposal of the dead have begun to ad- 
vertise. The monument dealer has in 
sporadic instances made creditable ef- ■ 
forts toward real advertising, and it is 
only a lack of knowledge of how to do 
it that prevents him from making prog- 
ress that would put him in the class 
of other merchants of the same finan- 
cial standing in other lines of husiness. 
The undertaker is just beginning to 
feel the effects of what he is pleased 
to call his commercializing. There are 
sporadic advertising undertakers, but 
their efforts are with scarcely an e.xcep- 
tion, crude and in many cases offensive 
to refined taste. The average under- 
taker still rebels against the use of ad- 
vertising, but some of the better in- 
formed are beginning to feel that if ad- 
vertising could be done decently they 
would like to do it. This is but an- 
other way or saying that they have not 
yet learned how to do it. 
Thus far the cemetery has led the 
other two conspicuously in the art of 
intelligent advertising. We have pointed 
out in these pages some striking exam- 
ples of good cemetery publicity such as 
the street car and newspaper advertising 
of two Chicago cemeteries and some 
well planned booklets and other litera- 
ture from eastern cemeteries. 
Mount Tamalpais Cemetery, San 
Rafael, Cal., is now conducting an ad- 
vertising campaign that in some re- 
spects is in advance of anything yet 
done in this line. 
They have perfected a very carefully 
prepared - and systematic scheme of 
newspaper display advertisements, read- 
ing notices and special booklets. Their 
display advertisements include a long 
series of different ads four inches 
double-column in size, and all executed 
in the style of the three shown on p. 
409 in greatly reduced form. They 
are all that good advertising should be. 
They are specially lettered, and dis- 
played so strongly that no one who sees 
the page can help but read. The argu- 
ments are definite, clear cut, and boiled 
down to a single sentence that can hard- 
ly fail to impress the most casual reader. 
The distinctive decorations and typog- 
raphy will distinguish them from any 
other advertising and must inevitably 
fix both the cemetery’s name and the 
ideas of modern management firmly in 
the minds of all who give them any 
attention. The text of some of the 
other advertisements, displayed in the 
same attractive form, is as follows, each 
paragraph being a separate advertise- 
ment : 
WHERE SHALL THEY REST? Select 
your cemeterj'’ plot where you have absolute 
assurance of perpetual care — secure from the 
encroachments of the growing city. 
IT IS EASY TO PURCHASE A PLOT in 
this ideal burial park. A small deposit is 
all that is required. 
UNDER THE MODERN PARK LAWN 
SYSTEM providing perpetual care. 
A REAL ESTATE DEED is issued free 
with every plot sold in this beautiful burial 
park. 
OUR RECORDS are modern and are kept 
in duplicate in the city and cemetery of- 
fices. 
PERPETUAL CARE OP YOUR PLOT Is 
guaranteed and included in the purchase 
price. 
“RURAL BEAUTY 
MIRRORED IN THE 
CRYSTAL OF THE 
LAKE.” 
HANDSOME CEMETERY 
ADVERTISING BOOK. 
The matter in the two decora- 
tive borders and illustrations here 
and on the next page shows 
fac-similes of two opposite pages 
of a handsome twelve-page adver- 
tising book recently issued by 
Mount Tamalpais Cemetery, San 
Rafael, Cal. The left hand page 
throughout the book bears a deco- 
rative illustration and border and 
an appropriate quotation just as 
shown on this page. The right 
hand page is given to one or two 
half tones made the proper size 
to exactly fill the space in the 
same kind of a decorative border, 
as shown on the opposite page. 
The space occupied by this type 
is given to a running description 
of the grounds and general infor- 
mation set in type like this. 
Each one of these decorative 
pages bears a different picture 
and a quotation appropriate to it. 
All are just as artistically drawn 
and as striking as the one shown. 
The half tones are of the finest 
quality and are perfectly printed 
on the finest enameled paper. 
They are in every case selected 
to show beautiful landscape 
pictures as well as fine views of 
the grounds. The cover is of pure 
white, roughly surfaced paper, 
with the title embossed in well 
executed lettering in a delicate 
gray ink. The book shows good 
taste and the best of printing and 
illustrating throughout. 
FAC-SIMILE OF PAGE OF MOUNT TAMALPAIS CEMETERY BOOK. 
