409 
PARK AND CEMETERY 
A PKIVILEGE AND A DUTY. 
There was a time when life insurance was 
considered immoral; when wives looked up- 
on it as blood money and refused to sanc- 
tion the insurance of their husbands. That 
day has long since passed away and all civi- 
lized people consider life insurance a duty, 
while the fully enlightened look upon it as 
a privilege to be permitted thus to protect 
those .who are near and dear to them. 
pose for which it is maintained. Plots of all 
sizes are provided, and may be purchased for 
reasonable prices, and on terms if desired. 
In calling attention to the advisability of 
purchasing a plot before actually required, 
we recognize the delicacy of our position, 
yet we are confident that this is a matter 
which may be considered with all propriety, 
and that those principles of enlightened com- 
mon sense, which compel the recognition of 
standing, by the clergy. Yet even in their 
ranks are those who admit that the day Is 
not far distant when advertising will be 
be the rule rather than the exception. And 
this is as it should be. Why should superior 
skill, of inestimable value to mankind, be 
denied publicity through prejudice? 
Believing, them that anything which is 
of advantage to others may properly be ad- 
vertised, we have set forth in advertise- 
It is bul'^sdom 
to select a plot before 
absolute necessity 
compels one to 
do so. 
Send for Handsome _ 
Illu^ra.ted BooKle^ 
Gtj/ Office, 713 Fourth St ?honeSJ?.4836 
Cemel^y Office. ■PhoncSR. 260 i 
A Place of Peace 
^ (f&re ^en lawns and maiy 
trees delight the Qe and 
afford pleasant mem- 
ories of the last lesbi^ 
place of the 
departed. 
Send for Handsome , 
Ilhistrated BooKlot 
CiUi Office. 713 Fourth 5t Thone 5^.4830 
Cemeterjj Office. "PhoncS.R 2601 
MOUNT TAMALPAIS CEMETERr.lH MOUNT TAMALPAIS CEMETERY. 
SAN RAFAEL. CALIFORNIA. 
SAN RAFAEL. CALIFORNIA. 
California^ 
most beautiful 
rural burial , 
psurfe-. 
Send fiM-Handsome _ 
Illustrated BooKlet 
Olu Office. 713 Fourth SLThooe SS f 838 
Cemertery Office. 'PhOfic5R260i 
MOUNT TAMALPAIS CEMETERY. 
SAN RAFAiL. CALIFURNIA. 
THREE NEWSPAPER ADVERTISEMENTS OF MOUNT TAMALPAIS CEMETERY, SA'N RAFAEL, CAL. 
The originals were 4x4 inches in size. 
There is another duty, another privilege, 
which every head of a family should recog- 
nize, and which an increasing number do 
recognize; the purchase of a cemetery plot be- 
fore the actual necessity for its use occurs. 
Considering the question calmly and before 
the day of sorrow comes, with its mental and 
financial burdens, to dull the nice discrim- 
ination which should govern selection, it 
cannot but be admitted that the possession 
of a well-kept, lawn-covered plot in a ceme- 
tery which has been chosen with care, must 
free the mind of much anxiety when death 
comes to those for whom it is our duty and 
privilege to provide their last resting place. 
One does not consider such a purchase as 
a burden when the necessity arrives. The 
purchase and care of a cemetery plot is one 
of the last acts of respect and love which 
can be rendered to the departed. Why, 
then, should it be delayed until it becomes, 
perforce, a hurried transaction, performed 
under the stress of sorrow? Is it not far 
better to provide betimes for the inevitable, 
when by so doing one can give more careful 
consideration ? 
MOUNT TAMALPAIS CEMETERY is con- 
ducted on the modern lawn-park system 
with all possible regard for the sacred pur- 
the true beneficence of life insurance, may 
be applied with equal force to the purchase 
of a cemetery plot. 
A liand.somely printed and illustrated 
l)ooklet recently issued by this cemetery 
is illustrated and discussed separately 
on these pages. 
This advertising is being- done under 
the directioir of Mr. E. B. BuBois, Comp- 
troller of the Cemetery Company, who 
is a thorough believer in advertising 
and other modern business methods for 
the cemetery. Mr. DuBois expresses 
the ideas and policies of the company 
on this question as follows in a recent 
letter to Park and Cemetery ; 
In the matter of advertising there have 
been and yet are certain professions and 
commodities public mention of which is con- 
sidered unethical, bad form, inexpedient. 
Such is the ground taken by most of the 
medical profession, by dentists of high 
ments and reading notices, attractively writ- 
ten, some copies of which are enclosed, the 
advantage of purchasing a plat before ab- 
solute necessity compels, and telling what 
is offered to the intending purchaser. 
Judicious advertising is no longer an ex- 
periment, but is a business investment, 
which, if properly carried on, and if backed 
by real advantages set forth in the adver- 
tisements, satisfactory results are positive. 
The only advertiser whose advertising is 
an expense, is the one who does it wrong. 
The quitter who dabbles in advertising, and 
who does not advertise judiciously and con- 
tinuously, may pay expenses but will never 
turn public opinion, or create a public de- 
sire, that did not exist previous to such ad- 
vertising. 
We have been advertising too short a pe- 
riod to be enabled to state the exact re- 
sults, but as we have a special advertising 
account, and are endeavoring to check 
up the results, w'e may be able to furnish 
you some interesting information within a 
year. As our grounds are still undergoing 
considerable change, our advertising is really 
ahead of the game, but results so far are 
satisfactory. 
LITIGATION OVER MAUSOLEUM ROOF PATENT 
Another court decision which recalls in some respects 
the famous Lockwood litigation, was recently handed 
down by Judge C. M. Hough, of the Circuit Court for the 
Southern District of New York, and serves to give an- 
other instance of how difficult it is to sustain a patent on 
any feature of monumental design or construction. The 
suit was brought by the C. E. Tayntor Granite Co., of 
New York City, against Henry K. Goetchius, for infringe- 
ment of his patent No. 722,392, for a mausoleum roof con- 
struction in which the side roof stones have ribs along 
their inner top edges and a central roof stone having lips 
along its opposite side edges is fitted to overlap the ribs 
upon the side roof stones. The structure was erected in 
a Westchester county, N. Y., cemetery. 
We quote as follows from the decision of the judge; 
“In my opinion that invention asserted to reside in this patent 
consists solely in so cutting away the major portion of the ex- 
posed surface of the two side roof stones as to leave a rib of 
ridge along its upper outer edge, and then resting the capstone 
lips upon said ridges of ribs instead of upon the plane surface 
of the roof stones. This construction elevates the exposed line 
of joinder between capstone and roof stones above the general 
level of the sloping roof by Just as much as the roof stones are 
cut away to form said ribs or ridges — in practice from % of an inch 
to 1^/4 inches. 
To me there appear two reasons why this suit should be dis- 
missed: First, because the patent, in view of the prior art, dis- 
closes no patentable novelty (assuming that invention resides 
therein), and second, because these defendants are not liable for 
whatever infringement took place. 
Two burial vaults or mausoleums, whose erection and disclosure 
to public view antedate Tayntoris application have been shown, 
wherein three-stone roofs were used with the upper surface of 
the side roof stones cut away so as to leave lips or ridges on 
their inner edges, in conjunction with a capstone formed with 
lips resting on the ribs or ridges aforesaid. (Black & Peigenspan.) 
On the second point mentioned I am of the opinion that the 
proofs show that the executors of Goetchius did not build this 
mausoleum. They did not own it, nor does the estate of Mr. Goet- 
chius own it. Neither of the defendants nor any of them made any 
contract, or did any act in respect of the mausoleum in his capacity 
as executor. 
Since, therefore, the defendan.ts did not put it up, do not 
i9wn it. cannot remove it, and have very obviously made no 
profit therefrom, and never will make any profit therefrom, I 
do not think that a bill in equity will lie. The bill is dismissed 
without costs.” 
