172 
PARK AND CEMETERY. 
is more adaptable to adverse street con- 
ditions. 
(6) Populus deltoides (var. Carolnii- 
ciisis). (The Carolina Poplar.) 
'I'he Carolina Poplar is generally held in 
bad repute as a street tree because of the 
tendency of its roots to clog sewers and 
water pipes and because the brittle nature 
of its wood makes it liable to injury in 
storms. However, if the tree is kept 
pruned to a small size and formal shape, 
both these objections are largely overcome, 
and its luxuriant green foliage, even un- 
der the most adverse conditions, make it 
very valuable for certain locations. It is 
well adapted for use when pruned in this 
manner on congested business streets 
grown in a restricted tree pit beneath a 
grating. Being a rapid grower and easily 
moved when of fair size, it would be pos- 
sible with this tree to maintain uniform 
tree lines of formally pruned trees on 
streets where few other trees could he 
made to succeed. 
The Shade Tree Commission of Newark 
has used the Poplar treated in this way 
with considerable success. There exists on 
lower Fifth avenue several trees thus 
pruned which are among the most effective 
and successful street trees to be found in 
New York. 
(7) Ailanthus glandulosa (The Tree of 
Heaven) . 
The Ailanthus is even more hardy than 
the Plane, the Gingko or the Poplar and 
requires a minimum of soil and water to 
THE PROBLEM 
How to build up lot sales — how to in- 
terest more people in owning a family 
lot before they actually have use for it — 
is a problem of importance to every ceme- 
tery depending upon lot sales as a source 
of revenue. 
1 he success or failure of a selling propo- 
sition will, in most cases, depend upon the 
intelligence and thoroughness with which a 
purchase is proposed or suggested. Busi- 
ness history abounds with instances of op- 
position overcome, rebuffs reversed, and 
sales made in the face of a well-defined 
and aggressive opposition. 
How is it done? Not often by taking 
the initial “no” as final. Not often by 
merely plugging away at a prospect until 
he is worn out and his patience exhausted. 
In business, salesmen depend a great 
deal on office support — the letters, the fol- 
low-up work, the advertising the house 
does constantly, educating the prospect to 
a broader need of its commodity, keeping 
the salesman's message fresh in his mind, 
deftly undermining any objection or pre- 
conceived notions he may have and paving 
the way for the successful visit that the 
good salesman feels is bound to come. 
The purchase and improvement of 
ground for burial purposes represents an 
ORIENTAL PLANE WITH GUARD IN 
NEW YORK STREET. 
succeed. This tree will grow lu.xuriously 
where no other tree could exist, and this is 
its chief value in any list of street trees. 
In appearance it is fair, the foliage being 
rather coarse and tropical in effect, but 
always of a luxuriant green. The tree 
tends to grow straggly, and has a rather 
OF CEMETERY 
By D. Stuart Webb, Advertising Agent. 
F-Ji (For neneral mailing to 
obtain prospects.) 
August 2), 
Mr. .John Doc, 
827 A. Charles Street, 
lialtimorc, Marplan d. 
Dear Sir: 
They’re coming — we knew they would. 
Many of them remembered — others had 
witnesseil the distressing spectacle of 
their friends, distracted by sorrow, forced 
to buy a lot when they could least afford 
it and afterwards sorry they had nol 
purchased at a better time. 
I.s it possible that you haren't thought 
of these things f Can you expect to es- I 
cape them? 
ire hope you will — we are certain you 
will if you take time by the forelock and 
make your arrangements now t 
ire take just pride in the reposeful 
beauty of “Thornrose” Cemetery — its 
deep cool shadows and the artistic plat- 
ting of its! walks and drives. You will 
find them intensely interesting. 
Our handsome booklet describes some 
of them. May we send you a copy? \ 
Why not come out and see our beau- 
tiful grounds today? I 
Very truly, I 
JOHN JONES, 
Superintendent. 
THE FOURTH OF A SERIES OF LET- 
TERS FOR GENERAL MAILING TO 
LOCATE PROSPECTS. INTENDED FOR 
MULTIGRAPHING WITH NAMES ANT) 
ADDRESSES FILLED IN. 
unsightly appearance in the winter. The 
Ailanthus grows with a pithy center so 
that old trees often become dangerously 
w'eak while still appearing to be in full 
vigor. The habit of the tree can be much 
improved by formal pruning, and when 
used as a street tree should not be al- 
lowed to attain too large a size. The- 
.A.ilanthus is recommended for use espe- 
cially south of Fifty-ninth street, where 
growing conditions are worst. The tree is 
dioecious, and the female form should only 
be used, as the flowers of the male tree 
have a disagreeable odor. It would prob- 
ably be necessary for the city to propagate 
the trees in its own nursery to make cer- 
tain of the sex of the trees used. 
The following additional list is suggested 
as comprising trees which might; under 
the most expert attention, be grow'n suc- 
cessfully on Manhattan streets, but only on 
streets where conditions are most favor- 
able, Such conditions would be found on 
wide streets with generous gravel or grass 
parkings, good depth of soil and where the 
buildings are moderately low and the traf- 
fic light ; 
(1) Quercus rubra (The Red Oak). 
(2) Acer rubrum (The Red Maple). 
(3) Fraxinus americana (The Ameri- 
can or White Ash). 
(4) Ulmus montana. (The Scotch Elm) 
(5) Ulmus americana (The American 
Elm). 
(6) Aesculus hippocastanum (The Horse 
Chestnut). 
ADVERTISING 
investment looking to the sale of lots for 
legitimate return. However, much of an 
engineering, a landscaping or parking 
proposition it may become, its vitality 
harks back to the stimulation and cultiva- 
tion that its selling field receives. 
We’ve got to get the money, and the 
more difficult a product is to sell the more 
thoroughly its selling force should be or- 
ganized, sytematized and equipped to over- 
come the difficulties. Selling cemetery lots 
on unsupported personal work alone is im- 
posing burdens on the lot salesman that a 
straight out-and-out business proposition 
would not tolerate for a moment. 
As a cemetery selling policy, “watchful 
waiting” is good, but what is equally as 
ethical and many times more invigorating 
is the policy of selling lots to people, prior 
to their sorrow, as a safe investment and 
a direct provision against eventual need. 
Naturally, you wouldn’t expect a lot 
salesman to go out and sell every person 
he sees. We can take it for granted he 
will have to see even his most promising 
prospects a number of times — they do in 
other and less difficult lines of selling. 
If we can make a two-cent stamp save 
him a call — if we can make a good form 
letter do . some of the educational work 
