302 
PARK AND CEMETERY. 
little culture when they first climbed 
these precipitous rocks and found shel- 
ter, like animals, in the natural caves 
under the overhanging floor of the mesa. 
These caves were shelters not only from 
the storm of winter and the burning sun 
of summer, but from rapacious human 
enemies as well: for there are evidences 
of determined warfare among the pre- 
historic tribes of our southwest lands. 
But with the generations, perhaps the 
centuries, they made rapid strides. Lad- 
ders were substituted for zigzag trails, 
making their retreats more inaccessible, 
adobe supplemented caves, brick and 
stone succeeded adobe, culture succeeded 
savagery. 
A great mound on the top of the mesa 
which Dr. Fewkes unearthed in the sum- 
mer of 1915 shows that, probably about 
1300 A. D., they had begun to emerge 
from the caves to build upon the surface, 
still a further advance in civilization. It 
is significant that this building is par- 
tially sculptured and architecturally am- 
bitious. It is still more significant that 
it was not a house for temporal needs 
nor a fortress, but religious structure. It 
was a temple to their god, the sun. 
The remains of this advanced civiliza- 
SPECIMENS O 
Editor P.Mnv and Cemetery ; In this 
month’s issue of your paper, in the “Asked 
and Answered” column, I note an inquiry 
of a certain cemetery company who are 
desirous of starting a campaign of adver- 
tising. You are indeed right when you 
say, "The preparing of advertising matter 
is delicate and exacting work, etc.” The 
object in view is to secure inquiries from 
prospective purchasers. When this is ac- 
complished, it allows one the opportunity of 
calling upon the person making such in- 
quiry and laying before him the proposition 
in hand. In order to create these inquiries, 
I had mailed several hundred first-class let- 
ter circulars, such as the enclosed, with 
stamped return post-card. When the in- 
quiry came in, the booklet referred to was 
then delivered in person, which gave the 
representative an opportunity to discuss his 
proposition. While this line of advertising 
answered our purpose, the same results 
might not be obtained by the cemetery re- 
ferred to in your article. — C. H. H., 111. 
Following is the text of the circular re- 
ferred to : 
“VISIT CEMETERY; IT IS A 
BE.AUTIFUL PLACE! 
Perhaps you are not interested in ceme- 
teries ? 
If you are not a plot owner now it will 
interest you to learn about beautiful 
Cemetery. We are now opening up our 
new twenty-acre division, in which every- 
thing is being done to carry out the park 
landscape effect. 
Since its dedication in 1857, a very large 
tion, of quality so greatly beyond its 
neighbors, may be seen and studied by 
all who choose to visit the Mesa Verde 
National Park. It is an experience full 
of interest and pleasure. There are many 
canyons, and many ruins in each canyon. 
There are ruins yet unexplored. There 
are several mounds, like that under which 
Sun Temple was discovered, yet un- 
earthed. The visitor may enter these 
ruins and examine many of the articles 
which were found in them. 
Two herdsmen, Richard and Alfred 
A’etherill, while hunting lost cattle one 
December day in 1888, discovered these 
ruins. Coming to the edge of a small 
canyon, they saw under the overreaching 
cliffs of the opposite side, apparently 
hanging above a great precipice, what 
they thought was a city with towers and 
walls. They were astonished beyond 
measure — and indeed even the expectant 
visitor of today involuntarily exclaims 
over the beauty of the spectacle. 
Later they explored it and called it 
Cliff Palace — an unfortunate name, for it 
was not a palace at all, but a village with 
two hundred rooms for family living and 
with twenty-two kivas, or sacred rooms, 
for worship. Later on they found an- 
F CEMETERY 
number of family plots have been sold. 
Thousands of purchasers living in and ad- 
jacent to have expressed their pref- 
erence for this beautiful cemetery and its 
ideal location by interring therein members 
of their families and reserving burial places 
for future family needs. 
A very large amount of money has al- 
ready been expended on it, and the new 
sections in course of development are now 
being artistically graded and finished with 
walks and drives, and many thousand kinds 
of trees and shrubs have been planted, of 
all sizes and varieties, to produce the re- 
sults which all desire — to make the resting 
place of our dear ones most beautiful. 
PERPETUAL CARE. 
The cemetery already has in the hands 
of trustees an established sinking fund, the 
income from which is to provide for the 
perpetual care of this cemetery. 
WHAT PERPETUAL CARE MEANS. 
A provision for perpetual care guaran- 
tees the following work : Cutting and wa- 
tering the grass; filling graves, keeping 
them level and the plot in good order ; 
top-dressing, fertilizing, resodding or seed- 
ing when necessary ; care and maintenance 
of foundation of any monument or head- 
stone that may be placed on such plot. 
Sixty years of public service is the best 
possible guaranty that its perpetual care 
contracts will be fulfilled by this associa- 
tion. 
Many neglect providing a place of burial 
for themselves or members of their fami- 
other similar community dwelling which 
once sheltered three hundred and fifty 
inhabitants. This they called Spruce 
Tree House because a large spruce tree 
grew near it. These names have re- 
mained. 
Other e.xplorers followed and many 
other ruins were found. This is not the 
place to name or describe them, but it 
may be said that here may be seen the 
oldest and most fully realized civic-cen- 
ter scheme in America. City planning 
of which we hear so much now, as if it 
were a new idea, began in America five 
or six centuries ago under the cliffs of 
the Mesa Verde. 
Antiquities are not the only attractions . 
in the Mesa Verde National Park. Its 
natural beauties should not be over- 
looked. In winter it is wholly inacces- 
sible on account of the deep snows; in 
some months it is dry and parched, but 
in June and July when rains come vege- 
tation is in full bloom, the plants 
flower and the grass grows high in the 
glades; the trees put forth their new 
green leaves. The Mesa Verde is attrac- 
tive in all seasons of the year and full of 
interest for those who love the unusual 
and picturesque of mountain scenery. 
ADVERTISING 
lies until compelled to by death. The pur- 
chase of plots in many instances is often 
forced upon them without opportunity for 
selection, and in many such cases plots are 
hurriedly purchased, the mental strain and 
worry at such times making the proper se- 
lection of a plot impossible. 
The time to provide for a family plot 
is noiv, and not when you absolutely must 
have it. 
We invite you to visit beautiful 
Cemetery. A visit to this evergreen ceme- 
tery, wdth its natural beauties unbroken, 
will convince you that it is the most highly 
developed and beautiful cemetery in the 
county. 
We will be pleased to give you further 
particulars upon application, and if you 
will mail the enclosed postal card it will 
give us pleasure in sending you our pic- 
turesque booklet, showing the beauties of 
this cemetery and the adjacent divisions 
now being opened and developed.” 
Following is the text of a well-prepared 
folder of Mt. Greenwood Cemetery, Chi- 
cago, on perpetual care : 
“If tomorrow you should be called on to 
select a last resting place for some dear 
friend, would you know where to go? The 
question must be faced by every one some 
day. Why not now ? The Mt. Greenwood 
Cemetery Association takes this opportun- 
ity to offer you whatever help, whatever 
advice you may need. 
No neglected lots adjoining your own if 
it’s in Mt. Greenwood Cemetery. Perpetual 
care on all lots. A definite contract printed 
