My personal nomination 
for the most gorgeous rose 
“Pride of Newcastle’’ is Exquisite in the Bud 
See it in color on Front Cover Page 
The illustration in color on front cover 
page gives only a faint idea of the really gor¬ 
geous beauty of this great new garden rose of 
ours. And such exquisite fragrance! There is no 
way to describe it. One flower is sufficient to 
scent a whole room with an odor so delicious 
that words cannot describe it. 
Then again it’s hardy everywhere. In our own 
garden it came through, unharmed, a winter 
temperature of 25 degrees below zero—and 
without the slightest protection too! Some 
record that. Rose lovers in the coldest cli¬ 
mates now can have this beautiful ever-bloom¬ 
ing, crimson rose in all its glory. 
The 
P. J. LYNCH, Owner, 
Heller Bros. Co., and 
introducer of the great 
“Pride of New Castle.” 
“Pride of 
New Castle” 
I’ve ever seen is ... 
Our enthusiasm about this brilliant new garden bush rose is unbounded and for good reasons. 
Imagine a strong, healthy, growing rose bush, 3 to 4 feet high bearing continually, enormous 
flowers, 5 to 7 inches across, on long stiff stems. The immense flowers are full, deep and double— 
as many as 50 petals to a flower—the buds are exquisitely formed, long, pointed and always 
perfect. Foliage large, handsome and healthy. 
Outside of that other great crimson rose, “David O. Dodd,’’ no rose compares to “Pride of 
Newcastle.’’ The color is deep, shining, velvety crimson, and as an added attraction, deep pink 
flowers sometimes are seen on the same bush bearing the glorious crimson flowers—really two 
roses in one. 
This is an American Rose, far better, we think, than any of the European Novelties we have 
seen. So “buy American” and get the most gorgeous rose you have ever seen. Usually new roses 
far inferior to this beauty sell from $2.00 to $5.00 each. Look at these prices! Don’t miss this 
opportunity of securing the best in beauty and low prices too. 
SPECIAL BARGAIN PRICES—POTTED PLANTS, OWN ROOTS—LARGE 2- 
AND 3-YEAR-OLD PLANTS, 65c each; 2 for $1.25; still larger, star size, 
specimen plants, $1.00 each; strong 1-year-old plants, 
25c each; 3 for 60c—all sent postage paid. 
6 
NO CLOSED SEASON FOR PLANTING OUR POTTED ROSES 
