158 
THE NA'JTONAL NURSERYMAN 
Sherman Nursery Co., Charles City, Iowa . 
Simpson & Sons, H. M., Vincennes, Ind. 
Smith Co., W. & T., Geneva, New York. 
Sonderegger Nurseries, Beatrice, Nebraska .... 
Stark Brothers, Louisiana, Missouri . 
Stein, Geo. E., Wrightsville, Penna. .. 
Storrs & Harrison Co., Painesville, Ohio . 
Swain Nelson & Sons Co., Chicago, Ill. 
Swan River Nurseries, Patchogue, N. Y. 
Texas Nursery Co., Sherman, Texas . 
Thomas & Son, Jos. W., Kingof-Prussia, Penna. 
Thurlow’s Sons, T. C., West Newbury, Mass. 
Tolleson Nur. Co., Lake City, Minn. 
Uecke, Robert C., Harvard, Ill. 
U. S. Nursery Co., Roseacres, Miss. 
Vanicek, V. A., Newport, Rhode Island . 
Van Lindley Nursery Co., J., Pomona, N. C. 
Waxahachie Nur. Co., Waxahachie, Texas . 
Weber & Sons Nursery Co., H. J., Nursery, Mo. ., 
Wedge Nur. Co., Albert Lea, Minn. 
Welch, E. S., Shenandoah, Iowa . 
Westover Nursery Co., Clayton, Missouri .. 
Willis & Co., A., Ottawa, Kansas . 
Will & Company, Oscar H., Bismarck, S. D. 
Williams, Miss Rose, Newark, New York.. 
Wohlert, A. E., Narberth, Penna.. 
Wright, George B., Chelmsford, Mass.. 
Amt. per Year 
for five Years 
. 150.00 
. 20.00 
. 250.00 
. 50.00 
. 250.00 
. 5.00 
. 150.00 
. 50.00 
. 35.00 
. 250.00 
. 25.00 
. 100.00 
. 25.00 
. 10.00 
. 100.00 
. 100.00 
. 250.00 
. 100.00 
. 50.00 
. 150.00 
. 250.00 
. 50.00 
. 50.00 
. 25.00 
. 10.00 
. 25.00 
. 25.00 
oirianization foh mauket 
DEVELOPMENT 
NTii’SpryiiHMi are iioL Ihe only Inisiness men inlerestetl 
in (l(‘veloj)in^^ lln; nursery trade. There are others, sucli 
as prodneers of our reciuisites and espeeially publishers, 
wlio alri'ady are aeeustoined to the idea that a husiness 
of any kind must lie built on service. 
In the natural course of their intent to he of service to 
us as Nurserymen, they have made helpful suggestions. 
The following—prciiared for a group of Western Nur- 
S(‘rymen last winter—is of unquestioned value to all 
Nurserymen. It jioints out the experience of other in¬ 
dustries of associations of husinessmen. These men were 
liioiuMU'S in a great new country. Their experience should 
he a guide for us. They broke into a new field and won 
out. The same untried and untilted fields lie fallow to us. 
Nurserytnen, please take note:— 
NATIONAL EDUCATIONAL PROPAGANDA NEEDED 
“The nurserymen themselves have been talking for some 
years about a national advertising campaign to be carried on by 
the American Association of Nurserymen. You have a convic¬ 
tion, no doubt, that the great work needed to build up a larger 
demand for nursery stock is educational or missionary work 
which will mold public opinion and create new desires for the 
trees and plants that you are producing or the things that these 
trees and plants will themselves produce. 
Each of you realizes that individually you cannot afford to do 
this missionary work. You know that when you spend money 
for educational work to mold public opinion, all of the other nur¬ 
serymen in the territory you influence will profit by your work 
just as much as you will. If you represent one of a hundred 
different nurserymen in your territory, then you will get about 
one one-hundredth of the result from such educational work. So 
you have a right to look at the proposition from a selfish stand 
point and to conclude that you must spend your money for 
immediate results, ninety percent of which may come to you 
direct. None of you can afford to spend your money in work 
that will benefit your competitors as much as it will yoR. 
Now, this brings us to the proposition that if all of the nurs¬ 
erymen would chip in together to support a campaign of educa¬ 
tion which will create new desires on the part of the public for 
your stock, then since you will all participate in the results you 
can afford to do it. You can subscribe to such work in propor¬ 
tion to the amount of business you are doing. Anything that 
will increase the general demand for nursery stock and enable 
you to sell out clean and get good prices is certainly well worth 
your attention. 
IS A WORK FOR THE ASSOCIATION 
This idea is not new either. The proposition that your associ 
ation should put on a national campaign of advertising has been 
discussed for several years. It was thought by a good many and 
even by your president, I think, that definite arrangements for a 
national campaign would be effected at the Philadelphia conven¬ 
tion. While the subject was touched upon briefly there, for 
some reason it was not thrashed out thoroly and no action was 
taken. In fact, one of the speakers on the subject, and a pub¬ 
lisher at that, even discouraged the idea of a national advertis¬ 
ing campaign for the nursery industry. To me his reasons for 
offering this discouragement were rather surprising. He inti¬ 
mated that the nursery business was not well enough developed, 
and that the association was not old enough or some¬ 
thing along that line. Now, if the nurserymen of America are 
not ready to take advantage of an increased demand for nursery 
stock and a consequent increase in prices, then it would look to 
me as tho they were rather a strange race of business men. 
IS TIME TO TAKE ACTION 
The fact of the matter is that as I have already said, the nur¬ 
serymen have been talking about finding markets for their 
surplus stock and getting better prices for the past fifty years, and 
it is surely about time that they take some definite action along 
lines that promise practically certain results. 
The American Association of Nurserymen is about forty-five 
years old and has a membership of nearly 500. It is to my mind, 
both old enough and large enough to do something to develop a 
bigger market for the products of its members. In fact that 
might be said to be one of the chief excuses for its existence, 
because most anyone can solve the problems of growing more 
stock. 
While I was corresponding about the possibilities of an adver¬ 
tising campaign for you nurserymen last winter with your pres¬ 
ident and with Mr. Favor and others, i believe it was Mr. Favor 
who suggested that I should write to various associations over 
the country who have conducted national advertising campaigns. 
So we did write to them and ask for statements as to what they 
had accomplished and whether or not they could recommend 
national advertising for the nursery industry. I think you will 
be interested in their replies and will therefore read them. 
THE AMERICAN JERSEY CATTLE CLUB EXTENSION 
DEPARTMENT 
March 21, 1917. 
Successful Farming: — 
Enclosed herein you will find a copy of Mr. MacMonnies’ 
article, “Stimulating Dairy Farming With Advertising.’’ This 
article appeared in a recent number of “Advertising and Selling,’’ 
and we believe that this will give you as much information 
about the Jersey Cattle Club’s Advertising Campaign as we can 
provide. 
I am also sending you a proof sheet of some of the advertise¬ 
ments which have appeared regularly in farm papers including 
“Successful Farming,’’ and they will give you an idea of the tone 
of our advertising copy. While we propose to have a complete 
new set of advertisements for the coming season, our line of 
arguments will not be changed materially as this series of ads 
have been productive of results. 
We have been receiving an average of 20,000 inquiries a year 
from about 75 farm papers. There are many associations thru 
out the country which are now taking up national advertising 
and we have noticed that while many of the campaigns differ in 
the method of execution, there is something to be learned from 
every individual campaign. It seems to me that the campaign of 
the American Nurserymen’s Association to stimulate the buying 
and planting of fruit and shade trees should be one of excep¬ 
tional opportunities and will undoubtedly result in a great 
increase in the amount of nursery stock sold each year. 
If there are any questions which you would like to ask about 
our campaign, we will be glad to answer them to the best of our 
ability. 
Cordially yours, 
, THE AMERICAN JERSEY CATTLE CLUB, 
(Signed) A. L. Lichane. 
ALL: CK 
HOLSTEIN-FRIESIAN ASSOCIATION 
Successful Farming: — 
Your letter of the 14th instant requesting information relative 
to the advertising of the Holstein-Friesian Association, and ad 
dressed to ]\Ir. F. Jj. Houghton, Secretary, has been referred by 
him to the writer. 
The results obtained by the Holstein-Friesian Association’s 
