McFarland service 
goes farther than saying that so many pages of copy will require 
a catalogue of a certain size; it means more, than putting the 
copy into type, making up the pages, and printing the required 
number of sheets of paper. 
McFarland service 
means a discussion by the “war board” 
of the form to be adopted for the new 
edition; of the design for the cover; of 
the character and style of the illustra¬ 
tion used in the text pages. 
In most'cases the copy itself is dis¬ 
cussed, and viewed from the point of 
the outsider rather than from that of 
the nurseryman or seedsman. 
Frequently the “war board” dis¬ 
agrees on some point and then—well, 
the dictaphone and the stenographer 
fail to get all the remarks! 
But out of these conferences come 
the plans for the “McFarland” cata¬ 
logue which is at once the profit of the 
customer and the envy of his com¬ 
petitor. 
We have said so many times 
“McFarland Catalogues make good” 
that to us the phrase is trite. Yet time 
after time the statement has proved to 
be true. If you are one of our custo¬ 
mers you k?20w; if you are not in our 
family we would like to show you how 
McFarland Catalogues make good. 
j. HORACE McFarland company 
HARRISBURG, PENNSYLVANIA 
We shall be represented at the Convention by MR. McFARLAND, MR. BECKLEY and MR. ROWE 
(1) (4) (5) 
