S the most important investment you make 
during the year. In fact its quality and 
appeal almost determine the results of all 
the other investments of the year. If 
your catalogue fails the year fails. 
The preparation, illustration, composition, pa¬ 
per, ink, presswork, and binding of your catalogue 
should have at least as much care and thought de¬ 
voted to it as the growing, buying, selecting, storing, 
and care of the seeds, plants, and trees you sell. 
There is a sure and steady drift of the mail 
order business in your line to the firms who are 
giving the preparation and making of their cata¬ 
logues careful and adequate consideration. The 
========= cheap, hurried, indifferent appearing catalogue may 
a. b. Morse Company an occasional year of good business; but the 
—- steady,growing, profitable mail order sales inevitably 
gravitate to the firms putting out attractive and ap¬ 
pealing catalogues. 
