“S. R. O.” 
On a night when a theater has sold its entire seating capacity, this 
above sign goes up—if the city laws as to overcrowding places of public 
assemblage are rigidly enforced. 
Once in a great while a play is so popular that the " S. R. O. ” sign 
^ays up night after night, and seats mu^ be bought weeks ahead, if at all 
—a recent example was the unprecedented run in New York City of 
David Warfield’s ’’Music Ma^er.” 
The "S. R. O.” sign went up in the Mount Pleasant Press early in 
November, and it will not be taken down again before the latter part of 
January, at the earlier—and this following a summer and fall of ’’playing 
to capacity houses,” to borrow another theatrical phrase. 
One of the reasons that kept Mr. McFarland from the St. Louis 
convention, in June, was the pressure of work requiring completion that 
week—and, throughout the months that have intervened, our presses have 
been kept busy. While many printers were complaining of dull times, 
we were put to it to make deliveries on time. Why? Our cu^omers 
and friends tell why in the letters from which we quote on the 
next page. 
Your chance to get advertising and printed matter that will cause 
your cu^omers to write you as have those of Berckmans, The Berrydale 
Gardens, and Mr. Farr, is to let us begin now to plan ^uff for you that 
can be delivered to you during February and March. More and more, 
we find, efficiency in booklets and catalogues for nurserymen is to a 
considerable degree in proportion as they are distributed close to 
the planting season. But we must start noWy if we are to give you 
anything for spring circulation. 
The McFarland Organizations 
HARRISBURG, PENNA. 
J. Horace McFarland Company The McFarland Publicity Service 
Engravers, Printers and Practitioners of Selling 
Hinders Science 
