When the Best 
Is the Cheapest 
ranged. But then the Service man 
got his eye on the old, padded de¬ 
scriptions, relics of the cheap-per-page 
days, and he declared he coidd do 
better yet. The customer agreed to 
pay for writing-brains, as well as for printing- and picture-brains, and every 
introduction and description was newly written, in uniform twentieth-cen¬ 
tury honest selling style. Enough good illustrations were provided, and a 
fine, liberal type page arranged. Nothing was skimped or pinched, or con¬ 
densed, or cheapened. Efficiency in selling trees and plants was the only 
point kept in view. 
Now the catalogue is done, and it has come within 64 handsome pages, 
inside a cover with a real picture on it, pretty enough to make your mouth 
water ! See the result; only half the pages, with more than ten times the 
live selling power, better illustrations, less cost and a third less postage. 
Was this a “cheap-per-page” job ? Hardly; the customer pays for brains 
and construction and writing, as well as for the best printing done in 
America; and yet he pays less than if lie had put the catalogue through the 
cheap competitive, 128-page-puffed-out process. 
We are looking for such customers,—those who really care to have cata¬ 
logues that are original, attractive, stylish and of selling quality. We are 
not at all anxious to disturb the pleasantly sleepy intercourse between the 
cheap-per-page printer and the cheap-per-page customer. 
Live, interested nurserymen, having good stock they need to sell to the 
good people who have good money to buy, are invited to write us fully and 
frankly. We have nothing “cheap”; we do not supply hand-made plates 
nor machine-made plate-books nor hand-me-down stock catalogues. 
A McFarland catalogue is a business advantage to a nurseryman who 
knows his business, and we can make catalogues in March, 1908, for a few 
more. We can, and do, plan selling and follow-up campaigns that “do 
the trick,” and sell the stuff. 
THE MCFARLAND 
ORGANIZATIONS 
J. Horace McFarland Company 
Walters of Catalogues 
The McFarland Publicity Service 
Pushers of ‘Business 
MOUNT PLEASANT PRESS • HARRISBURG, PENNSYLVANIA 
