Cover of “The Flower 
Girl” Booklet for Heller 
Bros., made by the McFar¬ 
land Publicity Service. 
The McFarland Organizations Produced This: 
“A booklet which admirably illustrates the uniformly high character of the printing 
and engraving of the McFarland Publicity Service, of Harrisburg, Pa., is ‘The Flower 
Girl,’ issued by Heller Brothers, of Newcastle, Indiana, as a catalogue for their nursery. 
The color printing upon the cover of this booklet is but rarely equaled on this side of 
the Atlantic.”— Printer's Ink, Neio York. 
The McFarland Organizations Didn’t Produce This: 
“- --, growers of trees and plants, send us their fall manual of outdoor plants, 
and ask our opinion of it—presenting an opportunity we seize to say that we believe 
most catalogues of plants, etc., are capable of vast improvement. This is a fair sample. 
It has an attractive cover—and an unattractive inside. The pages are not well pro¬ 
portioned, the margins are too narrow, the typography is too large and too much 
leaded. The cuts are minimized bv the text. It is not an easy matter to manage this 
sort of typography, but it can be done better than this catalogue shows, and better than 
nearly all the catalogues of this class .”—Profitable Advertising , Boston , Mass. 
The twentieth-century nurseryman knows that the men who are his best customers are 
readers of trade journals. These extracts from two of the leading advertising periodicals 
show how trade journals are educating their readers to know good printing. The up-to- 
the-minute nurseryman won’t take any chances of losing trade through catalogues which 
are not properly printed. 
i 
J. HORACE MCFARLAND COMPANY 
MOUNT PLEASANT PRESS, HARRISBURG, PA. 
