THE CHERRIES 
On the other side of this sheet look like cherries, don’t they? Real cherries, 
red and ripe, stemmed on a real branch, among real leaves. The picture 
is photographically true; but it is only one of more than twelve thousand 
photographs in the great Mount Pleasant Press collection. 
This cherry picture was put on the cover of the Chase Catalogue to sell 
Hoy cherries. The same plate served for circulars, and for plate-book use, 
and it also serves as an instance of the economy of good work, rather than 
of cut prices. It was a suggestion of the McFarland Organizations that led 
to this triple use under which this tine thing was actually cheaper than the 
regulation tomato-can production, which is supposed to be economical. 
The Chase Catalogue is well worth while considering. It was com¬ 
pletely revised by the McFarland Publicity Service, and all dead stuff cut 
out. It is live, it is mighty good looking and it is doing business. The 
Chase people paid for the use of brains and experience and facilities and 
reputation, as well as for the use of type and cuts and machinery. That the 
combination made a less final cost than the usual catalogue which is pro¬ 
duced with only type and cuts and machinery—and these not of the best—is 
not the least interesting part of the story. 
For the McFarland Organizations are paid money to save money and 
“make good.” Getting them at your catalogue and publicity and selling 
and advertising work is just the same good policy as hiring a good doctor 
when you are sick, the best lawyer when you are sued, or the best architect 
when you build a home. All the cost of brainy and effective service comes 
out, and more, in the net result to you. 
We’ve heard of some cold feet this spring, but it is a warm fact that every 
one of our planned campaigns has made good completely. Our customers 
don’t need foot-warmers; their feet have been kept lively filling good orders. 
Right now—in May— is the slickest, cheapest time in twelve months 
to plan and start selling catalogue schemes with the McFarland Organiza¬ 
tions. You’ll pay us more later; we’d rather work easy now than rush in the 
fall. The “wise ones” will make the saving. There’s selling to be done, and 
now is the time to plan for it. 
the McFarland organizations 
J. Horace McFarland Company 
The McFarland Publicity Service 
Makers of Catalogues 
Pushers of Business 
MOUNT PLEASANT PRESS • HARRISBURG, PENNA. 
