In season and out of season, the 
McFarland organizations have contended 
that the possibilities of trade for nursery¬ 
men, seedsmen and florists could never be 
fully realized until the selling methods adopted took on the elements 
of persistence and originality so widely characteristic of sales-effort 
in other lines—and the facts are bearing out the contention. One mail¬ 
order florist has been getting over $10 in direct cash returns from each 
$1 expended for material, labor and postage on a series of our pictorial 
mailing cards—and this after the height of the season in his line had 
passed. Other customers have secured just as good returns from these 
cards—and we’ve devised numerous other forms of "follow-up” which 
have been equally effective. "Follow-ups” of the right kind work 
wonders in making catalogues do their task perfectly—and turn defeat 
into victory on otherwise unprofitable advertising campaigns. 
The Photographic Department of the McFar¬ 
land Organizations has been busier this season 
than in any preceding year. One expert photog¬ 
rapher is in Europe for the season. Another 
has been in New England from the time of the earliest spring flowers, 
getting all sorts of fine new stuff for stock. Still another has been on 
the road almost the entire season, making special photographs for 
booklets and catalogues,—his territory ranging from the Carolinas to 
Massachusetts, and from New Jersey to Wisconsin. In the home 
studios, a large number of new subjects have been photographed for 
stock, several photographers being kept busy. 
Finally—“Hot Off the Bat” 
In the plant of the J. Horace McFarland Company there is room for a few more cata¬ 
logues during August and September. “ Standing Room Only ” sign up about October 1 . 
The McFarland Publicity Service—with three times the floor space and four times the 
force it had a year ago—is ready to serve a fairly large number of additional customers with 
advertising campaigns, “ follow-up ” material and constructive work in selling literature. 
You can become a customer of one of the McFarland organizations without obligation to 
buy of the other. The J. Horace McFarland Company prints many catalogues with which 
the Service has nothing to do. The Service plans and writes some catalogues that are 
printed elsewhere—and is open to engagements to do more of this work. 
Where does our equipment fit your needs ? 
The MCFARLAND ORGANIZATIONS 
J. HORACE JXCcFARLAND COMPANY, Constructors of Catalogues 
THE JXCcFARLAND PUBLICITY SERVICE, Builders of Business 
New and Rare 
Photographs 
“ Follow-Up” 
Means and Methods 
Mount Pleasant Press : Harrisburg, Pennsylvania 
