180 
THE NATIONAL NURSERYMAN 
everyone who is interested in real estate, as well as by the nur¬ 
serymen themselves. 
The correspondence which followed the announcement of this 
slogan showed immediately and conclusively that it was satis¬ 
factory to a far greater percentage of the members of the asso¬ 
ciation than any other of the many which have been suggested 
and discussed during the last several years. There were, how¬ 
ever, a number of the fruit men who felt that it did not suffi¬ 
ciently cover their side of the field and it was as a consequence 
of this that our prolific President Paul suggested as a running 
mate to this slogan the other which we have used—“It’s Not a 
Farm Home Without Fruit.” 
To save both time and money, a complete set of these slogans 
was mailed out to every member of the association, with a 
“Service Bulletin” supplement to the Booster, stating that the 
cuts could be returned if not wanted. As we have already stated, 
out of the 350 cuts sent out only 13 were returned. They have 
been widely used in catalogues, on letterheads and circulars and 
in local advertising, and they have certainly helped to “plant 
publicity.” 
To carry out still further the idea of spreading as widely as 
possible to the general public the argument for planting, the 
Market Development Committee prepared the two booklets with 
which most of you are now familiar. The object in the case of 
each of these booklets was to get out something which would cre¬ 
ate a desire to plant. In the one case, ornamentals of all kinds, 
shade treees, shrubs, vines, perennials, etc., and in the other case, 
fruits of all kinds, both for commercial orchards and for home 
use. These booklets were first introduced at the Kansas City 
meeting of the Western Association of Nurserymen and the Bos¬ 
ton meeting of the New England association. Not knowing just 
how many we would be able to place, it was not possible to set 
a definite price, as that would depend on the size of the edition. 
Orders were taken on the basis that the booklets would be be¬ 
tween $2.00 and $3.00 per hundred. The orders received, how¬ 
ever, totaled such a large quantity that when these booklets 
were sent out, we were able to sell them finally at $1.75 a hun¬ 
dred; and in the many cases where cash has been sent in advance 
with the order, the difference was refunded to the various mem¬ 
bers. The entire membership of the association was then cir¬ 
cularized and so many orders were received that it was possible 
for us to sell the second edition at $16 per 1000. The total num¬ 
ber of orders received reached the surprising figure of 250,000 
of the booklets, a quarter of a million. Of these, all we had on 
hand when I left home was 4000 and I have received word since 
that an order for 10,000 more has come in. 
Many of those who ordered booklets in the spring stated that 
they would want larger quantities for use early in the fall, and 
we would like to take back from this convention orders for as 
many of these booklets as possible, so that we can get the third 
edition under way at once. 
We have also sent out to the members of the association sets 
of the articles which have been supplied to the newspapers of 
which reprints can be had at a very small cost. These articles 
can be used in a dozen different ways. The orders received for 
these reprints so far have totalled some 100,000, but there is 
every indication from the correspondence received that many 
times this number will be wanted for the fall campaign. We 
would suggest to those of you who are here that you let us know 
your wants so far as you can before we leave the convention so 
that we can get this work started promptly. Our note on order 
blanks. 
Your committee has also prepared some stickers or seals of slo¬ 
gans which are now available. The price at which we can sell 
these will depend upon the quantity we can order. You will find 
samples of these on the president’s desk and samples will also be 
mailed to all members of the association. 
In addition to the activities outlined above, there was some 
other work which the Executive Committee wished the Market 
Development Committee to undertake. One thing was the carrying 
on of a drive to increase the membership of the association in 
co-operation with what might be done along this same line by 
the president and the Executive Committee. 
As a first step in this direction, we obtained from the various 
states and from the U. S. Department of Agrictulture, lists of 
all those throughout the U. S. who were doing a nursery busi¬ 
ness. After these lists were gathered and compiled, involving a 
vast amount of clerical work, we had a list of some firms 
who might be considered as doing a nursery business of one de¬ 
scription or another. This is after eliminating as carefully as 
possible, the names of several thousand florists, sales agents'and 
others who would be considered “dead wood” for the purpose 
we had in hand. 
To this list was sent three different copies of the Booster and 
also questionnaires designed to obtain information as to the char¬ 
acter and the extent of the business which they carried on, and 
as to whether or not there was a possibility of their becoming 
members of the American Association. While the results of this 
campaign cannot be checked up accurately, we do know that we 
have taken in 87 new members; and we have a list of more than 
50 firms who have signified their intention of joining. 
In addition to this a number of advertisements were run in the 
trade papers, emphasizing the advantages of membership in the 
association and seeking to interest the members. An enormous 
amount of correspondence was also carried on with those who 
seemed to be interested and also with members of the associa¬ 
tion and with members of the sectional associations, urging them 
to secure new members. 
ORGANIZATION AND MISCELLANEOUS WORK 
Without taking the time to go into details concerning this, we 
can mention the fact that one of the items of chief interest in 
the trade papers and at the conventions during the past year has 
been that of working out a plan by which the various sectional 
associations which have been developed in different parts of the 
country and have become so important in the industry might be¬ 
come really affiliated with the American Association to the mu¬ 
tual advantages of both the American and the sectional associa¬ 
tions, and also to all the members of each. This phase of our 
activities has of course been amply covered in Mr. May’s able 
report. 
ANALYSIS OF EXPENDITURES 
Here is a recapitulation of the expenditures of money which 
has passed through the hands of the Market Development Com¬ 
mittee: 
ANALYSIS OF EXPENSES 
MARKET DEVELOPMENT OFFICE, 1923-1924 
1. Newsjjaper Publicity and Advertising Sent to Members. 
Item A—Paid to F. F. Rockwell for preparation of 
material used, 40 newspaper articles and 2 booklets $ 950.00 
Item B—Paid to Seabrook Co., for office rent, clerical 
work, bookkeeping, mailing, etc. 1,850.00 
Item C—Printing articles, distribution, press clipping 
service and other incidentals. 942.11 
Total .$3,742.11 
Item D—Advertising service to members, including 
preparation and distribution of slogan cuts, elec¬ 
tros of booklets, etc. 599.10 
(Note:—About 350 of these sets of cuts were sent 
to members, most of whom have sent in their $1.00 
paying for the set.) 
Total .$4,341.21 
2. Supplementary Reports. 
Covering other work carried on through Market De¬ 
velopment Office, but not directly a part of Market 
Development work. 
Item A—Booster—6 issues, July, Oct., Nov., Jan., Feb., 
June. Paid to F. F. Rockwell for preparation of 
material and editing . 150.00 
Printing . 113.79 
Total . $263.79 
Item B—Membership Campaign, covering the follow¬ 
ing work: Completing list of 7000 names, printing 
and mailing three issues of 7000 Boosters to above 
names, advertising in trade papers, etc. 717.06 
(Note: Not possible to check up accurately the re¬ 
turns for this campaign but 90 new members have 
joined and more than 50 signified their intention 
of joining later.) 
(Note 2: All overhead expenses, incidental to car¬ 
rying on both the Booster and the membership 
campaign, have been charged against the Market 
Development Publicity work, although in reality a 
considerable portion ought justly be charged 
against those two activities.) 
Item C— Miscellaneous. 
By authorization of the Executive Committee we 
purchased an addressograph and a mimeograph— 
amount . 130.00 
Also by the direction of the Executive Committee at¬ 
tended meetings at Washington, D. C.; Kansas 
City, Boston (twice) and New York, involving 
travelling expense of . 343.46 
Miscellaneous incidentals amounted to . 188.69 
Total . $662.15 
