416 
THE NATIONAL NURSERYMAN 
tree is a very small item as compared with the cost alter 
it has been taken care of in the orchard over a period of 
years. All of this resolves itself down to the question 
of dependability of the man engaged in growing trees. 
He must actually have a fatherly interest, so to say, in 
the trees he sells, and although this may not now he the 
view that the purchaser takes of a nurseryman, the stan¬ 
dard of the business must be raised to this point. The 
fruit-growing interests, as they are developing in Cali¬ 
fornia, will demand just such a standard. More and 
more the commercial side of the business is demanding 
fewer varieties. This is fortunate, for it places the nur¬ 
seryman in a much better position to make better and 
more careful selections than it was possible to do in 
former years. These remarks are more applicable to 
the fruit department of the business than the ornamentals, 
for in this line there is going to be a constant and growing 
demand for not only a greater variety but of the fine types 
comprising the endless list of species and varieties. 
The tendency on the part of the nurserymen to grow 
larger blocks of trees in anticipation of a great demand, 
which in many cases is never realized, has been respon¬ 
sible for the wrecking of many a business. A surplus 
of stock annually, if there is not an active demand, means 
the cutting of prices to such a figure that many a man 
who has endeavored to hold up his business following 
practices which have had the commendation of his col¬ 
leagues, has lost out because of his inability to even make 
a partial clean-up, and then only at prices which spelled 
ruination. 
The fickleness of the buying public is realized in almost 
every business and to overcome this is next to an impos¬ 
sibility. It is disastrous in the nursery business, more 
so than in any other line, for stock unsold is consigned to 
the brush pile and the loss is absolute. In the last three 
years the loss to the nursery interests, in this respect, 
through the slack demand and the consequent destruc¬ 
tion of trees may be safely figured into millions of dollars. 
Every branch of the business has suffered a severe blow. 
Now that the fly-by-nights have been eliminated from the 
fold, those who are legitimately and permanently engaged 
in the business should not coniine themselves to growing 
immense blocks of trees but rather to a lesser number, 
and those of the very best quality. 
The tendency to grow large blocks of trees is not going 
to bring about a change in the matter of prices. Plain 
common sense will indicate this without any explanation 
on my part. Those who are engaged in the business 
must have closer trade relations, and this can only be 
brought about by patronizing one another. 
The discounts that have been allowed to the trade in 
the past have not been sufficient to encourage this. It is 
essential for the best interests of the business that our 
present methods be revolutionized. The man in the trade 
who buys large blocks of trees in good faith from a com¬ 
petitor is placed, so to say in his relation to him, as a 
jobber, and prices should be made so that in retailing to 
the planter he will earn a liberal margin over and above 
the heavy overhead charges embraced in ad¬ 
vertising, office expenses, handling, packing, 
hauling to the depot, paying agent’s com¬ 
mission, etc. To make myself entirely clear, 
the trade must recognize business principles in their re¬ 
lations with each other, and they must find means by 
which prices to the planters are maintained to a point 
permitting a legitimate profit. 
The selling of an article to the public is a business in 
itself and the producer should not be called upon to carry 
this burden. The very exigencies of the nursery busi¬ 
ness, however, demand that the nurseryman should do 
this. The smaller nurseries, whose business is of a 
local nature, do not have to do the advertising, nor do they 
find it necessary to employ agents, like a nursery whose 
business extends far beyond the confines of its particular 
district, or, for that matter, in the State in which it op¬ 
erates. 
It is of the utmost importance for a business of this 
class to issue an annual catalog. This should be made 
as attractive as possible. Descriptions should be clear 
and concise and the information contained therein should 
be accurate and to the point. Good illustrations of var¬ 
ieties which have unusual merit, with a carefully worded 
description, will do much toward creating a desire in the 
mind of a purchaser to possess that particular tree or 
plant. A well-gotten up catalog is an important asset to 
every nursery business and its value as a silent salesman 
should never be overlooked. Stock catalogs are ab¬ 
solutely lacking in the personality which is essential to 
success and they should not be countenanced by any nur¬ 
seryman. 
Does advertising pay ? This is a question which is so 
lacking in tangibility that men in the nursery business 
approach this subject with much misgiving. They real¬ 
ize their inability to extol their goods and create the de¬ 
sire that they would like to have aroused in the public 
mind. The judicious use of printers ink is essential to 
every business. “Big Business,” having the actual ne¬ 
cessities of life to sell, finds that advertising its goods 
pays. Experience is a good teacher and we must admit 
that if this is true in so many lines, we cannot consider 
ourselves an exception to the rule. So get in line, but 
in doing so do not depend upon yourself to write your 
ads., but instead engage the services of an experienced 
“Ad Man” who, if he understands his business, can coun¬ 
sel you in many ways outside of the ads which he actually 
prepares for you. A good advertising agent is worth all 
the commission he receives from the publisher if he con¬ 
scientiously directs your advertising campaign. 
It is a matter of policy with a firm as to the necessity of 
having agents to sell nursery stock. My view of it is 
that an agent who applies himself and keeps his firm 
posted as to what is taking place in his particular locality, 
and is at the same time keeping a line on prospective pur¬ 
chasers, plays an important part in any extensive nur¬ 
sery business. It is not to be expected that a new man 
will immediately book big business. However, if he 
shows an aptitude for the work his ability to secure bus¬ 
iness will very often depend on the methods followed by 
the firm in whose employ he is to retain his interest in 
seeing that he is well repaid for his efforts. He should 
be acquainted by bulletins, from time to time, as to the 
working conditions of the business he represents. Proper 
interest should be manifested in helping him secure or¬ 
ders. It is very often necessary to write personal letters 
to his prospects to influence them to place their business 
with him. Many people cannot be reached in any other 
