THE NATIONAL NURSERYMAN 
‘263 
The citrus states prohibit the importation of certain 
trees from certain other states, that might have White 
Fly. Take the Umbrella China, for instance, and im¬ 
agine its harboring a citrus pest at Austin, Waco or 
Dallas. 
4. DONATIONS 
Nurserymen have always responded to the needs of 
churches and institutions of charity, with liberal dona¬ 
tions from time to time. This policy will always con¬ 
tinue. However, I doubt the necessity or wisdom of nur¬ 
serymen’s donation to state institutions or organizations 
fully capable of buying trees, just as they buy other ar¬ 
ticles, such as groceries, furniture, automobiles, etc. 
There are many things our Association should con¬ 
sider and perform for the good of the trade and the pub¬ 
lic. I hope we may increase our membership, interest 
and effectiveness each year, and make this organization 
fitly represent the nursery interest of the Southwest. 
This will depend on the individual nurseryman. 
I thank you for the honor and pleasure of serving you 
the past year, and believe the greater cooperation we 
have had the past several years will continue and make 
us collectively and individually what we desire to be. 
National Planting Service 
A TO MAKE - 
Tkyr'C’TJYT'' MORE 
jVlhKtC/^ BEAUTIFUL 
CONDUCTED BY AMERICAN ASS’N OF NURSERYMEN 
F.F. ROCKWELL, 
BRIDGETON, N. J. 
WHAT IS DOING IN M. D. WORK 
OBJECTIVE 
As most nurserymen know, or should know, the object 
in this year’s Market Development campaign is to reach 
as many readers as possible with the message, “Make 
America More Fruitful and More Beautiful.’’ 
Only, of course, the way to get the average reader in¬ 
terested in making “America More Fruitful and More 
Beautiful” is to tell him how he can make his own home 
more fruitful and more beautiful! 
Therefore, to get our message where it will do the 
most good, we want to reach those who have homes; 
homes either in the country, or in suburbs of small towns, 
where they have room enough to plant ornamentals, and 
possibly some fruit. 
It is not possible to express in percentage figures the 
degree of home planting which has so far been done in 
this country, as compared with what could be done, with 
profit to the planter. 
If there could be a census for “improved” and ‘un¬ 
proved” home grounds—just as there is for “improved” 
and “unproved” farm lands—the percentage that could 
be called “improved” would certainly be far below ten 
per cent. The possible market for nursery stock has 
hardly been scratched. 
THE BEST MEDIUM TO REACH THE PROSPECTIVE 
PLANTER 
While many of the folks in the class described above 
read some big city daily, the paper that they read most 
intensively is the local small town or county sheet. As 
you know, from your own experience, in many homes 
every word in the local weekly is read by pretty nearly 
every member of the family; and the various items in 
these papers discussed over the family table, thus hav¬ 
ing a great deal of influence. 
Of course, the average circulation of papers of this 
kind is very small, compared to that of the big city 
dailies; but for our particular purpose, however, it is a 
very much better circulation, and if we can get a suffi¬ 
cient number of this class of papers, so that the total cir¬ 
culation will be larger, we can hope to accomplish very 
much more than we could through the bigger papers. 
That is why the members of the Market Development 
Committee are so anxious to have every member of the 
National Association send in a list of at least ten news¬ 
papers in his own territory, so that the Market Develop¬ 
ment articles can get the widest possible circulation, 
where it will do the most good. 
The Market Development Committee would like to im¬ 
press upn every member of the Association the urgent 
desirability of their sending in a list of newspapers to be 
supplied with the Market Development reading articles. 
In spite of the fact that the Market Development Com¬ 
mittee has sent out two letters to members of the Asso¬ 
ciation, and also talked about the necessity for sending 
in these lists of newspapers in the trades papers, the 
majority of Association members have not as yet re¬ 
sponded to these appeals. 
It should hardly seem necessary to urge any nursery¬ 
man to send in the names of his local newspapers when he 
himself will benefit directly by so doing. Up to date, we 
have yet to hear from the greater majority of the mem¬ 
bers of the Association. Quite a good many firms, in¬ 
stead of sending us the names of newspapers , have sent 
us the names of leading horticulture and farm maga¬ 
zines with a national circulation. These publications, of 
course, will not make use of any syndicated material, 
such as the articles we are sending out. 
We do have on our lists a number of the important 
big dailies in different sections of the country, which 
make a specialty of farm and garden notes. A goodly 
number of these papers have used our service for the 
past two years and want it again this year. They include 
papers like the Philadelphia Record and the Cincinnati 
Enquirer, and a number of others of equal importance. 
Of course, we can get in touch with these big papers 
directly, but it is only from the members of the Associa¬ 
tion themselves that we can get the best of the small local 
papers, which constitute our most valuable medium. 
GIVING THE READER THE BEST WE CAN 
The object of the work of the Market Development 
Committee is to develop a market i‘or more nursery pro¬ 
ducts. 
The way to do this most successfully is not merely to 
urge folks to plant more. The more effective way is to 
show them how to get more pleasure and profit out ol 
what they do plant and to point out to them as strongly 
as possible what they will gain by planting. All this 
carries with it, of course, information and suggestions 
as to what to plant to get the most satisfactory results. v 
ZONING THE COUNTRY TO MAKE OUR INFORMATION 
MORE TIMELY 
In the publicity work done heretofore, we have sent 
out the same articles to the newspapers all over the coun¬ 
try. 
This year, the States have been divided into five dif¬ 
ferent zones or groups. These groups are based on the 
