MONEY IN MUMS 
When properly managed there is a margin 
of profit in this crop. Our cost accounting 
clearly shows this. But if such details as 
timely planting, spacing, soil, midge, and va¬ 
rieties are not properly attended to, the 
profit margin can quickly disappear—might 
even turn into a substantial loss. To make a 
profit they must not be treated as a catch 
crop. When a lot turns out to be a loss, as 
does happen with us at times, the reason can 
usually be traced back to a preventable cause, 
—late planting, weak or diseased spots in the 
bed, or midge. When we have to fight this pest all summer we don’t some¬ 
times realize the cost in time and material that it is piling up against the 
crop. The use of improved varieties does frequently make the difference 
between profit and loss. If you are skeptical on this, just remember that 
real improvements are coming out annually and that live growers are 
watching for them: and that on an open market the variety that is just 
a little better sells first: any experienced shipper knows what that can 
mean to returns. True, a new variety might occasionally be gotten that 
doesn’t click as well with us as with the originator; but it is our experience 
that many failures with new ones is due to inferior culture. 
Another cost item that might easily be overlooked, without a cost find¬ 
ing system, is that of young stock. It is a fact that many large growers 
who figure costs and the advantages of having their cuttings delivered 
the day planned for them are ordering their mum cuttings thru this cata¬ 
log. When mums are propagated early, planted out or potted, and topped 
and again planted in May or June, they have run up a substantial cost, but 
the heaviest is the fact that such stock will not usually start off and con¬ 
tinue growing as free as cuttings right out of the sand—delivered the day 
you want ’em: besides planting cuttings directly reduces labor costs to 
a minimum, and to make a profit on mums or any crop, every cost must 
be studied. Uniformly good quality is of first importance but it means 
nothing if it doesn’t leave you a margin. Whether your requirements are 
10 or 100,000, we want to hear from you. 
THAT FRONT COVER 
is of a Flexo-glass covered 
house we started shading 
July 30, photoed October 7. 
Apricot Queen (light bronze) 
two to a plant in the fore¬ 
ground, Albatross on right. 
Also don’t overlook our sec¬ 
retary "Helen” and the 
widely known "Charley” 
Newbold, our plant sales 
manager. 
has been omitted from this catalogue. A 
circular, listing this year’s introductions 
with full descriptions will be issued after the current blooming season. 
The Novelty Section 
3 
