advertising, and your.counter features in the store. Make your selections from 
among the novelties listed herein and you cannot go wrong. 
Transparencies: Our new colored transparencies are your busiest silent 
salesmen. They are accurately hand colored on translite film, printed from our 
regular photographic negatives. Placed in your store window, on the counter, 
along the walls with the seed racks, or near the cash register, they attract 
attention at once, and show your customer the actual flower of the seed you 
have for sale. Write us for full details regarding transparencies and the cabinets 
in which to display them. 
Kodachromes: Our photographic department has recently assembled a very 
large collection of the small 35 millimeter Kodachrome slides which are avail- 
able for the use of our customers for illustrating talks before garden clubs and 
other interested groups. If interested in the use of these Kodachrome slides, 
write us for full details and booking dates. 
Electros: Believing that the day has passed when any average seedsman 
can afford to devote a full page or even a half page of space in his catalog to 
one subject, with this average seedsman in mind we have made practically 
all of our new electros and nickeltypes in a small size this season so that six, 
eight or even more subjects can be shown on a page. We believe this size, 
particularly in the colored electros, will prove popular with retail seedsmen. 
We call your particular attention to our inexpensive 134” x 214” color plates 
and to the large selection of new 114” x 11/,” black and white electros. 
All electros we send out are unmounted unless the order specifies that they 
be mounted. There is an additional charge of 20% for this service. Since a 
majority of our customers prefer unmounted electros we have followed this 
policy, but will be very glad to have them mounted for any who so request. 
Photographs: Through our Photographic Service we are able to furnish you 
with a complete line of first class photographs of novelty and standard flower 
varieties suitable for publicity and catalog purposes. Photographs will be 
submitted for approval upon request. 
Horticultural Colour Chart: In certain sections of this catalog, we have 
added to the regular description of a variety some numbers and words in 
italics. These refer to color blocks in the Horticultural Colour Chart which many 
of our customers have secured either from us or from the Royal Horticultural 
Society direct. To visualize the exact color of the flower thus described, refer 
to your copy of the Colour Chart, turn to the page mentioned, mask the color 
block with the black mat provided and you will see the exact shade of the 
variety. For instance, Larkspur Stock Floweréd Rosamond is described as 625 
shaded 623. These page numbers will be found in the upper right hand 
corner of each sheet in bold face type. 625 is the predominating color of the 
bloom with a shading of color 623. Larkspur Stock Flowered Rose Queen, 
similar to Rosamond, is described as 623/1 and 628. These two color tones will 
be found on page 623, block 623/1 being a slightly lighter tone of the full color 
628, both of which very similar colorings are found in this variety. We have 
been able to compile fairly complete color recordings of several flower varie- 
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