We do not offer a variety solely because it is new and the price is high, neither do 
we drop one from the list just because it reaches a low-price field. What we do offer 
is potential beauty, in bulbs of such health and vigor, that you may confidently expect 
to realize in your garden the possibilities that have already made you a Glad Fan. 
GLADLAND BULB PRODUCTION IS REDUCED 
This past season — for the first time in our history — every bulb of every variety that 
we grow, except for those required for our own planting, was sold. Always we have 
sold out many varieties early in the season, but this is our first experience in having 
absolutely ‘not a single variety left on hand. But notwithstanding these sales, we have 
reduced our planting this year to only nine acres — a reduction of 25% under last year’s 
acreage. Our reasons are simple — our business is a family enterprize and, lacking 
trained employees and with apparently none available, all of us were undertaking more 
than we could accomplish efficiently. By reducing our production we feel that perhaps 
we can do a better job. If we could be satisfied by growing in quantity only a few 
standard varieties the conduct of the business would be much simpler — but with literally 
hundreds of new varieties to grow and evaluate each season — an extensive correspon- 
dance, both national and international, relative to gladiolus performance to maintain — 
we must have time to give to these phases of gladiolus activity if we are to maintain 
our position as one of the leaders in the offerings of only the best in gladiolus varieties. 
PRICES OF NEW AND RECENT INTRODUCTIONS 
The basic retail value of a standard popular gladiolus in good supply is today $6.40 
per 100 large size bulbs — or 6 for 50c. This is a price based on cost of growing and 
marketing, and provides the seller with a reasonable profit margin. Any price in excess 
of this basic rate is charged for newness — or scarcity — or as a means of amortizing 
often heavy investments in new varieties. For a good many years it has been the custom 
for the originator or the introducer to charge from $2.00 to $25.00 a bulb for a new 
variety, the argument being that propagation increase was so rapid that the introducer 
must obtain his compensation for his work as a hybridist or as an outright purchaser of 
a complete stock of a new seedling within a couple of years while he still had a 
reasonable control of the stock. 
Naturally sales at these price levels are few. Some catalogers buy of course — to 
check the performance and to be in a position to list if the variety proves definitely 
popular. A limited number of advanced amateurs also buy some of these high priced 
new introductions — either for show purposes or to keep their collection as modern as 
possible. The reputation of the firm who makes the introduction — the reputation of the 
hybridist — and the quality and the quantity of the advertising have, of course, a very 
real effect on the volume of sales actually made during this introductory period. Some 
few introducers, despairing of actually making sales of any volume at a $5.00 or $10.00 
level, use the stock largely for trading purposes — thus acquiring other varieties which 
they feel they can turn into cash at a later date. 
The overseas growers almost invariably put a high initial price on a new introduction 
—then reduce the prices so rapidly that the U. S. investor cannot possibly keep a 
competitive price without losing on his original investment. Of these, Java is an example. 
Two years ago the cataloger in the U. S. had to obtain $10.00 a bulb to cover his 
cataloging overhead. Today he must sell this variety at SOc to be competitive. 
Hybridization is a fascinating work. Any seed from any cross may grow into the 
realization of your dreams, although even with the best of parentage, the odds against 
securing a new seedling of surpassing merit are perhaps 1 to 10,000. For the amateur 
gardener we can think of no hobby that brings greater joy — even though that miracle 
stays just beyond his reach. But for the professional — who grows literally thousands 
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