nity itself. In our experience classified advertising pulls better dollar for dollar than will display in 
the same media. Display space is sometimes well worth its cost if the paper has a gardening section 
or department. A good form of advertising for Pansies is to merely invite the public to come and see 
them. You’ll make plenty of sales if you just get the public in the nursery. 
MAGAZINE ADVERTISING: Is usually only for the operator who works on a regional or national scale. 
Gardening magazines pay off better of course than general media in relation to the amount of cost. 
Rates for space in magazines is rapidly limiting the value of these media because they are raising 
faster than the rate of return in spite of circulation expansion. Fraternal, club and other special 
media seldom pay off in our experience. 
RADIO ADVERTISING: This form is usually controlled in the local field by about the same conditions 
as the local newspaper with the added handicap of higher costs and the obtaining of a time spot that 
will do the job. Unless the offer is unusual it is difficult to get attention. This last factor is probably 
the one main thing that has caused large scale horticultural advertising to be mostly of a sensational 
nature and this has not been beneficial to the horticultural industry as a whole. 
DIRECT MAIL ADVERTISING: With us this has proven to be the most profitable, possibly for special 
reasons but just the same it works. The mailing list is of course the foundation here. The best list 
is one that is built by teaser ads which don’t need to be large, or from your sales records of the 
walkin trade. It takes time to build a sizable list. Lists may be compiled as a starter from telephone 
or city directories or there are numerous brokers who make a business of supplying them for specific 
localities or sections or for special groups of people. Keep a guest book at the entrance of your 
nursery or have an employee get the name of all visitors with the promise of a catalogue. 
THE BEST FORM OF DIRECT MAIL ADVERTISING: To start with it is a heavy load for any 
advertising program to carry you to profits on a single item. The grower who has no greenhouse 
facilities will find it more profitable to offer a varied line of hardy plants - Pansies, Violas, Primroses, 
Delphiniums and various perennials. By so doing you increase your sales potential with an economy 
in advertising not possible with but one thing to offer. 
FOLDERS, BROADSIDES AND BOOKLETS are the most profitable. It has been our experience that 
these do a more effective job than post cards or oversize cards. Recent increases in postage rates has 
made it still more advisable to allow sufficient paper area in a mailing piece to do the job properly. 
We have never found STOCK mailing pieces an economy or profitable. They have two serious faults. 
In the first place their scope is most limited and they seldom meet your individual needs because 
you can hardly match your inventory profitably to an already produced mailing piece. In the second 
place they lack individuality and where duplication occurs with potential customers they can be quite 
easily detrimental to your cause. Color is a difficult media for the usual run of growers. To be 
practical editions must be large if cost is to be within reason. Art work and engraving can easily 
run into the hundreds of dollars on a single color picture and press work for the production of 
natural color is just about 5 times as costly as single color printing. We find that runs of 30,000 
or even 45,000 copies in color is not large enough to obtain maximum economy even where we 
produce our own printing. 
We Can Help You To Economical Printing Production 
As stated earlier in this article we have the fullest facilities for the printing of material of the 
most use to the horticulturist. Pieces such as letterheads, envelopes, office accessories, folders, broad- 
sides or booklet catalogues. With our photo-offset lithography we can reproduce anything that can be 
photographed and the process is possibly the most economical of any available today. We shall indeed 
be glad to make any surplus capacity, beyond our own needs, available to you as our trade customer 
and we know that we can save you money in this field. 
Our pricing policy on printing to our trade customers will save you money as it is based on standard 
commercial flat rate price with a discount of 10% to our customers where terms are cash. To those 
not our customers our cash terms are flate-rate rates net. Feel free to ask us about anything in this line 
for if we can’t help you we may be able to put you in touch with a reliable and economical soultion to 
FREE Aé-Madl SERVICE 
We were among the very first firms in the U. S., supplying the professional trade, that 
offered return shipment of seed orders by Air without added cost to the customer. This 
policy was started in 1933. 
CONTINUING THE SAME POLICY WE AGAIN STATE IT HERE. 
ALL ORDERS FROM PROFESSIONAL CUSTOMERS ARRIVING BY AIR WILL 
BE RETURNED BY AIR AT NO ADDITIONAL CHARGE: Providing 
(1) that order is received by air post. (2) that it is accompanied by full remittance at 
the catalogue list price. (3) that this covers only seeds and only those varieties listing 
at $3.00 or more per ounce. 
Normally Air orders for seed will go out same day received except on week-ends and during 
rush seasons. When shipping department is operating more than 24 hours behind schedule 
all orders will be shipped rotational so to be sure of delivery early, reasonable care in 
placing orders should be observed. Deliveries the day before yesterday are humanly 
impossible. 
