Chapter D: APPLETON & CO., Publishers, New York

POINTS TO ADVERTISERS.

Nothing is sold without pushing, unless it has a monopoly. No two articles can be pushed in exactly the same way. In advertising you want to reach possible _customers_, not merely people. The best mediums for one line of goods may be the worst for another. Advertising should not be visionary, it should not be attended to as a mere pastime. Success means thought, the day of chance successes is nearly over. It costs no more to publish good matter than it does poor. The preparation of an advertisement is as important as the publishing. An advertiser needs an agent, as a client does a lawyer. The agent, however, asks no retainer and saves his customer money. A merchant cannot study advertising all the time--a good agent studies nothing else. The customer's interests are the agent's. If the agent is to succeed, the business done must be successful. The undersigned want business, but not badly enough to handle what is "questionable." They are honest and capable, their customers say, and they give close personal attention to their business.

HERBERT BOOTH KING & BROTHER, ADVERTISING AGENTS, 202 Broadway, N. Y. (Copyright, 1887.) Send for Circulars.

A VALUABLE WORK UPON AMERICAN TREES, Which should be in every Library in the United States. Fourth Edition, Just Ready. Price Reduced.

EMERSON'S TREES AND SHRUBS.

THE TREES AND SHRUBS GROWING NATURALLY in the Forests of Massachusetts. By George B. Emerson. Fourth Edition. Superbly illustrated with nearly 150 plates (46 beautiful heliotypes and 100 lithographs), 2 vols. 8vo. Cloth. Price, $10.00 net; formerly $12.00 net.

THE SAME, with 36 of the plates beautifully colored. Price, $16.00 net; formerly $20.00 net.

Though this work nominally treats of the trees and shrubs of Massachusetts, it is equally applicable to the flora of many other States; indeed all New England and a greater part of the Middle States. In it is described every important tree or shrub that grows naturally in Massachusetts, and in other States of the same latitude, the descriptions being the result of careful personal observation. It is, indeed, a comprehensive and convenient manual for almost every section of the Union.

The illustrations of these volumes constitute one of their most important and attractive features. A large number of the plates are by the eminent authority on this subject, ISAAC SPRAGUE.

Volume I. treats of the Pines, Oaks, Beeches, Chestnuts, Hazels, Hornbeams, Walnuts, Hickories, Birches, Alders, Plane Trees, Poplars, and Willows.

Volume II. treats of the Elms, Ashes, Locusts, Maples, Lindens, Magnolias, Liriodendrons, and the shrubs.

LITTLE, BROWN, AND COMPANY, Publishers, 234 Washington Street, Boston.

HOUGHTON MIFFLIN & CO'S Beautiful New Books.

BIOGRAPHY.

Memoir of Ralph Waldo Emerson. By JAMES ELLIOT CABOT. With a fine new steel Portrait. 2 vols. 12mo, gilt top, $3.50.

Henry Clay. Vols. XV. and XVI. in series of American Statesmen. By CARL SCHURZ. 2 vols. 16mo, gilt top, $2.50; half morocco, $5.00.

Patrick Henry. Vol. XVII. of American Statesmen. By MOSES COIT TYLER. 16mo, gilt top, $1.25.

Benjamin Franklin. Vol. X. of American Men of Letters. By JOHN BACH MCMASTER, author of "A History of the People of the United States." With a steel Portrait. 16mo, gilt top, $1.25.

NOVELS AND SHORT STORIES.

The Second Son. By Mrs. M. O. W. OLIPHANT and THOMAS BAILEY ALDRICH. 12mo, $1.50.

The Gates Between. By ELIZABETH STUART PHELPS, author of "The Gates Ajar," "Beyond the Gates," etc. $1.25.

Paul Patoff. By F. MARION CRAWFORD, author of "A Roman Singer," etc. Crown 8vo, $1.50.

Jack the Fisherman. A powerful and pathetic temperance story. By ELIZABETH STUART PHELPS. 50 cents.

Knitters in the Sun. A book of excellent Short Stories. By OCTAVE THANET. 16mo, $1.25.

A Princess of Java. A novel of life, character and customs in Java. By Mrs. S. J. HIGGINSON, 12mo, $1.50.

The Story of Keedon Bluffs. By CHARLES EGBERT CRADDOCK. A story for Young Folks, and Older Ones. $1.00.

A New Book by Bret Harte. "A Phyllis of the Sierras," and "A Drift from Redwood Camp," $1.00.

*.* _For sale by all Booksellers. Sent by mail, post-paid, on receipt of price by the Publishers_,

HOUGHTON, MIFFLIN & CO., BOSTON. 11 EAST 17TH STREET, NEW YORK.

Shady Hill Nurseries, Cambridge, Mass.

THE SOURCE OF NOVELTIES IN ORNAMENTALS!

The New TREE LILAC (SYRINGA JAPONICA) was first grown commercially, and first sold from SHADY HILL NURSERIES.

The Beautiful WEEPING LILAC (SYRINGA LIGUSTRINA PEKINENSIS PENDULA), called by Mr. Samuel B. Parsons, at the American Pomological Convention, at Boston (where it was first exhibited and received a first-class Certificate of Merit from the Mass. Hort. Society), "the most beautiful of all our small Weeping Trees." This also will be sent out in the autumn of this year.

Here also is grown, in large numbers, the lovely little flowering tree, called the "TEA ROSE CRAB," the most exquisite of all our flowering trees. Ten thousand of this tree have been ordered by Messrs. V. H. Hallock & Son.

Here originated the HARDY PERENNIAL GAILLARDIA (G. Aristata Templeana of Peter Henderson's new catalogue), the most showy and only hardy Gaillardia of this latitude.

A full descriptive catalogue, of all the things grown at Shady Hill, will be issued in February, fully illustrated with engravings and containing four full page lithographs, in eight colors, of the four new trees, viz.: "Tea Rose Crab," Tree Lilac, Weeping Lilac, and the Fastigiate Maiden Hair Tree. This will be sent free to all who will send address.

F. L. TEMPLE, Cambridge, Mass.

JOHN SAUL'S WASHINGTON NURSERIES.

Our Catalogue of new, rare and beautiful Plants for 1888 will be ready in February. It contains list of all the most beautiful and rare Green-house and Hot-house Plants in cultivation, as well as all novelties of merit. Well grown and at very low prices. Every Plant lover should have a copy.

ORCHIDS.--A very large stock of choice East Indian, American, etc. Also, Catalogues of Roses, Orchids, Seeds, Trees, etc. All free.

JOHN SAUL, Washington, D. C.

WESTERN N. C. ORNAMENTAL SHRUBS AND TREES.

Descriptive Price List sent on application. Detailed description of the _new_ Rhododendron Vaseyi, with each List. Azalea arborescens is one of our specialties. Correspondence solicited.

KELSEY BROS., Highlands Nursery, Highlands, N. C.

GARDENERS.--Thorough, practical man, wants situation to take charge of a good private place or institution; 19 years' experience in Europe and U. S.; English, age 35, married, one of family; first-class reference. Address J. S., care H. A. Dreer, 714 Chestnut St. Philadelphia, Pa.

GOLD STRAWBERRY, a New Berry of very fine quality, now offered for the first time. Also, JEWELL, JESSIE, BELMONT, and other varieties. Address. P. M. AUGUR & SONS, Originators, MIDDLEFIELD, CONN.

NEW PLANTS. Our illustrated Floral Catalogue of new, rare and beautiful Plants, Orchids, Palms, Roses, Bulbs, Vines, Trees, Shrubs and Seeds, also, all the Novelties of the season, NOW READY. Every lover of plants should have a copy. _Prices low._ Send for it; FREE _to all_. PAUL BUTZ & SON. New Castle, Pa.

You are about to write for a catalogue. No doubt you want the best--the truest descriptions, the clearest notes on plant culture, plainest type and most beautiful illustrations. We have put forth every effort to make ours such. Those who have seen it, say it is. It tells many reasons why you can buy SEEDS and Plants--so many of which are grown on the Western prairies--BETTER AND CHEAPER AT CHICAGO than you can elsewhere. Then why not do so? Our Chicago Parks FLOWERS AND PLANTS; our MARKET VEGETABLES and our GARDENING IMPLEMENTS make up a book that TELLS THE WHOLE STORY, and is a work of art which will please you. Send 15 cents and receive the catalogue and a paper of the above seeds free.

J. C. VAUGHAN, 88 STATE STREET, CHICAGO.

MEEHAN'S NURSERIES

Though with the usual assortment of Fruits and Flowers
found in all leading Nurseries, we pay especial
attention to Ornamental Trees. We have nearly
fifty acres of these alone, and well on
to a thousand varieties.
JAPAN MAPLES . and . JAPAN SNOWBALL
--A SPECIALTY--
SEND SIX CENTS IN STAMPS FOR DESCRIPTIVE CATALOGUE.

THOMAS MEEHAN & SON,
Germantown, Philadelphia, Pa.

ORCHIDS Palms and Fine Tropical Plants.

We have the most complete collection of fine plants in the country.

Descriptions of specimens and a general catalogue of stock can be had on application either at 409 5th Avenue, New York City, OR AT THE ROSE HILL NURSERIES, NEW ROCHELLE, N. Y. SIEBRECHT & WADLEY.

TRIED BY TIME

PRACTICAL people are well pleased with the recent development in horticultural journalism by which the young AMERICAN GARDEN absorbed the old _Gardener's Monthly_, which included the _Horticulturist_, started by Andrew Jackson Downing, over forty-two years ago.

I told our local society just what I really think the other day, that you come the nearest my ideal of a Horticultural Monthly for popular circulation of any of the makers of such literature.--CHAS. W. GARFIELD, _Sec'y Michigan Horticultural Society_.

The magazine in now clearly the best horticultural publication in America, and soon I trust I can say the best extant.--DR. E. LEWIS STURTEVANT.

As much as I regret the melting away of that old landmark, the _Gardener's Monthly_, of which I was a reader since 1867, as glad I feel that the transfer has been made into good hands.--R. MAITRE. _Florist, New Orleans._

I have been a subscriber to the _Gardener's Monthly_ from its first number. I feel sorry that the journal is going away from Philadelphia, but am glad it has gone into such good hands.--CHAS. H. MILLER. _Landscape Gardener, Fairmount Park._

Indispensable to the fruit growers, horticulturists, gardeners and florists (both practical and amateur) of this country.--CYRUS T. FOX, _State Pomologist of Pennsylvania._

It is a lamentable failing of horticultural educators in making the work intricate and apparently hard of execution. Your new cover is in perfect accord with the contents, viz.: It expresses and teaches horticulture pure and simple.--GEO. R. KNAPP, _Rahway, N. J._

Adapted to the wants of Amateurs, Country Dwellers, Practical Gardeners and Fruit Growers, THE AMERICAN GARDEN has stood the test of Time, the great leveler, and receives the endorsements and support of all these classes in every section and many lands.

The equal in cost and value of many $2, and $4 publications, this handsome and practical illustrated magazine of horticulture costs only $1.00 a year. In Club with Garden and Forest for $4.50. Address:

E. H. LIBBY, Publisher, 751 Broadway, N. Y.

The American Florist,

A SEMI-MONTHLY JOURNAL

For florists, and all who grow plants or flowers under glass. It prints nothing but hard common-sense matter, the experience of practical men who have been there themselves and know what they are talking about.

_Liberally Illustrated. Price, $1.00 a Year of 24 Numbers._

SAMPLE COPY 6 CENTS IN STAMPS.

American Florist Co., 54 La Salle St., Chicago.

RED FLOWERING DOGWOOD, EXOCHORDA GRANDIFLORA,
WEEPING DOGWOOD, EUONYMUS LATIFOLIUS,
WEEPING BEECH, BERBERIS THUNBERGII,
PURPLE BEECH, MAGNOLIAS, GOLDEN SYRINGO,
CHINESE CYPRESS, NEW CONIFERS, JAPAN QUINCE,
YELLOW WOOD, HYDRANGEAS,
JAPAN GINGKO JAPANESE MAPLES, SPIREAS,
GOLDEN -<JAPANESE UMBRELLA AND SUNRAY PINES>- GOLDEN
OAK. ALDER.
--------------------------------------------
--> New and Rare Trees and Shrubs, <--
--------------------------------------------
FRUIT RHODODENDRONS YEWS,
TREES, JUNIPERS,
SMALL FRUITS, CHINESE AZALEAS HEMLOCKS,
TREE PAEONIES, ARBOR VITAE,
ROSES IN VARIETY, HARDY AZALEAS RETINOSPORAS,
AMERICAN HOLLY, CAMELLIAS DWARF, BLUE, CONICAL,
HERBACEOUS PAEONIES, WEEPING AND OTHER SPRUCES,
SHADE TREES & HEDGE PLANTS. ASSORTMENT OF PINES.
-------------------------------

Plans Made, Estimates Furnished, Grounds Laid Out, Catalogues on Application.

PARSONS & SONS COMPANY, Limited,

Kissena Nurseries,

ESTABLISHED 1839. FLUSHING, N. Y.

Seeds, Seeds, Seeds.

To our friends who have not already received it, we are ready to mail our

NEW CATALOGUE

OF

HIGH CLASS SEEDS

FOR 1888,

Containing all the Novelties of the Season, both in VEGETABLE, FLOWER and TREE Seeds.

J. M. Thorburn & Co.,

15 JOHN STREET,

NEW YORK.

OUR MANUAL OF EVERYTHING FOR THE GARDEN is this season the grandest ever issued, containing three colored plates and superb illustrations of everything that is new, useful and rare in Seeds and Plants, together with plain directions of "How to grow them," by PETER HENDERSON. This Manual, which is a book of 140 pages, we mail to any address on receipt of 25 cents (in stamps.) To all so remitting 25 cents for the Manual, we will, at the same time, send free by mail, in addition, their choice of any one of the the following novelties, the price of either of which is 25 cents: One packet of the new Green and Gold Watermelon or one packet of new Succession Cabbage, or one packet of new Zebra Zinnia, or one packet of Butterfly Pansy (see illustration), or one packet of new Mammoth Verbena, or one plant of the beautiful Moonflower, on the distinct understanding, however, that those ordering will state in what paper they saw this advertisement.

PETER HENDERSON & CO 35 & 37 Cortlandt St., New York.

BOTANY CLASSES furnished with fresh plants and flowers from the Southern Mountains, including all the AZALEAS and RHODODENDRONS found east of the Rockies, I can furnish Rhododendron Vastyi and Shortii galacifolia, and other rare plants. Order Shortii early, as it blooms in March and April. T. G. HARBISON, Principal of Highlands Academy, Highlands, N. C.

* * * * *

Transcriber's Note:

Missing and/or damaged punctuation has been repaired.

Errata:

p. 3: (Floriculture) 'county' probably error for 'country'.
"... scores of young men in all parts of the country have..."

p. 4: (Lawn) 'whch' corrected to 'which'
"... finely pulverized compost which may be brushed in."

p. vi: (WESTERN N. C. ORNAMENTAL SHRUBS AND TREES).
'Rhodendron' corrected to 'Rhododendron'
"Descriptive Price List sent on application. Detailed
description of the _new_ Rhododendron Vaseyi, with each List."