ducted by the National Council of Horticulture was distributed on May 18 to 2,500 or more daily and weekly newspapers that had received the previous installments, either by mail direct or through press bureaus. This completes the expenditure of $180, set aside for a test service, to determine the willingness of the newspapers of the country, large and small, to print matter, carefully prepared, calculated to stimulate public interest in horticulture in all its branches, and to benefit financially the florist, seed and nursery trades. The test has been successful. Letters from more than a score of managing editors of the best known newspapers of the country prove that the willingness of newspapers to print the articles we have distributed has amounted in many cases to eagerness. A list of the largest daily newspapers in the country and of six large press bureaus, engaged in syndicating matter to both daily and weekly publications, was prepared the latter part of March, and the service was begun with a letter explaining the nature of the National Council of Horticulture, and the purpose of the press service. Editors were assured that the articles distributed would be prepared by experts and would give their readers authoritative and valuable information concerning horticultural matters. The purpose of the service was explained as being a general stimulation of interest in horticulture, which would lead to more beautiful homes, and a closer acquaintance with nature. A pledge was given that the articles should in no instance have the effect of advertising any particular firm or group of firms, or any article of commerce not generally disseminated. This pledge has been kept. To understand the full meaning of the results obtained by the test service, it must be remembered that lack of funds prevented any attempt to advertise our service. We could not urge on editors the reasons they should print the articles we offered. We were barred by poverty from the "follow up" system without which any ordinary business would be lifeless. We could merely offer our wares, explaining their merits briefly, and accept the first decision, for or against them, in silence. As close a check as possible was kept to determine what percentage of the papers to which the service was tendered made use of it. This was found to be approximately ninety per cent. This percentage is very much above what I expected, and I believe that had it been possible to have properly "followed up" our offers, the few papers that refused them would have been brought to see their merit. All the press bureaus and syndicates to which the service was offered accepted it. I give here a list of the bureaus and the number of papers they served as estimated by the different managing editors at my request, the number in each case being the minimum estimate: Kellog Newspaper company 750 750 (These bureaus, the largest in the country, combined April 15. Up to that time they were supplied with the service separately and supplied it to their daily and weekly newspapers. The maximum estimate put on the number of papers served by the merged bureau was 3,000.) American Press association, New York. Chicago Newspaper Union (These bureaus supply weekly papers.) Madison, Wis., Democrat Co. .400 .500 (These are daily and weekly papers of Wisconsin and Minnesota.) Newspaper Enterprise Association, Cleveland, O... 60 (These are metropolitan dailies including the Chicago Journal, Cleveland Press, Cincinnati Post, etc.) In addition the service went direct to 27 large dailies and was used by them. The willingness of newspapers throughout the country to print horticultural matter having been demonstrated, it remains to comment on the value of the service to the members of the nursery, seed and florist trades that supported it. The value cannot be questioned by anyone familiar with the effects of advertising. The articles sent out by the council have been advertisements, not for any one firm, but for the horticultural interest of the country generally. Every branch of horticulture has been affected by the wide range of subjects in the articles. No one will deny, for instance, that an article on how to grow pansies, printed in the Brooklyn Eagle, Philadelphia Bulletin, and the Chicago Tribune, leading newspapers in three big cities with a combined circulation of more than half a million, will stimulate the demand for pansy plants among the readers of those papers in New York, Philadelphia, Chicago, and a large territory surrounding each city. Such an article would probably be of so much value to the trade benefited, that by dividing the expense among them, the dealers in each city could afford to pay for the article's insertion at advertising rates. Certainly to any enterprising dealer that would be a business proposition not to be lightly put aside. An article on pansies was published in each of the large papers named. in 2,500 or more other papers throughout the country. It was distributed by the national council at a cost of about $5 and was published free. Is it conceivable that the benefit done by that article to the florists and seedsmen of the country was not worth the cost, and many times the cost? Every other article distributed by the National Council was of similar profit to the trade, and was published with as little expense. Consider what the cost of this exploitation would be at advertising rates. Consider also the immense circulation given to each article, even in our limited experimental service. The newspapers served ranged in circulation from 350.000 down to 1,000. Supposing the average circulation to be 2,000-which is reasonable the total circulation of each article was 5,000,000. This at a cost of $5. It must not be forgotten, moreover, that the articles distributed by the council are published as editorial matter. and the value of editorial matter is generally rated as much greater than matter in the advertising columns. Against these arguments in favor of the council's press service it may be urged that the newspapers, being cognizant of the public interest in horticulture, will print information about it whether the Council supplies it or not. It is true there is a wave of interest in horticulture sweeping over the country. It is fostered by the Civic Association, the Woman's Outdoor Art League, and a dozen other admirable voluntary organizations that are inspired by high ideals of beauty and a love of nature. It is this general interest which makes it possible for the national council to get its matter printed with so little trouble. These organizations, however, do not have the prosperity of the commercial men at heart. Their work is not systematized to that end. While the general interest they stimulate often leads newspapers to print horticultural information, then again in many instances it does not. What is printed may lack timeliness, from a trade standpoint. Certainly, it won't be prepared with the commercial men's benefit in view. Compare the effect of such desultory results, to that of the council's press service, which is systematically conducted with the benefit of the commercial men as its ultimate aim, and gets with regularity, week after week, into twice as many papers as would print horticultural information if left to prepare it themselves. It is my opinion that the council's press bureau, properly enlarged, can apply a stimulus to the wave of horticultural interest that, from a commercial standpoint, will have double the effect of the work of all other organizations. Should the commercial men refuse to take advantage of this opportunity, when it means dollars to them, and those who are working on other lines are acting from mere love of horticulture? The value of general newspaper publicity is being recognized in most lines of business, and large sums are being spent for it, but the results obtained in horticultural exploitation cannot be touched in other lines. This is because of the general recognition of the moral value of horticulture. In the recent life insurance investigations in New York it was brought out that a press bureau was maintained by the Equitable which obtained the insertion of matter favorable to the company in the editorial columns of newspapers and paid for it at a rate of $1 per line. This shows what value is set upon publicity of this sort. I have received from the managing editors of some of the best known daily newspapers of the country letters which show what great interest they take in horticulture and how they regard the council's press service. Here are some quotations from those letters: From Gilbert Evans, assistant managing editor, Brooklyn Eagle: I beg to state that the Eagle has used the horticultural articles kindly furnished by you on March 13, 15, 16, 22, 23, 26, 28, and 30 and on April 1, 2, 8, 9, 14, 22, 23 and 24. We think them admirable and interesting and use them freely on our household pages. From G. M. McCormick managing editor Memphis Commercial Appeal: We have used of the horticultural service as space permitted and if you continue the service will be glad to have our name on your list. From George N. Graham, managing editor. Worcester. Mass., Evening Gazette: I can report that the press service of the National Council of Horticulture, which you have been sending us, is very valuable at this time of year, and we have gladly used it in full. From Victor Kauffman, Sunday editor, Washington Evening Star: The Star has been using the matter you have been sending concerning the press service of the National Council of Horticulture. The matter is interesting and instructive and should encourage interest in horticulture. From Charles B. Shull, managing editor, Philadelphia Evening Bulletin: The Bulletin has used with much pleasure the copy supplied by the National Council of Horticulture. So far as we are concerned, we should like to see your service continued. C. P. Brandenburg managing editor, Madison, Wis., Democrat: The Horticultural articles I shall gladly run, both in my daily and ready prints. I suggest you keep them short like the ones at hand. They are excellent both for length and matter. L. G. Stewart, managing editor, Grand Rapids, Mich.. Herald: The horticultural matter you are sending is timely and I think much interest is taken in it. I have heard several persons speak of it. We have shown our appreciation by using all you have sent and wanting more. It has been intelligently prepared and in my opinion, admirably adapted not only for the guidance of amateurs, but to increase their interest. N. W. Durham, managing editor, Spokane, Wash., Spokesman-Review: We gladly give space to the articles on horticulture as sent by your press bureau and shall be pleased to receive the supplemental articles. George F. Burles, editor Dayton, O., Daily News: We have published nearly all the matter you have so far sent us, and in addition have had several editorials on the subject of floriculture. We have heard frequent comments on the subjects of the articles and know they have done much good. We shall continue to print the matter, if you will send it, and can assure you that anything upon the subject of flowers when it is written in a popular vein, and intended for amateurs, will be read. Personally I believe that it is possible so to popularize the cultivation of flowers that to be without them in the home will come to be a disgrace, as it should be. This can best be done by short. sensible articles, such as you have sent us. A. M. Hopkins, editor Newspaper Enterprise Association, Cleveland: I think your horticultural press service is a good thing and I sent it out to our sixty papers. I know it was largely used. James Keeley, managing editor Chicago Tribune: I take pleasure in saying that The Tribune has used, with due appreciation of its value, the press service of the National Council of Horticulture. I regard in the most friendly feeling any effort to teach the people in the gentle art of raising flowers and beautifying the grounds around their residences. The St. Louis Republic, "per D. J. M.": We have been using your articles in the Twice-a-Week Republic and have found them quite satisfactory. The result should prove quite beneficial. The articles all seem practical and we have made good use of them. R. W. Brown, managing editor, Louisville Times: The Times has used practically all of your horticultural articles and has taken great pleasure in doing so. They meet all requirements and touch on subjects of much interest to a large number of our patrons. We hope that you will see your way clear to making the service permanent. Certainly no better way could be devised to increase the general interest in horticulture. A. R. Fenwick. managing editor, Cincinnati Commercial Tribune: Regarding the horticultural articles you have been kind enough to send us, we have made use of one or more of them each week in our publication, the Gazette. If the service is kept up, we shall continue to use at least a part of what is sent us. L. M. Stout, managing editor, Kansas City Star: We have used several articles sent out by the National Council and I believe they have been interesting and timely reading to people around Kansas City. We have striven for years to beautify Kansas City and articles of this kind find suitable soil hereabouts for our people have a live interest in growing things. FINANCIAL STATEMENT. St. Louis, Mo., June 12, 1906. RECEIPTS. Received from the following firms ten dollars ($10.00) each: John Breitmeyer's Sons, Ernest Weinhoeber Co., J. F. Wilcox, H. N. Bruns, Henry A. Dreer, Berterman Bros., W. & T. Smith, Brown Bros. Co., I. E. Ilgenfritz Sons, C. W. Stuart & Co., D. S. Lake, Huntsville Wholesale Nurseries, Ellwanger & Barry, E. S. Welch, The Storrs & Harrison Co., Joseph Breck & Son, Vaughan's Seeds Store, W. Atlee Burpee & Co., Johnson & Stokes, William Henry Maule, Alabama Nursery Co. Total EXPENDITURES. Paid to James Burdett for ten weeks Press Bureau Ser vice at $18.00 per week.... Stationery and Printing Postage Balance on hand Total Respectfully submitted, $210.00 .$180.00 9.00 4.00 17.00 $210.00 C. E. KENDEL, Delegates. President Grenell: Gentlemen, we are about to listen to a paper from one of the few men who have the opportunity and ability to mould public opinion and form the thoughts and desires of the general public. Certainly this is a great responsibility. He has kindly consented to give you his ideas on the subject of co-operative publicity through the press department of the National Council of Horticulture, of which he is a competent judge. I believe we should consider this subject very seriously and come to some definite line of work. Mr. Burdette cannot be with us and I will call upon the Secretary to read the paper. |