The Gardener's Monthly never permits the advertisements to crowd on its reading matter. No matter how large may be its advertising list, the reader always gets the full thirty-two pages.

With the increasing prosperity of the magazine, a few years ago, the publisher felt encouraged to give some good picture as a frontispiece to the bound volume. Though not in the original programme, this has been maintained.

Continued encouragement from an increasing subscription list induced him, last year, to a new departure, namely, the giving of the index entirely in addition to the thirty-two pages of reading matter. Previously this had been included in the thirty-two pages. This he again feels warranted in doing this season.

Outside of its agencies, the Gardener's Monthly has to depend very greatly on the good will of its friends to make it known to those who do not subscribe. Zealous lovers of horticulture are often too scattered to be effectively reached by advertisements in the ordinary newspapers of the day. But this misfortune has its very great advantages; for while the publisher makes use of his readers in getting the magazine known, he can return the compliment by making a cheap magazine for the reader, and cheap rates for the advertiser. In these respects the publisher really believes he offers, at the subscription price, the cheapest magazine of its class in the world.