Selling Service

To our mind, no finer example of SELLING SERVICE is on record anywhere than that of the great railroad corporations of this country. They have millions upon millions of money invested in their business ; yet we never hear of them trying_ to, sell to the ultimate consumer an engine, express car, Pullman car or freight car, or even ties or rails, or any other of the regular assets of a railroad company.

According to their advertisements in the magazines of general circulation, they sell SCtrNERY, OZONE, HEALTH, COMFORT, and the "GREAT BIG BAKED POTATO.''

In the summer, they advertise to take people where it is cool and comfortable-Glacier National Park, Yellowstone National Park and so forth-they call attention to the BEAUTIFUL SCENERY : the HEALTH-PRODUCING effect such a trip will have; and the COMtr'ORT of riding

Professor Fritz On Eastern Trip

Professor E. Fritz, Professor of Forestry at the University of California, is on an eastern trip over the holiday season. He will spend Christmas at his old home in Baltimore. He plans to return to Berkeley soon after the first of the New Year.

C. C. McESTEP A SAN FRANCISCO VISITOR

C. C. McEstep, Sacramento and San Joaquin Valley representative of the Western States Lumber Co., was a recent San Francisco visitor, where he spent a few days at headquarters attending to company business matters.

in their Pullman palace cars, observation cars and dining cars.

In the winter, they advertise to the people living east of the Rocky Mountains, the BEAUTIFUL SUNSHINE, SCENERY and so forth of California and the West; also of Florida and the South.

There is a splendid lesson to be gained by retail building material merchants studying the advertising of the great railroad corporations. They advertise the thing the people are interested in buying. Their chief stock-in-trade into which they have put millions of dollars is only casually mentioned here and there; yet they INVEST THOUSANDS upon thousands OF DOLLARS annually in J1\I\ l.) L/t' uuLLAt(S

TELLING THE PEOPLE about the solendid FUNCTIONS Derformed BY THEIR EOUIPMENT: and then performed EQUIP EQUIPMENT; then the consumer proceeds to BUY THAT FUNCTION, THAT SERVICE.

ansen Lumber Co.to Open at Fontana

The Hansen Lumber Company, managed by Mr. E. S. Hansen, formerly manager for the Hayward Lumber Company, at Oceanside, will open a modern yard at Fontana, about January first.

The yard of the Fontana Farms Company was bought about thirty days ago by Mr. Hans Hansen, who is interested in a string of yards in Nebraska.

They will move the stock to a newly acquired site in the center of the town, will erect modern sheds and offices, and will handle a complete line of building materials.