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Willamette Iron and Steel Works, Portland, Oregon

Selling Agents: IVectern Loggers Machinery Co., Portland and Seattle; I&leyer-I|vlu'zzall, Manila an'd Zamboanga, Philippine Islands; Crawford & Taylor, San Francioco, Cal.; Opsal Steel Company, Limited, Vancouver, B'. C.

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Willamette Iron and Steel Worls, Pordand, Oregon. Please send me further information regarding Willamette Carriers.

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WHO PAYS FOR ADVERTISING?

Granat BroJhers, manufacturing jewelers of San Francisco, took a five column space in. a Sunday newspaper to explain to the public that advertising is not a tax upon the consumer.

In heavy display type the advertisement asked the question: "Who pays the advertising bills?" and answered the question as follows:

"A Granat advertisement in a Suqday newspaper cost $800; and that adve,rtisement brought $16,000 in sales, costing 5 per cent. It is so year in and year out. Does it raise the price of the diamond ring you select? Does it add further tax upon your pocketbook? We believe not. The advertising increases sales and as a result the ratio of oiher expense is lowered. Whether we sell $1,000 a year or $100,000 a year, the rent is the same. Advertising increased sales to a point where we could afrord to sell our diamonds and jewelry at lower prices to you and still make i larger net profit ourselves. That is having our cake and eating it, too. So our customers did not pay for the advertising ir1 increased prices. Who did pay for the advertising? We'll tell you the answer. Our competitors paid for our advertising. They paid for it in trade that slipped alway from them to us. They paid for it in the customers we got that they might have had. They paid for it in high expense, low volume, high gross profit and low net, in small turnover."

Believe It Or Not

It rained one winter and after about six weeks of continuous downpour the rancher was passing a ranch house. He saw a woman wading in the water and poking around with a stick. When he inquirdd the reason for her strange actions, she said: "I'm looking for the well; the children haven't had a drirlk for three days.,, (Walt Hansen in Shevlin Equalizer.)

A Sound Principle

The biggest discovery of the Twentieth Century is the soundness of the principle of "Service above self-live and let live." Other generations acted on the principle of "Dog eat dog," and believed in that hard rule of business. In other generations we were convinced that prosperity was attained only by outwitting or destroying our rivals. While that spirit lingers in places, it is dominant no longer. Instead of fighting to undermine. our competitors we are now cooperating in an endeavor to promote the general prosperity. We of thls country have learned this lesson first, and the growth of this habit during the last few years is the most remarkable development in American life, and the discovery that there is room enough for all is the greatest advance in human history.

A MAN'S CREED

Let me live, Oh Mighty Master, Such a life as men should know; Tasti4g triumph and disasterJoy, but not too much of woe. Let me run the gamut over, Let me fight, and love, and laugh, And when I'm beneath the clover, Let this be my epitaph: Here lies one who took his chances In the busy world of menl Battled luck and circumstances; Fought, and fell, and fought again; Wo4 sometimes, but did no crowing; Lost sometimes, but did not wail; Took his beating but kept going; Never let his courage fail.

YES, INDEED

"Your daughter recites real well," the professor's wife said to Mrs. Jones at the church social.

"I'm going to give her a course of electrocution," said Mrs. Jones, much pleasedr "sort of finish her off, you know."

We cater to the small yard-----

SAN F'IiANCISCO HOO HOO CLUB

'Ted Higgins, J. E. Higgins Lumber Co., was chairman ol thed"y, which was Hardwood D"y, at the regular luncheon of San Francisco Hoo Hoo Club, No. 9, held at the Palace Hotel, San Francisco, January 26.

Witty talks by Ted Higgins, who introduced the speakers, Matt Harris, Van Arsdale-Harris Lumber Co., and C. Harry White, White Bros., speakers of the day, evoked hearty laughter, and everybody had a good time.

Ted Higgins got a good laugh when he started off by describing the hardwood dealers as the "aristocrats of the lumber industry", pointing out that one of 'Webster's definitions of an aristocrat is, "one rvho labors for pleasure only."

Short talks, also in humorous vein, were given by R. H. Hammatt, California Redwood Association, who was assigned the subject of "California White & Sugar Pine," and C. Stowell Smith, California White & Sugar Pine Association, who was asked to talk on the virtues of Redwood.

Among the guests introduced r,vere Benj. Ostlind, Coos Box & Veneer Co., Marshfield, Oregon, and Ray Andersoql General Plywood Co., Seattle.

ANNUAL MEETING OF SAN JOAQUIN VAI, LUMBERMEN'S CLUB FEBRUARY 18

Frank F. Minard, secretary of the San Joaquin Valley Lumbermen's Club, announces that the club's annual meeting will be held on February 18, in the Hotel Californian, Fresno.

The directors of the California Retail Lumbermen's Association will hold their meeting in the morning and will be the guests of the club at luncheon. The State directors and their ladies and Hoo Hoo Club members and their ladies will be guests of the club at a dinner and dance to be held in the evening.

A. C. Horner

A. C. Horner is manager of the Western Division for the National Lumber Manufacturers' Association with headquarters at San Francisco. His territory includes the states west of the Rocky Mountains.

Mr. Horner is a graduate of the University of Pennsylvania wheie he studied civil engineering. After leaving college he located at Spokane, Washington, where he followed his profession. Later he came to California where he was connected with the Southern Pacific Railway Co.

He has a large acquaintanceship with the lumbermen of California due to his activities in building code work. He has acted as Building Inspector for the city of Stockton and served as secretary of the Pacific Coast Building Officials' Conference. He was one of the framers of the Uniform Building Code which has been adopted by the Conference and is now being considered for adoption by several cities throughout the country. He is an honorary member of the Pacific Coast Building Officials' Conference. Prior to entering on his present work, he was associated with the Portland Cement Association with headquarters in Los Angeles.

A. C. H,RNER

P. R. WHITEMAN IS YOSEMITE VISITOR

P. R. Whiteman, Sunny Vale Supply Co., Sunny Vale, spent a few days at Yosemite early in February. Mr. Whiteman was accompanied by his family.