E. L. Carpenter Urges Immediate Prepamtion for Grade and Trade Marking of Lumber

Assuring fellow lumbermen that the mills in which he is interested will co-operate fullyin the program about to be launched, President E. L. Carpenter of the National Lumber Manufacturers Association, has addressed a letter to trade extension subscribers and members of affiliated regional associations urging them to immediately prepare their mills for marking and distributing American standard lumber in accordance with the national trade-mark campaign. Mr. Carpenter, incidentally, calls attention to the advantages that can naturally lte expected by those who place before the public their share of this advertised, recognized and guaranteed product.

Following the instructions of the directors of the National Association and of the Trade Extension Committee. Mr. Carpenter points out, the advertising of the financial guarantee that stands behind luml>er bearing regional grade-marks and carrying the "National Tree" trade-mark is to begin in early issues of popular national magazines. This advertising, he says, is designecl to create a preference for su,ch lumber, but, he makes clear, a sufficient quantity of such lumber must be made available to meet the demand that will thus be created.

President Carpenter's letter reads :

"January 25,1929.

"To National Lumber Trade Extension Subscrilters, and Members of Afifrliated Regional Associations.

"Fellow Lumbermen: trade and grade-marked lumber is abundantly available and to urge buyers to call for it, insist upon it, and expect it.

"We are on the threshold of a great opportunity for the lumber industry.

"The Directors and the Trade Extension Committee have instructed the Manager of the National Lum,ber Manufacturers Association to proceed immediately to advertise the 'National Tree' trade-mark and the regional trade-grade marks as visualized guarantees in the buying of lumber.

"The first preparatory step in this advertising rvill appear within a month in national publications with a circulation of 6.0@.000.

"The effect of this advertising rvill be practically to notify the American people that in buying lumber they-may depend upon the 'National Tree'-symbol of dependable quality, uniform manufacture and integrity of ltandard grading.

"It is unnecessary for me to remind men of imagination of what it means to have the lumber-buying wofld convinced that to get good material it is enough- to buy their product-the lumber with the 'National Tree' symbol on it.

"To my mind, a convincing advertising campaign of this sort, supported by our performance as manufacturers, in accordance with the advertising means a great increase in our share of the general market for building and industrial materials, better prices-quality prices-and a tighter grip on the markets and uses for our products.

"It would be absurd, even stupid, for us to order and pay for costly and impressive advertising of regionally gradCmarked or trade-marked lumber, guaranteed by a National trade-mark, and not provide the lumber marked as we advertise it. \,A,re should not delay in providing the goods we offer.

"I urge you to equip your mills to mark your standard lumber, and to inform your trade that you will supply it with marked lumber conforming to the specifications iecommended by the National Lumber Manufacturers Association and featured in national advertising. Full information rvill be put in your hands by the Association. During the next ferv weeks you will be given the opportunity to secure license to use the 'National Tree' mark, advertiling 'American Standard Lumber from America's Best Millsl "Of course, the mills in which I am interested will do what I am asking you to do.

., N AT I o NA','' uvfil JiiKil"#'iTUR ERS A SS o C IATION, "(Signed) E. L. CARPENTER, "President." W.

"It is planned to make the announcement this spring that