Your Lumber Journal

Let'e tdk about your lumber journal for a few momentr.

And give a thought to itr editor, his aim, intent, purpose, and hoped-for accomplishmentg.

No man ever urdertook the editing of a lurnber journal in the hope of getting rich. If that were his ambition" tAe same energy, applied othenrrise and otherwheres, would be much more likely to bring succeta.

The rnan who devotes his time and energy and talent to editing a lumber journal these days, has to have some other incentive.

Ye Editor doesn't cover white paper with black ink or pale pencil in this d'ay and generadon just to hold down a job, or jrut for the money that's left after the bills are paid.

He does it becawe he feelr that he har a red message for his readers-a rneslage that it is his particular job to deliver-and which he rnurt deliver whether he prorpere or noL ltts a feeling of stewardahip t'hat must be fulfiIled.

He is doing it because it's his religion; because he believes it to be hirlife work; becauae he feelc that his work and inf,uence is'vitdly-NEEDED by the industry

He is constantly in touch with the industry everywhere; he is conversant with its history and its progrers, and lis position gives him a certain aloofness that he gains a clearer conception of the march of events than those who are on the actual battle line, and looking at things through their individual glarser.

He acts ar a clearing house for all of the information-for all of the new, mod'ern, up-to-the-minute methods of the industry-and this information he passec on, tinctured with optimism, perhapr, yet truthful withal.

Necessarily dre contents of each issue of the lumber journal covers wider ground than is reached by tihe particular business of each r6{s1-n6GGrEifily there wilt be a great deal of matter in its columns that will affect each reader but incidentally-but in each and ever5r issue-for each and every reader -1hds iE GRAIN RIPE FOR THE GATHERING.

If you should get but ONE good suggestion-if you should receive but ONE good idea-frorn your trade joumal in the courae of a year's reading; if, durittg the coune of an entire twelve months you should get the germ of a single thought that resulted in irnproving your busineu in any wey-yotr will have received a benefit that will well repay you for all of your year'r reading, and the rubrcription price.

Ever think of that?

In this line alone-in the clearing of ideas of value-your lumber journal meritr your condstent and enthusiastic support.

Ar a news mediurn it eliminatee all matter foreign to your industry and to the territory senned, and giv6 you tte relected news of your fellow lurnbermen, and of the indurtry at large.

Ac a thought-maker, the editorial preachmentr of ita editor are based on t{re thoughtful, careful" authoritative otudy of conditionr and can be,held ar rane and rafe prercntationr of the trend of events, on which the readers may bare their own activitiee.

Ac an induatrial amalgamator, the lumber journal acts a.r a gathering place for tte idear of the induatry, and assilts in no rrnall degfee in tightening the bonds of common interest that hold together thoee engaged in the same line of businecs.

As a mouthpiece for the indurtry, the trade journal holds a poeition second only to that of the regulady organized asrociations in the indwtry, and likewise vocalizes those orggnizationr.

As an advertiring medium the lumber lrurnal concentrates in its pages the business noticer of source of rupply from which you can draw yow goods.

The worth while lumber journab are practicing what they preach to the ksrrber indqrtry, inasmuch as they are trying to keep etep ,with the march of progresr in this age of radio and like wonderr.

Once no more or lers than ..Ye6t, sheets echoing ruch rentimentr as reemed moet likely to attract patronage, some of us nowadayr actually heve the courage to concider, weighr'and if need be rormdly criticize lurnber movements, that, in the old dayr, would have been t'Yelg'ed" in big type, and enthusiartic terms. In no other farhion Gan lumber journalr be truly helpful.

If itr readers have faith in itr honesty and its intelligence, a lumber journal doesn't have to indorse eve4r wild goose chare of lumber origin, or proclaim aloud the soundnesc of all the Will-O-tbe, Wisps which the industry at times seea fit to foll,ow.

So the true lumber joumat ia growing rlore trr€ful as the indrstry grows older, and should play a part of ever increasing importance in the lumber dra,ma.