Beautiful Books That Advertise \(/ood

The most beautiful book advertising wood that ever came to our editorial desk, has just arrived. It is Weyerhaeuser's new book on "Wood Panels" for rooms of enduring beauty. It is one of four new advertising books just off the Weyerhaeuser presses. The other three are of great interest. But this one is of such unusual and enduring beauty as to merit the applause of any lover of beautiful wood. It contains twelve exact reproductions in color of marvelous wooden paneled walls, all of different woods' The printing is done on the heaviest of enameled paper and the reproductions are perfect. The first is the Rutledge pattern of Idaho knotty White Pine. The second is Western Red Cedar, vertical grain, Boise pattern. Then comes Western Red Cedar, flat grain, with Everett panel strips; then Idaho White Pine done in a special grey tint; then Ponderosa Pine with fancy panel strips; then Douglas Fir panels with Snoqualamie panel strips; then knotty Idaho White Pine panels without panel strips; then Western Red Cedar without panel strips; then another 'Western Red Cedar with a difierent tint and different panel strips; then Ponderosa Pine, knotty, without panel strips; then Douglas Fir with panel strips and done in a dark stain; and finally Douglas

Apology

Dear Mr. Lumberman:

Our letter to you in The California Lumber Merchant of January fifteenth urged you to sell Knotty Hardwoods for panel walls and stated consumer interest in Knotty Pine would eventually lag' This letter was written by a new copywriter and was not referred to the heads of the firm for approval. We now wish to correct this reference to Knotty Pine'

E. J. Stanton & Son has promoted the sale of Ponderosa and Sugar Pine for nigh on fifty years. During all these years these good Pine woods have been a vital factor in the growth of our business. We hope to grow with them for the next fifty years, and we conhdently intend to increase our volume in Knotty Pine Commons during the year nineteen thirty-eight.

Furthermore, E. J. Stanton & Son is interested in the marketing of every kind of merchantable lumber. We will not further one wood at the expense of another. We much regret this statement came out over our name and we will be very grateful if you will remember that Stanton stands for the best interest of all woods.

Sincerely,

E. J. STANTON & SON Wholesale Lumber

Fir flat grain and no panel strips. Each of these is a full page picture, glossy and beautiful. No such perfect colored pictures of commercial wood were ever printed for advertising purposes before. And the book has a handsome heavy cover that looks like leather, but is still paper.

The other three books are "The New Way To Build On The Farm;" "Installment Selling;" and "Weyerhaeuser 4-Square Lumber For Modern Buildings." Like all Weyerhaeuser literature, they are wonderfully done, and beautifully printed. The last tells a printed and picture story of 4-Square lumber, every piece of which looks like it had been carefully made by hand and stamped by an expert printer. Smooth ends, square edges, straight lumber, either in bulk or packages, is exploited in this book. The farm book too, is very practical, and filled with advice for the rural lumber dealer. The book on installment selling is not just an essay on the subject. It is a complete text book, the contention of the Weyerhaeuser experts being that it opens up a vast new market for the lumber dealer, and the book tells how and why, with plenty of illustrations and beautiful printing.