Urges Advertising

Ne'rv Orleans, Nlarch 20-Pointing out the results to be attained frorn advertising, emphasizing the success of other industries through the use of such means of exploitation and urging the lumbermen to more extensively advertise their product rvere among the features of the address of James E. Stickney, of Kansas City, Mo., on "How Advertising Helps Southern Pine," delivered before the ninth annual meeting of Southern Pine Association subscribers here today.

Mr. Stickney mentioned huge success of the house plan book "Modern llomes," published by the Southern Pine Association, rvhicl-r has had a distribution of 300,000 copies and rvhich is estin-rated to have been instrumental in the building of approximately .4O,C100 tromes. The speaker pointed outthat if each of these houses contained only $1,000 lvorth of lumber, the book, as an advertising medium, sold $40,000,000 worth of lumber.

Declaring that eight of the ptrblic's clollars go to buying motori cars for every one that goes into a home and that this ratio is causing many economists to become alarmed, Mr. Stickney stated that it r.vill take more and better advertising to bring home building back to its proper ratio. After stating that $1,000 invested in a home increases to $2,16 after three years, while $1,000 spent for a car depreciates to $350 or less after the same period of time, Mr. Stickney outlined his soltftion for stimulating the building of more homes.

Mr. Phil B. Hart. The California Lumber Merchant. Los Angeles, California.

Dear Mr.'Hart:

March 17, 1924

Far be it from us to criticize any publication of the "California Lumber Merchant" or any of the force of .the same magazine,-but we suggest that here-in-after the proof reader should be more careful. It surely looks as if moet of this magazine had been "Proof read" the morning after one of those concatsl probably held in that famous Southern City some times known as San Diego, that we read about in thc last issue of this aforesaid magazine,

For proof we refer you to Page 51, March 15th, article "History Repeats ftself."If your eye will follow down to the itemized,account of "Breakfast for Two" you will notice two items:-

4 pounds of cheese ......$3.00

4 pounds of cheese

.$3.00 while this seems alotof cheese for two pcople for onc breakfast-it may be all righ,t, but if you will add the figures you will see that the Total is $30.00 and not $43.00.

Whether this is the way figures were added in 1849 or not is hard to say, not being present I don't know, but it does seem as if the "California Lumber Merchant," which 'is supposed to publish nothing but ,'the truth over looked its hand thie time, by publishing such figures.

How about it, Mr. Hart, are we wrong or are you?

Sincerely,

lberta Ruth Brcy,.... Portcrvillc.