MSAIIGEI,ESWf, OLE$AI,DNS

Sledc Lumbcr Co.

EZE Ven Nuyr Blds. ........M8ho. Gls

Smith, A. W, Lunbcr Co.

327 Bertlctt Bldg. . ,MAin llll

Suddcn & ChrirtcnroD glXl Berttctt Btdg.

Teconr Phning Mill

915 E. 62rd St. ,.. .......Axridgc ltTl

Twohy Lurnbcr Co.

Ztt Kcrckhofi Blds. ....BRordwey 0Cl3

Union Lunbcr Co.

Lrnc Mortgegc Blds. ....TRinity Z2lZ

Werhirgton Lunbcr & MlllworL Co.

{t(X Evactt Plrcc . ...DElrwarc Sdlt llfendling-Nathen Co.

7116 Standard Oil Blds. ..VAndikc t5il2

Willianr & Coopcr

607 Trurt & Sevingr Bldg... ....TUcLcr 50lt

Wood, E. Ko Lunbcr Co.

,1701 Senta Fc Avc. .....AXridgc t0$l

HARDWOODS

El,t4

Hamnond Lbr. Co.

2010 So. Alarncdr St. .HUmbolt l5tl

Hanify Co, J. R.

522 Centrel Bldg. .......MEtro. lllliil llZl Pac. Muturl Bldg. . ..MEtro. Zl7

Hart.Wood Lurnbcr Co.

Hoffnrn Co., Eerl flolmcr Eurcka Lbr. Co.

707 Marrh Strong Bldg. . .,TRinity 966?

1025 Vrn Nuyr ,Bldg. ...VAndilcc l?52

Hoopcr, S. C., Lumbcr Co.,

6ll Ccntral Bldg. .....MEtro. 0ltlii

Hoover, r[. L.

7116 Stenderd Oil Blds ...VAndihc E532

Ivcq L. H., & Co.

_ _7ll,V-an Nuyr Bldg. ...,.TRinity ?S0l

C. D. Johuon Lurnber Co.

9ll,l A. G. Bartlctt

Ccntral Bldg. .

Mcycr & Hodgc

Americen Herdwood Co.

1900 E. 15th St. ..Hunbolt l3t7 sfS Hillrtrcct Bldg. . ....VAndiLc lS

Brown, Rollina A.

Coopcr, W. E, Lumbcr Co.

2035 E. lsth St. ....HUnbolt ltIi

Grippcr, Jcromc C.

{lill Security BIdg. ......VAndiLc 7l3.|

Hannond Lunber Co.

2010 So. Alameda St. . .....HUnbolt l59l

Kcllogg Lumbcr Co. of Crl.

Ccntrel Bldg. .MEtro. lTlt

Nationel Hardwood Co.

6ill rdliro St. ......MAin lttDl

Stenton, E. J, & Son

3tth and Alarncda Str. . ... ....Axridsc )i|trl llfcrtern Haidwood Lunbcr Co.

2014 E. lsth St. ..HUnbolt 6E7l

\f,filron, \f,fm. M, Lurnber Co.

2057 E. lsth St. ....TRinity lzt0

Woodhead Lunber Conpany

572) So. Main St. ........A,Xridgc 57?2, SASH AND DOORS

Amcricrn Door Co.

43i12 Monctr Avo. ....llunbolt CllT

Bcmir

5E3E

- !10 Chapnen Blds. . ....VAndikc t9l2

Moulding Supply Co.

__ ^28:ll Elngrition Blvd. .UNivcr.ity ag2

McCormick & Co., Char. R.

-- _ltq0 Lanc_ -Mortgagc Bldg.

SZrlI

McCullough Lbr. Co.

585 Chambcr of Commerce Bldg..... .....TRinity 0Z96 zt9 Banh ltaly Blds. ......TRinity ?9oi1

Ncttlcton Lbn Co.

Oregon Lbr. Agcncy

_ 915E.62ndSt.... .......AXridgol37l

Paeific Lumber Co.

706 Standard Oil Bldg. ..VAndikc 8532

Rcd River Lumber Co.

_ _536 A. G. Bartlctt Bldg. ...MEtro. lllE5 tr8 E. 3rd St. .....VAndikc lt72

Redwood Manufacturere Co.

Santa Fe Lumber Co.

6lll Bartlctt Bldg. . ..FAbcr 156l A

Handy Directory For The Busy Lumberman

(Continued from Page 40) old machinery cah, and does, do the work, but the improvement makes possible more production or a better product. Advertising is an attachment to the machine of business, and is not the machine itself. Knowing when to employ the attachment and how to employ it determines whether advertising is an investment or a tax."

I differ with him merely about one word in his statement, and that is the word "production." I consider advertising not as a part of our production machinery, but as a part of our distributing machinery.

The thing that gets most of us off the track in regard to advertising is the fact that we are almost never conscious of advertising's having any effect upon us. We must remember that advertising in the main, acts on the subconscious mind, but that we think about it with the conscious mind. An advertisement may get .some trade name into the subconscious with the thousands of people, which will result in their buying a certain kind of chewing gum without their really thinking about what they are doing. The same thing is true of coffee, a breakfast food, shirts, a pair of stockings, even of things costing a great deal more, and to the purchase of which the most careful consideration is given.

Many of your opinions about things may have been formed by advertising, and yet you have been totally unconscious of the process.

Advertising acts as a sort of lubricant along all the channels of distribution. The majority of executives will more quickly see the salesman of a well known concern. The majority of people will more quickly accept an advertised product. In a recent survey made in over an hundred stores, it was found that 87.6/o of the people would buy an advertised article in preference to an unadvertised article when the price was the same, and that 65 per cent would buy an advertised article in preference to an unadvertised article even when the price was higher. The advertising may not sell anything entirely b/ itself. It almost never does, just as lubricating oil is not in itsdlf a power, but greatly conserves power by making things run more easily.

Certain defi'nite information about nearly every product has to be conveyed to the people who jobi to thi retailets .who sell, and to the consumers who'use. If the salesmen of the manufacturer must explain what it is, what it will do,_what-it costs, and how it can be obtained to the jobber, and.the jobber's salesmen must explain that all ovei again to the retailer, and the retailer must explain that all over again to each customer, an enormous t-ot of time is consumed. But rvhen the jobber knows exactly what the thing is and all about it, and the retailer has had that information. conveyed to him in advance, and when every customer has been informed through advertising, the product just gallops through these channels of distribution, and an enormous lot of time is saved.

Yourself as a Test Case

Just use yourself .as a test case for a moment. Suppose you have a second-hand automobile you wish to sefi -and that your own time is worth $5 a dai. Suppose you start out to hunt for somebody to buy your car.. You would walk a long way and ring many door bells and talk to a lot of peo_ple, in all probability,-before you found anyone u'ho would even discuss the matter with you; but-vou don't do that. Nobody does it. You write- an advertisement brifly describing the car, and insert it in your local newsparer at a cost of not over $3 or $4, and usually you will get in touch almost at once with d number of fe6ple who, might be interested in your car. Then, if you ire a salesman, your salesmanship works in with what the' advertising started. On a small scale the thing is perfectly sound, and you tnow it is, but as soon as if geti big so that- it -is beyond our immediate observation, rie begii to think that it doesn't work that way.

T\ltlo Ttrings That Are Not True

Unvarying Unr.formity

Perfect matching, side and end. Product of skilled Granil Rapids woodworkers, operating -*h? keyed p split-hair accuracy. Lonflnuous lnSDecttoll throushout the plant. Vire-bound bundl-es, compact'and easy to handle.

NICHOLS & COX LUMBER CO.

GRAND RAPIDS, MIC}IIGAN

Ccata of fre rod toLins

So having first admitted that the judge may be right, and then having. suggested that he was only half right, I now state positively. that what he said conveyed lwo wrong. impressions: First, that advertising is employed exclusjvely for the puropse of persuading people tb buy something; and, second, that it makes things cost more. l!..9 things are_ not true. There is a great deal of very effective advertising done which in itself never persuades anybody to buy anything. If you will just run over iir your mind the expression I have used several times in this article to tell you what advertising must do, you will immediately understand that there is- a great deal of it that does no selling at all. What it is, what it will do, what it costs, and where it may be obtained are items of information that need hot cai.y any efiort at persuasion whatsoever. The advertising co-operates witi other agencies to spread information in the cheapest wav and so accomplish the most economical distribution of a product.

And the economical distribution of products is one of !!r-e greatest and most important problems of the day. What is the difference between the price of what you buy and the cost of producing it ? This spread as it is called, betrveen producer and consumer is too big. We have done a grea deal more in recent years to reduce production costs than we have to reduce distribution costs. Our greatest possibilities for future economy lie not in the further reduction of production costs, but in narrowing this gigan- tic spread between producer and consumer. And right there is where advertising can do more for us than it has ever done in the past.

Now, perhaps you would like to know what proportion

(Continued on Page 44)

Weyerhaeuser Buys at Longview HILL & MORTON OPEN OAKLAND QFFICES

LONGVIEW, Wash., April 7.-The Weyerhaeuser Timber Company, the largest private timber holders in the United States and very extensive manufacturers of lumber in the State of Washington, have purchased'a site on the Columbia river front at Longview for a lumber manufacturing plant. The We)'erhaeuser company has timber enough immediately available to the Longview site to. justify its largest ilant. The holdings are tapped by a newly-completed railroad which at present terminates near Longview. Construction will begin and progress as rapidly as is practicable.

In selecting the Longvierv site, the general manage,r of the Weyerhaeuser Timber Company, George S. Long, said, "'We consider Longview as the best possible mill site on the Columbia river, affording as it does the most economical water transportation, as well as railway facilities for '.hipment, that are not excelled by any location in either Washington or Oregon.

Lumbermen Form Advisory Group

WASHINGTON, April 6.-Leading men in the lumber trade have been organized by the commerce department into a special advisory committee which will assist the lumber section of the bureau of foreign and domestic commerce in working out export problems. There are about seventy similar committees functioning for other trades and industries, but the lumber group, drawn from all sections of the country, is the largest so far named.

Western members of the advisory committee on lumber are: O. M. Clark, C. D. Johnson and W. W. Payne, Portland, Ore.; A. B. Hammond, Lquis A. Ward and A. A. Baxter, San Francisco; E. A. Lindsley, Spokane; Huntington Taylor, Couer d'Alene, Idaho; G. J. Osgood, Tacoma, and L. L. Chipman, Longview, Wash.

A Record Cargo

PORTLAND, Ore., April 6.-The Lewis Luckenbach, one of the two largest American flag freighters, is^ here taking part of a cargo of 8,000,000 feet of Oregon and Washington lumber for New York and neighboring ports. The shipment will be twice the size of the ordinary lttmber cargo. It would make a board walk a foot wide from Portland to the Mexican border with boards to spare. The Lewis Luckenbach is taking its Willamette and Columbia river bookings at the Inman-Poulsen, Dollar and Long-Bell mills. From the river, it will go to Puget sound to complete. The steamer is 528 feet long, 68 feet beam and 40 feet depth of hold. It has an average speed of 14 knots. The big carrier makes the trip from New York to San Pedro in 15 days.

Hill & Morton, Inb., prominent San Francisco B-"y rvholesalers, have opeqed offices in the Nernr Builders' Exchange Building, Olkland, where they will maintain their mairioffice. They will also continue their San Francisco office which is located in the Fife Building. The cotnpany also has a buying office in the Northwest located in the Lumbermen's -Bullding, Portland, with Tcim Driscoll in charge of their Northwest operations.

RTCHARD C. JONES RETURNS FROM NORTHWEST TRIP

Richard C. Jones, Van Arsdale-Harris Lumber Co., San Francisco, hai returned from a two weeks' business trip through the Northwest where he visited the mills and made a survey of market conditions. He went as far north as Puget Sound. One day was spent in insp-ecting- the large mif operations of the Long-Bell I-umber Co. at Longview.

George Burnett Visits Bay District

George Burnett, well known Tulare retail lumberman' was a iecent San Francisco visitor where he spent a few days looking over lumber conditions and calling on the trade. He states that his section has had some fine rains and that lumber conditions were showing improvement.

HENRY HINK VTSTI,S SOTITITERN CALIFORNIA

Henry Hink, Dolbeer-Carson Lumber Co., San Francisco, has returned from a two weeks' business'trip to Los Angeles and San Diego. While in the South, he was making i survey of lumbeimarket conditions in the Southern California territory and calling on the lumber trade.

Lumberman Drowned

Orrin L. McAbee, lor 42 years a resident of Boulder Creek, Santa Cruz County, and a retired lumberman, was found'drowned in the San Lorento river at Boulder Creek, March 26. McAbee had been ill some time. He was 62 years of age and a native of New York.