Why Sell Redwood?

,-\ NE of our good dealer friends in a recent letter jokingly V remarked that from his standpoint one of Redwood's big disadvantages is its permanence-itr great durability makes reptacements unnecessary. Nothing short of a cyclone will destroy Redwood. Fungus does not rot it and worms and insects leave it alone. It is a slow burner. Thoroughly painted, it looks well a long time. Even unpainted, it still rcsists decay. A Redwood house needs littte repairing. But this dealer keeps right on ordering Redwood. He finds that telling these sad facts about Redwood to his customers does not drive them away.

Sometimes he even ventures to remark that according to the U. S, Government Report entitled "PhXtsical, Machanical atd Chemical Properties .of Redutood" there isn't any other wood. either soft or hard, that averages as high on dwability, lack of shrinkage, strcngth as a beam or post, ease of glueing, uorkabilit! and ability to "stay put."

(Continued from Page 42) of the cost of the various things you buy is money spent for advertising. It is very much smaller than you suppose. I have alrebdy stated that you pay seventeen-hundredths of a cent for advertising in every can you buy of a certain kind of soup. Well, let us go to the other extreme. Suppose you buy an automobile that costs around $1000. I know one manufacturer of a car priced at about this figure who appropriates $5 per car for advertising. This isn't bad, is it? In every dollar you pay half a cent toward the cost of learning what it is, what it will do, what it costs, and where it may be obtained. How about a breakfast food? If it is a patented pro- prietary article, you may pay as high as half a cent out of every 15 cents per package. I know of a flour, which sells around $11 a barrel, on which the advertising appro- priation is 25 cents per barrel, or about 2 cents in every dollar.

You are buying a pair of shoes, we will say. Advertising costs of shoe manufacturers.vary considerably, but it would be a hardy one indeed who dared appropriate over 3 per cent. But a shoe, after all, is almost as much a staple as a loaf of bread. Take a specialty; a vacuum cleaner is as good an example as any; here is something about which we must get quite complete informaticin; what it is, what it does. what it costs, and where it may be obtained. Vactium cleaners are undoubtedly a con venience and an economy, so that it is right for us to pay for our own education in regard to them; yet when you buy a vacuum cleaner the advertisihg cost almost certainly does not equal the wages of a scrubwoman for one day. There is a line of brushes quite extensively advertised on which the cost of advertising is about I per cent brush. If you like those brushes you certainly would not object to having paid a cent to learn what they are, what they do, what they cost, and where they can be obtained.

A concern is' now'advertising extensively in an effort to educate us all to the importance of insulation on piping and heaters in domestic heating plants. They claim that by the use of insulation you can save from one-tenth to one-quarter of your coal bill every year. Suppose you put on insulation to the cost of $10O and save $25 worth of coal every year, What portion of this $100 investment represents advertising cost ? Less than a dollar was spent for the purpose of telling you what it is, what it will do, what it costs, and where it may be obtained. Certainly that transaction shows a profit all round.

When It Doesn't Pay to Advertise

Norv there is another service which advertising per- forms. I think you will admit that, first of all, it is an advantage to feel that the thing you buy is being distrib- uted at the minimum cost. But there is a second advantage in the purchase of an advertised product. It has been found that it almost never pays to advertise an inferior product. In other words advertising has come to be a sort of assurance of your money's worth. No manufacturer could afford to spend his money in advertising and then give you less than your money's worth. No manufacturer could afford to bottle rancid catsup, give it a brand, and advertise it extensively.

So, when you buy a bottle of advertised catsup, you are pretty sure to get a good sound article. If it isn't good, the money that is used to advertise is will almost certainly be lost. Advertising may operate mainly on your subconscious mind, but if you get stung in a transaction, your conscious mind comes into operation like a gun when the trigger is pulled, and all the printer's ink that was used in forming a favorable impression in the subconscious is worse than wasted. Its effect is almost instantly canceled, and-the amount of positive damage done means ruin for the concern that has failed to keep faith with you.

A company doesn't put advertising money back of a product until it feels that its prdouct is one that will make good. It is true that now and then fake mining stock has been sold by advertising but you don't find any fake mining stock permanently on the market and widely advertised. Advertising is such a powerful force that it is natural that here and there crooks will temporarily avail themselves of it. In fact, in some cases it seems as if crooks had recognized its possibilities sooner thah many upright business men. But advertisers are now very strongly united in an attempt to prevent crooks from using advertising.

I have been in advertising work for over twenty years. I have seen all the phases of it. I know that a lot of advertising is wasteful, and f know that a lot of it is badly ,done, but it doesn't seem to me that that can be regarfed as a major indictment. We all know that the maj{ity of our lawyers, doctors, engineers, architects, butgfrers, bakers, and candlestick makers do not possess abfltty of the first order. Supreme ability in any calling isfare. Much advertising is less effective than it should bl, but experience seems to prove that even when hot ed with maximum efficiency it is a less costly aid to odern distribution than anv other as vet devised.

Hoo Hoo Club Ng. 9 Golf Tournament

The First Annual Golf Tournament and Tinx of Hoo Hoo Club No. 9 was held at the Claremont Country Club on Monday, April 6. The lumbermen golfers did "their stuff" on the links in the afternoon, and at seven o'clock, the golfers together with a large number of the Bay District Hoo Hoo members who came in to attend the evening festivities, sat down to an excellent dinner. After the dinner. T. E. (Ted) Hiesins. Chairman of the Hoo Hoo CIub No. g ffi-tfrainhffimmittee. acted as ilIaster of Cererqqlries. The first prize, a beautifuliili€? ctip, whic as donbted by the Hardwood Club of the San Francisco Bav District, was presented.to Charlie'Wilson, Chas. R. McCoimick & Co., for having the lowest net score. The presentation speech was t4ade by Harry White, the President of the Hardwood Club. The second prize, a silver cup, donated by the Redwood Association, was presented to L. H. Wernecke, National Mill & Lumber Co., for having made the lowest gross score. John Stroud made the presentation speech. Ted Lerch, Albion Lbr. Co., and Nelson Jones, Jones Hardwood Co., were tied for.the second low net prizes. Ted Lerch was awarded the golf bag, donated by the "California Lumber Merchant," and Nelson Jones was awarded the golf clubs donated by Garry Bennett. Rod Hendrickson, President of Hoo Hoo Club No. 9, presented G. T. Williams with a "Kiddies Golf Set," for having won the booby prize for the high gross score.

Ben W. Reed gave an interesting talk on lumber market conditions in California.

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fornia Quartette sang' several enjoyable numbers.

The following participated in the Tournament:

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R. E. FORD GOES TO LOS ANGELES

R. E. Ford, San Francisco, General Manager of the Cadwallader-Gibson Co. operations on the Pacific Coast, has left for Los Angeles rvhere he rvill look after the company's interest in Southern California, during the absence of F. H. Van Leer who left the first of the month for a trip to Hol'land. George Meisse, who returned recently from a several monthst trip to the Atlantic Coast, is also in Los Angeles and is now representing the company in the Southern California territory.

Prevetat Forest Fire

By installing the Southbend Spark Arrester. This space will be occupied next issue by the regular advertisement oJ the Southbend Spark Arrester Company, office and factoryrT66 Savier Street, Port land, Oregon. California Agents, \il'. H. Worden Company, 126 Pine Street, San Francisco.

Spark Arresters and Fire Prevention

The name South Bend as used in connection with the advertising and sale of the spark arrester of that name is widely known throughout the United States and Canada, where for many years the product has been known and used for the prevention of forest fires.

The manufacture and use of devices for arresting sparks dates back almost to the days of the first steam engines. The South Bend is designed for all makes of steam engines which use the dxhaust steam to force the draught in the smoke stack.

This spark arrester has been manufactured in South Bend, Indiana, for more than twenty-five years, and a branch factory was started in Portland, Ore., three years ago. The growth of the Pacific Coast business under the management of A. M. Harris has been so rapid that preparations are now under way for the building of a much larger factory.

In a talk with a representative of this journal recently, Mr. Harris said that it was the purpose of his company to maintain the high standard they had set in the manufacture of a trustworthy and safe spark arrester, which is so constructed that it can be placed on any stack in thirty minutes.

The California agents are W. H. Worden & Co., San Francisco.

BERTHA'MERCEDES KILEY DIES

The many lumbermen friends of John C. Kiley, the popular representative of the Union Lumber Company, were grieved to hear of the death of his wife, Bertha Mercedes Kiley, on March 30. She was a native of California and is also survived by a daughter Dolores Simpson Kiley. Funeral services were held at the chapel of Halsted & Co., San Francisco.