Mrs. Conner Endorses Brick Advertising Editorial

That this publication has considerable popularity is a generally known fact, and, thot it is as popular among the lumber ladies of the state as amorrg the men, is a fact that is etten more gratifyi.ng. Mr. and Mrs. Fred M. Conner, of Sacramento, "Building Material Merchants Ertraordinaryit are noted for their heen mercbanitising abilityt, and they hazte bee.n hearty boosters for the C, L. M., stnce the first issue, printed in r9zz. The foltowing letter from Mrs, Conner, is in reply to an editoriat by Mr. Dionne, in the last issue, titleil"To The Brick Man the Woril'Advertise' Means'Knock'."

Sacramento, April 17, 1925.

California Lumber Merchant, Los Angeles, Calif.

Dear Mr. Dionne:

I'm writing this to express my appreciation of the article entitled, "To The Brick Man The Word'Advertise' Means'Knock'." I enjoye<i every word of it, and am in perfect accord with its sentiments"

During the three years in which I wrote ads for The Sacramento Lumber Company, I was constantly annoyed-at times enraged, by the unethical and unsportsmenlike advertising published by the Brick Man, and I wonde'red why the lumbermen did not make some effort to at least refute the untruthful and maliciously misleading assertions and "Knosks" that were broadcasted by him anC his ilk f found it decidedly easy to find data with which to brand this type of pubticity with the proper word; but it seemed that I was the only one who was making a protest, and the malicious and unfounded attacks upon wood and wood products "flowed ot forever.,'

Almost any child-school child, can reacl the brick man's a.ds and tell what ails them; and one at all acquainted with Transmission Tables knows that brick houses are NOT "warmer in winter and cooler in summer" than wooden ones; any qne who has traveled through the old mining sections of California and visited the little to\rns ..that used to be," has seen old wooden houses, flumes, etc., that mutely testify to the durability of the material used in their construction, and those of us who have seen the demon of fire destroy a portion of a city know that brick and stone fall before its power even as stucco and wood.

Nearly every advertisement published by certain brick manufacturing establishments is a law breaker, and its perpetrators should be haled before the Federal Trade Commission, if that commission is still functioning, given the lesson in business ethics which they seem to need, an'd forced to adopt the slogan "Truth in Advertising." Why the lumber merchants suffer such intolerable, and outrageous attacks upon their merchandise is a da,rk brown mystery to me, and I rejoice th at one lumber editor has the courage to take up his good strong pen and tell these unfair advertisers the truth about them and their ridiculous methods.

More power to you, and the best of all good wishes from Yours very truly,

ADELINE M. CONNER.