It's Dressing Up The Lumber That Has Made It Worth While

An OUNCE of BEAUTY and SERVICE is worth a ton of RAW MATERIAL.

An OUNCE of BUILDING is worth a TON of LUMBER.

The man YOU are interested in, IMr. Dealer, is NOT interested in your LUMBER, or in your PAINT, or CEMENT, or other materials.

He wouldn't give two snaps of his finger for all the raw materials in your yard-AS SUCH.

JUlllUS G. SIlEAD G0.

WHOLESALE LUMBER

REDWOODDOUGLAS FIR

SUG.A,R PINEWHITE PINE SPRUCE wE souclT YouR INQUTRIES

321-322 SHELDON BLDG., SAN FRANCISCO Telephone Douglar 7815

"Yes he would," you say, "because he could BUILD SOMETHING WITH IT."

Ah ! There you have it ! Sure he would ! We admit it !

He desires, appreciates, values BUILDINGS; those things, those functions, if you please, which may be constructed from LUMBER have great.value.in. his eyes.

We remember when you could buy all the clear lumber you wanted for five dollars a thousand, if you hauled it away from the mill yourself.

Can you do it now ? Certainly not ! W,hy not ?

"Well," you reply, "it costs so much {rore to make it now than it did then." True enough. But there is another mighty good reason, and it is a more ENDURING reason than the cost reason, and that is that we have learned to DRESS UP our lumber and make it MORE DESIRED OF MEN.

In those old five-dollars-a-thousand days, boards were boards, and that's all there was to it.

No SERVICE, no SUGGESTIONS, no PLANS, no IDEAS; nothing tending to see that the lumber was used where it was best fitted to be used. or treated in such man-

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