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Retailers do not seem to fully realize the great importance of leading:being the''first one-to'install a modeintervice for the constrrirer. As a class, they hesitate, always wanting to wait until $omeone else has tried it out. They overlook the profitablgrpublicity that someone else gets while they are putting on the market what the consumer needs ancl wants. i

After their cornpetitor has made good, then they fall meekly in line and do the same thing; but it then takes them forever to catch up with him. They are always day after day trying to compete with him.

If the retailer would only invest a little of his money for the right kind of advertising copy, the right sort of sales suggestions and the right kind of a plan book, he would always find it a very profitable investment.

When you advertise lumber, it.does your competitor almost as much good as yourself, if there is.any,good done by such advertising at all. But when you adver[ise a partict-rlar design of home or other building, you receive-the full benefit because Mr. Consumer musi deal rvith vou in order to get the plans and specifications. Invesi your money in advertising something yorl have to ofier the consumer rvhich he cannot secure from a competitor.

SACRAMENTO DOUBLES tsUILDING OVER 1924

Building activity in Sacramento for the present year is almost double that of 1924, it has been announced bv Ben S. Cov^ell, city building inspector. Total permits .tp to May Z2,this year represeht $4,158,426, as cbmpared rvith $2,819,156 for the same period last year.

Not the "Lumberjack" Dentist He{ Thoughf

A certain dentist lived in Quebec who charged his , patients not by the amount of work done, but by their capacity to pay.

, One 4"y a crew of lumberjacks came in from up the riverrniith a"boom of logs from the timber region of the North. One'of' the ihen suffered from a toothache and consulted the dentist. After'makiig an extraction the dentist regarded the logger for d moment and then, when the bearded man from the woods commenced to feel for his change, he asked him what he did for a living.

"Oh, I usually work around a mill," was the reply.

"Then your charge will be 50 cents," said the dentist.

The logger hauled from his pocket a huge wad of currency of staggering denominations and commenced to finger the bills. The dentist was amazed.

"I thought you said you worked around a mill," he said, as he rummaged in his cash drawer for change.

"'Well, so I do," said the logger calmly. "I own the mill."

The dentist subsequently learned that the "poor Iogger" that he had treated'for 50 cents was John Rudolphus Booth, one of the richest men in Canada and outstanding lumber magnate of the continent. -Forbes Magazine.