at TheCalifornia Lumber Merchant ,, , 1 -Can Do For California

By MRS. FRED E. CONNER, Sacramento, Cal.

Of makinf,magazines there is no end; and a mere glance toward the over loaded news stands, and over crowded book store windows, is suffigidrtt to convince the most hardened sheptic that Americans are, to say the least, "omniverous , tgaders.'l : i Old pagazines that we have always read, middle-agetl '4agazines that we always shall read, appe,ar month after month'riith astonishing'regularity, aeeompanied by constantly increasing hosts of young, flippant, up-to-the-minute periodicrils.that pique our curiosity, fasciuate us with their jazzful exteriors, and beguile us into paying the price, exploring their mysteries, and counting the cost at our leisure.

On Jlly-1., 7922 anew publication, "THE CALIFORNIA LUMBER MERCHANT," will mingle with the new and LrIVE ones; and. make its first bow to the HOME loving, 'HOME building people of the Glolden State. fn appearanoi 'lThe l,Uuiber Meicbdqt" promises to be most attraetive, and its construetive policies and. educational worth should win for it the hearty welcome and practical support of i:every one who is at all interested. in ttOttlp or community ,,building.

: fn order to estimq,lg the value of. this magazine to the ,etate, it seems necessary to consider the time, the place, the industry n'hich it represents, and tho man who is responsible fOr its existence; and. having been led to believe that "the ,ffrst shall be last and.the last shall be first," we shall proeped in that order and say,-lhat "THE CAJTIFORNIA L'UMBER MERCHANT" cannot fail to wield a powerful iirfluence for good in,the further development and upbuilding of California; fbr behind it are the brains, energy, de. 'tprmination, and efficiepcy of Jack C. Dionne, a man whose ideals of work and serviee are an inspiration to every one 1t'ith whom he comes in contact.

; Mr. Dionne is the,editor and publisher of "The Gulf Ooast Lumberman," which is known throughout the nation as " The Livest l-rumber Journal on Earth. " He comes to us, ltherefore, endowed not only with rare natural abilities; buf with a wealth of practical experienee as well. ,r ; "Sentiment in business" is a part of Mr. Dionne's creed, ';-that sort of .sentiment that some one has aptly defined as ''ljintellecfualized industiy",*6p6 this he 'w'ill teach and preach through the columns of thg new journal, together. with the gospel of Service ; and the wayfaring man tho' walking ia his sleep, shall feel a thrill,of lgudable ambition, and ceme to realize that the,DUTY of SERVICE to th"i'*tut", the conmunity and the HOME, is a PII,IVILEGE of which no really intelligent soul can afford to deprive himself.

The appearance of "TIIE CALIFORNIA. LUMBEF, MERCHANT" at this time is singularly opportune; for, the wise ones teII us, ----:California is making history again. She is leaving her "outgrown shell," buikling, "more stately mansions for her soull" and calling for nen and women of mental discernment, dauntless courage and unbounded faith to blaze the way to a future that shall "dim the past with its glory and light all the coming jrears. "

"Of old she called," and the padres came to build the missions in her smilin$ valleys, plant orchards and vineyards on her fertile hillsides, and teach her savage chilthefi,r the arts of peacel "again she calledr" and,pioneers ahd argonauts flocked to her wave-kissed shores, uncovered her stores of hidden wealth. and made her name a household word even to the ends of'the earth; today she calls for thiuke,rs, leaders, dreamers who are also doers; IIOI{E builddts and HOME makersl "and. they come in the lure of the song she sings," to grapple with the tas&s that lie before thtiD, and to add the inspiration of their formative influences to tlie sum of her future greatness.

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California is a IIOME loving, HOME building, lumber producing and lumber consuming state; and the proper auil healthy functioning of the lumber industry is vitally necpssary to her growth and prosperity ; and so, " TEIE CAI.,IFOB. NIA LUMBER, MERCHANT" can (and WII-,I:) help Crilifornia by demolishing, 6t least in part, the painful modestj' that seems to mark.the gentle lumber dealer for its own-(that holdovei from the days of his innoeent childhood tbst is forever whispering in his good right ear,-"Be nice apd quiet, dear; little boys may be seen ; but really must not be hearcl) and by encouraging him to "step out" with the commanding clignity and issurance which is the lawful inheritance of one whose work in life is the wonderful and glorious task of builcling and maintaining AMERICAN I{OMES.

I found two words walking arm in arm across a printed page the other day; and to my unaccustomed sight their strange companionship was fully as startling a,[rd perplexitg as were the whisker festooned faces of Califorpians during the late "Days of '49" celebration in our Capital City. I looked at them for some time before recovering from the shock; but when I finally "received the light," I saw that the mysterious alliance, was not only quite logical; but eminently proper and beautifully correct as well.

And now f feel sure that "THE CALIFORNIA LUMBER MERCHANI" will perform a signal service to California by introdueing "COMPETITIYE COOPERATION"; and by so fostering and guiding it, so gently lifting it over the sticks and stones that obstruct its pathway, so patiently leading it thru the mists and fogs that confuse it, so persistently and efficiently encouraging its development, and so wisely directing its education, that it shall soon be knorvn, understoocl, andl loved, from San Diego's smiling bay to Shasta's coldest and most forbiclcling pinnacle. Several strong, muscular angels could do no more !

' The leaders in the lumber industry of California, the beginner who is solemnly lea4ning the difference between bevel siding and grape sticks, all the army of lumbermen and lumberwomen who occupy places of greater or. less importance between the two extremes, the man who is tired and discouraged, the fellow who has no "pep" or incentive, the woman who wishes to plan a home with.understanding and intelligence,-all these, and many others may look to, and depend irpon "The California l-rumber Merchant" for help in solving problems of service to the trade, for aid in working out the rules that govern " Competitive Cooperation, " for optimistic advice and valuable suggestions concerning modern'methods of merchandising, for constructive criticism and for "stufr" with which to manufacture better dreams, and truer visions of HOME, community and state.

It would be impossible to begin to tell in an'article of d.eeent length all that "THE CAI-,IFORNIA LUMRER MERCHANT" can (and WILL) do for California; but it is safe to predict that when a man of Mr. Dionne's vision and ability "hears the caII" and sees fit to answer it with a journal devoted to one of the, greatest and most important industries of our state, we may hope for great things and feel reasonably sure that no disappointment is in store for us. 'We need "THE CALIFORNIA ITUMBER MERCHANT " in our offices and places of business, in our HOMES, flats and apartments, on our desks and library tables. We should make it a part of our daily life; for, like the very first recorded attempts at HOME and community building,-('it is very good."

And now, Mr. Lumber Dealer, wherever you live, move, and have a lumber store, don't you think that you can afford to be mighty loyal to your own magazine; boost for it in season and out, and give it the hearty encouragement and support which it merits, when you pause to consid.er the benefits it can (and WILL) shower upon you and your business, and the influence it is sure to exert in the building of better HOMES, ffne,r communities, and a greater and more beautiful California?

Here's to "THE CALIFORNIA LUMBER MERCHANT !" as the Rotarians say upon every occasion," Give it a hand !tt

A. M. CONNER.