The Retail Lumberman And His Advertising

By Mrs. Adeline M. Conner, Sacramento

A peculiar question foats about in the realms of lumberdom pathetically pleading for an ansiver. One- hears it uttered in plaintive tones wherever tuto or more of the blessed fraternity are gathered together, it is discussed learnedly aqd at length in convention t'alls, and writtin of eitertaininslv in our lumber iournals. "\l[fhat is the matter with the retail lumber business?" That is tfre question, and ii sounds worthy of every lumberite's earnest and prayerful consideration.

Not being a psychoanalyzer, I shall not attempt to solve the riddle in its entirety, for-it probably has-as iriny ramifications as an octopus hal_ tentacles; but- from my seat on the ;'side liies," (no punintended,) like Truthful Jimes "f rise to remark agd my- language i: plain," that abveitising is not creating misery- for the retail lumber business, for the retail lumberman does not advertise.

Of course that is a sweeping assertion, and I willingly admit that a few of us can point with pride to a lumberman icquaintance who DOES advertise intellige,ntly-and eff-ectively. I knolv such an one myself ; but he's a rara avis anyway, quite capable of running in a delegation by himself, like Paddy's rooster, so I look upon him as a notable exception that provis the rule, and thank a swarrn of heathen gods that my name is on his mailing list.

Several years ago the advertising manager of a large department store -said, "I never knew that there wai anything to advertise in the lumber business." Amused and surprised at the time, I have since regritfully come to the conclusion that lumbermen themselves are of the same opinion,-that they either do not find anything in their wonderful industry.t-o write about, oi are too indifferlnt to create from the wealth of advertising material with which they are endowed, a powerful and valuable selling aid that is daily proving its worth in other lines of human endeavor.

The genuine, aged-by-wood Mr. Pips are now almost as rare in California as snakes in Ireland; 6ut their antiquited ideas still haunt a few dark corners, tenaciously whispering the obsolete and silly phrases, "it does not pay to advertise,-we do not believe in advertising." Perhaps thit is why the average lumberman's advertising gestures are slip-shod, half hearted, and generally futile.

The Tale of three advertising Lumbermen, which I will now relate is not an epitome -of extreme cases; but just an everyday example of lethal publicity which seems popular at the present time.

Once upon a time a bright and daring would-belumberman i! an'up state" town broke away from lhe traditions of his earlier youth, and making, as he th-ough!, a tremendous concession to the fads and foibles of these jazzful days, purchased a four by five space in the local newspaper, sent a few dignified and carefully chosen sentences to the editor, and rarl the modesl ellort weekly for over a year sans change of any sort or shape. At the end of that period of time, having proved to his entire satisfaction that "advertising- does not-pay," he canceled his contract wftL the newspaper's advertising department, and slipped back into the old rut, remarking piously, "the old ways were good enough for dad and_ they are good enough for me." His little WEAKLY ad was never missed-even by the editor.

Another man in another "up state" town produced a much more elaborate advertising feature. His was an illustrated-ad-a well balanced bit of chiaroscuro. A Colonial lumber mill belched astonishingly black smoke from a convincing chimley, and agains-t- this background were depicted twb neat and well tept piles of lumber. In the middle distance one Jaw several hus-Iry lumber jacks vigorously manhandling a symmetrical l/a x 28-16S.P.-it might have been Redwood, one could not determine exactly. Under this work of -art appeJred a gentle appeal to the HOME builder, the firm's name, and- teleptone number. It ivas a fairly good-ad take it all in all; but it too, was immutable-changeless as the Pyramids, and static as the Sphinx.

But lumberman number three I you will at once perceive that his was a masterly effort, the result of mental concentration and possibly real physical labor. He had made an important discovery-he had learned why cows leave home. He had g-rasped a _tremendous idea-a mighty thought. Probably it was more than he could bear for after doing it into an ad he ceased to function, and up to date no other thought has escaped his mighty brain and pen. He prepared or caused tb he prepared, an- etching representing several fine, well prese:rved, smiling cows, standing under the sunny ,skies with never a fence or shed to hem ihem in. -On thJother side of islanting line posed a number of smaller, seriously devitalized bovine creatures protccted by a noble barn, a Leaning-Tower-of-Pisa-like silo, and a little church on a wooded hill.

Now the evidence was all in favor of the homeless, unprotected cows. As exhibit A they presented a convincing argument in favor of the great open !pac,es, the- call of the wild, the-telring down of restricting walls, the casting ofr o! ties that bind. This was, however but mere detail and our inspiied friend ignored them in lordly fashion. He boosted sheds and barns and cooped up st-ock until one was led to believe that cows would last forever if only they might live and moo and have their being in_ the protective environment of barn, silo and churih. He urged the advantage of buying "materials at rock bottom price," and gener.ously added, "OurJree advice may be helpfyl." But would one not fear the non-diverJity of advice furnished by a man who, after buying expensive newspape_r- space proved too -weary-to fill it each week with fresh and thought provoking material?,-

Thise unemotional, immovable ads perform but one service to the public in general and the lumber business in particular; they help the law of the survival of the fittest to do its perfect work. No other iorce of creation or destruction is touched pY them, and- the departinent from which they come, instead of beinga powerful and creative force in the otgani",,ation will die of its own inanition just as every other department would if subjected to the same neglect.

On the other hand the lumberman who realizes the dignity and importance of his position, has grasped the beauty and glory of his daily tasks, and who f-ully appreciates the duty of service-wtrilcfr he owes to the community upon which he depends for the success of his efiorts, recognizes the fact that well planned, and purposeful advertising may become a very vital and productive factor in the scheme of his business affairs.

He has the finest and most inspiring business in the world; for there is nothing so thrilling, so joyous, and so soul-salisfying as the creation of homes-beautiful modern homes -*itt lfriit comforts, convenienieslnd beauties-and the protective remodeling, and regeneration of old ones.

- There is an inexhaustible wealth of advertising material within the lumberman's doors, and he who fails to mould it to his use is discarding a golden opportunity, restricting his own outlook, letting business slip by him, depriving himself of contacts that make for mental and moral development, and at the same time cheating and defrauding his patrons.

The successful lumberman will not always stress the query, "what will advertising do for me?" he will consider at all times the more important questions "what can I do for others thru the medium of my publicity? How can I best give to others the benefit of my experience and instruct them in the use of modern bui!!!ng materials?" IIow can I make my offices attractive ports o' call for perplexed home builders?" And in wo-rking out these problems he enjoys bpportunities for character building that are rarely afforded by other lines of industry.

Thru well directed advertising the lumber merchant may inspire those about him with a deeper love and appreciation of home, instill in careless minds lessons of thrift, create desires for the bettei and more enduring things of life, awaken ambition, quicken sluggish minds, fight the forces of improvidence, neglect, and decay, lrrge the duties-of rebuilding, remodeling, and repairing, teach an appreciation of the beauties and uses of wood and other building materials, and taking his rightful place at the head of the procession, lead the march of progress at all times and in many ways.

- If you will do all that, Mr. Doubting Thomas Lumberman, You'll get over that silly nonsense that keeps you back and learn much to your surprise that it DOES pay to advertise. Every home ybu sell is a source of future business if you will but suggest Some_ improvement which will add to its attractions; so advertise a sleeping porch for the kiddies, an ironing board for Mary Ann, or at least a kennel for Fido. Every customer who.comes and goes away (satisfied) will surely come another day and bring another with him. Get your ad on "Thrift" out before the bank publishes one on the same subject and ten to one Mr. Waverer will buy a house bill of you instead of putting his surplus cash in the bank at 4/o. Advertise until the people of your town or city cannot even think of lumber, building, wall board, or shingles without seeing every letter of your name face to face. Give of your best and a whole flock of bests will come swarming back to you.

Let's awake from our slumbers deep though they may be, shake off the inhibitions that are an inheritance from the mouldy past, swing into line with the Spirit of Progress, get a wide awake advertising complex, drive the poor drones from our advertising departments, and when we hear that old spook question, "What's the matter with the lumberr business?" answer it with a loud and cheery'IT'S ALL RIGHT! IT IS! GOD LOVE IT!"