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Hundrcdr of clcvcr new illustrationa for housc. organe, di;cct-by-mail and all othcr advcrtieing pur. porca. Cutr in qll rizer for all claeree of busincss.

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NATIONAL AD-ART SYNDICATE 173 Arylum St. Hartford,

From the House of Quick Shipmentr

-Ha_ve you ever heard the story of the little schoolboy who was asked to define salt? He said:'-'Salt is what makes poiatoes taste bad. when you don't put any on them." Advertising is what makes busrness bad when you don't use any.

A iew years ago there was a conference held -of the principal paint manufacturers of the united States to devise ways and means to increase paint consumption.

They approved of the idea of an advertising campaign and were enoeavonng to devtse a slogan.

One man-ufacturer suggesled as a slogan "IJse More Paint." That was fine from their standpoint-that was what they wanted the public to do-but how much better is this slogan-"Save ,the Surface and.You Save All."

Advertising is no different than selling-yet too few manufacturers realize that.

What salesman would carry in his kit the photograph of the president of the company and show it to his prospective customers?

What salesman would first of all say-"I represent the Jones Manufacturing Company. I want to show you a photograph of our factory. It covers seven acres and represents an investment of three million dollars."

He might bring these facts in incidentally if the firm was new and unheard of, but first of.all he would talk about his product.

The public-your prospective customer-doesn't care how much money you have'in the bank-about your offices-when you were established-how many people you employ-they are only interested in what you make-why you think they should buy it-and how much it costs.

No advertising campaign can ever hope to succeed that isn't written from the viewpoint of the prospective customer.

"IJse Palmolive Soap"-that's selfish-that's what the manufacturer wants you to do.

"Keep that Schoolgirl Complexion"-that's different.

But there.is even a more odious form of trade paper advertising than the selfish type-it's the indifferent type-and in every trade paper you see dozens of advertisements that read like this: "J. H. Brown & Coppany, Hats, 725 Market Street, San Francisco."

What would you think of a salesman that called upon you and said: "I represent J. H. Brown & Company, Hats." You would probably say: "Well, what about it?" And then supposing he said: "I just wanted to tell you that we were still making hats."

You would think that he was quite a stupid salesman, wouldn't you? You wouldn't think much of the firm he represents and their product if he didn't have anything to say about them.

That is just the sort of impression that business card advertising makes upon the average prospective customer-if he sees the advertising at all. Because these advertisements are usually set in a monotonous type, without using any illustration. An illustrated advertisement is much hieher in attention value. Illustrations are attention getters. And unless your advertisement attracts attention it is worthless.

One big thing to remember in preparing advertising is best illustrated by this story:

A colored man was suing for divorce from his wife. The judge said: "Well, Sambo, just why do you want a divorce from this woman?"

"Well, Judge," said Sambo. "All that woman does is talk, talk, talk. She talks all morning while I'm eating breakfast; when I come home tired at night she talks all during dinnertime, and after dinner until I go to bed, and then wakes me up to talk some more."

"What does she talk about, Sambo?" the judge asked.

"Well, said Sambo. "Just what she don't say."

Another vital point essential to success in advertising is to be truthful-once you turn the spotlight of publicity on your business you expose all of its weaknesses, as well as all of its good points, Barnum has often been quoted as saying: "The American public likes to be bunked." Did you ever go to Barnum & Bailey's circuses that you didn't get your money's worth?.

A rabbit once met a lion in the forest and said to the lion: "Tell me, why do they call you the 'king of beasts?"' lhe rabbit thought this was a good idea and that he would like to be called the king of beasts, so he decided to let out a big roar, but the best he could do was a little squeak, and a wolf happening along ate him for lunch.

"That's because I roar so loud; I believe in advertising."

There's a moral in this storv for the advertiser of inferior merchandise" for, once you begin ddvertising, you find the public to be the wolf that will devour vour business.

The force of advertisin! is sometimes best illustrated by showing how destructive it can be.

An advertising man in Chicago recently bought a certain make of automobile. It happened to be one of those freak cars that factories sometimes send out, and spent 99 per cent of its time in the repair shop. The automobile's distributor refused to do anything about the car and told the man that he had bought it and that it was his worry.

So this advertising man decided to advertise this car for sale and he wrotb an advertisement that read something like this: "For sale, cheap, a brand-newautomobile-has only run 900 milesrepair costs to date $648.00-sears grind-is hard to shift-lacks power on hills-constant transmission trouble, etc."

The day that this advertisement first appeared, the distributor was around with tears in his eyes, offering to give him a brand-new car, pay the repair bills, do anything, in fact, if he would only stop advertising that car for sale because it was ruining his DUSrness.

To be successful in advertising you have to have vision and courage. Advertising isn't something that enables you to spend a hundred dollars today and get back one hundred and fifty dollars tomorrow. Sometimes you get a product that makes that possible, but those are the exceptions and not the rule.

To succeed in advertising you have to be willing to pound away steadily-month after month-year after year-spending a regular percentage of your sales, knowing full well that eventually the advertising investment will come back to you with interest.

Somefimes advertisers say: "Will I have to advertise for 10 years -everyone knows my product-supposing I quit for a few years and save this money?"

That doesn't work.

The public has a short memory.

Comietitors will take advantage and seize the opportunity to snatch the leadership away from you,

Many of you probibly rdmembei Pyle's Pearline-it used to be the biggesi selling soap powder in America. The head of the institution diad. The estate took charge, and at that time were offered six million dollars for the business, which they refused. One of the first things they did was to discontinue advertising, and five- years later the business and equipment were sold for fifty thousand dollars' From six million dollars to fifty thousand dollars in five years.

The salesman representing the local newspaper of a small town was trying to sell the big general store on the idea of advertising in his local newspaper.

"Why advertise in your paper?" said the local merchant. "I have been doing business in this valley for over twenty years. Everybody knows me.tt

The salesman was stumped for a few minutes and then as he looked down the street, he got an idea. He said to the merchant: "That old Methodist church has been here a long time, hasn't it?"

"Yes," said the merchant, "for more than sixty years."

"Well, they still ring the church bell every Sunday don't they?" said the solicitor, 'to remind people to come to church."

The merchant saw the point and began to advertise and has been advertising ever since.

Merchants and manufacturers alike are apt to forget how our population changes. Our California population has increased over 44 per cent in the last ten years. Think what that means-one out of every three people in California was not a resident ten years ago. And then you must add tp this figure the generation that has grown up in the last ten years and has replaced the former purchasers of your product.

A short time -ago we approached a large retail San Francisco store setling to men, which had been established over fifty years ago. When we suggested advertising to the executives of this store they poked fun at the idea. "Why, everybody in this community knows of our institution," they said with great dignity.

So we stationed a man on Market Street and he asked every man who came along if he could tell where this store was located and what line of business they were in. Only one out of every ten men knew the location of this store and only two out of every ten what line of business they were in.

Needless to say, after showing the results of this survey, the store began advertising and has been a consistent advertiser ever since.

Advertising has been of great value in reducing costs, improving quality-by increasing and stabilizing production. Take the case of carborundum. When carborundum was first placed on the market it sold for $1000 a pound and only fifty pounds were sold in a year. Its makers began to advertise it and find new uses for it and as the consumption increased its price steadily fell, first to $500 a pound, then to $100 a pound, then $50 a pound then to $10 a pound and finally to four cents a pound. Instead of only fifty pounds being used during the year, thousands of tons are consumed-if carborundum was not advertised it would still be unknown and you would pay more for your automobile parts, Ior tools and hardware.

Many people have an exaggerated idea of the amount it takes to begin advertising.

They have heard so much of million dollar appropriations that they think they must spend a tremendous sum at the beginning.

It is much more advisable to start in a small way-taking a single city or an isolated territory-proving its value before you spread your advertising to a bigger territory.

The first advertising appropriations of Wrigley-the chewing gum manufacturer-was thirty-three dollars-all the money he had in the world. Today he is sDending in excess of ten thousand dollars a day.

Portland Hoo Hoo Club Meets

At a dinner meeting held June 9th, fifty-one lumbermen, charter members of the newly organized Hoo-Hoo Lumbermen's Club for Portland, elected officers and made plans for their future activities. E. D. Kingsley, Vicegerent Snark for Western Oregon, presided. Charles Miller of the West Oregon Lumber Co., was elected president of the Hoo Hoo Club. Wilson Clark first vice-president, Charles Lindner second vice-president and W. B. (Billy) Mack secretary-treasurer. At this meeting it was decided to hold a concatenation on the 9th of July and the first luncheon meeting of tbe Club on the next Wednesday following.

It is planned to have the new Hoo Hoo Club take charge of the Annual Lumbermen's Picnic, formerly handled by the Portland Lumbermen's Club, which is giviirg way to th-e new organization. At this first meeting the matter of entertaining the Western Retail Lumber Dealers' Association at its annual meeting next February was discussed.

BRIEF'HOLIDAY WILL BE TAKEN BY FIR MILLS

Portland, June 19.-The nearer the proposed date for a curtailment closing of the fir mills approaches the stronger are the indications that any expectation of a heavy curtailment this summer might as well be abandoned. With the exception of Grays Harbor, apparently no part of the producing territory will see the mills out of operation for more than the usual three or four days around July 4. It is evidently to become a plain case of everybody for himself and the devil (or the sheriff) take the hindmost.