Random Editorial Ramblings

By Jack Dionne

Seven years ago we, conceived the ambition of publishing a great lumber journal in a great lumber state. Seven years ago on this date the first number of THE CALIFORN'IA LUMBER MERCHANT appeared. Today we celebrate the seventh anniversary of that-to us-momentous event, by issuing our Seventh Birthday Number, specially prepared, printed, illustrated, and produced. For seven years we have competed.with ourselves each year in attempting to eclipse our own previous Birthday Number efforts. Each year we have tried, not only to give the lumber people of Cdifornia a special number they would feel proud of, but we have tried to beat our*various previous issues.

This issue is our idea of the best California lumber paper we know how to turn out.' In it we have attempted to re. view and illustrate the lumber events of the past year that interest this territory, and to visualize the hopes and ambitions of the future. We have tried to stimulate the consciousness of this industry to the consummation of bigger and better things through progressive and co-operative merchandising, to the end that greater and more consistent prosperity may come to this industry. The last few years have been rather lean years to the lumber industry of this great territory. Better things are deserved; and better things are coming. But like all creative beings, we've got to help MAKE them come. The good things of the world don't just happen-th"t Y""_ to*be helped along.

During the first few years of our stewardship we devoted some space in our Birthday Numbers to declaring our aims and arnbitions for this Lumber Merchant. We no longer consider that necessary. The lumber trade of California has learned long ago of the things we are trying to do. Whether or not we have served well, we will cheerfully leave to you. Whether or not we have helped make the lumber industry of California better by continually holding before its eyes high marks to aim at, we also leave to thel judgment of our friends. To us it has been a ve'ry enjoyable service. And again we pledge ourselves, during the coming year, to continue our effort to inject continual and joyous optimism into our columns, to the end that the lumber workshop may be a continually pleasanter place to strive in'

Color plays a very important part in our lives. We even think of people in terms of color.' When a man has no punch we say he's colorless; when he's mad, we say he sees red; when he's a coward, we call him yellow; when he's straight, we call him white; when he's loyal we say he's true blue; when he's unintelligent we say he's green; whcn he's bad we call him a black sheep. The mind acts clearly in colors.

One of the worst air""J"" ln"-*"t*e retail lumberman is subject to, is COMPETITORITIS. The dealer suffering with this in-growing ailment never perrnits himself to forget his competitor. He thinks more of what the other fellow is doing, than he does of his own affairs. Most of his efiorts, his prices, his advertising, is aimed to defeat his competitor, rather than create business for HIMSELF. The fear of competition trsually means a man is weaker than his competitor. We never fear men who are weaker than ourselves. COMPETITORITIS is an incipient disease that usually ends in the more serious ailrnsnl called PRICE CUTTING. The only time it pays to watch the other fellow, is when it is done for the purpose of discovering his strong points and applying them to YOUR business. Watching for his weaknesses so as to know where to attack him, never helped anyone. * *

How is yotrr credit? Credit means the ability to buy or borrow, and pay later. It is based on the assumption that he will pay, either because of his moral, or financial ability, or both. Moral credit is the best. It is extended to the man whose word is good. Everybody respects the man whose word is as good as his bond. The man who keeps his word and lives up to his agreements, is the man who forms the bulwark of our great credit system.

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The Home Modernizing Bureau of the National Building Industries, Inc., is located at 228 North LaSaIle St., Chicago, with H. S. Sackett in charge. Its program is to help organize and assist the home modernizing work of local Home Modernizing Bureaus ever5rwhere. The Bureau hopes to see such local Bureaus organized in every good building territory, the plan being to develop and increase the building business by intelligent and co.operative efforts at modernizing and improving old buildings. Assistance is furnished in organizing local bureaus, and in conducting their campaigns, much literature and other helps being available. No more important work could be unde,rtaken.

I read with interest the other day aboqt the hardware man who had to go broke to find out how to run his business. He had a good store, and a good stock, in a good town. But he was short on display, weak on advertising, and stayed in

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