Another Joyous Occnsion

Bv Adeline M. Lonner Sacramento, California

Hello, children, here we are. This is the day we celebrate. The California Lumber Merchant is now nine years of age, and every man Jack of us knows that he's the greatest little playmate and pal a gang ever had. Here's to him !

It has been said that when the enterprising stranger makes his appearance in a southern city, town, or hamiet, and registers intent to settle down and become a substantial citizen of the place, the natives gaze upon him supercilious- ly and ask witheringly "who are you ?'t In New York under similar circumstances the question is "what have you?" We of -the west usually favor the new comer with a disarming grin, ald remark cheerfully, "hello bo, que tal? What can you do?"' pell, the wave we were all so joyfully riding did subside,. but not peacefully and to the striins of -soft eerie music. There was no slow motion in it. It suddenly coll.apsed with a terrifying "woosh !" And there we were going down, down, down, with the solid earth rising up to meet us-.

Nine years ago, when The California Lumber Merchant made a h"ppy landing in our midst, he found us running true to form. There were no elevated noses, no contemptuous stares, no arrogant assumptions of superiority. We jus-t said, "welcome ihild," hoped to goodness he'd live, and quite forgot to ask, "what can you do?" You see, we knew his daddy-the question was superfluous.

We liked and appreciated The California Lumb,er Merchant from the first. We wouldn't know how to get along without him now. He has functioned in all sorts of weather, pointed the way and shown the light. We take his advice-if not at the time it is given, then liter when experiences pleasant or otherwise have proved to our entire satisfaction that he is a true prophet and a reliable guide.

An examination of old issues of our journal will prove not only interesting, but instructive as well. We will find that predictions and wamings contained therein were timely, significant, and well in advance of the events that followed.

In the hilarious days of post-war prosperity, when we were sitting upon the topmost crest of the wave, paper caps upon our heads, and tin horns in our hands; assured in our false_secrrrity_and never dreaming that the high tide might recede, The California Lumber Merchant warned us that tides are wont to ebb and flow-we didn't believe it.

There were kindly warnings for us when the inevitable happened-sage advi,ce we had done well to heed. Prosperity was slithering away, the world no longer beat a Plthway to our door, the hour of awakening wis at hand. The time for intensive activity had come, wiys and means must be considered. Business must be stalked as the wilv hunter stalks his prey. The go-getter must go-get. \ /e read_these.sapient suggestions, but few of us really understood. "The slight depression was but temporary/' ,,Business as usual," was the cry-"On with the dance."

That's the comforting thing about a crash : the earth below is always waiting. The sure foundations still obtain. There- is always something left to stand upon, always a place from which to start again.

Through all the ensuing winter of our discontent

The California Lumber Merchant maintained its optimistic tone, assuring us that brighter days were coming, that other tides were flowing in, bidding us be of good cheer. That's the kind of a friend he is: standing by in the sunlight, rejoicing in 9lI good fortune, alive to our possibilities, stirring oui ambitions, urging us on to greatei achievements; bui just as firmly, and more pugnaciously on the job, when the sicies are over,cast, and the sea storm-swept by wintry gales.

We're coming back now; everybody says so, and what is more to the point, everybody is working to make his hope- ful words come true. Depression has reilly done us gooa- ask The California Lumber.Merchant. It has cleared our brains, stirred our blood, and strengthened our faith in ourselves and in one another. It has turned many a Mr. Pip into a Mr. Pep-made us active, bright eyed, and alert.

We may prove this to our entire satisfaction by looking at one phase or department of business activity-advertisilg. Ever see such a flair for advertising as now prevails? No you never. The mail box is daily stuffed with iirculars, the, porch and lawn littered with hand bills, sign boards multiply even as we denounce them, air planes trice magic words upon the midnight sky.

Funny, even the dignified d.octors, lawyers, dentists, and pastors who used to consider advertising "unethical" are at it. I am called to the telephone to hear that "Dr. Frost will now X-ray my anatomy for half the usual cost of the operation." The dentist announces that he will "clean teeth free of charge for this week only," the lawyer ,craves "to handle my legal affairs-fee not mentioned, even the parson, runs an ad in the daily papers announcing that pew rental has been reduced for the summer va,cation. The radio is barking wares in season and out. A Beethoven sonata is halted just before the adagio so that the inventor of a new lubrication fluid may tell of its unparalleled perfections.

Isn't it refreshing? All the stiff, aristocratic, take-orleave it attitude gone out of business. Everybody willing to limber up, answer questions, offer information, smile-, talk like a human being and make the customer h"ppy. We've learned our lesson, we'll all be better now, easieiio understand, easier to live with, easier to do business withsuch uses hath adversity.

"Then welcome each rebuff

That turns earth's smoothness rough, The sting, that bids nor sit nor stand, but go ! Be our joy three parts pain, Strive, yet hold cheap the strain, Learn, nor account the pang, dare, never grudge the throe."

We who love the lumber industry and are of its great fraternity have had our pangs and our pains. Let's discount them. With heads uplifted and feet firmly planted upon the deck, we're setting sail for happier ports. We are flcing a new era of prosperity-a brighter day is dawning.

Tides may come and tides may go, but trees grow on forever, steel is manufactured, and cement is poured. Cycles are completed, only to roll away into that limbo from which

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