What Advertising for the Progressive Lumber Merchant Means

Already we have referred to ltmber dealer APVERTISING many times. And we will probably do so in every issue that comes, in various ways. So let's have an understanding about THAT subject.

DON'T get the id.ea because we declare that the lumber dealer should advertise, that he should rush right d.own to the newspaper offices and buy all the space they have left. 'We don't mean that at all.

'What does advertising mean as applied to the retail lumber business ? To the untrained ear, it means newspaper space, and blackfaee type. Not so ! Newspaper space IS advertising, but it is only one department of advertising.

Advertising means the exploiting of the builcler's business in every legitimate way. The live builcling merchant today is advertising twenty-four hours every day, and. kicking because he can't do it twenty-five. EVERYTHING you do, spells ad.vertising.

'When you cuddle Mrs. Jones' baby under his fat chin, and tell her that he's the finest specimen of a chilcl that you ever sa'w in your whole life, you are just as certainly advertising as when you mn a full page ad in your daily paper; the only difference is that in this case you are advertising more INTENSELY, although not covering the territory that the newspaper would.

'When you write a clever circular letter to your trade, ofrering to furnish them SERVICE in handling their fall repairing and painting, You are ADVERTISING; but not any more than when you stop at Farmer Brown's place, and. tell him that you have invited yourself out.to look his place over because you und.erstand that he is easily the most practical ancl successful tiller of the soil in that district.

ADVERTISING, for the retail lumberman, means that you use your local papers intelligently and constantly; that you write interesting and productive CIRCULAR,I-IETTERS to your local trade; that you become intimately acquainted with just as many people in your district as you possibly ean, and afterward. use every legitimate effort to keep yourself and your business fresh in their mind.s; that you call your trad.e by name without hesitation, when you meet then (this is a splendid advertising stunt); that you furnish ' SERVICE to your trade, and make them know beyond the q"

DI/A,NY REDWOOD TRACTS IN IIIIMBOLDT COITNTY ARE DONATED TO STATE

Efrorts of officials of the Save the Redwoods League to preserve the giant red.woods along the route of the state Lignway in Ilumbolclt county are meeting with- substantial - .oi"us*. The recent donation to the state of a long stretch of standing redwoods by the Lagoon I-rumber Comp,any- of Bulwinkle has aroused- new interest on the part of other owners and it is understooct that other donations will follow.

Besides the Lagoon Lumber Company, the Hammond I-rumber Companyf ancl Standish & Hickey have matle gifts of redwood timber to the state.

sists of ; that you mingle freely with your townspeople and demand. and earn their respect and liking; that you cover your district frequently and learn to know and even to anticipate the need.s of your community and its citizens; that you reflect credit upon your own business by every practical and intelligent method. to the end that you may secure a maximum efficiency for your business; that you become a strong factor in the life of your community.

All of TIIESE things, and many other things, spell AI)VER,TISING.

There are three fundamentals to retail lumber advertising, namely: to be HONEST, to be PERSISTENT, and to be SENSIBI-:E. Be IIONEST, because you m,ust remember that advertising does NOT create a VALUE for your goods -it simply EXPLOITS it. Be SENSIBLE, because the majority of people who come into contact with your advertising are possessed of good common sense, and. the easiest way to Iose the business of man or woman is to try and impose on their intelligence. Be PERSISTENT, because you must keep everlastingly at it if you are to get advertising results.

IT IS NO PIKER'S GAME.

Advertising for results, is a pyramid proposition. You have to begin at the bottom and work up.

'When you decide to start in the game of advertising, do so in a POSITIVE frame of mind with regard to the matter. The NEGATIVE man never gets anywhere. He sits down to the table, and in an apologetic tone of voice says: "'Won't you please be kincl enough to puss the milk?" But the POSITIVE man says in a big bass voice: "Say, bo, pass ME ithe CREAM." That is the frame of nrincl that gets results.

A few years ago, when THE GUI.IF COAST IJUMBERMAN first started preaching Better Merchandising to the lumber industry, a few dealers advertised. Toclay MOST dealers advertise. There's not the slightest cloubt about it.

All LUMBER DEAIJERS may NOT advertise, but all LUMBER MERCHANTS WIIrL and when they get sterted there is little room for the non-ad.vertising DEALER.

For ADVERTISING ancl SALESMANSHIP, friends of ours, are the only doors to the Kingtlom of Better Business.