C. J. Blanchard of Nebraska Has Original Advertising Ideas

'Walthill, Thurston county, Nebraska, is a long distance from California and somewhat removed. from the t'beaten paths of travel, " but it is important in a merchandising way because it is the home of one of the keenest retail lumber dealers in the universe.

His name is C. J. Blanchard and he is the manager of the McGregor Brothers & Co. yard at that place. What Emerson is supposed to have said about the world hewing a path to the door of the chap who preaches a better sermon or writes more convincing advertising copy seems to prove true in this particular case, for the Blanchard name and the Blanchard fame have.spread far beyond the confines of Thurston county, end even beyond the borders of Nebraska itself.

For Mr. Blanchard's advertising genius and his modern merchandising principles have won him prominece. He has addressed conventions of lumbermen in various parts of the lliddle West and specimens of his work have been exhibited at the county fairs and industrial expositions.

Mr. Blanchard's fertile brain and facile pen are supplying the folks of his community with a unique quality and character of printer's ink; through the extravagant and prolific use of which he is providing a liberal education on the uses q.f building materials. In.the language of Shakespeare and Dempsey, he "wields a wicked write."

Acrostics are his chief delight, and they make a form of reading which is at once absorbing and entertaining. A recent advertisement in. his local newspaper, occupying a quarter page, shows a house and floor plan, and the picture of a little child with Smilirig countenanbe, the ccimbination suggesting immediately the happiness_ that radiates from home ownership.

The caption reads: "Our 'Winning Number-A llome Of Many Ecstacies." Take the first letter of each word in this line, set them down in their ord.er and note the result: " Own A Home. " The remainder of the reading matter is a complete description of this home, and the lines constructed in such a way that the first letter of each line, reading down the page, spells, "Hardwood Interior and Floor;" and the last letters reading down, spell "McGregor Bungalow Complete. "

Mr. Blanchard does not confine his publicity to newspaper advertising, but issues a mass of circular matter. A sample acrostic is headed "Lining Up Mechanically. Builcling Eraetly Right." The f.rst letters of the words spell "I-.rumber." After calling attention, acrostically, to the drop in lumber prices, the circular winds up with "Satisfying Every Requirement Valuing Incliviclual Contentment Essential, " the initial letters of which spell the word " Service. "

Paints, oil and varnishes are given the same character of publicity, and coal is also well advertised.. When it comes to rhyme and blank verse, Mr. Blanchard shows'a large amount of talent. Altogether, it is evident that he has not operated in a small or half hearted way. His manner is unique, his ideas are clear and expressive of experience and shows close touch with the business. It is his individuality in adveitising that has given it added value.

As a home and building booster, Mr. Blanchard. takes front rank. Note the photo reproduced'herewith. The set of model buildings inclucles a home, a barn, a hog-house, gr&nary and corn crib combined. These are life sized models, not miniatures, depicting before the eyes of the prospdct the actual completed building.

This set of models was placed. on exhibit at the Thurston County Fair, where they made a big hit. They are now set out prominently in the company's yard at Walthill, being one of their chief factors in the 1922 builcling eampaign.