Gus Hoover

It's barely possible that sornc of you folks may have mct thie guy with the glasscs, and that thereforc the name at the head of the cohunn docsn't come aa a surprisc. Yes, hc rndoubtedly looks very familiar to many of the readers of The California Lumbcr Merchant. In fact, hc has a very familiar face.

His o'fficial name is A. L. Hoovcr. Los Angeles clainls hirn :rs onc of its favorite lumber sons, and owes a dcbt of gratifirde to the frec city tif Fresrr for secrding him herc, for hc DID conrc from Frresno. And hc was a lumberman cven before thaL He worked in both thc retail and wholesale end of the lrrm,ber business in the Fresno tcrritory cver since he was old enorgh to work, and t$at is a long, long time.

Then he decided to try big city ways, and he moved to Loe Angelcg securing tno accounts that he thought might make him a living. The .Pacific Lumber Company gavc him their Redwood to scll in Southern California, and the Wendling-Nathan Conr. pany gavc him their Fir account. The latter concern sells rail stuff only, so he tmk on as a third mast in his hrmbcr selling ship a little yfirolesaling of water p,hipmentg so that with thc Orree he could sell anything in Fir and Rcdwood that Southern Cdifornira uses.

He opened an office and started passing out the linc of sale talk that had inducod him to graduate from tlrc Fresno tcrritory, and the Southern Califcnia gang fcll for it so strongly that he soon built a big and lovely home in the moat e:rclusive section of thc Wilshire district, bought several automobiles, and took up g.olf. Sinoe then he's bcen "sitting on top of ttrc world," "Looking at the world through rose colored glasses," and keeping lincd up with thc popular songs of the day in all of his afrairs.

Pete McNevin, of the Pacific Lumber Company, and "Duke" Euphrat, of Wendling-Natha4 two gentlcmen who overscq thosc hro concerns, soon ofrered to change jobs with him, but Gus was busy and couldn't lcave. He boomed with Southern California, and uilhen tltc Southern C.alifornia'boom subsided hc had intrenched hLnself Eo strongly by good lurnber, good scrvice, gaod will, good friends, gooil huraor, a good hcart, a good mind, and-morc or less good luch that he kcpt right on doing good busincse et the good old stand. Thc only thing we know about him that isn't good is his go4 and his good luck more than makes up for any dcficiency along ttat line.

Tlhere is no living man an5rwhcre who has more friends and fewer critics than Gus Hoovcr. To tell the truth about his popularity rould requirc a verbiagc that would sound likc fuliome flattery. All his acquaintances are good friends. Perhapc his twp outstanding characteristics as they impress his lumber friends are dead squarencss, and his nwer failing kindliness and generosity. He never delibcrately hurt the fcelinge of any hurnan Every friend grins when Gus comes in.

Find grcater succcss than that, if'you can.

Mr. Lurnbertrtqflr:.

Are you satisfied with yout volume?

You can increase your sales, and at a profit too, by taking advantage of the opportunity of financing legitimate construction through the "UNITED STATES" plan.

Ask other dedetg who finance successfully what it meanE to theur, t{ren come iri bnd let us discuss a plan for you.

Franlx M. Wise, Secretary Ground FlooeRoosevelt Bldg.