SA]ITA FE LUMBER Ct|.

tncorpcatcd Fcb. 14' 1908

Erclurivc Rcpraotrtivr ia Notbcn Cdifonir for Crco-Dipt C,onpany, Inc., North Toawerda' N. Y.

Gcncnl O6cc SAN FRANCISCO St Cldr Blds.

16 C,aliforDh St.

PINE DEPARTMENT

F. S. PALMER, Msr. Californh Ponderora Pinc California Swar Pine it won't just happen. There will have to be a definite and intelligent and forceful sales effort in every community of this land to put this thing over. But if the money lending powers rise to the occasion and proffer the cash with which to do this building and remodeling, there will be a marvelous opportunity offered to the live building merchants ever5rwhere to create business. ***

Stop and think of the talking points the building merchant has to offer, if he can show prospective builders where they can get this money at Government-prescribed rates. Every past opportunity for creating business for building, Sinks into insignificance by contrast.

LOS ANGELES

ROBT. FORGIE

311 Financid Centcr Bldg. 7O4 So. Spring St. - VAndyke tATl

And one thing first and foremost the building merchant is going to have to get out of his mind, and that is that everyone is broke, and therefore won't be interested in buying, building, or borrowing. Just as an example, to show how so-called "broke" territories sometimes give loud evidence of being muchly contrariwise, take fowa. Iowa, as you Lnow, is an outstanding agricultural state. And Iowa is supposed to be about the worst broke state in the tfnion, being primarily and overwhelmingly a farming state. Well, boys and gals, while the sale of new automobiles for the first guarter of 1934 over the entire nation increased 44 per cent over last year, the sale in Iowa increased ONE HUNDRED AND THIRTY-FOUR PER CENT. Laugh that off, if your lip isn't split.

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