Is This Good Advertising for the Lumber Industry?

There is norv appearing in magazines an advertisement of a lumber manufacturers' association, rvith this heading displayed in large type :

..LUMBER'S LAST STAND IN UNITED STATI'S'' and the text goes on to state that the region in rvhich this particular rvood grot's is often referred to in that rvay, although the fact is that tl-rere is a plentiful supply of the wood advertised.

Not long ago there lvas publishe<l a handsorne booklet of another rvoocl with the cover errrblazonecl lvith these words:

..THE LAST GITEAT STAND''

Ninety per cent of the advertising space in many papers, relating to construction materials and utilities, tells of rvood substitutes.

People are being urged to buy tl-rings that are as good as, or better than wood and the irnplication alrvays is that 'r.vood is scarce, rvill soon be unobtainable, lumberfilen are ruthless destroyers of the last ferv patches of trees, etc., etc.

It is my belief that advertisements that tell of the last stancl of lumber play right into the hancls of tl.re lumber substitutes, as well as giving support to the propaganda of all kinds against the cutting o{ trees for lumber.

In our own advertising we have accentect the fact of large supply, efficient production, and future supply. We are doing everything possible to make lumber users believe that lumber is the b€st material for the purposes we advocate, and that it will continue to be available for these purposes for many years.

I do not believe that any lumber manufacturer should advertise that he is cutting the last stand of virgin forests. As one man said, after seeing the advertisement: "Lumber's last stand-an<l after that-THE DtrLUGE."

AUSTIN BLACK, Advertising Manager. California White & Sugar Pine Manufacturers' Assn.

Lumberman Retires

dWilliam Coyne, for fifty-two years in the lumber business and for the past twenty-five years manager of the Sterling Lumber Company of Redding has retired to spend the balance of his days in ease. Coyne's career as a lumber dealer began in Virginia City, Nev., in the early seventies. For years he was foreman in that city during the l-:onanza days of Lonkey & Smith. For several years hc: rvas employed in the Terry & Friend yards in Sacramento.