The California Lumber Merchant - October 1922

Tell 'Em to Put Their Money in a Home

How many folks are there in your town who feel as the guy in the picture does-and who might be induced to build a home if this illustration was called to their a'tention through the medium of your local paper or by a circular letter?

It will offer a lot of food for thought and we will furnish an original cut, same size as shown, to our clients for $3.50 or a matrix for $2. Both are ready for immediate shipment. Do you want one?

If Your Dollars Hear the Call

Theg Will Seek Inuestment In Aduertised Goods

Your dollars deserve a square deal, Mr. Retailer. them at a disadvantage by careless buying.

Don't waste them, or place

Don't order your lumber and other building material from folks who fail to put the power of advertising behind their product, and then complain if the worth of the goods does not match the value of your dollars.

'When a concern calls for your dollars by advertising its wares in the public prints, you are bound to get full value for your money-your dollars will have a square deal.

KRANTZ, MamBinB Editor

A. M. THACKABERRY. Clrculation Manager

A. C. MERRYMAN, Advertlring

J. E, MARTIN, Mgr. San Francisco Office

How Lumber Looks

Buyers of Iumber in California are expecting a rteadying Operating reportr from both the Southern Pine and in prices within the next 3O days. Douglar fir regionr show that production is erceeding de-

Ar a matter of fac{, looking back for a period of 3O dayr, mand by eubstantial margins. This is a situation that har the market har steadied, perceptibly. prevailed for the lart five or six weekr, and if continued

A,s one rhrewd buyer expre$ed it, ,.It would be much for another three or four weekr is certain to have its efiect earier to force the market down a dollar than up a dollar." on the general market'

With pouibly a few erceptionr priceo have not drength- For the lact week reported by the fir millr, production ened cince the firrt of last month. In rome particulare, in exceeded orderr by nearly 20'000'000 feet; the week be' fact, there har been a rlight weakening-1ot a decline in fore, the excelt was 610001000 feet; the average for four pricer, exactly, but at the same time a tendency in that weekr har been in the neighborhood of 1O1000,000 feet. direction. This is said to be true particuLarly of green Southern Pine orders have been running behind produccleara and certain other upper grader. tion for a longer period than in fir. This ie due, o&courrc,

On the other hand rome vertical grain atock and mort to tte fact that the South always feels a change in the gen' commonE have strengthened, slightly. Dimenrion ir rtronger eral market m'ch quicker than the west' The lart available at california ports right now than 60 days ago, but neither figures fronr the southern Pine millr show the weekly cut buyers nor rellers look for subctantial advancer. to be more than 25t00oto0o feet ahead of new busine$' The excdrr hac be€n running in the neighborhood of lor- Dealers recently have noticed the apparently abnorrnal ooorooo feet a week for the last two months. spread between commona and clears and for that rearon In ore lart two weeks southern pine demand has been expected clears to drop toward their accustomed level. --But it ir untikety that the former difierentiab ever wilt be main-

stocks' and rome tained again. The reason ir that the proportion of clearr If this condition keepr up, prices may decline. obtained by the mills congtantly is growing smaller, rimply

But the Atlantic coart is buying tremendoue volumer of becauge most of the best timber has been cut away and tbe lumber and making up for the lack of demand in the Middle prerent and future "run of the log" will offer a greater wert. If the railroad etrike is settled the railroads may get percentage of common lumber' back into the market this fall, which will have a etrengthen-

So, derpite even the mort violent fuctuationr that the ing efiect. market may henceforth experience, upper grader probably

The redwood market remains in a good, healthy condinever will reach their previour low levels. tion. The demand ir rteady and milla are r'nning to full

Present market conditionr are due to reveral factorr: capacity to eatbfy it. firrt, the exceedingly heavy demand throughout California

Lath are more plentiful throughout California and the this year has nm dealers rhornt of stockr and they have market har cagged 4ightly in the last two weekr. Lath are been in a ecramble to replenirhl next, the car rhortage in the cheaper now than they were the first of last month. Northwest har made it hard to get well assorted grader and Shingler are firm, with no change in market quotationr giz6. Within another 3O dayr, it ir apparent, dealerr who in the lart fortnight. have been rhort will be better rupplied, and whether the car cituation improver or not, they probably will not be ro keen to get immediate shipments.

Reports from the Northwest indicate that the car rupply is easier now than a month ago. At competitive pointr manufacturerr generally are getting all the cars they need. Millr located off the main line railroada and at non-cornpetitive pointr are reporting a harder car situation.

But back of all the prerent market rymptomr ir the important element of eupply and demand. That will bear gndyrir for a moment.

SEPTEMBER, BIG BUII.DINC MOIflTH

San Francisco, Oakland and Los Angeles report the customary volume of builcling for September.

In Los Angeles the permits for the first 26 days aggregated $8,600,000 in value for 3,656 separate structures. At this rate the total for the month will be in excess of $10,000,000.

San Francisco is expected to run well over $6,000,000 and Oakland over $3,000,000.

Plans for State Convention, October 28, Receiving Enthusiastic Support

At a meeting of the directors of the California Lumbermen's Association in San Francisco last Monday, arrangements were completed for holding, at San Francisco, Saturday, October 28, one of the largest conferences of lumberlnen eYer held in California.

The forthcoming convention will be conducted under auspices of the state association and every lumberman in the state is invited to attend.

The Convention will include a business session during the afternoon and a dinner in the evening. The 'Whitcomb Hotel

will be the convention headquarters. The Committee of Arrangements includes F. E. Conner, Sacramento; Joe Martin, Fresno; C. W. Pinkerton, Whittier; George Meisner, I-.lodi; E. T. Robie, Auburn; M. A. Ilarris, San Francisco; Ir. M. Tilden, Berkeley; C. G. Bird, Stockton, and. Dean Prescott, Fresno.

Those present at the directors' meeting in San Francisco were F. E. Conner, C. W. Pinkerton, Joe Martin, E. E. White of Sacramento, W. E. Landrum of Merced, Geo. Meisner, J. C. Ferger of Fresno, E. T. Robie, R. A. Hiscox, H. O. Camm of Petaluma, Dean Prescott and Secretary E. D. Tennaut.

Sylvester Weaver Grabbed It

Sylvester 'Weaver, of T,os Angeles, the high mogul of the Weaver Roof Company, picked up the September L5th issue of THE CAI-TIFORNIA LUMBER, MERCHANT the very minute it reached his desk.

As he turned the pages, his eye lit on pages 26 and. 27, the only two page center "spread" in the paper. There he saw a two-page advertisement prepared by Jack Dionne, offering to sell that space for $80 per issue " To some live concern that has something to TELL and something to SEIIL to the lumber trade of the State of California. "

Said Sylvester Weaver to himself : "I have something to TELII and SELL to the lumber trade of California, and that is the most attractive advertising space I have seen in

quite some time. I won't let anyone beat me to it."

'Whereupon he reached for the phone and called up Jack Dionne. "Write my name on that center spread for-the next issue," said he earnestly.

"I'll do it," said Dionne, smilingly. (He hacl proven once again the practical value.of one of his selling IDEAS.)

And Sylvester Weaver had proven that it was no aceident that won him the reputation of being the "livest of the live " among the business men of California.

IIe never mad.e a better investment.

WE never sold an ad to a better business man.

It's what Sam Barnard used to call-"A mutualitv."

Thanks, Sylvester !

New Tariff Law Keeps Sept. Receipts at S. F. 'j Shingles on Free List and L. A. Near Record

The new tariff bill just passed by Congress and signed by the president, allows Canadian shingles to come in free, while levying a retaliatory duty of $1 a thousand on cedar logs. The same rate is levied against fir, spruce and Paeiffs hemlock logs.

Besides shingles other items that are permitted free entry are round. timbers, unmanufacturecl, hewn-sided or squared otherwise than by sawing.

All other lumber not further manufactured than sawed, planed., tongued and grooved free, provided that if any foreign country imposes a duty upon them the United States may declare an equal retaliatory dufy; all cabinet woods ten per cent foreign valuation in the log and fifteen per cent foreign valuation when sawed in boards or planks.

The provision for foreign instead of American valuation on cabinet woods will permit the continued importation of Japanese oak and other hardwoods. The old tariff provided a ten per cent duty and the advance to fifteen per cent in the new tariff is not considered sufficient to hinder the movement in any particular.

September ,was one of the heaviest lumber-consuming months in the recent history of California.

The cargo shipments at Los Angeles harbor up to September 28 aggregated approximately 80,000,000 feet of fir and other species from the Northwest, and 14,000,000 feet of redwood from California-a total of 94.000.000 feet. With two more days to go the run for the month doubtless will be well over 100,000,000 feet.

San Francisco water shipments up to and including the 23rd of the month were 32,000,000 feet of Oregon and 'Washington prod.ucts, and 11,000,000 feet of California. The rail shipments were approximately 6,000,000 feet, or a total from all sources of 49,000,000. The last week of the month was expected to bring this total well over 60,000,000 feet.

JOE EVIDENTLY IJKES THE PAPEB

Listen Jack Dionne: You are a go-getter. Your maga,zine is the best darn paper in the world. Don't let us miss a single issue.-Burbank Planing Mill Co., Burbank, Cal, Joe lIl'alker, Pres.-the old man himself.

TELL'EM SO

By JACK DIONNE

Mr. Rctriler:

' Sbrt that advertiring!

Start your fall dory to tte buitdhg thinking public of YOUR tortn and terdtory.

You want tbc public to heve confidcnce in yor+ and in your burinclt dontt you?

You want all the folkr in your dirtrict who are intcrcdcd in building' repairing or painting, to know of your atrility to rcrye them, dontt you?

You appreciatc thc value of having people think of YOU whcncvcr thcy think of YOUR line of buriner, don't you?

THEN START THAT ADVERTISINGI

Are your GOODS right?

TeIl thc public ro.

Ir your SERVICE excellent?

Tell the public ro.

Are there particular wayr in which you arc cquipped to offer buitding and repairing ADVICE ar a building SPECIALISiT to your townr-pcoplc, right now?

TeIl the public ro.

Advertire to rell your goo&.

Advertirc to kecp in the public eye.

Advertirc to hold the public confidence.

Remembcr that advertiring tbrorw thc rearchligbt of publicity upon your buriner, and inrpirer confidence. It'r the birdr that f,y in the derknerr that folkr are rurpiciour of ; not thore rhat riog in thc runlight on your front porch.

Keep your buriner in thc rulight.

Keep the public advired of wbat YOU mcan to THEIV!.

. Remember ttat every man ir intercrted primarily in hb OIVN tffrirrt and th:t the prcper way for you to demand a rbare of that interert, ir to appeal to HIS r.If interert, through YOUR ability to rcwe iL

Get the otF-cr fellon/r view point. Figurc out what YOU can do for HIS benefit. Approach him from ttre view point of HIS necdr, and not rimply beause of YOUR derire to rell.

START THAT ADVERTISING!

ANTA FE UDDEN ERVICE

We have lumber yardr of our own.

We have made a study of the needs and requirements of the California Lumber Dealer.

We are convinced that we know the sort of service and of lumber that pleases him.

We have quality, quantity, experience, enthusiasm, and the desire to serve.

If it's Douglas Fir, rail shipment' tee uE.

SAI{TA FE TUMBER G(l.

Hiscox Leaves Hart-Wood; Forms Western States Co.

Effective October 1, Richard A. Hiscox will sever his aetive connection with the Hart-Wood Lumber Company and open a new wholesale lumber business under the name of the Western States Lumber Company at 605 and 606 Fife Building, San Francisco.

Associated with him in the new enterprise are his son, R. G. Hiscox and C. W. Muller, both of whom have been with him in the Hart-Wood organization. They will handle tlalifornia white and. sugar pine, as well as a full line of Douglas fir, red cedar shingles and other West Coast products.

It is understood that Mr. Hiscox has sold his interests in the wholesale end of the Hart-Wood Lumber Company,to the Hart-Wood people, but that he will retain his interest in the Eart-Wood retail yard in San Francisco and in the Ilart-Wood fleet of boats.

Stockton Lumber and r Simpson-Gray Combine

/ Effective October 1, the Simpson-Gray I.lumber company / and. the Stockton Lumber company, both pioneer retail con-

cerns of Stockton, will be consolid.ated under the sole.man-

agement of Charles G. Bird, the live-wire manager of the Simpson-Gray yard.

The business will be conducted at the offices of the Stockton Lumber company, 347 South Commerce Street.

Joseph Fyfe, the veteran head of the Stockton I_rumber company's affairs and one of the best known and most high- ly respected lumbermen in Central California, will retire after fifty years of active service. Mr. Fyfe came to Stockton in 1870 and obtained employment, as a bookkeeper, in the office of the firm of which he until now has .been the head. He has been active and. forceful in the d.evelopment of Stockton's civic and commercial affairs. At various times he has been president of the San Joaquin Valley bank and of the Stockton Electric Railway. He has taken a leading part in several fraternal mganizations and has served. several terms as a member of the Stockton city council.

Tacoma

Sanded

AGENCY F.

the Stockton Merchants' Manufacturers' and Employers' association; has been a director of the local Y. M. C. A.. Boy Scouts, Camp Fire Girls and of other civic organiza- tions. IIe is a director of the California State Lumbermen's association and a member of several other lumbermen's or(anizations.

.

PAR,KS CALLED TO WICIIITA

A. S. Parks, of the Owens-Parks Lumber Company, prominent l-.ios Angeles retailers, has been called to Wichita-, Kansas, on business.

OUR AIR DRIED Any SPECIALTY REDW(|(|D CTEARS width up to 30 inches LITTLE RIVER REDWOOD CO. Rail ond Cargo *.Jti"*#,tf'lT"'. 201 Unlon Otl Btdg. THE San Francisco Santa Marina Building 112 Market St.

"The Perfect Flo o/'

For flooring, no other material has ever been found to equal OAK in inherent beauty, durability, economy and susceptibility to fine finish. That is why it is called "The Perfect Floor." But the manufacturing proceaa may make one oak fooring better than another.

Long-Bell Trade-marked Oak Flooring is correctly manufactured, uniformly graded and perfectly finished. Every precaution is taken in the method of shipping to place it in the dealer's hands in perfect condition. To enable both dealers and users to take advantage of this extra care this fooring is branded LONG-BELL.

An cxamplc of "The Perfect Floor" in large arca. Country CIub, Kansas City, which has a floor Oak Flooring.

Thc ball room of Hillcrcgt of Long-Bell Trade-marked

Thig is a photograph of Long-Bcll Tradcmarked Oak Flooring just ae it camc from the fqctory. lt has not been acrapcd, waxed or varnished.

Manufacturere of Southern Pine Lumber and Timbcrr, Crporoted Lumbcr, Timberr, Portr Poler, Tier, Piling, Wood Blockr; California WLitc Pine, Sarh and Doorr, Standardized Woodwork; Southcrn Hardwoodr; Oak Flooring. _i

California's Cities Show Good Building Gains

Building activities throughout California were much greater in August, 1922 than in the corresponding month last year, according to compilations just completed by the American Contractor.

Likewise, California cities generally show an increase for August over July of this year.

For the first eight months of the year aggregate permits in Los Angeles were $67,744,243; San Francisco, $32,594,925; Oakland, $15,706,617 ; I-iong Beaeh, $9,850,454.

The comparative figures for ten principal California cities, for August, 1922 and August, 1927, are as follows :

CASTETTER, FINDS NOR,TIIERN MILLS BUSY

F. A. Castetter, manager of the Oregon Lumber Agency of Los Angeles, has just returned from an extensive trip through the fir producing districts of Oregon and. Washington. He went as far north as Bellingham and, Iike all other lumbermen who have visited those sections this Summer, he reports the mills running full time and lumber hard to buy.

WOODSON VISITS WIIEELER-OSGOOD TACTORY

L. J. 'Woodson, representative of the 'Wheeler-Osgood Co. in Northern California has returned from a two weeks business trip to the plant at Tacoma. He reports that the door factories of the Northwest are working at full capacity and. that the demand for fir doors and panels continues to be exceedingly good. He states that the mills are having some difficulty in getting sufficient equipment for the prompt shipment of their orders.

NEW YARD TO START AT MONTEBELLO

The California Lumber Company has arranged to begin operations at Montebello. Space for construetion of yar4s and buitdings has been secured near the Union Pacific tracks on McKi:rley avenue. Principals of the company includ.e Ct. A. Biggs of Canon City, Colo., Gilbert Campbell of Long Beach, W. C. Huntoon and S. H. Bowlby, local lumbermen, formerly of Colorado. Mr. Huntoon and Mr. Bowlby will be the active managers.

MADERA SUGAR PINE MILL TO BE REBUILT

Plans have been completed for the immediate rebuilding of the plant of the Madera Sugar Pine Co. at Sugar Pine, rvhich was destroyed b;' fire a few weeks ago. Work will be started as soon as the material can be assembled. The latest and most improved machinery wiII be installed. It is intended to have the mill completed. and ready for operation early next spring.

and White Pine

SERVICE!

DNn OT simply in name but in hard cash, repre- ffii sented by over $54,000,000 returned to policyholders as the unused portion of their insurance premiums.

This is the SERVICE the policyholders of the Northwestern lVlutual Fire Association and its :rssociated companies have received.

If you would be interested in receiving some of this kind of service, write to one of our offices for particulars. Our insurance experts will do the rest.

Doing the Building Thinking

The big thing that the modern lumber menclrant har come to know and undentandand which undentanding har given him practically a new bueinec world tq veft fu1ir that HIS job is to do the BUILDING THINKING for hir town and community.

THAT ir hir iob. HE is the boy whore burinec! ir,to kccp ahead of the houndr in the building game, and if he ir to direct the building energier of his town, he muct think jurt a little ahead of the boyr to whom building ir only a ride line.

Ae the local people in the rmall town go to the locd doctor with their phyircal illr; ar they go to the dentirt for their dental troublee; to the lawyer for their legal anirtance; to the tailor for their advice as to drere; ro rhould they go to their local BUILDING MERCHANT for their buildins THOUGHTS and IDEASI, and ro they WILL if he ir alive and on the job, and giving them the rame degree of rcrvice h HIS line, that the doctor, dentirt, lan'yer and tailor do in THEIRS.

Get the thought, Mr. Dealer, that practicdly all the money that is being made in your town ir being rpent jurt ar fast ar it comer in. Are YOU getting YOUR rhare of that carh? If not, what b the rearon? Ir it becaure your goodr are lese valuable than thoee of the other fellow, or ir it becaure you are making less of an effort to grab the dollan than the other fellow?

The building (IHINKER of your community will rell IDEASi rather than building material. He will know more than how to buy and rell rtock; he will know more tlnn rimply the quality and urer of the materialr he handles; he will do more than rimply keep track of the stock on hand, the tccountr and the collectionr; he will do more than simply be courteour to people about him, and know t'hem in a carud way.

It doecn't take expert THINKING to rimply keep track of a, rtock of lumber, mearure it out to people who come to buy, and then keep track of the accormtc. ThG lumber dealer is too big, too broad, and too ambitiour a man to confine himeelf to so small and narow a program.

But, on the contrary, he will do the THINKING for hir trade in the building line. He will realize that MR. CON-

SUMER IS KING, and he will rerve hirn accordingly.

One dip in the rea of BETTER BUSINESS bringr to the energetic and ambitiour man that deeirg for a PLUNGE. For the man who trier Modenr Merchandiring h. hir buriner and fails to 6nd it dluring-we have no ruggertionr to offer. A man in who:e systern.there ir the makingr of ruccerc, will find interert, ratirfaction and profit in the ure of modera idear in retail merchandisi"s.

He will become a HOME BLJILDER. He will take upon hir own rhoulden tbe duty of doing the BETTER BUILD INGS preaching to hir conrnunity. He will conrider it hir penonal obligation to ree to it that no more box car hourer are built in hir dirtrict. He will derive enjo5rment from thc work of showing, proving and convincing the home orvrren of the future that it ir jurt ar cheap and a thourand timer ar satisfactory to build an attractive, modern, ctep-raving home, ar to build the old-farhioned houre.

He will be able to rhow them that cvcn in the little cot. tage, a fair amount of brainr and tarte, and a modern

Don't give your customer ADVICE, Give him INFORMATION.

PLAN can make attractive what would otrhenvire be only a rhell of boarda

The parable of the Ten Talente argu€l againrt the old scheme of retail lumbering. The parable commandr dl men to ure the brainr and energy and talent that the Lord gavc them; and the Lord bave mency upon any man whore talent reached no farther tlran the operation of an old-tirmy lurnber yard. HE not only did NOT do the building rhinking for hb commrmity, but did not do burineu rhinking for HIMSELF.

Don't lay you cantt afrord to do tlrere thiagr. .Ar a matter of fact, you can't afford to do anything elre. Leam to give BUILDING SERVICE to your trade, do the building THINKING for your community, and you will 6nd thatlike CH.dRITY-it blerrer him that giver and hi"r that taker.

Watch for "PAUL BUNYAN" Lath

SOMETHING NEW-A GREAT SELLER-A GOOD BT,'Y REDUCES BUILDING COST. Sheathing and lath combined in one piecF<me lerr item of material to buy. Saver labor. Speede building. SUBSTANTIAL A rolid job of rheath. ing, perfectly bonded to rtucco. DURABLE. No metal to corrode. Preventr cracking. Manufactured and Dirtributed by

Mgn. wEsTwooD, cAL.

intrepid"Forty-Niners" first struck gold

T TERE inspired amid theee forest .f-l giants, Biet Harte gave us"The Luckbl Roaring C,amp,'and other tales-those vivid impressionE oI gold rush day*

Here MarkTwain, in his earlier daYs, drank deep the compelling roluance of the superb Sierrasrwhich gave to his western writings their absorbing Iascination flere, already patriarchs,these nichty aeeelooked down upon the strugglefor goldandempirereven belore the pony e:cDresrl riders marched wits against miaudiag Sioux and AraPaho

Here, Ior thrree-euartets of a century since tho€e stirring timeg theee timber sentinels o! rrogres have deen maturing that today the needs of man in industry and home making might be fulfflled. From the very heart oI this lamous region comeg

Manulacttued by equipment which matches in full the perlection of thie magaificent timber. Ready now lor prompt supply, Calilornia Swar and White Pine Lumber products, including wide finish.pattern stocko moldings, siding, lath" Iactory plank'and shop lumber. Correspondence invited.

STANDARD LUMBER

Standard qcellence,n all p ades -True taftnnatshilr - in marufa&ure

D. H. STEINMETZ' JR.,Ins Angclct Sdbs Maugct 1o2l Titb Iruaw Sui6ng, Ian Angelcs' Califonia

CO.

San Francisco Entertains A. W. L. A.

San Francisco lumbermen gaye a splendid weleome to the'four keen officers of The American Wholesale Lumber Associatiou on September 14th who were their guests that day, as a part of their swing round the country calling on the wholesalers of lumber.

Thc entertainment was in the form of a luncheon in the Palace Ilotel, attended by representatives of most of the leading wholesale firms of the Bay City. Frederick Palmer arranged the luncheon for the Iocal wholsalers, and acted as very excellent chairman of the meeting.

The four honor guests were: Ben S. 'Woodhead, of The Beaumont Lumber Company, Beaumont. Texas, President of The A. W. Ir. A.; L,. R. Putman of Chicago, Directing Manager of the A. W. I-i. A.; Dwight L. Hinckley, of Cincinnati, Director of The A. W. Ir. A.; Jos. E. Davies, of Washington, D. C., General Attorney for the A. W. I/. A.

Mr. Palmer called on Mr. Putman first. He outlined in his easy and forceful way some of the work of the Association, and the fact that the little party was making the rounds of the country largely for the purpose of instilling some of the spirit of The A. W. L. A. into the wholesalers generally. He declared himself just the "hired man" of the crorvd, and that the rest of the gang were the free tongued. orators. He then explained who each of his three compauions were, referring to them in turn.

Ile was followed by Mr. Hinckley, one of the foremost wholesalers of the country, and recently President of the f-ellow Pine Wholesalers Association which merged itself with the A. W. L. A. ancl went out of business individually. 1\{r. Ilinckley talked interestingly and. happily of the Association activities and their great need for more work of the kind, told some very good. stories, and left an excellent impression.

Jos. E. Davies, of Washington, known to everyone in the Capitol city from'Warren down to the office boys in the halls of Congress as "Joe", was the next speaker, and he mad.e a tremendous impression on his audience. Beginning with a splendid tribute to San Francisco and its people, he went back to the war days and told of the time when the Govern-

ment fixed. the priee of lumber, eliminating the wholesaler entirely, until the wholesalers rallied to Washington and plead their cause successfully. That was the start of the .A.. W. L. A. which has now attained magnificent proportions, and whose work b.e outlined in forceful and interesting fashion that much impressed his hearers. IIe finished a splendid address with a resume of conditions in the United States which are most alarming in charater, and plead for the coordinated. efforts of the wholesalers of lumber as a means to resist the tide of ruthlessness that is so apparent throughout the nation.

Ben S. 'Woodhead, President of the A. W. L. A. made a splendid talk on the vision of the A. W. L. A. of the something better and higher to work for that the Association has given the wholesalers; of the elimination of the undersirable wholesaler which the Association is bringing about; and of the enormous possibilities of the organization if broadly and. enthusiastically supported. 0lever dialect stories interspersed. his address, and he impressed his audience in rnost happy fashion.

Jack Dionne, Publisher of The California Lumber Merchant, closed the meeting with a little talk concerning the four guests of honor as he knew them, and of the work of their organization, paying his particular respect to Ben Woodhead. and Diek Putman, the former of Texas and. the latter from Arkansas, with some past history thrown in. He highly lauded the A. W. IJ. A. in closing.

THEY ARE SOME BUSY BIRDS, ANYWAY

Peter B. Kyne, the lumberman-novelist, has moved' to Los Angeles, for which some of his San Francisco friends are not inclined to forgive him.

"Yes, the population of I-.ros Angeles is increasing," says Peter, "but the stork does not bring then all. In fact, I believe most of them come on the OwI and the Lark.

There are profits in your business that only a slight effort on your part will bring to you.

Hundreds of Lumber Merchants can testify to the money they have made through handling this profitable line.

Write us today for literature and full information.

Schumacher Is Great Advertiser

The wall board folks everywhere are famous for their advertising. This is naturally true, since in a few years tine through the power of forceful ad.vertising and sales methods, wall boards have created for themselves a tremendous place in the building life of the nation.

And California has a wall board concern of its own that rivals the best the east can ofrer in the use of intelligent and enthusiastic advertising as a fundamental part of its business. This is the Sehumacher WaII Board Company, of Los Angeles, makers of a now famous brand of plasterboard.

The whole Schumacher gang, father, son Joseph, the general manager, and John, his assistant, and EarI Schmidt the genial Sales Manager, are believers in the great power of advertising for business for the firm.

And from one end of California to the other they have blazed the name of " Schumacher WalI Board " wherever building material is known and used. They use newspaper space with splendid creative copy, and. they use every other forceful method of advertising that appeals to them. They always have exhibits and booths where they can serve their trade by so doing and help their dealers sell, and the dealers have come to look to Schumacher naturally for that sort of service. And they GET IT.

Here is a very excellent illustration of the sort of advertising the Schmacher's d.o. This picture shows the grand entrance to the Pageant of Progress and Ind.ustrial Exposition recently held for two weeks at Exposition Park in Los

Angeles. As you entered the gate from any d.irection, you were confronted with a huge and yet attractive ad.vertisement of the Schumacher 'WalI Board Co. It was a mighty fenee, built high in the air, showing a mountain and timber scene, with the Schumacher advertisement across the top of it. Undoubtedly this was the best ad.vertisement in the entire exposition, and a wonderful piece of publicity characteristic of this organization.

A Wise Banker Wisely Scys.'--

We ofier one of the bert manufactured Lath in tbc spft6tBright, futl width and thicknesr-up to grade-and made from etrictly old growth yellow Fir.

WILL YOU TRY A CAR?

Entrancc to Rcccnt L. A. E:porition Showing Schumechcr Dirpiry

"Many a business is a failure that never makes an assignmentr or goes ttrrough a winding-up process in court.tt

Correct! The firm that does not seek to serveloes not grve the service to which its trade is entitled-is a failure, regardless of profits.

New York City

E. Bartholomew Hardwood Co., Chicaeo, Ill.

Lawton Flooring & Shingle Company, lnc., Philadelphla, Pa.

E. L. Sourhern Company, Clevel.rn.l. tlhi.

Wm. C. McConnell Co., CambridSe, Boston, Mass.

Bav Bros. Lumber Co., St. Louis, Mo.

Tu'in City Hardwood Lumber Co., Minnesota

Tranrfcr, Mrnn.

E. L. Rr rre. I'res.,624 Soutlr Normrndic,

E. L. BnucE CoMPANY, Manufacturers

The Power ot

Little swabs of soap

Little claubs of paint

, Make the yard and office

Look like what they ain't.

The retail paint trade of the country could. easily be doubled. That may sound optimistic but it is admitted by business men that d.emand. can be created where need exists. If anybocly does not believe that the need for more paint exists, let him just casually observe the interiors and. exteriors of builclings he passes or enters.

Paint dealers should use more "Reason 'Why" copy. There is a tendency merely to mention the brands handled and to elaim that "we have the best paint" rather than to give reasons why paint should be used.

For instance, most people have a wholesome dread of disease. How many paint dealers call attention to the fact in their advertising that paints are sanitary agents? That the vapors of drying paint possess real germicidal value in addition to smoothing the ffnished surface so that no resting place remains for bacteria, dust and dirt.

The health appeal will sell paint to many people that the beauty and surface protection appeal will not influence.

Ilowever, there should be more than one string to the paint dealers' ad.vertising bow. One ad should feature beautiful appearance; another economy in surface protection; another the health and cleanliness features. One appeal will catch one property owner; another some other one.

The best baseball pitchers believe in mixing 'em up, in having a large repertoire and serving the batter with something difrerent every pitch. The paint dealer could take pattern after the piteher and vary his advertising to use all

Paint Supply For Lumber Dealers

the numerous appeals that will induce paint purchases. If this were done, it's a cinch that the assertion in our first paragraph that paint sales could be cloubletl would be realized.

The Yard OIIlce Towel

By J. C. D.

'When I think of the The old fashioned That used to'hang u By the yard ofrice

I think that In these days Could hammer To wear as it

The all used. it, tried it , the foreman, er-poor man-

The yard The 'When were gone, The shed The Each some grime ofr Ast put a heap on.

It thicker, and rougher, harder, and tougher, And ach day it put on inkier hue.

Un one windy morning any warDrng, It fell to the floor And was BROKEN IN TWO.

LUMBER YARDS anticipating the rale of PAINT, not ar a ridclinc, but ag a leading building material, should firrt conrider alinc of paint that ir made Bl the conhacting painter and conbecting builder, and FOR the contracting painter and builder.

Our materiale are nadc for thc contractor who T H E knowr what materialr will do to arcLt in ro painting the lumber ar to improvc itr acccptability. GO.

WE HAVE A PATNT PROPOSHON FOR Lt llBER goE S. Mein St. Y.A,RDS. Will bc ptcucd to rubmit it on rcqucrt. LOS ANGEIIS

Douglas Fir

Northern White Pine

Idaho White Pine

Western Soft Pine

White Fir

Pocific Coost Hmtlock

WashingtonRedCedar Red Flr andLarch

NorwaY Pine

Cedat PolesandPiling

Wey erhaeusg{,;P*les ComPanY

Weyerhaeuser Forest Products

-General Offices, Old National Bank Building

SpoKANE,

wASHINGToN

--"--L' S' Case' lPokane' Y-F' A;:-a;J "M.rr"g", .-_-.___.....-..I. N. Tate, Spokane' warh.

Generat Manager

BRANCH OFFICES

New York, N' Y"--- ---Room 1908' 220 Broadwav

e"iii-"t.,' Ma' --'-""-"'-"-'--'------912 Lexington Bldg'chicago, Illinois ..-...-:.---.-_--.. -.-..r052 Cont. & com'l Nat'l Bank Bldg. st. p"iri, Minnesota--..::.----.-- -.-.--802 Merchants Nat'l Bank Bldg. Mi""."p"ti", Minnesota 740 L-umber Exchange O.i".i'Coi"t"d"

""406 Chamber of Commerce

Selling RePresentatives for

Humbird Lumber- Companv""'-"--'-sandpoint' ldaho lohnson-Wentworth Co...----.------- ---Cl".it*, Mit"' Pot'l'"liiLt--C* C"-p"tty--'-"-'-""-'Potlach' Idaho i.,torthern Lumber Co...-.---..-------- ----cloq"t, Min;'

Cloquet Lumbcr Co..--.--.--..-------------Cloquet, Minn'

E4;-";i fi;iilds9-ii-i""c"'-""'--'--Coeur d'Alcne' Idaho Snoqualmie Fallc Lumbcr Co...---.--.-Snoeua-lp.ie F.it", w."t. -Y;;:;i;;;;;"ii-['i C-o' "'---"-Evcrett' Vaeh' Boisi payettc Lumber C1..]-1...-----.--9;i; Idah"- ----' Vi.i"'r"Ili,,'ldE-Mfs.co" Ltd'----Chemainur' B' C' Bonnerg Ferry Lumbc, Co.---.- --- ---.Bonners Ferry, ldaho W;;;;i:.-;.;fmU'i'C"' t'iJ;i";'" Br'ch)'Baltimorc' Md'

Dibtrict Sales Managers

R. W. Hunt. --.------.---.--E""rctt, - Wachington Jt Pliifp Wcyerhaeueer------"-'-'--"'-"Coeur d'Ale-nc' Idaho

R. E. Erwin-..---...--...----------.---------.---poi"c, Id'hJ------- 4' D' i'-*i"ito"'-'---'-'--------'--'-'---"'-S"'jt:i"!-13:h" S. p. Johne, 1,..-.--.--.----.-.--::::-.-::.:::::-q;o-c;"lmi.'F"lb, Warh. ij. M. p"t*"'l '-'----"----9"1t'cre Fcrrv' Idaho

Lawrencc, Don, Dirtrict Manager, roz4 old Nat,l Barik Bldg.,

Spokane, Wasb.

..".I:l${a"ltii::i"Ttitt. St. Paul. Minn. r.-ri''ri."ii.,"i'l'ilir Dept., 4o6 chamber or commcce, Dmvs, ilt$:'"b"iT;u9;Fr"q1,i;a?lij]ii::[1$ttj"*". r"r'pift''' D E' roz4 ''iH{hfuii:"^l:t'+l}$ff'#:" Ufrqli*i+ii,F;;$i-:iil'{.il$tj*,iii**""?*-.

Howie, J- R., lo52 Cont. I [*5'.."i.Y;i.ltrl"L]k?."'"'o"1,1""111*J['irJ.""[.iri.rit.'". ST!i{:i1 '{. 9'.i i,io1Df";"n"'tr'"";r"3."i;1.::*' t""'

Rumbold. J. H., 167 Chrir Mitl.".rl's. P., 5e G"o"e Strcet, Tona*aqda' $-' Y. -.

Goodrich. H. p.,4o8 wcst rlsrh sireet, Ncw ycL, nl'Y.-' !";;;i;;:' A= t:' F-.-6-. Eox-6s' watcrloo' lowa' 5i#;;;'A:'F. ir., z-rs *-;;t-i-q-iil9i'1?,'rv* v;;r, i: +: fi:tft'""%.Y:,t."0.f;t* Marchantown' Iowe' 6,ih;;il ii'o, ,r;;ri.',t"ih:i ril:;,l;.;;*, ". ". iyi$#"H:;l'q1';i!i"ir,"sliiiilhH.1r,'1.,{fin.

H:,*l*';i;l ,.:ai -"t .'a-€i*":Jr'iJ.':$l*.,i '

H:lp:li 4:i1,.'l'*Liitti'T$!lt""1lti,"".o"rir, Minnerota. k;y,-frt,+ l'.,-Lziz_nortri-FL;i;; s'i.,-F!'ii.airini", r..

3:i:LL: Si,,1?ttI]"i,.lli'.,;;,'iilil;;;i.. :_ Sr*:1t""* g:\$: F:o?";""'-:#;lti,uYit}:t"lfjtf''

n"llil?il'n."c.-F-.-ii-. b-i* 1si'?"iri'il-bi.-"-' ril". li]"I#is: iriilf!*f"f::t""r3ffi.:.i-l'r"',H " ' Fl,;}"*l5L "itt!;fj'i"*T:r,lii"Fili;i$#ll"'ff, x't"'r"' F;;;tg-[, t.-J., 5i6z-c"-ii"gi. i"-".,'Ftti-"in:iiu' -!i. ftXi+"". w. H., p. o. Box FE2, Hai3insa,_Nebrarka. E-i'ai"''r. c-'erz t*tl:,!:in"1t;tf,;iu.""Jil,T."'" t"'

ilJr'"iT's.'lir--h.-o.-ao* 1z-r-,'iilo'rJf, NiEi"lt".

Tuerffr. J. P.. Vonbol Ho i;;i';;!.:k. E., r!ep.c;ri'r'"'Li'J-iilil,-'c["iiand, ohio $,f,'ii;ll rt;hBT *l"t$.]."'fli#i,,?Li'J?;"x

irT:*. !l*i.k'J""lll"; 8ll3i, ,"u,"""ooris, rnd.

couinr, B. D., 8a54 David Ave. Detroir, Michigan.

Farrr, S. D.

s.;:;i,'t-l r-., F. b.'riox Qr?, si[inic, Monti'"- --- - . ,oo.

rrai"iiliitc-'c.'i..izi wtit. gtitli-ng, Scattlc, warhin3l

Orders orinqulfies addressed lo any of our offices or represcntatltns or sent dlrect to the mllls, wltl haue prompt and cateful attenllon

Weyerhaeuser Quality Weyerhaeuscr Servicc

Among the Deolers

IIODIE TOWN PAPEB SINCS P,RAISE OT TALLBBOOE LUMBEB CODIPANY AND SAU GBAFFEIT

A -recent s_pecial issue of the Fallbrook Enterprise devoted. nearly a column of space to the Fallbrook iumber com_ pany and Samuel II. Grafren, its owner and manager.

"Mr. Grafren has d.one much to assist in the devetpment of our resources as well as to point out the good fe^atures of Fallbrook as a residence cIty,,, says the irticle. ,,IIe takes a personal interest in every cusiomer and always is 1flling to devote his time to the customer's advaniage. Under the efficient management of Mr. Glrafren this businEss has developed until today it is one of high prominence in the.conmunity. Mr. Grafren not only knows the lumber business but studies and works for the development of the city and the section in which he resid.es.,, . This, -of course, is the secret of success for any retail lumber business.

W. R. CEAIIIBERIJN ON NOBTEEBN TBIP

W. R. Chamberlin, of W. R. Chanberlin & Co., is on a business trip to the i{orthwest and is "isli"J hil ;ill;": nections on Puget Sound. W. R. Chamberllin & Co. a;e the California representatives of the Clark-Nicke".oo l,rr-_ ber Co. of Everett, Demsey Lumber Co. and Deffance Lum_ ber Co. of Tacoma, and the Beaver Lrumber Co. of portlana.

WOODS-BEE&I/A,N TO PROCEED W:ITE ltEW PLANT

. X'ollowing action by the Santa Monica city commissioners in overruling a protest against the erection of u -oau"" lumber yard on Santa Monica boulevard., the 'Woods_neefman I:um,er cgmpany has proceeded wiih its plans for a 1ew yar{ on that thoroughfare between Twenty-_f6urth and Twenty-fifth street. A number of resid.ents of th. "i.iriiy h3d objected to the proposed. development on the g"oooi that no indrrstrial plant shoula Ue Uuitt ne&r & ..no"ot, t oi the city authorities held that the protestants were not suffi- cient in number.

NEW SASE AND DOOR PLANT AT WILUINGTON

The'Wibnington Sash & Door Company has started. busin9g9 at Wilmington under the management of Shell & Mc_ Allistel, who_long have been uogage-d in lumber and other business in-that city. New machinery has been installed and_a complete line of sash, doors, mouidiog and other will_ work will be manufactured. The office is rocated at 1014 'West Anaheim street.

P[YtT00lt - PtltEts

and;uEltEEns ilGt ustuEtv

Therefore Panel and Ven@r

HEADQUARTERS

Southern Callfornta Agmts

TIAHOGANY

FBED CONNEB WOBTS OUT WITE WBESTLEB AND GIVES GOOD ACOOUNT OF EIDISELF

__ Every lumbernan in California knows, of course, that tr'red Conner is a man of mauy accomplishments but his reputation for_doing a great number of things and doing all of them well heretofore has extended along what mighi be called conventional lines, such as running a tig lumf,er business, presiding at important meetings, organizi-ng statewide associations, taking part in civic activities, shining out in social gatherings and. such Uke.

But a week or so ago he blossomed forth as a professional wrestler and gave a good account of himself, ,o tnu Sac"amento pap€rs relate._ They were having a wrestling bout in connection wlth the state fair and C6nner took a" daily work-out with Jack Ddd, one of the heavyweight principalJ. The sporting sheets described him as ,,-a giint in sta^ture and possessing great streugth.', Anyway it gave Fred a chance to keep in physical trim and U-e naa a tJt of fun oui of it at the same time.

EAGLE BOCT LUUBEBDI/AN TOUBS SCENIC SPOTS

Emil F. Swanson, proprietor of the Eagle Rock Irilmber c,ompany, returned recently from a two-weeks, trip through the central and northern portions of the state. He w*as accompanied by Mrs. Swanson and his sister. Miss Lottie Swanson of Pasadena. They visited Silver I,ute a"a de* Lake, drove across Tioga pais and camped. in the Tuolunne meadows and in Yosemite park. Fisfiing was good., they report.

RED CEDAR SHINGLES

A CAR OR A CARGO

When gou thinlc of Shingtes think of (IS Wc rpccidirc in rbln3tcr both grccn rDd &r, rlt gradcr. Wetch our wcclly quotrtion rhcctr for priccr. Your ordcr ritl ncoivc thc conridcntion of our catirc orgrnizrtion. Northcra Crlifonia ordcn rhoutd go to Scrttlc. Southcrn Crlifornir ead Arirolu to Lor Aa3dcr ofiicc

il. n. silfTH LutllBEn & slfftfclE G0.

S#Iffi ilnrufaqrrrerc

Buildirs Trcnty

Some of the Germs That Are Bitin$ the Lumber Business

By Jack Dionne

The more retail lumbermen I meet, and the more I dircur with them their buriner problem'r, the mor-e I mar' ;;i;t the number and varietv of the rrg€rm!" that prey upon the lumber induetry; (germr in the rhape of wrong idear, antiquated notionr, negative thinkins)'

Of "oor"t, these "gerrlr" alwayl rcem mighty red to the fellow they are biting on, and it ir no eary matter to pry them loose from him.

AII retail lumbermen are intererted in the rubject of their product. Maoy of them may not be practicing a dngle thought in the line of nprchamdiring that they--were not orl"i-nft""" years agor-their interert being rtill parive and NOT active-but I doubt if there ir a retail lumber' man who irn't to rome extent intererted in the eubiect'

And naturally, thore who are not actively practicing modern merchandiring alwayr have their rearonr whyt while rtill others who have modernized their methodr in many rvays, still find it difiicult to apply ttremgelves wholeheartedly to this burines religion.

For instance, the other day one of the keenert men I have met in the retail lumber buriners in many a day, told me that he had not been able to rell himrelf on outeide rolicitation of bwiners; likewise could not underctand how the dealer can sell complete building renrice without offending hic contractor friends. He aaid that it reemed to him that perronal solicitation of business had a tendency to create price cutting; and that as far as selling building FUNCTIONS ii concerned, he war sure his contractor customerr would never stand for hir sticking hic nose into their busi' netr.

Take the aecond proposition firrt.I remember reveral yean ago hearing one of the most successful lumber merchants in America make a talk on that very rubiect.

He laid he hecitated for a long time about inrtalling a plan room and plan booh, becaure he war anured that the con' tractorr would obiect to hir apparently going into thc building burineer. Finally he decided to give it a trial' The firgt day hir rtuff wac spread out, hir biggeet contractor canne in, looked at the rtufi contemptuorrdy, nipp-.d $e "ote, of a plan book, and walked out. The next day the rame man carne in, and finally looked through the plan book. The third day he arked to be allowed to bonow it, and war refused. The ner<t day he rtole it, and went to building houser from it.

Mort dealerr have had the same experience. Jurt bccaure a dealer decider to begin relling building IDEAS ald building FUNCTIONS and BUILDINGS inctead of boardr and plankr and ehhgler, doer not mean'that he has to go into tbe contracting buriner, or go to fighting t{re contrac' ton. Far from it. Mort dealers are not equipped to go aroumd erecting buildingr for sale. But that doern't kcep ttem from anticipating, and then rupplying the buildilg needr of their territory. Mort ruccecrful lumber merehantr work hand in firt with thir best contractorr, to the cnd that they both make money.

But the dealer should NOT continue indefinitely to lct hir buriness depend on the ability, the activity, the virion, and the energy of their local contractors. Not on your life! The modern merchant ADOPTS HIS TERRITORY in a building way; looks it over carefully, checkr up itr visible building needs, anticipates its building necesitier, and then uses SALESMANSHIP to change thore needr from PASSIVE to ACTIVE"

There are probably several thounnd building NEEDS of rome khd in every town everlrwhere right NOW' that no contractor knowr anything about. The businees of tbc

Concentrate on ONE prospect at a time. Sell him. Then try another.

lumber merchant is to energize thoce NEEDS into orderr. But he can't do it if he ir afraid to go out and work them up.

If he findc that a man needr a new roof on his home, he would be a fool to go to that man and cay: ..your home needr a new roof. I'll be glad to eell you such-and-such a roofing material for ro much a thousand or a square.t' Jurt a fool, that'e all. For if the man agreed that he DID need a new roof, the information he had received wouldn't 1ne9 qlythbg conrtructive to him; wouldn't mean a thing in the line of senrice.

But if, on the other hand, the lumber merchant said to him: ttYour houre needr a new roof. Here are aome rarnplet, with pricer attached for the completed job. Select the kind of roof you want from these sarnplee, and lrll have the old one torn ofi, and the new one put on, without any further efrort on your part except to rign the check in p"yment."

lVhy rhouldn't the dealer be able to go to a contractor or builder and ray: "Let'l go take a look at Smith's roof. How much will you charge to replace it with these roof' ingr?" Add the contractor,r price to YOUR material price, and rell the man a ROOF. He needr the protection, the rhelter, the attractiveneu of a new ROOF. It irn't roofing he ir interested in. And he will thank you for the reroice, and will remember it long, and will boort your game, and look upon you as a REAL merchant, and tell hir neighborr.

And you can do the samc with a house, or a shed, or a porch, or a fence, or a rwing for the kids. It IS being done by thourandr of live lumber merchants throughout thc countr5r. And the contractorr have reason to thank God for an enlarged businere in the town.

And you ree thic practically covers the FIRST point made by my retail friend, also; that of soliciting burinesr cncouraging price cutting. IT DOES EXACTLY THE OPPOSITE.

f tttart dependr, of coune, on what you mean by rolicitps. If by roliciting you mean having a rnan or men char/ing around from one contractor and builder to the other, / ofrering them pricer on the jobr they have in hand, then it

ir true that coliciting will rimply encourage price-cutting.

I But if you mean the art of going about among the people

I of the town and with brainr, and intelligence, and good-

I eyeright, and quick witr CREATING A DEI\,IAND for

I MORE BUILDINGS, mone building IMPROVEMENTS and I building ADDITIONS, then you are doing constructive

I work of the highert order. Selting people building THINGS

I before the people ttemselver have reached the rtage of I nurcharing; enveloping the THING in an attractive PLAN,

offering a building SERVICE, means nothing less than I non-competitive buisneu.

I Th" world ir willing to pay a premium for IDEAS and for \ SERVICE but not for raw materialr, regardle* of their

What wire raleemen can do ir eternally plant

IDEA of building SPECTFIC THINGS in the -i.i, of

proapective builderr, and when the parsive proepectr bccome active, furnirhing a SERVICE that attractr, plearer, and enthurer.

Your trade ir entitled to your agsistance in furnirhing them with building ideas. It is entitled to have you rcll them complete building rervice, and so TAKE THE FEAR OUT OF BUILDING.

JULY EXPORTS OF SOFTTYOODS SIIOW DECLIIIE WHILE IIARDWOODS MAKE GAIN

Reports from Axel Oxholm, chief of the lumber division of the United States department of commerce, show that the softwood lumber exports for the month of July-the last month for which statistics are available-experienced a .sh-arp deeline, particularly in Douglas fir, which dropped to slightly under 44,000,000 feet, or 12,000,000 feet beiow the 1.913 average. Meanwhile hardwood.s continued their up- ward trend.

Shipnents of oak lumber totaled over 10,000,000 feet, and gum 5,000,000. The total exports of all sawn lumber amounted to 116,000,000 feet, a d.rop of nearly 82,000,000 feet below those of June, which makes July the io*"st poiot for the year.

- Douglas fir lumber exports to Japan have declined to but 12,000,000 board feet, while China absorbed over 14._ 000,000, the latter's total for the year so far being g6,000,_ 000 feet.

OF ESTABLISHED QUALITY

"Thc Sign of Servicc"

VITRIFIED CLAY SEWER PIPE IRRIGATION PIPE and DRAIN TILE FACE BRICK-PRESSED, ENAMELED and RUFFLED

HIGH GRADE FIRE BRICK , ELECTRIC CONDUIT

FLUE LIMNG-CHIMNEY PIPE STONEWARE--OLI.AL-MIXING BOWI.S

To seek-serve--satisfy, is the business of the modern retail lumber merchant.

The Bradley Lumber Company and Its Hardwood Service

One of the greatest hard'wood and hard'wood flooring prod.ucing cotcerns in the entire South, is The Bradley Lumber do*putty, of Warren, Arkansas' It has the equipment, the ti*U"i, the experience, and the business punch that ihe average buyer likes to know he can depend upon'

The sawmill, to begin with, is a big and modern one, equipped with tw-o bands and every auxiliary machine that moaertr hardwood milling knows, and turning out an average of 85,000 feet of hardwood iumber daily.

The' hardwood flooring department is as modernly equipped as money and experience can make it, and' turns oot iS,OOO feet daiiy of as finely textured and manufactured oak flooring as evei came from a saw. They are particularly proud ofttte quality of their timber at -Warren, both their

oak and gum being strictly virgin, and cut from the finest hardwood forests standing in Arnerica today.

Their flooring factory turns out principally oak flooring, but also has a constant output of beech and gum flooring, both of which are growing in demand.

They have equipped this plant with every facility for furnishing the lumber trade a wide but valued variety of stock hardwoods, so that the buyer may secure either straight cars of anything, but may also if need be secure mixecl cars containing numerous staple items to supply his various needs.

From their own plant they furnish rough or dressed. oak Iumber, rough or dressed gum, oak or gum finish, plain or quartered oak flooring, red gum flooring, beech flooring, oak or gum mouldings and trim, oak wagon stbck cut to suit the purchaser in special wagon stock machines, parquetry strips aromatic red cedar for closet lining.

Their big dry sheds hold over six million feet of stock for the convenience of their customers, and a big battery of twelve modern dry kilns enables them to take their logs from the woods and ship the dried and ready lumber in unusually short order. Few hardwood' plants have any such equiPment.

They have a box factorY adjacent to their mill and hardwood flooring faetory, in which they manufacture supplies for the box trade, and also turn out special stock for the furniture trade. They have everything that is good in Southern hard.woods, and their plant is equipped to turn out anything desired in special cut stock for hardwood users of any description.

This fact makes their serviee an unusual one, and they make it a part of their business to cater to the special requirements of hardwood users. They have been doing so for many years, and will be still in the game long after most of the present manufacturers of hardwood have cut their last log.

Two mighty keen young men handle this splendid institution. R. W. ("Bob") Fullerton, son of the famous old time lumberman S. H. Fullerton, of St. L,ouis, is President and General Manager, and he wants nothing better than the opportunity to show the discriminating buyer what a real service department for the trade the Bradley Lumber ComPanY is.

C. I-,l. Foretich is Sales Manager and a thorough student of the needs of the hardwood trade, and of their ability to serve those needs.

"If it's Bradley's it's better", is the slogan they have adopted, and do their best to live uP to.

Ft. Capacitv Flooring Shed

More Glimpses of Bradley Lumber Co. Plant.

General View of Lumber Yard Showing Double Band Mitl, Box Factory, Flooring Ptant and Planing Mill

View of Bradley Hardwood Flooring Plant, All Etectrically Driven, Capacity 7S,OOO Feet Daily

WEAUER R00Frlrc

OLD TMERSI

In the retail lumber trade remember wcll the line of adc we used to run l0 years ago. Here'g a aamplc:

Wait Jlot-Waste llot

Saye Sylverter Weaver

Oncc upon a timc therc wac a bravc altronomer who with hie truaty teleecope could cxplore the .heavens with cntirc aafet5r cven on the darkcot nightc-that ig if he had no other cngagcmcnt.

Onc night he war cxamining thc moon with the cye of a connoirseur. In romc wayr he felt thc moon quitc unratiefactory, but he was in an indulgcnt mood and made no correctiona.

It ncver raing on 1[g 66611-6n 1t1ii account, the factoriec produiing roofing there 6y6 fsy-in fact invisiblc to thc naked eye. But it does rain in California and October uaually haa onc heavy atorm.

You don't need a telcacope to know a worn out roof when you own oneor one that needs painting, repairing or re-covering. Wcaver'c Arctii White Roo6ng for every need and re- quirement and Wcaver Wdterproof Paintg for renovating all clascee of roofr-made in colors and black.

Don't wait until it rains-sct burv while the sun ahines and bc lr.p"r.i -aak your dcaler for Weaver hoofingr and Roof Paints or acnd for ram- ples and quotationr and roofing advtcc to

WEAVER ROOF CO.

Manufacturcrr of Satirfaction

WEAUER WEAU

E R

WEAVER Have Been Furnisl Hundreds of Lurrbr

WHY NI

Our new plant is 4 times as large in' can serve four times as manv lumber,, the lumber dealer. Our sJrvice is t famo_us. Our policies have undergor live dealer who wants to trade wit-h

WE ARE MANUFACTUI

WEAUER QUATITY

s E E G

R(|(lFIilG 0H0l SERVI

g Satisfaction To ,Dealers for Years YOU?

uction as the one that burned. We rlers. 'We specialize in selling through same that made the name "Weaver" no change. 'We seek the trade of the ive roofing house.

OF SATISFACTION

oof Co.

LOS ANGELES

HERE'S ANOTHER of the Vcavcr ada that made a hit many ycarr ago:

Stamp Stamp Stamp

Sayr Sylvatcr Wcavcr

Trading stamps with roof ordore may soon bc a feature of Wcaver Roofittg. Theac stampe, if any, will bc watcrproof, and bcing adheeivc, can bc uaed to fix lcaka in othcr kinds of roofing.

Juat how many stamps go with cach roll ic hard to detcrminc, aa thc roofing itaelf ir ao well worth thc money' we arc afraid many of our cultomer! will rcfuac thc atampe ar too much for nothing.

And when you gct too much for your moncy thcre ia uaually a hollow cpot aomcwhctc, maybc in your own hcad; likc the Yankei who got at an awful bargain two akulle of Juliur Caesar, one a. a child of ten ycara and thc other as a man.

A tranaaction in which the buyer and rcllcr are both pleaced necdr no trading stamps, chromoa nor lottery tickete, and Fricnd Customer haa to be pleaeed with Wcavcr Roofing or no money accepted.

Jurt in pareing wo might add that thocc not already buying Wcaver productFto use or 1q 66ll-s;6 urgcd to hurry up that ordcr bcfore it ir dcclared contraband of war. Rcquccta for priccr and aamplca (with or without roofing convcrcation) arc aa welcomc ar thc eowcrr in May, and are much morc ncccssary to thc welfarc of thc

WEAVER ROOF CO.

Manufacturcn of Satirfaction.

Long-Bell Lumber Co. Seeks to Save

$100,000,000 Loss to Farmers

The farmer is never out of a job. If, through a wonderful eombination of circumstances, there should come a day when absolutely every bit of work on his fa'rm was done, he still would have fences to fix. Fences are always down or about to fall d.own in some place or other and a continuous repair performance is as much a part of the farmer's routine as the darning of socks is something his wife accepts as one of the penalties of being alive.

The Long-Bell Lumber Company of Kansas City, in a farm-paper advertising campaign in behalf of its creosoted yellow pine fence posts, informs the farmer that repairing fences, in addition to being his stand.ard rainy-day d.iversion, means a loss of more than $100,000,000 per year to the farmers of the country. The company quotes the United States Department of Agriculture as authority for the statement that this enormous loss comes from decayed fence posts,,the average life of which, the Department says, being about eight years. The advertising declares the eYerage annual bill for replacing defective fence posts is $75 per farm-an expense that may just as weII be done away with.

The campaign is an interesting adaptation of the negative appeal put forward in a constructive way. The farm-paper copy is designed mainly to obtain inquiries for the company's book, "The Post Everlasting." This is a finely printed produetion which could not present a more classy appe&rance even if its purpose were to sell silver fox furs, $15,000 automobiles or trips to summer resorts. It cost the company some real money and yet it is devoted entirely to the lowly fence post.

Paul E. Kendall, ad.vertising nanager of the Long-Bell company, explains that a less ambitious efrort night have d.one the work but that his company wanted to wake up the farmer on the fence-post proposition in a hurry. Hence the instructive and well-illustrated facts in such a pleasing setting.

The book gets the farner's attention at the outset by quoting government figures to show at least 500,000,000 posts [ave to be replaced eaeh year. At an average price per postofonlytwentycentsthiswouIdbe$100,000'000..

That amount of money, the book points out, would build 25.000 miles of the best rock roads. Wasted now, it eould put a $1,000 tractor on practically every farm in Nebraska and builcl a modern silo on every farm in Kansas.

As a means of overcoming the waste the book brings forward the creosoted post, which it says will give fifty years' lasting service.

The decay of wood, the book explains, is not an inorganic process like the rusting of iron or the crumbling of stone, but is due to the activities of low forms of plant life-bacteria and fungi. When a post is ereosoted under pressure in an airtight cylinder the wood. is actually sterilized and there is no opportunity for the d.estroyers to work.

The farmer is told that the heavy expense incurred. in replacing one-eighth of the fence posts on his farm every year is only part of his outlay. There is the loss of livestock, the destroying of crops, to sa;" nothing of the great amtount of time that might profftably be employed in other pursuits. He is urged, therefore, to go at once to his local d.ealer and arrange for replacing all his old posts. This he can do gradually-fifty to one hundred posts at a time. 'Working this way during his spare hours and on rainy d.ays, he eventually wiII have what may be regarded as a permanent fence. There are detailed directions as to the proper building of fences and also showing in detail how to use creosoted posts in building combined. hay and stock barns.

When a farmer send.s in for a copy of the book he is written a personal letter by the Long-Bell company and his name sent to the local dealer for follow-up. The dealer can get letters, direct-mailing pieces and electrotypes for local newspaper advertising.

Personal work on the part of the d.ealer is encouraged.. He is advised to call on the farmer and emphasize the facts brought 6ut in the book-to point out to the farmer spots where his fences need repairing and to tell him about creosoted posts, which cost only a little more than the other kincl.

The company regards its work as constructive not only from the standpoint of itself and its dealers but for the farmer as well.

"Slipshod temporary methods of construction on the farm.," says Mr. Kendall, "are rapidly passing. They have proved too expensive. This is why progressive farmers today are ready to listen to straigtforward merchand.ising principles designated. to show them how they ean plan improvements on their farms with the idea of perm&nence. They are quick to see the id.ea when they are shown how advanced. methods of construction can save them money on the initial eost and in the prevention of subsequent dainage.

" Our experience in merchandising these creosoted posts to the farmer has proved to us that the way to approach him is to regard him as a business mau who is ready and willing to consider purchases of the kind strictly on a busi- d

ness basis. The exact amount of money literally throrpn away by farmers of this country during the last fifty years through absolutely useless waste'will never be known. But it would mount up into a tremendously long string of millions. Much of it has been due to the temporary nature of farm improvements and to the lack qf them. The farmer seemed to think he was working only for the present. He would leave his machinery outdoors at the mercy of the elements. His buildings would be insufficient. IIis fences would be mere makeshifts. He is fast getting to see the foolishness and. uselessness of this kincl of waste. Ilis new ideas are due, at least in part, to the constructive merchandising methods of concerns that wanted to sell him something.

"fn approaching the farmer on this fence-post matter our whole airn is to sell him not the merchandise but the idea. Our experienee and that of our dealers has shown that he will buy the creosoted posts quickly enough when he can be made to see what they can do for him in increasing his profits. In our ad.vertising we have made what may seem to be a combination of positive and negative presentations. We have tolcl of the damages that can come from defective posts and on the other haud of the profits to be gained by having the creosotecl kind. The two work together very well. " (From Printers Ink.)

Garlson fs King In San Joaquin Valley

Over in the San Joaquin valley they have three great institutions that the natives like to brag about-the annual raisin crop, Yosemite Park and Earl Carlson.

It is of the latter institution that we are about to discourse, with a few hundred well chosen words. EarI is not FROM the San Joaquin valley, exactly, but he certainly is OF it, and FOR, it.

And the people of the valley likewise are FOR, him-particularly the lumbermen. While Earl's business pursuits bring him into daily contact with the lumber folks, his acquaintance and his popularity are not limited to that somewhat restricted circle. He knows everyone from Bakersfield to Stockton and.

son, aged. seven weeks. The latter youngster, as you may have surmised., was named after Augustus James Russell, the big chief of the Santa Fe Lumber Company, and. honestly, "Gus" is almost as proud of the chap as Earl is.

Earl is an enthusiastic Hoo-Hoo and belongs to the Osirian cloister. IIe is a Mason, a Shriner, a humdinger, and a gogetter; of the last two organizations he is a charter member.

J. II. BAXTER & CO. PURCHASE ANOTHER SIilP TO CAR,R,Y CR,EOSOTE.D PILING

J. H. Baxter & Co. have purchased the stearner Cowan Shamock and on its arrival from the Atlantic Coast. will be used in transporting creosoted piling from tbe Northrvest. The Cowan Shamock is similar to the boats recently purchased by the Hammond and California & Oregon I_rumber companies. The boat will be ready for ser.lice in about thirty days. J. If. Baxter & Co. handle aborrt sevent.l-ffve pereent of all the creosoted piling used on the Coast and arc representatives of the Pacific Creosoting Co. and J. 1I. Coleman Creosoting Co. of Seattle.

Every Califoraia Lunberman Should Attend

The State Association Convention In San Francisco, Saturday, October 28.

comings

with creri ghJ,tHr"tit3?:rJJ: ;:ffi'X*lt rt"""u"tu"

It is just about 17 years now that EarI first started to travel in the valley for the Santa Fe Lumber Company and with the exception of trryo or three brief diversions for the $ame concern, to Los Angeles and to Portland, he has been covering that territory ever since. While still a young man, he probably is the oldest salesman in the valley-when continuous service for one company is consid.ered. AncI in recent years he has been including the coast country in his territory-down as far as San Luis Obispo.

Earl is a native of California and lives in Oakland. He bas three hobbies. One is his wife and the others are Earl Kemble Carlson, aged 23 months, and James Russell Carl-

Sell homes, not shingles; n, houses; buildings, not material; roofs, not not lumber; building seruice, that's all.

EerI Cerlron

UP AND DOWN THE STATE

LLOYD EILLMAN LUMBER, CO. SUCCEEDS CABSTENS & EARLES IN LIIMBER AND SEINGLES SALES

The Lloyd Hillman I.lumber company with a capital stock of $250,000, has succeeded Carstens & Earles, Inc., at Seattle, one of the most important shingle wholesaling coneerns in the Northwest, and one of the leading factors in distribution of red cedar shingles in California. Carstens & Earles wiII continue in the investment banking business.

The new company is represented in California by the Andrew F. Mahoney I-rumber company at San Francisco and by Fletcher & Frambes in Los Angeles, and will continue to market the well-known line of "Faultless," "Favorite," t'Famous" and "Foremost" shingles through those two conneetions. The "Foremost" is 6/2 Clear shingle and was created by Carstens & Earles a few years ago to meet requirements of the California market. It is shippecl both rail and water.

Lloyd L. Hillman, president of the new company' was one of the principal owners of Carstens & Earles, Inc., and is one of the best known wholesale lumber and shingle operat.ors in the Northwest.. He has been in the lumber business since 1896. Associated with him in the new enterprise will be Miss E. M. Flagg, secretary and treasurer; Dan V. O'Brien, manager shingle department ; E. H. Cameron, manager foreign and domestic lumber department; E. A' Angliu, manager traffic department.

CAIJFORMA TIFTII IN LUMBER, PRODUCTION

Washington is now, and with the exception of 1914 has been since 1905, the leading lumber producing state. Oregon stands next, then come Louisiana, Mississippi, California, Arkansas, Alabama, Texas, North Carolina, Wisconsin and Florida, each of which produce more than a billion feet of lumber a year. It will be notised that the premier lumbering states of former years, such as Minnesota, Michigan, Pennsylvania and New York, do not appear in the first 11 states at all.

T. P. IIOGAN FOBMS NEW OPERATING COMPANS

Thomas P. Hogan now is the sole owner of the Hogan l,umber company's property in the Oakland district, and has leased this property to a new' company he recently formed-the Hogan Lumber & MiIl Conr,pany. The deal involves the wharf property and miII properties in Oakland, the Bruce Lumber company of Berkeley and the Elmhurst I.lumber company of Elmhurst.

IYIISS BREY EAS CREAT VACATION BY VISITINC EUMBOLDT COUNTY REDWOOD MILLS

When it comes to combining business with pleasure and turning a vacation trip into a successful quest for first-hand praetical information, you have to give first consideration to Miss Alberta Ruth Brey, the youthful but forceful vicepresident of the Brey-Wright Lumber Company at Porterville.

fnstead of going to a seashore resort or to a,fancy hotel in the mountains for her vacation, Miss Brey went to Humbolt county and spent her time among the big redwood operations. She visited'some of the most important mills and also took a trip into the woods and saw the fallers and buekers converting the giant trees into logs, ready for the mill. While she already was thoroughly familiar with the finished redwood. lumber and its particular uses, she became fully acquainted., on this vacation trip, with the red-

EOLLYWOOD LUMBER CO. GETS PUBIICITY

A leading article in a recent issue of the Hollywood News was devoted to the afrairs of the Hollywood I-rumber company, designated as the oldest lumber company in the Cahuenga valley. The firm's modern office and planning mill are described and a high tribute is paid to the character of the service performed. The officers of the company are: President, W. F. Montgomery; vice president, J. F. Mullin; secretary, Ward W. Montgomery; treasurer, J. D. Mahaffey. All have been active in the business life of Hollywood. The company's mill and offiee are at 6609 Santa Monica boulevard.

SPALDINGS START ON WORLD TOI'B

W. R. Spalding, well known and popular retailer of Yisalia, accompanied by Mrs. Spalding, sailed from San Francisco Saturday, Septemb'er 16, on the steamer Columbia for a tour around the world. They went through the Panama canal and stopped at New York before starting across the Atlantic. They expect to be gone three or four months and to visit most of the important points of interest in Europe and Asia.

woods in their native state, how they are logged and how the lumber is manufactured.

"And I never had sueh a wonderful time," she comments. Miss Brey was accomtrianied on the trip by Miss Joanna Stamm of Fresno.

DEPENDABILITY

The Union Lumber Co. produces 140'(X)0'(X)0 feet of Redwood annually from itr own CElifornia Milla, and is therefore an cntirely

DEPENDABLETouTce of Redwood supply for

And our rervicc ir as dependable as out product.

Dealers Keen for Redwood Service

Retail lumber merchants in California as well as in other parts of the country are reporting excellent results from the trade extension service recently put into eftect by the California Redwood Association.

A great many dealers are writing in to the oflices of the various redwood manufacturers in San Francisco asking for copies of the trade extension manual prepared by the association and distributed through the manufacturer-q and their sales agents

One of the strongest points in the redwood canrpaign is the "Dealer Help Service" which has been found mighty effective in getting the redwood idea before the eonsumirrg public.

Basically this service consists of twelve incliviclual f" page folders, each 4x9 in size with illustrations jn tt'ro colors and with copy so prepared that the dealer may send eaeh folder to his own customers and prospects over his own signature. Space is provided for printing in" the signature of the dealer so that for all practical purposes the literature and advertising matter are his very own.

Another strong point in the campaign is the ne\lrspaper advertising service. It has been impressed upon the redwood folks that local salesmen and dealers consta,ntly have real need for an advertising service to meet loeal requirements. To take advantage of this situation the rechvoo'l association has prepaid a neries of attractive newspaper cuts. each illustrating one particular use for which redwood is

Your Garage

-should be as neat and attractive as your home. That's why you should use Redwood-which takes paints and stains wonderfullv well.

Yo.rr gteenhouse and pergola will last for generations if built of Redwood-which resists rot.

Write or ?hone for all building materials. Dealer's

spec.ially adapted. These cuts also provide ample space for insertion of the dealer's name and. can be used in l-ocal n_ewspaper advertising or in circular advertising issued by the dealer. The association supples these cuts to the dealers at actual cost, but orders should be placed either with the individual manufacturer or manufacturer's agent from whom the dealer customarily obtains his supplies of redwood.

Building and Repairs

Your building and repair bill is less when Redwood is used. That's because it lasts for generations. And Redwood in short lengths costs less.

Rambling Retail Rhymes

Wood or Home?

When you start down the street

On the way to your home,

And the work of the day has been finished.

Will .the things that you aee

Give you sorrow or glee?

Will your pride be increased or diminished?

You look acrosa the street

At a bungalow neat,

It is one of the latest in town;

And you can remember

That day in September

When the man made his first payment down.

You can see the young wife

With the "pride'of her life"

In her arms looking proudly around, While the father is mowing

The lawn, and then sowing, All sorts of sweet fowers in the ground.

Do you think as you glance

At that place, of the chance

That was yours when you bid on the bill?

Do you think of the pleasure

You give in such measure?

Is your heart fastened up in your till?

Do you say, "I'm the guy

That he came to, to b,ty-

I'm the fellow who sold him the WOODI"

Or do you cry loudly-

Sincerely and proudly-

"l built them a HOME-and it's GOOD."

Bossy

Build a home around your bossy; Give her something new and fossy; 'lWarm in winter<ool in EummerClean and neat.

And your gentle little Jersey

ITill repay you for your mercy, With an extra pail of milk

So rich and sweet.

She's a valuable producer,

So be careful how you use her.

It's a crime to leave her hitched up

To a mow

It's not enough to stable her

If you want to enable her

To do her fullest duty

As a cow.

She's an item quite expensive, Uttle cow with eyes so pendiv*

And it makes me want to weep

Instead of laugh.

When I see the helter-skelter, Knockdown, lean-to, sort of shelter

That so often covers bossy

And her calf.

"JrM" TARLEY, POPULAR SALESMAN, WEDS }fiLDRED BUSH, SWEEf,IIEAR,T OF IIIS Y

James J. Farley, salesman for the Pacific l:umber Company, was married. on Saturday, September 16, to Miss Mildred Bush of Fortuna, one of the attractive daughters of Ilumboldt county.

"Jim" has been traveling the San Joaquin valley for his firm for the last three or four years and every retail lumberman in that territory knows him-and likes him. IIe is a high-powered. salesman and a wonderful chap personally. He has worlds of friends both in and out of the lumber industry and they all wish him well.

Arrd somewhat of a romance attaches to the marriage. "Jim" and his bride were schoolmates. They went to high school together at Fortuna and were loyal friends and sweethearts even then. 'When he left the old home town to go on "the road" she remained there to teach school.

As soon as their honeymoon is over she will accompany him on a trip over his territory and get acquainted with some of the lumber folks. After that they will set up house. keeping either at Modesto or Stockton.

ALI,AN TUR,NER, TAKES UP HOME IN OAKLAND

AIIan Turner, who recently came to California from Portland to represent the E. K. Wood Lumber company in the San Joaquin valley, has moved his family to Oakland, where he will make his future home. He already has built up a wide acquaintance among the lumbermen of his territory. Before coming to California Mr. Turner was sales manager for the Buehner l-.lumber company at Portland.

OFFICI]AI.S OF FR,IIIT GBOWERS' SUPPLY COMPANY ON TOUB OT BOX PR,ODUCING MILLS

Representatives of the Los Angeles office of the tr'ruit Growers'Supply company are on a tour of the lumber producing districts of Northern California and Southern Oregon with a view of gathering first hand information on operating conditions and to determ,ile the probable volume of box shook production this year. They will visit the compauy plants at Hilt, Weed and Susanville ancl will stop at several other large mills enroute.

The party is headed by F. B. Hutchins, manager of the Los Angeles office. Other members are: C. S. Whitcomb, R. I-.r. T(''ox, R. C. Merryman, Charles Eggabrach, D. C. Cruikshank, R. I-r.'WiIIits and R. H. Wilkinson.

BETTINCEN ESTABLISIIES AT gAN GABBIEL

The William T. Bettingen Lumber company has completecl arrangements for establishing a yard at San Gabriel. 'Work on construction of the new office and sheds already is under way. A spur track is being built from the Southern Pacific to the property on San Gabriel boulevard. The yarcl will be open and ready for business in a short time. The same company already has yards in successful operation at Eagle Rock, Monrovia and Arcadia, with a branch at Montrose.

PACIFIC LITMBEB CO}IPANY TO ELECTRITY

Electrification of the Pacific Lumber company's logging operations at Freshwater, Humbolt county soon will be under way, accord.ing to present plans of eompany officialq and within another year the entire logging plant will be operated by electric power. Arrangements have been made to electrify one sid.e this Fall and to complete the entire project next Summer.

CEORGE McLEOD ON CALIFOBMA TRIP

George B. Mc Leod, manager of the Oregon properties of the Hammond I-runber company, has been in San Francisco for the last week, conferring with A. B. Hammond and other officials on plans for replacing the mill at Astoria, Or., which recently was destroyed by fire. Mr. Mcl-.leod was at Eureka when the Astoria mill burned, and proceeded south from that point.

A Business Motive Power

The time must come when all busness will congider the advisability of advertising in the same sPirit that a menufacturer ponders over the advisability of adoPting a new machine. One does not install a piece of laborsaving mechaniem because it suits his fancy; but be' cause the effciency of the business requires it.

He expects the new ma' chine to reduce his cost to operate-perhaps to make a better productand thus aid him in meeting comPetition and making larger profrts.

Advertising is exactlY similar. The man who refuses to consider it as a Possible expedient, simply ehuts his eyes on one of thq problemg of his business. He might as well ignore the banke aE sources of credit when he has need to borrow capital.

On the other hand, the man who looks to advertising to checkmate all weaknesses and shortcomings of his business and to carry it along to victory despite these, has a childlike faith in the miraculous.

Advertising will not make his product or his service any better than they are; but it will bring him the full benefits of their merits. It will not eliminate wastefulnese in hie factory or his store; but it will reduce his cost to operate. It will not make illogical selling methods successful, but it will assist good eelling methods and often point the way for improving them.

Advertising is the moet inexpensive motive power that the manufacturer or merchant can buy today. It is a form of stimulus that brings excellent returng on the investment.

fPublirhcd by THE CALTFORNIA LUMBER MERCHANT in co-'l Lopcration with The Americrn Arociation of Advertiring AgneeierJ

How This Live Ohio Lumber Merchant Operates His Business

"Once you get used. to cufr buttons you never will go back to horse-shoes nails," says J. I[. Peterson, general manager of the D. J. Peterson Lrumber company of Toledo, Ohio, one of the most progressive retail lumber merchants in the eountry, whose office, service rooms' storage sheds and other equipm,ent are pictured herewith'

"A Place to Go Shopping for a llome," is the way Mr. Peterson describes his institution, and his ideas .on merchandising are so sound and the methods he employs are so practical that some knowledge of them is of unquestioned interest to dealers in California.

"Before we became retailers we had about 25 years' experience in the wholesale business, " explains Mr. Peterson, "and. with a few exceptions we found. that the way most of our customers did business was to stick a horse-shoe nail in the buttonhole and'let 'er go at that'."

"So when we started. ttris new plant of ours we built a modern retail store and not an 'old timey lumber yard.'

"First of all we planned to keep all of our materials in well designed lumber sheds so that our lumber could be kept dry, under cover at all times, and the stock could be handled' diidct from the car to the bins with a minimum of expense. Concrete pile bottoms were used throughout, and the shed's were buill with plenty of ventilation provided, so that aII stock could be properly cared. for. In fact, we built our Iumber shed.s so that we could. say they compare with those of the old. time lumber yard as the mod'ern d'epartment store compares with the old time general store.

"ind, we piled. our lumber in them so neatly, and classified it ai to g:rad.e, length, width, and quality so thoroughly that it makes it as easy for the customer to seleot the kind' of material he wants as it is to select a suit of clothes off the shelves of one of our modern department stores'

"The yard itself was tiled', drained, and kept free from water at all times. It was graded, levelled, and covered' with cinders to prevent weeds from growing in-it-, eve+. to the remotest corners.-Weed's in a lumber yard Iook like horse shoe nails in the button hoie'

"Next we built a modern lumber office, equipped with hardwood floors, fine interior finish and pleasing to -any customer's eye--both inside and out. The front of our plant was sodded incl plenty of paint was used on the builtlings to give then a pleasant appearance,. ""'W" then decicled. on the proced.ure of cloing business' We d.etermined that there would be three d'epartments of our retail lumber business, which would be equally important and each would be erclusive of the other. These departments &re:

"First-YARD MANAGEMENT.

'' Second-SAITES PROMOTION.

"Third-FINANCE.

..Underthesethreeheadswehaveoperatedourbusiness successiully for the past three years-' Let me describe the duties of these three departments:"

Ya,rd Management

(1). The Loacling and Unloading, and proper

' "a"e of lumber:

No matter how busy we are' we never allow lumber to be poorly pilett in our sheds; the ends- of the piles always looi aq ii fUey are cut with a knife, and this makes a pleasing appearance to the prospective customer' All stock'

however, is handled with a minimum of cost. No lumber is unloaded that touches more than two men's hands. It is either handed out, or rolled on gravity rolls from thc car to the bent. During the course of three years, thir saving of labor effected has paicl for any additional er' pense in the proper construction of sheds.

(2) The purchase of the best lumber obtainable, and the carrying of a minimum of stock to do a maximum amouut of business.

We have never hand.Ied. anytf,ing but the best grade for the purpose intend.ed, and we have always mad.e it a point to buy thoroughly dried lumber-preferably kiln driec[. We know that poor stock such as No. 2 and Btr. 4imensionr although a little cheaper as regard.p purchase price, is the most expensive to buy. The culls that it contains and that are d.eveloped later must be sold at a, sacrifice price, and the appearance of culls in a lumber yard. never increases business.

We have found that it d.oes not pay to get out of lumber, and then wait for price to go lower before buying, because mill prices have no definite relation with regard. to volume of orders booked. We stock heavily on dimension and, items that have rapid turnover, buying these items heavily when we think the price is low, and buying upper grades with slow turnover absolutely on the market when the stoek is actually needed, and only in small quantities at that time.

(3) The exclusive handling, wherever possible, of good.s that are nationaly advertised.

'We have confined. ourselves to the nationally advertise4 article because this is half solcl before it is presented to the customer. It must be good, or it will be crushed. under its own publicity. 'We have found Curtis Standardized Architectural Woodwork, Bruce Oak Flooring, Johns' Manville Roofing, Creo-Dipt Shingles, and. Cornell-Wood' Board are easily sold. And, when seen in our plant by prospective purchasers, they give the appearance of sta" bility.

(4) The purchase of good equipment, and their proper care and upkeep.

Trucks, horses, harness, and wagons have never been al' lowed to appear on the streets in anything but "apple-pielt order.

(5) Lastly, under the Yarcl Management, comes the question of Service.

One of our advertising slogans in Toledo is "Rush Orders are our Special Delight." In order to make it so, we alwayr find out in connection with each order just how long it will be before the stock purchased is absolutely needed by the customer. We have found that often customers ask for material RUSHED OUT, through a sense of habit, and if the question is asked "'When do you actually neecl the stock?" in a great many casesi they will say two or three d.ays later. This information, when put on the loatling ticket, helps us to make "Rush Orders a Special Delight."

Sales Promotion

(1) X'irst under Sales Promotion, which is equal' ly important to Yard Management, we have placed Advertising.

It is advertising that brings the customer to our d'oors, where we attempi to sell him so qirongly on quality antl

value that the question of price is forgotten. 'We have never solicited business in Toledo through the personal calls of Salesmen. Advertising has enabled us to eliminate this expense. Because we have maintained. an up-to-date plant, we have found it easier to sell a prospeot when he calls on us than when we call upon him in- his home or office.

Our advertising has consisted of d^irect mail, which is of first importance. Our mailing Iists are kept up to date at all times, and are added to daily.

Newspaper advertising comes next. pains to see that this space appears at throughout the year. .

We have taken regular intervals

Display sign boards are next in importance, and they appear on some of our main thoroughfares illuminated at night. In front of our office we maintain a tempting sign showing the picture of a housewife serving breatfasi in a Breafast Alcove, with the invitation to itep in and. see a Curtis Breakfast Nook installed in our Service Room. 'In addition, under advertising, we have attempted during lhe past two years to put on a campaign whereby .we ex-hibited model Curtis Ilouses to the public.

The ffrst of these, called " The Prettiest llouse in Town.,, was inspected by 10,000 prospective home builders within three months time. The Gulf Coast Lumberman published a story regarding this house at the time it was opened.. It as located. directly opposite our offiee, which is not on a main thoroughfare, and this campaign established in the minds of 10,000 prospective home builders where we are located in Toledo. It resulted in the sale of 13 Curtis Ifomes within six months time.

A similar successful campaign was put on this year in the opening of the "Prettiest Ifouse in Ottawa Ilills". This home was inspected by 10,000 prospective home builders within a month, and. since then our business has increased. by leaps and bounds.

Our advertising eonsists in constantly bringing before the public new ideas in home building, and tieing these new ideas in with national-as well as local-ad.vertising campaigns, put on by concerns whose products we handle.

We have found it was very necessary to budget our advertising the first of the year, setting aside the amount that we are going to spend, to decide when we start out where we are going to spend it,' and never to deviate from this policy during the year, no matter how tempting the proposition for advertising may be that is presented to us. 'We are continually beset with appeals for advertising in religious and sectional newspapers, whieh we invariably turn d.own because we apply our advertising to the points where we eonsider it will be most efrective.

(2) Under Sales Promotion also comes the care and operation of our Serviee Room, which we have called "A Place to go Shopping for a llome.t'

'We have equipped this with numerous built-in features such as a Breakfast Alcove, corner china closet, kitchen cupboards, and the entire extensive Curtis Plan Serviee consisting of blue prints for over 300 homes. It is also equippetl with a library of books and magazines on home planning, and it is up to the Sales Promotion Department to see that this room is used.

The winter months of January, February. and March which used to be the dull months for the old horse-shoenail type of retailer have been the most aetive for uS, be-

cause at that time we have worked most strenuously on the Sales Promotion end of our business. In January, a direct mail campaign is instituted, house plans are ad.vertised. in the newspapers, and prospective home builders are developed, who can be turned over to our contractor friends in the early spring.

Sales Promotion means most perhaps to the mod.ern retail lumber merchant because it is a source of continual eu- joyment in the conduct of business. There is wonder- ful satisfaction in creating the building of a new home through a direct mail campaign. We have accomplished this many times in the past. 'We have had people say to us: "Six months ago we never dreamed of having a home of our own, but we got your literature and the Curtis plan Books which you sent us, and my wife and I picked out just the house we wanted. You got us a contiactor that made us a price on that house that we neyer dreamed we could build it for. " We alwdys get testimonial letters from satisfied home owners whom we have assisted. in the planning and building of their homes.

Financial Department

The financial department is the dead-line of our retail business. It is under one head, who is final authority with regard to all sales. This man is an ex-cashier of a banknot a lumber man. Sales Prgmotion has brought the prospect to our d.oor through advertising, he has been sold by excellent Yard Management, but he has been turned. down flat by the financial department because he can not pay his bills on the tenth of the month, and. avail himself of the discount.

'We operate a cash lumber business and so inforn our eustomer that we can not carry their accounts for longer than the tenth of the following month. We have lost many orders because of this policy, but we never regret those that we have lost. It has not been necessary for us to use the lien law more than 15 times during the past three years, because of this distinct understand.ing we have with the customer before the stock is delivered. The first of January of this year, the unpaid accounts we carried over did not equal one quarter. of our sales for that month, and during the past three years we have not charged over $500.00 ofr to bad accounts. Our Finance Department looks on every transaction made from the standpoint of a bankernot a lumberman.

A long face makes a short order file. Grin.

Yord, Mill, Office ond

What Live California Lumbermen are Road Doing

SOUTIIER,N CAIJFOR,MA RETAILER,S TO }IEET IN LOS ANGELES SATUR,DAY, NOVEMBER, 18

-Saturday, November 18 is the date of the annual meeting of the Southern California ReJaiI I_iumber Dealers, associa-- tion. 1r6s Angeles'is the place but the hotel has not been selected..

These definite plans were made at a meeting of the directors in I-.ios Angeles a few days ago. Present at the meet- ing were President Will Davies and Secretary-treasurer F. L. Morgan as well as most members of the board of directors.

The committee in charge of arrangements consists of C. 'W. Pinkerton of Whittier, C. H. Chapman of Santa Ana and Frank L. Fox of Glendale.

The nominating committee consists of Frank Gibbs of Anaheim, C. If. Griffin of Artesia and M. A. Vining of Covena.

An attractive program will be worked out. These details are in the hands of the committee.who will cooperate with Mr. Morgan.

WOODEEAD DR,IVES TO NOR,TIIEN,N CITIES

David 'W-oodhead, well-known l_.los Angeles retailer, accompanied. by Mrs. 'Woodhead., drove to San Franciseo and other cities in the northern part of the state early last month. On the return trip they stopped at Fresno and accompanied the San Joaquin Valley crowd on the memorable exeursion to Iluntington Lake. Ben 'Woodhead. of Beaurnont,. Tex., brother of Mr. 'Woodhead and presid.ent of the American 'Wholesale Lumber association, drove back with them.

KEI.LOCG TO IJVE IN SOUTIILAND

_O_. 4. Kellogg, who is known to most of the lumber buyers of California, has resigned. as manager of the E. K. 'Wood f:umber company's mill at lfoquiam, 'Wash., and will come to I-ros Angeles to live. IIe will be succeeded at Hoquiam by his son, George G. Kellogg.

SAN DIEGO IIAS GOOD }IONTE

I-rumber reeeipts at the port of San Diego for the month of August aggregated 10,01?,790 feet, according to official compilations just completed. Only 30,000 feet were exported Mexieo in the month.

OAKLAND EAS EOME SEEKERS' SEOW

The California Complete flomes exposition opened. at Oakland a few days ago and already is attracting prospective home owners from m,any sections of the state. Ten eomplete hones have been built in one of the most attractive residenee districts of Oakland. so persons looking for the ways of aequirinq a home mav have alt the information neeessary offered right before their eyes. Already it is stimulating builcling say the local lumbermen.

W. C. RIBENACK CALLED TO AR,KANSAS

W. C. Ribenack, Chairman of the Board of the California and Oreson Lumber Co.. has been ealled to Thornton. Arkansas. beeause of ffre that destroyed the eompany's planning mill at that point.

TOR,WARD MOVE}IENT SPEEDS UP HOMT.BUILDING IN SAN FR,ANCISCO DISTR,ICT

Building operations in the San Francisco Bay region continue to increase in both volume and value and. no small part of this happy situation is due, it is understood., to the campaign of the San Francisco Forward Movement to which many lumbermen belong.

During the month of August, when building permits reached the magnificent total of 96,000,000, the city had the best building month since the fire of 1906.

Richard B. Bell, treasurer of the San X'rancisco Forward. Movement, d.eclares that the August builcling record. is only a promise of what San Francisco can clo through the continued. stimulation that the San Fbancisco Foiward Movement is furnishing. Ife declares that instead of g6,000,000 in builtling permits, the city's monthly record for the next twelve months should average at least $10,000,000.

SHIPMENTS FR,OM EUN,EKA AR,E IIEAVY

Lumber prod.uetion and shipment from Eureka-in the heart of the redwood. country-are heavier this year than in any similar period in recent history. Cargo shipments from the port run approximately 25,000,000 feet a month. Most of this noves coastwise to San Francisco and l-ros Angeles, but from 4,000,000 to 6,000,000 feet a month is exported.

trgy_-"gh siding shorter than ten foot lengths HAS to be used on California bungalowsl

_ Is it n_ot a-part of the extra seryice that Jach Dionne has been preaching, to show your customers the advantage of BUYING shorts instead of long lengths)

WE CAN BACK YOU UP in that service by f-urnishils specified amounts of short lengths, the_quickness of shipment being in propoition to the percentage of short lumber you can take.

Lumber Folks Frolic Amid Classic Charms of Huntington Lake

It was a great event in the lives of many California lumbermen and their families when the San Joaquin Valley Lumbermen's club decided to hold an outing and picnic at Huntington Lake, Saturday and Sunday, September 16 and 17.

The invitations were sent by the San Joaquin Valley folks not only to their own members but to the Sacremento Valley and the Central California clubs and to the wholesalers and. manufacturers of San Francisco, I.ros Angeles and other parts of the state.

Needless to sal', acceptances were quite general. I-rumber men and lumber women came from near and distant points to join in the festivities. It was a wonderful occasion. All the diversified entertainment that a two-day excursion into the mountains could afford was provided-automobile riding, scenic attractions, feasting, music, dancing, fishing, boating, bathing, a camp fire gathering, speaking, storytelling, and a thrilling sky-high trip over the summit of the S,ierra range to the headwaters of the San Joaquin river where the natural course of the stream is being altered so that it may provide electric energy for all of Southern CaIifornia.

While the main excursion was conducted by the San Joaquin Valley boys, this latter part of the entertainment was provided by the Southern California Edison company and its staff of courteous, good-natured and well-informed engineers and officials who have charge of the tremendous power development project now under way in that region. It was a busy week-end. for everyone-and that means about 150 people, mostly men and women, but also a few children. There was so much going on that it was impossible to see everything.

The several active committees of the San Joaquin club served. with customary efficiency. Every element of their guests' pleasure and comfort was provided for. Automobile accomodations were available for all who came without machines.

They started from the Fresno hotel early Saturday morning, stopping at Pine Ridge Tavern for luneh.

Early in the afternoon they reached the sawmill of the Carlson Lrumber company near Cascada. Here Sam Kellner, one of the owners, took the travelers in charge and. showed them the operations. The mill is cutting mountain pine and turns out about 60,000 feet a day.

A funny thing about that mill: M. Kellner & Sons, operate a line of yards in the valley and a few years ago were confronted with the problem of obtaining a ready supply of mountain pine for their customers. So they bought the mill. Just about the same time the Southern California Edison company undertook the huge development project along Big Creek and the tenitory beyond and began dernanding lumber from that mill. As the capacity of the piII inereased the Edison company's requirements grew. So now practically the entire output is used by the Edison company and the Kellner yards get none. Anyway, Sam proved to be a genial host and the stop at his mill was one of the delightful incidents of the trip.

I-rate Saturday afternoon the caravan pulled up at Huntington Lake lodge, and what a delightful spot it is ! Iluntington I-"rake, is an artificiai body of water, but Nature herself could not have done a better job. The lodge sits majestically at one end and afrords an entrancing view of the lake itself and of the distant mountains.

Somc intererting and if,imate viewr of Huntington Lakc- outing-f,,rtrcme left: Davld H.RedingcJ of thc South"tr Cdii;t;- Eai."i Co., and Sam Kcllner of Carlron Lumbcr Co. Lowcr lcft: Mr. and Mrr. Frcd Conncr of s;;t"-;;;i;. -Top "ente.:i. C. F"tg.t and-Dean Prcrcott of Frcuo. ln ovd: "Unclc-Joc"-M"4i"-gf-ftlno aa{Mrr. il K-lkt;;; oi Sl- F "rr"i..o. Loicr righ-t: Gcorgc Wicr, C9o-r Bg Lumbcr C1,. -M1. M.-S- McMurtry of Clovir ;Jl. G. F;ryur-n of thc Shrru Lehc Lulbcr Co. - E:trcnc rfht: Mir Atbcdr Ruth Broy of Portcrvillc.

The Optimist hopes some starts a savings account. day to inherit riches. The Pessimist

A few hours were available for outd.oor sports before the big dinner in the main d.ining room. After dinner a campfire and the entire party gathered around.

J. C. Ferger, general chairman, took charge of the campfire program and presented J. G. Ferguson, chairman of the committee on arrangements. Mr. Ferguson is manager of the Shaver Lake Lumber company at Clovis, a subsidiary of the Southern California Edison company, and. it was through his good offices that many of the interesting and entertaining incidents of the outing were mad.e possible.

A. J. ("Gus") Russell of San Francisco was the presiding genius of the subsequent speaking and. story-telling session, and "Gus" never was in a happier mood.. IIis quick wit and. caustic comments combined to place both the crowd. and the speakers in good humor.

The first of the orators was I-r. R. ("Dick") Putman, secretary-manager of the American 'Wholesale I:umber Association of Chicago. IIe brought a message of greeting from the wholesalers of the country, and entertainecl with a few of hi! side-splitting "nigger" stories, brought from the South, where he forirerly was in the retail business and where he still retains an interest in a number of yards, thus giving him the rare privilege of addressing the crowd as "fellow retailers."

Ben Woodhead of Beaumont, Texas, president of thc wholesalers' organization, also was in a story-telling mood. He delighted his audience with an ultra-humorous account of a young salesman's experience in calling on a typical old-time French store-keeper in Louisiana.

Cleorge M. Cornwall, editor of the Timberpan, who made the long journey from Portland. to attend the picnic, told. a number of his inimitable Scotch stories and brought reports of lmbering and Iogging conditions in the Northwest.

S. O. Krantz of the CAIIX'ORNIA LUMBER MERCHANT, conveyed. the greetings of Jack Dionne, who was unable to be present.

On adjournment into the lobby of the hotel, officials of the Edison company, including I. 'W. Linklider of the I-ros Angeles office, explained the plans of their organization.

Timothy llealy, San Francisco attorney, addressecl the crowd on the Southern Pacific-Central Pacific merger, directing his argument against .the proposed dissolution of the two roads.

Chairman Ferger introduced the committeemen who hacl pdepared and arranged for the outing and each was given rousing acclaim. They were: J. G. Ferguson of Clovis, "Ilncle Joe" Martin of Fresno, Sam KeIIuer of Fresno, Dean Prescott of Fresno and William F. Baird of Madera. trbed Conner, president of the State association of lumbermen, urged every man present to attend the forthcoming annual convention of that organization at San Francisco, Saturday, October 28.

Then came the dancing. The committee had engaged a high-powered orchestra and there was fun galore until midnight.

Sunday's program was a strenuous one. Breakfast before 3 o'clock and the start across Kaiser Pass by 8 :30.

The trip &cross the pass, at an elevation of 9300 feet, and the visit to the camp where one unit of a tunnel, that ultimately will be 13r/2 miles long, is being driven, probably was the climax of the journey.

This part of the trip was under direction of Davitl E.

Redinger, resident engineer for the Southern California Edison company, who explained the numerous intricate details of the operation and who piloted the party on an electric train for more than a mile into the huge bore that is being driven through solid granite under the crest of the Sierras.

It is the biggest diversion project ever undertaken. In brief, it contemplates diverting the South fork of the San Joaquin river through a tunnel Lgyz miles in length into Huntington lake where the waters will be used to develop hydro-electricity to supply the patrons of the Southern California Edison company in the San Joaquin Valley end as far south as l-ros Angeles. The tunnel now is being driven from its outlet and from a point about midway to the intake. Work soon will be started at the intake and at one other point. It is a mere reflection on the work of these engineers to observe that while this tdnnel is being driven from four different points, when the several sections meet underground the sides will coincide to the smallest fraction of an inch !

On the return trip to Fresno the party traveled. over the Edison company's own somewhat circuitous, but well laid out and well-maintained mountain road. to a picturesque camp-site for lunch; thence dowa, d.own and on down the mountain side, with majestic scenery along every foot of the way, until the final halt at Fresno. Yes, indeed, it was a strenous trip but it was worth all the effort that it cost.

\ile have teady for prompt rhipment fron ow Bty Point, Cal., plant, a conriderable quantiy of

4\4 No. 1

ORFORD

We are large nanuf*turcn of Doughr Fir end rhip in our own boatr to San Pedro dockr for Sout[cm Califonia retwice, at frequcnt and rcgular inter:velr.

That Huntington Lake Outing

(By AI Turner)

The early part of just last week

And in the morning up we went The work went with a zip To see the tunnel there To beat the time and get through quick, And rode the rock cars to the faceSo as to make the trip. 'Twas some big thing, I'Il swear.

The bunch hung round the old hotel

And at this time, I want to say The night before the day Joe Martin is some driver We pulled out for the mountain peaks. That car of his could climb a tree Twas quite a brave array. Or rival and diver.

The pedcllers and the buyerswho Are like a Ford, we know; The former always are in highThe latter work in low.

Wives and daughters, sisters too, Helped make the happy throng. It wouldn't be a picnic, boys, Unless they were along.

Our teeth were good and so the dust Was masticated ffne But I'd like to had the car ahead Just trailing back of mine.

The bunch at last drove to the l-.lodge A'd after cleaning up Tried who could tell the biggest yarn Before 'twas time to sup.

Next time that Burgess find.s he needs Some one to lend a collar, Believe me, boys, I want to be The first man there to holer.

For change in clothing EImo King Had all the bunch outguessed. The clothes that fellow had with him Would outfit all the rest.

And after dinner to the fi.re, The whole crowd soon were strolling Where Ferger in his smooth, calrr way Started the ball a rolling.

And after that we wandered back To hear the Edison boys And everybody will agree 'Twas some intelligent noise

, The music at the d.ance was good. The floor was packed. all night - A weaving swaying, happy crowd - ft was a pretty sight.

Ralph Duncan had an awful time To work through on that floor Until Frecl Conner paved the way Just like an open d.oor.

The

Billy Kendrick and Frank Minard Both were missed., we'll all say But circumstances unforseen Kept both of them away.

The trip down through the canyon was Too big to write of here. The grandeur and immensity, Too much for words, I fear.

(as soon as the off the fire) be ends of

Lumber Bg -Products, I{orth and Sou th

From Shasta's Lofty Summit to Coronado's Silver Strand

BERTIIOLT AND STRUBE NOW WITII C. & O. J. L. EODGE WILL EANDLE L. A. OTFICE

J. R. Bertholf, formerly sales manager of the Hart-'Wood Lrumber Co. at Portland and 'W. B. Strube of Chicago have joined the sales fores of the California and Oregon Lum- ber Co., of which A. A. Dimmick was placed in charge on August 1. Mr. Strube has been connected with the lumber business of the micldle west for many years, and in addition to being Mr. Dimmick's assistant in San Francisco. he will devote a large part of his tiu.e to the wholesale department,

Mr. Bertholf is a former Californian and. well acquainted. over the state. IIe has been with the Hart-Wood oigauiza- tion in Portland for several years and enjoys a wide popu- larity through the Northwest. Furthermore, he wieids a wicked brassie, being one of the kingpin golfers among the lumbermen of the Coast.

_ Jr -L._ Hodges, formerly Lss Angeles manager for the Pacific MiU & Timber company, will represent ihe Califor- nia & Oregon Lumber Company and the Trower Lrumber company in Los Angeles with offices at b018 Moneta avenue.

DOOB COUPANY OFEICI/ALS ON TOUR,

For the purpose of acquaiuting themselves with trade conditions in various parts of the state and to visit their big factory at Oakland, Glenn O. X'ogelman, traveling rep- resentative, and C. M. Isaacson, estimator at the I-,,os Angeles office of the California Door Company, have started. on an automobile trip that wiII keep them away from the home office for several weeks. They have planned. to stop at Paso Robles, Santa Cruz, Del Monte and other points along the Coast before reaching San Francisco. After visiting the plant at Oakland they will go to Sacramento, by boa! shipping their machine with them; thence to Diamond Springs where they will visit the company's box factory, to the mill at Caldor and the timber holdings in the same section, thence Lake Tahoe, Mono lake and over Tioga pass into the Yosemite valley, Fresno and home.

LONG.BELL BUYS INTEBEST IN PORTLAND BANK

That the I-:ong-BeII Lumber company intends to become an active factor in the future business affairs of the Northwest is indicated by the circumstance that R,. A. Long has purchased. stock in, and been elected a director of, the Northwestern National Bank of Portland. It is understood that the same bank soon will open a branch at Kelso, Wash. to serve the Long-Bell interests at that point, as it is right near Kelso where the I-.rong-Bell Lumber company is erecting its new fir mill. Kelso is about 40 miles down the Columbia river from Portland,

RANSOM WITE FR,IEND & TERR,Y

Richard Ransom of Portland has joined the local sales force of the Friend & Terry l-rumber company at Sacramento. Ile is a son of Frank I[. Ransom, general manager of the Eastern & 'Western Lum,ber Company at Portland and has had several years'practical experience in the lumber business.

I,AUGIIIJN VISITS LONG-BEI,L OFEICES

C. J. Laughlin, manager of the 1.,sg Angeles office of the J:ong-Bell I.rumber company, has gone on a trip to the various Long-Bell properties in the Middle West. He will spend. some time in the general offices in Kansas City anct inspect some of the company's hardwoocl nills and other operations in that part of the country.

CEMENT RATES REDUCED

New tarifrs effective September 20 reduced the rate on cement shipments from producing points to Brawley an average of 6 cents a barrel and to Calexico 10 cents a barrel, with corresponding reductions to intermed.iate points.

RUSS ItrILL AT SAN DIEGO THBEATENED BY FIBE

Fire threatened the plant of the Russ I-rumber company at San Diego on September 13 but was put out by the local lire department before it could do much d.amage. lhe flames were confined to the boiler room. None of the machinery or stock was damaged.

uoRcArv ErLL tErLL AND YARD BURNEI)

Fire recently d.estroyeat W. H. Bone's mill and lunber yard. at Morgan Hill in Santa Clara county. The property is said to have sufrered almost a total loss with no insurance.

SUPERI(|R BRAI{D

A kiln dried board has more moisture inside than on the surface.

Oak Flooring'made from resawn kilndried lumber has but one DRY surface.

SUPERIOR BRAND Oak Flooring, all thicknesses, is equally dry on both sides as it is not made from resawn lumber.

Shingle Fight Waged in ManY Places

Lead.ers in the campaign to save the use of shingles in California have been holding a series of interesting meetings iri tne southern part of the state in the last week or ten days' The lumbermen in aII the southern territory are thoroughly aroused and are giving their enthusiastic support to the fight'

Naturally enough the lumbermen are going to vote NO on the so-called housing bill which is Number 5 on the ballot, but they now are getting out and urging all their friend.s and neighbors to vote NO.

On Thursday, September 21 three meetings were held in Los Angeles at which the housing bill was upermost as a topic of discussion. Members of the Los Angeles Lumberm6n's Exchange met in Secretary Ricldiford's office in the r.norning.

Present at that meeting were R. S' Whiting, secretary of the Shingle Braneh of the West Coast I:umbermen's association at Seattle; Frank L. Mulgrew, publibity director for the California liumbermen's committee in charge of the fight throughout the state, and Peter B. Kyne, well-know-n lum^berma=n and author, who has been doing some mighty effective work on behalf of the lumber industry in this campaign and who is planning to do more. The status of the rneasure was outlined, briefly, by the various speakers and' the necessity for continuous effort was pointed out.

At noon the same group of speakers appeared' before the Iloo-Ifoo club luncheon at the City club' Pasron Simpkin and Ben'Woodhead of Beaumont addressed the same meeting.

In the afternoon a similar session was held. with officers

For Emergency Uses

Whcn rornething har to be rome place elre in a hurry-arh3tt camp borrel are yelling for extra menr or for supplie;, then'r when the M. A. C. Udrlity Car chows itr need around lum' bcring opcrationr.

Light, fart, economical, thie powerful gaeoline-driven ra[l'

*iy ".t ie alwayr on the ground for ruch emergcncy necde. It'r run out with the men or ruppliec and back again, worhing bcfore a big rteam engine could be made rcady. Util-ity-! Economy I Thit'r why the M. .A,. C. rhould be a part of all camp rolling rtock. Let it do the quicl- lighter work and kccp thc Uig logging enginec at thcir jobe.

The rpecificatione rhow the character of material put into M. A; C. Utility Can. They are built to work, not to be rcpeircd.

M.A.C.Hi'.." SPECTFICATIONs

Canacitr-lo,ooo lbr.

Spledr.4'to 2(, nil!3 per hour, cither foruard or rcvcruc.

Maxinun GradFwitb IO,OOO lb. load. tcn Dcr ccnt.

Driv+On -all four whcclr.

Axlcr{hromc Vanadiun Stc.l vith all worhing partr @E- rlctclv cncloecd.

Gcai'rlhronc Nickel Stccl nrnnlng in oil.

and members of the Southern"California Retail Lumber n"utu".' association in Secretary Morgan's office, with similar encouraging results'

The nexttay fytt" and Mulgrew drove to San Diego to push the work in that territorY.

WIIITING SAYS IYIISR,EPR'ESENTATION AND -PNN.IUOICE CAUSE ANTI-SIIINGLE LEGISLATION

R. S. Whiting, secretary of the Shingle Br-anch of- the West Coast I.,ui'bermen's association at Seattle, has been in California for the last 10 days acquainting himself with conditions in the anti-shingle campaign and meeting with local lumbermen generallY.

Mr. 'Whiting has been East all Summer and has not been at his home in Seattle since June 15. IIe has attended meetings in scores of places where anti-shingle legislation was pr"oposed and by his forceful appeal-and his logical presentai.ioo of the lumbermen's interests, has prevented' the adoption of hostile legislation in many places and secured its repeal in others.

i'Wh.o the case of red ced.ar and redwood shingles is properly understood. we have no trouble," says Mr' Whiting- i'Bot too often the shingle facts have been misrepresented' so that a prejudiee has grown up against their use. It is this prejutlice that we have been trying to overcome.

"f find that most people, in building a home, want to use shingles on the sitlewalls or on the roof, or both. Attd certainly no legal restrictions should be thrown in their way if thev want to use them in strictly residence distriets'"

Mr. Whitins attended. the meeting of the directors of the California I.,,uhbermen's association in San Francisco.

IIAMMOND'S ASTOR,IA IVIILL MAY BE BEBI'ILT

Plans for the rebuilding of the Hammond Irumber company's big mill at Astoria, Oregon, *hl"Jt was destroyed' by h"" -u t"* ,"eeks ago now are being considered' by A' B. Hammond and other offieials. It is understood that the plant probably will be rebuilt. The mill was completely destroyed. -Considerable lumber in the yard also was lost, but the store, r'ffice building and resid.ences were not damaged.

CIIANGES IN KERCKIIOFF-CUZNER YARDS

H. C. Clampitt has been appointed. manager of the Kerckhoff-Cuzner Mill & Lumber company's yard at San Fernando, succeed.ing C. R. E. Gilson, who has been transferred to the management of the yard at I-.ramanda Park.

SERUICE''

Bearinge-$. R. B. Ball Bcaringa and Timken Roller Bearingl throughout. No babbit or bronze bearinga.

Wheels-CaEt .leel, 24 in. dia., 6 in. face.

Fram*All cteel.

Cab-Metal construction, or made to order.

Skagit Steel & lron Works

Writc to ur for catalog and information on how the M' A' C' Rail Car can be uied to cut co3t3 in your operatiou'

MotorApplienceDivirion, SEDRO-WOOLLEY' WASH'

To the home builder between now and the Novem' ber voting on the referendum conrists of adviring your curtomera of the value of Shingler ar a roof and wall covering.

Stock Exchange Bldg.

Cement and the Retail Lumberman

The election of W. S. Dickason, of Kansas City, to the office of Snark of the Universe of Hoo-IIoo, brings to mind a work Mr. Dickason has been engaged in for many years in rvhich the lumber dcalers of California will probably be interestecl.

Mr. Dickason is exeeutive head of one of the great re_ tail lumber firms of the middle west, The Dickason_Good_ man Lumber Co., of Kansas City, and is noted for the force_ ful and progressive character of his merchandising.

And for m&ny ygals he has waged. a continuous and. re_ lentless x'ar on the methods generally employed. by the cement producers of his territory -and most other terri_ toriesfor merchandising their product. He takes the stand that the usual methods employed for cement distribution makes the retail lumberman sirnply a convenience for the cement producers, does not give him sufficient profit o:r his cement sales to make that portion of his sales carry their fair share of his business, and forces the lumberman to handle and sell cement for the convenience of his cus_ tomers: He objects bitterly to the cement folks coming along and selling cement in his territory and slipping him a small t'commission', on same. He believes a lumberman should handle cemeut just the s&me as he handles lumber: should buy it, stoek it, sell it for a profit that makes it carry a fair share of his business burden, and do so without com_ petition from anyone but other legitimate d.ealers of the

territory, also free handed in their sales.

And Mr. Dickason has impressed those ideas so eonsistently and forcefirlly upon the lumber dealerq of the middle west that he has a great following in that way of thinking. It is not at all improbable that his work has resulted in many changes being made by some of the cement firms that sell the middle lyestern territory, along the lines that he ad.vocates.

We have heard. the same story from many California dealers that Dickeson has been telling in the middle west. The cement sales do not cauy a fair share of their business burden, and the sale of cement is more of a customer eonvenience as a general thing, than a business proposition. And cement methods are just,about as popular with lumber dealers in Californian as they are in most other territory.

IUhtch End of the Telescope?

By Jack Doinne

Faint heart never won fair dividends.

The man who doesn't believe he CAN-seldom DOES.

Self-confidence is the general manager-the pusher-tlc director-of the master mind.

It decides the thing than CAN be done-and spurs, drives and inspires the man to do it.

It is the breeder of courage; the foundation of resolve; the stimulator of energy and genius.

It revels in competition; sneers at gifts; ,,pooh_poohs" the insurmountable; just goes along bull-headedly uod do"* the things that folks sa/ can't be done.

^-k"^{"^gjm, one wh_ol€ mind, one doubt-proof heart, and ONE GOOD BACKBONE is all that any man ever needed to clo ANYTHING.

If there everwas a time in your life when you had a REAIr chance to achieve something big-it's NOW.

Yesterdays never are as wonderful as tomorrows. The world keeps on. ft progresses-doesn't backslide.

You may have whatever your performance deserves. The only patent on possession is merit and. service.

There is only one thing that can keep this fiom being a great building year; only one thing that can prevent a splen- did.effort to properly-hous-e this nation; that thing is US. rt slmply depends on how hard we try, how well w:e serve, how intelligently we sell.

Are YOU well started on yOUR, share of the problem?

'Which end of the telescope are you looiing at the situation through ? If you look through the conect, the small end., you're all right; it's TELESCOPIC. But too many folks are using the wrong end; they see the prospect microscopically.

Before you say that there isn't a chance, that it can't be done, that money is too tight, that the obstacles are too great, take a look at the telescope ar?d see if you aren't looking through the wrong end.

Yard, Mill, Office ond Road

What Liue California Lumbermen Are Doing

FOBES VISITS NORTHWEST ITIILLS

R. A. Fobes, manager of the I-:os Angeles office of Sudden & Christenson, has just returned. from a three weeks' tour of the Northwest, where he visited some of the principal fir producing mills. Like most other travelers in that territory lhis year, he brings back reports of steady operations and a big run of business at all the mills. Henry Hess, manager of the Sudden & Christenson retail yards, spent several days recently in the Los Angeles office, conferring with Mr. Fobes and other officials.

SOME TRUTII TO TIIIS, SUR,E ENOUGH.

The editorial in our last issue on "Say it Out I-loud" has remind.ed Fred Hamlin of the Pacific Mill & Timber Company at San Francisco of a poem, which really is more truthful than poetical. Here it is:

The man who whispers down a well About the good.s he has to sell, Will never reap the shining dollars Like one who climbs a tree and hollers.

CURR,AN ON NOR,THER,N TRIP

Frank Curran, general manager of the I-.,os Angeles headquarters of the E. K. Wood. Lumber company, is on a trip to the mills and offices in the North. He wiII visit the sales offices in Portland and the mills at Hoquiam and Bellingham, and stop in the San Francisco offices on the way home.

H. lV. Mcteod RETURNS FROM NORTH

H. W. Mcleod, general manager of the Hammond I-,lumber company's big yard in I-ros Angeles, has returned from a trip to the mill at Eureka and the general offices in San Francisco. He intended. going on to the Oregon properties, when word. came of the burnins of the Astoria mill.

B,EDWOOD AIR-DRYING TESTS STARTED

James D. Studley, from the Forest Products Laboratory, Madison, Wis., together with C. L. Hill of the San Francisco office of the U. S. Forest Service, are at Fort Bragg, installing at the plant of the Union Ilumber Company the first unit of an air drying experiment being conducted jointly by the Laboratory and the California Redwood Association. Other units will later be installed at the yards of the Albion and the l-.rittle River Redwood companies.

SACR,AMENTO VALLEY LUMBERMEN MEET

A business meeting of the Sacramento Valley L,umberlnen's Association was held in Sacramento on Saturday, September 23. The State Housing Act was thoroughly discuised, as were means for fighting strenuously to sustain the anti-shingle referendum. F. E. Conner, President, and E. D. Tennant, Secretary of the California I-.rumbermen's Association, outlined the need for an active state-wide organization to protect the interests of the lumbermen. The members present were in favor of the State Association being made a permanent organization.

What An Advertiser Says About Us

"l wish to express my sincere gratitude for the co-operation you are giving us in addition to the publication of our ad in your paper. Your personal assistance in following up some of the inquiries is more than we expected when placing our advertising with you."The Brininstool Co., Los Angeles. I

HOO.HOO

DOINGS and SAYINGS of TOII{

Our New Snark

By Jack Dionne

'W. S. Dickason, of Kansas City, the newly elected Snark of the Universe of Hoo-Hoo, is a friend. of mine of many ye4rs standing and one whom I am cletighted to see holcling the supreme offce in the Order, on account of tle impetus his personal standing and his virile leadership will give the afrairs of the O.rder in many territories where Iloo-Ifoo needs a re-charging of its batteries.

w. s. DicLaron

o."tl#tt"t"3:t?::1t*t#'l'i:#:HT

thing about the new Snark. Ile is executive head. and manager of the Dickason-Gloodman Lumber Company, of Kansas -City, Mo., wlrere he makes his home. His-ffrm'operates a big string of retail lumber plants in Oklahoma,- Kansas, and Missouri, and has been famous for years for its pro- gressive methods of merchandising building materials. Mr. Dickason is a firm believer in tfie theory tnat ttre loU of the retail lumberman is to do the building thinking for his community, and that his prosperity will depend to a considerable extent upon his ability to get out and create business.

His retail yard.s are very successful sellers of sidelines, merchandsing hardware and. paint in a very large wdy, as well as the more general sidelines.

Mr. W. S. Dickason is at the present time the most distinguished "title holder" of any living retailer. In addition to being Snark of the Universe, he is Presialent of The Southwestern l:umbermen's Association, and Xlirst Vice President and slated as next President of the National Retail l.lumber Dealer's Association. The Southwestern Lumbermen's Association is a retail organization of the ffnest caliber, covering the states of Missouri, Kansas, Oklahoman, and Arkansas.

So tnis leading retail lunberman may be expected to do much for lfoo-Iloo during his year of Snarkship.

Personally he is a business man of the highest type, earnest and studious in his business application, yet a wonderful mixer and all around good fellow whom it is a pleasure to meet.

SEVEBAL NEW VICEGER,ENTS FOR, CAIJFOBMA AND AR,IZONA APPOINTEI)

Vicegerents for three of the California districts. to serve through the new lloo-Hoo year, have been appointed by C. D. I-reMaster, senior: Iloo-Hoo, in charge of the California

anfi Arizona jurisdiction. Other vicegerents will be ap_ pointed in a few weeks. Following are the appointmenti:

San Francisco district-Henry Fill, sales m^aiager llamuond Lumber Company.

_ San Joaquin Valley-Henry Berhauer of the Fresno planine MiU.

Los Angeles district-Curtis Williams, wholesale'lumber.

_ .,!rizo_n-a appointments are: State counselor, John C. I-.light,.Norman-I-:ight Lumber Company, Miami; Mounl;a.in district-lfdnor S. Cornick, UcGonigte Lumber Co., Riordan ;- Border district-Albert W. Stacey, Bassett IrumL"_" 9o- Do_uglas; Valley district-P. I. Merithew, E. K. Wood I-rumber company, Phoenir.

ARIZONA TO IIAVE CONCAT

'What doubtless will be the biggest concat helcl in Arizona in recent years is scheduled [o tate place in connection with the state fair at phoenix, Friday, liov. B. preliminary arrangements are in the hands of p. I. Merithew, vicegerent for the district, and J. C. Lright, state counseilor f6r the Order.

Some More of TOM'S SAYINGS

LeMASTER, BACK FROM DETROIT, SAYS MUCH CONSTRUCTIVE WORK WAS DONE

C. D. I-.,eMaster of Fresno, who was elected" senior HooHoo at the recent annual convention in Detroit, returned. to his home a few weeks ago and has picked up the threads of his private business affairs where he dropped them when he went east for the meeting. He was accompanied on his Detroit trip by Mrs. LeMaster and their little daughter.

"The Detroit convention brought together some of the biggest men in the lum,ber industry," says "Lee". "Discussions were of a constructive nature, but there was not much legislation. The outstanding feature was the extension of the death benefit to men over 65 years of age so that now they have the benefit at the time they really need it instead of being cut off, as previously, at 65.

" Of course everyone demanded that we Simpkin for another year as chaplain of the official f.eld. officer. And we did.

SPBBT) GettstEm!

retain Parson Order and as

"The next convention probably will be held in the South rrlthough this has not been definitely decided. The supreme nine will fix the place in due time. It is probable that a general session of the Osirian Cloister will be held in Seattle some time in the Spring with the idea of bringing all members of the Order together at that time and staging a big concat.

"Everyone was highly plehsed with the successful administration of the retiring snarh, Major Griggs of Tacoma. His influence has done wonders to rejuvenate the organiza' tion.

ttOur new and will lead snark, Mr. Dickason, is man of high stand.ing us along the same constructive lines. "

PARSON NOW LIVES AT SANTA MONICA

Parson Peter Simpkin, the much-loved supreme chaplain of the Order, now is a resident of Santa Monica. He Iives at the Noel appartments. The Parson has been resting at home for the last few weeks after a hard season of travel through the East and Middle West. He also attended the annual convention in Detroit last month.

CRESMER, MFG. CO. OF R,IVERSIDE ENTERTAINS OR,ANCE BE.LT LUMBERMEN

Members of the Orange Belt Lumbermen's association were guests of the Cresmer Manufacturing company at Mission Inn, Riverside, on the occasion of their last regular rneeting. About 60 members were present.

J. Wesley Shrimp, the enterprising secretary of the Cresmer Manufacturing company, had provided a fine entertainm,ent program, including music by high class orchestra and some excellent vaudeville. Following the dinner and other festivities the entire party was conducted. through the Cresmer plant where every process of manufacturing was pointed out and explained.

- John Cresmer himself gave the welcoming address. Other speakers were Ira Kennedy of the Russ Lumber company of Riverside and S. T. Sanford of the Hayward Lumber & Investment company of San Bernadrino.

R. tion, mills

EAMIILATT VISITS R'EDWOOD MITLS

F. Hammatt, Secretary, California Redwood has returned to San Francisco from a trip to located in Mendocino CountY.

We've got the quality of goods to supply the Southern California lumber trade, and above all, we have the abilitv to give unequalled service in the matter of delivery. We make

24 Hour

Delivety

to any part of Southern California on Stock Material

One weekts delivery on Special Manufactured Material

l-l

We carry in stock a big supply of fir and white pine doorq windowq and sash. Also glass. Also fir and redwood columns, fir and redwood garage doors.

WE MAKE SPECIAL INDUCEMENTS ON ORDERS OF 2OO OR MORE OPENINGS

Random Items-Mill Run

ANDR,EW I" MAIIOI{Y AND T. C. CROWLEY RETURN FR,OM OUTING IN NOR,TIIWEST

Andrew F. Mahony, of the And.rew F. Mahony Irumber Co. of San tr'bancisco, has returned from a trip to ihe Northwest. On his trip north he motored, and in addition to calling on his business connections, he visited Ranier National Park and Vancouver, B. C. The trip south from Seattle was made on the H. F.'Alexander. Mr. Mahony reports the mills of the Northwest to be working to full capacity.

T. C. Crowley has also returned from the north; where he spent about a week looking after the shipping interests of the Crowley-Mahony Shipping Co.

FRANK TROWER, ON TRIP TO OREGON

Frank Trower, of the Trower Lumber Co., is in the Northwest on a business trip. He expects to be away two weeks and will spend his time looking over lumber conditions in the Portland and Willamette Valley districts. Mr. and Mrs. Trowerwere among the San Francisco folks on the San Joaquin Valley club outing at Huntington l_,lake two weeks ago.

PRMTT TO DI/A,NAGE FOUR E. K. WOOD YARDS

J. E. Privett, who has been in charge of the E. K. Wood plant at San Pedro for the last four or five years, has been made manager of the four yards operated by the company in the I-.los Angeles territory-those at San Pedro, f_.,os engeles, Huntington Beach and Santa Ana. He will continue to live in San Pedro but wiII have offices in I_.los Anseles as well as at San Pedro.

WESTERI{ STATES LUMBER

Permanent Committee Is Named to Handle All Standardization Work.

Further proceedings toward adoption of uniform Iumber standards throughout the country have been placed in the hands of a committee representing the various branches of the industry.

Many months probably wili be required to work out standards that will be acceptable to every section of the country aqd leaders in the movement do not expect that any changes that may be necessary can be inaugurated over night.

The three main points that the committee hopes to work out are: first, Iumber grades and grade names; second, lumber sizes, and third, guarantees for the protection of the public.

The central committee appointed by the National Lumber Manufacturers' association to take charge of the work folIows:

John W. Blodgett, Blodgett Company, Ldt., Grand Rapids, Mich. Chairman;

John H. Kirby, Birby-Bonner I.lumber Co., Houston, 'I'exas. Representing Manufacturers;

Charles A. Goodman, Sawyer-Goodman Lumber Co., Marinette,'Wisc. Representing Manufacturers;

Dwight Ilinckley, Dwight-Hinckley I-firmber Co., Cincinnati, Ohio. Representing'Wlholesalers;

John E.I-:Ioyd, William M. Lloyd Company, Philaclelphia, Pa. Representing ll,etailers;

W. E. Hawley, Duluth Missabe & Northern Railway Company, Duluth, Minn. Representing Railways and Engineers;

E. S. Hall, Architect, Chicago, Illinois. Representing tects.

BBACE NOW WITII STOCKTON LUMBER, CO.

C. S. Brace, for the last seven years with the Hart-'Wood umber Company in San Francisco and Stoekton, has joined

lhe staff of the consolidated. Simpson-Gray and Stockton I-rumber com.panies in Stockton, and will be connectecl with the sales department.

MOTOR,SEIP WTLLIAM DONOVAN DAMAGED

605-606 Fife Building SAN FRANCISCO

California White and Sugar Pine

Douglas Fir Cedar Shingles

rF Our long experlence with the HartWood Lumber Co. and our knowledge of western lumber are at YOUR servlce.

A fire that broke out in the hold of the motorship 'William I)onovan threatened destruction of docks and lumber contents at San some of the immense Pedro last week: The flames were subdued and the boat was saved. She was carrying a cargo of 1,800,000 feet of lumber from Grays IIarbor.

LATEST REDWOOD R,EPORT

The current report of the California Redwood Association for the week ended September 15, shows shipments and production of 14 reporting mills totaling 6,267,000 feet and 9,751,000 feet respectively, with 13 mills reporting a combined total of 7,093,000 feet of new business.

McCOBMICK MILLS HEAVY PRODUCERS

A. aggregate of approximately 20,000,000 feet of lumber was cut in August at the four mills operated by the Charles R. McCormick interests in the vicinity of St. Helens, Oregon-on the Columbia river. This record is being maintained steadily through the season. About 17,500,000 feet of the August cut moved by water to California and Atlantic coast; the balance was distributed to various destinations by rail.

Advertise to Reach the Women!

There are a hundred other different angles from which it must be conceded that the ladies are a quantity th.at must be reckoned with in the modern merchandising of lumber. TI{EY are the folks who must be remembered very distinctly, and intelligently in writing retail lumber advertisements.

The wise man of today is the man who remembers and appreciates what a powerful influence the woman exerts over the expenditure of the family income. The man who wants people to build IIOMES rather than buy automobiles, is giving his very direct attention to convincing the lacly of the house that the HOME is the best, because if he does NOT, the chances are it will be a garage bill, and not a HOME bill, that he is going to get to figure on.

There is not a woman in all this broad land of ours who takes up one of her home magazines and looks over the pictures of delectable dainties in the shape of home beautiffcations, who does not RESPOND automatically to that DEMAND for more home conveniences-more home beauty' But, the large majority of those RESPONSES are allowed to lapse because that reader is never sold on the suggestions while they are still alive; because there is no merchand.ising effort coupled up with the magazine suggestion.

If, however, in an intelligent and forceful way, the local lumber dealerwould couple up his advertising of local materials, ideas and service, with the suggestions for. improvement that the home journals contain, he would certainly reap a harvest from the editorial and artistic efrorts of' the magazine publishers, and he would.. satisfy a demand for home betterment from the ladies of the land, that has hitherto been allowed very largely to go to seed.

For-pity the word-the faet is that in the ord.inary town, about the last place that a lady would think of going to see about having her home fixed up like the homes she sees in the ladies home magazines, is the retail lumber yard.

Most people are gifted with considerable imagination, but it takes a person gifted far beyond even the most favored, to correlate in any practical way the average lumber yard. with the dainty bay window, the frail bric-a-brac, the cozy corner in pink and white, the attractive lawn seat, the inviting pergola-the hundred and one beauties-built-of-lumber-and-paint, which the magazine artists are drawing for the home consum,ption of the American women.

Antl yet-haven't these women a right to expect that somewhere in every town or city, there should be some place where they could go and take along the picture that has appealed. to them, and PURCHASE that same home beautification? NOT the I-TUMBER, (who the Devil wants raw lumber?) at so much a thousand feet, (what difference does the cost per thousand feet make to the person who wants a beauty, a function, a fixture) or the paint at so much a gallon (what has cans of paint to do with a person who is

interested in a FINISHED PRODUCT?) and the millwork at a certain figure, (figures WILII lie and you can't stop them,) but a flat price on the THING that she wants to buy.

Lord have mercy ! If there were just ONE live building merchant in every town and city in this land, you wouldn'l know the country in two years time, such changes and im. provements would be wrought in the buildings of the land.. both exterior and interior.

But until that day coqes the new wing of the house bo. comes a Cadillac eight, that sleeping porch becomes a piano, and that useful implement shed becomesa FORD.

The woman's fancy lightly turns to thoughts of thosc things that reflect the brightness and'glory of the sunshine.

Are YOU, friend. dealer, going to cash those thoughtsl

SCOVILLE NOW WITII EANIFY FORCES

H. H. Scoville has joined the sales organization of the J. R. Ilanify Company and is working the San Joaquin Valley. Mr. Scoville has spent about three years in the mills of tho Northwest, and is well equipped to handle the business of this large and responsible concern in this territory.

Our Big New Plant is now prepared to serve the California retailerc with the following stock:

RED FIR DIMENSION

Dealers who have tried this wonderful dimen sion stock are enthusiastic over its fine quality and appearance. Ask us about it.

CALIFORNIA WHITE PINE

A eplendid quality of this etock beautifully manufactured, ready for prompt shipment.

BOX SHOOKS

Three cars a day of this ctock.

Ten Commandments of Selling

DEAL of truth ir contained in the following extractr from an addresr delivered by Dr. Frank Crane at the New York Life InruranG€ GorvGntion at White Sulphur Springr.

I. Be Agreeable.-If your voice ir diragreeable and your manner of rpeech hdirtinct, aec specialistr. Don't get mad. I like to be lunny, but I dontt want you to get freckles.

U. Know Your Goods.-And when you tell me anything, talk plainly. Moct salesmen lack imagination. They cannot conceive the extent of my ignorance.

III. Don't Argue.-When you argue with a man, you are trying to purh him. He may be weak and pretend to be convinced. Over night he will change.

IV. Make It Plain.-Get a grarp on the fellow you are talking with. Do not get out that little book that will only puzzle him. Ancwer his quectionq without looking at your bookr, charts, tabler.

V. Tell The Truth.-By the law of average, honesty giver the greatert profitt. If you are working for a concern where you can not tell the truth, quit and go elrcwhere.

VL Be Dependable.-If you tell a man you are going to do a thing, do it if it cortr a leg.

Vtr. Remember Namer and Faces.-Dontt call me C'reen when my name ir Crane. I am renritive about my name. Don't call me Mr. if my title ir Dr. Don't call a Colonel Major.

Vru. Don't be Egotirtical.-I am. You murt not be. Don't rhow ofr. You carne to cell me romething, not to make a good impreerion. Magnify my ego, not yourt.

IX. Think $usss$.-ftadiate prosperity. Do not mention cdamities, dirger, funerals. Be a little Pollyanna.

X. Be Human.-If the company merely wanted to diseminate infonnation, they would use a catalog, not you.

WAI,IT AD and FOR SALB AD DEPARTMBNT

This space is at your service for want and for sale advertising. Advertisements for help, for employment or for sale can be run in reading form. The rate on this advertising will be $2.50 per column inch.

EXPERIENCED; 1IIANTS CLERICAL WORK

YARD MANAGER, WANTEI)

-

Young man; 32; two years in retail office and yard; good stenographer. W. C. Melville, 3200 So. Hoover, I-r. A. Phone West 6300.

PI,AMNG DIILL FOR SALE

Up-to-date plant manufacturing sash,. doors and odds. Santa Monica Bay district. "GEIJ" Cal. Lbr. Mchnt.

One of the biggest line yard. concerns in the.state wants two or three live and. erperienced. yard. rranagers. Add.ress TI-iC, Care Cal. Lbr. Merchant.

A HOME

The merchant who induces a man to inuest in a home rather than spend his money for less valuable things is doing a patriotic duty to the investor d and the nation.

Two Splendid Specialties

WEYERHAEUSBR'S TRADE-IVIARKED FIR FLOORING

Perfectly manufactured Fir Flooring, trade-marked to show the pride and confidence of the manufacturer, is the Weyerhaeuser brand.

We are California State agents for this deservedly popular product.

May we serve you?

We also make and sell euerA Commercial Fir Product

END.IVIATCHED HEIVILO C K FLOORING

Something new and splendid in softwood flooring Weyerhaeuser's End-Matched, Trade-Marked, Hemlock Flooring.

lt is 1x3, perfectly manufactured, flawlessly matched. It will delight the eye of the discriminating retailer.

Samples on request.