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: