Look Them Over Garefully

That's Ri1ht! Grab THE CALIFORNIA LU IYIBER IWER. CHANT, Put on your Glasses and Reail it Carcfally from Coaer to Coaer-Incluiling the Adaertisments.

And that is what the wise merchant is doing these days-reading the trade papers thoroughly. And reading the paper" -..n" that he reads the advertisements as well as the news and edilorials. For the advertising pages of the modern trade paper are filled with informatio_n and sugge,stions just as interesting, just ai important and just as valuable to the reader as the news pages.

Advertising costs money. he has something vitally No one is spending money for advertising unless important to say.