AI.BION TUTUBTR CO.

giving prominence to the merchandise in window or interior clisplays, in newspaper space or circulars; third, to educate the clerks on the talking points of the goods; fourth, to keep before the retailers the advantages of goods so that he stays sold.

The readers of trade papers are the most intelligent audience which advertising reaches, due to the fact that most of them are users of advertising in their own business, hence are more difficult to impress through the ordinary kinds of advertising. Being "hard-boiled" all the little tricks of the trade fall short and failure to keep the faith ends disastrously.

In order to get the best results in advertising to retailers it is necessary not only to tell a truthful and brief story of the goods themselves but also to tell it in a helpful and attractive manner; it should also tell why it is going to be worth while for him to stock it-in o[her w6rds-is the margin of profit sufficiently large to warrnt him investing his money.

I wonder how many manufacturers and their advertising counsel think of the retailer as a consumer. He is one, you know, really the most important consumer of them all because he buys not only for himself but for all of his customers. Think how valuable it is for the manufacturer to cultivate this dual person. Don't you see that once you have secured him as a consumer he becomes your personal representative and then a large part of your troubles of distribution are solved ? The best possible way to accon- plish this much-to-be-desired result is through the trade paper, because it is his paper-the paper that is fighting for him, championing him, edrrcating him.

(Continued on Page 66.)

A nother impressive testimonial of "America's .Best" Oak Floorins is evidenced by its use in this handsome nes- athletic club aI Hollywood Cal.

The floors in this building are mirror-smooth from wall to wall in each room. The per{ect side and end matchinc which is responsible for these- flawles-s surfaces is made definiiely certain lry.r.unning the wearing surface _o_f the flooring strips l/64,, wider and longer than the under side. No hidden shoulders or'orotrudinc humps beneath the tongue and groove can hold the up-per edgei apart, SLTPERIOR BRAND OAK FLOORING is settirs the standard of qlue a.nd excellence, not- only in expensive buililings like the ,one shown lrut tn hundreds ot modest homes as well. Dealers are @n- stantly. finding, our improved .manufacturing methodj invariably rcsutt In sleadtly,lncreaslng orders.

Shall Wc Quotc Now?

(Continued from Page 65.)

One of the chief ideals in an advertising campaign plan is to secure efificient, influential, wasteless circulation. A circulation which reached in an influential manner every potential consumer of the product to be sold and reaches only such potential factors is an ideal circulation. Ideals are seldom obtained, but in.general the trade paper approximates that advertising ideal more closely than an)' other form of advertising.

It is particularly foolish to ignore this aid in distribution when it can be done so cheaply.

Without interfering-in the=least withthe effectiveness of the consumer advertising, a felv lines can be subtracted from each.advertisement or three-quarters or a half page instead of a page can be used in the National media and the,:monqy so saved will reailily pay for the trade paper advertising.'

, By doing this no additional funds are required and all. branches,of. advertising will be rvell served.'

.PORT OF EI'RBKA SHQWB.GOOD MONTH'S TOTAq'

N{ore lhan two and a natf miition feet of lumtrer was shjppgd from Eureka port during- the month of October, accordirlg to -FI. E. McGrath, deputy collector of the port. In. adclition, 4lmoqt 50,000 ties and 100,000 shingles.were shipped. Tlie shipments went to Australia, Peru and Honolulu. The foreign shipments were as follows: 1,968,044 feet of redu'ood lumber; 35,015 ties; and 10,000 shingles. The shipments to Honolulu included 559,241 feet of lumber and 13,815 ties.

DOLLAR PORTLAND MILL.'T'oIBE REMODELED

Extensive r'emodeling of ttie:ni#ar Portland Lumber Company's mill at Porlhnd b"egffi'when the plant closed down recently. :+'il''

Originally built with the idea.:of shipping most of the output by rail, the Dollar Coiripany has decided on alterations which will allow of shigpiltg the bulk of the lrtmber by water. ' ''r '

-These alterations

"na*fli'.installation of considirable new equipment will pr$,a{i$'hecessitate the plant being shut down until after thE first.of the year.

Salesman, Not Clerk

pon't be {'Clerk and sell I r"'ber to two-legged forms that drop in to buy. Be a salesnan, and sell BUILDING IDEAS to thinking individuals. Learn something about the building business EVERY day, so ttrat you can advise and assist your customers. Koep away from the matter of price until you have sold the IDEA. Cosre down to the office every urorning with the resolution in your heart that you will do'some REAL selling before the day is over. Be a BETTER. salesman every night thrn you w€re the night before. And in a year, you won't know your 3'eiling-selfr.'

NPv/ OFF'ICE BUILjING: lO_R McKINNON LUM-BER YARD

The McKinnon Lumber Yard of Hollister, afe constructing a riew t*'o-stbry.officc building, which when complet€d will coritain q rpodepn office, display room, and many. other mqdern and attractive features. A. D. McKinnon is the president of this progressive retail lumber concern.

S. E. SLADE LUMBER CO.

Established 1885

DOUGI.AS FTR BY CAR AI{D CARGO

Wc Spccielizc on C'nyr llrrbd Old Gro;tb Soft Ydlor F?

DrltcT rflll AGENTI

T. N. VAN NT'YS BII'G NEWHALL BLDG LOS ANGELES sAN FRANCTSCO

ABERI'EEN, WASIL

From tte Hourc of -Quick Shipocntr tlere are show.n forty -miltion feet of air dricd Redwood uppers from whi6b immedittc ahipmcnt cr1 bc made of siding, finish. batens, mouldings, columns, etc.