Vagabond Editorials

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chandised than the wood. And in hundreds of other lines where wood was once a dominant material, other materials have crept in. And in the large majority of those cases the only superiority posseised by the successfrll competitor in the field, was superior merchandising.

To doubt it is to doubt your own sight, your own understanding. I talked the other day with a man who has spent his whole life manufacturing lumber. Two years ago he quit the lumber business and went into the business of prbducing a new commodity, a soft drink, that of course is sold to consumer. This present year this ex-lumberman spent $700,000 for advertising for his new product. It is progressing wonderfully. With stocks generally going down more than 50Vo his stock has mofe than doubled in value. He said to me: "I have waited until I am more than sixty years o'ld to learn the value of advertising. In the lumber business I advertised because it was one of the necessary evils. I never considered it any important part of the business. And now I find myself in a position where I am depending 100/c on my advertising to produce and spread my business. I will spend a million next yeaf' and increase, as we open new territory. I have finally found out that advertising is a great and useful power, but I never even suspected it while t in*the lumber business."

The lumber business has never learned. When I say "advertising" I don't necessarily mean printet's ink. I mean any intelligent and constnr,:tive effort that helps create a market for your product, whether it be direct contact, research work, engineering wodk, or what route is necessary to make people want and buy your stuff.If lumber had been properly merchandised, those modern oil fields I visited would NOT bc built entirely of steel. Not by a whole lot. And if it were properly merchandiscd lumber would NOT b€ replaced evcry ycar by innumetiHe commodities of lesser o".j. . *

The lumber industry has suffercd only for its own in*tion and supineness-not for its lack of vduable goods. In many individud cases lumber merchandising has bccn splendidly attempted. But it is the industry as a wholc that has been a drag anchor on its own ship. No chain can be stronger than its weakest link, and the merchandising of the industry generdly l**0":" pitifully inadequate.

It might be suggested that at this approach to the holiday season I might quit berating the industry. Not so.I berate the industry because I love the industry. And I be lieve that this is a good time to point the way to better times. With no more effort than has been manifested in the past toward creating and establishing its own prosperity, THE LUMBER BUSINESS WrLL UNQUES. TIONABLY CONTINUE TO DWINDLE TOWARD NOTHINGNESS. There is absolutely no doubt about it No student of lumber "tt ""_* debate the matter.

Instead of uttering platitudinous holiday wishes at this time, it seems more fitting to quote the old colorcd preachcr who was preaching on the power of prayer, and who said: "Ah finds dat when Ah prays fo a turkey, Ah doan get it; but when Ah axes de Lawd to send me out AF'TEH a turkey-Ah gets it." All ttrrough the life of this industry we've been praying for tur&ey to be sent us. Let us pray that in the good year l93l we ask the Lord to send us oat after tudkey, and that we get results.