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story" (clipped from ;i leiidini^ lunihcr tratie journal) 

 for — and so)ue deductions as to the r-e suits of — 



THE WOOD ETERKAL" 



The followingr editorial item is from the May 10th, 1917, issue of the LUMBER WORLD 

 Review, (it is worth reading because it is true — ^and 'worth reproducing Iiere because 

 you probably don't read lumber trade pai^ers.) We submit it without further comment. 



]\clat'\'e I alue of Genuine 



Please do not he diverted hy the siniill txpe — 

 it's A STORY H'ORTH READING. 



(I'rom the "Lumber World 

 Review," May 10th, 1917.) 



"CYPRESS TRADE-MARK WINNING BIG.— TBEIR SLOGAN, 

 'SJFE BUYING MEANS EASY SELLING/ 

 PROVES GREAT MARKET AID TO RETAILERS. 



"Cypress, 'The Wood Eternal.' was the first lumber to be 

 exploited through a really large general advertising carnpaign. 

 and now cypress has 'gone and done it again'— and is win- 

 ning big by helping its retailers to an 'automatic' market by 

 sponsoring to the ultimate user every piece of cypress made 

 by an Association mill. 



"When the Southern Cypress Manufacturers' Association 

 began a campaign of advertising a few years ago. which was 

 to exploit the virtues of cypress, little was known of this ven- 

 erable wood by present day lumber users. 



"But as the stories of its remarkable rot-resisting proper- 

 ties were told time after time, the interest of the lumber 

 buying public in this new-old lumber was aroused. 



"It was not long thereafter until the mills of the Southern 

 Cypress Manufacturers' Association were workingto capacity 

 to fill the orders for cypress which after more or less neglect 

 had again come into its own. 



"And then followed what usually follows any marked suc- 

 cess in merchandising in these days of intensive buying and 

 selling. Inferior, or upland, cypress (and some carelessly 

 manufactured cvpress) began to share unduly in the results 

 of public faith, and it became necessary to protect the lay 

 consumer and at the same time protect the conscientious 

 manufacturer and the honorable and up-to-date preponderance 

 of retailers. 



"The general public was not aware that there was a con- 

 siderable difference between 'tide-water' cypress and the 

 cypress that grew too far inland— but experience began to 

 teach them that while one was 'eternal' the other was more 

 or less temporal and 'fleeting.' One was truly rot-resisting 



while the other failed to justify the cnnfidence of the user in 

 its rot -defying character. 



"So the alread.\- famous cypress arrow trade-mark was de- 

 vised as an insurance policy for both seller and user. The 

 value of a trade-mark need not be dwelt upon. The manu- 

 facturer who won't sign his product will never gel very far 

 with it. in these days. The quality must be maintained if the 

 product is to survive the fierce battle t)f business. 



"And so now genuine 'tide-water' cypress (the most eter- 

 nal of the Wood Eternal) is no longer bought by name alone 

 or on faith — but by a brand back of which is a group of man- 

 ufacturers including most of the larger and more responsible 

 producers of cypress. As a further testimony of 'pride in 

 their product.' the output of each mill is being identified by 

 the serial number of that mill incorporated in the trade-mark 

 as applied to each mill. The move is one in the right direc- 

 tion, the most important one ever taken by any lumber manu- 

 facturers, and is more than justifying, even this early, the 

 well-known cypress slogan which recites that "the only per- 

 manent safety for the seller is perpetual safety for the buyer.' 

 This is the keynote. 



•■RETAILERS ARE Al.REAPY EXTENSIVELY REFUS- 

 ING TO Kliy 'ANONYMOI'Sl ^I'k'I'SS.' AND ARESHOW- 

 ING THEIR UP-TO rillMINI'TI-; AH'MI'N BY SPECI- 

 FYING THE TRADEM ,\K'K ( IN ALL IHEIR CYPRESS 

 ORDERS. THISISTHE MARK WHICH ISNOW STAMPED 

 ON THE TIDE-WATEK CM'Ri:SS-(THE 'WOOD ETER- 

 NAL'i-MANUFACTUKKD BY THE ^r ^,^\ c • 

 ASSOCIATION MILLS. ■dm^^^ BBK 



"IT MARKS A NEW EPOCH IN "V^m 'V.^^^^V. 

 •LUMBER MERCHANDISING." T^w^t!^i»">^ 



Let our ALL-ROUND IIKLPS DFPARTMENT help YOU MORE. Our entire rcsoureos arc at your serviec with Reliable Tomisel. 



SOUTHERN CYPRESS MANUFACTURERS' ASSOCIATION 



1258 HIBERNIA BANK. BLDG.. NEW ORLEANS. LA., or ll!5tj HEARD NAT'L BANK BLDC, JACKSONVILLE, FLA. 



INSIST ON TRADE-M»RKB1) CYPRESS AT YOUR LOCAL LUMBER DEALER'S. 



IF HE HASN'T IT. LET US KNOW. 



