HARDWOOD RECORD 



19 



be used to the yards, trim and molding mills, but only the vital ones for 

 the furniture class. 



Ans. V — In this case, it is best nut to use illustration. Everyone knows 

 what oal5 is like. 



Ans. S — and Last — Cannot be answered until the copy is written in 

 each case. 



Without either ad liaving sub-heads or signatures, but using italics 

 for emphasis (the use of which will be explained later on), the re- 

 sulting advertisements will be somewhat on the order below — each 

 man would probabh' w rite them differently, but in the main the results 

 woidd be about the same. The ad to the first group should read: 



DRY PLAIN OAK — IMMEDIATE SHIPMENT. 



A block of 100.000 feet of 1-irch Is & 2s Plain White Oak. 

 This stock is band-sawed and perfectly manufactured. It has 

 been piled with good, even strips, protected properly, and hav- 

 ing been taken care of In that way for 10 months, under almost 

 ideal drying conditions, is now ready for immediate use. 



This Oak is close, even grain — the genuine forked-leaf stock. 

 But yet it is soft and easily worked. No hard, flinty stock like 

 that from the extreme South. 



Just the Oak for Yard-trade for it runs 20 per cent 10 inches 

 and up wide, and fully 60 per cent 14 feet and 16 fSet. You 

 don't often get stock to run that way these days! 



This is the kind of oak you want. The price will interest 

 you too. 



Write us NOW— Bl£FORE YOU FORGET IT! Right now! 



■ The furniture advertisement sliould read somewhat as follows: 



OAK THAT IS ABSOLUTELY EVEN IN COLOR. 



You know that it is really difficult to obtain Oak that is all 

 one color. You know also that it takes considerable time and 

 expense to properly ■"match-up" oak in your work. Here is 

 YOUR chance to obtain stock that is all one color. 



Our Oak is the genuine forked-leaf white oak and grows in 

 Kentucky — on the westerpi slope of the Blue Ridge Mountains. 

 As it is all one color, when you have your goods "in the white" 

 it all matches and with no expense to you for going over it 

 witli filler, etc. When your stock has to be "fumed" you will 

 find this oak to take an "even fume" and yoLi don't have the 

 expense of going over it again with liquid ammonia. 



We have 100.000 feet of 1-inch Is & 2s Plain White Oak on 

 hand now for quick shipment. It runs 20 per cent 10 inches 

 and up wide, and from 50 to 60 per cent. 14 feet and 16 feet. 

 It is dry and can be put right tnto your kilns. 



Send your order for a car. We're going to sell this block 

 quickly, SO ACT AT ONCE! The price is right. 



Do it NOW— before you forget it! 



The copy for the two foregoing follow out the best principles of 

 advertising and ones that the writer has been taught in his study 

 of this science. 



Kow, we are in position to answer Question 8 and last — We find 

 that both ads follow out the several questions outlined. You will 

 note that the advertisements in both cases are written directly to 

 the people of classes of trade. Note the method of closing used to 

 hasten the reply. That is what is called "impelling the reader to 

 take action. ' ' 



««W".:.--:. 



; g>s*Btt:;ti^)iWhAtwiiai;i>ib^i^i<ja;^i>i mTO 



The Department of Commerce and Labor has published another in- 

 stallment of its report on ' ' The Lumber Industry. ' ' The portion 

 recently made public is "Part 1, Standing Timber." The report 

 was made to the President, under date of January 20, 191.H. by Luther 

 Conant, Jr., Commissioner of Corporations. The document makes 

 a book of 300 pages. 



It is not entirely new matter. .\ considerable part of it was 

 made public when Herbert Kno.x Smith was Commissioner of Cor- 

 porations, in a report and r. letter which he sent to President Taft 

 under date of February 13, 1911. Some of the leading points in that 

 report were widely published in newspapers and trade journals at 

 the time; but the material has been revised, and the present report 

 embodies later investigations and conclusions, and is doubtless in- 

 tended to be final so far as standing timber is concerned ; but the 

 public is permitted to infer that other reports on the lumber indus- 

 try are to follow, though their precise nature is not stated. That, 

 however, is a bridge which need not be crossed until it is reached, 

 but the report on standing timber is now before the public and is 

 apparently as complete as the Bureau of Corporations ever expects 

 to make it. A summary of its Contents, therefore, is in order. It 

 is necessary to make a somewhat careful analysis in order to reach 

 the gist of the report. 



As is well known, the primary purpose of the exhaustive investi- 

 gation carried on during many months by the Bureau of Corporations 

 was to ascertain the ownership of large timber holdings in order to 

 determine whether the country 's forest wealth was being concentrated 

 in the hands of a comparatively small group of owners. The revised 

 report, as now published, contains little that is new along that line, 

 and a very brief review of the conclusions on that subject will suffice. 



Tlie Bure.au of Corporations divided the country in three regions, 

 each of which was designated as .an "investigation area." One was 

 the southern pine regions, another the Lake states, the third the 

 Pacific Northwest. It should be clearly understood at the start that 

 these areas do not include the whole of the Ignited States. The 

 southern pine region embraces the areas where the southern yellow 

 pines grow, that is, parts of Virginia, North Carolina, South Caro- 

 lina, Georgia. Missouri, and the whole of Florida, Alabama. Missis- 

 sippi, Louisiana, Texas, and Arkansas. 



The Lake states- area includes Michigan, Wisconsin, and Minnesota. 



The Pacific Northwest embraces California, Oregon, Washington, 

 Idaho, and Montana. 



This leaves much of the United States outside of the investiga- 

 tion areas, and this should be borne in mind in considering the fol- 



lowing figures conceniing ownership of timber. The amount of pri- 

 vately owned commercial saw timlier in the three investigation areas 

 is placed at 1,747,000,000,000 feet, board measure. It is stated that 

 the Southern Pacific Company owns 105,600,000,000 feet; Weyer- 

 haeuser Timber Company owns 9.5,700,000,000 feet, and the Northern 

 Pacific Company '36,200,000,000 feet. Five other owners have 102,- 

 000,000.000 feet; 14 hold 119.500,000,000; 26 hold 115,300,000,- 

 000; 42 hold 116,200,000,000;' 105 hold 149,200,000,000; 190 hold 

 132,400,000,000; 273 hold 96,400.000,000; 489 hold 84,800,000,- 

 000; 655 hold 55,500,000,000, and other owners hold 582,200,000,000. 



The Timber Stand 



The Bureau of Corporations estimates the total stand of merchanta- 

 ble saw timber in the United States, as follows: 



In the investigaticm areas ],T4T,0u0.0on.(i00 feet 



National forrsts 539,000,000,000 feet 



Other Government land. Indian reservations. States, 



etc 00,000.000,000 feet 



Other timber 450,000,000,000 feet 



Total in United States 2.826,000,000,000 feet 



The bureau made the estimate for the investigation areas; and 

 the Forest Ser\ice supplied figures for tlie rest of the country. 



These figures should be accepted as the best estimates that have 

 been made up to the present time; but they are only estimates and 

 should be considered as such. The Bureau of Corporations made no 

 tinilier cruises. It secured its information from owners, and usually 

 accepted their figures, supplementing them by other information which 

 was considered reliable. The quantity of timber credited to the 

 National Forests is probably fairly accurate, but it is not based on 

 actual cruises except in a few instances. The same may be said of 

 the figures representing the timber on unreserved government land, 

 on Indian reservations, and that belonging to states. The large 

 item of 450,000,000,000 feet of timber on private land outside the 

 investigation areas, is probably the least reliable estimate of all, 

 though there is nothing better available. It is pretty hard to deter- 

 mine how much timber is scattered over twenty or more states, in 

 forests, patches, and woodlots ; yet that is what the estimate of 450,- 

 000,000,000 feet includes. 



A study of the figures compiled by the Bureau of Corporations for 

 the investigation areas reveals a basis for estimates of timber stand 

 in some of the outside areas, particularly for hardwoods. The bureau 

 did not have that purpose in view, but the statistics are capable of 

 wider interpretation than the report itself indicates. Reference to 

 that matter will be found below, but first the bureau's figures on 



