HARDWOOD RECORD 



49 



I. F 



BALSLET. PITTSBURG, PENNSYLVANIA 

 DIRECTOR 



M. F. GREENE, NASHVILLE, TENNESSEE 

 DIRECTOR 



ROBERT VESTAL. KNOXVILLE, TENNESSEE 

 DIRECTOR 



are doing to enhance the market from which they will derive a benefit as 

 definite as you will. 



I should define the "general medium" as a publication which is read in 

 homes instead of in offices. 



To reach the consumer, catch him at home. The trade press is read 

 In offices. To reach the dealer's mind when he is thinking of business, 

 address him through that channel. That is in every way appropriate 

 and profitable — but, how very unreasonable it would be to demand oi 

 trade papers that they cover the area or exercise the functions of a totally 

 different class of publications. It would be as unreasonable as to expect 

 of a lumber paper that it should prove valuable as a medium for drug- 

 gists' sundries or laundry machinery. Let them serve you, and make no 

 changes unless to do them better justice by printing in them a character 

 of advertising likely to prove yet more profitable, and thereby enable 

 them (to their own greater credit) to show you even better returns than 

 heretofore. 



With the total lumber production increasing in ten years over twenty- 

 seven per cent, and the total population increase for the same period 

 showing only about twenty-two per cent, proving a rising per capita use 

 of lumber, there might seem to be a suspicion of over-production, the 

 effect of which upon prices would sooner or later be disastrous. 



But how can you call it over-production of woods, when you take into 

 account the tremendous present volume and the immense increase in the 

 volume of substitutes for wood in all kinds of construction and for all 

 kinds of other purposes? 



And how can you attribute to the theory of over-production of lumber 

 the present unsatisfactory conditions in the lumber trade in general when 

 you consider that the sutetitutes for wood for every imaginable use are 

 usually bringing higher prices than the wood which they replace. 

 Advertise to the Coxsumek 



Back it up intelligently and vigorously in the trade press. 



Figuring back our cypress advertising appropriation to a basis of the 

 cut, we find that for ten cents a thousand, with our present list of pub- 

 lications (which is by no means a complete one, nor yet as complete as it 

 will be shortly) we are enabled to repeat a definite cypress thought twelve 

 times each year upon over five and one-half millions of paid circulation of 

 the highest class of buying power, which means between twenty-flve and 

 thirty million readers per year. Figured down, this means that we are 

 talking cypress to practicall.y six people for a solid year for each one cent 

 of their total space-cost. Or, to put it still otherwise, for the ten cents 

 a thousand on cypress we are "cypress-izing" one paid subscriber to the 

 most valuable general mediums continuously for twelve months for 8 1/3 

 tenths of one cent, and, taking account of the other four average readers 

 of every number of every magazine, we are carrying within one year 

 definite and ineradicable knowledge of cypress values and cypress desir- 

 ability to one good live person, at a cost of a fraction over one-tenth of 

 one cent per year. 



And some people think that advertising is expensive. And that they 

 cannot afford it. And that they would better wait until they need it 

 worse, and therefore can afford it less, before they do it. Heaven help 

 them — we cannot, unless they are willing. 



I thank you. 



Mr. Crosby's address was received with applause. 

 President Carrier: Gentlemen, I am requested to announce 

 that all the manufacturers of gum lumber are asked to meet in 



Room No. 320 immediately after the adjournmeut of this ses- 

 sion. Before we adjourn, the different standing committees will 

 be announced. I think it will be an excellent idea to bring up 

 the discussion, as announced in the program, on "Conditions ot 

 Stocks," the territorial discussion of conditions of stocks, and wo 

 will call upon different members present. First, we will hear the 

 announcement of committees. 



List of Committees Appointed 



Poplar, Basswood and Buckeyk — Statistics 

 .1. W. Mayhew, Columbus, Ohio. Cliarles Kitchen. Ashland, Kv. 



C. M. Crawford, Coal Grove, Ohio. Hamilton Love, Nashville. Tenn. 



(Jeorge E. Breece, Charleston, W. C. M. Clark. Nashville. Tenn. 



Va. B. B. Burns, Cincinnati. Ohio. 



W. E. Berger, Ashland, Ky. F. A. Kirby. .Scranton, Pa. 



Oak, Ash and Chestnut — Statistics 

 A. C. Fritchey, Charleston. Miss. E. Bartholomew, Nashville, Tenn. 



W. L. Wat.son, Mahan, W. Va. R. .MrCracken. Cincinnati, Ohio. 



Claude Malev. Evansville. Ind. .\. P. Steele, Sardis, Miss. 



.1. 1''. Mclutyre, Pine Bluff, Ark. .T. W. Mavhew, Columbus, Ohio. 



Frank May, Memphis, Tenn. \V. II. Hopkins, Cincinnati, Ohio. 



Cottonwood — Grading and Statistics 



\V. H. Greble. Memphis. Tenn. W. C. Dewev. Marked Tree, Ark. 



E. A. Lang, Chicago, III. Thomas W. Fry. St. Louis, Mo. 



Frank Robertson, Memphis, Tenn. C. H. Moore. Memphis, Tenn. 



GoM — Grading and Statistics 

 C. L. Harrison, Cape Girardeau, 



Mo. 

 Thomas W. Fry. St. Louis, Mo. 

 Frank F. Fee. Little Rock, Ark. 



E. A. Lang. Chicago, III. 



Wai.nct and Butternut — Grading and Statistics 

 Van B. Perrine, Ft. Wayne, Ind. W. H. Nigh, Ironton, Ohio. 



Cherry — Gr^iding and Statistics 



F. A. Eirbv, Scranton, Pa. W. n. Hopkins. Cincinnati, Ohio. 



W. L. Watson, Mahan, W. Va. 



HiCKORV, Pecan and SYCAiioBE — Grading .and Statistics 



Frank F. Fee, Little Rock, Ark. A. G. Fritchey, Charleston, Miss. 



Hamilton Love, Nashville, Tenn. 



Oak DniENSioN Timber — Grading and Statistics 



E. L. Davidson, Parkersburg. 

 Clinton Crane, Cincinnati, Ohio. 

 Chair and Furniture Dimension — Grading and Statistics 

 A. P. Steele, Sardis, Miss. Van B. Perrine, Ft. Wayne. Ind. 



F. W. Webster, Decatur, Ala. Thomas W. Fry. St. Louis. Mo. 

 C. M. Clark, Cincinnati. Ohio. W. W. Dings. St. Louis, Mo. 

 George E. Breece, Charleston, C. L. Harrison, Cape Girardeau, 



W. Va. Mo. 



Vehicle Dimension Stock — Grading and Statistics 

 Georo-e E. Breece, Charleston, Frank F. Fee, Little Rock, Ark. 



W Va. E. W. Hartley, Racine, Wis. 



G. S. Hill, Charleston, Miss. A. P. Steele, Sardis, Miss. 



Oak Floorino 

 A B Ransom, Nashville, Tenn. A. P. Steele. Sardis. Miss. 



W. H. Shippen, Ellijay, Ga. 

 Mahogany — Grading and Statistics 

 T J Moffett, Cincinnati, Ohio. C. R. Mengel, Louisville. Ky. 



J. S. Otis, New Orleans, La. 

 Arbitration 

 W E Delaney. Cincinnati, Ohio. Ralnh May, Memphis, Tenn. 



Claude .Maley. Evansville, Ind. 



F. E. Gary. Turrell, Ark. 



W. H. Greble, Memphis. Tenn. 



A. P. Steele. Sardis, Miss. 



A. G. Fritchey. Memphis, Tenn. 



Frank Robertson, Memphis, Tenn. 



R. G. Page. Huntington, W. Va. 

 W. W. Dings, St. Louis, Mo. 



