November 10. 1920 



HARDWOOD RECORD 



23 



Advantages of Trade-Marked Lumber 



There are twenty-two perfectly good and separate and distinct 

 reasons from the standpoint of the retailer why trade-marked lum- 

 ber is worthwhile, according to quotations made in an article 

 written by Wallace J. Ferry, president of the Perry-Hanly Adver- 

 tising Company, on "The Advantages to the Dealer in Handling 

 Trade-Marked Lumber," who made an elaborate study of the ques- 

 tion of trade-marking lumber, on behalf of the Long-Bell Lumber 

 Company of Kansas City, Mo., one of the pioneers in branding 

 lumber. Some time before the Long-Bell company decided to 

 brand the name "LONG-BELL" upon its products, Mr. Ferry sent 

 a thousand questionnaires to retail lumbermen, contractors and 

 architects, clearing the way for a frank discussion of every possible 

 disadvantage in trade-marking lumber. These resulted in replies 



70 per cent favorable to the trade-mark from retail lumbermen and 



71 per cent favorable from contractors, architects and engineers. 

 Two years after the branding of the Long-Bell lumber had been 

 inaugurated, Mr. Ferry sent out 1,600 additional questionnaires to 

 retailers — as nearly as possible those handling Long-Bell lumber. 

 These resulted in replies favorable by a large majority to trade- 

 marking. The twenty-two advantages that accrue from trade- 

 markeu lumber were embodied in the replies to the latter batch of 

 questionnaires. They are as follows: 



1. We like to buy trade-marked lumber because we feel that the grades 

 will be kept high. 



2. We show customers the name ou the end of the board and remind 

 him that the manufacturer is proud enough of his product to put hij 

 name on it. 



3. Consumers seem to be better acquainted with trade-maiked Uunber. 



4. The satisfaction of selling a nationally known article. 



5. Ailvertised lumber is graded a little more carefully. We don't jiei 

 as many "line" boards in the shipments. 



0. Stability of goods and desire of customers to purchase nationally 

 advertised goods. 



7. Its quality so far to me has been the best. That being the case, my 

 customers are better pleased, which is pex'fectly natural. 



S. A trade-marked article is generally more uniform in quality. 

 9. Any good nationally advertised article is easier to sell. 

 Enables dealer to Identity grades moi-e easily. 

 Creates demand for high class lumber. 

 All advertising stirs someone. 



The advertising has given people, especially farmers, new and bet- 

 ter ideas about farm buildings. They have brought in pictures and taken 

 out trade-marked lumber to build with. 



14. It at least puts our business on the plane with the automobile 

 inilustry and other nationally advertised industries. 



15. We believe it has helped to eliminate mail orders, as the difference 

 in quality is readily seen by the purchaser. 



16. By bringing to the observation of the public the superiority of pine 

 lumber and its uses. 



17. Trade-mark lumber advertising has aided the desire to have lumber 

 in their homes like other people. 



18. Believe it ha.s made the trade more appreciative of high grade lum- 

 ber — also more familiar. 



19. Gets the public interested. 



20. I ha^■e heard it remarked by customers that Long-Bell stock was fine 

 and they felt satisfied that they could not buy any better. That is satis- 

 faction and pleasure for us as well as our trade. 



21. National lumber advertising breaks the way or opens up the 

 thought of home owning. 



22. The first advantage is the dealer's knowledge that he has in stock 

 a better grade of material than he might otherwise have — confidence on 

 the dealer's part. 



10. 

 11. 

 12. 

 13. 



Very few people are aware that Texas ranks sixth in lumber 

 production, being surpassed by Washington, Louisiana, Oregon, 

 Mississippi and Arkansas. The virgin pine forests of East Texas 

 are in the main responsible for this showing, as 96 per cent of 

 the lumber cut in this state is pine. The lumlier cut in Texas in 

 1918 was 1,3.50,000,000 board feet. 



For The Manofactarer^ 



OAK, 



GUM 



POPLAR, 



ELM 



rr^HESE woods in commer- 

 cial sizes are produced by 

 The Long-Bell Lumber Com- 

 pany for manufacturers for a 

 great variety of purposes. As 

 an assurance to users that they 

 are obtaining the products of 

 this company they all bear the 

 Long -Bell trade-mark — the 

 mark of quality. 



Ailc your dealer for Ipno-ftei^ Brand. 



The T onG-Rei>i. T umber r ompanu 



R. A. LONG BLDG. 



KANSAS CITY, MO. 



Manufacturer of Qak, Gum. Ash, Poplar, 

 Elm; Oak Flooring: Southern Pine 

 Lumber and Timbers; Creosoted 

 Lumber and Timbers, Posts, 

 Poles, Ties, Piling and 

 Wood Blocks; California 

 W'hite Pine. Sash and 

 Doors, Standard- 

 i z e d Wood- 

 work. 



