HARDWOOD RECORD 



only to one or two people at a time, so it might be properly said 

 that salesmanship applies only to the individual, while advertising 

 reaches the public as well, because by advertising you can reach 

 hundreds and thousands and millions of people, while the salesman 

 can only reach one or two at a time. All goods are sold in three 

 ways: First, by word of mouth; second, by pictures and illus- 

 trations, and, third, by printed matter. That sums up practically 

 all the ways there are of selling goods. But advertising is more. 

 There are two objects in advertising: One is to sell your goods, 

 and the second is to establish a good name and insure a continu- 

 ance of trade. Now some people say when you are entirely sold 

 out you want to quit advertising. There was never a greater 

 fallacy told to business men. One of our stockholders said to 

 me not long ago, "Are you reasonably sure of selling your year's 

 output?" I said, "Yes, sir." "Then why don't you quit adver- 

 tising?" he said. He said, "How much can you save between 

 now and the first of July?" I said, "Between $60,000 and 

 $75,000." "Then why don't you save it?" he said. My answer 

 was that if I were dead sure we had all sold this year of 1910 and 

 up to 1912, I would not spend a dollar less. I am speaking not 

 only from the standpoint of the advertising, but of the man who 

 buys the space and pays the bill. My being in business is not 

 confined only to 1912, and I am a firm believer in keeping oversold. 

 You have got to deal with human nature, and it always has 

 wanted and always will want those things which are hardest to 

 get. "Now then," I said to this gentleman, "look at that 

 fountain; see that water coming out. It gets its source of supply 

 from a river a mile and a half distant. You can get the superin- 

 tendent to shut it off, but you will not notice any diflferenee right 

 away; you will notice it go down a little at a time until there is 

 no more water supplied. You shut off the source of supply when 

 you stop advertising." You must send the best possible appeal 

 to a million minds and you must keep on appealing. You must 

 keep on if you wish to keep up your business. There is no 

 mystery about this advertising and selling goods. Some would 

 have you think so, and some do not take it up because they 

 think it is too hard. It is nothing but plain common sense plus 

 printer's ink, and some of the best copy I have ever seen was 

 written by men who were never known as advertising men, but 

 they sold the goods and made their copy accordingly. I once 

 heard it said that a man with a little idea always uses big words 

 to express himself, because he wants to surround his idea with as 

 big words as he can, whereas the man with the big idea uses little 

 Anglo-Saxon words to express himself, because the idea is so big 

 that it needs no surrounding. When you go to write copy always bear 

 that in mind. Write it so plainly that the man without an education 

 can understand what you are talking about, and then it will be a 

 cinch that the college graduate can or ought to understand it. 



Export of Sewing Machines 



The sewing machine exports for the current fiscal year will make 

 their highest record with a probable aggregate of ten million dollars. 

 Over one hundred and sixty million dollars' worth of sewing ma- 

 chines have been exported from the United States during the forty- 

 eight years since the oflScial record of their commercial movement 

 began, of which one-half of the total was exported in the brief 

 period since 1900. 



Europe leads all other sections of the world in its consumption 

 of American sewing machines. 



Steel Cars 



The Pennsylvania Railroad seems to be about the last of the im- 

 portant lines which has insisted upon sticking to steel cars for its 

 fast trains. Even this company has had so much trouble in keeping 

 this kind of equipment on its tracks that it is not in a remarkably 

 high repute with the traveling public, which to a large extent is seek- 

 ing other east and west routes. This company is attempting to cease 

 its hitherto prevalent crime of interposing old wooden cars between 

 its steel cars in the make-up of its trains, and it is announced that 



an order has gone out instructing that in the make-up of trains, no 

 more wooden chair, dining and sleeping cars be placed between steel 

 coaches. In the future its wooden equipment will be hooked onto- 

 the rear of its trains. 



There is a marked diminution, if not pretty nearly a cessation, In 

 the production of aU-steel passenger and sleeping cars. It is an- 

 nounced on good authority that the Pullman Company has purchased 

 more solid mahogany and veneers during the past four months of 

 the current year than ever in any previous twelve months of its 

 history. It may be that this company is going to build freight cars 

 of this kind of material, but it is apparent to the average mind, on 

 the contrary, it is going back to the construction of wooden sleeping 

 car equipment on reinforced steel underframes. 



The Lumbermen's Club of Chicago. 



Although the Lumbermen's Club of Chicago has been in existence 

 only a little more than two months, there is no question of its being 

 a great success. A large number of lumbermen wonder, how the 

 Chicago trade consented to get along without this model social insti- 

 tution for as many years as it has. In the club's delightful rooms 

 on the top floor of the Great Northern Hotel building, are daily 

 assembled a hundred or more local and visiting lumbermen, who lunch 

 together at noontime, and all take a few minutes off for a social visit 

 in the club 's lounging rooms. 



The club has already insured a greater spirit of friendliness and 

 comradeship among local and visiting lumbermen than has ever before 

 prevailed in the local trade. In most respects the institution is such 

 a model one that the general plans should be followed in all large 

 lumber producing and buying centers. 



During the last few days the club rooms have been supplied with a 

 series of notable timber pictures contributed by the American Lum- 

 berman, and a number of equally alluring woods pictures, showing 

 various scenes in the government 's new Appalachian Park, made 

 from photographs by the editor of H.^rdwood Kecord. 



The Timber Bond as an Investment 



The financial writer of Lippineott 's magazine for June has the 

 following to say about the desirability of timber bonds for investment 

 purposes : 



' ' Timber bonds are peculiar among industrial securities in that 

 they are issued against property which already exists and which 

 can be accurately measured. A bond issued on the security of railroad 

 property depends upon the continued profitable operation of the rail- 

 road. A rate war or a change in management, or a long-continued 

 industrial depression, may reduce the net earnings below the level 

 of fixed charges, and no matter how costly the property of the rail- 

 road may be, the corporation may be forced into bankruptcy and the 

 bondholders suffer loss. The farm mortgage depends for its security 

 upon the regular and profitable operation of the farm. The bonds 

 issued on the security of minerals, with the possible exception of 

 anthracite coal bonds, are likely to be disturbed by the discovery of 

 new supplies of the same mineral. The supply of timber, however, is 

 known and fixed. The trees can actually be measured and counted. 

 Their value is known, and that value is steadily increasing. All that 

 is required, therefore, to make these bonds a safe investment is that 

 they should be issued by an established company in high credit and 

 managed by experienced lumber men; that the lands should contain 

 a known amount of timber of good quality, the exact amount to be 

 ascertained by timber estimators employed by the banking house; 

 that the titles to the land should be found perfect, and that the 

 mortgage securing the bonds should contain provisions which will 

 provide for the repayment of a certain amount of the principal at 

 fixed intervals, so that before the timber is exhausted the bonds will 

 have been paid." 



With the safeguards thrown about the form of investments noted 

 by the writer, which corresponds with the advice on this subject 

 frequently expressed in these columns, this form of investment 

 certainly should become even more popular than it is at the present 

 time. 



