328 



SELLING LUMBER 



The Divisions 

 of Advertising 

 Activity 



The Use of 



Display 



Advertising 



The Class of 

 Advertise- 

 ments Used 



The work of the Association advertising department may, 

 in a general way, be grouped in four divisions : ( 1 ) Display ad- 

 vertising, placed in periodicals of various classes; (2) the com- 

 pilation and publication of booklets, pamphlets and other pub- 

 licity literature, some of a technical character; (3) creating and 

 establishing a co-operative service for retail lumber dealers, and 

 (4) the dissemination of special articles, or "feature stories," 

 more or less directly, but not obtrusively, exploiting Southern 

 Yellow Pine and the Southern Pine industry. 



The display advertising used has been directed principally 

 to the consumer. At the beginning of the advertising campaign 

 business conditions in the country were such that our best field 

 for prompt results seemed to be the rural districts, consequently 

 the major portion of the early advertising copy was addressed to 

 farmers and placed in farm journals. As the campaign developed 

 we extended our effort in the classes of periodicals used, taking 

 in architectural, engineering and other technical journals, the lum- 

 ber trade papers, numerous magazines, such national weeklies as 

 the Saturday Evening Post, Collier's and the Country Gentleman, 

 and in a few special instances daily newspapers in large cities. 

 The total circulation of all publications used to date is in excess of 

 17,000,000, and the greater number have been used repeatedly. Of 

 the total circulation of these various publications, the magazines 

 and national weeklies, represent 5,800,000; the daily papers, 565,- 

 000; architectural and builders' journals, 130,000; engineering pa- 

 pers, 128,000; lumber journals, approximately 80,000 and the farm 

 papers, approximately 8,000,000. 



The purpose has been to make all this display advertising 

 forceful and direct, avoiding generalities. In the farm papers 

 we usually have directed the readers' attention to one building, 

 or one class of buildings in each ad, urging the need of a new 

 barn in one, a silo in another, grain bins and cribs in another, 

 etc., always laying stress on the superior qualities of Southern 

 Yellow Pine for farm buildings. In the technical journals we 

 concentrated in one advertisement on heavy construction, in another 

 on the Association's inspection service; in another, as on the 

 density rule; in another, on' wood block floors, etc. The lumber 

 trade journal copy has been devoted to impressing upon the re- 

 tail dealer the value of Southern Pine Association service in its 

 co-operative features. In the architectural papers, national week- 

 lies and magazines we have laid stress on the superior strength 



