SELLINGLUMBER 333 



attacks on lumber so far as the publications were concerned, and 

 that editors were just as willing to print pleasant things when 

 they came from a dependable source. 



The consequence has been that hundreds of educational articles 

 friendly to lumber and the lumber industry have been placed with 

 the most influential publications in the country in the last fifteen 

 months. These artitcles have appeared in newspapers, popular 

 magazines, architectural and engineering journals, trade papers, 

 religious weeklies, representative farm papers practically every Hundreds 

 class of publication in circulation. Some of the articles contained 9* Friendly 

 only indirect reference to Southern Yellow Pine and were designed 

 with the sole purpose of creating a friendly feeling for lumber and 

 the lumber industry; others could not have been more definitely 

 advertisements of Southern Yellow Pine if they had been set in 

 display type and run as paid advertising. 



In conclusion, I hope you lumber salesmen will permit me to 

 urge upon you the importance of the Association's advertising 

 campaign to you, individually and collectively. I don't know 

 whether you gentlemen have read the publicity literature issued by 

 the Association or have noted closely the display advertising and 

 special stories placed in the various classes of publications. If 

 you have not, the subscribers to the Association your employers Thelmport- 

 and mine are not getting full value from us in organization team *nc e of . . 

 work. This publicity material is designed to assist each and every to Salesmen, 

 one of you in selling lumber, it is paid for by your employers, 

 and if you do not keep in close touch with it you cannot reap the 

 full benefit from it. Every statement made in Association ad- 

 vertisements, every technical point brought out in the various 

 booklets and pamphlets issued by the Association, every feature of 

 Association service for the retail dealer, is a selling argument for 

 the product of your mill. 



In this last feature alone that of co-operative service for 

 the dealer you have a talking point of which the importance 

 cannot be overestimated. The members of the Southern Pine One of 

 Association your employers are responsible for this service. ^ 

 The dealer should realize that the Southern Pine Association is Points 

 working harder and spending more money than any other organiza- 

 tion in America to increase his lumber sales. The Association not 

 only is supplying him with a free advertising service, including 



