104 



The Florists^ Review 



June 21, 1917. 



A little **inside 

 about the reasons 



story" (clipped from a leading lumber trade journal) 

 for — and some deductions as to the results of- — 



THE WOOD ETERNAV 



The following editorial item is from the May 10th, 19.17, issue of the LUMBER WORLD 

 Review, (it is worth reading because it is true — and worth reproducing here because 

 you probably don't read lumber trade papers.) We submit it without further comment. 



Note the Emphasis it puts on the 



Relative Value of Genuine 



Please do not he diverted bv the small type — 

 A STORY WORTH READING. 



It s 



(From the ''Lumber World 

 Review," May 10th, 1917.) 



"CYPRESS TRADE -MARK WINNING BIG.— THEIR SLOGAN, 

 'SJFE BUYING MEANS EASY SELLING,' 

 PROVES GREAT MARKET AID TO RETAILERS. 



"Cypress, 'The Wood Eternal,' was the first lumber to be 

 exploited through a really large general advertising campaign, 

 and now cypress has 'gone and done it again'— and is win- 

 ning big by helping its retailers to an 'automatic' market by 

 sponsoring to the ultimate user every piece of cypress made 

 by an Association mill. 



"When the Southern Cypress Manufacturers' Association 

 began a campaign of advertising a few years ago, which was 

 to exploit the virtues of cypress, little was known of this ven- 

 erable wood by present day lumber users. 



"But as the stories of its remarkable rot-resisting proper- 

 ties were told time after time, the interest of the lumber 

 buying public in this new-old lumber was aroused. 



"It was not long thereafter until the mills of the Southern 

 Cypress Manufacturers' Association were working to capacity 

 to fill the orders for cypress which after more or less neglect 

 had again come into its own. 



"And then followed what usually follows any marked suc- 

 cess in merchandising in these days of intensive buymg and 

 selling. Inferior, or upland, cypress (and some carelessly 

 manufactured cypress) began to share unduly m the results 

 of public faith, and it became necessary to protect the lay 

 consumer and at the same time protect the conscientious 

 manufacturer and the honorable and up-to-datepreponderance 

 of retailers. 



"The general public was not aware that there was a con- 

 siderable difference between 'tide-water* cypress and the 

 cypress that grew too far inland— but experience began to 

 teach them that while ono was 'eternal' the other was more 

 or less temporal and 'fleeting.' One was truly rot-resistmg 



while the other failed to justify the confidence of the user in 

 its rot -defying character. 



"So the already famous cypress arrow trade-mark was de- 

 vised as an insurance policy for both seller and user. The 

 value of a trade-mark need not be dwelt upon. The manu- 

 facturer who won't sign his product will never get very far 

 with it. in these days. The quality must be maintained if the 

 product is to survive the fierce battle of business. 



"And so now genuine 'tide-water' cypress (the most eter- 

 nal of the Wood Eternal) is no longer bought by name alone 

 or on faith — but by a brand back of which is a group of man- 

 ufacturers including most of the larger and more responsible 

 producers of cypress. As a further testimony of pride in 

 their product,' the output of each mill is being identified by 

 the serial number of that mill incorijorated in the trade-mark 

 as applied to each mill. The move is one in the right direc- 

 tion, the most important one ever taken by any lumber manu- 

 facturers, and is more than justifying, even this early, the 

 well-known cypress slogan which recites that 'the only per- 

 manent safety for the seller is perpetual safety for the buyer.' 

 This is the keynote. 



"RETAILERS ARE ALREADY EXTENSIVELY REFUS- 

 ING TO BUY 'ANONYMOUS CYPRESS,' AND ARE SHOW- 

 ING THEIR UP-TO-THE-MINUTE ACUMEN BY SPECI- 

 FYING THE TRADE MARK ON ALL THEIR CYPRESS 

 ORDERS. THIS IS THE MARK WHICH IS NOW STAMPED 

 ON THE TIDE- WATER CYPRESS-(THE 'WOOD ETER- 

 NAL' )-MANUFACTURED BY THE ^«. ^J^ c y 

 ASSOCIATION MILLS. «^M^^^^C 



"IT MARKS A NEW EPOCH IN %wM \»y^%. 

 LUMBER MERCHANDISING." ^ m- i?us fr-o^ 



Let our ALL-ROUND HELPS DEPARTMENT help YOU MORE. Our entire resources are at your service with Reliable Counsel. 



SOUTHERN CYPRESS MANUFACTURERS' ASSOCUTION 



1280 HIBERNIA BANK BLDC.'NEW ORLEANS. LA., or 1280 HEARD NAT'L BANK BLDG.. JACKSONVILLE, FLA. 



INSIST ON TRADE-MARKED CYPRESS AT YOUR LOCAL LUMBER DEALER'S. 



IF HE HASN'T IT, LET US KNOW. 



