lVill Superior Products Create Markets?

A thoroughly discredited thought in the realm of merchandising is the old one that said that a superior product will create its own market.

Back in the days when the great writer and philosopherThomas Carlisle-lived and wrote and studied in England, a certain pessimst went out on London Bridge one day with his hands filled with genuine gold sovereigns, and offered them for sale to the thousands who passed him by, for one shilling each.

FIe never made a sale. So Thomas Carlisle, writing of the matter, remarked: "Thousands of people cross London Bridge every day-mostly fools !" V/hat the cynical Carlisle was saying was that most men are fools, because those who crossed and refused the gold were a good cross-section of the popul'ation. (No pun intended.)

What that pessimist who found no buyeis for his gold was doing was tearing to shreds of oft-repeated (though of later origin) mousetrap story, which said: "If a man preach a better serrnon, write a better book, make a better mousetrap than his neighbors, the world will make a pathway to his door, though he live in a wilderness."

For decades that remark was generally credited to Emerson. But when someone instituted a search of Ralph Waldo's writings they found it not. So the well-worn axiom became, and still remains, a maverick No one knows who wrote it. And modern merchandising has likcwiric discredited its truthfulness.

For it has been overwheloingly determined by practical experience ttrat even though your mousfrp may be five times as efficient and valuable as the next one on the market, the public will never come and ask for it unless you make them comHrkl keep '-aking them. In innumerable instances men with inferior products have fairly shot the feet from under makers of better products by bctter advertising, better merchandising, and bettcr satesmanslip. Better products starve to death evcry day, ufiile inferior ones prevail. Different merchan.lising, ttat's all.

Heron Mills Opercrtes New Plcrnt

Dr. Ivan C. Heron, of San Francisco, prominent physician of that city, heads Heron Mills, Inc., which operates a new electrically powered sawmill located just north of the town of Redding, California. The mill is equipped with 7-foot band, and modern auxiliary equipment, and cuts from 40 to 50 thousand feet of lumber daily. Don I-engel is vice president and general manager of the company, and in charge of the mill operations. They buy their logs on the open market.

DOUGLAS

IOUGH Ol SUT'ACED Dll|EN3lOX

SrUDS-E. E. D. E. PrECltlOll trltnED

CALIFORNIA REDWOOD

IOUOH OR SUI'ACED

GIEET OI DTY

No-[ 1000 FLustl DooRs PER DAY!

YEs-WE HAVE ATTPTE STOCK IN ANY SIZE OR IYPE OF DOOR-NO IIORE SHORTAGES, REGARDLESS OF QUANTIIY. ALt WDOR FTUSH DOOR' ARE HOT PRESSED ON OUR 'IAA'$MOIH 16 PTATEN HOT PRESS, INSPECTED AND FINISHED BY EXPERT CRAFTS,YTEN, ASSURING QUATITY AND TROUBLE FREE SATES OF THE FINEST FIUSH DOOR THAT CAN BE fiIADE . . . VOTUXIE PRODUCTION-WITHOUT SACRIFICE OF QUATITY

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328 SOUTH DATE AVE., AIHAMBRA, CATIFORNIA Gumberlond 3€731