Efftctiue Selling Help in the Srnall Horn€ Field

THE WEYERHAEUSER 4-SQUAR,E HOITTE BUILDING SERVICE

A la.s lumber dealers enter a period of increasing competition, successful selling and merchandising methods are always welcome.

The Weyerhaeuser 4-Square Home Building Service has been thorougNy time-tested and sales-proved. It has demonstrated its singular effectiveness in helping dealers to locate prospects and close sales.

Dealers who are using this Service, and the promotion material supporting it, will tell you that it is successful because it offers great value to home owners the proved appeal of modern homes that are architect-designed and Weyerhaeuser-engineered.

Some of the "best sellers" from this Service are illustrated. They reflect the freshness of modern styling, open planning, simplicity of design and sound economical construction that is achieved through competent engineering and the use of standard in-stock building materials. fn promoting these extra-value homes, there is a strong program of national advertising in leading home magazines and material for local promotion which dealers are efrectively using in establishing their yards as centers for top values in professionally planned homes.

Each month Weyerhaeuser continues to bring to dealers employing this Service a smart, modern design complete with blueprints and material Iists. a full-color reproduction of each month's home for insertion in their master book of designs. Weyerhaeuser continues to maintain the 4-Square Home Building Service as a practical selling tool for the exclusive use of retail lumber dealers and their customers.

Remember the epitaph that the rest of the orchestra placed on the headstone of the trumpet player when he died? It read-"This time he REALLY blew."

So let us take o.r, n.rl ," nl"U to say that this time these rambling editorials will REALLY ramble. Our desk at this minute is strewn thick with clippings and penciled notes of things we think are interesting, and for the next several pages we will plow through them and let the chips fall where they may- t*{<

Gentle Reader, do you know a columnist and radio commentator by the name of Bill Cunningham? Hope so. You should. We have listened to him about noon time every Sunday for a long while, and there is a thrill in every lS-minute report of his. There is a thrill in his thoughts, and another in his metho'd of expression.

Watch your radio ti"tir,|, Jnd."o*.at*e around noon on Sunday his voice will come to you over the air. We get a great kick out of this air talker. He lays down his facts in clear and articulate terms, and before he gets through he sends his indignation or his praise crashing into your ears. And, if you think as we do and as most other good Americans do, you'll just love Bill Cunningham, who broadcasts from Boston, his home.

A lot of changes may take place in the Korean situation before this column reaches our readers, but his thoughts on Korea as broadcast for the last several Sundays have demanded our attention and admiration. His loyalty is to his country and her sad war in Korea; but his sympathies are strictly with Korea-South Korea-and he brings tears to your eyes as he tells about it.

And in his last Uro"a"J"t "" in", situation, he predicts that we will do the only thing possible right now, that is get an armistice as soon as possible, and do our durndest to make it stick. But, he says, if that fails to bring peace and we have to fight there again, let us fight an all-out war to win in old American style, and settle that bloody matter once and for all, and let us say to the dissenters and the 5 percenters and all those who advise semi-war: "Stand back and shut up."

Is there anyone *nr ,"luJtn]se nnes who will not say Amen to Bill Cunningham's words? Is there anyone who isn't sick at heart over the whole fiasco in Korea, and of the part we have had to play in it?

Someone else other than Bill Cunningham made us rear up on our hind legs and shout a bit the other day when he wrote: "If MacArthur was the kind of man who would say 'I told you so,' wouldn't he have terrific things to say right now?" Everything the Magnificent Mac said, everything he predicted, all the advice that he gave when he was in Korea, all these things have proven sound as Scripture. And the two little men who forced him to fight with one hand tied behind him and then fired him because he didn't like it and said sc-wonder how they feel about the whole mess?

President Ike has met with much opposition on his proposal to reduce sharply the cost of the air force. While we just automatically back the General in anything he decides in the handling of his huge job and feel like throwing rocks at those who are not in position to know what goes on yet oppose him, we have kept our jury out on this subject. But we got our minds completely made up on the President's side of the controversv.

Here's how it happened. A man by the name of Harry Truman recently showed up in Washington for a visit, and he made a speech in which, according to the newspaper reports, he strongly condemned President Ike's determination to cut air force costs. That settled the matter with us. When it comes to Mr. Truman we are completely open minded. We just take the opposite side from anything he says. Based on many years' experience in watching the man, it is our opinion that you can't go wrong by coppering his bets.

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And what do you know? One Mrs. El'eanor Roosevelt burst into print just a few days ago. There was nothing unusual about her bursting into print and offering to settle all the problems of the world. Nor was there anything surprising about what she said.She announced herself, according to the papers, as favoring the complete elimination of the Congressional Committee, which for years past has been fighting Communism in this country. No one can say the talkative woman isn't consistent. She's been condemning that Committee and its activities since she first invaded Washington long years ago. She doesn't forgive. The Committee used to name names in a way that made her and her husband hopping mad. Let us join together in prayer that it will continue to do so.*

Senator Joe McCarthy has challenged former Secretary of State Dean Acheson to come forward and explain how the books and writings of 250 Communist authors and