It's The Punch That Counts An Editoriar

It isn't so much what you do or say, As the way in which you do or say it, For what would the egg amount to, pray, If the hen got up on the roost to lay it?

The fellow who does not possess that thing we call "punch" in his conversation and his actions, may have fine qualities, splendid thoughts, excellent ideas, but stitl fail to put his stuff over on account of that very lack.

Gray's "Elegy in a Country Church Yard," refers so feelingly that all the thinking world has pondered sadly over the thought, to the fact that men of mighty thoughts and power go down beneah the sod without having their worth recognized. Think of his "Mute, inglorious Milton,', and other potential yet undiscovered notables. Every word of that "Elegy" is true. Yet the great poet might have ended his beautiful theme-had he been practically instead of poetically minded-by simply closing with some such doggerel as this:

Erik Flamer, wholesale lumber distributor of Long Beach, California, returned from Mexico last week following a sirccessful business trip calling on retail lumber dealers located in border towns from Mexicali to Tijuana. He reports business conditions are good in lower California.

Yet all the trouble with this famous bunch , Was simply this; they lacked the punch.

It is a fact that great truths are often lost entirely to fame because of the spineless character of the presentation, while common things are emblazoned by the forceful, attractive way in which they are "put over." That "Mute, inglorious Milton" might have been the author of a lot of best sellers had he put a lot of punch and kick behind his effort.

Punch simply means to do things, and say things, or write things in so vigorous and effective and virile a fashion that they automatically impress others. Punch means putting tobasco into your effort.

Al Peirce, president and owner of the Al Peirce Lumber Mills at Coos Bay, Oregon, was a recent visitor in Southern California. While in the south lTe conferred with Bill Hanen, Southern California sales manager for the firm in Long Beach, who also represents Coos Bay Wood Products Company of Oregon, in Southern Californid.