Ageless Advertising

Advertising is as old as civilization.

The rainbow, so the Good Book says, was the first color advertisement, guaranteeing that the earth would never again be destroyed by food.

H. G. Wells, great English historian, said that the original religious advertiser was Saint Paul, raising his voice in the streets of Athens to proclaim his God and acquaint the pagans with Him.

When a mighty Asiatic potentate wrote in advance the inscription to be placed on his own tomb, reading-"I am Cyrus, O man !"-hs became the first great biographical advertiser.

And the mighty Caesar, writing the proceedings of the Roman Senate upon the very walls of Rome, became the original political ad writer.

Yes, advertising is not just as old as civilization-it is older.

L.A. Ourbuilds 47 Srqres

"More new homes are built each year in the Los Angeles area than in any state in the union other than California," declared Milton J. Brock, Los Angeles builder and past president of the Home Builders Association, in a talk to the Advertising Club. He added that Southern California is two years ahead of other areas in the design and selling of homes.

Pointing out the aggressive merchandising needed to maintain this volume of new-home construction, the speaker said, "Present statistics indicate our current rate of growth will continue for at least another 10 years. We in the housing industry predict this area's greatest housing boom will occur in the early 1960s."

Block Bcrrf B-B-GI 7 /25

Ukiah, Calif.-Black Bart Hoo-Hoo will golf-swim-barbecue, July 25, at Ukiah. The tournament will be played at the Ukiah Golf and Country Club, with the swimming, libations and genuine old-fashioned barbecue at the Terrace Drive. Ukiah. home of Bill Moores, president of Hollow Tree Lumber Co. Reservations must be in before July 22; contact: Jim Hennessy or Jim MaherHOmestead 2-3821; John or Bud CrofootHOmestead 2-3358, or E,d Gillispie-HOmestead 2-4791.