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Whqt ore YOU doing to qdvqnce lhe cquse of your induslry?

* Orie of the mosl efieclive progroms for Wood Promotion is thot of NATIONAT FOREST PRODUCTS WEEK.

* This yeor"fftis \flssft"-

October 2l-27.

* ll's nol loo eorly to begin thinking now how you con oid in promotion of "The Week."

* lf you hove ideos which you think will help others, why nof send them in to THE CATIFORNIA I.UAABER

't/IERCHANT, lhcf we moy publish fhem in the 'inleresl of the industry.

cAtfltl0An 0r $0|l|Iil$ IUfltr$

October

National Hardwood Lumber Association-October 1-4. Annual convention at the Hotel Sherman, Chicago.

IHPA-October 3. Monthly luncheon, Commercial Club, San Francisco.

HAPI Management Training Course-October 8-12. Sponsored jointly by LMA and LASC. Holllywood Roosevelt Hotel, Hollywood, Calif. For enrollment, contact either Lumber Merchants Association of Northern California-in San Francisco, telephone PRospect 1-1891; or Lumber Association of Southern California -in Los Angeles, telephone Vlctoria 9-6461.

Yale lndustrial Forestry Seminar-October 8-12. St. Paul, Minnesota. School of Forestry of the University of Minnesota is cooperating with the YaIe University School of Forestry.

San Francisco Hoo-Hoo-Ette Club 3-October g. Annual Bosses Night Dinner, Sabella's Restaurant on Fisherrnan's Wharf. San Francisco. Starting time, 5:29 p.m.

Santa Clara Yalley IIoo-IIoo Club l70-October 11. Forest Products Nite, Chez Yvonne Restaurant, Mt. View.

Humboldt Hoo-Hoo Club 63-October 12. Annual Golf & Stag, Baywood Country Club, E\reka; tournament starts 9:00 a.m. on, cocktails, dinner and program.

Los Angeles Hoo-Hoo Club 2-October 12. Golf. concat and dinner. Yorba Linda Club.

National Wood Tank Institute-October 12-13. Annual Meeting, Waterloo, Ontario, Canada.

Redwood Empire Hoo-Hoo Club 65-October 12. Annual Concat, Saddle 'N Sirloin, Santa Rosa.

Hardnlood Plywood Institute-October 18-19. Annual fall meeting, Drake Hotel, Chicago.

Dubs, Ltd., Monthly fquln2rnsnf-October 19. To be played in conjunction with San Francisco Hoo-Hoo Annual Roundup, Green Hills Country Club, Millbrae.

San Francisco IIoo-Hoo Club 9-October 19. Annual Roundup, Golf and "Roundup Revue" at Green llills Country Ciub, Millbrae.

San Diego Hoo-Hoo Club f 3-October 19. "Annual '49-er.,, Guests are invited. For details contact Wes Thomas. Dixieline Lumber. or Ed Gavotto, Lumber and Builders, Solana 'Beach.

NRLDA Building Materials Exposition-Ociober 20-23. McCormick Place, Chicago.

Society of American Foresters-October 2l-24. Annual Meeting at the Dinkler Plaza Hotel, Atlanta, Georgia.

National Forest Products Week-October 2l-27.

Woodwork Institute of California-October 25. Millwork Seminar, 2:00 p.m., El Cortez Hotel, San Diego.

Los Angeles Luncheon-National Forest Products W'eek-October 26. Main speaker, John B. Egan of Wood Conversion Company, Los Angeles Chamber of Commerce dining room.

Pacific Logging Congress-October 29-31. Olympic Hotel, Seattle, Washington.

American Forest Products Industries, Inc.-October 81-November 2. Annual meeting at the Mayflower Hotel, Washington, D.C.

Noveaaber

Structural CIay Products Institute-November 12-14. Annual Convention, Diplomat Hotel, Hollywood, Florida.

NBMDA llth Annual Convention-November 13-17. Palmer House, Chicago.

4. "How to Build Better fsl 1s55"-housing research specialists will tell dealers how lhe latest materials and tet'hniques serve rc

7. ,.Teamwork Demonstration,,-a prosram in *.hich retairers. | ' ut- manulacturers and wholesalers will discuss problems t'urrently i hampering distribution and retarding efiective distribution of building materials. vard' prus more dem'nstrations at MccorMEET

9. "The Name of the Game ls Making Money"-the proven way to play the game of increased profits in the remodeling market and how to put the industry's HAPI program on your own team for a sure-fire winning combination. AND . lastly . .

10. lt's just plain fun to visit in CHICAGO. The money making ideas you will pick up during the four-day NRLDA Building Materials Exposition will bring you far greater profits than those you might make if you stayed home. As a matter of fact, thousands of dealers have proven that it pays to bring along key employees to the big NRLDA show.

Arthur Brisbane once wrote: "All life is ADVERTISING. And one great factor in advertising, as in all teaching, is REPETITION. Of course it makes a difference what you repeat. Repetition makes reputation, but foolish repetition makes a reputation for foolishness. Although there is a difference between the mere power of repetition in itself, and the other and greater power of writing attractively and convincingly, mere naked repetition has a power of its own. Advertisers fail if they do not get clearly into their heads the power of repetition alone, without any ornamento or paint, or varnish or fancy trimming."

Change, change, everywhere, in everything, and particularly in merchandising. Groceries used to be raw material, like lumber. No more. We don't get our butter and lard out of a tub, our sugar out of a barrel, our crackers out of a big box any more. .Qgr wives wouldn't have them, thag wey. Everything eomes in triat bttractive, sanitary, PLAINLY LABELED packages..Everything cereals, coffee, bread, cakes, fruits--everything-all packed attractively and DIFFERENTLY. Don't forget that last word. It's a big sign of the times. Change, change, change! It's the human craving. Are you catering to that craving? Is YOUR business keeping up with the times?

General W. T. Sherman, he who o'marched to the sea" in that tragic war between the states, was the possessor of a kindly humor, and a sparkling wit. He had been, you know, a college president before the war started. On various occasions after the close of the great war, he was called upon to act as toastmaster of important patriotic banquets, and he filled the bill always with cleverness and kindly dignity. Shortly after the war ended he was toastmaster at a great dinner given to honor General U. S. Grant, and in opening the program, General Sherman brought down the house by suggesting that during the program, the speakers make it their business to talk no longer than they could hold their audiences, and the audiences indulge in no lengthy or undeserved applause. That should have been a program worth hearing, for besides General Sherman, there appeared speakers Mark Twain, the nation's greatest humorist, and Colonel Ingersoll, her greatest orator.

Speaking of prayers, maybe you, gentle reader, can use the following Dog's Prayer in your scrapbook. It has been in mine a long time: "O Lord of humans, make my master faithful to his fellow men as I am to him. Grant that he may be devoted to his friends and family as I am to him. May he be open-faced and undeceptive as I am; may he be true to trust reposed in him, as I am to him. Give him a face cheerful like unto my wagging tail. Give him a spirit of gratitude like unto my licking tongue. Fill him with patience like unto mine that awaits his footsteps uncomplainingly for hours; fill him with my watchfulness, my courage, and my readiness to sacrifice comfort and life. Keep him always young in heart and crowded with the siririt of play, even as I

BY JACK DIONNE

am. Make him as good a man, as I am a dog. Make him worthy of me, his dog."

Lincoln's greatest characteristic was his humility. No great statesman in the history of the world was ever so self-efiacingo so unassuming, so genuineiy humble. [n world history he far outrinks Washington. No scholar in two generations has compiled a list of the world's greatest men, that omitted the name of Lincoln. It was his unbelievable humility that stamped him immortal. That he 'odreaded praise, not blame", as James Russell Lowell wrote of him, was undoubtedly true. And truly, o'his memory is as gentle as a summer breeze that blows when the reapers sing amid gathered sheaves." You will notice that, unlike some of my editor contemporaries, I used the quote marks. Nobody would be fool enough to think I originated such sublimity.

In an old, old book on the subject of war, from which I brushed the dust the other night, I found the following colorful statements on war, some of them better known to readers today, than others: 'oHe who fights and runs away, will live to fight another day; but he who is in battle slain, can never rise to fight again." Another was: ooThat army is the bravest that can be whipped the greatest number of times, and fight again." And this one: "The greatest test of courage on earth is to fear defeat without losing heart.'o And this powerful line described a warrior of old: o'He steered his exact course to the point of danger." And it was Lord Nelson who said: 'oVhen I don't know whether to fight or not, I always fight."

I asked her how she could be happy and gay, And how in the world could she sing"

When Winter's battalions were blocking her way, She said; "I look forward to Spring."

I'll treasure the secret. Tho' wintry the day Henceforth in the snowstorm I'll sing, And smile as I think of the flowers in May - I also look forward to Spring.

W. I. Griffith

We hear much about the age of soldiers. A well-known authority tells some remarkable things about the ages of the men who fought in our Civil War. They are worth repeating. He says that in the Union Army, which throughout the war totalled 2,778,304 men, over 2,000,000 were under 22 years of age; 1,500,000 were 18 and underl B00,000 were 17 and under; and 100,000 were 15 and under. That was the Union Army. There are no authentic recordq so I am informed by a competent authority, on the ages of the men who fought in the Confederate armies, but historians agree that they took them young and old both in their total of less than 900,O0O men. A historian who saw'the Confederates at Charleston re. ported that: "Them that wasn't bald was beardless." They were both very young, and very old.