THE CALIF'ORI\IA LIIMBE R ME RC HAI\T Advertising ls Like Religion An Ediforial "

lUf ERCHANDISING is like religion.

rvr If you once get it, you never lose it.

And if you ever lose it, you never had it.

You can hear and read the merchandising idea from many angles, and based on a multitude of opinions. But the fundamental thought in merchandising is to point out to people interesting and attractive things they can do with your goods, materials, stocks, services or whatever it is you are selling.

There is interest, attraction and excitement in looking over what you have to offer, and using your best wits to apply it to the other fellow's needs.

Perhaps the highest type of salesmanship is to have a man so thoroughly sold on you and your ability to serve him that he naturally turns in your direction when he needs anything in your line.

And when the other fellow is unconscious of certaiu needs, and you approach him with plans for supplying those needs, you should get the business before it even reaches the stage of competition. It's the old story of the salesman vrho said to his prospect, "Are you going to buy this stuff from me, or am I going to have to sell it to you?"

We have told this one before, but it seems doubly pertinent right now. It was at the close of a .r,vorld's seriei ir-r baseball, and one man remarked: "It wasn't much of a world's series." And his friend replied: "What do you expect? It isn't much of a world."

And everything we r"; .; nJ.. u.i,.,g. home tl-re truth of that caustic observation. The nation we love seemed to be getting along pretty well back in the year 1933, and then an egotistical gent by the name of Roosevelt went out and "recognized" Soviet Russia. And the world has been in deep trouble ever since, and getting steadily worse.

Russia was no more fit to be welcomed into the brotherhood of civilized nations than hell is fit for an ammunition dump. Knowing and believing nothing about the Fatherhood of God or the Brotherhood of man, she began her drive for the taking over of the world by the fear and force of Red Communism. And wherever men love freedonr. she strikes'

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It has been said by philosophers that no Godless nation could ever possibly build a great governmental structure. But the Commies have been doing a frightening job of it. Because of Russia we pay great taxes, we build great armies and armaments. and take our bovs from their homes and put uniforms on them. And because of Russia all over America rve are building so-called shelters where peopie may take refuge, if this anti-Christ decides to strike.

History tells us ,h", I;p";on 1"", once riding to Egypt by ship, and he sat one night on deck while a number of his lieutenants, all of them scientists but unbelievers in religion, offered their agnostic opinions. Finally Napoleon rose to go to his room but before leaving he waved his hand upwards toward the brightly star-lighted sky, and said: "That is all very well, gentlemen, but who made all that?" * * *

If that same question were asked of the Communist bosses, they would probably claim that some Russian made it all' * {< ,<

Once Winston Churchill was talking about history, and he told of the time Ghengis Khan led a great army of Mongols on horseback right into and almost through

BY JACK DIONNE

Eurole. And, he said, just as they had won great battles and.Europe lay prostrate at his feet, the greal Khan died suddenly. And his mighty army mounted lheir horses and rode back to their homeiand. -

"And," said Chu

N o w.,' D o u b t r e s s ;: T i. ;l1; nU :;', f:'lTf"1 "t ilJjk from the East, far more danserouJ and insidious than the Khan's armies ever were. :f*>k

Historians and other thinkers used to warn the Western world against the "Yellow Peril." But today there is not only the Red Communist peril, but there is also the Yellow Communist peril from six hundred million Chinese. And there is still a third peril to the white race, where the great continent of Africa, filled with countless millions of blacks. is boiling over with threats to all those who love peace.

Certainly no historian*o, Jr" ju.t t ." ever dreamed of predicting the situation in which the people of the free world find themselves in today. Here is a fat, savage Russian peasant threatening civilization in such a pronounced fashion that people everywhere are ftlled with fear. And, as this is written, his threats grow ever more ominous.

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The scientists of the United States created the atom bomb, and its succeeding g'reater bornbs. And, today, armed with such rveapons as bygone ages never dreamed of, evil men employ these mighty weapons of destruction to accomplish their evil designs. And civilized men wonder what to do about it, and how it will all end.

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Truly, as the man at the baseball game said-"It isn't much of a world." It is a worried. harassed. fearful world. so far as decent people are concerned. Things may happen for the good, and the cloud may soon lift, but fof the present, free and honorable men stand at bay, faced by threats from mighty groups who are strangers to all things good, and fine, and honorable, and decent.

In the Continental Congress Ben Franklin advised his fellows to turn for help to a high Source; to what Robert Burdetts called the Power "that can make the wrong things right, that can turn weeping into laughter, the garment of praise for the spirit of heaviness, joy of the morning for the woe of the night." I-ooks like the free people of the world could use such helo todav.

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