?a,crnerc INSECT WIRE SCREEN IN G

out every word, and in place he substituted just two words that became famous:

"It floats."

The hard-working copywriter was speaking a language too cumbrous and cumbersome for the people they were going to shoot their advertising at. The ad manager translated it into the language of the other fellow.

That ad manager may not have possessed the wisdom of Solomon or the justice of Aristides, but he kirew Advertising. And Ivory Soap became a great headliner.

Sam Jones, the great revivalist, used to say that many preachers were failures because "they didn't get their fodder down where the cattle could reach it." The above story shows how one man got his fodder down.

lumber Production Beofs Bock

Production of lumber in the United States during September topped 3 billion board feet for the first time this year. The September output also showed the largest monthly gain so far this year over a like month in 1957.

Total lumber production of an estimated 3,084,000,000 board feet in September 1958 was 8/o greater than in September of last year, according to the National Lumber Manufacturers Association. A production gain of 3/o over August was contrary to the August-September downtrend of the past three years.

Manufacturers' shipments of lumber during September 1958 exceeded production by 2/o, while new orders on the books lagged 2/o behind the month's output. Compared with September 1957, however, both shipments and new orders were substantially ahead -by Ll/o and 9/o, respectively.

Most of the favorable September gains were registered for softwood lumber, which accounted for 2,541,000,000 board feet of the September production, versus 543,000,000 board feet of hardwood lumber output.

RitchieHeqds Fiddes-Moore

Pacific Uire Products Go.

William J. Ritchie, vice-president in charge of sales for the Western division of Evans Products Company of Plymouth, Mich., has been elected president of Fiddes-Moore and Company, a wholly owned subsidiary of the Evans company. E. S. Evans, Jr., company president, said that Mr. Ritchie will headquarter at Plymouth, and that Jack Fiddes and Emory Moore, vice-presidents of Fiddes-Moore, will continue in their active management of the subsidiary. Mr. Ritchie has been sales manager of Evans' Western division for the past 12 years, during which time the company has become one of the nation's ten largest producers of plywood in a competitive field oI 122 concerns.

Mioro-?ongue for Fastor Laying . . Perfect Fit

Micro-Groove

EIow your carpentera can save hours Per house

Elvery strip of Long-Bell Oak Flooriag is oarefully proceesed by precision tooled rnacbinee. Every strip quiokly taps into perfeot, hairline fit. The edgee and ende of every atrip are rnachined to the rnost exacting standards. They readily join to forrr a splintor-free surface,

rnake your rr.ext rnove a, Long-Bell floor

Ilomeownere prefer the claggrc warmth of Long-Bell Oak Flooring. They have rnade it the l'irst Choiee in Regidentisl Construction. Yea, Long-Eell Oak Flooring gives you I wonderful solling tool .., for it is tlxe beet flooriag rrlorrey oan buy.

o Quqlity producls from the world's besr Mills r Dependoble service from quototion to finol delivery o Over 50 yeors experience in the export-import field o Prime imporiers serving fhe wholesole lumber frode exclusively

Coll the Atkins, Kroll rePresenlotive neoresf you for de' pendoble ond occurqle informqtion ond quototions on oll imporled wood Producls: