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Life, 1926-05-20 · page 33 of 44

Life — May 20, 1926 — page 33: what you’re looking at

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Life — May 20, 1926 — page 33: Life, 1926-05-20

What you’re looking at

This is **not a cartoon or satire**—it's a straightforward **advertisement** for Weyerhaeuser Forest Products, placed in *Life* magazine (page 31). The illustration shows two businessmen in an office examining lumber specifications, a visual device to establish credibility and professional authority. The "PLUS" headline markets Weyerhaeuser's sales innovation: their "Group Selling Plan" that consolidated 17 mills under 86 personal representatives serving industrial buyers directly. The ten numbered points pitch competitive advantages: reliable supply, species variety, personalized consultation, standardized grades, consistent quality, precise measurement units, scientific processing, multiple mills, fast shipping, and dedicated customer service. The tone is earnest corporate boosterism typical of 1920s-era industrial advertising—no satire intended. It reflects how major American companies marketed modernization and efficiency to business purchasers during this period.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Jhe PLUS in Lumber delivered personally to the Industrial Lumber User by the 86 Weyerhaeuser Lumber Representatives ANY purchasing agents for industrial concerns will remember when the Group Selling Plan of the Weyerhaeuser mills first placed at their disposal the combined output of 17 complete manufac- turing units through one direct, personal representative. This pioneering move in Lumber Service brought a new breadth of contact between the industrial lumber user and lumber producer. Not merely in the buying and selling of lumber but in the ever growing contribution of scientific lumber knowledge to the industrial world— resulting in many efficiencies and economies. As this industrial service has developed here are the PLUS factors delivered today by the 86 Weyerhaeuser Representatives: 1 Dependable Source of Lumber Supply—inciud- ing 12 species. Among them are Douglas Fir, Pacific Coast Hemlock, Western Red Cedar, Pondosa Pine, Western Larch —and the finest of Genuine White Pine. The right wood for each purpose. You might talk your problems over with the Weyerhaeuser Repre- sentative. Get his recommendations. What Weyer- hacuser has contributed to crate users, for instance, is industrial history. The species and grade you order—not some kind of lumber that somebody else thinks is good enough for you so long as you don’t know the difference. And at the right price. About this price matter a good deal of confusion still exists in the minds of many buyers as to just what the proper species and grade designation really is for the lumber they are using. If it’s actually No. 3 White Fir the buyer nat- urally penalizes himself when he calls for prices on No. 2 Spruce. The safe thing for him to do is to let the Weyerhaeuser man specify it for him in the rece ognized Association standard terms of the lumber manufacturer. Then all of his bidders will be bidding on the same basis, S Lumber of standard grades and uniform in grade time after time. The specification of lumber by obso- lete, local or special grade names may get youa cheap price but not the same lumber. Full tally, species, grade and quantity, About this matter of tally, you can buy lumber today on differ+ ent units of measurements: board feet, surface feet and lineal feet. Therefore, it is well to specify the unit of measurement you are buying—and then to know that it is actually delive Lumber scientifically logged, manufactured, processed and seasoned. Resources of 17 saw mill plants, served by modern logging camps in as fine stands of timber as grow anywhere. Shipment within 24 hours, if necessary, from three fully equipped Distributing Plants at Baltimore, Portsmouth and Minnesota Transfer. The personal interest of Weyerhaeuser Men in each of the customers they serve— set that the man who forever shops around for a"*cheaper price” never dreams of, Why not let the Weyerhaeuser man tell you personally what he can do for you? WEYERHAEUSER FOREST PRODUCTS SAINT PAUL: MINNESOTA Producers for industry of pattern and flask lumber, factory grades for remanufacturing, lumber for boxing and crating, structural timbers for industrial building. And each of these items in the species and type of wood best suited for the purpose. Also producers of Idaho Red Cedar poles for telephone and electric transmission lines. Weyerhacuser Forest Products are distributed through the established trade channels by the Weyerhaeuser Sa! ; jew York; Lexingtoa Bidg., Baltimore; and 806 Plymouth Bid¢., Minocapolis; with branch offices at 208 So. La Salle St., Chicago; 285 mpany, Spokane, Wa and with representatives throughout the coustry comicbooks.com