National Geographic : 1920 Dec
GLIMPSE NO. 5 INTO THE SPIRIT OF AMERICA'S SECOND GREATEST INDUSTRY. "The Hazard is the Measure of the Hero" (even in Industry.) On the heroes of war we bestow monuments, for having died courageously -and effectively. On the equally daring spirits of Constructive Industry we confer (some times willingly) the right to stay alive. Could we well do less? Each of us always is proud to contribute his mite to the honor of one who died that we might live in peace. And when we buy a chair, or build a home, at whatever price may repre sent the American idea of a "living" cost of production, we gladly thus contribute our in dividual share toward the sustainment, and the encouragement, of those who take the risks and "do the jobs" in order that we may live in comfort, as well as merely in peace. In few, indeed, of our great industries are the hazards-to all concerned so numerous and so unavoidable as in America's second largest manufacturing enterprise, the LUMBER INDUSTRY. And the world-standard American Hardwoods, still teeming in our great Eastern and mid-West forests, perhaps best illustrate these risks. "The harder the wood the harder the work." The best woodsman in the forest daily risks his life that you may have your new broom-handle; the most skillful worker in the saw-mill risks his fingers (or worse) that you may have your beautiful veneer doors, and your alluring dancing-floor; the stockholder in the "operation," as lumber mills are called, stakes his children's heritage on his judgment of just where to build the mill, just what to cut and just how to saw it up. An authority has stated that "for the volume of annual turn-over the lumber business probably has to put behind itself more capital in the way of reserve assets than any other business on Earth." (Because when he has "cut out" the immediately accessible timber "his plant is practically junk." The lumberman must go to his raw material -he cannot make it come to him, as most manufacturers do.) Standard Hardwoods, responsibly manufactured, are indispensable to your daily comfort and your best artistic life. You say to us, "Go ahead-take your risks-and get us what we want." WE (logger, sawyer, artisan and what not) do it. WRITE US-AND WATCH THIS PUBLICATION FOR GLIMPSE NO. 6. American Hardwood Manufacturers' Association MEMPHIS, TENNESSEE American Oak Red Gum Chestnut Elm Maple Cherry Butternut American Poplar Hickory Beech Sycamore Persimmon Magnolia Walnut Cottonwood Ash Basswood Tupelo Willow et al. - COPYRIGHT, 190. CROSBY-CHICAGO "Mention The Geographic-It identifies you"