National Geographic : 1913 Dec
(AMERICA'S FINEST HARDWOOD) It is characteristic of our national prodi gality that for more than a century we have neglected one of the world's most beautiful and adaptable hard woods-one of our own. "RED GUM" is the colloquial and commercial name of a wood which grows only in this country, and whose abundance (in re stricted regions) has resulted in much waste and abuse by Americans. Americans have insisted upon remaining ignorant of the remarkable beauty and adaptability of RED GUM to the most exacting of architectural uses and cabinet-making. Strangely enough, for many years this same RED GUM has been steadily and increasingly exported to England, France and Germany, where, under such fictitious names as "Satin Walnut," "IHazlewood," etc., RED GUM has been enforcing the respect of the finest European furniture makers, architects, etc., and the admiration of the best consumers. RED GUM has the wonderfully rich warm brown tones and most of the other characteristics of beauty which have given Circassian Walnut its great vogue. Yet for interior trim in rooms where a stain or white enamel is required, RED GUM is without an equal. RED GUM can thank the rapid decrease in the supply, and constant increase in price, of Oak, Maple and other hard woods, for America's recent "discovery" of its singularly adaptable texture, rich color and fascinating graining. The cost of the best grades of RED GUM is, for the time being, ridiculously below that of any other usable hard wood, yet it would be the most serious of errors to think of it as in any sense a "cheap" wood; it is, instead, a wood of extreme beauty at a most fortunate price-temporarily. Anyone planningto build apartmenthouses, office buildings, hotels, residences or specially designed furniture, should by all means defer final arrangements and correspond at once 'with us regard ing detailed counsel, samples and lists of important buildings of ALL TYPES 'wherein RED GUM has been used 'with eminent practical success and signal artistic satisfaction. GUM LUMBER MANUFACTURERS' ASSN. MEMPHIS, TENNESSEE (AMERICA'S FINEST HARDWOOD) RLD UM "Mention the Geographic-It identifies, you."