New film on hardwood

Furniture masterpieces, old and new, are given the spotlight in a new film created by the Hardwood Institute for distribution to tv stations throughout the country. This is the fifth film on the virtues of hardwood furniture produced and distributed by the Hardwood Institute.

The film, titled "The Real McCoy" was shot in one of New York City's prestigious museums and in the showroom of a leading manufacturer of museum reproductions. By using the theme of furniture masterpieces, the Hardwood Institute was able to dramatically highlight two major advantages of hardwood; beauty and durability. The museum pieces shown in the film are well over 200 years old. And, yet, as the camera and the narrator point out, they are as beauti-

Story at a Glance

Film promoting hardwood furniture has been created by the Hardwood Institute for distribution to television stations all over the U.S. it is the fifth film Hl has produced.

ful today as when they were first made. The message comes across loud and clear.

Another inherent advantage in showing furniture in museums is the immediate association in the viewers' mind of the aesthetic and dollar and cents value of anything worthy of display in a museum. The beauty of hardwood furniture in our museums speaks for itself: on film it speaks volumes.

Of even more importance to to' day's furniture manufacturer, the major part of the film is devoted to the reproductions being made today in all parts of the country. Great stress is placed on the use of hardwoods in the originals, and in the reproductions.

It is pointed out that the reProductions of today will be the heir' looms of generations to come.

The film runs approximately fourminutes and is designed specifically for showings on news and local interest television shows. It will also be distributed to Home Extension Services across the country. and.offered for showings to local civic and business groups.

There can be little doubt that, among our tastemakers and trendsetters, hardwood is taking over the

American kitchen. In the July issue of House Beautiful, page after page of full color photographs of kitchens showed nothing but hardwood from floor to ceiling. Cabinets above and below, countertops, walls, and floors were predominately wood. And the Hardwood Institute, a part of the National Hardwood Lumber Assn., is anxious to keep it that way.

Since its inception, the Hardwood Institute has been telling the consumer about the advantages of hardwood in kitchens. The natural trend, which favors the use ofwood throughout the home, has been growing for about l0 years. It began with the wave of interest in natural ingredients in foods and the emergence of health food stores across the country. Next came natural fibers in clothing, then natural cqlors in home furnishings fabrics and, always popular, the exclusive use of natural materials in home furnishings.

The trend is in the hardwood lumberman's favor and the Hardwood Institute intends to ride the crest of the wave. It is important to remember that trends are not a natural phenomenon: they are started by newsworthy people and events and then kept going (or alloweci to die) by the media. And this is what the Hardwood Institute is all about. lt is the National Hardwood Lumber Associations's link with the media.

Many of the same people who saw those handsome hardwood kitchens in House Beautiful, also read HI's story on hardwood kitchens in their local newspaper; heard about the beauty and practicality of hardwood on one of the Helen Hall radio shows featuring a Hardwood Institute spokesman; listened to one of the NHLA speakers discuss the advantages of hardwood on their local news or talk show or saw one of HI's films on another show.

Material Handling Guide

An updated version of its free pockret-sized material handling selec- tion guide has been issued by the Allis{halmers Corp. Industrial iruck Division.

Free Reader Seryice

For more lnformatlon on New Products and New Llterature, wrlte lhe Merchant Magazine, 4500 Campus Dr., Suite 476, Newport Beach, Ca. 92660

Please mention issue date and page number so we can process your request faster! Many thankst

Hadwood Plywood Inlo

"\hery -?o Bly Hardwood ptywood and Veneer" directory has be6n newly-revised and updated. -Copies are free from the Hardwood pfuwood M-anufacturors Association, p.d. Box 6246. Arltuigton, Va. 22206.

Energy Recovery

Low temperature heat recovery from normal building exhausts are covered in Weather Rite's recently released 8-p. color brochure on their new Thermo€{ell line of combina- tion air-to-air heat recovery and make-up air units.

Noise Contrcl Book

Which floor/ceiling assembHes and plywood wall systems are most effective at reducing sound transmission is shown in tle detailed tables included in the revised edition of, "Plywood Construction and Noise Control," a l2-p free American Plywood Association publication.

Renovallon Costs

Up-todate rcrnodeling and renovation costs are higNightcd in the l9?? Dodge Manual for Building Construction Pricing and Scheduling, $22.80, which includes a new section devoted to unit osts for snall-scale projects based on man-hours. Cost data in this section are designed for use by home improvement contracton and hone owners. Write Dodge Building Cost Sendces, McGraw-Hill Information Systems- Company, Rm. 2051, l22l Ave. of the Americas, New york, N.Y. 10020.

Investing in Multlples

Investor't Guide to Investing in Muhiple Dwellings, by Robert S. Wilson, explains the basics of investing in multiple dwellings and of building an estate. 142 pages, $14. from D.C. Heath and Co. 125 Spring St., Lexington, MA. 02173.

No. Calif. Timber Resources

A new timber inventory of Lassen, Modoc, Shasta, Siskiyou, and Trinity Counties, California is detailed in th'e U.S. Forest Service's "Timber Resources of Northern Interior California 1970," written by Charles L. Bolsinger.

Floor Sampler Kit

ARCO/Chemical Co. has a new free sampler kit for Cork-O-plast bonded vinyl/cork flooring. It contains a full size sample of the popular Classic pattern and smaller swatches of the full line.

New HUD Moblles Standads

To aid mobile home manufacturers in complyrng with the new HUD mobile home construction and safety standard, John*Manville has published a summarizod, interpretational free guide on sections ofthe standard dealing with thermal protection.

Plywood Over Metal Framlng

How to build plywooll yatls, roofs and floors with metal framing systems is discussed and illustrated in the American Plywood Association's new i'Plywood Over Metal Framing," arr 8:p. free booklet.

Hardwood Floor Carc Vla AV

A nine-minute color slide/sound presentation by Dura Seal covers the nnisting and maintenance of hardwood floors in step-by*tep fashion.

Z-Brick Home Prolects

New Easy Projects plan book from the Z-Brick Co. has 14 plans completely detailed in a l6-p. book of easy-to-read drawings and step-by-step instructions.

Buy One for Me, Too

"How To Buy A Roof," a new Johns-Manville brochure, not only tells homeowners how they can deiect a roof that needs replacing, but also describes the pros and cons of various shingles on today's market.

Reducing Wood Framing Costs

, Reducing the cost of building a home via cost-saving ideas are covered in a series of six folders distributed by the Southern Forest Products Association, P.O. Box 52468 New Orleans. LA.70152. '., '

Putting in Diagonals

Installation sheets showing how to apply 16" x 8' Marlite quarter-inch thick planks on 45o or 60b diagonals are available fiee.

Entry Doors

A new four color brochure shows the newest of the beautiful nine panel series of Bel-Air entry doors. A color- ful window accented with leaded colored glass, in a design of elegant raised panels of handsome Western soft woods, gives the door old world elegance. Four other loaded glass designs are available.

tI rnrtrrr-v FUN weekend,long a Los Angeles

A Hoo-Hoo club tradition was celebrated this

! golf tourney, a (semi) fiercely contested

I tennis competition, surfing, swimming, sun-

I ning, sittin'and sippingwereotheractivities'

D.NF I A d-innw party with prizes for all the ladies

I rounded out.festivities. (l) Mark and sandie f Lofland' Sylvia and Jim Frodsham' club

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(2) rrant< Stanser' Bob Halbert' r.? Ti[i:!:hj'Hi,"i,fiii#ii,,'ix;

I ,,Bobbv,,McKendrick,,,Bernie,,Halbert, ptyform ! "Narj'; Stanger, Sylvia Frodsh.am. (5) Don rHoNE: 1714t 6424s21 rytr^ir, Euoie eotn, Ted Ottavian, Ed Both. i (6) carmet Bailev' (7) Marti Cutler wins her

! ffi;;;i;; -itii'k;; 6J".n. isi No''

I Wendell, Claude Curry. (10) Lee and John

I Drainville. (11) Lu and Guy Barnett. (121

45( a word, min.25 words (25 words = $l 1.25). Phone number counts as one word. Ads with border $2.00 extra. Headline or centered type $2.50 extra. Box numbered ads are $2.50 extra. Names of advertisers using a box number cannot be released. Address all

HETP WANTED MILLWORK_MOULDING SALES

Challenging opportunity for experienced millwork, moulding salesman with leading diversified forest products frm. Location: Pacific Northwest. Long-established company markets millwork, mouldings nationally along with wide range of forest products from our own plants. Please send complete resume including millwork, moulding sales experience, earnings history and expectations, references. Your inquiry is confidential and will be acknowledged. Our employees know of this advertisement. Write Box226, c/o The Merchant Magazine.

An Equal Opportunity Employer M/F

WE HAVE permanent position openings for three (3) lumbermen, preferably experienced, to handle sales East dealing in hardyoods and softwoods. Salaried, medical, retirement plan, etc. You will be with a company almost 100 years young. New office and facilities near Sacramento. Resumes confidential. J. E. Higgins Lumber Co., P,O. Box 687, Rocklin, Ca. 956'l'1

LUMBER SALESMAN - Excellent opportunity for qualified aggressive person who has very heavy experience selling lumber to contractors, large builders & developers. Salary plus bonus, car, health insurance, pbnsion and profit sharing. This is not a training position. You must have a proven lumber sales record. Barr Lumber Co.. our 76th year-Stan Skelton, sales mgr., 10742 Los Alamitos Blvd., (213') 5964475, 0 t4\ s27 -2285

FORKLIFT DRMR for an 18,000 lb. machine. Must have heavy experience in lumber yard. Know species, sizes and tallies. Fiveday work week. See Gerrit Vos, 10742 Los Alamitos Blvd., Barr Lumber Co. Our 76th year.

AGGRESSTVE salesman necded tbr So. Calif. wholesale lumber company. Commission and libetal fringe benefits. Excellent oppottunity lor growth potentials. Write Box 227, The Merchant Maqazine.