FULL MEASURE

How t0 gGt y0un $hare 0l thc u[G0ming $t4 billion HOMG

HOW CAN Y(]U PENETRATE THIS MARKET?

The National Home fmprovement Council exists to aid in the full development of the remodeling industry. Representing all segments of the industry. .. builders, lumber dealers, contractors, manufacturers and associations, it encourages home owners to spend within their means for home improvements as an investment in better living.

H()W DOES THE N.H.I.C. WORK?

As your spohesman...the N.H.I.C. meets with FHA, congressional committees and industry leaders

I m p noue m c nt *r":'ril:ft ti{#**tJ""#i Manl(etl lJ'l':'l#'ffilji#qr,"nt ',i;i.:'.J;ff ''i'ill'l;"iill5.T^xl; a newsletter, and has distributed ii*Ti#:j{f$3|$f""tn

What about a :"#3,'X*i:i,";,_H'nnf;\:i. tions counsel, itwill reach national home improvement il.T#JTifXl#H[il.1""T; school for your :"i'":ff.i1fifi:l ff "llilTff: Gommunity?

N.H.|.C. has all the details

WHAT CAN BE DSNE lN and will help you ygUR TRADING AREAS? produce a hard hitting N.H.I.C. can institute a program sales-producing event.

"lf."t*"".t*lt*: provement schools...newspaper sections. a Home fmProvement

Time. these and manY other Promotions can be outlined bY the National Home ImProvement Council. And with the Home fmprovement Council sticker on your door, you benefit directly from a nationwide program whichpoints to N.H.I.C. members as reliable home improvers.

WHAT CAN IT DO FOR Yt]U DIRECTLY?

It gives you an opportunity to work with other leading firms on an industry level . and to make more sales and profits accordingly. You can use the Council as an advisory service to keep abreast of developments. participate in education, publicity, promotion and public service programs. fn short, it is the quickest way to develop more sales and profits in the home improvement business.

HOW CAN YOU LEARN M()RE ABOUT THE N.H.I.C. ?

FilI out the coupon below for further information about the N.H.I.C... and your free coPY of "The National Home fmprovement Council and What it Means to You!"

Alcan Aluminum Corporation

Alcoa Building Products, lnc.

American Gas Association

American Plywood Association

Andersen CorDocticn

Arrow Metal Products CorpoEtion

Asphalt and Vinyl Asbestos Tile Institute

Certain-teed Products Corporation

Diamond National Corporation

Electric Heating Association, Inc.

Evans Products Company

The Flintkote CompanY

Forest Fiber Products ComPanY

Formica Corooration

Gas Appliance Manufacturers Association

Georsia-Pacific CorDoration

Homi lmprovement Matketing Consultants, Inc.

House Beautiful Magazine

Investors Syndicate Credit Corporation

Lear Siegler, Inc.

Masonite Corporation

Montgomery Ward & Company National Gypsum Company

National Lirmber & Building Material Dealers Association

0wens-Corning Fiberglas Corporation

The Philip Carey Manufacturing Company

The Ruberoid Company

Rusco lndustries. Inc.

Sears, Roebuck & Company

United States Gypsum ComPanY

United States Plywmd Corporation

U. S. Savings & Loan Leagus

Westinghouse Electric Corporation

Weyerhaeuser Company

Whirlpool Corporation

Wood Conversion Company

In 1966, approximately $13,000,000,000 was spent for home modernization. Sources indicate a $69 billion backlog of modernization exists in the United States, with an additional $16 billion deueloping each 7'ear.

1 1 East 44th Street, New York, N. Y. 1OO17

Gentlemeh: Please send me additional information on how I can capture my share of the upcoming $14 billion home improvement market. Name

Western Lumber e, Building Materials

Pubilehor A. D. BeU, Jr.

Dilitor

David Cutler

Ascoclat€ Edltor &nd

Adv€rttelng Productlon

Richard Heckman

Circulation DeDartment

Martha Emery

Publlehers B€presontatlver

NOR'THERN CAIIFOBNIA & PACIX'IO NOATBIVESI

1}f8x Cook, advertlsins and news. 420. -Market Street, San- Franclsco, C-a_l-lforn_la Q4111, Phone (418i Yukon 2-4797.

SOUTIIDRN CAIIT'OBI\TIA

__Teq-TtEs, adyertising and news, 412 West Sixth Stredt. Los An: C_elgs, Califor4ia 90014, phone (213) MA 2-4565 or MA 2-0670. crucaco

N.C. "Iludd" Bellow, advertislns and news, 11250 South Halsteil Street. q!rlc4C9, Illlnols 60628, Phone (312) 748-335L NEW YORr'

Hal I(, Poritz. advertisins and news, 246 Fifth Ave., New -York, New York 10001. Phone Q72i Murray HiU 4-6733.

EDTTOB,IAL OI-FICES

WESTERN LUMBER & BUILDING

MATERIALS MERCHANT is Dub- lished monthly at 4t2 WoBt Sixth Streot, LoB Anselos, Callfornia 90014. Phone (213) MAilleon 2-4605 or MAd.lson 2-0670 by Calllornla Lumber Merchant, fnc-. Please ad- dress all corresDondence to offlce of publication. Second-class Dostage rates pald at Los Angeles, Cal. Advertlslng rates upon requeSt. Subscrlptlon Botoe-U.S., Canada. Mexico and Latln Amerlca: S4one year; lFl-two years; gg-thiee year8. OverseaS: S5 - one year; g8two years. Slngles coples 50/. Back coples ?5t when avallable. Chalge of Addrees-Send subscrip- tion orders and address ehanses to Clrculatlon DeDartment. We-stern Lumber & Buildlns Materlals Mer- chanL 4U, West Slxth St.. Los An- geles, Callf, 90014. Include ad- dress label from recent lssue lf posslble, plus new address, zone number or zip code.

The trfiorchant ll,I&gazino serves the members of the: Arlzona Retall Lumber & Builders SuDDly ABso- ciatlon, Phoenlx: Lumbei Mer- chants Assoclatlon ot Northern California, Los Altosi Montana Buildlna Materlals Dealers Asso- clatlon, Helena; Mountaln States Lumber Dealers Assoclatlon, SaIt Lake Clty and Denver; Lumber Assoclation of Southern Callfor- nia, Los Angeles; Western Bulld- tng Materials Assoclatlon, Seatue.

TITE IiIERCHAIII i.s an independ,ent rnagazi,ne publi,sheil rnonthlA f or those ,nembers of the lumber and, builili.ng rnaterials industri.es uho need, a,nd, want factual, @ccur&te news @nd an objectiae analAsis of eDents and, prod,ucts of coneern to them i,n busi.ness.

DIRECT MILL SHIPMENTS lcl from 2 million feet

PHONE:

Vlctoria 9-3109

THornwall 2-2158

20 EAST ATAMEDA AVE. BURBANK, CALIFORNIA

With the appointment of Ed Fountain Lumber Company as a representative in this area for the output of several Crown Zellerbach Building Ma terials Ltd. facilities, a wide variety of Western Red Cedar lumber products will be available to meet your needs: 2" , 3" and 4" decking, siding in specif ied lengths many patterns, smooth or sawsize, clear or knotty. ..lumber for cabinets and millwork, paneling, material for fences, patio decks and planters virtually any application where superior characteristics of Western Red Cedar are demanded.

Lumber will arrive by ship from Canada and be air-dried at the dock prior to being transferred to the Fountain wholesale yard At the yard which is close to several freeways and has its own rail siding the products wjll be scientifica lly warehoused, utilizing the most modern eouioment f or fast in-and-out truck servtce' Trucks will also be able to pick up other items such as Lam-Loc Pecky Cedar, laminated timbers, decking in many species and construction lumber. In addition to saving truckers' time. you have single-source responsibility and only one invoice to handle. For any product in West Coast softwoods... call Fountain firstl 583-1381

fur^r* 1L@JE

ED FOUNTAIN LUMBER CO.

6218 South HooPer Avenue

Los Arrgeles, California 90001

Western Red Cedar is one of the lightest softwoods known, has high insulating value, does not shrink' warp or check to any nolable degree, is completely f ree lram pitch and yet is among the most economi- cal commercial woods or house construction' lt ha a warm, rich color and a drstinctive grain patter' which is effective for tnterior or exterior application

BirthForgs Slort []OR

THREE years the Economic Council of the r Forest Products Industry has been laboringhard too and in-between sessions-to come up *ith definitions of the functions its varied associations should perform. At what level and by whom and how structured.

During 1966 the Committee on Industry Organization worked on a blueprint which was accepted by the 1967 Council. The year 1962 will be k,own as the year of the FPIOC-Forest Products Industry Organization Committee, whose report on implementation of the COIO report of 1966, was accepted by-the 1968 Council (see page 8 lor excerptsl.

Now comes the problem of implementing the recommendations on implementation, so t h e 1968 Council prepares more recommendations (also on Wge 8) which are by now pretty specific.

Required is the appointment of another committee, by the nine former chairmen of the Council. to accomplish what can only be described as a hard sell program on the associations which can fund both a National Vood Promotion prosram and a continuing National tand Use Study.

And it all must be done in five months if the industry Tp""F _to salvage anything from its very effective Wood Marketing, Inc. p-g."- o, g"i f,rll benefit from its Land Use Stuay.

-So this is the time, now, in the next few months, when the industry must make up its mind whether it wants to survive free or in bondage to the government; free to grow as a servant of the public- as developer of the nation's only renewable natural resource, or slave of the preservationist's propaganda; free to compete strongly for traditional or new markets or limited by controls that make competition impossible; free to profit as a result of wise management and unexcelled promotions or tethered by limitations of bureaucratic rules.

To those of our readers who would stall for time, nit pick details, even sincerely believe there is another way, and especially to those who would keep the status quo, we say no, it just can't be so.

Believe us, we have heard all the arguments----on every side of the question for the last three years. The solution for the industry's problems offered by the Economic Council's recommendations is the only one that will work nirw. The long range future is flexible and can easily be adapted into this framework as the picture changes.

The lVlerchant Magazine believes in taking a stand. We tell the truth as we see it. If ever there was a time for the Forest Products Industry to take a stand and back it up with funds it is now at hand.

Let us pray.

Tsk-Tsk, John Muir

A FTER HAVING recently plowed through some a r especially bilious Sierra Club propaganda, it did our hearts good to come across the loilowing bit of trivia that turned up in a story byJined by United Press International.

Seems old John Muir, founder of the Sierra Club, lived in a house built of (g".p) , you guessed it" Red,wood!

We don't know exactly what that proves, unless it might be that redwood trees are good for something other than being gazed. at fondly.