What it means to you to handle Masonite Products

(In a, word it means PROFITS!)

In a few more words it means QUALITY PRODUCTS, nationally advertised and promoted to pre-sell your prospects; tailor-made LOCAL HELP to bring your prospects into your place; powerful SELLING AIDS to help your sales people change prospects into customers when they come in to shop.

Masonite Corporation produces many specialty hardboard products. (There are many other hardboard products that are not made by Masonite even though they may be passed o f by some that way.) And Masonite Corporation stands behind its products in your behalf. lf it doesn't say "Masonite" on the back it isn't a Masonite product!

We're proud of our products because we have invested heavily in research and development to make sure there is a market need for the products we make and to make sure the product will perform once it is in the market. Then we price it so our dealers can make a fair profit without having to worry about customer complai'nts.

No hardboard manufacturer invests more to support dealers than does Masonite Corporation. You can sell with conf idence because our products are backed by the most dependable name in the business.

Drop us a li,ne, Masonite Corporation, Box 777, Chicago, lll, 60606, Dept. W2. We'll be pleased to fill you in on famous Royalcote lnterior Paneling, the performance-proved line of X-90 Sidings and other specialty hardboard products and accessories. (Masonite, Royalcote, X-90 are registered trademarks of Masonite Corporation.)

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THIS YARD FiGHTS,COMPETITION WITH "PLAIN HARD WO'RK"

JOIN THE HOME IMPROVEMENT PUSH PEAKING THIS MAY VALUABLE HO\YS AND WHYS FROM MERCHANDISING EXPERT

GOOF PROOF SPRINKLING SYSTEM FILLS BIG DEMAND

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USE YOUR SALES ALLIES-SMOOTII SELLING SERIES

HONOLULU MEMBERSHIP JUMP REFLECTS BUILDING BOOM

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CONTINUAL EVOLUTION KEYNOTE OF WASHINGTON FIRM

HAULINGSPECIALISTSHoNELUMBERTRUCKINGTECHNIQUES

RAINPRECIPITATESPROBLEMSFoRWESTERNWHOLESALERS

HARVESTING & BIDDING TIMBER IS HOO-HOO TOPIC

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Ailvertlslng Production

Rlbhard Heckman

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NORTIIDRN CAIIFOI'IIIA & PACIFIC NORTIIWDST

Cal Wood, advertlsing and news' 5 Genoa Place, San Franclsco, calif. 94133. Phone (415) 391-0913. S:r,il Francisco Billing Ofllco. 2030 Union St., San Franclsqo, Calir. 94123. Phone (415) 346-6006.

SOUT}IICIiN OA Llrl'oIINIA Ted Tiss. advertlsing and new8, 5?3 So. Lake Ave., Pasadena, q4Uiriinia'siror, Phode (213) 792-36123 or (213) 792-4098. NDW YOBI( Billineslea & Flcke, Inc.' 197 East 36th St., New York, N.Y., 10016.

MII)IVI4S'T Bicharil lleckler, advertising 4nd rrcws. P. o. Ilox 'El, Xenia, Ohlo 45385. Phone (573) 372-6471.

DDITOIiIAL OT'FICES

WIISTERN LUMBUII & BUILIJING' MAr-Etrtat,s Mllltc.llAN'f is pubiished monthlv at 573 So. Lako Ave.. Pas:rden:i. cllif. 0l lol. Phono (.ztSi 752-3623 or (213) ?92:4008 tiv California Lumber Merchant' iic- Please address all correspondence to Ddllorial offices. Secondclass Dostage rates Pald at PaBadena. - Calif, and addltlonal orfices. Advertising lates upon reo uest.

Subsci3ipaions

(ilunso of Address - Send subscllp- tion iir(let's and addless changes to Circutatlon Depilrrtmcnt, Western t-,iimbc'r & Building Matel'ials Merahant. 5?3 So. Lal(e Ave., -P-asa- dena, Calif. 9U01. Incluge addness la-uei riom recent lssue if posslble. Dlus new address and zip code. SubrcriDtion Rates-U.S., Canada, Mexico - and Latin America: $4one -vear; $?-two Years; $9-threq vear-s. Overseas: $5 - one Year; $5 iwo years. Slngle copie-s.50c. Back copies 75c when available. l'ho ltferclrtrnt trfetrnzino serves the memuers of thei- Arlzona Retall Lumber & Bullders SUPPIY Assoclal"lon. Phoenlx; Lumber lwer' ciiCnts' Associatlbn of Northern ealifornla, Los Altos; Montana Buildins Materials Dealers Asso' ctaiton."Helena; Mountaln Statq-c Lumbei Dealer5 Assoclatlon, $all Lal(e Cltv and Denver; Lumber Associatldn of Southern CaUtor' nia. Los Anseles; Western Bulldlng Materlaf Assoclatlon, seattle.

THE MERCHANT is an independent nNago'zine published monthly f or thosc 'members of the lumber ano buildins materials industri'et who need and uant factual, o'c' curate n.ews and. an obiectitte anahtsis of euents and Productt of c6nceri to them in busines*

Studs, Dimension, Sheathing

Cutting and Timbers

School Specifications

Industrial ltems

Clears

Starter Board

Siding and Fascia

Laminated Timbers- lncluding Curves

Buying Reminder

It's easy to forget that right here in your own backyard, there's a source for practically every construction lumber item your customers use. Several million feet of wood is stocked in a wide variety of species in our Los Angeles distribution yard, close to freeways for quick pick-up. Add to this a facility which can provide you with laminated products, detail milling, resawn faces, decking, siding, paneling,'overhang...you name it! Then, there's our mill buyers who provide another plus when you need large shipments or something special that just isn't available in town. They're up on market conditions, the mills offering competitive prices and the ones who can deliver on time. Doesn't it make sense to call Fountain flrsf?

Mink-Covered Widgels, Anyone?

fF YOU are the type that believes in making the ! best out of a bad deal and figure lumber probably will be slow until the second quarter, you would do well to investigate or re-investigate, the opportunities present at some of the present trade shows in the West. They can give you a quick, easy and comprehensive look at what is available in hardware, housewares and the like.

The lumber and building material dealer's angle for ogling is obvious. For the lumber wholesaler, the possibility of adding an item, or several items to your sales list should be seriously considered. More and more, the better thinking wholesalers realize that an increased product spread is their best defense against the kind of low that appears to be developing in the always cyclical building industry.

One of the best shows on the coast is WBMA's annual Western Exposition, Feb. 5-7, held this year in Seattle. Next in line is the West Coast Hardware Housewares Show, Feb. 15-17, at the Anaheim Convention Center, across from Disneyland. Last of the current expoe is the always excellent Western States Hardware-Housewares-Paint & Garden Supply Show, Mar. 1-3, at Brooks Hall, San Francisco. It is sponsored by the California Retail Hardware Association which has designated March 2, as Lumber Dealers Day.

The idea of lumber wholesalers using an existing sales organization to move non-lumber goods is a sound, established business principle that should, at this late date, be universally accepted. It violates plain common sense to have an organization sitting around twiddling its collective thumbs simply because it only sold this or that type and kind of product in the past.

Moves to specialty products have the additional advantage for the timid in that they can be added singly, in small groups, or even, we suppose, on a temporary basis.

Ifit all seems a little heretical, wholesalers as well as dealers should recognize again that the only reason they do what they do at their place of business is to make a return on their money. It's the same theme we have all heard countless times: return on investment. It is a lot better to sell minkcovered widgets, however distasteful and novel, than to discover at the end of your fiscal year that your return on investment is two full percentage points below what you and your banker consider adequate.

We know many of our readers regularly attend these shows. For those of you who don't. or who figured to pass this time, get ofi your, uhh, chair and get to a show. Open your eyes and your brains and see if there isn't an honestly feasible way for you to increase your income while others just stand around whinine about the housine starts.