Heg Bhanlie

The mart's hene ruith the Ouengus Hlba,

Good news! Because Quercus Albaisjust another way of saying White Oak. And we don't know of any wood that has such infinite grace and versatility. Or that's more easily worked.

For over 86 years J. E. Higgins Lumber Company has earned a reputation as specialists in fine softwoods and hardwoods. We stock Alaskan Yellow or Western Red Gedar, upper grades of Sltka Spruce, vertical grain Douglas Fir and clear heart Redwood. And hardwoods like Tennessee Cedar and Oriental Oak. Our selection is extensive.

For the wood you want, plus matching plywood and mouldings, call Higgins today.

Wo6lem Lumber & Building Moteriqls IVIERCHANT

Publisher

Western Lumber a Building Materials

tarmetly CALIFORNIA LUI\IBER MERCHANT. Accurate analysis and lactual news since 1922

MARCH 1967

Features

V0IUME 45, N0. I

WRLA CHANGES NAME TO WESTERN BUILDING MATERIAL ASSN.

BOSSES NIGHT MEET HEARS REDWOOD PARK PROPOSALS

HUMBOLDT CLUB HONORS ITS PAST PRESIDENT WITH PLAQUE

SHASTA CASCADE CLUB HAS ITS BIG NAME ANNUAL MEETING

TIGHT MONEY PROBLEM ANALYZED BY IHPA CONVENTION

UPCOMING LMA CONVENTION PACKED WITH ATTRACTIONS

AMERICAN PLYWOOD ASSOCIATION WINS FEDERAL TAX CASE

HOW TO SELL THE CONTRACTOR BY LOANING HIM TOOLS

DEALERS VISIT HUGE NEW U.S. PLYWOOD FACILITY

PETERSON ELECTED NEW PALMER G. LI]WIS PRESIDENT

LUMBER}IEN'S CLUB GETS CASE OF RAFFLE-ITIS

TRAINING CENTER ON WHEELS VISITS DEALER'S YARD

WARD & HARRINGTON BUYS THE ROSSMAN YARDS

INDUSTRY NAMED IS REVIVED

A. D. Bell, Jr.

Managing Eilitor David Cutler

Ansociat€ Edltor and Ailvertislng Production

Wadlow TrumD

Circulatlon Department

Andrea Friese

Publlshere Representativea NORTIIDRN CALIFORNIA

Max Cook, advertislng and news, 420 Market Street, San Francisco, Callfornia 94111, Phone (415) Yukon 2-4?97.

SOUT}IERN CALIFORNIA

Jerry Hlckey, advertlslng and news, 412 West Slxth Street, Los Anseles, Callfornia 90014, Phone (213) MAdlson 2-4565 or MAdlson 2-06?0.

PACIFIC NOIiTHWEST

Pete Klaner, advertislng and news, Terminal Sales Buildlng, Portland, Oregon 97205, Phone (503) CApltol ?-4993.

CHICAGO

N.C. "Budd" Bellow, advertislng and news, U250 South Halsted Street. Chlcago, Iuinols 60628, Phone (312) 748-3351.

EDITOIiIAL OFFICES

WESTERN LUMBER & BUILDING

MATERIALS MERCHANT iS PUb. lished monthlv at 4lz West Sixth Street, Ils Angeles, California 90014. Phone (213) MAalison 2-4665 or MAdieon 2-0670 by California Lumber Merchant, Inc. Please address all correspondence to office of Dublication. Second-cIass postage- rates paid at Los Angeles' Cdlifornia. AdverLislng rates upon request.

Subscriptlon Ratos-U.S., Canada, Mexico- and Latin America: $4one year; $7 - two Years. overseas: $5 - one year; $8 - two years. Sinele copies 50 cents. Back copies ?5 Eenls when available.

Chance of Addrese-Send subscrip- tion orders and address changes to Circulation Department, western Lumber & Buildine Materials Merchant. 412 West Sixth St., Los Anseles. Callf. 90014. Include adiiress' label from recent issue lf possible, plus new address, zone number or zlp cooe.

ReDrlnt Servlc€BReprlnts, Preori-nts. cover folders (ln both black ind white and color) on Merchant aiEcles and advertislng are availaUte on request within the month of issue. Contact our editorial ofiices for information and Prlces on any quantity.

THE MERCHAI{T is an independ,ent rnaga,z'ine publisheil rnonthlA f or those flLenxbers of the lumber and building materials ind'ustries who need, and want factual, accurate nelDs and an objectiue anaWsi's of eaents and, prod,ucts of concern to them in business.

Your New Product and Source Information Book is ready for delivery. lt's full of descriptions and prices on every item offered by Fountain. In addition, it is jammed with ideas on various uses of lumber, technical details on specifying and selling laminated timbers, codes on decking and hundreds of other useful bits of information. You'll find this handy, tabbed reference saves hours of hunting...and once you make selections, it takes just one stop to pick up practically any lumber products you need. Call for your free copy now!

Home lmprovement Month

TT IS none too early to start now with your planr ning for this year's National Home Improvement Month, scheduled for May. If you didn't take advantage of all the prepared promotion last year, or didn't ride the crest of all that publicity and interest as successfully as you really wanted to do, now is the time to start getting ready for this year's big push.

Even more than last year, everybody is getting in on the remodeling and home improvement sales act. The big lumber and building materials manufacturers will be featuring Home Improvement Month in their advertising and the national associations have a variety of plans and promotions ready for you. Builders are more and more getting in the market as the banks increasingly OK home improvement loans when no other building-oriented loans are being granted. Sears and the other big chains have always seen the profit potential involved. As have those retail lumber dealers who are in it now and who have black ink on their P&L statement to show for their trouble.

This year's Home Improvement Month should be the biggest and most efiective ever. The National Home Improvement Council, in coordination with national builder, dealer and remodeler associations, has prepared and mailed to 50,00O members of the four groups a 24-page plan book, "Guidelines to Profit," which illustrates ten major promotion ideas.

The stuff you need to promote locally, such as ad mats, window banners, radio scipts, local news releases and the like, come in a kit you can get for three dollars. Also available for 31/z$ each in quantity is a l2-page, two-color mailing piece. A sample of it is in the kit. Anyone can order the kit directly from NHIC. I I East 44th St.. New York. N.Y. l'0017.

This joint eflort, put together by some of the best brains in the business, should be by far the best yet. Most, if not all, state governors will issue proclamations as will many mayors. How about the mayor in your town? Why not ask him now.

Don't sit on your hands and let this marvelous money maker pass you by again. This can be the big growth area in your business, the new direction. Don't be left at the starting gate with red ink on vour fingers.

Profit Produces Results

Recent figures from the Western Wood Products Association show that the 12 western states. at the end of last year, had l5.B million acres in 2,344 tree farms, an amazing set of statistics considering that the tree farm program has just completed its silver anniversar)- vear.

It reminded us that the reason for the system's success was aptll' stated last summer at the dedication of lands owned by the American Forest Products Corporation, by Bernard L. Orell, president of the tree farm's national group and a vice-president of Weyerhaeuser Co.

Orell succinctly pointed out that private enterprise, given an opportunity to realize a reasonable margin on investment, is stimulated.by profit to intensively manage tree growing lands to produce both successive crops of trees and compatible wildlife, water, and recreational opportunities.

Listening to the current cries of some conservationist groups, we can't help but wonder about their complaints. It seems to us that congratulations to the lumber industry would be more in order.

Pqlos Verde STONE or USED BRICK PANEIS... Fibergloss WATERFATTS

II{D(l(lR (}R (lUID(l(lR USE SI0i{E or BRICI( PAt{EtS reouire no footing or foundation. Easy, economical to install. So realistic, they defy comparison with authentic stone and brick. IVATERFAILS are exact replicas of rustic old stone. No plumbing or installation required. Complete with 1l0V recirculating pump.

For free brochure, write or phone Don Shapiro at