AEVERTIStrRS2 INDtrX

AL PEIRCE CO. ...........,............24

AMERICAN FOREST PRODUCTS COVER III

AMERICAN LUMBER SPECIES .28

ARCATA REDWOOD.................. ................12

BEL-A|R DOOR CO. covER ll

BERKOT MANUFACTUR|NG..........................43

BEVERLY MANUFACTURING CO. 10

CARROLL MOULDTNG CO. ............................3 coos HEAo LUMBER CO............................15 c./Q TRUCKING |NC. .26 oRANE M|LLS ....................20 cRowN CEDAR CO. .................................31

DANT & RUSSELL ................34

ESSLEY & SON. O.C. .............28

FAR WEST FIR SALES ,29

FRAZTER TNDUSTBTAL CO. ...........................30

G & R LUMBER SALES ..............................45

GUEBTN TRANSPORTATION CO. ....................21

HEXBURG LUMBER SALES |NC......................45

HIGGfNS LUMBER CO. 22,23,41

HILL LUMBEB CO., MAX. ........10

HOBBS WALL LUMBER CO. .........................25

HOLMES LUMBER CO., FRED C. ....................32

Major Expansion

(Continued from page 9) contractor for a year and one-half, followed by a four year stint with Foxworth Galbraith Lumber selling Iumber (mostly) to contractors.

Then it was time to make the big step and open his own firm. He did this in 1952 with Bishop White who had not a lumber background but one in journalism. White had worked with Life Magazine in addition to being a stockbroker.

White ran the advertising program for the firm and it was very successful in getting the fledgling firm off to a good start. Their trademark was two stick figures, with big noses, that were rough caricatures of Messers Entz and White. The ads were a lot of fun, kidded the store and drew such a strong readership that for many years the local paper ran them on the front page of the second section. The cartoon figures are still used and presently appear, among other places, on the big sign in front of the store.

In 1960 Bishop White and John

HOWARD JOHNSON .............46

HUFF LUMBER CO. ..................................2',1

HUNTER WOODWORKS .7

TNLAND LUMBER CO. COVER lV

INTERNATIONAL FOREST PROOUCTS ...,,......,,,15

KTMBEBLY-CLARK CORP..............................5

LAMON LUMBER CO. ................................31

LOUTS|ANA-PACTFTC CORP. ...................coVER

LYLY & SONS ....................39

MAROUART-WOLFE LUMBER CO. ..................32

MUTUAL MOULDTNG CO. .............................6

NfcoLET OF CALIFORNIA ...........................27 oscooD, RoBERT S. tNC. ...........27 pAcrFrc MAotsoN LUMBER CO. ....................32 pAN ASIATTC TRADTNG CO. ...............42

PAUL BUNYAN LUMBER CO. ........................42 pHlLlPS LUMBER SALES .................4

ROLANDO LUMBER CO. .....,.,.11 souTH BAY REDWOOD CO................. .........17

STERLING LUMBER CO, ,43 suN LUMBER CO................. ....................24

TW|N HARBORS LUMBER CO........................33

Entz had an amicable parting and White moved on to set up his own advertising agency. It continued doing the firm's advertising for a number of years.

Today's advertising campaign uses full page ads weekly and, yes, those stick figures are still used in the logo and have wide recognition. Radio is used via 30 second spots. They consider tv a good medium, but it is just too expensive.

There is a f'eeling that transmits itself to a customer when he or she is in a well-run store and Entz' White is certainly that type. It reflects careful thought in its organization and the care and effort of the people who run it.

The firm is impressive proof that a good independent has nothing to fear from the chain operations.