The Bad and the Beautiful

T HE lumber and building materials business, I unaccustomed to spending much tirne in the limelight of the nation's attention, finds itself very much front and center at this moment.

There are two major areas of attention and the roles the industry plays in each are very different. On one stage of involvement, the Redwood National Park, the public perceives the industry (mistakenly) as the villain. On the other, as the supplier of insulation and other materials to help our nation try to save its way out of the energy crisis, we're the good guys. The Bad and the Beautiful.

Because of preconceptions on the part of some of the print and electronic media the industry position on the park is not always fully believed, yet the media has no trouble accepting the equally correct facts we supply regarding energyrelated nlatters. Some at times react to the straightgoods on what a disaster expansion of the park is with a "Don't confuse me with facts. mv mind is rnade up" stance.

On page 17 of this issue we present a concise look at what is presently happening with the red- wood park plan, described accurately by an Arcata National spokesman as "an outrageous land grab." redwood couldn I be more beautlul

The entire energy proposal of Presidellt Cartcr. despite several recent arnplifications, renrains in flux, undergoing Congressional scrutiny and public examination. Unless drastically changed betbrc bcing presented to the President li)r his signature. the insulation provisions would secnr a renrarkable windfall to most suppliers to the new arrd existing home markets. (See ly'ews BricJs. p. 18. lirr details).

It is likely that its full irnport is yet ro be adcquately understood. Like nrany proposals of nrajor importance, it always seents to takc tinre befbre a true perspective is gained. Opportunities for business that will be crystal clcar fivc years frorn r.row to all concerned are only shadows presently in the imaginations of the ntost perceptive.

The industry is likely to renrain as news for some time, mainly because of the strong energysaving bent of the nation. We nray flnd. as have the oil and auto industries befbre us, that doing business under the sharper scrutiny of the public will eventually cause sizeable readjustnrents ut the way business is conducted.

Simpson redwood lumber is the naturally perfect building material. So don't be surprised wnen your customers keep asking for more in 1977. Architects and builders have discovered redwood's natural beauty and design latitude. And do-it-yourselfers have found that redwood's durability makes it the perfect building material for decks, fences, planter boxes and other yard and garden needs.

Simpson redwood lumber is available in a wide range of patterns, grades and sizes, tooso you can answer a variety of your customers' needs -whether it's an order for redwood 2x4's to build a fence or Ruf-Sawn V-joint Tongue and Groove redwood for siding a new townhouse complex.

Dcalor grlcc llrt.

DEALER SIG}IATURE

So, if you'd like a chance to increase your profits in 1977,look to the natural seller-Simpson redwood lumber from Simpson Building Supply Company. Give us a calltoday.