with these men and offices continues to serve your buying needs

JOE TIDWELL

222 East 11th St. Eugene, Ore. 97401 (sos\ 342-8214

ELMER LEWIS

103 Huehes Road Grass Valley, Calif. 95825 (916) 273-2233

RAY LIZOTTE

2l9OO Main St. Colton, Cabf. 92324 (7r4) 783-002r.

NEAL MASHBURN

1422East Edinger St. Tustin, Calif. 92680 (7141 832-0600

DON OLSON (7r4) 232-1890

Publlrber A. D. Beu, Jr.

Ealltor Davld Cutler

A.sool&t6 Eilltor onil

Advortl.tnc Proiluotlon Mgr.

Richara Heckman

Clrculetlon Marsha Kelley

REPRESENTATTVEg

NORTHERN CALIFORNIA & PACIFIC NORTH'WEST c&l Wooal, advertlslng and news' 5 Genoa Place, San- Franciscg' cattl. g+isa. Phone (415) 391-0913. San Franclgco Bllllng Ofllce, 2030 Unlon St', San Fra4clqqq' eitrr. gerzs. Phcine (415) 3416-6006. SOUAIIEBN CALIX'ONNIA

Tod Tlss. advertlslng and news' sz5 sb. r.alie Ave,, Pasadena, cFll-iointa guOr. Phoie (213) 792-#23 or (213) 792-4OgA. NEW YONX

Bllllnssle& & Flcke' hc.' 1qt Easf 36th St., New York, N. Y., 10016. Phone (212) 532'1632, MID'I'iIEST Rtchard llockler, advertlslng and news. P. O, Box B, Xenla, Oruo 45385. Phone (5a3r 372-6nL '

EDITORIAI, OFEICES

WESTERN LUMBER & BUILDING

MAtpnrs-s MERcHAI{I ls pubIlshed monthlv at 573 So. rske Ave.. P&s&deni. Calif. 01101' Phone (zt}i 752-9828'or (218) 702-400E bv Callfornla Lumber Merchant' Iic. Second-class postage rates pal4 at Pasadena, Calff., and additlonal offices. Advertlslng rates upon request.

ST'BSCBIPTIONS

Ch&nco of Aalalres.-Send subscrlp' tion orders and address changes to Circulatlon Dept., Western Lumber & Bulldlne Materlals Merchant' 5?3 So. Lake Ave., Pasadena, Callt. 91101. Include address label lrom recent lssue if Posstble, Plus new address and zlp cotle, Subscrlotlon Rotes-U.S., Canaala, Mexlco-and Latln America: lF4-one year: $?-two years; $g-three Years. Overgeas: $5-one year; $8-two years' stnsle coDles 50i. Back coples 75, wheh available.

Tho Merchent llfacazlns serves the members of the: arlzona Lumber & Builders supply Assoclatlon, Phoenlx: Lumber Merchants Assoclatlon <if Northern Callfornla, Los Altos: Montana Buildlng Mate- rtal Dealers Association. Helena; Mountaln states Lumber Dealers Associatlon, SaIt Lake Clty and Denver: Lumber Assoclatlon ol southern Callfornla, Log Angeles; Western Bulldlnc Materlal Assoclatton, Olympla,-Washlngton.

THE MERCHAIIT is a,n independent magazine, for the lumber and, building materiala inilustrg, concentrating on m er c hand,i sing, m ana g emcnt ond occu,rate, fo'ahtnl neun.

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No other source in the West c.ln give yctr the quantity anC variety of deck ing available right here in oLrr Los Angelcs Distribut on Yard. Fountain's inventory includes Douglas fir. Western recl cedar. white spruce, inccnse cedar and hemlock in 2'. 3 and 4" widths in all thicknesses. Yol can choose from clears. select strLrctLrral or scleci dex wtth spec al pattcrns or sawn face. Specif ed lengths providc ec.rnomy in material ancl easy insiallation on the job.

\,Ve can also qive yoLr fast delivcry on rail. T&T and carqo shtpments cli rectly from thc mills. On top of th..rt. you can seli the complete roof strLrc tLrre by including FoLrnta n aminaied tirnLrcrs ancJ consiruction lumber., everythrn!t yoLr reecl, clr,.sc 1l lrtl'.^.'l;,s fo:' qlrck pick lp. Oaii Foitnt;i,r lirst and /ast/

Why the Chonges

T IKE any business that has managed to survrve u since 1922. we have made a number of changes over the years. In our nearly 50 years of operation, we have changed just about everything except the size of the magazine and the way it is printed. This rnonth, we are changing these.

whv?

Because both are changes for the better and both mean a number of additional advantages for readers and advertisers. These improvements are an exciting part of our continuing program to update and streamline The Merchant. By changing to offset, a photographic method of printing newer and more flexible than our traditional letterpress method, we can use more and better graphics; color, shadings, tints and tones. We can also use photos to a greater extent to help tell the story. Advertisers will find the conversion means they will be able to use more artwork at less cost so their advertisements can do an even better job of attracting the reader. Another advantage to the new printing method is the increased sharpness and clarity of the pictures, enhancing the quality look we get from using expensive, coated enamel paper.

The conversion of The Merchnnt to a standard publication size also makes good sense for a number of reasons. Reader surveys find the standard size is easier to handle while reading. For the many who save each month's issue, the compact size means it is now easier to store and file. We've also added 50/o more white space between the columns to make reading easier.

Merchandising, selling ideas and management techniques will get even greater stress in coming issues as our field surveys indicate strongly that this is what you want. Our popular regular features will, o{ course, be continued as before.

We hope you find our latest streamlining job as big an improvement as we do. Let us know how you like it.