Colifornio Redwood Industry Looks Into 196o^ Crystol Bqll With'Reolistic Confidence'

San Francisco, Calif.The redwood lumber industry, whiclr ends 1959 with shipments an estimated l5/o greater than the year before, faces the 1960 housing competition with "realistic confidence," despite the problems expected to lie ahead.

Redwood shipments for 1959 are expected to total 575,000,000 board feet, according to California Redwood Association figures compiled from 13 major redwood mills. This is about l5/o higher than 1958 shipments of 514,291,000 board feet for the same mills, and represents the greatest volume of redwood shipments since 1956.

"We expect redwood shipments in 1960 to be about the same as for 1959," said Philip T. Farnsworth, executive vicepresident of the California Redwood Association. "However, the redwood industry does not expect market conditions, particularly in the housing market, to duplicate the year just ended.

"Most housing studies indicate that mortgage money will be in short supply through at least part of 1960," Farnsworth continued, "and that fewer families may be both will- ing and able to buy homes this year than previously predicted."

HAIEY BROS.

But the outlook of the redwood industry, according to Farnsworth, is one of realistic confidence despite the problems expected ahead.

"Tl-re redwood industry enters 1960 with a rlew feeling of strength," said Farnsworth. "This attitude has been born out of an unprecedented conference of top executives from all phases of the redwood industry at the end of last summei. The meeting served to give redwood leaders a realistic look at present and future markets for redwood. It defined the competition-and outlined the promotion and marketing steps the redwood industry must take in order to prosper."

At the nucleus of the entire redwood industry's 1960 promotion campaign is the over-all program of the California Redwood Association. The CRA's 1960 program, in essence, will work toward the further establishment of the new CRA trademark as a hallmark of quality redwood.

A highlight of the 1960 CRA program, according to Farnsworth, will be a strong emphasis on saw-textured redwood siding and paneling. CRA advertising, literature and sales aids will stress the special qualities of saw-textured redwood-particularly its ability to hold finishes, its superior weathering characteristics ; and its ability to take wear and time gracefully.

The new warmth and texture of this redwood with the sawn face will also be featured in CRA advertising and promotion activities.

A second feature of the 1960 redwood program is a new redwood siding pattern with versatility ind-economy features to interest builders and home-buyers alike. Introduced by the California Redwood Association, the new Santa Rosa redwood siding is a reverse board-and-batten that is surfa99d 9n one s-ide, resawn on the other. It can be applied with either surfaced or fresh saw-textured face exposed. The new siding's special economy comes from the use of stand-

Monufqcturers Stock ond Deroil Flush Doors Core THE WEST'S FINEST FTUSH DOORS Sold Through Jobbers to lumber Yards Only CRESCEI{I BAY With Microline DOORS TRiongle J{onten florett Prol.u"tr Co*pony DISTRIBUTORS OF WEST VercatiliryinProcurement t U M B E R 4063 RADFORD AVENUE STUDIO CITY, 7-4269 TWX. NO. HOttY 8080U COAST Representin g Eetter Atlills CATIFORNIA TRiongle 7-8513

NEW REDWOOD SIDING, "Sonto Roso Siding," is speciol reverse boo rd-ond-botlen thot loys up quickly ond eosily. li wos developed by the New Products Committee of Redwood Assn. ond is ovoiloble rhrough CRA member mills arcl 3f" tl-rick boards laid over thin reverse battens %" in thickrress. Use of the thin battens allows 25/o more area coverage per board foot of siding used.

ARCATA REDW(|(|D C(|M PAI{Y Manufacturers and Shlppers

CRA member mills. The new siding comes wrapped, and in standard widths.

The 1960 CRA promotion program will also continue to emphasize the values of Certified Kiln-Dried redwood through the coordinated activities of the Association's advertising, publicity, field promotion and literature divisions.

Wentworth ro Monoge New Plqnt

Irvin Wentworth has been named production manager of a particle board plant which the Wood Fibreboard company will build near Albany, Ore., announces William Swindelss, Sr., Portland, president of the newly organized firm. The plant will have a daily capacity of 125 tons of particle board daily and will employ about 40 workers when in full production. The company is a joint venture of Willamette Valley Lumber company, Dallas, Ore., and Santiam Lumber Company, Sweet Ho..r., Ore.

Mills At Arcata Sales Offices

San ftancisco Los Angeles

IHPA Northwest Members Meet

Because of the receht growth of Imported Hardwood Plywood Assn. membership in the Pacific Northwest to five regular and 15 associate members, this group will hold monthly meetings similar to the Los Angeles group, reports the San Francisco headquarters. The Northwest importers met October 2 in Portland on invitations sent by W. Grant Hellar to IHPA members and other importers.

Golqveros Cement Airs Sofurdoys

Calaveras Cement Companv's four weeklv radio construction news programs will herrceforth all be'heard on Saturdays, announces Mel J. London, vice-president in charge of marketing. The Saturday lineup of weekly Calaveras programs includes KNBC, San Francisco, at 8:45 a.m.; KSRO, Santa Rosa, and KFIV, Modesto, at 12:15 p.m., and KCRA, Sacramento, at 6:15 p.m.