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Rough Dimension

Other Douglos Fir ltems

HUFF LUAABER COftTPANY

Sontq Fe Springs division: 13535 Eosl Rosecrons (Eost off Rosecrqns Turnoff, Sontq Ano Freewoy)

Los Angeles: 116 Wesr ll6th Street (Eqst off lmpericl Turnoff, Horbor Freewoy) FOR

WCLA lounches Foll Ad Compoign

Following the same policy it has held for the past decade, West Coast Lumbermen's Association begins its fall consumer ad campaign with a full-page and full-color ad in the nation's leading shelter magazines.

The new ad, first of three in a series, pictures before-andafter views of a new house near Portland, Oregon. One illustration shows the house in the framing stage and the adjacent photo, taken from the same angle, pictures the completed structure. These two illustrations are situated within a symbolic framework of West Coast lumber.

Following the headline "From frame to finish Dream Homes take shape with West Coast Lumber !" the copy is directed toward three distinct groups of lumber users and their interests-Men, who are concerned with the strength and durability of West Coast framing lumber; Women, who are more interested in a sturdy background for dis- tinctive interior decorative.themes, and professional Architects, Builders and Retailers, who depend on the workability and versatility of West Coast lumber for their designs and sales.

A typical home-building couple appears in the lower half of the ad, inviting the reader to send for his free copy of WCLA's highly-popular booklet, Individuality in Home Planning, a copy of which is displayed by the woman in the ad.ll

In 1960, more than 170,0N copies of the "Individuality" booklet have been mailed to interested consumers and distributed to retail lumber dealers to pass on to their customers.

Copies of Individuality in Home Planning are available in quantity to retail lumber dealers at no charge. Write West Coast Lumbermen's Association, 1410 S.W. Morrison St., Portland 5, Oiegon.

CENTRAL CATIFORNIA DRY KIIN CIUB fUlinutes of November 4, 1960, M.eeting

The last meeting of the Central California Dry Kiln Club of 1960 was held on Friday, November 4, at the F luor Products Corporation, Santa Rosa, California. Charles Smith, kiln superintendent, conducted a tour of the yard, kilns and glue-laminating plant during the morning.

Tbenty club members and friends were guests of the F luor Products Corporation at the Flamingo hotel for lunch. A business meeting and technical meeting followed the lunch.

Buslness Meetdng:

Harvey Smith served as chairman in the absence of President Joe Hughes and Vice-President Doug Skirmager. Minutes of the September I meeting, held at tlle Dorris Lumber and Molding Company, Sacramento, were approved as posted to the membership.

The next meeting of the club is scheduled at the U. S. Plywood Company, Anderson, on l'riday, January 13, 1961.

Technlca,l Meetlng:

An r:nusual and most infmmative technical presentation by Willibm A. Dost and William Brubaker of the California Redwood Association highlighted the meeting. Results of research in air drying and kiln drying conducted by the California Redwood Association with member mills were summarized. Their subject was "Air Drying and Kiln Drying Techniques to Achieve Uniform F inal Moisture Content."

Southern Coliforniq Lumber Seosoning Assn. Voles to Meet Four Times Eoch Yeqr

After a very enjoyable steak dinner at Curries Santa Fe, the November 2 meeting of the Southern California Lumber Seasoning Assn. was called to order by President Art F'urcron, beginning at 8:30 p.m. Members present were J. H. Van Patten, Van Patten Dry Kiln; Frank Keuski, Associated Moulding; John Kurzhals, Sun Lumber Co.; Charles Beckman, Beckman Lumber Service; Ray Honeycutt, Downey Kiln; Art Furcron, Consolidated Lumber Co.; Bill Tooker, Independent Building Materials Co.

The President turned the meeting into a general discussion of ideas concerning the number and type of meetings to be held in the future. As a result. a motion was made and passed to have a meeting take place every three months, the meetings being on the first Wednesday of March, June, September and December.

Attending the March meeting will be an excellent speaker who will address the club on a subject which will be of great interest to all. The June meeting will consist of the regular annual election of officers. The remaining two meetings wiil be social and general discussions.

Respectfully submitted,

William H. Tooker, Secretary-Treasrurer

U. S. Plywood lounches Ncltionwide Sidings Merchqndising Progrom

A nationwide builder-oriented sales and merchandising program for its beefed-up line of plywood siding materials will be unveiled by United States Plywood Corporation at t}te National Association of Homebuilders convention in Chicago this month.

Involving a multitude of technical and sales aids to builders, ranging from a full advertising art and copy service to roadside directional signs at mgdel home sites, the new IJ. S. Plywood program is desigrred to increase the company's share of an estimated $250,000,000 residential sidings market in 1961.

In announcing the new program, Monroe W. Pollack, U. S. Plywood's sales vice-president, said, "We are going to take the case for our Weldwood sidings to the builder by means of the most intensive co-operative dealer merchandising program ever undertaken by a sidings manufacturer."

"It is our belief," he added, "that the recent development of a wide range of new plywood siding materials, combined with F ederal Housing Authority acceptance of these sidings for use without intermediate sheathing, places us in a highly favorable competitive position in this huge market with respect to over-all builder costs, quality of materials, ease of maintenance and flexibility of desigrt."

Among the new USP sidings announced last year have been Red Cedar 1-11, a versatile, low-cost cedar-faced panel siding, and Lauan 1-11, an easily painted 1-11 siding with a surface of Philippine mahogany.

The company also has two additional plpvood siding materials in the works that it plans to have ready for introduction at tfre

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