THE CALIFORNIA LUMBER MERCHAI\T

Once q Month-Twice os Big ond Better Thqn Ever

Effective with this January, 1963 issue, The California Lum. ber Merchant will be published once a month in one great con. solidated issue. Release date of our new publishing sch-edule will be the 7th of the month. Deadline for editorial material and advertising will be the lSth of the prior month.

This important policy change was arrived at after considerable thought and sampling of opinion from many industry members, advertisers and others. Briefly, it reflects our desire to bring the magazine into line with modern merchandising methods and publishing practices.

We are confident that on a monthly schedule we can ofier you a Iarger, better and more informativs maqazine. Advertisers will ' derive the benefit of having their advertisements exposed through.

out a monthts reading.

-....flinally, though ue will publish a magazine double in size, we will save a certain amount of expense in having one press run a month. As our printing and other expenses have in the past year gone up ahott l8l/z%, it became necessary that we do one of two things-raise our rates, or reduce costs. We did not want to pass the bqrden of cost on to our advertisers; thus we took the . necessary step of reducing our own costs.

As a matter of information, of all the persons we consulted in this mattrr, not one expressed a negative opinion concerning our proposed monthly schedule.

, Coincident with our change to a monthly publication is the ' fact that California has now become in population the Number One State of the nation. And there is apparently no letup in its growth and that of the entire West. Though such growth brings .tremendous problems to bodies of government-whether local, ,, ,opunty or state-it also brings immense benefits to those who are doing business in this great area. Surely only continued suc,'cess can come to those who properly and aggressively manage their afiairs.

Upon the basis of modern management and promotion of busi_ ness, in the awareness that nothing can stop the expansion of. california and the entire west, The"catifornia Lumbe. Merchant; begins the new year with confidence and a continuing serve as best it can the dynamic lumber and buildin! materials business of the West.