The ]lEW EXPENDABTE PAttET-

Anolher CAIAVERAS F I RST !

After months of testing in the field, Calaveras Cement Company proudly introduces a new expendable pallet for the shipment of sacked cement.

Now-lor the first time-youcan handle palletized cement without tying up working capital for conventional pallets, without the nuisance of pallet deposits, and ar ithout sack breakage from splinters or nails.

Warehouse your loads as long as you like, and when you ship them out don't worry about getting the pallets back. Calaueras expendable pallets com,e to you free!

Thke advantage of this patented Calaveras service. It's a service that only Calaveras can give, another in a long line of Calaveras "firsts".

CA1AVERAS CETIilT CO.

315 Montgomery 5t., Son Froncisco 4, Colifornio

Telephones DOuglos 2-4224 ond ENlerprise l-2315

CHICO FRESNO MODESTO OAKTAND REDDING RENO SACRAT\^ENTO SAN ANDREAS SAN FRANCISCO SAN JOSE SAN TEANDRO SANTA ROSA STOCKTON WATNUT CREEK

: Freight sovings of more thon holf o lon on every stondqrd flot-bed lood ore mode possible by the new Coloveros expendoble pollets, which weigh only five pounds eoch.

Tree Forming Tops 46 Million Acres

Washington, D.C. (Special)The industry-sponsored American Tree Farm System of growing timber as a crop on talpaying lands passed the 46 millionacre mark at mid-year. An increase of I,28,752 acres since the beginning of 1958 brings the national total to 46,216,669 acres, according to J. C. McClellan, chief forester for American Forest Products Industries, sponsor of the American Tree Farm System. There were now 12,179 certified tree farmers-individuals and forest industries-a gain of 1,016 during the sixmonth period.

a minimum of 300 stations the first year. I am sure you will be hearing more about this program when it is ieleased.

Distribution of literature during the past year was the greate!t the Association has ever had. Even though production of lumber was dowr.r, it was quite apparent the cbnsumer was clefinitely interested in material that told about lumber.

Dissemination of information through the printed word and with illustrations in publications is an extremely importarrt selling tool. There is probably no better way to express to the consuming public ways and meatls lun-rber can be fabricatecl to achieve their needs and wishes. We receive many letters th.rougl.rout the year from people telling us how an idea or ideas suggested in some of oui publicatlons were of assistance to them in their building projects. Such letters are very gratifying and it is our aim to make our prrblications more effective and efficient as we go alor.rg.

Altogether,. we have 107 publications which iover many phases of builcling construction. They range from techr-ricjl aids to ser.ni-tecl-rnical publications to consumer items. Some are for dealer information, some of general interest ancl some for specific purposes. If you are not familiar with the various types available, it would be well to secure this information for mauy of them are designed to aid you in your business.

Write to the Association for a schedule of Publications to ascertain what we have. Secure items which will fit in with your merchandising program in quantity lots through the Association or, better yet, request them from the mill which is supplying yotl with lumber. When adaptable to your selling program, they will aid you to get more business. If they do not fit in u'ith your sales program, consider changes that might be rnade whicl-r will enable you to take aclvantige of the material available.

Personal contact in the field is one of the most successful tools in the l.rands of the Association. It is imoossible for sales managers of all the mills to visit each of thelr individual accounts. Thus the field men of the Association tend to compensate, for this. Nine men are employed for this purpose ancl make o,ver 10,000 calls in a year oir retail lumberyards, buyers, sellers, speciliers, designers and various govern- meutal agencies. Many a dissatisfaction has been siraight- ened out, many questions answered and many problims solvecl which have been of assistance in sale of our oroducts. Y.ty untold rough spots have been smoothed down among the industry's customers through the calls made by these men.

Though field representatives cannot take orders, they stimulate interest in Association literature, films and member mills' lumber items.

This, in an all too brief way, is a summarv of the manv methods and activities we use to increase ihe acceptance and sales of species manufactured in the Western Pine Region. Some of these are directed to you as dealers. Many more are directed toward the consrrmer so as to make it easier for you to sell these products. All of it is aimed toward maintaining and increasing demand and sales for lumber and lrrmber products.

I)ue to the composition of our organization and the restrictions under which we operate, it is not possible for us to engage in direct selling of the products manufactured by our mills. All we as an Association can do is to create a desire, presell and encourage prospects to favor lumber for their building requirements. We believe, feel and direct our elTorts torvard this end so much that we increased our budget 12/c this year to expand our activities.

To be effective, all our promotional efforts must have follow-up to get the order or our work has gone for naugl-rt. We have every confidence in the world that you as retail Iumber dealers will follow through and complete the sale.

Lumber is about the only item you sell which is generally available only through fellow lumbermen. Xllost other items you handle can be secured through other outlets such as rnail order houses, applicators and a variety of stores. Competition for the sale of lumber is usually among your fellow deal ers.

Recently I heard a prominent Northwest Architect, Mr. R. B. Price, who has developed quite a reputation for using wood construttion, state the reasons why he specified lumber for his products. Here they are :

"It is readily available.

"It is locally produced.

"It is competitively manufactured and competitively solcl bv manv distributors.

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"Theie are competent trades and crafts available locally to fabricate stock items or specifically engineered compotrents for our every requirement.

"It is durable under all tvoes of conditions.

"lt is attractive in appearince.

"It is field proven."

These comments should be reviewed by each of us every working day. What other building product can claim so much, and where else but a retail lumber dealer can you obtain such a oroduct?

Big Western Pine Color Ads Hit Public in Februory togozines

A striking new concept in lumber merchandising-and a new approach to Western Pine industry promotion-will kickoff in February and March editions of carefully selected consumer magazlnes.

Color, plus its beauty and drama when combined in bright effects with the natural warmth of wood. is the kev to Westen.r Pine's new advertising slant. And to sell the idea, the \A'estenr Pine Association has gone full-tilt to the use of full-color consumer advertisements throuqh 1959.

Harold Ford, San Francisco, chairman of ihe Association promotion committee, noted the concept is a fresh one, though \A/estern Pine's campaign l-ras been punctuated with full-page, four-color advertisements from time to time in recent years. Some continuity was sacrificed to meet the extra costs of the expensive color program, but Ford said the impact of the color ads and the color-on-wood idea is hoped to more than offset this.

American Horne, Popular Mechanics ancl Popular Science magazines open the door on the new campaign in their February issues. The American llome ad will be a full-page, four-color insertion built around a sparkling living room scene, with lumber paneled walls stainecl in a brilliant "Fuego Flame" red, all against a black background.

The "mechanical" book advertisements will be two-page spreads, with one of the pages in full color.

March editions of Living for Young Homemakers and Better Homes & Gardens will wrap up the kickoff in the conslrmer line. House & llome, a builder-architect publication, will carry the color theme to its readership in a twopage color spread in March, and a followup single page color ad in April. Architectural Record will have a twopage spread featuring color in its special May edition Record Houses for 1959.

New color ads will appear periodically in the con-