Quol;ty [("l.*"od

less fho nCorload Lots

Pockoged Lots -- Truck-&-Trqiler Shipments

D. C. ESSTEY and SON

Dee Essley

Jerry Essley

Woyne Wilson

Ghuck lember

Distribution Yord: 7257 Easl Telegroph Rood, Los Angeles 22

RAyrnond 3-1147

Elk Grove Deqler Homer Derr Wins the Pointing of the Erposition

PHOTOS AT RIGHT:

At the recent NRLDA Exposition in San Francisco, San Joaquln Hoo-Hoo Club 31 had on display at the booth one of the original paintings that served as an illustration in the popular bool, "our Daddy ls a Lumberman," a Club 31 proiect. Later, a drawing was held from names of firms that placed orders for the llttle book, and the palntlng was won by Homer Derr of the Derr Lumber Co., Elk Grove, Calif.

Top photo shows Les Doddington, Club 3l's traveling representative (left), presenting the handsome painting to Dealer Derr (riSht) and his son Gerald In the store of the Elk c.ove retall yard. The lower photo shows Gerald Derr (left) and Homer getting ready to cart the paintlng home for wall display (naturally).

PHoros fT LEFT,

The engaglng "our Daddy ls a Lumberman" book was produced in the oftices of Geo. W. Kennedy & Sons, Fresno. The top left photo shows Author Wally Kennedy (left) and hls nephew Don in front of the otfice of HooHoo Club 31 (Bernie Barber & Associates) alter he had received the first shipment of the books from the St. Louis printing firm.

The Center photo shows the smile on Wally's face (and Don's, too) as the orders for ihe book begin to pour ln.

--and_the Lower left photo shows Don doing lfif.",fjlf of one of the strikins iilustration;

DIRECT

Thrifty Retoilers Pick Up ol Corloqd Prices From C)ur Worehouse Looded With Plywood, Hordboqrd, Porticle Boqrd ond Lumber

Western Red Cedqr Lumber Industry Meets to Kick Off l96t Progrom

Determined not to wait for the market to "bounce back" by itself, the Western Red Cedar Lumber industry took ofr its coat, rolled up its sleeves and sat down to do something about it in Bellingham, Washington, January 14. Close to 200 U. S. and Canadian representatives of the industry gathered for a day-long review of the Western Red Cedar industry, its market ancl its 1961 plans.

Called "Let's Take a Fresh Look at Western Red Cedar," the program was presented in clinic form by the Western Red Cedar Lumber Association. It was revealed that the industry's plars for the coming year will deal heavily with educating the people who buy, sell and build with cedar lumber through staging "Cedar Clinics." The Bellingham gathering was the first step.

Association Secretary-Manager Donald W. Pleier stated " if we are going to spend a year conducting Cedar Clinics across the country, in an effort to re-educate wholesalers, retailers, builders and architects, it follows that we first had to conduct a similar, but more intense clinic for ourselves."

A number of top people were on hand to present the day-long progTam:

C. C. Heritage, WRCLA research counsel, presented a refresher on "Properties and Characteristics of Western Red Cedar."

Robert V. Denby, WRCLA public relations manag:er, conducted a segment titled "Western Red Cedar vs. Competitive Products."

Donald W. Pleier reviewed "Western Red Cedar and Its Many IJses."

1961 WRCLA "Advertising Techniques and Procedures" came in the form of a practical demonstration as presented by Wil Chaussee of Chaussee Siding Company, Bellevue, Washington.

"Painting and Staining Western Red Cedar" was split into two separate sessions, with the paint section being handled by James V. Porter of Archer-Daniels-Midland, Minneapolis, Minnesota. Stains were handled by John Anderson, general manag'er of Olympic Stained Products, Seattle, Washington.

A talk on "F'inding a Fresh Sales Approach" by John Parker, Western Hotels, capped off tJre day's activities.

Gordon C. Douglas, president of the Western Red Cedar Lumber Association, said, "We needed this clinic. F or years, cedar Iumber has been without peer and practically without competition as well. More recently, our market has grown infinitely more complex and, with so many things developing so fast, it became ap- parent tiat it was time to take a new look at things. Emerging from the clinic we've learned that Western Red Cedar is still without peer and we've also settled on a number of things that we're going to do to secure a top position in the market.

"We face 1961 with a great deal of optimism. While we may not be able to control a number of important influences on the market such as 'tight' money or Federal aid to housing', there are a number of factors that we can control and we're going to be going a^fter them with new vigor."

Those attending the clinic represented the 11 member flrms of the Western Red Cedar Lumber Association and collectively account for over 95/o of the world's total production of Western Red Cedar lumber.

(Tell them Aou saa it in The California Lumber Merchant)