Mrco-,aUALITY

WALNUT CO.

MAHoGATTY IMPoRTING co.

No Ptace Like Home

(Continued lrom Page 4) when Sunset Lunrl,er Conrpany wa,. closed. Henry joined his son and the leam was complete.

During the ensuing years the pair care{ully expanded. but remained primarily in Iumbcr and lumber products, since their facifities were limited. During late 1962 opportunity knocked. Wyllie Lumber Company. an "up town" neighbor at 1,|,200 Washington Avenue in San Leandro" decided to sell. Henn- and Bob boueht.

On Januarv l. 196:1, Home Lumber Company moved into the old \I'yllie property and bepJan a complete remodeling and expansion program which now, one year later, has established the company as a complete one-step operation for both the custom builder and retail trade.

Like hundreds of dealers before them" Henrv and Bob Meyer have recognized that people have bccome conditioned to the one-stop concept of marketing. Builders and the lvalk-in trade alike expcct. within reason, to be supplied with the service and materials to finish a job, though it mar' sometimes take some substituting.

The Meyers have {ound out through experience that if you <:an't supply the entirr: job, and you have to refer your customer to another yard, you have a good chance of losing the customcr to vour competitor.

Tell Cost, Deqlers Advised

"Gir-e lhe handyman a clear-cut idea of rvhat the material will cost for a particular job" and he'll be more likely to buy," advises Lee Seabolt" Aromatic Red Cedar Closet Lining Nl[anufacturers Association.

"For instance." he point out, "we have found thai advertisins which notes that an average heclroom closet can be lined with red cedar ior approximately $50 is more efiective than that which gives the price per bundle. Since the handyman has no idea how many bundles will be required, he he is hazy as to how much the project will cost." ooHome handymen also appreciate the Iact that a closet can be lined with aromatic red cedar over a weekerrd. A weekend project still is the best type of impulse' proiect for the dealer to sell."

Seabolt aiso urges profit-minded dealers to promote specialty products. such as red cedar, with inexpensive in-store signs. Pictures of actual installations also are effective.

Hoo-Hoo-Ette Club I Plons

The Januarv meeting o[ the Hoo-HooEtte Club No. I met at Sunny Lee's in the Westchester area with several members of the Valle,v Club No. 6 attending.

Club members made plans for their anrual "company night" on February 10, at the Hollywood Roosevelt. The committee reportecl on their plans and judging from past performanc'es predicted a gala evening. "Save the date", door prizes, a grand ralHe prize and a novel theme is planned for the decorative festivity and entertainment. It is the opportunity of the gals of Hoo-Hoo-Ette Club No. I to pay tribute to their wonderful liosses and company associates.

Reli dble Seryice DIRECT SHIPMENTS

Ponderosa Pine . Sugar Pine . White Fir Incense Cedar and Engelmann Spruce

SIERRA TUMBER AND PIYWOOD, INC.

Pornell To Sqles Position

Willis E. Parnell has been named sales representative for Forrest Industries, Inc., the Dillard, Oregon building materials manu{acturing firm for California from Bakersfield south to the border.

He will handle the full line of Forrest Industries products including Forrest ,wood flooring Par-Tex exterior siding, Par-Wood interior panels and Par.Wood underlay. ment.

Parnell is a graduate of Penn State university, where he earned his B. S. desree in forestry. He has had many years" of experience in the building materials field, including 12 years with U.S. Plywood

9orp., beginning in 1945 at the Algoma, Wisc., division, where his work included product development, technical aspects of marketing problems, and special cost studles.

In l95l he was appointed general manager of U.S. Ply's Panama division, where he was instrumental in developing a high pace production facility producing s[c-d veneer, de-corative plywood and tropical hardwood lumber.

Prior to joining Forrest Industries, Parnell served in managerial capacities with Sacramento Box Company, Gordon-MacBeath Hardwood Lumblr Co. and Bennett Veneer Factors, Inc.

PUBLIC'S IDEAS ON WOOD

(Continued' lrom Page 69) and aluminum received scores of 16 and lB per cent respectivelY.

Another question asked which material would be considered the most "modern." The respondents selected two newer (in point of time) building materials, but con' iidered wood more modern than steel. However, the question did not specify new or improved applications for the product and could have been interpreted as refer' ring to modernity in terms of historical de' velopment.

Two questionson the material that "doesn't last long," and the material that is the "strongest"-indicated a negative image for wood. Replies to the question of durability showed that wood ranked third, but 38 per cent ahead of plastic which was considered the least durable. Steel and aluminum were considered the most dur' able in the order named.

Replies to the question of the "strength" of thi various materials showed that alu' minum, plastic, and wood are considered about the same, and are ranked in the order named. Steel was considered the strongest of the four materials.

The responses to the questions of strength and durability can be considered markers by which the lumber industry can steer its consumer promotion to overcome any built-in prejudice and pre'conditioned opinions.

By emphasizing the facts-that wood, through research, testing, and engineering studies has been dramatically revitalized to become a true engineering. material; that thousands of wood buildings now in use graphically demonstrate its adaptability to many structural uses and decorative details; that workability should not be con' fused with the material's structural ability or durability; that in designability, wood is as modern as tomorrow-an unbiased and completely objective case for wood can be presented to the public.

CRA Fredicts Good New Yeqr

Philip T. Farnsworth, executive vice president of the California Redwood Association declares that the redwood industry should look back on 1963 with satisfaction and forward to 1964 with confidence.

"The year just past was a good one for redwood," said Farnsworth. o'The healthy sales picture was only partially due to conditions in other segments of the lumber industry."

With the siding market good through most of 1963, CRA, without slighting this market, placed special emphasis on the markets for commercial, industrial, agricultural, and religious structures and manufactured products. Nineteen-sixty-four will see strong promotion in the second home market and the school market. The industry is intensifying its efforts to come up with longIasting finish systems for wood siding.

The association has revised its Reiwood exterior finishes data sheet based on the findings of the Coatings and Treatments project. (The new brochure on exterior finishes can be obtained from Department P, California Redwood Association, 617 Montgomery Street, San Francisco ll, California.)

In addition to finish research, the Association is also at work on a component cabin, in co-operation with its member mills. A pilot building is under construction now at Union Lumber Company's research laboratories in Fort Bragg, California.

The new photographic exhibit, 'oTwelve Churches, an Architectural study in Photographs," will be seen in museums and galleries in all parts of the country in 1964. The show has been called "an exhibition of outstanding examples of wood churches" by Architectural Record magazine. The table-top exhibit, Landscape Architecture Today, is also expected to see much use, demonstrating redwood's qualities throughout the U.S.

Finonciql Monogement System for Retoilers

Thomas T. Sneddon, National Lumber and Building Material Dealers Association, has announced that NLBMDA is sponsoring a new financial management-accounting system for retail lumber and building material dealers.

'oFinancial Management and Standardized Accounting Procedures for Retail Lumber Dealers" was developed by a nationwide accounting firm, in cooperation with C. W. Nortz, of the Mountain States Lumber Dealers Association.

The new system is a significant advance toward modern financial management and bookkeeping by retail dealers, Sneddon said.

Training courses taught by professional accountants will be set up across the nation to familiarize dealers and their accounting stafis with the system.

Schmitt Heods Jock London Troding Co.

Charlie Schmitt, former president of the Imported Hardwood Plywood Association and widely known San Francisco lumber and plywood importer, has been named general manager of the newly-formed Jaek London Trading Co., at 19 Jack London Square, Oakland. The new firm engages in a general importexport business in lumber, plywood and wood products.

An officer and veteran of War World II, Charlie spent many years with U. S. Plywood and later operated his own wholesale business. He entered the import-export field some I0 years ago with the old Beton Company in San Francisco and more recently had been manager of the imported lumber and plywood division of Atkins, Kroll & Co. in San Francisco.