Hcrrdwood lnteriors For The Home Are No Drecrm

(The follozuing article by Fred S. Losch of E. I. Stanton €r Son, Los Angeles, deals w,ith Stanton's "Stanwall" and otlt,er lmrdwood poneling, and is adtlressed to tlte lumbcr dealer.)

There is a tremendous untapped market for hardwood wall paneling. It is a market that has existed since the day that man first started to build dwellings of rvood. Throughout the centuries, however, beautiful paneled walls have been a luxury-many wanted them, but ferv could afford them. Many historic examples that exist today are to be found in the ancient castles and chateaux of the nobility, and in great old churches.

This picture began to change in 1935. At that time E. J. Stanton & Son began a development that l-ras placed all of the beauty and rich elegance of hardr,r'ood paneling within the reach of most home builders. Today it is possible for the builder to include hardwood walls in his house plans at a cost that 'compares favorably with painted or papered plaster rvalls. E. J. Stanton accomplished this with a "packaged" paneling called "Stanwall."

Formerly, solid hardwood paneling was considered too expensive for the average budget for a number of reasons. Every job rvas ordered individually, requiring special mill runs. The paneling was usually seleeted from the top grades oI lumber, milled to 3A" thickness and ordered on a specified width and length basis. Special run mouldings further added to the cost of the finished installation. As a result of these factors, few lumber dealers carried a stock of hardwood paneling in any species.

Stanton has solved most of these problems in the manu- facture of Stanwall. They get tu'ice as much square footage of paneling by producing trvo /t" panels from the same ra\{'' lumber formerly used. Random u'idth and lengths make it possible to use almost the entire product of the tree, thereby lowering the price per square foot to the consumer. The much lolr'er costs of mass production are gleaned by producing many thousands of board feet of paneling at a single time.

These factors combined brought the price of the product do.ivn. Stanton & Son lr'ent further and designed a paneling that lowered the cost of installation, by making a paneling that almost anyone can install. It is end-matched, to provide a continuous wall. A long lock-joint nailing flange was developed, which effectively hides all nails. Finally it is sanded satin-smooth, so the user need only apply a finish.

Low cost and ease of installation have made it possible for almost every home builder to have solid hardu'ood n'all paneling-and almost every home owner rvants some. The potential market is tremendous. With over a million nelr' homes being built every year, and countless old ones being remodeled, it requires only proper merchandising to make hardwood paneling a part of every home. In order for the retail dealer to make the most of this boon.ring market, it is necessary to provide that all important "proper merchandising." through the follorving proven principles:

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We now carry the following Baxco Pressure Theated Foundation Lumber in stock at Alameda and Long Beach for immed.i.ate sbiprnent to dealers: Douglos Fir 545 AIS 2x4,2x6,2x8,2x1O, 3x4,3x6,4x4snd4x6.

Special sizes will be purchased from local stocks and pressure treated without delay.

$?'e offer prompt custom treating service at both our Alameda and Long Beach plants. Your lumber can be delivered to us by truck or treated in transit in carload quantities. Consult us for additional information.

Baxco Pressure Tieated Foundation Lumber is impreg. nated with preservative salts in accordance with Fed. Spec. TT-tV-571c. It is approved by FHA, Uniform Building Code - P.C.B.O.C., State Architect for mudsills in School Construction, and U. S. Governmenr Specifications.

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