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Housing Credit Control Under Regulation X

In a letter to The California Lumber Merchant, Wendell Robie, Auburn Lumber Company, Auburn, Calif., chairman of the Legisiative Committee of the Lumber Merchants Association of Northern California, says:

"It lvas the opinion of the board of directors of the Lumber Nlerchants Association of Northern California last fal1, that the lumber and construction industries in California and the people we build homes for, .rvould be benefited by encouraging the building of moderate homes with establishment of the easv credit limit for a complete home under Regulation X at $16,000 instead of 912,000.

"Our board had no particular objection to establishing the limit on a $12,000 house, but when the control as established, set that figure on the appraisal for the complete home, including lot value and the lot improvements of paving, curbs, gutters and utility services, then the remaining value to provide for moderate construction in these days of depreciated dollars is too small."

Congressman Clair Engle of Red Bluff, Calif., rrho is now in \\rashington, D. C., has again raised the question and in a letter to Mr. Robie asked him for a current report on the lumber situation, saying that he u'ould be glad to take up the matter up rvith the National Retail Lumber Dealers Association and other interested Asso,ciations in \\rashington.

On behalf of the Lurnber Merchants Association of Northern California, Mr. Robie rvrote Congressman Engle giving him the information requested, and he also statecl in his letter, "If the credit limit mentioned ma1- be raised to $16,000 it rvill more realistically take care of n.roderate home requirements in California and n'ill be beneficial to both the public and the industry."

The board of directors of the Luml>er Merchants AssocieLtion of Northern California met in San Francisco on February 15 rvhen the matter tvas fr.rrther discussecl.

Freeman Campbell is back rvith Tropical & Western Lumlter Co., Los Angeles, as assistant manager of the softu'ood department. lle formerly r."n'orked for the com1>an1' for about five years. lfe rvas lr.ith the Astor Lumber Company, San Diego, for the past six months.

Ernie Sunderland, for the past several application business salesman for Fisk & Mason. Pasadena. years, has left to engage in the roofing in Orange County.

S. A. Troxel, of S. A. Troxel Lumber Co., Los Angeles, had a successful fishing trip on the Colorado River at Parker, Calif., in the early part of February. He was accompanied by Mrs. Toxel, rvho is also a fishing enthusiast.

Building Controls Eased On 645 Public Projects

Washington, February ZI-The Government today ordered the first major relaxation of mobilization controls by autl.rorizing 'rvork to begin at on,ce on 645 previously-restricted community construction projects.

The National Production Authority removed all prohibitions on the construction of 416 chur,ches, 110 fire houses, police stations and jails, 29 boys' clubs, 32 orphanages and homes for the aged, and 28 similar buildings.

NPA officials said that today's action was taken in line rvith increasing abundance of steel and lessening clefense clemand for other scarce materials.

Appointed Purchasing Agent

General Manager W. I. Poulter announces the appointment of Ralph Belk as purchasing agent {or the San L'edro Lumber Co. For the past four years, Mr. Belk rvas purchasing agent for the Southern Pacific Milling Co. at Santa Barbara, and prior to that was purchasing agent for the Voit Rubber Company.

Mr. Belk u'ill make his headquarters at the company's vard in San Peclro.

Moves Olfices

W. E. Cooper Wholesale Lumber Company, Los Angeles, has moved its offrces frorn the Richfield Building to 4B4B \\'rest Pico Blvd. The telephone number is YOrk 8238.

Young Lumbermcn?

A son, Robert Wayne, r.l,'as born to Mr. and Mrs. Volney Spalding in Covina Hospital. The young man, who rveiged 7 lbs. 10 oz. is their fifth child. Mr. Spalding is president of the Spalding Lumber Company, Los Angeles.

Skiing Vcrccrtion Trip

Eric Hexberg, manager, Tarter, Webster & Johnson, Los Angeles. and Mrs. Hexberg returned February 18 from spending six days skiing at Sun Valley, Idaho. They stayed at Sun Valley Lodge, and report having had perfect con,-litions for skiing.

Frank Scroggins, formerly with Door & Plyrvood bers. Inc., is nor,v with Tarter, Webster & Johnson, as salesman covering the Orange County territory.

Chas. E. (Chuck) Clay, of Forest pany, Inglewood, is back from visiting C)regon area. He also attended the the Western Pine Association in San 2l and 22.

JobInc.

Prodrrcts $nls5 fornmills in the Southern annual convention of Francisco, February

Dennis Gilchrist, sales manager, Angelus Fir & Sales Company, San Marino, Calif., is back from a 10-day business trip to Arizona, New Mexico, and Texas. He traveled by air.

Paul Stevens, western manager, National-American Wholesale Lumber Association, Portland, Oregon, was recently in San Francisco and Los Angeles on a business trip.

FaGilities to $erue You

DRY KILNS - 20 Trqcks of lqtest Moore Design Copociry I million feet per chorge.

DR.Y SHEDS - Ample Storoge Adiocenr to Cqrline Meqns Dry lumber for you.

DRY TOADING DOCK - Con Lood 19 Cors Under Roof Assures you quick Shipment Regordless of Weqther.

THERE I5 NEVER A tET DOWN IN OUR QUATITY.PRECISION MANUFACTURE

Mills

Anderson, Colifornio

Conby, Colifornio Sqles Offce

Anderson, Colifornio

ANDER,SON, CALIFOR.NIA

' Advertising is no respecter of commodities, territories, people, or times. It does its work just as thoroughly for one person as for another in exact proportion to the thought, energy, enthusiasm, persistence, judgment, and accuracy, in any language, in any place on this green earth, if backed up and followed up by honest, efficient service all the time. Advertising is not a piker's or an unbeliever's game. It is an honest-to-goodness paying investment'

Perhaps no other Biblical quotation has been more frequently employed as an advertising text, than the following lines from Matthew: "A city that is built upon a hill cannot be hid Let your light so shine before men that they may see your good works."

It has been declared by all advertising authorities that persistence and sticktoitiveness is the soul of successful advertising. It was President Calvin Coolidge who said: "Nothing in the world can take the place of persistence. Talent will not. Nothing is more common than unsuccessful men with talent. Genius will not. Unrewarded genius is almost a proverb. The world is filled with educated derelicts. The slogan 'press on' has solved and will always solve, the problem" ?t ,1. human race."

And one of the world's best known advertising stories is about the advertising man who was trying unsuccessfully to sell a small town merchant an advertising campaign. The merchant was convinced he didn't need publicity, since he had been doing business right there at the same stand for twenty years and everybody knew him. Said the advertising man: "What is that building across the corner?" The merchant said it was a certain denominational church. "Ifow long has it been there?" asked the ad man. "Seventy years," replied the merchant. "And yet," said the ad man, "I'll bet they still ring the bell wery Sunday morning."

In an address on advertising delivered years ago, Peter B. Kyne uttered the following interesting thoughts: "Advertising is like a college. Colleges cannot make successes of every man who goes to them. The responsibility for the success of a student does not rest on the college he goes to, but on the student himself. Ad,vertising can't make a success of every merchant." ,6

And Mr. Kyne said further: "Automobiles are supplied nowadays with everything except intelligence, and the driver must furnish that. An advertising medium, also, is simply the vehicle for carrying the message of the advertiser, who must supply the intelligence for his own advertising."

And also: "Ask any man or woman in New York City which is the best jewelry store in town, and the answer will be 'Tiffany's.' And what has this store done to secure that favorable opinion? It has built a business along linis that won the respect of the public, and then sent along its advertising messages continuously through the years, following up the publicity with the goods and services the public appreciates. It is the confidence and respect of the public, backed by continuous publicity and dependability, that made Tiffany t"-or";"

Attractive, eye-catching advertising is always interesting, and doesn't necessarily require the customary magazine color, and form, and character to make it so. A magnificent job of impressive advertising can be done with trees. Just a short time ago Weyerhaeuser ran a full page advertisement in the Saturday Evening Post, calling attention to its reforesting operations, and the mighty tree farms that promise its mills a continual supply of raw materials. There was a wonderful picture of green forests covering hills and valleys and mountains. It was a page that probably few readers of that magazine passed over without reading. Weyerhaeuser was telling Post readers a wondrous new story about its efforts and plans for growing trees for the future. ft was a new thought to most people, and the ad was something that no doubt challenged the attention and excited the interest of Post readers. It w'dS different' * ,< ,<

One of the bigger chemical manufacturers, Monsanto, does a swell job of advertising. One of its recent best ads was chiefly made up of a tree picture. The camera was pointed straight up the trunk of a huge tree, showing a mammoth bol'e and crown. That picture was definitely an eye-catcher, and dominated the newspaper page. And the copy was meritorious. The chemical firm was advertising glue; the kind used for gluing wood. And it used the big tree as its text. "It stood," read the copy, "a slender seedling on its Pacific slope, before Columbus stood on San Salvad'or." Then the ad continued:

"Today, from this single tree alone, will come thousands of square feet of velvety-textured plywood, remarkably light, but with the extraordinary strength so necessary for cbmbat boats, military barracks, vehicles, and boxcars plus a myriad of at-home uses for better building, fuller

Last year C. D. lohnson lumber was loaded onto 2104 cars at the Toledo mill. These shipments...easy to check, unload and dispatch...reached destination in the same prime condition in which they were shipped.

Monufoclurer: PlCltlG C0IST tUtBtt

Mills: T0Ltll0, 0lt. Shipmenls: llll lllll IlTtn

Stl.tS 0ttlCtS: tXEnlCAil DlllK EUltlllllE, P0tTLril0

5,0nte0r living. Soybean and casein glue join the sheets of plywood in bonds far stronger than the fibers themselves." A big and impressive tree picture dominated the ad, and caught the attention of the readers. Then the story to be told was unwrapped in a hurry and in few but well-selected words. The history of the great tree, the plywood to be made from its fiber, and last-the glue. A complete and different story that caught the reader's eye, and carried the intended message. Even the war effort was brought up in the fewest words. A fine specimen of what can be done in black and white advertising

We've been reading a report on the Abraham Lincoln memorial, that mighty structure that stands on the banks of the Potomac, and found it most interesting. The marble shrine is open to the public every day of the year except Christmas, and regardless of weather or anything else, people from far dnd wide come every day to gaze with reverence on the statue of the great commoner. The shrine was visited in 1950 by a total of 2,065,586 people, who registered on the little counting machines provided for that purpose. That was the*biggest year.

In 1951 the visitors numbered 1,650,191. The second best year to 1950 was 1941, when 1,758,807 were checked in. Chief Justice Howard Taft, chairman of the commission

Minute Man Lapel Buttons Sent To 14O More Dealert

Minute Man lapel buttons, symbolizing active participation in the National Retail Lumber Dealers Association's neu' "grass roots" public relations campaign, have just been sent to 140 more dealers throughout the country by C. B. Sweet. In distributing the buttons, Mr. Sweet, who is chairman of the Public Affairs, or Minute Man, Committee, reported that more than 2800 clippings were on file in the National's Public Relations Department as proof of the program's success.

It is on the basis of these clippings that the awards are made at regular intervals, with each dealer who has two or more published releases to his credit receiving one of the specially designed buttons. To date more than 500 dealers have been so recognized, and, in addition, solid gold buttons have been awarded to ten whose efforts have been particularly outstanding.

The chief activity of the Minute Men at present is to release nelvs stories on subjects of nationwide importance and interest to their local newspapers in an effort to see that the public is kept correctly informed about industry views and problems. Each release is always submitted in the name of the individual dealer concerned, and he also makes any changes that he feels are necessary in order that the statement will reflect the building situation as it exists in his trading area. In a great many instances dealers also submit the releases to their local radio stations where they are included on regular news broadcasts.

Because of such effective participation in this program, charged with its construction, turned the shrine over to the government in 1922, just 57 years after the death of Lincoln. It was formally opened on Decoration Dan May 30th. ft was ten years in building, and cost three million dollars'

The statue of Linboln is nineteen feet high, and its refection can be seen in the thousand-foot pool of water stretching away from it. Daniel Chester French designed and modeled the statue, which took four years to carve. His uncl'e, Benjamin B. French, was in charge of public buildings in Washington during Lincoln's administration as President. The statue was cut from 150 tons of Georgia marble, and shows Lincoln sitting in a great arm-chair 121 feet high' points asa out, the Minute Men have estabpermanent and valuable committee

The heroic figure of the martyred President was marvelously carved both as to face, form, and clothing, and shows clearly the character of the man. His dignity, gentleness, power, and marvelous determination, are plainly shown in the granite. Which is why the statue attracts so great and constant an army of visitors, who treat the place as a shrine in which to pay homage to that great and common man who by the grandeur of his character carved himself a place among the very top figures of all history and all mankind.

Chairman Sweet Iished themselves of the National.

M. B. Gerlinger Elected President

The Gerlinger Carrier Company of Dallas, Oregon announces the election to president of M. B. Gerlinger, who succeeds Carl F. Gerlinger, taken by death last November. The former Mr. Gerlinger was founder of the company which bears his name and a member of a family which helped pioneer industrial development in the far west.

Other officers for the Gerlinger Carrier Company, which manufactures Gerlinger carrier and lift trucks now in use by the lumber and heavy industries throughout the world, include: V. O. Williams, executive vice president and general manager; A. C. Gerlinger, vice president; Carl A. Gerlinger, vice president and secretary; J. \lV. Kitzmiller, vice president and sales manager and J. C. Lundy, treasurer. All are residents of Dallas with the exception of A. C. Gerlinger who lives at Salem.

Move Scles Olfice

The San Pedro Lumber Company has moved its Los Angeles sales office to 11,10 Crenshaw Blvd. The telephone number is WEbster 1-8160. The company is closing its Los Angeles offices at 1518 S. Central Ave. and the office personnel has been transferred to its yard at San Pedro.