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The question naturally arises, how are the retail lumber and building material merchants .going to get in on this vast new line of business so closely allied with their own? They wodld like to, and it seems fair that they should. ***

Ways and means will no doubt be found for letting the building materialman in on this new tide of business. It is a problem that the various associations of retail lumber merchants might well be giving much attention to. No doubt the sale of room units for air cooling could be handled by the lumbermen like many other sidelines. ***

The day may be at hand when the slogan "A home that's worth having, is worth cooling," will become an accepted fact. With forty million uncooled houses as a sales reser- voir to work on, tte great new drive for air conditioning has a large mark to shoot at. '***

The advantages that come witb air conditioning tohomcr, offices, storea and shops, and cvery sort of pl,ace wbcrc people live and wor\ need hardly bc discussed They are self evident. They come in the sbape of comfort, hcaltb, luxur5r, and general satisfaction That countlcre millions of buildings will bc air conditioned in the next very few years, is a mortd cinch. ***

Nobody has to scll the idea of air conditioning. You simply have to scll the rnatter of equipmen! cost, ctc. Where there is air conditioning, no longer docs a nan livc "by the sweat of his brow." His swcatin! da5/s are 9ver.

Big Lumber Use in Teco Trussed Calaveras Cirnvention Herrs About Rafters lndicated 6y Home Builders Bank of America'r Greatness

Washington-Prospective use of over 17 million feet of lumber in constructing Teco trussed rafters was revealed by builders attending the recent National Association of Home Builders convention in Chicago, according to Alden K. Smith, sales manager of Timber Engineering Company, affiliate of National Lumber Manufacturers Association. Mr. Smith was in charge of the company's exhibit and demonstration that brought record-breaking inquiries.

"The home builders' mounting interest in clear-span roof construction, and particularly in the simple and economical Teco trussed rafter," said Mr. Smith, "s'as indicated by the increase in specific inquiries made at the 1953 NAHB show as compared with a year ago.

"This year," he pointed out, "reguests for data and other assistance on the use of Teco trussed rafters were made by builders planning a conservatively estimated total of over 16,000 housing units in 46 jobs. Last year, such specific requests at the Teco booth involved 607 housing units in seven jobs. In addition to the housing jobs, many of this year's inquiries concerned the use of timber trusses in schools, churches, warehouses, garages and other types of buildings for which they are economically adaptable."

A feature of the convention's how-to-do-it show rvas the fabrication and assembly of a Z4-foot span Teco trussed rafter on the stage in the Grand Ballroom of Hotel Conrad Hilton. More than 2,000 builders watched this unusual demonstration that required only 26 minutes from the lumber pile to the finished product.

The Teco demonstration was the first of its kind ever attempted at a NAHB meeting. It succeeded in providing the audience of builders with full evidence of the ease and speed with which Teco trussed rafters, using wedge-fit ring connectors in conforming grooves, can be constructed.

During the demonstration, Mr. Smith described the trussed iafter's versatility and cited the attendant economies that have resulted in its being used in more than 125,000 dwelling units throughout the nation.

As a result of Teco's first how-to-do-it demonstration, requests for repeat showings have been received from local home builders organizations.

Frank Dana, Vice President and Supervisor of Operations for the Bank of America, told Calaveras Cement Company salesmen at their biannual meeting in the Palace Hotel. San Francisco, that the business philosophy which helped make his bank the largest in the world can be applied easily and successfully to other. concerns as well.

"IJnder the leadership of A. P. Giannini, the banking business u'as humanized," Dana said. "Whereas people once entered a bank in trepidation and rvith hat in hand, they are greeted today as friends. They no longer are numbed by the coldness of the marble or the glassy eye of teller and credit man.

"The old order has been reversed. Instead of making people come to the bank, the bank has gone to the people. It has made its services easy to obtain by establishing branches in convenient locations. It has streamlined its credit and savings plans to meet modern need. It has concentrated on doing the things the public rvants in a rvay the public likes.

"To be successful, any business concern must first of all fill.a legitimate public need. It must present its wares in convenient, attractive form. But the real secret of its success inevitably rvill lie in the conbtructive attitude of its management and staff.

"A company should do things not for rvhat it expects to get out of them, but because of a genuine desire to perform the best possible service for the pay it receives. If proper attention is given to the human element, the profit element s'ill tike care of itself."

Dana said the Bank of America norv has 547 branches and. 37 military facilities at home and abroad. The bank began 1953 with nearly two and a half million loans outstanding, including 300,000 real estate loans- The bank has more than five million California deposit xqssunf5almost one for every trvo persons in the state.

The meeting was presided over by Mel J. London, general sales manager of Calaveras Cement Company. Other speakers included William Wallace Mein, Jr., Calaveras president, and H. C. "Pat" Maginn, executive vice-president.