FIBERGLASS PANELS

F Or More Prof Its And More Saffs F Ied Cus Tomers

Gooperation with distributors is the watchword at Lasco Industries. And it's one of the big reasons why more and more lumber dealers are selling Lascolite. They like the completeness of the line ! There's a ready acceptance for cool, cool Solar-Block and for its rich npw architectural colors. Color tones that are unmatched by any other manufacturer.

They like, too, Lascolite's new flat panes and rolls in colors and decorator design which have so many building applications. And they have found a big new market for Lasco Lite's new special whites and clear panels made especially for greenhouses. Are you missing some of this business? Then check into Lascolite right now. You'll be pleased at thg cooperative spirit and quick shipment and fast deliveries from stock. Phone PArkway 8-0358 or OVerbrook 5-7960 now.

COMPLETE LASCOLITE LINE includes: Gommercial Standard panels: Solar-Block panes Flat panels and rolls r Decorator-designed panes and rolls

For service, phone, write or wire today!

LASCO Industries, I56l Chapin Rd., Montebello, California.

Son Diego Hoo-Hoo-Eltes Hold Concolenstion; Frosl Enterlqins Gols

Sontcr Monicq Firm Buys Molibu lumber

In a transaction involving upwards of a quarter of a million dollars, F'isher Lumber company this week announced the purchase of the Malibu Lumber company, according to Thomas J. Fox,\ president of the Santa Monica firm.

Besides the narne and inventory, all of tlre rolling equipment of the 12-year old Malibu concern was involved.

Two Palisadeans, Robert Sievers, 16924 Livorno drive, and Joseph Clearly, 16177 Alcima avenue, are partners with Fox in the Santa Monica-based Fisher Lumber company. They dealt with a partnership consisting of R. E. Crummer, Robert P. Sheafr and A. Homer Jennings for purchase of the Malibu lumber firm.

To serve the rapidly growing needs of the Malibu area, an extensive moderrrization of the newly acquired property at 23419 West Pacific Coast highway will begin immediately, Fox said.

At a gay initiation party, held at Georges Lobster fnn, Cardiff, California, the following ofrcers of the San Diego Hoo-Hoo-Ette Club No. 4 were honored: President,.Ina Wheeler, Solana Lumber & Builders Supply Co., Vice-Presidents, Joan Henning of Frost I{ardwood Lumber Co., Norma Roberts of Murray Mill & Manufacturing, Inc., and Stella Wilkins of University Showcase & Eixture Corp.; Secretary, Sally McNutt, La Mesa Lumber Co.; Velma Ballard, Howell Lumber Co. and Membership, Dorothy Gayeske, 'Western Lumber Co.

Gordon Frost and Al l'rost, Jr..of Frost Hardwood Lumber Company ably assisted by Joan Henning, 1st Vice-President, graciously hosted the meeting of the San Diego Hoo-Hoo-Ette Club No. 4 last month. Cocktails and delicious 'dips' were served during the 'get-acquainted' hour and a lovely camellia was presented to each member and guest. A short tour, conducted by Gordon was made of the beautifully paneled ofrce and the F rost 'plant', and Al Jr. presented interesting and informative colored slides on F ormica.

The meeting was climaxed by the drawing for the door prize, a beautiful formica table top donated by F rost Hardwood. The very lucky winner was charming' Grace Surber of Whiting-Mead Company.

"In addition to ofrering further service and convenience to our customers, we will maintain a policy of 'city prices' in Malibu," Fox said.

Ilesides his position as president of the tr'isher Lumber company established in 1923, E ox is a past president of the Santa Monica Chamber of Commerce and the Santa Monica Rotary club, a member of the Building Contractors' association and the Bay Builders' exchange, a member of the executive board of the National Retail Lumber Dealers' association, and, last November, served as general chairman of the association's Building Materials exposition and convention in San Francisco.

Robert Sievers is g:eneral manag'er of F'isher Lumber, vice president of the Boys' club of Santa Monica.

Joseph Cleary, owner of the Palisades Lumber company is a member and forrner director of the Pacific Palisades Chamber of Commerce and is a member of the National Retail Lumber Dealers' association, the Building Contractors' association and the Bay Builders' exchange.

Here in the United States, there are some 480 million acres ot commercial timberland, more acreage than is devoted to the production of farm crops, according to Edward G. Lock, director, Forest Products Laboratorv.

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Industry Out to Recopture lost fUlsrkets

New York-The lumber industry is putting an additional one million dollars this year into an all-out battle to regain markets lost to competitive materials. The current issue of SALES MANAGEIMEIM Magazine published today, tells how lumbermen, through ttre National Wood Promotion Program, are halting the dip in the consumption of their product and pointing the curve upward again.

Per capita lumber consumption, which in 1923 stood at an alltime high of 360 board feet, had plunged by 1960 to 205 board feet. In 1956 the demand for lumber had dropped sharply, and by the middle of 1957 prices had dipped about ten per cent.

With demand, prices and profits down, the National Lumber Manufacturers Association estimated the loss to its members at a quarter of a billiori dollars worth of business. Not only was there evidence on all sides that the slump was not to be temporary, but the makers of competitive materials-aluminum, cement, elay products, rypsum, iron and steel and plastics-were increasing their productive capacities and were investing millions of dollars in advertising and other sales development activities.

The National Wood Promotion Program of NLMA was launched in J.anuary, 1959. By voting to raise their annual dues, the association's members are contributing an added one million dollars this year to a campaign directed toward the five segments of the economy which influence the use of wood: consumers; builders; architects and engineers; school ofEcials; and lumber distributors and allied gToups.

A massive advertising campaign in consumer mag'azines, architectural journals and school-administrator publications has been undertaken, to set forth the advantages of wood construction. At the same time, a technical promotion program is under way to assist architects, builders, school and church administrators in solving problems of structure and desigrr.

Under the technical promotion campaign, the field staff of technical expe,rts is being increased from 28 to 53 men in 22 cities across the country. These experts make personal calls on architects and builders and, armed with voluminous technical literature prepared. by NLIVIA's Washington staff, are spreading wood's messag'e in ever-widening circles.

\ilhile it is too early to determine the complete impact of NWPP, the sigtrs are there that the program is taking efrect, not only with the target audience, but against ttre competition, \dhile housing starts were off 18 per cent in the first ten months of 1960, lumber shipments were ofr only six per cent, Among other building materials, window glass was off more than 23 per cent for the same period; aluminum was off 12 per cent, and brick ofr more than 10 per cent.

Lumbermen around the country are generally pleased with the first fruits of their campaigrr, and are optimistic about future consumption of their product. Wood expects to receive its rightful slrare of the construction market for many years to come.

Whirtier Citizens Honor

Dee Essley Af Civic Bonquet

More than 400 business, social and civic leaders of Whittier, California, attended the banquet Tuesday, February 21, 1961, in honor of native son and prominent leader of the community, Dee Essley. Lumberman Essley headed the flnance committee that raised the money for the beautiful new Presbyterian Inter-Community Hospital in the city of Whittier and is presently serving as president of the board of directors.

The civic dinner was held for the purpose of unveiling a portrait of Mr. Eissley by artist Christian Von Schneideau which will be prominently displayed in the rotunda of the hospital at a later date. The reception was held at 7:00 p.m. with dinner being served promptly at 7:30 at the Greenleaf Masonic Temple, 748 West Beverly Boulevard, in the Quaker City.

The Whittier College String Ensemble furnished music during: dinner and throughout the evening. Jack Corcoran, prominent in civic affairs in Whittier, was master of ceremonies and the Honorable Judge F rank G. Swain was the principal speaker at the unveiling'of the Essley portrait. Other speakers who paid tribute to Dee included Judge Edward J. Guirado, Mel Rich and Mayor Roy C. Morris.

Dee has been raising money for Hoo-Hoo for many years and the hospital is just one of his crowning achievements. We salute this dean of the lumber industrv in the Southland.

February is a month with much to brag about; but nothing so definite and important as the fact that on the 22nd day of that month there came into the world a truly great man-George Washington. {. *

Of course it was "Lighthorse Harry" Lee (the father of Robert E. Lee) who, in a speech to Congress, uttered those immortal words: "First in war, first in tr)eace, and first in the hearts of his countrymen."**

This column has attempted, for many years, to remind ' its readers of Washington's anniv€rs?r/r and the whole nation stops for a time on that date to recall some memories of this patriot among patriots. Countless columns have been written concerning this Father of our Country; yet none so ' grand as to do him justice.

Washington had *"; "i tnJ p"r"otal modesty that marked the character of Lincoln, and, while he wrote and spoke well, he lacked to some extent Lincoln's magic gift of self-expression. When he left his beloved Mt. Vernon to take up the great cares of the Presidency, he wrote: "With the best disposition to render service to my country, in-obedience to its call, but with less hopes of answering its expectations." **

When he returned to Mt. Vernon after the war ended, he i,vrote a letter to his friend Lafayette, in which he said: "At length I become a private citizen, and under the shadow of my own vine and fig tree, far from the bustle of a camp and the busy scenes of public life, I am solacing myself with those tranquil enjoyments of which the soldier can have little conception; I am determined to be pleased with all. And this, my friend, being the -order of my march, I will move gently down the stream of life until I sleep with my fathers."

True greatness speaks for itself. It needs no debate. This man had it mountain high. * *

"No nobler figure ever stood in the forefront of a nation's life," wrote John Richard Green. "Washington was brave and courteous; his manners were simple and unpretentious; his silence and the serene calmness spoke of a perfect selfmastery. But there was little in his outer bearing to reveal the grandeur of soul which lifts his figure, with all the simple majesty of an ancient statue, out of the smaller passions and the meaner impulses of the world around him. It was only as the weary fight went on that the colonists discovered, however slow and imperfectly, the greatness of their leader; his clear judgment, his heroic endurance, his silence under difficulties, his calmness in the hour of danger and defeat; the patience with which he waited, the quickness and hardness with which he struck, the lofty and serene sense of duty that never swerved from its task through resentfulness or jealousy; that never, through war or peace felt the touch of a meaner ambition; that knew no aim save that of guarding the freedom of his fellow countrymen; and no personal longing save that of returning to his own fireside when that freedom was secured."

*rFtr

One of the greatest speeches in American history was made by an Englishman, Lord Chatham, a great admirer of Washington. In a debate in the House of Lords on the subject of the then developing battle between the American colonies and the Mother Country, Lord Chatham orated: "Were I an American, as I am an Englishman, I would never lay down my arms. Never ! Never ! Never !"

The lesser things about Washington are intriguing. His love of punctuality was one; his hatred of profanity was another. When he said he would meet the Congress at a (Continueil on. Page 72)