NPA Eases Controls on Building

Washington, March 6.-The government today eased housing, commercial, highway and building controls on .gchool projects.

;..rThe National Production Authority, dropping an earlier restrict new homes ipl.an to limit the size of dwellings and tq' lrl bathrooms each, issued:

;; 1. A new, one-package housing order increasing by 500 may use without t,'pounds the steel which a home-builder applying to N.P.A.

2. An order combining all other construction controls into il:,ra.single'document. It increases the tonnage of steel auto'lii:rnaticallv allowed for commercial, school and other smaller ;;iron-residential proje'cts, as well as roads and highways.

;. As originally proposed, the orders were intended to eurb iconstruction. But they rvere revised frequently during two ilmonths of discussion with the construction industry. Meantime, shortages of steel and aluminum eased noticeably. N.P.A.'s announcement today said:

"Most of the changes in the construction regulations liberalize controls'rather than tighten any of them or impose any further restrictions."

* Bruce's Spring Advertising Campaign

. Harvey Creech, advertising manager of E. L. Bruce Co., announces that the Bruce company is using the heaviest advertising schedule in its history for the spring campaign on household products.

Black and white ads of 100, 20C and 300 lines will appear ;weekly from January 29 throtrgh June 1l in 173 newspapers in 123 cities. Bruce floor cleaner, Bruce cleaning wax and the Bruce doozit will be featured in most instances.

Half page, four color ads are appearing in the February, March, April and May issues of Better Homes and Gardens and McCall's.

Spot announcements and participation shows are scheduled on television in key cities throughout the country. I Trade advertising on the Bruce line consists of a series of full pages in two colors in Hardware Age, Hardware Retailer, Housewares Revierv, Chain Store Age and Super

Major Changes

Most provisions of the new orders have been announced as agreements were reached rvith the construction industry. The major changes in the housing regulations, effective at once, include:

An increase of 2300 pounds of steel per dwelling unit in the amount which may be "self-authorized"-that is, used without application to N.P.A. for a quota. The quantity is increased proportionally for two-family, three-family and four-family buildings.

A decrease of 25 pounds of copper to a total of 135 pounds per dwelling unit, for housing equipped with copper water piping systems. However, copper usage is increased where local building codes require that metal in underground connections.

Aluminum may be substituted for copper in wiring, one pound,of aluminum may replace two pounds of vopper.

For alterations or enlargements of existing dwellings, builders may use up to half the materials t'hich are permitted for new dwellings.

Market 1\{erchandising.

Christiansen Advertising Agency, Chicago, prepared the campaign.

Los Angeles Building Permits

Building permits lor 4,628 new structures rvith a total valuation of $21,779,447 :tere issued in the city of Los Angeles during February, according to G. E. Morris, City Superintendent of Building. Included were permits for 1,720 new dwelling units.

This was a rise of about $3,500,000 over January, and Mr. Morris called it a surprising upturn in bulding activity.

Will Move to New OIIices

Effective March 29, 1952, the Earl Hofiman Company's nerv office address will be 6929 West 84th Place, Los Angeles 45, Calif. The nerv pl-rone number rvill be ORegon 8-5049.

Arthur Brisbane, famous editor of the Hearst papers long ago, used to say that an amb,itious advertising man needed two things, a brain and a set of Shakespeare. He thought that a command of language and the ability to use it intelligently were the great assets of an ad man, and that Shakespeare could furnish that command of language. Brisbane warned, however, that you had to supply the brains yourself.

An immortal tribute ,o*.nl *gri"r, people-one of the most unusual ever written-came from the pen of a very gifted Scotchman, Sir Walter Scott. It appears in the introduction to Scott's great poem book, "The Lady of the Lake." ft amounts to a remarkable character sketch of the English breed, when Scott writes of "the generous compassion which the English-more than any other nationfeel for the misfortunes of an honorable foe." Isn't that a most original and impressive compliment to a race? And isn't it worth thoughtful contemplation ?

Compassion is a Christ-like characteristic at any time and in any breast. But the compassion that finds expression in the hearts of warriors for an honorable foe, deserves the praise of both men and angels. Nothing more original and thought-provoking "Of""i" in all Sir Walter's writings.

Henry George said: "The more you study the question, the more you will see that the true law of life is the law of love, the law of liberty, the law of each for all and all for each; that the golden rule of morals is also the golden rule of the science of wealth; that the highest expression of religious truth includes the widest generalizations of political economy."

Peter B. Kyne once *rl*. ".i"erning a friend who had died: "He has known sorrow, and ingratitude, and treachery, and broken faith, and unrequited love, and a long Gethsemane of pain, yet he has never been embittered, nor ever spoken ill of anyon..; Yn1. an epitaph !

The law of life is the law of progress. It was the prophet Elijah who said: "It is enough; now, Oh Lord, take my life, for I am no better anl Tt fathers."

A man with a reputation for generosity and fair dealing can get a better trade out of any man any time than can the well-known tightwad. There is absolutely no good return from meanness and rniserliness.

Ben Franklin was the 15th child born in a family of tZ children. The othler 16 were ordinary run-of-the-mill humans. The l5th was of the Eagle tribe. Fortunate for America that birth-control was unknown to those early colonials : otherwise there would have been no Ben Franklin.

Ifere are five brief commandments that have helped many a man to remove the crooks and the ruts from the pathway of life: Be Fair, Be Square, Be Courteous, Be Considerate, Be Kindly.

Someone has wisely said that no Fifth Columnist ever marched on his mission of evil out of a home of his own. Meaning that men who own their homes and possess the sort of consciousness that prompts them to save and sacrifice to own their own firesides, are never destructionists. They build up, but never tear down.

While fire is no doubt a major enemy of wood, it is nevertheless true that it is not the greatest. Dampness destroys many times more wood than does fire, and is wood's greatest enemy. Some woods, it is true, laugh at dampness. But the average wood is much longer lived if kept dry enough to prohibit the attacks of fungus growths. Notice how the wood things in and about the home, regardless of species, continue free from rot indefinitely when protected from the weather. The wooden items taken from old Egyptian tombs have been splendidly preserved for thousands of years, because of the dry, dark vaults in which they were placed. Keep your wood dry, and it will repay you with generous interest. Exterior building woods, kept dry by being well painted, keep sound and rot-free.

Many years ago an American traveler in Portugal, reported having seen and copied verbatim a remarkable b.it of tree philosophi.y he found posted on the edge of a public forest over there: "Ye who pass by and raise your hand against me, hearken ere you harm me. I am the heat of your hearth on the cold winter nights; the friendly shade, screening you from the summer sun; my fruits are refreshing draughts quenching your thirst as you journey on; I am the plank that builds your house; the board of your table; the bed on which you lie; the timber that builds your boat; f am the hand'le of your hoe; the door of your homestead; the wood of your cradle ; the shell of your coffin. I am the bread of kindness, the flower of beauty. Ye who pass me bn listen a"_ -I prayer ! Harm me not !"

One of the great electrical wizards of all time was the late Charles Steinmetz. Someone asked him once what line of scientific research, in his opinion, would see the most