stfrifiloils SUPERIOR SERVICE

tus] Minules trom the Sqnfq Ana FreewoyWirh FAST DELIVERY to ALL Soufhern Colifornia Cities ond Towns

For "ABSOTUTELY NOTHING BUT THE BEST" - lmported qnd Domestic Hqrdwoods qnd Softwoods for Every Purpose

All Species of fine Cqbinet Woods

Old-Growth Douglos Fir from Medford, Oregon

Speciol Selecfion for Specicl Requiremenls - Widtlrs, Lengths, Colors

Over Eleven Yeors' Dependoble Service to Retoil lumber Deqlers

Modern Fqcilities for F-A-S-T DELIVERY qnd PICK-UP

U. S. Plywood ot NAHB Gonvention

Cute "Carpenter" Pat Lee, of Chicago, meets with approval of real-life ca.rpenter Martin Igyarto as she poses with new U.S. Plywood abraded Red Cedar 1-11 siding at the National Association of Home Builders Exhibition in Chicago's McCormick Place, January 29-February 2. The U.S. Plywood exhibit featured the company's expanded line of plywood sidings, includ- irg Duraply l"p and panel siding, Duratex, and a wide variety of natural wood panel sidings. The new sidings line is being backed by an extensive builder and dealer merchandising program offering a wide variety of materials and services, such as roadside and on-site directional signs, advertising and publicity materials and technical assistance.

Other building materials exhibited were; Glasweld mineral enamel asbestos paneling; Weldwood prefinished wall paneling; Novoply particle and flake board; Micarta and other U.S. Plywood made and distributed products.

New Fire Resisfqnt Adhesive for Wood

Development of ALWELD FireResistant Adhesive for bonding treated, fire-resistant wood is announced by Allen Plastics Corporation of 1015 East l73rd Street, New-York 60, New York. Wood bonded with ALWELD FireResistant Adhesive can be charred to the point of disintegration without breaking the adhesive bond. ALWELD is also resistant to extended submersion in fresh or salt water.

ALWELD Fire-Resistant Adhesive is excellent for bonding wooden arches and trusses, as well as other struc- tures where wood must meet the building code requirements for fire-resistant installations. ALWELD is available in 55-gal. drums and in five-and onegallon containers.

Sterling Lumber Compony Stocks New Line of Points

- Frederick Sayre, president of the 16-yard Sterling T,urn6s1 Compatry chain, recently announced that his firm will nou' handle the complete line of Boysen Colorizer Paints on an exclusive basis. Mr. Sayre further stated that they would concentrate on directing their advertising promotions to the home-owner "do-it-yourself" clientele. Mr. Sayre was of the opinion that Boysen paints were highly geared to meet their merchandising Plans.

Sterling Lumber Company was incorporated in 1916 as a one-yard 6peration. Since then the company has had a steady growth and today it rates as one of the three largest line yard lumber companies in California. All of their attractive yards, sixteen in total, are ideally located in:

Oroville, Chico, Willows, Red Bluff, Redding, Roseville, Folsom, Placerville, Oakley, Morgan Hill, Petaluma, Hollister, Los Gatos, Saratoga, Mountain View and Santa Rosa. Each yard carries a complete, rounded-out stock of lumber, building materials, hardware and paint.

Mr. Sayre joined the Sterling organization in 1916, and became sicreiary-treasurer of the company during 1922. In 1955, Fred Sayre became president of the firm which maintains headquarters at 1617 - 32nd' Street, Oakland, California.

Pocific Coost Proxy Fighr Ccrlled Off

Disgruntled stockholders patched up their differences with the Pacific Coast Company on February 28, ending a proxy fight started on February 1. The contesting parties also agreed to drop all court proceedings centered on the proxy fight.

The settlement amounts to a compromise. Richard Fuite, nominated by the proxy group as a director, has been installed on -Pacific Coast's nine man board. The stockholders committee had asked for six seats on an expanded 15 man board.

The committee may still place other names in nomination with the company's lilessing at the annual _meeting in-May. In a joint stitement issued yesterdlY, _Hugh Jay Jacks. presid-ent o{ the company, and Fred.W. Nley-e-r, chairman of the three-man stocliholders committee, said: "It is contemplated that shareholders will be given an opportunity to approve additional representation for the committee at the annual meeting."

No mention was made of Delbert \A/. Coleman, Chicago industrialist and president of Seeburg Corp-, whose 56,000 shares were the power behind the stockholders committee' Coleman and his Chicago attorney Hammond E' Chafretz also were slated for directorships in proxy requests clrculated by the committee.

Solicitation of proxies was halted February-6, by u Federal Court restraining order obtained in San Francisco by Jacks and the Pacific Coast Company.

"For Renl" Sign Scorcer On Single-Fomily Dwellings

The National Association of Real Estate Boards reports that tenants can find more apartments for rent tl-ran singlefamily dwellings.

A survey shows a vacancy level of two-percent or.less irl 75% of the U.S. for single family rentals during the last quarter of 1960. Conversely, {uring the same perlod'. the doard noted, the rate for multi-family dwellings was three to nine percent in more than half of the country.

Know Your Compefition

An Open Letter to the Lumber Industry Gentlemen:

Anyone connected with the forest products industry knows what inroads competitive materials have made. The National \Arood Piomotion Program is doing an excellent job in revitalizing demand for wood products and providing technical knowledge to lumbermen for increased sales. It has been obvious, however, that lumbermen do not generally have product knowledge about materials rvhicl.r are being substituted for wood.

Lumbermen must face uD to the fact that technical research by competitive materials has developed certain products which perform better than wood. But we know that r,vood has basic characteristics which make it vastly superior to most of its competition, in quality ancl price. It is our belief that it is time for lumbermen to be more specific about its comoetition.

Too often Lrmber wl-rolesalers, manufacturers and commission men feel that it is the responsibility of someone else . such as industry associations . to effectively "fig1-rt substitute materials." Certainly the associations can do a lot. but thev cannot be the army of individr.rals necessarv to cariy wood's story to retailers, contractors and architects who don't have to depend on wood to make a living.

Nfany of the examples have been reported by enrollees in National-American's Sales Training Program. Other information was obtained from N.L.M.A.. manufacturing associations, and a booklet lvhich we highly recommend published by Edward Hines Lumber Company entitled "A Case For Wood." We urge the readers of Nalrla Forum to send us specific examples where competitive materials have been surpassed by wood products. As the industry shares the knowledge gained from actual sales experience, we r,vill be able to success- fully meet u'ood's competition before high-pitched advertising ancl promotion from orlr competitors makes the sale.

It's time to call a spade a spade.

Donald S. Andrews, Western Manager, National-American Whsl. Lbr. Assn.

John Reno Addresses Group ot Purdue

Speaking at the annual banquet of the Co-operative Kiln prying Short Course at Purdue University on February 28, John Reno of Palco Redwood was critical of the 'past reluctance of the lumber industry to adopt needed reforms in manufacture, drying and other aspects of lumber production and marketing.

He voiced cautious praise of progressive measures that are gaining acceptance: finger-jointing for long lengths; edge-gluing for wide widths ; mill priming of siding; shipments in packages wrapped in water-repellent paper; carloading in units for easy fork-lift unloading; and laminating of arches arrd beams.

Mr. Reno expressed unbounded optimism for the future, based upon industry adoption of such progressive ideas as a single set of grades and grade names for all species, a single table of thicknesses and widths for all species, kiln drying to the right moisture content for the job to be done, universal grade marking, development of complete exterior paint systems to be applied at the sawmill prior to shipment, and other advances long overdue.

Plywood'Supermorkets' R,eody

A concerted drive to help bring new pep into the building industry will be sparked by leading building material dealers on a nationwide basis during March, April and May.

New plywood products, new values and a "supermarket" atmosphere of banners, pennants and display cards will highlight the campaign. There also will be a series of free detailed plans for around-the-house projects made from plywood, available through participating dealers to both builders and home owners.

The promotion program, to include some 4500 leading dealers, has been organized by Georgia-Pacific Corp., the nation's largest plywood manufacturer. Individual dealer promotions will not be limited to G-P products, however.

"Real values and real sales promotion at the consumer level are two of the things the industry needs right now," G-P officials point out. "We believe that live-wire dealers are a major key to rejuvenation of the building industry in 1961."

The company is backing dealers with a nationwide adrrtising Drosram aimed at the "Parade of Plvwood vertising program aim Values" theme of the c; t Plywood e campaign at the retail level.

At the same time, G-P has made a rapid-fire product training program available for dealer personnel, centered around "very short meetings using a new training principle that gets results." It will include technical information to help both dealers and their customers.

G-P is supplying dealers with a variety of pennants, indoor and outdoor banners and point-of-purchase display cards, along with advertising mats, radio spot copy and mailing pieces to tie directly into the "Parade of Plywood Values" theme.

Dealers will be supplied with their "supermarket" materials the first part of March through specially-trained