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When You Need

IMP0RTED and D0l,lESTlC Hardwoods & Softwoods for Every Purpose o SPE(IAL SELECTI0N - For Widths, Lengths and (olor - FOR SPE(lAt REQUIREMENTS

WE AR,E AT THE SER,VICE OF Att R.ETAII TUMBER DEAIER.S

PlAllrll0 lllll snd DRY Ktlll EAC/iL/iIIES AVAILABLE Af PlAtlr

Ofiering The Finest

Old-Growth Douglos Fir Cleqrs from the ROSS tUI BER ,t lLt5 ol Medford, Oregon

FINE CABINET WOODS

West Coqst HordwoodsAlderMopleKnotty Alder Inlerior Poneling

Ponderoso PineSugor Pine lmported ond Domestic Hqrdwe6dsMohogonyOqkMopleWolnutAshSenShinqBirch

"Absolutely Norhing But The Best"

Cqll LOroin 9-7125

$tMM0il$ HARltlt00lt rutftBER c0ilpAlty ll7l9 South Alqmedq Street, los Angeles 59, Cqliforniq t95O wHoLEsArE DrsrRrBUroR 1956

Sleady Growth Through Speciol Service

Program

39th Annual Convention and Trade Show

Southern California Retail Lumber Association

TUESDAY, APR.II ITTH

Officiating: WAYNE F. MULLIN. President

8:30 A.M.

BOARD OF DIRECTORS BREAKFAST

10:00 A.M.

REGISTRATION, Main Lobby

10:30 A.M.

TRADE SHOW, Embassy and Colonial Rooms

12:15 P.M.

KICK-OFF LUNCHEON, Embassy Room

Presiding: P. J. STILLWELL (Hagnmond Lumber Co., Los Angeles) INVOCATION

..OUR WOOD SUPPLY OF THE FUTURE'' by Dr. FRED E. DICKINSON, Director, Forest Products Laboratory, Richmond, California

..MODERN TRENDS IN MATERIALS HANDLING'' by WILLIAM J. (JAKE) SALMON Building Supply News

..YOUR ASSOCIATION MOVES FORWARD'' by WAYNE F. MULLIN, President (Mullin Lumber Co., Los Angeles)

Award of Attendance Prizes to Ladies and Gentlemen

EQUIPMENT AND PRODUCTS EXHIBIT

Embassy and Colonial Rooms

THE LITTLE THEATRE, Frenchette Room Motion Pictures

7:30 P.M.

OPEN HOUSE_TRADE SHOW

Exhibits will be fully manned by experts to give the dealers, their purchasing agents, their ladies-and invited guests an opportunity to examine and get firsthand information about new and improved products and equipment astute dealers will be using and selling to improve their services to the building public in thE months immediately ahead.

Presiding: STANLEY E. BROWN (Chandler Lumber Co., Van Nuys) REFRESHMENTS

ENTERTAINMENT:

Myron Florenfeatured accordionist with Lawrence Welk Champagne Orchestra

The Del Rubiosthose fabulous triplets

Award of Attendance Prizes to Ladies and Gentlemen

WEDNESDAY. APRIT I8IH

8:00 A.M.

CONFERENCE BREAKFAST

Presiding: REX CLARK (Sun Lumber Co., Wilmington, Calif.; ..WAYS TO CUT THE TAX LOAD'' by N. BRADFORD TRENHAM, Executive VicePresident, California Taxpayers Assn., L. A., Calif.

..HOW TO REDUCE BUILDING COSTS AND INCREASE DEALERS' MARGINS AND PROFITS IN THE CONSTRUCTION INDUSTRY'' by HERBERT MANN, Building Cost Engineer and Consulting ArchitectPasadena

..THE STORY OF NAILS'' by RALPH S. LITTRELL

(Littrell Hardware Lines, Los Angeles, Calif.)

..CAN WE AFFORD TO CONTINUE TO IGNORE PRE-EMPLOYMENT

PHYSICAL EXAMINATION ?'' by CLIFFORD L. GORCE

(Hammond Lumber Co., Los Angeles, Calif.)

10:30 A.M.

EQUIPMENT AND PRODUCTS EXHIBIT

12:15 P.M.

BUSINESS LUNCHEON, Embassy Room

Presiding:

C. GILMORE WARD, Director

(Ward & Harrington Lumber Co., Santa, Ana)

..THE LAW OF SUPPLY AND DEMAND HAS NOT BEEN REPEALED'' by J. HOWARD EDGERTON, President, California Federal Savings & Loan Association, L. A.

2:45 P.M.

EQUIPMENT AND PRODUCTS EXHIBIT

THE LITTLE THEATRE. Frenchette Room

7:30 P.M.

ANNUAL BANQUET

Presiding:

ROBERT R. JAMES (Macco Lumber Co., Paramount, Calif.)

(No Tables May Be Reserved)

Dinner Music

ENTERTAINMENT

IRENE RYAN, Star of Stage, Screen, Radio

BOB DOUGLAS, Singing Star of "Okla,homa!"

WEST & M,AZA, "So This fs Music?"

SHEPPARD BROS., Swiss Bell Ringers

JON & INZA ZERBY, Dance Stylists

PHIL ARDEN, Musical Conductor

Attendance Prizes for the Ladies

THUR,SDAY, APRIL I9TH

8:00 A.M.

EARLY BIRDS BREAKFAST

Presiding:

H. PARK ARNOLD, Director (Fox-Woodsum Lumber Co., Glendale)

HONORING The Active, Associate and Sustaining Members of Southern California Retail Lumber Association who have been continuously enga,ged in the lumber and allied products field forty or more years.

..IS IT POSSIBLE TO MERCHANDISE QUALITY BUILDING MATERIALS IN CAI,IFORNIA AND ARIZONA?''

by JAMES C. O'MALLEY, Secretary and Sales Mgr., The O'Malley Lumber Company, Phoenix, Arizona

(Continued on Page 79) mbassador Hotel, Los Angeles

Sqnlo Fe lumber Compony R,etiresi Sqnto Fe Lumber,lnc., ls Born

A name synonymous rvith West Coast lumbering for Clair Bldg. lor 27 years and was tl.ren moved to the Drumm the past 50 years became no more on February 20,1956. Street address.

A. J. "Gus" Russell, u'ho had been identified with Santa Over the past ferv years, Santa Fe Lumber Company Fe Lumber Company since the very beginning, and who has been gradually liquidating its holdings and, at the sits among a select feu' at the head table of the West Coast time of its retirement from business, only the u'l.rolesale lumber industry, made the announcement of Santa Fe division remained active. During the latter part of 1954, Lumber Company's retirement from his San Francisco the Geneva Lumber Company mill had been sold to Hamoffices. But at the same time, Mr. Russell also announced mond Lumber Company and, on September l, 1955, the the birth of a nen' rvholesale lumber company Santa Santa Fe Lumber Company yards, with the exception of Fe Lumder, Inc., rvl-rich will continue to occupy the same Stockton Lumber Company, Inc., were sold to others. In offices at I Drumm Street, home of Santa Fe Lumber Com- addition, the distribution yard operated for 20 years at pany for the past 20 years. the Port of Stockton was discontinued this January 31.

Originally, u'hen the firm succeeded the Portland Lum- llowever, heading the new Santa Fe Lumber, Inc., operaber Company, it rvas located in San Francisco's old Rialto tion, lve once again find Gus Russell and John C. Saner, Building, which rvas destroyed in the quake and fire of Jr., at the helm. For Mr. Russell, who is secretary, the 1906. Santa Fe was then forced to take temporary quarters new corporation marks the beginning of what he hopes rvill in a stall on Berry street, later moving into the Alpha be another golden jubilee-bound business. Building when it rvas built at the corner of Sacramento Saner, who is president of the new corporation, recently and Drumm Street in San Francisco. The latter building completed his l3th year with Santa F'e Lumber Company. was built by Captain Simpson, who owned a fleet of lumber Prior to joining Santa Fe he l-rad been rvith the Quincrschooners and had a variety of lumber interests along the Lumber Company for six years. West Coast. For three generations the Saner family has been identified Santa Fe offices remained in the Alpha Building for two rvith the lumber business in Louisiana and East Texas. vears until shortly after the St. Clair Building at 16 Cali- It follorved that lohn would literally grow up in the busifornia Street rvas erected; headquarters were then moved ness. Saner spent his early years working at his granclto that point. The firm continued to operate from the St.

(Continued on page 46)

Up-to-dote sorting ond hondling of oll lumber on our chqin qssures uniform loqds in proper width qnd length qt o minimum of cost. This mechonicol operolion soves lime ond lobor for Coosl Kiln cuslomers -especiolly where speed with economy is desired.

Locoled in the heqrt of the Greqler los Angeles Industriol district-Adiocenl lo oll Freewoys

Completely AUTOTIAATIC Stocking ond {ticking soves TIME, TABOR qnd COST. Coosf Kiln is the first lo offer lhis feoture of mechonicql hondling of qll Hqrdwoods qnd Softwoods in Soulhern Coliforniq. fhis precision operolion meons your lumber will be FIATTER ond STRAIGHTER, whelher qir-dried or kiln-dried, when prepored by mochine process.

Copocity over one-million, lhreehundred lhousond boord feet per monlh. Trqined personnel prepqre, hqndle ond supervise oll species of lumber kiln-dried by Coost. Automoiic conlrols ond reversible crosscirculqlion eliminole much of fhe downfoll, worping or twisting when Coost experts prepqre ond dry your lumber. Becquse of these foclors, our insuronce rqles ore lhe lowesl coyerdge in this oreq. All mqteriql dried right-dried on lime.

Trode Journcrls

Honest now-did you ever hear of an editor of a Trade Journal who had really made a fortune at that job?

The man who will devote his time and energy and talent to publishing a trade journal these days, with the constantly increasing costs of paper and ink and labor and the unceasing ebullitions of the markets and the over-night chapges in merchandising policies and all the rest of it, isn't able to give much time to the commercial side of trade journalism.

Ye Ed doesn't cover white paper with black ink or pale pencil just to hold down a job-just to draw a salary or to cash in what is left of the receipts after the bills are paid.

He does it because he feels that he has a real message for his lsadsp5-a message that he has been appointed to deliver-and which he must deliver whether he starves or feeds.

He is doing it because it is his religion; because he believes it is his life's work; because he is convinced what he has to say will be of value to those who will read it. He is constantly in touch with the industry in a,ll parts of the state, the country and the world; he is conversant with the history of the industry and its progress and his position gives him a certain aloofness from the routine of actual business that he gains a clearer conception of the march of events than those who are on the actua,l battle line.

He acts as a clearing house for all of the informationfor a,ll of the new, modern, up-to-the-minute methods of the industry-and this information he passes on at a tiny fraction of the cost in labor, thought and actua,l money it has been to him.

Necessarily the contents of each issue of the trade journal cover wider ground than is reached by the particular business of each reader-necessarily there will be a great deal of matter in its columns that will affect each reader but incidentally-but in each and every issue-for each and every reader-there is RIPE GRAIN FOR THE GATHERING.

If you should get but ONE good suggestion-if you should receive but ONE good idea-from your trade jourual in the course of a whole year's reading; if during the course of an entire twelve months you should get the germ of a single thought that resulted in improving your business in any way-you will have received a benefit tha,t will well repay all the time and trouble of all the rest of your reading.

In this line alone-in the clearing of ideas of valueyour trade journal merits your consistent and enthusiastic support. It merits your acting as an unofficial subscription agent, for every reader you add to its columns means another possible source from which the editor can draw experiences or ideas to pass on to you.

As an advertising medium, the trade journal concentrates in its pages the business notices of source of supply from which you draw your goods.

As a news medium, it eliminates all matter foreign to (C--ontinued on l'age 69)

Wtr.tt properly kiln dried, redwood has the lowest swelling and shrinkage of commercial woods. But air drying alone cannot be depended upon to reduce moisture content to that "point of no return" which assures permanent dimensional stability. That's why Palco* Architectural Quality Redwood always carries theCertified Dry label, your only assurance of controlled seasoning procedure and moisture content. Pacific's kiln capacity is ample to cure accurately and completely all that part of production which merits the uame Palco* Architectural Quality Redwood.

DEALE RS !

This is one of o series of qdvertisemenls telling the exclusive Polco* Architeclurol Quolity Redwood slory over 2,000,000 limes eoch yeor through the building ond orchitecturol publicotions your cuslomers reod. The bulletin described below is ovoilqble on request, ond is being mode o permonent reference for 18,000 leoding orchilecturol firms through Sweei's Architecturol File. This is porl of o long-ronge progrom to help .you build your Polco* premium quolily morket. r.5o,t