THE CALIFORI\IA LUMBER MERCHAI\T

DON DICK Monoglng Edltor

DAVID CUTTER A$btqnt Ediror ond .; Adverlising Prodoctlon

GERI TINFORD Clrculollon

For the past several years there has been considerable discussion in the wood products industry of Southern California around the subject of establishing a Wood Promotion Fund and Program. This would be an endeavor to combine the many difierent groups, companies and interests into working council, for more intensive promotion of wood and to eliminate the costly duplication of time, work and money which has resulted from past "splinteredoo efiorts.

Generally, what certain industry leaders have in mind is a program similar to those established by the plastering industry"Knock on the Wall . and make sure it's genuine lath and plaster"-snd the plumbing industries' P-I-P-E promotion. We understand that these programs have been highly successful in this area in furthering the industries' goals and re-building their markets. Participated in by the trade unions concerned, which combination is also anticipated by certain leaders in lumber, these promotions represent a realistic and sound plan both to hold business and increase it.

We have heard, however, that some segments of the lumber in-

Vogobond Editoriols

Hordboord-lts Big Present, lts Greoter Fulure-------------.--

A Refoiler Looks of Grode Simpliftcotion qnd Slondordization

Lumber Merchonls Associolion of Norlhern Colifornio-23rd Annuol Convention

Nolionol-Americon Urge: Industry Cooperotion. Recognizes Need for Beller Solesmonship .-.--------------

The Development of Hordboord, by Poul B. Shoemoker--------

The Colilorina Lumber Merchont Plan of the Month.---.-.-- los Angeles Hoo-Hoo-Ette3 Give Big "Bosses Nite" Blost,______-_--.--..._.

Big Meeting Morks Aggressive Progrom of [ASC----__-_._------

New Glen Mor Shores Developmenl lounched with Ssles Trinnred for Fost Turn dustry are not yet willing to join in on such an admittedly ambitious venture. o'We are not yet ready" . "It isn't quite the time for such a program" 'oThe industry is too individualistic for such a joint efiort" . these are some of the opinions ofiered.

Readers" what do YOU think?

What can be accomplished in product development and promotion is, we believe, well demonstrated by "The Story of Hardboard'o as presented in these pages.

This "Hardboard Special" is another exclusive feature by The California Lumber Merchant, and we hope you find it interesting and helpful. Our thanks to the American Ifardboard Association for their splendid cooperation in assisting us in this presentation.

Members of the Association are: Abitibi Corp., Bowater Board Co., Evans Products Co., Edward Hines Lumber Co., Forest Fiber Products Co., Georgia-Pacific Corp., Masonite Corp., Nu-ply Corp., Superwood Corp., U.S. Plywood, U.S. Gypsum Co., and Weyerhaeuser Co.

The late George Washington Hill was president of the American Tobacco Company, and probably the most famous advocate of advertising in history. He started work at the age of twenty for five bucks a week, and worked up to where he was getting four hundred thousand dollars annually. That was another of those miracles that oocouldn't happen now." However, it did then.

And the man who succeeded him in that tremendous business office as president and manager of American Tobaco Company was another Horatio Alger success hero-his name was Vincent Rigio. He came to this country at the age of five. In 1905 he was a barber in New York City. He says he charged fifteen cents for a shave and twenty for a haircut, and got along fine. He quit the barbering businese to go out selling tobacco lor the American Tobacco Company. Pretty hard to beat this sort of success story-

When you say a man is the greatest advertiser in history, you must take into consideration William Wrigley. In most business success stories there is generally room for a difierence of opinion as to what caused it. But with William Wrigley there was none. Advertising and only advertising did the job. You see, when he started advertising gum at first-HE HAD NO GUM. AII he had was a name, and a wrapper, and some swell ads. When the ads brought order for gum, he bought the gum from already established gum makers who were short of orders. They did not advertise'*+****

Wrigley, you see, sold the gum and they bought it. He reversed the regular procedure. He spent a million dollars advertising Wrigley's gum before he ever made a stick of gum. Then he spent multiple millions keeping his five cent article before the public. He said he did not know whether advertising was an art, a science, or a business; all he knew was that when he advertised, he sold gum; and when he quit advertising, he quit selling gum. Simple, wasn't it? He made multiple millions in profits, and taught the whole world to chew sum.

BY JACK DIONNE

"Well bred people are never late," says Channing Pollock. "Tardiness in keeping engagements is insolence. What right have you to waste another man's time without giving him a choice n the matter?" Being late is not only a bad habit; it is one of the cardinalsin*s'

Too many of us, when we receive a business suggestion from an outsider, are inclined to say, o'What do you know about this business? You've had no real experience in it." Which is a silly question and a foolish viewpoint. Remember, when you are inclined to that attitude, that it was a school teacher who had never had any cotton experience who created the cotton gin; that an army officer became the father of photography; that the electric motor was developed by a book-binder; that the typewriter was developed by a farmerl that the pneumatic tire was the creation of a doctor; that the typesetting machine was the idea of a grocer. Outside opinions have remade plenty of industries. Don't discard it, just beca;rse it comes from*a nonJumberman. *

The Good Book says: "The God of Heaven He will prosper us and we His children shall arise and build." But don't forsetitsayst'AR*ISE."

Five good commandments of selling are: "Be Square-Be Fair -BeCourteous-Be*Considerate-BeKindly." *

Color plays a very important part in our lives. We even use it to describe certain people. If a man has no "punch" we say he is o'colorless." When he is mad, we say he tosees red." When he is.a coward we call him "yellow." When he is straight, we call him o'true blue." When he is dumb, we call him o'green." When he is bad, we call him a'oblack sheep." *

"The ladder of life is full of splinters," says Uncle Eph, "but they don't hurt you Xo"" *n.l lou're*climbirg*np." *

Honey, according to reliable information, is the one useful product that has never been oversupplied. While the vinegar supply is generally in surplus. Is there a moral there?