Mr. Retailer: Here'g Bis Buginegs for You

Bv Poul E. Kendoll, Advertising Monoger \ilest Coost Lumbermen's Associotion

will fit into the financial ability of the school districts and will give nraximum service at a minimum of original cost.

A bumper crop of seven million war babies, just coming of school age, and an unprecedented high birth rate in thc last half dozen years, has presented U' S' taxpayers with a vast and troublesome social and fiscal headache.

Llefore the nation's 103,000 school boards today is thc problem of how to build 400,000 new classrooms within the next ten years to insure every child his rigltt to an educ:rtion, an<l still stay within budget limitations.

By 1960, at least $10,000,000,000 (st>me experts say $15 billion) will be spent to provide these nerv school facilities, and replace 1.50,000 classrooms now rttttworn' s()me dating back to Civil War days.

Since 1940, the nation's top school architects an<l dcsigners have been at work, using every modern technological improvelnent, every trick of engineering and constrttction. They have c()tne up rvith the ideal streamlined, comfortable, eye-llleasing, lorv-cost School of T<lmorr one-st()ry btrilcling corubining efficiency, safety, ec()11()my and flexibility.

For ten years these pioneering, one-story schools of the future have been built, dotting every state across the country. They have been tested and found far sttperior to the old-style, multi-storied, institutional-type, extravagant monuments rvhich school districts saddled themsclves with in the past.

The new American school buildings of the future will be single-story structures of practical, tnodern design, completely functional, which will fit into the community in a friendly, home-like fashion. More important, they llhe new, one-story scho<ll has much t<l rccommend it :rsi<lc fr<lm original lower constructi<ln cost. Into this lruil<ling has gone all the research of thc last ten years by many school designcrs, into it has gone all the new technic:rl dcvelopments and itnprovcments in rvood engineering, anrl lruilt into these ncw schools is an entirely different

The overall cost of the school of tomorrow is less than thc cost of building thc older "monumental" style. School designers norv recognize that the ever-changing educational requirements of the conrmunity call for greater flexibility in school structures, and modern-designed, frame construction meets that need.

In the past, because the old-style school was built largely of hcavy nraterials retail lumbermen could not fully par' ticipatc in this business. The one-story school building is built largely of the so-called "light" construction materials, and thus offers the retail lumberman an opportunity to shlrc fully as a local, taxpaying supplier.

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We expect to lill it with cll kinds ol interesting ihittg" to rncrke it cr vqlucble reference number for all our reqders.

NOW is the time to give thought to your copy, crnd to send YOUR ad.

Copy should recrch us by June l.

Regulcr crdvertisers' usuql rates will cppty

CHECK THE AMOUNT OF SPACE YOU WISH TO RESERVE, AND MAIL One-time rqtes attitude and approach to education and treatment of the student.

The retail lunrberman would do well to inform himself fully on what the mo<lern-designed, single-story, woodframe school tras to offer. On him may fall the responsibility of properly aclvising local school authorities. He may even want t() make the first approach, if school expansion is plannctl, to make ccrtain school officials know all thc facts about one-story schools.

In ordcr to bc of assistance in this work, the West Coast I-umbermen's Association will support thc retail lumllerman with a series <-rf advertisentents in national magazines, architectural and educational publications promoting the one-story school building. We will also soon have available for the use of the retail lumberm:tn, an attractive 8-page, four-color booklet, titled-"Today's Better Schools Are ltuilt of Wood." I)ealers may have quantities of these llooklets free and they should help in prornotion of onestory schools as well as aid in selling materials for them.

Hcre are some of the selling points for the one-story, wood-frame scho,ol:

These schools can be built rvith a mininrum of investmcnt, and later can be converted from grade to high school use, or they can be moved to other locations. They lend themselves readily to expansion and enlargement without harm to the architectural plan. I)esigned in wood, they are highly flexible, can easily be remodeled or modernized to accommodate changing educational requirements.

One-story construction makes possible maximum efficiency in classroom lighting, heating and ventilation. The nrodern wood school has a home-like warmth' Children arc nlore at ease and at the end of the school day both stuclents and teachers are lcss fatigued. Itooms open on grounrl fl<xrr giving greatest safety to stu<lents in case of cmcrgency. Many are tlte variations for stttdent comfort an<t tcaching efficiency that have becn built into these amazing new scho()ls. As fast as inrprovements have lleen tcsted, architccts have btrilt them inttt these schools' The result is that today's schools are ltetter schools. They rrrore ne:rrly meet the community's needs.

More infortttation on thc ncrv tren<l in sclt<lol <lesign will lle given in the West Coast Ltrmbermen's Association's new school booklet. Ilequests for the booklet are now bcing rcceivcd and rvill be filled as rapidly as they come from the press. Itetailers may obtain arry quantity of thc four-color lrooklets without c<lst.

Scrn Frcncisco Lumbermen's Club

Meets April 18

'l'he next luncheon mceting of tlre San l"rancisco Lumlrcrnren's Club rvill be held in thc Comstock Room, I'alace Ilotcl, San Francisc(), on Ttrcs<lay, April 18 at noon.

NBLDA Directors to Meet

.The Committees and Board of f)irectors of the National Retail l-umber I)ealers Association will meet at the Shoreham I-Iotel, Washington, D. C. April 30, May l, 2, and 3.

Builders prefer them for their luxury appearance and ease of application. Homeowners prefer them for their genuine cedar shingle beauty, economy and care-free service. Stained Shakertown Sidewalls are fast becoming America's first choice because they answer the demand for housing materials at low cost, and with minimum cost-per-year of service.

Shakertown Sidewalls, made exclusively of cedar shingles, are re-butted and jointed to assure straight, unbroken course lines and tight invisible joints. For information and color samples, write the address below.

rHE NEw HYSTER "M" ,r*oDDLE ruttcr

Greafer

Yisibility

./ Gresler V Gapacily

For MiIIs' Docks' Warehouses and lndsslrial Planls

Twenty years of Hyster Straddle Truck nranufacturing are climaxed in the ncw "M" with its various improvements in engincering and design.

Greater risibility is the result of a change in enginc hood and radiator dcsign. Sloping radiator improves vision for the operator in all directions and provides a better view of the load Greater capacity is the result of improved frame design. Load grappling and hoisting mechanism has a capacity of 18,ooo pounds.

The new Hyster "M" straddle truck iustifies your immcdiate invcstigation. Write for free catalog.

HYSTER

Company

5301 Pocific Blvd., Huntingfon Pork, Colif.

Telephone LOgon 3291

4445 Third 5t., 5on Froncisco 24, Colit.

Telephone Mlssion 8-0680