We Have Moved!

To Our New Offices in the General Petroleum Building

612 South Flower St., Los Angeles 17

Our New Telephone Number is MAdison 6-6838

Exclusive Representatives in Southern California of FAIRHURST LUMBER CO. OF CALIFORNIA. EUREKA

PHIITPS & MURPHYI.UMBER GOMPAIIY

NO\T IN STOCK

QUARTER INCH (V4") I ASONITE PANETWOOD

Sizes: 4x4 - 4x8 - 4xl2 r.

The Perfect Underloyment, Wqllboqrd, qnd Uriliry Boord.

ORDER YOUR INITIAT STOCK NOW!

Other Genuine Mosonite Products Reody for Gluick Shipmenr.

E. HIGGITTS I.UMBER GO.

99 Boyshore Boulevqrd

Son Fronclsco 24, Cclifornicl VAlencia 4-8744 in thc l)ensi()n business, for it cannot handle l)ensi()ns ()tr :r lrusincss basis." Mr. Schwartz rcntarkcd that municilxrl llension plans are certainly necessar)', but manl' of thelrr are rrnsorrurl.

Hisrory tells us Moy lO, 1869 the ffrst Trqnrcontinenlol Roilrood wos (ompleted opening up this voil lrode o160 of lhe Pocific Cootl<nd o{ <ourre crooting the outlel for our forest product5 throughout the middle w€ll ond qorlern cilie.. Just o litllo ovor forly yeori lotsr JOHN W, KOEHL estobli5hed thi. firm to monufoclurc QUALITY Sosh & Doors ond to dirt.ibute our producti lhrough RETAI t LUMBER DEAIERS ONIY. . This policy .enoin! unchongsdSO if iI i3 CUSTOM A.IADE VENEERED WORK, SI.AB DOORS, PANEI. DOORS, STORE DOORS, STOCK DOORS ond WINDOWS you ore needing iu3t coll lhe monufoclurer with yeors of cxperienco s€rvicing lho.sloiler in the SouthcrnColifornio oreo. . , Mqn'r next be:l fricnds ore, of course, his fomily ond his CUSTOAiERS.

[{e tliscussed pension requirentents an(l l)ointed out thc nced for changes. Regarding old age pensions, he sai<l that doing arvay with relative resllonsibility destroys thc <lignity of thc American home. "A family rvas a real unit. ()nce up()n a time," he said, "The States have ap;larentlv clecided that the family is old-fashioned. Somebody is selling America short." "Let's give peoyrle in nee<l thc things thcy ncecl, brrt let's stolt giving everyone llt()ncy irs a rervar<l for living in Arnerica."

Therc is not room here to reproduce I\Ir. Sch.rvartz's talk in full, but so many remarks of interest arrcl requests for copies u'ere heard, that the I\Ierchant asked him if copies rvould be made available to those interested. Mr. Schrvartz informs us that single copies u'ill be available free of charge , and further copies at a small charge to c()\'er printing. Address 1151 South Broadrvay, Los Angeles 15.

Orrie Hamilton paid tribute to the exhibitors rvho rnarlc the shorv possible and a success.

Annual Banquet

The annual banquet Thursday evening was an enjoyable aftair, r'vith delicious prime ribs of beef and all the trimmings. One of the entertainers, Dr. Giovanr.ri, managed to keep everybody mystified by deftly removing everything from r,l'rist rvatches to braces from his assistants, chosen from the audience.

Among the rvinners of the door prizes for ladies rve:e N'[rs. N{acauley, Nfrs. C. D. Fortney, N[rs. Tom Fox. NIrs. Edn'in Hinds, and Mrs. Saroyan.

Friday Morning

\\r. C. Bell acted as .moderator of the panel discussiorr or1 "Creative Consumer Selling" held in the Modernc Room on Friday morning. He made a fe.rv introductory remarks on the need for preparing for business, having salcsnrcrr traine<l, a<lvertising, an<l having the gorlrl u'ill of thc community. J. lt. Mayers, prollrietor of the Angelus I'rcss, Los Angeles, was the first slleaker, and gave a ferv irlc:rs on lrou' to :rllply <lirect advertising, to let the consunler knou' u'here t() turn for advice and assistance. "..\dvc-tising can llrirrg llros;lects t() you, but your salesurcn rrrust urake tlrc actual sale," I\{r. Nfayers stressed.

Ncxt, .lohn Vrba, 1>r<lrnotion rtrana[Ier ofTV station Kl"fV, llollyrvoocl, told horv thc dealer can use T\- to rnal<c <lcrrronstrations in the honre :rt the consumer's collvcnicrrce. IIc renrarkerl that he hoped dealers are taking :t<lvant:rgc of the favor:rble publicitv of the build-your-ortr.rhome articlcs running in thc Ladies' T{onte Jourual ancl thc llca<lers Digest.

Chcstcr l)oyle, president, Los Angeles chapter Americlrn Nervspaper I{e1>resentatives Association, told the gathering that all retailing must have more than hit or miss advertisirrg, and pointcd out tlrat the retailer should see n'hat the customer wants. He told the case history of a lrrmber conrpany's advertising experience and seasonal buving pattcrrls. "Sonrething sells every month of the year," \[r I)oyle said, "it's a matter of em1;hasizing the right ltrriduct at the right time."

Kcvin Su'ccney, slrles man;rger of radio station KF[, [.os Angelcs, told ho.n' the retailer can use radio time to goo<l advantage. "Tell people ,n'hat they rvant to knrlu' about building," he said, "and speak yourself, l>ecause vou speak n'ith authority. l'eople .ivill get to knovr you and u'ill turn to 1'6u rl.hen they need something." He suggested setting up a Consumer Advisory Board in each yard to irnswer questions bv consumers.

John \\t. l\{attheu,s, public relations representatir.e. Foster & Kleiser, I-os Angeles, covered the subject of outdoor advertising. "Nlake an impression on the consumer's mind by outdoor advertising," he said, "so that when he is ready to spend his dollar he .,vill think of you."

All of thc speakers \\'ere brief and informative, and irr the ctuestion and ans\\rer period u'l-rich follorved ansn.ered a numl)er of tluestions which shorved the intcrest of tlte glrt lrcrirrg.

Hoo-Hoo Luncheon-Friday Afternoon l'rcsirlerrt Tom Fox introdttcctl thc follorvirrg lloo-[{orr ruot:tlrlcs, rr'ho rverc given a goo<l rountl of allltlause : \\t. ('. Bcll, l,crv Go<lard, I)ave Davis, Ii<ldic (ilassort, ;tn<l liratrll I-crry, 1r111fs5i1ior Rt>scoe Itorrnd, l)can l'lrrrcrittrs of I l:trvit-rl L:ru' Scltrxrl spoke to the luncheort gathcrirrg on "llttsiness anrl thc Scrvice State." FIe sai<l we :trc rvorking otr thc doctrine of the involuntary gottd Sitttr:tritan, thc tloctrine of finding a person on whom it is easy to llttt the llurtlen of sccuring freedom from the ills of life. "\\/hctr vott itrtposc tltc penalties of impr<lvidcnce on thc llrovident, thc rcsult is likely to be a condition rlf frustratiotr ott the ltart of society itself," he pointed out. FIe closed by stressing tlrc irnportance of thinking for oneself.

I )r. Johri (iray, D.D., pastor of tltc l;irst Metho<list Churclr, Inglcwood, delivered the invocation. T.os .\rrgelcs Hoo-Hoo Clull No. .l sltotrsorc<l tlre ltrrrchc.,rr arr,l flstrion sh<lw which <lrcrv it grcitt (tcitl of intcrcst lr-v lhc la<lics and their husbarrtls. Illtrc llook I\lotlcls slrorvcrl the many lovcly ensemlllcs, Atlcn<larrce 1>rize winners includcrl Nl rs. I l:rrry \\/iltianrs, I\[rs. C]arl I.aughlin, Mrs. Keith, Mrs. l-llydn, and I\trs. Itlrrlinc ('odcreft.

"Sclling to Defend America" was thc subjcct of Italph \V. Carney, vice president of the C--olcman Compttn-r'. \Vichita, Kansas, who was the next speaker. "Trade associations," said Mr. Carney, "are one of the greatest soci:rl influcnces of today." He told the group that thcrc arc thrcc thotrsand national trade associations, broketr tlou'n into t'rr,cnty-seven thousand regional associations. "We h:rve scen three eras in business," he said, "the cra of knifing the competitor, the post-Worlcl-War-C)ne era of livc and let live, and now the post-World-War-Trvo era of livc and help live." He feels that it is now the salesmens' turn at bat, to keep the economy of the cotlntry high. "You ancl the salespeople you train are the peacetime soldiers that can save America," said Mr. Carney. He s1>oke of the need for properly training salesmen, pointing out that eighty per cent of retail and sixty per cent of rvholesale salesmen have come into the field since 1941, and have had experience only of war-time and post-u'ar shortagcs. "Give your salespeople a sense oi dignity an<1 pride in their jobs," he said, "and help them to have incentive."

Dinner Dance

The dinner dance Friday evening rvas enjol'ecl lrv thc large crou'd. Dinner music was by Eddie Baker at thc Hammond organ. Dancing music rvas furnished lty Jaclt Aronson and his Bel-Air orchestra featuring Rosalie Calvert, the beautiful cover girl. Entertainment lvas b,v "The Five Royal Rogues," one of America's foremost singing groups, with Cecil Stewart at the piano. ,.

Saturday Morning

Saturday morning, April 15, meeting was held in thc Embassl' Room. George Brosch, president, George Brosch tt Asscciates, Birmingham, Michigan, was the first speake:-. His subject, "Step-Up Sales" stressed the need for sales tr:rir-ring. 'He explained therNational Retail Lumher Deal- ers Association sales training t)r()grittrl, atr<l shos'erl llnrt of the filrrr included in thc progranl.

Russcll Bjorn, pultlic rclatiorts .,,q11sglor, Stockton. ('alifornia, spoke next on "l'ublic llelations! \Vhy?,.. Not. IIorv," "l'ublic relations," said Mr. lljorn. "is the itrt ()f gctting :rlong rvith l)c()l)1c." IIe pointe<l out tltat salestlliln <leal rvith tlrc llulllic lrut rvith (,ne ()r tu'o peolllc at :t tittte. "\\/ltencvcr rvc forgct to rcmcntlrcr thc othcr fcllorr', ltc rcmcrrrlrers to forgct us," hc siti<I, irr strcssing the treerl for goo<l rcl:rtiorts, an<l "bttsiness lfr()\\'s frorn thc lrottoltt tt1.l, but dics fronr thc top down."

Wind-Up Luncheon-Saturday Afternoon

N{ost ltcv. I'atrick J. ('onc:tnnr)n, l)rlst()r of the Chtrrch of tlrc (irxr<l Shepher<1, lJeverly Hills, gavc thc invocittion' l)r. Clatrrle W. Farvcett, Coor<linittor of Intlttstr,r' 'frltitring, University of California, discusse<l "Industrial Training Ciorrres of Age." He said it u'lts the resltonsibilt'r' of husiness to give their employees attention, :rllor,r' them to gr()w, so that they rvill have a lllan ftlr the re1>lacetllent of t()l) men rvhen tlrc timc cotrres. Train personnel s<l that they can help you rvith yrtttr business, Dr. Fau'cett said.

W. C'. llcll, managing tlirector of thc \\/este:'n l{etail l,umllcr Association, Scattle, tall<e<l orr "'lraining Courses for l,umber l'ersonncl." I.le s:rirl th:rt the first trairring c()urse rvas helrl :tt the Urriversity of W:rshingtotr on Jantt:rry .5, l9.l(r u'ith 33 stu<lerrts, mostly (il's. 'fhe program rv:rs then launcherl on a tt:ttiotrlrl lrasis ltv thc National l{ctail Lunrber [)ealers Association, thc l'ro<ltlccrs C()tlncil an<l Association sccretarics. 4,0(X) strr<lcnts have grarlu:rtcrl frorrr thc training c()urscs, he saitl.

I)onald Searcy, director of the Iixtension l)ivision at the University of California, read the names of the stu<lents rvho conrpleted the Training Cottrse, on the camPus :tnd off the campus, during the l)ast year. The training L:()urses \\rere sponsored lly the Southern California Retail Ltrmber Association, and Bert Reless was the Association's coordinator. W. C. Ilell ltresented the certificates t() the students. The following received certificates: lllu,etl T. Alexander, C--oast l'laning Mill ....I-os .\ngeles Ilaloh I'. Ileckrnan. Olson Lumber Clo. .. .Alhambra Glenn I.). Rerry. Foothill l.tttnber Co. .. .Glendora

\\/m. Chas. Rraman, Hayu'ard l-umber & Investment Co... Los Angeles

'fhco. V. IJritt, Anrericarr Lttmber & Treating Co.

Los -\ngeles

G. C. Christensen, \\Iilliarns Lumber Yard ...\zusa Crou,n City Lumber & Mill Co.

I'llu'irr I.. Rrou't.t.

I{arrv Il. Glatts. Glatts I-unTber Co.

Pasadena

Pasadena

R. Ir. Helbron, Dill Lumber Co. .. '. ' '.Redlands

I-. B. Hendrickson, L. A. Countv Assessor ...Los Angeles

N{vron F. Henry, B. \\r. Ryrne & Sons, Inc. ..I-ong Beach

Charles Ii. Marchi, Patten-Blinn Lumber Co. .Los Angeles

('ornell NI. Norby, I\fontgomery-Hague Lumber Co.

Claremont l)onald K. Qakes. Dill Lumber Co. . ..Palm Springs

(larrett J. O'Keefe, Har.nmond Lumber Company ..

Los Angeles lirank \\r. Olson, Olson T,umber Co., Inc. Alhambra

G. \\r. Olson. Olson Ltturber Co.. Inc. ....Alhambra

\\Irn. C. Orchard, Patten-Blinn T-umber Co. Los .\ngeles

H. L. Pederson, Dorvney Lumber Co. ...Dou'ney

DeVerl I\[. Peterson, Patten-Blinn Lnmber Co.

[-os Angeles