Wl NDOWMASTER zour/,,el s"rhu NITS

FOR NEW CONSTRUCTION WINDOWMASIER UNIIS INCTUDE: COMPIETE FRAME & PREFIT SASH WITH HARD. WARE & GIASS INSTATTED.

FOR REMODEI,ING ]OUVRED SASH TO FIT EXISTING FRAMES.

ALSO Louvremosler Gloss Louvre Doors Full Vision ond Port Vision Types

3.

4.

FEATURES whereby health and u'elfare insurance for all oflice employees can be obtained reasonably. It is administered in orrr -\ssociation office. The program \\'as coordinated l'ith a separate program for our yard 'rvorkers. The Association has also set up programs of group Compensation and Accident Insurance and lJnemployment Disabilitv Insurance, making it possible for companies u'ith a feu- employees to l.rave the same advantages as companies u'ith manr- employees. \ great deal of time and effort has been spent bv your Secretary in contacts rn'ith Sales Tax and Transportation Tax authorities trying to get certain regulation not in the ir.rterest of lumbermen changed. State legislation of one form or another is the constant concern of your Secretary and necessitates numerous trips to Sacramento. We have also appointed a committee to rvork rvith the Public Utilities Con-rnrission and rvith the railroads in an endeavor to have cars properlv loaded so as to save all dealers many dollars in thc unloading of each car.

FUU VlSrON.

RUST-PROOT HARDWARE, FINGER.TIP CO'NTROI. ONE OR A'IORE CONTROI. IEVERS FOR SEC. TIONAT OPERATlON.

NEOPRENE WEATHERSTRIPPING FOR TIGHTNES5.

AUTOMAIIC IOCKING DEVICE.

"I u'ill not burden you rvith the day by dav activities of your Associatidn. Among many other things in a busy da1', a grcat cleal of contact work is done by your Secretary with building inspection departments, State, County and City Oflicials and others. There are many things that an administrative official can rightfullv do for an association representilrg an industry, that he cannot do for an individual companv.

"Your Association is a strong supporter of the National Retail Lumbermen's Association u'hich n,atches national legislation affecting lumbermen, and advises s'ith and informs the many Federal agencies of the problems of the retail lurnber industry, and functions in many other \\avs in the interest of lumbermen. Your Association has strong representation on the National Board lty trvo of our fornter presiderrt. \Ir. I'ark Arnold and I\Ir. Tom Fox.

"The lumber inclustry in Southern California needs stabilization, and there is no influence greater in this regard than this ^\ssociation. It is my opinion that 1'ou orve it to yourseh'es, to your stockholders, and to your companies to belong to this Association and influence others to belong. It is organized and ready immediately to help s'hen problems arise. \\rith a continuance of your support, our Association and its capable Secretary can continue to help lumbermen throughout Southern California and can strive to do er-en more in.the year ahead."

Lathrop K. Leishman, president, Crorvn City Lumber & Mill Co., Pasadena, presided at the business session.

Fddie Baker presided at the organ. Entertainment was by Roberta Linn who sang several pleasing numbers and by I\lvron Floren, accordionist. Both these artists appear with the Larvrence Welk's popular orchestra.

Robert A. Whitney, president, National Sales Executives, Inc., Nerv York, N.Y., was the speaker. His subject rvas "Selling and Developing Markets for Your Products." A revolution is going on in the distribution of goods in this country, he said, and the nation is changing its buying habits. The self-service store, which started in Los Angeles, is spreading all over the nation, and more goods are being sold through vending machines.

He declared norv, and for months ahead, is the time for lumbermen to give serious thought to their selling habits. Modernize your yards and study the methods applied by vour o\\'n sales staff. He rvas sure that lumber. being one of the more important products of our econom)', rvould be merchandised like other commodities to nteet competition.

IIr. \\'hitnev predicted a national increase in sales volume this 1'ear. It u'ill probabl-v be a small one. but a solid one, he said. It s'ill be solid because there s'ill probabl-v be a reduction in'rnilitarv production and a su'ing to consumer goods.

Tuesday Evening-Trade Show

There \\'as a large attendance at a public shorring of the Equipment and Products Exhibit in the Sierra Room, Exhibit -{,rea, and I'acific Ballroom at 7:30 p.m. Ben \\'. Bartels, Peoples Lumber Co., \rentura, \\'as chariman of the evening. The Tyrolian Troubadors furnished the music featuring "Frost-r' Frolics."

Wednesday Morning

Thomas J. Fox, president, John \\'. Fisher Lumber Co., Santa Jlonica, presided at the Dealers Breakfast Conierence in the Los Angeles Room.

The first speaker tvas President Everett C. Parker. s'hose subject u'as "Stabilization and Related Probtems." His address rr'ill appear in the Ilat- l5 issue.

The next speaker u'as Gerrv F. Hoppe, sales promotion manager, Insulite Division. \Iinnesota & Ontario Paper Co., Ilinneapolis, flinn. His subject *.as "Luckv YouFour Leaves To Profit."

\\'ithin the past l5 vears the building materials dealer has become one of the leading merchants in -\merican business, IIr. Hoppe stated.

He told delegates that "the building material dealer has moved from dos'n b1' the tracks up to main street, and in many instances, out on the main hightvay. And his modern store and rrrodern merchandising place him in an enviable position in retail selling. The records shos. that the buiiding material dealers led all sales groups in increased sales rolume betn'een 1939 and 1950. For that period sales volume for the industry rose 342 per cent---or 110 per cent more than the next group, retail sales."

As an industrl-, average sales per dealer are surpassed onl.r' bv retail stores and motor vehicle dealers, Hoppe said. He further stated that the building materials industry ranks sixth among all selling industries, rvith food, motor vehicles, general merchandising, eating and drinking, and apparel running ahead. In the rise to business rvorld prominence, the a.i'erage building material dealer more than doubled his products. "Toda1', the average dealer handles 97 prodtrcts as compared rvith 1O in 1937."

In addition to this increased number of products the building material dealer of today has plenty of competition, Hoppe said. "He is competing rvith appliance shops. furniture stores, automobile dealers, mail order houses and applicators."

Hoppe said studies made bv his company. manufacturers of Insulite insulation board products, shorv that successful dealers spend ll percent of sales on advertising. "Nervspaper advertising has proled to be more than trvice as effective as any other advertising medium and less costly."

Rex Clark, chairman of the Association's Grading Rules Committee, told the delegates that he attended the annual meeting of the \\rest Coast Lumbermen's Association at Portland, Ore., in March and urged them to adopt the simplified grading rules now under consideration. H. V. Simpson, executive vice prgsident of the \\rest Coast organization, stated that this matter u'ould be taken up at their district meetings during April and I\{ay.

Fred Holmes, president of Holmes Eureka Lumber Co., San Francisco, and president of the California Association ,of Timber Truckers, stated that the Interim Comrr.rittee of the California I-egislature had approved a group of bills regarding log trucking in California u'hich his committee is in favor of and asked the lumbermen for their support.

He told horv important log trucking is to the lumber industry of California, especially Southern California. Trucking affects all California including the Redrvood, Pine and Fir industries, and the 75,M employees it takes to produce this lumber. The value of this production is about $500,000,000. Timber trucking is the key to this production, Mr. Holmes said.

Wednesday Noon-Business Luncheon

President E. C. Parker opened the meeting and introduced Dr. Paul F. Heubner, minister, First I\Iethodist Church, Inglewood, who gave the invocation.

Rex Clark, executive vice president and manager of the Consolidated Lumber Company, Wilmington, presided at the business session.

Entertainment was provided by the l\{iramba N'[en'r' Makers-Emil Farnl-und. teacher and director.

The speaker was Dr. Alonzo Baker, Professor of Political Science and International Relations, College of the Pacific, Stockton, Calif., his subject being "What's Ahead for American Business."

Dr. Baker discussed world affairs lvith particular reference to China and Russia. His stimulating address covered the economic situation as it exists betrveen rvar and peace in Korea. His ideas regarding the effect complete peace in

Asia rvould have on the lumber and building materials business throughout the United States s-as rvell received by the lumbermen.

He stated that under present existing conditions over a million homes u'ould be constructed in 1953. Should the conflict in Korea come to a close this spring, or early summer, he predicted a minimum of l,2Z7,O(fr homes rrould be completed before the end of the year. He based this prediction on the demands of home-coming G.I.'s for housing as a large number of them n'ould immediately marry. He rvarned the lumbermen to be optimistic and declared pessimism rvould create disastrous and harmful influences to national and rvorld econom]'.

Wednesday Evening

The annual banquet u'as held in the Pacific Ballroom. President E. C. Parker presided and introduced H- Park Arnold, Fox-Woodsum Lumber Co., Glendale. as chairman. During the dinner, music rvas furnished by Kerekjarto and his Continental Ensemble.

Dr. C. Oscar Johnson, Pastor, Third Baptist Church, St. I-ouis, l\fo., s'as the speaker of the evening, his subject being "From Toothpicks To Crossties." He gave an excellent .inspirational talk that rvas greatlv enjo."*ed by the Iarge crorvd.

Then follorved a splendid floor shorv including several headline acts: Charles Carrer, juggler; The }fandarins, foot and head juggling; Arthur Lee Simpkins. singing star; Johnny I\Iack, dance numbers; the Guardsmen. songs; and Dell O'Dell, The Funsation Femegician. The entertainment $'as arranged and staged by Jean lfeiklejohn, and Phil Ardon 's'as musical director and master of ceremonies.

Thursday Noon-Hoo-Hoo Luncheon

President E. C. Parker and Don Bufkin, president of the Los Angeles Hoo-Hoo Club, presided. The invocation rvas given by D.. J. Lester Harnish, pastor, Temple Baptist Church, Los Angeles.

During the luncheon a Fashion Shorv rvas presented by the Blue Book l\Iodels honoring the Los Angeles HooHoo-Ettes. It rvas entitled "Around the Clock Wardrobe."