BOBERT S. OSGOOI)

Bandsawn Humb oldt Redwoo d Arfl,ey Premium Studs

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1914

3315 West Eth Street, at Vermont Ave. LOS ANGELES 5 TWX . IJT 650

Jim Forgie -- Bob Osgood -- John Osgood

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Wesrrnn Doon & Sasm Co.

TEmplebar 2-84OO

OAKIAND 20, CATIFORNIA

Los Angeles Dry Kiln & Storage Co.

Is pleased to announce the appointment of MR. MARSHALL ED$TARDS as Superintendent in charge of our Kiln Drying Operations succeeding Mr. A. R. Pierce, pho is no longer connected with our company.

Mr. Marshall has had long experience in the kiln drying of lumber, and we want you to know that our policy will be to do only quality drying with strict attention being paid to drying to our customers' specifications.

\7e shall alsobe glad to take care of your Storage and Air Drying problems, and you may always count on us to do real quality kiln drying and to serve you well at all times.

D. C. ESSLEY. President

LeROY H. STANTON, Vice-President

4261 Sheilo St., Los Angeles, Colif. Telephone ANgelus 3-6273

Moiling Address P.O. Box 5832

Eqst Los Angeles Stq., Los Angeles 22 pilecl and illustrated. They rvere, in brief. first to dii'ersifl', carr\- as complete as possible a stock of .hardu-are, paint, plyl'ood and accessories as well as lumber. Second, it u'as knot'-hou'. Find out u'hat people l'ant. and then the l>est lvav to present it to them. Use the best means of advertising, of n'inning friencls and customers. Furnish serr-ices 'ivhich help the customers to solve their probletns of repairs, painting ar.rcl improvenrents. Third. brrildings and facilities must be expanded to 1>rovide for a gron'ing business. Keep stocks expar-rding to meet the increasing clernar.rd u'hich the retailers prornotion elTorts s'ill bring'about. Locate on the best highu'ay ancl u-here there is room for grou-th. Never be static in one's thinking. Fourth, :rntl most important of all-go home and clo something about it.

XIr. Hoppe reminded his listeners that the lumber and building nraterial lrusiness is in the sixth largest group in the country, has increased 34O per cent or-er the 1935-50 period. ancl that brrilding sales exceed agriculture.

J. H. Kirk, Kirk Lumber and Materials Co., Santa Nfaria, opene<l the meeting aiter lunch on Tuesdav bv introducing the nel' president, Russ Stevens, and other oflrcers. trIr. Stevens then took over and introduced the first speaker of the clav, Ed Gavin, editor of the American lluilder. Chicago.

"For the first time in r-nany )'ears, as a result of the reccnt election, business 'rvill l.rave a chance to stand on its ou'n feet," I\Ir. Gavin began. His subject l'as "Nerv Horizons to \Iore Sales." He came out strong against all the nloves in government that s'ould lead to socialism. inclucling public housing and other controls and subsidies. llut he could not blame the government entrielv for the trend. In the panic and depression s'hich follou'ed the stock market break in 193, business u'ent crf ing for help to \\-ashington and got paternalisn.r and regulation. He hoped that business ancl the nel' generation u'ould not do it again.

There l'as a feeling that rvhen Eisenhou'er became President all n'ould be t'ell. Things have not happened as fast as some \\'ould like, but changes don't take place in a dav. It n'ill take the ne\\' administration at least tr-o vears to accornplish its objectives, \{r. Gavin predicted. but business no'n', horverter, has a chance to stand on its ou'n feet.

After the World \\'ar ended in 1918, he said. the birth rate \\'as the greatest in its history. During \\-orld \\rar II there 'rvas little home building. The post-\\'orld War II demand for housing n'as the result of this population increase. The decreased birth late of the depression vears in the early thirties may slorv dorvn the need for homes during 195.1 to 1960 to a possible 700,000 per -vear, but the high birth rate of the early forties u'ill bring about a big demand of i,500,000 new homes per )'ear t'hen this nes' population reaches the marriageable age in 1960, and rvill continue on to 1990.

In looking ahead, the retail lumber merchant. IIr. Gavin warned, should not only examine the credit of the contractor and builder, but that he must insist on his proper margin o{ profit. The builder may threaten the retailer that he s'ill open l.ris os'n vard, but he u'ould find in turn that he needs that margin to keep his doors open. \\'hat the retailer must learn is to follou. the example of the auton.robile manufacturer, the clothing merchant. and others who create business by obsolescence through a change in stvles. The changes rnade in these lines are in nrere details; r-et 1leo1>le n'ill buv a ne\\- suit or a ne\\' auton-robile for the st-r'le alone and not because of rvear.

The home building industrv, on the other hand. tells the \-()unL couple that the nes' home is the most important bu'r' irr their lives ancl that the-v rvill have it a long time. IJut there are great changes constantlr' happening in the building and 1>lanning of homes. and people could be sold on obsolescence. to look for the neu'model in homes every vear. Air conditioning, nen' designs for reirigerators. ne\\ rnaterials and the gron-ing necessit-r' for alterations as a resrrlt of these changes offer great possibilities of gros'ing llusiness for the future. Too much of American industrv is u'edcled to the I')uropean economv. the idea of building in stone and for permanence. trfr. Gavin said. Let this corrntrv be built on the idea of change and capitalize on it.

To insure progress in the building industrv. and retail lunrbcr nrerchants in particular. the trade association is needecl. Ever,v one felt its necessitv during the rvar. r'hen countless regulations and restrictions had to be studied and applied. With the nerv administration and its relaxing oi all this. manl- might not feel the necessitv of an association. but in the long run it is onlv through the association that the irrdustr)' can survive and prosper. In Jack Pomerol' the I-un.rber llerchants -\ssociation of Northern California has a brilliant Ieader. I)on't accept the idea that vou have reached the limits of vour gros'th. \\-e, as a people. have just scratched the surface of our possibilities. Let us stand on the grouncl and look at the stars. and tomorrorv stand on this neu' ground of our earlier vision and look be-vond. IIr. Gavin concluded.

The r.rext speaker introduced n'as Everett \\'ilson. director of public relations, National Retail Lumber Dealers -\ssociation. \\-ashington. D.C. He repeated the thought expressecl bv the previous speaker that the Eisenhorver administration had not as ;-et had a chance to do anvthing big. rrhich seemed to be expected. .\t least business is no longer branded as the bad boy of previous administrations. but has beconre respectable and assured of a fair hearing at all times. There is no serious legislation pending at the present time. brrt it is expected that FHA and \:A interest rates l'ill be adjusted and that in this respect things should s'ork out l'ell. The pressure is for higher interest rates and lou'er don'n pa-r'ments, and the Association rvill probabl'r' go along n'ith it. \\'hile in the past support for the "no" r'ote u'as needed from the -\ssociation in opposing legislation, the "-ves" r'ote l'ill be needed nos'. The National -\ssociation at \\'ashington not onlv has to inform menrbers on the progress and character oi nerv legislation, but after the bill is passed has to study horv it is to be administered. The Association has to make sure that the administration of the nerv larv, good in itself. does not in its application lead to trouble for the dealer. For example. ]Ir. \\-ilson said. there have been six people rvorking in \\'ashington for the last several years to trv and prove that retailers are all rvholesalers so that thev can bring them under the provisions of the minimum \\'age la\\'.

The National Association is behind all the trade promotion efforts of the dealers. The trIinute I\[an program rrhich callecl for one dealer in a tos'n to see that the local nervs- papers received the news releases of the Nati<lnal Association proved very successful. Great interest u'as generated in public relations contests on the part of dealers, rvhich had as their object the publicizing of any outstanding rvork done by dealers. Good merchandising in the end is good public relations. The 5 per centers. in \\Iashington u'ent under the guise of public relations. It is very desirable to have the public on your side, and to be able to distinguish sound public relations and the objectives of the lumber retailer.

Other u'ork of the National Association is not onlv informing the employer of all that tvill improve his llusiness. llut furnishing a plan for the training of emplovees. These clTorts l.rave brought about a great resp()nse fronr employers. Tl.rey want to know horr' to start the trairring programs, about group meetings, study guides, n.rerchandising planning and the text books and materials for the classes.

I\Ir. Wilson said the National Association is also rvorking on plans to improve advertising material for the dealers. They are trying to find out what the customer u'ants and the appeals to which he responds. \\'here there are not enough funds in the treasury to carry on the rvork, the National Association tries to induce producers of this material to promote it at their own expense. There i3 no better public relations than to have the employer and employee alike knorv how to serve the public lletter.

Yosemite Convention Notes

Lloyd Bittenbender and Mrs. Bittenbender. Ukiah. u'ere enjoying themselves knowing that the Bittenbender Luntber Company was in good hands, as their son has taken over the responsibilities of management.

Mr. and I\Irs. F. Dean Prescott celebrated their 54th u'edding anniversary, and the trip to Yosemite to the convention rvas part of the celebration. I\[r. Prescott is president of the Valley Lumber Company of Fresno.

Wendell ll.obie, Auburn Lumber Co., introtluced Charlie Shepard, Sacramento, as a horseman and lutrrberman from Sacramento. Wendell is no mean horseman himself. He goes riding every late afternoon rvith his very Young granddaughter. From his home he can look up the beautiful Ar.nerican Iliver Canyon, and he sa1's there is a trail on n'hich he can ride almost to Reno rvithout crossing a fence\\Iendell and Jim Gartin got together and talked horses. Jim used to break horses in Texas before he came to California.

Hex Hexberg, Union Lumber Co.. and Frank Nelson, head grader for the California Reds'ood Association. took a little ride to see the sights along rvith their rvives. \\-hen some distance from the floor of the vallev thel' felt a sudden slol'ing dorvn of their car, as if part of the engine had dropped out and thev rvere dragging it along the road under them. Thev stopped the car and Hex and Frank got out to examine s-hat s'as causing the trouble. Thel' looked it oler carefullv. Too bad, a big piece of iron had locked into their car and it rvas thought best to rvalk the trvo miles back to the hotel and call the A^{A. That gentleman knerv more about metal than rvood, but upon examination pronounced that the iron s'as iust common rvood.

Honored bv Oakland Rotarians

John L. Todd. founder of the \\'estern Door & Sash Co. is the oldest living Rotarian. On his brithday next June he s'ill be 99 1'ears of age. To honor him the Rotarv Club feted, eulogized and photographed the man rvho rvas born before the Civil \\'ar. He joined the Rotarl' 33 1'ears ago, so it rvas qutie proper that they should honor him at a special luncheon last April 2 in Oakland. It was almost {0 vears ago that he started the \\-estern Door & Sash Co. in Oakland. His son. Jo Todd. is norv the active manager.

Ycnd Closes

The San l)edro Lumber Co. yard at \\'estminster. Calif-, closed on March 28. The yard rvas established in 1912. and during the 4l vears it rvas operating had three 1'ard managers, \\-illis H. \\'arner, presentlv chairman of the board of supen'isors of Orange County, George Clough. s'ho notv operates his os'n rvholesale lumber business in I-os Angeles, and George A. Garrett.

John Sampson, Sampson Screen Door Companv. of I'asadena, made trro successful fishing trips during the month oi April to Lake lIead. Arizona. He brought back enough big ones to furnish all of his friends rvith the material for a fish frv.

New Booklet New Wholegale Lumber Company