J-M Golorbestos Shingles qre Eilicone'Se aled to shed woter, resisr soiling ond discolorqtion

I\L* Colorbestos Shingles have been developed by Johns-Manvilleto offerthe ideal combination of function and beauty to meet today's architectural designs.

Made of Asbestos and cement, they are fireproof, rotproof, never need paint to preserve them. And, thanks to the new wonder chemical, Silicone, they are virtually self-cleaning. W'ater rolls right off, no dirt deposits are Ieft behind.

As for beauty, the randomribbed, striated pattern and soft pastel colors of these shingles offer a distinctive new style. \U7 hen applied withJ-M Shingle Backer, they cast heavy shadow lines which accent each course and add character to the house. a few pertinent remarks on current business conditions and read a splendid Hoo-Hoo creed.

Because Colorbestos Shingles ate 32" wide, they save time and money in application there are fewer shingles to handle per square.

Keep up with the times. Offer Silicone-Sealed Colorbestos Shingles for lasting beauty and economy. For more information, write Johns-Manville, Box 111, New York 16, N. Y.

Johns-Mqnville sponsors "Meef the Press" olternole Sundoys on NBC-TV. We invite you lo lune in.

Gates Ferguson the Speaker

Mr. Arnold then introduced Gates Ferguson, director of advertising, The Celotex Corp., Chicago, as the only formal speaker of the last business meeting. Mr. Ferguson is no stranger to either Southern California building material conventions nor a speaker's rostrum, and he was as polished and well informed as ever.

The Celotex official is no word-mincer and he kept the crowd at sharp and rapt attention during his talk, "How to Make Your Entire Organization a Sales Organization." He predicted as many as 1,5@,000 new housing starts in 1955 and said the obsolescence of some homes today is startling, including some "shacks" he sees on his visits to L. A.

Mr. Ferguson recommended the building materials industry take a leaf from the book of the automotive industry in selling, advertising and merchandising. "Or follow the $8 billion travel industry, whose advertising lure is so strong that millions of Americans annually make trips to Los Angeles instead of re-roofing or painting their homes," he said.

He added he would like to see his audience become known as "building material merchants" instead of "dealers," and instead of lumberyards call their businesses "building material department stores." Pursuing his topic, he advised owners to make their employes like them by first liking their employes. "Don't come in to work unhappy, ill or discontented. Don't go to your yard that day; what affects you-affects them !" he said.

Ferguson highly recommended "bird-dogging" by yard personnel, saying employes should keep eyes and ears open for word of friends, or friends of friends, who plan repair and remodeling. "And don't forget your truckdriver; he is carrying YOUR name onto the highway. If he runs afoul of a woman driver one day, 2,0(X) women will know before the sun sets what a lousy lumberyard you have !"

He suggested providing an incentive for employes to secure sales leads, and told of a Milwaukee yard which gives l/o for tips on new business if the lead has not been rvorked on before.

"Know your merchandise, know the job. Enlist your employes in the sales crusade. Most of us manufacturers will send our representative to educate your staffs," said the Celotex executive.

His remarks on the influence of women in lumberyard sales today went over well with the large Hoo-Hoo-Ette assemblage in the audience. He finished his fine talk to generous applause.

Because the musical act at the luncheon has become a prime Hoo-Hoo favorite in Los Angeles, Jerry Essley, rather than Park Arnold, introduced The Four Tones. And continuing the tip-top parade of musical entertainment at this .convention, the very fine Four Tones generously gave encore after encore to the unending applause for their exceptional talent, directed by Emil Farnlund.

The final drawing for attendance prizes was highlighted by a winner for Asa E. Fickling, Long Beach dealer. Mrs.

Rolph L. Smith Lumber Go. Anderson, Goliforniq

llodern Moore Kilns ond coil-reducing lumber hondling equipment pqy dividends ot Andersonl

I % Million Feet eoch kiln chorge ossures high lumber produclion dried lo exocling cuslomer requiremenls!

Since 1947 Rolph t. Srnith lumber Co. hove rtecdily increored rheir drying caprrcify with additioncl lloore Kilns.

And Now-WIIDWOOD, TOO !

For drying output of their new Wildwood mill, 4 lfloore Gross-Girculotion Kilns of the lotest design ore being inctotled.

li'ake money witfr lloore Crors-circulstion Kilns. Wfite os today lor complctc inlosmation-no obfigotioa.

Fickling told this journal it lvas the first he'd rvon years of SCRLA conventions.

There was a rvave of appreciative affection from the audience as Tom Fox took the podium and called Ben Bartels center stage, where he was presented with a handsome Hamilton watch in recognition of the term as president from which he rvas just retiring. Mr. Bartels then officially turned over the executive gavel and as the members and lady guests rvere dismissed for a last look at the big Trade Show, another Southern California Retail Lumber Association convention went down as one to be most-remembered, as new President Wayne F. Mullin remarked at thc start of this story.

ANNUAL DINNER-DANCE

The final event of the 38th convention, the annual dinnerdance, was held in the Cocoanut Grove Thursday night, in a section reserved. Mr. Bartels presided and a menu starred by breast of capon was enjoyed. The lumbermen, mostly retail dealers, and their ladies were treated to the Grove's current sparkling show, which was Mickey Rooney and His Company, highlighting the great little star's 30th year in show business. The top dance team of Tommy Wonder and Margaret Banks was an added starter and, of course, the very danceable music of Freddy Martir, put thc final flourish to this exceptionallv fine convention.

Exhibirors ot

ACOnN ADHESTVES CO., rNC. Lot Angslet

A'ilENICAN sISAIKRAFT CORP.

Lor Angeler

B1I,I. BAI(ER'5 FURNIIUTE PATTERNS Vil Nuyt. Col.f.

THE BEIIWOOO CO. OF CAUF. Sonto Anq, Col,f.

BERKOI iIANUFACTUTING CO. North l{olly*ood, Colrf.

SCRTA Trode Show

JOHNS-I,IANV|[!E SATES CORP. lor Angeler;.Nqw York City

KAISER ATUMINUIA & CHEIAICAT

5ALES, tNC.

Lor Angeler; Chicogo tNc. lor Angeler; Chlcago

XOCHTON PTYWOOD & VENEER €O,.

LARt5, tNC.

Sqcrmcnlo

BETTEI HO'$ES & GARDENs HANDY

PIAN SERVICE

Der J$oiner, lowq lor Angela

ROBERT H. BRAUN CO'IIPANY lor Angele!

BUDROW & CO.

THC CALIFORNIA DOOR CO. of tOS

ANGEIES cAuFotNta zoNoilTE co.

[c Angeler

CAAIP ENIETPNIgESlo Coodo. Cqlif.

CAsCADE CEDAT I.OG HOTTES

Long Bech

IHE CE]OTEX CORPOTATION tor Ar6eles; Chicogo

CI.ARKE SANDING TACHINE CO.

Lo Angela t. l|. cot8 cottPANY lor Angeler rHE COlUmEtA mtu.t, tNC.

Lor Angeler

DOUGI.AS Ftt PTYWOOD A'SoC|AT|ON locmo, W6h.

ED FOUNTAIN IUTIIBET CO. tor Angelc

GENETA1 ENGINEETING SETVICE CO.

Lor Angcla lq Angela

Graswo@, rNc.

A. T. GiEENSAUIi CO.

Lc Algoler

HARIOI PIYWOOO CORP. of tOUrH-

EIN CAIIFOTNIA

[o3 Angels HYSTET CO'TPANY

Lor Angelcr

INSULITE DlVlSlON, lllntrotolq t Onlo.io Poger Co.

Lq Argel$t llinneopolir

LITIREI.I. HANDWARE TINES

Lor Angela lor Angela

I.UMBERMEN'! TTUTUAI, CASUATIY CO.

MASONITE CORPORATION

Son Frmcirro; Chicogo

D. D. 'rtcCALLUM, lNC. lor Angele

NAIIONAI PIAN SERVICE, INC.

Burbonk, Colif.; Chicogo

PABCO PnODUCTS, tt{C. South Gote; 5o Frqncirco

PACIFIC TUIABER DEAIEIS SUPPIY. tNc.

Horbor City, Colif.

PANAVIEW DOOR & WtNDOut CO. North Hollyw@d

RED CEDAT 'HINGLE BUTEAU Sedtle, Wch.

REYNOI,DS METAIS CO'NPANY lor Angele; louirville, Ky. ROBCO, tNC. lor Angele

SllrPtoN toGGrNG co.

Lq Angeldlt Seottle

SlEnuNG lNDUstilCS, lNC.

El lltonre, Collf.

SUNSET FTOOR COVCilNGt CO. Lor Angeler

UNITEO SIATE' PIYWOOD CO,TP. lor Argeler; New York Clty

WAsIIINGTON TIEET PRODUCTS, INC. Sonfo llonlco. Cqllf. wEgT' coAsT turtlEEttttEN's a950CIATION

Portldd, Orggotr

WEs?ERN PINE As'OCIAIION Boldrin Pcrl, Collf.i Podlond, Ore. wooD coNvERStoN co. lor Angeler;3t. Poul, llinn.

IT'S THE EFFORT IHAT REAI.TY COUNTS

SHE PUTS HER BEST INTO HER WORK-AND SO DO WE

It tqkes one coll to us lo secure All Stqndord Brond Producls for the Builders in your oreq. Jusl qsk the deoler who depends on us-we reolly believe in SATISFIED CUSTOIYIERS.