MrnocAny InnpoRTING COnnpANY

MUrrav 2-2801

1441 Huntington DriveSouth Pasadena, Calif.

MlC0 Brand (Philippine ilahogany)

Products for Building

BAGAC Brand (Apitong)

Products for Industry

Representi'ng: Nasipit Lumber Co., Bislig Bay Lumber Co. - Manila, Philippine Islands

The Chollenge of rhe 6O's (Continueil from Page 28)

This gives the council a combination of imagination and actlon.

Oliver Wendell Holmes once wrote about a man who had a valet to whom he paid high wages, but made deductions from those wages for faults. One week, one of the deductions was $5, and the reason given was "for lack of imagination."

Hoo-Hoo has never been found wanting in imagination. f have always thought "snark of the lJniverse" the best title ever coined for both whimsy and grandeur. Who kn-orvs? Perhaps in another half century, your supreme officer will be sitting up there on a satellife somewhere, directing the affairs of the Inter-Planetary Concatenated Order of Hoo-Hoo.

Right now, however, lumber manufacturers and retailers are more interested in keeping their feet on the ground. We want to sell lumber, satisfy the customer, and make a profit.

This sums up the aim of the National Wood Promotion !ro_g1am, No organization has come up with more activity in behalf of our program than Hoo-Hoo. You can take bows for sponsoring National Forest Products Week, in which the entire lumber industry last year reached new heights in unity of wood promotion. -Your clubs have assisted our NLMA technical Dromotion work all over the country, with everything frombur wood school clinics and Iumber salesmen training courses to the underwriting and construction of model wood houses-spectacular in their publicity value and consumer impact.

The most recent instance, and the one I am most familiar yith,_!s the Washington D.C. "House of Wood" built by Hoo-Hoo, lvhich home planners by the thousands rushed to see. With our National Association cooperating, the publicity was tremendous, topped by a seven-column front page real estate Sunday edition spread in the NEW YORK TIMES, with pictures and flobr plan, and a sweep- ing headline saying "Contemporary Design Illustrates the Beauty and Practicality of All-Wood Construction."

That is what I mean by Hoo-Hoo imagination and action -resulting in editorial endorsement of wood that money couldn't buy-but proving that good performance gefs its own reward. ARCHITECTURAL RECORD will also feature the house as one of the 20 best designed of the year.

You are so well-informed a group that I will not try to cover what the National Wood Promotion Program has accomplished so far.

Your interest lies in the question: "When do we feel those dollars that the manufacturers are spending will be coming home to roost in our own pockets?" I asiure you lve manufacturers have the same interest, because we are d_igging pretty deeply into our pockets to supply the budget. 'I'he program gges up to a $2,000,000 annual rate this year, which will enable us to continue our advertising, public relations, and industry relations campaigns and, at the same time, greatly increase the numbei of men in the field -men who talk the language of the architect, the engineer, th_e bu_ilder, _the dealer, the fire insurance and building code official, and other influential men in the construction market.

Our program is only a little over two years old. It is too soon to claim any startling results with implications of a higher tax bracket for any of us. During tie winter slump, some of us may have felt like the- New York columnist who wrote: "Those Indians who sold Manhattan for $24_must lrave gone through a month like January."

But I would like to offer yo"u a straw in the-wind.

-Last year, ho--using s_tarts were off 18 per cent. Lumber shipments were off_9"1y B per cent in contlast. Window glass,-aluminum and brick shipments were off more than lumber. And, (Continueil on Page 36)

We wear no man's collar we're free to stock the materials and provide the service most helpful to you. We specialize in what you need, rather than what some supplier tells us to push. We play the ffeld, because no one mill source has the best of everything for every purpose. As an independent, we offer the best in Plywood, Formica, Simpson Board, Masonite Brand Products and Acoustical Tile. Over 42 years of service to Southern California.

Woodwork Institute Convention

(Continueil from Page 4) of Independence in a suitable wood frame.

Friday's membership meeting saw Reg Taylor take over his presidential duties, with 75 persons in attendance. Brief reports on W.I.C. activities were given by Technical Directors O'Niel Long and George Lefler and by the group's secretary, Bernard B. Barber, Jr. A general discussion followed on the revision of the Manual of Millwork.

The convention was closed with the membership attending the dinner and floor show at the Ambassador's Cocoanut Grove.

Southern Cqlifornio Retoil Lumber Associotion Moves Offices

The Southern California Retail Lumber Association has new offices, located at 1100 Isabel Street, Burbank, California.

Mailing address for the Association will be P.O. Box 402, Burbank, California.

The new telephone number is Vlctoria 9-2687.

The changes became effective May 12, 1961, per announcement from Paul R. Hollenbeck, executive vice president of the Association.

Lefi: Wielders of rhe "big srick," old cnd new-outgoing prcrident, left, Elmar Viviqn hsnds the heavy burdenr of ofice to new prexy Reg Toylor, Middle: Roy Dreps ond Perry Acufi, two retidng Boord members who hovc served for mony y.qr3. Righr: B. O. "Dick" Horris of l/lengel Compony enioys q chot wifh directors Owenr Minton ond Joe Mqrniello.