Finest Kind of Merchandising Center

DALM AVENUE Lumber Company, 32-yeat-old lumber I firm of Alhambra, Califomia, believes in keeping up with the times. Its new Home Improvement Center, unveiled at a grand opening in late April, ranks with the finest in providing modern merchandising for the home improvement field.

Paul Fritchey, president, was host at the open house rvhich introduced this distinctive new facility for building materials merchandising and customer home improvement advisory services to the residents of Alhambra and surrounding trade area. Associated with him in the business is his son, Russell.

Unfortunately, despite California's exceedingly d.y winter, it rained heavily the Saturday of the event, cutting dolvn on attendance. llowever, it is reported that over 500 persons still "slickered" out to look, talk, buy, and consume considerable quantities of the refreshments provided.

A highlight of the day was the presentation of door prizes including such items as an 8 by 12 wall of Weldwood pre-finished Samara paneling, a beautiful hardwood front door, a l0 by 12 room ceiling of Armstrong's "Classic" acoustical tile and enough Johns-Manville Terraflex vinyl asbesto floor tile for an 11 by 12 room.

Representatives of U.S. Plywood, Johns-lVlanville, McCallum Sash and Door and Armstrong, among others, were on hand to demonstrate application procedures of their products.

Charles Ffart, remodeling consultant of the firm, was a busy man all day answering questions collcerning any (Continued. on Page 20)

A Fomllior Ring?

Ole May, Manager

Thc California Lumber Merchant

Dear Ole:

Thought you might be interested in a copy of a letter from a branch manager of a major line to one of his suppliers-not us; incidentally.

BILL TOBIN, Geo. M. Huff Lumber Company, Los Angeles.

To Our Suppliers:

Dear Sir.

Recently this company purchased from you four lifts of #3 & Btr WP V.l. S/L. This is to inform you to check your tally. l,I/e' finit that you are 60 board feet short. This has not been touched. If ,tou wish to come and recheck yiu'orc free to do So.

I suggest that you get in touch zaith your tally man and in the future hazte him use a rule that har 12" to the foot and not 70,, and one authorized by the U.S. Weights and Measures. We keep a fair stock of said rules in 8', 10' and, 12, manufactured by Lufkin Co. that ore authorized by the Bureau of Weights and Measures to hoae l2i, to lhe foot through the entire rule. In order to recehte one of these, "important to your business" rules free all you hazte to do is send us 60 board feet of #3 Co. & Btr WP VJ. S/L and $2.66 to coner cost of handling and I will be sure to see that your representaliue receiues one of these on his nert trip through, our yard.

This company has a reputation of discounting their bills at 2/o. If there is 27o less material than bouglit this winds up being ezten. The 2Vo which wc soae by doing business in this manner ute consider a profrt. trVe pay the gozternment approrimately another 2% for toxes ds a result of this profit. This along uith the 4Vo we could haae ntade by leaving the ntoney in the bank makes a total of approrimately 10/o. trI/hen zue find. that it costs 10/o iust to do business we will not be here ztery long, In that cuse, your .ttockholders zgill lose 100/o of our businets. I don't fcel you can ifford to lose 700Vo zc)hen w,e can't afford to lose 70/o.

I'ours truly, (Name Unhnozuttl

Decide Now To Attend

Hoo-Hoo Inlernolionql's 70th Annusl Convention September l7-2O

The Americqno Hotel Bol Horbour Miomi, Floridq

Polm Avenue illerchondising Center

(Contitueil tron, Page 18) building problems_visitors might have, and explaining the company's Home Improvement Service.

Well designed to do its job for Palm Avenue Lumber 9_o*p11y is the brochure put out by the firm, "Improve Your Home with: PALCO PLAN." It lists and explains the five _steps from the initial idea-"George, we've simply got to do something about this house l"-1e the state- of completion, whether it be a new wing, a remodeled room or a floor-to-ceiling rack of bookshelves. State of completion?

-"Qs61gs, seeing that re-doing the living room was so easy, why don't we start on the kitchen !"

,_We think the steps of the plan are good enough to quote. Here they are: l. Ideas. Looking for fresh ideas to set your imagination working? "Step One" of the PALCO PLAN makes the latest literature and thought aids available to you at our home improvement center.

Professional advice on the latest design and decorating ideas for your project will insure a good start with completion to suit your pleasure.

2. Design. When fully armed with your ideas and ready to proceed with the business of building you'll want to take advantage of "Step Two" in the PALCO PLAN. Professional planning and aid in selecting the best course of work evaluating costs and time . . . suggesting labor-saving methods . . . all will result in the completion of your project to your highest expectations.

3. Financing. We provide the financing for most any size job with NO DOWN PAYMENT required and as long as 60 MONTHS TO REPAY. You receive. the lowest prevailing installment loan rate and no trust deed is necessary. Financing is no problem at all on the PALCO PLAN.

. a revolutionary new machine process that front, back and edge primes cedar siding with famous Cabot's Ranch House Hues. Saves costly on-site finishing because you deliver pre-stained siding direct to the jobready for immediate application.

Solana Brand "Cabotized" Cedar Siding lasts longer looks better . saves time and money!

SOLANA IS PRE-SELLING YOUR CUSTOMERS!

Ed. Hearne, Solana's Los Angeles-area repre- sentative, is personally talking to architects, designers, contractors and builders in the L.A. area in a big sales development program designed to build business for you. All sales are through established local retail lumber dealers only.

"Solana Brand" is the trademark of tenuine .,Cabotized" Pre.Stained Cedar Siding manufactured by:

H(IW ABOUT THE TYCO HIIRIZONTAL

R(ILLING ALUMINUM ttl|INDtIWS ?

Here is a competitive window that meets all the requirements of your builder. Priced to sell and yet it has quality beyond some of its competitionNylon Rollers on the bottom, Nylon Guides on topThe "Built-In" aluminum outside casing and fin trim makes this Tyco window a complete package. This unit should help your sales in the competitive market.

We olso offer our Tyco Aluminum Cosement to go wirh rhe sliding windows.

Con we help with your soles work in ony woy? lf so cqll us.

fwo Worehouses fo Serve You