The Trade Press: Lumber's Indispensable Allv

By MORTIMER B. DOYLE, Executive Vice President Notionol Lumber Monufocturers Associotion

tfrHE .l0th Anniversarv of THE r CALIFORNIA LUMBER MERCHANT has great significance.

It presents us with an opportunity to appraise the contribution of the lumber trade press to industry growth and progress.

It focuses attention on the fact that the trade press provides a vital link in the communications chain between manufacturers. wholesalers and retailers.

And, finally, it offers the industry a chance to pay long-overdue tribute to such trade press leaders as Jack I)ionne, Don Dick, Ole May and Max Cook-men responsible for raising the trade press to a position of stature and importance in industry councils.

We in trade association work are especially mindful of the importance of the trade press to the industrv's overall health ind prosperity.

And we look to this most vocal branch of journalism to tell us when its leaders think we are on the right track with a program, when they think we should perhaps alter course, and when they think we are on the wrong foot altogether.

We have only to review briefly a fer,r' of the industry's outstanding achievements of recent years to understand that these accomplishments would never have been possible without the trade press to offer guidance and counsel.

One of the most notable examoles of fruitful trade press-industry cooperation involves the National Wood Promotion Programan effort that has created a new awareness, a new acceptance, of wood as a modern material.

So important did we consider the views of trade press representatives to the success of this endeavor that more than two years ago, when the program was just getting off the ground, we called a special meeting of trade press editors and spokesmen in San Francisco to solicit their opinions on what we were doing right, what we might be doing wrong, and how we could improve the effectiveness of our activities.

'fhat meeting-as much as any other meeting ever held-helped to lay the groundwork for the phenomenal gains of the National Wood Promotion Program to date. And the presence of a representative from THE CALIFORNIA LUMBER MERCHANT con. tributed significantly to the meeting's success.

Space permits only a capsule review of other industry achievements made possible only by the support, constructive criticism and valued suggestions of the lumber trade press.

\A/e have a new universal component house construction svstem reouested by and indorsed by the Nationai Association of Home Builders, with their prornotional facilities added to ours.

We are well on the way to a "lowslung" wood flooring system to be competitive on all counts with slab floors.

Add to this. constantly improved f astenings-mechanical and llued; progress toward 1O-year pair.rt performance, with quality-controlled pre-finished siding already coming out of long posl orc lhe doyr of these romqnlic four. mosted lumbet schooners, bui they still mokc o hqndsome sight fo look upon, don't rhcy? Phofo courle3y of A. W, Nefh, longtime lumber wholescler. some plants; f ire-comparative tests showing the superiority of timber construction over unprotected steel; tests showing great savings in heating and air-conditioning through wood construction; new engineering design so that less wood does more work and, therefore, more wood can be used in more houses.

Add to this, our penetration of target audiences with advertising and merchandising aids; our dramatic wood school clinics held so far in more than 75 cities of the nation; our building code and insurance work to remove out-moded restrictions against wood; our technical promotion men all over the map to woik with those who are in a positi,on to choose or reject our products; our local wood promotion programs now operating in 60 cities with the participation of local businessmen in all fields lr'ith a stake in lumber's future.

These are all accomplishments---or near accomplishments-to which the lumber trade press has contributed.

Just as the National Lumber Manufacturers Association functions as the industry's sinew and muscle, grouping the diverse elements of our industry into joint, cooperative action that promises greater sales, profits and future markets for all lumbermen, so does the lumber trade press represent the combined voice and conscience of our industry with the responsibility of encouraging both manufacturing and distribution segments to push constantly ahead toward new horizons.

To survive the current death-grip struggle with competitive materials, we must:

(1) Continue to improve our products ;

(2) Increase the usefulness of our material;

(3) Expand the scope of services available to wood consumers ; anc

(4) Never let up in promoting the practical and aesthetic values of our products to lr,ood consumers.

-Ihe trade Dress can continue to fulfill its most important and predestined role in our industry's future by constantly reminding lumbermen of these economic facts of life.

If the past is any standard of the future, this is ar.rother mission which the tra,de press can be counted on to carry out in exemplarv fashion.

Forty years ago, on July first, L922, The California Lumber Merchant and we started in Los Angeles together. They have been wonderful years.

On the occasion of our mutual Fortieth Anniversary, we offer congratulations and best wishes to the Merchant, and the most sincere thanks to all of our good friends and connections in the lurnber trade throughout the World.

Inlond Empire Hoo-Hoo "Lodies Night-

(Continueil ftom, Page 37) teries re-charged for a big night of fun. Probably, however, the success of the event stems from the enthusiasm and vigor of this outstanding Hoo-Hoo club.

The golf tournament, held on the world famous Indian We_lls -course, was as usual sponsored by Hoo-Hoo. The cocktail hour was hosted by eresmer Minufacturing Co., Inland Lumber Co., Georgia-Pacific Co. and Tarter,-Webster and Johnson.

- O_r_chid corsag'es for the ladies were graciously presented by Mason Supplies and Cranford Whol"lesale.

We'll let our pictures on these pages tell the rest of the story of a wonderful party. However, let us signal out for special credit Bill "Mac" McDonald of Simpson Timber who did his usual great job as master of ceremonies, club president Warren Haskins of Inland Lumber and his staff of officers for a great job well done.

In addition to 'Warren Haskins the current slate has been : Scott Mclntyre of Rialto Lumber, vice president; Harley Hart of Inland, secretary; Bill Rugg of Rugg Lumber, treasurer; Bert Adams of Adams Lumber, V.G. Snark; and Charles Ray of Hale & Greenslade, George Champion of Valley Lumber and Rod Wilson of Big Ben Sash & Door, directors.

IIST OF DON(}RS FOR INLAND E'YTPIRE

Americon Wholesole Hordwore Co.

Arrowheod Lumber Co.

Avolon A{oulding

J. H. Bqxter Co.

Blue Diomond Co.

Brooks Dodge lumber Co.

Celoiex Corp.

T. M. Cobb Co.

Cronford Wholesole Co.

Cresmer Mfg. Co.

Droke Steel Co.

Lumbermqn's Cqreer

Porcrllels Thot of CLtl

Evons-Horbor Produdr Co.

Fir & Pine Lumber Co.

Fredericks Honren Point Co.

Georgio-Pocific Corp.

Goehring Lumber Co, lnlond Empire Hoo-Hoo

Holey Brothers

A. L. Hoover Co, lnlond Lumber Co.

Inlond Building Moieriols Co.

Inlond Sosh & Door Co.

Koiser Aluminum Corp.

,It is interesting. in this year of our 40th anniversaryf to learn'of the numerous instances where either the founding of a company or an individu- al's indoctrination into lumber occurred at about the same time. It is all the more gratifying to learn that all are still very much in business.

HOO-HOO IAD|ES' NtcHT - 1962

Koiser Gypsum Co.

The Key Corp.

Mople Brothers, Inc.

Morquod Wolfe Lumber Co.

Moson Supply

Mosonife Corp.

Oregon Pocific Lumber Co.

Pobco Fibre Boord Products

Pollotch Forest Industries

Jim Ridrordson Lumber Co.

Riverside Cement Co.

Sequoio Lumber Soles

Larry Turnbull, Los Angeles manager for McCloud Lumber, is the latest to join the "40 Club."

Larry left his family homestead in Fair Oaks, California at a tender age and landed in l\{cCloud on July l,1922, where he started work in the sheds and yards, progressing to shipping department and sales office.

When McCloud Lumber Company

Simpson logging Co.

Simpson Redwod Co.

Skil Corp.

E. J, Slonton & Sons

Tqrlcr, Webster & Johncon

Tynon & Rogars

U. S. Plywood Corp.

Roy Von lde Lumber Co.

Word Supply Co.

Worren Soulhwesl, Inc, opened a San Francisco sales office early in 1926, Turnbull was transferred there and became assistant sales manager to W.G. "Bill" Kahman. In 1929 he was sent to Los Angeles to become Southern California and Arizona rep- resentative; this position, through good times and bad, has been his contribution to the lumber industry ever since.

Weyerhoeuser Co.