"Le/s Get Into the Front Ranhs"'

Bv Ralph E. Hill Secretary-Manager, Southern Oak Flooring Industries*

The United States used FIVE billion feet of oak flooring in the past twenty-five years-that, gentlemen, means 200,O0O carloads. Coming closer home, note please that in 193O the Oak Flooring actually consumed if placed end to end would reach from the earth to the moon, 24O,W miles and 60,000 miles beyond that.

The United States has gone through an epidemic of business done on price with utter disregard for quality-we knew at the outset that it was not economically sound, but we were caught in the flood waters and could do nothing else for the time being but go with the tide. Gradually we are getting our feet on the ground and as our vision clears can't we see that if our business endures we must have satisfied customers and iI we have such we will do our trading on the basis of quality with the cost computed on the building, not as of today, but as oI 25 or 50 years hence.

We are preaching the gospel of the best Oak Flooring that men, machines, and the finest of timber can produce and endeavoring to do it in a way that .creates a desire for an Oak Flooring in every home. We cannot, however, go beyond the printed page without infringing upon a province that is all yours*so in a large measure the success that attends the distribution of Oak Flooring is commensurate with the vigorous, intelligent and continuous effort you put forth upon it in your respective territories.

Do your customers know that there is a grade of Oak Flooring that will fit every pocketbook ? Do they know that Oak Flooring lasts forever-do they know that today it can be finished in yellow, tomorrow in brown, then in blue, etc., to fit the changing color schegnes that come and go with the eternal feminine we love so much, but who inevitably dictates the things that shall be in her home. Let us recognize the fact that as woman will not tolerate the standardization of husbands and babies so she will not stand for a sameness in Flooring materials and the finish that is applied to them. Have you kept abreast of the times so that you know FLOORING finishes in every hue of the rainbow can be used serviceably-that wax finishes are available that permit a patching of the rvorn spots as against the old system of having to refinish the whole floor to correct one bare spot. When you get a lead on Oak Flooring do you tell them the Flooring will cost so much per thousand feet, tell them the difierence between board measure and floor space and quote the cost of the carpenterr the floor layer and the painter? If so, and the prospect is really interested, he or she must chase all over God's Heaven with an adding machine on the back so that when all the costs have been assembled the total cost is finally revealed. Surely this lumbering method is not in your sales picture-if it is, consider please how you would color the atmosphere if a clothing merchant after slipping a new coat on your back would tell you, "Now the cloth in this coat will cost you $3.75 a yard, the buttons 30c a dozen, the thread loc a spool, the padding 9Oc, the cutting $3.92, and"-but before said mer.chant reached this point you would have told him to go to-. Instead of that procedure the clothing mer'chant slips the coat on your back, pats you i on the shoulder, gently steers you over to a mirror and, tells you the suit is $35.00 and nine times out of ten he hasi made a sale, but even if that doesn't follow the fact remains that the merchant has made it easy for you to buy that which he has to sell. Let's get into the front ranks-go out and sell completely finished floors in old homes with an absolute guarantee of no inconvenience to the occupants and let's sell with that a maintenance for one year which will not only teach the home owner how to care for a beautiful Oak Floor, but as well will eliminate the class of competition that refuses to get in step with these changing times. Oak Flooring sales would .certainly be helped by a wealth of new construction, but Oak Flooring does not depend on ng\M \Mq1k-practi'cally all of the old buildings in your community are live prospects for Oak Floors-if you don't believe it, put a live-wire salesman out equipped to talk terms of a finished job afrd let him ring door bells for a few weeks-if you won't do that, develop a mailing list and use freely the helpful literature that is available for distribution to your trade.

Forestry Blend Shingles Reach Volume Sales

Although announced only three and a half months ago, Forestry Blend Shingles have now reached volume sales throughout the west, ac'cording to the manufacturer. Pioneer Paper Company.

The reason for this immediate acceptance of the new product is due largely to the fact that it is the first successful departure from the ordinary asphalt shingle design that has taken place in several years. Color effects are not dependent upon the arrangement of one or more solid colored shingles, but through a patented manufacturing process, sweeping blends of colors drift and intermingle over the entire surface of the roof. The result is a soft general color effect that is not unlike the distribution of tones effected by the mixing of several colors on an artist's palette. The combinations of colors were created by eminent color authorities, and while Forestry Blends are applied in the form of individual and strip asphalt shingles, the colors are so drifted across the unit shingles that the efiect originally inte-nded by the designer cannot be lost when laid on the roor.

Specially constructed shingle machinery with patented slotted discs which distribute across the asphalt coated felt base the proper combinations of the vari-colored crushed Yosemite rock surfacing, is the factor which has made possible this new development in roofing manufacture.

According to J. H. Plunkett, General Manager of the Pioneer Paper Company, the value to the dealer, aside from its nnusual beauty, is the importance of being able to carry a complete stock of colors with a smaller investment than has heretofore been possible with shingles of solid colors.

Will Continue Operating as Usual

I. W. Fuqua of Los Angeles was appointed as rec,eiver in equity for the Frank Graves Sash Door & Mill Co. on June D. The appointment was made upon the petition of the Weyerhaeuser Sales Company, a Wash:ington corporation, and the reoeivership was consented to by R. E. Imhoff as president of the company. It is understood that the company will continue operating as usual.

Parsons-Altman

N. Vincent Parsons, son of Mr. and Mrs. N. H. Parsons of Pasadena, Calif., was married to Miss Rhuey Altman at the bride's home in Arlington, Texas, on June 20. Mrs. Parsons is a daughter of Mr. and Mrs. Wyley F. Altman of Arlington, and a graduate of the lJniversity of Texas. Mr. Parsons is a graduate of Occidental College and is a member of Phi Beta Kappa and of Sigma Alpha Epsilon. At present they are living in Pasadena and plan to spend part of the summer in the High Sierras.

"Nate", who has been associated with the lumber business in the Los Angeles district for the past several years, and Mrs. Parsons motored to Texas for the wedding of their son. It was their first vis:it to Texas and they were highly pleased with the Lone Star State.

With Wm. Smith Lumber Co.

F. H. Krohn, formerly associated with A. B. Gritzmacher, and with Reynier Lumber Co., San Francisco, is now with Wm. Smith Lumber Co., wholesale lumber dealers, San Francisco, calling on the trade in Northern California territory.

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