Lettctrs

California Lumber Merchant. Dear Ole,

We are happy to renew our five subscriptions to the California Lumber Merchant, which has become such an important part of a Lumberman's life.

If for no other reason than the years of blood, sweat and tears, which our beloved Jack Dionne has given to the publication, it should continue to be supported and read by our Lumber Industry as tribute to him.

Most sincerely,

Paul B. Fritchey, Palm Avenue Lumber Company, Alhambra, Calif.

California Lumber Merchant.

Dear Sirl

Even though I am working out of a medium-sized wholesale yard in far-away Philadelphia I still like to read about what's going on in the business in the West. So put me back on list.

Incidentally, I was glad to see that you have expanded your new products section so much. I like that best of all in the magazine.

Regards, Rudy Marable Appalachian Lumber Co. Philadelphia, Pa.

Snrdng this month, Rudy, we haue another new section called Nnw LTTEnATURE. We hope eaeryone will find, it an interesting and, profnble add,ition-Editor.

Ole May

California Lumber Merchant

Los Angeles, California, USA

Dear Mr. May,

This is to thank you for your letter of the 17tlt and for the courbesies extended to Snow Davis on his trip through your part of the United States. Your coopecration is very much appreciated.

Yours Sinceorely,

Don Barnes

Director

Timber Deve,lopment

Association of Australia

61-65 WentwortJr Ave. Sydney, Aushalia

California Lumber Merchant

Dear Mr. Cook:

I'd just like to know why you use all th,at space up on all the Hoo-Hoo garbage.

What's the matter with those buzzards, don't they have anything better to do?

Name Withheld

Seattle, Washington

California Lumber Merchant

Andrea Sanders, Circulation Manager

Dear Miss Sanders,

I am writing to ask if you wouJd please fo'nward my husband's subscription to our summer home in Newport Beach.

It will be for just the August & September issues, but we don't want to miss a single issue. Not after 23 years of continuous subscription with the Merchant.

My husband is quite active in the lumber business and likes to keep up with the latest building materials nen\rs. Myself, I like to keep up with the women's acbivities,

Attached is a card with our Newport address and our regu- lar address.

Thank you, and keep ten coming.

Sincerely,

Mrg D. E Friese Newpor.t Be'ach, Calif.

Home Lumber Joins LMA

Horne Lumlrer Cuntpanr in San Leantlro. Calil became thc rnost recent of rL glrrving list. of firrns to ioin the Lumbcr' -\Ierchants Assocriation. ac<'ording to thc association's Clair Hicks.

Herrrv and llob -Ilt'ver. tht fat}ier and son team tlrtrt orvtr-* anrl milnagcs the lard reccntlv cornpletetl a mo\ic to a brand-ncr- 3t.! alre location irr lhe <lol'ntoun sectiorr of the treninsrrla cit1.

Appeol for Scholorship Funds

r\ trio oI velt'ran Los Angelcs luntlrcrmetr have bc,:n r:ottlirtning this sllmlner to makt'appt'als for gifts antl donations to go to T,eRor''s Rovs' Homt-. a southcln California <'haritr- home lrr ot l,lritns itrr,l for' , lrilclr','rr irom l,r'okt'rr lt,,m,'s.

'flrt'montr is l,eing tlt'positt'rl in tlrc Los Angelcs Hoo-lfoo Clul, \o. 2 Strrr'lt'nt F orrndatiorr. Inc.. a c]rarital,le corporatinn rcgistered with tht: Statt' of Cali[ornia.

'llrt' fund raisers htrle lrointed orrt that" ''a ltrll 100 pcrcent ol cr.e'r'r tlollirr of th,' fund gocs din't'tlr- to thc strrtleut scholalshiP fund for qrralilied l,ovs at tht' colk'gc lelel. Primtrrily. tlrt' sr:hollrships nill l,c in tht {ielrl oI forcslrv arrtl forcst proclutts r.ducation."

Son Jose Plywood Now Higgins

Strn Josc i)lruood & Lrrrnlrt'r (b." orl'nt'd for tlrc lrast scleral lt'ar lrv J. l'.. Higgirrs Luml,t'r Co. of Sart ['t'arrcirico. is tiort opt'rirtirru rrriilt'r thc' nume r,f its paretrt ('()mpany. Addrcss all t'or-r'r'slrorrrlence lo J. I'.. Higgins Lrrrnher Co..2.590 Laflvt'tte. Slrrta (.lara. (lali[orrriir.

Floyd Mullen

(omposilion Shingles lidewall

Direct Iiait

(Continued. lrom Page IO) surveys that the average reader is faced with approximately 1500 ad messages competing for attention every day of his or her life. That's why it is so important that all the advertising you do of any kind in any media should be professional and well done. Poor, cheap or shoddy direct mail can be far worse than no direct mail at all. Don't use anything in bad taste or try to save money by using "junk mail" to reach customers. It will do more harm than good.

It pays to carefully plan your direct mail program well before you start. Work out your objectives, what you want to accomplish, who you want to reach, how you want to convey your messages and make the whole campaign, or each individual mailing as attractive as possible. Be sure to use showmanship in your direct mail selling keeping your layouts cleancut and dramatic, and come to the point of your message quickly. Stress customer benefits and always ask for the order in every mailing.

Like your other advertising, direct mail should be budgeted and controlled. In this way you can measure the efiectiveness of every mailing or campaign, and keep your costs in direct relationship to special needs, sales and net profits obtained.

New Monsonio foom Boord

Polystyrene foam board, designed for the insulation of roofs, wallg ceilings and floors, has been added to Monsanto Company's line of plastic construction materials, it has been announced.

D. S. Plumb said polystyrene foam insulation material. called Foam Board, marks Monsanto's entry into a market with potential of over one billion board feet by 1967. Currently the markets total over 500 million b.f.

Some of the potential insulation applications for the new building material include cold storage and residential buildings, beer coolers, warehouses and others.

for AII Deoler Producfs

Slob Doors

Wood Windows & Sosh

Aluminum Windows

Aluminum Screen Doors

Louver Windows

Woodfold Accordion Doors

Redwood Cupolos

Nqvqco Rigid Vinyl Pqnels

Douglos Fir Plywood

Hordwood Products

Hordboqrd Products

Pqrticle Boord

Box Gloss

Door & Window Frqmes

Bessler Disoppeoring Stoirwoys

It can be used in both industrial and architectural curtain wall panelso as a perimeter or wall cavity insulator, in pipe and equipment covering and a myriad of other applications.

"The new plastic foam board is strong, rigid, lightweight, permanent and easy to install. In addition, it possesses exceptional thermal properties, acts as an efiective moisture barrier, bonds to other surfaces easily, provides an excellent surface for plaster cement and can be laminated with a wide range of materials," Plumb said.

The polystyrene foam is offered in lengths up to 12 feet, widths up to four feet and in thicknesses up to nine inches.

For a technical bulletin write: Department 804, Monsanto Company, 800 N. Lindbergh Blvd., St. Louis (63166).

Robert Riordqn to G-P Sales

Robert V. Riordan has joined the western pine sales department of Georgia-Pacific Corp., at Portland, Ore., according to Thomas C. Houston, manager western pine sales.

Riordan will assist in sales of production from the company's western pine mills in eastern Oregon and northern California, mainly the fifty million feet oI lumber from the Pilot Rock mill near Pendleton, Ore. Lumber sold by G-P's western pine depart- ment includes western pine and associated species: Douglag fir, larch, spruce, white fir and incense cedar. Riordan has had wide experience in lumber and plywood production and sales, and moves to Port' land from Turlock, Calif. He was sales manager of the Herbert A' Templeton Lumbir Co.'s La Grande, Ore., mill until 1959 and sales manager of Snider Lumber Products of Turlock, Calif., in 1960 anil 1961 and was most recently with Picker' ing Lumber Corp.

Riordan attended the University of Ore' gon and Oregon State University. He was born at Haines, Ore., and was graduated from Eugene High School.

Fortified with SRO-lol to protect the beouty of the redwood from destructive elements. Only heoted-treoted oils ore used. Contoins no rosin. Strong durqble film no crocking. Sdcurity Pqints mqke the perfect Redwood finish.