lf lsntt Every Merchcrnt r r r An Editorial

By JACK DIONNE

It isn't every.merchant who can go out in the highways and the byways and offer his stock and service for sale to Tom, Dick, and Flarry, not to mention all the rest of the boys-and girls-in the district.

The clothing merchant can't step out on the sidewalk in front of his store and grab a man by the arm and say: "Look here, Joe, that suit you've got on is older than Methuselah and twice as ugly, and doesn't do justice to your good looks and shape and position in the community, so come in here and let me drape your form with something that will give the gang a tearful little earful." He can't do that.

The shoe merchant hasn't a chance on earth to seize a passer-by and suggest: "My friend, those brogans you're wearing belong up on the shelf with the cold pie. They're worn and shapeless as a dish of mush. If you don't dress your feet up better than that, someone is going to take you for a bum. Come on into my store, and let me fix your foundations up so that someone will think you are interested in them." FIe can't do that.

The haberdashery man might get a rapid trip to the hospital if he were to lay hands on a man in front of his store, and say: "Old Timer, frayed cuffs aren't being worn this season except in the bread line. Smooth cuffs are all the rage. And that shirt of yours-that is a shirt, isn't it?looks as though the moths had been holding a carnival in it. And where did you get that bilious-looking string you wear for a necktie? You can't win your way on earth wearing that sort of rags. Those clothes should go to the ash heap, and that last-season hat won't give you the look of prosperity you need to keep up your credit, and to give you a prosperous feeling, yourself. Drop into my store and let me make a new man of you." He can't say that.

No, none of those merchants can; and there are plenty of other local merchants that have not that opportunity of solicitation of business. But YOU have. You can do it with good grace, with good manners, and can be assured of a good reception. You can go to a man with a run-down house and, acting like a Good Samaritan, you can offer him ideas for his benefit. You can go to him, not as one who criticizes, but as one who offers benefits untold-until YOU tell him.

Yes, Sir, you can grab your prospect by the arm and say: "Joe, I want to show you and your wife, etc.," and then go ahead and tell him what you think he needs that you can furnish. No trouble about that sort of merchandising. No danger of intruding. No, indeed ! It isn't every merchant, by a whole lot, who has YOUR selling advantages, Mr. Lumberman!

Ofificial figures just released shorv Douglas fir lumber production led in 1952 in California u'ith Ponderosa pine a close second and Redrvood crorvded for third bv the true firs.

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Sliding Glcrss Door ond Window Institute Formed on Coqsf

The Sliding Glass Door and Window Institnte, a trade organization to service architects, builders, contractors, decorators and the home-minded public, has been formed on the west coast. The institute includes many of the leading manufacturers in the industry, together with allied suppliers as associate members.

Charles Morearty, manufacturer and president of the institute, announces that the main purpose of the organization is to serve as an authoritative voice for the industry; to provide a code of ethics, nomenclature, standard sizes, and to further popularize, through all types of media, the complete story of sliding glass doors and windows, and their influence in every type of construction. National headquarters rvill be at 7421 Beverly Blvd., Los Angeles 36.

According to Morearty, the sliding glass door was originated and popularized in Southern California. Today, u'ith the development and perfcction of weather stripping and insulation tl-rrough double glazing, the idea of "bringing the outdoors indoors" has spread throughout the r,vorld, furnishing California outdoor living for any type of climate. In addition, sliding glass doors can now be found in hotels, schools, hospitals, country clubs and commercial buildings in all parts of the country.

The idea of sliding doors is not new, as they have been in existence for nearly a century. In 1935, when glass in vvalls was first utilized, the new trend of sliding GLASS doors was presented to a group of California architects. And so an idea was born. The result one of the fast- est growing industries in the nation.

More than 40 firms are now actually engaged in manufacturing the products, with the majority centered in Southern California.

In the past few years the industry has grown to the ext.ent that 22,Un persons are now directly connected with the design, manufacture, distribution and sale of sliding glass doors and windows. Gross sales, according to the institute. will be in excess of $25 million for 1955.

SAN DIEGO HOO.HOO HOST 2OO AT BEACHPARTY AND FISHFRY

More than 200 Hoo-Hoo "beachcombers," with their wives, families and guests, attended this yearls Beach Partv and Fish Fry of San Diego Hoo-Hoo Clrrb 3. The annual outing was enjoyed at Solana Beach, as usual, on Sunday, luly 17, and the crowd relished one of the best beach days, and some of the finest food, yet.

Herschell Larrick, Jr., Lumber & Builders Supply Co., Solana Beach, provided the feast-which rvas the usual

1955 BEACH PARIY ond Fish Fry qttrocted the lorgert crowds yel to the Son Diego Hoo-Hoo onnuol oul. ing. There pix show lhe building mqterial men ond gu$13 sunning on sond ond surf, whilc the chow rable is prepcred in photo ot right, and eagerly expected bill-of-fare that makes tl-rese annual parties what they are. The barbecue sauce over the baked albacore, the creamy cole slaw, the barbecued beans, tl.re rolls, etc., served to make everyone savor the liquid refreshment even more.

John Collins and Al Frost, Jr., 'were in charge of the races and games and, if you think they've been hilarious before, you shoulda seen 'em this year. Everyone wl.rc participated in the events received a prize. Don Bufkin of L. A. Club 2 and deputy state snark, and N{rs. Bufkin attended from Los Angeles.

The entire Nine of the San Diego club servecl on the chow line. Snark Bob Baker officially reported later that the Beach Party this year was the largest yet and, from the homegoing enthusiasm, an even larger crowd is expected next year. Y'all come-you're all invited next year -just get your reservations in early. See ya there next Julv. -William H. Seeley, 48012, Gurdon, Hoo-Hoo Club 3.