Delighred Deolers Are Our Best Boosters!

These unifs are Issl becoming stqndqrd equipment throughou] Calilornia in reloil lumber yards

Senmet 2-7/aq ?ane( Saa,

fon_

Conlrqclors

Cobinet Shops

Retoil lumber Yqrds

CHECK THESE ADVANTAGEST

O One mon con cross-cuf or rip o 4'x1Ot ponel ALONE quicker thon two men on o loble sow o No lifting or lurning of lorge ponels; both crosscuts ond rips qre mode without removing ponel from ihe mochine

O No need for squore or lope; oll culs ore consisfently squore. Verticol ond Horizontol scoles ore oltoched for selective cuis

O lt is portoble; needs no onchoring, plumbing or leveling. Just plug in ony lighting circuit.

O A sofety foctor greoler thon tqble or portoble electric power sows

Uniis rupplied in ll5 or 22Ov.It5v. p?esently in stock; good service gucrcnleed on chonge lo 22Ov.

A Complete UnitNothing Else to |uySATISFACTORY PERFOR'IIANCE GUARANTEED

The Diomond Motch Compony purchosed eight units betweon June ond August, 1955; The Builders Emporium, El Cerrito, now feqlures lhis service in ils newspoper odvertising; Peier Lumber Compony bought its {irst unit losl Auguri 9th ond by November 7th this yord hod nino un;ls in operotion. Mony other yords hove purchosed odditionol units (rhe Edword Hines Lumber Co., Chicogo, hos 18 units; onother lllinois lineyord firm now hos 2l units).

* THERE IS NO ENDORSEMENT OF A PRODUCT 'YIORE GENUINE THAN A RE.ORDER *

JUST ASK THESE DEATERS (porliol list of owners in Colifornio):

DON BIAIR tUtBER GO., Stockton

PACIFIC COAET tUtlBER CO., Sonts Bsrboro

SACRAIYIENIO DOOR & PLYWOOD CO., Sacrnmenlo mADERA tUilBER GO- Moders

YOSEflIITE BUIIDERS SUPPLY CO- trlerced

IYNAN tUmBER GO., Salinos

TYNAN lUtnBER CO., tnonterey

EASI BAY tUfllBER & SUPP]Y GO- Son Leondro

SUN VAl,tEY CABINET SHOP, lofoyette

CONSUfiIER'S PLYWOOD OUTLET, Son ,llrtleo

RuSSEtt IUilBER CO- Whittier

O-KAY IU|YIBER CO., Ontorio

HOrl,tER f. HAYWARD tUmBEn GO., Xlorro Boy

BRUCE BAUER LUilIBER GO., Son Gorlos

DIAIVIOND mAfCH CO., Sonlo Ross

NEISON'S ,|IANUFAGTURING CO., Son lflqleo

EL ltONtE ]UXIBER, ING- Concord t & N BUIIDERS SUPPLY, Ooklond BUILDERS EllPORlUtl, El Cerrilo

CAPITOL tUfllBER CO., Sqcrstnento ,vllLtWORK mARf, lNG., Socramento

HOftTER T. HAYWARD LUMBER CO- Solinos WILMAR'S, lNC., Son Jose

HILLSDAIE BUIIDERS SUPPLY, sqn Moteo SUN VAttEY IUIVIBER CO., Lofoyetle

FOTEY & BOETTCHER LUMBER CO., Son llsteo

SERVE-U BUILDING SUPPIY, lNC., Hnywsrd

GENERAL LU|YTBER & SUPPLY' Bcrkeley

HOUSE O; PLYU|OOD, Son Bernardino

BIG BEAR IUIYIBER GO., Doly City

CHICO TUMBER GO., Ghico INDENCO ENGINEERS, lNC., Ooklond ware, into the storage area for lumber, plywood, moldings, etc.

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Brownell. "In addition to customer lists, we have also been utilizing RFD routes and blanket city-carrier methods of distribution. Point-of-sale and window displays are now being co-ordinated with newspaper, radio and television advertising.

"Emphasis is being put on name brands and price, instead of the generalized advertising used in the past," he pointed out.

Chester E. Hinshaw first joined Diamond Match in 1935. After rising to the position of manager of the Manteca retail yard, he left the company for a brief period to open a yard of his own at Quincy, Washington. Upon rejoining Diamond he was appointed manager of the Stockton yard, later he became a district manager, and last February was named general manager of the retail division.

Another Diamond Match veteran, Kenneth L. Brownell also joined the organization in 1935. He has had a varied career with the company, having been successively yard man, bookkeeper, clerk, yard manager, assistant to the manager of yards and stores, superintendent of yards and now, as manager of yards and stores, he heads up their actual direction.

A Diamond employee for the past 26 years, Lester J. Motta joined the company when he was only 19. His experience has been largely on the accounting, credit management and auditing phases of the retail operation. Until his recent appointment to assistant manager of yards and stores, he has been credit manager and assistant auditor for Diamond's lumber and retail divisions at Chico.

William J. Harris has also been with Diamond for 26 years. Starting as a bookkeeper he managed various yards, spent two years as a district manager, and finally settled in Chico, eight years ago, as purchasing agent for all yards and stores. In his nerv position he will coordinate the buying and selling, which is something of an innovation in the management of retail lumber and building supply yards.

The new Comptroller for the retail division, Ralph E. Geissler, is a newcomer to California. A certified public accountant, he has been in the Diamond Match head office as a member of the vice-president and comptroller's staff since 1948, and has recently acted as internal auditor. During

World War II he held the rank of Commander in the Navy Bureau of Supplies and Accounts.

Diamond Match has been in the retail lumber yard business in California since 1904. The first yard building, near the company's match factory and planing mill in Chico, is still being used for storage purposes. In 1907 Diamond acquired the timber lands and operations, together with seven retail yards, of the Sierra Lumber Company. This broadened the area served to include Red Blu.ff, Corning, Orland, Woodland, Yuba City and Biggs.

W. B. Dean, superintendent of yards for Sierra, stayed on with Diamond and convinced the company that rvith the expected growth of the Sacramento Valley the yards would be profitable. By the time he retired in 1937, he had